There are many Singapore businesses that fail to generate the profits that they initially assumed they would. And in some cases, the products and services that they offer are better quality than that of their more successful competitors’. What many of these companies are missing is the right promotion.
No matter what industry you’re in, there is a form of advertising that will work perfectly for you. The key is to outline which ones best suit your goals. Let’s take a look at both online and offline advertising. We’ll discuss what they are and the pros and cons of each.
Search engine optimization (SEO)
If you would like to organically increase your visibility in the search engines, then you should use SEO or search engine optimisation. This is a digital marketing strategy that uses both creative and technical elements to improve your rankings, drive more traffic to your website, and increase consumer awareness in search engines like Google. SEO requires you to use certain keywords on your page and link to other relevant sites. It also requires you to structure your site in a way that the search engine can understand. But most important, search engine optimisation is about creating the ultimate user experience for your visitors.
Pros: Fits a small budget.
What attracts many Singapore business owners to SEO is that it can be very cost-effective. It targets the individuals who are actively seeking out your subject matter. And when your traffic is well-targeted, you do not have to spend as much on your advertising.
Cons: Takes time to see results.
While SEO is cost efficient, it does have its downsides. For instance, unlike advertising, the results aren’t instant. Business owners can wait months maybe even over a year to experience its true effects.
Search engine marketing (SEM)
If you have allocated a certain portion of your budget for advertising, then you should use search engine marketing. Search engine marketing, or SEM, is the strategy of using paid advertisements on the search engine results in order to market your products or services. You can bid on relevant keywords that search engine users may enter while searching for what they need. This ensures that your ads are given priority on platforms like Google and Bing and are shown alongside results for these particular search queries.
These ads, often referred to as pay-per-click ads or PPC, come in various formats. Some are small and text-based ads. Others, such as PLAs, or product listing ads are much more visual and are able to catch the users attention at a glance.
Pros: Quick results.
Singapore businesses use SEM because they’re able to get their ads in front of customers who are motivated and ready to buy. No other form of advertising is able to get these results and in such a short amount of time. So this is a great option for startups.
Cons: Can be costly.
While SEM can lead to quick conversions, it’s not cheap. Getting your ads to show at the top of sites like Google can cost in the thousands. Depending on your particular goals, it may even cost in the hundreds of thousands.
If you are interested in educating your potential customers about your industry or your products and services, then there is no better way to do it than with content marketing. This is a strategy in which you use content to capture and engage your audience. It often includes the use of videos, ebooks, webinars, infographics and more. The goal is to answer the questions that your audience has. It’s to make sure that you offer enough value so that it changes their lives for the better in some way.
Pros: Become an authority.
Singapore businesses use content marketing because it helps to build credibility for their brand. The more valuable your content is and the more you are able to educate and help people, the more you will be viewed as a credible resource. This helps you to attract a large audience and leads to your building a following that is trusting and loyal. And when you nurture these types of relationships you can experience a significant growth in profits.
Cons: It can be a challenge to come up with fresh content.
This isn’t to say that content marketing is easy. In fact, there are a lot of business owners who often struggle to come up with content that will appeal to their audience. In order to succeed at content marketing, the information you provide needs to be fresh and interesting and this content is not always easy to come by.
Social Media Marketing (SMM)
Social media marketing, also known as SMM, is a form of internet marketing that involves creating and then sharing your content on all of your social media networks. This often requires business owners to post image, text, and video updates and drive the engagement of their audience. The ultimate goal is to increase brand awareness and drive traffic to your website. This particular form of advertising can be either paid or organic.
Pros: Expands your audience.
What Singapore businesses love about social media marketing is the fact that it can be a huge catalyst in expanding their audience. People tend to spend a lot of their time on social media platforms. This is especially the case when it comes to Singapore consumers. According to the Straits Times, the average Singapore consumer spends over 12 hours each day on their gadgets and a large amount of this time is spent on social media.
This means that there is a large audience that is waiting to be tapped into. The key is to spread the word about your business. The more followers you get, the more people talk about your company.
Social media is an extremely powerful advertising tool. However, it can be very time-consuming. In order to be successful at social media marketing, not only does the content that you post needs to be fresh and engaging, but it should also be posted frequently. The key to engaging your audience making sure that you post every day and this can be a drain on your time if you don’t have a well-planned schedule and sufficient staffing.
Would you like to market your brand to and stand in touch with the people are most interested in what you have to offer? If so, you should consider email marketing. Email marketing is an advertising strategy which involves sending messages to people who sign up for your newsletter. These messages include advertisements, educational content, or updates about your business.
The goal of email marketing is to build brand awareness, trust, and loyalty. It ensures that your customers, both old and potential will never forget about your brand. And when done well, it can lead to an increase in profits.
Pros: It’s measurable.
Email marketing is a staple of most Singapore business owners because it offers measurability. Many email marketing platforms allow you to track things such as how many people actually open the email, what time the email was open, and how many conversions the email resulted in. And this is information that you can use to tweak your strategy and improve on this form of advertising.
Cons: May get buried in other emails.
Email marketing is extremely effective, but it’s not perfect. While you will be communicating with people who have expressed a genuine interest in your business, they may not always receive your messages. In some cases, your email may be buried within their other messages and overlooked, depending on how full their inbox is or how many emails they normally receive.
