Introduction
The digital marketing plan proposal report is focused on the chosen company “PolyVanHouse Inc.” that is mainly laying the focus on the company’s analysis, with the main aligning focus on new ideas and brilliant core activities that helps in improving the digital presence of the employer by focusing on the challenges faced by the organization. The report also focuses on the ideas that can lead to the success of the organization with a focus on the rationale. The focus is on the company’s analysis that aligns the main attention towards the skills and assets, analysis of the digital marketing, competitor analysis, and cost structure.
Company Analysis
PolyVanHouse Inc is a construction management company that was founded in the year 2005 by Nick Ainis in Toronto. The core principles of the company include on time, on budget and on quality deliverables. The company has less focus on social media platforms as they are only on employment websites. The company is focusing on having many projects that include the high rise and low rise with the focus on residential and renovation projects. The company also stated that new projects are available on the website of the company. The company is focusing on general management projects that include commercials (clinics, mall, restaurants, etc. نادي أتلتيكو مدريد ), conversions, condos, high rise and low rise. The company is focusing on the B2B model of business with the focus on contracting activities that are specializing in medium and small-sized residential buildings.
To analyze the current situation of the company on the digital market, our team investigated PolyVanHouses Inc’ website and social media platforms. As mentioned before, the company has a low presence on social media platforms which must be improved to compete better in their digital marketing industry. We also analyzed the company’s website. The strength points of the analysis were mostly related to the alternative texts for images, contents’ amount, backlinks, good code quality and sitemap, accurate contact details, established domain page, mobile optimized and using SSL security. Moreover, the videos on the website can attract more audience for the business corporation and increase the conversion rate. Furthermore, organic search is on a good level, and traffic has been receiving from the search engines (Boostability, 2021). Although some positive points have been founded on the SEO analysis, some weaknesses have been identified and mentioned below:
· The SEO score is 58, which is not considered a high score. A good score for SEO is usually 80 or more than 80 .
· Lack of implementation of Accelerated Mobile Pages or AMP, which might cause slow data loading on the mobile devices. This factor could affect the mobile user’s satisfaction and losing the audience.
· The analysis shows that there are no analytic services are used to assess the number of visitors. This is an important factor that should be considered since it affects marketing decisions.
· Some missing and ordinary headings, titles and descriptions have been recognized on the website on the home page, news page, green future.
· The website is not up to date. The analysis illustrates that the website was updated 298 days ago, which is a long period. لعبة البولينج This is important to keep the website up to date to increase the SEO ranking and higher audience engagements.
· Some of the link texts were not well specified, and there was no link for the company’s LinkedIn page. Since PolyVanHouse Inc is a B2B business, it is essential to share the LinkedIn link on their website.
· The local presence and online directions were not well defined on some platforms like Bing maps.
· The loading time is more than the expected duration, and the web vitals assessment could not be passed. Although visual stability is in a good situation, loading speed is elven seconds, and input delay is 347 ms which is not good enough.
New ideas and core brilliant techniques for improving the digital stance of employer/ solving the challenges of digital marketing
PolyVanHouse Inc should focus on retaining the digital marketing strategy for improving the position in the market, and these need to be given the utmost attention for improving the businesses:
Updating the users– the foremost activity that should be taken into consideration is to focus on updating the users about the innovation and technologies that the organization has invested in, and this should rely on the main focus on making efforts to keep the organization as the centre. This should also include that there should be marketing efforts that are focused on the digital criteria of the business.
Always using analytics– to focus on the digital stance of activity, the focus should be on Google Analytics for understanding the behaviour of the users and towards understanding the specificness of the users. There should be various experiments and techniques of data support that helps in targeting the support of the customers.
Refreshing the goals of digital marketing– the goals of digital should not always stay static. There should be regular intervals for reviewing the existing goals of digital marketing of the need of what is working and what is not. The goals should be focused on being precise and also concrete. The goals should be following the shift towards the main emphasis on the business plan. This should also initiate the focus towards SMART goals of marketing that includes Measurable, specific, time-bound, realistic, and attainable.
Taking advantage of the trends– the main focus should be on the new trends that come into the market. This should prioritize the main attention towards making use of the trends that come in the way and following an idea of how there should be the delivery of results on time and focusing on the gap that has been created, which helps in bridging the gap and shifting towards attainable goals of the organization for the understanding of the gap and work for achieving the target audience.
