Social media has progressed from a social networking tool to a strong marketing platform over time. Globally, social media has over 4 billion users. A typical social media user spends around 2 hours and 22 minutes each day on social media sites.
In other words, if used properly, those 2 hours and 22 minutes each day offer a tremendous chance for your company to raise brand awareness, increase traffic, increase sales, and improve overall conversion rates.
But what is it about social media that makes all this possible? Let’s find out.
1. Social Media Helps Grow Your Reach
One of the most significant advantages of using social media is that it allows you to reach a larger audience in a short amount of time. Reportedly, 90% of all marketers believe that social media marketing has enhanced their company’s visibility. In addition, 70% of business-to-consumer (B2C) marketers have used Facebook for successful lead generation. This demonstrates how crucial social media can be for your company.
Here’s how it works:
You have to keep your social media approach constant. This involves actions like sticking to a publishing schedule, connecting with your followers through likes, shares, and comments, and utilising relevant hashtags. This will help your brand become more visible. As a result, people will begin to recognise you and when people identify your brand, they begin to trust you as well.
2. Social Media Helps Attract Traffic to Your Website
If you want people to visit your website, you need to let them know about it first.
People won’t visit your website unless something attracts them – i.e. unless they find it organically. The issue is that organically attracting traffic does take time. So, if your company is new, you’ll need to think of alternative strategies to market and promote it. Fortunately, social media can assist you in this endeavour. The best part is that with a single click of a button, you can reach out to thousands of individuals at once. Not only that, it works for different platforms outside of social media such as, you can create amazing material for your website, blogs, video sites and share it with your audience using social media. This will help you in expanding your reach, for example, the more readers you have, the more visitors your blog will receive.
3. Makes Relationships with your Audience Stronger
Most of the time, your audience only gets a sense of your brand through the material you provide- they perceive it through the company’s lens. As a result, your audience has no emotional relationship to your business. You can leverage social media to humanise your brand for your audience. Humanizing your brand can help maintain a positive relationship between company and consumer. This will help customers connect with your company.
Most companies, for example, do not provide their behind-the-scenes experiences for their customers. Offering a behind-the-scenes look at your company might help them better understand your brand. You can use this opportunity to introduce your workers to the audience, offer them a tour of your business, or demonstrate how you work. All of this helps your audience get to know the individuals that work in your company and how things work.
Social media is no longer just about social networking. It has evolved into a huge marketing platform that can help your business grow and succeed. Marketers now use social media to generate brand exposure and leads.
Social media marketing should be a substantial part of every marketing strategy. What now? Convinced? Then make a social media plan so you can get out there and start posting! Not sure where to get started? Give us a call today.
Did you know that there are now more than 4 billion people using social networks around the world? The Internet has opened up new opportunities for everyone, from individuals to massive corporations. In one way or another, social media plays an important role in most of our lives, allowing us to connect with loved ones, research products, check quality, and share our opinions for the entire world to see.
The newer generations – young Millennials and Gen Zers – are using social media more than ever to search, investigate, and interact with brands, celebrities, and like-minded people all over the globe. If you’re looking for a ‘how-to’ chances are you’ll go to YouTube, want to know if that hotel or restaurant is worth the money – Tripadvisor or Yelp!; the point is, where twenty years ago we didn’t know where to look and thus relied more heavily on search engines like Google, the current tech-savvy generations have a good grasp on where to go for information, and it’s social media.
But what does it take, in the realm of a digital marketing agency to organize, develop and manage social media marketing campaigns and opportunities? Let’s dive into a day in the life of John Tan, the 2Stallions Social Media Lead.
Hi everyone, I’m John Tan.
Growing up, sports were always a big part of my life. Whether it was watching or playing, it was my passion and I always wanted to be surrounded by it. I knew I could never play professionally so I decided to pursue the next best thing, sports marketing.
Why specifically social media? In this day and age, social media is arguably the first touch point of any brand communication. For some people, it’s even the first touch point of their day.
