Social Media Plan for Bella's Miracle Shop

Social Media Plan for Bella’s Miracle Shop

Introduction This paper is a Social Media Plan based on Bella’s Miracle Shop, a small local company based in South Surrey, BC. The company currently operates two stores in White Rock that offer items catered to the spiritual community. Things such as boho clothing, books, home décor, tarot cards, jewellery, incense, and mostly crystals are sold. A company like this greatly relies on social media as it has a niche market and is able to extend their business and what they offer to their very specific target audience in this way. In this Social Media Plan, we are proposing to solve some issues that we’ve identified within Bella’s Miracle Shop’s online presence. The company’s social media presence is mainly on Instagram and Facebook. In a Social Media audit done on Bella’s Miracle Shop, we found that their main challenge was that despite their decent number of followers, there was little to no engagement on posts which indicated an issue within the quality of content posted. While consistently posting about one to two posts a day, Bella’s Miracle Shop has low reach and engagement rates. In the audit, we found that Bella’s posts consist mostly of photos of products, with no variety or engaging posts. The overall layout and feed is messy and unorganized, without a specific colour scheme or pattern. This social media presence is currently missing out on the opportunity of high engagement and therefore high website traffic which in turn means the high reach of customers taking action to come to the stores. Disclosure: I have no formal relationship with Bella’s Miracle Shop.

Overall Strategy: Through this Social Media Plan, we are hoping to help Bella’s Miracle Shop rework their social media by focusing on rebranding and changing the quality and content of their posts, making them more eye-catching and engaging. The goal is to entice action from customers, eventually driving them to show up at the stores to shop. Before that can happen, there are various steps that need to be taken. It’s important to apply an efficient and well-thought-out strategy. Our strategy is to humanize and add a touch of authenticity to the company by connecting with and focusing on customers and people. This can be done through providing content and rebranding the social media into something more relatable, nice on the eyes, and engaging. Instead of posting product’s photos, obviously with the goal of increasing sales, posting something more engaging such as an infographic is much more efficient. Through this strategy, the business can bring about true supporters and loyal customers who feel appreciated and are able to connect with the stores’ employees on a personal level. This will propel Bella’s Miracle Shop into a successful and larger social media presence, increases in revenue, and higher awareness of the business within the community. Objectives: •

Increase social media presence: To develop acceptance of the business by improving social media presence by posting more strategic content starting in a week.

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Increase social media engagement: To develop higher social media engagement on posts on Instagram and Facebook accounts by 50% within 6 months.

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Increase in awareness of business: To increase current awareness by at least 50% within the local community and by 20% within the rest of the lower mainland in 1 year.

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Targeted Audience:

Because the stores sell products such as incense and crystals that cater to those interested in selfhelp and healing, the first and foremost group of people Bella’s Miracle Shop targets is the spiritual community. These are people interested in magic, spirituality, and who believe in the unseen. This is a very specific interest which means this psychographic is very targeted and niche. When defining this target audience and this particular interest, it will be much more efficient to reach them. The spiritual community in the lower mainland is of small size and often members share with each other information on stores and products in the community. There aren’t many “magic” shops in the Lower Mainland, so this will be a benefit to Bella’s in reaching this psychographic quickly. Two demographics Bella’s Miracle Shop also attracts are young women between the ages of 1730 and older women between the ages of 50-70. Now these are larger audiences, and we do realize that there is a possibility that not even half of them may be interested in spirituality. However, the more likely demographics to be interested in other products the stores offer such as boho clothing, décor, gifts, or self-help books are amongst this demographic. We chose to target the female population specifically as research shows that “Women drive 70-80 percent of all consumer purchasing, through a combination of their buying power and influence.” (INC, 2020)

By targeting the spiritual community and the above demographics of the women in those specific age ranges, we ensure that we’re covering all possible groups of people that may interested in a business like Bella’s Miracle Shop. Targeted Platforms:

Currently, Bella’s Miracle Shop’s online presence is mainly on Instagram and Facebook, with a higher focus on Instagram. In this Social Media Plan, we will keep it the way it is. When thinking about our psychographics and demographics, we need to take into account who uses what platform. The psychographic of those interested in spirituality are mainly on Instagram. Instagram garners a big community of spiritual leaders, members, and supporters. The following hashtags hold a large number of posts. #crystalsofinstagram: 913k posts #spirituality: 24M posts #spiritualawakening: 11.2M posts #chakras: 7.4M posts The demographic of younger women will also be found on Instagram, while some still do use Facebook concurrently. According to research, 25 to 34 year-olds make up the largest amount of accounts on Instagram, with the age group of 18-24 coming second. (Statista, 2021). In the case of the demographic of older women in the ages of 50 and 70, we will use Facebook to target them. The older generation is more comfortable and equipped with a platform like Facebook that has been around for much longer than Instagram and is frankly more straightforward. Currently, the business has their Facebook and Instagram accounts linked, so posts are identical on both platforms. This should be changed as certain posts work better on different platforms and the different demographics targeted. The posts are not engaging, often being photos of products

