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Latest From Our Blog

“The Customer is Always Right” is a statement that holds firm for businesses even in this digital age. “Right” doesn’t mean the customer’s demands are always correct, but by focusing on customer relationships and doing right by your customers would certainly improve their loyalty and dedication to your brand.

Whether it’s providing a service or fixing a complaint, delivering a positive experience for your customer is the best way to build a relationship with them. And better customer relationships lead to better sales.

The live chat is a modern example that proves being there when someone needs you builds instant rapport with them that leads to greater sales. This quick and open communication platform allows businesses to overcome objections and provide speedy responses. Research shows that you are 10X more likely to lose a potential customer just by being 5 minutes slower in your response.

This speaks to the importance of not just establishing good relations, but doing so quickly. Whether it’s over live chat or phone, better customer relationships equate to higher conversions.

The challenge in today’s digital world is the sheer volume of customer enquiries. It can prove difficult to keep afloat while responding to them all. Fortunately, there are tools that help you to not just keep afloat, but also push your business even further!

Loyalty and Advocacy

When customers have a problem, they expect businesses to respond to their complaints effectively and efficiently. If a service fails to respond quickly, at the very least, the customer will move to another business capable of providing the support they expect. At worst, you may have to do some reputation management online from irate customer rants.

Businesses with an effective support pipeline that takes care of its customers will create loyal customers that may even become advocates for your brand.

Australia’s Official Queensland Business Site has some useful tips that I’d like to share again here –

On Good Customer Service:

  • Find out the customers’ standards for good customer service
  • Research customers’ expectations
  • Follow up on both positive and negative feedback you receive
  • Aim to improve the level of customer service you deliver

On Creating Long-Lasting Customer Relationships:

  • Show customers that you understand what their needs are
  • Build relationships with people who want your products and don’t force those who don’t
  • Go beyond the help you provide
  • Continue to keep customers aware of what’s in it for them to do business with you

Manpower is the biggest hurdle businesses face when striving to establish excellent customer relationships.

This is where marketing automation can step in to streamline delivery of informative content, integrate social media updates, and drive customers through the marketing funnel through effective email campaigns. An efficient CRM system can handle repetitive customer support processes, which will ease the burden on your staff, while increasing the all-round feel good factor for your company. You can also check out our list of services to see how we can help you with this.

Ways To Improve Customer Relationships With Marketing Automation

1. Maintain Every Customer’s Concerns & Your Responses

Customers want responses and patience is no longer a virtue in the digital age. Your marketing automation system can automatically address simple concerns and for more complex questions, it can escalate it automatically to the right team to handle.

You can rest assured that no complaint or feedback is falling through the cracks and that for common concerns, your response times amaze your customers. You also build up a database of concerns that you can analyze to enhance your offered services, ensuring that common concerns are addressed with future customers.

Furthermore, the use of marketing automation leaves your manpower free to maintain human-powered live chat, email, or voice support for personal customer relationship management.

2. Improve Sales Funnels With Smart Email Marketing

Introducing automation to your email marketing campaigns helps your brand get “smart”. How you ask? Marketing automation can help segment your CRM into different bands, identifying people highly likely to convert versus those requiring additional information. This then leads to more a more personalized journey for every person towards driving a sale.

Tailoring your emails for each customer introduces a positive experience where the customer identifies with your company values and feels that you understand their needs. Your customers are happy, and this builds greater brand loyalty and maximizes your profits.

For example, if someone adds something to their cart and then abandons it, sending them a small discount will encourage them over the line to a purchase. Or if a customer bought a product that usually lasts 3 months, reminding them close to the end of the quarter is something they’ll appreciate.

Mailgen effectively used segmentation to improve their open rates from 20% to 29% in a short period by using behavioral segmentation. With an initial 20.5% email open rate, Mailgen improved the open rates simply by changing their headlines to better relate to their segment.

Meanwhile, MailChimp is another user-friendly email marketing tool you can use. You can read more about how easy it is to use here.

3. Be There For Your Customers’ Important Moments

CRM systems give a lot of power to businesses to know their customers and collect important information about them. You can learn how your customer interacts with your website and your product/service offerings. You can ensure you know their birthdays and their anniversaries, and surprise them on those days with not just freebies, but with a specific item that they’d been last looking at on your website, making it a much more thoughtful gift. Marketing automation plugged in with a CRM can help automate this entire process.

If you use a CRM system for your offline sales team, you can keep notes from meetings and calls, so that before you meet them, you can refresh yourself. Even if you meet up again a few months down the road, they’d still be impressed by the personal details you remember about them. The best part is that you’re not dependent on your sales rep for information as it is centrally stored and a lead can be reassigned easily without great disruption.

4. Connect Across Multiple Channels

Everyone has an account on social media these days. On average, people spend about two hours surfing social media on a daily basis, so they’re highly likely to see an update you post.

By connecting your marketing automation tool effectively to social media channels where your customers are, you can send targeted messages DIRECTLY to them – whether it’s via advertising or messaging. Reaching them on channels that they’re comfortable on helps them connect and engage with your brand more.

Marketing automation tools can also help you manage multiple social media channels, allowing you to post a consistent update on multiple networks that are optimized for them.

