Social Media Strategy


By now, we should all have a great appreciation for the medical sector and the leaps and bounds it has had to make in the last years.

Switching from marketing hospitality to the medical industry doesn’t seem like too much of a stretch – until you think about just how much of a challenge digital marketers must have faced during the Pandemic itself!

Think about it for a moment. 

Faced with torrents of fake news, misinformation and ever-changing governmental requirements, digital marketers in this sector were forced to be faster, stronger and more determined than ever to get the right news out into the world and to the people – not just to spread the word about products and services, but to actually save lives.

In this interview, Assistant Director of Group Marketing at Beyond Medical Group, Mabel Tay tells us just how she and her team have worked to develop strategies to stay ahead of the evolving demands of this awesome industry.

Hi, Mabel, thank you for joining us in our Marketing Expert Series. Let’s kick off with a little context, please tell us a bit about yourself. How did you get to where you are now? 

I have always been interested in marketing for the service industry and graduated with a double major in Marketing and Hospitality & Tourism in 2011. Naturally, my first job was in a hotel, but it never felt like it was my passion. 

I got the opportunity to switch to the medical industry in 2014 and never looked back! I enjoy implementing communication and outreach strategies to simplify medical information across marketing channels for the public.

I was lucky to be headhunted for Beyond Medical Group (BMG) in 2019, a company which has grown exponentially in the past 3 years I’ve been here.

Currently, you’re the Assistant Director of Group Marketing at Beyond Medical Group. Please tell us about the work you do.

Beyond Medical Group (BMG) is an investment holding company and healthcare collective. We provide shared services for our doctor-partners, and I oversee the marketing department. This includes idea conceptualisation, branding, communications, digital marketing and outreach for our brands.

Can you tell us about some of the most effective digital marketing strategies that you’ve implemented in recent years? Is there a strategy or campaign you’re most proud of?

BMG has always adopted an omnichannel marketing strategy for all of our entities. As the rest of the world continues to change and consumer behaviour shifts and leans into technology, we can no longer rely on dated ways of marketing healthcare. 

In the past, doctors rely solely on print, like magazines and newspapers, referral cases from A&E and other doctors, word-of-mouth from friends, and other mass marketing from hospitals. Nowadays, more people turn to the internet for healthcare solutions.

The objective is to create memorable healthcare brands by transforming how healthcare is marketed – from the point of brand conceptualisation to getting conversions and instilling trust among patients through various touchpoints. 

An omnipresence includes having a strong SEO, SEM with compelling ad copies, traffic and branding campaigns from different social media platforms, events and tie-ups with corporate and industry partners, and informative point of sales materials.

A couple of the fun initiatives we’ve started are short-form edutainment videos on Tiktok, and “My Grandma Also Know”, a series of long-form edutainment content on YouTube. Give us a follow! 

The world has changed in the last few years, with the Pandemic and the shift in the economy, how has Beyond Medical been impacted by these changes?

Economically speaking, healthcare is relatively pandemic-proof.

In terms of consumer behaviour during the pandemic, we saw an increase in people looking up medical information online. This works hand in hand with BMG’s direction in providing people with educational content to help them make informed healthcare decisions. 

More than ever, patients have taken more ownership of their healthcare — there’s been a growing need to take back their healthcare journey and educate themselves on what to do and how to do it. 

How did the developments over the last few years affect your strategies? 

In today’s era of information overload and shrinking attention span, creating relevant content is more important than ever.

In the past, much of the content was on social media like Facebook and Instagram. Right now, we need to explore other platforms like Tiktok, Lemon8, etc., to continue reaching out to a bigger audience or a different demographic. 

The top funnel approach microcontent on social media platforms has to be lighthearted and easy to digest. Getting our doctor-partners involved through storytelling and short-form videos is a powerful way to position them as leaders in their speciality of expertise. This will make them trusted advisors in the eyes of patients.

In your opinion, what are some of the biggest challenges facing marketers in your industry today?

