Social listening is one of the key tools in any company’s marketing kit. By gathering real data and insights into consumer behaviour, brands can learn to forge powerful connections with their audience. Building these connections allows brands to provide the services and answers to questions that your audience is looking for. When used properly, social listening is a tool that empower brands to make real connections with their target audiences.
What is Social Listening?
In essence, social listening is simply the process of monitoring social media channels for mentions of your brand, its products, and your competitors. Social listening lets you cash in on opportunities to track, analyze and respond to online conversations, mentions and reviews about your brand on social media – and other digital channels.
Think about it. Imagine you’re the proud owner of a cafe, and you serve different kinds of treats and beverages all day long, day in and out. While you’re working you can usually hear your customers talking. Most of the time they’ll talk their day, swap stories about their kids, or gossip about their next door neighbours. They also talk about the coffees you’ve served them, and the cakes – trust me here, I’m speaking from experience – and what they say isn’t always what you’d like to hear. You might hear that they absolutely love the chocolate-raspberry cake and that the coffee is the best in town, flattering right? That means you’re doing something right. If the person sitting across from them steals a bit of their cake and agrees with them, you’ll know it’s not an isolated opinion. Your chocolate-raspberry cake is a winner.
But what happens if you overhear something less flattering? What happens when you hear that the coffee is bitter and burnt and the cake is dry and has no flavour? What happens if you overhear that conversation from more than one person? Then you have a problem right?
Wrong. You have an opportunity. An opportunity to improve something that your customers – your audience – is not enjoying about your product or brand. Armed with this new information you can now make a change to improve your products and/or services.
Why is it important?
Social listening lets brands gather information and insight into their audience. Without that data, we can only base our actions on assumptions and guesswork which is not a strategic way to get ahead in life. In business – as in our personal lives – if we don’t listen to what our audience wants, we won’t be able to connect with them. Without connections there’s no way to influence or reach them. Connections drive all marketing, and without them the entire company will suffer. By building on the opportunties that social listening data offer, you can strengthen your companies and grow your brand strength.
15 Social Listening Tools worth checking out
HubSpot Social Media Management Software
Social listening is a spectrum, an insights-generating tool that can help brands understand their target audience, customers, and competitors. It provides real information into what people are saying – and, by extension, feeling – about your products and services as well as the brand in general. Social listening brings brands and their audiences closer together, and lets people know that companies really do actually care.
Welcome back to another edition of #2Steamstories! We’re glad that you’ve been enjoying this series of short interview articles where we get to know more about the 2S family members.
From internships, UI/UX design to content marketing, #2Steamstories aims to help everyone understand more about life at an agency. We also hope to provide insights into the each specialisation and encourage aspiring marketers to join this dynamic and exciting industry.
In this edition, we have with us John Tan, who’d be sharing with us his journey as a content and social media marketer. In 6 questions, let’s uncover what it’s like to work with social media and learn what it takes to connect and engage customers in this digital age.
Hello everyone! I’m John, also known as the unofficial bro in our team. It all started with a casual remark from one of our clients and this title has been conferred to me since then.
I’ve spent most of my life living overseas in China, Hong Kong and the US. I completed my degree in Sports Management from Drexel University in the US back in 2015. Many think that it’s a coaching-related degree, but it’s really a business degree with an emphasis in the sports industry.
Since moving back to Singapore, I’ve worked with several global brands such as Oakley and Lenovo on social media management, content creation/strategy, and paid media planning. It’s been 5 years since I started working in and around social media, covering all aspects of social media from content creation, channel management, and paid media.
I am passionate about social media because it’s at the forefront of how consumers’ are exposed to content. What particularly interests me is how brands (particularly in industries of my interests – sports, gaming) portray themselves on social media to meet their needs.
What made you decide on a content marketing/social media marketing career?
Initially, I always wanted a career in sports (or sports-related field), with a particular interest in marketing. My first gig in social media marketing was for an events company, branding a zombie themed marathon online. I then moved on to the agency side, crafting my trade in content creation from copywriting to even doing some design work. Be it on the brand or agency side, what interests me the most about the role is fusing the creative/strategic processes and seeing it come to life in a campaign visual/content.
What attracted you to 2Stallions?
In my opinion, 2Stallions’ greatest strength as an agency is our technical prowess across digital platforms. When I was looking for a new role, this was one skillset I felt needed improving. Through proper mentoring and opportunities, I’ve been able to develop my technical skills tenfold to a point where I am confident to impart my knowledge to others as well.
What excites you the most about the industry?
The industry, especially social media, is ever changing. Although the basics will more or less stay the same, it’s important to keep up with trends/technical updates and see what other brands and other agencies are doing. Even when I’m casually browsing social media in my free time, it’s something I keep my eyes out for. People are on social media in their free time anyway, so this is the best time to learn what can work and what doesn’t. If these ads work on me, who knows who else they could work on.
