Many B2B companies in Singapore still rely on the traditional methods to promote their products. They still believe in the spirit of employing salespeople, give them products to market, having them make calls and visiting potential customers to close a deal. We are not saying that this method doesn’t work, it works but it’s very effective when you have enough capital and marketing lists. The problem is the conversions rates here won’t be as high as expected.
If you still depend on this traditional method, you need to consider another alternative that can generate more leads. Inbound marketing may be what you are missing to generate more traffic and boost your sales.
How Is It Different From Traditional Media?
Unlike the outbound marketing strategies such as TV, radio, and print which solely operate by utilizing the pushing techniques of marketing, inbound marketing allows the marketers to immerse themselves in what conversations the potential clients are already having among themselves. The chief goal is to convert the customers once they reach and engage your content. Instead of seeking to create a need or a want, inbound marketing seeks to satisfy a need or want that is already in existence in the market. So when clients bump into your content on the web, they immediately feel compelled to join and engage it. Here is what constitutes inbound marketing:
Search Engine Optimization (SEO)
SEO involves making changes to various segments of your website to improve its ranking on the search results of the search engine and eventually help in directing visitors to your site. The backbone of any successful SEO campaign is a well-chosen array of keywords.
For a website to appear on the search engine results page (SERP) organically, it must sufficiently offer what the searcher is actively looking for. If a visitor wants to learn how to create a website, for instance, he’ll only look for steps on how to design a website and hence, will narrow his choices to a few websites that show such steps.
Pay Per Click
Just like SEO, PPC is based on keywords and they must match the search query. Unlike SEO, however, you must pay for the keywords in PPC to guarantee ad placement. The SERPs tend to deliver two types of results whenever a user searches for a particular kind of information on a specific topic, the paid-for PPC and the organically generated SEO. It is up to the searcher to pick either of the two results.
Social media has enabled personal level connection between individuals in an easier and convenient way never seen before. Since people frown on the idea of being marketed “at” at anytime by anyone, social media comes handy in helping users choose what to be marketed to them through their list of interests listed on social media.
Users are allowed to be “fans” of particular brands and connect with like-minded individuals through Twitter, LinkedIn, and Facebook. Users can also choose to “unfollow” brands at will. Therefore, the burden of ensuring quality and eliminating bothersome ads is moved to the brand lest it loses part of the audience if it ignores its responsibilities.
Inbound marketing largely involves sharing valuable content with your target audience. A company ends up establishing itself as the credible source of knowledge and information about the given topic. Among the types of content shareable this way includes articles, videos, and podcasts. Blogging, however, is the best way to utilize a company or individual’s content marketing.
The concept of torn paper concept
Content marketers don’t force readers to read or watch their content but, rather, present valuable information that is sought by the readers at their own will.
People are starting to get bored with the traditional “interruption” marketing. For this reason, inbound marketing is beginning to be popular. But this doesn’t mean outbound marketing is dead. It is still essential in building the brand. In fact, the best marketing strategy should involve both of the two strategies. Inbound marketing remains the only strategy with the highest success rate.
What Exactly Is Inbound Marketing?
Unlike the traditional marketing methods such as radio, TVs, print ads, email lists, billboards, banners, posters, newspapers, exhibitions and more, inbound marketing invests more on relationship marketing. It depends heavily on the content that you produce. High quality content is used to attract potential customers to visit your business, buy your products and even become your promoters.
Inbound marketing is currently considered to be the most effective internet marketing technique. Studies show that this internet marketing strategy guarantees you the best return on investment (ROI) or lead conversions rate compared to the traditional marketing methods.
Whether you are running a big company or a small company, inbound is an effective marketing strategy for increasing lead generation, website traffic, customer retention rates and sales.
The first and most important online marketing strategy is to be found. Internet users need to find your products when searching for them online. You may be doing a good job generating leads, but a poor job converting them.
The companies that are doing well in generating leads also invest a lot in lead conversions. They understand how to create content that attracts customers to view their products, fall in love with them and slowly turn them into potential customers. The most important thing here is to build a relationship that is based on trust.
You need to start by providing important information about your business. Prospective customers will be able to find you without even having to search for your company. They will think of you as an expert in the industry, and come back to your website again and again.
In order to obtain visitors, generate leads, attract customers and promoters to your site, you need to consider the four actions of inbound marketing:
Of course, you need to find ways to attract people to your site. However, it’s important to make sure that you are using marketing strategies that targets your audience directly. This is very vital if you want to attract the right traffic to your site. Whatever you are selling isn’t meant for just any person, you want to attract people who are likely to become your potential customers and promoters.
The best way to attract the right people is to use the following lead generation strategies:
- Search engine optimization (SEO)
- Search engine marketing (SEM)
- Social media networks
As mentioned earlier, you may be doing a great job in creating leads but failing in converting them. Once you are able to convince web users to visit your site, you need to figure out how to convert them into your lead. The best way will be to create a marketing list and gather as much information as you can about them.
It’s not easy for people to just give you their information without getting something in return. In this regard, you will have to focus on creating interesting and informational content, like tip sheets, whitepapers or even eBooks.
The main idea of creating a marketing list is to provide your potential customers with important information that you would like to share. For example, you can opt to send them emails with updates, news or any other educative material that you will believe will be valuable and interesting for them to read.
If you are not sure how to convert your visitors to potential customers, you can use conversion tools such as online form, landing page, website, and call-to-action.
You are still not on the finish line but you are almost there. At this stage, your main focus is to convert your leads into your prospective customers. This is the time to strengthen that relationship and make your leads to believe in you. You need them to trust you with their problems. Actually, this is the most difficult stage. Why? Because you have already managed to gain their trusts and you are trying not to disappoint them.
