How To Do Social Media Marketing In Singapore

how to conduct social media marketing singapore

Over 50 billion businesses have social media accounts. Most of them use multiple social media marketing platforms. However, some enterprises have a few followers and engagements. These businesses don’t know how to use social media marketing to grow their followers and customers.

Relying on social media alone does not attract people to follow you. Customers may like your brand, but if you don’t give them a reason to engage in social media, they won’t follow you. Learn how to undertake social media marketing right now and delight your clients while increasing your return on investment.

Below are some tips on how to do social media marketing in Singapore and get desirable results.

  1. Establish a quality following

Social media marketing starts with the individuals you want to attract. You want to attract people who are likely to engage with your content. Poor engagement means that social media does not offer you any business benefits.

To develop a quality social media following, understand your target audience clearly and develop your posts with them in mind. Amuse people by creating content that satisfies their needs while giving them a good user experience.

  1. Set your Social Media Budget

If you want to get good results from social media marketing, you need to decide on the amount you want to spend on it. Many people view social media as a free advertising platform but there are costs involved.

Knowing them defines your business success

Businesses without a budget always fail to note when something is not functioning. They keep investing on it. Marketing on social media is a strategy. It is not just about adding posts and waiting for the best results. Create a budget for your advertising on social media and know where your money is going and why.

What Does Your Social Media Budget Entail?

There are various crucial elements in every social media budget. You can pay for them using your time and/or money. Here are some of them:

  • Content Creation – You need someone to create content for your social media business pages. The content includes blog posts, slideshows, webinars, memes, videos, etc.
  • Analytics, Split Testing, and Research – You will need someone to research on what will be most effective to your business. They may need to run tests using two methods to improve the results. They will need to analyze the results from analytics and learn from them.
  • Routine Social Media Management – Your account needs a person to manage the posts, reply to queries and comments, and offer a consistent experience.
  • Social media advertising – It is almost impossible to grow your social media following or enhance your online presence without paid advertising.

Acquire results by assessing your time and money costs with each of these elements. It is good to conduct online research if you are not sure of the price of each. The more closely you assess your expenses, the easier it is for you to allocate money on each of the aspects.

Set Clear Goals

What do you need social media to accomplish for you? You might say that you need to increase your profits. But like any other aspect in business, you need a clear approach to achieve it. To maximize your earnings, you need to undertake some steps. Here are the most significant ones that get addressed by social media:

  • Enhance your reach within your target audience – Get your brand to more individuals who are likely to become your clients. If only a few people see your business online, you have to accomplish this goal before you advance.
  • Build the online awareness of your brand – You need to determine how you want people to know and remember you online as well as what you will make them think of your brand when they are in need.
  • Increase engagement – Social media only works if you engage your audience. This gives proof to others, thus attracting more potential clients.
  • Generate leads – If you offer a brand that is not cheap, you may require to increase leads that you can grow through a more personalized manner by email marketing or salespersons.
  • Quick Signups/Sales – If your business deals with products or services that need fewer considerations, you can opt for a quick sale — however, this is more effective after executing the first two steps.
  • Improving the value of your customers – Social media is a great avenue to re-engage your existing customers and inspire them to spend more.
  1. Manage Your Paid Social Media Approaches

While you may view social media as a free means to access your potential customers, few businesses achieve success without investing in paid social media marketing. You can use paid social media marketing to grow your following, enhance engagement, generate leads, generate quick sales, and re-engage existing clients.

Learn That Engagement on Social Media Is A Two-Way Traffic

Most businesses that are trying to understand how to market their brand on social media find themselves talking at people. “Look at our new products”.

While it is partly okay, you need to understand that social media is the first place where people go when they want to be social. If they sense that your brand is talking at them, they will ignore you. You will lose your existing followers and never gain new ones.

Instead, understand how to do social media marketing perfectly and start conversations between you and your target customers. You can do this by incorporating engaging posts, responding to messages and comments, and following back liking, and sharing posts that side well with your brand.

  1. Develop Content That Attracts Your Followers

Creating content that your target audience loves is not a simple task. It starts with ensuring that you understand your target audience well. Research the individuals who they engage with, how they engage, where they engage, and the type of content that keeps them engaged. Then, create your content based on your findings.

Look for ways to align your brand with your target audience. Whatever you decide to include, ensure that it clearly relates to your brand. Your content should be used to further your brand goals. So, you will need to determine what works best for your existing and potential clients using social media analytics.

  1. Utilize Automation to Enhance Your Performance and Save Time

Managing social media is hard for many businesses. You don’t have to be among them. This way, you will increase your competitiveness.

There are automation tools that can assist you to save several hours of work. Time is money and hence you could be spending a lot more than you could if you get an automation tool.

Here are some of the ways through which an automation tool can streamline your social media:

  • Ensuring that you post your content at the best time. If you post once a day on social media, it will assist you to schedule your posts throughout the week. However, you still require to visit several times to engage with your audience.
  • Helps you get ideas. You may be searching the internet for ideas to include in your post. Automation enables you to set the considerations to bring the best concepts to use.
  • Adding posts on various platforms. Through automation, you can share your post on various social media sites like LinkedIn, Twitter, and Facebook at once. But, note that users don’t use these platforms the same way. You will need to include some carefulness on how and what you post on each of the platforms.

Focus on learning how to use the software to get the best results. Or, you can use a digital marketing agency to put automation into work for your business accounts on social media.

  1. Boost Your Posts

If you have a post that received a lot of engagement from your followers on social media, you may be sitting on a great opportunity to maximize your ROI. If your following is high-quality, the followers represent your target audience. Boosting your posts is an excellent means to reach your potential customers.

If you have a post that had 1,000 likes and 10 engagements, imagine what could happen if your post is boosted to have 20,000 likes!

