Over and over again, when discussing with our clients about possible ways to expand their digital marketing activities, we get responses like:
“Oh, we’re not on Twitter.”
“We’ve never sold a single product on Instagram.”
“Do people still use LinkedIn?”
For some reason, digital marketing discussions always narrow down to social media marketing.
What’s Social Media Marketing?
Social media is a catch-all term for all applications and sites that provide radically different social actions.
Social Media Marketing (SMM) is a digital marketing strategy that involves using the various social media platforms to connect with your prospects and customers and drive web traffic, build brands, and increase sales.
The Different Social Media Platforms
Here’s a rundown of the various social media platforms and the audience they command:
The biggest social media platform, and the second most popular in Singapore.
Users: 2.2 billion users worldwide. 4.8 million users in Singapore.
Audience: Millennials and Generation X
Industry Impact: B2C
Better Used for: Advertising and Brand Awareness
A popular social media platform in Singapore.
Users: 335 million users. 1.01 million users in Singapore
Audience: Primarily millennials
Industry Impact: B2C and B2B
Better Used for: Customer Service and Public Relations
Instagram is the largest photo-sharing platform in the world.
Users: 1 billion active users. 2 million active users in Singapore
Industry Impact: B2C
Betters Used for: Behind the Scenes, Natural-looking Media, Advertising, and User-generated Content
LinkedIn is a popular social media site among business professionals.
Users: 645 million users. 2.6 million users in Singapore.
13th most visited site in the country
Audience: Millennials, Generation X, and Baby Boomers
Better used for: Employment Marketing, B2B Relationships, and Business Development
YouTube is the most popular social media platform in Singapore.
At the time of writing, the platform has 1.9 billion active users worldwide.
Audience: Generation Z and Millennials
Industry Impact: B2C
Better Used for: How-to Videos, Brand Awareness, and Entertainment
WhatsApp is another popular social media app, currently used by a staggering 86% of the population.
Users: 2 billion users worldwide. 4 million users in Singapore
Audience: Millennials, Generation Z
Industry Impact: B2C
Better used for: Sending Personal Messages on Special Offers, Events, Discounts, and Sharing Your Ad Videos.
Benefits of Social Media Marketing
There are so many convincing reasons your company should take advantage of social media marketing. We plan to highlight a few of these reasons.
Let’s dive in:
Close to half of the world’s population is active on at least one social media platform. With a good strategy, these are the people you can expose your brand to and increase the level of brand awareness. All you have to do is share content that relates to your product offering and line of business.
Generates Leads and Increases Conversion
The simplest way to increase conversion and generate more leads is to promote and share your products and services on social media. That’s because you’re directly advertising to people who expressed interest in your offering by following you.
Here are a few pointers on how you can use social media to increase conversion and generate more leads:
- Create Contests that your social media followers and visitors can participate in.
- Include your website or product offer links on your social media bio.
- Start hosting live videos to announce your offerings and to update your customers and prospects on the latest news and product discounts.
- Start implementing social media campaigns on your channels.
- Start selling your products and services directly on your social media profiles. Learn to use Facebook’s shop section and Instagram’s shopping features for this. With this feature, your social media followers and visitors can click on your products and find out more about price, size, and materials. There’s even an option for proceeding to the checkout section to make payments.
Connect with Customers
By engaging and connecting with your followers, you’re establishing a long-lasting relationship with them that will work to ensure they grow into your loyal customers. Social media allows you to interact with your customers on a one-on-one basis. You can respond to their comments, questions, and provide them with all the help that they need to succeed.
Learn from Competitors
Social media marketing offers you a chance to learn from your competitors. You can keep tabs on everything they do – find out what products they’re promoting, how they interact with their customers, what campaign do they run, and more. Through social media marketing, you can tell what’s working or not working for them. It allows you to review the marketing strategies and come up with something better and more unique.
How to Build Your Social Media Marketing Strategy
The first step to running an online marketing campaign is coming up with a suited strategy. Social media marketing is no exception in this.
Here are some tips on how to build a powerful social media marketing strategy:
Research Your Audience and Buyers’ Personas
You can start by researching your target audience. Find out what needs they have and what interests them the most. The best way to do this is to think about the people that you’re trying to reach and group them accordingly based on gender, interest, location, and so on. Interview some of the people if possible.
Choose a Social Media Platform to Market On
Not all social media platforms are the same. You have to weigh your options and choose a social media platform that works best for your type of audience. It’s not about choosing the right or wrong platform but choosing a platform that best resonates with your target audience.
