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Factors To Consider For Proper Mobile Marketing in Hong Kong

By | Blog, Search Engine Optimisation

As technology advances, people continue to embrace the use of mobile phones as a potential tool for marketing. In that case, if you own a business or you are a business organization, it is important that you employ the most current tactics in mobile phone marketing that will see you surge way ahead of your competitors.

There is no success without strategy. The statement is not different when it comes to mobile marketing. Below are some of the things that you can do different from your competitors and still be ahead of them:

Make your business website more mobile friendly

Not every of your customer will log into your business website using a desktop or laptop. Some may choose to use their smartphones and if your websites is not mobile friendly, they will have no choice but to leave for another site. The best way to counter this possibility is by making your business website mobile friendly so that no potential customer feels locked out.

Tailor your ads to suit mobile phone users

The main aim of putting up ads is to make sure as many potential buyers get to see it. If people using smartphones cannot be able to view some of these ads, it means that some potential customers cannot see the ad and thereby they will not have a chance to buy your product.

Interact more with the smartphones users

By communicating to your audience especially those using mobile phones will also be of an advantage. This will motivate them to visit your site more and probably they will get to tell their friends too.

Other ways through which you can improve your mobile marketing techniques is by adding site links to your mobile phone site and provide a phone number where users can call you in case need arises.

Conclusion

Mobile marketing can make you more profit by employing good marketing practices. Some of them include, making your business’ website mobile friendly, create ads that mobile users can view and interact more with them among others.

Get in touch for digital marketing services in Hong Kong. We focus on not only social media marketing, email marketing, search engine marketing, programmatic advertising, but also mobile marketing in Hong Kong.

responsive web design Hong Kong

5 SEO Benefits Of Using Responsive Design On Your Hong Kong Website

By | Blog, SEO

It’s no surprise that we’re entering a mobile-first era. No matter where you go, you’ll always notice people attached to their mobile phones and tablets. And it doesn’t look like things are going to change any time soon.So for this Responsive Design of website is important to satisfy customers. This means that having a responsive web design is not an option, it’s a must.

Don’t Be Unresponsive to Responsive Web Design

It’s been long predicted that mobile devices would eventually take over web browsing. Not only that, but that Google and other major search engines would start to index websites based on the mobile version of the sites. However, now that these predictions have officially come true, it seems that there are still many Singapore businesses who are slow to adapt to this change. Despite Google officially announcing it’s mobile-first indexing, many companies are still dragging their feet when it comes to adopting a responsive design.

In fact, according to research, at least 60% of businesses are still operating with a design that is unresponsive. And when you think about the fact that Google favours sites that take mobile user experience into account, this number is pretty alarming. If you’re a Singapore business owner and are not quite sure in what ways a responsive design can affect how well-optimised your site is, then take a look at the following list.

1. Responsiveness Improves Usability

‘Time on page’ is a huge ranking factor on Google. The longer visitors remain on your page, the more value this search engine will give to your site. And one of the most important tips for keeping people on your site longer is to make sure that your website is as easy to navigate as possible. The benefit of using a responsive design is that it makes your website easier to read and simple to use. This inevitably leads to better usability scores, repeat visitors, and higher conversion rates.

2. Responsiveness Increases Page Speed

Google also places a significant amount of importance on the speed of your website. On average, your visitors will expect your page to load in less than 2-3 seconds. If it takes longer than this, they typically leave the site. If you would like to ensure that your website loads quickly, then you need to make sure that are fully optimised. The benefit of using a responsive design is that they tend to load faster. This is especially the case when it comes to mobile and smart devices. And this ensures a great user experience and can lead to a significant boost in your ranking.

3. Responsiveness Decreases Bounce Rate

Another important ranking factor is your bounce rate. This is the ratio that shows how many people leave your website or hit the back button upon viewing one page. Google wants to know at which points people enter your site and at what points that leave. And when your website has a high bounce rate, Google assumes that you don’t offer the users what they need and that your content is not relevant. This can have a big impact on your rankings.

The bounce rate is connected to your time on site and it is often hugely affected by your page loading time. The benefit of working with a responsive design is that it takes care of both of these factors. Sure, you need to provide content that people can relate to, but ultimately, your design is going to play a big role in how quickly people exit your site.

4. Responsiveness Leads to Less Duplicate Content

There is no doubt about it, Google’s algorithm is extremely intelligent. It has the ability to figure out just how relevant your content is to your target audience as well as the quality of the content you offer. However, this does not mean that Google does not need your help. There are still a few things that you have to communicate to the search engines. This is especially the case if your mobile site is separate from your regular website. Google needs to know which content is the most important. More specifically, you need to ensure that Google does not penalise you for duplicate content.

You see, the problem with separating your site into two different URLs is that it makes it more difficult to manage. And that’s because the mobile and desktop versions of your website will share the same content. If Google doesn’t know which content to index, then it could easily lead to a drop in your rankings.

The best thing about working with a responsive design is that you don’t have to worry about these particular issues. A responsive design allows all of your content to remain under one URL. No matter what type of device they are using to view your content, they will always be able to view it properly so there is no need to separate your website versions.

5. Responsiveness Results In More Social Sharing

Whenever you create a website, one of your main objectives should be to get people to share your content. The more shares and backlinks that are connected to your website, the more Google trusts you. And the more Google trusts you, the higher your ranking in the search engine.
One of the best ways to get people to share your content is to make it easy for them to share it. They should not have to guess where your social share buttons are. They should be displayed prominently and the buttons should work effortlessly. It can be next to impossible to convince people to share when your website is designed poorly.

This is where a great responsive design can really work to your advantage. A responsive web design is developed to ensure that social sharing is easy for–specifically in the case of mobile users. This can help you to expand your reach and create greater brand awareness.

Keeping Mobile Users in Mind

Creating a responsive design for mobile devices takes a significant amount of planning. Your design needs to very thoughtful. So before you even you start, create a mind map of your SEO strategy. You need to know exactly what your goals and objectives are for your website. This will help you to create a strong foundation for your site and give you a better idea of what your responsive design should achieve. You will be able to better communicate your message.

Takeaway

It’s easy to assume that a responsive website design is simply something that is nice to have. However, when you take the time to consider Google’s main priority, which is to deliver useful information to users quickly and wherever they need it, then it becomes clear that a responsive design is a must. As one of the Hong Kong business owner, you should consider how a responsive design can enhance your overall SEO strategy.

Google SEO

Google SEO: Best Practices For Hong Kong Digital Marketers

By | Blog, SEO

Google is by far the most dominant search engine, hands down. On average, the search engine receives an upward of 63, 000 searches – which when totalled up, numbers to two trillion searches per year.

This makes Google SEO a priority for business owners and marketers from all around the globe. So this leads us to the big question – what exactly is Google SEO?

Well, you might want to read on to find out:

What’s Google SEO in Hong Kong?

By now you must have already come across hundreds of different definitions of SEO, with each one of them carrying its own flair or twist. But deep down, they all seem to suggest the same thing – mostly along the lines of, ‘SEO is a basic online marketing strategy that aims to improve your site’s visibility on different search engines such as Google, Bing, duckduckgo, Yahoo, Yandex Ru and the rest.’

Worth noting is that even Google has its own definition of SEO — which in the simplest of terms, is the process of making your site better for search engines. The definition may appear a little bit broad and somehow vague, but it does capture the very essence of SEO.

Essentially, SEO is a broad term for a variety of strategies that are aimed to improve your site for online visibility.

This definition still rings vague to some people, and there’s nothing wrong with that. For a more concrete definition of Google SEO, then you might want to look at it as the online marketing strategy that’s specifically aimed at improving your visibility or ranking in Google search.

Instead of appearing on the third, fourth, and the subsequent pages of Google, you’ll be simply aiming for the first page in the SERPs.

Keywords play a central role in this. Whenever an online user opens up the Google search page, the next thing they’ll do is enter a search query. As a business person and marketer, you’re interested in coming up with a list of all the keywords (including their variations) that are likely to make up the search query.

It can be anything, like looking for a web developer, painting company, or landscaping business in Singapore. So while optimizing your website for the search terms that fit the query, then you’re expected to come up with interesting pieces of content that focus on the list of selected keywords. And you’ll continue doing this until all the keywords are covered – and even with that, it’s crucial that you continue re-optimizing your site for the keywords over and over again until you’re finally able to secure a prime ranking in the SERPs.

In other words, Google SEO is a never-ending business. You don’t just produce a preset number of articles and call it off. For what’s worth, if you’re purposing to both earn and maintain a prime slot in the SERPs, you should be prepared to strategically keep working for it.

So basically, keywords help to shape up the kind of content you produce for your site.


Why Google?

Why should anyone direct the bulk of their SEO marketing strategy to Google?

Simple, Google is the largest search engine in the world – attracting more than 90 percent of all the searches in the world, and about 95% in Singapore. It’s at the centre of all searches. As a matter of fact, the majority of web users don’t even know if other search engines exist; ergo the term Googling, which refers to the process of querying your search term in the Google search bar.

It’s for this reason that Google is widely thought to be synonymous with SEO. Meaning, the first thing that pops up in people’s mind whenever you talk of SEO is Google.


Now Shush!!! Google Just released their New Definitive SEO guide for 2020

To clear all the confusion and the contradiction floating about in the internet echo-chamber, Google decided to step in and take a more innovative approach by sharing what’s working in terms of SEO, particularly with the search engine.

It starts by walking its readers through what it takes to secure a top ranking in their latest search updates.

How Google Approaches SEO

Google has admitted to spending the bulk of their time thinking about SEO. That’s because online searches are at the core of their business.

Google is also well informed about the other means that you could use to drive traffic to your website – and that includes, social posts, display advertising, and paid media to name a few. But even with this, they still rank SEO atop as the most efficient and cost-effective online marketing strategy to grow organically as a business.

As a business person or marketer looking to make the most out of SEO, Google suggests that you make an effort to stay on top of their latest search updates. The same applies to them internally.

Google has also admitted to owning more than 7000 websites that are currently being managed by a dedicated team of product and marketing managers from all across the globe. The company even goes ahead to point out that they make more than 200 changes on these websites per day, with each change putting their site at risk of hurting their SEO score.

