Focus Vu Social Media Campaign

Business Name: Focus Vu

Business Description:
Focus Vu is a private, secure video conferencing software especially designed for product demos. Grow your business by using software that creates eye-catching and interactive product demonstrations.
You can preload your demo, test it out ahead of time, prepare your meeting and then invite anyone using a unique, single-use link.

Focus Vu is located in Boulder, Colorado.
Focus Vu Software provides Its services to both B2C & B2B companies to help them in Product Launches, Demonstrations & Prototype Brainstorming.
Focus Vu provides the service online but we also have offices in many places that our clients can visit.

To improve its online visibility Focus Vu Decided to conduct a Social Media Marketing Campaign on different social channels.

1- Social Media Campaign SMART Goal

The first step is to determine a goal for the campaign. Our goal should be SMART.

Generate 1000 new customers in the coming 3 months.

Specific – Generate 1000 New Customers
Measurable – Estimate Number of New Software Subscribers.
Achievable – We believe we can do it based on the resources we have.
Relevant – This Goal will help our brand grow & make sales.
Time-Bound – We have a 3 months deadline for accomplishment.

2- Social Media Campaign KPIs

After defining our goals we determine the KPIs that help us track our progress towards achieving our marketing objectives. KPIs should be Measurable, Directional & Related to the marketing goal. The campaign KPIs will be:

• Number of Subscribers (Purchasers) for Focus Vu
  We want to achieve 1000 customers (Subscribers) in the next 3 months.
• Conversion Rate (Visitors / Purchasers)
  This will help us know If our landing page or offer is valuable to customers.
• Cost Per Acquisition (Sale)
  This will help us find how much we spend on marketing to calculate profits & costs.

3- Target Persona

This is a very common saying in marketing which is “Marketing to everyone is marketing to no one”. Having a target customer will help you to focus all the resources & efforts on him & personalize the marketing message to reach them. A business can have multiple personas, a primary target persona (Ideal Customer) & many secondary ones. Focus Vu’s primary persona is named Jack. Jack’s details are as follows:

Demographics: – Age: 30 – 50 Years old. – Gender: Male – Household Income: 150k – 200k $ – Education/Occupation: Graduate / Business Owner. – Location: Colorado, US.	Needs: – Jack needs private & secure video conferencing software for his company as he meets weekly with his employees. – The software must have funny ways to help in team building. – Jack has recently started his business so he wants affordable service with good customer support.
Behaviors: – Jack is very busy with his new business. – He likes doing networking activities with his employees. – He drinks a coffee from Starbucks every morning. – He reads blogs about startup launches. – He is very active on LinkedIn. – He also visits Facebook daily.	Interest: – Team Building – Employee Satisfaction – Launching a Business – Management – Branding

4- Customer Journey Map

Customer Journey is the touchpoints your customer takes to be converted. Understanding the customer journey well will help us to create marketing messages for every stage to move customers smoothly to the next one. Focus Vu Customer Journey would typically be as follows:

Awareness (When is my target most receptive?)	Introducing our software on Facebook & LinkedIn where Jack is active will make him aware of our Brand. We can ask our Customers for reviews on these pages. We also can use Ads.
Interest (How can I relate my product to my target’s needs?)	Creating Posts about Software benefits like security, privacy & good customer support to show Jack the compatibility & usefulness of the software to his business.(Fulfill Jack Needs)
Desire (How can show my target my product really fits in their life?)	Posting about our Software’s advantages over the competitors with showing some Testimonials & reviews will encourage Jack to take the next step.
Conversion (How can I get my target to take action?)	Sending emails & creating Ads about a Big Discount with some Testimonials will push Jack to take Action.
Advocacy (How can make my target into an advocate?)	Professional customer service, educational content about software usage & emailing rewards or gifts to customers will make them our Loyal Advocates.

5- Campaign Social Media Channels

For Focus Vu Social Media Campaign the chosen platforms are Facebook, Instagram & LinkedIn.

Why did we choose Facebook, LinkedIn & Instagram?

