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Did you know that 51% of companies are currently using marketing automation? If you plan to adopt the technology, you have two options—get an automation software for your business or partner with a marketing automation agency.

While you can start using automation as soon as possible, we suggest opting for the latter. An automation agency can help you get the best return on your investment by overseeing your campaigns, streamlining workflows, and improving customer experience.

The questions, however, are you ready for marketing automation, and how much do you know about this strategy? 

Understanding the basics of automation is a crucial step on the road to success. We’ve gathered everything you should know to start your marketing automation journey right.

Contents:

What Is Marketing Automation?

Where to Use Marketing Automation? 

How Does Marketing Automation Help Businesses?

When Should You Hire a Marketing Automation Agency? 

Marketing Automation Agency vs. In-house Marketing Team

Defining Marketing Automation

At its simplest, marketing automation is the process of automating emails, social media posts, and other digital marketing efforts. It involves the use of automation software; a tool that helps in doing various tasks at scale, including:

  • engage customers across multiple channels (i.e., social media, email, SMS, etc.)
  • target customers with automated and tailored content pieces
  • streamline customer data and business processes
  • capture data and increase conversions
  • supercharge marketing analytics 

Marketing Automation Glossary

For someone new to the world of marketing automation, it’s easy to get overwhelmed with unfamiliar jargon.  

Here are some of the key terms to learn the magic of automation: 

A – H

  • Abandoned cart – this happens when someone places an item in their online shopping cart but doesn’t complete the purchase. 
  • Anonymous visitor – is a special account name given to people who visited or made a purchase in your store but aren’t part of your CRM. 
  • Behaviour-based marketing automation – refers to a system that triggers communications based on user activity. 
  • Brand advocate – is a person who proactively elevates your brand via social or through word of mouth marketing.
  • Buyer’s journey – describes a customer’s path to purchase. 
  • Call-to-action – a piece of content (i.e., button, banner, etc.) that encourages customers to take action. 
  • Conversion optimisation – is the process of testing and optimising landing pages, buttons, CTAs, language, images, and more for better conversion rates.
  • Conversion rate – is the percentage of converted site visitors.
  • CRM – short for customer relationship management, this is a process used to manage interactions with customers or prospects.
  • Cross-channel analytics – is a reporting that lets you analyse multiple sets of data across various channels.
  • Cross-platform marketing – refers to your ability to execute engagement matter what device (i.e., laptop, tablet, PC, etc.) customers use. 
  • Drip marketing – is a popular email marketing strategy used to nurture prospects or leads.
  • Days to close – refers to how long it takes for your contacts to convert from a lead to a customer.

F – O

  • First-time visitor – describes someone who visited your website and purchased your product or service for the first time. 
  • Interruption-based marketing – is a type of marketing that cuts into the audience’s activities so they can focus on your promotional message.
  • Known visitor – refers to someone who visited or made a purchase in your store and is currently part of your CRM.
  • Landing pages – are static web pages you can create from within a marketing automation platform without the help of your web development team. 
  • Lead magnet – also known as gated content, refers to any content that visitors access after providing personal information. 
  • Lead source – refers to the channel or method through which a lead discovers your brand. Examples of such are social media, organic search, paid search, and more.
  • Multi-channel marketing automation – is the strategy of using multiple channels to reach customers at some point on the customer’s journey.
  • Nurture campaign – is another type of email where emails are sent out on the basis of a lead’s behaviour.
  • Opportunities – are contacts who have become a real sales opportunity in your CRM database.

P – Z

  • Permission-based marketing – is a type of marketing where brands ask for the consumer’s permission before sending promotional offers and other information.
  • Personalisation – refers to the method of obtaining a natural placement and getting results.
  • Repeat purchase – is an indicator of customer loyalty to your brand; it happens when customers return to your business for another purchase. 
  • Revenue performance management– is a process of optimising revenue performance. 
  • Segmentation – refers to the approach of separating your target audience into personas with different needs and preferences.
  • Smart list – is a list that automatically adds contacts based on the criteria you set out.
  • SQL – short for a sales qualified lead, this refers to a potential customer that’s been researched and vetted by the marketing and sales teams. 
  • Static list – is a list of contacts that you upload one time and doesn’t update automatically after that.
  • Triggered emails – are behavioural or transactional emails sent to subscribers based on certain conditions.
  • Workflow automation – is the act of designing, streamlining, executing, and automating a series of tasks across work-related activities.

What Does Marketing Automation Do & How it Works?

Marketing automation helps marketing and sales teams improve interaction with leads, prospects, and customers. It allows them to capture data, manage the acquired data, and run campaigns that lead to purchases.

Leads are the lifeblood of any company. Without leads, businesses wouldn’t have prospects to convert into customers.

Thankfully, automation software solutions aid in optimising the entire lead management process, from lead generation to lead qualification and up until lead nurturing.

three phases of lead management, lead magnet, dart, megaphone, icons

Suppose you have a website and want to drive visitors to your site. The first step to take is lead capturing. One way to acquire leads is by capturing the email addresses of your visitors—and marketing automation does that job pretty well.

The best automation tools enable you to create and automate lead magnets for your business. Lead magnets, such as eBooks, free trials, and first-purchase discounts, are popular content that entices readers to opt in to your email list.

Lead scoring or qualifying is the next step to lead management. Leads are assessed based on their background, demographics, interest levels, buying potential, page visits, visit duration, and other parameters.

Marketing automation provides you with these insights and lets you determine whether they’re cold leads (information qualified leads), warm leads (marketing qualified leads), or hot leads (sales qualified leads). 

Lead nurturing is the last and most essential phase of lead generation strategy. Half of your captured leads are cold leads or aren’t sales-ready, so you must nurture them and lead them to the end of the sales funnel.

One of the greatest benefits of marketing automation is that it allows you to engage leads in various ways, including drip marketing, personalisation, and triggered emails.

Where to Use Marketing Automation

You probably know now that automation software solutions do many things. It’s difficult for beginners to navigate such technology, especially if you’re expecting results—this is why we recommend hiring a marketing automation agency instead.

Here are other areas where marketing automation comes in handy:

1. Social Media Marketing

Social media is a powerful platform as it helps brands engage with customers offline and online. It’s no secret that companies leverage their social media marketing to widen their reach and increase web traffic. 

However, managing your social media account and posts is no easy feat. You’ll have to stay online to ensure your profile stays on top of users’ feeds—but not when you use marketing automation.

Automation tools free up your time by allowing content curation and scheduling social media posts in advance. For instance, you can pre-write Facebook posts and schedule them to go live at a specific date and time.

2. Relationship Building

Positive customer relationships are an essential ingredient for business success. Don’t wait for your leads or prospective customers to turn sour with one poor customer service experience. Here’s how you can use marketing automation in relationship building:

  • automate customer feedback through surveys or reviews
  • implement a live chat feature to supercharge your customer service
  • created automated chatbots so customers wouldn’t wait till you go online

3. Email Marketing 

Like social media, email is also an essential platform for a winning digital marketing campaign. Email marketing keeps you connected with your leads, prospects, and past and current customers.

If you have a substantial email list and aren’t getting results, it’s time to use email marketing automation. Email automation software plays a pivotal role in keeping leads engaged and converting them into paying customers. The best automation tools should do the following:  

  • set up and send out email blasts at designated times
  • send email follow-ups and cart abandonment emails
  • send automatic email responses and automate outgoing emails
  • automate trigger-based emails (i.e., birthday, inventory updates, events, etc.)

5 Benefits of Marketing Automation

Are you still questioning the worth of marketing automation despite its many capabilities? If you’re still not convinced yet, here are five reasons to get started with automation:

1. Improve Work Efficiency

There’s no question that automation software solutions are digital time-savers—they automate a handful of tasks and processes, enabling you to get more value from your time.

Not only does marketing automation save you time, but it also boosts your productivity. You can steer clear of manual sending of emails or publication of social media posts since the software can do it on your behalf through automation. 

2. Better Scalability

When you invest in marketing automation software, you’ll automatically have a partner for scalable growth. The technology lets you adapt to changing volume and meet new revenue targets. 

For instance, you reached a wider audience and increased your lead volume. The right automation platform should handle your needs and empower your team to generate even better returns.

3. More Leads, More Sales

Marketing automation is a game-changer when it comes to providing personalised experiences. While some people think it’s impossible to marry automation and personalisation, that’s not the case.

Segmentation, a process of splitting your email list based on engagement and user data, makes the union possible. By segmenting leads, you can understand their needs and provide customised content (i.e., email campaigns, social media content, etc.). This step helps you transition them from qualified leads to customers.

4. Streamline Customer Data

Should we say more? Marketing automation gives you a 360-degree view of your potential customers’ behaviours. The tool collects and stores customer profiles, which you can access to see how everyone engages with you at every touchpoint of your buyer’s journey.

5. Track Campaign Performance

The best automation software offers campaign analytics that allows you to make sense of your data. This feature allows you to measure your campaign’s performance and determine what’s working and what’s not.

When Should You Hire a Marketing Automation Agency?

Have you decided whether to hire the services of a marketing automation agency or do the automation yourself? 

Before you continue pondering, we suggest checking your business’ current health. What made you think marketing automation is for you? How did the idea of partnering with an automation agency come to mind?

marketing automation agency checklist, checklist, icon

Does this sound like you? If you answer yes for most of the points on the checklist above, it’s high time to seek help from automation experts.

Marketing Automation Agency vs. In-house Marketing Team

The common question business owners ask is, “Why shouldn’t I just do marketing automation myself or get it done in-house?” While your in-house marketing can pull it off, working with an agency is a more viable solution for many reasons.

1. Industry Expertise

When you hire an automation agency, you can choose from the most experienced companies in the industry. You’ll also work with a team of experts who can help you plan, manage, and optimise your marketing automation strategy.

