Search Engine Optimisation (SEO)
SEO describes the logic behind how search engines rank websites after an online user runs a search query. It can also be defined as a digital marketing strategy aimed at increasing the quality and quantity of traffic that’s directed to your website.
Benefits of SEO
SEO is regarded as a long-term marketing strategy, and here are some of its long-term benefits to a business or website owner in Singapore:
Done right, SEO can be your greatest (and even the only) source of traffic. The amount of traffic you get through search engines should be enough to take your business to the next level.
SEO has a better long-term ROI than any other marketing strategy on the list. Compared to PPC, when you pay visitors, only 2% of the visitors end up converting. But with SEO, you have a chance of converting up to 4% of the visitors that search engines direct your way.
You have a better chance of beating your competition and staying miles ahead of them by capitalising on SEO. Your competition may be conducting SEO on their end, but you have a chance of really honing in and capitalising on everything that they aren’t doing right.
- You Attract Permanent Results:
The results you attract through SEO are bound to stay with you permanently. You only lose your rank position when one of your competitors outstrips your SEO effort.
Types of SEO
SEO comes in three layers, each of which must be diligently worked on for your SEO strategy to pay off.
On-page SEO refers to any content that appears on your website – internal links, meta tags, meta description, infused keywords, improved images and their alt attribution, customised URL structure, and so on.
Off-page refers to all the activities you perform once your website goes live. It covers post sharing, social media linking, commenting, rating, online reviews, and so on. Most people confuse it with link building, but it runs deeper than that.
Key Elements of a Successful SEO Campaign
But here are the key elements without which your SEO strategy is certain to fail:
Your website must be responsive and fluid enough to adapt to any screen size. But most importantly, it must favour mobile users.
Your visitors are an impatient lot. If your site takes a lot of time to load, many of them will be bouncing off, forcing Google and other search engines to drop it down through the ranks.
It’s about security. At a time when cybercriminals are on a rampage, Google will, of course, want to favour secure sites.
Integrate Social Media with Your Site:
This is about boosting your off-page SEO. The first step to supporting website engagement is making sure the website is integrated with your social media accounts.
Search engines have a way of judging the quality of your website by looking at the number of authority sites that are willing to link back to you. It’s simple logic: no one will want to be associated with a low-quality website.
Other things held constant, a site with user-friendly navigation will, of course, appear at the top of SERPs.
Make sure your pages and web content are relevant to the kind of users you attract:
You don’t want to attract the wrong audience by targeting the wrong set of keywords.
SEO agencies optimise your website content for search engine ranking. When you start producing content for your website or blog, you want to make sure your target audience is able to find it. SEO allows your website to appear in the search engine results pages when online users run a search query that relates to your product or brand. You just have to predict what keywords they’ll use in their query.
What’s an SEO agency?
An SEO agency is an agency dedicated to helping websites rank in search engines using strategies such as on-page optimisation and link building. In most cases, these agencies will also be focusing on content marketing, where they write custom copies that are well optimised for search engines.
What Services Does an SEO Agency Offer?
Here’s a list of services that sit under the SEO category:
- Web design
- Keyword research
- Content creation
- Link building
- Social media marketing
- Web development
- Traffic monitoring and reporting
The cost of Hiring an SEO Agency in Singapore
The most common pricing model for SEO agencies in Singapore is the monthly retainer. What happens is that you pay a fixed fee to have the agency optimise your website for an agreed number of keywords.
This amount increases with an increase in the number of keywords your website is optimised for.
Depending on the number of keywords, experience, and expertise of the agency you’re working with, the cost of SEO in Singapore tends to range from $500 to $4500 per month.
Search Engine Marketing (SEM)
At MediaOne, we generally use the term Search Engine Marketing to refer to paid listings, while using the more general term Search Marketing to refer to the single roof for PPC and SEO.
The Benefits of SEM?
SEM is one of the most valuable parts of any digital marketing strategy, and here are some of the benefits associated with it:
- A Chance to Reach Your Clients Immediately
Unlike SEO, paid search results are almost instant. You gain visibility immediately after you’re done running the ads.
Search ads give you the opportunity to expose your brand name either in the ad’s headline, description, or URL. The more people see your ad, the more they get to know your brand.
With SEM, you can target customers based on their location. You can even create ads in different languages and decide where they should appear.
- Easy to Implement and Manage Ads
Paid searches are both easy to create and implement. You can even schedule your campaign and even stop and resume them whenever you feel like it. It’s also flexible enough to accommodate any budget.
- Easy to Optimise Your Ads and Target the Right Audience
With SEM, you can target a specific segment of your target audience based on their intentions. You can make the ad appear only to a list of customers who are using a search term that closely relates to your products and services.
Quick Hacks to Improve Your SEM Campaign
Assume you’re equipped with the fundamental SEM skills, here are a few pointers that may help you improve the efficiency of your ads:
- Never run a search ad without doing a keywords research
Don’t let your mind fool you into thinking that you have everything figured out. There’s a lot you don’t know, and much to find out by using keyword research tools such as SEMRush, Ahref, and Topic Research.
- Format Your Ad Based on the Searcher Intent
Search queries can either be navigational, transactional, and informational. How search engines display these ads will vary depending on the type of query. You must therefore create your ads based on the searcher’s intent.