You can use these tips to get the best outcomes:

  • Don’t boost posts that are appreciated only by your existing customers. It is likely that the engagement was as a result of your followers having done business with you before. This post might not get a similar engagement with strangers.
  • Don’t boost posts that drive traffic to other people’s sites. It is normal for businesses to share other people’s content with their followers. But it is illogical to boost a post that links to other people’s websites.
  • Target narrowly. Most social media sites give you an option to specify your target audience for the boosted posts. If your business is local, target only local customers. The people who view your posts will most likely resemble your existing customers.
  • Use look-alike audiences. Instagram and Facebook can display your ads to individuals with similar characteristics to your followers. If you have a quality following, this is one of the best means of boosting your posts.
  1. Be Consistent

Social media contains so many people and so much content. Due to that, you may feel like you can just go unnoticed by the users if you post for a week and disappear for a few weeks.

Plan your schedule accordingly. Your audience notices your consistency. Have a consistent quality assurance, branding, posting frequency, and posting times to get fast quality results. Give priority to your social media and have specific times to do various tasks and stick with it. be consistent to increase your ROI.

  1. Enhance the Lifetime Value of Your Clients

If your business is new, it is logical that you are spending much of your time generating new customers. But once you have started attracting clients, you need to learn how to undertake social media marketing to retain them. You need to understand how to get them buying your brand again and again.

Existing customers are more likely to purchase from you again. But if you are not determined on re-engaging and retaining these clients, they are most likely to leave.

How do you use social media to re-engage customers?

You can use Facebook to retarget your customers and those who nearly made a purchase. Facebook Ads Manager allows you to display ads that are targeted to these individuals on Facebook and its affiliate partner websites like Instagram.

You can utilise this system to display ads to:

Your followers – Sometimes people follow you and later disappear. You can retarget them using Facebook Ads Manager to regain their interest.

Your visitors – These can be your customers or individuals who were close to becoming your clients. They are more likely to see your ad and click on it because they already recognize your brand. A study conducted in Singapore showed that these people who are familiar with a particular brand in are more likely to see their ad and click on it. using this strategy to retarget your clients can double your profits.

Existing contacts – You can upload your customer contact list to Facebook. Facebook displays your ad to these people. They are more likely to click since they are familiar with your brand.

When targeting these people, remember that they are not unfamiliar. Deal with them in a friendly manner to build trust and receive a purchase. In Singapore, studies show that increasing client retention by 5% increases business profits by 95%. The best way to keep your existing customers engaged on social media is retargeting them without being pushy.

  1. Convert Social Media Engagement into Paying Customers

Now that you have followers and a first engagement, you need to have a clear strategy on how to turn them into real clients. You should clearly understand how social media increases your income.

To convert your social media engagement into actual revenues, you need to link some of your posts to your website. It is simple to turn a visitor into a paying client once on your site.

Here are some ways to direct the audience to your site:

  • Showcasing new services and products
  • Using contests to get contact information for a chance to win.
  • Giving offers to lead people back to your website
  • Adding links to your blog posts on your social media posts.
  1. Utilise Analytics

Social media analytics tells you what is functioning and what is not. After applying any approach, track the results. Analytics quickly let you know if you are going the right way.

Some of the most significant aspects to track on social media include the following:

  • Demographics – Are you drawing the attention of your followers?
  • Navigation Paths – What paths do people take on your website? Are they visiting the places you want them to go?
  • What individuals do when they come to your site – This gets determined by the Bounce Rate, Length of Session, and Time on Page. Bounce rate is the number of users who leave your website without connecting to any page. Knowing how people relate to your site can assist you to see if you are attracting your audience or not.
  • Engagement rate
  • Profile views/visits
  • Where traffic comes from – It assists you to know where you are doing things right and where you need to improve.
  • Impressions – How many users are seeing your posts?
  • Net Follower Increase – How many followers are you gaining minus the ones you are losing.

Social Media Retargeting in Singapore: How it Works and Why You Need It

Retargeting is the practice of serving ads to people who have already visited your website and are familiar with your offerings, such as leads and existing customers.

The two main forms of retargeting are list-based retargeting and pixel-based retargeting. Each has its advantages depending on the goals of your marketing campaign.

Pixel-based Retargeting

This is the most popular form of retargeting that allows you to target your ads to anybody who visits your website. It works by placing an unnoticeable piece of JavaScript (pixel) on the visitor’s web browser. When the user leaves your site, the pixel notifies retargeting platforms to serve ads based on the webpages visited by the individuals.

The benefits of this kind of retargeting are that it is based on user behaviour, works instantly, and is specific to a particular page on your website. Its main disadvantages are that it depends on the number of visitors to your website and the JavaScript can be challenging to implement.

List-based Retargeting

List-based retargeting focuses on serving ads to people who are already in your information database. It works by sending ads to people after you upload their contact information to a retargeting platform, such as Facebook and Twitter.

The most significant advantage of list-based retargeting is its superior customization, in that you choose whom to target in your campaign.  On the downside, it is not a guarantee that your audience will see the ads. MediaMath estimates that some campaigns can reach as little as 20% of the intended target, meaning that you need an extensive list to make the strategy effective. 

The Importance of Retargeting

Retargeting has two main advantages – increasing brand awareness and boosting conversion rates.

Increasing Awareness

Pixel-based retargeting is particularly useful in increasing brand awareness because it re-engages your web traffic and tells them about relevant product and services on your website. This is because they target every person who visits your site.

The problem with retargeting campaigns that increase awareness is that they focus on people who are yet to show a keen interest in your brand. As a result, it is highly likely that you will get a much lower click-through rate as compared to other types of campaigns.

That said, you can keep track of other metrics related to increased awareness, such as impressions and engagement levels. Increasing brand awareness usually precedes campaigns that focus on increasing conversions.

