Categories
Digital Marketing Search Engine Marketing

How Google Ads Can Help My Business Grow?

How Google Ads Can Help My Business Grow?

A company’s focus is to get the most out of their marketing efforts, turning leads into revenue and connect with its audience. One of the most common question companies asked is “Do Google Ads help the business to grow?”. The answer to this is YES!

 

In this fast-paced and ever-changing digital world, consumers are constantly researching and finding products and services that they’re interested in using search engines such as Google. 75% of users mentioned paid search ads make it easier to find the information they need when searching on the search engine. To gain your consumer’s attention on your ad, you need it to be visible and easy to search for.

 

Imagine being able to reach your target audience the minute they open their network and your brand is immediately being noticed, that’s Google Ads.

Source: Marketing, T., 2020. Google Ads Management Houston – Premier Google Partner. [online] Topspot.com. Available at: <https://www.topspot.com/adwords/> [Accessed 28 April 2020].

 

What is Google Ads?

Google Ads also are known as Pay-Per-Click service PPC or Search Engine Marketing (SEM) is a form of digital marketing strategy that enables you to create and run clickable ads that are displayed in search engine results page, YouTube and relevant platforms. PPC system is one of the most effective and competitive tools when it comes to building brand awareness, increasing website traffic, driving purchases, in-store visits, increase in leads as well as reaching out to your targeted audience – Google Ads is the best solution to achieve what you need.

 

Google ads offer different targeting methods to reach potential customers when they search for your products or services. This PPC system gives you the full control on the amount set for ads and no minimum ad spend required! You only pay when you get results (when someone interacts with your text ads or video ads) and don’t have to worry on over-spending on your marketing budgets!

 

Now question is, how do you know if this is what you need? Read on!

 

Benefits of Google Ads for Your Business:

Ever considered how often you Google to find information about products or services? Think about it, many users go online to find information and research about products and compare the products or services by reading reviews or contacting the business directly. With this context, having text ads or video ads prompting users about your business whenever they conduct a search that contains “keywords” relevant to your business, users get to see the ads immediately!

With over 95% of ad clicks on mobile devices go to Google Ads’ campaigns, ever imagined how many potential customers and conversions you can attain?  Google ad provides advertisers with the solution to increase your designed marketing objectives based on your needs and customized to suit your budgets.

 

Giving You the Reach You Need

It provides potential customers with relevant results that resonate with what they are searching for, and target ads promptly scheduled to best fit them. The idea behind this is Google ads provides your customers with the right information at the right time at the right place!

Once your Ad goes live, you get real-time updates and instant results on your visitor data, evaluation on the effectiveness of the keyword lists and layer your customers based on the different intent or behaviour through their browsing habits. As such, PPC will get you the desired conversion you need and meet your goals when you chose the right campaign type for your Ads.

Source: Support.google.com. n.d. Grow Your Business With Google Ads – Google Ads Help. [online] Available at: <https://support.google.com/google-ads/answer/6336021?hl=en> [Accessed 24 March 2020].

 

Easy Measurement and Designed for Your Business

The main advantage of digital marketing compared to traditional marketing channels is that it’s can help you to get accurate results in real-time easily. It allows marketers to track the results of their marketing efforts, such as website traffic, conversion rates, user behaviour and types of consumers that visit the websites/apps.

 

Google Ads’ Performance planner enables you to see where you can bump up performance and adapt recommendations to your ads in your account. It segregates your different campaigns to refrain conflicting of budgets and recommend areas to improve on to increase efficiency. Depending on your requirements and aim in marketing objectives, it’s flexible to adjust budgets, keywords and edit your audience ad groups.

Source: Google SkillShop. 2020. Boost Performance With Optimization Score. [online] Available at: <https://skillshop.exceedlms.com/uploads/resource_courses/targets/75932/original/index.html?_courseId=17339#/page/5d03e2795f9eac6599bd712c> [Accessed 28 April 2020].

 

Understand and Beat Your Competitors

You get a competitive advantage by using Google Ads as compared to using SEO. You’ll already be appearing in search engines and with high-quality ads, your site/app will be receiving more clicks and achieve more brand awareness from appearing at search results than other companies.

 

Even if your competitors are using Google Ads, the more you should be using it as well! The way to beat them and remain competitive is to have what they have, do more than what they did! When users search for keywords relevant to the product/services, you can’t lose without having your brand next to your competitors.

Source: Google.com. (n.d). Buy Camera – Google Search. Retrieved 23 April 2020, from  https://www.google.com/search?sxsrf=ALeKk01LoeDXqtANNxwsit-29_jPAoa1jw%3A1585042420665&ei=9NN5Xt6XKNKCrtoP3NaWuAM&q=buy+camera&oq=buy+camera&gs_l=psy-ab.3..0i67l2j0l4j0i20i263l2j0l2.3388.4755..4887…0.1..0.60.441.10……0….1..gws-wiz…….0i71j35i39j0i273j0i131.5xBIU-ZHpss&ved=0ahUKEwje4b-T57LoAhVSgUsFHVyrBTcQ4dUDCAs&uact=5

 

In all, the effectiveness of Google Ad campaign is subjective to the company’s objectives and goals set which can be affected by different factors. Not sure which campaign type suits your business model? Our Industry experts will help you achieve your goals and stay within your budget. Contact us and let our experts explain how it works for your business.

