Dedet Panabi

Web Design Pricing in Singapore: How to Set a Budget and Get the Best Value

website design singapore price

“Can I afford to build a website for my Singapore business?” you ask. The short answer: you can’t afford not to. Even if you have a physical store, consumers turn to the Internet to get more information or contact your company. You lose credibility and sales when you don’t have a web presence. But what exactly is the website design Singapore price – and how do you get the best value for your investment?

Web Design can Make or Break your business

Web design isn’t just about how a website looks, but how well it performs. For every search query, your customers will get millions of results. The best websites help your customers find your website, form a good impression of your company, and perform the desired action – whether it’s buying your product, scheduling an appointment, or signing up for your mailing list.

On the other hand, a bad website experience can damage your brand reputation and drive away customers. Consider these statistics:

  • 75% admit that they judge a company’s credibility based on the web design
  • 38% will leave a website that has an unattractive layout
  • 92% will leave a website before 1 minute if they can’t find the information they’re looking for
  • 87% will stop reading a website that doesn’t display well on their device
  • 47% expect images to load within 2 seconds
  • 88% will never revisit a website after a frustrating experience

That means good web design should be visually appealing, well-organized for fast and convenient reading, and mobile-friendly.

singapore web design price

Factors that Affect Website Costs

The website design Singapore price can range from $3,000 to $300,000 depending on the size and functions. Here are some factors to consider when you set your budget.

Number of pages

Some companies will only need a simple, five-page website with basic information. Others may need more pages to showcase different products or services, or hold content like videos, testimonials and blogs. These additional pages will affect your budget for content creation, web design, and web hosting.

Type of website

An e-commerce store or community forum needs more complex programming and security or privacy features than an informational website.

Customization

Just like a tailored suit will cost more than clothes you bought off the rack, a website that has customized features will need more time and budget. If you wish to keep your Singapore web design price.

Content creation

Do you already have a good archive of articles and photos, or will you need to commission content? Do you need videos or blog posts to increase engagement or SEO? Additional content will increase your Singapore web design price, but on the other hand, it will increase your website ranking and brand recall. (Read about the benefits of hiring a professional content writing company.)

Cost of Website Design in Singapore

It’s difficult to pin an exact Singapore web design price without knowing the scope and difficulty of your project, but this can help you get a general ball park figure.

Small business website

Small business website design price in Singapore is $3500 to $5000

Small businesses can start with a simple website that showcases products and services. These are typically just 5 to 7 pages. It has essential information about the company and its offerings, store locations, and an email form for customer queries.

Even if you have a small business website, you can still make a strong impact. It’s important to have a sleek design, professional copy, and strong images. Since you only have a few pages, be sure to make those pages very powerful. Here are some good examples of small website design:

alley website

Corporate website

Corporate Website design Pricing in Singapore is $6,000 – $35,000

Larger businesses may want to include more products, information, or interactive features on their website. In this case, consider a corporate website with about 10 to 30 pages. The pages can showcase:

  • Products and services
  • Testimonials
  • Case studies or portfolio
  • Company or industry events
  • Blog
  • Videos
  • Downloadables: press kits, product brochures, eBooks

The additional content gives several advantages. It can improve your search engine ranking and credibility (especially if you have invested in SEO), show your brand story and differentiate yourself from competitors, and give your customers more reason to revisit your website.

Customers also prefer seeing more content on a brand’s website.  Studies show that 70% of consumers prefer to learn about a product or service through articles and content rather than ads. The more information you can give them about your offerings, the more likely they are to buy.

The best corporate websites are able to present more information without sacrificing site speed or customer navigation. Your customers should still be able to quickly find what they need, and are led to other pages in a natural and intuitive way. Look at how this solar company was able to make a large amount of technical information very user-friendly. Check out our premium corporate web design service now!

E-commerce stores

E-commerce website design Singapore price: $5,000 – $50,000

Of all the different kinds of websites, e-commerce stores are the most complex and expensive. That’s because of the number of functions that need to be added to ensure that customers have a good shopping experience and secure payment options.

E-commerce stores will typically need a product section, price and shipping information, cart functionality, customer logins and account management (including purchase history, address, payment records and preferences), and customer reviews and testimonials. Many of the best sites also have strong content – blogs, videos, promos – to help drive marketing and sales.

On the other hand, you can ask your Singapore website designer to add simple e-commerce functions to your small business or corporate website. You can ask for a quote based on the number of products you want to sell, and then compare the cost of building your own site versus selling it on another e-commerce platform.

Bear in mind that designing an e-commerce website is just the starting point to a successful online store. You can also invest in SEO, email marketing, social media and other strategies to help attract customers and promote your products. A complete Singapore digital marketing agency like Mapletree Media can do both website development and digital marketing.

Community Websites

Community Web design Singapore price: $15,000 to $30,000

There are many benefits to building an online community. It increases website traffic and engagement, helps you understand your customer, generates user-led content, and boosts your customer loyalty.

One of the best case studies for online communities is DuoLingo. This start-up with only 40 people grew exponentially to become one of the biggest online language apps in the world by investing in their community. Their active members helped create content, and even helped to develop and test courses. Today, it has over 50 million users.

Other brands have added community functions to their main website, through forums or special sections where users can upload content. For example, Lego Ideas allows anyone to upload their design ideas. If their design gets a lot of votes, their creation may actually be turned into a real Lego set – and they get a percentage of the sales.

Beware of dirt-cheap website design

Remember the adage of “You get what you pay for” when you hear of very low web design Singapore price. The low offer may sound tempting, but you could face several problems down the road:

  • Hidden costs. You may not have been given a realistic quote, and as the project progresses, you’ll be surprised by unexpected or hidden charges. Ask for an accurate estimate of the website, including hosting and site maintenance, and other expenses like content creation and website marketing.
  • Poor web design.  A bad website affects your reputation, and you may need to spend more time and money later on to overhaul it completely.
  • Limited functionality. Your website shouldn’t just be a token Internet presence. You can use it to interact with your customers, promote your products, generate leads, and ultimately, grow your brand.  A poorly designed website with limited functionality will handicap your future sales and marketing efforts — especially in the digital age.
  • Low searchability. Websites are useless if they can’t be found on an Internet search. Factors like broken links,  poor loading time, or errors can affect your search engine ranking and make it more difficult for customers to navigate your site.

