Student’s Name
Professor’s Name
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Digital Marketing Strategy for Start-up Company Homesy
Executive Summary
Digital marketing strategy is a critical tool for any business. Utilizing this strategy enables a company to use various tactics to reach prospects and customers through diverse internet based platforms. Homesy’s focus on the Ireland property market will require an actionable digital marketing strategy that is both cost effective and traceable. The current report describes Homesy’s digital marketing strategy which include description of the company’s brand essence, social media strategy, search engine marketing, content marketing, influencer marketing, budget and a strategy to track and monitor the implementation of marketing campaigns.
The report first defines the digital goals and business objectives of Homesy before developing specific KPIs from the provided goals. In addition, an appropriate and significant strategy is presented and through it a series of digital marketing campaigns that Homesy would implement to increase the company’s visibility and create awareness on the services it offers. For all the campaign elements of the digital marketing plan the report presents a measurement framework as well as analytics that monitor, measure, and report on performance.
In demonstrating the outcomes that could result from implementing the proposed strategy, the projections were based on an estimated marketing budget of $100,000. The budget was allocated to fund five critical areas in one year and includes Search and Display Advertising, Facebook Advertising, Native Advertising, and You Tube Advertising.

Executive Summary 1
Digital Marketing Strategy 5
1.1 Brand Essence Wheel 5
Brand Attributes 5
Benefits 5
Values 5
Personality 5
1.2 Digital Marketing Audit 6
Commercial 6
Google analytics 6
Display advertisements 6
Social Media 7
1.3 Customer Acquisition Strategy 8
1.4 RACE Analysis 9
REACH 9
ACT 9
CONVERT 9
ENGAGE 10
2.0 Search Engine Marketing Implementation 10
Google Ad words 11
3.0 Social Media Implementation 11
3.1 Facebook 11
Attract 11
Engage 11
Educate 12
Advertise 12
3.2 YouTube 12
4.0 Email Marketing Implementation 13
Step 1: Specify the objectives of the email campaign 13
Step 2: Maintain a leads, contacts and customers 14
Step 3: Designing Compelling Email Messages 14
Step 4: Choose Email Service Provider 14
Step 5: Measure Results 15
5.0 Content Marketing Implementation 15
Step 1: Define objectives of the content marketing 15
Step 2: Content Differentiation 15
Step 3: Measure performance 16
6.0 Influencer Marketing Implementation 17
Step 1: Identify Property Influencers 18
Step 2: Know your influencers 18
Step 3: Forming a Relationship with Influencers 18
Step 4: Influencers Endorse the Brand 19
Step 5: Measure brand performance 19
7.0 Native Advertising Implementation 19
7.1 Native Advertisement plan 19
7.2 Best Practice for Native advertisement 20
7.3 Native Advertisement Budget 21
8. Creativity and Innovation 21
Video Conferencing Feature 22
Chat Feature 22
Customer Testimony Video Stories Feature 22
Campaign Projections 23
9.0 Campaign Implementation 23
10.0 Web Analytics Tools and Campaigns Tracking System 24
Establish goals and objectives of the website and social media pages 24
Focus on conversion 24
Key Performance Indicators (KPIs) 25
Campaign tracking system 25
11.0 Summary of Strategic Recommendations 26
Build a community of platform users-tenants and landlords 26
Resolve customer service issues quickly 26
Adjust Property prices to make them competitive 27
Focus on the Irish Market and global growth 27
Conclusion 28
Works Cited 29

Digital Marketing Strategy
1.1 Brand Essence Wheel
The brand essence for Homesy is captured by its tagline which is “Let us guide you home”.
Brand Attributes
Homesy will leverage on its feature-rich internet platform to offer services to its tenants and property owners in Ireland. Secondly, the firm is designed to have a panoramic 360-degree view feature that enables consumers to find a place to rent without going to the house to view it. Additionally, there will be a video call feature that enables one to make a video conversation with landlords.
