What is Social media engagement? This is a measure of the number of public likes, shares, and comments that a brand gets through its social media marketing efforts. Ideally, engagement is used to measure performance of a marketing campaign and not necessarily sales. This is based on the fact not everyone who likes or comments on an ad or post visits the website and places an order.
Social media marketing started as the “next big thing,” a powerful fad that every marketer was expected to take advantage of with every little chance they got. Some deemed it as an impractical buzzword that would fade with time.
That’s because it appeared too quick, and most marketers saw it fit to shrug it off as some passing marketing interest, with nothing much to offer. However, the stats that followed it have been painting a different picture, giving all the naysayers and cynics a reason to reconsider their firm stand.
According to Content Factory, about 90% of marketers are quick to admit that social media has helped them increase their brand exposure and build trust. About 66% of these marketers spend a good 6 hours or more trying to grow their social media presence.
It turns out, regardless of what you are selling and how you’re doing it; social media can help you grow your business and immensely boost your sales. That explains why the world of marketing is in full praise of it.
At this point, the worst mistake you can ever do to your business is not having an active social media presence. Of course, a few marketers are still crippled by doubt. Nothing you say can convince them otherwise.
But what’s important is that 90% of marketers think social media is one of the greatest things to ever happen since the hula loop.
Now that we’ve established that social media works, based on what other marketers have to say, how can you make it work for your business?
Well, read on to find out.
How to Conduct a Success Social Media Marketing Campaign in Singapore
It’s been said before that it takes more than 13 touches before you can convert a potentially interested buyer into a sales-ready lead.The process of converting a prospect into a sales-ready buyer doesn’t happen instantaneously. The 13 touches or more are necessary, and these are some of the reasons explaining it.
- It could be that your prospects are not just ready to buy the product. They’re interested but they’re yet to make up their mind and decide if they’re going to get the products or services from you.
- There’s the corporate fear of buyer’s remorse. The buyer wants to be sure that this is the best decision they can make at this particular point in time. If they decide to go ahead and shell out their hard-earned cash for your product, they want to be sure that there’ll be nothing to regret about this decision.
Buyers feel bad whenever they make a poor buying decision. Your business may not be affected in the short term, but this puts you at risk of losing this particular client or customer for good. You’re not just interested in getting the prospect to make a purchase; you want to take them through the process gradually. You want to get them comfortable, establish trust and, most importantly, address their fears.
At this point, you can only assume the prospect knows nothing about you to give out their cash for whatever product or services you’re offering. These prospects can prove to be pretty much elusive, and the only thing you can do – as a marketer – is to make them feel confident by inspiring their trust. Don’t make them judge the decision they’re about to make by constantly reassuring them that there’s a lot to gain should they decide to go ahead and purchase your product.
Your focus should be on two things – becoming known and winning the trust of your target audience. A successful social media campaign will not only help your company attain greater visibility over the competition that you have, but it will also speed up the decision-making process of your prospects.
It’s to be, however, noted that a successful social media strategy doesn’t happen by chance. There are six defining pillars that determine how successful the strategy is going to be, and they include:
- Produce your own content. This is a great way to demonstrate your expertise and authority in the field you’re in.
- Get your content noticed by some prominent people in your field. Commonly referred to as influencers, these are people that have managed to grow more connections and a far much greater influence than you. Your content gains more visibility when they do you a solid and share it. Here are the top influencers in Singapore.
- Sharing is not a one way traffic. You have to go around looking for content that you believe may add value to your followers and share it around.
- Willingness to share knowledge and useful content to your followers even when it’s pretty certain the effort won’t amount to a sale. With this, you simply come across something you perceive to be of value to your followers and out of good will share it around even when it’s pretty obvious the effort doesn’t benefit you in any way.
- Engaging with your follower. Respond to them on time, comment on the posts they make about your business, and be active on some of the forums they’re signed up with. This should help you inspire trust and establish confidence.
- Respond to questions and some of the concerns your followers have in real-time. You can create productive conversations and threads that address the various aspects your prospects’ life.