2. Business Scalability

Scaling your marketing efforts takes a vast amount of time. For instance, you plan to run email drip campaigns and monitor their results afterwards. Of course, you’ll also need relevant content to nurture your subscribers and drive customer action.

With a digital agency, you can quickly scale your business without adding more load to your employees. Agencies house team members with diverse specialities who can help you meet and achieve your growing business needs.

3. Software and Tools

The best thing about hiring an automation agency is that you wouldn’t need to worry about purchasing marketing tools. Your partner agency has all the resources you may need—from the automation software to customer relationship management platform and other technologies.

4. Cost-savings

Most business owners believe that hiring a marketing automation agency is costly. The truth is, managing an in-house marketing department costs more. You’ll have to hire more staff so your company can scale quickly, which calls for more expenses, including salary and benefits.

When you team up with an agency, you wouldn’t need additional overhead, equipment, and training. All you need is to pay a retainer fee for the marketing services received. And if you have a little extra room in the budget, you could use that money to run campaigns.

Wrap Up: Automation is the Key

The digital landscape is evolving quickly. If you aren’t attracting enough leads, engaging well with your prospects and building healthy customer relationships, you’ll fall behind your competition.

Leverage all the platforms your business has (i.e., email and social media) to reach and retain more customers—and that’s something marketing automation does exceptionally.

We understand that automation software solutions can be tricky and complicated to navigate. The automation process can also be dreadful and time-consuming. But that shouldn’t stop you from adopting automation. 

At 2Stallions, we help brands take advantage of marketing automation and implement effective automation campaigns. Our team will ensure you get more customers to your website and keep them coming back.

Get your free quote today and kickstart your marketing automation journey with us!

With over 5 billion people worldwide connected to the internet today, it’s not hard to see why website development and maintenance has become one of the fastest-growing industries.

More and more companies create a website for their businesses to boost brand awareness, promote their products, and engage consumers. According to a Clutch study, 64% of small and midsize businesses (SMBs) own a website and among SMBs without a website, 58% plan to build one.

The fact that the Internet has become a resource for news, information, and entertainment also demands a professional business website. Both small and large businesses should realise the importance of having a website to reap its many benefits.

If you want to build a website but don’t know how to get started, hiring a web development agency like 2Stallions is the easiest route to take. However, learning the web development and maintenance basics can help you understand better how websites work.

Blast from the Past

Did you know that the first website went live in 1992? Between now and the early ‘90s, the website development process has evolved massively.

Multiple web design and development principles and tools have emerged over the years, namely JavaScript, HTML, Cascading Style Sheets (CSS), Flash, and more. 

In the new Millenium, more people created business websites to distribute information through blogging. This has made Content Management Systems (CMS) and responsive web design a trend from the year 2000 up until now.

And when the social media revolution arrived in 2003, websites started to gear up for signing ads, widgets, graphics, and images for social profiles. Then, the tremendous mobile era began when Apple released its first android device in 2008.

Fast forward to today, websites should incorporate a responsive and mobile-friendly to improve search engine ranking. It’s also crucial to embrace the user experience (UX) and user interface (UI) aspects when building a website. 

Website Development vs. Website Maintenance

Here’s a general rule of thumb:

Website development is simply about getting a website up and running. It involves a lot of steps, including planning, designing, content creation, coding, testing, and more. It also includes security testing and other activities to ensure the website is safe from cyber-attacks.

Website maintenance refers to the process of monitoring a website’s overall performance after development. It’s about maintaining a website’s existing features through hosting and updating content, site plugins, and software.

Glossary

This web development and maintenance could be a little overwhelming. So, we prepared a list of the most common terminologies you must know

  • Back-end: also known as server-side development, this practice focuses on databases, scripting, and website architecture.
  • Browser: a program used to access the Web–Chrome, Firefox, Safari, Microsoft Edge, and more.
  • Cache: a component that stores data to make future requests from repeat visitors faster.
  • CMS: short for the content management system, this program is used to create and maintain a site’s content.
  • CSS: “Cascading Style Sheet” is a language used to style an HTML document.
  • Domain: is the name of a website (ours is www.2stallions.com).
  • Firewall: is a network security system that monitors traffic to or from a network.
  • Front-end: also known as client-side development, this practice involves producing HTML, CSS, and JavaScript for a website.
  • HTML: “Hypertext Markup language” is a language used to design web pages.
  • JavaScript: is a programming language that can be used for front- and back-end development.
  • Meta tag: snippets of text used in an HTML document. 
  • Server: a program or device that stores, sends, and receives data. 
  • Search engine optimisation: refers to the practice of improving the visibility of a website in search engine results pages. 
  • Sitemap: is a file that contains all the pages and information of a website. 
  • UI: short for user interface, it refers to anything a user interacts with on a website.
  • UX: stands for user experience, it refers to the user’s overall experience with the website interface.
  • Website: a collection of web pages and related content (i.e., text, images, video, etc.) housed in a single domain name.
  • Web developers: refer to the professionals responsible for developing websites.

Types of Website Development

1. Front-end Development

At its simplest, front-end development tackles the overall look and feel of a website. It involves everything you see on a website from buttons to images, icons, animations, search bar, colour scheme, and more.

Here are the three main languages of front-end development:

  • HTML – it structures the page layouts of a website. An HTML document is divided into two parts: head and body.
    • Head: the <head> element contains the information about the document, such as page title, metadata, etc.
    • Body: the <body> contains all the information seen in a webpage, including headings, paragraphs, images, hyperlinks, tables, lists, and more,
  • Javascript – it improves the user experience of the website. This scripting language adds interactive elements to the webpage, including:
    • display a dropdown list of options when the mouse hovers on the products or services button
    • show or hide more information with the click of a button
    • play audio, video, and animations on a web page
    • slide through a carousel of images on the homepage
  • CSS – it defines the presentation and formatting of web pages. This language touches important web elements, such as:
    • fonts
    • colours
    • border
    • layouts
    • spacings
    • alignments
    • background

2. Back-end Development

If front-end development focuses on what site visitors see on the Internet, back-end development tackles the digital infrastructure of the website. This web development technique includes all tasks related to building and maintaining the codes, which keep the site up and running.

Below are the common back-end coding languages:

  • Javascript – this scripting language works for front- and back-end development. Its features for back-end web development, include the following:
    • lightweight scripting
    • dynamic typing
    • object-oriented programming 
  • Python – is a straightforward programming language; it comes with a library of pre-written code, reducing the need to write code from scratch. Here’s why Python is popular among businesses:
    • small learning curve
    • better code readability
    • compatibility with other languages
  • PHP – short for Hypertext Preprocessor, this scripting language goes through an interpreter to create a machine-readable code. It’s best used for adding functionality to websites.
    • built-in functions
    • user-defined functions
  • Ruby – is another programming language that supports front-end and back-end development. Developing back-end on Ruby offers the following advantages:
    • high-speed development
    • simple coding process
    • easy-to-understand syntax

3. Full-stack Development

As the name suggests, full-stack web development consists of both the front- and back-end portions of web applications. It covers the parts users interact with and all the behind-the-scenes processes that power a website.

Since this website development is comprehensive, full-stack developers must keep abreast of the emerging technologies. Below are skills needed for full-stack development:

  • basic programming skills to design a website (i.e., HTML, CSS, JavaScript)
  • coding for functionality across multiple languages and platforms
  • working knowledge of back-end technologies
  • managing database storage and servers

Evolution of the Web

Websites and web development have gone through a few evolutions–Web  1.0, 2.0, and 3.0.  Each evolution has brought new tools and techniques relevant to the web development and maintenance industry.

Web 1.0

Web 1.0 describes the early years of the Internet. During this era, the web followed a static or read-only approach, meaning the users can’t interact with the page content. 

Here are a few more characteristics of a Web 1.0 site:

  • offers  minimal users interaction
  • allows one-way flow of information
  • supports online transactions
  • used for research and data gathering

Web 2.0

Web 2.0 is the second generation of the World Wide Web; it highlights user-generated content, with usability and interoperability between applications (software) and machines (hardware).

Unlike its predecessor, Web 2.0 provides a more interactive user experience and encourages active participation. This model also promotes a flexible web design, reusing of codes, collaborative content creation, online commenting, and more. 

The following are the common principles of Web 2.0:

  • Platform – the web is a technology associated with blogs, wikis, podcasts, RSS feeds, etc. 
  • Harness collective intelligence – the web allows users to gather data and share their insights.
  • Full-scale applications – the web is accessible on multiple devices.

Web 3.0

Web 3.0 describes the future of web evolution; it takes on many forms, such as machine learning and artificial intelligence (AI). In this concept, the web is data-driven or ‘semantic’. The web has the capability to comprehend the meaning of words, rather than keywords or numbers.

Here are some major characteristics of Web 3.0:

  • open-source software 
  • decentralised data architecture
  • more personalised user experience

More differences between Web 1.0, Web 2.0, and Web 3.0

table, differences, comparison, web evolution, web 1.0, web 2.0, web 3.0

Principles of Developing a Website 

An effective website should fulfill its function, be it to convey a brand message, promote products, or engage site visitors. In a perfect world, you would hire a website development agency to ensure the development process goes smoothly.

Below are some guidelines that will help you in your web project:

1. Purpose

First things first, determine the purpose of your website. Running a website isn’t usually free, so set a clear purpose or goal to get your money’s worth and most importantly, get a return on investment (ROI). 

If you’re not sure about your website’s purpose, start by determining your priorities. Then, identify your audience, and what actions you want them to take. Here are the purposes common to all websites:

  • Establish your reputation
  • Build brand awareness
  • Sales and after-care
  • Generate leads

2. Usability & User Experience

It’s no secret that web development and web design must work together. That’s why when you hire a web developer, make sure he has a background in the user interface (UI) and user experience (UX).