 

 

References:

  • co. 2020. Search Engine Marketing: Why People Click On Paid Search Ads | Clutch.Co. [online] Available at: <https://clutch.co/seo-firms/resources/search-engine-marketing-why-people-click-paid-search-ads> [Accessed 24 March 2020].
  • co. 2017. How Consumers View Advertising: 2017 Survey | Clutch.Co. [online] Available at: <https://clutch.co/agencies/resources/how-consumers-view-advertising-survey-2017> [Accessed 24 March 2020].
  • withgoogle.com. n.d. Logos – Google Ads. [online] Available at: <https://designguidelines.withgoogle.com/ads-branding/google-ads/logos.html> [Accessed 30 March 2020].
  • Rampton, J., 2014. 5 Reasons Your Business Should Use Adwords. [online] Forbes. Available at: <https://www.forbes.com/sites/johnrampton/2014/03/29/5-reasons-your-business-should-use-adwords/#682f5e5f44a0> [Accessed 24 March 2020].
  • com. (n.d). Buy Camera – Google Search. Retrieved 23 April 2020, from https://www.google.com/search?sxsrf=ALeKk01LoeDXqtANNxwsit-29_jPAoa1jw%3A1585042420665&ei=9NN5Xt6XKNKCrtoP3NaWuAM&q=buy+camera&oq=buy+camera&gs_l=psy-ab.3..0i67l2j0l4j0i20i263l2j0l2.3388.4755..4887…0.1..0.60.441.10……0….1..gws-wiz…….0i71j35i39j0i273j0i131.5xBIU-ZHpss&ved=0ahUKEwje4b-T57LoAhVSgUsFHVyrBTcQ4dUDCAs&uact=5
  • Google SkillShop. 2020. Boost Performance With Optimization Score. [online] Available at: <https://skillshop.exceedlms.com/uploads/resource_courses/targets/75932/original/index.html?_courseId=17339#/page/5d03e2795f9eac6599bd712c> [Accessed 28 April 2020].
  • Mannix, S., n.d. What Is Google Adwords (And How Can It Help My Business)? – Mannix Marketing, Inc.. [online] Mannix Marketing, Inc. Available at: <https://www.mannixmarketing.com/blog/blogwhat-is-google-adwords/?__cf_chl_jschl_tk__=e3f3ebdf00563336d7b368ded7994cc32f7a6193-1585035702-0-AQWUtAVItLdRZ8FnW_rJi_RudKjuUBIvb-DrtZ0lcFFwJDhMXQ_BoQjtLWCYTyC41Euv_Srqzw5-HRCQLo6wMPLsOGMpM_Vp-K06J3oeJRkgMvwM6k_6kCwn_G6oYaLQvVL2VMXGDwVyuAgBn2dcrwFSWubNWRLxqLthxCs7zyvELKicZEsoi4ZcnW85zHXv6KF-0_AbvQ_tqyBxPvTnPkNNiazyLKzHhvDEdqs17hjp3Rg3f7O50tqomO8plJYWePWLxDTzJQrsJVskaMN5kjIPPJ8MkZHJPkGhIGmyAAmkM27Rd1EDUps3MVO7FjWHEQ> [Accessed 24 March 2020].
  • Marketing, T., 2020. Google Ads Management Houston – Premier Google Partner. [online] Topspot.com. Available at: <https://www.topspot.com/adwords/> [Accessed 28 April 2020].
  • com. n.d. Download Utilizing Google Ads To Grow Your Business – Google Marketing Platform PNG Image With No Backgroud – Pngkey.Com. [online] Available at: <https://www.pngkey.com/maxpic/u2y3a9u2q8i1o0e6/> [Accessed 30 March 2020].
  • google.com. n.d. Grow Your Business With Google Ads – Google Ads Help. [online] Available at: <https://support.google.com/google-ads/answer/6336021?hl=en> [Accessed 24 March 2020].
Categories
Digital Marketing Social Media Marketing

Social Media Marketing Crash Course

With 2.62 billion users worldwide in 2018 (projected to rise to 2.77 billion in 2019 alone), the rapidly expanding realm of digital marketing, social media marketing is one you cannot afford to miss. Its versatility, accessibility and global reach make it one of the go-to source of communications and information among an increasing proportion of consumers —and an especially attractive source of customers for advertisers and business owners alike.

In today’s crowded media landscape, it can be difficult for even the most experienced of marketers to see the forest for the trees, and avoid being overwhelmed by the sheer number of options available. Still, with just a little help from this handy guide, you can grasp the basics of social media marketing in next to no time. This exciting new frontier is yours for the taking!

How is social media marketing different from other forms of marketing?

As the name suggests, social media marketing primarily focuses on the use of online media channels like Facebook and Instagram to advertise your products and services, as well as reach out to potential customers. Sounds pretty straightforward, right? So what makes it so revolutionary?

The answer lies in the myriad ways in which it differs from traditional (usually print) media. Social media marketing offers you a whole host of platforms and media formats to work with, many of which are nowhere to be found in physical media like newspapers and magazines. Instead of relying on static images and walls of text in the pages of a periodical, you could be selling your brand through a new viral video or interactive display ad.

Moreover, the virtual lack of a time lag exhibited in online social media marketing is another point in its favour. With a traditional newspaper or magazine ad, customers might change their mind in the few seconds it takes to pick up the phone and dial your number. But with brand-new ad formats tailored specifically for the digital age, their newfound accessibility and convenience make it that much more likely that they’ll click on your website directly—and maybe stay a while.

What do I need to know?

Before you make the jump from traditional to social media marketing, it’s important to consider the needs and goals of your business, as well as your intended audience. Anyone can set up profiles on five different social media platforms, but it takes good planning, foresight and no small amount of skill to use them well.

Source: Medium

Here are a few points to take note of when planning your social media marketing strategy:

Business goals

Social media marketing can be used to accomplish many things, so you need to decide which of those aims are most important to you and your brand. If you’re just starting out, it may be wiser to focus on raising awareness for the time being instead of aggressively converting potential customers. But if you’ve been in the business for a few years, you may want to turn your attention to cultivating a larger base of loyal, repeat customers. (Or maybe, like all business owners, you just want to increase the return on your investment.)

Target demographic

The first and most basic tenet of marketing is to know your audience, and the same is true even of social media, where you can reach almost anyone in the world at the drop of a hat. Being able to narrow down your audience will allow you to employ tried-and-tested social media marketing techniques much more effectively, and enjoy higher returns on the same investment of time and money.

Source: Barrett Marketing Blog

While marketing your products and services indiscriminately to every type of consumer does have its benefits (like increasing overall awareness), it’s much more beneficial to your business to target specific age groups or genders, or at least segment your market into groups with similar characteristics. This helps you create content that’s more relevant to certain audiences—which, in turn, makes them more likely to become customers.