- Keep Tabs on Your Competition
Find out what keywords your competitors are optimising and emulate them while using a few tweaks to gain an edge over them.
SEM engine or PPC focuses on paid ads, the ads that appear at the top of search engine result pages. Typically, these ads are charged based on the number of clicks their links are getting, hence the name pay-per-click.
The difference between these links and organic SEO links is the “Ad” label that appears next to their link.
What’s an SEM Agency
An SEM agency is an agency dedicated to running online advertising campaigns for other companies. Usually, they charge you a percentage of your suggested ad money. While PPC campaigns are perfect for bringing in leads, most agencies focus on the number of leads when they should be focusing on the quality of leads coming in.
To make the most out of your PPC ad money, you’re advised to look for an agency that excels in both.
What Services Does an SEM Agency Offer?
Here are the services to expect from an SEM agency in Singapore:
- SEO: SEM has almost the same structure as SEO. So, in most cases, any company that offers SEM services will also be offering SEO services.
- Local SEO
- PPC Services
- Content Marketing
- Conversion Rate Optimisation (CRO)
- Google Analytics Consultation
- Google AdWords Monitoring
What’s the Cost of Hiring SEM Services in Singapore?
On average, SMEs in Singapore spend about $10,000 per month on search engine marketing, which includes the cost for ad management and the actual ad spend.
Out of this, the agency may decide to take between 5 to 20% as their service money.
Social Media Marketing
Social Media Marketing (SMM) is an online marketing strategy that relies on social media as both a marketing and branding tool. The whole idea behind social media marketing is to create content that social media users like and wouldn’t mind sharing across various social media networks and broaden the possibility of reaching an even wider audience.
Benefits of Social Media Marketing
Social media marketing can benefit any business or website owner in so many ways, as uncovered in this section of the post:
Direct Access to Your Target Audience:
Unlike other online marketing platforms, social media gives you a chance to address your target audience directly.
Social media, especially Facebook, allows you to narrow down your audience to a specific segment of it.
No other platform bests social media when it comes to creating brand awareness. Come to think about it, close to half (49% to be precise) of the world’s population is active on social media.
Compared to the cost of PPC and the cost of advertising on traditional media such as TV, billboards, and radio, the cost of advertising on social media is by far lower, and flexible enough to adjust to any budget size.
More Potential and Ability to Lock in Sales:
Social media can dramatically increase your leads and sales. That’s because the platform itself allows you to target people with a developed interest in your offerings.
Key Elements for Creating an Engaging Social Media Campaign
Only a few business and website owners have mastered the art of marketing on social media. Much of what they know and do revolve around the following key elements:
- Market Research: you can start by studying your competition and target audience. Find out what your competitors are doing and figure out how to beat them.
- Content Strategy: everyone is sharing content on social media. What sets you apart from the rest of them is the strategy you employ.
- Goals: your goals will determine the outcome. You’re not just posting on social media to entertain your followers.
When to Post on Social Media and Generate the Greatest Effect
One secret to running an effective social media campaign is knowing when to post. Here are a few pointers on how to narrow down to a specific time to post:
Define your largest market:
where is it from – Yishun, Punggol, Tengah, Woodlands, Bukit Batok, or an outside country.
if the bulk of your target customers are from outside, then you might want to convert their time zone into your local time.
Determine their Peak Hours:
find out what time of the day does the audience post the most. Go through a sample list of profiles and find out what time do they have the most interactions.
Social Media Marketing (SMM) Agencies
This category covers so many social media platforms: Facebook, LinkedIn, Instagram, Twitter, and so on. The name is prescriptive of what it actually means; but then again, you want to find out what social media platform your agency excels at.
What’s a Social Media Marketing Agency?
It’s an agency dedicated to helping businesses promote their brands, products, or content on various social media platforms. Social media marketing can either be done organically or by paying for ads, if not both. Either way, what’s important is for you to choose a social media channel that best resonates with your buyer persona.
What Services Does a Social Media Marketing Agency Offer?
Here are the services to expect from the social media marketing agency you hire:
- Channel-specific social media services: Facebook, Twitter, Instagram, LinkedIn, Reddit, and so on.
- Strategy planning
- Account or profile creation and branding
- Content creation
- Content publishing
- Research and analysis
- Education and consulting
The Cost of Hiring a Social Media Marketing Agency in Singapore
The cost of hiring a social media marketing agency in Singapore tends to range from $1,000 to $20,000 a month, depending on the scope of work and the experience and expertise of the agency in question.
For channel-specific services, the cost of hiring Instagram or Facebook marketing services can range from $250 to $5,000 per month, depending on the agency you’re hiring and the scope of work involved.
Branding may mean different things to different people. But essentially, it’s what makes your business stand out from the crowd. It’s what gives your business its identity, the intangible value it’s associated with.
It’s got so little to do with creating a logo or website for your business, and everything to do with establishing how your employees, customers, and other stakeholders perceive your business and the position you hold in the marketplace.
What’s a Branding Agency?
A branding agency is dedicated to communicating your uniqueness, voice, and the intangible value of your business or products. They’re committed to helping you create a presence in the market places by giving your business its true identity and influencing consumer perception.
