Is outsourcing your marketing needs better than managing it yourself?

There is no argument here; we love our companies and the brands, products, and services which go with it. But a lot of times, we love them a little too much that we fail to see what needs to be improved or what needs to be removed when we package them for promotions.

This is the reason why we need someone from the outside to look at us; to evaluate how we are doing and give us solutions to whatever challenges or issues that we may have. You may say, well, we can always evaluate objectively and think of ourselves not as members of a company, but as outsiders.

But… can this be done?

Problems with Self-Managed Marketing

When we look at our business and the positive image we want to achieve with our current and prospective clients, many times we do so with rose-colored lenses. We cannot see the changes which are needed to be made.

If you do marketing on your own or manage it within your ranks, it is almost like performing open-heart surgery on yourself, without any anesthesia. You might be able to do it, with limber hands and arms, but the results will not be pretty.

That is where outsourcing comes in.  It is certainly worth the time and effort to seek out a professional marketing group that shares the same passion that you do for your business.

Marketing Tracking Tools & Marketing Automation

Look for an agency that understands marketing tracking tools and marketing automation. These tools are essential in making sure that your marketing executions are delivered, followed up and monitored as they automate repetitive tasks such as social media updates, website actions and sending of emails.

 Having a marketing agency report to you about the figures generated from these tools give you a clear perspective of the marketing results. It gives a longer game place because they are strategically planned and executed.

Growing your business with outsourced marketing

Part of your strategy as a company is to grow your business over the long term. Having an agency manage all of your social media campaigns, advertising outreach, and public relations campaigns will give you peace of mind. It will also take away the burden from having to think about the nitty-gritty details of campaigning for your brand.

If you create your own marketing campaigns and decide to move forward to execute them, you will clearly not be an “island of one”. You will need staff and potentially a lot of them. Just think of the myriad of costs involved.

Instead, when you outsource your marketing to a professional organization, you pay one single fee and it is itemized right in front of you each and every month. No ups. No extras.

How can Invesso help you?

We want to make things realistic and chart out a comparison for your view.

Outsourced Marketing vs Managing marketing yourself:

Give us a call and one of our trusted staff will be delighted to schedule a no-obligation appointment to show you all of the advantages we can bring to your company.

Reach us here

The Powerful Appeal of Video Advertising

The challenge in storytelling lies in how you can convey your message to an audience, especially in a media landscape where attention can easily pan to more interesting materials.

Because the goal of media communication is to reach an audience, it is imperative that the needs of the audience are acknowledged.

For this reason, it did not come as a surprise that the video format in storytelling has become the easiest form of communicating to an audience because they can be easily understood in the shortest time period.

At Invesso, we have seen how video advertising revolutionized our clients’ business. Video advertising has the power to create a connection between the company and the consumers to bring about brand awareness, loyalty and following.

We listed down a few reasons why video advertising is a powerful sales and marketing tool. You should consider it as part of your marketing and sales endeavors:

#1 Multi-sensory appeal

Video advertising appeals to multiple senses as it incorporates audio and visual elements in one product.

In the last three years, we have seen the birth of web pages and social media sites that delve on one specific topic: FOOD! These pages concentrate on making videos, which showcase how-to steps and emphasize the ingredients of various dishes. There is the visual appeal of the video that makes you want to take out the food from the screen and the audio appeal of the sizzling steak on the hot plate. The sharp and clear shots entice your senses of smell, taste and touch; you could swear that you can actually smell the chicken broth, taste the five-cheese pizza, and touch the warm apple pie.

Video advertising makes all of these possible.

#2 Shareable content

When it comes to the business of digital marketing, shareable content can spell the difference between failure and success. Because videos are quick and easy to digest, it is no wonder that they are readily and instantaneously shared by content consumers. When shot, produced and edited well, video advertising has the power to speak to people’s interests and even change their mindsets and views on various issues that plague society.

Video advertising also has the potential to elicit strong emotions — happiness, anger, surprise, disgust, anticipation, arousal — that can motivate them to share the content. If the video content affirms the consumers’ beliefs, they are more likely to share these videos. Video advertising thus has the potential to generate new followers with its shareable content.

The question then is: “How do we create shareable content?”

The general rule of thumb is: When you decide to delve into video advertising, make sure you are equipped with the right people and equipment. If you do not have these requirements, your output will look amateur and desperate, which can drive away potential supporters. Your original purpose of creating new followers will be lost.