Create Unique and Engaging Content
The internet has billions of social media users. The chances are high that some of the customers you’re targeting are also seeing your competitors’ content. The only way to stand out and direct them your way is by adopting a unique approach. Your content must be highly engaging and, most importantly, give your viewers a reason to want to find out more about you.
Schedule Your Post
Don’t just publish your posts when you feel like. Have a regular schedule and routine that targets your viewers at the most appropriate time. There are social media management tools such as Hootsuite, Sprout Social, and HubSpot that are specifically designed to help you out with this.
When to Post on Social Media and How Often?
The question going on your mind right now is, “how often should I post on social media?”
The answer: you should only post when you have valuable content to share. You have to strike a balance between being frequent and only waiting until inspiration kicks.
When you’re too infrequent, your viewers might soon forget you. Also, when you’re too frequent, you might flood your viewers’ timeline with low-quality posts. The only way to be safe is to strike a balance between the two. Otherwise, your following may drop.
How to Analyse Your Social Media Impact and Results
The most important aspect of marketing on social media is ensuring that you’re able to meet your goals. Don’t just post and leave it at that. Keep track of every single one of the posts you make. Review both your results and social media metrics.
Social Media Metrics
Social media metrics give you an insight into the performance of your posts and the impact they have on the customers you have on the various social media platforms. These metrics include likes, followers, level of engagement, and shares.
Here are a few examples of the metrics that you can use to track your posts:
Engagement is an all-encompassing word for likes, comments, and the responses your social media posts are getting. Engagement can also be platform-specific, like “pinned” posts on Pinterest and “saved” posts on Instagram.
Reach refers to the number of eyeballs your posts have received. It’s the total number of people who’ve seen your post.
This refers to the number of people that click on the “follow” button to view your content on their newsfeed.
Impressions refer to the number of people who have seen your posts without necessarily clicking on it.
Any social media platform with video sharing capabilities, especially Facebook, Instagram, TikTok, and Snapchat, will indicate the number of views each video gets.
This refers to the number of people who checked you out. These are the people who visited your profile to find out more about your business.
This refers to the number of times your business name or profile has been mentioned online or in a particular social media platform by random members of your audience.
When someone else adds the name of your brand or company profile as a hashtag to their post
When an audience decides to reshare a post you made on their profile. A majority of social media platforms, including Twitter, Facebook, and Instagram, have an option for reposting or resharing someone else’s post.
With the sharing option, your audience can take a post you made on your profile and share it with their network so their friends and social media followers or friends can also view it.
Organic vs. Paid Social Media
Social media marketing is a great way to grow your business without necessarily hurting your budget. However, it’s a process and takes a lot of time and determination to pull it off.
Organic SMM is all about putting your business or brand in front of your target audience without spending. It’s free, but you have to learn the rules and understand how the game is played to win as an organic social media marketer.
It’s the same thing as Search Engine Optimisation. The algorithm used on each social media platform is never constant. You have to stay abreast of these changes and make the necessary calibrations to your strategy.
Take Facebook, for instance. They recently decided to drop the organic reach for businesses, and have plans to lower it even further in the future. They have also made it clear that they’ll only show content that they find useful, valuable, and relevant.
In other words, you have to drop the pitch and instead focus on creating engaging content.
Why Organic Social Media Marketing
There are so many ways the organic route could benefit your business. We’ve highlighted a few in this section of the post:
- Being consistent with your posts will establish you as an online authority. The more you engage your followers and keep them informed, the more they learn to trust you and take your word for it.
- It’s much more affordable to those with a tight marketing budget. It’s also the closest thing to running your marketing campaign at absolutely zero budget.
- Social media users trust organic engagements more than paid advertisements.
On the Flip Side
Paid advertising on social media, on the other hand, generates faster results. You don’t have to wait for your campaign to pick or until your followers are warm enough to lure them into action. However, the results you get are not long term. You stop driving traffic and generating leads the very moment you switch off your campaign.
So, which one should you opt for between organic vs. paid social media marketing:
None of the two social media marketing campaigns is an absolute winner. The only way to tell which option is best suited for your business is to look into your metrics and budget and decide. Remember: social media networks are also in business. The more the industry grows, the more organic search decreases. Meaning, if your plan is to approach social media marketing solely from an organic angle, without allocating a budget for it, then the chances are good that you’re setting yourself up for failure.
How Social Media Can Influence SEO
Google has more than 200 ranking factors that determine which content appears at the top of search engine results. Social media signals are part of these factors, albeit less significant when compared to other ranking factors.
But none the less, they still impact your ranking. The correlation between your ranking position and social signals is extremely high. In other words, your site is bound to perform better with numerous of these signals and less with fewer of the signals.