for sale. As will be mentioned in the next section of tactics, posts need to have more variety. Frequency of posting is decent at about output of 2 posts a day, however, the times they are posted by are random. According to an article by Hubspot, “weekdays between 11 AM to 2 PM is the optimal time frame for increased engagement.” (Coleman, 2022). For Facebook, the best time is weekdays from 9 AM to 3PM (Geyser, 2022). Specific Tactics: Tactic 1: REBRAND SOCIAL MEDIA ACCOUNTS A brand that has specified and clear goals, a look, vibe, and overall theme is important. In this organization’s case, these are lacking. To start, Bella’s Miracle Shop needs a vision that identifies future aspirations and answers the question of “why do we do what we do?”. They also need a mission statement that defines the purpose of their business and what they aim to achieve. (Chiaravalle, Schenck, 2017.) I also propose to identify specific brand colours and theme for both Instagram and Facebook. By using specific colours tied to specific emotions, “you strengthen your brand’s association with those colors, and by extension strengthen brand awareness as a whole.” (Ellis, 2017)

Tactic 2: ADD MORE VARIETY TO CONTENT OUTPUT The current social media is focused on posting one type of content, photos of products and occasionally- a resourced video. There isn’t much variety and diversifying further types of content such as videos, infographics, and engagement posts would be of great benefit to the business. Product posts should not take over more than 10% of your posting output (Geyser,

2021). Integrating something like polls will bring in engagement and including something like a live video or a “behind the scenes” aspect will humanize the place, aligning with our mentioned strategy goal (Geyser, 2021). Occasionally integrating one’s own opinions in posts, such as a quote that one believes in achieves humanizing the business as well. (Martin, 2022) People learn in a variety of different ways, and different kinds of content appeal to different kinds of people so a combination would ensure that we are appealing to the majority of preferences. (Dodge, 2018). Mock Posts to achieve Objectives 1 & 2:

Tactic 3: JOIN AND ENGAGE WITH LOCAL COMMUNITIES Small local businesses like Bella’s Miracle Shop heavily rely on community support. A good idea would be to join White Rock community groups on Facebook to contribute to discussions, post about the business’ updates, and engage with members through messages, comments, and

likes. Finding relevant Instagram accounts that Bella’s can contact and be a part of is also a great idea. The following Instagram accounts are great potential supporters in the community:

@cityofwhiterock @whiterock_bia @explorewhiterock @surrey.up

According to Social Pilot, “74% of buyers prefer buying from sales persons who add value to the buying process, rather than those who don’t.” (SocialPilot, 2022) * Avoid promoting products, this establishes trust and credibility within the community (SocialPilot, 2022).

Tactic 4: UTILIZE PAID PROMOTION OF CONTENT

In today’s social media world, there is a large reliance on paid promotions as organic reach has taken a hit (Sehl, 2021). According to Hootsuite, for an organic Facebook post, the average reach is around 5.20% (Sehl, 2021). This is quite low, therefore, it’s worth paying social media platforms in order to reach more of your audience. With a smaller business like Bella’s Miracle Shop, it’s possible to start out with a smaller budget to gauge how well paid advertisements do before dedicating a bigger budget (Nagel, 2022). The following is a table providing an estimate of advertisement costs and return on investment:

Instagram + Facebook spend budget per month: $300 Total website sessions from per click: 300

Average cost per click: $1

Inquiries/Engagement: 90

Lead conversion rate: 30%

Cost per inquiry: $3.33

Evaluation: Output: To evaluate the success of the creation and output of content, Bella’s Miracle Shop can utilize an app such as later that has posts ready to automatically be posted ahead of time. This ensures that content is being put out at strategic times and to never miss a post. After about 10 posts, one will be able to go back and check if the application was able to work correctly. A meeting once a month with the one responsible for content output is important because questions such as was “the work on time, within budget, and on message?” (Rajeck, 2016).

Outtake: To measure this, we can utilize both Facebook’s and Instagram’s analytics feature. They are able to evaluate the amount of engagement and reach the accounts got and this helps determine how the audience feels about the business. A detailed look at the nature of the comments the posts get is important and provides us with an idea of how the customers and audience view the business. Outcome: When looking at outcome, we must think about our goal of bringing in more customers to the shop. To measure this, we can track the amount of new and reoccurring customers in the next 2 months, especially the amount of customers after inviting the audience to events at Bella’s. Did it increase or is it stagnant? This will reveal if our social media tactics have been effective or not. To directly and quickly measure outcome, we can also track followers and

amount of likes. An application such as followers+ will provide analytics on the percentage increase or decrease in likes, followers, and story viewers. When the above evaluation methods don’t provide us with feedback that shows improvement of our objectives of increasing presence, engagement, and awareness, then a change or modification of tactics will be taken.

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