12 Search Results for "buyer persona"

How to Sell Your Products Online Based on the Buyer Journey

Even before the virus, online shopping has been on the rise. Industry experts say that current trends indicate that Southeast Asia will have a double-digit growth in ecommerce spend in the next decade.

Ecommerce is expected to grow even more because of Covid-19. Until the virus is completely eradicated, consumers will think twice before going to a supermarket or mall. Even if they go to a physical store, they will not leisurely browse the shelves. They will make their purchase decisions at home – reading product descriptions, comparing prices, making a list – before going out.

You should set up your website to support all stages of your buyer journey, from casual browsing to the moment of purchase.

Awareness

At this stage, your consumer is looking for a solution to a particular problem, but is unsure about the kind of products or services that can solve it. He will Google particular keyword strings related to his concern. Use search engine optimization so he find your website based on what he types.

There are many ways of building awareness. Here are some inspiring campaigns.

Consideration

Your consumer is now comparing products and services. You now need to provide him with information, and  anticipate the questions and concerns he may have. 

  • Provide substantial product descriptions. If you have several products, include easy search filters so they can quickly find what they need.
  • Anticipate what your buyers will ask. Add FAQs, blogs and product demo videos.
  • Showcase reviews and testimonials. Ask previous customers for reviews and permission to publish them on your website. Studies show that 92% of online shoppers trust reviews and “social proof” (number of likes and shares) more than ads.
  • Be available for questions. Aside from email, enable online chat or messaging apps like WhatsApp. 

Here are some examples of how brands promoted their product benefits in an eye catching way.

Purchase

Good news: your customer is ready to buy! Make it easy to shop in a few clicks. You can either add an ecommerce page to your website, place your product or service in an online store, allow for online reservation (for pick-up at your store).

For services, e-commerce can include setting appointments, purchasing discount vouchers, or online-only package rates.

This ecommerces pages is a good example of presenting complete and making it easy for customers to compare different products.

You can also grab the opportunity to offer other products at checkout.

Retention/Loyalty

A sale is good, but customer loyalty is even better. Encourage and reward repeat business with marketing campaigns. 

  • Send personalized product recommendations. Recommend products or services based on customer profiles and previous purchases.
  • Set repurchase reminders and incentives. “Your XXX is about to expire. Reorder with a 10% discount.” “It’s been 3 months since your last haircut! Ready for a trim? We have a haircut and hair colour special package.”
  • Gives promos during big shopping events. Reach out to customers in the weeks leading to Chinese New Year, Valentine’s, Mother’s Day, Back-to-School sales, Singapore Sale, 11/11 and Boxing Day. Tap your customer’s network by giving them promo codes they can share with their friends.

Here are some examples of how brands continued to engage with their previous customers.

21 Questions That Can Help You Create Personalized Content Marketing Campaigns

personalized content marketing

Everyday, your customers get a barrage of messages from brands. How do you cut through this noise and win not just their attention, but their loyalty?

This challenge is the reason why Personalized Content Marketing is so important. Your messages have to be tailored to a specific person or group. You can then pick the idea, words, images that are relevant to them.

Personalized Content Marketing is critical for your brand’s success. 87% of consumers surveyed say that personally relevant branded content positively influences how they feel about a brand.

How do you create relevant content? By understanding your customer inside out. Here are some questions that can help you develop a concrete customer persona and build a personalized content marketing strategy around it.

ecommerce website design customer personas

Customer Persona vs Market Demographics

You may have a general idea of your target audience – age, gender, income bracket, ethnicity. But a personalized content marketing takes it a step further. It is built around a customer persona.

Customer personas are like symbolic representations of your desired buyer. To build a customer persona, ask yourself these questions.

What do they go through every day?

  • What is their daily routine?
  • Where do they work?
  • What kind of job do they have?
  • Where do they spend their money?
  • What are their pain points and stress triggers?
  • What are their goals and aspirations?
  • What are the common obstacles to their goals?
  • Who do they look up to?

How can your brand help them?

  • Which of your products and services would simplify or improve their life?
  • How would they weigh the cost vs. benefit of your products or services? (Try to anticipate or map her thinking process.)
  • What concerns would prevent them from getting your product or service?
  • Who are the people who would influence their decision? What would their concerns be?

ecommerce website design consumer behavior

How can your brand best persuade them?

  • What promises or phrases would catch their attention?
  • What kind of messages do your competitors send to them?
  • What questions or concerns would they have if they read your product or service information?
  • Which of your posts engaged them the most? (Check your Google Analytics and do a content audit.)
  • What type of posts engaged them in the past?

What do they already know about your brand and your products?

  • What are their preconceptions about the product or service?
  • Are their any myths or misconceptions that you need to correct?
  • What kind of information do they usually look for?
  • What stage of the purchase journey are they in?

Get personalized content marketing campaigns

These questions can help inform your personalized content marketing strategy and create very targeted content.

MapleTree Media is a Singapore digital marketing agency that provides professional web copywriting services, search engine marketing, web development and more. Our team of Singapore copywriters, SEO experts and web developers can help you send high-impact, relevant messages to your market. Contact us to find out more.

