Basic Guide To Internet Marketing For SMEs In Singapore

singapore small business internet marketing guide

The majority of small business owners in Singapore have to work within a limited online marketing budget. They have to get the most out of the budget and still compete with larger companies for the attention of their target audience. How is it possible for you to remain competitive in internet marketing while operating within a limited budget? There are several marketing strategies for SME that have proven to have a significant impact in promoting their business in the highly competitive Singapore market. Irrespective of the type of your business, these digital marketing strategies produce a high investment return allowing you to do more with your small budget. This article goes through a basic guide on top marketing strategies to internet marketing for SMEs in Singapore.

  1. Search Engine Optimisation (SEO)

SEO is one of the most crucial small business marketing strategies. It involves optimisation of your website content and structure to make it easier for search engines to crawl your site. Valuable website content with relevant keywords and other little changes in your site can go a great deal in ranking your business higher on the search engine results page. Higher ranking on Google gives you an opportunity to drive massive new traffic to your website. SEO is crucial in the creation of a mobile-friendly website. Online users looking for a potential brand to buy from locally mostly use mobile devices hence you need to have a mobile responsive site. Optimising your content and website for local SEO gives you higher chances of featuring in the local mobile search results.

Improving Your Small Business SEO

A site audit is the first step towards improving the SEO of your small business. You can either conduct the side audit yourself or hire the many available SEO agencies in Singapore. Site audit gives you the position of your site in the search engine. It takes a look of your site content and structure and determines the weaknesses and strengths of your website regarding search engine optimisation. It is sometimes tricky for SEO if you do not have an expert in your business with proper expertise to optimise your site for search engines. Fortunately, there are available SEO marketing agencies in Singapore ready to help you promote your small business search engine rankings as you focus on managing your business. By improving your SEO, you will boost your online visibility and ensure that new customers get you on search engines.

  1. Content Marketing

Small businesses depend mostly on content marketing strategies. Content marketing involves the creation of quality content with great value for your target audience. You will only be able to develop quality content if you understand the desires, needs and challenges of your clients. More so, content marketing is of significance in building trust and credibility with your customers and giving a positive impression about your brand conversion of leads. However, unlike other paid digital marketing strategies, content marketing is a long-term motive for improving your SEO. This strategy will provide a high return on investment, and you can still promote your content even long after uploading the blog post. Content marketing offers new touch points that are critical in developing trust and improving online relationships that result to loyal customers.

Content Marketing Strategy

Content marketing requires you to get a clear definition of your target audience. Research about your audience and develop a buyer persona to place them at the centre of your content marketing goals. Some of the information contained in buyer personas include their preferences, challenges, demographics and behaviour. Once you get the customer details, you need first to address their main problems through your content topics. This is through the frequently asked questions by the online users. You can use these topics to develop blogs, eBooks, infographics and social media posts. The buyer’s journey is contained in three sections, i.e. awareness, consideration and decision. Content on how to solve the challenges of your potential customers may be suitable in the awareness stage while a case study is better for the people ready to purchase making them understand the importance of your brand. Content marketing requires consistency in both the value and relevancy of the content to attract and engage your target audience.

  1. PPC Advertising

Pay-per-click (PPC) advertising allows small businesses to place their advertisements to people looking for relevant products and services online. You will pay each time an online user clicks on your ad. Google search engine has an algorithm that determines the advertisements that will appear on the search engine results page depending on relevance, validity and quality. This means that you need to use relevant keywords for your ads to appear as relevant leads. The most famous PPC advertising platform is referred to as Google AdWords. Google AdWords provides the best place for PPC advertisement as the majority of the people search for information about products and services through google search engine.

PPC Ads Campaign

Keyword research is the first step towards the creation of a PPC ads campaign. The process may consume much time but is essential as your whole campaign is developed on the keywords chosen. For your PPC ads keywords to be convenient and effective, they should have popular keywords, less competitive long tail keywords and frequently searched keywords. Make sure that the list is exhaustive and relevant. More so, you should continuously refine and expand your keywords PPC list as the search trends continue to change. This way, you will be able to get a higher return on investment for your PPC ads campaign. The other steps include ad creation, development of landing page, setting up an account, tracking installation and testing, launching campaign, monitoring of performance, assessment of the campaign and analysing the feedback. PPC advertising campaigns act as a perfect complement to your organic search and enable you to drive traffic to your site. PPC advertisement requires skilled and experienced personnel in managing the campaigns. Otherwise, you might spend your budget on PPC advertising tactics and strategies that will never work. There are various available Google AdWords management agencies in Singapore to hire and help manage your PPC ads campaign.

