Razy Shah


Loes Vanhouttem made the big move from the Netherlands to join our agency for a six-month internship as a Human Resources and Marketing Intern. Driven by a keen desire to explore a different working culture and to gain experience working at a digital agency, she chose to work here in Singapore. She’s had quite a roller coaster ride in her six months here – moving to Asia, immersing in the Chinese New Year festivities, getting a post featured by LinkedIn Editors and helping the agency navigate the Circuit Breaker period.

With such an interesting journey, I was curious to hear more from her. As we entered Phase 2, I grabbed a chance to sit down with her over a cup of coffee to ask about her internship experience with 2Stallions and her adventures in Singapore.

Let’s dive right into what she has to say about her intern life here at 2stallions.

1. Hi Loes. Tell us more about yourself!

Hoi (Hello in Dutch)

I’m Loes and I am pursuing my Bachelor’s degree in Business, majoring in HR at Zuyd University of Applied Sciences back in the Netherlands. As part of my degree, I have to do an internship, and I took this opportunity to go abroad. I enjoy working with people and assisting them to thrive in their jobs by creating and implementing the right tools. I chose to study HR because I think people can do so much for a company if you have a good foundation (that foundation being HR). 

During my free time, I love to travel. Getting to know different cultures, food and people is something that I enjoy a lot. Travelling to Singapore for this internship was also my first time in Asia! I had researched a little about Singapore online but I had no idea what it would actually be like to live here. Luckily this wasn’t my first time alone in another continent because I moved to Colorado to work as an Au Pair back in 2016-2017

2. What attracted you to 2Stallions?

I started looking for internships in Singapore because I wanted to understand Asian culture better. Up until February, I have never been on this side of the globe, but I have always been intrigued.

Finding a good company was a challenge. But after I was introduced to 2Stallions and had a conversation with Daniël, I knew 2Stallions would be a great fit. I have always preferred to work in a lean team, and 2Stallions amplified what makes such a structure so lovely. The culture is informal and very open. Everyone is friendly and passionate about their jobs. I’ve met so many team members who love to share their knowledge and are never hesitant to help whenever I ask.

What I value the most about this internship is that I could contribute and have ownership of the projects I work on. Together with Pauline (the HR Manager), I was able to implement many tools and even set-up a new HR system. The management is always encouraging and constantly come up with new solutions to improve the way things are done. 

3. How has Circuit Breaker affected your internship?

COVID-19 has had a significant impact on my internship. It highlighted a different side of HR and provided me with new challenges to overcome. Something that I value in this company is how flexible they are. Working from home was implemented quickly, and new ways of communication followed soon after. It included online team calls, sending out weekly internal newsletters and organizing online team activities.

4. What has been your favourite project at 2Stallions?

Organizing online team activities is a responsibility I took on. With everyone working from home, it’s important to stay connected with each other.  I made a pub quiz and a Kahoot game for the team since we couldn’t conduct physical monthly team outings.

We also implemented a new HR system that allows employees to write something about themselves on their profile. I used this information to create questions about all the employees. We had our India, Indonesia, Philippines and Singapore teams join in on one big video call. It was great seeing all the different teams come together and have a great time together.

About halfway through my internship, I wrote about my internship experience on LinkedIn. As one of the few students left of my school to stay abroad during COVID-19, I thought it was a good idea to write a short piece about my experience. A couple of days later I found myself featured by the LinkedIn Editors in their news story “A disrupted rite of passage”. 

5. What would you miss most about 2Stallions and Singapore?

I think my favourite part about 2Stallions is the people that work here. Everyone is so kind and helpful. Even when working from home, everyone puts in the effort to stay in touch.

What I will miss about Singapore is the fantastic weather, beautiful nature and the unbelievable amount of food establishments. Food is a big part of Singapore’s culture and I enjoyed every single part of it! Before Circuit Breaker, my co-workers and I would walk over to Maxwell and they would show me new food every single day.

6. What’s next for you?

After six months at 2Stallions, it’s time for me to return to the Netherlands. I will start my final year of my Bachelor’s program in September and, at the same time, start my (pre) Master’s in ‘Learning and development in Organizations’ at Maastricht University.

The time I spent at 2Stallions has made me realize that I like working for lean teams like SMEs and startups. That’s because there is a sense of comradeship among a smaller team and everyone is always passionate about the job which felt inspiring to me.

The trust that the management has in their employees to come up with new ways to do things, is also something I hope more companies would do. The people that work for 2Stallions are not only ambitious experts, but they are also welcoming and kind to all who walk in.

During my short stint here at 2Stallions, I had a very happy working experience. I’m grateful to my team members for making me feel at home and giving me this opportunity to work with you guys. And a huge thank you to Pauline for being an exceptional mentor during my internship.

Wrapping UP

We’d like to thank Loes for her contributions over the past 6 months. It has been a joy having her around and we will definitely miss her bubbly personality in the office!

If you’re looking for an internship opportunity in the digital marketing space, feel free to drop us an email at Do remember to attach your resume, portfolio and tell us your internship availability period!

In the first part of our content marketing series, we discussed the what and how of content marketing. In this article, we’ll bring you through 5 easy steps to build a personalised content marketing strategy that works for your brand.  

By now, you already know that content marketing is essential to take your business to new heights. 

This method of attracting and nurturing leads has been proven to be one of the most cost-effective and efficient ways of establishing brand awareness, build trust with your target audience and even acquiring new customers.

When planned and executed strategically, content marketing can boost web traffic to your business site, increase social following and establish yourself as an industry leader.

An effective content marketing plan is strategic in both its production and delivery. Without a well-developed execution plan, your content would lose all its meaning. 

The difference between content marketing and having a content strategy

Content marketingContent marketing strategy
Content marketing is all about using relevant and valuable content to attract and retain visitors, eventually turning them into paying customers.Content marketing strategy is an overview plan you have for every piece of content related to your business. In other words,  it is the blueprint that maps out the production and delivery of content for your brand.

If you’re unsure of how you can start your content marketing strategy, look no further. In this guide, we will walk you through 5 simple steps that will help you develop a content marketing strategy that’ll drive results and grow your business.

5 Essential Steps to Help you Develop an Effective Content Marketing Strategy:

Step 1. Set Your Goals Strategically

Step 2. Understand Your Audience

Step 3. Streamline Content Process

Step 4. Distribute Content Effectively

Step 5. Optimize Content for SEO

1.     Set Your Goals Strategically

“Setting goals is the first step in turning the invisible to the visible.” This inspirational quote from Tony Robbins, an American author and public speaker is what you need to remember when you kick-start your content plan.