Benefits
Homesy works closely with landlords in Ireland to provide tenants with key information about properties they can rent in the area. The firm’s platform will provide a property search feature that enables people looking for properties to filter based on location, house size, and type. The display will offer free video conferencing aspect to clients to start conversations with landlords as well as payment element which enable clients to make payments for properties.
Values
Homesy will regard clients with the highest esteem. The company clients will be mainly landlords and people searching for property in Ireland. The company will be committed to professionalism and honesty in conducting its business.
Personality
The company employees will be warm and friendly and they will always be available and prepared to help clients find the perfect match for a property that fits their specific budget and unique preferences. The Homesy marketing team will be passionate and knowledgeable about the property market in Ireland and will seek to provide information to its clients in helping them to make decisions about a property.
1.2 Digital Marketing Audit
The marketing strategy will be implemented through a number of digital assets across platforms and will be confined to three types with each having a set of channels. These categories are commercial, company-owned and free media.
Commercial
The commercial marketing category will consist of the following channels:
Google analytics
Google analytics will be used to find the number of people searching for keywords such as Homesy, Ireland property and track visitors while on the company’s website. A dashboard will be used to display visitor profile and provide information about the people that are visiting the website and for what purpose. Google Analytics is service that Google offers to track and report the traffic on the website. The service is integrated with Adwords which enables the users such as Homesy to review online campaigns by tracking the goals and landing page quality. In the case of Homesy, the goals might include lead generation, sales, downloading a specific file, or viewing a particular page. Through Google Analytics analysis, the firm will be able to identify pages that are poorly performing with techniques such as geographical position, the time they stayed on the website and funnel visualization. Adopting the e-commerce Google Analytics can allow Homesy to track sales performance and activity.
Display advertisements
Advertisements will be posted on websites within the reach of potential customers to see the various properties and features available on the Homesy site. Consequently, these Ads will be used to drive traffic to the company’s website. The general aim of the displays is delivering general announcements in addition to brand messages to the visitors on the site. Display advertisements will be critical in increasing the purchase intention of consumers. The success of adverts deployed by Homesy can be measured through various methods including reach, bounce rates, clickthrough rates, and conversion rates. The individuals who have the potential of viewing the advertised message define reach. In other words, the number of visitors visiting the advertisement network that Homesy might be planning to use describes the reach measure. The clickthrough rate refers to the chances that an online user will click the initiative advertised. Through this measure, Homesy will be able to gauge how the audience receives the ad. The bounce rate refers to the individuals visiting only a single page before exiting which is often caused by lack of interest, inability to find what the person was looking for and poor site design. Finally, the conversion rate refers to the percentage of individuals clicking on the AD and completing the goal that Homesy required.
Social Media
Homesy’s Social media strategy will be implemented in the form of a Facebook page for Homesy Company, Twitter page, and Instagram pages. Facebook marketing will involve making posts to the page, sharing the posts, liking related posts as well as sending friend requests to potential clients. A Twitter page will be created during the project and will be used to push marketing information in the form of Tweets and retweets (Dumpez 56). Further, to increase the followers on the platform, the handle will be used to follow potential clients and influencers. An Instagram page will be created where relevant marketing messages will be posted to the users of the site.
1.3 Customer Acquisition Strategy
The marketing strategy will focus on using social media, newsletter marketing, paid advertising and online community as key tools to be able to generate leads and improve the sales for the company. Social media consists of many people that can easily be influenced by paid influencers and be directed to the company’s website. On the firm’s website, visitors will be asked to provide their email addresses which will then be used to send a newsletter to capture the property available for rent within Ireland (Fischbach 23). Additionally, an online community in the form of a website forum will be integrated into the organization’s site and be used to provide useful information to potential customers. Homesy customer care experts will moderate the forum and provide an opportunity to acquire new clients for the business. The employee will provide information about the corporation products and redirect the potential customers to different parts of the website to find the specific properties they are searching for.