That’s why it’s important to look at the price of website design in Singapore as an investment rather than a cost. It plays a huge role in your business image and sales — so even if a $99 website design is possible, can it really deliver what you need to succeed?

website design singapore

How to Make A Cost-Effective Website Design Budget

Instead of trying to look for dirt-cheap rates, get a good website design Singapore price that will give you the best value for your money. Here’s the best way to create a cost-effective budget that considers your needs, expectations and resources.

 Set your marketing goals

What do you want to accomplish, and what role will your website play in achieving those goals? For example, do you want to encourage repeat customers? Do you need to differentiate your brand from competitors who sell very similar products or services? Do you need to attract more local customers? Try to imagine how your website can simplify your sales process, support your marketing, or attract customers.

  • When my customers visit my website,  I want them to be able to…
  • When I have an event or promo, I want my website to support these activities by…
  • The website can handle the most common customers questions/complaints by…

Create your site specifications

These are the factors that will most affect your website cost.  Write down what you need, and your expectations. Note how important it is to your goal. Is it very critical, or something that you are willing to adjust if it doesn’t fit in your website budget?

Design

  • Do you need a fully customized website, or are you happy with a WordPress theme? Perhaps you want something in between — take a general theme and change a few elements to suit your brand?
  • What kind of images do you want? Do you already have images, or do you need the agency to provide stock images or shoot them?
  • Do you have any sample websites that you really like? If you follow those designs, how much content or images do you need to create?

Functionality

  • Customer interaction. The most basic websites will have a contact form. However, other websites try to engage the customers in several ways:
  • downloadable PDFs, videos, blogs, etc. Having several “contact points” increases engagement and increases the amount of time somebody stays on the site.
  • Integration. Do you need your website to be integrated with internal computer systems (like a customer database) or third-party e-commerce sites?
  • Sales and commerce. Will you be selling products on the site? Do you want customers to be able to leave reviews or book an appointment?

Size 

How many website pages do you need? Do you have enough content and images for those pages? Do you want to optimize certain pages for particular keywords?

Get a website design proposal

After creating a rough draft of your site specifications, ask Singapore web development agencies for proposals. From there, you’ll have a good idea of the typical web design Singapore price, and make the necessary adjustments. In some cases, your specifications may cost more than you expected, but don’t worry — your web developer can suggest ways to manage the costs.

Here’s Why It’s Worth Investing In The Pricing Of Your Web Design

Have your visions come to life outside of simple templates

That isn’t to suggest you can’t personalise, but pros have a lot of expertise with design and may have a few tricks up their sleeves that you aren’t aware of. If you tackle it alone, you’ll most likely locate a template; some are even free when you sign up for specific hosting plans. Afterwards, you would make a few changes, and call it a day.

Unfortunately, this would result in a site that appears identical to the hundreds of other websites that use the same design. Hiring a specialist also entails optimising your website for search engines. Your website may attain a higher search ranking by including SEO. If you don’t know how to accomplish it, investing in expert website creation for the extra traffic alone is certainly worth it.

When searching for specific companies or services on the internet, people seek essential phrases. They like websites that appear towards the top of search engine result pages (SERPs). It might be tough to comprehend how SEO web design works. That’s why it’s a good idea to enlist the help of local SEO services like Mapletree Media for excellent site design and increased search engine presence.

The first impression is key

Most of the time, a potential customer’s initial impression of your organisation occurs when they visit your website. Users spend about 15 seconds on a new website on average. They will make a quick assessment of you before learning more about your products or services. Your audience will have a poor perception of your company if your website is ugly or outdated. They will be turned off by your website since it is not enticing to them. You’ll lose out on leads since they’ll go to a competitor’s page instead of yours.

The way your audience views your brand is influenced by web design. The first impression you make on them will determine whether they stay on your page and learn about your business or leave and go to a competitor’s. A decent site design keeps visitors on your page longer.

Ensuring your site is responsive across all platforms

To some, browser incompatibility may appear to be a minor flaw, but trust us when we say that it will have a significant impact on your business. For displaying online pages, different browsers employ different standards, such as Internet Explorer, Netscape, Mozilla, Safari, Google Chrome, and others. What seems beautiful in one browser may not load in another, according to a professional web designer.

The majority of consumers access the internet through their mobile phones and tablets. This implies that if your website isn’t constructed dynamically, the user experience will be inconsistent from device to device. Your company’s website should adapt effectively to any layout or screen size and perform well with both touch and mouse input. Otherwise, newcomers will have a bad first impression.

Website design firms provide responsive themes that are simple to change even if you don’t have much experience. There’s no need to stick with a website that isn’t mobile-friendly.

Builds brand consistency

You want to build up your brand when you’re seeking to generate new leads for your firm. You want your audience to get familiar with your brand so that when they’re ready to convert, they select you. The importance of online site designs is that they aid in the creation of uniformity across your page.

Every page on your website should have the same typefaces, styles, and layouts. If each page has a different design, it will make your site appear amateurish. It also makes brand recognition more difficult because your audience won’t know which colours to identify with your company.

People will bounce from your website to one that appears more professional if it is inconsistent. By establishing consistency, you can keep leads on your website for longer and familiarise them with your company. When you rebuild your site for this important part, you’ll get more leads and conversions in the long run.

Creates trust with clients

People are wary of websites that are badly designed. They will not trust your site if it has a terrible appearance or if the information appears to be obsolete. Because you don’t have an updated web design, they could think your site is unsavoury or nefarious.