Here’s why these two concepts are vital in the website development process:

User interface (UI) determines how easily a user can perform actions on a website; it sets the tone and converts visitors and customers. 

UI best practices:

  • keep the interface simple
  • plan a design for short-attention spans
  • improve or increase page loading speeds
  • create consistency among web elements
  • use colours, button styles, and typography strategically

User experience (UX) deals with the user’s behaviour and feeling while browsing a website; it focuses on creating an inviting, usable site that makes people want to stay.

UX best practices:

  • build a sitemap; eliminate unnecessary web pages and duplicate content
  • create a clear visual hierarchy; guide the eye to the most important element
  • adapt a minimalist web design for easy navigation and faster page loading speed
  • encourage user interaction by adding call-to-action buttons or newsletter signup prompts

3. Content

For a website to be effective, it should have a compelling design and good content. Search engines and users find websites with quality content credible. So, make sure to fuel your content marketing strategy and produce well-written website copy and content pieces. 

4. Load Time

The slower a website loads, the higher chances of visitors leaving the site. FYI, the ideal page load speed is 2.9 seconds or below. Here are a few ways to optimise the speed of your site:

  • Reduce redirects
  • Optimise images
  • Enable compression
  • Minify and combine files
  • Leverage browser caching
  • Reduce server response time

5. Responsive Design

In this day and age, people can access the web using different devices, such as computers, laptops, tablets, and smartphones. If your website can’t adapt to every device possible, visitors may leave your site and look for other options. 

6. Security

Security is also an essential component of web development Hacking has become prominent nowadays; any backdoor to your system can pose security threats.

Take all the necessary precautions to improve your website security. Here are some ways to do it:

  • Encrypt your data
  • Add HTTPS and SSL certificate
  • Avoid security misconfigurations
  • Apply authentication, role management, and access control

Basics of Website Maintenance

Maintaining a website is as essential as creating it. You must monitor your website routinely to ensure it’s running at full capacity and serving its intended purposes.

Here are a few good reasons to keep your site updated:

  • It boosts site traffic. One of the main purposes of a website is to get your name out there. The thing is, it’s impossible to reach a wide audience if your website isn’t ranking in the search engines. 
  • It improves security. Poorly maintained websites are more vulnerable to security risks. Not only does regular maintenance protect your site from cyber attacks, but it also assures your site visitors safe browsing and online purchases.
  • It drives engagement. Your web appearance, site speed, content, and other elements influence user experience. If any of these factors lag behind due to lack of web maintenance, you’re likely to put readers off and lose customers.

Tips for Maintaining a Website

Update Content

Google favours updated content and loves frequent updates. So what’s in it for you? Updating your website and its contents (i.e., articles, web pages, etc.)  helps web crawlers a.k.a spider bots crawl and index your website.  

In short, keeping your site updated gives you better chances of getting a higher ranking on search engine results pages.

Fix Issues

To ensure your site provides a meaningful user experience, watch out for any technical issues and address them immediately to keep your website functional. Check out the common problems that can negatively affect your site’s performance.

  • slow loading speed
  • presence of broken links
  • problematic landing pages
  • security and certification issues
  • multiple 404 errors and redirects

Compatibility Testing

Over time, there will be shifts in both devices and browsers. Test your website’s compatibility with several versions of mainstream browsers and the newest mobile devices and tablets to improve your site’s usability.

Website Backups

Backing up your website minimises potential data losses. If you have an automatic backup feature, take the time to check it every month. It’s also a good idea to do quarterly backups so it’s easier to restore your website just in case a catastrophic event happens. 

Summing It Up

Companies should keep pace with digital transformation–and the first step to achieving it is by building a solid business website. Note that the majority of the worldwide population today has access to the Internet, which means your businesses could be just a few clicks away. 

So, if you don’t have a website yet, this is a sign for you to contact a reliable website development agency. 

2Stallions offers website, app, and e-commerce design. We create responsive mobile-friendly web designs to help your users find information quickly and take necessary actions. We also offer a website protection plan, giving brands peace of mind.

Contact us at (+65) 9129 6248  or get a quote if you want to dive into web development.

Search engine optimisation (SEO) isn’t a buzzword that trends on and off—it’s a concept that continually evolves. The search engine giant, Google, releases new algorithm updates regularly, meaning SEO will always stay relevant.

If you plan on hiring an SEO agency in Singapore – or anywhere else for that matter – to keep your business at the forefront of local search and stay current with SEO trends, you have come to the right place. 2Stallions understands the importance of optimising for the search engines and helps brands garner more visibility online and attract more customers.

Instead of just providing you with the tips for finding the best SEO provider, we gathered everything you should know about search engine optimisation.

In this SEO guide, you will learn:

What Is SEO?

How Does SEO Work?

What Are the Different Types of SEO?

Why Search Engine Optimisation Matters?

When Should You Hire an SEO Agency?

How to Choose the Best SEO Agency?

Your Experience-Powered Ultimate Guide to Reliable SEO Strategies

What Is SEO

At its simplest, SEO is a process of getting your site and web pages to rank higher on search engines, such as Google. It involves a set of practices that help position your site in organic (a.k.a. non-paid) search engine results.

SEO has two main goals: boost your online presence and understand what people search online. It lets you know the user intent, target the right keywords on your website and optimise content for leads and conversions.

Pyramid of SEO Needs

If humans have basic survival needs, websites also follow a hierarchy of needs for SEO fulfilment.

Abraham Maslow designed a theory of motivation that describes five levels of human needs—physiological, safety and security, love and belonging, esteem and self-actualisation.

Moz, the most trusted SEO company, adopted Maslow’s hierarchy of needs and replaced human needs with SEO needs. Named after Maslow’s theory, the “Mozlow Theory” shows the essential SEO requirements every business should meet—crawl accessibility, compelling content, keyword optimised, user experience (UX), snippet and more.

Maslow's hierarchy of needs, Mozlow's hierarchy of SEO needs, pyramid of needs, Moz, MaslowSEO Glossary

Did you find some of the terms in this SEO guide confusing? We got some bad and good news for you.

The bad news: You’re about to read more unfamiliar or technical vocabulary throughout this article.

The good news: We compiled some of the common SEO terms that you must know to fully understand the nitty-gritty of search engine optimisation.

A – H
  • Alt Text – is a contraction of alternative text; it’s a short description of an image on a webpage. Unlike humans, search engines read only the Alt text, not the images themselves.
  • Bounce Rate – is the percentage of total visits that didn’t result in a secondary action on your site.
  • Click-through rate – is the ratio of impressions to clicks on your URLs.
  • Crawling – refers to the process by which search engines discover your web pages.
  • Domain – is the name of your website (i.e., www.2stallions.com).
  • Google Algorithm – is a system that allows Google to find, rank and return the most relevant pages for a certain search query.
  • Google My Business – a free listing where you can add your business location and details on Google.
  • Guest blogging – is a link-building strategy where you pitch or publish your content to another website.
  • Header Tags – function as indicators in the website or web pages. They break up the content to make it scannable.
  • HTML – is the code part of your website that search engines read.
I – N
  • Inbound Link – refers to a link from one site to another.
  • Indexing – is the process by which search engines store and organise content after crawling
  • Intent – describes the purpose of a person’s online search.
  • Internal Link – refers to the link from one page to a different page on the same domain.
  • JavaScript – is a text-based programming language used to make web pages interactive.
  • Keyword – is a word or phrase that users enter in the search bar.
  • Link Building – is the process of acquiring hyperlinks from other websites to your own.
  • Long Tail Keyword – refers to a keyword with two or more words in the phrase.
  • Meta Data – is defined as data providing information about your website.
  • Meta Description – is a brief description of the page a user is about to click on; it shows below the title and URL.
  • No Follow – is an outbound link that doesn’t pass SEO credit to another site.
O – Z
  • Organic – refers to the method of obtaining a natural placement and getting results.
  • Page Title – is the name of your webpage seen at the top of your browser window.
  • Page Rank – indicates how good your website’s overall SEO is.
  • Ranking Factor – is an SEO element that determines your website’s position in the SERPs.
  • Schema Markup/Snippet – is a code or semantic vocabulary you place on your website that influences how search engines read your website.
  • SEO Traffic – the number of visits to your website.
  • SERP – short for search engine results page, it’s a page that comes up when users enter a search query.
  • Sitemap – refers to the file that contains all the information about your web pages, videos, and other data on your site.
  • Title tag – describes the content of your webpage.
  • Thumbnails – image thumbnails are a smaller version of a larger image.
  • URL – Uniform Resource Locators are the locations or addresses for individual pieces of content on the web.

How Does SEO Work

Search engines deliver results on the SERPs through three key steps: crawling, indexing, and ranking. Each process plays a crucial role in helping identify the most relevant data to the end-user.

crawling, indexing, ranking, spider bots, search enginesStep 1: Crawling

Search engines use computer programs or web crawlers (a.k.a. spider bots) to find information on the Internet. The bots crawl different web pages, download them, and extract their links to discover additional pages.

Crawling is generally dependent on the following factors:

  • PageRank of the URL
  • Frequency of changes made in the URL
  • Updating period of URL (whether it is an old or new URL)

Step 2: Indexing

Indexing is the process of analysing, storing, and sorting a web page. After the search engine bots crawl a page, they index the relevant information. All of the indexed data is kept in a search index, a database of web pages, which is over 100,000,000 gigabytes in size.

Step 3: Ranking

Once pages are crawled and indexed, search engines decide which pages to show in the SERPs and what order. This process is achieved through the use of ranking algorithms, a set of rules that analyse the user’s intent and what information to return.

Search engines determine ranking by many factors, including page relevancy, quality of content and website, location, domain authority, website speed, and more.

What are the Different Types of SEO?