What did you learn about yourself and the industry over the years?
Aside from constantly learning about new technical updates and trends of social media, I’ve come to learn that the real joy comes from the collaboration with my teams and our clients. Oftentimes, the reason why clients look for an agency is because they need assistance in navigating the digital landscape. Being able to guide them and teach them how social media weaves into their grand plans can be very rewarding.
What do you think is the most challenging/fulfilling part of your job?
I’d say the most challenging part is also the most fulfilling part of my job. To sum it up, it’s about keeping clients happy. What it means to be happy is not limited to the results we produce for their campaigns, but it also means that our clients are happy with working with us day to day. Over the course of my career (so far), I’ve been fortunate to build solid connections with many great people from various brands and backgrounds. These connections have been a result of developing good relationships both work wise and casually.
Get to know our #2Stallionsfamily with the #2Steamstories tag. Discover the works done by our diverse team of digital marketing professionals. Browse and download our case studies now!
If you’re looking for a content marketing or social media marketing expert, don’t hesitate to contact us.
As an inbound marketing tactic, content marketing is a budget-friendly method which will bring immense benefits for your business both in the short term and long run. It’s a strategy which is particularly effective for educating and nurturing existing as well as potential customers, targeting ToFu, MoFu and BoFu stages of customers. This is why content marketing is one of the core digital marketing strategies for bringing in traffic and encouraging conversions for any brand.
But what exactly is content marketing? And what does a content marketer do in order to reap these benefits?
Read on to find more about the job of Social Media and Content Executive Emily Ng, and discover what goes on behind the scene in an agency’s day of work.
Meet Emily- Social Media and Content Executive at 2Stallions!
Fresh out of university in 2019, Emily joined 2Stallions for her first full-time job as a Social Media and Content Executive. Since then, she has been with our agency for 1.5 years, specialising in copywriting and content creation for clients.
She discovered her passion for copywriting when she started an internship as a copywriter at a local start-up and has never looked back since. Over the years, she has written a variety of social media posts for different categories, from homeware, a fitness gym for little kids to insurance and healthcare.
A complete homebody, you will find her at home during the weekends picking up new skills such as video editing or baking. Currently, she is working on mastering a new language!
What goes on in the day to day job as a Social Media and Content Executive?
Well, as my job title suggests, I create content on a daily basis! The content I create ranges from blog articles, newsletters, copywriting (social media posts and ads), scripts for animated videos to infographics.
However, other than creating the content, there’s actually a lot of preparation work to be done. This includes content research, planning, conceptualising content and social media calendar (up to months in advance), and keyword research. It’s also essential that I keep myself updated about the industry’s latest trends by reading up various marketing magazines and data reports such as Think with Google.
These are the foundational work needed to be done, to ensure I’m aware of the current trends to produce content that is engaging, interesting and relevant for our clients’ targeted audience.
As a content creator, I also get to work with other teams in the agency. Two teams that I work closely with include the SEO and Creative team. The SEO team ensures that my content has higher visibility in Google’s search engine. I also work with the Creative team to discuss and align the art direction for a particular project.
Another important aspect of my work includes conducting weekly brainstorming or meetings to refresh the existing content plan. All of these are essential to help our content remain timely and updated.
Why do you think content marketing is important and relevant for businesses these days?
In my opinion, content marketing is extremely relevant these days.
Think about all the times we want to make a purchase or find a restaurant “near me” whenever I’m on the go. What is the first step we’ll do before making a decision?
We’ll almost subconsciously whip out our devices to do a quick search on the product or place that we are interested in. We’ll look up reviews, listicles and take a deeper dive into a particular company’s website. As a habitual instinct, conducting research is the first step we make before any purchase decision these days.
We’re so reliant on search engines that brands need to produce content around what people are searching for, such that you can increase awareness and generate leads for your product or service.
Was it difficult for you to work in a field that was outside of your degree specialization? Any advice for fresh graduates who’re open to exploring different career paths just like you did?
After my short stint in a copywriting internship, I knew marketing was a field I was passionate about. However, finding a full-time job in the marketing industry was a little challenging as my degree was not in communications or marketing.
Fortunately, I took on several internships and part-time jobs during my university days in copywriting. This proved to be beneficial as the internships helped me gained the experience that most marketing employers are looking for.
For those who are open to exploring different career paths, I definitely recommend going for internships to obtain the experience first. Make sure you do your research and find a company in the industry you’re interested in. Before choosing a company, it’s important to understand the company’s culture and work environment. The ideal internship should provide you with ample learning opportunities and good mentoring. Otherwise, it would be a wasted internship as you’ll obtain little value that could benefit your career pathway.
Other than internships, do also consider self-learning and upskilling. There are also many learning tools out there such as Google Skillshop or Udemy that can help you gain relevant and important skills. At the same time, you will also learn and understand the industry better.
