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What made it a successful social media marketing campaign

Mar 25, 2016   //   by MangeshWagh   //   Digital marketing  //  No Comments

Recently completed an assignment of promoting an outdoor event on social media. Glad to say that the social media marketing effort for this assignment tasted a great success. Here is a take on learning from the assignment – what made it a successful social media marketing campaign. We are generally obsessed with analyzing failures and forget to find out possible causes of successes. Not missing on this one though.

Just a quick note: This post is more about experiences and learning specific to an event promotion assignment and doesn’t promise to capture the best practices of promoting an event on social media, as a whole. This is not a guide to ‘how to create an event on Facebook’ or other similar ‘how to’s.. However, this is a good hint towards ‘how to make a successful social media marketing campaign for an event’.

Below are the top 5 reasons which made the campaign successful:

I. Set of carefully designed small paid campaigns on Facebook

Apart from creating an event on Facebook and promoting it, we designed multiple small paid campaigns to maximize reach and effectiveness. The thought was to build on every small gain that we make with our spending on social media. It wasn’t a case that we were short on budget – budget was good, we wanted to make every penny count and were looking for exponential effect with each small spending. That worked! We used multiple ways of promoting – event promotion, page promotion, posts promotion, website click promotion, local awareness promotion….we experimented a lot to maximize. Building audience is one part; creating engagement is equally crucial, we achieved both by carefully designing the course of campaigns. And our design of campaigns also ensured spiral effect of referral marketing. 

II. Social media as a ‘customer care’ platform
Social media is doubly awesome platform if the marketer understands it as a ‘customer care’ or a ‘customer support’ tool too. Generally, it is only looked at as a marketing platform to ‘reach out’.
It is given that social media is great in terms of reaching out to your desired target audience. Once you have grabbed attention of your potential customer on your social media page, you have just cleared first step. The game starts from here. Real keen potential customers will ask you a lot of questions and await your response. Success of your social media marketing campaign will be decided by the manner you handle this part. If you excel here, you have a better chance of converting ‘interested’ potential customers into ‘registered participants’.

If you have not thought off your social media marketing campaign for the event as a 2-way, or rather a multi-way communication platform; please do. Because it is what it is once you are on social media. And if your social media marketing is not generating that kind of multi-way communication, trust that something is wrong here.

III. The most important aspects of communication with stakeholders on social media:

Respect, empathy, grace and speedy response

It is ambitious to believe that a single thought, decision or action can make everyone happy.
Marketer needs to make up his/her mind that some stakeholders would post/ask something awkward or react in a manner which is undesirable (to the marketer) and that too in open space. In such case, remember that you yourself have chosen a platform which is ‘SOCIAL’…. it is open in nature, isn’t it? Responding to it quickly with respect, empathy and grace will see you through. Do not attempt to tuck things under carpet there, otherwise social media platform will expose your vulnerability rapidly.

If someone shows you your limitation or inadequacy which is of black & white in nature (black, in this case), be graceful and accept it. Yes, do explain the background and your brand’s stand behind it, but respond with respect and empathy. Denial puts people off.

As a brand, though you try to put the best foot forward on every front of your product/service (event, in this case), practical limitations hold you back on a thing or two. It is ok to have such limitations at times; however it is absolutely not ok not to respond to your audience when they ask you about that; and it is disastrous to keep defending it with arrogance.

IV. Frequency of communication in build up to the event matters

You need to keep posting! Yes, but by overdoing it, you might bug your audience. After all, they are already interested, right? The best way to approach posting is looking to create a build up to the event. Adequately frequent posts create a feel that, ‘ah, there is somebody who is concerned about the stuff and us’. And, this helps converting interested potential customers into registered participants. What is adequate frequency? Well, that depends on the type of event you are doing, profile of your TG and general mood you are able to create.

It is ok, or rather needed to repeat posts for a piece of vital information related to the event. Make sure most of the participants, if not all get it. Do a paid promotion for that.

Remember to keep it about the participating people as much as the brand you are endorsing. Do not just ‘bang, bang, bang…sell, sell, sell’.

If you are able to create some meaningful and/or interesting interactions on your social media pages before the event, you will have a ‘looking forward to the day’ kind of feeling within your participants.

V. Live or close-to-live coverage of event on social media creates a great cheer

Make sure you grab some awesome moments during the event and post them on social media immediately.

If your event type and duration allows participants time to check social media sites during the event, you have a great opportunity to create engagement and cheer with creative live or close-to-live coverage on social media. Live doesn’t mean a live video streaming; it is about posting the proceedings, happy moments and some noteworthy moments. Remember again, it should be more about participants than how great a brand you are.


We believe, we did above five things well. And what we got in return was a very satisfying experience –

  1. Registrations were full well before the expected date.
  2. Registration inquiries and request to make exceptions kept coming after the bookings were full.
  3. Participants contributed enthusiastically in the ‘build up’ activities on social media before the event.
  4. On the event day, participants posted photographs and selfies taken on the event venue (on the backdrop of the brand name J). They posted it on brand page as well as their personal profiles.
  5. Our social media pages were flooded with happy notes, adulation by the participants, and they kept coming even after a couple of days after the event.
  6. Significant number of permanent audience has been built for the brand.