 

Create Powerful Ecommerce Website Design with Customer Personas

ecommerce website design customer personas

“If you want to know how to sell more, than you better know why customers buy,” said Steve Ferrante, Leadership and Sales trainor, author and consultant.

That’s why any successful ecommerce website design is built around the Customer Persona. Skytap, a self-service provider of cloud automation solutions, implemented a targeted content marketing strategy using three strategic Customer Personas and saw the following results:

  • 124% increased sales leads
  • 55% increase in organic search traffic
  • 97% increase in online leads
  • 210% increase in North American site traffic

ecommerce website design consumer behavior

What is the difference between Customer Personas and Demographics?

Unlike demographics that just give general characteristics like age, gender, location, or income, Customer Personas reveals their needs, emotions  and motivations. These include:

  • Daily functions and responsibilities
  • Pain points / Frustrations / Challenges / Stressors
  • Dreams and aspirations
  • Buying habits and role in the household purchase decisions
  • Factors that influence the purchase process

To show the difference, a demographic will simply say: “Women in Singapore aged 25 to 35, college educated, white collar job.”

A customer persona on the other hand, paints a much more vivid (and useful) picture:  “Single Singaporean woman, aged 25 to 35. High disposable income because she has no kids. Works hard and rewards herself with travel, fine dining and branded fashion and accessories. Wants to show off her success and show that she is “first to the know” or “first to try” something before it gets mass appeal.  Biggest stressors: lack of time and energy, and will pay more for convenience.

How can you use Customer Personas to improve your ecommerce website design?

  • Choose photos that reflect and represent her and her lifestyle
  • Highlight products that would most appeal to her
  • Target keyword planning that revolve around her most important needs and pain points
  • Choose colors, layouts and design elements that reflect her taste
  • Center your marketing and link building campaign around communities or platforms that share that target audience
  • Create targeted ads and landing pages that specifically appeal to her and a pain point or aspiration

customer personas

How to Build a Customer Persona

You can build 2 to 3 Customer Personas to guide your ecommerce website design and digital marketing campaigns. To help you create them, use this checklist.

Personal Routine and Priorities

  • Family structure
  • Responsibilities in the home and to family members
  • Daily routine / Weekend routine
  • Biggest source of stress
  • Biggest source of satisfaction and relaxation
  • Hobbies
  • Values (i.e, 3 things that matter most to me / 3 things I won’t compromise on)

Digital Habits

  • Favorite websites
  • Social media platforms
  • Time and days they surf the most (and least)
  • Gadgets and platforms they use
  • Influencers they follow
  • What they read or did when they researched for their last major purchase
  • Websites or social media accounts that most annoyed them (and why)

Consumer Behavior

  • Budget for different types of purchases
  • Where and how they purchase (digital vs. brick and mortar)
  • How they research on products (websites, influencers, books, forums, etc.)
  • What they ask when comparing products
  • What features or services would make them willing to pay more for a product
  • Other people involved in purchase decision
  • Example of positive customer experience
  • Example of negative customer experience

“Customer Personas tell the story of your customer’s behavior, situations, thinking, and interaction on the path to accomplishing goals,” said content marketing guru Tony Zambito. Use these Personas to create an ecommerce website design that is compelling and relevant to them, and you will win a buyer for life.

MapleTree Media provides digital marketing and ecommerce design for Singapore businesses. We’ll be happy to help you develop the right strategies, messages and website design for your target audience. Contact us and view our work  to find out more.

How to check if your website content is user-friendly

website copywriter creates user friendly content

A website copywriter understands that people read online content in a different way.  They scan content. They quickly scroll through a website to find what they need. If you can’t give them the information they want right away, they leave.

Is your website content designed for this kind of reading experience? Use this checklist to measure the user-friendliness of your web copy. 

professional content writing agency

 Does it have a simple and conversational tone?

 The best website copywriters can find a way to explain very technical information in a simple way. They avoid jargon and very long words. They write in a conversational style so that readers can quickly understand what they mean.

Does it put the most important content first?

Mobile readers don’t have a lot of time. That’s why the best webcopy prioritizes information. The most important messages are put in the first paragraph or given more space on the website. Pictures and other design elements also draw the reader’s eye to the key points.

Does it relate to the audience’s needs and personalities?

It’s important to hire professional website copywriters with a marketing background. They understand the concept of buyer personas and are able to customize your content to specific audiences. They can create article slants and use the language and key phrases that immediately make a reader feel,“Yes, this brand gets me!” 

customer personas

 Is it divided into chunks?

The best website copy uses subheadings and short paragraphs. It tackles just one idea per paragraph, and helps reader quickly geti nformation with lists and subheadings. This helps readers scan a website for hat they want (and it’s also SEO friendly!)  

Is it concise and useful?

Inexperienced writers try to meet a wordcount by using long, meaningless and boring sentences. They say a lot but don’t say anything significant.

However, professional website content writers don’t just meet a word count, they make every word count. They get good information that readers need. They anticipate the questions that readers will ask. They create website copy that is useful, relevant, and easy to read.