Keep updated about the requirements for changing content– content is significant. This should initiate the focus towards the content type that has been produced and should meet the changing demands of the user, and there should be ads of the company published on the streaming sites. PolyVanHouse Inc should focus on the marketing stance that should be aligned towards the content, and this takes advantage of accessing the proper time and certain competition that engages towards making the advantage on the formulation of the digital strategies that are taken as the opportunity for being playing into the field of digital construction.
Stay flexible– PolyVanHouse Inc’s goal should be on being stable and flexible that should be built on for building great opportunities. There should be the mapping of the digital strategy related to the content based on the architects that help in broadening the business goals and also the various digital channels. The digital goals should shift towards the alignment of new activities, and this should be prepared for assigning the effective feedback of the customers. There should be the processing of the phased plan for the whole year that should align towards increasing the attention of the users and also prepared in a way that should be adapted and should guarantee growth.
Going back to the basics– whatever the trends are being in the market, the most important focus should be on vitalizing the basics of the master. There should be the employment of user-friendly based techniques that should navigate towards the system of content management (CMS) like Drupal and WordPress. This not only helps in increasing the engagement of users but also helps in creating a much easier process for changing content, manipulating and adding processes. There should be following of the best practices of SEO that are focusing on ensuring high rankings. There should be the use of analytics for evaluating the effectiveness of social media, email and the various marketing campaign channels. This makes sure that there is an evaluation of the metrics and solutions of ideas whenever needed .
Focusing on the idea to be successful and Rationale decision
The business ideas that will lead towards the success of the digital marketing stance and efforts are as follows:
Being flexible and open towards the change– This is the first and the foremost idea that will lead the organization towards success. Bringing new technologies and innovation that helps in building a change towards the environment and also effectively working for the betterment of the organization so that the profits and customer loyalty can be maintained.
Setting SMART objectives– The SMART goals are the ones that lead to organization towards growth and performance evaluation, and this leads towards increasing the attention of focusing on achieving the goals in the manner that they lead to being specific and measurable.
Executing perfectly– once the plan of the objectives is made, there should be achieved of the SMART objectives that need to be executed on time with a proper schedule. Focusing on perfectly executing the plan allows in building the main focus towards making changes for the plan if necessary and also building feedback, if any, by the customers.
Exercising creativity for the processes– PolyVanHouse Inc should lead towards exercising the right plans that should be innovative and creative in the proper use of the content. The content should include elegant designs, modernized websites, videos, infographics and images.
Targeting an audience with the market segmentation– PolyVanHouse inc should focus on understanding the target audience that includes architects, individual developers and consultants. The segmentation of marketing is useful for marketers in studying behaviour and characteristics. Using automation and AI can help the company in achieving the highest level of accuracy and granularity in an effective manner.
Diversifying the strategies, tactics and channels– PolyVanHouse inc should focus on aligning the strategies in a manner that is perfect for the organization, and this should be open for the experimentation idea for achieving the crucial success that includes strategies, tactics and different channels.
Collecting feedback and responding to it accordingly– Collecting the feedback from the customers and constant improvements will help the organizations in leading the business towards the success of digital marketing. This should mainly be focused on achieving success and initiating the best business ideas that help in the creation of success.
Rationale
The main rationale of PolyVanHouse inc include the following:
· Building brand exposure awareness and recognition.
· Development of contacts with the architects, interior designers and developers.
· Having an app that helps in finding the company business
· Improving the relations with the customers that include architects, individual developers and consultants through digital marketing
· Unique value
· Improving the social media platforms that include Instagram and Facebook
· Focusing on the individual developers as the main target customers
· Accessibility
· Great usability
· Building exposure for the era of the digital age and building digital culture
Situational Analysis
Customer Company- PolyVanHouse is the customer company that provides the best services to the customers to initiate digital marketing on brand recognition and exposure.
Competitor– Magil construction pacific, PCL constructors Canada Inc are the competitors who are a threat to the company’s growth and inherit the sense of the top competitor’s designers that are generating more revenue than the parent company.
Industry Analysis– PolyVanHouse is mainly a construction industry that is continuing for growth, and this leads to the clients focusing on the planning level, management, analysis, and preparation.
SWOT Analysis
| Strengths:· High level of efficiency and knowledge· Strong project management and skills· Environmentally friendly activities | Threats:· Impacts of Covid-19 on market share.· High competition on the online market |
| Weakness:· Inefficiency on online marketing plan· Low presence on social media platforms | Opportunities:· Increase the demand in the market.· Shifting focus on the social media platforms. |
Consumer STP
The customer STP includes the segmentation, targeting and positioning of the target market.
