How to Conduct Internet Marketing in Singapore

How to Conduct Internet Marketing in Singapore MediaOne Business Group Pte Ltd
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Looking for expert tips on how to conduct internet marketing in Singapore? We live in a highly digitized and competitive world. As a result, startups and established businesses should always devise strategies for reaching out to clients. Internet marketing is a proven strategy for ensuring that your company is heard out there and that it gains both online and offline visibility.

More than 80% of Singaporeans access the Internet using either PCs or mobile devices. Therefore, it is imperative that marketers formulate steadfast strategies for ensuring that their companies are marketed to this tech-savvy segment of the population. To achieve the most desirable results, here are actionable tips on how to conduct internet marketing in Singapore

Email Marketing

This Internet marketing strategy entails sending emails to your current or potential clients with the objective of keeping them apprised with your company as well as the services and products that you sell. Email marketing has remained one of the most effective lead generation and direct marketing strategies.

Most social media influencers and affiliate marketers use email marketing to boost other internet marketing strategies that they have in place. To optimise your email marketing campaigns, here are three tips that you ought to keep in mind.

1: Reach Out to the Right Clients

It goes without saying that your email marketing campaign will yield no results if you target the wrong audience. This highlights the significance of categorising your customers according to their needs and demographics before you start sending out emails.

This may sound a little cumbersome but the effort spent segmenting your target audience will significantly increase the success of your email advertising campaign in Singapore.

2: Use Quality Subject Lines

Arguably, one of the most significant mistakes that companies make during their email marketing campaigns is the use of boring and unrelated subject headings. Market surveys indicate that most people only open emails that have catchy subject lines.

This highlights why you should always use eye-catching subject lines, which can draw the attention of whoever will receive your emails. It is advisable that you make the subject line descriptive, brief, and capable of encouraging recipients to not only open and read your emails but also go ahead to visit your site or even make a purchase.

How to Conduct Internet Marketing in Singapore

3: Purchase a Quality Email List

If you run a new company that is trying to market itself in Singapore by use of Internet marketing, it is advisable that you purchase an email list. This will go a long way in providing a foundation for your campaign. You can get the email addresses of possible customers from companies such as SGBusinessData.com and Ninja Email.

Nevertheless, you need to ascertain that whatever company you choose to get your email list has a database that only contains the email addresses of your target audience. This will ensure that your emails record an impressive response rate. Similarly, you can build your own mailing list.

Invest in Suitable Email Marketing Software

There are dozens of email marketing software out these including MailChimp, Constant Contact, Campaigner, and Get Response. With such, it will be easy for you to reach out to potential clients through the use of professional and custom-made emails.

To avoid having your account blacklisted, it is imperative that you understand the terms that guide the use of such software. For instance, MailChimp, and Constant Contact discourage users from the use of purchased email lists in their marketing campaigns.

Engage With Recipients Well

Good emails are an equivalent to Tweets and Facebook posts. For them to become viral, you must engage with recipients as well as motivate them to share the emails with others. This is why you should take time to create captivating content, which will spark your online readers’ interest.

In doing so, you will boost your chances of getting your emails shared or forwarded to other potential clients. Conversations that start in an email marketing campaign can spill over to social networks, thus expanding your market reach.

Email Marketing Campaign Statistics Ought to be Taken Seriously

Conversation rate, click-through rate, and bounce rate are the foremost metrics that are used to determine the effectiveness of email marketing campaigns. By taking note of these statistics, it will be easy for you to drive traffic to your site, thus generating more sales.

These metrics are crucial and therefore, ought to be carefully analysed so that you get an insight into aspects such as what is the best time to send emails. Likewise, the conversation rate will give you an idea about which content interests your audience the most.

Affiliate Marketing

Currently, affiliate marketing is still a new concept in Singapore. Nonetheless, it has been gaining traction impressively. Unlike it was the case in the past where only half of the Singaporean companies were using affiliate marketing to grow their business, more companies have embraced the strategy.

The growing popularity of affiliate marketing is attributed to its convenience, affordability and the ability to guarantee long-term outcomes. You can get affiliates from global marketing firms such as ClickBank. These affiliates will work to market you and your products on their websites, blogs, social media platforms, and through email marketing.

There are also tens of local affiliates in Singapore. These have a significant following of potential clients, and won’t hesitate to market your company in return for a commission whenever clients make a purchase. Other companies and affiliate marketing programs that you can take advantage of include Agoda Affiliate Partners, com.sg Affiliate, Commission Junction, Hotels Combined, and Amazon Associates.

Social Media Marketing

A significant portion of the Singaporean population is on social media. Therefore, one of the most effective strategies to conduct internet marketing in Singapore is to have a presence on social media. Social media marketing entails reaching out and connecting with potential clients via social networks such as Twitter, Facebook, and LinkedIn.

