If you have reading this now, you are probably aware about the effectiveness of social media. Just to give you a context, we have 3.6 million Singaporeans actively on social medias. That’s 58% of the entire population. 67% of national-wide internet users would search online for a product/service while 57% of the users eventually purchase it online (Source: We Are Social).

Bottom Line: If you are not on social media, you are essentially losing half of your local market and giving them to your competitors.

Now, you might have already started on your social media venture or may be not. No matter what, here are some social media branding-building steps that can get you started or help you improve your current strategy:

Social Media

Step 1: Find where your target market are at

Where are your buyers surfing right now? Facebook, Instagram, Twitter Linkedin, or perhaps Pinterest? Do a market research on your current customer – if you are in a B2B business, catch up with your clients and talk to them. If you are in a B2C business, you can send surveys to your subscriber list and reward them with discount if they complete your survey.

Take this opportunity to ask questions outside of just social media as well! Here are some questions that you can consider:

  • How did you find (your company name)?
  • What would you use as alternative if (your company/product name) is no longer available?
  • What is the primary benefit that you receive from (your company/product name)?
  • Which social media do you use to research before your purchase?
  • Do you follow (your company name) on any social media? If yes, which social media do you follow?
  • If you were to recommend (your company/product name) to your friends, how would you describe it to them?
Market research may sound daunting but, it is essential at every phase of your company’s growth. I would suggest that you start small with a sample of 10-20 (B2C) or 5-10 buyers (B2B).

Once you have all these information on your customer, you can take a step further and create a buyer persona to analyse the demands and needs of this market market group. We have a great guide on buyer persons that can teach you just that:

Step 2. Decide on the company image that you want your customer to see

If you fail to plan, you plan to fail. Having a board picture of your social media strategy keeps your marketing effort in check.

Be sure to make your branding unique; like how there is no two identical person in the world, differentiate yourself from your competitors. And no matter what kind of branding you are thinking about, always keep in mind of the “social” in social media. Make it personal; like when you are talking to your buyers face-to-face.

Be different!

Be different!

Step 3: Know your social media platform

Now that you have found out which social media your customer prefers, find out or make a smart guess on how they are using these platforms.

In general, Facebook is a great place for viral news to spread around. Facebook users also like to surf the site for interesting and useful information related to their personal interest. Linkedin has a more professional setting where users can gather industry-related tips and information through post from thought leaders. Twitter offers fast news bites to the latest trends, whether within the industry that the user is interested in or general trends. Instagram is a visual platform for users to look around for appealing and cool photos– a great place to encourage brand association.

There so much more social media out there! Do a bit of online research to better understand how you can maximise your branding and sales efforts on your selected social media. Have a read at the user demographic for Singapore’s top 3 social media to get started.

While each and every social media is different from each other, a magnetic brand is one that post engaging information that their viewers wants to see. If they recognise your social meda as a place to read about useful or interesting information about a topic of their interest, they will always come back for more. So it is very important to understand your market and know what they read on your social media.

Once you have their attention as a fan, they will learn trust you as an industry expert. Only then they will be conceived to buy anything from you. In fact, they will want to buy from you and even recommend their friends/family to you!

Social Media

I’m going to leave you with these. Good luck with your social media branding and lead generation!

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Shirley Yam
Shirley specialises in Facebook marketing and lead generation. Under Tangylab, she has helped local and international companies to achieve their marketing and sales goals through various advertisements and campaigns. She actively seeks to understand customer’s digital behaviour and is interested to share what she has learnt with others to help them optimise their digital efforts.