Online Marketing Plan
The digital revolution has directly affected modern techniques of marketing in a number of ways. Online presentation of the business venture has made the major stakeholders and decision-makers of most companies to look beyond their real-life situations and tangible presentations. With the global steady advancements of technology over the past decade, online marketing has broadly changed to more presentable modes of marketing products. The volume of sales of these products may to a great extent depend on the modes of marketing one company employs. Reduction of ignorance among many customers, the global increase in literacy levels, changes in the search engines algorithms, instances of well-educated customers, and increase of new social media communities among other changes have advanced online marketing.
The process of introducing a new product, promoting or advertising an existing product, notifying the customers of the changes in an existing product and other reasons for marketing may become an enormous job. This may be so, particularly if a decision to use online marketing to also aid in promoting the company’s products is not supported by some amounts of professionalism and creativity. Winning customers, convert customers or retain customers over the internet requires constant update of the current trends of the company’s products as they occur. The Livingston County Restaurant online marketing plan is an example of a venture whose products and services are extensively and professionally promoted in the online web.
The business model that this plan will adopt is an internet-based business model that is the business-to-consumer orientations. This model will aim at showing the suitability of the restaurant into the mainstream of the market in the area and how it will begin and continue it survival and competitiveness in the restaurant industry. In addition, it will bring together all the finances, supplies, marketing, operations and any arising strategy of the restaurant into one pact of complete plan of success. The main objective of this model, therefore, will be to use the available technology in the system to convert this innovative success into some economic value for the restaurant venture using the website through online marketing.
The number and the rate of acquiring customers are some of the factors that can either discourage the business or encourage the business. However, the consistency of the customers can ensure generation of revenue. The Livingston County Restaurants will generate and maximize its revenues through its efficient departments: Food and Beverage departments, rooms and lodging departments and conferences departments. The outlets will be promoted in their design of intended revenue generations. The hotels and the restaurants of the Livingston County Restaurants will be advertised by the expected generations of revenues in each case.
The values of the product
Every marketing plan is based on the values of the product that they are introducing into the market. The first goal and objective of every business venture is to serve the interest of its customers to the best of its capability. Creating value to the products is one of the steps of ensuring that the customer’s interests are best served. The value proposition, in this case, involves a statement that describes the functional, the self-expressive, and the emotional benefits that provided to the target customers through some brands of food, beverages, hotels, lodgings, hotels and even the conference halls. The restaurant plans to have more developed insights that would be required when making decisions concerning target customers, challenges of the customers or the solutions that would undermine these value propositions. These value propositions will intend to show why the services offered by the Livingston County Restaurants are better than those of the competing restaurants. Some of the value propositions that the restaurant intend to use so as to reach the targeted customers and market include the following:
Identification of different target customers that would be easily assessed to determine the exact nature of their preferred services, food and beverages offered in the restaurant. This would enable customers why they should spend their vacations in these restaurants for instance.
The restaurant would be the largest in the region in terms of its capacity, number of branches, stores, employees and customers. This would enable it to have upper hand in terms of service delivery and the quality of food and beverages that would be offered will be high and affordable.
Livingston County Restaurants would be a new kind of a collaborative restaurant where customers, workers, management, and stakeholders work jointly and help each other in building the business and good things together.
The restaurant would offer extensive services to member customers at regular basis to ensure credibility, assurances, and trustworthiness to the regular customers for the betterment of the restaurant and the customers as well.
Efficiency services in terms of making orders, booking, and pre-arrangements of the services and products that are offered at the restaurants. This would be enabled easily since online arrangements through the restaurant’s website will provide for these options.
The restaurant will offer wide if not all ranges of food, beverages, and hospitality for its customers. The comfort and cleanliness would make leisure times very memorable to the customers.
The use of social web
One of the critical aspects of making the company’s brand known is by the social web since it provides avenues of the credibility of attracting customers, partners, and investors. This makes the company’s representations very available, demonstrative and experiences and feedbacks may be shared. It is also one of the ways to ease tasks of the relevant products promotions of the company. Building the online brand involves even offering compelling and quality online contents and at the same time protecting the company from online brand hijackers. The online brand of the Livingston County Restaurants will be oriented from the name of the restaurant as the Livingston County products that would extend to its services.
The online brand reputation of the Livingston County Restaurants would be based on the following two major ways:
Creating the company’s profile will ensure it remain active and present in almost all major social networks. With the crucial aim of set up profiles, the company would use these sites for promotional and professional advantages. Some of these sites would include creating facebook page as way of connecting with customers, Google profiles, twitter among other major social sites that customers can get the relevant information concerning the company.
- Newsletters and virtual business cards
Monthly newsletters would update the customers online about the occurrences in the restaurants. Building a wider network and sharing of the valuable contents with those have subscribed would be made easier through these newsletters. Numerous interviews, feedbacks, and comments can be monitored in the newsletters with the concerned party at any time without necessarily getting them at the restaurant mains.
Virtual business cards would ensure people share information of the company with the others easily and this will take the business brand name to great lengths. This would be enabled through mini cards with domain names that have set up the restaurant’s card-like site. Twtbizcards, bump among other sites will be used to creates sites and connective applications that will enable customers to get access to products being offered at the Livingston County Restaurants.
