How to Create a Social Media Marketing Plan for Your Singapore Business

Singapore business owners should plan their social media marketing carefully.

Would you like to make the most out of your Singapore social media marketing plan? Well, the most important step you can take is to plot out where you need to post your content. There are many Singapore marketers who believe that’s it’s a good idea to post their content everywhere. However, this couldn’t be further from the truth. Sure, your content may reach a lot of people this way, but it doesn’t necessarily mean that it will reach your target audience. Also, this doesn’t always reflect well on your business.


What your business needs is a channel plan. You need a plan that actually defines your strategy and not the other way around. So before you start posting your content, evaluate each platform. This way, you will always know when, where, and what to post as well as what your posts will achieve. Let’s discuss the best approach to creating and implementing your channel plan.

Make informed decisions

When creating a channel plan, there are two things you need to do. First, you need to understand the value proposition of each platform. You should also consider how your brand would benefit from being there. You see, each platform is different in nature and therefore has a different type of engagement. So your content may or may not be a good fit there.

For instance, depending on your industry, your audience may be more than willing to follow brands on Twitter, but less likely to follow brands on Snapchat as they may reserve this space for chatting with friends. Also, you may need to adjust the length of your content depending on the platform. Long-form content does well on SlideShare and LinkedIn whereas captioned photos and memes would not lead to much engagement.


So become more familiar with each platform before you chime in on the conversation. Think about how your content will fit in. Consider who uses the channel, what they use it for, if the channel will help you achieve your goals, does it concur with your editorial mission, the tone of voice you should use, and how often you should post.  


Build Trust and Create Connections

Keep in mind that the primary function of your content should be to build trust with your audience and to connect with them. Try to focus on the topics that interest them the most. There are several ways in which you can do this.  For instance, you could focus on certain media innovations, industry events, or consumer behaviours that you can capitalise on. Take into account current events. Is there a certain topic that is popular right now that you could add your perspective to?

Team resources

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It’s also important to consider the manpower you have. Perhaps your business only has one editor or two people who are managing the content marketing. In this case, their bandwidth for distribution and conversation monitoring could be limited to just a few platforms. However, if your business employs a full staff of editors, writers, as well as other distribution partners then this will give you the ability to be very flexible and control to manage content across several channels.

Build your plan

Now that you have a better understanding of when, where, and how to distribute content, you can build a plan. Luckily, this step is pretty simple. Create a selection of channels that seem to make the most sense for your specific business. It’s a good idea to outline as much information as you can for your initial plan. This will give your team a chance to easily identify new opportunities and trends. However, you can always start out with a plan that is more simple that you can later refine.

Create a template


You should then make a note of how your team should engage each platform. This should be arranged in the form of a template. Once you have created your ideal template, you and the rest of your staff can use this as a reference from this point on–adding updates as necessary.
There are several elements that you should include:


Who we will reach: When creating a template, you need to think about your target audience. The best thing about this tactic is that it will help you to develop a persona. This ensures that you form a true connection with your audience and are optimally engaged.

Target goals: When creating a template, keep in mind what you would like to achieve with this particular platform. Identify all of the unique opportunities that will come from it. What will you be able to accomplish here?


Featured topics: When creating a template, create a section that focuses on the topics you plan to address. What types of conversation will resonate most with this particular community? What subject matter are they most interested in?

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Target velocity: When creating a template, you need to consider how often you should post. Also, what time of day is the best for posting? How much time should your staff invest in monitoring these conversations?

Formats: When creating a template, create a space that addresses the type of content you will provide. Are they long form or short term? Which is the most competitive in this space?


Tone: When creating a template, you need to consider what tone you will use when addressing the audience. Is conversational style best?


Team resources: When creating a template, think about what part of your staff will have access to your accounts. Who will past on your behalf? Also, whom will this persona contact if they have any questions?


Call to action: When creating a template it should include the call to actions that will help drive your traffic and help with conversions.

Key performance indicators: When creating a template you need to make a note of the metrics by which you will use to judge your social media performance. What will be your performance indicators?


Target keywords: When creating a template you should list all of the keywords that you would like to target. This ensures that they will be included in all of the content your company posts.


Potential distribution partners: When creating a template you need to make a not of all influencers, experts, or network connections that you have. This can aid in your distribution.


Promotion opportunities: When creating a template, you need to consider all of the tools, paid campaigns, and opportunities that your company can leverage in order to support the content that you post.



If you own a Singapore business and hope to create an online presence, then you know that the backbone of digital marketing is social media. Not only is it a great place to spread brand awareness, but it’s also ideal for engaging your audience and increasing your conversions. And in order to do this, you need to develop a solid plan.


It should be systematic, strategic, and also scalable. The points we have just discussed will help you to ensure that you create the perfect blueprint. The more time you take in the planning phase, the more effective your social media strategy will be.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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