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Are you searching for strategies to improve your company’s regional presence? If so, you definitely want to focus on website localization to kick things off.

If you have a global or regional audience, digital marketing channels, such as your website, social media channels, and email marketing campaigns help you to reach out to them. However, you may find your concerted digital marketing efforts are not bearing fruit in the forms of conversions.

Why Localize My Website?

A big challenge is that most companies share a single marketing message to their entire audience, regionally or globally. This, in today’s digital landscape, does not work. Every digital user that interacts with your brand looks for a personalized message that resonates with them. This personalization can begin with localizing your website.

Internet users are booming – with more and more people coming online. They speak different languages and prefer consuming information in their native tongue. In fact, a survey evidenced that language can have a direct impact on purchasing behaviours.

Website localization does not end with translating your content into different languages though.

The goal of localization is to build up your branding in each locale to foster trust in the audience from there. This, in turns, leads to growth and success in that locale.

Website Localization Considerations

Let’s take a closer look at how you can achieve a localized online experience on your website for your audience. Effective localization entails the following elements:

1.  Branding

How potential customers perceive your brand matters a lot. If your website does not make an immediate impression, they are likely to tune out within a few minutes.

You may need to revise your branding message or tag line for different regions to connect emotionally with your potential customers there and establish your brand identity and awareness. A direct translation may lose its meaning, or even worse, turn you into a laughing stock.

Here are examples of popular slogans that fell into the direct translation trap:

  • Pepsi. Its slogan “Come alive with the Pepsi Generation” is translated into Taiwanese as “Pepsi will bring your ancestors back from the dead.”
  • Ford. The Ford Pinto failed to break into the Brazilian market. The term “Pinto” is Brazilian slang for “tiny male genitals.”
  • Mercedes-Benz. The luxury vehicle attempted to enter the China market under the name “Bensi,” which means “Rush to Die.” Later, the company changed its brand name to “Benchi,” meaning “dashing speed.”

2.  Cultural Nuances

Your localized website should communicate an understanding of cultural norms so that users can better relate to the information and feel at home on the site.

Culture-specific elements such as graphics, images, texts, and basic information like date, time and currency should be specific to that region.

For instance, you would not want to display or pun on hamburgers if your website is localized for India, where it is taboo to eat beef. The same sort of display would work perfectly fine in China and other parts of the world.

3. Transactions

E-commerce business sites offering transactions like product purchases or subscriptions should account for transactional elements like currency and payment options.

Your website should have an on-site price conversion to assist users in making purchase decisions, or even better, be able to accept the local currency.

Certain countries may have popular payment methods not found elsewhere. Being able to offer local payment methods reduces friction and results in greater sales.

For example, in Indonesia, payment processors like Xendit allow people without bank accounts or credit cards to complete transactions offline by paying in cash at over 10,000 retail outlets.

4. Communication

Communication plays an important role in engaging a local audience. A localized website should include trust elements such as local phone numbers, a local business address and in-language customer support capability.

Offering multilingual customer care unlocks sales opportunities. Foreign-speaking customer service representatives break through the language barrier issues, ensuring better service to customers and increasing trust in your brand significantly.

Benefits of Website Localization

1. Increase Brand Credibility

Websites that understand the linguistic and cultural distinctions across regional markets are more likely to receive customer’s trust and respect.

As mentioned earlier, in-language content can influence a consumer’s likelihood to make a purchase. This is because when you have a localized website with content in the local language, visitors perceive your brand with more trust.

Product or service information written in the widely-used native language could lead to increased profitable actions like product purchases or lead form submissions.

However, do note that you should probably hire professionals to translate your website. While automatic website translation via something like Google Translate is a lot more economical, the direct translation may lead to miscommunications via inconsistent brand messaging.

2. Effectively Cross Geographical Borders

While English is the most common language, only 20% of the world population or around 1.5 billion people speak it as their first language.

Website localization bridges the language gap and taps on a non-English speaking audience. This leads to increased customer reach within the specific region you are localizing for.

Over a period of time, this leads to stronger brand awareness in that region, generating increased word-of-mouth and better conversions for your brand.

3. Drive Better Results Online

Website localization also involves optimizing for search engines.

Local SEO optimization means your localized website has a greater chance of ranking on Google within that country for keywords that your global site would find difficult to rank for as your pages would not be as optimized for the local nuances.

For example, in the automotive space, trying to rank in both the U.S. and the UK – both English-speaking countries – is not that simple. See the table below for the nuances between the two. Your UK or US localized website would bridge that gap, allowing you to rank on search engines in both countries.

How Do I Localize My Website?

If you are convinced that you need to localize your website, here are five tips to adapt your website to a specific market:

1. Create Exclusive Content

You should develop exclusive localized content instead of doing a word-for-word translation of your existing website. The best approach would be to think of it as a new website when creating content, so you can use the appropriate terminology, expression and punctuation that is reflective of your target audience’s culture and society.

This will avoid misleading messages and drive better customer engagement and increase customer loyalty.

2. Localize Images, Symbols & Colours

You may need to tweak your branding guidelines slightly for different markets. Pay attention to symbols, colours and imagery being utilized on your website.

Colours have different meanings in different cultures. For example, green is a traditionally forbidden colour in Indonesia and represents death in South America as it is associated with dense jungles. In most Western culture, however, the colour represents luck, nature, and environmental awareness.

Same goes with symbols. Hand gestures, for instance, can mean different things in different cultures. In the USA, horn fingers signify approval or “Rock on” while in Latin countries such as Brazil and Argentina, it is considered an obscene gesture that their spouse is cheating on them.

3. Seek Help from Local Experts

Producing unique content for every market can get time-consuming. Look for local experts who can help not just with translations, but also produce unique localized content for you.

Individuals who speak the local language and understand the local culture better can help your content come across as more authentic and allow your brand to resonate better with your target audience.

4. Plan Your Multi-Regional Website Domains

Catering to multilingual audiences means you need to plan for a multi-regional website. You can localize your website domain in several ways to signal to search engines like Google to start ranking you within that country’s search results.