Luckily, you can use tools such as email, closed-loop reporting, marketing automation and customer relationship management (CRM) to convert your leads into your most loyal paying customers.
This is one of the most important but overlooked stage. It’s not enough to convert your leads to paying customers and forget about them. You need to continue to provide them with useful information even after closing their sales. It’s very important to make sure that your customers are happy even after doing business with them. Continue to provide them with valuable content to stay in touch. The main objective here is to turn your already existing customers into your promoters. Actually, these are the right people to market your products because they have already used them and loved them.
Like always, there are tools that you can use to delight your customers. For example, you can try to use tools such as mobile apps, surveys, smart calls-to-action and social monitoring to delight your customers.
The information above gives you tips on how to do inbound marketing and its four pillars. Now, let us shift gears and look at some mistakes that can derail your campaigns and hinder you from achieving the set goals and objectives.
Mistake 1# Not Having a Clear Singapore Inbound Marketing Plan
As Benjamin Franklin once said, “If you fail to plan, you plan to fail.” One of the main reasons why traditional outbound marketing strategies fail or deliver mediocre results is due to lack of proper planning. Research shows that only 32% of B2B marketers in the world have a well-structured content marketing plan. Almost 50% of businesses that are involved in one or multiple forms of digital marketing do not have a concrete strategy.
Lack of clear inbound marketing plan means that the entire strategy in based on trial and error. One of the reasons why most do not have a plan is because they have no clue of where to start. For starters, this form of marketing is comprehensive and entails not just content marketing, but also social media marketing and email marketing in Singapore.
Each form of marketing in this holistic strategy enhances brand awareness, converts leads into buying customers, and generates sales.
Mistake 2# Taking Shortcuts
As a new business owner in Singapore, you are definitely eager to see tangible results from the money invested in the business. As a result, it is easy to be lured to shortcuts that promise quick sales or spike in profit margins. Some of the common shortcuts that entrepreneurs regrets taking when it is too late including buying followers on popular social media networks in Singapore such as Facebook, Twitter, and Instagram, buying reviews and email lists.
At first, you might succeed in fooling the target customers that you are huge on social media, it is only a matter of time before they discover the truth. When that happens, potential customers who are part of the genuine followers will also leave.
Concisely, deception will ruin the brand reputation you have worked so hard to achieve, and it will be extremely difficult for you to regain ground in the competitive Singapore online business landscape. For instance, some people will not hesitate to bash your brand online if you bombard them with newsletters that they did not subscribe for in the first place.
Avoid taking shortcuts by looking at other genuine ways of gaining traction online. For example, you can complement your Singapore inbound marketing with an outbound marketing campaign even though the latter is that powerful. Some outbound strategies such as display advertising, sponsored ads, and PPC advertising will help increase your brand visibility online and increase traffic. Once the target audience is on the site, you can request them to join your mailing list and follow your social media pages.
Mistake 3# Lack of a Blog on the Website
Surprisingly, a large number of business owners not only here in Singapore but also abroad don’t have a blog or use other platforms such as Medium.
While it is true that your Singapore business website blog is one of the many marketing channels, you should use to make your inbound marketing campaign a success, not setting it up will limit the results you will achieve.
If you are using external blogging platforms such as Medium and LinkedIn, note that your content is subject to the requirements and terms set by the platform’s developers. Yes, posting articles with outbound links to your site can help boost traffic but if the platform managers decide to take down the post, your goose is cooked.
Be independent by creating a blog page on your website. There are many website builders and design tools that you can use to design the page.
Mistake 4: Compromise Quality for Quantity
As mentioned earlier, it is easy to be lured into quick fixes and shortcuts if you are not conversant with inbound marketing. One of the guaranteed ways of ensuring your campaign delivers the expected results is by publishing content online regularly and consistently.
A recent report by Hubspot showed that companies that upload at least four blog posts on their websites every week get 4 times more traffic than those that publish four articles per month. Do not get it twisted though; the number of articles you publish is not the main factor that determines the success or results that you achieve. You have to make sure that the articles you publish contain quality content that is relevant to the target audience, well written, and search engine optimised to improve your site ranking on SERPs.
The point we are trying to put across is that in the context of Singapore inbound marketing, quality trumps quantity. The same statement applies to consistency. Adjust your schedule accordingly to be able to publish 3-4 articles per week or more depending on your niche and the goals you want to achieve.
Mistake 5# Ignoring Mobile Optimisation
Singapore takes pride in having the highest smartphone penetration in the world. More than 70% of Singaporeans use their smartphones to browse the internet. The number of smartphone users in the world is expected to hit 9.038 billion by 2020.
Based on these statistics, it is imperative to make sure that your inbound marketing campaigns are mobile friendly. Making your website mobile friendly will resolve this problem completely and help expand your clientele base. You can do the test using the free mobile-friendly tool by Google. The tool will also pinpoint other areas of your site that need to be tweaked.
Mistake 6: Ignoring Metrics
Ignoring metrics is one of the reasons why most inbound marketing campaigns fail. More often than not, the companies fall short of achieving goals because they failed to monitor the strategies and make certain adjustments.
As you continue to implementing various strategies such as email marketing in Singapore, it is imperative to check the results achieved regularly to know if you are doing the right thing. For example, look at the number of recipients who take the time to read your emails and take the desired action.
When compared to other internet marketing strategies, inbound marketing is said to be cost effective and reliable. It’s one of the most reliable ways to interact with your visitors and convert them into leads. What’s more, it allows you to measure how your business is doing using metric like conversion rates, website traffic, on-screen time, click-through rates and many more. If you are tired of using the traditional methods to market your company, try inbound marketing today and enjoy all the benefits that comes with it.
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