Boosting Conversion Rates

While pixel-based ads are effective for lead generation, list-based ads are useful for increasing conversion rates.  This is because you already have the contacts of your target audience, and more importantly, you know about their preferences.

The most critical conversion metrics include form submissions, website clicks and cost per lead. An example of an audience that you can retarget are people who have signed up for a free trial for your product or subscribed to your mailing list. Keep in mind that retargeting needs to work together with other inbound marketing strategies to maximize its effectiveness.


Social Media Marketing Trends in Singapore

Most people who use the internet check their social media feeds daily. As a marketer, this is an enormous opportunity to connect with millions of potential clients. The problem, however, is the stiff completion amongst businesses for the attention of these people, which means that you should be aware of the latest trends in the industry.

The following are some of the social media trends for 2020 and beyond.

Increased Popularity for Ephemeral Content

Ephemeral content refers to social media posts that are only available for a short period after which they disappear. An ideal example of such content is Instagram and Snapchat stories.

The reason behind the increased popularity of ephemeral content is the reduced attention span and a change in the way social media users want to consume content. They are short and engaging, meaning that people have time to scroll through several stories in one session. Brands are also adapting to this development – according to Hootsuite, 64% of marketers are either planning or have already added Instagram Stories to their social media marketing strategy.

The graph below shows the increasing popularity of stories on various social media in recent years.

performance of social media stories

Source: Buffer

The Digital Detox

More than four million Singaporean are active users on various social media platforms. While this number is expected to increase in the coming years, a new trend is budding and could affect the number of social media users significantly.

A considerable number of users are choosing to take a break from social media, albeit without deleting their accounts permanently. Some of the reasons behind this development, known as a digital detox, include addiction, security concerns, fake news, and so on.

The graph below shows why people are suspending and reducing the time they spend browsing social networks.

amount of time spent on social media networks

Source: smartinsights.com

The remedy to this challenge is having a presence on multiple social platforms. You also need to invest in other areas of digital marketing, such as email and websites.

The Rise of Niche Social Platforms

Facebook, YouTube, Twitter, and Instagram are some of the most popular social platforms in the world. However, some upcoming niche social networks have been gaining popularity in recent times.

The best example is TikTok, which is barely four years old but is already popular with the youth. The gaming community prefers Twitch over YouTube, while LinkedIn is the favourite platform for B2B companies that run social media initiatives.

Expansion of Social Commerce

Marketers have been using social networks such as Facebook, Instagram, and Pinterest to sell their products and services. Although it is not new to the market, social commerce is expected to go mainstream soon. The reason behind this speculation is the introduction of features that assist sales such as shoppable posts and link click ads. 


Social Media Influencers and Word-of-Mouth Marketing in Singapore

Another significant social media marketing trend for 2020 is word-of-mouth marketing. Companies will engage with influencers who will advocate their products and services to potential clients.

It is worth noting that big influencers are no longer as effective as they were in the past. Consumers are more likely to trust recommendations made by friends and family because such people are more honest than celebrity brand ambassadors. On the contrary, smaller influencers can attract more engagement are cheaper, meaning that you spend less while getting more conversions.

The table below shows average engagement rates generated by various influencers on Instagram and Twitter.

 

<1,000 followers

<5,000 followers

<10,000 followers

<100,000 followers

>100,000 followers

Instagram

7.2%

5.3%

3.7%

2.1%

1.1%

Twitter

1.4%

1.2%

0.6%

0.4%

0.3%

Source: smartinsights.com

Social Media as Customer Service

Customer service is critical to providing an optimal experience to clients. In this digital age, several aspects of customer support are accessible on social networks, including reviews, complaints, and comments.

The majority of internet-savvy consumers prefer using social media to communicate with their companies, and this trend is expected to continue in the coming year.  The reasons behind this trend are convenience, promptness, and the 24-hour availability of online customer support platforms.

The graph below shows the preferred means of communicating with companies over the past 12 months.

preferred means of communication by companies

Source: Drift.com


Guide to Facebook Marketing in Singapore

The following are the steps you should follow when launching a Facebook marketing campaign in Singapore.

Define Your Goals

Similar to other marketing efforts, you need to set the goals you want to meet. Although the ultimate objective is to grow a business and its revenue, you can also aim to increase brand awareness, get more engagement on your posts, and so forth.

Research

The next step after setting goals involves research to understand your target audience better. The primary area of focus in this regard is audience demographics, which covers elements such as their age, gender, place residence, level of income, and so on. Such information is crucial for optimizing your social media campaign.

Engage with Your Audience

You need to initiate the conversation with your followers to keep them engaged. This means that you should respond to the comments and complaints in your social posts promptly. Taking a reluctant approach will not only disengage your fans, but it will also motivate them to unlike your page.

Invest in Facebook Ads

Many first-time Facebook marketers often struggle with getting followers and likes on their pages. The best way of quickening this process is by investing in Facebook ads. However, you have to make sure that your ads are relevant and exciting so that users can click on them.

Monitor the Impact of Your Efforts

Measuring the impact of your Facebook marketing is essential in helping you identify the effectiveness of your tactics. For instance, and an increased number of followers is an indicator that your strategy is working. On the contrary, low engagement levels show that you are doing it wrong. Another significance of analytics is that it allows you to save money by abandoning strategies that are not profitable.


Guide to Twitter Marketing in Singapore

A well-crafted marketing strategy is often the difference between successful brands on Twitter and also-rans. Here are the steps you need to follow before venturing into Twitter marketing in Singapore.

Set Goals and Define Success

The first step in any marketing campaign is setting the desired objectives. In the case of Twitter, you can set out to generate leads and sales, improving customer retention, increasing brand awareness, and so forth.

The objectives you set should help you in creating specific and measurable goals. For instance, if you want to generate more leads, your goal could be getting 50 new leads monthly. You also need to set benchmarks to help you in measuring your progress towards achieving your goals.