Acquiring customers for a new service-oriented company involves strict marketing professionalism and clear strategies. One of these strategies includes video marketing strategy. Video marketing strategy is one of the outspoken methods of marketing a company’s products. No matter what service accompany is providing to its customers, videos marketing is one of the technological applications in the field of marketing that enables the right message, tone, and approach to reach the targeted customers. Youtube, for instance, outlines the expected content of the messages to customers through youtube videos. For an effective video marketing, the plan will ensure the video reveals and produce lots of diverse content on youtube. The marketing, especially in video marketing uses a lot of promotional video contents that would directly convey the intended message of between 20 to 30 minutes to the customers. Integrating youtube and web content is one of the important and effective programs that the plan would involve in video marketing since it would create some relationship between two or more Medias. Consistent branding and customization would ensure great promotional benefits to the company.
Engaging the community around with youtube is another video marketing strategy that would make audiences to share, engage and comment on the video content that portrays the company’s message of its product offers. In addition, it would ensure the company to engage back in an effort to answer the critical questions, views and take necessary actions of improving service delivery.
Relevancy of the video content will be ensured so that the expected relevant message reaches the target customer without any misconceptions and irrelevances. The target customer will be made clear t the viewers concerning the services. In addition to this, the contents of relevant testimonials will form part of the video content as a way of proving to the customers about the quality of the restaurant’s services. it is true that many people value the power of their peers particularly when it comments when it comes to recommendations of services. Based on the previous customers’ testimonials, many people would be acquired as new customers.
Display advertising will serve in experimentations, measurements, and learning of the weak points of the service delivery process. The main purpose will be to measure or determine how the customers correspond to the products or upon introduction of some services in the company. This would be done before the dedication of the specific intended products and services towards its development. As it would be easy to modify products after predetermined feedback from the customers, so will it be much easier to modify the restaurant services again upon the use of the display adverts techniques. The available services and products will be advertised in the restaurants’’ website. Comments and feedback will be analyzed and plans towards modifications implemented. The disp0lay adverts will in most cases be placed as pop-ups in the mainframe of the websites, or centered upon connections into the website.
The search engine will be used for easier identification of the services, products and the offers of the restaurant.
Email marketing is one of the oldest methods of online marketing strategy. However, the company will ensure to maximize on its advantages. When somebody subscribe into the company’s website, this means that they had some interest. Therefore, the restaurants plans will involve using this type of strategy to acquire new subscribers who will be kept in the company’s database for continual updates. This will, therefore, prove to be one of the excellent means of keeping the existing customers of the information regarding the company and focuses. Since it is true that loyal customers equal to the buyers who returns.
Social media will add to online marketing because it also valuable at very extreme measures. Beyond any doubt, social media type of marketing strategy is very cost effective. Just as many brands from other companies have benefited from social media, so must the Livingston County Restaurants also enjoy its impacts as far as online marketing is concerned. Some of the general goals of social media include, but aren’t limited to, building valuable customer relationships, achieving brand loyalty, gaining brand ambassadors, community building, and lead generation. They also do promotional and market research among other goals and objectives. For the reason of its worth, it enables the company’s products and services to be popular and well known through social issues like media. Therefore, it is true that social media needs a separate strategy that will fully be integrated in the online marketing strategy.
Lead generation strategy involves sending any lead to the customer that responds with the marketing targets towards sales. It also involves generating some interest to the customer and inquiry as well into the services of the company. Many organizations still use this strategy and the company will also use this strategy to ensure the attitude and behaviors towards sales of the company are kept at constant rate. It will ensure that clients of the restaurants source some of the information of the company through sales as well as other sources on the internet and ensures customers gets after-sales services and support, thereby making the best use of the limited time and resources which are increasingly so. The lead will follow the following process:
The first point of this strategy is to generate that lead. This involves designing some aspects of inquiry that lead the interest of the customer into some services or product of the company. This will be very sequential in the sense that one click, step or question will lead to another. At this point, the company will offer wider range of ways to get the best contacts of the business.
Generation lead does not stop until it generates some meaning. Before it is dropped, it has to ensure reasonability in the next sequence of inquiry. At this point, then it will be determined as the quality lead whereby initial contacts will automatically lead to important sales points or purchases of the company.
For the distribute lead, the company tries to demonstrate the best offers and leads that one can get out of the money or resources he or she has. The Follow-up to convert lead is whereby the company then will try to make the best offer of its services to the client and the customer at this point expects the lead to be the same as questions and answers should be easily assessed at this stage.
Marketing metrics that will be used include:
Marketing Return on investments
In this metrics, the marketer considers profit made out of the sales and the initial investment. The return on investment is therefore calculated as; ROI= (Gross profit- marketing Investment)/investment
Marketing Revenue to Expenses
This matrix considers the total marketing cost and the total revenue generated. This matrix is therefore calculated as; Total Marketing cost/Revenue generated.
Customer acquisition Cost
This metric involves the total sales and marketing cost compared to the number of customers got out of the sales and marketing.
It is calculated as; Total Sales and Marketing Cost/ Number of New Customers
Average Lead Close Rate
This metric considers new customers and leads given within a month. It is calculated as,
New Customer those Month/Leads in a Given Month
Time to pay back CAC
This metric tells of the number of month that it takes for the company to actually get back the amount spent in acquiring new customers.
It is calculated as; customer Acquisition Cost (CAC)/ Average Revenue per month-Average expenses per month per customer.
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