Digital Marketing Plan

A digital marketing plan was to be created for water filtration brand.

Digital marketing plan for the launch of waterclub.ae products on fixito.ae

Water treatment systems market in the UAE is expected to hit a boost as the country is supporting increased industrial activities which in turn increase wastewater. In order to make the water fit for drinking, more UAE citizens will be looking to install and use water treatment systems, thus driving the growth of the industry. Government initiatives like privatization of water and subsidized water supply is also expected to help push the growth of water treatment systems.

The UAE water treatment systems market is currently dominated by the filtration segment as it is low in initial and operational costs as well as is highly versatile in usage. The UAE has the highest per capita consumption of bottled water which is extremely harmful owing to the climate and the increasing population of the country. Research has proven that toxins for the plastic can contaminate the water and the high temperatures can worsen the process. This is also a major reason for more people opting for water filtration systems as opposed to bottled drinking water in the UAE.

The major competitors for WaterClub products in the UAE are

-Envirolyte filtration system

-Aquaguard UAE

-Aquacare

-Pureaqua

These companies provide multiple water treatment systems focusing on water filtration systems and are therefore a direct competitor of WaterClub. However, upon research none of them provide services to install the system which provides an advantage to WaterClub when partnered with Fixito.

-Introduce the new service of installing water filtration systems

-Increase awareness of the new service provided

-Generate leads

-Increase conversions in terms of asking for quotations, booking consultations, increasing emails or increasing amount of phone calls.

Consumer behavior in the UAE shows that women of the household take majority of the decisions when it comes to buying household items. It also shows that in 2019, consumers became more health oriented and craved for speed and convenience over traditional shopping experiences. This only increased during the Covid 19 pandemic as more and more people are now shopping online and opting for delivery services rather than venturing out. They also have become less brand conscious and choose for convenience over brand loyalty.

Keeping all the above in mind, the target market for the water filtration service would be the “mother” of the household which would include women ranging between 25-50 years from an upper middle to elite class. The silent decision makers, they are health conscious and strive for the best for their families. They are up to date on the latest trends including lifestyle and health and fitness and spend their free time catching up with the latest on social media and the internet. They have an active social life and feel strongly to help create a better and safer world for their children to grow up in and families to live in.

Our second tier of the target market would include males who are from the lower middle to the upper middle class and range between 30-60 years. These men are the “authority figure” in the household and have the final say on decisions. They work hard to provide the best they can for their families and keep them as healthy and happy as they can. They are not big social media users but understand the importance of the internet and use search engines to do research whenever buying a new product or looking for a service. They also use search engines to keep themselves up to date on the latest news and world events.

Fixito is providing health, convenience, safety and peace of mind all at once from the comfort of the consumers’ home. Ensuring clean and drinkable water for the whole family to ensure health and safety will provide peace of mind to the consumers while not having to worry about the proper installation and technicality of the systems. All of the hassle is handled by Fixito and only the benefits are reaped by the consumers.

Considering the abovementioned target market, we will focus on different strategies for the two diverse sets of consumers.

For the first, which is the “mother”, we will make use mainly of social media marketing. This will be done purely as this target market is susceptible to spending most of their free time on social media, keeping up with the latest news and trends. They also tend to go straight to social media when researching about products or services, the rely on reviews and what other people are saying about certain products or services especially influences and also tend to just scroll through their accounts when they have free time. Social media will be the best way to attract this target market and generate leads and increase awareness about the new service Fixito is providing.

The second target market – the “authority figure” – relies mostly on search engine searches and rarely uses social media to make such purchases and decisions. For this target market, we will make use of SEO and SEM to grab their attention. If any consumer out of this particular target market will be looking for a water purifier, they will most likely go onto Google and type in their query. To gauge the most benefit out of this, we will be focusing on keywords and ensuring that the Fixito site is ranking high in Google search so it is more visible to this particular target market. We will also be considering to use PPC for this exact same purpose.

Facebook: 4 posts per week. 2 graphics, 1 blog post link and 1 video/interactive post. A short video will be posted once a month and can be twice a month depending on output and analytics.

Instagram: 4 posts per week. 2 graphics, 1 blog post link and 1 IGTV/interactive post. At least 2 IGTVs will be posted a month as those capture more views and hence directly increase awareness about the service.

YouTube: 1 video every week. Informational videos as well as other promotional videos will be made and uploaded to the channel. They will also be advertised on the other social media channels.

1 post every week on Facebook and Instagram will be sponsored posts and will run for 5 days straight. This will be chosen between the different types of posts, a new type for every week.

Influencer marketing will be used as well, specifically on Instagram. As our target market of “mothers” is being catered to through this specific marketing technique, we will be focusing on mom influencers who can be related to by our targeted consumers. Some of the big names that can be contacted include:

-Jade Chiltern

-Jana Alfaila

-Taghreb Chandab

-Kat Lebrasse

As the same target market is also into fitness and health, some other health and fitness influencers can be included such as Lily Sabri or more local such as Lazar Angelov.