To know what content pieces work for your brand, you need to first map out an overview of your strategy (setting clear and defined objectives), establish ROI targets and outline a clear direction for your business’ growth.

Here are some goals to help you get started:

  • Increase website traffic
  • Attract new prospects
  • Convert leads to customers
  • Gain influence and authority
  • Increase visibility in search engines

These are measurable and quantifiable goals which will help you measure the effectiveness of your content strategy in the long run.

Using tools such as Google Analytics will help you measure key metrics such as web traffic and top viewed pages. With these data, you’ll know what content works and what doesn’t. This will help you make informed revisions to improve your strategy progressively.

2.   Understand Your Audience

After setting your goals, the next crucial step would be to identify and understand your target audience.

This is important because a customer’s purchase decision is highly dependent on whether they find your content valuable and helpful. Therefore, content marketers have to keep in mind their target audience in order to create content that sells. Otherwise, you might fail at creating content that your customers care about.

If your content resonates well with your customers or you helped them understand what to buy, they’re likely to purchase from you.

Using data to segment your target audience

One way to can create the right content that reaches your customers is by collecting demographic data. Web analytics and social media sites are a reliable source of audience data. They often provide customer insights such as audience demographics, interests, education, income, and so on.

Here’s an example of how you can use Google Analytics to collect audience data to plan topics and create content that suits their interests.

To obtain these sets of data, go to Audience » Interests » Overview. In that page, you will see the market segments of your site visitors. Under overview, take note of the affinity categories (that are grouped by interest) with a greater reach (higher percentage). These are topic categories that most of your audience are interested in and topics that you should be creating.

Google Analytics can help you identify your audiences’ interests

Social networks also offer similar data. For example, you can get demographic information on your Facebook fans via Facebook Page Insights.

Facebook insights allows you to understand the
demographic of your audience such as age and gender

From these data, you can move on to categorise your audience into broader categories and create customer personas. Customer personas are extremely useful to help you identify the needs and wants of your customer. Knowing who your customer is will also will help you craft the right message that speaks to them directly, thus humanizing your marketing communication.

3.     Streamline Content Process

Once you’re done with the first two steps, you may begin planning your content production. This is where you will streamline your content marketing efforts to produce fast and efficient content.

Start your plan by defining the buyer’s journey. In most cases, you can base your strategy around these funnels: top of the funnel, middle of the funnel, and bottom of the funnel.

The first one is the awareness stage, where people seek answers to their questions through research. The middle funnel is known as the evaluation stage, where people conduct extensive research on whether your product or service is a perfect fit for them. Lastly, the bottom funnel or purchase stage is where people figure out what it would take to become your customer.

You should take these funnels into account when creating content. There should be content pieces (i.e. product guides, blogs, social posts, research studies, etc.) specifically designed for each stage of the funnel.

Next, you must plan an editorial calendar. Brainstorm content topics with your team and assign writing and editorial tasks to your key team members.

It’s ideal to keep all your content ideas in a spreadsheet. However, spreadsheets have their downside. They lack automation and commenting functionality. If you want to see everything in place and avoid missing deadlines, you can opt for content calendar tools such as Google Calendar, Kanban Flow, Trello, Contently, and more.

4.     Distribute Content Effectively

Content marketing isn’t only about developing high-quality content for your target audience. It also deals with the process of promoting and distributing your content through different channels.

If you fail to distribute your content effectively, it would be impossible to reach the widest audience possible. You’re also likely to fail your ROI targets such as driving traffic to your website, attracting new prospects and customers, gain authority, and more.

2 Common ways to distribute content.

1. Building an email list.

It’s important to have a mailing list because reaching out to people via email is 40 times more effective at acquiring new customers than Facebook or Twitter.

But how do you build an email list? Here are a few tips on how to encourage visitors to subscribe to your email list:

  • Include CTA buttons on every landing page on your website
  • Add pop-up images or slider on all your landing pages
  • Send out pop-up surveys while visitors are browsing
  • Add email captures at the end of your blog posts
  • Re-engage contacts inactive subscribers

To learn more about creating a mailing list for your business, click here.

Once you created your email list, you may proceed with content distribution. You can create a paid subscription model for premium content, send weekly newsletters and exclusive content (i.e. How-to videos, invitation, etc.), offer exclusive coupons or discounts, and more.

This will help you engage and connect with potential and existing customers at a lower cost (compared to paid ads to boost sales). Due to its greater outreach, conversion rates are also likely to improve.

2. Social media is another powerful platform for distributing content.

Globally, around 3.8 billion people use social networks including Instagram, Twitter, Pinterest, Facebook, and LinkedIn. This means you should establish your presence on at least some of these channels in order to attract a greater pool of customers.

Here are some tips to curate content for your social media accounts:

  • Repurpose and curate your own content
  • Be consistent with your updates
  • Share your blog articles and other content on social media
  • Post engaging visual content such as videos, infographics, slide presentations, and more
  • Create content based on the latest trends or news and share it across your social networks (increasing “shareability”)
  • Create dynamic content or dynamic paid social media ads

5.     Optimise Content for SEO

Content marketing and search engine optimization (SEO) are intertwined. The two might be different in concept but they are an essential combination for content marketing to generate results.

While the former focuses on creating and distributing content for a targeted audience, the latter helps to make your content visible in search engines. This combination is also known as SEO optimised content which will result in 2 main benefits for your business.

First, it will help your site rank higher on Google.

Quality content is what engages your target audience. As more readers pick up your content and shares it with their network, it creates greater engagement and traffic to your site.

With more engagement and clicks on your content, Google recognises your site to be relevant and valuable to users. That is because Google thinks online users are searching and liking your content, therefore prioritizing your page over others. Consequently, Google rewards your page with a higher position in their search results page (SERP).

After building a strong web presence with a higher site ranking, you will start to attract more targeted traffic and increase your customer base.

Over time, your brand can establish a strong brand presence online and become a reputable source of information when users search for content you posted about.

Secondly, SEO-optimised content like landing pages can prompt higher conversions.

SEO optimization is important to decrease loading speed of a page in order to provide a pleasant user experience for your audience.

When your webpages load fast, are easy to navigate, and optimized for desktop and mobile, site visitors may stay for a while and continue browsing for a longer time. In this case, you have a better chance of holding their attention and turning them into paying customers.

Optimizing content for SEO requires both the technical and content writing skills to ensure you enhance the effectiveness of your content for the search engines.