  • Ensuring compliance: Healthcare marketers in Singapore must comply with strict regulations and guidelines set by Ministry of Health. These regulations can be complicated, and staying up-to-date and ensuring that all marketing efforts are compliant can be challenging.
  • Leveraging digital platforms: With the increasing use of technology, healthcare marketers must adapt to new digital channels to reach their target audience. However, the digital landscape is continuously evolving, and it can be challenging to determine which channels are most effective for different audiences.
  • Balancing personalisation with privacy: Consumers expect personalised experiences, but healthcare marketers must also protect patient privacy.
  • Retaining interest: Keeping consumers’ attention in today’s information overload era is also a significant challenge facing healthcare marketers. With the abundance of information available to consumers, it can be challenging to grab and keep their attention.

Where do you see the medical and healthcare sector heading in the next five to ten years?

The medical and healthcare sector continuously evolves and adapts to new technologies and trends. Here are a few potential developments that could shape the industry in the next five to ten years:

  • Increased use of telemedicine: Telemedicine has gained traction in recent years and is likely to grow in popularity. It provides patients with remote access to healthcare services and is especially useful for those in a foreign country.
  • Emphasis on preventative care: Healthcare providers increasingly focus on reducing healthcare costs and improving patient outcomes. This approach includes regular check-ups, lifestyle modifications, and early intervention for chronic conditions.
  • Growing role of artificial intelligence: Artificial intelligence (AI) has the potential to revolutionise healthcare by improving diagnosis, treatment, and patient outcomes. AI can help healthcare providers identify patterns and insights that may not be visible to the human eye.
  • Greater emphasis on mental health: Mental health has gained more attention in recent years and will likely continue to be a focus in the healthcare sector. This includes integrating mental health services into primary care and using technology to support mental health.
  • Greater national emphasis on primary healthcare: The Ministry of Health (MOH) Singapore plans to implement their Healthier SG Strategy, which entails major reform of the healthcare system with the intent to improve physical and mental health, promote well-being and reduce health inequality across the population. This also means stronger symbiosis between primary care providers (GPs) and secondary care providers (Specialists).

Do you have a motto or strategies to keep yourself motivated?

As the old adage goes: “Tough times never last, but tough people do”. As cliche as it sounds, having grit makes one different. I remind myself to keep positive when presented with challenges.

Mistakes are inevitable, but how do you prevent yourself from making the same mistakes and improve your situation in the future? Every challenge should always have a takeaway. 

Any advice you’d give to aspiring marketers? 

  • Great ideas don’t happen by staying in your comfort zone. Be inquisitive. The desire to innovate and identify new trends will set you apart from other marketers.
  • Be relevant. Keep up with industry news by following digital marketing sites and key influencers on social media. An understanding of current online behaviour will allow you to keep up with the latest industry changes. 
  • Work smart. Be flexible. Be humble.

It’s been great to learn more about you and your work, Mabel, thank you for sharing your experience and insights with us. How can people connect with you if they’d like to know more about you or Beyond Medical?

Thank you for having me! You can connect with me on LinkedIn here!

📈 Unleash Your Brand’s Full Potential With Powerful Medical Marketing Agency Singapore. Amplify your digital footprint and propel your business to new heights. Book a consultation today with our marketing expert.

A few weeks ago, we published the Ultimate Guide to Social Listening. In it, we explored the importance of listening to how your brands are being discussed online and how to use that knowledge to your advantage. This week we’re tackling the flip side of social listening, its better-known sibling: social monitoring. 

What is Social Media Monitoring?

Social media is the primary place for brands to connect with audiences online. Social media monitoring – or social monitoring, for short – is really the first step brands need to take to optimize their social media content. Social monitoring lets brands stay on top of things like:

  • your brand name and any common misspellings that happen to it
  • product names and how they get misspelt online
  • mentions of your primary competition
  • people searching for products in your region of focus

Social monitoring is really all about helping brands find conversations about themselves that they can become part of. It’s about raising internal awareness of what the world outside is actually saying about specific brands and products.