Often, clients discuss products before they place an order. Therefore, the closure rate is likely to be high if your products are referred to prospective clients by their trusted friends who are not salespeople but have bought and used your product in the past.

To understand just how social media marketing is, you have to consider this example. If you intend to purchase a refrigerator and you come across a fridge ad on a social media platform that has been liked 100 times by either your colleagues or family members, you are likely to purchase that particular model rather than something else.

By December 2015, Facebook had more than 1.1 billion active users around the world. Creating a Facebook page for your company and posting ads will not only boost your online presence, but it will similarly grow your sales. While posting Facebook ads, you can request the site only to show your ad to Singaporeans. This way, your ads will get maximum results.

When you use social media to drive your marketing campaigns in Singapore, numerous options can help you target a particular segment of users. For instance, florists who operate in Bukit Batok or Jurong East can choose their ads to be only visible to users who either live or work in the localities.

You can also use Twitter to boost your Internet marketing campaign. The social network allows you only to display your ads to a particular group of people. For instance, you can post videos that explain your services and products alongside comments and photos with links to your website. Other social networks that you can incorporate in your marketing campaigns include YouTube, WhatsApp, Google+, Instagram, LinkedIn, and Pinterest.

YouTube

This is mainly a video sharing platform. With YouTube, you can create profiles so that you upload videos as well as comment on other users’ videos. Similarly, you can subscribe or follow other users. Creating a YouTube profile for your business will help you advertise through videos.

WhatsApp

WhatsApp is a messaging app, which allows users to text each other and even share audios, photos, and videos for free. Your content can be shared on different WhatsApp groups, thus generating positive conversation about your products and services.

Instagram

Instagram has grown into one of the most widely-used and popular social media platforms in Singapore. This free social network focuses on sharing videos and photos with other users through ordinary posts and Stories. When using Instagram to market your business in Singapore, you can post short videos or pictures so that your followers can view and post their comments.

How to Conduct Internet Marketing in Singapore

The ability to incorporate hashtags, tag other users in your posts, and also tag your location can help expand the reach of your posts. Geotagging in particular, enables you to reach out to users who are not your followers, but are within the locality that you mentioned in your posts.

Tumblr

This social network allows you to create your own blogs, which you can go ahead to personalise and post other media to. Other users can also view and share your posts. Tumblr is an excellent platform for sharing your blog posts especially if you incorporate blogs into your Internet marketing campaigns.

Pinterest

This free social media network allows users to upload and view various images and videos or pins. This should be your go-to platform if you love sharing pictures of your products. What makes Pinterest attractive to internet marketers is that they can share their posts on other platforms thus boosting their marketing campaigns all the more.

LinkedIn

This is s formal social media platform, which mainly attracts professionals in various fields. Users can create business and professional profiles on LinkedIn and after that, connect with those that are either in the same profession or similar businesses. This platform offers great business communication and interaction. If can be particularly helpful if you are looking to attract clients who are in a specific profession or business.

SEO and SEM

SEO is a digital marketing strategy whose objective is to ensure that your website reaches the summit of search engine results. Besides this, SEO ensures that your site attracts organic traffic. Since Internet users always take to Google whenever they need information about something, it is critical to ensure that your website ranks high.

There are several tools that can help your site to be visible to Internet users. These include Google Adwords Planner and Google Analytics. With these tools, it will be easy for you to gain insights into the keywords that customers use when searching for products and services that are similar to yours.

If you want to connect with clients continuously without necessarily spending a fortune, you should take advantage of professional SEO services. Typically, SEO targets a specific group of customers who are already interested in your services and products.

Combining SEO and SEM will go a long way in improving the conversion rate. Also known as PPC, search engine marketing is designed to place your website at the summit of search engine results. It uses a paid advertising channel. SEM enables you to target a specific group of clients who are searching for services and products that you are selling.

SEM is often referred to as PPC because you will only need to pay the marketers involved when potential clients view and click on your ads. Typically, these ads are placed strategically on web pages to make them visible to Internet users. PPC is more effective than traditional advertising methods since with it. You can tell exactly who viewed your ads, and from what location.

Content Marketing

This is the creation and distribution of valuable and relevant content with the intent of communicating with the customers to meet marketing goals. Brands need to have content marketing strategies that focus on communicating with the target audience instead of selling.

You should provide content that educates, amuses, and consistently delivers value to your site visitors. This will attract and retain the most qualified customers for your products and services. High-quality content plays an important role when you are formulating your internet marketing.

Many people struggle when it comes to creating a content marketing strategy. While this is easier said than done, there are steps to creating a content marketing strategy. This is a sure way to ensure that browsers convert to customers.