Consider a customer who wants to make a large order with a manufacturing business. They’re investing a lot of money, so if your manufacturing website design doesn’t inspire confidence, they’ll look for another company to complete their purchase.

A professional site, on the other hand, communicates to your viewers that you are trustworthy. They will have faith in your company and will be willing to investigate it further. It’s critical to establish trust with your audience in order for them to stay on your site. When visitors stay on your site longer, your firm has a better chance of capturing those leads.

Your biggest competitors are probably doing it already

If you need a cause to care about web design, consider that your rivals are already doing so. You must employ web design for your site if you want to stay competitive with them. You want to make your website stand out from the crowd. Your competitors will outrank you if your website is old, outdated, and of poor quality. Their professionally designed website will outperform yours.

This implies you’ll be losing business to your rivals. Because their page is more attractive, they will draw more leads to it. The design of your website is a chance for you to differentiate your company from its competitors. When competing with other firms, you usually provide identical services and charge similar prices.

You’ll need that one item to set your company apart from the competition. A well-designed website allows your company to highlight its distinguishing characteristics. You can persuade your audience to prefer your company over the competitors.

Get the Best Value for your Website Design Budget

Mapletree Media is a full-service digital marketing agency that provides web development and design, search engine optimization, digital marketing, and more. View our samples of corporate web design for Singapore businesses and brands, as well as leading healthcare and beauty providers.

Contact us to get a customized proposal with a reasonable website design Singapore price and tailored to your business and needs.

 

Lead Generation Singapore: A Quick Look on How to Attract and Convert Leads

lead generation Singapore

For most businesses, the end goal of website development, social media or other digital efforts is to increase sales. So what you’re really looking for is a lead generation.  You want to attract potential customers, and then convert them into buying your product or service. Find out more about this process, and how it fits into your overall sales and marketing efforts, in our Lead Generation Singapore Guide.

What is Lead Generation?

A lead is someone who has shown interest in your product or service. But at this point, you don’t know who they are—your customers are out there, but how will they find you?

Lead generation is the process of finding and  attracting that market. This is how it works:

  • Step 1: Strangers discover you through blogs, social media, and other keyword-targeted content. They become visitors.
  • Step 2: Visitors who find the content relevant, useful or interesting click on a call-to-action button. They become leads.
  • Step 3: Leads are interested, but need to be persuaded further. You continue to engage them through a combination of sales and marketing strategies. This includes specific/targeted content that address obstacles or pain points, special offers, emails, etc. This is lead nurturing, and if successful, converts them into customers.
  • Step 4: Customers make a purchase. However, the journey doesn’t end there: the next step is to encourage continued purchase and turn them into promoters who endorse your product to their friends or family—generating new leads for you.
lead generation singapore

What are the kinds of leads?

Leads are not created equal. Some people are interested in your product, but aren’t ready to buy yet. Others are actively looking for a product and comparing their options. These audiences require different sales and marketing approaches.

Marketing Qualified Lead (MQL)

They have engaged with your content and responded to a call to action. For example, they have filled out a landing page form, joined a contest, or watched a video about your product or service.

However, not everyone who likes your post or lands on your website are actually interested in buying. Some of them may not even be your target demographic. So you need to gauge the quality of your visitors and determine their “lead score” or their potential to become an actual customer.

Lead scores can be based on the information they give you, how often they engage your brand (likes, number of visits to your site), and the kind of action they have taken. For example, someone who signs up for a coupon has a higher lead score than someone who just likes your post.

Most of all, you need to have an action plan for marketing-qualified leads that have a high score. Don’t wait for them to call you. While many companies invest in lead capturing, many falter at the stage of lead nurturing. What will you do with all the people who like your posts, watch a video, or join a contest? 

Sales Qualified Lead (SQL)

Their actions indicate that they’re already considering purchase. They may message you, sign up for a webinar, asked for a quote or a demo. Time is of the essence: a lead contacted within 5 minutes of their query has a 100X higher contact rate in comparison to waiting even 30 minutes. Don’t let days pass before you engage someone who has already reached out to your brand.

Product Qualified Lead (PQL) or Service Qualified Lead (SQL)

They have used your product, either through a sample or trial, or have used free services and are asking for an upgrade, subscription, or paid features.

how to do lead generation singapore

Lead Generation Singapore Marketing Strategy

Lead generation marketing focuses on nurturing target customers until they’re ready to buy. It is built around the stages of the buyer journey: awareness, consideration and decision. Here are some tools that you can use for increasing Singapore leads.

Content marketing

Create content for different target audiences and stages of the buyer journey. This includes: blog posts, landing pages, videos, social media posts, infographics, ebooks, brochures, etc.

It is important to create quality content that informs and delights customers. Remember, even if customers land on your page because of SEO or ads, if they don’t like what they read, they won’t trust your company—and they won’t click your call-to-action. Studies show that 93% of customers will judge a brand based on the quality of the content. “Does this brand look credible? Are they giving me the information I need? Are they anticipating my needs, or are they just spamming me with keywords or trying to hard-sell a product?”

Email marketing

One of the most effective lead generation strategies is email. You need to create content that can help capture their emails (example: offering a coupon, webinar, special membership, ebook, etc) so you can continue communicating with them through email.

Ad campaigns and retargeting

Well-targeted (and retargeted) ad campaigns are one of the fastest ways to grow leads. However, you need to have a strong offer and reason to buy—and a very clear call to action.

Blogs

Ads can lead to blog posts that elaborate on product benefits, or provide the information that your customer may need at their stage of a buyer journey. For example, you can have a more general FAQ for people who are just in the Awareness stage, and a list of testimonials for those who are in the Consideration phase.  

Social Media

Social media platforms help you engage different customers, and also enable customers to ask questions through comments or by sending direct messages. Focus on the platform that is most relevant to your target market. For example, a B2B lead generation Singapore campaign should be active on LinkedIn and Facebook, while a consumer product for 20 to 30 year olds should have a strong Instagram presence.