Another method that will be used to acquire new customers is through referrals where existing tenants and landlords will refer the service to other potential customers. Homesy will take part in property exhibitions in Ireland and provide an opportunity for the company to showcase its services and direct potential clients to the business website for detailed information about existing property for rent or for sale (Kissell 12). The company will partner with other businesses in Dublin to find new customers and achieve competitive advantage over other property companies in the market. Lastly, through re-engagement; the company will be able to sell properties to existing consumers.
1.4 RACE Analysis
REACH
The marketing strategy will involve creating awareness about Homesy’s platform on social media platforms such as Facebook, Twitter, and Instagram. Friends and fans of the company will be able to visit the website and make use of the various features available to facilitate their search for property in Ireland.
Google analytics feature will be used to keep track of new visits to the website as well as returning visitors. In addition, Google analytics will measure the number of people the organization has been able to reach.
ACT
The action part will involve encouraging social media followers of Homesy to visit the company website, sign up for the property newsletter and engage in various forums and look at frequently asked questions section of the website. Visitors will be encouraged to view the videos about the properties advertised on the company’s website. The firm’s employees will directly engage with fans on social media using the chat features on Facebook platform in order to encourage them to take meaningful action that may result in increased sales.
CONVERT
Guests that will have subscribed to the property newsletter will be enticed with discounts and offers in order to convert them into sales. Constant follow-ups will be made to ensure the conversion rate is high.
ENGAGE
Employees of the company will engage with potential customers on social media platforms such as Facebook, Twitter, and Instagram. Existing customers will be encouraged to refer their friends and colleagues that are searching for property in Ireland.
2.0 Search Engine Marketing Implementation
Search engine marketing is one of the most effective online advertising strategies that can help to drive traffic from people searching for products and services on general search engines such as Google and Yahoo (Hopkins 131). Search engine marketing can be used as a marketing tool to outcompete other players in the properties industry since implementing it as a strategy the company becomes better placed to rival others in the same industry.
The search engine strategy will be core to the marketing plan and will lead visitors the company website. Implementation of the approach will involve the use of unique meta tags on the firm’s website that will be tracked from popular search engines such as Google and Yahoo (Lee, Dong, Taeho and Juhyun 1367). The aim is to re-direct the internet users to the site of the company. For example, every time someone searches for property in Ireland, the company website will be among the top 3 websites that will pop up. As a result, the visitor traffic will increase depending on the number of individuals searching for property in Ireland. To measure the progress, Google analytics will be used to track the type of visitors that are visiting the website, the links that they click and the kind of properties that they are interested in.
Search engine marketing requires placing adverts about the company on Google and Yahoo in the per click model. In this case, the organization pays for the ad only when a person makes a click. Thus, the display will appear on websites that allow search engine marketing especially those with high traffic for the targeted market.
Google Ad words
Google Ad word provides a platform on which Homesy can advertise its properties for sale or for rent. The platform enables the marketer to specify the target market using several variables and offers a flexible budget. Using this platform can help Homesy to achieve its objectives by reaching out to a wide audience locally, regionally and globally without having to invest in new platforms.
3.0 Social Media Implementation
3.1 Facebook
Structured content will be developed for the official Facebook page of Homesy. Structured content is critical to generating traffic and increasing conversion rate especially in a highly competitive property market like that of Ireland. Unique social media content will be developed for the purpose of attracting, engaging, educating and advertising properties.
Attract
Facebook content will be specifically designed to draw consumers to the website or social media page. The content will be catchy in order to create an impression and entice visitors to take action. Constant and consistent updates can be made to ensure that the desired goal is presented to the Facebook users. Importantly, the audience should be able to relate to the content.
Engage
The aim of engaging content is to get visitors involved in the social media page by becoming fans and taking part in chats, asking questions, liking photos and sharing posts with their friends on the social media platform.
Educate
The content will be intended at providing factual information to fans about the property market in Ireland (Myers 25). Since most tenants may not have accurate data about property features and prices, the content will be centered on educating the consumers for the purpose of driving them to make a decision about the property that is being advertised.
