This week we discussed the importance of building a marketing plan, building off of your metrics from the content audits. A marketing plan helps set goals based on your target audience, your budget and resources, and metrics from findings from your content audits. This can include the 3 types of media; Paid, Owned, and Earned Media. Marketing plans include a variety of short-form and long-form
content, to appeal to different platforms and different company goals.
Building off our lecture from week 5, I understand the importance of data and metrics in analyzing the success of social media content. Reflecting on a soft content audit I completed for my brother’s real estate account, I found that the audience appreciated informational posts more than records of sales or open houses. As discussed in week 5, I found it beneficial to post more informational content around when I would post a record of sales, to maintain a portfolio of credibility while giving the audience what they wanted.
To further build off of this, I could implement an official marketing plan to ensure I am meeting my goals of posting informational content and sharing a bit of his “portfolio.” This would look something like posting once a week on socials, sharing 1 informational post, followed by a sale/purchase, and following that pattern moving forward. It would also include alternating the information in the posts to cater to different segments of our target audience. Finally, including an annual print flyer to be distributed in the summer and an annual social media ad to be shared in the winter. With this plan implemented, I believe that the Instagram account can greatly benefit in engagement and my brother can meet new clients through the multiple channels of advertising we have planned.