Search engine optimisation has three main pillars: technical, on-page SEO, and off-page SEO. Understanding these techniques will help you develop an SEO plan that will drive more targeted traffic to your website and drive up sales.

Before hiring an SEO agency in Singapore, Malaysia, or wherever you’re based, make sure to learn the firm’s practices. Ask for a breakdown of their SEO strategies and corresponding deliverables. This way, you will know if the agency suits your goals and needs.

However, if you have come across a startup that doesn’t have an SEO strategy yet, lay your plan out and discuss with them the things you want to achieve (i.e., build links, improve user experience, create engaging content, etc.).

Below are three main types of SEO:

types of seo, technical seo, on-page seo, off-page seo1. Technical SEO

As the name suggests, technical SEO refers to the technical improvements on your website. It also involves analysis of website backend and server optimisation to maximise your site performance.

Some examples of technical SEO efforts include:

  • Improve page loading speed. Site speed is a landing page factor for Google Search and Ads. It’s also one of the signals used by search engines to rank pages. Here are a few ways to increase your page speed:
    • reduce page redirects
    • leverage browser caching
    • improve server response time
    • compress the size of your images
    • clean up your codes (CSS, JavaScript & HTML)
  • Delete duplicate content. Duplicate content confuses search engines and hurts your website’s ranking. Below are three ways to remove identical content:
    • use the canonical tag (rel=canonical) to understand which version of a page is the original
    • using a 301 redirect lets you direct traffic from one URL to another
    • set passive parameters in Google Search Console
  • Adopt a responsive web design. A responsive design looks good on any screen. Since people use different devices to search on the web, be sure that your site adjusts its display to various devices.
  • Create an XML sitemap. Submitting a sitemap to the search engines makes your website easily crawled and indexed by spider bots.

2. On-page SEO

Also referred to as on-site optimisation, on-page SEO revolves around optimising all the elements on your website, including title tags, content, internal links, URLs, and more.

Keywords are the core of on-page optimisation. Your web content should include your focus and other related keywords to ensure the search engines lead users to your site.

Boosting the following on-site SEO factors will help you rank higher on SERPs:

  • URL. Adding your main keyword to your page URL makes it easier for the search engines to index and understand your web page content.
  • Title tag. When you include your primary keyword in the title tag, you get higher chances to increase your site’s crawlability and rank better in search.
  • Meta description. Using one of your target keywords in the meta description can raise the click-through rate of your website from a search.
  • Headings. Including your main keyword in the H1 tag naturally improves your SERP placement.
  • Subheadings. Adding subheadings not only increases the readability of your content but also allows search engines to know what your webpage is all about.
  • Image Alt tags. Descriptive texts that include target keywords are likely to be indexed by Google.
  • Main Content body. Placing your focus keyword and variations of it throughout the content can help you increase relevant organic search traffic.

3. Off-page SEO

If on-page SEO refers to the actions inside your site, off-page SEO involves elements that your company has no control over. It focuses on off-site ranking signals, such as links and social.

  • Link building. Building backlinks is at the heart of off-site optimisation. Getting links from authoritative sites can improve the trust factor of your website. In a Backlink study, it was found that pages with quality backlinks rank higher than those that don’t have any. Here are some effective ways to supercharge your backlinking strategy:
    • Broken link building. Finding broken links on a page and recreating the content is one sure-fire technique to build backlinks. Reach out to the webmasters and pitch a piece of content on your site that can replace those broken links.
    • Guest posting. Submitting articles to websites that accept blogs is a tried and tested backlinking strategy. Not only does it make your content more accessible, but it also helps you bring in a new audience, drive website traffic, and more.
    • Content creation. Creating share-worthy content, such as how-to articles, ultimate guides, and infographics is another way to generate backlinks.
    • Social media. Social signals, such as likes and shares, are essential off-page SEO factors. If people talk about or share your content on Facebook, Twitter, LinkedIn, and other social networks, the search engines will find your content trustworthy.

Studies also evidenced that social shares aren’t the only signal that impacts organic search rankings. In a research conducted by Larry Kim, WordStream founder, higher social post engagement correlates to higher organic rankings.

wordstream, relative search CTR, Facebook engagement rate, graoh

Source: Moz

This research suggests that promoting your content on social media isn’t enough. You must also keep your social media followers through different approaches, including:

  • Organising giveaways
  • Mentioning brand enthusiasts
  • Initiating conversation with fans
  • Replying to comments or mentions
  • Write user-generated content pieces
  • Connecting content with current events

Bonus: Local SEO

Local SEO is a combination of on-page and off-page optimisation that may help in boosting your local search visibility. Here are a few ways to localise your site:

  • Create a dedicated contact page that contains your business name, complete address, email address, and phone number. Embedding a Google maps marker on your homepage also improves your local SEO.
  • Localise all your site’s multimedia, including images, videos, and infographics. Hand gestures and symbols can have different meanings in different cultures. Either you use universal visuals or tweak your branding guidelines for various markets.
  • Make it easy for users to switch between locations or languages. Translating content, such as product descriptions and services allows you to broaden your reach and increase your conversion rate.
  • Optimise for voice search. Most customers run voice searches to locate local businesses. Target long-tail keywords or specific key phrases people speak when doing voice search queries.
  • List your business in local directories, such as Google My Business, TripAdvisor, and Yelp. This helps expand your target audience, improve your online presence, and build trust with your audience, among other benefits.

Why SEO Is Essential for Your Business

As a business owner, you must treat SEO as an integral part of your digital marketing arsenal. A professional website with well-written content pieces isn’t enough to get you on the first page of SERPs. Your site and its elements should also be SEO-optimised to achieve better results.

Here’s why search engine optimisation is worth the investment:

1. It Helps You Reach More People

The most obvious benefit of SEO is searchability or search visibility. By optimising your site for the search engine, your business can double its traffic and reach more customers online.

search engine market share, singapore, SG, statistics

Source: Statcounter GlobalStats

Google owns a large portion of the overall search market in Singapore. Being the most visited website not just in Singapore but worldwide, working in the search engine giant’s favour helps deliver your web pages to a relevant audience.

2. It Boosts Your Company’s Reputation

SEO connects a link between discoverability and credibility. If your site ranks high on the SERPs, the search engines automatically mark your site as a credible resource. In short, the more authoritative your website is, the more customers you can earn from organic search.

However, there’s no shortcut to building trust and credibility. It requires optimisation efforts and will take a few months to achieve your desired results. A few things that can improve your site’s authority include:

  • Build valuable links from authoritative sites
  • Promote your content on your social media profiles
  • Make sure your site provides a great user experience
  • Leverage other on-page, off-page & technical SEO techniques

3. It Lets You Understand Your Customers

Understanding your customers and their needs is the key to a successful business. Thanks to SEO analytics, it’s easier to market your products or services and tailor your content to a specific group of people.

One of the most popular analytics tools is Google Analytics (GA). This platform provides site-specific metrics that can help you gain insights into the user experience across your website.

Under GA’s Audience section, you can explore data about your site visitors, including their demographics, interests, geographic information, behaviour, technology, and mobile.

Here are the things covered in each report:

Audience Section, Google Analytics Demographics – shows the age and gender of users.

Interests – gives a breakdown of users’ interests.

Geo – provides details on your audience languages and locations.

Behaviour – shows the number of new and returning users, frequency and recency of sessions, and session duration.

Technology – reports on users’ browsers and operating system (OS), and network

Mobile – shows the type of device (i.e., desktop, mobile, tablet, etc.) visitors use.

4. It Allows You to Track & Quantify Results

Google Analytics isn’t limited to understanding your customers; it also lets you delve deeper into the performance of your web pages.

In the Acquisition section, you can get a visual picture of where your traffic comes from—whether through organic search, direct, referral, and social. The report will also show the number of users, sessions, bounce rate, and conversions.

GA’s Behaviour report, on the other hand, provides data on your visitor’s actions. It tells you what page users visit, what path visitors take, how long they stay on a page, and the other actions they take on specific pages, among other things.

Not only that, but you can also gauge the individual performance of your web pages via the Site Content report.

5. It Gives You a Competitive Advantage

With all the capabilities of SEO—from widening your reach to boosting your credibility, understanding your customers, and tracking results, your business can gain a competitive advantage.

The data you collect from knowing your customer base, for example, allows you to provide a better user experience. You can also use the quantifiable results to improve your SEO strategy and tailor your content according to your visitors’ behaviours and needs.

Moreover, having an optimised website brings you quality traffic and improves user engagement rates. You’re more likely to match searchers’ intent, gain qualified leads, and convert those leads into sales.

When Should You Seek SEO Help?

Competition in the digital world is fierce. While you can learn search engine optimisation yourself, SEO experts still know the best practices.

There are many signs—some you know, and some that you ignore—that prove hiring an SEO agency is a worthy decision. If you’re experiencing any of them, it’s about time to seek SEO help.

1. Your Website Isn’t Getting Much Traffic.

Organic website traffic is an essential ranking factor. It’s impossible to position your site on the web if it has little-to-no search traffic. Low traffic web pages have a slim chance of ranking high in the search engines.

2. Your Website Doesn’t Appear in the SERPs.

The main purpose of your website is to turn visitors into prospects. However, how can you drive traffic to your site if it doesn’t appear on the search engine results pages? Your business should be more discoverable—and 2Stallions can help you achieve just that.

3. Your Website Isn’t Mobile Responsive.

A website that doesn’t adjust on small screens is one of the many SEO red flags. Around 53% per cent of all web traffic came through mobile phones. You’re losing a large proportion of traffic if you don’t make your site mobile responsive.

4. Your Website Has Technical Issues.

Technical issues, such as duplicate content, low page speed, or poor crawlability, negatively impacts your website’s searchability. 2Stallions can help fix these technical SEO issues and get you on the first page of search results.