What Services Does a Branding Agency Offer?
Here are some of the areas that a branding agency may choose to specialise in:
- Research and analytics
- Brand positioning
- Brand identity
- Packaging design
- Web design
- Brand strategy and management
- Online reputation
- Public relation, and so on
The Cost of Hiring a Branding Agency in Singapore
Choosing a branding agency in Singapore can be a nightmare. You have plenty of options, of course. But ask any of them for a quote, and the price you get will range anywhere from $1000 to $50, 000. On a freelance website such as Fiverr or UpWork, you may get someone to design a logo for you for less than $300, with some going as low as $50.
Online PR Agencies
Online PR is a form of marketing that focuses on stretching or expanding your online presence. In most cases, this demands that you work with journalists, bloggers, influencers, and authority figures. You also have to distribute press releases and gain high-quality backlinks, while also working on your social media mentions and SEO.
What’s an Online PR Agency?
An online PR firm refers to the professional services that businesses hire to generally produce, conceive, and manage the un-paid messages that reach the public through various media, with the intention of influencing the public opinion and the actions they undertake.
What Services Does an Online PR Firm Offer?
Here are the key services to consider when hiring a PR firm in Singapore:
- Strategy development
- Media relations
- Content marketing
- Social media marketing
- Influencer relations
- Events and experiential marketing
What’s the Cost of Hiring an Online PR Firm in Singapore?
PR firms mostly work with monthly retainers that can range from $2000 to $20,000. For PR consultation, the cost may range from $50 for thrifty PR consultants to $500 per hour for those at the cream of their PR profession.
Content marketing is a digital marketing strategy that revolves around utilising the creation and distribution of relevant and high-value content in a more consistent manner to attract and retain a target audience.
Benefits of Content Marketing
Content marketing will benefit your business in the following ways:
- Build Credibility and Authority: content marketing allows you to showcase your skills and teach your target customers something useful.
- Improve Organic Traffic: content marketing is good for driving inbound traffic to your website, especially with backlinks.
- Increase Conversion Rate: by creating content that fits into the different sales funnels, you have a better chance of converting an overwhelming majority of the people that visit your website into customers.
- Build Trust and Long-term Relationship: content marketing allows you to work on your online credibility by inspiring trust.
How to Write Better Content
Everyone with a pulse can write. But it takes great skill and hard work to be a great writer. Here are a few pointers to help you write outstanding content:
- Choose an Easy Topic to Solve
You have to understand the mindset with which your customers approach your content.
How you style your blog content determines if a reader will be enticed enough to read the whole of it or if they’ll drop it after digging through the first paragraph.
Revise your content a couple of times after you’ve written, and revise it, even more, to make sure it’s void of careless grammatical mistakes.
- Use Screenshots and Images
Images and screenshots not only make your post appealing but also help you get the intended message across.
After you’re done writing and polishing it through, run your content through a plagiarism checker and make sure it’s 100 percent unique. This is not only good for SEO but also for your brand reputation.
Content Marketing Agencies
This is the fastest rising category of digital marketing agencies. They either operate as a one-man-band agency or a team dedicated to helping brands market create and market their content. They differ from content creation agencies in the sense that they go beyond helping brands develop content to strategizing on how they’ll also be marketing it.
What’s a Content Marketing Agency?
A content marketing agency develops a content strategy, creates the content, tweaks the content depending on what distribution outlet they intend to use, before delivering it across platforms. They offer all-rounded content services, without limiting themselves to content creation alone.
What Services Does a Content Marketing Firm Provide?
While each content marketing firm will have its own menu of offerings, here’s a list of services you should expect the content marketing firm you partner with to provide:
- Written content or content creation/article writing/blog writing, and so on
- Marketing automation
- Video production
- Design element
- Web development and management
- Marketing consultancy and strategy
The Cost of Hiring a Content Marketing Services in Singapore
The services offered by a content marketing firm are so varied that their pricing tends to range from $2000 to $50000 per month for those using the monthly retainer pricing model.
Also, as you could have guessed, the biggest pricing factor is how much original content your company will produce and publish per month. The more content the company publishes, the higher the amount you pay.
Influencer marketing is a digital marketing strategy that relies on influencers, or people with their own voice or opinions to market a business, brand, or product, or service.
Key Elements of Running a Successful Influencer Marketing Campaign in Singapore
Start by setting up clear goals or at least have something that you’re trying to achieve. Are you planning to get more traffic, make more sales, or get more people to subscribe to your email list?
Talk to your influencer and find out how they plan to deliver your message or promote your offerings. Will they be doing a letter, producing a video, or doing a podcast.
Prepare an outline on when the influencer’s services will begin and end. This should help you track and measure the results you’ll be getting from your marketing campaign during this time.
The most important part of running a successful influencer marketing campaign is choosing the right influencer. You have to analyse their influence and make sure they’ll expose you to the right target audience.
Key Benefits of Influencer Marketing in Singapore:
Influencers affect buying decisions. Their followers trust their advice and recommendations. So, should they put out a positive word for your offerings, then that translates to more sales for you.
Remember: the influencer’s brand is also at stake here should they decide to endorse a shoddy brand or business. So, expect them to be selective with whom they choose to partner with.