Why is Social Monitoring Important?

Social media has made having conversations about anything both complicated and straightforward. Straightforward because anyone can now have a conversation about anything at any time in any place – the only thing you need is access to a social media network. This is a double-edged sword, however, as it’s also made the digital sphere a very loud place where finding exact information can be tricky, especially if you’re not keeping an eye out for it. 

For companies, social monitoring provides an avenue for just that – the opportunity to interact with customer pools about brands and products.

If you’ll remember from our social listening article, social monitoring focuses on social media channels, which is an important distinction from social listening. It allows for a narrower field of vision that can let you make specific decisions based on each individual social media channel.

Let’s say for a moment that you’re in the fruit juice game. You offer a variety of different products. One of the things social monitoring allows for is to let you know what sort of conversations are being helped about your brand, and only when you’ve been tagged in a Facebook post or Tweet. 

Social media monitoring tracks the key phrases and terms important to your company. It can pull that information out and thus arm you with the right context and information to make your next move. As a fruit juice brand – for instance – you might notice that a lot of people are talking about your Mixed Berry Juices on Facebook, but on Twitter it’s your Low-Sugar Citrus Blends that are making waves. What’s with that?  Social monitoring gives you that insight.

Monitoring mentions and conversations about your brand is a lot like picking up the phone when it rings – it’s all about having an interaction with your customer. it is essential to your brand’s communications pipeline.

How do you get the most out of Social Media Monitoring?

Okay, it’s clear that social monitoring is useful – essential – to making the most out of your digital presence, but how do you go about setting it up? Here are two simple steps to get you started:

  1. Centralise your Social Media Channels
    Depending on your digital strategy, you’re likely going to have more than two social media profiles and channels in your toolkit. To make your life easier, it’s useful to bring all your social media profiles into a centralised location – a social media marketing tool like Hootsuite, Buffer, SproutSocial, or eClincher, for example. There is a solution to fit every budget and every requirement, so have a good look around before you pick one.

    Having all your social profiles centralised will give you better oversight of all your social activity – plus it’ll make your content scheduling and organizing a lot simpler!
  2. Setup Alerts
    Your next step – or you first and only if you choose to skip the centralisation step – is to set up alerts for yourself. To start with, set up alerts for your brand and product names and handles, and any common misspellings, acronyms, nicknames, or abbreviations associated with them. You’ll also want to add in some alerts for your primary competitors and some industry-adjacent terms that may be relevant.

    These alerts will help you and your team stay on top of the general conversations being held about your brand on social media, and also enable you to head off any bigger issues like complaint handling or HR.

Wrapping Up

Social media monitoring is an essential tool to add to your digital kit, helping your brand stay on top of ongoing conversations and perceptions on social media. The digital world is a busy place and it can become difficult to stay on top of the changing conversations being held about your brand and products.

2Stallions can help you get started, establish a better relationship with your target audience, and never miss a relevant conversation about your brand. Contact us today to learn more.

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The number of global social media users continues to rise. No matter your business’ size, you need a strong social media strategy to build and grow an online presence, boost sales, and improve your bottom line.

Setting up your business accounts on Facebook, Twitter, LinkedIn and other social media platforms is only the first step. You must develop a detailed plan of action so social media activity you invest in achieves its goals.

What Is A Social Media Strategy

A social media strategy is a plan that documents how your business will execute and measure all its social media marketing efforts. It outlines all necessary actions needed to achieve social media objectives.

These can be targets like increasing customer engagement, improving customer satisfaction, generating more leads, or driving traffic to your website.

A documented strategy lets you increase your social media leverage. It helps align your social media activity with business goals, and can also check each social channel, or measure specific social media campaigns.

How To Create A Social Media Strategy From Scratch

Creating a social media strategy can be intimidating, especially if you are a small business owner with stretched resources. By taking it one step at a time, you can create a strategic social media plan that benefits your business.

Get started with our eight-step plan outlined below.

