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2Stallions revamped our old website to become mobile-friendly and optimized for search.

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Latest From Our Blog

For the April to June 2016 issue of The Singapore Marketer, 2Stallions’ very own Digital Marketing Strategy Director, Daniel Heerkeens, was interviewed by the Marketing Institute of Singapore. He talked about how he started in digital marketing and gave vital information on how to be better at it. Check out the full interview below:

Daniel Heerkens is a Dutch Entrepreneur who has worked & studied in more than seven countries. Working previously for FMCG multinationals in The Netherlands, Malaysia & Singapore, he is now the Digital Marketing Strategy Expert at 2Stallions. TSM had a chat with Daniel to get his valuable insights on the digital marketing landscape and its correlation with public relations.

Daniel Heerkens Interview

What does your job entail at 2Stallions?

I am in charge of developing, planning and monitoring the digital strategy for MNC and SME business in South East Asia. I manage and monitor the digital marketing of the business, which means managing all facets of interaction with the client, including Web Development & Design, Content Marketing, SEO, SEM, Social Media Marketing, Email Marketing, Display Advertising and Display Retargeting. I am a bit of a digital nerd and love analysing web analytics data and interpreting reports for my clients. I have a great team supporting me.

They always keep the client at the fronts of their mind to ensure conversion rates are continually tested and optimised. My goal is to expand upon our testing culture for the whole business. Besides that, I’m involved in several committees at different Chambers of Commerce as well as Business Associations, where I advise MNCs and SMEs about their digital strategy. I can clearly see that while most businesses seem to understand the power of digital innovation, many have failed to apply it to transform their own business.

We do our best to educate businesses. For example, we ran a Content Marketing workshop based on demand from clients and the tech community. These are small steps to get more awareness for digital innovation, while keeping a low barrier to entry for all business, large or small, to learn and hopefully, implement it in their own business. We also run events to help the spread of digital innovation. Our recent event #SpeakEasySG, which attracted over a 100 attendees, explored how businesses at different stages of growth approach their digital strategy.

How did you get your start as a digital marketer?

I have always had a passion for marketing – or should I say understanding people’s behaviour and how to help them solve their challenges. My first experience was with FrieslandCampina (also known as Dutch Lady & Friso in S.E.A), researching why mothers are up trading from mainstream to premium infant formula and what were the underlying reasons for that behaviour. Part of the research indicated that these mothers would surf the web and find relevant information to justify their purchase of more expensive milk for their babies. Their unique behaviour fuelled me to pursue a career in Marketing with an emphasis on Digital.

What has been your biggest challenge?

My biggest challenge and frustration is the lack of action taken by many businesses despite seeing the changing digital landscape. For example, in the Netherlands, where I’m from, I can clearly see that eCommerce has made a significant impact on our shopping streets. Outside of the top 4 cities in the country, the shopping space is clearly shifting to Digital, with shopping streets becoming emptier and emptier. This change happened within the last five years. This shows that Digital is rapidly transforming the entire business landscape and if businesses continue to ignore it, they may not be around for very long.

Share with us one campaign you did for 2Stallions with a remarkable result.

While we run many campaigns, our most recent one sticks out in my mind due to the remarkable result we achieved. We had a client approach us to drive online ticket sales to his event with TWO major challenges:

• We had only one week to promote the event.

• With eight other similar events happening in the month, there was tough competition for the same demographic.

We took on the challenge and ran the campaign for five days. Our team ran a three-pronged advertising campaign on Facebook and also ran online advertising on search engines to drive traffic to the ticket sales page AND convert these visitors. In five days, we were able to drive a staggering 2,772 in online ticket purchases. The client was over the moon as he saved on offline marketing channels, sales and printing costs AND he made an 18X return on investment. Needless to say, we’ve cemented a long-term partnership with this client moving forward.

Please list three things one/a company should be aware of when embarking on a new digital marketing campaign.