When I was younger, sports ads (especially for the big names such as Nike and Adidas) always captivated me. I was fascinated by how they resonated not only with a sports audience, but the rest of the world. These were mostly on tv as social media wasn’t a thing yet. So seeing how these have translated/transformed for digital platforms really intrigues me.
I joined 2Stallions in 2019 and was actually approached by Dhawal Shah, one of our founding directors, via LinkedIn. I had been looking for a new opportunity so it came just at the right time. I had good feelings right off the bat as the interview process was very smooth and flexible as I was overseas on holiday for 3 weeks. At first, I felt very thrown into the deep end with my role. This may not sound too appealing to some but it gave me the opportunity to grow personally and professionally. Additionally, the team was very supportive with ideas I wanted to execute and accomplish.
What goes on in the day-to-day job as Social Media Lead?
A lot of my day-to-day revolves around our clients, discussing with them on how campaigns are progressing, feedback on ads/copy/visuals, how to improve campaigns, what’s the best strategy moving forward.
Apart from that, my day involves implementing those changes be it via the different social platform ad managers or liaising with our internal teams.
Social media is now in the marketing spotlight more than ever as brands try to navigate and stand out. The pandemic has brought this even more to light with many brands having to push digital to the forefront as many of their offline activities are no longer viable.
Social is ever changing, from the way we consume to even laws and regulations being set in place. So it’s important for brands (and agencies of course) to stay on top of the trends and best practices to maximise performance.
What challenges do you face?
Just like in life, rejection is probably the worst part about the job. Rejection of creative ideas, strategies, visuals. The worst is probably rejection of proposals because you not only get your idea rejected but also you don’t get the job (and the money). I usually get bummed out for like 5 minutes or so upon getting rejected. But the best/only way to overcome rejection is like how you would deal with any problem in life, learn and move on.
What do you do to blow off steam if you get stuck?
Like most problems in life, I’m the type of person that likes to vent and voice my frustrations. So usually, I just rant for a few minutes (at the appropriate people, of course!). After blowing off that steam, I move on and focus on the task at hand.
After work I like to relax playing games and, of course, a well-deserved after-work beer always helps.It’s hard for me to pinpoint exactly what motivates me apart from the sheer fact that there is a task and it needs to get done, it’s really as simple as that.
Any Favourite Resources?
Aside from the business accounts of the various platforms which offer insights on the latest developments and new innovations, just being on social media leisurely but looking at it through a marketing lens is really where I get my ideas from.
Thinking about why I was targeted for an ad, what message does this visual give me, why did I stop and look at the ad in the first place, what ideas can I take from this ad and use it for my work?
Same goes for influencers, why did a brand choose them, what are they trying to achieve, what trends are they riding on.
Is it true that an agency life is ‘all work, no play’?
I would say in many cases, agency life calls for working late/nights to meet deadlines. I’ve experienced it before at other agencies and on occasion here at 2Stallions but not so much.
I enjoy the flexibility that comes with the culture here. Especially since we’ve been working from home, we’ve been able to manage our own time (of course as long as work gets done). I’ve heard many stories of friends who need to show that they are online, daily check-in calls etc while working at home. The team communicates together often enough but it’s nice to be trusted with our work/hours as long as things get done.
Advice for Aspiring Social Media Specialists
Many young aspiring career starters get interested in jobs in social media because of what they see from influencers, YouTubers, streamers. It’s a common misconception that “all they do” is post content. Yes, that’s part of the job but what they should look into is the process behind it all and see if that interests them.
What I like most about working in and around Social is the blend of creative and technical knowledge. You could have 1001 creative ideas, but it’s about outfitting those ideas with technical know-how such as audience targeting, business objectives, customer journeys etc (learned and developed over time) that truly makes a piece of content/campaign work.
Get to know our #2Stallionsfamily with the #2Steamstories tag. Discover the works done by our diverse team of digital marketing professionals who’ll bring your ideas to life with impactful designs. Browse and download our case studies now!