With influencer marketing, you have the option of choosing an influencer within your niche. That means they’ll be helping you target your desired audience and not just anyone.
When you partner with an influencer, you have the opportunity of cultivating a long-term relationship not only with the influencer but also with their followers.
Marketing Automation Agencies
Marketing automation is a newly introduced aspect of digital marketing. It covers marketing tools such as Facebook, chatbots, CRM, email automation, and any other form of automation in the world of digital marketing.
What’s a Marketing Automation Agency?
It’s an agency that manages projects that are powered by real-time data and insights. It’s their job to help brands review, test, repair, and maintain these systems and all the other tools involved.
What Services Does a Marketing Automation Agency Offer?
Here’s a list of services a marketing automation firm may choose to provide:
- CRM Integration
- Marketing and sales alignment
- Ongoing management
- Custom system integration
The Cost of Hiring Marketing Automation Services in Singapore
Depending on the contacts and leads in your marketing database, the subscription for marketing automation can start from $1,000 and scales up to hundreds of thousands of dollars per month.
Email marketing is a digital marketing strategy that relies on the use of emails to send messages to your target audience. It’s based on developing a relationship with customers via email as you gradually work on growing their interest until they warm up enough to take action.
Benefits of Email Marketing
Here are some of the ways email marketing may benefit your business:
stacked against traditional marketing strategies, email marketing costs way less. It’s also less demanding, which leaves you with enough time to focus on other advertising methods as well.
Since communication happens via email, that means you’ll be communicating with your target audience on a more personal level.
- Easy for Spreading Important Information:
With email marketing, you have a platform to share important information directly to its intended audience.
- Easy to Define Your Target Audience:
With email marketing, you can segment your audience into specific demographics and send a different marketing message to each one of them.
How to Create a Subject Line with a Better Open Rate
Here are a few pointers to help you out with this:
- Keep the subject line short:
Your subject line should be short and straight to the point.
- Have a bait or something intriguing subject line:
“Your Order Details are Inside Here” is far much better than a subject line that goes along the lines of “Click here for more information on your order details.”
Cut to the chase and sum up everything. If it’s a listing, include the number of items.
“5 top Singapore sales” is better than “Sign up to find out more about Singapore Sales.”
Avoid being too casual with your subject line or using block lettering. Use mixed caps instead, where you capitalise the first letters of each word.
- Capitalise on a sense of urgency:
Your subscribers are more likely to go through with an action if you make it appear like they need to act fast, lest they end up missing on an urgent offer.
How to Write Better Emails for Your Email Marketing Campaign
- Your subject line must be professional, straight to the point, and very informative
- Your email must appear clean and easy to read through when you send
- Skimp on words by cutting on frills and by using lots of bulleted list and subheadings
- Use images, screenshots, and infographics to break the monotony of digging through huge chunks of texts
- Create a CTA that entices people to want to click through your email and read it
Email Marketing Agencies
In most cases, a company that offers email marketing services will also be offering content marketing services. That’s because there has to be a content gateway to drive the traffic generated through email marketing.
What’s an Email Marketing Agency?
An email marketing agency is committed to helping brands speed up their sales cycle. Their biggest goal is to move prospects from one stage of a sales funnel to another. They do this by sending different emails to different groups of prospects to grow their interest and motivate them to go through with a purchase.
What Services Does an Email Marketing Agency Provide?
Here are the common services email marketing agencies provide:
- Email marketing strategy
- Lead magnets
- Websites Call-to-Actions
- Advertising campaigns
- Email Marketing software
- Email newsletter
- Email list maintenance
- Email marketing reporting
- Website and landing page design and development
The Cost of Hiring Email Marketing Services in Singapore
Some agencies charge you based on the number of leads they generate. In which case, they’ll be charging you about $1 per lead.
But in most cases, you’ll be required to pay a monthly retainer that can range from $200 to $5,000 per month.
Building a brand is an ongoing process. You have to put in a lot of work in forging a strong relationship with your target audience – much of which is done through marketing.
You need a creative team to help you tell your brand story and execute your marketing strategy.
So, how do you go about searching for the right creative partner in a market bursting with them? Better, how can you tell whether it’s right for you to hire a creative agency, an ad agency, or a digital agency?
In this section of the post, we’ll try to break down everything there’s to know about creative agencies — what they are, where to find one, as well as what makes them different from the other agency.
Let’s get straight to it.
What’s a Creative Agency?
A creative agency refers to an agency that offers a range of services under the umbrella of advertising and marketing.
They’re all about creativity and strategizing.
A creative agency specializes in one service, but essentially their services include:
- Brand strategy
- Advertising strategy
- Social media strategy
- Marketing strategy
- Content strategy
Content Creation Services:
- Annual reports
- Copy editing
- Graphic design
- White papers
- Web design
- Web development
Measurement and Analysis:
- Social media analysis and management
- Influencer marketing
- Paid placement
- Media buys
- Sponsored content
In brief, a creative agency operates as your creative partner to help you tell your brand story in the best and most effective way possible.
What Does a Creative Agency’s Team Consist of?