You must equip yourself with the knowledge and skills as this will give you an edge during your interview process. Most importantly, don’t feel disheartened when you get rejected by a company. Take it as a learning process and never give up! (I also faced several rejections myself!)
As a writer and content creator, were there times when you experience content fatigue or faced writer’ block? What do you do to help yourself get out of the rut?
Definitely. During such times, I would remind myself to take a short break, walk around a little and try to stop thinking about that particular project. Alternatively, I would also browse through social media to take my mind off the project. Doing so helps me to refresh my mind which is great when you’re feeling overwhelmed or uninspired.
During the Circuit breaker period (working from home), I’ve also come to learn that taking timely breaks is extremely important. If you overwork by forcing yourself to produce content for… let’s say 5 hours straight, you are not going to produce quality work that you or your clients want. In fact, if you take small breaks in between the day to recharge yourself, you can produce better work as your mind is in an optimal state to think creatively and write effectively.
Is it true that an agency life is work without play?
Sometimes when you are handling multiple projects, it can get pretty time-consuming. However, agency life is really not work without play. At 2Stallions, we encourage everyone to work hard and play hard! We have a relatively young team, so it can be pretty fun in the office at times!
Our agency also emphasises on the well-being of its employees. That is why we have regular video calls to catch up with one another, to ensure everyone is coping well with the current situation. I’m grateful for my supportive colleagues who’re always ready to help whenever I’m feeling overwhelmed at work. When things get tough, I know that I will always have my team to fall back on.
Contrary to common belief, the job of a Content Creator goes beyond writing articles. Content marketing has moved past blogs and now encompasses so much more. With this article, we hope that you have a better understanding of what it’s like to work as a content creator . Feel free to connect with Emily if you’re curious to learn more the work we do!
Social Media Marketing Has Revolutionized The Way Marketers Communicate With Customers
Over the past 20 years, social networks have changed the fundamental ways in which marketers communicate and interact with their customers. Due to the power of social proof and its high engagement, social media has risen to become one of the must-have marketing channels for many brands.
That means taking on a dynamic approach with your social media marketing strategy.
What Is Dynamic Content?
Dynamic content refers to content that changes based on data,
behaviour and interests of the users.
Different social media platforms have a different set of demographics, interest and type of content consumption. Therefore it’s essential that marketers tailor their social media content to suit each platform’s users.
The Components Of Dynamic Content On Social Media
A dynamic approach can be applied to both content and paid social ads
(including retargeting ads). Whether it’s content or
paid ads, the type and presentation
of content will have to change based on the behaviour and interests of the
The key is customization and personalisation.
Dynamic Paid Ads
paid ad campaigns, the most common practice is to customise
blocks of tailored content (ads) that are displayed on
social media according to the rules for particular subscriber groups.
When marketers create retargeting ads, they can choose to target a group of customers who are most likely to convert (for example, customers who have left items in the cart or have browsed your site previously).
Creating a Facebook Dynamic Ad
When you create a dynamic ad,
choose assets that make sense together when combined. You can choose up to 30
assets for your dynamic creative ad.
Draw attention to
your image with movement/ formats
Dynamic Monthly Social Content
Using insights gathered from your social media channels, marketers should also plan their monthly social media calendar according to their customers’ interests and purchase intent. These can be gathered using the page insights function that all your social channels will have.
Tips for planning your social media calendar:
is a method of dividing your visitors into specific groups and customizing both
your content and the user experience for each segment. You may refer to
on creating a customer strategy to segment your target audience.
Collect Relevant Data
consumer insights based on the products that the user has been looking at.
Adapt Your Branding /
Change the content type and style based on all the data that has been collected thus far.
How Dynamic Future-Proofs Your Social Media Strategy
A one-size-fits-all social
media content won’t cut it anymore.
Your customers are
increasingly demanding. They expect their interactions with businesses on
social to be tailored to who they are, their goals and their needs.
For marketers to maintain a
competitive advantage, they must adopt a strategy that is flexible enough
to reach their customers at multiple touchpoints.
That is why we recommend a dynamic strategy which will deliver long-term value and drive social ROI for any company.
A dynamic Approach Optimizes Your Content to Drive Conversions and Sales Faster
Dynamic content is your
first step towards better audience
targeting to bump up social ROI and achieve business results for your
It is a
versatile and cost-effective strategy which
will help businesses receive the most return on ad spend.
dynamic approach, marketers are optimizing content which will appeal to their
existing and potential customers.