5. Your Website Has Poor User Experience.

Providing a rich user experience improves your organic search performance. If your site falls short on UX factors, including navigation, functionality, visual design, and overall usability, all your campaigns are only doomed to fail. 

How to Select the Best SEO Partner

Choosing a good SEO company takes time and research. You must take several things into account to ensure your business is in the right hands.

Here are a few tips for hiring an SEO agency:

1. Know Who You Will Be Working With

When entering a business relationship, you must know who you will be working with. Evaluate the firm’s reputation and assess whether its goals match yours.

If possible, meet the agency face-to-face or virtually. Prepare a list of questions for your meet-and-greet. Examples of the question you may ask are:

  • What will our partnership look like?
  • How often will we be having meetings?
  • What specific metrics define “success” for you?
  • Do you have relevant experience in our industry?
  • Do you currently work with our competitors?
  • How long has your company been around?
  • How much do your SEO services cost?
  • Who will lead the project, and how much experience do they have?

Asking these questions stimulates discussion. Not only does it help you learn about your prospective agency, it also aids in deciding if it’s the right fit.

2. Examine their SEO Knowledge & Processes

A little background check isn’t enough to ensure you’re investing your money with a reliable SEO services provider. You should also dive deeper into the company’s knowledge and processes.

When you meet with your prospective agency, it also helps to ask questions that can justify their experience in the field. Here’s a list of questions that will help give a clearer picture of how skilled an SEO agency is:

  • What types of SEO strategies do you implement for your clients?
  • How will you adapt the strategy to our niche?
  • What monthly deliverables can I expect from your team?
  • How do you conduct keyword research?
  • What tools do you use?
  • How do you measure campaign results and report on them?
  • What are the most significant metrics you track?
  • How long will it take to see results?

3. Measure the Agency’s Performance & Results

The last step to choosing an SEO partner is looking at their past performance and established relationships. Request a copy of their previous works or case studies to evaluate their firm, and ask about their achievements, like industry awards.

Aside from knowing the agency’s expertise from them directly, it also helps to ask past or current clients about the relationship they have with the agency. You could also ask some questions to learn about their relevant experience:

  • How fast does the agency return emails or calls?
  • Did you receive a dedicated point-of-contact?
  • Did the firm help your business drive meaningful results?
  • How much time did you set aside to review reports and strategy decisions?

Key Takeaways

Are you serious about driving traffic and making your website more search-engine friendly? If so, begin with the basics.

While hiring an SEO agency can better help potential clients to find you online, you also play an integral part in the process. Equip yourself with working SEO knowledge. From then, you can pick the right SEO services provider for your business.

As a full-service digital marketing agency, 2Stallions helps brands maximise their online presence. We offer a suite of services designed to support every company’s digital endeavours.

Get to know more about our award-winning team and services here.

We are very proud to announce that our Head of Content, Olwen van Dijk-Hildebrand, was awarded as one of the Content Moguls 50 for 2021.

Content Moguls 50, or CM50 for short, is the largest recognition platform in JAPAC region that awards and facilitates leading content practitioners throughout the region. Facilitated by the Content Marketing Summit Asia (CMS) and supported by the Asia Content Marketing Association (ACMA), this year, like 2020, CM 50 went online and hosted virtual award-giving ceremonies to continue their tradition of honouring content leaders in the region for their hard work and dedication to their field.

“To be awarded an honour like this is a big deal, particularly in the Content Marketing world,” Olwen stated on LinkedIn, “it’s really gratifying and empowering to know that the work I’ve done with 2Stallions Digital Marketing Agency on initiatives like our Marketing Expert Series is really making waves, and is appreciated for the impact it has.”

The work Olwen has done for 2Stallions so far has already helped increase our lead generation by more than 200%, and we are very happy to celebrate Olwen’s well-deserved win with her and her fellow ‘Content Mogul Champions’.

As can be imagined, this award is an inspiration for the entire team, and, we hope, for our clients as well.

If you’re out there, wondering how you can drive sales and increase your lead generation, perhaps it’s time to look at improving your own content marketing. If so, get in touch today, we’re happy – and clearly equipped! – to help.

 

 

Is your business barely getting leads from your email marketing efforts? If yes, that’s one sign that you need to optimise your email marketing strategy.

Getting through your potential and existing customers’ email inboxes doesn’t always guarantee results. Not all of your email recipients will open your emails. Some of them might leave them unread for days, weeks, or months.

So how do you triumph over email marketing challenges? We have one word for that—tactic. The good news is that there’s not just one but five tactics (5Ts) that can guide you towards email marketing success: target, tease, teach, test and track. 

5 Ts to Improve Your Email Marketing Campaigns


target
tease
teach
test
track

1. Target

In every marketing strategy, you must create campaigns or content that resonate with your target audience. You must offer personalised experiences whilst anticipating what they need and want at the moment.

The same thing applies to email marketing. The more personalised content you provide to your readers, the more chance to engage them and convince them in taking action.

Netflix, for example, is one of the companies that capitalise on the power of personalisation. Some of its notable personalised email marketing campaigns include “[Name], we just added a TV show you might like,” and “What’s playing next, [Name]?”

Squid Game, Personalised Subject Lines, Email Marketing, Optimised Email Marketing Strategy, 2StallionsBy tracking the user’s activity, the streaming entertainment service giant gets to know the interests and preferences of their subscribers. The collected data helps Netflix craft emails with show recommendations or upcoming movies that match users’ cinematic tastes.

This tactic is something that email marketers could borrow and practice. Tailor your campaigns according to your prospect and current customer’s wants and needs to encourage engagement and re-engagement, respectively.

2. Tease

Teaser marketing campaigns are one of the most effective ways to build anticipation and trigger curiosity. They give the audience a sense of exclusivity as if brands share a special secret with them.

Guess what? You could also embrace the concept of teasing to optimise your email marketing strategy. But before you do, be sure to tease your target audience appropriately. 

Here are a few tips to employ this tactic in your email campaigns:

  1. Write catchy, relevant subject lines. Since subject lines are the first thing people see when opening their emails, make them as engaging as possible. Avoid the click-bait route and tease your email content accordingly.

    Also, long subject lines usually get chopped off, so keep it short and sweet. While the length is crucial, you should also consider adding words that reveal what’s inside your email content, like:

    • “First look at your new fashion piece!”
    • “Our makeup MEGA sale is back!”
    • “Here’s our birthday treat for YOU!”
    • “FREE SHIPPING for a limited time only!”
  2. Know when to send your email(s). Teasing can be harmless fun, or it can be hurtful — it’s the same in email marketing. Your email teasers might trip up your efforts, especially when not sent at the ideal time. Timing plays a pivotal role in the success of your email marketing campaigns. If you don’t get the timing right, you’re doomed. Here’s when you should send out your email campaigns:
    • New product release – two to four months before the product launch. Reveal details one at a time to instil excitement. 
    • Special event – two weeks to one month before the event. 
    • Upcoming sale – days or weeks before special sales (i.e., Christmas Sale, Black Friday, Cyber Monday, etc.)
  3. Use compelling visual elements. Like subject lines, email campaigns with an eye-catching design promotes engagement. Play with colours and make the email copy visually appealing to boost your email engagement and conversion rates.

3. Teach

Most email marketing campaigns don’t generate results because they lack an essential element: the takeaway. Campaigns should always touch the recipient’s questions like “What’s in it for me?” or “Can this product/service solve any of my problems?”

If your campaign fails in this category, it’s about time to optimise your email marketing strategy. Begin working on fulfilling your target customer’s needs by leaving them with helpful information.

So how can you incorporate the teaching tactic into your email content? Here are a few tested ways to do it.

  • Avoid hard selling. Approach your email recipients with education insights, rather than pushing them to buy your product or service.  
  • Provide solutions to problems. The idea is to present the benefits of making a purchase and not to enumerate the product’s features.
  • Offer informative content. Writing valuable content pieces that follow a trend or recipients can use in the future. Suppose you run an e-commerce fashion store. You may send a newsletter on how to dress like Lily Collins in ‘Emily in Paris’ Netflix show. 

4. Test

Any email marketing strategy can never be proven effective unless tested. This is why you should test your emails to determine the best way to connect with your email recipients.

There are several email testing methods—and A/B testing is one. As the name implies, it works by sending two variations (A and B) of your email to two sets of subscribers.

Once the test has concluded, you will find which variation of the campaign garnered the best results. 

Let’s take a look at the example HubSpot Academy cited in its “Testing Your Marketing Emails” lesson.

HubSpot, Email Testing, Testing Emails, Version A, Version B, A/B Testing

Source: HubSpot Academy

AdairHomes used A/B testing to optimise their email subject lines. The results show that version A, the more descriptive subject line has higher email open rates than the shorter subject line.

Running email tests like this lets you understand how your prospects or customers want to receive the information. Not only does it enable you to maximise open rates and click-throughs (CTRs), but it also helps you establish customer trust.

5. Track

Like testing, tracking your email campaigns also contributes to email marketing success. Constant tracking enables you to take the next necessary actions based on the collected customer data.

You could gauge the effectiveness of your emails using email marketing tools, such as Google Analytics (GA), MailChimp, and Bloom. If you’re already using Google Analytics in tracking website performance, might as well use the tool in tracking your campaigns too. 

Follow the steps below to start tracking your email open rates and clicks using GA:

  1. Log in to your Google Analytics account. If you don’t have an account yet, click here to create your account with ease.
  2. Create a trackable URL. Google Analytics works with JavaScript code to track the user’s actions. For example, a recipient clicks the marked link in your email content. Google Analytics records the actions taken (i.e., clicks, downloads, video plays, etc.). Here’s how to make a trackable URL:
    • Go to Google’s Campaign URL Builder or any free link-building tool to build your custom URL.
    • Enter your website URL.
    • Enter your campaign source.
    • Input your campaign medium.
    • Add your campaign name.
    • Copy the URL.
    • Add the URL to your emails.
  3. Start monitoring your email campaign results in your Google Analytics account by doing the following steps:
    • Open your GA account, then select Acquisitions. 
    • Click Traffic, then go to Source/Medium.