See, how Signy can be of help help with its social media marketing & overall digital marketing services



Social media marketing for small companies, local brands

Sep 3, 2015   //   by MangeshWagh   //   Digital marketing  //  No Comments

Being business developments guys from a digital marketing company, my colleagues and me often come across these notions –

“We are a small company; we don’t have digital marketing budgets”.

“We are just a local brand; social media marketing is not for us”.

“Big brands do social media marketing because they can afford to spend on branding, we can’t”.

In response to this, simply want say that – you are a small company (now) or just a local brand and you don’t have huge marketing budgets, this is exactly why you must consider social media marketing as a crucial part of your digital marketing strategy. Let me explain why.

  1. There is no other advertising media as cost effective as online media. In a rupee, you can send your important branding message to 5-6 or at times 10-12 people. Isn’t that awesome?
  2. There is no other media which gives accurate measurability as online advertising does.
  3. On social media websites, you can edit message and creative of your live campaign – it takes just a few minutes for the change to take effect (imagine doing that for any other advertising platform). Great, right? If you think your ad is not working well or you have a feel of making it better, you can do that in minutes. By the way, ability to know how your ad is doing in run time is also a great, isn’t it?
  4. In social media advertising, you can also stop your campaign at the moment when you want to stop it. It doesn’t punish you monetarily – only that amount is debited which is used by the advertising platform (Facebook/LinkedIn etc) till that moment.
  5. On social media, you have the opportunity to create the audience for life time. Once somebody likes your Facebook page or follows you on Twitter or LinkedIn, he/she will be associated with your brand for longer time as compared to advertising on other media. Whatever posting you do after that on your social pages, it reaches to considerable portion of your followers without you spending any additional money.
  6. Social media pages give you a great opportunity to engage and also interact with your audience. Without spending a penny, your customers/followers can write to you and you can write back to them. Isn’t that getting closer to your customer?
  7. Social media marketing creates referral marketing cases for you. No other media can do it as fast as social media.
  8. And the best of all, you can start social media marketing for any amount you think you can spend – say Rs 100 or even 50.

Your small spend on social media advertizing will break shackles for you. You will start reaching to those who are out of your current network. If your product/service offering is good and if your audience likes what you post, you can make a real meaningful presence of your brand on social media and engage your potential & even existing customers.

Social media marketing allows you to take small or very small steps. Take those steps, go slow but start going!

See, how Signy can be of help help with its social media marketing & overall digital marketing services


Social media marketing for B2B

Jul 24, 2015   //   by MangeshWagh   //   Digital marketing  //  No Comments

“My business is of B2B type, do I need social media marketing?”

Yes! And an emphatic one!

Here is an attempt to look at some simple & obvious and some not so obvious but important reasons behind that emphatic ‘yes’.

Not going to talk about branding and stuff like positioning, presence and reach in this article. It is known how social media can help all of that. When a B2B marketer/business owner has this on mind, ‘does my business really need social media marketing’, he/she obviously means ‘can social media marketing help me win more customers, increase my top line and, bottom line’. So, first let’s try to look at answers for that.

What does a potential do across the sales cycle? Typical sales cycle – suspect > prospect > approach > negotiation > close > order or say, lead > hot lead > request for proposal > negotiation > order closure.

Earlier phases of sales cycle

What do your potential customers do in the earlier phases of the sales cycle? Purchase decision makers try to get information about your firm – they try to make up a perception about your firm without meeting you. What is the simplest way to get your information without you knowing it? No prizes for guessing, right? They browse internet – check your website, search about you/your firm on web and try to look at hints which help them decide whether your firm fits the bill or not. The more you have on web, better is the perception. To have more about you on web in public domain, there is absolutely nothing as effective (and cost effective too) as social media.

You attend a conference or host a marketing event or put up a stall in some exhibition or you meet somebody relevant to your business – what happens there? You exchange biz cards. What happens then? Someone whom you have impressed there goes back and starts looking for you on web. Here is the chance to make breakthroughs. If your web presence is impressive, you are going to hear from the impressed potential customer very soon.

Get more RFPs/RFQs with a strong presence on social media!


Later phases of sales cycle

In later phases of the sales cycle, your potential customer compares your proposal with your competitors’ proposals. If you have really made a mark already with your web presence and face to face presentations, your higher side quote is not going to disappear from the race for price. In case, you have not made that mark, you have no choice but to tackle the price war – race towards bottom, as they say. I have seen some sales people regret on winning large sales order for not being able to meet their bottom line target per sales order. This shouldn’t happen to your sales people, should it?

When you use social media to promote superiority of your products/services, people, processes, technology and work culture, you are comprehensively reducing the probability of making your sales people participate in that race towards bottom. When your potential customer sees ‘thought leadership’ in your firm, you are in the position of converting more leads into business and that too without hurting your bottom line.

Convert more leads with an impressive presence on social media!

Get the price you deserve by establishing the thought leadership on social media!

Hence, in your overall digital marketing plan, social media marketing is worth finding the top priority.

As said earlier in this article, not going to write about what else is possible for B2B marketers on social media . How much ever tempting it is to write about! J


Do have a look at how Signy can help you with social media marketing and overall digital marketing.