With dynamic ads, you can:
Reach more customers: Show people items that are tailored to their interests,
regardless if they’ve been to your website or app
Complete the sale: Dynamic ads retarget your website or mobile app
shoppers to remind customers of items they’ve left in their shopping cart
Find new potential
shoppers: Using a function known as broad
audience targeting, you can reach new
people who’ve expressed interest in your products (or products similar to
yours) even if they haven’t visited your website or app yet
Save time on creating
ads: Marketers just need to create an ad template that
automatically uses images and details from your catalogue for products you’d
like to advertise
As a result, dynamic ads help quicken the conversion process and increase conversion rates because
you are targeting customers who have the greatest probability to buy from you.
Rather than incurring a huge ad spend on a general audience, marketers will achieve better results with the least possible amount of ad spend by selling to customers with the highest purchase intent, across all the stages of the marketing funnel.
Anaconda Stores Case Study – Examining a Successful Use of Dynamic Ads
Anaconda Stores* is an Australian
camping and outdoor adventure retailer. Started in 2004, Anaconda’s mission is
to inspire and equip Australians with the best value and broadest range
of outdoor adventure and sporting products.
The company ran a campaign during the highly competitive winter sales season when there are many local retailers promoting snow gear and related accessories to Australian consumers.
featured a mix of lifestyle photos and videos that showed people in action
(camping and skiing). In the ads, there were also clear call-to-action buttons
with a clear offer “40-50% off” to highlight the promotion which encouraged
customers to click on the ad.
The campaign was also targeted to Anaconda’s Adventure
Club members using Facebook Custom Audiences. This allowed Anaconda to measure
offline sales through loyalty club sales data, and online sales using Facebook
campaign successfully drove online and offline sales during one of the most important times of the year
for outdoor retail. Within two months,
the retail company experienced
a 16.8X incremental offline sales and a 17.9X return on ad spend.
*Anaconda is not a client of 2Stallions. To learn more about 2Stallions’ successful social media campaigns, head over to our case study section and download our FREE case studies!
steps we’ve provided for you to create a dynamic strategy is relevant for
Facebook and other social media channels. Feel
free to adopt any of the tips we’ve provided and get started on creating your
own dynamic strategy today!
The content in this article is part of 2Stallion’s #SPEAKEASYASIA
webinar: Creating A Dynamic Social Media Strategy. If you’re interested to
receive the slides of the webinar, feel free to reach out directly to Anish and he will be in touch with you shortly.
To stay updated on our latest events, head over to our #SPEAKEASYASIA website
for more information.
With more than half the world’s consumer going online, any business owner should also consider going digital. After all, marketing is about finding the right audience at the right place, and at the right time. To do so, you’ll needdigital marketing.
If your company is new to digital marketing and wants to learn more about what a digital marketing agency does, here are some of the must-knows of digital marketing.
What Is Digital Marketing
Marketing is all about using data to realize marketing objectives. It is the art of using consumer insights to
formulate marketing strategies targeted at particular groups of customers
Digital marketers leverage digital channels such as search engines,
social media, emails and websites to help their clients connect with existing
and potential customers. They then proceed to collect data gathered from
these digital channels (such as checking the number of impressions or likes on
Instagram) and Google Analytics to plan their marketing strategy.
The advantage of using data to sell online is that it allows companies to make calculated
marketing decisions. Knowing who to target and where to sell online gives
digital marketers the ability to estimate budget spend for a certain set of
Return Of Investment (ROI) goals.
Whether it’s inbound marketing or digital marketing for clients, common KPIs for digital marketers include increasing brand awareness, lead generations and conversions across different digital marketing channels.
What does a digital marketer do?
Digital marketers have different specializations, but they often work together as a team to make a campaign succeed with their ROIs. Some of the different departments include:
A design team to make the creative assets
A copywriting team to write the ads
A performance marketing team to create and manage paid ads
To give you a better understanding, you may refer to the diagram down. The chart shows you the various aspects influencing a website and or mobile app, plus the array of digital solutions a digital marketing agency could offer to improve those aspects.
For example, a Search Engine Optimization (SEO) Manager is responsible for overseeing the performance of websites and web pages. The manager optimizes websites by conducting regular website audits to identify technical issues to be fixed. He or she will also do regular keyword research to rank the site for certain keywords, so as to boost the position of a website (ranking) on Google’s search results page.
On the other hand, a content marketer is in charge of content marketing. He or she focuses on content development and content distribution. Examples of content creation include writing articles and electronic direct mails (EDMs) that represent a brand’s story to connect and engage with the target audience.
The content marketer often tracks web traffic
using Google Analytics and also conducts keyword research in order to know the
kind of content readers are looking for.
Performance marketers or advertisement specialists are also critical to many marketing campaigns. These are the people responsible for social media marketing (social media ads) and also search engine marketing (Google’s display ads).
You may also have heard of pay per click or click-through rates. These are some of the metrics used by performance marketers who allocate and manage budgets meant for paid ads. Using data from Google such as quality score, they ensure that ads are paid at the lowest cost possible.
They also make sure that ads are shown to the right target audience to increase the likelihood of customers clicking on the ad and buying a product online (increasing conversions online).
