Whether you are advertising a new or an established business in Singapore, you need a good communication channel that will engage your target audience perfectly. The selected channel should deliver maximum returns to your business at the end. With the improved level of technology and access to internet services, digital marketing has become the ideal way for business advertisement. There are top channels in Singapore digital marketers can use for engaging their audience.
However, there has been established a wide range of choice on which channel to employ. As a result, how to pick a digital marketing channel for your business has become a difficult thing to do. Keeping this in mind, below is a selection of the best digital marketing channels for effective advertisement. Employing one of them will bring back to your business great returns.
#1. Search Engine Optimization
One perfect digital marketing channel is the use of SEO. According to statistics based in Singapore, business organizations that employed SEO in their marketing strategies experienced an increase in their sales. Of course, many people claim that SEO is an expensive channel of advertising. There are also claims that it needs people who have experience in search marketing. This has truth in it, but the returns it brings along with it are worth the price. Note that, if you want your SEO to be effective, link it to different social media platforms. A good SEO will employ the use of social media platforms. This way, it helps to promote content, and at the same time improve search engine ranking. Search engine marketing SEM is one of the best ways to do your marketing. Employ it today, and enjoy the benefits.
#2. Display Advertising
Display advertising is just another digital marketing channel that brings great returns to your business. It features designed graphical adverts that are placed next to a content website, emails, Facebook among other platforms. It can also be displayed on instant messaging applications. This advert can be in form of a text, audio, video clip, images or any other relevant content. An example, when going through your Facebook page, you may have been presented with advertisements of different forms. When you click on the advert, it opens another page with all the information about the advertisement. This is what we call a display advertisement. The number of clicks the advert gets is what we use to calculate its success. Therefore, it is important that you ensure the information is relevant to its viewers.
Almost everyone in Singapore has a Facebook, tweeter, or an email account. This means that carrying out a display advertisement will ensure that your message is received by your target audience. It helps to increase the presence of your business online increasing its brand awareness. As a result, your sales will have high chances of increase.
#3. Business Website
One of the best ways to market goods and services for new firms is by establishing their own websites. Through SEO, social media, display advertising among other channels, you can direct people to your website. With improved technology, there are a lot of experts who are able to create websites that have the capacity to drive a lot of traffic. It is good you realize that websites will not work alone. You need to do a lot of search engine marketing SEM and social media advertisements. Once recognized, people will be able to access what services you business offer on your website. One can also have access to your business’s contacts and location easily.
#4. Social Media Advertising
For the past few years, social media advertising has gained a lot of interest from a lot of the business owners. The fact that they are free of charge to use and set up your firm’s page makes it even more attractive. Facebook, Twitter, and Instagram are examples of different social media platforms that you can use to promote your business. However, there is a tendency that most businesses will create a page and then leave it. This makes it hard to determine how companies are tracking customers or increasing their sales using social media channels. After creating a social media page in any of its platforms, make sure that your company maximizes on its presence on the page. Also, make sure that you also provide good customer care services online. It is on these platforms that potential customers will have access to your company’s product and services reviews. This will be a great chance to give your business brand a good picture to the public.
#5. Email Advertising
In this case, you get to reach your potential customers through emails. Email marketing helps you create a new opportunity to generate new customers. It also allows you to improve your relationship with your old customers. It is one of the perfect channels that work best for companies with inadequate advertising funds. It also gives companies a chance to promote other marketing channels they employ effectively. Make sure that you are consistent in sending as many emails possible. This will increase the chances of your target audience viewing them. Also, make sure that you are sending emails that need a reply from the receiver.
#6. Content Marketing
Another channel that works to increase your online sales and leads is content marketing. This is a digital marketing strategy that displays the good content about your goods that your customers want to see and read. The content can be displayed on any social media platform. However, in most cases, content marketing is done in form of blog content displayed on your website. Through SEO, content marketing is able to drive new traffic to your website.
#7. Affiliate Marketing
Affiliate marketing occurs between the business owners with one or more website owners. The website owners will place adverts on their websites with an aim of promoting sales of goods and services of your company. For their payment, they will receive a portion of the profit. Affiliate advertising helps you get mass coverage at no cost. It also promotes your brand to a lot of the websites’ visitors. The affiliates will charge you either per click, sale or lead. This means that the only time you incur a cost is when an agreed activity happens.
In conclusion, before getting into any of the digital marketing channels, make sure you have a plan. Doing this helps you to understand what you will be aiming to achieve. A plan will make you understand what share of the market you hold, and that of your competitors. It is good to know that most companies are turning to digital marketing. Do not be the last one to do so. Consider the above digital marketing channels, and select the one that suitably suits your business.