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.
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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.
Have you been making social media campaigns, but your business still isn’t generating many impressions? If yes, then it’s time to do some social media tweaks.
Social networking platforms offer a wealth of benefits, from increasing brand awareness to generating leads, boosting sales, and more. However, it’s hard to reap any of these benefits without a vital element—audience engagement.
The word “social” in social media relates to interaction with other people, meaning social media without engagement is just media. Unlike traditional media such as TV ads and print ads, social networks are a two-way street that creates a connection between two or more parties.
This connection plays a pivotal role in increasing organic reach on Facebook and other social media platforms. Facebook posts, for example, that spark meaningful conversations appear high up in the newsfeed.
Here’s why the social media giant sees engagement as a crucial metric in getting more reach:
“Interacting with people is associated with a greater sense of well-being… On the other hand, just scrolling through your Facebook feed, passively reading or watching without interacting with others, tends to make people feel worse.” – Facebook
How to Tweak Your Social Media Campaigns for Better Engagement
1. Create Viral-Ready & Value-Adding Content
Companies should ride the wave of social media marketing and inject a little creativity into their campaigns. And, guess what? Your business isn’t exempt from this.
Since more people spend their time on social networks, it’s crucial to up your social media game and make some social media tweaks.
Update your old blog posts and re-promote them on your social media platforms. Revamp the content (i.e., update the statistics, discuss timely news, etc.) to retain your blogs’ usefulness.
It’s also a great idea to plan a full-blown viral marketing campaign. Viral posts have the highest likelihood of boosting engagement levels. Here are a few things that make a content viral-ready:
relatable theme or story
displaying uncommon talent
provide a unique experience
Learn from companies that gained massive support from the online public and increased their social media following base.
Scoot Tigerair Pte Ltd or Scoot, the budget carrier of Singapore Airlines Group, is one example. The low-cost airline launched its “Minute to Wing It” campaign in 2016 to celebrate its second year in business.
The campaign included one-minute Q & A videos, and 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.
The “Minute to Wing It” campaign won the Singaporean Marketing Magazine’s “Agency of the Year Award 2017” for having the best digital campaign idea and best social media content during the time.
2. Discuss Current Trends, News, or Events
Engaging your customers in social media can sometimes happen naturally. When audiences relate to or like a post you share, it’s easy to engage in stimulating conversations and turn those conversations into followers and customers.
The term “engagement” covers a range of actions across all social platforms, including:
likes and favourites
comments, DMs, replies
shares and retweets
These metrics measure the effectiveness of your posts. They gauge the level of engagement generated from your social media campaigns.
To ensure you get more likes, comments, shares or clicks, create content that resonates well with your audience. One way to that is by discussing or following a current trend, news or event.
If that’s not clear to you, then let these two brands/campaigns do the explaining:
Coca-Cola: Socially Distanced Logo
Credit: The Coca-Cola Company
The beverage giant ran a billboard in New York’s Time Square, which showed each letter in its brand name separated. This logo tweak encourages people to maintain social distancing amid the COVID-19 crisis.
Berger Paints India: Dalgona Coffee
Credit: Berger Paints India
Dalgona coffee has gone viral during the pandemic. The coffee recipe became popular on social media globally, and brands like Berger Paints were clever to incorporate the Dalgona trend into its campaign.
2. Livestream Your Most Important Events
Live streaming on social media platforms, such as Facebook and Instagram, is blowing up the scene. But what is live streaming anyway?
At its simplest, live streaming is a practice that lets people stream digital data, such as audio and video, simultaneously. The streamed data is broadcasted in real-time for viewers over the Internet.
If you haven’t discovered yet the potential of going live on social media, that’s enough reason to include it in your social media tweaks list. Start live streaming your events to enjoy a wide range of business benefits, including:
Diminish marketing costs. Facebook Live costs little-to-zero dollars. All you need is to show up on your live video and engage in a real-time discussion with your target audience.