  1. Country-Code Top-Level Domain (ccTLD). This two-letter domain extension is fixed to a specific country (i.e. .sg for Singapore and .my for Malaysia). Using this domain name will help users and search engines identify a website as being focused on a specific geographic location
  2. Generic Top-Level Domain (gTLD). This is a generic domain name ending with .com, .net, and .org. You can set up geo-targeting for GTLD websites by using a geographic sub-domain or sub-directory structure. For example, sg.yourdomain.com or yourdomain.com/sg and then informing Google about that via Webmaster Tools Geographic Target setting.

5. Add A Multilingual Navigation Option

Set up a global navigation system that allows visitors to select their specific localized version of your website.

One of the most common designs used is a drop-down menu, wherein users select their language from a list. You may also use a dedicated landing page that allows users to select their location or language.

Additionally, you can choose to immediately redirect visitors to a localized version when they enter your global domain by checking their IP address. This further reduces friction, resulting in fewer visitors dropping off.

Go Local If You Can Afford It

Website localization may be a complex process, but it pays off. It will increase the appeal of your website for audiences in your specifically targeted markets and result in better conversions – purchases or leads – digitally for your business.

At 2Stallions, we’ve managed and focusing on local SEO to achieve great results. If you are interested, browse our digital services suite to find out how we can help you and get in touch.

Many people tend to think that mailing lists are relics when it comes to Internet marketing. While many businesses focus on social media marketing nowadays, email remains the most effective tool when it comes to online marketing.

Being around since the early days of the Internet, email is also something that is easy to use. For businesses, email marketing has proven to be one of the best ways to drive online and in-store sales.

Mailing List Benefits

A good mailing list has plenty of positive benefits for your business. Here are a few of them:

Communicates directly with your audience

communicate with your audienceA good mailing list will allow you to directly engage with your customers. Oftentimes, these people have chosen to subscribe to your mailing list so it will be easier for you to relay your message.

Because of this, mailing lists have a high conversion rate. This is a huge reason why a lot of e-commerce sites like Amazon or Lazada are still relying on email marketing when they want to offer you something.

Low Cost

Unlike brochures, flyers, and traditional mail, email marketing requires little money for it to be effective. While your promotions and designs will still require a slight budget, email marketing is really low-cost compared to the other options stated.

Broader Audience than Social Media

Social media has become one of the hottest tools for online marketing. However, when it comes to getting your message across the Internet, email marketing remains king.

Think about it, you probably know a handful of people who are not on social media, but it would be hard for you to think of anyone without an email address. This is backed up by actual facts.

According to Optinmonster, there are about 2.6 Billion email users compared to 1.7 Billion Facebook users. Add to that the fact that 77 percent of people prefer email over social media when it comes to permission-based promotional messages.

Faster word-of-mouth

benefits of a mailing listMailing lists consist of people who are your targeted demographic and are the ones who are more than likely to buy what you are selling. One huge benefit of mailing lists is that these customers are most likely to spread the word of what you are offering to other potential customers.

Buzz is one of the most prized phenomena for a small business. Having a mailing list full of people who have voluntarily joined your email list will most likely generate buzz faster than other online marketing tools.

Guide To Create Your Mailing List

If you’re convinced by the benefits of a mailing list as discussed above, it is high time that you created one for your business. Here is a step-by-step guide to creating your mailing list.

1. Look for a great email marketing service

email marketing serviceBefore you start contemplating the rewards you can reap from a mailing list; you first have to choose an email marketing service.

You need to select one that will best suit your business needs, particularly the size of your audience. Email marketing services offer different pricing models depending on your marketing size and needs. If you want to test the waters, start with Mailchimp. They have a freemium option for up to 2,000 subscribers where you can send out 12,000 emails per month, i.e. up to 6 email blasts to your 2,000 subscribers.

2. Think of a great initial offer for your mailing list

Handing over an email address is built on trust. People receive hundreds of offers everyday. You need to entice them with a compelling offer that will pique the interest of the right potential audience to join your list.

There are plenty of ideas you can implement to make growing your mailing list easier. You can give them access to a webinar, give them promotional coupons, or give them something for free. The key is to give your potential customers something of value for them to trust you with their email addresses.

3. Create an opt-in form and put it on your website

An opt-in form is something that you can put on your website for customers to sign up to. A good opt-in form can make or break your mailing list. Ask too many questions and you run the risk of people not signing up at all. If this is your first time creating an opt-in form, a field for a name and the email address should suffice. You can also use a tool like OmniKick to make your life easier.

feature box

Image by Social Triggers

Where you place it on your website is also very important. According to Social Triggers, the best places to put your opt-in forms for higher conversion rate are as follows:

  • In a feature box (see Social Triggers feature box above)
  • At the top of your sidebar
  • After each blog post
  • In your site’s footer
  • On your About page
  • In a little bar across the top of your page
  • In a popup box

4. Get your subscribers!

You can now start collecting emails and building up your list. If your website is getting great traffic (check out our services for online marketing), then your opt-in form should have no problems getting you emails. Otherwise, there are other ways to grow your mailing list.

One idea is to leverage other people’s lists. Maybe you know complementary businesses with a similar customer profile to yours that have already amassed a substantial list. You can reach out to them for a join venture! Joint ventures are quite common in online businesses, as promoting on one another’s lists can be mutually beneficial for both businesses. Want more ideas to grow a mailing list? Ask us in the comments!

Follow these guidelines and you are on your way to building a great mailing list for your business. Email marketing is also something we help our clients with at 2Stallions, so do reach out if you’re interested.

Optimize your email marketing (BONUS!)

email marketing optimisationWhile the previous steps should serve you well to start building your mailing list, at some point, you’ll also want to improve conversions from your email marketing. Optimizing your email marketing should be your next step to make your emails more effective. Below are three basic tips for email marketing optimisation.