How to Choose the Best Digital Marketing Channel for your Singapore Business
When planning to start an online business, it is important to consider the digital marketing channel that you will use to reach the target customers. Already, we have discussed the seven best digital marketing channels in Singapore available to small, medium, and large businesses.
Each channel has its pros and cons that make it either great or not suitable for your brand. Before investing in any of them, consider the impact it will have on your brand in the short and long term. Consult widely and reach out to MediaOne Marketing for the best digital marketing services in Singapore.
We realised most entrepreneurs are confused about which channel to use due to the many options available. Here is an expert review on how to choose the best digital marketing channel or strategy.
1. Carry Out Market Research
A shot in the dark rarely hits the target. In the competitive business world, you cannot afford to make decisions out of guesswork and assumptions. Accurate data should inform every decision that you make about the market.
Carry out market research to identify gaps in the market that you can fill by starting a business. Proceed to look at the strengths and weaknesses of the brand and what needs to be done to ensure that it competes with other similar companies and generates sales.
Unlike in the past when entrepreneurs would spend thousands of dollars on research when starting, there are simple tools that you can use to gather the required information. For example, you can conduct a survey for free on social media platforms targeting the specific regions you intend to service.
The data collected will enable you to decide which digital marketing channels have the highest potential of reaching the audience.
2. Set Clear Goals and Objectives for Each Channel
Singapore businesses that are successful rely on multiple digital marketing channels to promote their products and services. Depending on just one means you will miss countless opportunities to connect with other clients who may be unaware of your brand but require the services/products.
In addition, set goals and objectives for each of the channels you decide to use. The goals will act as a blueprint that will enable you to make informed decisions and track their performance. Here are some goals you can set when embarking on digital marketing for the first time.
Increase Brand Awareness
Brand awareness will increase the popularity of your brand in the market. Customers will get familiar with your logo and brand name, thereby making it easy for them to pick your product when shopping online or at the local mall.
If this is your goal, go for digital marketing channels best known for helping businesses gain mileage and a firm footing in the market. Below are some ideas on how to increase brand awareness in Singapore.
- Run promotional campaigns with trackable coupons to determine the number of sales accrued from each channel
- Use social media platforms to engage and interact with the target customers
- Post visuals representing your brand on Instagram and Pinterest
- Use video as a marketing tool. Post informative and entertaining videos on platforms such as Vimeo and YouTube
- Be open to the idea of participating in offline and online events
Without enough sales, the financial stability of your brand will be compromised. As a new business, you need robust sales generation strategies to get enough revenue to support daily operations, such as paying salaries and paying for ads.
Digital marketing channels such as paid social media ads are effective in attracting qualified leads online. Nowadays, people have embraced eCommerce and are not afraid to purchase products online. Build your credibility and reputation to attract customers.
Remember, online shoppers read customer reviews before placing orders, so strive to get as many positive reviews as possible. Post them on your website on landing pages or alongside the product description to convince the customers that it’s the best in the market.
Here are some of the channels you can use to increase sales without necessarily spending thousands of dollars.
- Facebook Storefront
- Amazon Resellers
- Google Search Network
- Google Shopping Feeds
- Google Display Network
- Affiliate Marketing Networks
- Email Marketing
This is probably not the first time you have heard about lead generation. Singapore businesses rely heavily on digital marketing for lead generation. But, what does it mean and entail?
What is lead generation?
Lead generation is the strategic process of generating customer interest in your product or service to transform the interest into a sale. Collecting many leads will allow you to educate and nurture them with the intent of closing a deal.
Here are digital marketing channels that you can use for this purpose and get results.
- Display Advertising
- Search Engine Optimisation
- Pay-Per-Click Advertising
- Email Marketing
- Content Marketing
- Video Marketing
The number of leads from each of the above channels will vary due to the different market dynamics. Use the results to know which channel your customers prefer to get contacted through and focus on them more.
Nurturing and Educating Potential Clients
As mentioned above, there is a need to educate qualified customers about the product or service to motivate them. This step is essential, especially after introducing a new product or service.
Some of the ideal ways of nurturing and educating potential customers are:
- Press Releases
- Content Marketing
Generate More Traffic
Getting organic traffic is not a mere fete for new businesses. You will be competing against established brands with a high ranking in SERPs. However, it is possible to increase traffic from search engines and other platforms such as social media by using;
- Paid Ads
- Search engine optimisation services
- Hiring influencers and many more
- Display advertising
Budget accordingly for each of the options available to avoid spending more than you can afford. Ideally, it would be best to consider the estimated or projected traffic a particular strategy can generate vs. the expected profits. Focus on channels that can channel thousands of prospects to your website without hurting your bottom line.
