Social Media Marketing Plan for Aston Chemicals: 4-Month Strategy

This report details a four-month social media marketing plan developed for Aston Chemicals, a UK-based supplier of raw materials to the European personal care industry. The plan begins with a marketing audit, including a SWOT analysis to assess the company's strengths, weaknesses, opportunities, and threats. It then establishes specific marketing objectives, identifies the target audience, and selects appropriate social media zones and vehicles. The report outlines an experience strategy designed to engage customers and an activation plan to implement the strategy. It also includes a budget and control measures to manage and measure the plan's effectiveness. The conclusion summarizes the key findings, emphasizing the importance of social media for engaging potential customers. The report is structured to provide a comprehensive approach to social media marketing, offering insights into various aspects of the strategy.

Social Media Marketing Plan
for Aston Chemicals

TABLE OF CONTENTS
INTRODUCTION............................................................................................................................3
Marketing audit (current marketing situation)............................................................................3
State objectives...........................................................................................................................4
Gather insight into target audience.............................................................................................4
Select social media zones and vehicles.......................................................................................5
Create an experience strategy using selected zones....................................................................5
Establish activation plan.............................................................................................................6
Manage and measure (budgets, controls)....................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Present report is based on Aston chemical that was established in 1990 and supplies raw material to
European personal Care industry headquarters in the UK that is a convenient link for airport and freight
routes (Aston and Little, 2018). There is different type of services provided by organisations that are
related to Innovation and technical expertise, exceptional Customer Service communication and
responsiveness, quality complaints and dress ability and cost-effective solution and total value. Present
studies based on social media marketing plan 4 month that will include marketing audit with the help of
SWOT analysis then state objectives and gather inside into target audience also relationship with social
media then managing and measuring budget and control.
Marketing audit (current marketing situation)
There was wide market area covered by company in order to understand the market situation in
better way, with the help of swot analysis company can analysed the internal and external factor
on the basis of SWOT analysis.
SWOT analysis
Strengths Weakness
 Company has strong global brand.
 That is related to world class care
services and engineering topped in
regards to stellar execution.
 It has innovation features regarding
technology
 Able to make strategic partnership with
similar company (Chowdhury, Albores
and Dey, 2019).
 Aston Ltd is depend on limited number
of suppliers in order to selling and
buying the products.
 Company is mores depend on sellers
and buyers for selling and promoting
goods and services.
 There were seen liquidity issue during
selling large variety of goods on credit.
 There was risk involved on the basis of
geographical growth strategy.
Opportunities Threats
 It has the opportunity of transition from
care product to make cosmetics in enter
into retail market.
 Also, have the opportunity of expand
the business.
 Company faced the issue regarding
high competition.
 Also, competitors can copy the ideas in
order to attract their dealer.
 It can be afraid of unpredictable

developments in the emerging markets
(Dol, Hughes and Campbell-Yeo,
2021).
State objectives
 To improve the social media presence of company by 20% in 4 month.
 Aston Ltd aims to target retail sector with the help of increasing community size.
 To increase the customer satisfaction and build the positive brand perception.
 To strengthen engagement strategies for increasing brand loyalty (Laiho, 2020).
Gather insight into target audience Use Google Analytics to learn more about customer-
This is such an expensive tool but it helps to obtaining grade demographic detail of the
audience as well as their interest it help company to understand what kind of product they
need and put the expect from other chemical Industry that can be beneficial to know
according to their age Gender and location. Create a reader Persona to target blog content-
This is strategy help for closely align buyer Persona in order to identify what kind of block
they need and all the details regarding product and Chemicals made by company with the
help of customer satisfaction feedbacks and challenges faced by company (Lashgari, 2018). Use Facebook insights
This is one of the common method or can say Golden tool which help to you set of inside
for free this is also similar to Google Analytics in order to receive critical information by
target audience also it helps to shows location demographics then target audience according
to country and followers. Engage with social media audience
To interact with social media followers is important in order to create bio person also it
helps to stay in mind of audience by using tools like Instagram stories and reply those who
are looking for chemical or cosmetics product and skin care products also with the help of
Instagram it will be beneficial to get large number of audiences within second.

Select social media zones and vehicles
Social media is rapidly changing and become Complex in order to overlap between large
number of social media platform that is using for business performance but it helps to
understanding different social media zone such as follows
Social communities are referring to the channel which focus on activities and
relationship related to sites like Facebook and LinkedIn also this this is the Digital version of
business that carry all the information and able to share information with other with the help of
post (Ozcana, 2020).
Social publishing- This concept is related to share content with different audience and
also include channels such as blocks that are web lock sites in which content is regularly
updated and also help for sharing on the basis of media site with searchable content that can be
belongs to different platform such is YouTube podcast etc. Chosen company can pay for this in
order to review product and posted for promote contest of their brand.
Social entertainment zone this platform is help for social games and entertainment
network which help to increase by puzzle games and reality games in order to increase revenue
and also appear by growing in popularity.
Social E-commerce is referring to E-Commerce territory in which people can buy and
sell their product on internet there are different means such as interactive shopping rating
including reviews social shopping website in which customer can chat to the merchant personal
directly and sharing with their friends and family in order to improve the customer base
(Pezzuti, Leonhardt and Warren, 2021).
Create an experience strategy using selected zones
On the basis of social community, it can be set that it helps to understand who are the
customer and customer experience principal to bring different type of customers who can deal
with daily routine product and connect and emphasize with different situation that can be faced
by customer in this segment customer can make their profile to more connect with company and
ask question that is showing on web page.
In context to social publishing, it can be set that it helps to build emotional connection
with customer in order to provide them regular content according to different audience that are
ready to show content on YouTube, podcast and other sites (Stirling Cameron, Kuri and
Jackson, 2021). There are many companies like a stone chemical post there on chemical