Search engine optimization typically involves the following procedures:

  • Perform keyword research
  • Write content based on keywords
  • Optimize content for main keywords
  • Build backlinks
  • Update links and keywords
  • Analyse rankings and traffic

To bring in more traffic to your website and achieve better results, hire a competent SEO specialist or SEO agency. SEO experts can help you to facilitate web results and monitor your campaigns.

The Takeaway

It will require some time before your content marketing strategy takes effect.

Nevertheless, you should still make your content marketing strategy the heart of your marketing initiatives. It’s crucial for building your brand identity and winning the confidence of your target audience.

Whether you’re new to building a content marketing strategy or you’ve been using the same approach for a while, it’s important to constantly revise your strategy to ensure it stays up-to-date, innovative, and engaging for your customers.

Make use of our 5 steps guide we’ve provided, and you’ll be able to develop a strategic approach to drive online visibility and growth for your business.

If you’d prefer an agency to help you manage your company’s content marketing, feel free to contact us.

With more businesses seeing the need to increase its online visibility, it is important for owners to act quickly to improve their company’s digital presence and stand out from the crowd.

Your corporate website or e-commerce store is likely to be one of the first touchpoints someone has with your business, making it a powerful marketing tool to build brand authority and generate leads. Therefore, a trusted and reliable website is central to any marketing strategy of a company.

Considering how critical a website is, we often recommend clients to conduct site analysis and website audits at least once a year.

With the help of a website audit, companies gain insights on the “health” of their website and can correct any looming problems an audit can detect. If left unattended, certain factors can greatly affect your website ranking on Google, thereby impacting your traffic and conversions.

What Is A Website Audit?

A website audit or site analysis is an evaluation report of your site’s performance. An audit check will let you know how well your site ranks on Google’s search engine results page (SERP).

Once an audit is completed, you will receive insights on what needs to be done to improve your site’s search visibility. It detects SEO tasks that may have slipped, check for technical problems and identify missed opportunities to convert customers online.

What Happens When An Audit is Conducted?

In a website audit, we provide a thorough assessment of three major factors that affect your web search visibility:

  1. Website performance
  2. Search Engine Optimization (SEO)
  3. Content audit

Evaluating your website’s performance entails looking at the code and technical side of your website; making sure that it can be well-indexed by search engines. It deals with issues that affect user experience through performance and usability. Looking at your website’s SEO, on the other hand, ensures that each page of your website follows SEO best practices that allow it to rank higher. Meanwhile, a content audit evaluates the written content of your website to make sure that it is relevant, accurate, and grammatically correct.

A complete website audit includes other assessments such as a social media audit and a website security audit. If you’re interested to receive a FULL website audit, we’re offering a FREE and personalised audit just for you.

Three important assessments for a website audit

Why Are Website Audits Important To Your Business?

A website audit gives you the data that reflects your site’s current problems and issues. It also provides insights in areas like your website’s performance, SEO standards, and conversion points– all of which are important to helping marketers achieve their KPIs.

They also serve as a guide for your business to devise new marketing strategies to boost online visibility and eventually, improve conversions.

For example, a traffic report within a website audit will tell you where visitors of your site are coming from and the keywords they are searching for. This will help you determine the next steps you need to do to improve your content and identify the right keywords and links to include in it.

A website audit should also be the first step to your SEO strategy to increase your website ranking on Google’s SERP. On average, results on the first page of Google get 91.5% of the clicks, while second-page results receive only 8.5% of the traffic. Needless to say, a high ranking on Google will be a great way to get high click-through rates (CTRs) for your business.

Furthermore, SEO is one of the best ways to drive leads to your website. According to Smart Insights, a top rank position in Google can yield a CTR of up to 30%. Meanwhile, ranking 2 positions lower is enough to bring your CTR down by 12%!

Companies should, therefore, make an effort to conduct regular website audits and act on these improvements to secure top rankings on search engines.

Wrapping Up

Running a website or an e-commerce site is always a work in progress. Things are fast-moving on the internet and content has to be refreshed from time to time for a site to stay relevant. We have to make sure we conduct regular check-ups on the “health” of our sites and build a solid SEO strategy to adapt to any changes on a search engine’s algorithm. You may also learn more about other ways you can generate revenue and leads with your website here.

We are currently offering a FREE and PERSONALISED website audit for businesses. If you’re unsure of your site’s performance, do sign up with us for an audit check. We can help you identify issues on your site that you can improve on and get your conversions rolling in!

Search engine optimization (SEO) is a phrase every marketer knows but not one that every marketer fully understands.

Most articles that seek to teach the layman about Search engine optimization focus on keyword research, keyword optimization and link building. This creates the impression that SEO is simply the science of manipulating keywords and link building to boost a site’s ranking.

Only an SEO specialist will understand all the nitty-gritty of SEO and the copious amount of effort needed to optimize any site’s performance.

To help you better understand the role of an SEO expert, we sat down with J.C. Aranzado, one of the SEO specialists here at 2Stallions, to give you a closer look at SEO and how his typical workday looks like.

Please describe your job. Why did you choose SEO as a career?

I work as an SEO Specialist at 2Stallions. I manage SEO campaigns for various brands and help them improve their online visibility, rankings and overall site health. SEO reporting is a critical part of my job. I create reports to share insights and developments for my SEO campaigns.

I took SEO as a career path by chance. Back in 2013, I worked as a Lead Generation Specialist in a company. From there, I started to learn about SEO and fell in love with it. I find SEO both fun and challenging. It’s also rewarding to see clients constantly challenging themselves to rank their sites higher on Google and eventually succeed in improving their online presence.

What is expected of an SEO expert?

An SEO expert must not only know the SEO fundamentals and tools but must also know how to implement them. To be considered as such, one must be able to do the following:

  • Find popular and relevant keywords with good search traffic
  • Analyse different competitors’ websites to develop an SEO strategy
  • Optimize websites and content for the search engines and users alike
  • Build high-quality links to improve a website’s ranking on search engines
  • Keep up with the industry’s ever-evolving trends and strategies

Also, an SEO expert typically spends time working with other teams to align goals and strategies. Among these departments are content marketing, paid search marketing, social media marketing, and web development. Click here to learn more about these other departments.

What are your day-to-day activities?

SEO specialists perform various tasks each day, but we usually spend our working days around the following SEO tasks:

Keyword research. Good keyword research is the foundation of a solid SEO strategy. With the right keyword and phrase choices, a website can rise the ranks to the top search engine results.