The correlation isn’t the causation. It may not impact your ranking directly. But its role is more evident:
Here’s the thing:
The more you create and share your content on social media, the more people are likely to like, link, and share it around (provided it’s high-quality). This helps to build your traffic, reputation, and online credibility. Eventually, search engines will be able to pick on it and reward you with a higher ranking.
It’s also worth noting that your social media pages also show up in the search results when someone searches for your brand. This could help you out with brand recognition and authority.
How Social Media Ties into Your Overall Digital Marketing Strategy
Digital marketing strategies don’t stand alone. They each feed on each other. Social media marketing isn’t an exception, and this is how it ties into your overall digital marketing campaign:
A nicely optimised social media channel will be among the results that show up in the search engine. They can also help in driving traffic to your website as we mentioned earlier.
You can add social media extensions to your PPC ads to direct some of your visitors and online users to your social media page or profile. Social media marketing can also provide you with valuable information that you may use to optimise your PPC campaigns for better results.
Paid social can be a reliable, lead generation tool. You can use it to capture valuable information such as email addresses and names either directly or by directing your visitors to your website or landing page. Social media can help you generate a high-quality list or act as your pre-qualifier.
The revenue generated through conversion can increase by up to 68% when you integrate social media marketing with content marketing. Cross channel marketing is rewarding as opposed to handling the channels in isolation.
The Future of Social Media Marketing in Singapore
Many social media platforms optimised their services to cater to mobile users where they could have easily focused on desktops – a foresight that paid off significantly.
Mobile users account for more than 50% of all social media usage. In fact, over 80% of Facebook’s revenue comes from mobile. However, optimising your website for mobile and social media ads is only one aspect of the equation.
New technologies have emerged and are changing how users interact with social media content. These technologies include augmented reality, video, artificial intelligence, and virtual reality:
Videos are the real deal nowadays. As a marketer, there’s a lot you’re missing out by not capitalising on this one simple trend. For instance, Facebook has laid bare its plans to be a video first content platform. That means, they’ll start prioritising videos on their newsfeed.
Augmented Reality (AR)
What’s Augmented Reality? They’re the technology overlays or computer-generated images that feature atop of real-life videos or photos. Examples include the Pokémon Go App and selfie filters (or lenses) on Snapchat.
Virtual Reality (VR)
Virtual Reality creates a virtual self-contained atmosphere or environment that an online user can interact with, in real-time. Examples include branded Snapchat filters.
Artificial Intelligence (AI)
AI is the bigger term for technologies such as deep learning and machine learning. It represents one of the two developments and has the power to influence our environment for the better. For example, it’s the technology behind self-driving cars and search or talk tools such as Siri.
Top Social Media Marketing Companies in Singapore
|About||Imagine having a team of passionate designers, developers, and marketers handling your social media marketing. Enlist a team of creators and innovators to create the coolest stuff for you. With quality as their uppermost priority, their services are always tailored to match your requirements. Each project is special to them, and so are their clients.|
|Address||158 Kallang Way, Performance Building #03-05, Singapore 349245|
|Telephone||(65) 6653 7545|
|Review||“My Experience is great with Webcrayons. They did a great job of not only creating our website how we wanted it to be. I am very happy with the results, and I would recommend them to anyone trying to build a business website. Great experience…”|
|About||Partipost is an influencer marketing agency specialist. They’re one of the most coveted social media marketing agencies when it comes to having influencer marketing. Their philosophy is simple: adding a human touch on every aspect of their online marketing strategy.|
|Address||1 Pemimpin Drive, One Pemimpin # 11-08/09, Singapore 576151|
|Telephone||(65) 8183 6009|
|Click here to enquire|
|About||Pioneers in the digital marketing field, MediaOne marries data, strategy, and compelling stories to give you the best ROI when it comes to social media marketing. marketing services that reach, act, convert and engage. Essentially, they’re known for reshaping brand strategies, with the sole aim of meeting the ever-evolving demand of the convergent world of marketing.|
|Address||4B Craig Road, Singapore 089664|
|Telephone||(65) 6789 9852|
|Review||“Our journey with MediaOne started in 2018 as we were looking for ways to drive organic traffic to our website which deals with Electrical Heat Tracing and Explosion Proof Products via SEO. Fast forward to 2020, we can say MediaOne has delivered and exceeded on their promises. We recommend MediaOne as they are proven experts in the field of digital marketing and a quick mention to Annie from MediaOne for doing a great job in assisting us. Darien Koh, Supermec”|