In creating video content for advertising, make sure that the narrative is clear and that it mirrors the product’s identity and aspirations. Here is a behind-the-scenes look of how we made Christa Tuna to show our point.

#3 SEO advantage

Remember what they say about a picture having the ability to paint a thousand words?

Now, think about videos.

A video can definitely do more than what a single picture can do!

Having an engaging and interesting video means that your audience will share your video. Most video advertising outputs are short and can be viewed on any platform. This very nature provides ease of access apart from content immersion.

All of these elements put together — again, if done well — will translate to a longer “dwell time.” Dwell time is the length of time that a viewer watch the videos. Longer dwell time is good news because Google will detect this and will see this as valuable! Simply put, if your audience have longer dwell time, your page or site will be ranked higher in the list. This means, better search engine optimization (SEO) ranking.

The Invesso Experience

The best marketing teams know that videos have the power to grow brand awareness and drive leads. More importantly, they help establish a genuine connection between a business and its customers.

But it is one thing to create video content that will build awareness.

In a media landscape where everyone can create content — including videos — the challenge is how to create video content that will engage viewers and followers and will bring out product recall and brand loyalty using videos as a tool.

Let Invesso help bring out the best of your company’s products and services. We can work together to create video advertising materials that appeal to a vast audience which appreciates engaging and inspiring content.

Are you overspending for your marketing activities?

Managing a growing business — whether a start-up venture or a 10-year-old enterprise looking at improving services or introducing new products — is never a walk in the park. If it was, we would all have the surplus cash available in the world.

We engage in promotional and marketing services in an effort to make our products and services known to the greater public. We set aside a specific budget for this endeavor but in the process, we tend to incur a higher cost than what was allocated. Worse, despite the amount of money that we have spent, we still do not see the results of these efforts because we have not hit our target goals.

If you are in this boat, then you are not alone. Many businesses are faced with this dilemma. The solution to this problem is not an easy one; but one that can be resolved by understanding how digital marketing works to your advantage.

Digital Marketing demystified

Demystifying the platform that is digital marketing is the first step towards maintaining a strong online presence for your business. It has to start with an understanding of the three categories of digital marketing namely: owned, paid, and earned media.

Owned media are the channels you maintain and control. You own these channels so you have the free hand to decide on what the content will be, how they will look like, or how they will sound. These channels are your website, email, blogs and social media accounts. Content is king in the channels that you own because you control them so make sure that the development and distribution of content is varied and diverse. This means videos, infographics, press releases, blog posts and other social media campaigns. This is to bring traffic to your channels and inform potential clients of what you can offer.

On the other hand, earned media takes the shape of a popular blog or news site which features your product or service. Think of earned media in the form of testimonials and reviews by blogs or influencers which you do not own or control. Often, earned media is a result of a successful marketing initiative in the channels that you own. It is publicity that you earn based on your promotional efforts. It happens when your content is recognized organically and earn a following either through word of mouth or via your social media channels. Unlike owned media, you do not have control of earned media channels. It cannot be bought or owned. It is an integral part of the marketing mix because it tells your company’s story on a third-party platform without shelling out huge amount of money. PR and influences, SEO, reviews and ratings, and customer referrals are some examples of earned media.


The third category in digital marketing is paid media. These are promotions from a third party because you paid for them. Why are these a need when you can have owned media channels that you can control and earned media platforms that you can maximize? Because paid media channels mean fast customer acquisition speed. The moment you start paying for this service, your product or service is automatically placed in front of your customers, which means that your effort is transformed into customer awareness. Because your brand is prioritized as a result of paying for presence in this platform, your brand is amplified and communicated to a wider and bigger audience to create more impact. It gives you the much needed boost to “spread the word.” Some examples of paid media are sponsored influencers, sponsored content, Google advertisements, conferences or events, and Facebook advertisements. As the name suggests, you would need to pay for visibility in these channels so be ready to set aside a budget for this.
 

What can Invesso do for you?

Digital marketing has proven itself to be a potent ingredient in the success of many marketing efforts. It is a complex web of terms, processes, and categories which you need to familiarize and use to your advantage.

It is important to note, after learning about these digital marketing categories, that there is no such thing as a superior channel or media platform. Note that these categories have an impact on your budget, customer acquisition cost, and customer acquisition speed so it is best to consider your presence in all these three platforms.