As an SEO specialist, I research popular keywords that are relevant to the target audience that the client wants to attract. The main tools I use in my daily work are Google Analytics, Google Search Console, and Ahrefs.

Optimization. SEO isn’t only about targeting the best possible keywords for conversion. It’s also very much about optimizing web content. Optimization is one of the significant roles of SEO professionals, and it can be broken down into two types—on-page and off-page SEO.

On-page SEO optimization happens within the website. At a very high level, this involves ensuring that the webpage copy (i.e. landing pages, blogs, etc.) has the target keywords, and meta descriptions, as well as title tags and alt tags are optimized, and the HTML code is structured correctly. I further take into account the overall content quality, content structure, as well as page performance.

Off-page SEO refers to all the activities that occur outside the website. Examples of such activities are getting inbound links, guest article posting, increasing traffic from social media to the website, and more.

Link building. A backlink or inbound link is one of the most crucial ranking factors. At a high level, when a website is linked to another, Google grants the linked website more domain authority, thus boosting its ranking on their search results.

This off-page activity is an important part of my job as an SEO specialist. I find opportunities to get other websites to legitimately link to our clients’ sites.

Performance Analytics. Analytics is another essential part of any SEO strategy. This helps measure the impact of ongoing efforts for a business’ SEO campaign.

To ensure our clients’ SEO campaigns are headed towards success, I regularly check analytics to see how their websites, landing pages and keywords are performing. Doing this also helps us pivot our priorities when something isn’t working.

What are some of the notable SEO campaigns you have worked on at 2Stallions?

I have managed/am managing SEO campaigns for 2Stallions’ clients such as AQ Services, MedTrainer and TC Acoustics, amongst others. As mentioned above, performing keyword research, optimization, and link building are part of my day-to-day activities.

Here’s a typical list of tasks that I do for clients:

On-page SEO

  • Optimizing metadata such as titles, descriptions, and header tags
  • Optimizing image alt text
  • Updating XML sitemap and robots.txt
  • Implementing Schema markup
  • URL optimization
  • Setting up Google Analytics, Google Search Console, and Tag Manager accounts
  • Monitoring and preparing SEO reports

Off-page SEO

  • Article posting
  • Local citations
  • Social Bookmarking
  • Guest posting

Recently, I’ve also started work on App Store Optimization for LU Global. The objective of the project is to improve their app’s visibility within Google Play and Apple App stores to increase downloads of their app.

What is your advice to aspiring SEO experts?

While SEO is a fun and rewarding career, it’s also a challenging job. SEO aspirants must realize that search engine optimization is not a one-time process. Instead, it’s a job that is constantly changing and evolving.

Anyone interested in an SEO career should also undergo SEO training to learn the basics of how search engines work and understand SEO strategies and concepts. They should also familiarize themselves with key SEO tools to understand websites better when they’re optimizing them for SEO and conversions.

Also, an SEO role might require technical skills. It helps if they have basic knowledge on HTML, CSS and JavaScript to identify technical obstacles that hinder search engine ranking improvements.

I would also advise them to join a company like 2Stallions, which has experienced SEO specialists, who can provide invaluable guidance as they are learning and help them to level up their skills faster.

Hire an SEO Expert

Search engine optimization is integral to the Internet. As long as people continue searching for websites online, businesses need to optimize their own websites to be found on search engines.

Business owners must hire a skilled SEO professional or a reputable SEO agency who can build website popularity and authority. If they’re not sure how to hire the right agency, they can start here. Increasing search engine visibility can directly impact web site traffic, company branding and revenue, so it’s best to tap the services of an SEO expert.

Speak to us if you’d like to start building a SEO strategy for your company, or learn how you can kick-start your digital marketing journey with our beginner’s guide.

Social Media Marketing Has Revolutionized The Way Marketers Communicate With Customers

Over the past 20 years, social networks have changed the fundamental ways in which marketers communicate and interact with their customers. Due to the power of social proof and its high engagement, social media has risen to become one of the must-have marketing channels for many brands.

Social media marketing is now an integral part of the marketing mix of any B2C or B2B company that seeks to have direct contact with its customer.

With a global number of 3.8 billion active social media users, it is no surprise that companies are leveraging on social media marketing to attract and convert customers online.

Marketers who have successfully built a strong social media presence experience greater engagement with their customers and a significant increase in lead generation.

  • 80% of social media B2B leads come from LinkedIn (LinkedIn)
  • 37% of consumers finding purchase inspiration through social network channels (PWC)

Clearly, social media marketing is increasingly an essential strategy rather than an optional strategy for businesses these days.

Future of Social Media Marketing – Take a Dynamic Approach

While social media marketing is immensely valuable and beneficial to your business growth, your social media strategy will have to differ based on which social networks your audience spends their time on.

That means taking on a dynamic approach with your social media marketing strategy.

What Is Dynamic Content?

Dynamic content refers to content that changes based on data, behaviour and interests of the users.

Different social media platforms have a different set of demographics, interest and type of content consumption. Therefore it’s essential that marketers tailor their social media content to suit each platform’s users.

The Components Of Dynamic Content On Social Media

A dynamic approach can be applied to both content and paid social ads (including retargeting ads). Whether it’s content or paid ads, the type and presentation of content will have to change based on the behaviour and interests of the target audience. 

The key is customization and personalisation.

Dynamic Paid Ads

For paid ad campaigns, the most common practice is to customise blocks of tailored content (ads) that are displayed on social media according to the rules for particular subscriber groups.

Using tools such as Facebook Dynamic Ads & LinkedIn Dynamic ads  marketers can customise the “look” of the ad and leverage the various targeting options available.

When marketers create retargeting ads, they can choose to target a group of customers who are most likely to convert (for example, customers who have left items in the cart or have browsed your site previously).   

Creating a Facebook Dynamic Ad

When you create a dynamic ad, choose assets that make sense together when combined. You can choose up to 30 assets for your dynamic creative ad.

You should also:

  •  A/B test best call-to-action buttons 
  • Reach the right people with the use of pixels
  • Keep the text short, clear and to the point 
  • Draw attention to your image with movement/ formats

Dynamic Monthly Social Content

Using insights gathered from your social media channels, marketers should also plan their monthly social media calendar according to their customers’ interests and purchase intent. These can be gathered using the page insights function that all your social channels will have. 

Tips for planning your social media calendar:

  • User Segmentation

Segmentation is a method of dividing your visitors into specific groups and customizing both your content and the user experience for each segment. You may refer to our guide on creating a customer strategy to segment your target audience.