They don’t favour themselves over the other websites listed with them. Instead, all their sites are subjected to the same SEO treatment as any other website or blog on the web. Which is to say their team has to follow the exact same SEO guidelines they’ve provided to webmasters in general if they want to rank high in their result pages.

It’s for this and so many other reasons that Google saw it fit to pull together a solid SEO strategy that strives to clear up any contradiction and misunderstanding you might have came across online while reading through any SEO guide. These are the strategies that the company has tested out itself and found to work.

So as web owner or marketer looking to start driving an insane amount of organic traffic to your website, we encourage you to read through the guide for a chance to learn straight off the horse’s mouth.


Best Hong Kong SEO Strategies as Laid down by Google itself

Start Small, For Big SEO Results

Don’t be over-ambitious. That’s Google’s first advice on SEO to web owners and marketers looking to secure a prime ranking for their sites in the search engine.

Google doesn’t over-complicate this important piece of information. All you have to do is focus on making small, but incremental changes to your site’s overall SEO strategy, and watch as it starts yielding big gains over the long haul.

Their Google My Business site for marketing is one of the websites that has managed to take advantage of this simple advice, and the results that followed were nothing short of incredible. First, the site was able to increase the amount of organic traffic they were driving by two folds.

The team managing the site focused on implementing fundamental best practices for SEO like using canonicals to show the search engine which URLs they needed to index.

Correlation doesn’t always translate to causation. But quite a good number of Google sites that managed to implement these simple SEO changes have managed to record steady organic growth.

Hierarchy

Crawling and Indexing are two of the most important components of SEO. Though rarely talk about, if your website isn’t crawled and indexed by search engines, then there’s no way it will be showing up in the result pages.

It’s for this reason that you’re encouraged to adopt a site hierarchy that’s easy for both users and crawlers to follow. That way, online users will have an easy time finding your products and services. That’s besides making it easy for the Google search engine to understand the role of that particular webpage.

You can start by making sure that your site’s hierarchy is intuitive. One approach to take is by focusing on the navigation bar of your website. Depending on the nature of the site, you can come up with different headings for the site, with each menu item featuring a subset that’s intuitively easy to figure out from the user’s standpoint.

Comprehensive In-depth Content

In the old days of Google, all they did was analyze the HTML content of your web page to find out how many times you’ve managed to use a specific keyword.

Their algorithm was 100 percent focused on the content on your page. Which is to say, all that the Google spider did was visit a page to find out if the keyword appeared in the title tag, image ALT text, URL, H1 tag, and the description tag to name a few.

Nothing has changed as search engines still focus on keywords and other traditional SEO stuff. It’s just that their system has significantly improved, making their algorithm smarter than they used to be then.

So instead of them targeting keyword stuffing in the web pages they crawl, they focus on breaking down the content’s context.

Come to think of it – Google is all about showing the best content results to their users. And like you already know, good content or the best SEO result has nothing to do with keyword stuffing. Instead, what search engines (Google in particular) interpret as the best result is the type of content that strives to cover an underlying topic in greater depth.

Meaning, the person searching for something on Google should be able to find all the content they need in one place. So yes, with Google, quality takes precedence over everything else. So if you’re NOT willing to cover a particular topic more deeply, don’t expect the search engine to reward you with a prime ranking in their result pages.


What Google is currently looking in the Content They Rank High?

1. Content-Length

The first thing that Google looks into while ranking your web content is your content length. Speaking of which, lengthy content has been found to rank much better. So you might want to make sure that all the articles you post are at least 2000 words in length, unless otherwise. By doing this, you’ll be covering almost everything a Google search user might actually be interested in.

2. Evergreen Content

BuzzSumo conducted an online study about a year ago on the type of content that Google ranks atop. Through the research, they were to establish that a good chunk of the type of content people post online end up with zero backlinks. However, highly authoritative research and reference-able content end up gaining lots of links over the long haul.

They were also able to prove that authoritative evergreen content continuously gains more shares and backlinks as time goes, and as such stands a better chance of being ranked favourably in the SERPs.

Here’s a Classic Example.

Assuming there are a lot of people posting about the services of an SEO agency in Singapore – It could be anything, like the qualities of a good SEO agency in the country.

Instead of taking a more pedestrian approach as with the rest of SEO agency providers, you could provide a more detailed, step-by-step definitive guide that’s well researched and covers the topic in question more deeply.

When done correctly, this is likely to attract more shares and even get more people to link back to it thus earning you a favourable spot in the SERPs.

3. LSI Keywords

The Google search system is also concerned about the use of LSI keywords in the content you post.

The easiest approach you can take is by focusing on writing an in-depth 2, 000 words piece of content on the topic of your choice, and after you’re done, you can go ahead and incorporate a series of LSI keywords to it.

In which case, an LSI keyword is an all-encompassing term for a list of all the words or phrases that are closely associated with the topic you’re trying to cover in a piece of article. That includes keyword variations and synonyms.

For instance, say you’re writing about paleo diet; to make sure the article ranks atop on all the variation of the ‘paleo diet’ keyword, you might want to consider adding search terms such as weight loss, nutrition, grains, recipes, and cavemen into the article.

In other words, try to put yourself in the shoe of an average Google user. What alternative search terms are they likely to use while searching for the same piece of content?

It could be a synonym, poor wording, or something quite similar or somehow relatable to the topic in question.

Don’t stress yourself if you can’t pull the LSI keywords from the thin air. There are a number of tools that have been specifically designed for that – examples include the LSI graph

To use the site, just open it up using the link provided and then enter your target keyword into the search bar provided. The next thing you do is press enter and the tool will automatically generate all the LSI keywords associated with the search term you entered.

You can go through the list and pick a list of all the LSI keywords that make sense to you.

Alternatively, you’re allowed to search for the keywords on Google. In the result pages that show, scroll to the bottom and check out ‘searches related to…’ The bolded list presented features some of the LSI keywords you may consider adding to the content you’ve created.

Another viable option would be to use Google planner. You can start by opening the planner and entering your main keyword before clicking on ‘Get Started’. You’ll be presented with a long list of LSI keywords to use. Just go through the results presented and pick all the LSI keywords that appeal to you the most. Those are the keywords you’ll be randomly sprinkling in the web content you create.


In summary, great content is defined as:

  1. Something that’s totally unique, different and original in nature. In other words, you’re NOT trying to regurgitate the same piece of content that’s already filling up the blogging eco-chamber.
  2. Useful or helpful to the intended audience. You’re simply NOT trying to fill up your website or blog with all sorts of online pabulum. Instead, you want to provide your online audience with something they’ll appreciate or find helpful.
  3. Great content strives to offer answers to some of the common niche-related questions online users ask all the time.
  4. Well-researched, original content that’s comparable to none.
  5. Step-by-step, how-to guides and tutorials.
  6. Great content can also come in the form of video.
  7. Has a list of all the helpful resources.

Does Your Content Kick Butt on Mobile?

Your webpages load just fine on mobile. But there’s a huge possibility that they’re a pain to use. Or they could be loading like molasses, adding to poor user experience.

The point is that your users should actually be enjoying to view your content on the phone. If not, then expect them to hit the back button almost immediately for something else.

You have to make sure that your site is essentially mobile friendly. But how, you ask?

Simple, if you can’t find the devices to test the site out, then you have the option to use Google’s Mobile-friendly Test tool. Open the site and enter your site’s URL and let the site inform you if the site is indeed mobile friendly. More interestingly, the platform might even hook you up with some suggestions on how best you can improve your site for mobile.

Lastly, it’s crucial that you take your time to go through the Mobile Usability report as provided by the Google Search Console. The platform will show you how your pages load on mobile, together with the much-needed tips on how to improve your site for mobile or fix the non-responsive pages on the site.

Consolidate, where Possible

The internet is filled with sites that are almost similar in terms of the type of content they generate.

There’s no need to create multiple, almost similar website with almost the same type of content in a bid to target a specific group of customers or a geographical region. Google admits to have made the same mistake in the past, where they developed near-duplicate sites based on different campaigns and marketing goals. And the consequence for that hit them really hard that they vowed never to undertake the same approach ever again.

For one, users find duplicate content a little confusing, and so are search engines. And when search engines fail to index your site right after crawling it, then expect your Google search rank to tank down.

So instead of creating multiple microsites, focus on creating one great site that will be covering all the content you have. The topics can either be broken down as menu items or dedicated web pages that are specific in nature.


Let’s wrap it up

As with any business out there, all the 7000 websites owned by Google are subjected to the same SEO rules and standards. And it’s NOT like Google are doing a perfect job themselves. If anything, the company has admitted to making loads of SEO errors that have proven to be detrimental to their overall organic growth.

So yes, the point is to keep on improving on the SEO strategy you’re employing until you’re finally able to get it right. By focusing on some of the areas we’ve highlighted in this post, you should be able to come up with a solid SEO strategy that will be automatically adapting to the new SEO changes Google makes all the time.

That’s besides being able to drive powerful SEO results and having adaptable SEO strategies that you can apply to every single one of your websites.

With what you’ve learned, you should be able to put together your own SEO strategy. But just in case you’re stuck or wish to learn more about our SEO starters’ guide, you’re kindly reminded to consider reaching to us with your query and we’ll be glad to help. We also offer SEO services in Hong Kong at a competitive rate.

social media management

Social Media Management in Hong Kong: The Complete Guide

By | Blog, social media marketing

What Is Social Media Management?

Social media management is the process of managing content and online interactions on social media platforms such as Twitter, Facebook, Pinterest, LinkedIn, Instagram, and YouTube. Social media management goes beyond making updates on your company’s social media profiles.

A holistic approach to social media management includes considering all the processes involved. It consists of the social media management platform, software, and tools as well as setting up the necessary team. This works together to ensure the successful application of your social media strategy.

Why should you be paying more attention to social media management? While this seems like a simple question, it has large-scale implications on how you will run your social media operations. This is true whether you run a small business, or have an established B2C, B2B, or enterprise company.

Even if you have a social media strategy in place, the chances are that you could improve in a few areas. In this post, we give you a complete guide on social media management in Hong Kong. You will not only learn the best practices to apply but also the best way to ensure that your team succeeds.