Research the Competition

Competition analysis is crucial to any marketing strategy, Twitter included. You need to know the tactics used by your rivals and find ways to better them. This way, you will make your brand more appealing to prospective customers.

Identify Your Target Audience

Targeting a specific audience ensures that you post content that appeals to them. In exchange, the people will find a reason to engage with your brand and eventually become customers and ambassadors.

Audit and Consolidate Your Twitter Accounts

The number of accounts you open on Twitter depends on the size of your business and its marketing goals. A company that has several departments might need multiple accounts. Otherwise, you need to consolidate all profiles into one account since this makes your business easier to find. It also simplifies account management.

Integrate Twitter into Your Social Media Campaign

One challenge faced by many marketers in Singapore is employing a disintegrated approach to social media marketing, especially where multiple channels are involved. If you are marketing on Twitter and other networks such as YouTube and Facebook, make sure that you work as a team so that you can share useful insights.

Emphasize Uniqueness

Although it is easy to post the same content on all of your social media channels, this approach is not recommended. The reason for this that each platform has its unique characteristics and target audience, and what works on Facebook might not necessarily be effective on Twitter. The findings from your initial research should dictate the type of content you publish on each channel, instead of cross-posting.

Guide to Instagram Marketing in Singapore

With Facebook shifting focus to connecting family and friends, Instagram is increasingly becoming the go-to platform for brands looking to increase engagements, improve brand loyalty and achieve business goals. 

Here are the steps you need to follow when creating an Instagram marketing campaign in Singapore.

Get an Instagram Business Account

A business account has significant advantages over a personal one in that it has features that make marketing your products and services more accessible. Setting up the account is straightforward, as you only need to download the app and add your business details.

Make sure that the profile is complete by including the business name, contact information, logo, and a short description of services offered.

Define Your Target Audience

Before choosing the type of content you are going to post, you need to consider who is going to see it. Keep in mind that the majority of Instagram users are youthful. Some of the tips to help with audience identification include your existing clientele, competitor research, and analyzing your followers on other social channels.

Set Goals and Objectives

The basis of creating an effective Instagram marketing strategy is knowing what you want to achieve. While it is okay to base your goals on a metric like likes, follows and comments, they should also be in line with your business objectives.

Publish Exciting Content Consistently

Instagram relies heavily on visual content, so it is essential to emphasize aesthetics on all your posts. Besides, you also need to accompany your pictures and videos with compelling captions.

Once you get a substantial number of followers, they will expect to see regular posts from you. Make sure that you research to find out the best time for posting. More importantly, find the right balance such that you do not overwhelm your followers with many posts, or even worse, you do not leave your timeline blank for extended periods.

Engage Your Audience

Social networks work to bring people together. Even if you run your business, you need to interact with your followers to keep them engaged. Some of the ways of doing this on Instagram include using hashtags, responding to comments, reposting user-generated content, and working with influencers.

Promote Your Account on Other Channels

Most people tend to have more than one social media account. If you have an established following on other social channels, you should inform them of your presence on Instagram. Make sure that you tell them of the kind of content you post so that they know what to expect when they follow you.  The best way of doing this is by embedding a link to your Instagram page on your posts on the other social networks.

Measure Progress and Make Adjustments

It is advisable to invest in an analytics tool to help you track the impact of your Instagram marketing campaign. Once you identify the areas that need improvement, you can make the required adjustments to boost your profits further.


Impact of Influencer Marketing in Singapore

Influencer marketing is the use of influencers to promote brands on social media. Influencers are social media users, usually with a huge following, that can shape the perception and decisions of other users.

The following are some of the impacts that influencers can have on your social media marketing campaigns.

Increased Brand Exposure

Social media channels are the ideal platform for marketers to increase brand awareness. As mentioned above, influencers tend to have enormous followings on these channels which means that their posts get more visibility than regular users.

Influencer marketing is also a smart way of overcoming the challenge of ad blockers. Nowadays, most users have special software on their computers that prevents them from seeing adverts that they consider intrusive. By using influencers, the promotional message will reach them since it cannot get restricted by the blocking software.

Capitalizes on Herd Mentality

Fear of Missing Out (FOMO) refers to the worry of missing out on an ongoing event or trend. Influencer marketing capitalizes on this phenomenon by subconsciously impacting on the decisions made by consumers.

For instance, if an influencer appears in a post promoting an event and gets 100,000 likes, it is highly likely that their followers will get influenced into attending the show.  It achieves this by tapping into the innate desire to participate in prevalent occurrences (herd mentality), influencing people to try out what others are doing.

It Shapes Perception

Influencers act as a link between brands and their customers. The people you choose to promote your business can have a significant effect on the perception consumers have on your products and services.

If an influencer perceives your products positively, consumers will find them appealing. The reason for this is that such people are often considered knowledgeable, and their opinion on a subject is widely regarded as honest.

It Sparks Curiosity

Another significant impact of influencer marketing is that it creates hype and sparks curiosity. Most people get intrigued and want to discover more about a product if a famous person promotes it. In some cases, these influenced consumers go a step further and post a review of the product, service, or brand promoted by the influencers.

The table below shows the regional distribution of consumers who review products after being influenced by influencers.

Region

Percentage of consumers posting reviews

Asia-Pacific

engaging the top social media agency in singapore

61%

North America

46%

Latin America

46%

Europe

42%

The Middle East and Africa

40%

Source: Global Web Index

It Builds Trust

There are two main reasons why influencers marketing builds trusts between consumers and brands. First, many people consider influencers as experts in their fields. This explains why 40% of consumers are likely to be swayed by the opinions of celebrity influencers.

Additionally, influencers leverage word-of-mouth advertising. Since these individuals spend a considerable amount of time convincing their followers to try out a brand, they build trust in the process.


