Digital Marketing Strategy Analysis: LC Construction Ltd Report

This report provides a comprehensive analysis of the digital marketing strategy employed by LC Construction Ltd, a construction company based in the UK. It begins with an introduction to digital marketing and its relevance, followed by a situation analysis that examines both internal and external factors impacting the company, including PESTLE and Porter's Five Forces analyses. The report then delves into the digital marketing strategies used by LC Construction Ltd, focusing on social media branding, website design, and visual content. It outlines the company's formulated objectives, such as increasing sales and enhancing brand awareness, and presents implementation plans to achieve these goals. The report also addresses budgeting and campaign measurement. The report highlights how the company uses digital platforms to attract customers and increase sales through social media, website design, and content marketing. This report offers valuable insights into the application of digital marketing strategies within the construction industry.

DIGITAL MARKETING
STRATEGY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Situation analysis................................................................................................................1
2. Digital marketing strategies used by LC construction Ltd company.................................3
3. Formulate Objectives..........................................................................................................5
4. Implementation plans to meet the objectives.....................................................................5
5. Budgeting...........................................................................................................................7
6. Measure the campaign........................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The digital marketing refers to that component that utilize internet and other digital
platforms like computers, smartphones, tablets etc. to attract its targeted customer's to buy their
products and services (Kingsnorth, 2019). The digital marketing is used by different sectors
companies to promote its commoditize with searching engines, social media, advertisements and
the website. The LC construction limited is a construction company in UK founded in
November 2013. This report will evaluate the digital marketing campaign of LC construction
with inspecting the situation analysis. It will determine the link of digital marketing and digital
marketing strategy then formulate the objectives for digital marketing strategies further, it will
assess design the implementation plan to meet the objective. The digital marketing budget and
measure the campaign for digital marketing strategy.
MAIN BODY
1. Situation analysis
The situation analysis is combination of extrinsic and intrinsic factors of any business. This
analysis shows the capabilities, its environment of business, customers and their respective rate
of influence the company (Gullickson And et. al., 2019). The situation analysis is consisted
various methods of analysis which are analysis under situation analysis. The situation analysis
comes on second while making a marketing plan. Purpose of doing situation analysis to indicate
the company about organizational with its respective products. The methods of situation
analysis are:
PESTLE analysis
Pestle analysis is used in situation analysis process to inspect the LC construction limited
external factors. It is basically stands for Political, economical, Social, Technological, Legal,
Environmental (Dalirazar and Sabzi, 2020). These factors are not controlled by company. LC
construction have to change its working according to this.
Political factor : As the government of UK have their documentation and different permits
during the various function of construction. For making its digital marketing campaign LC
construction limited have to follow all the policies which are made by nation's government. For
expansion the company have to protect its customer's who are using their digital marketing tools.
Government is regularly changes its tax rates so LC construction should have the knowledge of
market. The government is making affords to make construction industries to use the digital
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methods of marketing with their unique styles. The Brexit issue has reduced the sales and lower
the profit of the company so the company have to change its policies and other functions
accordingly.
Economical factors : the economic factors involve the functions of economy that have impact
on productivity and other activities in LC construction. In UK the inflation is affecting the
company sells and their stock is not able to clear as the prices are increased and buyer not able to
buy the goods and services. For promotion LC construction is using digital marketing strategy to
reach its customer's as this charge a low cost and cover large area. With digital marketing the
company can maximize the value of customer's by offering minimum cost.
Social factors : The society play a vital role in growth of LC construction limited. The UK
population growth is average by which company can cover them more effectively. The digital
marketing campaign will help to reach the potential and new customer's thought-out the nation.
Nowadays people preferring social media and other digital platform and company can gain
competitive advantage by making use of this. The digital market in new and trendy in market so
people like to have their service there LC construction can easily attract the people using this
platforms.
Technological factors : the UK customers are always tries to buy those goods and service which
are innovative and having upgraded technology. With the help of digital marketing strategy LC
construction limited can easily explore and aware their innovation to its potential customer's as
well as new so that they can buy fastly. The technology is a great component to get competitive
benefits. The UK is having AI (artificial intelligence) technologies that are attracting the buyer
so this campaign of digitalization will act as opportunity of LC construction limited.
