Social Media Marketing in Malaysia Landscape 2020
In these digital eras, where most of us are always on social media, social media become the most effective platform for businesses to find potential leads and convert them.
Social media marketing is an effective way to reach your targeted customers by providing them with the latest & trending, relevant, and interesting information which could provide them values through insights. This will helps to create an audience and increase potential leads towards the end of the funnels, conversion.
Effective ways of reaching out new audience and get them to convert as followers/potential leads:
1. Call to Action on your website, Eg: To subscribe to your newsletter by providing free tutorials/ebooks. Adding them to your mailing list and potentially for email marketing in the future for your product & services.
2. Hosting online webinars to reach out to new audiences and engage with them through useful insights.
3. The concept of a viral marketing campaign has become so ubiquitous that marketers have become adept at the ability to capitalize on and exploit the power of social media. Eg: Pizza Hut Malaysia send out lovely pizza to other fast-food chain competitors in Malaysia such as McDonald & KFC, to share their love on Valentine Day.
There are few different kinds of social platforms out there and these three are the most popular ones for businesses:
1. Facebook Ads
3. Youtube Ads
Facebook in Malaysia consists of 22.7 million users in 2019 as for global, 1.69 billion across the globe according to statista.
It is a no brainer why most of the businesses are spending more on Facebook ads for their business but yet many of them fail to generate good conversion through their ads.
Let’s talk about how Facebook ads work.
Facebook ad system helps you to build new audiences by putting your ads to relevant/targeted consumer that Facebook algorithm work by categories such as location, interested, age groups, gender and etc. Businesses have to pay the amount according to their selection of targeted niche to be more effective in terms of reaching out to new leads.
So here are some simple steps for using Facebook ads,
1. Identify targeted audiences based on your business niche, audiences, location, and etc.
2. Businesses can choose to opt in with the current audience or just targeting new leads for their ads promotion.
3. Start your campaign and manage under Facebook Adverts Manager or access through your Facebook page.
If you want to accelerate your business but limited time to focus on managing your business page, social media agency provide such services to help and increase your brand awareness on social media platform,
Instagram is one of the spotlights of social media due to the rising number of users since then. The total number of users for Instagram across the globe is about 111 million and about 10.272 million users in Malaysia according to statista in 2019.
Let’s dive into how Instagram ads work.
Instagram popularity is going strong still in 2020 and brands are getting more brand awareness and engagement through their platform. Combining with influencers marketing and Instagram ads, it helps brands to grow at a faster pace to achieve more conversion with relevant content through insta stories, posting & IGTV.
Instagram ads can be on stories & content posting, and it depends on which provide more relevancy to users. Instagram promise to provides 1000 impressions for around $1.35.
So let’s start,
1. Connect your Facebook account to your Instagram account which then manage-able under Facebook’s Ad Manager.
2. Set up your Marketing Goals/Objectives, Brand awareness? Reach? Traffic? App Installs? Video Views? Lead generation? Conversion?
3. Set up your target audience which similar to Facebook & Instagram using similar data from Facebook.
4. Setup billing methods.
5. Lastly, set up ads placement whether to be on Insta Story, Picture Posting on Feed, Videos.
Fastest growing social media platform that came from China, Tik Tok which is a short clip sharing platform. The platform huge popularity had helped it to surpass the total download of famous day to day messenger, Whatsapp in January 2020. Therefore, how it this helping business?
Tik Tok has about 500 million users in 2019 according to Oberlo, not just normal day to day users, more influencers and artists are joining the platform to engage with their followers which is why brands should come in.
How to use Tik Tok ads?
1. Sign Up a New Profile and Start Paying Ads
2. Few different kinds of ads on Tik Tok depend on Country,
- Pre-roll ads where video start after users open the app.
- In-feed ads where the video appears on user feed when looking through.
- Hashtag ads where promoting hashtags challenges that prompt users to submit a video using that hashtag.
- Branded filter which allows brands to use a custom filter with brand information to use in the video.
How To Plan A Social Media Marketing Strategy for Your Business
First of and foremost, you won’t be able to do well on social media if you don’t have a strategy. A well-structured strategy for social media marketing in Malaysia is important to make sure that your business is using social media platforms for the right reasons. It would also help to achieve the goal of your business as social media campaigns are derived from strategies and techniques. Through a strategy, you’ll be able to map out the steps in order to achieve the goal.