Industry

Not all businesses are created equal, and nowhere is this more evident than in your choice of platform. Above all, it’s imperative that you use a channel that best showcases your brand’s unique features and achievements. For example, a cosmetics company would use Instagram to show off the results of their newest line of skin creams, while an auto repair shop might do just fine with a text-based website describing their services.

Platform features

Before you sign up for an account on any service, it’s also worth asking yourself what each particular platform can offer. If you’ll be releasing content in a range of formats, including photos, videos and text, Facebook is probably your best bet—plus, its convenient feedback channels and profile sections are especially useful for businesses. But if you’re looking to focus on a particular type of content, like videos or blog posts, it might be better to find a site specialising in that format.

Where do I start?

This question is asked by every newcomer to the world of social media marketing, but you’ll be pleased to hear that getting your online presence off the ground is much easier than it seems. After you’ve decided on the appropriate channels to use and the audience you’d like to reach, all that’s left is to set up profiles for your business and get cracking.

Besides details like your location, opening hours and contact information, a good place to start is with a well-written bio that showcases your brand’s identity and philosophy. Keep it short and to the point, but don’t be afraid to jazz it up a little to express what’s truly unique about your business. (And don’t forget to pick a good profile photo to go with it!)

Source: Giphy

 

What forms of marketing are available?

Brand page

Often seen as an introduction or first step to the dynamic field of social media marketing, running your own brand page is the most fundamental aspect of maintaining an engaging online presence. On it, you’ll be able to post updates about the most recent developments in your business, such as a new line of products or a discount on services offered, and directly communicate with potential customers on your page. Gradually, you’ll cultivate an online following that you can then convert into customers.

Behind the scenes, social media also allows you to follow rivals or larger companies in the same industry, giving you unparalleled access to best practices and exciting new ideas. While the time and effort required can certainly be daunting, the payoff in the long term will be immense.

Social media ads

Social media marketing isn’t just about connecting with potential customers: it’s also a great way to get the word out about your brand, by making use of its sizable user base. Traditional forms of promotion, such as ads, have found new homes in the veritable treasure trove of content generated on social media every day. On many of today’s most popular social networks, you’ll find a variety of ad services catering to businesses and their needs, making it easier than ever to set up your own campaign. Best of all, using data from their own users, you’ll be able to target the audiences you want.

Source: @grabfoodsg on Instagram

How do I measure my success?

Metrics are a great way of finding out which channels are most valuable to your brand, and actions you can take to increase your overall impact. Luckily, there’s a wide variety of statistics and data available for your perusal, including:

Impressions

This is the number of unique users who viewed your profile or content. It’s most useful in helping you estimate the total reach of your social media presence, and letting you know whether you should make more effort to expand.

Clicks

This is the number of users who clicked on links in your content and were directed to your website or homepage. Knowing where and when clicks are made is crucial to understanding when people are most likely to buy your product.

Engagement

This is separate from clicks in that it measures how many users interacted directly with your content; for example, leaving a like or sharing it with their friends. If you’re seeing a lot of impressions but a low share of engagements, it may be time to revisit the kind of content you’re producing.

Hashtags

Hashtags are a great way to make yourself part of the cultural conversation on social media, as they make your content more likely to be found by users with relevant interests. Which hashtags on your posts bring you the highest number of impressions and engagements? Which ones will ensure that your content is seen? And finally, which ones are most commonly associated with your brand?

Conversions

Of course not forgetting the most important conversions, number of phone calls, enquiries tangible results that you can measure which in the end brings you the most $$$

Written By: Soh Ying Qi

 

Categories
Digital Marketing Search Engine Optimization

How SEO Benefited Businesses During Covid-19

We have met hundreds of clients that complained about the cost for SEO and not really finding the value in it. Most of the time we immediately could guess why and it usually boils down to a couple of reasons

  1.  Their current agency or SEO provided them with a list of keywords that has no value or rather no demand for such keywords. This is very common as most of them are recommended by the salesperson trying to hit their target with keywords that are easy to rank.
  2. SEO didn’t help them much with enquiries. Low-quality keywords will definitely not bring them traffic and of course no enquiries. Easy to rank keywords = lesser work and cost for agencies
  3. Lack of patience, most SEO takes at least six months to a year for good quality keywords to reach page 1 and sometimes even longer.

 

So the question now is how did SEO benefit clients that embarked on SEO before getting hit by COVID-19?

When Covid-19 hit, the majority of clients in the B2C retail industry had to cut cost on their advertising fees. This made complete sense as no one is out there shopping and buying stuff. But of course, they could quickly set up an e-commerce store to sell their products or services online. Easier said than done when you have a client already losing money on rental and staff, how can they be convinced enough to set up a store and advertise more money to get traffic into the store. With clients that have the budget for this, it’s definitely an easy recommendation but not all clients are willing to do that.

For those clients that trusted our recommendations with SEO, they have clearly benefited from it now even without paid ads running. We took two clients as an example to compare, 1 in the travel industry and 1 in the beauty industry.

As you can tell they both have an increasing amount of keywords from the start of last year which roughly stabilized until Covid-19 hit. So what is interesting here is that we can see during February was when Singapore started to have more and more cases appearing as shown in the image below:

https://www.channelnewsasia.com/image/12655008/0x0/1920/1961/9080aa82d1db92b3d0516fc83768c6ba/QC/timeline-of-covid-19-pandemic-in-singapore.png
Taken from Channel News Asia: Timeline: How the COVID-19 outbreak has evolved in Singapore so far by Michael Yong

 

During the month of February, things were still normal until about a month later during March was when consumers were holding back on making any purchases or rather searching for services online. This affected both of our clients and we saw a sharp drop in enquiries. Unfortunately, countries started to lockdown and Singapore announced our circuit breaker measures that put both of our clients business to a stop. This lead to pausing of all digital advertising as they could not operate their business. Thankfully they had a good amount of keywords on Page 1 that brought them organic traffic into the website. Despite being unable to operate, there are many potential customers that are waiting for things to be over so they could engage our clients for their services. With enquiries still coming in, what our clients are doing wit the enquiry is actually maintaining relationships and sharing information and updates periodically.

