Digital Marketing Assignment with Dark Woods Coffee (GC01709)

Introduction

Dark Woods Coffee is a coffee roaster located in West Yorkshire Pennines. The taste of the coffee is very popular to the people in this region. This firm has started its coffee shops in 2013 but this company has large experience in roasting, sourcing, consultancy, training and machine development in the UK coffee industry (Dark Woods Coffee, 2020). This company has a greater scope of knowledge and expertise by which this company has established a positive brand image in the UK café and restaurant industry. This company is totally customers based and customers enjoy very much in the coffee shop by drinking coffee and other drinks. But this digital age appeal that business firm has to develop its digital platforms to advertise and promote the products to the customers. This report focuses on the digital marketing portfolio design of Dark Woods Coffee. Firstly, it represents the way of advertising campaigns for Dark Woods Coffee by using Facebook. Then, this represents the SEO strategy for Dark Woods Coffee. Finally, this paper performs the Web (Google) Analytics for Dark Woods Coffee to ensure a better digital portfolio for the company.

Types of Facebook ads

Facebook is one of the popular and largest online and social media platforms at which a large number of potential customers. Business firms including Dark woods coffee can use this social media platform for advertising their products and services.  Newberry (2019) stated that Facebook ads can be categorized under several types including image ads, video ads, video poll ads, carousel ads, slideshow ads, collection ads, Instant experience ads, stories ads, messenger ads and playable ads. Morrison (2018) stated that Image ads are simple ads and business firms can create pages and share the image of products and services with the users. In the case of Video ads, products information is sharing by making videos in the News Feed and Stories of the Company page (Newberry, 2019).

Business firms also create video polls on Facebook to share ads that help to increase the brand awareness of potential customers. After that, a carousel ad contains 10 images or videos to present the information of the product or service on Facebook. Walter (2019) stated that Slideshow is another type of Facebook ads and it is an easy way to share short video ads with photos, text, or video clips. The collection ads show in the mobile phones at which customers can show 5 products in one click (Morrison, 2018). Another type of Facebook ad is instant experience ads that referred to as Canvas that presents through the full-screen method (Newberry, 2019). Additionally, Facebook has several types of ads lead ads, messenger ads and stories ads to connect with customers by the company.

Planning Facebook advertising campaign for Facebook for Dark Woods Coffee

According to Meyer and Allen (2017), every business firm has to create a plan for using Facebook as an advertising campaign platform to survive in this digital and competitive business platform. In the case of Dark woods coffee, the Facebook Ads Manager creates a Facebook page and follows the following stages to share the ads of the company on Facebook.

Step 1: Choose an objective for Dark Woods Coffee

The Facebook ads manager of Darks woods coffee firstly chooses the objectives for advertising Campaigns on Facebook. The advertising Campaigns on the Facebook of Darks woods coffee are used to increase the brand awareness of the new audience. Then, it is used to reach the targeted audience as large as possible (Newberry, 2019). Additionally, Darks woods coffee has to use Facebook ads for driving traffic to a web page, app, or Facebook page of the company. It is also applied to engage more audiences and get the opportunity for people to install the firm’s app. Darks woods coffee has to use Facebook ads for increasing the viewers of the videos and leading the new generation. Darks woods coffee has to use Facebook ads for messaging the customers and making conversation with the customers. Additionally, catalog sales and store traffic are also the reasons for using Facebook ads (Meyer and Allen, 2017). Most importantly, Darks woods coffee has used Facebook ads for engaging more audiences on their Facebook page.

Step 2: Name of the campaign

After selecting objectives, the Facebook manager has to set up the name of a campaign of Facebook (Newberry, 2019). Darks woods coffee has used Facebook ads for engaging more audiences on their Facebook page. Therefore, the engagement objective requires more focusing on the post engagement, likes and comments.

Step 3: Set up and account

After selecting the name of the campaign, the company has to set up an ad account and set up all requirements for running the account (Meyer and Allen, 2017). This account of Darks woods coffee contains all the relevant information about the company with its areas and products.

Step 4: Target audience

After setting the account, Darks woods coffee has to make target the audience and chose the way of promoting the page. The page needs to scroll down the system to start building the target audience for the ads and initiate target the audience by their location, age, gender, and language (Newberry, 2019). After selections, monitor the engagement of the audience on the Facebook page by analyzing the likes, comments and feedbacks of the audiences (Meyer and Allen, 2017).  Then, the firm needs to target and connect people in the Facebook Page and app of the company.

Step 5: Choose Facebook ad placements

At the fifth stage, Darks woods coffee has to choose the place at which ads will appear. Automatic placements are considered the most popular place for Facebook advertising (Newberry, 2019). Darks woods coffee can be used in some specific locations including news feeds, stories, articles, apps and stream videos and messengers.

Step 6: Set budget and schedule

After choosing Facebook ad placements, Darks woods coffee has to set the budget for spending due to the Facebook ad campaign. After that, Darks woods coffee has to set the time schedule of the Facebook ad campaign. Darks woods coffee has to try for reducing the cost of the advertising and ensure an effective schedule for increasing the customers’ involvement………………..

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