Digital Marketing Is A Crucial Part Of Any Business Strategy Now
marketing is more in demand than ever, especially in times of COVID-19 when everyone is
shifting online. The outbreak has been a
catalyst for change in consumer behaviour as well as marketing strategies. Consumers and businesses alike are turning to the
internet as countries are keeping people at home to minimize the spread of the
Companies with digital solutions can easily answer
customers’ queries online, rearrange budget spend or switch their ads’ targeted
audience. Growth strategies can also continue as these companies can refocus
investments from offline to online, rather than to stop investing totally.
Amidst this period of uncertainty, only one thing is clear. Digital marketing is likely to be a critical part of any company’s business strategy in the future. It is also evident that digital marketing is crucial for any company to remain adaptable for any market situation. The firms that cannot adapt digitally are likely to be left behind.
Now that you have a better understanding of digital marketing, it is
time for you to consider how your business can transform digitally too. If
you’re interested in making a digital marketing campaign for yourself or need
advice on digital marketing, contact us.
To stay updated about all things digital marketing, subscribe to our
During the days of TV’s dominance, everyone couldn’t peel their eyes off the screen when a program was “live.” People did so because they didn’t want to miss out on a once-in-a-lifetime experience. In addition, they wanted to be the first to know what would happen, something we know as FOMO (Fear Of Missing Out).
Today, anyone can do live streaming. Social media networks such as Facebook even highlight your profile and send your network a notification that you’ve gone live unless the function is turned off.
Nowadays, marketers consider it a powerful marketing tool. In fact, the biggest brands have used it to successful ends, just like GE’s Periscope drones when the app was still independent of Twitter for #DroneWeek.
The five-day-five-episode live event allowed audiences to feel the scale and impact of GE’s drone technologies. Their efforts helped them gain 3.22 million video views, 50.6 million impressions, and a total of 84.7 thousand live stream viewers per episode.
Live streaming is not just a fad. It’s here to stay and can be your ultimate tool for social media marketing success. Just look at the infographic below:
More people love to watch rather than read. In fact, 80% of customers would rather watch live videos about a brand than reading posts. In addition, a continuous stream of text and image updates in social media can create fatigue for your audiences and your message gets lost in the clutter.
With live streaming, brands are able to show events as they are happening and capture the essence of the moment. With the power of smartphones and the Internet, it is possible for a single correspondent to give the full details of the live event. People are able to witness for themselves what is happening instead of receiving second-hand information via an article written later that leaves out a few details to make it more succinct.
The reason for the audiences’ unfaltering attention is because a video is an engaging format. One of the reasons why video is compelling is that the human eye is naturally drawn to movement. People are drawn to motion and familiar nuances such as a person conversing and relaying events as if they were at the event itself. It also makes use of audio, which is easy for people to understand and follow what’s happening. Here’s how to add audio to video and create a more unique experience for your audience.
2. Easy Opportunity-Based Production
About 41% of people in social media watch live events featuring breaking news stories. While most people are watching funny or entertaining live videos such as gaming conventions or live comedy events, most people will watch content similar to flash news. For example, it can be the launch of a new satellite, the wedding of a royal family member, or the unveiling of a brand’s newest product in a gigantic press conference.
If your brand has a new product it needs to launch, audiences who follow your page might consider it value-adding because it concerns their interests.
According to Marketing Profs, there are over 2.67 billion social media users in 2018 alone. Millennials aged 20-35 years old spend more than eight hours a day browsing through social media. As a tech-savvy generation, Millennials love the idea of live streaming with 63% from every social network watching live content when they receive a notification.
If your brand appeals to Millennials, then leveraging on live streaming is important to improve your social network presence and overall brand recognition. In fact, 42% of Millennials know how to create interesting live videos themselves making it a great channel of communication between brand and audience.
Influencers have made their careers through short videos. Their communities love watching their content. Niche-recognized influencers not only receive free products to review and endorse, but also grab the opportunity to live stream events whenever possible because they have a wide reach. Influencers bank on their personality to expand their communities and live streaming is one of their best tools to do so.
Therefore, a single strong-personality host for any brand’s live stream is enough to drive traffic. If this individual adds value to their audience, then they present the brand in a positive, entertaining, and reliable light.
Remember FOMO? Majority of social network users have it. Just like at the height of television networks, missing a particular live event means you’ll have to wait for someone to tell you what happened and it’s nothing like seeing it for yourself. Live streaming, which sends notifications to audiences, initiates this particular feeling all over again, compelling audiences to tune in “RIGHT NOW”.
For example, a global audience means that not everyone would get to attend a particular gaming convention where new games are announced. With their fear of missing out, they will turn to social media for live coverage on the event such as on Facebook, Twitter, or others services such as live stream giant Twitch, which has over 10 million daily users.