1. Set S.M.A.R.T. Goals

Every great plan needs goals and your social media strategy is no exception. Without goals, it would be hard to set action plans and measure success or your return on investment (ROI).

When setting goals, make sure they follow the S.M.A.R.T. goal framework:

Specific. Be specific about what you want to achieve. Provide answers to questions ‘who’, ‘what’, ‘when’, ‘where’, ‘which’, ‘why’, and ‘how’. Identify your target audiences, social media channels you should use, and how to engage them, among others.

Measurable. Make sure there is a way for you to measure your goals. For example, if you are aiming to increase brand awareness, the metrics you could use are followers count, mentions, and shares.

Attainable. Your goals should be achievable with your resources. The more specific your goals are, the easier it will be to meet them. For instance, you want to engage 1000 people per post, this is both measurable and attainable.

Relevant. A goal should also contribute toward your long-term goals. One example of a relevant social media goal is to drive more traffic to your website. This goal benefits your audience engagement, lead generation, and website conversion.

Time-bound. All goals should be time-bound. It should follow a timeframe, whether it is one week, one month, or a year. Allocating a finite time to goals will help you complete them on time.

2. Perform A Social Media Audit

Once you have defined your social media goals, the next step is to perform a social media audit.

Your audit will give you a clear picture of your business’ current social media health. It will also help test how well each social channel is performing for your brand, and enable you to spot the gaps in your existing social media strategy.

While “audit” sounds a bit intimidating, the process itself takes 30 minutes or less. Here is a walkthrough to social media audit:

Identify and list your social media profiles. Include official and unofficial profiles and any accounts outside Facebook, Twitter, LinkedIn, and Instagram (the big four).

Create a spreadsheet and input the following elements: URL, profile name, numbers of followers, and date of your last activity.

Examine the details of each profile. After listing your social media profiles, go through each one. Check if branding is consistent, focusing on things like images, avatars, backgrounds, descriptions, etc. Update your spreadsheet with this information.

Evaluate each profile’s performance. Revisit your past goals and compare them against your social media profiles performance. Each social media platform has different metrics that you can measure. You can use Facebook’s page insights and Twitter’s Followerwonk, for example, to see how your audience has grown.

Once you have filled the sheet with these details, ask yourself these questions:

  • Is my target audience here?
  • Why are we using this social account?
  • Can this account help my business achieve its goals?
  • What are my business goals for this social media platform?

If any of your accounts fail to provide the needed answers to the above, cross them out in your checklist and focus your effort on other social media profiles that attract profitable actions.

3. Choose The Right Channels

Choosing the right channels is an integral part of any social media strategy. Do not waste time and effort across all platforms, choose only the ones that support the achievement of your strategic goals.

Let us take a look at the BIG FOUR social media channels and the business goals they support.

Facebook. This social media giant works for both B2C and B2B businesses. With nearly 1.7 users worldwide, Facebook is the perfect platform for increasing brand awareness.

It is also a great place to share video content, letting you generate high levels of engagement. Additionally, Facebook can help you monitor your competitors’ social media output using built-in analytics.

Twitter. Twitter is effective in drawing brand engagement. Its recent increase from a 140-character limit to 280 makes it easier for companies to create branded content in a single tweet.

This platform can also generate leads. Brands should take advantage of Twitter Ads campaign types to build their following and conversion.

Instagram. There is no doubt that this platform is most popular among the millennials. It is a “must-have” social channel, especially for brands investing in influencer marketing.

In fact, a survey found that 99.3% of influencers use Instagram, making it the top social network for influencers in 2018.

LinkedIn. Renowned for being a champion in lead generation, this channel can help businesses grow their networks. It has more than 500 million professionals and boasts 2x the buying power of an average web audience.

Furthermore, LinkedIn serves as the social media platform of choice for B2B marketers. Businesses can engage potential customers through sponsored content, sponsored InMail, and text ads.

4. Plan Your Budget

Social media is often used only as a free advertising tool. Paid social media advertising will increase your chances of reaching your target audience.