Legal factors : The government of UK is responsible for formulating several rules and
regulation in order to maintain peace in society. All the legal laws internal as well as external
affects the business process. For implementation of digital marketing strategy LC construction
have to follow them effectively for success of campaign. Therefore, the company has ambit all
the laws so that the hurdles in the way of digitalization strategy can be minimized.
Environment factors : in recent scenario, most of the people and government has become
concern about protection of natural resources and environment thus it forces company to
undertake the activities related to it. LC construction limited has its environment safety in its
digital marketing platforms so if the company will use its digital marketing strategy than it will
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make aware to its customer's. They are trying to avoid the things which are harmful to
environment. This involves the all the factors that influence the surrounding of environment.
Porter's five force
Rivalry among existing rivals: The rivalry is generally high to LC construction limited because
there are large numbers of rivals in this industry for LC construction and it is hard to make
differentiate in them (Chan, Shen and Cai, 2018). As the economy is also facing the issue so
only those organizations will survive which have good fund reserve and able to reach its
potential customer's fastly.
Threat of new entrance : As the construction industries have lots of competitors and if any
newcomer enter the market then it should have a strong capital and innovative method to reach
the major customer's (Irfan and et. al., 2019).
Bargaining power of buyer : The buying power of buyers are basically higher because if the LC
construction limited will have high price and same quality then the buyer's will shift to some
other brand because they have lots of options in the market.
Bargaining power of supplier : LC construction is facing issues like supplier of the company
rises their price it will lead to shift another supplier as the organization have different alternative
options.
Threats of substitute : The company is also facing low substitute threats. The company is having
its own market value and do their particular works.
2. Digital marketing strategies used by LC construction Ltd company
Using internet facilities to reach the customers comes under the process of digital
marketing (Diez-Martin, 2019). It is a broad field which includes attracting consumers with the
help of email, content marketing, search platforms, social media, etc. The difference of
marketing strategies in the construction companies is that its acquisition and projects are much
more complex and larger than any other company strategies. Like any other construction
company, LC construction Ltd also knows that sustainability is one of major aspect for the
establishment. The construction company also aware about the fact that to attract more and more
customers towards their business they need to adopt various digital marketing strategies and the
company do use such strategies for contractors as a means to grow and scale their construction
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business (Koukaras, 2020). Below are some marketing strategies used by LC construction Ltd
company:
 Social Media Branding: With the increasing number of social media platforms, the
company uses such facilities for expanding their customer base. With the help of
professional construction marketing company, the LC construction Ltd is able to build
their web presence that separates them from the rest of their competitors. Social media
marketing includes development of great and meaningful content in the form of blogs,
videos, articles, images, etc. There are a variety of tools and platforms used in order to
enhance their business through social media marketing are search engines which helps
the consumers to get found on the internet with the help of SEO, various blogs, Twitter
which helps in sharing content and reviews of customers, LinkedIn, forums in which
consumers easily get their answers to common problems, online publications, YouTube
and slideshare which helps in sharing presentations on various projects handled by the
construction company.
Constructing perfect website design: With the help of effective and attractive construction of
website of the company helps to attract more and more consumers towards the business. A great
website is a perfect place to display the work which was done by the LC construction Ltd
company as well as the testimonials from happy consumers. The construction company has to
focus on the website so that it should be visually pleasing towards the customers and convert the
leads well (Iankova, 2019).
 Take before and after images of the work: The LC construction Ltd company has to
take images of their projects before and after completion of project to show each and
every stage of working to their consumers which creates a sense of trust among the
clients. Although the construction company has to take permissions from the owners of
the property before clicking the images and posting them on social media platform.
 Encourage employees and customers to follow the business: Initially, it is difficult for
all business to get that many responses from the consumers because they are not that
much aware about the web pages. So, in order to get more and more reviews and
insights, company has to advertise their pages and let the customers and employees know
that the page exists. And make the company wide announcement (Tafesse, 2018).
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3. Formulate Objectives
LC construction Ltd wants to make use of social media platform in order to attract more
and more customers in the organization so that end goals can be achieved in the best possible
manner (Juwaheer, Rosun and Sungkur, 2018). There are few objectives that has been made by
marketing manager of company related to promotion of its business through digital technologies.
Various objectives are as follows:
 To increase sales volume by 15% by making use of social media marketing techniques
till February 2021.
 To enhance conversion rates to 8% by posting attracting content so that more and more
people are induced to prefer it rather than other organization.
 To build strong brand image or developed brand awareness of enterprise by making
optimum utilization of social media technologies.
