BIHI Supply Co. Social Media Marketing Plan
The marketing plan discusses the goals and advantages for the Company’s social media
marketing. The plan outlines the research on the audience, target information and the channels
used to reach the audience.
According to the company estimates, it has a market share of 0.5% for retail sales. The gross
revenue stands at $17 million and has a year end goal of $19 million and 0.7% market share.
This will be achieved by increasing the number of visitors to the company website by use of
social media sites such s Instagram, Facebook and twitter. There is need to increase
engagement and conversations on these sites to reach the 12% target.
Through social media marketing, we can connect the audience and engage in the customer
conversation while sharing engaging content. Our target audience is the young people or
millennials who are constantly on social sites. Most of them are aspiring students or travelers.
Other individuals may not meet the above description but are ready customers for our products
for instance parents who buy school outfitters such as bags.
Our company creates durable, elegant and affordable bags as its name suggests. The marketing
plan will help the company to meet its social media goals of engagement and increasing
revenue and sales.
To meet the design needs of our customers while maintaining affordable costs and sell at
competitive prices to maintain profits. It will be achieved by creating an online brand awareness
through social media marketing to increase the number of followers through creation of
relevant content to target markets.
The strategy will use Instagram as an audience engagement platform to post at least two posts
a day. Millennials are more connected on Instagram than Facebook. The sites allow the
audience to like, share or comment on the products thus creating awareness. The older audience
can also be engaged on Facebook with a similar strategy.
Hashtags will be created to enhance quality and experience of the customers. More engaging
content with educational information helps sell the product through attention and creation of
A design focused or motivated audience
Millennial targeted market audience
Lack of engaged followers
Insufficient engaging content
Prospecting partnerships or new markets
Social media outreach through influencers
Changes in customer needs
Analysis of Content
The analysis of the market social media strategies reveals that Buhi Co. has a lot to offer in
terms of quality, promotion and more engaging or better content to reach the audience.
Different platforms require unique content for specific audiences. Instagram audience is more
engaged with the product while the Facebook audience require photos and influencers. One
striking thing about Facebook is the constant negative comments on customer service and the
product. It is important for us to creating educational content as well as listen to customer needs
Facebook audience reactions are about likes, shares and comments mostly on blog posts where
people request to buy or simply enjoy learning new things about the products. The Facebook
page has more average engagement. Weekends especially Sundays have the highest
engagement while weekdays such as Thursdays and Fridays have the most shares and
comments. The best timing for most posts is during lunch breaks and evening when people are
Instagram reaches more people with a higher engagement. The audience is mainly interested
in images that are interesting with an intention to purchase. Influencers’ posts have the highest
likes and comments. Therefore, paid content reaches a wider audience.
Analysis of the Target Audience
Our market segments have core target audience of ages between 16 to 28 years. The majority
are male at the Day packer Tom but our target is overall regardless of the audience. This market
segment is about 30% of the market share. It has an estimated income of between $15,000 to
$30,000. The back-to-school target market interests are majorly fashion, bags, style, comfort,
class, black, school supplies and college among others. The city hopper market includes those
that are planning vacations and need fashion and travel bags that are practical. They are about
10% of the market share with ages of 17 to 35 and are mostly female. The income potential is
between $30,000 to 50,000. They are mostly interested in back packs, vacation, exploration,
travel, urban, luggage, adventure, transportation, air travel and packaging among others. Other
markets include those looking for multipurpose bags for their next trip to friends composing of
about 30% share of the market. Those that are starting junior high school with a market
potential of about 5% with revenue income of about $80,000.
Social Media Strategy
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Our main focus will be on Instagram because of our interest on millennials and outdoor
photos.it is a popular platform among these age groups. Quality photography is the most liked
content on Instagram. The audience will respond more on images with nature, cities and
countries because of the need to travel.
Our target audience on Facebook is mature and older with a professional taste. It is a diverse
platform that will allow us to reach all the audience. However, Facebook is sometimes
expensive in promoting content.
The social media marketing plan is a major goal for the company in its ability to grow the brand
awareness and increase engagement. This is possible through numerous likes, comments and
shares of our products. It will help increase sales and revenue of the company.