What are some marketing strategies you can implement in your business if you are an entrepreneur or business owner?
I’ll share with you 3 strategies on how you can market your products and services through digital platforms in Singapore, or actually just anywhere in the world.
The first method is called Search Engine Optimization (SEO)
This method, I personally feel it’s the most effective and the most powerful. SEO is being able to rank your website or landing pages on the first page of Google. It is the act of ranking on Google for certain keywords that your business is relevant to.
For example, if you are a Singapore Pet Salon. There are 1,000 monthly searches for the keyword Singapore Pet Grooming.
Maybe just 2% of the people that search the term click through your website, that will be 20 customers for your business. We’re talking 20 new customers for your business every month. Think about how that would affect your business. And that’s just assuming that only 2% of the people click through.
Now let’s look at the advantages and disadvantages of SEO
Advantages of SEO
SEO is free
The first advantage of SEO is that it’s free. You don’t have to pay a single cent. SEO can be done by yourself as long as you have a website. From there, you just need to set up your Google My Business. In addition, you also need to do On Page SEO and Off Page SEO as well. From there, you should be able to start climbing the rankings. Hopefully, you’ll rank on the first page of Google. Another advantage is that you get free traffic. Unlike advertising, you do not pay for it. Moreover, you don’t have to fork out a single cent as long as you have done the appropriate SEO. Nevertheless, you will start to stay on the search rankings, pretty much forever. From there, you’ll start to get calls and visits to your local business. With that, that pretty much sums up the pros. There is definitely more, but let’s not get carried away.
Disadvantages of SEO
SEO Does take time
SEO doesn’t work in a day. You can’t say you want to rank on Google today, and then your page will magically rank tomorrow. That’s not how it works. SEO needs time. Google needs to trust your web page to ensure that you are an actual local business. They check to make sure that you have the correct links coming in. Also, they check for the correct Title Tags. In addition, the Sitemap and all the other technical stuff. Additionally,they need to make sure that you are a real business. Usually within about 6-12 months, through your SEO campaigns and your SEO efforts, you will be able to rank your website on the first page of Google. It doesn’t matter what industry you are in. No matter what your business niche is, it is still possible to rank. It could be pest control services, painter, or a private university. As long as you take the effort to do so, you will be able to rank.
Second Strategy: Search Engine Marketing
So what is Search Engine Marketing (SEM)?
So every time somebody clicks on the link that Google displays for you, you are paying for it. Also, if you are paying for it, it depends on how many people are bidding for the keyword. For instance, if there are more people that bid for the keyword, the higher the price or the Cost Per Click (CPC) is. Moreover, in some very specific niches, the cost goes up to S$15. S$15 just for a single person to click onto your advertisement. Therefore, SEM is very costly as well.
In short, you could say that you are buying leads through paying for advertisements on Google.
Advantages of SEM
Ranking overnight on Google
One advantage is that SEM allows you to rank on the first page of Google overnight. Of course, you have to do some keyword research. In addition, Title Tags have to be adjusted properly, such that people will start clicking into it. Also, the Meta Description needs to be attractive. This way, people will start clicking onto your ad.
Disadvantages of SEM
SEM is Costly
Especially if you are in a competitive niche, SEM could be very costly. For instance, the insurance niche. The cost per click for the keyword “insurance” is $17.18. Moreover, there isn’t even a guarantee that the person who clicked onto your link will be a customer.
If you belong to a competitive niche, chances are the cost of your advertisements are higher. That is a very significant disadvantage of SEM. Hence, that is what differentiates SEO and SEM.
Third Strategy: Social Media Marketing
What is Social Media Marketing (SMM)?
Social Media Marketing involves the publishing of content on your social media profile, such as Facebook, Instagram, YouTube, LinkedIn or any social media. What this does is it keeps you in constant contact with your prospects or customers. The more value that you can provide through social media, the more value that you give out, chances are it will entice your prospects to do business with you.
Another thing is it allows you to place your services and photos of your business. This will also entice people to do business with you.
Pros of Social Media Marketing
Social Media Marketing is Free
You do not have to spend any money on Social Media Marketing. That being said, if you do not spend any money on it, the effectiveness may be limited. Unless you are a well-known brand like Apple, Asus, Lenovo, Secret Lab or Singtel. If you are a well-established brand, then the cost-free method could be effective. Why is that? Because these brands already have minimally some form of brand awareness in consumers. Not to mention, they probably have a decent amount of following on these Social Media Platforms.
That being said, if you are a small local business like Swift Turn Marketing, you probably haven’t even heard of us. In this scenario, it wouldn’t be that effective. I’m not saying that it would be impossible if you are doing the cost-free way, but it will be a little bit more difficult to penetrate the market.
Not much technical effort
Social Media Marketing also does not take much technical knowledge. Unlike SEO and SEM, you may need a little bit more technical knowledge. You can do it as long as you have some content. These include photographs. You could even post something about your business. Such as the video contained in this post. When you engage with your audience, it is possible to market your products and services to them this way.
Cons of Social Media Marketing
For small local businesses
Chances are you have very few likes on your web page. You also have very few organic likes to your Facebook page, or Instagram or YouTube subscribers. In this case, it will be very difficult for you to reach out to your customers without paying for traffic.
Paid traffic include things like Facebook Advertising, Instagram Advertising and YouTube AdSense. If you are not doing any of these, as a small local business, it will be very difficult to reach out to anyone at all.
Social Proof is a double-edged sword
In the event that many people do not give you good reviews, it may work against you. This will make you have a bad brand name for your business. It could be one star or two stars on Facebook. This would discourage people from coming to your establishment. Henceforth, if you run a business that requires a lot of customers such as a restaurant, you may be positioned badly.
I’m not talking about the big brands like Swensen’s or Jack’s Place who have minimally a steady stream of return customers. I’m talking about a small local business that has 1 star on Facebook. When people do more research about your establishment before they visit, this may prevent them from visiting your business.
Therefore, Social Media Marketing is a double-edged sword.
There are tons of ways to do digital marketing in today’s day and age. There are more strategies that are available which I will cover in future posts or videos.