A creative agency employs a mix of talents and marketing experts, including:
- Art Director
- Content strategists
- Creative director
- Writers, proofreaders, and editors
- Account managers and directors
- Graphic designs
- Web designers
- Content distributors and promoters
Depending on the area of specialism, a creative agency has to work with a mix of different talents.
How’s a Creative Agency Different from Other Agencies?
We get asked this question a lot. The services of a creative agency overlap with those of other agencies. But what makes it different is the fact that, while the services of a creative agency will be all over the place, most of the time, the services of other agencies will be focused on one particular category or services:
Here’s a simple overview:
- Design Agencies: A design agency focuses on visuals, both digital and print. They make your products, offerings, and ads more enticing to the user.
- Digital Agencies: A digital agency offers a range of digital marketing services, including SEO, social media marketing, lead generation, and so on.
- Advertising Agencies: An advertising agency specializes in ads (TV, print, radio, digital, etc.). While they do not necessarily have to provide marketing services, some ad agencies offer them both.
- PR Agencies: PR agencies are all about creating awareness and fixing your online reputation. They do this by distributing and promoting your content, both online and offline.
- SEO Agencies: SEO agencies are focused on optimizing your website for search engines. They’re all about helping you gain more search engine visibility and drive more organic search traffic.
- Social media agencies: Social media agencies specialize in social strategies and management.
A creative agency will be providing two or more of the services above.
How a Creative Agency Can Help Your Brand
Creative agencies offer a variety of services. Whether it’s to fill in a gap or handle your marketing needs as a whole, a creative agency offers to help you out with the following:
- Create a Strategy: If you’re not so sure about what you’re doing, where to start, or if you’re headed in the right direction, a creative agency is a great place to turn to for guidance. They can help you outline a proper marketing structure that inches you even closer to your marketing goals.
- Execute Your Strategy: You might have the best strategy. But until you get it executed right, it might not bring you the results you want. So, why not hire a creative agency to help you execute it, whether it’s through content creation, editorial planning, social advertising, or media placement.
- Expert Knowledge: A creative agency has both the experience and expertise to get you results. They know what works and what doesn’t.
They have a large network of marketers, content creators, and website owners.
Some full-service creative agencies only specialize in one particular offering or industry, such as entertainment or B2B tech.
So, how Can You Tell If Your Business Needs a Creative Agency
A creative agency comes with its share of benefits. But that’s not to say every business needs to hire one.
If you already have an in-house team that’s pretty efficient at running your marketing campaigns, then there’s no point in hiring a creative agency. But you might want to consider hiring one if it turns out:
- You don’t have enough resources to set up an in-house team: If you can’t afford the huge overheads that come with hiring different marketing experts to set up an in-house, then you should perhaps consider hiring a creative agency.
- No Marketing Knowledge: Creative agencies are staffed with a variety of marketing experts, with varied skills and expertise, for creating different types of content. Not forgetting the industry practices to observe.
- No Bandwidth: Marketing can be hard and tiring. It takes hours of research, strategizing, content creation, graphic design, and so on to run an effective marketing campaign.
If your team is already involved with other projects, then you don’t need to bog them further down with more projects. Instead, hire a creative agency to help you create consistent, high-quality content at a scale.
- If You’re Struggling to See Results: If after experimenting with different strategies and marketing tactics, you’re still not getting the results you want, then you might want to consider hiring a creative agency to help you tweak, revise, and improve your marketing strategy.
Video marketing, as the name suggests, focuses on promoting your business through video content on platforms such as YouTube, Vimeo, or any other video-streaming platform out there.
How to Create Engaging Video Content
The video you create must really capture your viewers’ attention, and here are a few ingredients to help you out with this:
- Forget about selling and Instead focus on the message: A good video solves a problem your customers or prospects have. So, forget about what you’re trying to sell and instead focus on sending the right message out there.
- Make Good Use of the First Few Seconds of Your Video: You only have a few seconds to capture your viewers’ attention and get them interested in watching the entire video. This is where you direct much of your effort.
- Understand Your Target Audience: Find out more about your target audience. What’s their gender, location, language, age range, and more.
Programmatic advertising is another digital marketing strategy that involves the use of software or special program to buy digital ads. It relies on algorithms and machines to buy display space.
Is Programmatic Advertising Efficient?
Quite simply: yes.
It’s efficient because it saves on both time and resources. Essentially, it was designed to get rid of the now outmoded hit-or-miss campaign design, which notoriously did cost marketers too much money.
How Programmatic Advertising Works
Programmatic advertising is designed to not only launch your ads but also monitor your ad spend and improve on its overall performance.
Benefits of Hiring a Digital Marketing Agency
You may be familiar with what a marketing agency does in general, but are you aware of all of the benefits it can offer your business? Here are just a few of the advantages you will get when working with a professional firm:
First and foremost you get the benefit of expertise. While you may be extremely knowledgeable about your products or services, that does not always mean that you will know exactly how to market them. The awesome part about working with a marketing agency is that these individuals are well versed in marketing techniques and strategies. They know exactly how to appeal to your audience and what is most likely to get their attention. When you combine your expertise with that of a marketing agency, you will soon find it to be the perfect marriage.