1. Test your subject lines

According to a survey posted in Hubspot, 33% of email recipients open email based on what is written in the subject line. That alone should be enough to tell you how important a good subject does for your email marketing. This is a trial and error process and will take some time. Try A/B testing your emails by splitting your list in two. Send them the same content with different subject headlines and track which version gets better open rates. Your results over time will help you to figure out the words and sentences that resonate more with your audience and gets your subscribers to open your emails.

2. Segment and personalize

As your marketing list grows, your subscribers start to vary from one another. Instead of sending a one-size-fits-all mass email, try creating smaller groups of subscribers based on categories like gender, location, and previous purchases. This will enable you to sell more effectively by sending each segmented subscriber group what they really need. A study has revealed that the more targeted your emails are, the better the engagement and response will be.

3. Social sharing buttons in emails

According to Marketing Charts, emails with social sharing buttons have a CTR (Click Through Rate) of 115% compared to those that do not. By incorporating social media sharing, your email marketing has the potential to reach out to a far wider audience.

We have given you more than enough reasons to stop mulling and start taking action for your own mailing list. As a time-tested marketing method, email continues to be the most reliable and effective tool to bet your company resources on.

If you have any tips and experiences you would like to share regarding mailing lists, we’d love to hear them. Our comments section below are waiting for your feedback.

The continued growth of the digital world has changed the way that companies are marketing their products to consumers in Asia. Strategies have rapidly progressed throughout time and can be categorized to four distinct styles.

The Evolving Marketing Landscape in Asia

The first one is traditional marketing, which tackles marketing strategies that existed before the boom of the Internet. Marketing efforts utilize traditional media like mail, radio, television, newspapers, and outdoor marketing like billboards and events.

traditional marketing

Pre-1995

The next one is mixed marketing where companies try to implement web based marketing, usually a static website, to the traditional ones.

mixed marketing

1995-2004

Then we have web centric marketing. This is where web based marketing has greater priority than traditional marketing. Search engine optimization and pay-per-click (PPC) and email are more greatly utilized – with the website a central focus. Traditional marketing remains a strong presence as these companies understand the need for online marketing but aren’t ready to let go of the traditional formats.

 

2005-2009

Finally, we have what is called modern marketing. In this type of marketing, the use of social media outlets like Facebook, YouTube, Instagram, LinkedIn, etc., are heavily prevalent and online marketing forms the bulk of the budget, with little reliance on traditional marketing. On the other hand, traditional advertising relied on diversionary tactics to get you to buy a company’s product, modern marketing aims to form a bond with their customers and companies engaging in modern marketing have already realised this shift in their thinking.

modern marketing

 

2010-onwards

As the digital space keeps evolving rapidly, marketing trends have emerged that could rapidly shift modern marketing in Asia even further in 2017, especially when it comes to consumer goods. Here are some of the big ones to keep an eye on:

Mobile Commerce

Large companies like Apple and Samsung have already launched their mobile payment services and for good reason. This is because 2016 has seen a huge spike in shoppers using their mobile devices to purchase goods.

Mobile-first apps like Instagram for example, is fast becoming the social media outlet of choice for businesses. According to Search Engine Land, this past year, Google has already announced that there are more searches done on mobile devices than on traditional desktop PCs. Mobile devices account for more than 60% of google searches.

Photo by Smart Insight

Apple Pay, Samsung Pay, and PayPal are continuously growing because of this recent boom. More businesses are going to implement “mobile-wallets” in their payment models this year.

Social Shopping

Social Media is fast becoming one of the best ways for businesses to reach out to their audiences. Various social media outlets like Instagram and Facebook are already gearing their sites to make it more optimized for businesses and consumers to connect easily.

In 2017, these platforms will most likely bridge the gap between online commerce and physical stores closer.

Chatbots

Chatbot technology is getting better and better and the results could be big for businesses. A lot of big companies like Facebook and Microsoft have already invested huge amounts in the Chatbot technology because of the impact it could have in the future.

Chatbots offer a more genuine and personalized approach with regards to the transaction process with customers. Chatbots can give that human responsive feel that customers really love.

According to Daze Info, around 80% of all companies want to integrate Chatbots by 2020. In the US, 37% of the population are already saying that they are willing to buy from a ChatBot. A good chunk of the population has also experienced interacting with a Chatbot. This is definitely a sure sign that Chatbots are here to stay.

Photo by Daze Info

Personalised retargeting

The boom of mobile commerce has also given online retailers a problem. A lot of customers are abandoning their online shopping carts because mobile shopping also decreases the user’s attention span.

Did you notice how many emails you get from Amazon reminding you of items that you looked at or added to your cart? According to Baymard, e-commerce cart abandonment has risen to alarming levels from 60% in 2006 to 78% in 2017.

Because of this, more retailers are using a tool called Personalised Retargeting which gives customers more follow-up emails regarding their abandoned online shopping cart items. This gained a lot of success in 2016 and will most certainly be used more in 2017.

Virtual Retail

Virtual retail is going to be huge in 2017. This technology will allow customers to merge offline and online environment for a unique shopping experience. For example, virtual dressing rooms will allow you to try on clothes and see how it will fit without leaving the comfort of your home.

According to Digi-capital, virtual reality will become a $30 billion industry by the year 2020. Virtual Retail will continue to grow with applications ranging from health and beauty to the medical space. The car company, Audi has already announced that they are going to use VR to create virtual showrooms for their customers. Feel free to watch the video below:

Augmented Reality

Just like Virtual Reality, one of the biggest hits of 2016 was Augmented Reality. The biggest reason for Augmented Reality’s success is the mobile-app game, Pokemon Go, where users can catch their favorite virtual monsters in the real world. Augmented Reality application is really young, but because of the massive success of Pokemon Go, 2017 will be the year that Augmented Reality will really boom.

According to Expanded Ramblings, Pokemon Go has over a whopping 500 million downloads to date and has generated over a billion dollars in revenue. Expect a lot of other tech companies to follow this massive fad.

According to Digi-capital, the Augmented Reality revenue share will dwarf virtual reality in 2020 by a whopping $60 Billion.