Advertise
The advertisement content on social media will be intended for providing news to people about specific properties including features and prices for informed decision making. Further, any savings and unique features on the properties will be highlighted in a clear manner for customers to see and reach a conclusion as quickly as possible.
3.2 YouTube
Homesy YouTube advertisement will emphasize unique features of the properties that are being on sale or for rent. The YouTube videos will be designed to capture the brand of Homesy so that even casual viewers will be able to have a long-lasting impression of the Homesy brand.
There is need to emphasize that the videos uploaded will be short. A YouTube channel will specifically be created and the videos uploaded. Viewers will be encouraged to subscribe on the channel in order to receive notifications whenever new videos are uploaded on the channel. The YouTube channel page will be branded with Homesy logo and tagline in order to create the right impressions on the viewers (Leung 997).
Since the Homesy platform attracts both tenants and landlords, the short videos will be used to encourage landlords to advertise their properties on the platform as well as tenants to use the site when searching for properties to rent. There will be links on the YouTube channel which will take subscribers to the company websites from where they can obtain more information about the properties, subscribe for the newsletter and view more videos about properties. Additionally, the YouTube page will be linked to all the social media platforms including Twitter, Facebook, and Instagram (Lockett 4).
4.0 Email Marketing Implementation
Email marketing will be a critical aspect of the Homesy brand. The email-marketing plan will be part of a larger digital marketing plan intended to reach out to clients and prospects using the internet. The aim of the email marketing will be to increase sales while improving the loyalty of existing clients to the brand. Email marketing is an inexpensive and effective way of attracting new customers as well as engaging with existing consumers when properly implemented. The company will maintain a central customer database from which email campaigns will be implemented to maximize return on investment. In order to ensure high returns, the following steps will be followed in the implementation of the email-marketing plan.
Step 1: Specify the objectives of the email campaign
The objectives of the campaign will be reviewed order to effectively measure results achieved. Homesy email marketing campaigns will be guided by the following objectives:
1. To generate more leads
2. To increase sales
3. To improve brand reputation loyalty
4. To educate the audience
For each of the above specific objectives, the following features of email marketing will be implemented:
1. Email invitation to events introducing new products
2. eNewsletters – to inform customers and prospects on new products
3. Offers and Discounts-to make customers and prospects aware of new offers and discounts for the purpose of increasing sales,
4. New Product Announcements through emails– To inform the audience of new products in the Ireland property market.
Step 2: Maintain a leads, contacts and customers
The email marketing implementation will entail managing a list of existing customers, prospects and leads. An in-house customer relationship management system such as Sales Force and Sugar CRM will be used to manage customer relationship. The process will involve identifying dormant customers, recurring customers and potential customers in order to target email marketing messages to each of the specified audience.
Step 3: Designing Compelling Email Messages
Implementation will also include developing compelling content for each type of audience that has been identified. The email content will include a call to action which will be designed using bright and appealing colors in order to compel the audience to take actions for the promotion. Further, a consistent tone will be used throughout the email content to establish the brand essence across media. Further, the email design will be optimized to reduce the file size and make it easy for customers and prospects to download or share it with their friends and colleagues.
Step 4: Choose Email Service Provider
The next step after the email content has been designed will be to select a professional email service provider. MailChimp will be adopted for use in the Homesy email marketing campaign due to its popularity and excellent performance in the market.
Step 5: Measure Results
The performance of the email campaign will be measured using various methods. These will include tracking the people that clicked links on the newsletter, bounce rates and sales generated through the email campaigns.
5.0 Content Marketing Implementation
The strategy is intended to help in generating content that can enable Homesy assert its authority and trust among existing and prospect customers. Consistent and compelling marketing content makes customers feel connected to your brand and thus making them more loyal to your brand. Content marketing helps the sales team to generate sales from existing contacts without having to spend more funds.