Any new business owner will tell you that they spend almost 24 hours a day working on their business. This is understandable because there are a lot of details involved and all of them require your attention. However, the longer you work on your business, the less subjective your opinion becomes. And this can make it very difficult to make the most logical moves, especially when it comes to the area of marketing. One of the benefits of working with a marketing agency is that you get an “outsider’s” opinion of your business. They can easily see the areas in which you are lacking and make quick suggestions on how you can improve.
Return on Investment
Working on your own can be quite risky because you never know exactly what technique will work. It’s all a matter of throwing ideas at the wall and seeing what sticks. However, an agency can offer metrics that give you more predictable results. In this way, you are not continuously throwing money at the problem and getting nothing in return. Marketing agencies can help bring in leads and this is exactly what it takes to get an ROI.
Access to the Latest Trends
One of the best parts of working with agencies is that you never miss out on the latest trends. This is especially the case if you own an online business. It’s the agency’s job to be familiar with all of the newest skills and strategies required to get your audience’s attention. This ensures that you will always be able to keep up with or remain ahead of the competition. Working with a marketing agency is particularly valuable when your industry experiences huge changes.
Working with an agency frees you up to focus more intently on your core business. Essentially, you are diving your company into sections–one for everyday business activities and another for marketing. And a marketing agency will help to lighten the load. Use the extra time to improve your products and services and strengthen your relationship with your customers.
Qualities To Look For In A Credible Singapore Marketing Agency
As you can see, there are several advantages to working with a good marketing team. However, this does not mean that all Singapore agencies are created equal. So you need to be very selective when shopping around. Here are 7 key qualities that you should look for in an agency:
Proven Track Record
The most credible agencies have a proven track record. While this may seem like common sense, you would be surprised to learn that there are businesses that base their decision on other factors. For instance, some may be impressed with the agency’s visual branding and assume that the agency will be able to offer them the same type of branding. They may be drawn in by the design of the agency’s website and the promises they advertise there. However, if the agency cannot show proof of a successful campaign, you should keep looking.
The agency’s portfolio and case studies will tell you a lot about their pedigree, in addition to showing you their core capabilities. Many digital marketing agencies post their portfolio on their website. So be sure to check it out and find out about the type of projects they’ve been involved with and their quality of work.
When first interviewing a firm, ask them how many successful projects they have worked on. Ask for a few references and speak to their former clients. Were their clients pleased with the results? You may also consider reading online reviews. By taking the time to confirm that the agency has had several successful projects, you can establish that they have quantifiable results and will be able to deliver the same to you.
If an agency is genuinely invested in professional digital marketing services and industry best practices, then it should have no trouble aligning itself with relevant industry associations. Usually, reputable professional accreditations require continuing adherence to industry best practices that inspire trust among clients. For example, Facebook accreditation stands as highly-regarded a digital agency certification.
Clear Plan of Action
The most credible agencies have a clear plan of action. When you first meet with a potential firm, explain what products and services you offer as well as the things you are struggling with. The best and most credible agencies will be able to immediately offer a few ideas on how to improve or perform a total overhaul of your current marketing campaign.
So before signing a contract, ask them a few questions about what they envision for your business. What do they see as your immediate need and what are the changes you could make immediately? Does this agency address larger objectives such as revenue growth, retention, and lead generation? Do they have any plans to speak to your customers? The best agencies are often full of great ideas, even upon your first meeting.
Most agencies track vanity metrics – numbers that appear to really matter when they actually have no connection to your business goals. For instance, you don’t want to settle for an agency that tracks the number of likes you’re getting on Facebook when you’re serious about generating revenue for your business.
In-depth Knowledge Of Your Industry
The most credible agencies have in-depth knowledge of your industry. While an agency may have a proven track record of success and be full of great ideas, this does not always mean that they are the right fit for you. You see, each industry has its own nuances. For example, if you own an accounting firm, your agency should be familiar with cost accounting and financial services. The more they know, the more effective your campaign will be. This will also save you time because you will not have to worry about rehashing all of the industry basics.
So always think about how much experience an agency has with a business like yours. Take a look at their client list and see if they have worked with others in your industry. If so, how successful were their campaigns?
The most credible marketing agencies are transparent. This is your company and brand, so there should be no secrets between you and the firms that are advertising for you. The best companies will always let you know what you should expect. Sure, you may be their client, but you are also a part of the team. They will fill you in on all of their goals, metrics as well as step-by-step plans for the future.
It is also much you can learn about an agency by just talking to their staff. Ask the staff about their tenure with the company, their experience, their expertise, and so on.
The most credible marketing agencies have great communication skills. The success of your campaign is going to depend on how well you and your marketing agency communicate. Are they methodical in the way they explain their process to you? Are they patient with you when you have questions? Do they ask your questions about the future of your business and where you see it going in the upcoming years? You should also be on the lookout for agencies that regularly check in with their clients because this means that have the desire to make sure that you always know what’s going on with your campaign. Great communication helps to ensure that you get the most out of your time and money.
The most credible agencies have their boundaries. What does this mean? Well, it means that they are willing to say no to you. You see, a lot of business owners approach marketing firms with various creative ideas for their campaign, but that doesn’t mean that these are ideas will be good for the company’s brand. In fact, these ideas may also hurt the agency’s brand. So the best agencies are conscious of this. They want to ensure that the project is something that they truly believe in and are proud of. So if you find that a company says yes to every idea you have, it may be a red flag.