When hiring a digital marketing agency for your digital marketing campaign, you should do a check on the following:

1. Practice what you preach There is a very low barrier to entry in the digital space, which means there are many digital companies out in the field. You will find a very large spectrum in the quality of the work on offer. I honestly believe in walking the talk. When a company claims to be an expert in SEO/Content Marketing, don’t just ask them for their portfolio of clients but also for work they do for themselves. It’s like dealing with an interior designer. Would you trust one who doesn’t have a good looking showroom to create a great space for you? For digital agencies, have a look at their SEO or traffic before they start on an SEO/SEM campaign for your business. Alexa. com, owned by Amazon, is a simple and effective way to check their site traffic and ranking.

2. Price shouldn’t always be a reference point Good quality comes with a reasonable price tag, especially when you expect proper development and design to be done. Don’t expect the world if you are not willing to pay for it. Shortcuts also happen a lot in the Digital Space under the hood, so be smart about it and ask for clear explanations. A digital agency should be able to answer sufficiently to your questions as to HOW the campaign they are running is effective for your business.

3. Change is the only constant in Digital Digital is changing so fast that even digital companies are continually playing catch up to the latest trends in SEO or Content Marketing. Always make sure you work with an Agency who knows the latest digital innovations that can implement it for your business. See if they have their own blog, how much traffic their website gets (see trafficestimate.com for reference) and whether they have good references.

Digital has quickly become a crucial component of every marketer’s brand strategy, what are the important elements of synergising public relations and digital efforts?

Synergising public relations and digital efforts is the key to every marketers brand strategy. I have done quite a fair bit of Digital International PR and based on my experience the most important elements are:

1. Be featured on websites with a high thought leadership authority that is ranked well in Google. These website are seen as the leader in their particular industry and other websites will take their news and put it on their own websites.

2. When these websites feature you, it is crucial to receive a link back to your website. This will drive immediate traffic to your website and it may also improve your website’s ranking on Google for SEO. 3. Analyse your closest competitor in your industry field and see how they are doing in the digital space. Also study the industry leader in the Digital Space and try to find a substitute product or service you can leverage on.

3. Analyse your closest competitor in your industry field and see how they are doing in the digital space. Also study the industry leader in the Digital Space and try to find a substitute product or service you can leverage on.

What is digital one-big-thing that one should be looking forward in the year 2016?

The Digital One-Big-Thing in 2016 is clearly Content Marketing combined with Marketing Automation. Those two elements are crucial in attracting potential leads and converting them into customers. Content Marketing & Marketing Automation are not simply buzzwords but important drivers of businesses online.

What kind of digital marketer would you call yourself?

I think of myself as a ‘roll-up-my-sleeve-and-get-dirty’ type of Digital marketer. I am hands-on with clients and strongly believe in explaining concepts to businesses to ensure they understand their investment fully. Our diverse team has excellent technical and design capabilities that synergise to help clients achieve their business objectives online.

Long last, your website, after months of working with web developers and incurring expenses, is finally up and live. You pat yourself on the back for a job well done and wait for the customers to flock to begin generating some revenue.

Except, they do not. Your website is not gaining any new visitors as weeks and then months pass, and your wonderful investment is starting to feel like a waste. You ask yourself, “What can I do about this?”

If this scenario sounds familiar to you, don’t worry. You are not alone. A whopping 97% of small business websites are found to be ineffective. It is not easy to pinpoint a reason why your website is failing as there could be a myriad of variables why your site is not helping to generate revenue. Fortunately, this dilemma can be remedied with some homework and a little bit more devotion to your website.

The New Year ushers in the season of change so this is the perfect opportunity to turn your website from ghost town to a buzzing hub of commerce. The following list is meant to provide ideas for you to get more targeted visitors to your website, to increase your leads and eventually your sales for greater revenue growth for a truly Happy New Year.