Homesy content marketing will focus on being inspirational, motivational and useful to the audience. The strategy will aim at maximizing returns from the specific market segment for which the content is targeted. The following steps will guide the process of content marketing implementation:
Step 1: Define objectives of the content marketing
The content marketing strategy implementation for Homesy will be guided by three main objectives:
1. To increase brand loyalty
2. To increase sales in the targeted market segment
3. To improve brand awareness for Homesy
Step 2: Content Differentiation
Content marketing differentiation is a critical success factor in content marketing. The intention is differentiating the Homesy marketing content from those of competitors in the marketplace. Content marketing will make it simple for customers to recognize Homesy content from that of competitors and thus improve on brand awareness and enable the company to achieve competitive advantage. Homesy has a unique brand with a platform that offers features that are not offered by its competitors. The technique will involve highlighting the unique features of Homey brand and positioning the content to create impact in the targeted audience. The content will then be distributed to subscribers through a number of methods which will include:
1. Weekly podcasts
2. Blog posts
3. Weekly Newsletters
Step 3: Measure performance
Homesy will measure the performance of content marketing based on the core objectives of the strategy which are to increase sales, increase awareness of the brand as well as improving customer loyalty. Further, the content will be designed to include call to action which will make it possible to track the behavior of customers and prospective clients.
Step 4: Identify Target Market
The next step in implementing the Homesy content marketing will be to identify the audience for the content. The objectives specified for the content marketing strategy will dictate the market for the content. For instance, existing customers, new customers and the general public will form important groups of audience for the marketing content. Understanding the characteristics of each of the audience will be critical to crafting compelling content marketing strategies that will yield the greatest return on investment.
Step 5 – Market Research
Market research is essential to understanding the specific needs of customers and prospects in the different market segments for which the content marketing is targeting. Consequently, a market research in the form of a survey that will involve sampling of the targeted audience and presenting them with a questionnaire will be conducted. The questionnaire will include questions targeted at identifying the property needs of the targeted market. The data collected will then be analyzed and be interpretations be used to craft appropriate marketing content for the specific audience.
Step 6 –Execution plan
The execution plan will involve developing a calendar for the distribution of content marketing through podcasting, blogs and other media on a daily, weekly and monthly basis. The most vital part of the execution plan will be to respond to customer actions through the call to action links on the content marketing.
Step 7 – Content Amplification
Content amplification will involve the use of social media influencers, employees and customers to amplify the content through sharing on social media, inviting friends to read and like the content .
6.0 Influencer Marketing Implementation
Introduction
Property consumers are often bombarded with marketing information from different companies in the market. As a result, consumers have a tendency to like some brands and ignore others. In order to overcome cynicism about Homesy brand, the company will make use of influencer marketing strategy to boost brand awareness and increase sales. Influencer marketing implementation will involve a number of steps which include:
Step 1: Identify Property Influencers
The first step in the implementation of influencer marketing will be to identify the specific influencers in the Ireland property market. These may be credible and influential people in Ireland that have a large number of following either in public or in specific market segments. One notable value of influencers is the fact that they are considered authentic and reliable by a large number of consumers or prospects (Leung 997).
Step 2: Know your influencers
There is much need for the Homesy sales team to try understanding the influencers that will be promoting the company’s brand. In addition, it is vital to comprehend the market for which the influencer commands for purposes of making decisions on whether influencer marketing is imperative for the identified market segment. The other significant aspect of influencers that should be understood is the type of content that they generate and whether it is relevant to the Homesy brand (Lockett 21). The marketing team should evaluate the value the influencer brings in achieving the marketing plans strategic objectives to ensure maximum return on investment. Influencers can be people with a large following on social media networks such as Facebook and Twitter. Further, these are people that others consider as trend setters in terms of their opinions and ideas and aligning the marketing objectives with their influence can help improve the brand of the company and increase on sales.
Step 3: Forming a Relationship with Influencers
Once the influencers have been identified, the next step will be to form relationships with them which should include face-to-face discussions on how the two parties can work together for the mutual benefit of each of them.