 

Photo by Digi-Capital

Live Videos and 360-degree video

More people, and customers for this matter, crave interactivity in this digital age of ours. That is why one of the most popular social media experiences of 2016 was live videos and 360 degree-video.

Customers who feel that they are part of the whole experience are most likely to form a bond with the company. Live Videos make customers feel as if they are really taking part with the event while 360-degree video allow them to feel that they are manipulating and holding the product themselves.

Dunkin Donuts is a good example of a company who took advantage of Live Videos. They recently did a live video for the Valentine’s season where they  showed their “test kitchen.” They ended the video with a sweet surprise – a giant donut-themed wedding cake. You can watch the Facebook live video here:

A lot of businesses in the tourism and sports industry have already fully utilized these tools to their advantage. 2017 is going to be no different when it comes to Live Videos and 360-degree video.

Consumer Goods Company going direct to consumers and cutting down on their retail channels

Fast Moving Consumer Goods typically have a gap with its customers when it comes to communication. Normally these type of products rely on their distributors and retail stores to talk and form relationships with their customers.

However, the advances in digital marketing has allowed these FMCG companies to directly communicate with their customers through social media. This will help companies of that nature to better understand their customers and gain new insights.

Dollar Shave Club used this tactic to compete with giants like Gillette and Schick. Men who wanted an alternative to this pricier razors wanted a much closer bond with their razor company. Dollar Shave Club used social media and viral videos. The company skyrocketed. Today they sold to Unilever for $1 Billion, which is five times more than they were actually worth. Check out their video below which currently has over 24 million views:

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Marketing Automation

Marketing Automation is one of the best tools available for companies today. It is a type of software that enables business to put their marketing and sales efforts on autopilot by nurturing potential leads with highly personalized, useful content.

Marketing Automation has a huge amount of benefits as it can help a small sales team get invaluable insights into a business’ customer base to help them make data driven decisions. It also helps a sales team get focused on closing the deal by allowing the software to do the heavy lifting of sending up to thousands of emails per day.

When people hear of Marketing Automation, many actually believe that it is just a more complex Email Marketing. However, once your knowledge becomes deeper, you will realize that Marketing Automation has a huge advantage over an email service provider. Below is a chart that can show you the difference between the two:

 

Marketing Automation software like Infusionsoft can help businesses capture more leads and improve their conversion rates. These tools can easily manage the sales and marketing processes for business.

A good example of a business that will benefit greatly from Marketing Automation is Events Management. Imagine being able to send thousands of emails per day to clients. Especially if the company has a huge client database, Marketing Automation will greatly aid in getting those leads and keeping clients in the loop.

Marketing Automation can also have desirable effects like word of mouth marketing. By being constantly reminded of a company’s offerings, there is a great chance that he/she will refer that company to others. Keep in mind that 84 percent of people trust recommendations from people that they know.

Marketing Automation will also fortify a company’s repeat business because of efficient marketing. Selling to an existing customer requires less effort and results in a larger success rate than dealing with new customers.

By streamlining the sales and marketing process efficiently, Marketing Automation is going to be one of the hottest digital trends of 2017. Still think Marketing Automation won’t help businesses? According to Salesforce, Businesses using marketing automation experience a 451% increase in qualified leads.

Mobile Commerce, Social Shopping, Chatbots, Personalised Retargeting, Virtual Retail, Augmented Reality, Live Videos, Direct to Consumer, and Marketing Automation are going to be at the forefront of the consumer goods landscape in Asia. If you are in the marketing field or own a business, keep an eye on these trends.

With all these digital trends booming in 2017 and beyond, which one are you planning to use for your company? Let us know in the comments below which digital trend excites you the most.[/fusion_text]

The rise of social media has given small businesses an amazing opportunity to be discovered by engaged audiences that are too large to ignore. According to Zaphoria, there are 1.86 billion monthly active Facebook users while other social media sites like Instagram have a whopping 400 million active users.
Social media has allowed small businesses to get valuable customer insights, as well as a huge increase in loyalty and brand awareness. All of which can be done without breaking the bank.

While simply signing up and joining Facebook and the likes does not guarantee instant success, there are some small businesses that are ‘owning’ social media using various big-brand marketing strategies. There are a lot of examples of businesses that are social media success stories, here are some notable ones as well as tips on how your small business can start rocking social media.

Small Businesses Rocking Social Media

Cupcake Royale

Cupcake Royale is a small business that started out as Seattle’s first cupcake café in 2003. Their Facebook page is the perfect example of using social media as a real-time surveying tool. They keep their customers engaged by asking them questions on their Valentine Day slogan and their summertime cupcake preferences. This technique seems to work really well for them, with high engagement levels from their audience. A great example of this would be a post that they did for President’s day.

Cupcake Royale also has a blog that tells readers how they source their all-natural ingredients. This is a great tool to increase brand awareness and spread their story, as Cupcake Royale prides itself on using all-natural ingredients for their treats.

Coconut Bliss

Coconut Bliss is a dairy and soy free ice cream brand that utilised contests and promotions on social media to gain a big following. Visual storytelling is one of the most powerful tools in social media and Coconut Bliss certainly took advantage of this.

Coconut Bliss encouraged the public to submit their best and yummiest photos of people eating their ice cream. They accomplished this by starting out in-store taste-testing and building personal relationships with their customers. Eventually those people followed them on their social media pages and started participating and encouraging others – creating a snowball effect. This has grown their Instagram page rapidly, as well as opened them up to bigger partnerships with brands like VegNews.

coconut bliss IG

Coconut Bliss uploaded their first post on Instagram a year and three months ago. Today they already have over 14,000 followers.

Dollar Shave Club

Dollar Shave Club had a pretty unique offer back in 2012 – sign up for a razor subscription for disposable razors delivered to your doorstep every month. It sounds like a great idea, but the challenge was to get their message across.

Dollar Shave Club overcame this challenge by creating a video that was both funny and focused and cost them only $4,500. I say ‘only’ because the results were mind-blowing and well worth the investment, with 4.75 million views in the span of just three months. Social media played a big part, as the video spread like wildfire through Twitter and Facebook. As of today, Dollar Shave Club is competing with the likes of Gillette and was last valued at over $615 million in 2015. Not bad for a ‘small business’ with a simple idea.