Find website content writers in Singapore

MapleTree Media provides professional and reliable website design and content services in Singapore. Our web writers can create a variety of digital content: website text, blogs, social media copy, press releases, ebooks, video scripts, product descriptions and more. All our copy is based on the best practices of writing for the web. Contact us and let a professional writer handle all your digital content needs.

How to start online business in Singapore: trends, steps and digital strategy

How to start online business in Singapore

Singapore is one of the fastest growing e-commerce and online shopping markets in Asia. Many Singaporeans are digital-savvy, and use the Internet to research about products, and even purchase them. Embrace this important trend and learn how to start online business in Singapore.

Important Trends and Facts for Singapore Online Businesses

Scope out the “new digital landscape” with these important trends that are defining and driving both retail and B2B markets.

The online purchase power of the middle-class shopper

If you want to grow your online business, then you have to prioritize one of the biggest and most powerful online consumer groups: the middle class.

By 2022, there will be 350 million middle class consumers. They have higher income, and they’re spending it online—not just basic goods like groceries, but high-end brands and “affordable luxuries” like premium cosmetics. Large ecommerce platforms like Lazada get more than 14 million visitors a month, with an  average revenue per user (ARPU) of US$675.

Experts predict that the Singapore ecommerce market will reach 100 Billion US Dollars by 2025.

Mobile-first companies have a head start

Shopee is a good case study for any company who wants to learn how to start online business in Singapore. When it first launched in 2015, it was competing against well-established shopping sites. However, it took a mobile-first strategy, and posted remarkable growth rates in its first four years. By 2020, it had quadrupled its value.

Content is still King

One of the biggest mistakes (and myths) that new online entrepreneurs make is they ignore the importance of content. A bare website that only has a product catalogue will not attract customers or earn their trust or loyalty.

The biggest shopping platforms invested in content. Lazada and Shopee have live-stream shows and mini games. L’Oreal and Estee Lauder create tutorials and videos, and tie up with influencers to promote their products. Even supermarkets and food chains push out social media posts that share tips and build their community.  

Content increases engagement, helps enhance your search engine ranking, drives social media campaigns, and gives heart and substance to all promotional activities. Without this, your online business is just a digital brochure.

earn money online

Customization is critical

Perhaps one of the most exciting developments in digital commerce today is the use of artificial intelligence and big data to create customized product offers.

However, this technology (and the software that uses them) is still prohibitive for entrepreneurs or SMEs that want to know how to start online business in Singapore. However, you can apply the principle of customization by creating customer personas, and planning targeted campaigns for each stage of their buyer journey. You can work with a Singapore digital marketing agency to segment your market and launch these campaigns on the right platforms.

B2B Commerce is going digital, too

While the first online businesses targeted consumers, many B2B companies are transitioning to digital platforms, too. In fact, industry experts predict that by 2025, B2B ecommerce will exceed the B2C market.

How to start online business in Singapore

How to start online business in Singapore

These trends certainly indicate that the Internet is the new battleground. Brands have to compete for consumer attention, spending and loyalty on the digital space—and even seasoned entrepreneurs and well-established brands realize that it’s not as easy as it seems. These tips can help!

Use these steps as a roadmap to help you create a strong brand identity and lay the foundation for your online business. While this is a very simplified and streamlined guide (many factors like content marketing or search engine optimization involve a lot of technical or strategic details), it can help you set milestones and give you an idea of what you need to succeed online.

Step 1: Create a Strong Business Identity

You have a product or service—but that’s not enough. The most successful businesses have a very strong brand identity. They don’t just sell goods, but a customer experience or brand story. It is the only way to differentiate themselves from the thousands of over online sellers who offer the same product at the same price. To do this, ask yourself:

  • Who is my customer? What are his needs, frustrations, and pain points?
  • How does my product or service meet that need?
  • What makes me different from competitors? What is my unique value proposition?
  • What is my brand personality—tone, images, colours, etc?
  • How will my customers find me? What platforms will I use to communicate with them?

Step 2: Build your website

This is a very important step, so it’s important to work with an experienced and reputable website development company. Your website is both your digital store and the key to your online reputation—if your site is slow or poorly designed, it will drive away customers and create a negative impression that is more expensive to correct.

A good website should be easy to navigate, mobile-friendly, optimized for search engines, and have engaging and useful content.  It creates a good customer experience so that people find it easy to learn more about your product, make a purchase, and contact you if they need any help.

Step 3: Drive traffic with search engine marketing

An SEO specialist can improve your website’s SEO score so that it shows up even in organic search. However, if you really wish to promote your website quickly, you can grow your traffic  through PPC (pay per click advertising) and other search engine marketing campaigns. This is one of the best ways how to start online business in Singapore in the fastest time possible.

Step 4: Create relevant, useful and authoritative content

As we said earlier, Content is King. Not only is content critical for search engine optimization, but it also tells your customer that you are an authoritative, trustworthy brand. Be sure to provide good descriptions of your product and service, and your company. Include blog posts, videos or FAQ’s that can answer customer questions. If you are an ecommerce company, be clear and transparent about shipping, returns, and other processes and policies.  Anticipate what your customer will need!