|About||ANT Team is a recognised digital marketing solution consisting of a team of passionate and talented marketers. Their speciality includes Facebook marketing, SEO Marketing, Google Ads, Email Marketing, and more. They have also won numerous awards, including the best digital marketing award of 2018.|
|Address||37 Lorong 23 Gaylang, #05-02 Yu Li Industrial Building, Singapore 388371|
|Telephone||(65) 6841 0667|
|Review||“I got a problem on Facebook posting and called on this company asking for help, the people there are very helpful to clear my problem.”|
|Address||111 North Bridge Road, #08-19, Singapore 179098|
|Telephone||+65 6814 2952|
|Clients||Hitachi, Qatar Airways, JLL, National University of Singapore, Prudential|
|About||Every successful digital marketing strategy or online operation begins with planning. Every element that goes into your website and the marketing strategy in question must be analysed and adjusted to match your requirements and goals. Triple W is one of the most innovative digital marketing and web design agencies in Singapore.|
|Address||33 Ubi Ave 3, Vertex Tower A, #08-49, Singapore 408868|
|Telephone||(65) 6904 8229|
|Review||“Highly responsive and highly responsible. Our company has had great success with Zeph and his team. Very polite and, professional and reasonably priced. I have worked with them on a range of web design projects ranging from simple fixes to entire site builds; they can do it all. Thanks, Zeph and team!”|
|About||Digital Business Lab speciality spans across three things: influencer marketing, social media strategy, and video production. In the ever-evolving digital sphere, they’re a social media marketing firm that’s always informed. Their approach is that of a learning mindset. Instead of jumping on projects with a canned, one-size-fits-all solution, they try to study and understand each one of them in great depth.|
|Address||1 George Street, Level 10, Singapore 049145|
|Telephone||(65) 8750 9564|
|Review||“Great Agency for social media, influencer marketing and video production.”|
|About||Founded in 2012, Hashmeta is a professional digital marketing agency that offers a suite of digital marketing services. From content strategy, content creation to content distribution, they offer comprehensive services tailored for every business need.|
|Address||30A Kallang Place, #11-08/09, Singapore 339213|
|Telephone||(65) 6205 5931|
|Review||“One of the best digital marketing agency in Singapore. Located in 11 floor at Mapletree Industries building, and it means you can have the very good view of the city. New, clean, and very quiet place. Good for work. This is the new office in Kallang. Hashmeta was in Inno Centre, Bukit Merah.”|
|About||Impossible Marketing is one of the leading providers of digital marketing services in the country. They have been a partner marketing agency to Google since 2014, and one that believes the value of a website can only be determined by the number of leads it generates. So, with them, it’s not about generating traffic but generating targeted traffic and high-quality leads.|
|Address||14 A Yan kit Road (Level 2 and 3), Singapore 088266|
|Telephone||(65) 9374 0111|
|Review||“It’s been a pleasure working with Impossible Marketing, especially Lynn since 2018. They took the time to understand our business objectives and are quick to respond to any concerns.”|
|About||Huge is an internationally recognised online marketing agency comprising of a team of designers, strategists, and technologies. Their job is to help companies establish a connection with their customers by creating products, brands, and services that resonate with them best.|
|Address||33 Ann Siang Road, Suite 31A, Singapore 069713|
|Telephone||(65) 6303 0592|
|Review||“They have a meetup once every 2 months or so, and a lovely dog! It looks like a great office to work at!”|
|About||One9ninety markets brands on the social web, they are a full service social media marketing agency. They have a strong focus in social media and have been delivering strategy and execution for brands since 2008. Their people are social media experts, having partnered with over 60 major brands since their inception.|
|Address||33 Niven Rd, Singapore 228380|
|Telephone||(65) 6846 1990|
|Click here to enquire|
|Review||“Awesome place with great people and great culture”|
|About||Formerly known as Canny Digital, Heroes of Digital is a popular social media marketing agency based in Singapore. They are a SEM-specialist agency, helping companies increase sales through Facebook marketing and digital marketing. They use proprietary technology that helps SMEs generate better results from digital marketing. Managing over 300 clients every month,they are a reliable marketing agency to help your company achieve results.|
44 Kallang Place, Four Star Building #06-09, Singapore 339172
|Telephone||(65) 9112 6540|
|Click here to enquire|
|Review||“Heroes of Digital believes in client success and they have an array of tools and expertise to make that happen, from digital marketing to SEO, to website design. Best of all, they have a dedicated and responsive team that is open to ideas! Truly grateful for all the efforts they’ve put into making our company a success today!”|