Product Trials

Product trials can help break down barriers to a sale, and can make them more open to additional offers. They can also help capture emails for email marketing, or help generate reviews and testimonials that you can use in your ad campaigns.

conversion rate in digital marketing, conversion rate

Start your lead generation Singapore campaign

Mapletree Media can provide a complete strategy to attract and nurture your Singapore leads. Our team can help you create a strong digital presence, and launch effective and relevant campaigns that increase your brand reputation and reach. Through a mix of website development, SEO, content, social media, video, and more, you can capture and convert more customers. Contact us for a customized proposal.

SEO Audit Singapore FAQ – The Critical Foundation to Growing Your Website Traffic

seo audit for singapore websites

A doctor will never prescribe medicines without diagnosing a problem. In the same way, you can’t improve your website’s search engine ranking without an SEO audit. It’s the first step to an informed, effective SEO strategy—and improving your site performance to attract more leads, visitors and revenue. Find out more in our complete SEO Audit Singapore guide!

What is an SEO audit?

An SEO audit is like your website’s report card. It looks at the different factors that can affect your website ranking, and measures how well your site meets the criteria or follows the best practices.  It can help you:

  • Compare your strengths, weaknesses and opportunities vis a vis your competitors, and help you find your unique competitive advantage.
  • Identify the most important changes you need to make to your website.
  • Understand your sites’ overall SEO efficiency.
  • Identify the weaknesses and critical errors that are affecting your website performance, and allow you to correct them quickly and efficiently.
  • Set goals and expectations for your digital marketing campaigns.
web hosting singapore

What happens during an SEO Singapore Audit?

A complete SEO Audit for Singapore websites will include the following steps or stages.

Technical analysis

 This involves technical factors that affects your website’s accessibility and indexability. Accessibility is whether or not search engines or users can find your content. Indexability is the search engine’s ability to analyze and add a page to its index.

A technical SEO audit will look at robot.txt files, metatags, XML sitemaps, looped redirects, unsupported scripts, server errors, broken links or 404 pages. Thus, it can help you find critical errors in your website, and guide your web development team’s effort to improve site performance and speed.

Another important factor is mobile-friendliness. Google and other search engines are prioritizing mobile-friendly websites, in light of how more people are using their phones or tablets. Your website may look great on your computer or laptop, but how will it perform when people access it through other gadgets? An SEO audit can help check if your website is mobile-friendly—and inform your website developers so they can create a site that people will want to read, wherever they are.

It’s important to address all technical errors, since these have a huge effect on site speed and your customer experience. A smooth, well-designed website is the foundation of all your digital efforts. It may take time—and investing in a good Singapore digital marketing and website development agency—but it is the cornerstone of any successful online presence. 

On-Page analysis

Another important aspect for any SEO Singapore audit is the content, or what you put on the pages. Some of the common issues are:

Duplicate content

Google can detect when blocks of content are identical to other pages within your own website, or with other websites. If they find out that content duplication was malicious—for example, you are plagiarizing other content, or deliberately using the same information across multiple domains to get more traffic—it can remove your website from search results.

In most cases, content duplication is accidental and non-malicious. For example, you have a printer-friendly version of an article, are using a boiler plate on several pages, or your content management system is displaying items on multiple sections with the same label. An SEO Singapore audit can help spot these issues and alert the web development team.

Stubs/lack of content

Other issues are lack of content, which can happen when your pages only have very short text (or stubs) that fall within the SEO ideal minimum of 300 words. The adage “keep it short and sweet” doesn’t apply to SEO – without content, search engines will have nothing to crawl, and no way to measure your site’s credibility as a good source of information.

Keyword cannibalization

Your SEO Audit Singapore expert will also identify  keyword cannibalization: when your website is trying to rank for the same keyword on different pages. Google will not “add your authority” and reward you for having several pages that focus on the same idea. Rather, it will rank you based on your strongest page. Your SEO audit can alert you on what pages you need to change or merge, but it falls on content developers to turn those keywords into something that is relevant and readable.

General content issues

That’s why a good SEO Singapore audit will not just look at individual pages, but your general content issues—whether or not the content meets search intent, is properly structured for easy reading and indexing, and simultaneously addresses the needs of your target market.

Off-Page analysis

This shows how people interact with your website, and if it is read or cited/linked by other websites. This is where your social media marketing, influencer marketing, or other efforts pay off. If you work hard to drive people to your website—either through ad campaigns, tie ups with communities, link building campaigns, etc—it will improve your website ranking. While this requires more long-term marketing campaigns which are harder to quantify, they do make a difference in how people trust your website, and their engagement will trickle down to affect your SEO score.

Free Keyword Research Tools, Keyword Research Tools

Competitive analysis and keyword research

A complete SEO Singapore audit will also include a solid keyword strategy. What keywords are you most likely to rank in? How will you use them on your pages? How will you reach your users in different stages of the buyer journey, or with different search intents?

But do avoid keyword spamming—mindless reiterations of keywords that are meant to increase website ranking, but drive away any person who lands on your page. Every post you put on your website has to make sense. It should also address your customer interests and needs, and provide relevant information that informs, engages, entertains and persuades. While SEO increases your website ranking, do remember that at the end of the day you are still serving people. In this way, SEO strategy and content strategy work hand in hand to produce content that improves both your website ranking and your brand credibility. 

How can SEO Audits help my marketing efforts?

Ideally, your SEO audits can inform your overall marketing strategy, and your marketing strategy should guide your SEO strategy.

For example, do you want to compete directly with your competitor’s keywords? Or do you want to take a different approach and attract an untapped market? You may also want to align your website content with on-going campaigns, social media hash tags, or trending topics among your target audience and region.

How often should you do SEO audits?

While it’s recommended to get an SEO audit before making any major changes on a website, it is just as critical to do periodic audits. If you have a very large website, do it at least once every quarter of the year. If not, at least do it once or twice a year.