  • Collect Relevant Data

Collect consumer insights based on the products that the user has been looking at.

  • Adapt Your Branding / Creative

Change the content type and style based on all the data that has been collected thus far.

How Dynamic Future-Proofs Your Social Media Strategy

A one-size-fits-all social media content won’t cut it anymore.

Your customers are increasingly demanding. They expect their interactions with businesses on social to be tailored to who they are, their goals and their needs.

For marketers to maintain a competitive advantage, they must adopt a strategy that is flexible enough to reach their customers at multiple touchpoints.

That is why we recommend a dynamic strategy which will deliver long-term value and drive social ROI for any company.

A dynamic Approach Optimizes Your Content to Drive Conversions and Sales Faster

Dynamic content is your first step towards better audience targeting to bump up social ROI and achieve business results for your brand.

It is a versatile and cost-effective strategy which will help businesses receive the most return on ad spend.

With a dynamic approach, marketers are optimizing content which will appeal to their existing and potential customers.

With dynamic ads, you can:

  • Reach more customers: Show people items that are tailored to their interests, regardless if they’ve been to your website or app
  • Complete the sale:  Dynamic ads retarget your website or mobile app shoppers to remind customers of items they’ve left in their shopping cart
  • Find new potential shoppers: Using a function known as broad audience targeting, you can reach new people who’ve expressed interest in your products (or products similar to yours) even if they haven’t visited your website or app yet
  • Save time on creating ads: Marketers just need to create an ad template that automatically uses images and details from your catalogue for products you’d like to advertise

As a result, dynamic ads help quicken the conversion process and increase conversion rates because you are targeting customers who have the greatest probability to buy from you.

Rather than incurring a huge ad spend on a general audience, marketers will achieve better results with the least possible amount of ad spend by selling to customers with the highest purchase intent, across all the stages of the marketing funnel.

Anaconda Stores Case Study – Examining a Successful Use of Dynamic Ads

Anaconda Stores* is an Australian camping and outdoor adventure retailer. Started in 2004, Anaconda’s mission is to inspire and equip Australians with the best value and broadest range of outdoor adventure and sporting products.

The company ran a campaign during the highly competitive winter sales season when there are many local retailers promoting snow gear and related accessories to Australian consumers.

The ads featured a mix of lifestyle photos and videos that showed people in action (camping and skiing). In the ads, there were also clear call-to-action buttons with a clear offer “40-50% off” to highlight the promotion which encouraged customers to click on the ad.

The campaign was also targeted to Anaconda’s Adventure Club members using Facebook Custom Audiences. This allowed Anaconda to measure offline sales through loyalty club sales data, and online sales using Facebook pixel.

Anaconda’s campaign successfully drove online and offline sales during one of the most important times of the year for outdoor retail. Within two months, the retail company experienced a 16.8X incremental offline sales and a 17.9X return on ad spend.

*Anaconda is not a client of 2Stallions. To learn more about 2Stallions’ successful social media campaigns, head over to our case study section and download our FREE case studies! 

Wrapping Up

The steps we’ve provided for you to create a dynamic strategy is relevant for Facebook and other social media channels. Feel free to adopt any of the tips we’ve provided and get started on creating your own dynamic strategy today!

The content in this article is part of 2Stallion’s #SPEAKEASYASIA webinar: Creating A Dynamic Social Media Strategy. If you’re interested to receive the slides of the webinar, feel free to reach out directly to Anish and he will be in touch with you shortly. To stay updated on our latest events, head over to our #SPEAKEASYASIA website for more information.

Digital Marketing Is Growing In Demand

Globally, people are choosing the internet as a way to access information, communicate and carry out daily tasks such as shopping and banking. With over half of the world’s population using the internet, it’s no surprise that companies are going digital to sell their products and services online where their consumers are found.

According to Forbes, 70% of companies in 2019 already have a digital transformation strategy in place or are working on one. 52% of marketers around the world also made digital transformation as their key focus for driving growth.

The rate of digital transformation is accelerated when the world is hit with COVID-19.

With the pandemic keeping people in their homes and driving internet usage online, we’re seeing the most rapid digital transformation in the history of the modern firm. Companies are scrambling to leverage digital to connect with customers and continue marketing their products online. As more firms turn online to sell, the demand for digital marketers to carry out online marketing also rise in tandem.

Digital marketing is likely an area of growth right now and a potential career path for many. Many companies may not be hiring right now, and you may be anxious about a job opportunity. Instead of worrying, focus on developing your skills and building your portfolio.

Don’t let the speed of digital marketing change outpace your ability to adapt and expand your skills. This is the time for you to brush up your digital marketing skills and make yourself a potential hire after the pandemic situation improves.

If you are a fresh graduate or someone looking to enter the digital marketing field, here are 3 ways we recommend for you to upskill yourself and learn more about digital marketing.

3 Ways To Learn Digital Marketing

1. Make Use Of Online Resources To Self-Learn

Google and Facebook offer free certified courses

A great way to get started is to use online resources for learning.

Google’s Skillshop and Facebook’s Blueprint are popular platforms among aspiring digital marketers. Not only are they reputable and credible sources for learning, but they also offer a huge range of current and updated courses. Additionally, you can earn recognized certificates upon completion of the lessons!

Let us take a look at Google Skillshop. It offers important – and FREE – courses for their products such as Google Analytics and Google ads– all of which are essential tools used by digital marketing agencies and ad specialists today. Thus, it will be beneficial for you to learn how to use these Google products to their full potential and earn a Google product certification to showcase your expertise to future employers.

The lessons and content are also categorized according to their difficulty level, which will make learning easier for a beginner. One thing to note for Google Skillshop certification is that they typically last for 1 year, so you’ll have to recertify annually. Not to worry, Google Skillshop will send reminders for you to recertify before your certification expires.

Other than Google Skillshop and Facebook Blueprint, another favourite learning platform for marketers is HubSpot. You will find on their website, that HubSpot hosts a vast library of free training and online courses. The courses are taught by industry experts that are typically less than 4 hours long, which also makes learning easy and less time consuming for everyone.

General assembly is another well-known educational site, which is currently offering “Free Fridays”- a list of free courses meant for digital marketing beginners. Although these are not certifiable courses, they are nevertheless informative introductory courses for anyone looking to enter the field of digital marketing.

Take advantage of discounted digital marketing courses

Equinet Academy, ClickAcademy Asia and Udemy are also great alternatives. Click Academy Asia provides public and corporate training in the areas of digital marketing, media and advertising, as well as leadership skills and professional soft skills. A great course series we recommend is the Certified Digital Marketing Strategist (CDMS) programme that will be up to 90% subsidized for self-funded Singaporeans. It’s a course that will help you create a good overview of all digital marketing areas.