Innovation & Creativity
The most credible agencies are extremely innovative. A good agency will meet your goals and expectations and will send you a bill for the work that they have done. However, a great company will do its best to completely revolutionize your industry. They want to market your business in a way that has never been done before. They want to set a higher bar for your competitors. The best agencies want you to be seen as the best in your industry. They understand the connection between your success and their own. So try not to settle for the average, everyday firm.
Any digital marketing agency with a proven track record must be able to wheel out a glowing list of testimonials and references. There has been a tremendous chunk of happy customers that are willing to put out a positive word for the agency. Clients’ testimonials can be found on the agency’s website, but be sure to also check out Google reviews.
Before You Rush Out, First Evaluate Your Business Needs
Before you begin vetting different digital marketing agencies to choose the right one, you have to evaluate the internal needs of your business or company. The results you get should guide you to the right agency. First, you have to determine what you hope to achieve through digital marketing.
The reasons for outsourcing digital marketing services will always vary depending on your goals and vision for the company. Whatever the reason, you want to define them clearly before you approach any agency.
Here are a few questions you may have to answer:
- If you have an in-house team of digital marketers, what skills do they already possess?
- What’s your budget?
- How much time do you wish to invest in the partnership? If it’s short-term, then you might want to drop things like SEO for SEM and so forth.
Frequently Asked Questions About Digital Marketing
Digital marketing is no doubt one of the most important moving parts of your online business. However, it can sometimes feel like an unending maze due to the many factors and processes. Here are frequently asked questions to help you understand it better and take full advantage of the countless opportunities to scale up your brand.
Can Social Media Really Help My Business Grow?
Globally, there are more than 3.96 billion active social media users. Singapore alone has 4.82 million active users. Investing in social media marketing will expose your brand to millions of people in the country and abroad.
For instance, a stellar video showcasing your new product or service will likely go viral, thereby giving your brand a firm footing. Note that most people consider social media one of the best sources of information about a product or service before making a purchase.
How Can I Measure Social Media Marketing ROI?
Like other digital marketing strategies, it is important to keep track of the performance of every social media marketing campaign. The metrics to look out for include traffic, leads, conversion/customers, and engagement level.
Identify posts or content formats that accrue the highest engagement level regarding lives and comments and focus on them more. Currently, videos, infographics, images, memes, and GIFs spur more engagement than general posts.
Social Media Marketing is Best for B2B or B2C Businesses?
This form of digital marketing is ideal for both, but the results vary due to the different dynamics of each. B2C businesses can profit from fun and witty social media posts such as GIFs and light-hearted memes.
On the other hand, B2B businesses should focus on posting informative content about the industry to show their authority.
Either way, both B2B and B2C businesses can count on social media to establish solid connections with potential customers.
Is Email Marketing Still Relevant?
Email marketing is the most effective way of connecting with customers. Consider this, when you post an image or a new blog on the website, you hope that the target audience will visit to read it, right? Unfortunately, not everyone will know you posted the blog.
How do you inform this select group of potential customers? Sending them an email will get the work done. Even if they choose not to open the email, they will see the company name and subject line. Most likely, they will open and click on the link to the blog when they get a chance.
Isn’t Social Media Marketing Replacing Email Marketing?
Statistics show that email marketing reaches 3x more people than Twitter and Facebook combined. That statistic took everyone by surprise, but it’s a true reflection of how customers prefer to engage with brands.
That said, the popularity of social media marketing is growing at an exponential rate every day, but it will take years, if not decades, for it to replace email marketing. Remember, not everyone spends time on social media platforms such as Facebook or Twitter. Therefore, relying on those platforms online won’t cut it.
We recommend you combine social media and email marketing campaigns to get the best possible results. Be sure to remain consistent both in branding and the writing style to avoid confusing the customers.
Is it Good to Buy a List When Starting Email Marketing?
Most businesses are tempted to buy a list when starting, but unfortunately, it’s not advisable. Most of the companies that sell the lists don’t take the time to segment them for different niches. Therefore, most of your emails will end up being marked as spam by the recipients.
The best and only way to establish an email subscriber list that will benefit your Singapore business is by growing it organically. Unlike in the past, most email service providers don’t offer services to clients with purchased lists. More importantly, most of the email addresses in the list are not of high-quality or qualified leads.
Be patient and focus on collecting email addresses of genuinely interested in your services and products.
How to Grow an Email List?
As mentioned earlier, the best way to grow an email list is by doing it organically instead of taking shortcuts. One of the best ways of achieving this goal is by offering appropriate incentives to the audience in exchange for signing up to your email list.
For instance, you can decide to offer a 5% discount to people who subscribe to your newsletter. Spread the word about the offer via social media pages to connect with as many interested customers as possible. The leads will automatically qualify themselves when they submit required personal information such as email addresses and names.
Should We Use Plain Text or HTML-Based Email?
There is no right or wrong answer to this question. Some brands prefer sending out HTML emails with captivating images, while others swear by simple text. Different audiences respond to each version differently.
The only way to know which format to use is by carrying out A/B tests. Note that the average email users only spend 20 seconds reading an email. Stick to this threshold, but if it is longer, ensure that you deliver the most important information within the first 20 seconds.