Reputation Marketing

This is the use of press releases, customer review platforms, and social media to create a positive perception of your brand. When done properly, it leads to an increase in online referrals and reviews, which are the backbone of every internet marketing strategy.

conduct internet marketing in Singapore

Reputation marketing compromises of many things, which work together to create and develop a distinctive brand as well as to encourage customers to post reviews. On top of this, the businesses need to respond to the reviews and quickly resolve customer complaints and concerns on the review platform or social media.

The five steps of reputation marketing include

  • Create a system for gathering client feedback
  • Build a five-star reputation
  • Manage your five-star reputation
  • Market your five-star reputation
  • Monitor your online reputation

With that said, not everything goes as planned and you will have to undertake reputation management. This is the process of identifying what people are saying about your brand and taking steps to shape their opinion about you and your brand.

Influencer Marketing

With the evolution of social media and blog platforms, internet marketing is becoming more reliant on influencers. These are people with a vast online following, and are paid to promote brands.

With the increase in the number of social media platforms, target audiences are split for choice, and it is necessary that you pick the proper influencer for your brand.

Define Your Objectives

One of the major mistakes most brands make is to choose an influencer based on the number of followers. While the number of people a person can influence is essential, influencers have more to give to a brand.

One thing is for sure, influencers cannot keep up with your digital benchmarks besides having their brands to think about and manage. For this reason, you need to identify an influencer that properly integrates with your brand’s digital content and strategy. This begins when you define your internet marketing objectives and and the expected outcome.

You also need to think about several things such as the influencer’s background, how they will tell your story, the platforms they use, past brand collaborations and so much more. For example, Coca-Cola will not go for an influencer who has declared their love for Pepsi in the past.

Paid Advertisement

Digital marketers have many marketing options to choose from, but the best marketers know that paid advertising wins every time. This is because it allows them to target their ideal audiences and thus have better-qualified traffic for their websites.

Paid marketing includes things such as pay-per-click ads or social media ads. The ads are conveniently placed on search engines and social media, and you pay every time a browser clicks on the ad.

Google Ads is the biggest paid search platform while Bing Ads come a close second, and it serves search ads on Yahoo as well. Search marketing today includes mobile, display, targeting and retargeting, as well as paid social advertising.

All social media platforms have various ways that you can increase the reach of your posts and ads. For example, Twitter, Facebook, and Instagram have made it much more difficult to get organic traffic, and this means that you must pay to get your ads to the most appropriate candidate.

Measure Your Results

Every internet marketing strategy needs to be measured, and the results analysed to establish whether they are producing the results envisioned in your objectives. Most of the tools available in the market give monthly reports, but you can customise them to get the results when you need them.

Google Analytics

This is one of the best tools of measuring the metrics on your website and blog. Essentially, it compiles all the information about the results of your internet marketing activities. It will show you the source of your traffic, where the visitors clicked on your website, and so much more.

Other than Google Analytics, other web analytics tools can also help you measure the results of your internet marketing strategies and activities. With that said, there are metrics that you must consider to know if your internet marketing is worth the time and resources

  • Visitors per month – There are two ways to count site visitors. Visitors are the total number of people coming to your site in a month, while unique visitors are the number of different number of visitors visiting your site
  • Page views per month – This is the number of individual page views from unique visitors
  • Time Spent on your site – After you have identified the number of visitors and views to your site, you need to know how much time the visitors are spending on your website
  • Heat map or click path – This is where visitors click while navigating your site
  • Number of links – The more sites that link to your website, the more ways that search engine spiders will have of searching for your site, and this will improve your site rankings

When it comes to PPC ads, you need to know the total number of search engine referrals your sites gets per month. It will help you identify the keywords that lead traffic from search marketing.

Artificial Intelligence

AI marketing in Singapore

AI is revolutionising how brands conduct internet marketing in Singapore and the world. Gartner analysts predicted that by 2020, AI technology would be a vital part of every product, software, and services.

Moreover, Techgrabyte noted that AI technology has the most significant commercial opportunity for industries, companies, and countries in the next decade. It is projected that it would contribute at least 14%of the global GDP by 2030.

But how does it relate to internet marketing in Singapore? Here are reasons why you should adopt AI in your internet marketing activities:

  • AI can analyse user behaviour and their search patterns
  • It can use data gathered from social media platforms to help businesses understand how consumers find products and services

For example, MasterCard created a Facebook messenger bot that uses AI and natural processing language software to predict what consumers want. Moreover, it responds to customer queries as though it was a real customer care representative.