The Value of Social Media

Most businesses never seem to find enough time to prioritise social media in their daily activities. This is true for people trying to scale a small business, local businesses trying to manage social media and the books, as well as social media managers in established companies.

This way, social media management becomes one of the least important business activities when you are pressed for time. However, potential customers are more likely to convert if they follow and engage a brand on social media.

Here is a pie char that shows the likelihood of potential customers buying from you if you have followers on one or multiple social media platforms.

Likelihood of buying from a brand that people follow on social media

Source: Sprout Social

You need to be active and engaging on social media as a business to maintain your visibility. Missed opportunities or giving a poor customer experience can harm your relationships and cost you the business you have worked hard to build.


Choosing the Right Social Media Platform for Your Hong Kong Business

Before you begin assembling a strategy for social media management, you need to consider which will be the best platform for your brand. Here is an overview of the various platforms and the benefits they can provide:

Facebook

Facebook has more than 2.7 billion active users per month from all over the world. It has a delicate balance of age and gender groups in its user base. This makes it the best platform if you are targeting a diverse audience.

Twitter

Twitter boasts of at least 321 million active users. It is the go-to platform for trends and news. Twitter is ideal if you are looking to engage your audience about trending topics in your industry.

It is also the best platform to engage influencers and individuals who might find your brand and content valuable.

Instagram

Instagram is a suitable social media platform for brands that create a lot of visual content. It attracts over 1 billion active users per month. However, the user base tends to be on the younger side, with more female users than male.

Instagram is the best platform if your brand deals in fashion, art, lifestyle products, or you are in a visual-oriented industry.

LinkedIn

LinkedIn has carved a niche as the go-to platform for B2B businesses targeting companies in a variety of industries. Moreover, it attracts many professionals. With LinkedIn, you can find, interact, and share content with people based on industry, company type, or job title.

Linked in has an average of 303 million active monthly users. The demographic is mostly between the ages of 30 and 49 years.

YouTube

Is YouTube a social media platform? Yes, it is. Apart from presenting videos, it also allows for social interactions. Think of it as a social video platform. It has also become the second-largest search engine after Google. It has a diverse user base, and people watch over a billion hours of video every day.

YouTube offers unlimited video hoisting, and so your business can upload as many videos as you want. Moreover, you can share the videos on other social media platforms for maximum engagement.

Pinterest

Like Instagram, Pinterest is an excellent channel for sharing visual-based content. It has become the preferred channel for people interested in DIY, home improvement, crafts, fashion, nutrition, and more. Pinterest has taken a long while to grow its base, but today it enjoys over 51 million international users.

Women are three times more likely to have shared boards than male users. If your brand deals in a service or product that lends well to imagery, Pinterest is the social media platform for you.

Here is an infographic that summaries the factors you should consider when selecting a social media platform for your business.

how to choose the right social media platform for your businessSource: Lyfe Marketing


Developing a Social Media Management and Marketing Strategy in Hong Kong

A social media strategy is an essential part of making sure that your social media marketing campaigns are helping you achieve your business objectives. After choosing the appropriate social media platform, you will need to plan the frequency of posts and the content you will post.

In addition, you need to set goals and evaluate them to prove that what you are doing is positively affecting your business. You will also know the tactics that are working, and be able to scale your social media prescience.

Talking of goals, here are three ways to set up your social media goals:

Choose Goals Based On Your Funnel

Social media networks will not reward you for merely publishing posts and neither will your customers. Being too promotional is the number one reason why customers will stop following and engaging you on social media. Instead, look at your social media presence from the funnel perspective.

While it is essential to publish fresh content to drive brand awareness, it should not stop there. As you go further down the funnel, you should start responding to customer concerns to create great relationships at every stage of their journey in the sales funnel.

Study Your Peers

The funnel is a perfect place to start choosing your goals. However, you could also look at your peers in the social media marketing space. Start by researching what fellow social media marketers are focusing on to choose a goal.

brand action on social media that prompt customers to buy

Source: Sprout Social

The biggest goals for marketers on asocial media are:

  • Increase brand awareness
  • Increase community engagement
  • Increase web traffic and clicks

Other goals include generating leads, distributing content, increase brand advocacy, and support customers. If these goals align with your own, you can assimilate them in your a social media strategy.

Choose Goals by Industry

Each industry has a variety of goals for the players involved. You will find that the goals in the retail sector are different from higher education goals. It would take you endless hours to curate the goals throughout your industry. For this reason, you need to use social media management tools to help you in determining the popular goals in your industry.

Social Media Strategy

When it comes to creating your social strategy, you should start by considering what you know about your audience, and the content they like best. From this point, start creating engaging content that speaks to their needs and challenges. If you are short on social media marketing ideas, you could always use a social media agency.

Next, consider how you will make engagement and response a consistent part of social media management. This means figuring out whether you are reaching out efficiently to start conversations or to keep the customers engaged. You should also consider whether to use contests to drive engagement.

All this should go into your social media strategy to help you accomplish your goals.


Tracking Progress in Social Media Management

With the goals and strategy in place, you need to track your progress to ensure success. For this, you will need to use social media analytics to identify what is working for your business.

Native social media platforms offer analytics on a variety of metrics. This includes cross-network analysis, social presence, more in-depth analysis, cross-profile analysis and more. However, you need to invest in a social media management platform to help you figure out the reports.

Here are some of the most important metrics provided by social media networks that you can track:

  • Impressions, which is the number of times an individual saw your posts
  • Engagements, which represents the number of times an individual has interacted with your message via likes, shares, favourites, retweets, follows, clicks, replies, and more
  • Engagement rates are the number of engagements divided by the number of impressions multiplied by 100
  • Visits are the number of times someone visited or viewed your profile
  • Mentions are the number of time your brand or handle was mentioned on social media
  • Followers are the number of people that follow you on social media, and it is shown as an increase or decreases over time

Elements of Social Media Management

Whether you want to hire an agency or use social media management tools, you will be able to transform your strategy without breaking your bank or wasting too much time. However, you should ensure to move your social media management through the following elements:

  • Managing multiple accounts and campaigns on various platforms
  • Analyse social engagement
  • Schedule content in advance
  • Receive and analyse comprehensive social reports
  • Monitor comments and response effectively
  • Collaborate with team members and other brands on content

Best Practices for Social Media Management in Hong Kong

To manage your social media campaigns successfully in Hong Kong, you need to follow a set of rules. In this section, we look at proven activities that will help you get better engagement and overall brand awareness. Here are some of the best practices when doing social media management in Hong Kong.

Create a Social Media Schedule

Consistency is the key to successfully managing social media campaigns. Whatever posting frequency you choose, stick to it. Being consistent will help keep your customers engaged and to grow your social following.

To gain consistency, start by creating a schedule that outlines what and when you should post and on which platforms. You will need an editorial calendar for your social media management. Fortunately, many sources are offering customisable editorial calendars.

The trick is to tailor it to your business and include necessary information such as posting date, links, images, and the content.

Creating and Posting Content on Social Media

Creating and publishing content on your company’s social profiles is a significant part of social media management. This includes everything from coming up with content ideas, writing, and sourcing the relevant images and videos.

In addition, you should share curated content from third-party sources on relevant topics. However, this requires a deep understanding of social media platforms and your audience in Hong Kong.

This means that you ought to understand your audience and the topics they relate to in Hong Kong.

Responding To Followers and Fans

Responding to customer comments and questions is an integral part of social media management. Fan or followers will, in time, comment on your posts with a concern or issue. This presents an opportunity for you to provide value to your leads while demonstrating excellent customer service.

You should routinely check your posts and social profile for messages as part of managing your social media campaigns. However, you should think carefully about your response to avoid a public relations nightmare. If you do not have time for this, you could use a social media agency to monitor your social profiles and respond to your followers.

Unfortunately, most businesses only reply to positive comments. To separate yourself from the rest, ensure that you also respond to negative feedback. When done right, it will turn an angry customer into a loyal user and brand advocate.


High-Level Social Media Management Process

What makes a high-level social media management process? It involves the integration of strategy, social media management tools, and more. The answer to this question will differ between organisations in Hong Kong. However, there is a general overview of how to manage social media activities to produce the best results.

Daily Tasks

You should have tasks that you do every day to make your social media management successful. This includes:

  • Engage followers – This includes replying to mentions and blog comments. Also, you should show them that there is life on your social profiles
  • Initiate engagement – Be on the lookout for influencers to engage with on social media. You should also follow or connect with someone new every day
  • Share the latest and interesting content – Scour your social media feed and share exciting and worthwhile content with your followers. This is an easy way to capitalise on trending topics

To accomplish this, set aside three or four times a day to take care of these daily tasks. If not, you will spend your days on social media and neglect other business activities.

Weekly Tasks

When you have created a process to handle the daily tasks, it is time that you start on weekly tasks. However, you could do some of the daily tasks weekly if you are just beginning. You should choose a different day for these weekly tasks:

  • Keywords and Trends – search and identify trends and keywords that are popular on your social news feed and plan on the content that you will use them. Ensure to monitor the words and topics that matter to your niche. However, for a platform like Twitter, you will need to follow the trends more frequently
  • Brand monitoring – Search your brand names on all social media platforms. This is a way to find what people are saying and how to tap into it for the benefit of your brand
  • Curate content – You need to curate content that you will share with your followers throughout the week. This content should be interesting and entertaining
  • Schedule your content – set aside a day or two to schedule the content you will publish on your social channels. Part of this includes sharing old content that performed well

It will take much reading and curating to identify content that will strike a chord with your audience in Hong Kong. The bottom line is that you should avoid posting purely promotional content. Exciting content helps you improve engagement and overall brand awareness.

Monthly Tasks

Some tasks can only be done monthly to ensure high-level social media management. They include:

  • Check your data and analytics, preferably at the start of the month
  • Adjust your paid ads
  • Adjust your goals according to your monthly analytics review
  • Plan your content and add it to your editorial calendar

Factors to Consider When Selecting Social Media Management Tools

There is no way of managing multiple workflows, accounts, measurements and content scheduling without the right social media management tools. Wondering where to start? A Google search will show you a host of social media management platforms and tools. However, how do you pick the right one for your business?