#1 Make your website fast and modern

fast and modern websiteIn this day and age, your website MUST be fast and modern. Simply put, no one wants to visit a website that looks like a relic from the 90’s. Besides your logo, your website should represent your company through a modern design with strong branding that keeps it relevant for the next three to five years. Good branding and user experience improve your brand awareness, leading to better traffic.

A responsive website is of the utmost importance, with the mobile era truly upon us. This means your website should provide an optimal user experience across all major devices – laptop, tablet or smartphone. Here is some food for thought: In 2016, more google searches are done via mobile devices than on computers. Mobile devices are definitely dominating the Internet and your website cannot be termed modern unless it displays well on them.

Speaking of performance – does your website load fast? You won’t believe how many customers may be leaving your website because your page did not load within 4 to 5 seconds. 40% of visitors abandon a website that takes more than 3 seconds to load! Use tools like the Pingdom Website Speed Test to assess your website’s speed ranking.

every second counts

Figure 1-Every Second Counts

The list of must-haves for a modern website is long, so we’ve decided to offer you a FREE web analysis, simply click the red box on the right of your screen. If you’re already looking to modernise your website, check out our Web & Mobile development services.

#2 Advertise Yourself Offline

Whenever I receive business cards that have no website address on them, it makes me grimace. This is a massive wasted opportunity to advertise your website to new people. Did you know that company sales increase 2.5% for every 2,000 business cards given out?

Does your business still indulge in printing flyers, banners and standees? Be sure to assign space in the design for your website address!

If someone buys from your brick and mortar store, have them sign up for the warranty through your website. This way, you not only provide ease of use, you also introduce your website to them for immediate traffic on your website with the potential to grow through word of mouth. Always remember that your customers are also your best salespeople.

 #3 Advertise Online Through Google

Advertising online through Google Adwords is one of the best ways to get a quick influx of targeted traffic to your website. There are plenty of advertising options online though pay-per-click (PPC) is the most popular. It works the best for targeting leads specifically looking for your products and is performance based (pay only when people click on your ads). Display advertising, an example of which are online banners, is great for promoting brand awareness and can be used in a retargeting campaign to keep you in the mind of people who have visited your website before to entice them to return and close the sale and generate revenue for your business.

For people who are already knowledgeable in the field of search engine marketing (SEM), generating traffic and leads is the way to go. Most businesses, however, engage agencies to set things up and produce results for them.

 #4 Get More Social

Getting on social media doesn’t mean blindly signing up to every social media platform that’s popular. You need to closely look at their demographics and the type of content being shared on them to determine whether the social media platform suits your business needs. If your business deals direct to consumers (B2C) and thrives on great visuals and stories, then social media channels like Facebook and Instagram may be a good fit. On the other hand, if you are in a business-to-business (B2B) industry, then sites like LinkedIn and YouTube may serve your company better.

However, your work doesn’t end once you’ve set up a page on the social media platform. You must create a strategy with a healthy posting schedule. Constantly updating your social media profile with quality content is extremely important to get new followers and potential leads for your business.

To help you with this, here is a social media posting schedule by Coschedule to help boost your traffic.

 #5 Advertise Online on Social Media

Advertise through social mediaSocial media advertising has become very prevalent online these days and many businesses have a hard time deciding between social media advertising and search engine marketing, which is strange as they can be complementary forms of advertising. Social media allows you to reach potential leads earlier in their buying cycle, while search engine marketing tries to get leads closer to making a purchase. Businesses experienced a spike of 24% percent revenue when they used social media to generate leads.

You should use social media advertising, either actual ads or post promotions, to increase brand awareness or educate your user base. However, you can also use social media advertising to make sales for more social products like event tickets or items that have some form of a community like an online course or a monthly newsletter.

 #6 Update Your Website Regularly To Attract Traffic

B2B companies that blog generate 67% more leads per month than those that don’t. This fact should be enough to convince you on the merits of constantly update your website with blog entries and new.