It is also predicted that AI will soon be integrated into a variety of internet marketing services, such as:

  • Customer service chatbots
  • Product recommendations
  • Email personalisation
  • Content creation
  • Automating e-commerce transactions
  • Basic communication between the brand and the consumer

For this reason, you need to start looking at the application of AI technology in your industry niche. It is be the edge you need to cut staffing costs, become more competitive, and accelerate growth.

Programmatic Advertising

Programmatic advertising refers to the use of AI to automate ad impression buying to improve targeting and lead generation strategies. For example, real-time bidding is more efficient and faster, which translates to an increase in conversion rates and lower customer acquisition costs.

A majority of digital display ads will be programmatic by 2020. This is how programmatic advertising works:

  • Step 1: A user clicks on your webpage
  • Step 2: The marketer or webmaster puts their ad impression for auction
  • Step 3: The ad marketplace convenes an auction among the willing advertisers for the ad impression
  • Step 4: The marketer willing to bid the most for the impression wins the action, and they can display the ad on the page
  • Step 5: The ad is delivered to the leads
  • Step 6: The lead clicks on the ad and the brand starts to take them down the conversion funnel

Programmatic advertising is one of the latest ways of automating how internet marketing is done. The incorporation of AI technology will help you be more effective in how you bid for ad impressions.

Automated Website Live Chat

Employing customer service representatives to be available 24/7 is not only expensive but impractical for most brands. The solution to this problem has come in the form of website live chat. Chatbots are being incorporated into live chats, and they play a crucial role in shaping the internet marketing trends.

They are rooted in AI technology and use instant messaging to chat with prospects and customers in real-time. By 2020, chatbots will be at the centre of customer support, and 63% of consumers consider chatbots as the best way to communicate with a brand.

This makes chatbots some of the best virtual assistants since they offer over the top customer support. When programmed properly, chatbots will change how brands meet their customer’s expectations, and they will automate repetitive tasks allowing brands to cut costs.

Personalised Experiences

In the modern era, marketers who offer personalised experiences will get the bulk of the business from prospective customers. Creating personalised experiences includes the creation of personalised products, content emails, and more.  Today, marketers are simplifying buying processes by leveraging on available data such as consumer behaviour, purchase history, sites visited, the links clicked and more.

With that said, 63% of consumers hate generic ads, and as much as 80% of the consumers will purchase from a brand offering personalised buying experiences. For example, personalised emails are three times more likely to be opened compared to general emails.

Visual Search

Most brands have relied on keyboard search for too long, but the tide is changing. Visual search is where a user uploads an image, and the search engine offers more specific results based on the uploaded image. For example, Pinterest uses Lens, a visual search tool that allows their users to take a photo to find where they can buy it online, view pinboards, and search for related products and items.

This makes it equally important for brands to optimise their websites and other digital marketing platforms for visual search. Google also has its version of Lens, and it uses the camera app as a search bar. Visual search is possible through the integration of real-time augmented reality.

Voice Search

Voice search has also forced digital marketers to rethink they conduct internet marketing in Singapore. Predictions suggest that at least half of all searches will be done via voice by 2020. Marketers need to recognise that it is not about remaining relevant but an opportunity to create unique and personalised customer experiences.

Amazon’s Alexa already has 30,000 skills which allow the smart voice assistants to react to user queries and commands with over 90% precision. To optimise for voice search, marketers need to start creating content in a conversational tone using keywords phrases that users will speak rather than typing.

Leveraging on Micro-moments

The modern customer makes instant decisions, mainly due to the availability of smartphones, which leads to micro-moments. As a marketer, these are the four micro-moments you need to know about:

  • I-want-to-know moments
  • I-want-to-go moments
  • I-want-to-do moments
  • I-want-to-buy moments

Moreover, micro-moments have challenged the linear buyer funnel. To benefit from micro-moments, marketers need to:

  • Identify their consumer’s ‘I-want-to-buy’ moments
  • Deliver relevant information
  • Reduce the purchasing processes
  • Measure the impact of every moment the consumer has with the brand

Conclusion

The need for personalised experiences has seen the emergence of technologies with a variety of applications that are changing how brands conduct internet marketing in Singapore. However, marketers must stay on top of trends to position their brands in an era of changing consumer behaviour and tastes.

Every business today requires to experiment with a variety of internet marketing strategies. Measuring the results of your internet marketing will also help you know where you need to optimise your site and the keywords you should sponsor.

Conducting Internet marketing in Singapore involves a lot of strategising. Nonetheless, it isn’t as difficult as many people have been led to believe. A lot needs to be done if you want to gain the level of online visibility that makes an impact.

We can help you create and run successful internet marketing campaigns in Singapore. Our team of experts have years of experience and are ready to help your business get more leads. Contact us to schedule a no-obligation consultation session and more details about our services.

February 17, 2017

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