As technology advances, more and more people are turning to the internet to consume media. However, despite popular belief, newspapers are still relevant today. And it’s still one of the first places Singapore businesses think to publish their ads.
Pros: Trusted form of media.
What’s so great about this form of advertising is that people tend to trust newspapers. In fact, the better the reputation of the newspaper, the more likely they are to associate your business with its most positive qualities. This is especially the case for people who have subscribed to the paper and are loyal readers. Your value proposition will be taken more seriously in newspapers.
Cons: Difficult to target audience.
Newspaper advertising can be a challenge due to targeting issues. Sure, if you are interested in earning business from a certain geographic location, then it can be helpful. However, if you are interested in a certain demographics, then you may hit or miss. According to research, most newspapers cater to a demographic of individuals who are 40+ years. This means that if the demographics of your target audience is comprised mostly of millennials then you’re out of luck.
Are you interested in circulating weekly sales ads or announcements about your company? Well, one of the best ways to do it is with the use of a flyer. This is the form of paper advertisement that is intended for wide distribution. They may be posted or handed out in public venues or delivered through the mail.
Pros: Low cost.
One of the best things about flyers is how economical they are. You could easily print thousands of these advertisements for under $100. And this is great for startups who are closely monitoring their budget.
Cons: Distribution is labour intensive.
While flyers can be low in cost, they can definitely make up for it in labour. How you decide to distribute your flyers will depend on your company’s goals. In some cases, you may mail them and this will involve stuffing envelopes and researching the residences of your target audience. In other cases, you may advertise on foot and choose to hand them out in public places.
Just as is the case with newspaper advertising, magazines are traditional but they are still very relevant today. However, in this case, Singapore advertisers tend to choose publications that are specific to their industry. After choosing the perfect publication, they then seek out to place an ad in a section of the magazine.
Pros: Great for targeting audience.
Singapore business owners may choose to advertise in a magazine because of the targeting opportunities. As mentioned earlier, the goal is to find a publication that is relative to your industry. This means that if you offer weight loss vitamins, you would search for a health magazine. If you sell car accessories, then you would choose an automotive magazine. The best part about this is that the audience that you advertise to will have some interest in your products or services. And this could lead to more sales.
Cons: Can be expensive.
Magazine advertising can be great for your business, but it can also be quite costly. This is especially the case if you are working with a nationally or internationally recognised publication. Also, the placement of your ad may drive up the cost. Would you like a front page spot or would you like to be buried on the last page? There are several things that can affect the pricing.
Would you like your brand’s advertisement to be seen by thousands of people each day? Well, you should consider placing a billboard advertisement. These are outdoor advertising structures that are positioned on the side of the road or along highways. The goal is to increase brand awareness. These ads are typically seen by pedestrians or motorists, depending on their location.
Pros: Reach a larger audience.
What many Singapore businesses like about billboard advertising is that it gives them the ability to tap into a larger audience. Billboards are typically placed in high traffic areas. While not every individual who sees the ad will connect with it, you increase your chances of attracting more people to your brand due to the sheer number of people who view it. And even if people aren’t initially in need of your services, the more they see the ad the more likely they are to remember your brand’s name and the products and services you offer later on when they do need them.
Cons: There may be ad blindness.
What a lot of businesses don’t consider when placing these types of ads is the concept of ad blindness. You see, billboards are a common roadside fixture. So it’s easy for people to ignore them altogether. This is especially the case if your billboard is up for quite some time. Eventually people can become immune to your messaging. And in this regard, your ads become passive rather than active because your audience is completely tuned out. The best way to handle this is to change your campaigns regular so that they remain fresh.
Perhaps you would like to speak directly to your potential customers. In this case, you would use telemarketing. Telemarketing is a direct marketing strategy in which you solicit your prospective customers to purchase your services or products. This is done over the phone or web conferencing.
Pros: Quick feedback.
What most Singapore business owners like about telemarketing is that they get quick feedback. With many advertising strategies, getting your results is a waiting game. You won’t know exactly how your customer feels about your offer until they start to make a purchase or until you notice that no sales are coming in. This isn’t the case with telemarketing. You can speak directly to your customers and they will let you know whether or not they are interested in what you have to offer.
Cons: Company may be associated with spam.
One of the downsides to telemarketing is that it can come across as spam. This is especially the case if you are using cold-calling and the person has not shown any previous interest in your company. In these cases, this tends to leave a bad impression of your brand in many of your potential customer’s minds. And it may do more harm than good. So this form of advertising requires a careful and strategic approach.
Would you like to use a form of advertising that catches people’s attention? Well, bus ads may be a great option for you. In bus advertising, buses act as a medium for your ad. You may promote your brand or push a certain message for your campaign.
Pros: It’s mobile.
Unlike billboards, buses are mobile. This means that your brand and messaging travels. It reaches several different areas and is great if you hope to target specific geographic locations.
Cons: Quick view.
While buses are a great way to get attention for your ad, it’s important to consider how quickly people must view it. Depending on how fast the bus is going and where people are positioned, they may only get a passing glimpse of your ad.
Whether you are interested in online marketing or offline, there are several options to choose from. Just make sure that the form of advertising you choose fits your business objectives. Ideally, you should try to use various forms of promotion to ensure that you have the farthest reach.