Step 4: Influencers Endorse the Brand
The relationship between the influencer and Homesy should result in the influencer endorsing the Homesy brand to the people they he or she influences in Ireland. Further, Homesy should invite the influencers to events and let them talk about the promotions and offers that the company is marketing.
Step 5: Measure brand performance
Performance metrics for the value of the influential marketing will require determining the extent to which the objectives of influential marketing are being met. The objectives of influential marketing included increasing sales, improving brand loyalty and increasing brand awareness.
7.0 Native Advertising Implementation
Native advertising has been identifies as a critical success component for many marketing plan. In a survey conducted in 2016 on American advertisers, it was noted that 67 percent of the participants were planning to increase their budgets on native advertisements owing to the impressive performance of the channel in previous years (Fischbach 23). Further, Fischbach (23) notes that consumers have a positive response to native ads compared to other forms of advertisements. A number of reasons have led to increased use of native ads which include the fact that native ads have the potential to inform consumers of new products in addition to discovering information that could not have been discovered using other methods. Further, native ads fit into the online experience of most consumers and therefore make it an acceptable form of advertisement for consumers.
7.1 Native Advertisement plan
The first step to follow for Homesy to make use of native advertisement will be to implement the following recommended plan:
1. Choose the target market
2. Create a budget for each click and lead
3. Develop content
4. Launch campaign
5. Optimize website to optimize performance
6. Monitor brand performance
7. Measure performance against native plan objectives.
7.2 Best Practice for Native advertisement
A number of best practices in native advertisements have been identified in literature as effective in generating the highest returns on investment. These are recommended as a best practice in the implementation of Homesy native advertisement strategy and include:
1. Include people in advertisements. Widely, it is cited that advertisements that include people lead to purchase increase, higher brand familiarity and stimulate deep level engagement with customers compared to advertisements without people.
2. Logos: Homesy native advertisements should include the company logo for them to be effective. Advertisements with logos are known to increase leads by up to 34 percent since they increase the ability of prospects to recall and take action.
3. Brand mentions: they have the potential to increase brand recall by 25 percent and can lead to a significant purchase increase. Including brand mentions on static image ads is a best practice in creating native advertisements across sectors.
4. Video advertisements:
Video advertisements are powerful since they create enable prospects to remember the brand. Video advertisements should be short and accessible both through mobile and PC.
7.3 Native Advertisement Budget
Homesy has allocated €18,500 for the total native advertisement plan implementation.
7.4 Native advertisement Implementation
The marketing campaign will be implemented in the form of sponsored posts in platforms that Homesy competitors are currently advertising in order to effectively compete in the Irish property market. Once the native ads are posted on a daily, weekly and monthly basis, monitoring of the ads will take place in order to determine whether the strategy is achieving the objectives set in the plan. The strategy will focus on popular websites in Ireland that allow native advertisements.
8. Creativity and Innovation
In order to stay competitive in the Irish property market, Homesy will implement two innovative services that are intended at giving customers a unique experience. These are the 360degree and Video View, Video Conferencing features, messenger and customer testimony video stories. These initiatives will be the first to be provided by an Irish property company and will therefore set the company at a competitive edge in the marketplace.
360degree and Video View
The Homesy web platform will consist of a 360 degree and video view of properties on sale or rentals. Through the 360 degree customers to experience the property features without having to incur travel costs to view the property. Traditionally, prospective customers would pay an amount of $30 to property agents to take a group of customers to view properties of interest located in different parts of Ireland. The 360 degree and Video View of the property will therefore be a tool or feature of convenience to most customers and prospects that may not have the time to travel to view properties on interest in Ireland. The videos used in the website will be posted on the Homesy Youtube channel in order to attract more customers on the video platform.
