Homework 3: Digital marketing tools
Marketing tools
Marketing tools
Introduction
“Founded in 1996, OZO Group is an award-winning group of companies that specializes in the outsourcing and services industries employing over 3,000 employees across the board. The group has grown exponentially, but its commitment to clients, employees, and society remains unchanged, remaining loyal to the family values that have made it successful.’’ (About Us OZO Group, 2020)
Ozo Group exists for 25 years offering outsourcing and cleaning services. The company employs over 3 000 workers. The group has 13 subsidiaries such as OzoMalta, OzoAcademy, OzoSystem, OzoSecurity, OzoHospitality, OzoCare, and OzoChemicals.
Structure
Commercial domestic cleaning department – CDD and specialized cleaning department SCD department
The foundations of a company lie with cleaning services, a long tradition in the cleaning business for 25 years. The company established itself as a leader in the industry, and a trendsetter, often introducing new and proven practices to Malta and Gozo.
The cleaning department employs over 400 cleaners and 15 supervisors. It is a middle size department divided between two managers.
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Domestic cleaning
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Commercial cleaning
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Professional Window Cleaning
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Office Cleaning Service
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Maid Services
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Aircraft Cleaning
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Marble Polish & Restoration
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Marble Polish & Restoration
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Solar Panel Cleaning
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Chewing Gum Removal
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Post-Construction Cleaning
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Garage Cleaning
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Carpet Cleaning
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Carpet & Upholstery Cleaning
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Sofa Cleaning
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Deep Cleansing of Industrial Kitchens
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Cleaning of Upholstered Chairs
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Venue Cleaning
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Curtain Cleaning
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Post-construction Cleaning
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Mattress Cleaning & Disinfection
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Hospital Cleaning
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Solar Panel Cleaning
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Window Cleaning
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Fire-Retardant Treatment
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Marketing strategy
IT and Marketing activities have poor performance. The company does not invest enough in these activities. It is lacking promotion, mainly because brand awareness is on a high level.
During Covid months OzoGroup started the initiative #thankyoumalta by assisting communities (Social Housing Estate) and local councils (35 local councils) in cleaning and maintenance work around the island because of newly COVID situation. The initiative has been promoted in local newspapers and got excellent feedback from the public. (lovinmalta.com)
#Pink October month. The company is holding weekly events in the month of October encouraging employees to contribute towards Action for Breast Cancer Foundation Malta. This campaign was being promoted on a Facebook page, LinkedIn, etc.
This was a great marketing strategy promotion for the Group, and a give back to the community, but the company also needs to focus more on online promotion.
Digital Marketing Tactics
A tactic that companies use for promotion is social media marketing to some extent. Facebook page is fairly regularly updated, and Fabio Muscat, CEO of Ozo Group is an active influencer on LinkedIn. He is sharing important meetings about the green strategy that Ozo Group is implementing, campaigns such as Cleaning actions rewards and recognitions that the company is receiving.
Digital marketing tools
Organic social media tools
Since the company is not ready to spend money on marketing, it can take advantage of organic social media tools to create brand awareness and engage with the community for free. Organic social media refers to free content such as posts, photos, videos, etc. This way, the company can reach its existing followers, friends of followers, and people who follow the same # that the company is using in posts. This is a way to nurture a connection with clients.
Facebook page and Instagram is active, social media content is good but need to be more engaging and posts more regularly. (facebook.com/ozogroup/)
The company can post daily about departments and promote the Group companies
Example – Post about Ozo Security how the company is offering new service - cash in transit
New clients – Ozo Malta sign a deal with Malta Transport and how they are in charge of fumigation and sanitization of the buses. Or a new deal with Malta Enterprise to sanitize their building
Reviews that they receive – emphasizing praising comments
Employee promotion – The Company have 3000 employees, surely they can find some interesting content from employee lives and career to share
Causes – As the company already have Pink October – breast cancer awareness campaign it can do more campaigns such as this one.
Ozo Group Company is a family business that highly values their employees, care for people wellbeing, and the environment - social media marketing can be used to establish company personality and voice
Paid social media tools
Paid social media is an effective way to promote a company on social networks. The company can target a specific audience to gain more clients from the desired area. This is a great B2C promotion tool, and for a small country like Malta, it could be very efficient. Paid promotion benefits are raised awareness, new followers, deals promotion, etc.
Example – 82% of the entire population in Malta is using Facebook, with a significant lead of male users. (Napoleonchart.com)
The best way to market a company is to set parameters for Age group 25 – 44 years, both genders. The potential audience will be 190 000 people, for the price of 15 euro daily (Facebook recommended maximum) estimated reach is 2100 – 5900 daily. For a price of 450 euro per month (30 days) promotion can reach from 63000 – 177000 (facebook.com)
Paid social media promotions should focus more on maid service, to attract clients in domestic department. Serious webpage design changes need to happen, and promo campaign need to be done.
Organic and paid social media mix
While organic social media rise brand awareness and build relations paid social media reach larger audience, target customers. Ideally this two should be integrated. Organic to care for existing customers, and paid to bring a new customers.
SEO
Search engine optimization is a practice of increasing website traffic. It is about understanding what people are searching online, what words they are using, and what kind of questions they are asking. Pay advertising is important, but the majority of online traffic is driven by search engines. The organic search result is proven to have more traffic since people somehow avoid paid ads. The obvious choice for Ozo Company is to present business locally.
Search engine algorithms are computer programs that look for clues to give the searcher the exact results they are looking for. Search engines rely on algorithms to find web pages and decide which ones to rank for any given keyword. There are three steps to how search engines work.
Crawl: Scour the Internet for content, looking over the code/content for each URL they find.
Index: Store and organize the content found during the crawling process. Once a page is in the index, it’s in the running to be displayed as a result of relevant queries.
Rank: Provide the pieces of content that will best answer a searcher's query, which means that results are ordered by most relevant to least relevant.
The user intends to need to be fulfilled. In Google search – cleaning company Malta. Ozo Company is on the second page, and on google maps it gives just directions, not the website. Google My business is a free business profile that helps manage google's appearance. It is a free and easy to use tool that helps customers find business easy, and business to manage their appearance. Ozo Group has a profile on Google My business, but it needs to be updated.
Paid ads
Example – Our competitors Briiz and Mopy use Google Ads, and have great SEO so they are first on the list when you type cleaning services Malta. Google ads can help the company to get in front of competitors when customers search for the similar business on Google search and Google maps. The company only pays for results, like click to the website or calls from the ad. Google ads work from a desktop or mobile phone search and can help the company grow online sales, bookings, or mailing list signups. It can help the company increase customer calls. Google Ads work for any budget, the company can set a monthly budget cap.
References
https://napoleoncat.com/stats/facebook-users-in-malta/2018/09
https://ozogroup.com/services/cleaning/