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Requirement
Paper: Using Social Media to Gain Target Customers
This paper will discuss social media’s influence in targeting prospective customers for organizations. Organizations can be profit-making, non-profit, government, and international in nature to compare and contrast social media functions. The paper body is 6-7 pages in length, double- spaced, Times New Roman 12 point font. The paper is written in APA format.
You should have at least two references to compliment and support your discussion.
Solution
Background
Inflex is a new company in the market that deals in the business of pens (ballpoint and fountain). The company was founded in 2015 with an aim of providing the best quality of pens to our valuable customers. There has been an extensive research done by our team about every aspect as to what are the qualities of pen being liked most by the customers. The objective of the company is to spread its business in most number of states, metropolitan areas as well as in the smaller towns. The company has already started its business operations in the Northern States of USA, but with new and innovative strategies, it is ready to compete with the best ones in the market.
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Product Description
The flagship product of the company is Inflex Titan – a pen, which is a product of an excellent research and innovation conducted in the field of writing by our experts. However, the product line of Inflex includes a wide spectrum of pens that are meant for every customer belonging to all the sections of the society. The initial customers have already recognized our products as of best quality. The different products of Inflex are described as follows:
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Ballpoint Pens: We provide most number of models in this category as this class of pens is called the workhorse of the pen world. These pens being ubiquitous, are utilized by most people around the world so much so that they do not even consider other options. The Inflex Titan, in particular, have a lot of features: rugged tip for harsh use, the nib doesn’t break even after pressing hard, it made up of carbon fiber, the ink used in this product is so special that it doesn’t clot and doesn’t leak either irrespective of the weather outside.
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Rollerball Pens: the specialty of this category of the pens is that it has tip similar to that of ballpoint along with the ink that flows easily. The ink of the rollerball pen flows onto the paper and gets soaked into the fiber. These pens have the specialty that they leave permanent marks, it gives smooth writing experience due to the thinner ink, it requires less effort in writing, the water soluble dye allows for more color ranges.
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Fountain Pens: This class of pens signify the vintage form of writing as such pens have been in the use for over a century. This category is still loved by the enthusiasts, so the modern day pens have cartridges and combine the convenience with unique writing experience with the help of the nib. This class is also used by the customers as a status symbol as it always has a distinctive look.
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Gel ink Pens: this category of pens use the type of ink in which pigment is suspended in a water based gel. Due to the fact that ink is thick and opaque, it looks prominent even on the dark surfaces. The gel pens of Inflex help the user in writing smoothly and effortlessly and we have a range of vivid colors.
Target Customers
As our company Inflex, is a new market player that is providing the best quality of pen to the potential customers, but it has for now a limited budget and because of that, our business model does not allow us to sell our products in the retail stores. Also because of this very reason, we do not have very robust distribution network as yet. Which is why, we are selling our products online. So, for that purpose we have been utilizing the strategies to find the customers online. Our potential customers include students, educational professionals, office workers and other professionals of different walks of life (Mangold & Faulds, 2009). Therefore, to achieve this short-term goal, we are using the social media platform extensively in order to reach out as many customers as possible.
Social Media Strategies
According to a recent survey, social media is the number one activity performed by the Americans on a daily basis because they spend a lot of time on Facebook, Google, Twitter and other internet platforms. The long list of online customers is only growing by the day because of the business activities that have been going on for quite some time now on the internet. In view of this, it is estimated that 93% of the marketers use social media in order to promote their business operations and because of this, the social media is only getting bigger (Kietzmann, Hermkens, McCarthy & Silvestre, 2011). So, it is natural these days that if any business is proving to be week in terms social media marketing, it will most likely miss large segment of target consumers. The potential of growing the business with the help of these networks in unlimited. Today’s important social networking platforms are - Facebook, Twitter, Pinterest, Instagram and Google+ as these carry such a gravity that every company big or small, new or established required to have their presence on it. Inflex is also planning to incorporate the following social media marketing strategies:
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To create a game plan and stick to it: It is a fact that without any execution strategy, the ad-content of a company is susceptible to fail. It is important to monitor as to how many tweets are getting viewed per day as far as twitter is concerned. The figure can be set as per the need so that it will help us to get a benchmark about realizing the goal. Also, the content regarding the information of our products can be compiled with the help of Google Excel Docs. The methodology used is setting up a weekly based publishing calendar and the additions and up gradations can be made on the timely basis. There are some of the social media platforms that are greatly helpful in scheduling the posts and these are Hootsuite, Buffer and TweetDeck as well as to monitor the social feeds (Safko, 2010).
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To treat every platform as a separate entity: the best way of utilizing the social media platform is to treat its every aspect as an individual and strategic entity. There is a great amount of data that has already been spread across all the channels, which is why, in all the likelihood of spreading the business and reaching out to everyone and to share the information, we are required to adjust our strategy which solely depends upon the type of customers for that particular channel. It will be clear with the help of an example as LinkedIn is a platform which provides a conducive environment for business-focused customers who always are in search for educational content ("ROI of social media: how to improve the return on your social marketing investment", 2011). Whereas, Instagram offers the forum that allows the audience that is always looking for engaging in the visual content. So, the idea is to get a detailed information as to what kind of content appeals the audience.
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To Provide High level Customer Service: the customer satisfaction is very crucial in any kind of business model. In the online marketing business, it is likely that any visitor tweets or posts comments on Twitter Handle or Facebook respectively and he doesn’t get any response from us, then it can also mean that we are putting our business in jeopardy by losing the trust. On the other hand, a thoughtful and concerned response in a timely basis can go a long way in creating a name and trust among the customers. It is also important not to let the negative feedback go by without paying attention to it as it should always be addressed preferably with patient and respect and in a positive way. The negative feedback can, however, create an opportunity for us to display how courteous we are for our customers (Nair, 2011). Our team has a few points that can be used on social media as far as satisfying the customers is concerned: Assign a first responder, create a troubleshooting library, be creative, and DO NOT IGNORE any comment posted to your account.
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To Track and Talk: tracking the metrics and social media strategies is very important to get the exact status of the progress of the business. The crucial stats to be focused on are: number of posts, growth of followers, clicks made on the products, page-views, posts, likes and shares.
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To Stay Active on Google+: the ever growing significance and the dominance of the Google has made it an important platform that is not becoming ineffective anytime soon. On the contrary, it is coming up with innovative solutions every now and then in such a way that different businesses are actively engaging and growing their circles on this platform.
Conclusions
The company Inflex is moving ahead very strongly and convincingly in the market captured by the social media platforms. The management has already realized the growing potential of this market in terms of customer satisfaction and revenue generation. The research conducted by its management team has elicited certain strategies, among many, that have been elaborated in the above report. So, these strategies have so far proving to be effective for its business.
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Kietzmann, J., Hermkens, K., McCarthy, I., & Silvestre, B. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251. http://dx.doi.org/10.1016/j.bushor.2011.01.005
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Mangold, W., & Faulds, D. (2009). Social media: The new hybrid element of the promotion mix.Business Horizons, 52(4), 357-365. http://dx.doi.org/10.1016/j.bushor.2009.03.002
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Nair, M. (2011). Understanding and measuring the value of social media. J. Corp. Acct. Fin., 22(3), 45-51. http://dx.doi.org/10.1002/jcaf.20674
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ROI of social media: how to improve the return on your social marketing investment. (2011). Choice Reviews Online, 49(04), 49-2172-49-2172. http://dx.doi.org/10.5860/choice.49-2172
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Safko, L. (2010). The social media bible. Hoboken, N.J.: Wiley.
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