The 3 examples shared above have hopefully whet your appetite for the possibilities to grow your own business online through social media. While reading success stories is great, it’s only through taking action and executing that your business can grow. Here is a set of small business tips for you to implement TODAY to set you on your way to social media success!

1. Set Your Goals and Budget

seo budgetAny marketing, online or offline, that you do requires you to first set your goals. Here are some questions you can ask yourself to determine the aims for your brand and figure out what you really want:

  • Do you want more people to be aware of your brand?
  • Are you promoting a specific product?
  • Are you looking to widen your reach?
  • Do you want people to know where to find you?

Once you are able to figure out what you really want for your brand, you will be able to prioritise your goals. Focus on what you need most and the rest will follow. As soon as you have determined your goals, you will find it easier to set a specific budget for marketing. Your budget can be determined based on the expected returns on investment as well.

If you’re still having trouble with your goals and budget, we would be happy to discuss social media marketing with you through the comments. You can also look through our social media offerings here.

2. Create unique, but relevant, content

With all the competition out there, you need to stand out. But how? Well, if you want the quickest, simplest answer, you just have to be “follow” worthy. So, maybe that doesn’t really help you much.

What it means is that for your social media strategy to work, you have to create content for your page that captures the imagination of people and provides them immense value, enough to make them want to follow you for more. If you fail to do this, your page will sink into obscurity pretty quickly (yes, it’s harsh but the truth).

Here are ways to develop social media content:

  • Come up with an idea – if you have a shortage of creative ideas, check out tweakyourbiz as it can help you generate outstanding titles for your content. You can also check out other blogs (even in an unrelated niche). It may give you the boost needed to get your creative juices flowing.
  • Research a lot – this might be boring for some people but well-researched content goes a long way. It will boost your credibility and increases the chance of your post being reshared as a resource by your viewers.
  • Make it eye-catching – first impressions matter in the world of social media and reflect on how people perceive your brand. Visuals that are unique, creative, beautiful, and eye-catching that can also get people inspired. Videos are also great.

3. Try to engage your audience

Granted that you’ve already nailed down the “follow-worthy” content, it is time to make sure that your audience finds out more about you. To do this, you have to keep them engaged and wanting more from your brand. Here are some ways to do this:

  • Run regular contests on your social media accounts
  • Create and promote discussions on social media using a customised hashtag
  • Post a fan photo to recognize a follower regularly on your social media account
  • Encourage conversation and idea generation among your audience
  • Give away free stuff once in a while to loyal followers

There are so many ways to keep your customers engaged. If it gets overwhelming, just ensure you’re aligned to your goals when deciding on ways to keep your customers talking about your brand.

4. Use online tools to help you do the heavy lifting

Engaging your audience will require a lot of time and posting. One important aspect of a successful social media campaign is social sharing. This means that you will need to post important stories or links with regards to your industry. This will help you become more of an authority to your industry as well as open up possible important connections and networks. Getting lost with all the content floating around the internet is very easy.

One tool that you can use is called Drum Up. This service scours through millions of pieces of content across the web in real time. You can then sift through the content that you would like to post. The software also allows you to schedule important and influential posts.

Becoming an authority in your industry will get followers to flock to you. This will result in more engagement and, hopefully more business.

5. Start blogging

bloggingBlogging sounds tedious and you may wonder how it is relevant to social media marketing. As a small business owner, you sometimes need to showcase that you are as good as any other brand out there. Even if your business is on all the social media platforms like Facebook, LinkedIn, Twitter, and Instagram, you still need your own website for followers to learn more and make purchases.

Your blog posts can also be great sources for creating bite-sized content for your social media channels, connecting all of them back to your website as part of your online business strategy. Moreover, your customers will most likely trust you if they see how competent and well versed you are in your industry, yet generous with sharing your knowledge with them.

Blogging is also one of the best ways to build and cultivate your brand for people to connect to. If you have a blog that people follow, then there is a huge chance that those same people will also follow your social media profiles.

Here are 21 reasons why your business should start blogging if you’re unconvinced.

6. Keep networking digitally

Social media is the digital version of the real world. Similar to the real world, your marketing can get better if you keep on networking.  You can join chat groups and forums to meet different industry leaders, and people passionate about the same things as you. Here’s an idea from The Social Examiner that you can try for networking – host a social media event that focuses on your followers.

It is basically a digital party that you host and your followers can share links to their own pages on your page. It creates a community within your page, gets more people to follow you, increases your news feed visibility, generates more business, and get to know more people that can help you.

7. Focus on your landing page conversion rate

conversion rateYour landing page can make or break your business. It is where a visitor gets converted to an actual lead or even customer. According to a report by WordStream, conversion rates vary by industry but the best advertisers have conversion rates at 10% or higher.

Focusing on your landing page conversion rates raises the return on investment from the money, time, and effort you have spent on your social media marketing campaign. If you find that your conversion rate is poor, you need to work harder on your copywriting, your offer, your call-to-action and also determine if you’re targeting the correct audience.

Keep in mind that if you are getting a lot of followers on social media but most are not turning into customers, it may signify something is missing or wrong with your marketing strategy. According to Sharon Drew Morgen, “Marketing is searching for and cultivating leads who are likely to become your customers at some point.” Therefore, your landing page conversion rate is the best way to check if your social media marketing effort is a success.

Not sure what conversion rates are and how to optimize them? Read our article on turning visitors to customers with conversion funnels for a quick primer.

8. Analyse and tweak your social media performance

Not everything is set in stone and although social media marketing is an effective tool, it does not give results overnight and may not work for everyone. Successful campaigns are regularly measured and tweaked accordingly. Your ability to know what is working, and actually being in tune with your audience, will greatly affect the outcome of your social media marketing.

If you are looking for ways to manage your social media statistics, BufferApp made a list of free tools that you can use.