Common Social Media Marketing Mistakes and How to Avoid Them

When implemented correctly, social media marketing provides an excellent opportunity to grow your business. However, if you do it wrong, you could join one of the 41.5% marketers that are yet to see the impact of social networks on their businesses.

The following chart shows the impact of social media on businesses.

impact of social media on businesses

Source: Business2Community

Moreover, mistakes could motivate people to unfollow your page. The following table shows the behaviours that prompt users to stop following social media pages.

Mistake

Percentage of Unfollowers

Excessive promotional messages

46%

Irrelevant information

41.1%

Too many posts

34.9%

Use of slang and jargon

29.9%

Extended inactivity

17.9%

Failing to respond

15.3%

Source: Sprout Social

Here are the common mistakes made by social media marketers and how to avoid them.

Irregular Posting

Publishing posts irregularly can hurt your social media marketing efforts significantly. If you only post when you find the time, or after reading an interesting article, you are doing it wrong. The only way to succeed is by posting regularly and following a strict schedule.

A smart way of ensuring that you post regularly is by investing in a specialized social marketing tool. These platforms usually have an inbuilt scheduler that enables you to plan your posting times. You should also subscribe to your favourite RSS feeds if you are struggling to find content for your posts.

Casual Posting

The objective of social media is to share useful and engaging content – if you have nothing valuable, do not post for the sake. Forced content feels fake and unauthentic, and can create the wrong impression on your followers.

The solution to casual posting is planning such that you do not wait for spurts of inspiration when you need to post. Make use of your calendar and read from your followers’ perspective to see if the content makes sense.

Inconsistency

With many companies investing in social media marketing, you are not assured of reaching your target audience. You have to make the most of the limited opportunities by posting content that is consistent with your brand values and easy to recognize. 

Make sure that your social media messages are in line with your business values across all channels. Also, the logos and colour schemes you use must be consistent in all social networks.

Overemphasis on Product Promotion

While the ultimate goal of marketing is to increase sales, you are likely to annoy your followers if you fill your social feed with promotional messages. The best approach focuses on building a trustful relationship with fans before you start posting sales pitches on your timeline.

There are two steps to building trust. First, you have to connect with them at a personal level. Later, you should offer something valuable to them for free. Once the trust is there, it is easier to convert them into customers.

Using a Blanket Approach

When you fail to target a specific audience, you are likely to attract followers who will never show interest in your offerings. This means that the majority of your social media marketing budget will go into waste since they will never convert.

The answer to this problem is investing in analytics tools that enable you to identify buyer personas and create targeted marketing campaigns. By attracting qualified leads, you will save tons of money and boost your conversion rates.

Too Much Text

According to multiple studies, visual content attracts more attention, gets higher engagement levels, and generates more shares than textual content. Focusing too much on text means that you are missing on huge opportunity to improve the success of your social media marketing efforts.

The following graph shows engagement rates for various forms of content on Facebook and Twitter.

different posts engagement levels

Source: Buffer

Even if you are inexperienced in design, the intent has an abundance of resource to help you on that front. You can use them to create a variety of visual content, such as pictures, videos, and infographics.


Top 10 Must-Have Tools for Social Media Marketing in Singapore

Social networks provide an excellent platform for growing your visibility and increasing brand awareness without having to pay anything. However, you need something extra if you want to stand out in these competitive channels. You cannot dominate social media without investing in marketing tools.

Social media marketing tools can assist in content creation, scheduling posts, and measuring the impact of your campaigns. Even better, they give suggestions on how to improve your strategy.

The following are the ten must-have tools for social media marketers.

Buffer

Buffer was initially a scheduling tool for Twitter, but it now supports most of the leading social networks, including Facebook, LinkedIn, Instagram, and Pinterest. 

Key features

Here are the exciting things you can do with Buffer.

  • Pull content from the internet and share it instantly using the chrome extension.
  • Shorten links automatically so that they fit on your social posts.
  • Upload custom photos and videos.
  • Track the performance of your social media activities.
  • Schedule your social media posts.

Buzzsumo

Buzzsumo is a research tool that tracks the performance of your content and shows you who likes your pages. Its objective is to increase the odds of succeeding in your social media marketing campaign.

Key Features

Here are the stand out features you can find on Buzzsumo.

  • Identify the most-shared content on various social media, including what your competitors are posting.
  • Find influencers related to specific topics.
  • Get notifications based on domain, keywords, and links, and so on.
  • Research keywords and trending topics that might interest your audience.

Hootsuite

Hootsuite is useful for marketers who run multiple accounts across various social networks. It works by combining all of your social profiles into a single dashboard with a one login screen.

Key Features

The following are the best features found on the Hootsuite platform.

  • Track all of your social media activities from one place.
  • Assign tasks to team members.
  • Create a social media calendar and schedule posting times.
  • Hootsuite Podium gives access to free social media marketing courses.
  • Integration with major social channels that provides useful insights on consumer behaviour and enables you to interact with potential customers.
  • Gather customer feedback by integrating with community-based platforms such as Reddit and Tumblr.

Audiense

Audiense is a lead generation tool that allows you to discover new target audiences and segment them correctly.

Key Features

Below are the standout features on the Audiense platform.

  • Understand your audience based on their social media behaviour.
  • Optimize audience engagement based on the activities of your followers.

Agora Pulse

Agora Pulse is an easy to use social media management tool. The tool offers a free trial to allow you to gauge its suitability to your campaign.

Key Features

  • It allows you to create contests, quizzes and promotions to increase social media engagement.
  • You can see how your campaign stacks up against competing businesses.
  • You can schedule posts and measure the impact of your campaign.

Talkwalker

Talkwalker is a comprehensive marketing tool that helps you stay ahead of your competitors on social networks.  By using it, you can leverage social data to improve your decision-making and marketing strategy. 