In the age of a highly discriminating audience, a good mix of these digital marketing channels is a proven success blanket that can reach your intended audience and convert marketing efforts into customer awareness and brand recall.

We are confident that our collective experience in digital marketing can help you manage and maintain your owned media, maximize paid media and eventually, bring in earned media exposure for you and your company.

Allow us to help you analyze your business and provide solutions to bring your company to greater heights within the shortest possible time here.

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!

5 Core Stages of a Marketing Campaign

Your marketing campaign is your company’s plan to raise awareness about your product or service. An effective marketing campaign is more than just a publicity plan; it is an in-depth understanding and research of a brand, which translates as an efficient communication tool of the product or service to the target audience.

There is no one-size-fits-all formula for an effective marketing campaign. There is no cookie-cutter configuration that can be pulled out of some shelf whenever you decide to implement a marketing campaign for just about any product or service at any given time.

Fortunately, there are five (5) core stages of a marketing campaign that you can learn which can help you in crafting an effective plan.

Set your goals then gather information.  

Any effective marketing campaign starts with good, old research. At the outset, know what you want to accomplish. What exactly do you want to happen at the end of the campaign?

Be specific on what you want to accomplish. Do not just aim for generic goals such as “to raise awareness about Brand X.” Rather, be more straightforward and specific about your goals. If you want to reach one million likes and followers on your social media page by the end of six-month campaign, then indicate that in your plan.

In setting your goals, hold on to the basic tenets of setting goals and objectives: Be SMART, which stands for: : “(Be) Specific, Measurable, Attainable, Relevant, and Time-bound.

An essential part of an effective marketing plan is to gather information about your target audience. Get to know them. Otherwise, all the hard work of putting together and implementing a marketing campaign will be futile. Nobody wants to spend time and energy for an endeavor that has no direction, right?

Strategize and craft your marketing proposal

So you have set your goals and identified your target audience, what happens now?

With the information that you gathered, think about your methodology or strategy. What do you intend to do? How will you implement the project? This is the part of the campaign where you can literally start a “to-do” list.

When you strategize, think about the most effective way to reach your audience. This part of the marketing campaign is akin to the 5Ws and 1H of journalism.

When crafting your marketing campaign, ask the five Ws (what, when, where, who, why) and 1H (how).


For your guidance, ask yourself the following questions:

  • What will I do to convince them to try out our product?  
  • What materials should I use for our marketing campaign?
  • Where is the campaign going to take place?
  • When is it going to run?  
  • How long should it run?

Create a project timeline and a detailed budget matrix.

A project timeline will be your main guide in navigating through the unpredictable waters of project management. It will help you monitor your team’s progress and backlogs.

In creating your project timeline, take note of the following elements: (1) tasks to be completed; (2) specific dates for these tasks to be completed; (3) duration of each task; and(4) persons responsible.

This way, there is a clear delineation of tasks and persons responsible for each task. You know who to follow-up and how long you should expect the task to be accomplished.

Alongside your project timeline is a detailed budget plan for your project. Do not make the mistake of jumping into a marketing campaign without determining how much money you need to carry out the project. A good project manager is prepared no matter what. Indicate in your financial/budget plan the specific items that you need to spend on.

Implement and schedule the project.

At this stage of your marketing campaign, you should be ready for “project deployment.” You’ve laid out the foundation, now is the time to let go and go out there. Make sure to communicate your plan to your team. Let them in on the process so they will know where the project is going and let them feel a sense of ownership, which will make them feel more engaged and more involved in the project.

While you may have laid out the most detailed marketing campaign, expect to encounter glitches along the way. When this happens, adapt. Willingly open yourself to adapt to a situation so you can readily correct or troubleshoot a problem. Encourage the same mindset and attitude with your team members.

Evaluate and repeat.

The most common pitfall of many organizations is that they stop at project implementation. You are committing a huge mistake if you do. It is not enough to just run your project, make sure that you evaluate the process, the people and the outcome. Identify points of improvement, note them and identify solutions to the issues that cropped up along the way. Through evaluation, you can determine the weakness of the marketing campaign, correct them, and create a better one.

Looking for a partner to help you accomplish all of the above?
What about increasing the effectiveness of your company’s marketing campaign?
We are here to help.

Get the answers to your questions by emailing here

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.