6. Authentically Interactive
Social media videos allow users to watch content and consume it fully. However, if they have questions about particular topics, they can only make a comment or reply on the page. This form of communication is still an effective brand-building tool, but with live streaming, there’s an extra value-adding rapport created.
Live streams allow hosts or social media agents to respond to real-time messages that audiences send regarding the event, making the interaction between brand and audience more authentic. This allows them to answer questions, create discussions, and find value in the brand. It establishes rapport between you and the hundreds of thousands watching your brand’s live stream quickly.
Live streaming is an excellent tool for brands aiming to expand their reach and create value-adding communication with their audience. While live streaming is useful only in moments such as breaking news, product reveals, how-to-guides, and conferences, it has enough value that urges hundreds or even thousands of your audiences not to miss out on a unique or once-in-a-lifetime event. If you need help with this, feel free to contact us (we’re very friendly!) or you can also check out our social media marketing services here.
Many people use social media in Southeast Asia. In fact, this region has the highest compared to the rest of the world. Southeast Asia’s social usage is at 51% more than the global average of 39% according to the 2018 Global Digital Report done by HootSuite & We Are Social. It also reported that more users are also accessing social media via their mobile devices with the number of monthly active users growing by 19% year-on-year.
It is no wonder then that Chief Marketing Officers are recognizing the power of social media marketing (SMM). According to The CMO survey, SMM budgets can increase from 11% to 24% by 2020. Data from the survey also suggests that 22% of SMM activities will be outsourced.
Data from advertising automation platform Nanigans indicates in its report (PDF) for Facebook Marketing Partners shows Southeast Asian companies who had used Facebook’s paid advertising campaigns have seen a 96% click-through (CTR) rate.
Social media is a free tool. It was once used to demonstrate a “small world” connection between people and their new and old friends. Now, it has become an affordable avenue for publication, advertising, and marketing. Social networks can also create complete marketing funnels from Awareness to Advocacy if used for lead generation efficiently.
If you want to create an effective lead-generating social media campaign, then just keep in mind these steps.
Five Ways to Tweak Your Social Media Campaigns To Improve Your Presence and Leads
1. Create Viral-Ready and Value-Adding Content
You use the Internet to look for the best places to eat in a city foreign to you. In other cases, you use the Internet either to know a bit more about certain topics or for in-depth research. To integrate your content marketing efforts with your social network marketing and advertising, create content that adds value to consumers. These have the strongest likelihood of turning viral in social media.
Viral posts in social media tend to have the following characteristics aside from adding value:
A theme everyone can relate to
Displaying uncommon talent
Provide a rare experience
Tips and ideas will always be value-adding content. However, any excellent deal that gives the customer an advantage is content that is viral-ready as long as it can deliver on its promises.
Singapore’s Scoot, a low-cost carrier brand similar to AirAsia and the Philippines’ Cebu Pacific is one example. In 2016, it launched its “Minute to Wing It” campaign.
The campaign was to simultaneously celebrate its second year in business and create an excellent opportunity for promotion by using one-minute videos that asked audiences questions, which ranged from the number of people they can spot in a certain photograph to fun facts and trivia that can be searched online.
Participants who answered quickly received SGD2,000 in travel vouchers daily. Those who won in all their short video campaigns received the grand prize of two airline tickets for any destination the company covers.
4. No Site Downtime (For Both Social and Company Sites)
This comes as a no-brainer. All social networks including Facebook, Twitter, and Instagram are reliable networks with no downtime. With just a click of a button, your post is immediately shared with your audience. However, there are tools available out there that can help you schedule posts if you’re planning content in advance.
With no downtime, businesses should ensure that their pages with linked content also do not have any downtime. While social media can drive awareness and even high traffic to your site, an unpleasant user experience because of a server downtime can drive away potential conversions.
5. Analytics To The Rescue
Lastly, make sure that you have Facebook pixels (if you are linking back to your e-commerce site) and other analytic tools ready at hand. Nothing is more difficult than making false guesses about the performance of your social media posts and engagement. Studying and interpreting your analytic data correctly allows you to develop content that is informative, engaging, and capable of becoming viral.
Make sure to perform A/B tests based on information you gather on a regular basis. Some social media content can turn stale even after just three days of usage. In this light, make it a point to perform regular checks and updates where necessary for all your campaigns.
Social media is undeniably a powerful tool for business marketing. With millions of people active in each country at every minute, your marketing and advertising efforts have the strongest chance of succeeding. By taking note of these five, you can create a compelling campaign that can help you generate leads and improve your conversion rates.
However, understanding the analytic information your tools collect can be difficult at first. It is important to spend time performing A/B tests on your new promotional material to tweak your strategy for the best results. To help hasten the process and ensure your investments double their returns, it would be best to consult professionals with experience in interpreting, analyzing, and providing insight into your future campaigns.