Email campaign tracking isn’t something you can set aside, especially if you want to optimise your email marketing strategy. So, take a good look at everything to keep your target audience at the core of all your efforts.

Summing It Up

Email is far from dead, so is email marketing. You may be struggling now to generate results thru email, but that doesn’t mean that the marketing tool is no longer valuable.

The solution to your problem is pretty easy—take your email marketing efforts up a notch. Incorporate the five Ts (target, tease, teach, test, and track) into your strategy to achieve your desired goals.

If you need expert help, 2Stallions would gladly take the challenge. We will help you reach out to and grow your community of fans and customers through email marketing. 

Learn more about our complete line of digital marketing services here

Did you know that artificial intelligence (AI) isn’t limited to the healthcare, manufacturing, entertainment and gaming industries? You can also integrate AI in email marketing to drive your business forward.  

More and more marketers are utilising AI technology to reshape their email marketing strategies. Email plays a crucial part in business communication, so it’s not a surprise that almost everyone is jumping on the bandwagon.

If you’re not confident about AI’s ability to hit the gas pedal on your email marketing efforts, let these statistics do the talking:

AI in email marketing, icons, dollar sign, AI integration statistics, AI

Still not convinced? Here are four ways AI can optimise your email marketing campaigns.

First, What Exactly Is Artificial Intelligence? 

In its simplest form, artificial intelligence leverages computer systems to mimic the problem-solving and decision-making capabilities of the human brain. It delves into the rational thinking and acting approach, where conclusions are drawn based on symbolic logic.

Here are the major branches of AI:

AI in email marketing, branches of AI, hand, 1, 2, 3, 4, 5, 6

AI systems have numerous real-world applications. The most common applications include speech recognition, customer service, computer vision, recommendation engines, and automated stock trading.

4 Ways to Use AI in Email Marketing

AI in email marketing, icons, 1, 2, 3, 4, lady thinking, lady with hands on chin, lady face, lady hands

1. Create Personalised Email Campaigns

Like social media, the email also offers a wealth of benefits. This digital marketing channel allows you to establish brand awareness, promote your products or services to a specific audience, and drive traffic to your blog without worrying about the character limits.

On top of these, sending emails can also help build and nurture relationships with your current and potential customers—specifically millennials.

According to Adestra, younger consumers prefer email as a primary medium for communicating with brands. The report showed that 73% of the millennial generation find email ubiquitous despite the explosion of newish digital channels.

So if your customer base is comprised of teens and young adults, use email marketing campaigns to engage them more and make them repeat customers. Here’s the good news: artificial intelligence can help you do just that.

Using AI in email marketing allows you to create messages based on your customer demographics or interests. AI technology predicts customer behaviour by segmenting customers into groups and analysing data from previous brand interactions.

The predictive analytics of artificial intelligence enables you to customise your email campaigns. For example, you can suggest recommended products or mail specific content that meets the customer behaviours, expectations, and wishes.

2. Write Catchy, Relevant Subject Lines

Did you know that emails with personalised subject lines have higher open and click-through rates than those without? The reason behind this is simple—subject lines that give a sense of exclusivity make people more valued.

Human beings are hardwired for connections. We are naturally inclined to engage with information that we find appealing and relevant. To back this claim, Dr. Rachna Jain, a psychologist, mentioned the concept of selective attention in a Social Media Examiner article.

“Most commonly, reticular activating system (RAS) is associated with the concept of selective attention, which means that we naturally orient to information or ideas that we are invested in.”

Since people cling to personalised experiences, work on writing better email subject lines. Note that subject lines are the first thing that recipients recognise, so make them more relevant and appealing to boost engagement.

Below are three ways to make your subject lines more interesting:

  1. Use your customer’s data. Aside from sending an email with a subject line that mentions your readers’ first names, it also makes sense to mention their interests briefly.
  2. Check their transactions history. Offer a relevant product that your customers previously bought. This technique never fails in converting them into returning paying customers.
  3. Use FOMO to trigger urgency. “Our SALE is ending soon,” “Your subscription is expiring,” “Few items left,” “Last chance for 50% off”. Subject lines like these use fear of missing out (FOMO), which triggers urgency and scarcity.

Oh, did we mention that artificial intelligence can aid in writing better email subject lines? AI-powered tools, such as Phrasee, write and test email subject lines by analysing email data.

But if you don’t want to use AI technology in generating optimised subject lines, you can use it to gain insights about your customers. That way, you can create the best subject lines based on data.

3. Predict the Best Time to Send Emails

In email marketing, timing is a paramount concern. Your campaigns must get to your customers’ inboxes at the time where they’re likely to open them. Otherwise, your business will fall short of securing leads or purchases.

So, when’s the best day to send an email? Studies have found that discovered clicks and pen rates were highest on Mondays, Tuesdays, and Wednesdays. Another research also uncovered the ideal time to send an email campaign on a given day—10 a.m. and between 3:00 p.m. and 4:00 p.m.

These times make a lot of sense because of two reasons. First, people prepare to work or start working at 10 in the morning. Second, others are about to end their workday around 3 or 4 o’clock in the afternoon. This means they have some time to spare to check their email inboxes.

However, that’s not always the case because not everyone has the same 24 hours. Let’s take work-at-home mothers (WAHMs) as an example.

Many of WAHMs juggle work and household chores at the same time. Most of the time, they get to check their personal emails in their spare time, either during the evenings or weekends.

So does sending an email on a Tuesday at 10 a.m. make sense for them? Probably not.

If you tap into artificial intelligence, you will not have to worry about uncovering the perfect time and day to send an email to your target audience. AI technology takes the guesswork out and suggests the best times to send emails based on your subscribers’ data.

For example, AI found that most of your subscribers open emails at the start of the day. The extracted data allows you to fine-tune the schedule of sending out your emails. Now, isn’t that amazing?

4. Automate Repetitive Email Responses

The use of AI in email marketing is truly encompassing. With the technology’s ability to collect data and define patterns based on data collected, marketers can use all the information to improve their overall email marketing performance.

But if you think artificial intelligence only helps with analysing customers’ behaviours, you’re mistaken. It can also automate your mailbox and answer your customer inbound emails as quickly as possible.

This automatic email response function saves your marketing or customer support team a hefty amount of time, helping them focus more on other work that matters.

So how does AI technology write automated emails? Advanced AI tools use a generative pre-trained transformer or GPT-3, OpenAI’s newest language model. This model is pre-trained on several unlabelled texts and for a variety of different language tasks.

If that’s too technical to understand, here’s a demo from OthersideAI, a budding company that uses GPT-3 to shorthand notes into written emails.

An email composed by OthersideAI

In this demo, Matt Shumer, a cofounder of OthersideAI, typed short lines in response to a mock email asking what features coders should build next. It turns those or notes into a complete email like the one above.

What’s also great about this GPT-3 powered AI technology is that you can generate a new email over and over again. If you don’t like the first two suggestions, simply click the ‘generate’ button, and you will get a tweaked text.

Wrap-Up: Use AI in Your Email Marketing Campaigns

Integrating AI in email marketing can benefit your company in the long run; it can promise increased leads, engagement and conversions.

The next time you map out your email marketing strategy, consider tapping into artificial intelligence. Use the AI technology to your advantage to study your customers’ interests, figure out the best time to send emails, and tailor the experience for them.

If you don’t know how to get started, 2Stallions has you covered! We offer email marketing and marketing automation services to help you get data-driven decisions, nurture leads, and drive sales quicker.

Contact a 2Stallions representative to learn more.

Search engine optimisation (SEO), content marketing (CM), and social media marketing (SMM) might be different in concepts, but they share a common goal—increase organic traffic to your website.

SEO works better when paired with the two. Your content pieces will attract more eyes when optimised for the search engines and shared on social media. And, you’re likely to improve your social media reach using the right content and set of keywords.

In short, integrating these three techniques enables a digital marketing flywheel that lets you enjoy the best of both worlds and increases your chances of doubling your search traffic.

Understanding the Three Techniques—SEO, CM, & SMM

SEO, Content Marketing, Social Media Marketing, thumbs up icon, desktop, keyboard, graph, red arrow pointing up,

Search engine optimisation, or SEO for short, focuses on boosting your website presence. It’s all about optimising your site to improve its visibility and rank higher in the search results pages.

Content marketing is the process of creating and sharing content (i.e., videos, blogs, infographics, social media posts, etc.). This discipline relies on SEO to increase brand awareness and consequently—generate visits and drive website traffic.

Social media marketing refers to the use of social media platforms for promoting a business, product or service. Sharing engaging and SEO-optimised content helps increase your brand exposure and boost social media traffic.

Read on to find out how you can increase organic traffic to your website using these three techniques.

Tips for Boosting Organic Website Traffic

Increase organic traffic to your website, desktop, desk planter, keyboard, mouse

1. Optimise for the Search Engines (and Readers)

Ranking on search engines like Google is the primary purpose of search engine optimisation. Broadly speaking, there are three core pillars of SEO: technical SEO, on-page optimisation and off-page optimisation.

Here’s how these optimisation techniques differ:

Three core pillars of SEO, on-page SEO, off-page SEO, technical SEO

Technical SEO – refers to the process of meeting the technical elements of modern search engines. It involves strategies, including crawling, JavaScript indexing, rendering, linking, and more.

On-page SEO – is the practice of optimising elements (i.e., meta description, headlines, title tags, content, etc.) ON your website to earn more relevant traffic from search engines. All these on-site elements should include targeted keywords to help your website rank higher.