Step 5: Use digital marketing to communicate with your customers

Digital marketing can help you attract new customers, and stay in touch with them even after purchase. You can use email marketing, social media marketing, SMS, landing pages, and more. Many brands use a combination of these tactics to reach customers in different stages of the buyer journey. You can work with a Singapore digital marketing agency to create the best “marketing mix” for your brand and budget.

Singapore Regulations for Online Businesses and Ecommerce  

It is important for any Singapore online business to comply with government regulations, such as:

  • Consumer protection regulation – includes rules on the sale and return of goods, which protect consumer interests and prevent fraud
  • Protection and Security of Digital Data – covers issues like security of credit card payments and protection of personal information
  • Intellectual Property protection in the Cyberspace – includes important copyright rules for using images, videos and text

Be sure to work with your lawyer to know that you meet all legal criteria for running an online business in Singapore. You may also need to copyright your brand name and logo, clear your Terms and Conditions for online purchases, and know your rights and responsibilities for situations like return of damaged goods or the limits for promos.

How to start online business in Singapore, quickly and strategically

MapleTree Media can help you launch your online business! We are a full-service web development and digital marketing agency. We can create your website, provide SEO and content creation, and then promote your products through email marketing, social media marketing, and more. Contact us for your customized proposal.

How to Create Customer Experience that Converts Leads and Increases Revenue

customer experience

Is your business mindset product-centered or customer-centered? The answer is not as obvious as you think. While everyone claims that “We put our customers first!” many sales and marketing campaigns actually focus on sales without really understanding or connecting to the target audience.

What does it mean to be customer-centered?

A customer-centered organization designs and evaluates each business stage from the point of view of the customer experience. You don’t just push your product to your target audience, but anticipate their questions, needs and pain points. You actively design a positive customer experience, and correct any issues that can drive customers away.

Why should you take customer experience seriously?

A positive customer experience is even more important in the post Covid-19 economy. Cautious consumers will give their dollars to those who give the best value – and value does not always rest on promos and low prices.

82% of CEOs of the world’s biggest brands say customer experience has the biggest impact on their sales.

How does customer experience affect your bottom line?

Research and market forecast groups like Walker and the Garner Institute say that customer experience has overtaken price and product as the key brand differentiator. In fact, 82% of the CEOs of the world’s biggest brands say they compete mostly or completely on the area, because it has the biggest impact on their sales. Here are some important consumer statistics and trends:

  • They are willing to pay a premium price. 86% of buyers are willing to pay more for a great customer experience
  • They make more purchases. Customers are likely to spend 140% more after a positive experience than customers who report negative experiences. They are also 64% more likely to make impulse purchases after receiving a more personalized experience.
  • They are loyal to your brand. 96% of customers say they remain loyal to brands that offer good customer service, even when offered a lower price by a competitor.
  • They recommend your products. Loyal customers are four times more likely to refer a friend to the company.

Most Common Customer Experience Mistakes

All companies want to provide good customer service. However, in the race to provide products or meet sales targets, managers can overlook important details that have a huge impact on buyer satisfaction.

Lack of product information

You simply list the name, price and a very general description. At stores, your sales people aren’t able to answer customer’s questions, or give personalized recommendations.

Unanswered messages

You have Facebook or a company email, but nobody’s in charge of checking the inbox. Days or even weeks pass before somebody replies to a query or a comment.

Disconnected campaigns

The salespeople in your store aren’t aware of the promos you advertised, or the product you mentioned in your Instagram is out of stock.

No customer database

You’re unable to recognize a repeat customer, or upsell based on previous purchases. Customers like feeling recognized and rewarded for their loyalty!

Poorly designed website

In the digital age, the website is often the first way an interested customer discovers a brand. And, as the adage goes, first impressions last. If the website takes too long to load, or has very little or poorly organized information, he will feel as disappointed as someone ignored in a physical store. “You did not give me the information or experience I wanted.”

Misleading advertising

Nobody wants to be fooled. Be careful about making claims in your ads, or using “clickbait” titles. Not only is this illegal and unethical, it destroys your customer’s trust. They can leave reviews and angry comments on your website or social media, or tell their friends about their bad experience. Word-of-mouth is still the most powerful marketing tool, and it can either grow or destroy your brand.

How to Create a Customer Experience Strategy

Understand your customer

Talk to your sales agents or store crew to understand the types of customers your team deals with every day. Once you have enough information, develop customer personas.

Customer personas give you an insight on a buyer’s needs, motivations, influences, purchase patterns and behavior, and more. So this customer feels “real” to you and your sales and marketing team, it’s best to create a character that embodies that audience. Then, put all that information in a document.

Here are some examples of customer personas that you can use as a template.

Analyze your business process for goals and gaps

The best customer experience strategies are aligned with your business objectives.

  • What do you want to achieve: getting new customers, entering a new market, launching a new product?
  • What are the barriers or obstacles? How can they be overcome?
  • How can your customer experience strategy help you achieve those business goals?

The next step is to look at your business process and identify any areas where your customers may have a disappointing or frustrating experience.