It’s a wonderful age to be a small business as you can finally go head-to-head with bigger brands using social media, without needing a mega-budget (although having that surely doesn’t hurt). If you are willing to take the time to research and execute the various tricks and tools that can help you manage your social media marketing, there is a good chance that your social media performance will be satisfactory. A well thought out plan, together with perseverance, should reap you great results from your social media marketing.

If you have tried out any of these eight tips or have other tips you’d like to share (remember that sharing is the spirit to adopt for social media!), then do leave us a comment below.

For the April to June 2016 issue of The Singapore Marketer, I was interviewed by the Marketing Institute of Singapore. Here, I talked about how I started in digital marketing and gave vital information on how to be better at it. Check out the full interview below:

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

Daniel Heerkens Interview

What does your job entail at 2Stallions?

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

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

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

How did you get your start as a digital marketer?

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

What has been your biggest challenge?

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

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

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

• We had only one week to promote the event.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

What kind of digital marketer would you call yourself?

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

Bringing your business online is a big step and for any business. This decision is motivated by business objectives that are unique to each. For any business, including yours, there will be business objectives that lead to a decision to create a business website.

However, all of these objectives eventually lead to the same end – improving the bottom line of your business. In this article, you will find out how to convince your website visitors to become your customers. And after that, you’ll know how you can refine that process to increase the number of visitors that convert to customers.

Definitions

Before going ahead, we want to define some terms that you will encounter here:

  • Conversion – An action desired by you taken by a visitor to your website
  • Conversion Rate – The % of website visitors that took the desired action
  • Conversion Funnel – An actual channel through which you send website visitors to convert to your desired goal, such as becoming customers
  • Conversion Optimization – Tweaking your website to improve your conversion rate at different parts of your funnel
  • Call-To-Action A call to action is anything that entices your visitors/leads into taking an action desired by you on your website.

Conversion Funnels

Let’s take a moment and look at your brick and mortar store. You probably have a few ways to draw people to your store through your business strategy and marketing efforts. You hope that each person that visits buys something from you.

When a visitor steps into your store, he/she may either approach one of your friendly sales staff or may prefer to browse on his/her own. Based on their conversation or browsing, some decide to leave without buying anything. There will be some who may mull over products and decide not to buy this time. However, there’s a possibility that they may return to purchase. And finally, some of these visitors will end up purchasing. If you were to analyze your sales, you may find that those who interacted with your sales staff are more likely to buy from your store or that the items closer to the front of the store or in the display as they are walking in or those at the eye level of your customer end up selling better than other products.

What we walked through above are the conversion funnels for your physical store where you acquired visitors, activated them by getting them to engage with staff or products and finally monetized some visitors by selling to them.

Setting up your Conversion Funnel

Setting up conversion funnels will allow you to mirror a similar sales experience on your website. While there are many versions out there, we really like the customer journey stages depicted below as it outlines the customer journey beyond conversion. Your relationship with customers should not end after the initial sale.

Potential Customer Lifecycle Stages
Originally shared by Neil Patel

Do not confuse the above for a conversion funnel. A conversion funnel is an actual path that you set up for visitors while what is shown above are the potential stages of people in their interaction with your business online.

As a business, it is extremely difficult to focus on building conversion funnels for every stage of the customer journey at once. As outlined by the Digital Marketer, it’s wiser to create funnels for different stages of the customer journey to nudge them towards your goal. They proposed – Acquisition, Activation, and Monetization – which concentrate on customer psychology progression to improve your conversions.

Acquisition – Converting a visitor to lead

If you are a business just starting out, you likely want more targeted visitors to gain awareness of your business. Here is an example conversion funnel for acquisition:

If you are a fashion eCommerce site, you can incentivize visitors to sign up to your site by giving away a free Lookbook. Why a Lookbook? The Lookbook acts as a fantastic lead magnet because the people eager to download it are exactly the type of visitors you want as leads. Your Lookbook is also a great way to provide these readers with value through your own product advertising. At the end of the Lookbook, you can push these leads with an offer of a coupon code for a low-cost item. You should continue sending them useful content in the fashion space to keep your brand in their mind. A potential conversion funnel for this scenario is an email opt-in form that shows up on the homepage or as a pop-up on sub-pages with the desired action of typing in their email address and pressing the ‘subscribe’ button.

Email Opt-in Popup - 2Stallions
Email Opt-in Popup To Entice Visitors To Convert To Leads

Do not SELL to someone who has just landed on your website. Most visitors need to trust a brand before becoming customers. That is why you create trust by providing them something of value by using a free lead magnet. This lets you push the qualified leads to the next stage in the customer journey. Remember, at this point, you should not be looking to make a profit or a sale with these leads.

Activation – Converting a lead to a first-time customer

If you’re a business that already has a good online presence, your focus will be on Activation. This is where you prompt and engage your leads to become customers. Back to our example:

convert lead to first time customerIf a lead has downloaded your Lookbook and then used the coupon code, then this lead is ready to make a purchase. If they haven’t made use of the coupon code, you can follow up with a reminder to use the coupon code. A coupon code is meant to make it easy for the lead to make a purchase and it’s important to push them to make that purchase – this purchase shouldn’t be a big-ticket purchase as these leads are still on the fence. Something simple like a tie would suffice. Price at something they wouldn’t balk at. You can also consider offering time-limited offers to spur them into action. The touch point with the lead would be through their email collected via Acquisition to get them to land on the tie product page. The desired action would be adding the product to the cart and completing the checkout process.

To activate users, you are trying to drive them to purchase from you and move them from being a lead to a customer. Begin by getting them to take small actions. Consistently send them useful content and asking them to like it or comment on it.

Monetization – Converting first-time customers to regulars

Finally, once you have built a community of customers, you need to ensure these existing customers continue to buy from you and refer more leads to you. Going back to our earlier example:

Someone who has bought a heavily discounted tie from you is now invested and trusts your business. You can send them content on up-sells. This can be a shirt or pants that would go well with the tie they bought. These items are of higher value but now, the customer trusts your business and the quality you provide. Get these customers to refer friends by incentivizing them with discounts to continue feeding the conversion channel you built for Activation of leads.