That’s also the reason why many successful brands create social media campaigns to leverage each social media platform. Even AirAsia uses social media to increase their brand awareness, which eventually became a viral campaign. It’s also one of the most common goals to include in your social media strategy, which is to make it viral.
Step 1: Identify Your Target Audience
Are you a B2B or B2C business? What is the common age range? You have to find out which social media platforms are where most of your target audience are commonly found.
Based on this article, the most popular range of users for the most popular social media platforms are as follows:
- Instagram: Aged 13 to 17
- Facebook: Aged 18 to 29
- Twitter: Aged 18 to 29
- Tik Tok: Aged 16 to 24
The thing is, there are so many social media platforms. To do well, you have to focus on just 3. You won’t have time to do well if you’re on every single social media platform. You have to find out which one suits your business and where your target audience mostly spends their time on.
Step 2: Create A Stellar Profile
Your profiles should be able to tell your audience what your business is all about. It would be more professional if your social media accounts contain information that could immediately tell what kind of business you are. You would also have to set a tone such as choosing a professional or casual style. That would depend on the type of business you own, though.
Tips On Creating A Great Profile
- Have clear, good quality profile pictures, cover photos, etc
- The information displayed should be up-to-date and recent
- Ensure you have both visual and text on all your profiles
Step 3: Set Your KPI (Key Performance Indicator)
Without knowing the goals for your social media platforms, it’ll be aimless to have one at all. Some of the most common goals for social media platforms would be:
- Build brand awareness
- Increase sales & conversions
- Manage brand reputation
Find out what are you trying to achieve for each social media platform. For example, if you plan to increase brand awareness for your Facebook page, you could measure the success by how many impressions or shares your posts have.
Step 4: Choose The Type of Content
Are you going to upload all text-based posts or a mixture of both visual and text? Well, you should decide what type of content you’ll be uploaded such as the topics you would want to cover and such.
It is highly recommended to have a mixture of text, images and video in order to attract a wide range of audience. Nowadays, most users are more drawn to videos compared to text and images.
Aside from the type of content, you have to decide how often you want to post as well. Consistency is key, you would have to be always active on social media in order to maintain your social media presence.
For each social media platform, there are certain timings where users are the most active. You may take a look at the infographic below:
Step 5: Analyze Your Competitors
To be ahead of your competition, research should be done among your competitors. By seeing what your competitors are doing, you’ll be able to either get tips from them or try to be different than them. Identify your top competitors around your niche, and analyze their social media strategy.
Step 6: Test, test, test!
After you’ve done all the necessary basic steps, the key to know whether your social media strategy works or not is to keep testing and evaluating. One of the ways to analyze your performance is to check your statistics monthly. At the end of the month, evaluate how many likes, shares, etc you have. If the response isn’t as good, you can then tweak your social media strategy in order to ensure that your achieving your KPI.
You have to constantly be trying new things as well. If you’ve never done videos before, you can start experimenting the many different video styles such as short and long videos. The live videos are also becoming more common nowadays.
Ways To Enhance Your Strategy For Social Media Marketing in Malaysia
- Host Giveaways or Contests
One of the best ways to increase your followers would be to host giveaways or contests that require your audience to tag other people and stand a chance to win.
- Consistent content
Nobody likes to follow accounts that aren’t active. You have to be constant with your content to keep your audience engaged. Plan out a monthly social media calendar for each of your social media platforms, and maintain a regular posting schedule.
- Engaging with customers
Of course, you would have to respond to all your customers when they comment or message on your social media accounts. People like to feel like they are heard, so customer service on social media is very important too.
- Social Media Influencers
Influencers have been growing ever since Instagram started to become more popular. The reason why most businesses establish a collaboration with these influencers is that each of them has a very large following. Most of their followers trust their opinion and if the influencers promote your business, their followers are more likely to be influenced as well.
Ultimately, to maintain a good social media presence, you would have to include both SEO and social media marketing for your business. The reason being most of the businesses are turning digital nowadays, and online users are increasing daily.