Key Features

  • Track thousands of photos online using Image Recognition technology.
  • Replicate popular campaigns using the Virality Map feature.
  • Schedule automated notifications and reports.
  • Create social media reports using inbuilt use cases.

Sprout Social

Sprout Social is a marketing tool that assists you in finding, forming and deepening connections with your audience. It is a collaborative platform that makes sure that your communications are fast, efficient and smart.

Key Features

  • It helps in community building by initiating and maintaining social conversations.
  • It enables you to manage multiple social profiles from one place.
  • It has a 30-day free trial.

Tagboard

Tagboard allows you to collect data from popular social networks and create an impactful display that you can share on various social channels.  The Tagboard Live tool enables marketers to see their social media posts in real-time and suggests how to improve their layout. 

Key Features

  • It uses hashtags to search and collect posts from the public.
  • It helps with social media advertising
  • Real-time alerts
  • It tracks social media metrics.

Post Planner

As the name suggests, Post Planner is primarily a social media post scheduling tool. It can, however, perform other useful functions such as finding and sharing valuable content to your target audience.

Key Features

  • You can create, curate and share relevant content at the click of a button.
  • It rates your content before you publish it on social media.
  • It helps with organizing social feeds into collections.

Social Metrics Pro

Social Metrics Pro is a leading analytics tool that tracks your social media activity from your WordPress dashboard. You can also view essential metrics from your WordPress admin bar.

Key Features

  • You can choose the number of posts you want to see at a specific time.
  • You can track content sharing on major social media platforms.
  • Discover the number of times that your posts are shared across various social networks.

Reasons to Hire a Social Media Marketing Agency in Singapore Instead of Doing it Yourself

As seen above, there are several avoidable mistakes associated with social media marketing campaigns. That is why it is advisable to seek professional assistance and hire social media marketing agencies.

The following are the top reasons why hiring a professional agency should be the first step of your social media marketing campaign.

Effective Budget Management

Social networks are continually making marketing more difficult by introducing new best practices. In 2018, Facebook released an algorithm update that decreased organic reach, forcing businesses to turn into ads. Many expect other social networks to follow suit soon.

Since agencies are always aware of the latest changes in the industry, they can make the necessary adjustments to ensure that you remain competitive. Instead of increasing your ads budget, they can focus on improving the quality of your content, which increases its reach without incurring extra expenses.

It Saves Money

Failing to hire an agency means that you will need to spend money on training an in-house team to oversee your social marketing strategy. You will also have to invest in the tools required to make the campaign successful.

On the contrary, enlisting the services of an agency means that you get the full package. You will not incur extra charges once you clear the agreed-upon amount. The agency will use its resources to ensure that your campaign is a success.

Gain a Professional Perspective

Every time you consult a professional, you give your business a chance to make significant progress. In most cases, a fixed mindset and limited knowledge prevent marketers from seeing beyond their strategies.

Getting an expert opinion on your company and social media campaign can prove invaluable and propel your business to a higher level. The only way to get such insights is by hiring experienced social media marketing agencies.

Train Your Team

Working with a social media marketing agency is a learning opportunity. Since the agency will work closely with your in-house marketing team, they can acquire more knowledge on the practice and gain the ability to run campaigns independently in the future.

Excellent Support

Since social media marketing agencies are businesses, they always strive to offer the best level of tech support to you, their client. If you experience any challenge in your campaign, the agency will always to provide a solution. This is not the case with in-house teams which might be lacking the know-how required to solve the problem at hand.


Top 10 Social Media Marketing Agencies in Singapore

The following are the top social media marketing agencies in Singapore that can help you take your campaign to a higher level.

MediaOne Marketing

MediaOne is a leading digital marketing agency in Singapore. Besides being the only ISO certified agency, it has a 10-year experience and a success rate exceeding 80%.

Services Offered

  • Social media marketing
  • Influencer marketing
  • Reputation management
  • Email marketing
  • SEO and SEM

Physical Address

4B Craig Road | Singapore 089664

Phone Number

+65 6789 9852


Canny Digital

Canny is a Singaporean social media agency that helps small and upcoming businesses to generate more sales through social networks. It achieves this by relying on data-driven strategies. 

Services Offered

  • Facebook marketing services
  • Social media analytics

Physical Address

15 Enggor Street #05-04 Realty Centre, Singapore 079716

Phone Number

+65 6802 3658


Strategic Digital Lab

Strategic Digital Lab is a digital marketing agency that serves clients in Singapore, China, Malaysia, and Australia.

Services Offered

  • Social media marketing
  • Content marketing
  • Web design and development
  • SEO and SEM
  • Mobile app development

Physical Address

61 Robinson Road, #12-01 Robinson Centre, Singapore 068894

Phone Number

+65 6908 3770


Best SEO Singapore

Best SEO is an agency that aims to help companies generate more leads and improve sales through inbound marketing. The firm focuses on strategizing digital marketing solution to row businesses. 

Services Offered

  • Social media marketing
  • Search engine optimization
  • Web design and development
  • Online reputation management

Physical Address

30 Kallang Place #03-18 Singapore 339159

Phone Number

+65 9687 8077


Convertium

Convertium is a Singaporean company that specializes in web development and digital marketing. It is one of the most experienced agencies in the country, having started in 2001.

Services Offered

  • Social media marketing
  • Search engine optimization
  • Online reputation management

Physical Address

11B Stanley Street, Singapore 068730

Phone Number

+65 6236 6400


Mutant

Mutant Communications is an established agency with an impressive track record in digital marketing in Singapore and the broader Southeast Asia region.

Services Offered

  • Social media marketing
  • Content marketing
  • Thought leadership and media training

Physical Address

41 Craig Road, Singapore 089679

Phone Number

+65 6221 7239


Noisy Crayons

Noisy Crayons is a leading digital creative company that serves clients in Asia. The company helps brands to establish meaningful relationships with their clients. 

