Being the 5th largest accounting firm in Malaysia, Crowe Horwath Malaysia was looking to improve their social media presence especially on LinkedIn and Facebook. The client wished to increase thought leadership and to generate interesting content for their followers. They appointed us as their digital agency in Malaysia to undertake this task.
Lead generation is also an important objective for this exercise. Financial services is a competitive industry, so it’s important to have multiple lead channels. This will be done on top of the existing reliance on their partners and employees.
With a limited advertising budget of an average of RM300 per month, we had to make sure that each advertising campaign is carefully optimised to get the best results. Hence, we also directed some efforts into organic growth so it’s sustainable in the long run.
First and foremost, we believe in a consistent stream of content, which is why we recommended 3 posts per week. We work on content that are relevant to their target audience. Additionally, we don’t just share content, but also used opportunities on the platform to strengthen the brand. Part of this includes generating heavy recall of brand elements such as their tagline,“Smart decisions. Lasting value”.
Many of Crowe Horwath’s fans and followers are following the page for professional purposes. They want to keep up with industry trends and know the latest updates, so we focused on providing that to them. Via the sharing of valuable information, trust is formed and many begin to connect with us personally too.
When it comes to financial materials, things could get quite technical so we’re constantly working with our client to make sure industry terms and information provided are accurate and precise.
As posts and information related to the financial services industry are dry and technical, we presented the information as interestingly as possible. For example, we prepared infographics to make the information more interesting to read.
Besides that, we would try to feature a partner or staff every month to give their professional opinion or insight related to the industry.
Some posts also featured news about Crowe Horwath. For example, there was a post when Crowe Horwath was appointed as an adviser for the LEAP Market, and also another to congratulate a client for being listed on the Main Market of Bursa Malaysia.
Over the course of 3 months, we managed to grow their Facebook page by almost 8,000 likes with our effective strategy. By providing quality content, we successfully provide followers truly valuable information that they could apply in their professional lives.
The budget were also optimised to achieve the most favourable results. We also enhanced the advertising performance by riding on posts that are doing well organically. Our cost per engagement is going down steadily.
The Client was pleased with the results and together, we will continue to build the brand further as their social media agency.