Digital marketing success beyond SEO/SEM

For many businesses that are conscious about their digital marketing efforts, search engine optimization (SEO) or its wider term, search engine marketing (SEM), has been the go-to strategy to strengthen online presence.

SEO/SEM has taken the world of digital marketing by storm because as more customers gain access to the Internet and rely more greatly on the world wide web in making decisions, they turn to search engines to literally “search” for answers and suggestions. In many ways, Google has replaced physical books, phone books and even the Yellow Pages. The online visibility of a website or a webpage has since been crucial in growing businesses and maintaining optimum business performance. They say it is all about algorithm and the practice of SEO is all about increasing the number of visitors to a website by making it more visible in search engines.

However, digital marketing is more than just SEO or SEM. In fact, there is an array of options and choices that can help you grow your business.

The ‘Fragrance’ case study

This is evident in our experience with the integrated marketing solutions of Fragrance Foodstuff Pte Ltd, which started in 1969 and incorporated in 1990 in Singapore. The company is the traditional retailer of Bak Kwa (or rou gan), a dried savoury sweet meat usually made from pork and served in the form of thin square slices. The product is a favourite local snack in Singapore, and considered a staple during the New Year celebration.

When we analyzed this case, we found out that the company faced challenges on the following areas: lack of digital presence, traditional outlook and focus, and common marketing campaigns that do not stand out. Understanding and studying these challenges, our team from Invesso worked on crafting an integrated marketing plan, which included digital marketing solutions to improve Fragrance’s overall brand visibility and image.

Solutions beyond SEO/SEM

SEO boosted Fragrance’s online presence. The visibility of the brand and corporate promotions went up and we saw increased visits to the website. SEM, on the other hand, increased the amount of directed traffic . We addressed the needs on stationary direct traffic and digital exposure so Fragrance can be found easily after noting that there is a rising number of people searching on Google for deals online during the festive season.

While SEO and SEM were key to the success of Fragrance’s corporate order campaign, these two were not the sole ingredients for the company’s revitalized presence.

We worked on web development and social media campaign, with each one implementing different nodes of highly effective initiatives to strengthen the brand’s online presence. These marketing initiatives addressed issues on how a long-standing company like Fragrance, which implemented traditional promotional strategies such as taxi advertising, was able to transform itself into a brand with robust online activity owing to the active and direct visits of customers to its site.

As an example, we set up an online order system for Fragrance, which facilitated the convenience of online orders. The new system featured online payment methods, dynamic pricing based on delivery dates, and a web page that was designed for conversions. The case study found out that the new system improved the way orders could be received, and how users can receive or find out more information with a comprehensive brochure that can be downloaded on the page. With this system, the number of orders received went up by more than 80%.

In the area of social media marketing, we worked on a Viral Video Campaign 2018 which emphasized the value of coming home to your family on Chinese New Year. The video reached close to 800,000 Singaporeans with over 4,900 shares, 6,200 likes and over 400 comments. Results from this study revealed that sales in retail stores soared from 18th Jan 2018 to 16th Feb 2018, breaking a new sales record.

We went beyond keywords to achieve and accomplish all these milestones.

We implemented a marketing campaign that utilized a wide range of activities carried out with a holistic approach. Invesso was able to assist Fragrance to achieve the following: increase in overall revenue, improved branding and value, more corporate bulk orders and distribution enquiries, boost of online presence, and reach a wider range of audiences.

For the full version of the case study, please refer here.

Where to go from here?

SEO or SEM is not the end-all and be-all of digital marketing; they are just two ingredients to a successful digital marketing campaign. What we pointed out above are some of the ways on how you can bring your company to the level of success that Fragrance is now enjoying.

If you are interested in exploring this route, but you are still not sure that you can grow your business beyond SEO or SEM, feel free to get in touch with us here and we will be happy to discuss these matters with you. Let Invesso help in customizing your marketing strategies and achieve amazing results!

Top Marketing Challenges in 2019

Rapid advancement in technology — along with the demands of operating in a world where social media reigns supreme — is causing a myriad of marketing challenges among many companies. We listed down the top four marketing challenges in 2019 and looked into each one to better understand them and perhaps, seek ways on how to address them.