Services Offered

  • Social media marketing
  • Media planning and execution
  • Community engagement

Physical Address

998 Toa Payoh North, #03-25, Singapore 318993

Phone Number

+65 6950 3368


Impossible Marketing

Impossible Marketing is a leading digital marketing agency in Singapore that is also a Google Partner Company since 2014. The company focuses on creating strategies that help clients generate quality leads and targeted traffic. 

Services Offered

  • Social media marketing
  • Email marketing
  • Influencer marketing

Physical Address

14A Yan Kit Road, Singapore 088266

Phone Number

+65 9374 0111


Amber Creative Digital Agency

Amber Creative is a renowned digital marketing, mobile app development and web design company based in Singapore. The company has so far served multiple clients from various industries to achieve their goals.

Services Offered

  • Facebook marketing
  • Social media management
  • Marketing automation
  • Search engine optimization
  • Web design and app development

Physical Address

8 Burn Road, Trivex #7-11 Singapore 369977

Phone Number

+65 6904 8865


Brew Interactive

Brew Interactive is a Singapore-based agency that specializes in digital marketing. The company uses a strategic approach to assist brands in reaching their audiences and community building.

Services Offered

  • Social media marketing
  • Inbound marketing
  • Digital reputation management
  • Digital advertising

Physical Address

111 North Bridge Road, #08-19, Singapore 179098

Phone Number

+65 6814 2952


Evaluation of the Different Types of Social Media Marketing Ads

Although you can grow the reach of your social media posts using organic methods, many marketers often invest in paid ads to ensure maximum visibility for their content. Each of the leading social networks has an advertising platform, and the following are the most used types of advertisements that ensure your posts reach your target audience.

Facebook Ads

  • Slideshows – these consist of multiple images that you can either upload yourself or source for the Facebook stock photo library. Their most exciting feature is that they give an illusion of motion.
  • Video ads – Facebook allows you to upload videos as long as they do not exceed 4GB.
  • Photo ads – these usually contain photos promoting a product or a service. You can add a maximum of 125 characters in the description part.
  • Collection Ads – these allow your followers to view photos and videos without leaving the Facebook platform.
  • Lead Ads – these are exclusively available to mobile users. They have a pre-filled contact form that enables users to opt-in for a free newsletter or a product.
  • Carousel Ads – a single carousel can contain up to ten videos and photos, making it ideal for showcasing products.
  • Messenger Ads – these are regular Facebook ads that encourage users to interact with your brand via the Messenger platform.

Twitter Ads

  • Twitter Promote – this platform automatically posts your first ten tweets daily to a specified audience to attract new followers.
  • Ad Campaigns – this promotes all your tweets to a specific target audience.

Instagram Ads

  • Photos and Videos Ads – these are similar to regular posts, with the difference being the word ‘sponsored’ appears at the top right corner.
  • Carousel Ads – these are similar to Facebook carousels in that they contain several photos and videos.
  • Story Ads – these are 15-second clips that disappear 24 hours after posting.

Pinterest Ads

  • Ads Manager – this platform asks for your objectives and then allows you to target your ads.
  • Promote Button – this is a quick option for creating Pinterest ads. All you have to do is set a budget and choose the posts you want to promote.

LinkedIn Ads

  • Sponsored In-mail – this is similar to email marketing in that ads go directly to the user’s inbox.
  • Sponsored Content – these ads appear on both desktop and mobile newsfeeds. Keep it short if you want to capture the attention of readers.
  • Text Ads – these ads are exclusively available to desktop users and can include a thumbnail.

How to Measure the ROI of A Social Media Marketing Campaign

When you invest in a marketing strategy, the objective is to make profits. This, however, is quite challenging when it comes to social media marketing, mostly because of metrics such as likes, comments, and shares.

According to Sprout Social, 55% of marketers cited measuring ROI as the most challenging aspect of social media marketing.

The table below shows the most significant challenges associated with social media marketing.

Challenge

Percentage

Measuring ROI

55%

Understanding cross-channel social success

42%

Developing strategies to support business goals

39%

Determining what content to post

27%

Securing budget and resources

25%

Source: Sprout Social

Here are the steps you should follow when measuring the ROI of your social marketing campaign.

Identify Your Key Performance Indicators

Key performance indicators (KPIs) are objectives that evaluate the success of a business in a specific activity in which it participates. Examples of KPIs include brand awareness, number of followers, and conversion rates, and so on. Make sure that your entire marketing team is aware of your goals before you start measuring your ROI.

Align Your Marketing Goals with Your Business Objectives

It is advisable to break down your ultimate objective into smaller and attainable goals. Once more, your KPIs influence your goals. If you aim to increase brand awareness, you need to track the number of followers and engagement levels. For businesses that aim to increase sales, you need to motor the number of purchased products and the amount of traffic to your online store.

Use Google Analytics to Track Conversions

The detail of the data you have on on-site consumer behaviour affects your ability to convert and retain your website traffic. If you adopt the right approach, you can measure every goal.

Google Analytics enables you to set measurable goals and monitor the frequency at which your web traffic completes desired actions. Even better, it is available for free.

Assign Values to Your Key Performance Indicators

After setting your goals and setting up the analytics tool, you need to track the monetary value of each of your goals. Some of the approaches you can use include:

  • Average sale – this refers to the average amount spent by your customers.
  • Lifetime value – this is the average amount earned from each of your clients.
  • Lifetime value * conversion rate – this is the potential amount you can earn every time a new person visits your page.
  • PPC valuation – this is the amount you would have spent on paid search to earn the amount you got from social media marketing.

Benchmark against Competitors

By comparing the performance of your social media campaign to rival businesses, you can discover new opportunities to make your brand outstanding in its niche. Some of the areas to look at are the channels used by your competitors as well as the frequency of posting.


