DATE: 25/10/2019

INTERNSHIP ASSIGNMENT – ROOFSOL ENERGY PVT LTD

QUESTION 1 : WHAT ARE THE STRATEGIES FOR ORGANIC MARKETING ON SOCIAL MEDIA?

ANSWER:

Organic marketing is one of the best tools for inexpensive marketing and advertising product(s)
through social media platforms such as Instagram, Facebook, WhatsApp, LinkedIn and many other
websites. With the boom of social platforms over the past decade, it has become an essentialized
ground for marketers to innovatively reach out to potential customers. With the ease of access to
these platforms, it stands out as a hub of marketing strategies and targeted advertising.

Here are a few strategies that I would employ at Roofsol Energy Pvt Ltd:

1) Firstly, the most basic element of a company offering a product or a service is a CUSTOMER.
So, as to obtain a customer, we need to be looking at the right places. So, as a social media
manager, it is important to maximize the complimentary two-way communication these
platforms have to offer.

We need to address the right audience. That’s important.

Type of product. Type of customer base. Competitors.

If we type-in the word ‘SOLAR’ on the search bar on Facebook, the first page that appears in
the results is a group named ‘Solar India’. This is where we start. The group has over 31000
members. Now, those 31000 or so members joined this exclusive group for a reason, right?!
WE HAVE 31,000 LEADS.

In a similar way, we could explore the existence of thousands of such distinctive and isolated
groups on all platforms just by searching with the right key words and hashtags(#).

2) Now, to be able to search with such peculiarity is the key to breakdown the social media
structure. Here comes in, SEARCH ENGINE OPTIMIZATION(SEO).

I’ll be very candid on this assignment and go about saying that yes, I don’t know the ABC of
programming and coding and let alone the idea HTML which goes into SEO.

But, what can I offer is ideas!

Now, the basic requirement of a company is ‘reach’ and with the right manipulations of the
content on our webpage and certain other specific ways in which we put forth our content,
we could stand to appear on more searches and bring about the website as close to page
one as possible (because we all know page one is paid for and organic marketing just isn’t
that!)
3) So, let’s say SEO has helped the website to appear on more searches and results. Now?

Well, the headers and banners and posts the company puts out is essential.

We need to ascertain that the clicks on those posts and banners are flowing.

And to be flowing downstream, we need to modify those posts such that people become
curious.

What makes people curious?

QUESTIONS!!

So, let’s say that I am direct texting our ideas to potential customers on WhatsApp.

So, lets consider two different messages that I will send. (This is a cold-text)

Message 1 : “Roofsol Energy Pvt Ltd has been providing on-site solar power in India since
2007. We provide projects on a turnkey basis. And with our vision, we plan to create a
sustainable India by 2030. Would you be interested in such a proposition?”

Message 2 : “Greetings, my name is Shubham Jhunjhunwala. I have an idea that will save
you money in the long run and in-turn help create a sustainable environment. Would you be
interested?”

Both, message 1 and 2, asks the same question in their entirety.

Now, Yes, in message 1, I have mentioned the name of the company and what services it
offers. But, ask yourself, if I send you that message, would you reply? In contrast, in message
2, I have introduced myself first. Now, that leaves an impression and allows the next person
to be a bit more comfortable. Secondly, I have made a proposition to him in a manner that
will make him curious and chances are, he/she will reply because who isn’t looking to save
some money(Messages can be altered depending on the situation). When the person does
reply, we lay out our proposition in a subtle manner by also sending him/her our website
link. So, now, the person is equipped with our website link and there is a 50-50 probability
that that person might click on it. So, if we send out a 100 such messages, there is a chance
that 50 of them reach to our website, which surely was about 10 if I would’ve sent the first
message.

So, here we go, flowing traffic on the website by asking a simple question while laying out
the company proposition.

QUESTIONS!

4) REPEATED DIRECT MESSAGING to potential leads on these platforms (usually Facebook and
LinkedIn)

We need to draft imagery as well as captions for such type of messages.

So, creating a catchy image graphic is very rudimentary. The real task is the caption. Here,
we can still employ the use of the QUESTIONS that I discussed in point 3. That will be
effective but we could go a step further.
 Now, what is the most common emotion that is affected when a third person goes onto any
of the platforms of social media?

EGO!!!!!

It is a bit harsh but what is marketing if not fierce?!

So, now, we could create a caption just to target that emotion.

Example : “How would you feel to raise a child in a world that you are slowing destroying? If
you want to give your children a better future, click the link below.”

Example : “Do you think you would be able to sleep in an air-conditioned room, curled up in
a blanket until eternity? Will these fossil fuels will last a life-time? Open your eyes to the
truth. Find a solution. Click the link below.”

Now, these are just examples. We could even send out simple messages. But, it will work to
a point and it would go stale.

EGO will only will alerted if we, REPEATEDLY, so to say in an annoying manner, send these
type of messages in the chat boxes of our leads. They will ignore a three messages at the
most but in the fourth message, we will definitely get a reply. Moreover, the person will be
able to read the name of the Company in those messages. That’s crucial. That’s the ‘Reach’.

5) COLD-CALLING.

Cold-calling isn’t always an effective method when reaching out to potential clients as the
chances of securing a confirmed sale is about 5 in 100. That’s barely penetration. It’s not
that I am saying we shouldn’t do it, it’s just that there’s a different approach we have to
employ.

People on cold-calls usually stray off topic and the customer usually says, ‘I will get back to
you’, ‘I am busy’, ‘Give me a call after 6PM’ and things along those lines.

Firstly, introduce yourself and the company in a very short format and keep the entire
conversation under 3 minutes. Now, from my experience, I wouldn’t go rambling about the
description of the product and the company right after I pick up the call. Be polite. Ask the
second person If he/she has time and if not, fix another time for the conversation. If you are
fixing another time for the conversation, ask that person for his email ID and send them a
calendar invite which makes us sound more professional.

Now, people get bored too quickly. So, we need to keep the conversation short and
interesting and to do that, we need to address only those areas which will draw him/her in.
Address monetary terms as soon as you finish to give a gist of the company. Money is and
will always be a soft spot and we just need to take advantage of that. Lay down the benefits
of the product in bold letters. Because, in the end, the person is not looking for a merger
with the company, he is looking to make his/her business more effective and sustainable.

Maintain a log of all calls.

Follow-up on all calls until you get a resolution.

These are the ideas just off the top of my head. I am sure I can come up with a lot more ideas once I
get into the grind. Looking forward for your response!

Cheers!