Imagine not having SEO done before, the potential amount of customers they will miss out during this period will be huge and when the whole world is ready to bounce back these customers are already in good relations with your competitors.

Categories
Content Marketing Digital Marketing

How to Become a Content Marketing Expert For Your Blog/Business

In this digital age, it has never been more important to ensure the strength of your content. Faced with consumers’ increasing need for speed, good content marketing is crucial to helping you make the most of their valuable attention—and hopefully translate it into increased support and sales for your brand.

Fortunately, today’s digital resources have made it easier than ever to get started with content marketing. Here, we’ll provide a brief introduction to this endlessly fascinating form of marketing, and throw in some of our best tips and tricks to help you get off the ground.

What is Content Marketing?

Source: giphy

Put simply, content marketing is the practice of creating and distributing content to engage—and retain—a key audience for your work. It goes without saying that truly effective content is clear, relevant and consistently caters to the audience’s needs and wants. However, the question of how to create it (and the best way to publish it) is something only you can answer.

Content marketing is not new: businesses have been promoting their work in print media, such as brochures and newspapers, for generations. But the unstoppable rise of digital platforms such as social media has revolutionised the form. Now, it is easier (and cheaper!) than ever to release your content into the cybersphere—but the issue of making sure that it’s actually seen by the audience you’re targeting remains just as tricky.

What is the Purpose of Content Marketing?

Contrary to its name, the main goal of content marketing is not to make a sale, although it can definitely boost your chances of success. Rather, it is something called a “pull strategy”: meant to rein consumers in right when they’re in search of your products and services, to spark their interest in your brand, products and services. Because before you dive into a hard sell, you need to capture your audience’s attention—and convince them why your brand is the best choice.

What Types of Content Marketing Are There?

Social Media

By far one of the most popular forms, social media has rapidly established itself as the newest and most exciting frontier of content production. It is a broad term that encompasses a veritable cornucopia of platforms, suiting a variety of content needs. Some of the most popular digital channels include:

  • The world’s most popular social network currently has 2.27 billion monthly active users, and that staggering figure is projected to continue rising. Its ubiquity among content creators and business owners alike is explained by its massive reach as well as its impressive range of features, such as multimedia support and customer feedback channels. Best of all, its free e-learning courses offer courses and advertising tools to help you start off right.
  • Once a modest photo-sharing app, this hugely popular platform has become a social media juggernaut, commanding 1 billion monthly active users. With a whopping 62% of its user base between the ages of 18 and 34, Instagram is especially useful for reaching out to that ever-elusive youth demographic. But even if you’re an absolute novice at filtering photos and writing captions, you’ll catch up in no time with free courses on sites like Facebook Blueprint and Skillshare
Source: Flickr

Videos

Though this medium is certainly nothing new, the rebirth of video on some of today’s most popular digital channels, like YouTube and Instagram, means that it remains one of the best ways to capture—and retain—your audience’s attention. While it is true that this form of content can be one of the hardest (and most expensive) to produce, you can also expect some of the highest returns known to the field of content marketing. And with a little guidance from YouTube Creator Academy, you’ll be on track to growing your audience exponentially.

Articles

Traditional media has continued to endure into the 21st century, and that includes some of its most well-established formats. Articles as a medium have made a new home for themselves in the cybersphere, known for their versatility and ease of access. Whether you’re setting up a blog for your business or contributing to a trade magazine, you’ll pick up all you need to know on free sites like Coursera and Udemy.

Source: Flickr

 

Graphics

Another holdover from the age of print media, graphics—in their various forms—remain as effective as ever. Whether it’s editing photos of your inventory or creating infographics about your industry and business, there’s never been a better time to learn how to create eye-catching graphics. And with a couple of courses on Canva and Alison, you’ll be designing like a pro in no time.

How is it Done?

Armed with some basic knowledge of content marketing strategies and a few key questions, you too can become a content marketing expert. Here are six essential steps in crafting an effective marketing strategy for your business.

Understand Your Content Needs

So you know you need fresh, original content to put your brand out there. But you don’t know exactly what kind, how much, or how to create it. Where do you even begin?

A good place to start is to consider your target audience. As a content creator, you should always be thinking from the perspective of those who’ll consume it: what do they look for in a piece of content? Which platforms do they use most frequently? How much content is too much, and how frequent is too frequent? Once you’ve figured out the best way to get your content to reach the people you want, you’ve already won half the battle.

Clarify Your Purpose and Goals

Defining the kind of content you want to produce is also crucial to any content marketing strategy. Each piece of content usually has both a primary and secondary purpose; as a business owner or brand strategist, the secondary purpose of your content will almost always be persuasive in nature, to get audiences to support your products and services. That leaves your primary purpose open to your imagination.

Your content might be primarily informative, like an explanatory article on different styles of wedding dresses that also serves as an advertisement for your boutique. Or it could be mostly instructive, like a series of cake recipes that recommends the use of your top-of-the-line mixers. Whatever strategy you choose, make sure it’s in line with the ultimate aim of your approach to content marketing: are you looking to simply raise awareness of your brand, or do you want to go a step further?

Choose the Right Distribution Channel

With a plethora of free, user-friendly platforms at your fingertips, it can be tempting to publish your content on every one to reach the biggest consumer base possible. But it’s much more advisable to pick two or three platforms that are tailored to your specific needs and aims. Still, trying to choose from such a large range of platforms can be overwhelming.

Ibrahim.ID [CC BY-SA 4.0 (https://creativecommons.org/licenses/by-sa/4.0)]
Source: Wikimedia
When making your choice, keep in mind that certain channels are better suited to certain industries or audiences. For example, a travel agency looking to promote its services among young people might focus on a service like Instagram to play up the spectacular sights that customers can expect to see. It all comes down to who you want to reach, and which platform makes your content look most appealing.