How to Maintain A Social Media Marketing Campaign

For a social media marketing campaign to achieve its goals, it needs to be well-maintained.  Here are some insightful tips on how to maintain your presence on social networks.

Brand Your Social Profiles

Creating your profile is the first step of any social media marketing.  If people are no familiar with your brand, your social profile will give them a first impression of what your company offers. You should make sure that it is impactful and influences them to click the follow button.

Building Your Brand

If you are new to social media, you will need to create an online presence. You need to get the word out and increase brand awareness. The first step of doing this is choosing the right channel that suits both your audience and the type of content you publish. You will also need to find the brand voice that differentiates you from your rivals.

Auditing Your Brand

It is helpful to update your social media profile regularly to match any changes in your business. For instance, if you change your logo, you will also need to update your social media accounts. If you start targeting a new audience, you will need to change the way you create content, and so forth.

Another reason for audition your social media account is to ensure that it remains competitive. You need to conform to the latest trends o that you do not become irrelevant in your industry.


5 Top AI tools to Enhance Your Social Media Marketing Strategy in Singapore

You need to commit a lot of time and effort to make your social media marketing campaign successful. Activities such as content creation, managing paid ads, and tracking various metrics can take up several hours weekly. As you focus on such routine tasks, you end up losing time that you would have otherwise spent handling on other marketing projects. This is where AI-powered marketing tools come in handy.

It is worth noting that leading social networks are already using AI to improve user experience. For instance, Facebook uses machine learning to recognize faces in photographs and LinkedIn uses the technology to suggest jobs that may interest users.

The following are the top five AI tools that can help in streamlining social media marketing campaigns.

Lately

Lately is a tool that leverages AI technology to create social media posts by analyzing and choosing contextual information from a large piece of content.  The platform also assesses the activity log on your social pages and recommends the best time for posting for maximum reach. 

The Lately dashboard has an input form where you can enter a URL, upload a document or write text. After filling this form, the tool will generate several social media posts related to the input you provide. The dashboard also allows you to schedule and edit the posts.

Cortex

Cortex is a tool that analyses your historical metrics and suggests the time and the frequency at which you should post on social media. It also has a feature that shows the strategies employed by your competitors. 

Every time you create a post, Cortex will recommend the best time for publishing it. If you upload several photos, the tool will pick the option that is likely to get the highest number of engagements.

Socialbakers

Socialbakers is a social media management tool that uses AI to provide detailed audience insights, a unified content feed and an analytics dashboard. It also enables you to track the impact of influencers and suggest the optimal times for publishing your posts. 

The influencer dashboard is particularly useful for recommending the best influencers for your marketing campaign. It also monitors the impact of the influencers on your social channels once you hire them.

Phrasee

Phrasee relies on predictive AI technology to pull information from email, previous social posts, and other online platforms and suggest the best copy for your social media ads campaign. The tool also analyses past ad campaigns and shows the strengths and weaknesses of the text you used in the adverts.

Pattern89

Pattern89 is a marketing tool that provides recommendations concerning your social media ads, covering aspects such as the optimal budget and audience targeting to increase the effectiveness of your campaign. 

The first thing you see after logging in is a screen full of suggestions on how to make your ads more effective. The platform also allows you to choose between applying the suggestions automatically and doing it yourself. Pattern89 also allows you to analyze past ads.


Top Influencers in Singapore Based on Social Media Platform

The following are the most followed influencers in Singapore on various social platforms.

Brad Lau

With over 650,000 followers on his page, Bradley is Singapore’s leading influencer on Facebook. He is food bloggers who gained popularity by investing in SEO at a time when many people were still green on the subject. Back then, Lau knew how to optimize his website such that it appears on the first page of search ranking.

Besides Facebook, Brad also has a massive following on his Instagram page as well as his food blog. He also practices professional photography, which is the primary source for the content he posts on Instagram.

Yoyo Cao

Yoyo Cao is a Singaporean fashioned star who is renowned worldwide, having featured on Vogue magazine and the Harper’s Bazaar. She currently has 381,000 followers on Instagram, making her the most followed Singapore-based influencer on the platform. Her excellent taste in fashion has attracted the attention of leafing designers such as ad Chanel, Fendi, and Gucci, and do on.

Wendy Cheng

Wendy Cheng is a famous Singaporean blogger known for her provocative yet exciting writing style. Better known by the nickname Xiaxue, she has a blog that attracts 50,000 readers daily. Cheng mostly writes about fashion and lifestyle, and less frequently about other trending topics. She has previously featured on the cover of the 8 Days Magazine and several online TV shows.

JianHao Tan

JianHao Tao runs the most popular YouTube channel in Singapore that currently has 3.77 million subscribers. He mostly posts about contemporary topics such as school life and travel. Most of his videos have more than a million views. Tan occasionally teams up with other YouTube influencers in Singapore to create vlogs and talk shows on various matters affecting the youth in the country.

Victoria Cheng

Victoria has 69,000 followers on Twitter, making her the most popular Singaporean influencer on the platform. After spending her childhood in New York, Cheng started her career in the food industry in Hong Kong. Back then, she contributed to the conceptualization of some of the best restaurants in Asia.

In 2010, Victoria joined the Appetite Magazine as an editor, kick-starting her journey as an influencer. Nowadays, she travels around the world working on food-related projects.


Conclusion

Similar to other digital marketing strategies, social media marketing in Singapore requires planning and research for it to succeed. While you are at it, make sure that you set goals and benchmarks to enable you to know if you are making any progress.

Learning how to market your business effectively on social media, without doubt, takes time and money before you realize your goals. Before then, you must consider the above excellent and proven approaches to get fast results with less time and money.

Get in touch us with us for professional social media marketing services in Singapore. 

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.
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December 12, 2018

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