Off-page SEO – refers to optimisation techniques done outside your website. Inbound links, social shares, domain age, citations, and reviews are a few of the off-site ranking factors that help improve your search rankings.

While SEO is about befriending the search engines, it’s also crucial that you optimise your website for your readers. So how do you do it? Simple—develop a keyword strategy. You may use long-tail keywords that will identify your website as a destination for a particular topic.

This blog post, for example, is intended for those who want to get more traffic to their website. Using the keyword increase organic traffic would be effective because there’s less competition for the term and people search for it.

2. Create Content Pieces for Your Buyer Personas

Optimising for the search engines is useless if you’re not driving profitable customer or client actions. This is where content marketing comes into action; it connects with your readers and influences them in making purchasing decisions.

To ensure you entice them until the decision stage, create content pieces that fit your buyer personas—fictional yet realistic representations of your target customers. If you haven’t created your audience personas, here are a few tips that may help you in designing them:

  • Check your existing customers and social audience. Gather information, such as age, location, language, spending power and patterns, interests, challenges, and more.
  • Learn why they love your products or services. Tapping on social media listening is one way to find out customer experiences.
  • Identify customer goals. Are they only researching, looking for reviews, or are they ready to buy?

Once you have buyer personas in place, you can deliver content that will be most relevant and valuable to your audience. The easiest way to use your audience personas is to cater your content to them.

Below are the three stages of the buyer’s journey along with their ideal content types:

Awareness stage – where personas are experiencing that need to be fixed. Blog posts, social media posts, and explainer videos are ideal pieces of content targeting this stage.

Consideration stage – where personas are considering solutions to their pain points. The best content pieces to offer for this stage are product comparison guides, case studies, and free samples.

Decision stage – where personas have decided on their solution or turned into buyers. Examples of ideal content formats for the decision stage are product descriptions, free trials and demos, reviews and customer testimonials.

3. Promote & Optimise Your Social Media Profiles

Did you know that an optimised social media profile has high chances of driving organic website traffic? Social media optimisation follows the concept of SEO, where relevant keywords are included in bio sections to make the profiles searchable.

When writing a social media description, be sure to make it keyword-rich. Add relevant keywords naturally, so your target audience can find you in the search. Doing this not only increases your discoverability, but also helps increase organic traffic to your website.

Aside from creating keyword-rich descriptions, you can also boost your organic social media reach by doing the following:

  • Upload a high-quality picture. Your profile picture puts a face to your name, so it must reflect your brand. It should also be recognisable; avoid using an image that has nothing to do with your business.
  • Add links to your website. Take advantage of social media’s ability to build brand awareness. Include links in your bio section to lead target customers directly to your website.
  • Use hashtags sparingly. Hashtags are like keywords that categorise the content. Consider adding relevant hashtags to promote your business and boost your visibility.

4. Update Old Web Content & Blog Posts

Here’s another link between SEO and content marketing: when you update your old web content or blog posts, you get Google to crawl your site more frequently. It’s like technical SEO, where search engine spiders crawl your website, but without coding—just upgrading.

Having fresh content is critical for your website because Google favours frequently updated content. If you frequently update your website or articles, Google finds it easier to search for your web pages and add them to the index.

Frequent updates can help you have a better chance of ranking on the search engines. While a higher post frequency doesn’t necessarily increase your overall website rankings, it can increase organic traffic to your website.

Here are some of the best practices for content updates:

  • The key is quality, not more content. If your blogs are only 300-word long, bumping up the wordcount is a good idea. However, adding paragraphs just for the sake of updating can’t guarantee you good results. It’s necessary to keep your content standards high and write around what your readers want.
  • Incorporate valuable, targeted keywords. Keywords are a vital part of SEO. Optimise your content for a more relevant keyword. Targeting new keywords can expand your search visibility and help you bring more traffic.
  • Add new or update old links. Like keywords, internal and external links also play important SEO roles. Interlinking your web pages and linking your blog posts to your website can positively affect your SEO. Revisit your website and blog posts, then do the following:
  1. Find and fix 404. If one of your blog posts is linked to a 404 page, update the link and add a significant link.
  2. Spot outdated references. Blogs typically mention references, such as studies, research, and statistics. External links can build your website authority, so check whether they’re working and update them to more recent findings.

5. Create Meaningful & Evergreen Content

Creating evergreen content doesn’t only increase organic traffic to your website, but it also keeps driving regular traffic to your web pages for as long as you want it. The reason behind this is simple—such content doesn’t go out of date.

Not only does evergreen content stay fresh for readers, but it also remains popular in search engines. Google will find your content relevant, allowing you to become more visible and rank higher in search results pages.

To help you strengthen your evergreen content marketing strategy, we listed some actionable tips that will help you do just that.

  • Choose evergreen topics. Keyword tools like Ahrefs can help you look for popular, consistently searched topics. Use such tools to see what keywords have positive trends and build your content around these keywords.
  • When writing blogs around evergreen topics, avoid using terms with a short lifespan, such as this month, last year, yesterday, and more. If you’re thinking about writing for a relevant year, for example, ‘content marketing best practices in 2021’, update the content every year or ensure the content will remain valid over time.

  • Update content when necessary. As discussed in the previous point, Google recognises web pages with fresh content. You should refresh your content as often as necessary to ensure it’s evergreen and increase its chances of driving traffic or attracting leads and shares.
  • Build high-quality backlinks. The good thing about evergreen content or regularly update content is that it can generate consistent leads, establish a brand reputation, and above all—give higher search engine rankings.
  • To ensure your business reap these benefits, build links to your fresh content, encourage sharing on social media, and consider doing guest posting.

6. Get the Most Out of Social Media Targeting

Social media also holds power in your search rankings. Facebook, Twitter, Instagram, and other social media platforms can help you reach thousands of customers, which means you get more chances of increasing organic social media reach.

However, publishing content on social media isn’t enough to improve your SEO results. You should also consider capitalising on social media’s ability to reach specific audience types. By choosing who sees your content, targeting ideal audiences and engaging with them becomes easier.

Facebook, specifically, allows you to target any of your posts to a certain demographic. These general demographics include gender, age, relationship, educational status, location, interests, and language.

Suppose you own run a women’s fashion store in Singapore. You could target your posts to female shoppers who live in or near Singapore and are around 20-40 years of age. Here’s how you can start setting up Facebook targeting:

  1. Click Settings at the top of your page.
  2. From General, check off the box next to Audience Optimisation for Posts.

Follow the steps below to limit your post’s audience.

  1. Click the targeting icon before publishing your post.
  2. Tick Restricted Audience at the top, then select the age and locations of the audience you want to see your post.
  3. Click Save.

To target a specific audience in your newsfeed, use News Feed Targeting.

  1. Click the targeting icon before publishing your post.
  2. In the News Feed Targeting section, enter the criteria of the people you’d like to reach in News Feed.
  3. Click Save.

Also, you could specify when to stop showing your post organically in the news feed—this is called post end date.

SEO, Content & Social Media: Stronger Together

Search engine optimisation, content marketing, and social media marketing are equally essential in helping you increase organic traffic to your website.

One doesn’t outsmart the other as all concepts can raise awareness of your brand, build an audience, and ultimately—convert prospects to customers. Instead of treating them as separate, different practices, why not integrate your SEO into your content and social media marketing strategy, or vice versa?

If you’re up for this idea, 2Stallions would gladly help you get started. Our team of industry experts will draw your target audience to your website through on-page and off-page SEO, engaging content and by improving your social media presence.

Learn more about our complete line of digital marketing services here.

Some businesses invest in mobile-friendly web design for the sake of following the trend. The truth is, it shouldn’t be done that way. Mobile responsiveness isn’t just a fad that everyone should jump on, but a need that demands attention, especially in the digital space.

It was long ago when personal computers (PCs) are the only medium used for browsing the web and connecting with people online. Today, people carry PC-like technology (a.k.a. smartphones) with them practically all the time.

These facts imply that the future is mobile and that creating a mobile responsive website is a must. Not quite convinced about the significance of building a site for mobile devices? Carry on reading.

What Does Mobile-Friendly Mean?

Websites with a mobile-friendly design are easily viewed on smaller screens like smartphones and tablets. The web contents (i.e., images, texts, videos, etc.) adjust themselves to fit within the screen to deliver a satisfying user experience.

A non-mobile-friendly website, on the other hand, doesn’t adapt its layout and usability to the device. It requires zooming and scrolling to find and read information, not to mention that the text appears too small and difficult to read, and the images look pixelated and tend to load slowly.

Here’s how a web design should look like from a mobile perspective:

x, check, lorem ipsum dolor, mobile phone, smartphone, mobile-friendly website, hands, hands holding phone

On the left, the mobile browser retains the desktop version of the website. The one on the right matches the device width, making the content readable.

Why Make Your Website Mobile-Friendly?

1. Google Recognises Mobile Responsive Sites

For several years, Google has rolled out handy algorithm updates designed to improve the quality and relevance of Google’s search results. A relevant example of such an update is Mobilegeddon.

Mobilegeddon is the name for Google’s search ranking algorithm designed to boost mobile-friendly pages in Google’s mobile search results. Released in 2015, this algorithm remains a relevant ranking factor in present times.

This update was created to respond to consumer behaviour, which was trending in the direction of mobile. Google wanted searchers to easily find high-quality and relevant pages that show readable content without requiring horizontal scrolling.

If the search engine giant recognised the importance of mobile responsiveness, you should too. Your website may provide you with search engine optimisation (SEO) gains, so you should start making mobile-friendly web design a priority.

2. Smartphone Ownership is Rapidly Increasing

Mobile technology is taking over the world. According to GSMA Intelligence, around 5 billion people own and use mobile devices worldwide, which is 67.03% of the world’s population.