  • What technology, people or processes are needed to fulfill my objectives?
  • What gaps exist between customer expectation and experience?
  • Do my internal processes support customers? Where can they be improved?
  • Which tools can be used to improve customer experience
  • Got the answers? Now you know what steps to take.

Put yourself in your customer’s shoes

Another way of finding gaps in your customer experience is to list your brand’s customer experience stages. Where are the opportunities to make a good impression?

This was a favorite business technique of Steve Jobs. Many of the best Apple products were conceptualized because he imagined the kind of customer experience he wanted and then reversed-engineered the technology.

Train your employees to be customer-centered

Make sure that they have tie right interpersonal skills and stay calm when there is a crisis. You may also want to create a customer service manual, so that they know what to say and do with customer requests.

Refine your website design and user experience

Customers expect a lot from a brand’s website. It has look professional, have engaging content, provide the right information, and be easy to navigate. These websites have very good UX (user experience) design:

Visitors can immediately filter information to find what they need:

Useful product pages that give simple and complete information — and even a video that provides a closer look:

Website layout is sleek, uncluttered and easy to readand the choice of fonts and white space feel fresh and modern:

Create a consistent brand experience

Your customer interacts with your brand through store, website, apps, email, and social media channels. Keep their experience consistent. Make sure brand messages and announcement are synchronized. Follow similar colour schemes or photo styles.

Consider creating a brand manual. The extra effort pays off: studies show that brands that are presented consistently have four times more brand recall. Here is a peek at messaging company Skype’s brand manual. Even the way they write their manual reflects their brand personality. Now that’s consistency!

Set clear customer experience metrics

What can’t be measured can’t be improved. Here are some ways to evaluate customer experience.

NPS – Net Promoter Score shows the percentage of your customers who would/wouldn’t recommend your company to their friends, family, or colleagues.

CSAT – Customer Satisfaction Score is a transactional metric showing how satisfied customers are with a recent interaction. This is often a purchase or a customer service call. It’s flexible and highly customizable.

CES – Customer Effort Score shows the effort expended by customers in accomplishing a task. Could be getting a support request handled or finding the product they were looking fo

7 Facebook Marketing Tips for Small Businesses on a Tight Budget

facebook marketing tight budget

It’s getting harder and harder for businesses to successfully reach their audiences on Facebook. While Facebook is free and has very powerful tools, organic reach has been on decline. “The harsh reality of Facebook today is that only about 1 out of 50 people who are already fans of your page will see any single post you make on your Facebook business page,” says social media strategist Sam Underwood.

While big brands can afford to pour a lot of money into paid ads and eyecatching content, many small businesses have build their Facebook reach on a tight budget. Here’s what you can do.

Avoid a direct sales approach

Facebook prioritizes relevant and personal algorithms, so a post that is very promotional (for example, big product photos and a link to a website) lowers your chances of getting organic reach.

A grocery chain ran two different campaigns selling sunscreen. The second one had 15x more interactions and reach because of its creative execution. It brought back 1970s nostalgic feels and encouraged more likes, which meant it had higher chances of showing up on other people’s feeds.

Post questions or other posts that drive engagement

Treat Facebook and other social media platforms as a chance to connect and interact with your audience. The best Facebook posts will make people laugh, think, feel, and share. Here are some examples of business posts that were able to do just that.

Halo Top shared an emoji riddle that readers had to solve, and invited people to answer and tag three friends. Selected winners got 10 pints of free ice cream.

Game developer Loot Crate engages their audience with a mini game. Despite the fact that all their posts link back to a product, the way they present their products never feels like a sales pitch.

Create a Facebook group

Facebook groups allow your members to exchange ideas or experiences related to a given business. For example, if you sell aromatherapy oils, your group can allow members to share tips or ask advice from one of your experts.

Facebook groups are great for businesses with niche products or very defined target audiences. It’s also a way to stay in touch with customers throughout their buying journey — from when they’re just looking for information, to even after the sale.

When creating a group, marketing consultant Ron Stefanski recommends naming it after something people will actually search for in Facebook. This increases your chance of being discovered organically.

Experiment with different kinds of content

“Posting without a paid budget is now officially a waste of time—you’re much better off posting just occasionally with a small budget to ensure that content gets in front of your valuable customers and prospects,” says Underwood.

The trick is to maximize your budget. First, get a feel of what works for your audience. Try experimenting with different types of content, images, messages, or even different posting times. Then, use Facebook’s built-in analytics to compare the results.

Once you have a better idea of what resonates with your buyers, you can pour bigger budgets into tried-and-tested campaigns.

Use Facebook pixel

Facebook Pixel collects data about who is visiting your website, so you can then target them in your ad campaigns. You can also pair this with Facebook’s look-alike features, which targets people with similar online habits.

Pay attention to your Facebook cover photo

According to studies, visuals get 53% more likes, 104% more comments and 84% more click-throughs. But don’t just invest in pretty posts — you should also improve your Facebook cover photo.

Your business’ Facebook cover is the first thing people see on your business page, and one of the simplest ways to show your brand personality. Think of it as your digital bilboard.

Here are some of the examples of good Facebook cover photos. Look at how their choice of images and words grabs attention and communicates who they are.