For a more detailed course into UI/UX design, you may take a look at Udemy that is currently offering a promotion for their web design courses.

2. Develop Hands-On Experience

Whether it’s running an Instagram page, writing articles or shooting videos, it’s important that you have practical skills beyond theoretical knowledge.

You might be an avid reader and have a passion for writing. Consider starting a blog and build a list of articles you’d love to share with readers online. You may refer to our guide on the ways you can improve your content marketing skills and get some of our copywriting tips. The more you write, the better you’ll be at content creation. 

If writing is not your strong suit, but you enjoy shooting and editing videos, you can work on improving your video marketing skill which is also an important skill needed for many businesses these days. It’s not necessary to have a professional camera.  Start with your smartphone and experiment with different frames and angles. The more you practice, the more familiar you will be with the art of videography.

As you start working on your projects, you’re also building your portfolio which will help showcase your best works to your future employer. This way, you’ll gain a competitive edge over other candidates who lacks a portfolio because you have actual projects to demonstrate your level of knowledge and skills. 

3. Find A Fitting Company And Learn On The Job

The best way to learn is still to get hands-on experience through an actual job. That is because it’s the chance for you to ask questions, work on real projects and measure the actual results of your work.

However, in times where we work from home, this might not be an option yet. But you should still use the opportunity now to improve your digital marketing skills. Build your portfolio and equip yourself with knowledge of the industry to make yourself more attractive as a potential hire.

After the pandemic situation improves and companies start hiring again, you will find yourself better prepared to land a job with a digital marketing agency.  If you’d like to explore a digital marketing career with us, take a look at our job openings!

Wrapping Up

When we talk about Digital Marketing, we refer to everything from copywriting to enhancing customer experience through better UI/UX design. There are many fields for you to become an expert in and many ways for you to do so. Make sure to check out the online learning platforms we recommended and get started on your digital marketing journey! Remember to follow our blog to stay up to date about all things Digital Marketing.      

If you’re interested in making a digital marketing campaign for yourself or need advice on digital marketing, contact us!

Increasing Global Digital Population

It is hard to imagine a world without the internet now.  

Billions of people are connected worldwide via the internet. From searching for information to shopping for groceries or banking, the internet has become an essential part of our day-to-day lives.

In the age of COVID-19 when thousands of people are going online for entertainment and more, it has caused total internet hits to surge at least 60% during this outbreak period.

As of April 2020, almost 4.57 billion people were active internet users. That is 59% of the global population

With more than half the world’s consumer going online, any business owner should also consider going digital. After all, marketing is about finding the right audience at the right place, and at the right time. To do so, you’ll need digital marketing.

If your company is new to digital marketing and wants to learn more about what a digital marketing agency does, here are some of the must-knows of digital marketing.

What Is Digital Marketing

Digital Marketing is all about using data to realize marketing objectives. It is the art of using consumer insights to formulate marketing strategies targeted at particular groups of customers online.

Digital marketers leverage digital channels such as search engines, social media, emails and websites to help their clients connect with existing and potential customers. They then proceed to collect data gathered from these digital channels (such as checking the number of impressions or likes on Instagram) and Google Analytics to plan their marketing strategy.

The advantage of using data to sell online is that it allows companies to make calculated marketing decisions. Knowing who to target and where to sell online gives digital marketers the ability to estimate budget spend for a certain set of Return Of Investment (ROI) goals.

Whether it’s inbound marketing or digital marketing for clients, common KPIs for digital marketers include increasing brand awareness, lead generations and conversions across different digital marketing channels.

What does a digital marketer do?

Digital marketers have different specializations, but they often work together as a team to make a campaign succeed with their ROIs. Some of the different departments include:

  • A design team to make the creative assets
  • A copywriting team to write the ads
  • A performance marketing team to create and manage paid ads

To give you a better understanding, you may refer to the diagram down. The chart shows you the various aspects influencing a website and or mobile app, plus the array of digital solutions a digital marketing agency could offer to improve those aspects.

For example, a Search Engine Optimization (SEO) Manager is responsible for overseeing the performance of websites and web pages. The manager optimizes websites by conducting regular website audits to identify technical issues to be fixed. He or she will also do regular keyword research to rank the site for certain keywords, so as to boost the position of a website (ranking) on Google’s search results page.

On the other hand, a content marketer is in charge of content marketing. He or she focuses on content development and content distribution. Examples of content creation include writing articles and electronic direct mails (EDMs) that represent a brand’s story to connect and engage with the target audience.

The content marketer often tracks web traffic using Google Analytics and also conducts keyword research in order to know the kind of content readers are looking for.

Performance marketers or advertisement specialists are also critical to many marketing campaigns.  These are the people responsible for social media marketing (social media ads) and also search engine marketing (Google’s display ads).

You may also have heard of pay per click or click-through rates. These are some of the metrics used by performance marketers who allocate and manage budgets meant for paid ads. Using data from Google such as quality score, they ensure that ads are paid at the lowest cost possible.

They also make sure that ads are shown to the right target audience to increase the likelihood of customers clicking on the ad and buying a product online (increasing conversions online).

Digital Marketing Is A Crucial Part Of Any Business Strategy Now

Digital marketing is more in demand than ever, especially in times of COVID-19 when everyone is shifting online. The outbreak has been a catalyst for change in consumer behaviour as well as marketing strategies.  Consumers and businesses alike are turning to the internet as countries are keeping people at home to minimize the spread of the virus.

The internet is now being used at a rate never experienced before and it’s believed that COVID-19 is accelerating the digital transformation of businesses rapidly. According to Forbes, 70% of companies now either have a digital transformation strategy in place or are working on one.  

It is also found that tech-enabled businesses are more resilient than those who are not. That is because digitized businesses can respond swiftly to unexpected changes in customer behaviour.

Companies with digital solutions can easily answer customers’ queries online, rearrange budget spend or switch their ads’ targeted audience. Growth strategies can also continue as these companies can refocus investments from offline to online, rather than to stop investing totally.

Amidst this period of uncertainty, only one thing is clear. Digital marketing is likely to be a critical part of any company’s business strategy in the future. It is also evident that digital marketing is crucial for any company to remain adaptable for any market situation. The firms that cannot adapt digitally are likely to be left behind.