Video Conferencing Feature
Another innovative feature that will be implemented on the Homesy platform will be a free video call and conferencing functionality. Timely communication is a critical success factor in the property business. Consequently, providing landlords and prospective tenants with a single communication platform that is free is likely to attract more landlords and customers and thus drive sales for the business. Communication costs can be high for both tenants and landlords especially when negotiating the price of properties for purchase or rental purposes. As a result, providing this feature means that landlords and tenants are relieved of this cost and can communicate at any time or any place of their convenience.
Chat Feature
In addition to the 360-degree and video view of the property on sale or for rental purposes, Homesy will add a chat feature on the platform and employ a fulltime agent to monitor and respond to prospect and customer queries. The chat feature will improve the company brand and respond to any queries that customers may have in a timely manner. Most property companies in Ireland have a low response rate for customer and prospects queries on their chat features. As a result, they end up losing customers and business. Employing a fulltime agent to monitor and respond to chats will effectively address this shortcoming and help in improving the brand image.
Customer Testimony Video Stories Feature

Building trust is critical to the success of the property business and customer stories can serve as a powerful tool to build trust among existing customers as well as attracting new customers. The customer testimony feature will be included on the company platform as well as on Youtube channel to help in creating trust in the brand. Further, property companies in Ireland are currently not offering customer testimony feature and this is likely to help Homesy brand become unique and standout in the marketplace. Further, it is expected that featured stories will help the company to boost its sales both in the short term and in the long-term perspective.
Campaign Projections

Implementing the digital marketing plan will require funds. Each of the digital marketing campaign required will be allocated a specific amount of funds to finance it. A budget of €100,000 will be allocated to cover all the marketing tactics and programs that have been described in this report. Since the campaigns will be implemented in phase, funds will be released on a need-basis.
9.0 Campaign Implementation
The marketing campaign will be implemented and monitored in phases. Regular review meetings will be held to discuss the performance of the various marketing strategies and introduce any additional features as well as changing some of the programs where necessary (Fischbach 34). The company will reach out to customers that may be residing outside Ireland by posting advertisements that are targeted at different geographical regions.
10.0 Web Analytics Tools and Campaigns Tracking System
Web analytics tools are central for capturing details about the people that are viewing or clicking advertisement or posts by the Homesy marketing team. The Google Web Analytics Tools will be used to analyze the marketing campaigns for the Homesy brand online. The web analytics tools will be used to provide demographics about the users of the website, social media pages and advertisements posted online. In order to achieve this end, a web analytics strategy will be formulated and will include the following sections:
Establish goals and objectives of the website and social media pages
The first step in establishing a web analytics strategy is to establish the objectives or goals for the website. The goals and objectives will help in obtaining analytics targeted at achieving them. Some of the goals of the Homesy website, social media pages and advertisements will be to drive new sales, repeated sales, create brand awareness and improve customer loyalty to the brand.
Focus on conversion
The web analytics strategy for Homesy will focus on converting leads into business by monitoring the leads and responding to queries in a timely manner. The analytics strategy will establish the number of people visiting the pages on a daily basis and the marketing team will seek to increase the numbers through different strategies. Once the company has achieved a considerable number of visitors on a daily basis, the firm’s marketing team will then focus on converting the visitors to businesses by positioning property products and services strategically on the landing page of the website or social media pages with clear call to action buttons and links to help visitors to take appropriate actions. Some of the calls to action tools that will be used to convert visitors to sales include the following:
• Registering for a newsletter
• Viewing a video
• Posting link-back
• Downloading a brochure
• Signing up for an event
• Filling in a form
Key Performance Indicators (KPIs)
To effectively use web analytics, it is essential to define the KPIs to be used during the monitoring process for the marketing campaigns. Web analytics can be critical to decision making on the direction that the marketing campaign should take and may show that the people visiting the website are coming from a few geographical areas within Ireland. Focusing on these markets through appropriate strategies is critical to the success of the marketing campaign (Bunzel 12) As a result; the company should define the KPI for the web analytics strategy to be able to know whether the campaign is achieving its intended results.