Here are the factors to consider:

Goals and Needs

What is the reason for using social media for your brand? While you should share light moments with your followers, you need to have a strategy when running a business on social media. The goals and needs of your business should direct your choice of social media management tools.

Breakdown your goals and be as specific as possible. Consequently, the goals you set for your business will help you understand your needs. This way, you can select the right social media management platforms that will give you the most utility.

Social Media Scheduling and Engagement

It is virtually impossible to be active on social media all the time. With the right social media management tools, you can schedule updates at a time of your choosing. However, you should make a few considerations first:

  • The ease of queuing social media posts and when they will go live
  • Can the tool enable you to share a post repeatedly?
  • Can the tool help in curating and posting exciting content from third parties?
  • Can you engage with followers from its dashboard?
  • Can you like, share, and make comments within the tool?

User Experience

Before the tool’s features can be beneficial, they first need to be usable. When selecting between social media management tools, consider the ease with which you can do these tasks:

  • Scheduling and posting updates
  • Engaging followers
  • Finding analytics and reports

Go through online reviews to see what other users have to say about the social media management platform. The other option is to use the trial version.

Supported Social Media Networks

The best way to excel at social media marketing in Hong Kong is to identify the social media networks that are popular with your target audience. Some tools might support two or three networks, and you might end up using several social media management tools for your essential tasks.

Ideally, you should be using one social media management platform that supports all your needs or as many of them as possible. While those that support many social media networks will be expensive, they are more convenient and save you time instead to using different tools.

ROI Measurement

You will need to know why you should invest in a social media management platform, and the return on investment is the best factor. There are two ways to measure ROI when it comes to social media management tools:

  • ROI from the boost in productivity, i.e. will the tool save you time, if yes, you can calculate the worth of the time saved in a month and compare it with the monthly cost of the tool
  • ROI of social media activities, i.e. a tool that allows you to see the overall contribution of social media to your bottom line

Social Media Monitoring

The chances are that people are talking about your brand, without mentioning your official handles. Various social media management tools allow you to monitor your brand mentions across multiple social media platforms.

With such monitoring, you can quickly reply to complaints and inquiries as well as react to potential public relations disasters in good time. Some social media management tools allow you to track not only your brand mentions but also those of your competitors.

Analytics and Reporting

Without effective analytics tools, you will not know what is going on in your business. You will also be disadvantaged when trying to maximise subsequent opportunities.

You need to assess the analytics capacity and the type of reporting functions a social media management platform offers to optimise your social media management process.

Some important metrics you should get from your tool are:

  • Content performance
  • Follower growth
  • Publishing analytics
  • Engagement

Before picking a tool, ensure that it addresses your pain points. It should provide all the information you need about your social media campaigns. Moreover, the social media management platform needs to present simple reports of your social media performance.

There are free tools, and there are paid tools. We recommend that you begin with free social media management tools.

However, you should switch to a paid social media management platform for the best utility. If you do not have the time, you could try a social media agency.

average number of social media management tools companies useSource: Trustradius


Top Social Media Management Tools

Your social media marketing campaigns in Hong Kong could use several social media management tools. They allow you to target a specific audience with highly targeted messages. Coupled with traditional social media marketing tactics, you can create a powerful marketing and PR campaign.

Each of these tools will help you plan, schedule, and publish content on your social media accounts. However, it would help if you avoided the temptation of going for the most popular. Choose the social media management platform that will help drive results measurably and effectively.

Here are the best social media management tools for 2020.

SEMrush

SEMrush is one of the best platforms for auditing SEO efforts. However, you can also use it to:

  • Monitor content performance
  • Keyword research
  • Post and manage social media accounts

You can schedule posts, import CSV files, and edit images in the Social Media toolkit. You can also create posts while surfing the web. On top f this, you will get high-level audience analytics that tracks country, age, online presence, and the most appropriate content to get them to take action.

SEMrush’s best feature has to be the competitor analysis tools. You will be able to know which keywords they are prioritising and their working digital marketing strategies. You will also be able to compare their performance against yours.

Hootsuite

Hootsuite is a popular social media marketing tool since it is simple to manage several accounts on the same dashboard. If you are starting on social media management, you can take advantage of the free subscription, which allows you to connect three social profiles on the same platform.

The Hootsuite publisher allows you to create posts and schedule them when they should be posted on various social media networks. Better yet, it has a free Chrome extension, “Hootlet” that comes in handy when curating content.

You will also get RSS integration, and with the approval process, you can double-check posts before they go out. Hootsuite also delivers useful analytics, and the free subscription also comes with a basic report. However, you will get enhanced analytics reporting, access to premium apps, multiple team members, and the ability to connect more profiles.

The best feature of the Hootsuite social media management platform is the Hootsuite Academy. The academy offers free and paid courses. This way, you will be able to manage your social media marketing campaigns better.

Planable.io

Planable.io is a tool that enhances collaboration between multiple team members to ensure the success of your social media strategy. Like other platforms, Planable allows you to centralise your content management from various social media profiles and to plan your social content marketing.

Planable also allows users to view their posts as a user would in a newsfeed. This is helpful if you need to customise the post for each account. You also get a drag and drop feature, scheduling, and a visual editorial calendar.

With the collaboration feature, team members can easily and efficiently make changes before it goes live. For the managers, they will be able to easily identify the changes made, with everyone working on the same post in real-time.

Social Searcher

Reputation management is one of the best uses of social media. This means that you need to respond to both positive and negative feedback efficiently. Social Searcher acts as a search engine for social media in that it monitors brand mentions in real-time.

You will get a lot of utility from the free version. However, you should go for either of the premium subscriptions if you are growing a brand. You will benefit from advanced analytics, set up email alerts, and save searches.

Social Searcher also allows you to export reports that provide clarity on brand performance and reputation. This way, you can customise and monitor the progress of your digital marketing strategy.

SocialHub

SocialHub is the ultimate social media management platform for building and managing your online presence. It will help you discover, curate, schedule, and publish your content on multiple social media accounts.

You also get a collaboration feature allowing you to work on posts collectively as a team. Analytics reporting is robust and inclusive. SocialHub saves you time with their Priority inbox, which shows your most important messages.

You can also create templates that will save you time when creating original posts. The best thing about SocialHub is that it also available as a mobile app. Other than that, you get brand monitoring and competitor tracking.

SocialHub offers custom pricing plans if you send them an email. However, you get a 14-day trial with the platform.

These are some of the best social media management tools today. However, you should always start using the free trial before committing your money on a product that is not giving you a ROI.


Overview of the Social Media Management Packages in Hong Kong

It is practically impossible to manage your social media platforms and get enough work done. However, with social media management tools or a social media agency, you can efficiently run your social media campaigns.

If you do not have the funds for a social media agency, automation is the best way to manage your social media platforms in Hong Kong. You can do this by using social media management tools. However, you will have to invest time into monitoring them.

With that said, companies in Hong Kong typically spend between HKD 9322 and HKD 31073 per month, managing social media. This includes custom marketing, monthly ad spend, and advertising strategy for several networks.

With that said, here is a price overview of social media management services in Hong Kong.

Landing page design Packages Standard Professional Enterprise
Annual cost HKD 28800 HKD 144000 HKD 596544
Monthly cost HKD 2400 HKD 12000 HKD 49712
Manpower hours 8 12 16
Hourly cost HKD 300 HKD1000 HKD 3107

The tables below highlight some of the critical services provided by social media agencies and professionals in Hong Kong.

Services Standard Professional Enterprise
Market Research Target audience  research No Yes Yes
Keyword optimization Keyword research Yes Yes Yes
Keyword targeting Yes Yes Yes

 

Negative keyword inclusion Yes Yes Yes
Content Creating content Yes Yes Yes
Curating content from third parties Yes Yes Yes
Marketing Influencer marketing Yes Yes Yes
Viral marketing No Yes Yes
 Brand monitoring Yes Yes Yes
Responding to comments Yes Yes Yes
Topic targeting Yes Yes Yes
Strategy Social media strategy Yes Yes Yes
Reports

 

Engagement Yes Yes Yes
Follower growth Yes Yes Yes

 

Publishing analytics Yes Yes Yes
Content performance Yes Yes Yes
Google analytics Bounce rate optimisation Yes Yes Yes
New visitors analysis Yes Yes Yes

 

Questions To Ask A Social Media Agency Before Hiring

Picking the right agency or professional could be the difference between the success and failure of your social media marketing campaigns. However, the first thing should be to collect quotes from mentionable agencies and professionals in Hong Kong.

In spite of this, price should not be the only factor. Here are questions you should ask a social media agency before hiring. The aim is to determine the level of expertise, experience, and professionalism.

What Trends Are Shaping Social Media Marketing In Hong Kong Today?

Social media marketing in Hong Kong is evolving at a swift pace. For this reason, you need a professional or agency that frequently monitors the trends to offer efficient social media management services.

This allows them to provide holistic services. However, you must have done your research to know the trends disrupting social media marketing in Hong Kong and the world.

What Social Media Platforms Do You Have Experience Managing?

Managing social media is not easy, and you need a professional or social media agency that has experience managing your preferred platforms. Ideally, they should know how to manage a Facebook group and fan page, as well as Twitter and Instagram. These are some of the top social media agencies today.

However, they should have considerable knowledge of other social platforms such as Instagram LinkedIn, Pinterest, and YouTube.

I Do Not Have Time To Do Social Media. DO I Still Have To Login And Post?

It is not necessary that you login to your social media networks and manually make the posts, once you become a client. Ideally, social media management services offered by social media agencies are designed to take over your social media tasks.

However, you have the option of login into your accounts and engage your followers and fans. This includes posting if you want to, but you need to consult the agency to avoid disrupting the set strategy.

Do You Create Content For My Social Media Networks?

The ideal agency should create a social media strategy that is inclusive of content creation, visual content, and promotion of your brand.

However, you should have the liberty of using existing content that has worked for you in the past. The agency should also incorporate it into your posting schedule.

How Will I Know If What You Are Doing Is Working?

The only way to ensure that you get your money’s worth is by agreeing on the objectives you want to be met by the agency. For example, if your goal is to increase brand awareness, you should see increased engagement across your social media networks.