Be Familiar with Your Target Audience

Of course, you mustn’t forget to familiarise yourself with the key characteristics of your target demographic. (You wouldn’t want to advertise palliative care services for the elderly using avocado memes!) One way to do this is by breaking it down into smaller groups, and coming up with unique traits for each of these communities. For example, consumers in the broad category of “youth” share certain attributes in terms of what they value in their content, but further segregating them by gender or interests might help you better tailor your content marketing strategy to specific groups.

Review Responses to Your Strategy

Content marketing doesn’t occur in a vacuum: once you release your content into the world, it’s always a good idea to take audience feedback into account. What do they like about your current approach? What did they respond negatively to? Are there ways you can improve audience engagement or increase the number of impressions?

Luckily, there’s an array of tools available to measure your content metrics, both within the platforms themselves (like YouTube Studio and Facebook admin pages) and outside of them. Content marketing is all about audience receptivity, so make sure you’re doing everything you can to enhance consumers’ experience. The more accepting they are of your message, the more likely it is that you’ll be able to convert them into customers later.

Stay Up to Date with the Latest Trends

Given the dynamic, ever-changing nature of social media, what you do after publishing your content is just as important as creating it in the first place. Keep yourself abreast of the latest content marketing trends across the globe and in your region, and make sure you’re up to date on the most recent happenings taking place on your chosen platform. If it’s something you can take advantage of, like a popular hashtag or brand-new fad, you can use it to boost your visibility.

Categories
Digital Marketing Email Marketing

Email Marketing Guidelines

So, what is email marketing?

Email marketing is one of the tactics that your digital marketing team can use to generate leads. It has been found to be even better than SEO search.  A successful email marketing strategy is one that captures your readers, convert them into leads and even look forward to your next email. Email marketing has the best ROI results amongst other marketing tactics.

 

A quick search on www.dictionary.com brings the result below:

Email-messages distributed by electronic means from one computer user to one or more recipients via a network.

Marketing -the action or business of promoting and selling products or services, including market research and advertising.

That is exactly what email marketing is when you put them together, the action of promoting your business electronically via a network.

Here’s what you can do to make your emails better.

  1. What you can do with your list of buyers

you craft out your email, you have to know your readers by doing a buyer profile. The goal is to segment them to different categories. At what stage of the buyer’s journey are they at? What are their hobbies? What product did they buy and why? – so you will know what to recommend them next. Where do they live? What is the psychology of your buyer? Or even as simple as where you got their email. There are many ways to segment your buyers. Below is simply one of them called Customer Insight Mapping by Ian Brodie.

Source: Email Persuasion by Ian Brodie (ebook)

Not all buyers want to receive emails. However, you also need to grow your subscribers’ list. Methods to grow your list includes a very convincing eBook, signing up for a free one-month trial, or even a video with valuable content. A clever opt-in form will automatically get permission from your readers to be contacted for follow-ups. Below is an example of an opt-in form set up from WordPress. You can use email automation such as MailChimp for this too. Respecting your customer is the first step of getting and retaining them and you have moved in the first direction of by empowering them with a choice of what kind of updates they want (sales or newsletter for example) and frequency.

Source:  https://wordpress.org/plugins/optin-forms/

  1. Be a copywriting pro

Having a good subject title is just as important as having a good copy. It promises the reader valuable content and you have to keep it in line with your email content. Good writers have a main topic and break it down slowly for readers into smaller digestible sections or topics for readers. Each email should be brief and have a single focus. Good emails will need good storytelling such that it will hold your reader’s attention.

You will need to talk about benefits more than features of your product. People only want to hear the good stuff and how it can benefit them. You could keep a proportion of three-quarts benefits, one-quart features. As you are speaking to your audience, you will use more of “you” instead of “we”.

Write simply – there’s no need to be bombastic. Sometimes, less is more – good copywriting is brief yet punchy in narration to stay in your reader’s memory and yes, it makes your reader think – what more can I know about this awesome product? This goes for call-to-action and subject headlines too. You can use action words (verbs) to keep your readers on the ball.

A good story has all the punches and keep your audience anticipating (scrolling down).  Let’s take a look at how Uniqlo does it well in their emails.

 

Another thing before you start typing is to consider the information you have. Are you going to fit them into a newsletter or a promotion poster? What should you leave out to capture your readers? Remember, less is more. You might want to break your email up into a series.

Adobe frames email marketing in 3 maturity levels of sophistication to help you think about your email marketing progress. The first level classic uses tactics like welcome emails sent after signing up. The next level is dynamic which tackles problems like cart abandonment, post follow-up surveys and birthday triggers.  The third level is Contextual where you meet the customer in the context of their needs. For example, the customer has just booked a holiday and the next email that they receive helps them to plan for their trip.

  1. Know your tools

Autoresponders: After your buyer has kindly given your his or her address, you must keep the conversation going. An Autoresponder is a software to help you to disseminate your emails according to your instructions. You can command your autoresponder to disseminate a “thank you note” after a person has purchased a product, help you to push your client to the next marketing level following a buying action. You can also set it to a frequency for the best results and trigger birthday emails. It can help you to check in on your potential lead o see why emails have not been responded to and automatically drop emails to pull him back. If you need to send out a series of emails (called a drip campaign), it will make it convenient for you.

Marketing Automatons like Mailchimp and AWeber and GetResponse can cleverly allow you to do the above. It also makes you think about how to segment your readers and manage them.

A/B Test. One of the reasons why email marketing is so popular is because they generate one of the highest ROI. However to get the result, you must do an A/B test to find out how to make your email work best for you. For example, you want to find out whether a short subject headline would work better than a long headline. Another test is the words you use in copywriting. You can test different types of A/B testing – images, copywriting, schedule, etc. The list goes on depending on your creativity and need. One interesting test which has been conducted is which part of the week is most effective for you to send out your emails.

  1. Email Marketing Fails and Faux Pas

There are some things that you definitely do not want to happen during your email marketing campaign. One of which is entering the spam filter. Your copywriting team needs to think carefully about avoiding words like “buy” and “discount” in your Subject Heading to say the least. Continually clean up your email list to keep only the active emails. The last thing you want to get involved in is a fine for not following the Personal Data Protection Act. Always get your subscribers to give you permission to send you the email.