However, the growth in smartphone ownership to date vary across nations. The Pew Research Centre reported that countries with advanced economies have higher smartphone ownership than countries with emerging economies.

The survey also showed that younger people in the countries surveyed are more likely to have smartphones, access the Internet, and use social media. And, majority of the people who own a smartphone in advanced economies are under the age of 35. Not only does smartphone ownership is increasing, but mobile internet usage is also growing steadily. As of April 2021, 56% of all web traffic are coming from mobile phones. This figure had increased over ten-fold from April 2011, having only 5.21% of web traffic on mobile.

graph, social media notification, icon - 3D Illustration

The figures say it all—almost everyone in the world use mobile phones. People might be using their devices differently, but another truth lies therein—browsing the web would always be one of those reasons.

To ensure everyone who drops by at your website becomes a customer, make sure your site has a mobile-friendly web design. A website that looks great and functions well on mobile can encourage people to stay and entice them to make a purchase.

3. Mobile Responsiveness Enhances User Experience

User experience (UX) is a critical factor in all business industries. If a business doesn’t fulfil the prospect or customer’s needs and goals, it leads to one thing—lost sales.

In e-commerce, poor usability is the culprit behind cart abandonment (people don’t complete their purchase). Bad UX is basically like a box of burned chocolate cookies. No matter how people like the treats, they wouldn’t finish eating them because of the burned taste.

The same thing applies to the world of the web. People who aren’t satisfied with the experience they get while browsing your website are likely to tune away from the first few minutes of their visit.

Suppose your site has jumbled texts and unaligned images all over the place and requires users to scroll through endless pages to find the information they need. You’re not helping them choose. You’re putting obstacles between you and your prospects.

Don’t let non-mobile responsiveness steal fantastic business opportunities away. Invest in a mobile-friendly web design. After all, your website is a crucial platform that influences your credibility, consumer behaviour, and many other things.

Time to Make Your Site Mobile-Friendly

People use mobile devices to communicate with their friends online, check emails, and do online searches, among other things. These many uses of smartphones and tablets suggest the need for mobile responsive sites.

If you’re ready to make your site mobile-friendly, 2Stallions is the company to call. We create responsive, mobile-friendly designs focused on helping your users find information quickly and take actions.

Learn more about our website, app, and e-commerce design service here.

Welcome back to another edition of #2STeamStories, a monthly serial that lets you get to know more about the 2Stallions Family and what they do. From internships, UI/UX design, to content marketing, #2STeamStories aims to help everyone get a better picture about life at an agency. We also hope to provide insights into each speciality and encourage aspiring marketers to join this dynamic and exciting industry.

In this edition, we dive into the world of our Head of Content, Olwen van Dijk-Hildebrand.  True to the long-form that is her specialty, Olwen shares her journey into the marketing world, coming into it unexpectedly. Join us as she takes us through her career history and her arrival at 2Stallions and learn what it takes to generate content that connects and inspires individuals.

Hi Olwen! Tell us a bit about yourself. 

Hi, everyone, I’m Olwen. I’m Dutch-Indonesian born, but I’ve spent the majority of my life living all over the world. My father worked at the UN, and as a result I spent my childhood travelling from country to country with the rest of my family – parents and a younger brother. I spent the first 5 years of my life in Yemen, and have fleeting but fond memories of the place; after that we lived in London for a year, and Africa for eight years following that – first in Ivory Coast and then in Mozambique. I finished high school in Fiji, and finally went on to university in Australia, where I finished my tertiary education and met my husband. After close to a decade in Australia, we made the move to Malaysia where my parents had retired.

Can you share your marketing journey with us? How did you first start marketing? How did you find your way to working at 2Stallions?

I stumbled into marketing more out of necessity than choice. In 2012, my husband and I bought a small cafe in the Dandenong Hills in Melbourne. We ran the cafe for three years and during that time, I managed our Facebook page, and thus my introduction to marketing. I didn’t think about it that way, of course; at the time I was simply trying to drum up business and raise what I would now call brand awareness.  

In 2015, we sold the cafe having earned a wealth of experience in the culinary and barista arts and customer service, and moved to Malaysia. It was a big move, and neither my husband nor I knew exactly what we were going to do when we got here, but we wanted a change and so we made a change. 

I applied for jobs and eventually found my way into a marketing executive position in Kuala Lumpur at AQ Services International, a mystery shopping company. I was with them for five years, really until the pandemic kicked in. When I left I’d gone from executive, lone wolf marketer to the senior communications manager with a team of six. I was really quite proud of the work we’d accomplished and it was a shame to have to leave it, but circumstances being what they were there wasn’t much choice. 

Luckily for me, I’d worked with 2Stallions since 2016 – AQ Services had been a client for several years – and Daniel Heerkens reached out to me in mid-2020 to offer me a job. 

Can you share with us a little about what’s expected in your role? 

At 2Stallions, my role as Head of Content is essentially expected to create all the content for internal marketing efforts and to help with client projects where needed. I develop and adapt the content strategy for internal marketing and create the content to go with it. Content marketers generate content and content concepts for all marketing channels, including our company blog and our social media channels. 

What are some of your favourite things about content marketing? 

I have a passion for words. I love what they can do and how much power they have when used in different circumstances. Content marketing is essentially knowing how to use words to inspire emotional reactions – what you see on social media or read in a blog are all driven by that same concept. What I love about content marketing is that it lies at the heart of all marketing – I might be biased, but really without content, digital marketing is an empty vessel. 

What is the most challenging part of your job?

Speaking the right language, whether visual or words, is the trickiest part to get right. Content marketing is about speaking to a target audience, so the hardest part is trying to find the way to do that. You have to reach people in a memorable way, and sometimes the most powerful way to do that is through the right word choice. 

How do you like to spend your time away from work?

When I’m not working, I spend time with my family – that is, my husband and our two cats. We enjoy watching movies or shows together. On the weekends, especially at the moment with the pandemic lockdown, I write, fiction mostly. To destress I play video games – currently, I’m really into the Multiplayer Online Battle Arena (MOBA) game Mobile Legends, but I’m a massive Skyrim fan as well. I also spend a lot of time online, scrolling through social media feeds, constantly looking to learn about current content trends and preferences. If I had to pick a favourite platform, I’d go with LinkedIn, but I enjoy Instagram and TikTok as well. 

Wrapping Up

Connect with Olwen on LinkedIn to learn more about her work as a content marketer.

Get to know our #2StallionsFamily with the #2STeamStories tag.  Discover the works done by our diverse team of digital marketing professionals who’ll bring your ideas to life with impactful designs. If you’re looking for a content marketing expert, don’t hesitate to contact us

Social media listening does more than look at what’s happening on your social networks and pull insights from your social data. It also plays a pivotal role in increasing your return on investment (ROI).

Don’t know how this process does the trick? Carry on reading. We’ve listed three ways social listening maximises your investment returns.

First, What Exactly Is Social Media Listening?

Social media listening involves monitoring and analysis of the social media channels for trends and direct mentions of your brand, products, services, and even competitors.

Unlike social media monitoring, the social listening process doesn’t stop on the monitoring part. It analyses social interactions and conversations to identify general sentiment around your brand, discover opportunities, and take efficient actions. 

3 Ways Social Listening Maximise Your Investment Return

1. Find & Generate New Leads

Did you know that social media sentiment exists? Yes, this attitude, thought, or emotion people have towards a situation, event, online post, or company exists in the social space.

Let’s put it into perspective. Imagine your business launched a new marketing campaign, and it unexpectedly took the Internet by storm. Everyone is talking about it on social media, giving your brand an advantage against your competitors.

Here’s the thing, is the chatter positive or negative? This is where social media sentiment comes to use. It adds context to all the mentions, comments, shares, and reactions around your business.

Sentiment analysis not only tells you how much people are talking about your brand, but it also helps you understand how they feel about your brand, posts, and campaigns. As a result, finding new leads becomes an easy job. You could easily find relevant conversations, identify a group of potential customers that may be interested in your products or services, and build personal relationships with your social fans.

2. Improve Social Media Strategy

Sentiments are indeed an integral part of the social media listening equation. Data doesn’t mean much without context, and relying on numbers alone couldn’t guarantee you to receive a return on investment.

You should look beyond the number of shares and likes and dig deeper into what they’re feeling or thinking. Monitor social sentiment to better understand how your messaging influences your followers.

For instance, your video campaign highlights only the essential features of your product and leaves out the less important ones. To your surprise, some consumers talk about the product features that you didn’t mention and ask further questions about them.

Situations like these illustrate the importance of social listening. Analysing social conversations allows you to gather feedback on your products and services, optimise your campaigns, and improve your social media marketing initiatives.

3. Increase Customer Engagement

Delivering seamless digital customer experiences across social media channels is a critical factor in improving engagement, driving loyalty, and most importantly—increasing business revenue.

If you’re not convinced about how customer experiences can influence revenue growth, let these statistics do the talking:

  • Customer-centric companies are 60% more profitable than companies that don’t focus on customers. – Deloitte and Touche
  • Brands with superior customer experience bring in 5.7 times more revenue than competitors that lag in customer experience. – Forrester
  • 84% of companies that work to improve their customer experience report an increase in their revenue. – Dimension Data

The good news is that social listening can help you create positive digital customer experiences. By analysing your brand mentions and total engagements, you can find better ways to connect with and entice your followers. You could develop fruitful relationships with your social fans, engage with your critics effectively, and produce content that will satisfy your online customer base.

The Takeaway

You can’t improve what you can’t measure and analyse. So to increase your social ROI, you should step up your social media listening efforts.

Social listening takes social media monitoring a step further and assists in lead generation, campaigns optimisation, and customer engagement, among other things.

Have you spent tons of money but failed to get the results you want? Are you looking for more sales and leads?

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