On the other hand, the agency should give you access to their social media management platform to evaluate the analytics from social media campaigns.

How Often Will You Post?

The frequency of posts will depend on your social media strategy. You must maintain consistency to build trust and engagement with your followers. However, you will find agencies offering different packages that have minimum posting schedules.

With that said, the frequency of posting will depend on your business objectives.


Conclusion

Social media management in Hong Kong is a move that seeks to get the most out of your social media marketing campaigns. It goes beyond making posts about your company and includes enhancing your brand’s interaction with users to help you achieve your business’s social objectives.

We hope that this guide will help you in carrying out your social media management process. However, it is still a complex sector, and a professional social media agency is what you need to guarantee success. If you have the time, you could use one of the many social media management tools available online.

Contact us today for custom social media marketing services in Hong Kong which include social media management. Our customer care team is on hand to give you a quote and book an appointment with an experienced social media expert.

landing page optimisation Hong Kong

Landing Page Optimisation in Hong Kong: The Complete Guide

By | Blog, website design

What Is Landing Page Optimisation?

Landing page optimisation is the process of improving the performance of various page elements to give your business the highest possible conversions from visitors who arrive on targeted pages. It is a subset of conversion rate optimisation.

It involves the use of methods such as A/B testing to improve the conversion goals of a given landing page. When done right, landing page optimisation in Hong Kong will help in maximising your ad spend value and to lower your customer acquisition cost.

To nudge you in the right direction, here are five types of high converting landing pages most businesses in Hong Kong use:

Click through Landing Pages

This is one of the simplest types of landing pages used in digital marketing. Their sole purpose is to offer on-site visitors with the necessary information about a service, product, or offer.

Moreover, this landing page design explains the advantages and the context of use to convince visitors to enter the conversion funnel. Such a landing page is created to increase click-through rates and guide visitors to specifically targeted pages.

Lead Capture Landing Pages

The sole purpose of lead capture landing pages is to collect visitor data and create a bank of prospects for the sales and marketing departments. According to landing page design principles, lead capture landing pages should not have any exit paths.

This means that the landing page does not have any internal or external links. It should only have the CTA button to submit user details.

Viral Landing Pages

These are landing pages that help businesses promote themselves through word-of-mouth marketing. The goal of this type of landing page is to get more visitors to sign up and spread the word about products or service offers.

Unlike other types of landing pages, viral landing pages should have social media sharing buttons. This way, visitors can subscribe and tell their networks about your brand.

Microsites

A microsite is a supplementary website for a large website. This type of landing page normally has unique vanity URLs that are related to the relevance and timing of a digital marketing campaign.

While they are more than just single-page websites, they are termed as landing pages since the traffic is from paid digital ads as well as print and TV ads. Movie trailer sites are the most common types of microsites. They not only drive high traffic to the main site, but they only exist for the sole purpose of promoting the movie.

How do you optimise your landing page? When it comes to increasing website conversions, marketers recommend a variety of strategies meant to increase traffic. The top item on the list of these strategies is landing page optimisation.

However, we have seen many people get confused and cannot tell the difference between the homepage and the landing page. For this reason, we cannot talk about landing page optimisation in Hong Kong without outlining the difference.

Here is a video that goes through 6 tips for creating high converting landing pages for your business in Hong Kong.

Source: Wes McDowell


Difference between a Home Page and a Landing Page

Although landing pages might seem similar to homepages, there are significant differences. The goals, purpose, and traffic of a landing page are different from those of a homepage. For this reason, you need to optimise them for the intended purpose.

difference between a homepage and landing pageSource: Multivu

A homepage is an introductory page on a website, and it serves as a table of contents for the website. A landing page, on the other hand, is a page on a website specifically designed to convert site visitors into leads.

A landing page is different from other pages in that it follows this criterion:

  • It has a form that allows you to capture your visitors’ information in exchange for a desired offer
  • Its sole purpose is to convert visitors into leads

To get a better understanding of the differences, here are more things to consider:

1.  Purpose/Audience

Landing pages are ‘pages’ someone lands on after clicking on one of your paid ads. Anyone who views your landing page has already shown interest in your brand or product. They will be much further down the sales funnel than someone who stumbled on your page organically.

Homepages serve a general-purpose, such as introducing organic visitors to the website. However, you also need to optimise the homepage to avoid making your traffic feeling ambushed. Moreover, you can get away with using selling tactics on your landing pages than on your homepage.

2.  Links

Landing pages only have one goal, to convert, while homepages have a variety of roles. For example, a homepage has a navigation bar and several links in the footer as well as social media links.

A landing page, on the other hand, does not have all these things. The goal is to keep site visitors on the landing page until they convert, so, it will not have obvious and distracting links.

3.  Content

The content on your landing page ought to be specific to your paid ads and the products or service you are selling. For example, if you are an insurance brokerage firm offering a variety of services, you should create a landing page catering to life insurance, health insurance, to name a few.

The person clicking on your health insurance covers will not care about your auto insurance or renters insurance covers. A home page, on the other hand, will have information about all your services.

4.  Call-To-Action

One of the most significant differences between a homepage and a landing page is the call-to-action. Landing pages are action-oriented, and they encourage visitors to convert. A CTA can be anything from calling a phone number, filling out a form, buying a product, subscribing to a service or newsletter.

Irrespective of your preferred CTA, it needs to be easily identifiable and straightforward. Often, having an offer tied to a CTA generates better conversions.

For example, instead of “Call Us Today,” try “Call Today for 15% Off.” This makes your visitors think that they are getting something for taking action. In comparison, a homepage does not need to have such a strong CTA.


Critical Elements of Effective Landing Page Design

Landing page optimisation is both a science and an art. To create a high converting landing page, you need to include the elements that give visitors a great user experience. They include:

  • Headline (value proposition)
  • Supporting copy
  • Layout (design)
  • Colour
  • Call-to-action
  • Media (images, videos, audio, et al.)
  • Social proof

You need to keep enhancing these elements from time to time, which is the essence of landing page optimisation. Unfortunately, there is no way of designing the perfect landing page in your first attempt. It will take a few tries before you master landing page optimisation in Hong Kong.

However, why does it matter? According to Google’s research team, it takes 17 ms for a customer to form a first impression of your brand. A good landing page will help your brand to visually communicate trust, quality, and help you stay ahead of the competition. This results in higher conversions and new customers.


Trends Shaping Landing Page Design in Hong Kong

Hong Kong is evolving at a fast pace. This means that the best landing pages today will be obsolete in a matter of days, weeks, or months. However, you can optimise your landing page design to keep up with the times and changes in SEO.

Here are trends you need to know of that are shaping landing page design in Hong Kong.

Background Video

When properly integrated, videos can make your plain and static design more engaging. However, adding videos to your landing page is a balancing act. Here are some basic rules you should follow:

  • Do not take focus away from the value proposition
  • Reduce video size. Preferably, it should be between 7 and 10 MB max
  • Use videos that flow. Jerky videos with many cuts are distracting
  • Use high-quality videos that are relevant to your message

type of content users prefer

Source: Business 2 Community

Oversized Typography

Using a much larger font than that on the rest of the page is one way of making your value proposition pop. This trend has become more popular as digital marketers begin to understand how people read online.

With changing online reading behaviour, you need to include the skim-ability of the content on your landing pages. However, working with font-sizes and typography can be tricky. Fortunately, you can find several tools available online that will help you decide on font sizes and improve your SEO.

Minimalism

There are many cases where the phrase, “Less is more” is true, especially when it comes to modern-day landing page design. Minimalism emphasises on streamlining both visual and written content to avoid visually overwhelming the visitor when they get to the page.

Minimalism design is clean, and it has two main benefits:

  • Improved cognitive load, which means that people’s brains will understand the content much faster
  • Web page speed optimisation: faster page load times tend to increase conversion rates

Live Chats

Answering your visitors’ questions in real-time via the live chat feature could help nudge them into converting. The livechat is also another way of creating a connection with potential customers by building rapport and trust. Moreover, the livechat feature will help improve your SEO and ranking.

To get the most out of livechats, you need to integrate AI and machine learning into your chatbot for a better user experience. The chatbot uses the answers to the frequently asked questions to provide instant feedback to the visitors no matter the time of day.

Moreover, machine learning and AI technology will allow the chatbot to understand how to answer new questions. The advantage is that you will eliminate the inefficiency caused by a human customer care representative, especially when the customer asks a question during non-business hours.

Organic Shapes

The current landing page design have exhausted the appeal of standard shapes such as squares, circles, and rectangles. However, we expect to start seeing the use of fluid and organic forms.

When these organic shapes are used correctly through proper pairing, they can create a visually appealing and directive page, yet soft to the eye. The forms also communicate approachability and friendliness.

Custom Illustrations

Custom illustrations were a big hit in 2019, and they are expected to continue in 2020 and beyond. This trend was popularised by readily available quality and authentic-looking stock photography.

Besides, custom photoshoots can be costly. Custom illustrations can communicate a variety of aspects of your offer since they are original and eye-catching.

Contrasting Colours

The best landing pages today have made great use of contrast, not only in colour but also in clarity. One of the best ways to apply this is to emphasise the CTA. To get the most efficiency, ensure that there is much negative space between the logo and the rest of the design elements.

men and women favourite colours

Source: Bee Free

The 2020 decade will bring new products, services, and offers. Brands are integrating SEO and landing page design to increase conversion rates. With the above trends, you are sure to gain more out of your landing page optimisation efforts.


The Ideal Landing Page Optimisation Process

A properly optimised landing page has the power to significantly increase revenue, serve as an aide to conversion rate optimisation, and help in achieving business goals. You must settle on an experienced landing page creator who has a defined process with guaranteed success rate.

One of the best landing page design processes is the conversion pyramid, as suggested by the Eisenberg brothers. The pyramid has five critical stages:

1. Functional

This is the base level, and it states that the landing page should be functional. The landing page creator should strive to eliminate any technical issues that might create friction in a visitor’s on-site journey.

2.  Accessible

Once you have a functional landing page, you should ensure that it is accessible. This means that the visitors should not have a difficult time accessing the targeted landing pages. Here, proper SEO techniques, coupled with PPC, among other paid ads, will become essential.