If you are thinking of fueling your paid social efforts this 2020, consider the following:

  • 72% of B2B marketers who use paid channels online use paid social. – Content Marketing Institute
  • 27% of internet users say they find new products and brands through paid social ads. – Hootsuite
  • The average organic reach for a Facebook post is 5.17% of a Page’s likes, while the average paid reach is 28.1% of total reach. – Hootsuite

Your social media marketing cost depends on your business goals; a common rule of thumb for B2B companies is to allocate 2-5% of revenue and B2C companies should spend between 5-10%.

Before deciding on your social spending, research your customers and check your analytics. Be realistic about your budget so you can tweak your campaign to get the best return on investment (ROI).

5. Create Audience Personas

Social media channels are the best venue for sharing content. Before you plan and create content, know first who your audience is.

This is why you need to create audience customer personas. A customer persona is the profile of your ideal customer. Personas help you craft the most impactful messaging and brand voice for your audience in all forms of online communication.

The questions ‘who,’ ‘what,’ ‘why,’ and ‘how’ can guide you in creating customer personas.

Who. Who are your existing customers? Look through your current database to define the background and demographics of your typical customer.

What. Find out what their goals and challenges are. Conduct surveys or interviews to get this information from your customers.

Why. Understand the motivations behind your customer’s goals and challenges, as well as the common issues they face.

How. How can your company and your products or services best address their challenges? Craft your content around it.

6.  Plan and Create Your Content

When creating a social media strategy, it is crucial to remain focused on content creation. Sharing blogs, videos, infographics, and other content is a perfect way to maximize your social media profiles. It increases brand awareness and drives things like website traffic, leads, and sales.

A social media content calendar helps keep track of past and future social media posts and ensure content consistency. Here are the things that your content calendar should contain:

Content categories. Remember your social media audit? You know what worked and what failed, helping you identify the gaps in your current strategy. Align your goals with what your audience wants, and plan and create your content around that.

Some content categories might be blog posts, product promotions, case studies, and upcoming events.

Date and time. Input the day, date, and time to schedule or publish your post.

Visuals. Will this post include a photo or video? List all the assets needed in your calendar to save time and stress.

Links. Add the link to the published post as well as the other resources linked in your post.

Bonus Tip:

Think of the formats that work best on the social channel you are using. Video is a fast-growing trend on all channels, especially Facebook, Instagram and Twitter. Entertaining and informative videos between 3-90 seconds drive engagement, so learn to use them to your advantage.

Research the various features unique to each social platform to best leverage it. For example, as a business, Facebook check-ins and reviews are a great way to establish your brand because people trust them.

7. Encourage Social Media Engagement

If you are starting out, it is common to see little or no engagement on your social pages. This is where your employees come in. Chances are, your employees have one or more social media accounts. If they do not have one, encourage them to sign up on LinkedIn at least.

Encourage them to link their social media profiles to your company’s main social media brand accounts. Make it simple for your employees to share social posts. You can even incentivize them if necessary.

The more your employees share, the greater your reach as you tap into their networks of friends and family. The more people that see your content, the more likely they interact with it, and the higher the engagement.

Using your employees as first advocates of your brand is part of trust-building. Their network trusts them so referrals hold more weight, thus helping others form a positive impression of your brand.

Do not overwhelm your employees: getting them to share too many company messages may seem forced. By creating meaningful, quality content people will share it more willingly.

8. Re-evaluate And Adjust Your Strategy

After implementing your social media strategy, data starts coming in. It is important to evaluate your social media campaigns and keep track of what is working for you.

Here are the main metrics to look out for:

Volume. Page likes, page views, and website traffic show how interested people are in your brand.

Reach. Reach helps you measure how far your social content is spreading. It is not only about big numbers! You need to check this metric against others to see if you are reaching the right target audience.

Engagement. Engagement measures how people are interacting with your content. The number of likes, retweets, shares, etc., shows how people engage with your profile. Engagement metrics like “reactions” on Facebook also gives insight into a post sentiment—negative or positive.