  1. Facebook Advertising

Research conducted reveals that about two million smalls to average sized businesses are advertising on social media. Social media platforms and mostly Facebook provide an efficient and cheap way for you to promote your small business. According to statistics, the majority of Singaporeans spend about three hours a day on social media platforms. This provides for a higher probability that your target audience will be reached through social media advertising. You have a good chance of reaching your target customers through Facebook regardless of the industry you are in. The best thing about Facebook advertising is its powerful targeting features that help you to target your relevant audience. They are the only ones who can see your advertisement content. The targeting is based on certain factors including gender, location, age, and online behaviour.

Facebook Ads Statistics

Statistics reveal that CTR Facebook ads across all industries range to about zero-point nine per cent. The Facebook ad revenue goes for approximately nine point one six billion dollars. More so, about twenty per cent of Facebook’s mobile ad revenue comes from Instagram. One of the statistics that reveal the great importance of Facebook advertising is that about twenty-six per cent of Facebook users push for purchase by ads.

Steps in Getting Started with Facebook Advertising

Facebook advertisement has an easy and quick procedure. First, ensure that you have a business page for your small business. You will then use Facebook ads manager to access the ad platform by going to the drop-down menu on your Facebook account. All the ads features are accessible after you click on manage ads. You also need your primary objective for Facebook advertising between awareness, consideration and conversion. You will then give details on your target audience to narrow down the people who get to see the ads. Ensure that you set a daily budget of how much you spend which you can use to calculate the amount required to sustain the ad campaigns for a certain period. You can now create your ad using your suitable format. Quality professional video and images can also be included in the creation of a compelling advertisement. You will then choose where you want to place your ads in the various areas of Facebook as well as Instagram.

Facebook Campaign Analysis

Analysing your Facebook ads campaign is essential in maximising on your budget output. Though it is quick and easy to set up the campaigns, you need to check on your success against time. Make comparisons between the performance of various ads. If some ads are more successful than others, look at what impacts the success and use it when setting up future ads. You can consult Singapore agencies that offer Facebook advertising services for small businesses to help you develop a profitable Facebook marketing strategy.

  1. Social Media Marketing

With the rising levels of digital marketing in Singapore, you have no other option other than reaching and engaging your audience through social media. What you need to ask yourself is how much budget and time that you will set aside to boost your customers and leads through social media. Deciding on which social media channel to launch your marketing strategy is the first step in social media marketing. You need to consider the social media platforms that your potential customers spend most of their time and also the one that will help you achieve your business objectives and goals.

Social Media Channels

The social media channels available include Instagram, Facebook, Twitter, Pinterest, and LinkedIn marketing. Choose the perfect channel for you according to the factors stated earlier. After selecting the right channel for your SME, think of content to post and how regular you will be posting. Quality content should include blog posts, articles, branded videos and images. A social media content calendar enables you to keep track of your social media posts on different channels.

  1. Email Marketing

Majority of consumers do not make a purchase from your business brand on their first visit to your website. This is what makes email marketing one of the best marketing strategies for your small business. You need to maintain contact with these online visitors after they have left your site. You want to use the visitor’s contact details for lead nurturing. Research shows that approximately forty per cent of marketers view the generated leads from email marketing as of the highest quality. How do you get the contact information of your target audience? Lead magnet is one of the best strategies. It involves providing amazing offers for your website visitors in which they give you their email addresses in return. The offers may include webinar invitation, a special eBook, white paper or special promotion.

Designing Email Campaigns

A subscriber’s mail lists acts as the foundation for your email campaigns. You can now design an email campaign to help nurture your leads and develop authority. Your email list should be segmented to subscribers with similar characteristics to send more targeted and specific content. There are different types of messages that you can include in your email marketing content. Promotions and sale details are some of the most preferred messages content to send to consumers through emails. Other content may consist of eBooks, blog posts and infographics. Email marketing provides the best way for your business brand to be on top of your customers base and deliver triggered content to your relevant customers.

Conclusion

A small budget does not limit you to utilise the profitable and super powerful internet marketing strategies for your small business in Singapore. You should be aware of the benefits of each marketing strategy for your business. All these strategies give you an edge to compete in the Singapore digital market whether your business is new or it has been running for years. With a little effort, you will drive more traffic to your site and increase your lead conversions. There are many Singapore based marketing agencies with experts that will help you adjust your online marketing strategies accordingly. This will boost your small business in reaching, engaging and closing your target clients. Speak to MediaOne today – a leading digital marketing agency trusted by SingTel, Noel Gifts, Changi Airport, Fuji Xerox, Maybank, EDB, Ministry of Law, many MNCs and SMEs in Singapore.

December 07, 2018

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