Wrapping Up

Aside from its capacity to increase conversions, marketing automation tools and best practices reduce the need for hiring additional manpower and time organizing, managing, and responding to customer concerns. Therefore, it improves your relationship with customers without straining your operations.

Marketing automation creates well-informed customers. Information urges customers to make more purchases remain loyal as they place more value on your brand’s product, and advocate for you if they experienced excellent complaint resolution. In addition, marketing automation gives businesses like yours an extra set of helping hands, allowing you to improve your services and brand as a whole.

Interested to learn more? 2Stallions provides marketing automation consulting services.

During the days of TV’s dominance, everyone couldn’t peel their eyes off the screen when a program was “live.” People did so because they didn’t want to miss out on a once-in-a-lifetime experience. In addition, they wanted to be the first to know what would happen, something we know as FOMO (Fear Of Missing Out).

Today, anyone can do live streaming. Social media networks such as Facebook even highlight your profile and send your network a notification that you’ve gone live unless the function is turned off.

Nowadays, marketers consider it a powerful marketing tool. In fact, the biggest brands have used it to successful ends, just like GE’s Periscope drones when the app was still independent of Twitter for #DroneWeek.

The five-day-five-episode live event allowed audiences to feel the scale and impact of GE’s drone technologies. Their efforts helped them gain 3.22 million video views, 50.6 million impressions, and a total of 84.7 thousand live stream viewers per episode.

Live streaming is not just a fad. It’s here to stay and can be your ultimate tool for social media marketing success. Just look at the infographic below:

live-stream

Source: Filmora Wondershare

1. Live Videos Vs. Text Content

More people love to watch rather than read. In fact, 80% of customers would rather watch live videos about a brand than reading posts. In addition, a continuous stream of text and image updates in social media can create fatigue for your audiences and your message gets lost in the clutter.

With live streaming, brands are able to show events as they are happening and capture the essence of the moment. With the power of smartphones and the Internet, it is possible for a single correspondent to give the full details of the live event. People are able to witness for themselves what is happening instead of receiving second-hand information via an article written later that leaves out a few details to make it more succinct.

The reason for the audiences’ unfaltering attention is because a video is an engaging format. One of the reasons why video is compelling is that the human eye is naturally drawn to movement. People are drawn to motion and familiar nuances such as a person conversing and relaying events as if they were at the event itself. It also makes use of audio, which is easy for people to understand and follow what’s happening. Here’s how to add audio to video and create a more unique experience for your audience.

2. Easy Opportunity-Based Production

About 41% of people in social media watch live events featuring breaking news stories. While most people are watching funny or entertaining live videos such as gaming conventions or live comedy events, most people will watch content similar to flash news. For example, it can be the launch of a new satellite, the wedding of a royal family member, or the unveiling of a brand’s newest product in a gigantic press conference.

If your brand has a new product it needs to launch, audiences who follow your page might consider it value-adding because it concerns their interests.

3. Millennial-Oriented

According to Marketing Profs, there are over 2.67 billion social media users in 2018 alone. Millennials aged 20-35 years old spend more than eight hours a day browsing through social media. As a tech-savvy generation, Millennials love the idea of live streaming with 63% from every social network watching live content when they receive a notification.

If your brand appeals to Millennials, then leveraging on live streaming is important to improve your social network presence and overall brand recognition. In fact, 42% of Millennials know how to create interesting live videos themselves making it a great channel of communication between brand and audience.

4. Personality-Driven

Influencers have made their careers through short videos. Their communities love watching their content. Niche-recognized influencers not only receive free products to review and endorse, but also grab the opportunity to live stream events whenever possible because they have a wide reach. Influencers bank on their personality to expand their communities and live streaming is one of their best tools to do so.

Therefore, a single strong-personality host for any brand’s live stream is enough to drive traffic. If this individual adds value to their audience, then they present the brand in a positive, entertaining, and reliable light.

5. FOMO-Powered

Remember FOMO? Majority of social network users have it. Just like at the height of television networks, missing a particular live event means you’ll have to wait for someone to tell you what happened and it’s nothing like seeing it for yourself. Live streaming, which sends notifications to audiences, initiates this particular feeling all over again, compelling audiences to tune in “RIGHT NOW”.

For example, a global audience means that not everyone would get to attend a particular gaming convention where new games are announced. With their fear of missing out, they will turn to social media for live coverage on the event such as on Facebook, Twitter, or others services such as live stream giant Twitch, which has over 10 million daily users.

6. Authentically Interactive

Social media videos allow users to watch content and consume it fully. However, if they have questions about particular topics, they can only make a comment or reply on the page. This form of communication is still an effective brand-building tool, but with live streaming, there’s an extra value-adding rapport created.

Live streams allow hosts or social media agents to respond to real-time messages that audiences send regarding the event, making the interaction between brand and audience more authentic. This allows them to answer questions, create discussions, and find value in the brand. It establishes rapport between you and the hundreds of thousands watching your brand’s live stream quickly.

Conclusion

Live streaming is an excellent tool for brands aiming to expand their reach and create value-adding communication with their audience. While live streaming is useful only in moments such as breaking news, product reveals, how-to-guides, and conferences, it has enough value that urges hundreds or even thousands of your audiences not to miss out on a unique or once-in-a-lifetime event. If you need help with this, feel free to contact us (we’re very friendly!) or you can also check out our social media marketing services here.

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