Also, they need to have the same impact on all your visitors irrespective of the devices they are using.

3.  Usable

Next, the landing page must be usable. This means that it should be clutter-free, and must not have any scrolling or readability issues, or banner blindness. The landing page creator needs to ensure that it has smooth navigation.

Moreover, it should prompt the user to take action as soon as possible after they land on the page.

4.  Intuitive

The hierarchy of the landing page elements should make sense. This way, visitors will get the drift of the page instantly and be motivated to take action.

5. Persuasive

Finally, all your efforts must persuade visitors to take action and become leads. With time, you should employ proper SEO techniques to turn them into loyal advocates of your brand.


Getting Started on Landing Page Optimisation in Hong Kong

Before you go looking for a landing page creator in Hong Kong, you need to learn as much as possible about landing page optimisation. Here are two critical steps of your sales conversion funnel:

Optimise For Multiple Traffic Sources

The traffic that comes to your site from paid ads will engage differently than traffic that lands on your website from social media. For this reason, you need to optimise your landing pages to cater to each traffic source.

Experiment with Different On-Page Elements

In addition, you must assess and understand the different on-page elements. This involves testing different value propositions, including social proof, and change form fields to ensure maximum traction.


Landing Page Optimisation for Lead Generation

The most important thing when doing landing page optimisation for lead generation is to increase the number of sign-ups. To attain this, you need to collect and analyse data on your target audience. This will go a long way in creating a landing page that is appealing and relevant to your visitors.

Leverage on User Data

The first thing you need is to start collecting data and creating buyer personas. These will help you in making relevant decisions that will help you know what to optimise.

You will need to collect different sets of user data, such as their gender, educational background, personality, income, age, and more. You will need to brainstorm, create surveys, and share them on social media and attach a free giveaway to entice your target audience.

After this, you will need to conduct A/B tests, to engage your audience.

Create a Heat Map

While creating a landing page for lead generation, it is best if you identified problems before they arise. This way, you will have fewer things to worry about.

A heat map is will help you with data visualisation. It allows you in tracking user mouse movement and the data is represented using colour. This way, you will know when and where users clicked, hovered, or scrolled on your landing page.

A heat map is necessary to help you know where you should place the vital elements on your landing page.

Use a Scroll Map

Scroll maps are similar to heat maps, in that they show the most scrolled areas of the landing page in colours. For example, red, orange, and yellow will show the most popular parts of the page. Colder colours such as blue show the parts that receive the least engagement.

Using heat maps and scroll maps will help you know which part of your landing page will entice users. Moreover, you should assess your confetti reports. This will show you where individual clicks occurred on the landing page. List and overlay reports, on the other hand, give you click percentages of the various individual numerical data and page elements, respectively.


Tips To Enhance Landing Page Optimisation in Hong Kong

If you want to improve your landing page design, you need to look at the best landing pages and how they incorporate SEO to improve conversions and maximise their ad spend. Landing page optimisation starts the moment that you begin doping landing page design but lasts as long as your website is active.

Think of it as creating a product. You will not create a perfect prototype on your first day. Instead, you will fail several times before you get it right. Landing pages work the same way, and these tips will help you improve your optimization process.

Make Your Offer Clear

A quote that goes, good marketing makes the company look smart, but great marketing makes the customer feel as mart. This is the analogy used by the best landing pages in the world.

When you start working on your landing page optimisation strategy, think about how you will give the customer positive emotions. The goal is to make them feel smart, inspired, appreciated, and excited.

To make the offer clear, start by thinking about your customer’s specific goal, and then turn the goal into a headline.

Keep the Important Part above the Fold

“Above the fold” is a term that traces back to print. The most interesting stories are placed on the first page above the traditional newspaper fold. This is the number one tactic used to sell newspapers.

You can do the same by keeping you valuable landing page elements above the digital fold. This is the point where the visitor has to scroll to get more information. However, this is not as simple with the age of smartphones.

types of gadgets used by target users to view landing pagesSource: CXL

This is where a scroll map comes in handy. The report will show you the location of the average digital fold on a variety of devices. Ideally, you should keep your headline, a few sentences of the body copy, and a CTA above the fold.

Apply Scarcity Techniques

Scarcity will compel the people who land on your page to act immediately else they miss out. You can do this by activating a limited-time discount, or offer a lead magnet such as a live webinar or a free e-book give away.

To give a sense of scarcity, add a countdown timer to tell them how long they have left until the offer expires.

Make Your CTA Buttons Straightforward

The essence of landing page optimisation is to get the visitor to convert as soon as they get to the targeted page. Your CTA buttons should be concise and distinct. In addition, you should use phrases such as:

  • Pick Up Here
  • Join Now For 10% Off
  • Try It!
  • Join To Download

These simple, yet clear phrases are effective in getting visitors to take action.

Add Contact Information

While livechat is the trend to watch, it will not hurt to add your contact information on the landing page. This includes your physical and postal address, email address, or phone number. Some companies use a contact form or a link to their help centres.

Besides, visitors who know that they can always reach the company and get answers to the frequently asked questions have a higher chance of converting.

Going Beyond Conversions

Almost every other landing page creator focuses his or her landing page optimisation in Hong Kong processes on increase conversion. However, there is more to optimizing a landing page than that.

The bottom line is that you want more sales, either through higher-order volume or through greater revenue per purchase. You will need to access your bounce rates alongside your conversion rate.

You can find the bounce rate of your landing pages on Google Analytics on Content>Site Content>Landing Pages and then click on Comparisons view from the icons at the top of the page. After this, select the bounce rate from the drop-down menu.

Other than the bounce rate, you could consider other analytics such as:

  • Percentage of new visits
  • Average visit duration

However, you need to track different metrics to know when you need to optimise your landing pages.

tracking metrics when optimizing landing pagesSource: Disruptive Advertising


Overview of the Landing Page Design Packages in Hong Kong

Anyone with the will can optimize a landing page. However, it virtually impossible for business to get a 100% conversion rate, and the best you can do is to optimise the landing page to improve the conversions.

Unless you are actively involved in landing page design in Hong Kong, it will be difficult to optimize your landing page properly.

For this reason, you should use a professional landing page creator with experience in landing page design and optimisation services. The general rule of thumb is that experienced and resourceful professionals will be more expensive.

With that said, the average landing page design cost in Hong Kong ranges between HKD 300 and HKD 3107 per hour, depending on the landing page creator. Depending on the landing page’s form, a landing page creator could take between 8 and 16 hours, sometimes more.

With that said, here is a price overview of landing page design in Hong Kong.

Landing page design Packages Standard Professional Enterprise
Annual cost HKD 28800 HKD 144000 HKD 596544
Monthly cost HKD 2400 HKD 12000 HKD 49712
Manpower hours 8 12 16
Hourly cost HKD 300 HKD1000 HKD 3107

 

The tables below highlight some of the critical services provided by PPC remarketing and management agencies and professionals in Singapore.

 

Services Standard Professional Enterprise
Market Research Target audience  research No Yes Yes
Keyword optimization Keyword research Yes Yes Yes
Keyword targeting Yes Yes Yes

 

Negative keyword inclusion Yes Yes Yes
PPC  management Daily ad management Yes Yes Yes
Marketing Influencer marketing Yes Yes Yes
Viral marketing No Yes Yes
Contextual targeting Yes Yes Yes
PR outreach Yes Yes Yes
Topic targeting Yes Yes Yes
CTA CTA Button optimisation Yes Yes Yes
Landing page Design Background video No Yes Yes
Organic shapes Yes Yes Yes
Custom illustrations No Yes Yes
Reports

 

Google Analytics Yes Yes Yes
Performance Analysis Yes Yes Yes

 

Scroll/heat maps Yes Yes Yes
Confetti reports Yes Yes Yes

 

Google analytics Bounce rate optimisation Yes Yes Yes
New visitors analysis Yes Yes Yes

 


Questions to Ask A Landing Page Creator before Hiring

Picking the right landing page design agency or professional could be the difference between the success and failure of your online marketing and SEO campaigns. However, the first thing should be to collect quotes from mentionable agencies and professionals in Hong Kong.

In spite of this, price should not be the only thing of concern. Here are questions you should ask a landing page creator before hiring. The aim is to determine the level of expertise, experience, and professionalism.

What Trends Are Shaping Landing Page Design in Hong Kong Today?

Landing page optimisation in Hong Kong is evolving at a swift pace. For this reason, you need a professional or agency that frequently monitors the trends. This allows them to provide holistic services for the modern digital platform. However, you will need to have done your research to have prior knowledge of the trends disrupting landing page design in Hong Kong and the world.

How Will My Visitors Go To Other Pages on My Website?

While landing page optimisation should focus on getting the customer to convert, they could find more value on other pages on your website. However, there should not be an obvious navigation link on your landing page since it distracts the visitor from the task.

However, the creator could link your logo to the homepage. This ensures that there is a connection between your landing page and your web page without affecting conversion rates.

How Do You Go About Landing Page Optimisation?

Landing page optimisation is a crucial aspect of the entire digital marketing and SEO campaign. While it is economical to do it on your own for a small business, you will need extra support when you grow or start having multiple campaigns.

For this reason, you need to ensure that the landing page creator has experience in high converting landing pages. This will ensure that you reduce your remarketing costs while efficiently managing your ad spending and increasing conversions.

How Many Fields Should My Landing Page Have?

By this stage, the landing page creator should have taken the time to evaluate your landing page. The number of fields will depend on the offer you have on the landing page. For example, if you are asking people to subscribe to your email list or for a newsletter, one or two fields are enough.

However, if you are giving a 50% OFF on a high-value service, you can ask for more details. Ideally, six or seven fields are enough.

How Do I Ensure That I Get Authentic Details?

Unfortunately, the chances are that you will get some people who enter fake details, especially when you offer something free. To counter this, you should send a verification email that redirects them to the download page.

Another option is to send the offer in the email. You will avert sending freebies to people who do not convert.


Conclusion

Landing page optimisation in Hong Kong is a move that seeks to get visitors to convert as soon as possible. You also need to ensure that you extend value to the visitor on the landing page from the paid ads.