After looking at the performance metrics, adjust your strategy as needed. Make sure to inform everyone in your team about the updated strategy to make the most of your accounts.

The Bottom Line

The social web is growing, your business should make the most out of your social media profiles to skyrocket your online presence.

Create a social media strategy to make all your social networking plans and actions work parallel to your business goals.


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The growth of the Internet has provided companies with a wealth of online marketing options, including social media campaigns. Now, businesses can promote their brands on social media to increase visibility, revenue, and customer reach.

According to We Are Social’s Digital 2020 Global Overview Report, there are 3.8 billion social media users worldwide. The report also found that smartphones account for more than half of the time spent online.

This means businesses, big or small, should be taking advantage of social media platforms. It also means that it is time to transition from traditional marketing (i.e. TV ads, print ads, etc.) to social media marketing.

Unlike traditional media, social media fosters a conversation between the brand and the consumer. The audience can comment, like, tweet, share posts, and more. Not to mention that social media posts can be edited or deleted when necessary.

Keep on reading to learn more about how you can harness social media’s marketing potential.

More About Social Media Marketing

Social media marketing uses platforms to establish brand awareness. It also increases customer reach, monitors customer feedback, and does a variety of other things.

It involves running campaigns and sharing content to drive audience engagement and conversion. The major social networking services today are Facebook, Instagram and Twitter.

Each platform engages audiences in different ways. Here are the metrics used to measure engagement across the three platforms:

  • Facebook: shares, likes and followers
  • Twitter: re-tweets and followers
  • Instagram: likes and followers

What Is A Social Media Campaign

Social media campaigns are a planned marketing efforts executed on one or more social media platforms. Campaigns come in different forms such as polls, contests and giveaways, events, or podcasts, to name a few.

These social media marketing initiatives focus on a business goal. The common goals include:

  • driving direct sales
  • generating new leads
  • getting direct customer feedback
  • boosting web traffic and brand recognition
  • building a strong, engaged and loyal community
  • creating an email marketing list of engaged customers

Inspiring Social Media Campaigns You Can Learn From

Starbucks, Dove and IHOP are a few top brands that have launched successful social media marketing campaigns. Let’s take a closer look at why their campaigns worked.

1. Starbucks: Unicorn Frappuccino

As part of its 2017 Frappuccino Happy Hour, Starbucks rolled out its one-week-only, pastel-hued beverage: the “Unicorn Frappuccino”.

starbucks, unicorn, frapuccino,

Image by: Starbucks

With its limited offer period and  ‘Instagrammable’ appearance,  the drink and its hashtag #UnicornFrappuccino generated nearly 155,000 Instagram posts.

2. Dove: #SpeakBeautiful

Dove promises to deliver body confidence and self-esteem through its campaigns. In its #SpeakBeautiful campaign, the brand partnered with Twitter to show the effect of insults on people’s images.

Video by: Dove

Twitter’s technology identified negative tweets about beauty and body image. The Dove account then sent responses about confidence, optimism and self-love.


IHOP, the International House of Pancakes, flipped the last letter of its acronym upside down and temporarily became IHOb. The brand asked its Twitter followers to guess what “B” stood for—and more than 70,000 users reacted and responded to the tweet.

Tweet from: IHOP

While the name change lasted only for a short time, this gimmick increased burger sales.

Key Components Of Successful Social Media Campaigns

1. A Well-Thought Plan

Your campaigns’ successes depend on your social media strategy. Review your social media goals and identify the ‘who,’ ‘what,’ ‘why,’ and ‘how.’

Who. Identify who your target audience is. Determine ideal customer characteristics and demographics that your business can best cater to.

Shaping your audience personas will craft the right message and brand voice for your social media campaigns.

What. Find out what social media channel your business will use. Choose the ones that best support your strategic goals.

Explore the big four social media channels—Facebook, Twitter, LinkedIn and Instagram. You could also look into other platforms such as YouTube, Pinterest, TikTok, or Snapchat.

Why. Understand the motivations behind your prospect’s goals, reasons for their challenges, and the issues they face.