Your goal is to drive your customer to purchase higher ticket items that complement their earlier purchases and incentivize them to refer their friends.

Conversion Optimization

Once you have the funnels set up for the different stages of your customer lifecycle on your business website, track them using Google Analytics and set up goals for your conversions. Google Analytics provides you data. This is essential feedback as to how your strategies are doing. You will also know whether it is giving you the returns you need. This data is important when it comes to conversion optimization. It will show the exact touch points of visitors from the page they land on your website and the different steps they take on your website. Although you build specific funnels, it is likely that visitors will end up landing on other pages in your site before beginning on the funnel you set for them. A conversion in the diagram below is defined as an enquiry left by a visitor.

conversion funnel sample

As you can see, at every stage, there are many visitors that leave your funnel. This is known as ‘drop-off’. When you think about conversion optimization, your goal is to reduce the drop-off rate. There are a number of approaches to improve that figure.

Optimize By Page

Optimize the inquiry form page by experimenting with the copywriting or changing the call to action design. As stated in the image, optimization of 1% has the potential to jumpstart your enquiries by 50%. A general rule of thumb is to begin tweaks from the bottom of the funnel (unless there is an identifiable website page which has a significant drop off that requires immediate attention). Small improvements further down the funnel lead to significant changes to overall results. It is crucial to do constant testing. It’s also important to give changes enough time to identify which ones improved your results.

Besides the pages that you specifically built for your funnel, look through your analytics. See the path visitors take on your website to reach your desired action and optimize the most popular ones.

Optimize By Referrals

Through your analytics, it is possible to see where your users came from. The source of this traffic can also be tweaked. For example, if you’re running a PPC advertising campaign and you see this source is seeing the most drop off in your users in the funnel, you can assume that either your ads need to be tweaked or it’s not a marketing channel that’s working for you.

Optimize By Device

Look at what device your users are using to view your landing page. If you have a high number of mobile users and your landing page isn’t mobile friendly, you should change that pronto.

Optimize by Browsers

Often, it never crosses your mind that your funnel needs to work across different browsers. This is because you are used to using Chrome or Firefox. Check your analytics to see which browsers are the most popular. Test on those browsers what the user experience is like for them in your funnel. Optimize your code to work well across the most popular browsers based on your analytics.

Conversion is a time-intensive endeavor that requires plenty of research. You need to have an understanding of your customers and their habits, as well as of your own business. Although it is a time-consuming process, conversion funnels are the best way for to turn website visitors into regular customers. This will eventually help you meet your ultimate business objectives.

Blogging is a term that is frequently brought up online. As a business owner, you may not think it is important. You probably even think it’s just an online lingo. But a ‘blog’ is something you need to be familiar with for the sake of your business. In fact, you’re probably thinking – “I already have a website for my business. Why do I need a blog?”

Before we tell you why a blog is vital for business growth, let’s figure out what a blog is. Literally, a blog is defined as information published on the Internet as discrete entries or posts displayed in reverse chronological order. While blogs first started off as personal journals, businesses have capitalized on this to reach out to their clients and keep them engaged.

Think about this blog post for instance. We can reach out to you and provide you with important information that you can read in your own time and leisure. That way, we can connect with you without being in your face.

We’ve looked through the internet and come up with a complete list of reasons you should be blogging to successfully bring your business online. If these doesn’t convince you, nothing will!

Website SEO & Traffic Effect From BloggingBoost Web Traffic with Blogging - 2Stallions

For an online business, search engine optimization (SEO) and ‘traffic’ (defined as the number of people who visit your website) are two performance indicators that you are familiar with. Let’s explore how blogging would affect them.

1. Grow Immediate Organic Traffic

According to a Hubspot report, 46% of people read blogs more than once a day. Meanwhile, Quicksprout claims that most people read 5 to 10 blogs a day. When you share a blog post content to a relevant audience on social media, they will proliferate and bring in more traffic to your site – all without you paying for it. SMW states that once your blogging hits 51 posts, the traffic on your blog increases by 53% and with 80% of daily blog visits being new, i.e. visitors who have never visited you online before.

2. Drastically Improve Your SEO

Google tends to index websites with blogs more frequently than those without due to the constant new content production. Also, websites with a blog tend to have 434% more indexed pages than those without. As you may be aware, Google happens to be the starting point on the Internet for users looking for something. The relationship between writing blog posts and having your brand found by Google users should be an easy one to deduce due to the fact that organic search has a 14.6% close rate while outbound marketing has a 1.7% close rate.

3. Drive Long-Term Results With ‘Evergreen’ Topics

An evergreen topic is something that remains relevant even in the future. A news article, for example, is not considered evergreen. Writing about ‘Why Your Business Needs A Blog’ is. Why? New businesses come online all the time, and many of them will not know about blogging and whether they should do it – so they will search for information on the topic. Once I write a good piece about it, there is a good chance that Google will show my blog post in the search results to these businesses. This, in turn, will help drive traffic to my website and business even years after I first published it.

4. Build Backlinks Quickly

Google has placed a lot of importance on trusted backlinks. Backlinks refer to links coming to your website from other sources. A backlink is trustworthy if it is coming from a source that Google deems relevant and ranks highly in its algorithm. When your business has a blog and you write well-researched articles that are relevant and useful to readers, 2 things happen. Readers will share the link on social media (backlinks) and other bloggers may write about similar topics and reference your article (backlink). Over time, the number of ways other users can find you increases AND Google will trust your site more. If this happens, your website’s ranking will improve because these other people linked back to you.

How A Business Blog Helps Branding OnlineImprove Online Branding with Blogging - 2Stallions

Branding has been seen as a key component for any consumer-facing business and it is equally key for a B2B business too! Getting the message to people and having them recognize your brand and what it stands for is something a lot of businesses spend tons of money and time on. Blogging can help your business brand itself online.

