XYZ Company is a recently launched small heating and cooling company (HVAC) located in Western Massachusetts. They provide installations, maintenance and repair. XYZ Company has a website, Facebook account, Twitter account, Yelp page and Google+ page. Facebook is one of the primary ways they are advertising in addition to sending direct mail to a 30 mile radius.
Of the various marketing channels, I will analyze their Facebook marketing efforts.
Synopsis & Key Findings
Based on their Facebook Insights, XYZ Company launched their Facebook page in December 2014 and currently has 167 Facebook fans. Most of their fans were acquired via Facebook ads. Their fans are primarily made up of English-speaking men and women aged 25-64 located in Massachusetts and Connecticut who use Facebook the most at about 9:00pm. Those who engage (like, comment and/or share the company’s posts) with the company are primarily Massachusetts-based men aged 35-54 .
The company only posts 1-2 times weekly and boosts (i.e. promotes and pays for) every post in order to reach a wider audience (versus just reaching their small fan base organically). Based on their posts between December 22 to March 15, they only share company promotions and advertisements. This is generally not recommended as Facebook users tend to be more engaged when the post is immediately useful to them, not just a sales pitch. They could easily remedy this by sharing posts from other brand pages and by posting relevant articles (a few examples include: facts about weatherizing your pipes from Energy.gov, articles on how to be more energy efficient, or a post from The Weather Channel). Additionally, it does not appear as though they are promoting their other channels (Twitter, Google+, Yelp, etc) on Facebook.
Company XYZ should cross promote on their other marketing channels. For example on the direct mail pieces (and any other printed marketing materials or ads they may have) and their website, they should include Facebook, Twitter, Yelp and Google+ logos so customers and potential customers know they can find you on these channels. Additionally, their website should have a pop-up the first time someone visits it, prompting the viewer to “Like” Company XYZ on Facebook. They could also place a sign in-store offering 10% off to customers who show a sales associate they have “Liked” Company XYZ’s Facebook page or alternatively if they “Check In” on Facebook. On positive Yelp reviews, the company can reply thanking the customer for the positive review and ask the customer to become an official fan by liking them on Facebook.
Tag someone in this post you’d like to cuddle with on this cold Massachusetts day for a chance to win a brand new heater! Post this during the winter with a picture of the snow-covered ground. This meets Facebook’s relatively new campaign rules and will help Company XYZ more brand awareness. Boost the post and promote this on all platforms, in-store, and on direct mail pieces to bring more traffic (and likes) to the Facebook Page.
Why do you need a new heater? Post a photo of yourself on our Facebook Page proving that you deserve a free heater from us! Again this meets Facebook’s guidelines and gets people to create content that can be used for promotional purposes by XYZ Company. Boost the post and promote this on all platforms, in-person, and on direct mail pieces.
Sign up for our e-newsletter and receive a FREE HVAC check-up. Create a MailChimp account, then post the promotion on Facebook and promote this on all platforms, in-person, and on direct mail pieces. Email is a very effective way to communicate with potential and current customers.