Low conversions

So… you have carried out a detailed marketing campaign. You did everything that you can possibly do to reach out to your target audience. However, despite your commitment to spend hours in crafting and implementing your marketing campaign, you only achieved low conversion rate. First off, what is conversion rate? In digital marketing or e-commerce parlance, conversion rate is the percentage of your  website visitors, who actually completed a desired goal, out of the total number of visitors. Simply put, if your website is selling something, high conversion rate means people are buying what you are offering. A high conversion rate is indicative of a successful marketing campaign. Similarly, if you have low conversion rate, it means that your marketing campaign is taking time to take effect or it may not have worked at all. Hence, it is appropriate to recalibrate your marketing campaign; if not, totally overhaul it. Issues on low conversion rate often points to a weak call-to-action (CTA) strategy. A strong CTA is the heart of a conversion action. It is like a sales pitch. You begin by identifying the issue at hand, you describe your product or service, present what it can do to address the issue at hand, and then… you call on the customer to act on purchasing your product or service. However, not many companies are equipped with the skills to craft a strong CTA strategy or implement an effective marketing campaign.

Extra cost

Extra CostHow much does your company allocate as marketing budget? Those in the field know that a marketing budget usually covers expenses in promotions, publicity and advertising.  With the ever-changing marketing landscape, the decision on where to put marketing expenses is often tricky. For many companies, hiring a marketing officer is often listed as a move to address this issue. But it can be a costly solution — and one that can demand an extra cost to the company. Hiring an additional personnel to specifically do marketing-related tasks may not be a wise decision. You may be in a danger of incurring more marketing cost than you have projected due to intangible limitations.

Ineffective marketing

Product, price, place, and promotion comprise the so-called “marketing mix.” A good understanding of each spells the difference between failure and success of your marketing endeavors. There are several signs that will tell you that your marketing campaign is ineffective. Some of them are reduced website traffic, lack of interest in your product (which can manifest in low social media engagement), losing customers to competitors, and no clear target market.

Unmeasurable results

Reaching your desired goals comes with being able to measure your results, which means that they have to be specific and detailed; not broad and intangible. How do you track your campaign? What channels — direct, referral, organic — do you utilize? In tracking your progress, you also need to identify the so-called “marketing metrics.” For instance, in digital marketing, there is a long list of marketing metrics or those that provide the numerical data on how your campaign is going so you can check if you have reached your goals. Marketing metrics can be determined through lead conversion, web content, click-through-rate, page views, search engine referrals, and social media effectiveness, among others.  These days, it is not enough for a company to be equipped with a generic marketing plan to be carried out by a marketing officer. The demands of today’s ever-changing marketing landscape call for dedicated skills which can address these issues.

How about exploring the possibility of outsourcing your marketing needs?

Companies such as Invesso are equipped with professionals who can effectively and efficiently carry out marketing tasks and address the challenges which go with them. Outsourcing your company’s marketing needs with us comes with a highly-experienced team of professionals, collectively equipped with decades of relevant experience and topnotch credentials to carry out a marketing campaign. It is a cost-effective measure to grow your company even without hiring an additional personnel because you will have a support organization that will do the job for you with a faster turnaround rate. We work with small and medium companies and start-ups, which are interested and excited to grow their businesses. We hope to integrate our business with yours so we can help streamline your marketing efforts like never before. Let’s explore possibilities of being partners by reaching out to us at www.invesso.com. We look forward to working with you and finding customized solutions for your company’s marketing needs.

How Does the Internet of Things (IoT) Factor into My Business

The Internet of Things is a popular topic and is already an important part of how we conduct business in today’s global climate. In the near future, the importance of IoT will continue to grow. Much more than just another digital disruption in business, IoT is critical to future success. Nowhere is this truer than in Singapore, which ranks first globally in the implementation of Smart Cities, a process which is closely tied to the Internet of Things.  If you would like to learn more about the IoT, why it’s important to your business, and how you can implement this technology; please read on.

What is the Internet of Things (IoT)?

The Internet of Things is simply the concept of connecting any and all devices, basically anything with an on/off switch, to the Internet. This results in countless products having the ability to communicate with one another. While many devices, such as smartphones and personal computers have been connected for years, new devices such as home lighting, locks, coffee makers, refrigerators, and washing machines are now connected to both the Internet and to each other.

Just as in the home, IoT is being implemented in business and industry sectors. Automated machines in factories are connected and provide data to one another. Devices interconnected along the manufacturing chain provide data and information across the entire manufacturing process—from obtaining raw materials, to the logistics of delivering finished goods.

Why is IoT Important?

The IoT is easiest to understand when looked at from a home standpoint. Let’s say you are leaving home in a rush and are going to be late for your morning meeting. Your car, being connected to your phone’s calendar, knows you have a meeting and you will be late. It could then direct your phone to send a message to everyone in the meeting, informing them of the change—all of this done while your car makes sure you’re on the best possible route to work. Since you left home in a rush, your smartphone allows you to make sure your doors are locked and the thermostat is set to your desired temperature. You might even tell your coffee maker at work to start brewing at a certain time.