If you’re still looking for help with your business’ social media strategy, 2Stallions can help! Drop us an email or contact us here.
Know other ways social media marketing is helpful in generating more leads for your business? Share with us in the comments section.
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 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 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 effort 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”.
Twitter’s technology identified negative tweets about beauty and body image. The Dove account then sent responses about confidence, optimism and self-love.
3. IHOP: IHOb
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.
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 to 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 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.
Need help with your social media marketing efforts? We got you covered! 2Stallions can assist you throughout the entire process. We perform social media audits to optimize profiles and help with content strategy, execution, quarterly review and tweaking.
Have you had a conversation with your digital marketing agency about content marketing lately? You probably encountered topics you do not quite understand. Sure, you understand that content marketing is important for your digital strategy, but how much do you really know?
When it comes to content marketing, you have to research your audience, create an efficient and feasible strategy, and execute your campaign on multiple platforms. It’s a lot to manage for most marketers.
Content marketing is a learnable skill, but unfortunately, it is not something being taught formally in universities. In fact, 82% of digital marketers gained knowledge on the job. So, let’s kickstart your content marketing self-learning journey to help you keep up with your agency.
There is a ton of material available for you to learn this. Here are the three most effective ways to do so in this day and age.
Podcasts, when done right, can be a useful, and easy to consume learning tool for people who are willing to give it a chance. Back in 2014, The Washington Post published that podcasts subscriptions have reached over 1 billion and attract over 75 million monthly unique listeners. Recently, even big brands such as GE, Slack, and Virgin Atlantic has started integrating podcasts into their marketing strategies.
With so many podcasts available today, which ones are worthy of your precious time when learning content marketing? We’ve narrowed down the list of podcasts that are easily digestible, fun, and educational.
This Old Marketing Podcastby Joe Pulizzi and Robert Rose – this podcast is a must for every person who wants to learn more about marketing. Each podcast is quite long (60 minutes) but broken down into three parts, so it is easier to consume. You learn the latest news in content marketing and samples from the past. Learning points are discussed, and content marketing questions answered by Joe and Robert.
The Superheroes of Marketing by Alisa Meredith and Kelly Kranz – small and medium-sized businesses can get a kick out of listening to these two marketing superheroes. The podcasts will help you learn from real-life experiences of business owners, project managers, and marketers. They tackle a broad range of topics such as effective marketing strategies, lead generation, and even relationship building.
The Mad Marketing Podcast by Marcus Sheridan – It began as a pool selling website, but Marcus Sheridan discovered the magic of doing content marketing and created a tremendously successful business. He is very passionate in talking about how he built his business from the ground up and the lessons he learned along the way. Each podcast usually features marketing leaders, discusses different marketing principles, and a question and answer portion.
#2 Online Courses
Thanks to many online platforms, modules, and lectures can now be accessed anywhere in the world, even in the comfort of your own bed! Content marketing certainly has plenty of courses to choose from. Here are the top 3 courses from our perspective:
Content Marketing On Steroids– this paid online course was created by 2Stallions and tackles everything you need to know about content marketing. You have the option of learning from an e-book, video lectures, or even one-on-one coaching through Skype. The course videos are also cut into small, digestible segments, to make it easier for students to learn topics. If you are looking for the best results, you should definitely check out this course.
Hubspot Content Marketing Certification Course – is a free beginner course that will teach you the basics of content marketing. There are ten classes in this course that can be finished in as little as 4 hours. At the end of the course is a 60 item test. If you pass, you will get a Hubspot certification proving your content marketing mastery.
Content Marketing Training Course– is a 25+ hour online course that tackles content strategies and tactics for businesses whether it is B2B or B2C. The course will also teach you how to achieve your marketing objectives by formulating your own content strategy. It is a bit more advanced than the two courses mentioned above.
Bits and pieces of material is a good way to start learning, especially if you are finding it hard to commit time. Guides are also beneficial for people who are looking for specific knowledge when it comes to a particular topic. These are some of the most interesting guides online:
Content Marketing – The Free Beginner’s Guide– whether you know a lot or know very little, this guide will help you in all aspects of content marketing. The guide is broken into nine different chapters making for an easily digestible read. It even boasts of a cartoon in every chapter to make sure that readers do not get too stressed out and intimidate while going through the guide.
The Advanced Guide To Content Marketing – don’t let the word “advanced” intimidate you. The guide is engaging for beginners and experienced marketers alike. Since it is divided into several chapters, it’ll be easy for you to jump into topics relevant to your business. However, I strongly suggest you read the whole thing to gain full knowledge about content marketing.
The Beginner’s Guide To Content Marketing – if you are really pressed for time, this guide is for you. In less than 15 minutes, you will learn about the bare bones of content marketing. Some of these are advantages over traditional advertising, fatal flaws of traditional advertising, and tips on making your marketing effective. It might not be as in-depth as the other guides, but it beats knowing nothing about it.