We hope that this guide will help you in optimising your landing page design. However, it is still a complex sector, and a professional landing page creator is what you need to guarantee success.

Contact us today for professional web design services, which include landing page optimisation in Hong Kong. Our customer care team is on hand to give you a quote and book an appointment with an experienced landing page creator.

 

 

 

PPC Remarketing in Hong Kong

PPC Remarketing in Hong Kong: A Complete Guide

By | Blog, Search Engine Marketing

What is PPC Remarketing in Hong Kong?

PPC remarketing is a strategy for connecting with people who previously used your website or mobile app. It works by serving ads to such people as they browse Google or partner websites. The objective is to increase brand awareness or remind your audience to complete a specific desired action.

How PPC Remarketing Works

The most crucial element of a PPC remarketing campaign are cookies. When a user visits a website, a tracking pixel places a cookie on their computer. The cookie records the actions the user took on the website, as well as the times they entered and left the site.

The information held by the cookie is then transmitted to an ad remarketing platform such as Google. The advertising network uses the data to choose ads that are likely to appeal to that specific user. It is worth noting that this only happens after setting up a remarketing campaign.

Remarketing Pixels vs Remarketing Lists

Remarketing campaigns target people in two ways – using lists or using pixels. As a marketer, knowing this is important because it affects the types of campaigns you run and the kind of content in your ads.

Pixel-based Remarketing

Most remarketing campaigns rely on pixels, which are short pieces of code embedded onto your website. The pixel drops a cookie into the user’s website browser every time somebody visits your site for the first time. The cookie then tracks the browsing patterns of the user. If the visitors use a website where Google shows ads, they will see you’re a listing.

The most significant advantage of pixel-based targeting is that it is instantaneous. People start seeing ads immediately after leaving your websites. Besides, it shows the recency of the visit, which is useful in improving your remarketing strategies.

List-based Remarketing

Another technique used for retargeting is making lists. In this case, you use emails to track and target your adverts. As long as the address you have is linked to a user’s Google profile, you can serve them with your ads.

The standout benefit of using list-based retargeting is that you have control over your target audience. With pixel-based retargeting, you do not know who is seeing your ads. It might be a previous visitor, a cart abandoner, or somebody was browsing your website without the intention to buy.

However, list-based remarketing allows you to target a defined audience and create campaigns that match the needs of your audience. The more data you have on the people in your list, the more effective your PPC remarketing will be. The only problem is that the addresses you have might not match with an active Google profile, meaning that your audience will not see your ads.

Here is a video that covers Google Ads remarketing steps.

Source: Surfside PPC


Getting Started with PPC Remarketing in Hong Kong

Here are the steps that you need to follow to get started with PPC remarketing.

1.  Set a Goal

The first step of any marketing strategy is setting your goals. By having clear objectives, you can identify the audience that you want to target. Some of the common objectives include upselling and cross-selling to your current customers, increasing brand awareness, reducing abandoned carts, and so on.

2.  Identify Your Audience

After setting your goals, identify the customers that meet your criteria. You can target visitors based on the pages they visit, the time they spend on your site, their demographic information, and so forth.

3.  Set Up Remarketing

Setting up a remarketing campaign requires experience in coding. If you are not good at programming, make sure that you seek assistance from a developer. Otherwise, you can look for the code online and paste it into your remarketing platform.

Google AdWords allows you to set up campaigns based on page visits and conversion goals. If you want advanced targeting option based on behaviour and demographics, use Google Analytics.

4.  Build Your Remarketing List

Once you finish writing your remarketing code, the next step involves creating lists based on the criteria used to define your target audience. You can create lists based on many conditions, such as visitors to your landing page and product page.

5.  Create Your Remarketing Campaign

This is where you name your PPC remarketing campaign and set your budget. You also have the option to create your ads.

6. Test and Optimise Your Campaign

It is vital to test and optimise consistently to get the best results. Ace sure that your ads are relevant, have a compelling call-to-action and are consistent with the design of your website. You should also invest in conversion tracking to assess the impact of remarketing on your conversion rates.


Popular Types of PPC Remarketing Campaigns

PPC remarketing is an excellent way of re-engaging people who have already expressed interest in your brand. It is useful for reminding your audience about your products and convincing them to make the purchase they did not complete the first time they interacted with your website.

Since it relies on advanced analytics, remarketing can assist businesses in targeting customers who failed to complete a particular action. For example, you could target customers who added products to their online cart but failed to complete the checkout process.

The advantage of remarketing over standard PPC advertising campaigns is that it allows you to serve ads across the internet. This is important since people spend most of their time browsing other websites other than search engines.

The following are the different types of ad remarketing campaigns that can improve your conversion rates.

Google Analytics Remarketing Code

The simplest way of starting a remarketing campaign is by using the Google Analytics platform. It is Google’s most advanced form of remarketing that allows you to target previous visitors and serve ads to them. You can create retargeting lists or target visitors based on other metrics such as time spent on your website, pages visited, geographical location, and so forth.

Google Ads Remarketing Code

Similar to Google Analytics, Google Ads remarketing code enables marketers to retarget previous visitors based on the criteria you set for your lists. The most significant difference between the two is that Google Ads allows you to build lists based on specific webpages, while Google Analytics creates lists based on the entire website.

The ability to target people who visited specific webpages could increase the effectiveness of your online marketing campaign, depending on your target audience. For example, Google Ads is useful if you want to remarket to customers who abandoned carts on your e-commerce website. However, its disadvantage is that it limits the potential audience. For instance, you would have to create multiple campaigns if you want to target people who interact with several webpages.

Google Remarketing Lists for Search Ads (RLSA)

Unlike Google Ads, which targets users using the Google Display Network, Google RLSA targets users on the Google Search Network. This means that it analyses the search behaviour of your target audience and serves the most relevant ads.

Google Video Remarketing

Video is increasingly becoming a popular means of digital display advertising. Google Video remarketing is a feature of Google Ads that allows you to serve ads to people who have seen your YouTube channel or watched other videos on your website. The ads are usually served on YouTube or other platforms on the Google Display Network.

Google Email List Remarketing

If you have a mailing list, Google Email List remarketing is the best tool for retargeting them. After uploading the list to the platform as a custom audience, Google will serve ads to your audience every time they sign in to their Google account via Gmail, YouTube, Search, and so forth.

Google Dynamic Remarketing

Google Dynamic Remarketing relies on machine learning to establish what potential clients are after on your website. The findings are then combined with demographic information to match the user with a product in your inventory. For example, if you sell cars, the tool will assume that visitors to your website are looking to buy a vehicle. If they fail to purchase one and leave your site, Dynamic Remarketing will show a collection of the cars on your site to the user as they browse the internet.

Google Dynamic Prospecting

Google Dynamic Prospecting is an advanced version of Dynamic Remarketing. Instead of target your previous visitors, it leverages Google’s artificial intelligence technology to identify potential new customers. It targets customers based on what they are looking for on the internet rather than whether they visited your website. The Dynamic Prospecting tool then analyses your inventory and evaluates products based on relevance and popularity to determine the ones that are likely to appeal to the potential clients.

Bing Remarketing in Paid Search

Bing Remarketing in Paid Search allows you to create lists and optimise campaigns for people who have previously visited your website. It also allows you to serve ads to specific audiences or exclude particular people from seeing your ads.

Bing Remarketing Lists

Bing Ads enables you to create remarketing lists based on the following factors.

  • General Visitors – these are people who visited any page on your website.
  • Product Visitors – these are people who visited particular pages on your site and viewed specific products.
  • Shopping Cart Abandoners – these are people who added products to their online shopping carts but failed to complete the purchase.
  • Recent Converters – these are people who either submitted a form or purchased something from your website.
  • Loyalty Members – these are your existing clients who are likely to purchase from you again.

After creating any of the lists above, you can select the audience that will see you remarketing ads.

Bing Demographics Remarketing

Bing Demographics Remarketing is an advanced tool that enables marketers to target their ad remarketing campaigns to defend audiences. Some of the demographics you can include age, gender, location, and so forth. Although you can serve several ads, you can only target a single demographic at a time.


Tips on How to Improve Your PPC Remarketing Campaign in Hong Kong

If your PPC remarketing campaign is not productive, then you are probably not doing it right. With average conversion rate ranging between 2% and 4%, failing into invest in retargeting means that you lose up to 96 out of every 100 people that visit your website.

Here is an infographic showing the average conversion rates across various industries.

Average conversion rate of Google ads across different industriesSource: Smart Insights

The following are the tips on how to improve your PPC remarketing and boost your conversion rates.

Prioritise Your Top-performing Campaigns

Similar to other online marketing strategies, it is advisable to focus on the most productive campaigns to set the right tempo for your remarketing. Otherwise, if you go all out without planning, you will end up spending a massive amount of money without getting positive results.

Before anything, make use of Google Analytics to discover your top-performing campaigns. Then, look for ways to improve them and boost your conversion rates. Once you find out what makes them perform well, you can use their tactics to other campaigns in your account.

Target High-value and Known Customers

PPC remarketing is an effective way of retargeting your existing customers. If you are a retail business, you can analyse the demographic profiles of your highest-spending clients and retarget them. For instance, you could serve them with ads showcasing new products and services. Make sure that you also include incentives such as offers and discounts.

You can also use the demographic data to target people who are likely to show interest in your products. Keep in mind that their persona has to match the profile of your highest-spending customers.

Bid Aggressively for High-intent Visitors

The best way of maximising on your PPC remarketing budget is by focusing on people who have already expressed an intention of buying your products. You should track your analytics to see the visitors who have opened key sections of your websites such as landing pages, product offerings, and pricing, and so on. People who visit such pages usually have a high intent of making a purchase.

Once you identify high-intent visitors, target them aggressively. This is because it is easier to convert them than regular visitors.

Use Negative Keywords to Improve the Quality Score of Your Ads

PPC remarketing means that you pay for every click on your ad listings. No marketer wants to pay for clicks by people who will never convert or not part of the target audience. The best way of avoiding such clicks is by using negative keywords.

