Digital Marketing for Business in Malaysia
Now everyone can have an online business.
In this article, I am going to teach you how to run your successfully business online.
You need to understand that the whole country, the industry and the customers preference have changed with Internet.
And its even faster since last 5 years back. But NOW, its changing at a pace that existing business are having hard times to catch up.
Sorry for the fear factor, but if business owners don’t start the change now, you risk being off the grid in a few years time.
First Thing to do: Start your Digital Business Transformation
Enough talking about the past and lets start off with the first step.
Step 1: Understanding a Sales & Digital Marketing Funnel - Incorporating the existing offline practice with online practice
I need to emphasize that the 5 stages below are the basic sales & marketing funnels that you need to plan in order to run a successful online business.
- Awareness: This is the stage of your online business when you want to get people to be aware of your product or services. Or to attract visitors.
- Consideration: This is when your visitors are interested but not ready to buy now – perhaps comparing you against the competition or waiting for a special offer.
- Conversion: This happens when a visitor finally makes the choice to buy (hopefully with you).
- Loyalty: This is the time when you have users who regularly buy from you and find it difficult to go elsewhere.
- Advocacy: This is the best part when your loyal users actively recommend you to other potential buyers
These are the key stages that matter most. You can call them what you like, but every successful consumer journey goes through the first three of these stages. As for the other two, you want every possible customer to reach these stages of the buying cycle.
I will now teach you some of the strategies to implement on each stages. There are many works to be done after this.
By strategically mapping out these interactions and assigning the right digital marketing tactics, you will be able to target customers accurately in each levels. Maximizing your marketing budget and capitalizing on every visitor you have.
See how I do it below.
Step 2: Assigning Digital Marketing Strategies on each Stages of the Funnel
Strategy #1: Awareness - Go straight to the potential buyers
This is a basic digital marketing logic. The best potential buyer you can find is the one closest to buying right now.
Think about the Buyer’s Persona, what are the profile of your buyers. What is their demographics, preference, location, interest and much more. These data are very important when running digital advertisements and digital contents preparations.
They are the most likely kind of leads to convert, it’ll take much less work on your part to make it happen. When you’re talking about higher-quality leads like I mentioned, these are the gold standard: highest potential; minimal input.
So the obvious approach to funnel marketing is to focus on high-intent users who show all the behaviour of someone ready to buy. And your best weapon for this is Google AdWords – the only platform that allows you to target people itching to buy. People turn to Google search when they’re about to jump from consideration to conversion and Google AdWords is the only channel that allows you to target high-intent search queries that have “next customer” written all over them.
Strategy #2: Target the Consideration Stage
If you have managed to create awareness on Google AdWords and is attracting visitors to your website now , you need to work on the next stage now.
Consideration is the stage when people are aware now and they are considering if they wanted to buy. Going straight for the likeliest buyers that are aware of your product or services now is a great way to start your marketing funnel strategy, but you’ll never maximize conversions if that’s your only approach.
Instead of only focusing on creating awareness, you can now turn your attention to all those consideration leads and convincing visitor who you have managed to create awareness to convert.
Here are a number of actions you can target to reach these prospects:
- Focus on searches for product or service
- Work on getting product or service reviews.
- Work on SEO best of searches: best product type, best businesses in an industry, etc.
- Pages to have proper call to action buttons on your website
- Get subscriptions to your email list
- Create free content downloads
- Discover interests that guarantee purchases – the latest drones for drone hobbyist
- Uses related product purchases (targeting option in Facebook, Instagram, Google, Youtube)
- Think about life events that require purchases (example: weddings mean dresses, honeymoons and all related kind of purchases)
Like I say, there will be an entire list of interactions for each stage you create in your marketing funnel. The point is, you can use these interactions to target leads at each stage and then create marketing messages to bring them closer to the sale.
To focus on further convincing prospects to make that purchase decision, creating that impulse of missing out if not making decision now.
Strategy #3: Start from the top (go down all the way)
The largest pool of leads is always the least qualified, but every one of them is still a potential customer – one that might shop with one of your competitors if you don’t get them first. So, to maximise your marketing funnel conversions and keep your rivals in check, you also want to guide as many of these potential buyers towards the finishing line as possible.
To capture these leads, you’ll be using a mix of organic search, social advertising and AdWords to target prospects who have reason to be interested in your brand. These leads won’t necessarily have any intention of buying right now but they hold good potential for the future.
Facebook is particularly good at capturing these leads, thanks to its targeting options. You can narrow down on users based on their demographic info, interests, online behavior and previous purchases.
Using Facebook Targeting
Targeting these leads is the easy part; guiding them along the buying process is more challenging. For this, you’ll need an effective content strategy that provides them with the information they need and keeps them coming back for more. You’ll want to get these people signing up to your newsletter – or some other kind of email interaction – as soon as possible. This gives you a channel to segregate audiences and target them with more relevant messages that move them along the sales funnel.
This also touches on other important factors, like website optimisation, maximising web form conversions and call to action design – things you’ll need to work on as you refine your marketing funnel strategy.
Strategy #4: Create repeat buyers, loyal customers and brand advocates
Understand that running a successful online business goes beyond the first purchase. You don’t want customers to buy once and then forget about you. You want them to buy again and become long-term customers who are loyal to your brand. You want them to recommend you to other people – both online and offline – who might also be interested in what you have to offer.
This is where your loyalty and advocacy strategies come into play.
The most important part of this comes down to the quality of your product/service and your customer care system or after-sales service. Essentially, the entire experience of dealing with your brand matters when you want people to continue opening their wallets and recommend others start doing this same.
Of course, it is important to consider these 9 key elements:
- Quality products/ services
- Premium customer service
- Refund offers
- Return policies
- Loyalty programs
- Affiliate programs
- Personalized offers or customized offers for your existing customers
- Time-limited promotions
- Content/ manuals that helps users after the purchase
By this stage, you already have your customers’ details and every reason to reach out to them. All you need now is to think beyond the purchase and create the best possible experience while building a gradual incentive to buy again, making them know it’ll be hard to get a better deal elsewhere.
Strategy #5: Automate your sales & digital marketing funnel
Now we’ve covered the key stages of the marketing funnel, it’s time to bring it all together. You don’t want to be manually picking up leads at each stage of the buying process and then craft marketing campaigns for each of them. To maximise your marketing funnel conversions, you’ll need to automate as much of this process as possible.
To do this, go back to your list of interactions, which are all assigned to the most relevant stage of the buying process. What you need now is a system capable of detecting these interactions and then assigning them to segmentation lists. This will allow you to target users on each list with campaigns relevant to their place along the buying journey.
The good news is you can do this in Google Analytics for the majority of actions that take place on your website. With a combination of events tracking and segments, there aren’t many actions that can’t be assigned to a segmented list in Analytics and then imported to any other marketing platform you use.
(Note: You need to have a WordPress website in order for us to help you) – Need a Website?
Export these lists to your sales automation software and you’ve got a free reign to target users with personalised marketing messages as they work their way along the consumer journey.
You can also link up AdWords to Google Analytics to create RSLA lists, allowing you to target users with different display ads as their needs change. Once again, you create lists based on your interactions and they’ll be updated automatically as soon as a user takes any action to suggest they’ve moved onto another stage of your marketing funnel.
Your other key weapon in funnel automation is email marketing. By automating with MailChimp, you can reach consumers at every stage of the buying process and make your messages as personal as you feel necessary.
The only thing that’s really changed over the years is that we now need to pick up leads at every stage of the funnel in order to maximize conversions. We now put more focus on lead nurturing and optimizing each stage of the consumer experience to prevent leads slipping away and buying elsewhere.
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