Ideally, you should change your Facebook cover regularly. You can showcase a new product, celebrate a holiday, or push a promo.

Fill up your “About Us” section

Optimize your “About” section — especially the preview

New visitors will also check your “About” section is one of the first places people will look when they arrive on your Page. A preview of it is located on the left-hand side of your page beneath your profile picture.

This is another great opportunity to tell customers about your brand. Use brief yet descriptive copy to give visitors a sense of what your Page and your business is about before they decide to Like you. This copy will get pulled from the “Short Description” you provide within your full “About” tab.

Add a Call to Action Button

Take advantage of this feature! You can choose from seven buttonsi (including Shop Now/Book Now/Watch Video etc) and link it to your website home page or a landing page.

How to Market Business in Singapore: A Simple Guide for Busy Entrepreneurs

how to market business singapore

“I have a great product/service. How do I convince people to buy it?” That’s the question that marketing answers. Sales focuses on purchase, but marketing focuses on getting consumer’s attention and transforming it into a commitment to buy. Here is a simple guide on how to market business in Singapore.

How to Market Business in Singapore: Key Trends

Globalization and the digital age have changed the way people interact with brands and choose their purchases. Many of the world’s biggest brands have lost their market share to smaller, local brands who were more attuned to the consumer’s needs. Giant retail chains have closed down, as ecommerce provided more options at cheaper prices.

We have to rethink our approach on how to market business in Singapore and around the world. Experts say that these are the biggest factors to consider when shaping your marketing strategy.

singapore marketing trends

Focus on customer experience

The most successful brands don’t just sell products; they create an exceptional customer experience at all stages of the purchase journey. And in the digital age, that customer experience does not just happen at stores. He discovers your brand in forums and articles, checks out your website and social media feeds, and may even message you for more information. Today, studies show that 70% of a buying decision is made before a shopper talks to a salesperson.

After visiting your store, he may turn to the Internet again for tutorials, tips and after-sales support.  Nurturing this stage of customer experience is just as important as nurturing a lead. Customers who feel dissatisfied by a product or ignored after a sale can switch to another brand and share their frustration on social media. However, customers who receive good after-sales support – what marketing calls customer retention and lifetime value – can become powerful brand advocates.

This has led marketers to shift from the traditional marketing funnel to a more dynamic map of the customer journey. The new model reflects how a customer constantly interacts with a brand, and how the brand reaches out from awareness to after-sales. Instead of pushing customers down well-defined stages, and focusing only on a small number of qualified leads, the best brands engage customers in different ways at different stages. These factors have expanded the role of marketing from simply driving a sale to supporting the entire customer experience and journey.

 

old vs new marketing funnel

 

Personalized and Customized Marketing Campaigns

Before the digital mage, the majority of marketing budgets often went to mass media like TV, print and radio. These could reach millions of people in one broadcast or print run. Campaigns were built around broad demographics and target audiences like “women, aged 25 to 35” or “office workers with income of $12,000 a month.”

Today, these traditional mass campaigns can still build general awareness. However, new marketing platforms and technology that allows better market segregation has enabled more personalized and localized campaigns. Now, you can send targeted messages to people based on location, hobbies, past purchases or Internet searches, or the specific responses to your previous ads. These smaller, micro-campaigns have a better chance of conversion, because you are tailoring your message to consumer needs.

That’s why you can’t ask how to market business in Singapore without sitting down and getting to know your customers. Every successful campaign starts with customer profiles or customer personas. Even if your product has mass appeal, your marketing campaigns need to have focus and intent. You create different ads or use different platforms for different micro-audiences. This can take more time, effort and investment, but they give greater ROI. If you try to sell to everybody, you appeal to nobody. 

Sit down and create a Marketing Singapore Customer Profile. Try asking these questions:

  • What are the needs, motivations, frustrations, and preferences?
  • How can your product meet those needs? Shape this into key messages, using the language your customer uses.
  • What stage are they on the buyer journey? What information and action points can push them from awareness, interest/consideration, purchase and satisfaction?
  • What are most cost-effective platforms for reaching them? Look at their Internet and social media behavior, including the time and frequency they tend to log on.

Shift to Digital Marketing

Digital marketing is the most effective solution for how to market business in Singapore. It has one of the fastest Internet speeds in the world, and some of the most active Internet users. Consider these statistics:

  • 93%  use the Internet everyday, and spend an average of 7.2 hours online
  • 84% say that the Internet is their primary source for information
  • 75% are active on social media, and use an average of 8.8 social media channels
  • 4.8 million Singaporeans use Facebook
  • 9 million Singaporeans use Instagram
  • 2.6 million Singaporeans use LinkedIn
  • 60% go on Youtube to watch a product review or product demo
  • 45% prefer watching Youtube over television
  •  86% of Singaporeans use WhatsApp

 Localized searches and ads

Busy consumers will pay a premium price for convenience. That’s why “Near me” searches are at an all-time high. They will look for the nearest products or services, and type a specific search term and location: like “printer ink near me” or “couple spa in Orchard Road”.