If you can see how this innovative technology could streamline your day and make you more productive in your daily life, then it doesn’t take much more of a stretch to see what it can do for the industry. What if the supply department of your business was connected directly to your suppliers? Factory machines could know when they are low on supplies and automatically reorder. Logistics could be connected as well, making sure products get where they are going on time. Machines with smart connections could diagnose themselves and tell you when they require maintenance. And these are just basic benefits of IoT. To the entrepreneurial mind, the possibilities in business and industry are limitless.

Why is IoT Important in Singapore?

The Internet of Things is important to business for two primary reasons: First, companies which don’t adopt the agility offered by IoT will be left behind by those that do. Second, for startups and entrepreneurial minded companies, there is no other area of business and industry which is positioned to provide as much opportunity as the IoT.

In Singapore, building Smart Cities is an important government initiative—one which has been highly successful, as Singapore ranks ahead of the rest of the globe in their implementation.

A Smart City is the implementation of the Internet of Things on a city wide scale. Singapore has implemented IoT technology into both its Smart City and Smart Nation plans. This includes smart meters, lights, and sensors which are connected and provide important data; this allows planners to make both city and national infrastructures run more smoothly.

Singapore is also a leader in using IoT technology in health sectors, with new initiatives to provide better care to the elderly and other citizens in need. In addition, IoT has allowed Singapore to provide many government services and data online, making access easier for all citizens.

There are also initiatives to promote research, innovation, and new ideas in IoT—in both the public and private sectors. This is an exciting time for startups and other entrepreneurial minded businesses in Singapore, as opportunities to produce new and innovative ways of using IoT are everywhere.

Strategies for Implementing IoT in Your Business

While the implementation of IoT in a business is complex, there are effective strategies to make the process easier to understand. One process that applies well to IoT is Design Thinking.  While not a new concept, the stages of Design Thinking are an excellent starting point in the process of designing and implementing Internet of Things technology into your business. The five stages of Design Thinking are Empathize, Define, Ideate, Prototype, and Test.

Stage 1: Empathize

The first step is to understand the problem you are trying to solve by using empathy. Empathize with those who have the problem—whether it be your customers, employees, suppliers, or anyone else involved in your business. What would help them? How could IoT be used to make processes more efficient, convenient, and enjoyable? What could IoT do for your business that would make customers want to do business with you instead of with your competitors? An important part of this stage is gathering as much data as possible.

Stage 2: Define the Problem

This stage involves taking any and all information you gathered during the first stage, analyzing it, and discovering the core issue or problem you are facing. Once you know the problem, state it—not in a business oriented way, but in a service oriented way. For example, instead of saying, “We need to make our supply chain more efficient” (which sounds like you only care about your bottom line), you might instead say, “We want to provide our employees with the most streamlined and effective supply chain in order increase job satisfaction and give our employees the tools needed to achieve success.” This is a strategy everyone can get behind.

Stage 3: Ideate

Put simply, this is the stage where you start generating ideas for possible solutions. This is a great time to think outside the box. While it’s important to examine what others have done to solve similar problems, also make sure to consider new and innovative technology solutions which may be more ideal for your business than previously implemented ideas.

Stage 4: Prototype

In this stage, at least when possible, you build a prototype. This could also include creating a computerized model that can be used for tests. If you are hiring a software firm to implement your idea, you might try a scaled down version which can be tested before making the process more complex. Remember, that the prototype stage is an experimental stage where ideas can be tried and failures corrected. It’s always better to discover problems in this stage than after the full implementation has been conducted.

Stage 5: Test

The test stage is pretty straightforward. In this stage, the full product or idea is fully tested. While this is the final stage, the test stage is usually not the end. Instead, problems are often discovered, feedback from users is considered, and refinements to the product are completed. This often means going back to the prototype stage and then repeating the test stage, sometimes again and again.

While this is a lot of work, the implementation will only be successful if you fully understand the problem you are trying to solve. Only by understanding the needs of the users who will be affected and being willing to rule out problems, modify designs, and work together to achieve the best possible results, will an effective solution become a reality.

Conclusion

The Internet of Things is a reality every business must face; the only difference is in the extent. Just as not embracing digital disruption of earlier years such as computers, email, the Internet, and automation would have spelled doom for any business which did not adapt; those who do not implement IoT into their business plans risk the same fate.

While this may sound dire, it need not be. The Internet of Things provides unprecedented opportunities for growth and innovation. Businesses which form new ideas and innovative technology solutions to problems will benefit greatly. Today is an exciting time to be in business. Don’t fear change; embrace it and use it to your advantage.

 

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