Some of the KPIs for Homesy web analytics will include:
• Percentage of purchases per inquiry increase over last month
• Conversion ratio per visitor increase over last month
• Average number of visitors who sign up for an event increase over last month
• Rate of forms completed per visitor increase over last month
Campaign tracking system
A central campaign tracking system will be used to manage the different marketing campaigns for the Homesy brand. The tracking system will automate and integrate all the marketing processes and provide a central dashboard from which the performance of the different campaigns can be measured and monitored. The company will outsource the campaign system from available solution providers in the Irish market. Regular reviews of the marketing campaigns will be conducted and the insight from the tracking system will provide performance measures for the promotion for each region and each activity. The data from the analytics dashboard will be critical to decision making and provide useful indicators on the standing of the Homesy brand in comparison with its main competitors.
11.0 Summary of Strategic Recommendations
Strategic recommendation summarizes the key recommendations for the Homesy marketing strategy to effective achieve its intended objectives of increasing sales, improving brand awareness and ensuring loyalty to the brand. Each of the recommendation has taken into consideration the general trends and best practice in marketing in property marketing and therefore should be considered when implementing the strategy.
Build a community of platform users-tenants and landlords
In the long-term, Homesy should consider building a community of tenants and landlords through the company’s platform. A group of users will ensure sustainability of the company’s profits, which is critical for stability especially in the Irish property market which is faced with competition due to new entrants in the market. Having a community of users will ensure brand loyalty and the possibility of referral clients which will enable the company to grow its profits from existing customers.
Resolve customer service issues quickly
One of the major shortcomings in existing property platforms in the Irish market is the slow response to customer queries which often make companies to lose business. Property companies lose up to 20 percent of their annual revenues due to delayed responses to queries. As a result, it is essential for Homesy to implement a ticketing system to monitor the resolution of customer service issues. Further, the business should consider employing full-time customer service employees to specifically resolve arising conflicts. Resolving client issues within time will boost the company’s reputation and is likely to help in gaining competitive advantage in a crowded Irish property market. Further, the complexity of the Homesy platform is likely to result in technical difficulties that customers may experience when using the system. As a result, the company should establish a service desk with IT service employees to specifically resolve customer issues and ensure seamless experience.
Adjust Property prices to make them competitive
To be competitive in the property market in Ireland, it is critical for Homesy to consider using pricing strategies to gain a competitive advantage. The company should reflect on entering into agreements with landlords to offer property at the most competitive price in the market with a view of attracting and retaining customers. Significantly, clientele can recommend the company to other prospective consumers and Homesy should consider offering properties that will make clients feel that they are obtaining value for their money.
Focus on the Irish Market and global growth
Homesy should implement the marketing strategy in a progressive manner that is intended at dominating the Irish market, regional market and focus on global growth. The company should accurately segment its markets and slowly work towards dominating each subdivision before moving to the international market. Focusing on progressive expansion will ensure sustainability of the business in the long-term and thus attract investors locally, regionally and globally. Further, using the progressive approach will guarantee that the company has a wide base of customers to rely on while it seeks to expand.
Conclusion
In conclusion, the present report has provided a detailed digital marketing strategy for Homesy. Homesy is an internet platform that will offer services to tenants and property owners in Ireland. The company has been designed to have a panoramic 360-degree view feature enabling consumers to find a place to rent without necessary physically viewing it. The business will provide a video call feature that enables prospect clients to make a video conversation with landlords. The current report provides a description of Homesy’s digital marketing strategy that include explanation of the company’s brand essence, social media strategy, search engine marketing, content marketing, influencer marketing, budget and a strategy to track and monitor the implementation of marketing campaigns. First, the report provides a definition of the digital goals and business objectives in addition to specific KPIs. At the same time, an appropriate and significant strategy has been presented and through it a series of digital marketing campaigns that the firm could implement to increase the company’s visibility and create awareness on the services it offers are explained in-depth. The projections made were based on an estimated marketing budget of $100,000.

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