 

Categories
Digital Marketing

What is Digital Marketing?

Digital marketing is any form of marketing products or services that take place online. In order to connect with existing and future customers, businesses utilize the power of digital channels such as search engines, websites, influencers, videos, social media, email, etc.

Why Should You Be Utilizing Digital Marketing?

Digital marketing has become intrusive – it’s presence cannot be ignored. Over 80% of consumers use the web to search for products and services. Marketing is about capturing your audience at the right time and place.

Take the example of the image above, imagine you are at the train station and you need to grab food on the way back at that moment you will pull out your phone and search food on Google.

If your restaurant is on Google we can actually help you target people searching for food near your restaurant, this will naturally get you the customers that are searching around your restaurant’s vicinity

Businesses and marketers hence have to meet their markets on the platforms that they use. You have probably engaged with online content and get exposed to digital marketing as much and are wondering how it works which is why you are here.

Click here to set up a meeting with our digital marketing specialist to find out more.

Types of digital marketing:

Digital Marketing Icons

The first thing you need to know in digital marketing is the most common assets and tactics. After deciding on the tactics and assets, you will be able to begin designing your content. Below is a list of assets and tactics you can use for digital marketing.

Apart from the big boys such as Google & Facebook, Digital Marketing Assets are named/considered as:

Websites, online articles, social media platforms (Facebook, LinkedIn, Pinterest, Instagram,etc.), online directories, forums, online videos and many more

Speaking of Websites

“We are recognized as a top WordPress Website Design CompanyTop Digital Agencies Of 2020 according to DesignRush and Top Web Design Agencies Of 2020 according to DesignRush on DesignRush”

We are also recognized as best creative agency , marketing agency, Email marketing in singapore

Some Top eCommerce Development CompaniesTop eCommerce Web Design Companies and Top eCommerce Marketing Agenciesincluding ourselves. Read more about eCommerce Marketing Strategies OR How To Boost Sales OR eCommerce Marketing

 

Search Engine Marketing (SEM)

Google Pay Per Click (PPC) Campaigns are one of the most popular forms of SEM and are a highly effective way for business owners to advertise online – but you need a solid strategy to compete for the top ad position.

If you aren’t an SEM expert, don’t blow your budget trying to learn on the fly.

Search Engine Optimization (SEO) Part 1 SEO Part 2

The process of optimizing your online content is so that the search engine will show it up as the top result. An optimal online content will not only rank high on Google but on other popular search engines like yahoo, bing, etc. SEO marketing is the most fundamental method to increase the organic (free) traffic to your website as everyone uses this online method to start their search on the internet.

Content Marketing

Content marketing is simply creating content that is valuable and relevant to your consumers so that they will be attracted to your brand and will remain with it. The purpose of content is to attract viewers through their curiosity and interest with the purpose of directing them to your business. For example, if your Youtube video has relevant content to consumer’s interests, they will more likely be drawn into it.

Inbound Marketing (aka pull marketing)

Inbound marketing is a methodology that uses digital marketing assets to attract, convert, close, and delight customers online. This is similar to the full-funnel approach in marketing. Valuable online content to customers is potent in attracting potential consumers. Marketers use online content to attract their target customers onto their websites by presenting them on assets that add to the objective of your content. One of the easiest yet effective methods of inbound digital marketing is a blog, it allows you to post content that interest your ideal customers and eventually converting them.

Social Media Marketing

A way of driving your product and services to grow brand awareness, drive traffic and generate leads for your business. Social media channels have a proliferating base of users (or followers) and hence provide a large clout for your product. Instagram, for example, allows you to capture the highlights of your brand or service through captivating pictures. Twitter allows you to give short messages and add comments and hashtags. Facebook allows you to add videos, short messages and photos for your product and services. All social media platforms are very shareable and allow for comments for you to interact with your potential consumer. 

Affiliate Marketing

A process of receiving a commission for promoting someone else’s products or services. You can run a blog reviewing the product or a website offering several affiliated products and sell them. Some websites like Amazon and Qoo10 have an affiliate marketing programme which you can sign up with.

Native Advertising

Native advertising refers to advertisements that are primarily posts or articles paid to be featured on a platform alongside other, non-paid content. They blend into the webpage you are viewing and look very similar to them. When you find content labelled as “sponsored” or “recommended post” on a webpage you have just found a native advertisement. Youtube sponsored posts are a good example, but many people also consider social media advertising to be ‘native’ — for example, Facebook advertising and Instagram advertising.

Email Marketing

Email marketing is the process of turning your leads into customers by sending out mass emails usually through a paid software to active email accounts to promote your product or services. It is used to direct people towards your business’ website.

Online PR (Influencers Marketing)

Online PR is the practice of influencing people by using web-based tools. Bloggers, for example, are able to influence people to your product. To use online PR effectively, you need to identify the tools that will influence your potential customers to engage with you. Tools for online PR discussion include blogs, press releases, social media (to know your audience) and search engines. It’s much like traditional PR, but in the online space.

Categories
Digital Marketing Search Engine Optimization

SEO Part 1: Perfecting SEO, Technically

SEO Part 1

Getting technical SEO right may not be for the fainthearted, especially if you are not a geek and HTML is alien to you. On the other hand, SEO may just mean keywords to you because that’s what search engine pick out. In this blog, we try to simplify it as much as possible for you and not scare you off with too much geekish jargon – we promise. But first, let’s introduce our search engines robots.

Search engines use a crawler[1] to browse every page on the internet. As it crawls through the content (relevant text and pictures) on the web, it picks them out and indexes them. Search engines rank results based on an algorithm[2] that factors keywords, popularity, links, speed.

SEO is doing things that get the crawler to take note of your website and fetch it, even technically.

1) Site/Information Architecture.

A site architecture comes before writing the web pages. There are different ways in which you can structure your information. Bottom line however is that there is a hierarchy. If you are a raw organic restaurant, here are some examples you can structure your webpage for users, depending on what you offer.