One thing with social media marketing is that it doesn’t pay off immediately compared to other forms of marketing. You have to exercise patience and keep investing both your time and money as you wait for results.
It’s also been found that video and image content tend to perform much better on social media compared to plain text. This may prove to be more costly and time-consuming as opposed to you just coming up with a witty and useful post. However, the results you get are more worthwhile.
Sorry to burst your bubble, but marketing on social media is not among the easiest thing you can do. As a matter of fact, there’ll come a time when you’ll feel like giving up simply because you feel like you’re not using your time more productively.
How has this worked for some companies?
To run a successful social media campaign, the first thing you want to do is make sure that you understand your target audience to the bone. Understand their desires, interests, and how to best communicate with them.
The next thing you want to do is to make sure that you understand the message you want to pass across. The message must be clear to you and delivered in a manner that creates no confusion and is easy enough to be understood on first glance.
HubSpot is among the few companies that have grown as a result of leveraging the power of social media. Through social media, they were able to grow their turnover from $255, 000 in 2017 to a whopping $513, 000,000 in 2018. They’d begin by creating their marketing technique. They’ll then create their social media funnel that would see to it that they’re able to drive 400% more leads, and that’s been the basis of their exponential growth over the years.
Samsung is another beneficiary of social media marketing. In what appears like an effort to drive B2B sales, the company would use an emotional approach to target five major cities in the UK. The plan was to make them see sense in adopting their technology in their workplace. It worked, and that’s how Samsung was able to break the record that year with B2B sales.
Top Social Media Engagement Tools
The content that people upload on social media is far beyond what can be counted. On Instagram alone, about 500 million Instagram stories get published every month.
Even if you keep refreshing your screen every minute, there’s a fair chance that you’ll still miss on something valuable.
The good thing with social media is that there exists some several programs and apps that may help you manage your tasks more effectively if you ever find yourself loaded up with work. Some of these tools can be used to curate content, schedule publishing, monitor different metrics, and discover new content from some of your users.
Examples of these tools include BuzzSumo, Loomly, SEMRush, Google Trends, and Hootsuite, to name a few. In which case, you might want to note that each of these options offers specific functionality for handling specific aspects of your social media marketing campaign.
So before you commit to any of these tools, take your time to study and understand it. Find out if it has the functionality that you’re more interested in, or if the functionality overlaps with another tool that you’re already using.
How to Measure Your Social Media Success
The most obvious metric is the number of followers you’ve managed to attract. You might also want to look at the amount of engagement your posts are receiving. How many of your followers like your contribution? Is the number of comments your posts are attracting impressive enough?
Some platforms reward users for high levels of engagement. Some do this by assigning more weight to the actions that you take. In other words, they start treating you like a more important person on the platform by giving your post more visibility and ensuring you’re getting more return on both your time and resources.
At the surface level, it appears like you can measure your return on investment by looking at the extra businesses that you’ve generated through social media. But in reality, the whole exercise is more difficult than that.
If you’re selling complicated, high ticket products, your goal should be on establishing a strong relationship with your prospects to the extent that you can pick the phone and make an appointment with a prospect via a call.
Social Media Marketing in Singapore
Singapore is among the few countries in the world that register a high number of social media users. That explains why social media marketing has always been on the rise in this country.
Picking a social media marketing agency in Singapore is not easy. Sorry to say that we can’t put out a positive word for any agency out there. So we advise you that you exercise the same caution as that of hiring a digital marketing agency in Singapore.
Make sure the social media agency asks all the right questions that will make you feel like they’re at least trying to understand your business model first, as well as the industry you’re in and the customers you’re targeting before they can get into the act of marketing your business on social media.
The Final Thought
That’s your fill of what you need to know about social media marketing in Singapore. We’ve included a tiny fraction of the stats surrounding social media marketing to drive the point home. And since social media keeps on changing, we also promise to update the content from time to time.
If you’re looking for in-depth coverage on insights about your brand, audience, competitors, kindly get in touch with us, MediaOne Marketing, and see how our marketing team can help you boost your social media marketing strategy.