The call to action and valuable links should be at the top, such that the recipient will view them without scrolling down.
What is CAN-SPAM law?
Writing a stellar email copy does not mean that the recipient will react positively to it. The CAN-SPAM law was put in place to protect users from been bombarded with commercial emails. All brands sending out commercial emails are required to include an unsubscribe link in each email.
The company name and physical address should also be provided. In addition, you are required to honour the subscriber’s request not to get emails from you again. Failure to comply with this law can result in a fine of S$25 per email.
What is Content Marketing?
Unlike traditional marketing, content marketing does not just focus on brands, products, and services but pays more attention to the customers’ needs. The primary goal is to offer genuinely valuable and helpful information to the target customers for free.
The content is meant to establish a cordial relationship between the consumer and brand. It also helps them make the right purchasing decisions.
What Qualifies as Content?
The first thing that comes to mind when most marketers think about content marketing is a blog. Certainly, a blog is the simple and basic part of content marketing. However, it is not the only type of content included in a content marketing strategy.
Any valuable information that can be conveyed to the target customers via different mediums is classified as content. This includes infographics, blogs, podcasts, videos, webinars, ebooks, slideshares, GIFs, and many more.
Monitor how your audience responds and interacts with the different formats to know which one to focus your energies on to avoid wasting time and money on ineffective content.
How to Develop a Solid Content Marketing Plan?
First, content marketing is the heart and soul of your branding efforts. So, before you make any step, you need to carry out extensive research to identify your legit target audience. Find out as much information about them as:
- Economic class
- Education level
- Needs and preferences
This information will enable you to come up with accurate customer personas to whom your content addresses. The personas will help you create an ideal brand image, determine the company’s voice and the primary types of content you will be publishing.
The content should be utterly valuable, informative, interesting, engaging, and relevant to the target customers as a general rule. As you progress, you will segment the customers into groups based on their specific characteristics and needs. Tweaking the strategy to adapt to changes in the market is allowed to continue staying ahead of the curve.
How Often Should I Post New Content on the Site?
Different demographics and industries have different content consumption patterns. But based on experience, fresh content should be posted not less than twice per week. There is no upper limit since Google and other search engines continuously crawl websites and index new content.
Some studies show that posting once or several times per day is the most effective way to increase traffic to websites, especially the new ones. Create a schedule for creating and posting the content without sidelining other equally important business processes.
It is recommendable to hire a content management agency to produce the content on your behalf. The agency will do essential processes such as keyword research and competition analysis to ensure that every piece you publish meets the set standards and has the muscle to outrank your competitors.
What is the Difference Between B2B and B2C Content Marketing?
The primary goal of investing in content marketing is to convey the intended message to customers in the best way possible. Even though the purpose is the same, the goals will vary due to the nature of the business.
B2B content should be professional to show customers that the brand is an authority or expert in the niche. Concisely, it should be more business-oriented. On the contrary, B2C content is conversational, and there is a lot of freedom in terms of topics.
Is it OK to Add Big Content to My Strategy?
For starters, big content refers to ebooks and white papers. As an online business, you should strive to convince the customers that you are the best option. Incorporating big content into your content marketing strategy will show them you are an expert.
It will help build trust and confidence before placing an order or even contacting you for more information. Simple blog posts and evergreen content is great, but big content will supercharge your content marketing campaigns.
More importantly, it will help you get more email subscribers, especially if you produce the content weekly or biweekly. That way, the audience will always be expecting a new whitepaper or ebook on a particular day.
What is the Difference Between PPC and SEO?
PPC and SEO are different even though they both work in tandem to guarantee search engine marketing success (SEM). Simply put, SEO is an organic or natural way of improving your website’s ranking and visibility to search engines and searchers. It relies heavily on organic content.
PPC (Pay-Per-Click) campaign allows marketers to bid on the target keywords to show their ads on top of the conventional search engine results. The ads will be displayed whenever a searcher uses the target keyword to look for information on Google.
The difference is that traffic generated through SEO strategies is free while PPC traffic is paid.
How Long Does SEO Take to Show Results?
When looking to invest in any marketing service, businesses usually wonder how long the service will show tangible results. To best answer, this question, consider SEO as a long-term investment or project that will eventually help your business get to the next level.
Google and other search engine algorithms have a major impact on how fast a website gets ranked on the first page and starts generating traffic. Be patient and be ready to continuously adjust the strategies to adhere to the search engine’s requirements.
Why Should I Spend Money on Search Engine Marketing?
Search engine marketing is one of the most powerful ways of generating qualified leads. Compared to other online and offline marketing strategies, it is cost-effective. Even if the customers don’t click on the ads, you will still profit from free branding since they will know your company name. Also, they may decide to visit your website at a later date without clicking on the ad, thereby saving you money.
How do I Measure the Success of an SEM campaign?
A search engine marketing campaign is highly measurable. The metrics to focus on depends on the objectives. For example, if your goal is to create awareness, track impressions and clicks on the paid search engine ads.
Suppose the goal is to measure text ad creative or brand preference performance, monitor both conversions and click-through rates. If the goal is to generate leads, monitor new online registrations, sign-ups, downloads, email inquiries, or any other desired action.