What do you think IKEA’s website structure would look like? Try practising using IKEA.

If your website is Amazon, it could even look like this! – Just saying. Anyway, thanks to draw.io for the chart!

Your site structure should be logical and users (crawlerbots and especially humans) greatly enhance their experience. It’s like visiting a beautiful home and knowing immediately where the kitchen, the bedrooms, the dining area, the bathrooms are. It should make the reader want to stay and return and these repeat visits send signals for the search engine to rank it higher. You’ve optimised your site – organically! However, your site would need some introduction. Simply do a keyword research to source for words with high traffic for your homepage (most importantly) and the pages closer to the homepage (in other words, those higher up in the hierarchy). This would enable the crawlerbot to index* your page as relevant.

SEO Hack: Search crawlers have a limit (officially known as budget) to the percentage of webpages it crawls. Hence, placing your keywords in areas for it to catch in your more important pages (usually those at the top of your hierarchy) could improve your chances.

*Index: The process of compiling all the relevant words it sees and their location on each page.

2) Internal Linking

After you have built your information architecture, you now want to link your pages to each other. Let’s use the organic restaurant as an example and you want to add a link on “who we are” to “write to us!” so people can go immediately to “write to us!” without returning to a mainpage (psst – idea is that fewer clicks the higher the chances on the algorithm), then you will have to include a link in your webpage.

To add a link, you can insert it in an anchor text. A link looks like this on your HTML 5 document. It starts with a href:

<a href=”/raw-cakes/“>Whole Raw Cakes</a>

Linking is important because search engine’s crawlers follow link paths to rank websites. It’s like walking from one room through to another via a door inside without coming out of the room. Just imagine links as pointing the way for a crawler to go to next room/page. If a link is broken, the crawler may miss out the page, and that’s not a good thing if it has a lot of keywords on it. In other words, ensure that your webpage is not isolated from the website and repair all broken links. Broken links and error pages (like 404 error) get a disapproval from the crawlerbot and punishes you for it.

SEO Cheat  😉  If your strength is not in HTML, right click on the mouse and click on “view page source” on any webpage. You will be able to see how HTML text like the a href above is written in a new tab.

3) Construct a Sitemap

Hence, you need to submit a sitemap. If your website is really large, like Amazon, chances are, you might miss out a link. Or, if you only have a few pages and have not linked them yet, you can still make your site appear by submitting a site map to the Bing /Google Search Console. Simply, a sitemap is a way to ensure that you have told the crawlerbot that “these are all the pages on my website.” If you keep updating your webpages, the search engine is alerted in an instance of submitting the sitemap instead of waiting for it to crawl. If your webpage content is like cupcakes fresh from the oven, you will want it to be known immediately.

A sitemap is in XML, RSS or Text format.

SEO Reminder: Search engines rank web pages, not just websites.

4) Robot.txt.

There will be pages that you do not want the crawlerbot to find. Maybe they are unglamorous or you want to hide some secrets for a reason. In that case, use “robot.txt”. Recall that we mentioned the crawl budget? Well, this will enable the crawler to crawl through all the pages that you want and not waste the time on pages you don’t want it to appear.

Don’t sweat – creating robot text is very simple. First, save your file as “robots.txt” on Microsoft Word or Notepad. (You can’t use HTML for code for this or HTML editors!) Next add it at the end of your web domain. It will result in something like this: -> www.mybeautifulwebsite.com/robots.txt.

Or let the experts do it for you.

5) Going mobile friendly. Being mobile-friendly will boost your rank on the search engine[3]. Luckily for us, this is not as difficult as it seems in this sharing economy. Google suggests 3 mobile strategies to make your website mobile friendly – Responsive Web Design, Dynamic Serving and Separate URLs. Simply these help you to launch your website on a mobile platform, assuming your website is ready for a great user experience (e.g. responsive images). Google hints that loading speed is important as it rolled out a “special flavour of HTML” called AMP (Accelerated Mobile Pages).

6) Speed

Each crawler has a crawl budget as mentioned above and this means it has a limited time on each page. The faster your page loads, the more time you give to the crawler to crawl the page. No kidding, but Google has factored loading speed into its algorithm (to search and rank pages). To keep on the fast track, it may be helpful to remember that less is more. So it will be helpful to reduce the size of your image and simplify your page, right?

7) “Alt” Attribute

Sometimes our beautiful pictures fail to load. Google understands your feelings and hence suggests an alternative. Hence, it suggests the “alt” tag. This adds a descriptor to images. For example, “Honeykids Asia” in below image.

seo4

To get it displayed, here’s how it is written:

<img src=”https://d2q2f0pfv13tpb.cloudfront.net/wp-content/uploads/2017/04/New-Logo-1.png” alt=”Honeykids Asia” id=”header-logo”>[5]

If your image fails to load, Google will still sympathetically display “Honeykids Asia”. This means that Google did not read it as an error and penalise the page ranking.

[1] Img src is the descriptive file name while “Honeykids Asia” is the description for images. Since this is one of the components hidden behind an image to optimise your result on  the search engine, it is best to keep it short and friendly and avoid keyword stuffing and generic names like jpg1. (taken from their HTML document via “view page source”)

 

SEO Insider: Google is better at reading text than images. Bing however, is a notch better than Google at reading images.

6) Black Hat practices

There are a lot of Mafias around. Some try to cheat the search engine by sneaky redirects, malicious behaviour, hidden text or links. Now, there is no getting around them when found. Even poor content and mostly keywords are punishable. Hence, SEO is a lot like an art, where you also have to play the good guy and win the game.

SEO Myth: “It’s all about Keywords!” –> False. Search engines search webpages, not just keywords.

Probably you are nodding and agreeing with the above and need to un-stuff your webpage from keywords. Let us cover it in Part 2 on optimising content. Stay tuned!

 

 

[1] *crawler – basically it’s a software that crawls pages from the web and indexes them. To crawl is the process of looking for new or updated web pages (i.e. scan). (Glossary from Google). 