Once know the answers to your strategy’s whys, it would be easier for you to proceed with the how.

How. Learn how your brand, products, and services can best address your customer’s pain points.

List your audience’s choices and responses along your customer journey. Then, map out a plan that will entice them to take part in your campaign.

2. Compelling Content

Build social media campaigns around compelling content. A campaign with impressive storytelling and accessible information has a greater audience engagement.

To impress your audience, your content should be:

Optimized for viewing. Social media optimization and search engine optimization are two different things but they support each other. Here are two of the best practices that SMO can borrow from SEO:

  • Keyword Research. This technique identifies phrases and topics your target audience searches for. This way, you can create relevant content for them.

It also helps determine hashtags and phrases to use in your social media posts. Hashtags make it easier to find your content, even for people who are not following you.

  • Profile Optimization. Website optimization is a crucial step in SEO. Optimize your website and its content so search engines know what your website is about.

The same thing applies to social media optimization. Your company’s social media profile contents—profile phone, username, bio, etc.—should be complete and consistent to get the attention they deserve.

Fun and informative. People love sharing useful things on social media. These could be tips, suggestions, fun facts, and quirky stories that tackle difficult topics like science or math for example.

Make your content easily shareable to increase the chances of drawing your audience’s attention. For example, create videos that tell relatable stories or tug at your customer’s heartstrings (like Dove’s #SpeakBeautiful campaign).

Craft memorable content to boost your social media shares. Incorporate the element of surprise into your strategy, like what IHOP did with its IHOb campaign.

Short but sweet. Writing long-form content in today’s time-starved world is not always the best option. Squeeze your content into something that is easily consumed. Focus on a single topic, include a graphic or visual, and feature an enticing headline.

3. Rewarding Promotions

In website marketing, creating an email list is simple if you can offer something in exchange for customer information.

For instance, Netflix and Spotify give a “Welcome Bonus” to new registrants that let them try out the paid service for 30 days. After the promotion period, customers can decide whether to stop or continue.


You can use social media to advertise your ‘free’ product. Anything free and compelling has a high chance of going viral. Contests for high-end or high-value products are also great for promotion.

4. Thorough Analysis

Like with SEO, you must measure your social media campaigns performance through their analytics:

  • Are you reaching qualified people?
  • Are you engaging with qualified people?
  • How many of your social media fans inquired about your product or service?
  • How many of them actually become customers?

The things you can measure vary in every social media platform, but tend to include:

Engagement. This measures how many people have engaged with your social media posts. It also plays an important role in how far your posts travel (aka social media reach).

Engagement metrics include clicks, likes, shares, comments, brand mentions, profiles visits, and active followers.

Reach. Social media reach is the number of users who viewed or watched a particular content on a social media channel. Unlike engagement, this metric has no definite amount as it is only an estimate.

You can measure reach by tracking the number of followers or fans, impressions, and traffic.

Leads. A lead refers to any information that you can use to follow up with your fans or followers. It could be a name, a phone number, or an email address. This valuable item value could develop into hard leads—qualified prospects or customers.

Customers. The main objective of social media campaigns is to attract new customers. If you have found the right leads and kept them engaged, they will be more likely to buy your product or service.

By tracking customer acquisition and conversion rates, you will know how many fans made it to the finish line. Built-in analytics tools such as Facebook Insights, LinkedIn Company Page Insights, and Pinterest Web Analytics, come in handy when measuring social media performance.

Switch to Social Media

Social media is a gold mine for followers, leads, and customers. It allows businesses to increase exposure, boost traffic, and gain market insights.

If your brand is not making the transition from traditional to social media, now is the time to make the switch. Take advantage of ever-increasing social media users: launch social media campaigns to generate qualified leads and increase your conversion rates.


Transform your social media profiles from dull to spectacular with 2Stallions! Our team of social media marketing experts can help you achieve unparalleled success by creating engaging content that will captivate your audience. You deserve more than just a digital presence – connect with us to make your online brand shine.

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