Segmentation– The target market that should be segmented is the focus on the managers that are focusing on different kinds of projects.
Targeting– The main target customers are the individual developers as they are the asset to the company.
Positioning– This includes that there should be proper marketing that is based on social media with the focus on increasing the customer base.
Objectives
The main objectives of the company include (behavioural objective- 1year)
· bringing success to the customers by delivering the projects on time.
· Their main objectives include green construction and embracing new technologies and innovation.
· To deliver the project with a good budget on time to focus on the digital marketing stance that includes the social media platforms
Long term view
The long-term objectives include developing the best platforms of internet marketing in the coming five years that include social media platforms like Facebook and Instagram.
Strategic decisions
Overall strategy (Business Model) – PolyVanHouse is focusing on its B2B model of business that means the company should focus on providing its services to other businesses.
Digital marketing strategy– Focusing on increasing the customer base through SEO (Search Engine Strategies), PPC(Pay-Per-Click), Content, email, and social media marketing.
Current situation– There is a major impact on the company as it is going into losses because of a pandemic which declines the sales of the company’s operation. The liquidity in the market has gone down to a great extent due to which the people are focusing less on the construction and retaining their focus towards the necessary needs.
Action plan
The implementation and action plan of the construction plan is focused on achieving the following:
· Generating leads through social media- the first step is to get the potential customers (leads), which will give the company a set of data to work with. This selected group of prospective clients. Getting leads will make it easier for the company to target the right group of people.
· Direct leads to the landing page- once there is data of the potential clients, they will be targeted by means of social media like LinkedIn, Facebook and Instagram. The landing page.
· Acquire emails for newsletter- the objective for the “bids” or the social media ads is to acquire contact information like email to further contact the potential client. The tools like the newsletter will keep the clients engaged weekly with new project updates and options to grow and partner with PolyVanHouse.
· Remarketing through channels and improve- this is the most significant part of the process as this is where the process repeats. Why does it require more attention? الطاوله The data collected from the whole marketing process will give insights. For example ‘Mailchimp’ offers valuable insights and responses from the emails sent. The data also informs which social media platform is giving more returns on investment, making it easier to have more targeted content for the same.
The remarketing process will further divide the target clients into two categories.
1. Leads with contact information- the leads already provided their emails could be further be contacted with the newsletter. Hence, PolyVanHouse will keep them posted with their future projects, technologies they use and possible investment options.
One of the examples is to include ‘get a quote, and this captures the attention of people not sure if they have enough capital for the project.
2. Potential leads-the group of people that could be potential clients have to be targeted with more specific content on social media that captures their attention and engages them to provide information for the second phase of the campaign that will be to contact them and keep them updated.
Digital marketing tactics
SEO (Search Engines Strategy) – the SEO strategy is focused on the first things to know about the keywords that help in focusing on the quality content that is naturally being focused, there should be the proper use of the keywords in the URLs web pages, there should be no overlooking of the page titles, proper reviewing of every page for the additional placement of the keyword. The company should entirely focus on improving the experience of users and hiring the best expert that can align all the activities in a synchronized and well-published manner.
PPC marketing (Pay-Per-Click) – PPC is the model for internet marketing in which the advertisers are paying a fee every time their ads are clicked. The search engines are rewarding the advertisers who are creating intelligently targeted, relevant and pay-per-click campaigns for charging them the least for the click of ads.
Content marketing– Content marketing is the strategic approach of marketing that is mainly focused on distributing and creating valuable, consistent content and relevant to retain and attract a defined audience that is ultimately driving towards the profitable action of the consumer. The content marketing mainly includes videos, ebooks, webinars, and articles that will be answering the questions of the company that the customers want to know.
Email Marketing– Email marketing is mainly a digital strategy of marketing that is based on sending and developing emails and relationships with customers and prospects. Email marketing is ranked as the effective channel of marketing that is beating out social media, affiliate marketing and SEO. This is an act of sending a commercial message that is typically for a group of people. Email is the best and the broadest sense by which the potential customers can be targeted effectively, and this is built towards the main focus on the advertisements and social scales.
Social media marketing– social media marketing is mainly the use of platforms of social media and websites that helps in promoting products and services. PolyVanHouse Inc should focus on developing the best sites on social media that attract potential customers, and this even helps in increasing the main attention through which the main focus is on engaging the best customers and focusing towards promoting the services in a manner that helps in achievement of the desired vision, goal and objective.