[2] * algorithm – a formula to rank pages

[3] In late 2016, Google has begun experiments to primarily use the mobile version of a site’s content for ranking, parsing structured data and generating snippets.

[4] Img src is the descriptive file name while “Honeykids Asia” is the description for images. Since this is one of the components hidden behind an image to optimise your result on  the search engine, it is best to keep it short and friendly and avoid keyword stuffing and generic names like jpg1.

[5] Img src is the descriptive file name while “Honeykids Asia” is the description for images. Since this is one of the components hidden behind an image to optimise your result on  the search engine, it is best to keep it short and friendly and avoid keyword stuffing and generic names like jpg1. (taken from their HTML document via “view page source”)

 

Categories
Digital Marketing

How Digital Marketing Works for All Businesses, whether B2B and B2C

Digital marketing works for anyone who has a product to sell. Your goal is to obtain as many leads as possible by leveraging its assets and tactics. Depending on the type of business you run, your marketing team will have to weigh-in on these assets and tactics of digital marketing to create a powerful marketing strategy.

For Business To Business (B2B)

B2B Image

If your company is B2B, your focus of digital marketing is to generate online leads for your salesperson to be connected to a buyer. Hence, your digital marketing strategy has to be able to attract and convert the most valuable leads for your salespeople via your website and supporting digital channels.

For your strategy, we recommend you to diversify the assets and tactics. You may consider some of the top lead generators like SEO Marketing. You also may want to target your marketing efforts on business channels like LinkedIn to help you to generate a substantial amount of leads. A good marketing strategy leverages these assets and tactics to bring in a boatload of returns.

For Business To Consumers (B2C)

B2C Image

If your company is B2C, your digital marketing efforts will need to attract people to your website and have them become customers, even though factors like price will influence the decision of the buyer.

For that reason, you will more likely focus on accelerating your buyer to purchase. This is the path from the moment someone lands on your website to the moment that they make a purchase. Strong calls to action and creating awareness for your product through digital marketing assets and tactics will be your focus.

For B2C companies, channels like Instagram, Pinterest and Facebook can often be more valuable for such purposes than business-focused platforms like LinkedIn.

What Are the Main Benefits of Digital Marketing?

The best benefit of digital marketing is that digital marketing can help you to get accurate results in real time. Digital marketing allows marketers to track the results of their marketing efforts, for example, website traffic. If you put your website up, you will be able to track how many people have landed on your page. This is because digital marketing leverages on tools to record the information of the traffic. Digital marketing allows you to measure the ROI of pretty much any aspect of your marketing efforts. Contact us and let our experts explain how it works. Just to let you know we are listed as Best Digital Marketing Agencies Of 2020 according to Digital Marketing Agency Rating Platform and also  Best Web Design Agencies Of 2020 according to Web Design Agency Rating Platform

Categories
Digital Marketing Search Engine Optimization

A Quick Summary On How Digital Marketing Saved Our Clients Traditional Business

For many years, one our client ran a successful clothing business. With the help of flyers, magazine ads, and other traditional marketing efforts, they were able to make a generous income. However, when Covid-19 hit that all changed.

This is the story of how digital marketing helped saved our client’s clothing store. But before we get into that, let’s take a moment to learn more about digital marketing.

 

What Is Digital Marketing?

Digital Marketing Image

 

If you are not familiar with digital marketing, then you are not alone. There are still some businesses that do not utilize this form of marketing. However, those companies are falling behind the times. So, what is digital marketing and why is it so important to be a part of?

Digital marketing uses a variety of online resources to drive sales and bring exposure to a certain company or product. With the right combination of digital marketing techniques, any company can see growth. Below we will learn more about the different types of digital marketing.

 

Different Types of Digital Marketing

There are several different types of digital marketing. Each one of them offers a different way to reach potential clients online.

  • Content Marketing: This form of digital marketing uses informative content to attract potential buyers.
  • Search Engine Marketing: Usually Google Search Campaigns, this uses paid keywords to trigger ads to be shown at the right moments
  • Search Engine Optimization: Also known as SEO, this form of digital marketing uses keywords to organically drive free traffic.
  • Social Media Marketing: This type of digital marketing utilizes social media to drive sales.
  • Email Marketing: Email marketing is a powerful digital marketing tool that allows you to directly advertise to clients.

 

Why Traditional Marketing Doesn’t Work As Well Anymore?

During these hard time, traditional marketing simply doesn’t work very well. They fail to reach the right people at the right time. People are no longer going out like they use to, so marketing tools like flyers are not a wise investment.

Additionally, traditional marketing can be extremely expensive. Magazine ads, tv ads, and radio ads cost hundreds of dollars. On the other hand, digital marketing is highly affordable, and an online marketing campaign can be started for next to nothing.

 

How Digital Marketing Saved Our Client’s Business

When COVID-19 hit, our client’s brick-and-mortar clothing store took a huge loss. After years of running a successful business, they had fallen on hard times. People were not coming in and shopping like they used to. This was devastating to their family run businesses and the owners did not know what to do.

After contacting us, we encourage them to go in a different direction. Instead of the brick-and-mortar location, we suggested that they take their goods online. Once they agreed, we started with the following steps below:

  • Setting up an online store for them, with the option of online payment and the option of manual transfer option. The reason for doing that is because during the transition many of their audience were not comfortable with online payments yet.

Once the online shop was ready, they opened for business but there was still a lot of work to be done. To drive sales to the new shop, we started a digital marketing campaign.

  • We needed large traffic into the online store so we created a Facebook & Instagram page and ran paid advertising to their targeted audience. To our surprise, their audience reacted very well to it and sales increased faster than we expected! In fact after the first month client actually realize her profits in terms of % was higher than her brick and mortar shop!

Now that we have good audience data, we took the advantage to run a Google search and display campaign

  • With both Google & Facebook platforms running we were able to capture a large market share within her shop and we slowly expanded our range within her shop as our client increased her logistics manpower

As you can see, digital marketing helped save our client’s clothing store. By moving their store online and creating a digital marketing campaign, they were able to stay in business even during these rough times.