Background: XYZ Company is a heating and cooling company (HVAC) and in Western Massachusetts. They provide installations, maintenance and repair. In addition to this Facebook page, XYZ Company has a website,Twitter account, Yelp page and Google+ page. This is a recently launched small business so all of these channels are being fine-tuned as this is pretty much a husband/wife team. Facebook is one of the primary ways they are advertising in addition to sending direct mail to a 30 mile radius. They do not have an email database yet.
What I am looking for:
- Who is the target audience and are we taking the proper measures to reach them?
- Are the messages and content impacting the target audience and are they engaging with the posts?
- Are there any links to other channels and how is integrated marketing communications being used?
- What are the public’s opinion and views about XYZ Company that we can tell from the Facebook page?
The Facebook page has received a total of 549 likes as of March 20, 2016.
The majority XYZ Company’s fans are between the ages 35-44 years old. The minority of their fans are under 25 years old. They have more women fans than they do men fans.
These fans are more engaged with photo posts, video posts second and status updates last. The page reached 7,839 people, but only received 5 likes between March 13 and March 19 and only 729 fans engaged with the posts.
The largest number of fans are online on Friday with the most views occurring at 9 p.m.
The audience mainly accesses the page from a mobile device.
Improvements to be made, parts other channels could play in boosting results and future campaigns or posts that could be effective:
Posts that were boosted had greater ROI than posts that were not boosted. To improve upon this, posts considered especially important should normally be boosted. Another suggestion would be to include videos or pictures with posts since they receive the most engagement. Posts should also be made more frequently on the Facebook page.
Posts referring audiences to the Facebook page should also be made. XYZ should hold contests and have fans “Like” their posts to be placed in a raffle to receive a discount on their service.
A key improvement to be made is the start of email marketing. They can send customers friendly reminders as well as information on any specials or promotions they are running especially during summer months when it is extremely hot.
XYZ Company could greatly benefit from using Facebook Analytics. By including more videos and photos in their posts, posting at the most engaging time which is Friday at 9 p.m., promoting across all channels and building an email database they can improve their overall reach to customers.