Social Media Strategies for Hook Norton

Introduction

This study highlights the different best practice areas of social media marketing eligible for an organization called Hook Norton Brewery. This organization is a beer manufacturer located at Banbury and it is having yearly sales of 7.45 millions. This organization was founded in 1849 and it is having an employee string of 50 (Hooky.co.uk, 2021). In order to gain better customer attraction this organization needs to focus on a social media-marketing plan that would be beneficial for this organization.

Marketing Audit

Internal

The marketing audit is based on the current marketing situation that is as follows:

External

SWOT

Objectives

To gain the maximum amount of customer attraction

To learn best practices of marketing for managing a business of Hook Norton

To use social media tactics for generating maximum sales

Insights into a target audience

It is observed that liquor can be bought legally at the age of 18 in the UK. Award-winning taste of finely crafted beers can steal the show. An audience that is more into celebrating their success must get beverages that are good in taste. Men and women that are legally above the age of 18 can be targeted through social media in selling products and advertising for the same.

Selection of social media zones and vehicles

Social media platforms like Facebook, Google, and Instagram can be used for selling and promoting breweries. According to Dwivedi et al. (2020), the use of social media vehicles includes email marketing and Pinterest for the management of marketing procedures.

Relationship

Requires active Facebook and profile and a team to reply immediately to the customers

Instagram selling is quite popular and it can be used for selling products

Publishing

Social publishing can be done through producing facebook videos

Youtube channels should be created in order to showcase what varieties this organization can offer

Entertainment

This requires uploading popular events being organized by this organization

Malthouse sanitization videos can be uploaded for people to understand that safety standards are followed drawing pandemic situation

Wish Listings can be done for the management of customers

A coupon delivery system can be generated for establishing quick queue free service

Commerce

Offering lunch at the brewery can be a game-changer for this organization

Ratings and reviews regarding the quality of the product sold can be impressive

Experience strategy using selected zones

Social relationships, social commerce, and social entertainment are the basics of generating a complete strategy for the business. The business should be updating its best content online. In this case, some best-ever beverages can be sold online. As commented by Jacobson, Gruzd, and Hernández-García,2020), maximum sales factors can be increased by distributing facebook content of people giving good reviews. It is also important to contact more pub owners for selling their products at reasonable prices. Introducing some great line of beverages that are less in calories can be important for gaining maximum concentration of the public. Experience strategy can be managed through sharing and creating social media content. The more people will talk about the products of Hook Norton Brewery, there will be more hype generated regarding it. Key marketing issues faced by SMEs in a global context is that they do not get enough exposure to people. There are specific marketing tools that can be used in this context. Some of this includes Bulk SMS, influencer marketing, video advertising, and email marketing. Offers on certain products can be collected from customers and they are mailed regarding the specific exposure of work. Creating a blog can be effective where products will be advertised. There will be details given regarding beverage quality and its effects on human bodies. Safe levels of liquor consumption can be explained as well. This is for the awareness of consumers. Brand ambassadors can be chosen that will influence people through their channels and attract more audiences. As explained by Li, Larimo, and Leonidou (2021), a specific outdoor media spot such as a billboard can be an effective one to provide maximum support. Giving existing staff the IT training can be effective in terms of managing social media accounts. Most importantly, delivering each ordered item online should be executed. It requires constant quality control and handling each glass bottle with appropriate care.

Activation plan

Actions to be taken are:

Steps to social media marketing plan indulge in

Using hashtags and for better search ability and connectivity

Indulging in some SEO friendly content for a website, therefore several consumers are connected

Interactive sessions can be taken regarding the product quality and sanitization process for gaining consumer trust

Maximum profile reach is adjusted by posting specific photos of products (Dwivedi et al. 2020)

Creating a brand story and spreading it along to the customers can be impressive

Real people and how this business is helping people to grow to attract maximum customer

Creating a charity fund for the poor helps a brand connect with more people like the brand it is not only thinking about their sales but also helping poor

Planning of project

Building an agile and strategic digital marketing content includes exploration of social activities and capitalizing marketing can be done. Understanding the audience demand is inclusive of this plan. Five simple steps can be followed for media access and this includes:

Timescale

This timescale is updated and requires more inclusion of social media surveys to be done. Gaining insights into what customers are thinking about the brand is important and this can be in terms of:

Age

Profession

Choice of beverage

Choice of flavors

Triggering events

Management of process and measures taken

Budgets

It is quite important in today's date to gain maximum attention through budget analysis and customer engagement work. Activities are included in terms of gaining customer trust and promoting the brand page. According to Chen and Lin (2019), brand pages can be interlinked and a fixed budget of ten thousand pounds can be invested in this entire process. Uses of Facebook, Pinterest, and Instagram can be accessed within the first month of planning.

Controls

Using too much of social media might be damaging for business. The maximum number of times a company should tweet regarding a product is twice a day. According to Tuten (2020), Scheduling tasks can be done in the terms of uploading videos on Facebook or going live. Making the most out of social media should be scheduled on Google calendar. Creating a list of prioritized customers is important. This is to be done by creating and managing a database. Sending birthday messages to the customers makes them feel special. Social media platforms like buffer help in building a brand and promoting sales and comes with exclusive tools for the management of website traffic. Nurturing customers is important, however, it should be done in a limited way. Customers' privacy and the data being stored should be kept at most safe. Preferences of beverages should not be revealed to third parties. This quality enhances customers' trust along with an increase in sales from a trusted brand.

Recommendation

In this case, it is quite important to follow a plan that connects with more customers and gains more orders. Orders can be taken online and delivery is supposed to be done within a limited time. Offering one on one product or giving discounts by offering through Facebook can attract youngsters. This organization should start focusing on vegan-friendly beer making as well. In this way, the vegans would get attracted to this brand and it will get more exposure. Good customer behavior and reduction in employee churn can be recommended for business expansions globally.

Conducting taste survey online

Setting up a budget on Facebook page promotions

Active feed updates for maximizing profile reach

Investments can be done on chatbots for ensuring quick reply to customers

The company should create a community of target audience

Uses of social influencers are important

Conclusion

This study has essentially highlighted the different types of social media marketing. It is important to focus on the improvement of sales through online translation these days. Malthouse beer tasting is available in the chosen SME hook Norton brewery. It has an award-winning taste that requires more attention from customers online. The brand has already created a good image offline and requires strategies like sharing photos and videos and chatting with customers to get maximum attention. This organization offers a premium range of grape wines that requires a perfect advertisement on social media to get noticed by maximum people. Besides, this company also offers brewery tours to customers. Real videos of beverage-making processes can be uploaded online as well. Hence, it is expected that companies will gain maximum profit by working on social media marketing.

References

Tuten, T.L., 2020. Social media marketing. Sage.

Chen, S.C. and Lin, C.P., 2019. Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, pp.22-32.

Iankova, S., Davies, I., Archer-Brown, C., Marder, B. and Yau, A., 2019. A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management, 81, pp.169-179.

Tafesse, W. and Wien, A., 2018. Implementing social media marketing strategically: An empirical assessment. Journal of Marketing Management, 34(9-10), pp.732-749.

Dwivedi, Y.K., Ismagilova, E., Hughes, D.L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A.S. and Kumar, V., 2020. Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, p.102168.

Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing: Who is watching the watchers?. Journal of Retailing and Consumer Services, 53.

Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), pp.51-70.