Wrapping Up

Now that you have a better understanding of digital marketing, it is time for you to consider how your business can transform digitally too. If you’re interested in making a digital marketing campaign for yourself or need advice on digital marketing, contact us.

To stay updated about all things digital marketing, subscribe to our newsletter!

28 April 2020 –  Launched by At-Sunrice GlobalChef Academy, the #standupandwashup campaign features some of Singapore’s top chefs from Michelin-star restaurants, to raise public awareness on the right handwashing technique.

The campaign sees some of Singapore’s top chefs banding together, in a series of 11 videos in 6 languages, to demonstrate the best handwashing methods and provide tips on proper food handling practices.

The chefs featured include familiar names such as Sebastien Lepinoy of 3 Michelin-star Les Amis and Chan Hon Meng of Michelin-starred hawker stall Hawker Chan.

In light of the COVID-19 situation, At-Sunrice took the initiative to launch a public service campaign. The objective is to educate the public on proper handwashing techniques-one of the simplest yet most effective ways to check and control the spread of viruses.

The campaign also highlighted that handwashing- which is a seemingly simple and logical act, is surprisingly not practiced enough or done right. Since contact through the hands is one of the most common ways that viruses can spread, it is key that we practice proper handwashing to help limit the spread of viruses. 

“As a leader in culinary education in Singapore, At-Sunrice GlobalChef Academy has the responsibility to champion the cause of enabling every Singaporean to stay clean and safe. We are thankful that our network of Chefs readily participated in this initiative to educate the public, believing with us that this is the right thing we should be doing as our nation bands together to fight COVID-19.” Dr. Kwan Lui, Founder & Director of At-Sunrice GlobalChef Academy shares.

As the number of local COVID-19 cases continues to increase in Singapore, it is more important than ever that everyone do their part to fight COVID-19. The videos also serve as a reminder to everyone that we all have a role to play in being socially responsible. We can all start by washing our hands the right way. Let us combat COVID-19 as one nation. #SGunited, together, we can overcome!

#standupandwashup campaign is proudly supported by 2Stallions Digital Marketing Agency.

“We are proud to be supporting a meaningful campaign led by At-Sunrice, to bring greater awareness about personal hygiene through the digital space. It is currently a difficult period for all of us, but let us lend a hand to each other within our means to combat COVID-19.”- Daniël Heerkens, Regional Managing Director at 2Stallions.

You may find out more about the campaign here.

About At-Sunrice GlobalChefAcademy

At-Sunrice is an award winning culinary school with more than a decade of experience cultivating foodpreneurs, global chefs and F&B professional. Established since 2001, the hospitality and culinary school is also one of the first in Singapore to be awarded the National CET Institute (NCI) accreditation.

The academy provides a wide range of courses, supported by an international cadre of experienced staff and industry partnerships, complete with state of the art facilities. The school also boasts a long list of accomplished alumni including Zenn Ng, the founder of Cake Spade.

About 2Stallions Digital Marketing Agency

2Stallions is an award-winning digital marketing agency that has worked with 300+ global clients ranging from MNCs, government institutions to local SMEs. Some of its clientele includes Hong Leong Bank, AXA, Ping An, UOB Kay-Hian, ITE, InterContinental and Stanley Black & Decker. With its headquarters in Singapore, the agency is also a mashup of digital and creative professionals across multiple regional offices who brings together a combination of European expertise and Asian market insights. The agency is also driven by leveraging the power of data, which enables its clients to reach their maximum potential on digital.

As one of the most dynamic digital marketing companies in the APAC region, 2stallions is a company that values big ideas, creative thinking and teamwork. Offering over 10 years of experience in the online marketing space, the agency works with a laser focus on results and putting the needs of their clients first.

Brand promotion does not seem like the best move during the coronavirus crisis. However, other businesses braved the pandemic and launched inspiring COVID-19 ad campaigns—and the results are fantastic.

While most ad agencies agree that trying to advertise during these times is difficult, some brands turned the crisis into an opportunity.

Instead of avoiding to address the outbreak or stay away from the topic entirely, these companies decided to create a balance of creativity and crisis management.

Keep on reading to find out who these brands are, how they used the circumstances presented by pandemic to their advantage, and what marketing lessons we can learn from them.

4 Brands That Exercised Creativity Amid COVID-19

1. Lush’s In-store Free Handwashing

Lush, the popular cosmetic retailer from the United Kingdom, invited the UK public into their stores to wash their hands for free.

The initiative was launched in all their stores in the UK, during the government’s push for better basic hygiene practices in the country. This campaign aims to educate the public and to minimise the spread of the virus.

Any customer who enters the store to wash their hands will be given a soap to use and are under no obligation to buy anything.

Mark Constantine, a representative of Lush, shared that companies should turn the crisis into opportunity and use this period to initiate public service campaigns.

“If people just get in the habit of washing their hands properly, it will make a dramatic difference to public health,” said Constantine.

Brands should highlight the role of basic hygiene in minimizing the spread of viruses.

Marketing Lesson: Offer a free trial of products

Lucky for Lush, they sell products that people can use to combat the virus. It is their huge edge over companies from different industries.

By offering a free trial of their soaps, Lush can sway store visitors to purchase a single item or more.

This is a great tactic that never gets old. When people fall in love with a product on their first try, they will spend bucks on it no matter how expensive it is.

2. Nike’s “Play Inside, Play For The World” campaign

The pandemic has robbed joggers and athletes of their daily routine. To help, Nike developed something that allowed fitness enthusiasts to relate to its advertisement.

Despite store closures of the leading sports brand apparel last March, Nike inspired people through the power of sports.

Nike launched its “Play Inside, Play for the World” campaign, which urged everyone to play inside their home. The campaign was a public call for everyone to do their part by staying home.

Nike’s Play Inside Play For The World Video Campaign

Many Nike athletes, including Cristiano Ronaldo, supported the campaign by sharing Nike’s campaign slogan on their social media.

Cristiano included the #PlayInside and #PlayfortheWorld hashtags in his social media posts, and people started to follow the lead.

Marketing Lesson: Use hashtags to good effect

Nike got its marketing right this pandemic because of its engaging Play for the World campaign, not to mention that it also makes a relatable hashtag.

This teaches marketers to use relevant hashtags in their campaigns. Brands should use hashtags that fit their businesses to grow engagement, improve searchability, and increase outreach.

3. At-Sunrice’s #standupandwashup campaign

At-Sunrice GlobalChef Academy, a leading culinary school in Singapore, also launched a coronavirus-related campaign called #standupwashup.