This is especially true in the post-Covid economy. Cautious consumers will avoid unnecessary travel or use of public transport. Capitalize on this trend. Market your business to Singapore neighborhoods or streets. Advertise in neighborhood guides. Optimize your website according to local keyword terms. Boost your Facebook ads by location. This can help you focus your marketing budget on the customers in your area.

Chatbots

Studies show that consumers find email to be too time-consuming, and prefer the immediacy of talking with customer representatives. However, not all companies can maintain a 24-7 customer care hotline. The solution: chatbots. These are programmed to answer common questions and  fulfill simple requests.

SIngapore digital marketing

How to Market Business in Singapore: Best Tools

What kind of marketing tools should you use to promote your brand? It all depends on your product, target consumer, and budget. Here are some of the typical components of a campaign, and when they’re most effective.

Television and radio advertising

Television ads are expensive, but they can help you quickly reach a wide audience and generate a lot of buzz. However, TV viewing is declining in the younger generation. They now turn to on-demand streaming for entertainment and news. A recent survey also found that only 35% remember the product or service they see in TV ads. That’s because TV and radio are often left to play in the background. It requires less engagement to watch TV or tune into a broadcast than to actively hold a gadget, and clicking on video to play them.

Television and radio ads are effective for older audiences who enjoy the TV habit or follow a particular show. Viewership can also spike during special TV events such as sports events or specials. Some brands also use TV in non-traditional ways, such as product placement or lifestyle features in related programs.

Print advertising

Newspapers and magazines are also on a decline, because online alternatives can actually provide information faster, cheaper and more conveniently. There is an exception: special issues for very focused audiences or purposes. This can include trade publications and industry journals, directories,  guides, or luxury collector’s items.

Outdoor advertising

Billboards, signs and posters, or other creative outdoor displays can certainly grab attention — and when done creatively, they can make an unforgettable impression. They can also give more mileage than a 30-second radio or TV ad, since they’re viewed 24/7 over a longer period of time. However, they can be expensive, especially in premium locations.

Events

Product launches, pop-up stores, store sales, celebrity appearances, sponsored concerts or shows — these events can help drum up excitement and awareness for a new brand. They can also work with your other marketing efforts. You can share videos and photos on social media and collect emails in exchange for special coupons or free entrance.

However, events require foot traffic, and may not be practical in a post-Covid business environment. Until community quarantine measures are lifted, and the people’s fear of virus transmission have fully subsided, it is best to avoid investing in events.

Digital marketing

Digital marketing is the most cost-efficient way how to market your business in Singapore. You get more value for your money, and can create very customized campaigns for specific audiences. It is also easier to track and measure your return of investment. Modern analytics can help you quickly see how many people are clicking on your ad, or which platforms bring the most traffic to your website. That allows you to quickly adjust your campaigns according to your customers’ responses. Here are some digital marketing tools:

Content marketing

Use content to attract and serve customers on different stages of the buyer journey. For example, blogs can attract customers who are still researching on benefits and features. Reviews and testimonials can help persuade customers who are already further down the marketing funnel and are comparing products. Manuals and tutorials can provide after-service care and strengthen customer service.

Social media marketing

Brands can reach out to customers through Facebook, Instagram, LinkedIn, Pinterest, Twitter and other social media platforms. You can boost posts or use paid ads to expand your reach beyond your current followers. Influencer marketing — or partnering with social media influencers — can also help drive a specific community to your page and product.

Search engine marketing

Along with search engine optimization, this is essential for online marketing in Singapore. How can people find your brand or content on the Internet? Most people will not look beyond the first page of Google results. While it’s difficult to rank for common keywords such as “beauty” or “natural food”, a good SEO expert can help you become one of the top searches for specific keyword strings.

So what is the difference between SEO (search engine optimization) and SEM (search engine marketing)? SEO can drive organic traffic, while SEM uses paid search. You can choose between paid impressions, pay-per-click and trigger-based ads which appear after the viewer performs a set series of actions.

Email and SMS marketing

Emails and SMS let you stay connected to your customer. They help building trust and long-term customer value, and create opportunities to upsell or cross-sell products. Done correctly, this regular correspondence can have a bigger impact on sales and higher ROI than social media marketing and paid ads. Read more about creaitng a powerful email marketing strategy.

Affiliate Marketing

If you do not have a strong website or ecommerce arm, you can sell your products and services through other websites, blogs and social media channels.

How to Market Business in Singapore: Best Strategy

Work with one of Singapore’s best digital marketing and web development agencies. MapleTree Media can create a customized, multi-platform campaign that can build your brand reputation and increase your sales. We offer web development, search engine optimization, content strategy and creation, social media management, and more.

We have worked with Singapore’s top businesses, clinics and beauty brands. You can view our portfolio, or contact us for a proposal that can show you what we can do for your brand. Together, we can find the best way how to market your business in Singapore.

 

 

 

 

 

 

Brand Briefing 101: What to Tell Your Web Development Team

Singapore website development

Meeting with your Singapore website development company for the first time? This article can help you give them a solid background on your brand. This eliminates confusion and delays, and paves the way for creating asuccessful website.

Why is Brand Briefing so Important?