3. Create a Comprehensive Budget
Most small businesses start with a loan or grant from the government. Singapore’s government offers many incentives to local and international entrepreneurs willing to set up businesses in the country.
Some of the loan options available to businesses in the country include:
- Temporary bridging loan programme
- Unsecured business term loan
- SEM working capital loan
- Trade financing
- Equipment financing
- SME Microloan and many more
You must manage the funds well to achieve the desired success trajectory. Proper management will enable you to grow the business and repay the loan within the agreed timeframe.
If you intend to use some of the funds for digital marketing in Singapore, make sure that you budget accordingly to avoid financial challenges down the road. Start with free or affordable channels to save money and start attracting customers.
For example, instead of investing in paid social media ads, create a custom page for your brand. Use the page to establish a community of loyal customers, post ads and informative visuals such as infographics to keep them engaged and interested in your brand.
Once you establish a substantial number of followers, proceed to experiment with paid ads. The ads should target people in the areas that you service to be effective in generating sales and organic traffic.
Sites such as Facebook and Instagram have dedicated analytics pages that you can view to know the performance of the ads. Monitor the campaign continuously to avoid spending money on the wrong ads.
Concisely, your budget allocations should also include:
- Salaries for the staff and digital marketing manager
- Paid advertising costs
- Content creation services costs
- Fees to be paid to videographers, graphic designers, and photographers
- Influencers fees
If you intend to use any of the premium digital marketing tools to monitor the campaigns, make sure that you include the cost of acquiring them in your budget. Look out for discounts and other offers offered by software companies to save money.
4. Leverage the Available Talent
Running a successful digital marketing campaign in Singapore requires special skills and expertise. Even though outsourcing the roles to a third-party company may seem like a good idea, it’s not viable if you are on a tight budget.
Therefore, we recommend looking at the available talent in your team and using it to get maximum results. As the business thrives, consider enrolling in some training courses to hone their skills and expertise. The training is a long-term investment that will pay high dividends later on when you start running large campaigns.
The skills required include:
- Website development and design
- Creative writing and visual creation skills
- Research skills
- Analytical skills
- Social skills to interact with potential customers on social media platforms
Hire staff who have at least two or three of the above skills to save time and money on training courses. That said, there are plenty of free digital marketing courses online that one can take remotely. Look for them and check the topics or the skills they provide before enrolling.
5. Create Buyer Personas
When running a digital marketing campaign, you need to have a clear understanding of the target customers. The research will help you get started, but you need to go the extra mile to create buyer personas.
What is a buyer persona?
Simply put, a buyer persona is a research-based profile of the ideal customer your brand strives to attract. It will help you understand the challenges customers face and how your product can resolve them.
After research, you will end up with multiple buyer personas since customers have varying preferences and needs. They are naturally attracted to brands that show genuine care for their needs. Concisely, having a good understanding of the customers will help you develop custom ads, products, and promotions.
The buyer personas will enable you to create marketing strategies that resonate with them. For example, if most of your customers spend time on social media sites such as Instagram, consider creating more stellar visuals to engage with them.
Post-high-quality images of your products, infographics, user-generated videos, and other forms of content to spark their interest in doing business with you. Save time by leveraging social media scheduling tools.
All you got to do is upload the images to the tool and set the time they should be posted. Consider the unique features that each tool offers and the pros and cons to get the best outcomes. Check reviews from other marketers who have used the tool to get a clear perspective before paying for the service.
Bonus Tip: Audit Current Digital Marketing Strategy
Using a new strategy to market your brand is great as it can help you connect with a new group of customers. However, the onboarding process can be time-consuming and expensive, especially if your staff doesn’t have the required skills to run the campaign.
Based on this fact, we recommend first auditing the current strategy to know if there is a need to ditch it for another one. Please fix the errors or friction points to make it more effective in generates sales.
If you still don’t get tangible results after tweaking the strategies, start looking for other options. For example, if you rely solely on email marketing, maybe it’s time you shifted to a social media marketing or search engine marketing.
As mentioned earlier, include the new costs in the budget to safeguard your brand’s financial stability. Involve all the departments in the decision-making process so that they all work in tandem and towards the realisation of the same goals.
Identifying and using the right digital marketing channel will increase your popularity in the market and help you generate sales. Hire MediaOne Marketing for professional digital marketing services in Singapore. We offer holistic services that are customised to suit client’s specific needs and goals. Contact us for more details.