StandUp and WashUp is one of those COVID-19 ad campaigns that boldly addressed the crisis.

The Singaporean culinary school gathered 9 Michelin Star Chefs in a series of 11 videos. Each Michelin Star chef demonstrated the best hand washing methods and provided tips on proper food handling practices in their own language.

Among the chefs featured include familiar names such as Chef Sebastien Lepinoy of Les Amis, Chef Chan Hon Meng of Hawker Chan, and Chef Sun Kim of Meta.

StandUp & WashUp with Chef Emmanuel (Restaurant Saint Pierre)

Marketing Lesson: Partner with familiar, credible personalities

At-Sunrice tapped celebrity chefs to help spread valuable information faster than the virus. Since these chefs are experts in their field, it would be easier to get people’s attention and spread the brand’s message.

Collaborating with popular names (i.e. celebrities, social media influencers, etc.) in the industry not only allows brands to connect with their target audience but also lets them boost their brand exposure.

Note: We are proud to be the official digital marketing partner for this meaningful campaign and we hope everyone continues to do their part in being socially responsible by adopting better hygiene practices.

4. Brave’s Netflix “Spoiler” campaign

Some countries had trouble containing the virus and convincing the public to stay in the comfort of their homes.

That is the exact reason why Seine Kongruangkit and Matithorn Prachuabmoh Chaimoungkalo, known as Brave, came up with the Netflix “Spoiler” campaign.

Unlike other COVID-19 ad campaigns, Brave’s campaign did not highlight any tips to spread the virus. Instead, the pair communicated other dangers of going out during the pandemic—spoiling their favourite Netflix series.

While the ad campaign is not affiliated with Netflix, the spoilers seen in the billboards are real. The Netflix shows that are spoiled to the public are Money Heist, Narcos, Love is Blind, and Stranger Things.

Marketing Lesson: Inject creativity in campaigns

These Netflix spoiler ads prove that creativity grabs audience attention. Although not officially from Netflix, the ad has gone viral because of its unique approach to encouraging the public to stay at home.

Businesses should adopt the idea of injecting creativity into their campaigns. Creativity is like a driving force that enables brands to stand out from the crowd and capture more eyeballs. Plus, it is an essential ingredient of every memorable marketing campaigns.

Other Lessons We Learn From These Brands

Apart from marketing to their target audience amid the COVID-19 crisis, these brands also taught businesses to take advantage of the current global situation.

The pandemic offers companies the opportunity to create deeper connections with their audiences. Now is the time for your company to give your customers updates about your operations and reinforce the message that you are ready to help.

Since most of your customers are now spending more time at home, it is also ideal to create more insightful content online, including webinars, how-to-videos, actionable guides, and so on.

Turn Crisis Into Opportunity

Marketing in times of crisis is not easy, but it is possible. Instead of seeing the coronavirus outbreak as a parasite that sucks up your sales, see it as an opportunity to better connect with your employees and customers.

Acknowledge the new normal and find ways to stay relevant during the pandemic. For example, our agency offers educational webinars, and free website audits to help other businesses in this critical period.

So if your company needs help with your marketing campaign or in need of digital marketing advice, feel free to contact us. Learn more about our host of services here

The COVID-19 situation continues to evolve every day. Tighter social distancing measures are constantly reviewed and updated globally, which have triggered most companies to implement mandatory work from home for their local and regional offices.

Working from home is likely to be a new arrangement for most of us. Employees would need time to adjust to a new working environment that may not lend itself to productivity. They are left to figure out the best way to stay motivated and productive while working in isolation.

They are also learning to navigate new ways of connecting with colleagues outside of the usual office setting. According to the BBC, even those who are accustomed to working from home can find the new work system unstructured and isolating.

But social distancing doesn’t need to be the end of socializing.

A change in the work environment means companies should change the way they talk to their teams. Keep up with regular communication with your employees. Reassure them and be the leader that guides them amidst this difficult situation. Support them and help them stay motivated at work while ensuring results are still delivered.

Employees are your company’s greatest asset, so what can be more important than connecting with and caring for them through this period?

3 Ways to boost morale and productivity of your employees

1. Regular communication is key to boosting morale

Working from home means digitally transforming the way we work. We are now using technology to help us with our weekly meetings and conference calls. Popular video conferencing platforms such as Zoom and BlueJeans are definitely a great help for employees to stay connected for work purposes.

Other than using these tools for work, companies should view these as effective ways to socialize with their employees. Foster regular communication that goes both ways. Other than work meetings, consider short casual calls with your team members in between the week, to ensure everyone is faring well at home. Make the video calls lighthearted and fun. Recreate office routines, such as grabbing coffee breaks together and chatting over the call.

Having regular and casual updates through video calls sends a message that you’re working as a team. This will help your employees feel less stressed and less isolated while working.

2. Internal newsletters are a great way to drive motivation across remote offices

Internal newsletters are a great way to address your company as a whole. It is also an effective way to engage ALL your employees. It serves as a strong internal line of communication between remote offices and connects employees across departments. You can easily setup an internal newsletter template and then subsequently only need to update the content.

In your newsletter, clarify expectations, promote important company policies and provide positive news about the company to boost the morale of your employees. Align everyone’s expectations and keep them abreast of the company’s latest updates. It is essential to share how the company is faring in this period – you can share how revenue has been impacted, new measures taken and how the company is faring overall. You can also share updates about employees from different remote offices. This will help reduce the notion of working in isolation and enhances the spirit of teamwork. At the end of the day, we want our employees to leave the newsletter feeling happy and driven while working remotely.

3. Acknowledge new challenges and provide support

It’s easy to forget that your employees are still adjusting to the new work arrangement. It is not the case of business as usual.

Before you start rushing into task assignments and drawing deadlines, take a step back to recognise any new challenges your employees may face in this new working system. You might also have to adjust work expectations for your teams. Be aware of their problems and acknowledge the new challenges they could be facing. They may be juggling chores at home, especially for working parents who may have to care for their kids while working.

Remind yourself to be empathetic and ask your employees what they need during your meetings or casual chats online. Let your HR team reach out to them if they are facing challenges and offer ways to help. Have your employees know that they have a voice and you are here to hear them out and provide support. After all, that is what teamwork and leadership are all about.

Every phase of transition comes with its own set of challenges and obstacles. It is up to us as companies, to demonstrate leadership and empathy during times of uncertainty.  It is also our duty as an employer to care for our employees and look out for their mental well-being. Stay connected with your employees, motivate them during this difficult journey and ride out the storm together as a team!

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