5. Improve Your Brand Image

QuickSprout’s research showed that 31.1% of consumers on the Internet consider a brand’s blog to be the 2nd most influential factor when it comes to making a purchase. When your business blogs, people may have already come across your brand before visiting your website through their social news feeds or search results. This means, when they do land on your site, visitors tend to trust your brand more and be more open to accepting your messaging, especially after reading your blog and finding themselves aligned with your message. To top it off, 72% of marketers feel that branded content online is more effective than magazine advertisements according to Kapost and 60% of consumers feel positive about a corporate brand after reading their blog.

6. Establish Yourself As An Industry Expert

82% of consumers enjoy reading relevant content from company blogs and what it leads to is greater levels of trust in your business. When your business blogs quality content that helps or educates readers, they tend to become advocates for your brand. When they have an actual need for services, they will think of your brand first because you’ve already helped them and have presented yourself as an industry expert through your blogging efforts and high-quality articles.

7. Build A Community

When you write articles consistently and build up a readership, you are effectively building a community of users interested in what you have to share. They can interact with your brand through two-way communication channels like blog comments and social media. If they feel connected to your brand, they become brand advocates to others when someone is in need of your services.

8. Share Your Brand Story And Voice

70% of consumers tend to learn about a company through their blog rather than their ads. This means that blogging can give your business the perfect platform to share the story and voice of your company and be able to reach out to the audience that you want.

Using A Blog As A Marketing ToolBlogging as a marketing tool - 2Stallions

Marketing is what helps pull visitors to your business. On top of Pay-Per-Click (PPC), a business blog can also serve the role of a marketing tool.

9. Blog is Central To Online Marketing

This is a bold statement, but if you have read our previous article on Online Business Strategy, you will notice that the business website is where all your online activities flow through. Your business website’s blog is an integral piece of this.

10. Build A Targeted Mailing List

You may not be aware of this but the average return on an email marketing investment is $44.25 for every dollar spent, according to Kapost. That is an amazing ROI. The best way to build a mailing list that delivers that sort of result is through a blog. When readers sign up to your mailing list, they do so because they have read what you published and found it compelling enough to want to receive more from your business. They end up qualifying themselves as potential customers for your services.

11. Save Marketing Costs

The only thing you need for blogging is your time. For penning thoughts about your industry every day or week or month, you can attract new visitors (see Reason 1 above) without having to spend a single dime.

12. Gain Insight Into Your Audience

Analytics on your business blog will allow you to gain an understanding of your readers. It will provide you with information regarding their reading habits, and their conversion rates for specific topics which will allow you to make better-informed decisions for your business long-term.

13. Free Advertising

When you create a blog post, readers will share this across social media if they find it useful and relevant. This will increase the reach of your content and provide you with free word-of-mouth advertising which has the best conversion rates amongst all forms of advertising.

14. Generate Qualified Sales Leads

Kapost states that B2B businesses with blogs generated 67% more leads PER MONTH than those without. The mailing list you build can be cultivated into a lead generation system. It converts customers for you through constantly blogging a high level of content and slowly introducing readers to your services. If what you write resonates with someone looking for that information, there is a better chance of conversion.

Thought Leadership Through Business BloggingThought Leadership Through Blogging - 2Stallions

Thought leadership establishes your business as the go-to for the industry. Blogging about your business can help you achieve this and has additional benefits for your business.

15. Attract Top Talent

One offshoot of blogging, not often considered, is that it can help attract the right talent for your company. Top talents tend to keep up with their industry and they may be followers of your company blog long before they decide to apply. When they do, the fact that they have been reading your articles greatly helped with their decision to pursue a career in your company.

16. Sharpen Your Business Focus

Your business may have plenty of services to offer, but sometimes you don’t know have a clear idea which services perform best. Through blogging, you may realize that you’re seeing more conversion for specific services or that you enjoy writing about a specific niche more than others. This can help you to focus your business better for the long-term.

17. Generate More Ideas

Blogging and constantly thinking about industry topics will, over time, help your business to innovate. By exploring the same topic from different angles, interacting with your community, and idea sharing, your business blog may open up new perspectives and avenues for your business in the future.

18. Be Inspired

Blogging for business should never be a solo effort. Your entire team should be involved in writing about different aspects of your business. The growing readership and feedback from readers will be a source of inspiration for your team and for your collective vision. Not to mention that it establishes your entire business as a thought leader.

Business Blogging As A ReferenceBlogging Refereence - 2Stallions

When you have a business website, you want to make it succinct, since visitors have a very low attention span. The purpose and use of a blog as a long-form content source can prove to be vital.

19. Reference Content For Future Posts

When you write a blog post, you can reference older content if you are repeating the information or carrying forth a discussion into its own post. By having all your thoughts in one place as a reference, it helps to improve your future writing.

20. Go Deeper Into Topics From Your Main Website

If you visit the 2Stallions main website, you will notice that the content is short and sweet. This is because our aim is to describe our services rather than explain every single service in detail. The latter is why we started blogging. We wanted to hel business owners understand our services and the online business landscape better. On our business blog, we write in-depth articles about the same services we offer as well as different aspects of the web industry.

21. Use Your Blog As An Extended FAQ

The blog post content you write can be an FAQ source for your customers. Your detailed blog posts on specific topics should be more than enough to answer the usual questions.

Caution: Blogging not for everyone - 2Stallions

Having read all of the above, you may be raring to go ahead and start a blog right now. Hang on just a second – while we encourage your business to start a blog, it may not be for everyone. Before you begin, ask yourself the following:

  1. Do you or your staff have the time to develop content every day or week or month? Can you make this commitment?
  2. Does your business have the resources to hire these content producers if your answer to the first question was negative?
  3. Do you have the patience to be successful with blogging for your business as it can easily take upwards of 6 months to see any gains from your blog?

If your answer is a yes, then go start blogging!  If not, you may want to review your position a few months from now. Do remember that it is important to set aside the budget for this commitment as it is easy to let this slide down your to-do list.

Do you already have a blog for your business? Let us know how it has or hasn’t helped your business! Don’t’ have a blog but have a question about blogging – ask us anything in the comments.

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