SEO is an on-going process.  Search engines like Google and Yahoo often update their algorithms, which set new criteria for website ranking. You also need to catch broken links or error messages, and revisit your content and adjust your strategy. For example, you may see that certain pages get a lot of traffic, which will give you an idea of what your readers want. Other pages may need to be re-optimized. An SEO audit can help you create fresh content that improves your website ranking, encourages old readers to return, and attracts new visitors.

Find an SEO Audit Singapore expert

Mapletree Media offers a full suite of services to build your digital presence. This includes website development, SEO audit and strategy, content management, social media management and more.

We can build or redesign your website, improve its ranking it an SEO Singapore audit. Then, we can promote your website and your brand with social media posts, lead generation campaigns, Google ad campaigns, and more. Contact us for a customized proposal.

How to Outsource SEO services and Get Results

outsource SEO services

SEO is absolutely critical for any business to survive today. By now, you already know that digital is the future. Your customers go to the Internet to research on your product, contact your customer service, and even make a purchase. You need a website, but most importantly, you need them to be able to actually find it. That’s why you need to outsource SEO services—and this guide can help you find the best one.

Why SEO is worth the investment

The cost of outsource SEO services is nothing compared to the amount of money and opportunity you lose if you don’t make this important investment. Consider these facts:

SEO improves your Google organic search

 While there are many search engines, Google is by far the most popular one. Over 75% searches are done on Google, so it’s important to get an SEO expert who understands how it ranks websites.

SEO helps establish your site authority

Whenever you look for the day’s news, CNN, Time,  or your country’s biggest stations or newspapers will likely show up on the top search results. That’s because search engines recognize the site’s credibility. Even if thousands of other sites are reporting the same news, they aren’t an “authority link.”

You want your brand or company to be recognized as an authority for your particular industry—and it will take more than talking about product features or company history. An SEO expert understands the technical  factors that search engines use to measure authority. This includes quality back links optimized on-page elements and content, machine learning signals, and more.

best SEO services singapore

SEO can improve localized search

Localized search – or search based on city, country or the terms “near me” – is growing. And since it can be very difficult to rank well in popular keywords, you will get better results from optimizing your website for location-based search terms. Example: “beauty salons in Orchard road” instead of “beauty salons” or “trendy haircuts.” Outsource SEO services to somebody who knows how to help your business rank for your local audience.

SEO can target different stages of a buying cycle

Align your SEO with your marketing and sales strategy. Customers at different stages of the buying cycle – awareness, consideration, purchase, and loyalty – will have their own concerns and needs, and type in web queries.

In SEO terms, that’s search intent. Someone who searches for “signs of hair loss” is asking for information; someone who searches for “best hair loss treatments” is deeper into the buying cycle, and is comparing options and costs.

Ideally, your marketing strategy should have different content for these two kinds of buyers. But what’s really effective is if you work with an SEO consultant who optimizes that content. You can even take it a step further, and invest in a Search Engine Marketing (SEM) strategy, that combines organic search efforts with paid campaigns. When you outsource SEO strategy, ask about the different costs of standard SEO and SEM.

SEO is a science—and a dynamic and detailed one, too!

On the one hand, you can try to do SEO on your own, or train someone in your staff to do it. And, theoretically, there are many free SEO programs: Google Analytics, MozBar and Moz Keyword Explorer, UberSuggest, and more.  

 But SEO has many elements and factors that you can’t master overnight. And while these programs can generate reports, the biggest question is what to do next. SEO best practices are always being updated. Google makes hundreds of algorithm changes a year!

It pays to hire someone who has the skills, experience and dedication to focus just on optimizing your website. Aside from monitoring your site, he can also track what your competitors are doing, and flag any website issues or errors that are affecting your ranking.

For example, Google has plans of ranking all their sites based on their mobile version by 2021. That update alone can affect your ranking dramatically. Google also penalizes too many intrusive interstitials. While these drive conversion, they can lower your SEO score—and you may not even realize it, unless there’s someone who’s monitoring your pages.  Outsource SEO services so you know that someone is helping you plan ahead, and can troubleshoot for you.

Ready to outsource SEO services? Find the best!

What should you consider when you’re looking for an SEO consultant? Should you hire a freelancer, work with an agency, or get someone to work for you full-time? How much do you need to spend when you outsource SEO services?

Option 1: Outsource SEO services to a freelancer

If you go to freelance sites like Upwork, you’ll find many SEO consultants for hire—and many of them offer very affordable rates.

However, don’t be tempted to outsource SEO services simply based on price. Bad SEO is ineffective and wastes your time and money. You may end up having to hire somebody else again to fix the problem—and by that time, your competitor may already be ranking at the keywords you want!Even worse, your SEO freelancer may use blackhat SEO. These are illegal shortcuts that he claims will give you great ranking overnight, but may actually damage your website ranking and reputation.

If you want to hire a freelancer, be prepared to do your background research. Ask for referrals, check the websites that he has worked on before, and interview them well to find out what they can do.

Option 2: Hire a full-time SEO employee

This is the “dream solution” – a full-time employee whose only job Is to help you optimize your content. However, it is also expensive, and likely impractical if you are not planning to create a lot of content or do not own several digital platforms.

Option 3: Outsource SEO services to a digital marketing agency

This is the most cost-effective solution for businesses. The best digital marketing agencies in Singapore offer a full suite of services that can help you grow your online presence. This includes  website development, content development, search engine optimization and search engine marketing.

This is what Mapletree Media can do for you! We work with you to create and optimize a website, nurture traffic, and target optimized content to different kinds of customers. All your digital efforts are aligned—and designed according to both SEO and marketing best practices. Contact us and start growing your digital presence today.

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.

SMS Marketing in Singapore: A Simple Guide for Business Owners

SMS marketing in Singapore

If you run any business in Singapore, you can’t afford to ignore SMS marketing. About 4.3 million Singaporeans are active users of social messaging services—that’s 75% of the total population! And they don’t use SMS to stay in touch with friends or coordinate with co-workers. Studies show that  out of 10 Singapore mobile users use their phones to look up information online. So, SMS Marketing in Singapore is not only useful, but critical to building your brand.