|About||Looking for a social media marketing firm that you can talk to and establish a connection? Look no further than Elevan August. What the agency does is that they take their time to listen to you and understand your core business needs before recommending a solution. They also have one of the most understanding and friendliest teams you’ll ever come across.|
|Address||77 High Street, High Street Plaza, Singapore 179433|
|Review||“I hired Elevan August Media in my previous job to help us acquire potential car buyers with FB ads. An absolute pleasure to work with and they went out of their way to show us the value of the work they were doing. We not only managed to make very remarkable improvements in our sales over 6 months, but we also increased our team size from 5 to 11 salesmen! Thank you team Elevan August! Highly recommended :)”|
|About||Founded in 2009, Happy Marketer is an award-winning digital marketing agency headquartered in Singapore. Their digital experts spread across Singapore and India. They have a niche focus in social media marketing coupled with being data-driven, results-oriented and creative digital marketing initiatives.|
|Address||1 Wallich St, Guoco Tower Level 22, Singapore 078881|
|Telephone||(65) 6653 8060|
|Review||“The best place for excellent creativity and workspace environment!”|
|About||Swivelt is an all-rounded outsourcing and online marketing solution in Singapore. Their job is to generate leads and increase demands for all types of businesses across various channels and in any language in the world.|
|Address||138 Cecil Street, #13-03 Singapore 069538|
|Telephone||(65) 9658 2036|
|Review||“Working with these guys for quite a serious period of time. So far everything is very good, no delays. Mostly they helped us in terms of local consultancy. None of our clients complained so far – means all is ok.”|
|About||Ingic is a result-driven design, development, and app strategy firm. They have one of the most talented and dedicated teams of professional developers and marketers with ideas to transform the simple ideas you have into great products. Their marketing approach centres on establishing a connection not only with the end user but with clients as well.|
|Address||Level 39, Marina Bay Financial Centre Tower 2, 10 Marina Boulevard, Singapore 018983|
|Telephone||(65) 3108 0249|
|Review||“INGIC recreated the perfect logo for my real estate business. I only gave them a raw brief about my business and a dull logo, still it took them less than a week to recreate a design which instantly caught my eye. I’m going to use their services for my website revamp as well soon.”|
|About||Parel Creative is named after its founder, George James Parel who founded it in 2006. It’s a full-fledged marketing and creative firm that’s widely recognised for providing high-quality services in the various fields, including social media marketing, game design, app development, and more.|
|Address||11 Scotts Road, #24-10 Shaw Centre, Singapore 228208|
|Telephone||(65) 8690 2044|
|Review||“Received great service from Kobe, I’m would definitely recommend.”|
|About||OneX is here to empower your brand for the future. It does this by combining a wide mix of digital marketing strategies, designs, and technologies.|
|Address||140 Robinson Road, Crown at Robinson, #15-02, Singapore 068907|
|Telephone||(65) 6939 6542|
|Review||“The One X Tech team was very patient in guiding us through the web design and development process. We were worried that our new website would be challenging to upkeep and would not add much value but ever since our launch, we are getting more sales enquiries than ever. I highly recommend them to anyone looking for amazing websites!!”|
|About||Many Enterprise clients consider Agency Media as their go-to branding and marketing firm. Following their many years of digital marketing experience, it’s safe to say that this Singapore-based marketing firm is here to raise the bar and far exceed every expectation their clients have.|
|Telephone||(65) 9372 1328|
|Review||“GMEDIA has helped us to grow in the value chain through the development of our media-marketing coverage. The team has shown they can deal with adaptability and perseverance in a fast pace environment. I recommend them highly”|
|About||Incepte was first introduced in 2005. At the time, they were nothing more than a print media powerhouse. But over the years, the company decided to venture into digital marketing and has grown to be a household name in the industry.|
|Address||57 Ubi Avenue 1, #03-02 Ubi Centre, Singapore 408936|
|Telephone||(65) 6513 8528|
|Review||“Very glad to have met Michael and worked with his team. Highly responsive, efficient, accountable, very knowledgeable, and assuring. 5 stars experience.”|
|Address||573 Pasir Ris Street 53 #02-28 Singapore 510573|
|Contact|| Tel: (65) 8188 4047 |
Email: [email protected]
|Review||“Been engaging Jamie from DAA for many months now for social media management for Heartland Rehab. Their work delivered is always on point, professional and reliable. Although initially hesitant on the value of such services, Jamie has exceeded our expectations and we are proud to say we have a much stronger social media presence thanks to her. Keep up the great job! Highly recommend to all SMEs!” -Balaji Prem Chand|
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