Content calendar– PolyVanHouse Inc should focus on a written schedule of where and when the company is planning for publishing the upcoming content. The content calendar mainly includes the updates, partnerships, promotional activities that are planned, status updates, and upcoming pieces. The content is made through the auditing of content and social networks, choosing of the social channels, deciding what the calendar needs of the track, making the content library of the assets, the establishment of a workflow, crafting of the posts, and inviting the team for reviewing the use of proper feedback for improvement. This helps in the timely execution of the plans and providing efficient activities.
Recommendations
To improve the presence on the digital and social media platform, the following recommendation has been prepared for Fusioncrop Development Inc:
Using the following tools, Google Analytics, Facebook and Instagram:
Tracking the interests and activity of users or audience plays an important role in providing an effective digital marketing plan. To overcome the obstacles of Fusioncrop Development Inc regarding the digital marketing plan, the company can use the recommended tools to improve their digital and social media platforms. Google analytics could provide useful information about the audience of the website. Moreover, the implementation of Facebook and Instagram insights tools can improve the content of the posts of these social media platforms. Therefore, the company will have access to the exact data of their users. By providing the proper measurements on the impression and engagement rate of each post, can improve the content on the related platforms and attract more active users and focus on the target market.
Recruiting a professional workforce in the field of digital marketing – professional staff in the field of digital marketing can help the company to achieve its goals in the most convenient way. Their recommendations are valuable as they have already done try and error on different marketing tools and are able to save many losses.
Social Media Influencers – Using Influencer individuals on platforms such as Instagram is another proven way to increase the success rate of your marketing campaigns. This way, the company can reach large audiences and promote their projects while enhancing their brand image.
Keeping track of all the activities– during the process of implementation of the digital marketing strategies, proper management and consideration should be applied to achieve the best results. Because digital marketing is an iterative process, which means unlike in the past now, marketers can receive responses from their users and learn about them. Therefore, keeping track of all these marketing activities is an important success factor.
Risks, Challenges and Hurdles
Management of the change– There should be proper management of the change in the digital marketing plan. Inefficiency in management could lead the company to have a poor presence on social media platforms.
High competition: There is high competition in the construction industry which affects the online market as well. Based on the current situation of PolyVanHouse Inc on digital platforms, the good performance of other competitors on digital and social media platforms could consider as a challenge.
Attaining the contractor’s attention – Due to the popularity of social media and online platforms for business, inefficiency on digital marketing plans can lead the business to have few customers in their field of activity.
Data Privacy Challenge- There is a risk of data privacy for the information that has to be gathered and analyzed during the process of improving the digital marketing plan.
Increasing the costs – Higher expenses due to the implementation of digital marketing tools and focusing on improving the social media platforms.
Performance evaluation and KPI’s
Mailchimp Software: Mailchimp is an all-in-one marketing platform that helps you manage and talk to your clients, customers, and other interested parties. This approach to marketing focuses on delivering the following features.
Features
· Audience Management: Signup forms, segmentation, and Behavioural targeting
· Creative tools: Content studio for images, campaign templates, and Creative assistant.
· Marketing Automation: Integrations to sync your store data, trigger-based emails.
· Insights and Analytics: A/B testing to optimize content, surveys, and smart recommendations.
Some KPIs from Google analytics:
Session by device: helps in getting the data about what kind of device is used most. By the visitors so that the content created for future could be more relevant and efficient to view on the proffered devices.
Traffic channels: the channels of the traffic will help the company to differentiate between the organic leads and the traffic through the paid advertisements. For example, if the company has more direct traffic, they could spend less on the paid advertisements.
Source/ Medium: this indicator helps in gaining insights about the source that directed the visitors to the website for further conversion into potential clients. Once the best medium is determined, the company can focus more on the medium with a better outcome.
Conclusion
In a nutshell, the digital marketing report concludes that PolyVanHouse inc should focus on digital marketing operations so that the company can retain customers that include architects, consultants and individual developers. The report aligns the main attention towards different digital marketing channels and activities that will help the company in increasing productivity and maintaining the customer base with the increase in operations of the company. The digital marketing report focuses on the brilliant core ideas that will help the company in improving the digital stance of the employer and solving the challenges that are faced due to digital marketing. The report also helps in building the ideas and rationale that will help for the growth of the organization and with the outline of the detailed project plan that will help in effective focus towards effectively building the strategies and also decreasing the gap and improving the developments of the company and future stances of the company.