This article will help you launch your SMS marketing in Singapore. It will explain how it works, share tips and trends, and help you send you launch your first campaign. Let’s get started!

What is SMS Marketing?

SMS marketing (also known as text message marketing) sends promotional message through the phone. This can include coupons, sale alerts, product recommendations, contest announcements and more.

SMS marketing requires the user’s permission. Customers have to agree to receive messages from your brand, usually through an online form or texting a short code. While this means that you need to build a database, it also guarantees a higher marketing ROI. Your messages go to customers who are already interested in your product and service, and just need a little “push” every now and then.  For Singapore businesses with tight marketing budgets, SMS marketing can help you maximize every dollar for higher conversion and, ultimately, sales.

What are the benefits of SMS Marketing?

 Higher conversion is just one of the benefits of SMS marketing in Singapore. If you execute your campaign correctly, your business reputation and sales will grow at a much faster rate, and at a reasonable cost.

SMS MARKETING FACT: 98% of text messages are read. 90% are read within 3 minutes.

High open rates

Compared to phone marketing and even email marketing, SMS marketing has much higher clicks or open rates. Studies show that 98% of SMS messages are opened, so you have a good guarantee that customers will see your messages.

That’s because customers are less likely to ignore messages that appear on their phones, and check their text messages even more frequently than social media. However, open-rates do depend on the quality of your messages. If you send too many irrelevant promos, you can be marked as “spam” and prompt your user to unsubscribe. That’s something to consider when you create your SMS blast Singapore campaigns.

EDM

Inexpensive

SMS marketing campaigns are cheaper and less complicated to produce than large-scale advertising campaigns such as print ads, billboards, TV or radio ads, or videos. You can tap your existing customer database and send regular messages almost right away. However, if you don’t have a new Singapore business, you can  launch an initial campaign to attract customers, and then reap the long-term benefits by staying in touch with them months after they see your ads or social posts.

Large reach

With the right planning and execution, an SMS marketing Singapore campaign can have one of the highest market reach—and may even encourage sales outside of the island. Smart phone use increases every year, and research groups like Statista report that 52.2% of online traffic come from mobile. People are using their phones to shop; how will you reach them?

 As Google and Facebook algorithims make it more difficult to rank in organic search or even show up on social media, it makes sense for small businesses to pay attention to smaller, cost-effective platforms like SMS.

Instant delivery

Phone messages are delivered in real-time. That offers many strategic opportunities for marketers who launch time-sensitive or location-triggered campaigns. For example, do you have a weekend promo or a contest? Do you want to target customers in your neighborhood? An SMS message can prompt them to check your goods and services at the most opportune time. A restaurant can announce budget menus just when people are thinking of ordering lunch. A spa or beauty salon can offer Friday night specials at the end of the work week, when stressed-out office workers are eager for pampering and Me Time. For bigger establishments with multiple outlets, SMS can also lead customers to find the nearest sale, emphasizing that huge discounts are “just 10 minutes away.”

sms marketing singapore

Personalized messages

Perhaps the biggest mistake that businesses make with SMS marketing in Singapore is that they don’t take advantage of localization and personalization. They send massive, generic text blasts without really understanding the needs of the person receiving them. Ultimately, these “random” messages are ignored—and eventually, can lead to your number being blocked.

The best SMS marketing campaigns are segmented and personalized. The companies divide the customers into clear target personas and send messages based on their interest and purchase history. This allows you to communicate with your market in a very relevant way, so they view your SMS blast Singapore messages as helpful tips or information, rather than “phone spam.”

Easily integrated with other channels

The best SMS marketing campaigns are aligned and driven by other platforms like social media, email, ads, landing pages and other web content like blogs and videos.  This is called an omnichannel approach, where you interact with customers in different ways. In general, omnichannel is more effective because it builds more awareness and credibility. Studies show that customers need at least 7 interactions with a brand before they develop enough trust. If your SMS is the first time they’ve ever heard about your product, they are less likely to open the message or believe what it says.

Luckily, SMS campaigns are very easy to run alongside other digital marketing efforts. If you have a sale, you can send push notifications the same time you announce it on a website landing page or a social media ad. You can also use the SMs message to drive them to a blog post or video about a product, or give a coupon for a product they left in your e-commerce shopping cart. The possibilities are endless!

 Learn more about your customers

Aside from sending out promos and product announcements, be sure to include surveys and other ways to get customer feedback. Research shows that on average 31% of consumers will respond to a survey via SMS. This is a great opportunity to find out what they want, improve your service and customize your offers, and even gather testimonials and reviews.

How to Do SMS Marketing in Singapore

Encourage sign-ups

Perhaps the biggest challenging of SMS marketing is getting people to sign up and agree to receive messages from you. One of the simplest ways to do this is through website pop-ups.

You can also tap customers while they’re completing an online form. For example, if you have an ecommerce site, add a checkbox to their registration or purchase form that allows them to easily opt in to your SMS program.

SMS marketing in Singapore website

You can also use social media platforms, and either make a post or run an ad campaign. However, do give a good incentive for signing up, such as a freebie or discount code.

Make sure you comply with consent laws

You are legally required to get the customer’s consent, and fully disclose information like: company name, the value of the coupon, any carrier costs and fees. You should also have an option for them to opt out, like an unsubscribe link or a number they can text STOP to.

For example, Subway clearly states its terms and conditions in fine print at the bottom of their ad.

SMS Marketing in Singapore examples

Use a shortcode

Short codes are easy 5 to 6 digit numbers that are easy to remember. In the Subway ad above, they used the shortcode “782929.” The Starbucks ad below uses “22122.” Talk to your telecom provider about how to get your shortcode, and how to register it so it works across all carriers in Singapore. It can take 6 to 8 weeks to complete this process, so be sure to plan ahead if you plan to launch an SMS marketing campaign.