• Target Goal
  We want to increase our Brand Awareness, so we focus on a platform with huge daily visitors and the ability to share valuable content.
• Target Customer
  Based on our Data, our customers are very active on Facebook, LinkedIn and Instagram. Their ages range from 30 to 55.
• Content Type
  As a software company, we want to create long-form posts that show our software’s benefits, usage, lives, and great offers.
• Our Competitors
  The research found that the majority of competitors use both Facebook & LinkedIn in a very active way.

6- Build Focus Vu Brand

We created Focus Vu brand using EPIC Brand Framework developed from brand experts in Facebook. The framework consists of 4 elements:

1- Existence (Original Story)

The Story behind the business – History, Founders, Problem & Solution.

Alexandra worked as an account manager for a large software firm.  A large part of her job consisted of demoing the software tools of her firm. Alexandra often faced technical difficulties with the video conferencing tools she was using. Alexandra shared her frustrations with her former roommate, Janelle, an engineer, and they decided there should be an easier way. Focus Vu was born. Focus Vu provides private, secure video conferencing software specially designed for product demos. You can preload your demo, test it out ahead of time, prepare your meeting and then invite anyone using a unique, single use link. Alexandra and Janelle left their jobs, settled in Boulder, CO, accepted VC investments and quickly grew the company and its client base.

2- Purpose

Why a Brand does what it does? (Business Values & What stands for)

• Why Part
  Building connections with your employees will help your company grow as a team or family. Focus Vu aims to facilitate online meetings & team-building activities.
• How Part
  Focus Vu provides private, secure video conferencing software specially designed for product demos. You can preload your demo, test it out ahead of time, prepare your meeting, and then invite anyone using a unique, single-use link.
• What Part
  Our video conferencing software will be your best company member for you.

3- Identity

Brand Visual Look & Feel: Logo, Slogan, Color Palette, Imagery & Typography.

Imagery: Here are some pictures we use for our brand.

4- Connections

Voice Tone: Keep your Target Persona in mind to better choose your tone

Brand Voice Tone is Chosen based on the target persona. You should use a tone that is suitable & will resonate with your Persona. For Example, Focus Vu is a B2B Software Company so the Tone Will be:

• Serious
• Formal with some Casual
• Respectful
• Enthusiastic

Know more about EPIC Framework.

7- Create Focus Vu Online Presence

In the beginning, we will build Focus Vu Facebook & Instagram Pages. After a while, we will also build a LinkedIn Business Page.

Any Business Page should mainly include 5 elements:

• Business Name
• Business Profile & Cover Photo
• Business Description
• Contacts Information
• Call-to-Action Button

8- Social Media Content Calendar

After creating our barnd & establish its online presence on different social media channels, we start creating valuable content on those channels. But first we create Content Calendar for many benefits like:

• Organization
• Consistent Brand Voice
• Plan for Holidays or Events
• Fill in the gaps
• Collaboration Across team

Content Calendar Consists of two parts Content Ideas & Content Calendar. This is an example for Focus Vu one week content calendar

This is a piece on our calendar for demonstration – One Week Plan

After creating our content we measure its performance on a weekly or monthly basis. There are many tools to help you measure content performance like Google Analytics & Meta Business Suite Insights.

9- Content Creation on Social Platforms

We then start creating valuable & relevant content to engage our customers. Here are some samples for Focus Vu Facebook & Instagram Post.

10- Creating Ads on Social Media

To build a strong brand on social media platforms we need both Organic & Paid Content. Organic Content is a vital element to build your brand on social media & achieve your marketing goals. Paid Advertising also has many advantages like:

• Paid Advertising will guarantee the display & results
• Target your Customer precisely
• Wider reach than organic
• Paid Ads create instant outcomes
• Paid Ads give you more control over the content

Different social platforms will have different anatomies of ads, but generally, there are 8 common components for the ads:

Here are Samples of Focus Vu Ads on Facebook & Instagram.

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If you need any help in your projects, feel free to Contact Me.