Generate a bigger audience. Live streams have no geographical and physical restrictions and are accessible to a worldwide audience.
Develop direct engagement. Live streaming creates a direct connection to each viewer. When a social media user views your content, that person may see it as if he/she is interacting with your brand personally.
Create new business opportunities. A live-streamed event can provide new business opportunities. Integrating promotional offers into the live stream video, for example, can generate large numbers of sales.
Here are some live stream event ideas to consider:
Host a contest or Q&A
Raise money for a cause
Announce a new product
Do a live consulting session
Stream an inclusive interview
Take a virtual tour of your space
4. Write Personal & Intriguing Captions
Sharing your company blog posts or other relevant industry news across your social media profiles is a widely used marketing technique nowadays. When done right, it can help you get a positive return on investment (ROI) from your content marketing efforts.
So, how do you get more traffic and reach a wider audience from this tactic? Here’s a tip: make your captions more personal and intriguing.
Avoid simply putting the title and URL of your blog article. Your readers can already see your article headline, and doing it will appear like you’re putting less effort into creating social media captions.
Here are a few tips on writing engaging captions on social media:
Write the important stuff first and within the character length limit
Pull inspiring quotes or statistics from the content you share
Ask open-ended questions to prompt interaction
Include a call-to-action (CTA) in your caption
5. Use Hashtags Effectively
Social media presence and engagement are intertwined. Having a solid social media presence can drive better audience engagement. While driving a lot of engagement on social media can get your business in front of more followers or customers.
For this reason, it’s crucial to make your content or business discoverable for other people via hashtags. This tactic is one of those social media tweaks that you should prioritize, especially if you’re struggling with creating interactions around your brand.
Hashtags are an essential part of social media marketing. They’re a metadata tag prefaced by the hash symbol (#), which allow users to label content and find relevant topics, events, or conversations.
Since hashtags aggregate all content with that same hashtag, it makes great sense to incorporate them into your social media posts. Doing so helps improve your searchability and encourage people to connect with your business and other social media users.
Below are some tips for a successful hashtag marketing campaign:
Keep the hashtag relevant. Use a hashtag that is relevant to your content and company.
Make the hashtag brief. Avoid using too many words in a hashtag. Instead, use the most simple keywords or phrases possible.
Include trending hashtags. Adding a trending hashtag to your social media post can get your message seen by a larger audience.
Limit the number of hashtags you use. Don’t overuse hashtags. Here are the hashtag restrictions per social media channel:
Twitter: 2 hashtags per tweet is ideal because of the character count limit
Instagram: 11 hashtags offers the highest level of engagement
Facebook: 1 to 2 hashtags with 10+ characters work best
6. Respond to Comments
Have you ever sent someone a text and got no reply? If yes, how does that make you feel? Do you feel ignored or mistreated? Or do you regret the idea of trying to interact?
The same thing applies to how your followers or social media users feel when they leave a comment on your Twitter, Facebook, or Instagram post. Their impression of you is put at stake when they had a negative customer experience while engaging with your business.
Social media engagement is a two-street. That’s why you must respond to comments, whether they’re questions, praises, criticisms, or negative feedback.
Here are some ways to do just that:
Establish a consistent tone. Always use your brand voice and be consistent across social channels.
Make personal responses. Avoid copy-pasted responses. Whenever possible, include the name of the commenter to make it more personal.
Remain professional. Maintain a professional stance, especially when replying to negative comments.
Respond quickly. A quick response shows that you care about your customers and their concerns.
Social media is a powerful tool for business marketing. With millions of active social media users, your marketing and advertising efforts have a strong chance of succeeding.
By taking note of these six social media tweaks, you can create a compelling campaign that can help you generate leads and improve your conversion rates.
2Stallions can help you boost your social media marketing efforts and establish a better relationship with your target audience. Contact us today to learn more.
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.
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.