One of the advantages of hiring a professional Singapore website development company is that they will design your website around a solid content and SEO strategy. But you need to give them enough information to work with. A vague brand brief = vague and ineffective digital strategy.

What happens when you don’t give a strong brief?

  • You waste money. You won’t be sending specific, targeted messages to a clearly defined audience. That’s like shooting all your bullets at an unknown enemy.
  • You waste time. Your website development project will go through endless revisions, delaying your launch and consuming hours of your management time.
  • You waste opportunity. Instead of creating a powerful website, you end up with a generic website.

The best websites in Singapore are built on solid content and digital marketing strategies, which began from a clear brand brief.

The more we know about what you want and need, the better the end result will be.

So what goes into a brand brief?

Your customer insights

  • Demographics: age, gender, income level
  • Feedback: what they liked about your products, orcomplaints and concerns they raised with your customer service or sales team
  • Any observed insights on their behavior andvalues (for more information on this, read our article about Customer Personas and content strategy)  

Your products and services

  • The bestsellers and the items you want to push
  • A thorough SWOT (strength/weakness/opportunities/threat)versus your competitors. For example, do your competitors offer similar products or services? What is your edge over them, ex: lower price, faster delivery

 Your other sales and marketing efforts and campaigns

  • In-store events and activities that need to be aligned or promoted online
  • Where and how customers can avail of your products and services, and how you foresee your website working together with those traditional sales channels   
  •  Your learnings from past sales and marketing efforts (which promos worked best? What products did best during a sale? which target audiences and locations seemed to give the best response to contests or discounts?)

Your content resources

  • Existing collaterals: product photos and information, event photos, and other material that can be used in online content
  • Possible resource persons: customers and employees who can provide testimonials that can be posted on the website
  • Competitor content: what do they have that you don’t, and how much do you want to replicate?

 These are tough questions to answer, but that’s why you need a professional Singapore website development agency with a background in content marketing and brand management.From the first meeting, MapleTree Media works with you to understand your brand, your competitors, and how your website can work with your existing sales and customer service efforts.

MapleTree Media doesn’t just do Singapore website development, we provide website development strategy. Contact us and let’s talk about what we can do for your brand.

8 Do’s And Don’ts for Effective Product Descriptions

Are you writing effective and compelling product descriptions, or are you just copying off the manufacturer’s brochure or website?  MapleTree Media, which provides web copywriting services in Singapore, gives these tips on how to turn every product description into a powerful sales pitch.

DON’T copy product descriptions from other websites

Google and other search engines will penalize your website for duplicate content. You need to write original text (and not just change a couple of words here or there) to protect your search engine ranking.

Besides, product descriptions are a great chance to connect to your audience and even boost your SEO scores! A professional website copywriter can include target keywords and link them to blogs and other content on your website. Both those keywords and links will help bring up your website ranking and searchability.

DO reach a minimum of 350 words

That’s the recommended length for both search engines and meeting the customer’s needs. The worst thing you can do is just put 1 or 2 sentences (often called a “stub’). It can turn off buyers who view the lack of information as bad customer service, and you’re not giving any content for search engines to crawl.

DON’T use vague and flowery language

A lot of product descriptions are just stuffed with adjectives and superlatives like “It’s the best!” or “breakthrough technology!” But see how effective it is when you go into product details. 

DO give numbers, if you have them

Numbers give credibility. Look at these examples of powerful product descriptions:

  • “Clinical trials prove that it improves skin elasticity by 95%.”
  • “Over 5,000 positive reviews on Amazon!”
  • “1.5 million bottles sold.”

DO translate features into benefits

Features are impersonal descriptions of what a product looks like, what it’s made of, and what it does. Benefits translate features into how it can help a reader.

This is an example of just listing features. It’s not very helpful for a buyer, is it?

web copywriting services product description

Compare this to a product description that shows how those features will benefit the reader. Wouldn’t you feel more inclined to buy the product now?

 

 

web writing services product description

DO use creative storytelling

If you don’t have numbers, then engage your customers with storytelling. That’s one of the benefits of hiring professional web copywriting services. They can add flair and fun to an otherwise “generic” product description.

DO use a conversational tone

Unless you’re a B2B site targeting a very specific audience, you should keep your product descriptions free of technical jargon. Ask yourself, “How will my customer describe this product to a friend?”

DO use short, simple formats

Most people will scan product descriptions. Use bullet points or checklist formats so they can quickly get an idea of the features. If you have a lot to say about a product, break your product description into sections.  This is a great example by Samsung:

FIND PROFESSIONAL WEB COPYWRITING SERVICES IN SINGAPORE

MapleTree Media  can help you create compelling product descriptions, landing pages, and other website content. Contact us and find out more about what we can do for you.

 

Contact Us

hello@mapletreemedia.com
Singapore Office:
Mapletree Media Pte Ltd
63@UBI #04-08 63
Ubi Ave 1
Singapore 408937

Phone No: +65 9627 6717

Malaysia Office:
Mapletree Media Sdn Bhd,
29-07, Jalan Riong,
Bangsar, 59100 Kuala Lumpur,
Wilayah Persekutuan Kuala Lumpur

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