commercial content on YouTube so that customer care directly like and comment on content
which help to improve social media presence.
According to social commerce zone it can be said that this is one of the best zone in order
to interact shopping and providing reviews in order to connect with merchant personnel also this
is help for capture customer feedback in real time because every customer has their own
perception about product that is why it is necessary to post interaction surveys that help to
improve customer satisfaction and also provide the regular employee feedback
Establish activation plan
In order to establish activation plan inside the good ideas to inspire and make on the basis
of considering critical asset in order to transform inside into business reality also this is enabled
for drive consumer action and improve engagement via brand experience.
First of all, it is necessary to start devising strategy in order to align internal stakeholder
and then engage with employees so that it helps to get better result by scheduling and finding
impactful stories which is necessary for internal stakeholder such as employees director
manager of company.
Then it is necessary to follow activation strategies which are related to communication
strategy that is one of the best strategies which need to emotional response and different type of
media by reaching to unique audience and share brand stories so that other customer can
communicate easily and share product to their friends and families. Other strategy is related to
community engagement that is help for creating dialogue to invite consumer feedback and also
help for enabling customer for interacting in such a way where customer relate their relation
with company in order to provide skin care product by emotional content such as in winter it is
necessary to use cold cream and other products so that customer can connect with them easily
(Wohkittel, 2021).
Then it is necessary to do brand activation planning on the basis of marketing PR
customer service etc in order to take consultant sessions by discussing with planning
development and implementation of new initiative programs and messaging. This tool is also
beneficial for follow-up sessions every 3 or 4 weeks in order to analyse the progress of social
media presence. The last strategies related to brand Playbook in which clear vision of the
company is shown by improving communication and marketing strategies so that chosen

companies can build their presents on social media in order to value propositions for key target
and functional reasons to believe then brand character and personality and experience.
Manage and measure (budgets, controls)
Particulars May (pound ) June (pound) July (pounds) August (pound )
Content creation 4000 6000 8000 2000
Social
advertising
6000 8000 4000 4000
Paid partnership 2000 2000 2000 6000
Software 8000 1000 6000
Training and
development
2000 6000 8000 2000
Community
management
6000 2000 4000 8000
Promotion 8000 2000 6000 8000
Total 36000 26000 38000 30000
From the above table it has been analysed that Aston chemical will use this social media plan in
order to improving its presence in 4 months. Estimated budget is 130,000 pounds which is quite
average for company, also it helps to focus on credibility and reliability which is necessary to
consider. Also, estimated budget is 100,000 pound that were decided during pre-plan of social
media. On the other hand, it can be said that budget cross by 36000 pound that will adjust by
organisation in order to complete 4-month social media plan.
CONCLUSION
It has been concluded that social media is one of the important platforms which help to
improve the allow different marketers at one place in order to engage with potential customers.
Chosen company can take support from different platform such is YouTube LinkedIn Facebook
Instagram in order to create engaging content and improve customer network with the help of
reaching large audience present report discuss on social media plan of a Aston chemical by
analysing the current marketing situation of company with the help of internal and external
analysis such as what analysis then set the objective which help to achieve in last 4 month then

gather inside into target audience with the help of Google Analytics and blog content further
select social media zones such as publishing ,community, entertainment and Commerce which
help to improve experience strategy of customer.

REFERENCES
Books and Journals
Aston, M. and Little, V., 2018. Navigating and negotiating information and support: experiences
of first‐time mothers. Journal of Clinical Nursing, 27(3-4). pp.640-649.
Chowdhury, S., Albores, P. and Dey, P.K., 2019. Understanding Value of Social Media in
Supply Chain Management.
Dol, J., Hughes, B. and Campbell-Yeo, M., 2021. Canadian Women's Experience of Postnatal
Care: A Mixed Method Study. Canadian Journal of Nursing Research,
p.08445621211052141.
Laiho, H., 2020. Development of a social media marketing plan: Case study Superson Oy.
Lashgari, 2018 Maryam, Catherine Sutton-Brady, Klaus Solberg Søilen, and Pernilla
Ulfvengren. "Adoption strategies of social media in B2B firms: a multiple case study
approach." Journal of Business & Industrial Marketing (2018).
Ozcana, S., 2020 Social Media Intelligence for Innovation and Product Development: The Case
of Sustainability (Doctoral dissertation, School of Engineering and Applied Science, Aston
University, Birmingham, UK).
Pezzuti, T., Leonhardt, J.M. and Warren, C., 2021. Certainty in language increases consumer
engagement on social media. Journal of Interactive Marketing, 53. pp.32-46.
Stirling Cameron, E., Kuri, M. and Jackson, L., 2021. “COVID affected us all:” the birth and
postnatal health experiences of resettled Syrian refugee women during COVID-19 in
Canada. Reproductive Health, 18(1). pp.1-11.
Wohkittel, M., 2021. Ms. Lisa's Dance Social Media Plan (Doctoral dissertation, MAPC, The
University of Tampa).