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Do you scroll down Facebook as you queue to pay for your groceries? Do you update your Instagram feed during your daily commute?
You're not alone — your customers are doing it, too. In fact, the average person in Southeast Asia spends as much as 3.6 hours per day online.
This presents an opportunity to promote your business. You don’t have to rely on TV or print ads to get your products or services out there. Through online platforms, you can now reach our audience wherever they are or whenever you want to.
This is the ultimate goal of online marketing.
If you’re running a small to medium business, leverage this guide to up your online marketing game. Get to know the key factors for building a successful online marketing strategy here.
Defining your target audience is the first step for any marketing strategy.
If you don't know exactly who you're marketing to, how do you make sure you're communicating the right message?
Think about your ideal customer:
If possible, compile a list of your current customer base or check who your competitors are targeting. Your goal is to define consumers who are most likely to purchase your product or service.
Defining your target audience gives you insights on what they need and what message they want to hear. In turn, you get to craft to more specific messages and resonate with your audience at a more personal level.
In the online world, your website is like your shop window. When done right, you can use it to entice potential customers further inside.
Don’t know how to make a website?
Don’t fret — it’s easier than you think.
A website builder lets you create a professional website in a matter of minutes. Website builders have ready-made templates, drag and drop features, and social media integration— allowing you to start connecting with customers 24/7.
Include the following on your business website:
An overview of your business
Talk about who you are. What’s the idea behind your business? How did you get started? How do you aim to help your customers?
Show people what you got! List your products and services on your website. Make sure to give brief descriptions for each and highlight their benefits.
If you offer a wide variety of products or services, arrange them into categories. This will make the viewing experience easier for your visitors.
Take things a step higher and turn your website into an online shop. Give your customers a chance to purchase your products wherever they are or whenever they want to.
This is a no-brainer. Let visitors reach out to you for any questions or concerns by adding a form on your Contact page.
If you have a physical store, consider adding a map of your location. This allows you to connect with consumers through multiple channels. Where possible, include links to our social media accounts.
In layman’s terms, a domain name is your website address. Its what users input on search engines when looking for your business online.
Like your business name, a good domain name serves as a powerful branding tool. So think short, concise, and memorable. Ideally, domains are kept below 20 characters.
Once you take ownership over a domain, start personalizing your email account as well. Instead of generic @gmail or @yahoo.com accounts, gain extra branding points by setting up an email account on your domain name. This conveys a more professional brand image and builds customer trust.
How often do you find yourself making a search query on Google? If you’ve lost count, then you’re not the only one. Millions of users type in queries on search engines per day — making SEO a must-do for any online marketing strategy.
SEO measures how high you rank up in search engine results. And the higher you rank in search engines, the greater the chance for click-throughs conversions.
There are two major factors affecting your SEO: on-page and off-page SEO.
On-page SEO involves optimising your website pages and their content. It consists of the following:
Off-page SEO, meanwhile, focuses on giving your website more authority through links from other websites. It involves doing the following:
For more information on how to improve your on-page and off-page SEO, check out our no-fuss guide.
Once you've got your keywords figured out, use them to start building your content strategy.
Remember that when it comes to content, choose quality over quantity.
Make sure you create content that’s useful for your target audience. Solve their problems, entertain them — do whatever to keep them engaged.
There are a lot of content formats to take advantage of. This all depends on the nature of your business, target audience, and your online marketing goals:
When you think of content, blogs usually comes to mind first. For many marketers, blog posts are an integral part of their online marketing strategy.
Creating blog posts offer immense opportunity — they can rank on Google, they’re easily shareable on social media, they’re quick and easy to make, and they don’t cost a lot.
But with great power comes great responsibility.
Make sure to publish blog posts regularly, provide information about your products or services in them, add links to your other content, and add relevant keywords for SEO.
Lead magnets are bonus items offered to customers in exchange for their contact information. They improve organic search rankings, increase brand visibility, and generate leads by building contact lists.
Lead magnets are typically in the form of digital, downloadable content. They should offer valuable information that readers would want to take offline.
Here are lead magnets to consider for your online marketing campaign:
Lead magnets should do exactly as they’re called — generate leads and ultimately, improve conversion rates. So add a compelling call to action to nudge prospects to take the next step.
A picture is worth a thousand words. An infographic is worth a ton of information.