Start creating relevant blog entries or write articles on your website. These get found by visitors looking for that specific information, which leads them to your website. By providing answers to questions readers may have, you can position yourself as a thought leader in your industry and gain a lot of traffic at the same time.

Another thing you can do is guest blog on other websites relevant to your product/service. This lets you leech off their traffic. Lastly, if your site gets popular, you can attract guest writers to blog on your website that brings their own audience to your website. Still not convinced why your business should start blogging to generate more revenue? Here is a comprehensive list of 21 Reasons Your Business Should Start Blogging.

When creating a new blog post don’t forget about internally linking to other pages on your website, which is a good way to keep people engaged on your website. Make sure that your headlines are attention grabbing. Headlines have been the most important tool in the field journalism and advertising, with newspapers often selling more than their competitors based on their amazing headlines. For those who want to learn how to make great headlines, here is a good guide from Quicksprout.

Also, let your visitors and readers comment on your blog and don’t forget to reply to them.

 #7 Get Found On Search Engines Like Google

Get found on googleOptimising your content for search engines, also known as Search Engine Optimisation (SEO), is one of the best ways to drive traffic towards your website cheaply. In 2016, Google had almost 78% of the search engine market share on desktop with the rest being shared by competitors like Bing, Baidu, and Yahoo, so it is ok to start out by focusing on Google.

Get yourself acclimated with tools like Google Search Console and Bing Webmaster Tools. These are some of the primary mechanisms that will enable you to do some basic SEO for your website and ensure your website shows up on their search engines.

Ranking higher than your competitors on search engines can give your business an overwhelming edge. However, SEO comprises a variety of techniques and a whole lot of work and requires a lot of time and patience to achieve results. Ranking first on the Google search engine result page (SERP) has a 30% click-through rate (CTR) to 12 percent CTR at the third position. The numbers continue to drop after that, so ranking as high as possible is very important when it comes to generating leads that lead to more revenue.

SEO can prove to be a daunting task, so our advice would be to hire an agency to help you improve your search rankings.

 #8 Start A Monthly Newsletter

It’s oxymoronic, but your best new customers are always going to be your old ones. Most businesses are built upon customer loyalty and your business should look to do the same. Keep your existing customers in the loop with a monthly newsletter that updates them about your company, your products and even sending them tips and tricks for properly utilising the product that they’ve purchased from you. You can start a monthly newsletter for FREE using a tool like Mailchimp. At the same time, let potential leads who’re not customers sign up for your newsletter. They get the chance to know your brand better and nurture them towards becoming customers in the future.

You can upgrade to include automation or if you want to start with a tool that already allows for basic automation, you can start out with Aweber. Email software with automation allows you to set a number of tasks on autopilot, that continue taking care of your customers for your business while you focus on other things. If you’re not sure what marketing automation can do for you or your business, check out a quick demo here for some “Behind the Scenes of Marketing Automation”. 2Stallions is a Certified Infusionsoft Partner, which is the software the demo focuses on.

#9 Already Doing All Of The Above? Then Focus On Conversion

If you have been doing all of the above, you should already have great traffic landing on your website, and if you don’t, please get in touch with us. It’s possible that your issue may be with converting the traffic on your website into business leads or sales. This is where conversion optimisation comes in. Conversion optimisation is the process of using analytics and user feedback to optimise the performance of your website. Simply put, conversion optimisation helps turn more visitors to your website into actual leads and sales.

The aim is to investigate, experiment and improve parts of your conversion funnel to get marked improvements in conversion. For an example, see the sample funnel below.

conversion funnel sample

Example from CoastDigital

Determine where your visitors are dropping off via your website’s analytics. From there, you could optimise the relevant page for better focus by improving your website’s calls-to-actions.  Make incremental design & copywriting changes and run experiments to track and decide whether the change worked or not.

If you are serious about generating traffic and driving revenue growth to your website this year, working on even one of the methods above would affect a great change for your website and your business. With the proper guidance and a whole lot of hard work, this year just might foster in a buzzing website!

free-web-analysis