Social Media Marketing Plan for Natural Goods Company

Abstract

This Bachelor’s Thesis is a project-based thesis, and its goal is to create an effective social media marketing plan for Natural Goods Company so that they can engage their customers on social media platforms and gain more visibility. The scope of the project is to provide the case company with an extensive plan which they can further implement in their marketing processes. The project consists of secondary theoretical research, primary research via interviews and design and innovation. The thesis process took five months in total, from January 2018 to May 2018.

The theoretical framework, which consists of green marketing, social media marketing and organic cosmetics marketing, builds a base for the social media marketing plan. Green marketing suggests transparency and the integration of green values in all company processes, as well as emphasises that a company should never state to be greener than they are. Social media marketing theory presents methods on how to influence customers via social proof and affinity, how to handle a social media crisis with quick responses and proper protocol and how to measure the results of social media activities with insights programs. Organic cosmetics marketing is in line with green marketing values, declaring that communicating with customers as equals and providing more knowledge are keys to success.

The social media marketing plan analyses the existing social media platforms of Natural Goods Company, Facebook and Instagram, and provides improvement suggestions and new design ideas. The use of emotion and people in their content and using commentary posts in both platforms are techniques that Natural Goods Company could use to create more engagement.

The plan also suggests YouTube and LinkedIn as new social media marketing platforms that could be taken advantage of, and research shows that especially video marketing as a marketing technique is beneficial in the beauty industry. A content calendar example is provided, and it presents an optimized posting frequency and integration between the existing and new channels. Natural Goods Company could benefit from a more frequent posting pace and the use of communication tools for better engagement of their customers. Engagement and interaction improvement for Natural Goods Company could be compressed into six different factors: creating honest, green content and communicating with it towards both customers and their partners, ensuring their posts are succinct, using video marketing, posting frequently, conversing with their customers and planning an efficient content calendar to make the management of the social media marketing processes easier.