Affiliate links can be discussed with these influencers as well as sponsored content can be discussed. Mutual agreement and benefits can be weighed before coming to a decision.

A social media partnership with WaterClub can be beneficial to merge the customers of the two businesses and open Fixito to a new possible consumer market. 2 combined posts on both the companies social media can be done to increase awareness about the partnership service being provided to them.

For our “authority figure” target market, we will be making use of tools on the search engines. We will make use of keywords to appear top on Google search using popular keywords in the site and the content.

A few popular keywords related to the service we are providing include:

-Water filter dubai

-Water filter for home dubai

-Install water filter dubai

-Install water purifier dubai

-Water filtration system dubai

More keywords will be researched and added to the meta-tags and headings within the landing pages as well as within the content being uploaded on the website. This will help our target market find the service when searching for it.

We will also be making use of back links which will basically redirect the customer to our own landing pages from within our blogs. This technique is useful for people to stay on our website and lowers the bounce rate. We will use this technique in any related articles or blog posts that will be published on the website which will link to the water filtration installation service.

5 blog posts a month will be uploaded to the website using relevant keywords and intriguing titles. Examples of articles that can be written are “10 health benefits of water filtration system”, “Top 8 risks of drinking unfiltered water” and informational articles such as “Process of water purification”. These articles will be used to raise awareness and will also make use of the aforementioned back links. They will also be advertised on our social media channels to bring in more traffic.

Under the blogs tab on our website, we will put out more interactive content and include reviews and testimonials for the water filtration installation service as that will attract both of our target markets.

Using the abovementioned and other high ranking keywords, we will bid on those and use pay per click advertising to increase awareness and drive up conversions related to the water filtration installation service. This strategy can be bypassed in the beginning and can be taken up at a later stage of the marketing process to generate more leads and turn in conversions.

E-mail marketing is a major player in the digital marketing world. A specific designed e-mail containing relevant but attention grabbing material based on the new water filtration installation service will be sent out to existing customers of Fixito and a link will be provided taking them to a landing page with a call to action. This will target pre-existing customers of Fixito and introduce the new service to them which might lead to conversions. After distributing the existing customers into our two target markets, we will be making use of A/B testing during this phase to weed out which campaign graphics work better with each type of target consumers. This will further help us shape our campaign designs on different platforms as well.

Our budget will mainly consist of Facebook and Instagram ads, influencer marketing and search engine marketing costs.

Facebook’s cost per click in the UAE is $0.22 but this number may vary based on the target audience and the type of posts that are being advertised. The average CPC on Facebook is $0.97 and to be competitive for the bidding, we need to set our budget at more than $5 a day. As we are aiming to advertise a post every week, we will be advertising a total of 4 posts in a month. The budget we will be setting for these posts will be $50 per post and we will be making use of targeted advertising in 2 of our posts so those are shown to relevant people who might actually convert into customers. The other 2 posts will be chosen and advertised generally to increase awareness about the service. Facebook will not spend more than the budget provided hence the most we will be spending on Facebook advertising will be a$200in this month long campaign. We will readjust the budget after the campaign ends according to the data received on which posts did well, generated leads and increased conversions.

The same strategy will be used on Instagram, however Instagram has a higher cost per click and averages at about $1. This again depends on the target audience and the parameters chosen for the advertising of the campaign. The same rules apply to Instagram as Facebook as it is owned by it but due to the fact that Instagram has a higher CPC, we will increase our monthly budget to$250. This will ensure that our bids are competitive and actually get shown to potential consumers. We will also readjust this budget once we have more information about the metrics following the campaign.

Google Ads are the most expensive out of the digital marketing strategies. Most businesses tend to spend anywhere from $10,000 to $50,000 per month on their Google advertisements. Fixito does not need to particularly buy keywords initially as mentioned above but this is added into the plan as it is a sure fire way to generate conversions and bring in consumers, especially if conversions and leads are slow. Suggested starting budget for Google advertisements would be decided upon the rate of the relevant keywords but can be estimated at$5,000-$10,000. This may vary once the keywords are bid upon. If budget would allow, we will incorporate SEM into our starting digital strategy.

On average, UAE influencers charge $250 per post. Taking the influencer marketing route, we can do paid posts with certain fitness and mom influencers once. If we target two big named influencers, we can draw up a budget of $1000 for the campaign including any hidden or surprise costs. The ROI from influencer marketing outweighs the costs as it can massively increase awareness and generate conversions.

Other costs could include video production and content creation. As Fixto already has a graphic designer, a video producer and a content writer on board, these costs will be negligible. This is a rough budget of the digital marketing campaign however owing to the volatility of the internet and digital space, the budget will remain flexible.

Facebook Advertising

$200

Instagram Advertising

$250

Influencer Marketing

$1,000

Including SEM

$5,000-$10,000

The campaigns success will be measured using tools such as Google Analytics, Facebook, Instagram and YouTube analytics as well as the percentage increase in service sales. Website traffic metrics will also be used to analyze which strategy or channel proved to be the most and least successful and the digital strategy will be updated accordingly.