Learning content marketing on your own takes time and a lot of patience. Luckily, there are plenty of marketing professionals who can help you with your business while you are still learning the ropes. You can also check out our Content Marketing Services if you need immediate help.
Do you already dabble in digital marketing? Chances are you have probably created your company’s social media profiles. This is a no-brainer, as social media platforms have exploded in recent years. According to Smart Insights, in 2017, there are already 2.789 Billion active social media users worldwide, so it is important to ‘book’ your vanity URLs on them before someone else does.
The same source states that social media will continue to grow in the coming years. 2017 saw a whopping 21 percent growth from the previous year. That is about 482 million new active social media users worldwide in the span of one year. Asia Pacific drives the growth with a 25 percent increase in new accounts or roughly about 303 million new users.
Saying social media has changed the way people live today would be an understatement. Of course, where there is a huge collection of people, commerce is sure to follow. Businesses ranging from billion-dollar companies to small start-ups have already taken to at least one social media platform in the hopes of cashing in on the marketing “gold rush”.
Marketers start salivating at numbers like these. However, it is surprising to note that there remains a large group of marketers struggling to even drive traffic to their websites via social media, let alone generate sales leads. If you belong to this group, fret not! We’re going to discuss the best ways you can drive the targeted traffic you desire to your website.
1. Get the social media platforms right for your company
Messing up this simple step is an all to common mistake for marketers today. There are a dozen social media platforms to choose from, and not all of them will be right for your company, nor will you have the budget or resources to target all of them.
You must have your intended target market defined before signing up on any social media platform. If you already have a dozen accounts, let the ones that will not help your company in the present moment stagnate without fear, knowing that the majority of your target market will not look for you there anyway.
So how do you decide on the key platforms for your business? First, identify your target demographics (age, location, income status, gender, ethnicity, etc.) since most social media platforms have unique user demographics.
Your target market or geography is also a major factor. While Facebook rules in countries like the United States and India, it is virtually non-existent in China, where Weibo is the leading social media platform with an average of 313 monthly active users.
Visual posts also include video, with video content set to represent 74 percent of all Internet traffic in 2017. When creating your social media posts, your visual marketing can include videos as well as engaging images like memes, infographics, comics, and of course photos.
Starbucks is a company that makes great use of visual marketing. Their Instagram page is always clear, vibrant, and represents what their brand is all about – which is not just great coffee but also a lifestyle.
Bombarding your social media page with a new post every hour might seem like an excellent idea. However, doing this can often be counterproductive for your brand. Audiences do not like being spammed by posts, with information overload being something audiences have been dealing with a lot in the digital age. You don’t want potential customers being turned off by your company because you post 20 different things per day.
If your audience starts shunning you on social media, then there is little to no chance they will direct themselves to your website. If you’re wondering what the ‘right’ number of posts is – you can start by gauging the engagement from your followers until you hit a sweet spot. There is also a study from Buffer App, based on their data, that shares the right amount of posting on various social media platforms.
Have you optimised your About Us page on Facebook? If not, head over there right now because you might be missing a great linking opportunity. Instead of just putting one general link to your website, try putting additional links to other, relevant pages on your website. For example, people interested in an attractive product or service can directly get there from Facebook while those interested in your blog can be directed to your blog page.
Also be sure to add links to your website when posting photos in the description section. The aim is not to spam your audience though. Great copy accompanied by a link to your website usually works well. Here is a Facebook post from Apple that shows how linking to your website can be done effectively.
By making a visually appealing picture of their product and encouraging their audience with a call-to-action to “learn more” about their product after a tantalising teaser about it is an excellent way to get better clickthrough rates to their link.
5. Analyse and learn from your results
Stop guessing which of your posts are working and which are not. Use the power of data to your advantage. There are powerful social media tools that can help you to manage not only multiple social media accounts but also provide detailed reports on your follower’s demographics and interactions. If you don’t have the budget, you can also analyse the data each social media platform provides de-facto these days.
Learn which posts garnered the most engagements and shares, and trace how much traffic your social media is driving to your website.
Use Google Analytics to help you determine which of your social media activity is working for your website by using a Campaign URL builder to track your clicks. This sort of insight provides you with an idea of what posts drive the best engagement and help with developing your future posts.
Drive website traffic with a strong social media presence
Marketers are continuously striving for ways to use social media to drive traffic to their websites. Simply put, the more traffic and engagement on your social media profiles, the better your chances of generating more sales for your business. If you follow the tips shared above and put in the extra time for your social media accounts, your website should be buzzing in no time. For those marketers with the budget, an agency like ours can also handle your social media accounts and get you results quickly.
Do you have any stories or experiences regarding our topic today? Then feel free to share them with us in the space below. We’d love to hear from you!