Create a Welcome Message

Greet new subscribers with an automated welcome message. If you haven’t put your terms and conditions in the ad, you can include it here. For example, people who signed up through this Starbucks ad received this message:

Stay in touch

Use SMS to provide your customers with useful, relevant and timely information. Here are some types of SMS blast Singapore businesses often use:

  • Welcome message. “Thanks for signing up for updates.”
  • Sales and promos. “Take 20% off your order with code THANKYOU.”
  • Event invitations. “Join us for a live webinar on August 3 at 4 pm.”
  • Status updates. “Valued client, we have updated our policies.”
  • Order status. “Your shipment is on its way!”
  • Booking confirmations. “You’re booked! See you on 8/17/2020 at 3:00 pm.”
  • Appointment reminders. “Your appointment is tomorrow at 3:00 pm.”
  • Billing reminders. “Your balance of $100 will be paid by card on 8/1/2020.”
  • Security codes. “123456 is your verification code. It expires in 15 minutes.”

Keep it short and sweet

Keep your messages short and easy to read. Start with the offer, or important information about their order or booking. Always include a link where they can find more information about the update you’ve sent.

For example, don’t say: “Hi! Would you like to save more on your favorite products? Get 20% off this weekend when you shop in our stores Don’t forget to mention our texting campaign at the counter!”

Instead, say: “Save 20% on our anti-ageing line! Show them this message at to store or go yourcompanywebsite.com/offer for more details.”

Set up drip campaigns

 Drip campaigns send messages to customers over long periods of time to nurture prospects or leads. You can set up a series of auto-send messages that are triggered by the customer’s status.

For example, after a subscriber signs up, he can a 10% off coupon immediately. If he doesn’t respond, offer a 15% coupon after one month.

More personalized drip campaigns can also be based on particular actions on a site. For example, provide a coupon for an item the customer left in his shopping cart, or notify him if a brand he brought from has a new item.

Fast-track Your SMS Marketing in Singapore

Mapletree Media is a full service digital marketing agency in Singapore. We can help you build your brand through a combination of SMS blasts, social media ads, blogs, and other content marketing efforts. We can also help you develop your website and optimize it for higher traffic. Contact us for your customized proposal.

5 Ways to Create a Product Video on a Very Small Budget

Many companies avoid creating content because they think it’s too expensive or difficult. However, video content has one of the highest marketing ROI (return of investment).

  • Videos get more clicks and higher engagement
  • Videos can explain a product better, which can improve conversion and brand recall. Surveys found that 64% of customers are more likely to buy a product on a retail site after watching a video.
  • Youtube is the second largest search engine (with over 3 billion searches every month) and may be easier to rank in than Google
  • Google tends to prioritize video content for instructional keywords (like “how to” or “best way to”)

But if you don’t have a big budget, or you just want to “try” videos before committing to a large video campaign, consider these low-budget video ideas.

Find the right keywords for a simple video

It can cost a lot more to promote a video for competitive keywords than to actually produce it. And it is a waste of time and money to create a video that nobody is going to see.

That’s why keyword strategy is the first step to creating an effective video on a small budget. Find out what search queries related to your product/service tend to draw up videos instead of written content. For example, “best exfoliator?” will draw up blogs and articles. But “how to exfoliate” brings video content right on the top. That’s because Google algorithms know that a video is the best way of answering that question.

Work with your SEO consultant to find out what video content will rank well.  He will weigh the search volume (or how many people actually ask that question) and the competition you get. Once he finalizes a list of keywords that you have a good chance of ranking in, you can use that as a starting point for your video concept.

Create explainer videos with whiteboard animations

If you don’t have the tools to shoot a video, consider whiteboard animation. This video style shows words or images drawn on the screen. They can help explain complicated concepts in a simple way, and sidesteps issues where it’s not convenient to film your product or service.

Use simple gifs

If you can’t shoot a full-length video, try creating a gif. Small and simple animated elements can breathe life into a sale announcement or product ad. Gifs can also be an innovative way of presenting several products or showcasing before-and-after photos.

Create video testimonials

Ironically, customers actually like video testimonials that don’t look too polished or overproduced. Somehow, the “natural” or “organic” quality of someone just honestly talking about a product looks more credible and authentic.

Find a customer who is willing to talk about his or personal experience with your product or establishment. Just make sure that you use a good microphone (so that the audio quality is clear) and to edit for length – and if necessary, provide your customer with an outline so he gets to the point. The biggest mistake of most video testimonials is that the intro is too long, so the audience loses interest before they hear about the product features or benefits.

Consider emailing your previous customers and offering them discount codes in return for video testimonials of your product. People love discounts, and you’ll benefit greatly from the social proof.

Use Facebook Live

Facebook users actually spend three times more time watching livestream videos than standard videos. It’s free to use, and audiences don’t expect flawless video quality.

The trick is to find a good topic that audiences want to watch. Use Facebook live to provide tutorials or workshops with an expert, answer frequently asked questions, show product or services, or teach skills or tips. Then, be sure to promote the event — send emails, post announcements, and encourage people to invite friends.

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.

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 Reasons Why Your Content Marketing Strategy Isn’t Working

content marketing strategy

Many business owners pour time and money into a website or social media ads, but see no difference in their sales. “Why am I not getting inquiries? Why don’t people recognize my brand?” They try to fix the problem with boosting or promos. However, that only yields a momentary spike of interest that immediately fades. What are they doing wrong? Their content marketing strategy.

You don’t have a content marketing strategy

Surveys show that almost 40% of businesses use content with no particular strategy. That’s like wildly shooting bullets hoping that one of them will hit your target. This wastes your resources and can even confuse or alienate your audience.

All your messages must be informed and guided by a solid content strategy. This includes:

  • Brand positioning: WHO is your brand
  • Target audience: WHO are you selling to
  • Unique selling proposition: WHY should people buy you
  • Key messages: HOW are you going to convince them

It is impossible to effectively sell any product or service without answering those basic questions. However, many businesses make the mistake of trying to push out as many social media posts or ads as possible, without figuring out what they really want to say.

