Facebook Marketing Tips that Work for Small Businesses in Singapore

Singapore companies should take advantage of the opportunities that Facebook marketing can lead to.

Facebook has more than 2 billion subscribers. The large user base, and the fact that its developers have made it easy to use it as a marketing tool present an opportunity for small businesses. Marketers can utilize features like Facebook page, sponsored stories, classic ads, promoted posts, and Facebook Exchange.

Marketing through Facebook is not as easy as it may sound. Patience, experimenting, and a lot of optimization are the keys to success. The following tips will help with Facebook marketing Singapore.

Set up your Facebook business page

If you are just getting started with Facebook marketing, you need to create a Facebook page for your business. You should not use your personal profile as a business page, as you will miss out on a myriad of features that come with a page. Through a Facebook page you;

  • Market your brand for free
  • Connect with your customers
  • Direct traffic to your business website

Build an audience

Without an audience, your Facebook marketing efforts are futile. Encourage your current customers to like your Facebook page. After they like your page, their friends are also likely to like your page too.

To accelerate the number of likes on your page use Facebook Sponsored Stories. These stories show the number of likes your page has on the likers’ friends’ news feed. They appear something like, “Jessica Jones and 5 other friends like Le Bistrot du Sommelier.” Users are more compelled to like a page when their other friends have liked it too.

Know what to post

The purpose of a page is to increase sales. However, remember Facebook is a social network, where most people are looking for fun stories. Therefore, 80% of your posts should be educational, fun, and entertaining and the remaining 20% should be promotional.

Your posts should be very visual to engage more followers, Use videos and images. Remember to engage your audience using questions, and call-to-actions. When users comment on your posts, respond to them.

Target the appropriate audience

If you are a local business, what is the point of your posts and ads appearing to international audiences? If you sell women’s lingerie, your posts and ads should exclusively target women. Custom Audiences and Excluding Audiences are two features that will help you target the correct audience.

Custom Audiences allows you to create a custom list of Facebook users your ads will target. You can generate this list from your site visitors. You can also use demographics such as age, gender, buying patterns, and education. Similarly, you can use these demographics to exclude unwanted audience using the Excluding Audience feature.

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Know When to Post

Not only should you know what to post but you should also be aware of when you need to post it. Sure, posting content is a great way to get your audience’s attention, however, if you post to much, it could be interpreted as spam. So make sure that you are aware of your posting frequency. According to Coschedule, the most you should post is twice in one day. And the least you should post is once each day. However, it is important to consider the type of industry you’re in as well as your followers’ level of engagement.


Focus on Engaging Your Audience

If you want to build a loyal audience, then it’s very important that you engage them. Your responses are what make them want to return to your page. The best way to respond is as you would in person. When someone leaves a comment on your page, you should always respond to it. It doesn’t matter if it’s a long critique or just a simple thank you. You need to let them know that you are paying attention to what they are saying and that they matter to you. You should also make it a point to acknowledge those followers who actually share your posts. This can be done by hitting the ‘like’ or ‘love’ button. One of the best parts about encouraging engagement is that Facebook tends to reward brands that have an active community. So be mindful of this.

Use Tools to Automate Your Campaign

If you own a small Singapore business and will be doing most of the work yourself, then it will likely be somewhat of a challenge to launch your social media campaign. And that’s because posting and interacting can become a little overwhelming as your brand grows. Luckily, there are several tools available that can make the process much easier. They help you manage your account, schedule your posts, give you in-depth analytics and plan your strategies.

Use Paid Promotion to Leverage Your Organic Reach

If you want to get the most out of your campaign, it’s a good idea to use paid promotion. This will help you to expand your reach and see a higher return on investment. However, this does not mean that you should promote all of your posts. Some of your posts should be meant for engagement while others should be for awareness. Once you have decided which post you would like to promote, you can then allocate some of your budget. Make sure that you spread out your ad budget and avoid spending the entire amount on a single post with just one ad.

Hold Virtual Events Live

There is nothing more engaging than a video. This especially the case on Facebook. And the best thing about this platform is that it gives businesses the ability to hold live events.Perhaps you would like to host a virtual office party even show your appreciation to the customers. Simply create a video and then invite your followers and fans to watch it. Drum up a little excitement by doing a few giveaways and contests. Play games or do a live q&a about your business and what people can expect next.

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Retarget Website Users

People may not always buy upon their first interaction with your brand and this is why retargeting is so important.The more you communicate with your customers, the closer you are to your next purchase from them. So use Facebook pixel and retarget the potential customers who have visited your website.

Setting up a pixel is pretty easy. You simply install the Facebook pixel on your website by going to the Pixels section and selecting View Pixel Code. You then copy and paste the code you receive on to your website. If you need any assistance you can select Facebook Pixel Helper browser extension to make sure that your pixel is installed correctly. If so, you will notice your icon’s browser light up. You can then go in to your Ads Manager and create various website custom audiences.

Share Your Brand’s Story

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Another important element that many Singapore businesses tend to overlook is sharing the story of their brand with their audience. Don’t be afraid to let them get to know more about you and who is working behind the scenes of your brand. There are several advantages to starting one.

For instance, if you own a restaurant, you could always give a little backstory about your head chef. Include an image of this individual working in the kitchen as well as some of the dishes he or she has prepared. By telling people the story of your brand you invite them into your world. You give them a chance to get to know more about you and form a deeper connection with your business. This is yet another way to build loyalty amongst all of your current and potential customers.


Start a Facebook Group

There is no better way to build your own community on Facebook than by starting your own Facebook group. With over one billion individuals using Groups each and every month, it’s hard to ignore. Groups provide a place for people to come together and share information and ideas.It is also an excellent way to learn more about your customers and what they do and do not like. You will learn what they think about your products and services and in what ways you can improve. Facebook Groups can also be used to show off your skills and expertise.


Facebook is a great place to promote your business. This is especially the case in Singapore where the majority of Singaporeans spend a great deal of time on the platform. The key is to know the best practices. You must be willing to engage your audience and respond. You must know what to post and when. You must also know the value of retargeting your audience. All of this adds up to be the ultimate Facebook strategy.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

July 12, 2017

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