Infographics let you present information in a visually appealing manner — through graphs, charts, images, and the like.
Remember these tips when designing infographics:
Consumers are shifting to videos faster than ever. Mobile video viewership — in particular — is growing at an increasingly high rate in Southeast Asia alone.
So including video in your content marketing strategy is a no-brainer.
Videos are more engaging than written content. They’re more flexible and pack tons of information that viewers can consume in a short amount of time.
Distribute your videos across many platforms, like social media and email. Integrate them into your blog posts, too. Consider making video versions of your blogs and other textual content to give your customers another option to consume your content.
Social media usage is booming in Southeast Asia. It's grown by 90% in the past 12 months, so marketing on relevant social media channels is no doubt good for your business.
Use social media to your advantage with these steps:
Perform market research on the audience that uses each social media platform. Know their demographics and the significant numbers — including time spent on each platform, most-used features, the peak times of their app usage, and more.
Managing content for several channels exerts more time and effort — especially if you’re a one-man team.
Select only the channels relevant to your business by considering the following factors:
Matching social media handles make your business easy to find online.
To maintain consistency, use your business name as a handle for all your social media accounts.
Each social media platforms sport different content formats. From instant updates on Twitter to photos and videos for Instagram.
Go over the content you’ve created and match them with the right channel. Here are general content types that perform well on major social media platforms:
Finding content ideas, creating and then publishing them on a regular basis already sounds like a lot of work on your plate.
To better manage your tasks, create a content calendar. Marketers use calendars to get a birds-eye view of their online communications. It also helps you maintain a consistent flow of content throughout social media.
Keep your posting schedule flexible. Go through multiple test runs to determine which posts generate the most engagement.
For the best results, have a mix of organic and paid traffic from social media. Facebook and Instagram both have advertising platforms with fantastic targeting options. This makes it easier to reach your target audience.
In Southeast Asia, the open rate for email sits at around 24%. Worldwide, 34% of the population access their email accounts. That’s 2.5 billion people around the world.
It goes without saying that email marketing — when done right — is an effective strategy for customer acquisition. Think about the last time you felt curious enough to open an email that read ‘Hey Joe, Here’s Something You Might Like”.
You proceed to consume the content in a few seconds…
You thought ‘Wow, I wanna read more’...
Then you clicked on the Read More button at the very end…
It’s one thing to reach your prospect’s inbox, nudging them to your direction is a different challenge.
1. Craft interesting subject lines
When it comes to emails, first impressions are everything. Your subject line should draw in people the moment they see it. So think Relevant, Valuable, and Straight to the Point.
Email subjects are ideally kept at 50 characters or less. Take different approaches when creating your subject:
Sitebeat packages let you create up to five email addresses on your account.
Pairing emails with landing pages boost your conversion rates.
So what is a landing page? And what does it have to do with email marketing?
Generally, landing pages are designed to convert leads to buyers. Emails, on the other hand, are an effective way to lead visitors to your landing page.
To craft effective email and landing pages, make sure you create matching designs for both pages and a single call to action.
At the end of the day, brilliant campaigns are nothing if you can’t measure results. To check if your efforts meet your marketing goals, figure out which metrics you want to track.
Careful budgeting is essential.
It isn't just about figuring out how much you can afford to spend on marketing. You need to define your marketing goals to determine your budget as well as your target ROI.
Ultimately, your budget depends on what you planned for your online marketing strategy.
Here are common factors to consider when calculating your marketing budget:
Although online marketing is essential, traditional offline marketing methods are far from obsolete.
For the greatest impact, you should do both.
When you run campaigns both online and offline, it provides more opportunities for you to reach your audience. Make sure you have a cohesive brand identity across all marketing channels.
Content marketing, email campaigns, social media posts — these organic marketing strategies do wonders for growing your brand.
But for an extra boost, invest in paid search. Use paid search to:
The moment your ads are approved, it’ll be displayed to your target audience — directing more people to your website and giving you a higher chance for conversions.
Both PPC and organic marketing are important components of marketing, so it isn’t necessary to choose one over another. Instead, incorporate both strategies in your online marketing plan. When in doubt, you can always talk to PPC professionals to make the most out of your investments.
Ready to jumpstart your online marketing game? Let’s start with one of the oldest — and most effective — marketing tools in the bunch: Your website.
Get started by setting up your own professional website with Sitebeat.
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