Your content marketing strategy is not documented

As a business owner, you know your company and your products more than anyone else. Your content strategy is “in your head” and you may explain it to the people who create and manage your website and social media.

However, you haven’t put those ideas and directions in a document. Why is that important?

Clear and unified messages

 Writing your content marketing strategy ensures that everyone is on the same page — even new employees or the sales people in your store. This also prevents your brand communication from looking disjointed. If your social media posts are very colorful and casual, but your website looks and sounds very dated, then people will feel that they are looking at two completely different brands.

Focused, cost-effective budgets

 Your content marketing strategy helps you set priorities. What is your most important target audience? What products do you want to push? What features or benefits do you need to highlight the most? That can help you or your digital marketing agency focus on the messages that are most likely to grow your business.

Pro-active campaigns

 A great documented content strategy addresses your positioning versus your competitors, and the roadblocks that prevent customers from buying your products or services. You plan your content to overcome those challenges and become “the best choice” for your category.

earn money online

You don’t have customer personas

Even if you are selling to a very broad, general audience (ex: women aged 25 to 40) you need to break them down into more specific customer personas. Your content marketing can then be tailored to your audiences. You can:

  • Promote it on the right social channels
  • Offer the products or highlight the features that are most important to them
  • Add more specific parameters for your ad campaigns

Include customer personas in your content marketing strategy document. You can tap your sales people or customer service agents who interact with your audience every day. They understand the “types of customers” you get, and can tell you about their most common questions, concerns and frustration.

Actually talk to your customers. Use the language that they use. Talk about the things they talk about. Never feed salad to a lion.

Jay Azunzo, marketing guru

Once you have created personas, you can also research on their social media habits or online purchase behavior. While these are general studies that may not apply to your audience, but they can give you a starting point for your content marketing strategy.

You’re not considering search intent

Everyone does an online search because he or she hopes to find something:  a product, feature, price, or answer to a particular question.

That is called search intent (also called user intent or audience intent). It is what the person is looking for. That affects the search phrases he will use, and the type of content you should be serving at his stage of the customer journey. Here’s an example of the search intent of a customer for a food or travel product.

Search intent can help inform your search engine optimization (SEO) strategy. You can create content that attract customers at different stages of the funnel.

There are four kinds of search intent:

Informational intent

 They want to know more about a certain topic. Usually their search terms will include phrases like what/how/best way to/how to/why. They may look for tutorials, FAQs, videos, or infographics.

People who conduct information searches want objective, credible and useful information. So, don’t just hype up product features. They will know that you are just pushing a sale, and will leave your website for something that will really help them.

Navigational intent

They are looking for a specific website. Generally, it’s difficult to rank high for a navigational term unless you are the site that they are looking for. However, you should be able to get the traffic for any terms directly related to your business. That’s why it’s important to have website and social media pages, and be included in online directories.

Commercial investigation

 This indicates a person who is seriously considering a purchase but is gathering information that will help him or her decide what to get. They may be looking for reviews and demos, comparisons between two competing products or services, or more detailed information about a product or a brand.

Transactional intent

 The person is ready to make a purchase and is browsing the web for the best offer. They may use the words buy/deal/discount/price and the actual product or service name. They may also add location-based searches like near me or the name of the city, neighborhood or country.

You can target audiences with different search intents by using different keywords on your website. Work with your search engine optimization (SEO) expert so that customers can be led to the content that best answers their need.

 You aren’t looking at your customer journey

If all your content is focused on just selling your product, you will actually drive customers away. You lose credibility because people immediately dismiss your content as an ad. You also lose the opportunity to build long-term relationships with your customers, and nurture potential customers so that you’re top of mind when they’re finally ready to buy.

The best content marketing strategy addresses all stages of the customer journey: awareness, consideration, purchase/decision, and loyalty. That is especially important if you are in an industry or business that has low brand differentiation. For example, many aesthetic clinics will offer similar treatments and prices. Ads alone won’t convince your customers to walk into your establishment. But if your content marketing efforts engage them on different stages of their customer journey, they will see you as a trusted and familiar brand. 

You aren’t using different content formats

The best content marketing strategies combine different content formats to engage audiences in different stages of their customer journey. This can include blog posts, infographics, social media posts, ads, email campaigns, videos. They can be used to persuade your customer on different levels (emotional and rational) or meet different needs (entertainment, inspiration, education, and purchase).

While it’s possible to just have one or two content formats (for example, social media posts and blog posts) there should be enough variety to overcome “reader fatigue.”  When people see the same thing or hear the same message too frequently, they tend to ignore or even unfollow your social media accounts. You need to balance consistent branding with fresh or exciting content.

Your content leads to a dead end

Every piece of content should encourage your reader to do something. That action can be visiting your website, reading another article, signing up for a newsletter, filling up a survey, etc.

If you do have a call to action but still have low engagement or conversion, look at where your customers land. Maybe the page takes too long to load, or doesn’t contain the information they expect to find after looking at your ad. Or maybe the problem lies in the web design and user experience. Is it hard for them to find the information they need? Remember the 60 second rule: if users don’t find what they want in under a minute, they will leave the website.

Get an effective content marketing strategy for your Singapore business

Good content marketing involves sending the right message to the right people at the right time. Mapletree Media can create a cost-effective, targeted content strategy for your business. Our full-service Singapore digital marketing agency has helped businesses like yours grow their reputation and sales. Contact us for a customized content marketing proposal.

Contact Us

hello@mapletreemedia.com
Singapore Office:
Mapletree Media Pte Ltd
1 Irving Place
The Commerze @ Irving #08-01
Singapore 369546

Phone No: +65 9627 6717

Malaysia Office:
Mapletree Media Sdn Bhd,
B-5-8 Plaza Mont Kiara,
Mont Kiara, 50480, Kuala Lumpur

Open chat