 To strengthen customer’s engagement in order to enhance customer’s loyalty for growth
and success of organization.
4. Implementation plans to meet the objectives
A plan is a systematic list of steps with details of timings and resources used to achieve a
prescribed objective to do an activity. It is temporary activity till then someone achieves their
objectives and goals. The implementation plan for digital marketing strategies used in social
media by LC construction Ltd company are as follows:
 Introduction: Introduction includes the ultimate vision and mission of the company
(Cheung, 2018). The vision of LC construction Ltd company are to become a world-class
infrastructure construction company and become committed towards their consumers
which leads the total customer satisfaction. With the help of innovative designing,
superior quality of material usage, cutting-edge technologies, completion of projects
within time frame are comes under the vision of the company. The mission of the
establishment are to strengthen their position in the market place as a leader or leading
company in infrastructure construction projects. To achieve the vision and mission,
company has introduced digital marketing strategies with the help of social media
marketing which helps the construction company to achieve measurable results such as
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lead generations, social selling, intensify trade name knowingness, increase customer
base through social community size and accurate target audiences.
 Team involved: For effective and success of digital marketing campaign the LC
construction Ltd company requires team which involved their participation in the
implementation of the project. Resources required such as project manager, strategist,
content writer, graphic designer, SEO specialist, pay per click manager, front end
developer, email marketing specialists and social media managers to effectively run the
campaign. Although each individual has a different role in making the campaign
successful, but still they all are required by the construction firm to make their social
media advertising campaign to become a success in the market space.
 Tasks: Various tasks has been involved in making campaign a success towards the
achievement of vision and mission and objectives of the construction company. Primary
function of task is to understand the goal of the campaign, next is to decide how the
company will promote the campaign which is described as the firm wants to promote the
campaign through social media platform, after that plotting or division of activities on
the calendar according to what days of the week the manager will post the content on the
site, after this step manager have to monitor the activity and respond accordingly, then
follow up will be done if required and at the end the analysis of the campaign has been
done by the LC construction Ltd company and rectify the steps if necessary (Chenliang ,
2020).
 Implementation schedule: In this step the tasks that has been prepared in previous step
has been implemented through a proper schedule in order to achieve the major objectives
of the campaign.
 Resource management: Resources such as persons, time scheduler, necessary
equipments, advanced softwares, departmental help from various individuals has been
required by the construction firm to achieve objectives with the usage of social media
marketing. It ensures smooth project implementation and justified asset allotment among
the employees.
 Define Metrics: Without analysing success metrics, one can never assess that they are
going towards the right direction or not. For this campaign managers have to design the
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metrics which explains and measure the success and how and when to review the
progress takes place.
5. Budgeting
Company in order to generate awareness among maximum number of individual has
planned to make use of social media platform. So for it LC construction Ltd will require a
budget or expense to be made so that end outcome can be achieved (Sihare, 2017). Therefore,
budget of social media marketing strategies is as follows:
Expenses Amount
Stationary cost £200
Tool and technology cost £1500
Planning cost £500
Wages and salary £2000
Electricity £700
Marketing research cost £400
Miscellaneous expenses £200
Total £5500
6. Measure the campaign
Measure and evaluation of effectiveness of social media campaign launched by Lc
construction Ltd is necessary as it helps in understand key areas that need to be improved so that
end outcome can be achieved. Therefore, various method that has been planned by manager of
company to measure the campaign is set particular goal in order to identified areas which were
not much effectively (Malik, 2017). Moreover, manager has make use of different metrics such
as brand awareness, audience growth rate and social share of voice that helps it in measuring the
overall performance of social media marketing strategies used by company. Through measuring
and evaluating key performance, manager is able to decided better strategies that could help in
expansion of firm in external environment (Terrance, Shrivastava and Kumari, 2017). Like,
comments, feedback conversion rates and many more, are some method that are used in order to
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measure performance of the campaign launch by the company. Thus, it helps in taking corrective
action within limited time so that organization can enjoy huge profitability in limited time frame.
CONCLUSION
It can be concluded from above report that with development of technologies companies
are making use of digital technologies in order to market its products and services so that end
goals can be achieved. Various social media platform has helped in generating more attention of
people thereby enhancing overall market share and profitability of company. At last, it can be
concluded that budget and key measuring techniques planned in advance by LC construction Ltd
has helped in achievement of end goals in the best possible manner.
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REFERENCES
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