For instance, if you sell software, you can use ‘free’ as a negative keyword to filter out people who are looking for free software solutions. When you use negative keywords, Google assigns a higher quality score to your ads, which translates into more visibility and a lower cost-per-click.

Set an Optimal Frequency Cap

Setting the optimal frequency cap for your remarketing campaign allows you to limit the number of times a particular user sees your ads. It is useful in ensuring that you do not waste money targeting people who will never convert into customers. Also, it ensures that you do no pester potential clients by showing them the same advert repeatedly.

If your remarketing campaign is linked to your Google Analytics accounts, look at the number of impressions and compare them against the conversion rate. It is advisable to set the limit at the point where your cost per acquisition is driving down your return on advertising spend.

The following table shows how ad frequency affects their click-through rates

Number of times a user sees an ad Relative click-through rate
1 1.0
2 0.92
3 0.9
4 0.78
5 0.75
6 0.48
7 0.44

Source: Wordstream


How to Test Remarketing Ads

Testing the adverts in your PPC remarketing campaign allows you to know whether the campaign is productive or not. By testing your ads, you can establish if you are getting positive returns or making losses.

The following are some of the elements of remarketing that you can test.

  • Ad platforms – this is where you will serve your ads to reach your target audience.
  • Ad timing – this is useful in that you know the right time to post your ads to maximise visibility.
  • Ad types and sizes – depending on the preference of your audience, you can either serve text or graphical ads.

Although it takes time, testing is worth the investment because it allows you to optimise your campaign to suit the needs of your target audience. You will know what they what to see, at what time, and on which platform.

If the cost of advertising on a platform exceeds the profit generates, stop and re-evaluate. It is not recommendable to persist with a campaign that is taking money without returning any profits.

A/B Testing in PPC Remarketing

The most common method of testing is A/B testing. It involves the creation of two ad campaigns with one measurable difference. After this, the two ads are served to different audience segments to see which one performs better.

The table below shows the most effective methods of boosting conversions.

Method Effectiveness
A/B Testing 50%
Targeting and segmentation 45%
Copy optimisation 44%
Responsive design 34%
Event-triggered email 26%

 

Source: Neil Patel

By showing to separate ads to your audience, you will understand their preferences better. As a result, you will fine-tune your ads and increase your conversion rates significantly.


The Benefits of PPC Remarketing to Your Business

Here are the benefits of investing in PPC remarketing for your business in Hong Kong.

Target the Right Audience

Modern shoppers like to research online before buying a product or subscribing to a service. The research usually involves price comparisons and reading reviews from previous clients and authority figures. In most cases, people who are visiting a website for the first time do not convert.

Remarketing is a smart way of reminding your customers and prospective leads that you have the product or service they want. By subconsciously reminding your audience that you have what they need, you ensure that they remember your brand when deciding what to buy.

The following chart shows the behaviour of modern shoppers before they purchase a product.

behaviour of moder shoppers when shopping onlineSource: GetApp

Increased Ad Relevancy

The most significant advantage of remarketing is its ability to serve ads based on the actions of previous visitors to your website. For example, if you sell electronics and a visitor browses through the television category, you will serve them with TV remarketing ads once they leave your website. This is an excellent opportunity to promote a product and encourage the customer to purchase it.

The table below shows the importance of serving relevant ads to your target audience.

Reason for Clicking an Ad Percentage of Users
It was exciting and relevant 40%
It was a mistake 34%
It was a search result 31%
It was tricking 15%
It was visually appealing 13%
It was compelling and provocative 7%

Source: HubSpot

An Opportunity to Upsell and Reengage with Your Audience

One of the biggest challenges to e-commerce platforms is cart abandonment. It is one of the reasons behind the low conversion rates experienced by such websites. Retargeting grants marketers an opportunity to reconnect with customers who abandon their websites without completing an order, even after adding products to their shopping carts. Remember that it is easier to convert cart abandoners since they already showed interest in your products.

The graph below shows the average cart abandonment rate across various regions in the world.

average cart abandonment rate across the worldSource: Moosend

Besides, you can use Remarketing Lists for Search Ads to target your website traffic. It works by giving you the chance to place a higher bid every time one of your visitors searches for the keywords you are bidding on so that they see your ads.

Increased Brand Exposure

PPC remarketing is a useful strategy for increasing brand awareness. When a person sees your ads several times, they become familiar with your brand, and this influences their buying decisions. Since they already associate your company with a particular product or service, they will consider you any time they want it. Make sure that your ads have attractive pictures that will capture the attention of your audience.

Increased Conversions

A better conversion rate is perhaps the standout benefit of investing in PPC remarketing. The ultimate goal of online marketing is to engage the user and convert them into customers. A person who is already familiar with your products and website is more likely to convert than a first-time visitor. By retargeting your previous visitors, you increase the chances of improving your conversion rate.

The graph below shows how remarketing affects conversion rates.

how remarketing affect conversion rates

Source: Wordstream


Common PPC Remarketing Mistakes and How to Avoid Them

Many marketers rush into PPC remarketing expecting to reap the benefits mentioned above. If you want to have a successful campaign, these are the mistakes that you need to avoid.

Failing to Scale

It is wrong to assume that you can retarget a broad audience. Instead, you should rely on analytics to see the number of repeat visitors to our website. This allows you to know the size of the audience that you need to retarget.

As is the case with other marketing campaigns, it is essential to scale your PPC remarketing initiative. For example, if your campaign runs monthly but fails to get many conversions, consider extending the interval to two or three months. This allows you more time to attract more leads to your website. Similarly, if your current list is not generating many conversions, consider expanding it.

Focusing Exclusively on Selling

Another misconception about retargeting is that a previous visitor to your website does not need an extra incentive to buy from you. That is not always the case. Most users at the discovery phase are usually after potential solutions and reconfirming whether the problem they have is worth solving.

When setting up a remarketing campaign, it is vital to use upselling and cross-selling tactics. These give users extra reasons to consider your brand, especially if you sell products that complement each other. A cross-selling message promotes related products while upselling offers encourage users to consider an improved and costlier version of a product.

Failing to Exclude Some Audiences

Some marketers wrongly believe that they should remarket to people who have just purchased from them. In most cases, people tend to exclude customers from the last two weeks from their remarketing campaigns.

The best way of determining the optimal exclusion period is by considering the consumption time of your service. The delay before a repeat transaction depends on factors such as seasonality, location of your audience, and so forth. For example, somebody looking for winter clothing will not shop until the following year. This explains why you should exclude such people from your retargeting campaigns, at least for some time.

The only way you can target recent customers is through cross-selling. That said, you need to ensure that the product you are cross-selling is relevant. For instance, if they just bought a TV from you, you can retarget them with a soundbar or home theatre system.

Planning for the Short-term

Many consider remarketing as a short-term strategy aimed at recent visitors and shopping cart abandoners. However, it is possible to target users who visited your website as long as a year ago.

Usually, the drive to acquire new customers causes marketers to forget about their existing clientele. You can target your current clients by looking at their consumption patterns and the seasonality of your products. For example, if you sell software that requires annual renewal, you should target customers who are near the end of the 12-month cycle.

Focusing on One Channel

Remarketing on search allows you to target all people who have visited your website. This includes people who got to your site after seeing a paid ad, through organic search, from social media and email marketing and direct visitors.

Consider the messages seen by your visitors and build on them. Instead of focusing on one channel, make sure that you have a remarketing campaign for each of the sources of your website traffic.

Limiting the Budget

At the start, you will not need extra money to run your remarketing campaign since you are targeting people that have already visited your website. However, as your business grows, you will need to remarket to a bigger audience, meaning that you will have to spend more money. For that reason, it is not advisable to limit your remarketing budget.


Taking Your PPC Remarketing Campaign to the Next Level

If you want to get impressive results from your PPC remarketing campaigns, you need to get inside the head of your target audiences. Every prospective customer follows a unique buying cycle, and your message should match the stage at which they are in the buying cycle.

Here are four ways to take your remarketing efforts to the next level.

Resolve the Concerns of Your Audience

The primary reason for not converting is that people often have unanswered questions and concerns over a business. For instance, they might be reluctant to share personal information or not ready to commit to your brand. Remarketing can be useful in addressing the concerns that are preventing your visitors from converting.

For instance, people might have concerns over ease of use if you sell software. You can ease the worries by creating a video demo that shows how to use the software.

Reduce Your Prices

One of the reasons why people fail to buy is because they do not like the pricing of a product. 94% of online shoppers compare prices before making a purchase, meaning that you have to offer affordable prices if you want to sell.

It is not a coincidence that marketers use discounts to promote sales.  By adding a sense of urgency to your discounted offers, you ensure that your visitors convert faster.

Keep it Simple

Another reason why people fail to buy is that what you are offering solves their problem partially. For example, if you buy a TV, you will need a stand, or a wall mount to go with it.  When creating a retargeting ad, consider cross-selling. Your audiences will be more interested in buying if they notice that you sell products that complement each other.

Target Existing Customers

Most marketers focus on converting people who visited their sites but failed to convert. Although getting new customers is great for any business, it is better to turn customers into regular clients. Makes sure that you understand the buying cycle to enable you to send the ads at the right time for maximum effectiveness.

The graph below shows the ease of selling to existing customers.

ease of selling to existing customers

Source: Groove

Conclusion

PPC remarketing is a powerful strategy for targeting people who interacted with your website without converting. It is particularly useful because most people do not convert the first time they visit a site – they have to see your ads repeatedly before they become customers.

Setting up a remarketing campaign is a straightforward process.  It is also affordable, and more importantly, it can have a massive impact on the long-term success of your online marketing campaign.

The tips mentioned in this article are an excellent starting point to get started with PPC remarketing. As is the case with other marketing strategies, keep testing and optimising consistently to get the best results.

Get in touch with us for the best PPC marketing and remarketing services in Hong Kong. Our team will not rest until your set goals are achieved.

 

display advertising in Hong Kong

Display Advertising in Hong Kong: A Complete Guide

By | Blog, digital marketing

Display advertising is a marketing strategy in which you place text or graphic banner ads on designated areas of a website, an app, or social media platforms. Adverts can take various forms, such as videos, images, and rich media, and so on, but the primary objective is to sell a product or an idea to a defined target audience.

The display advertising industry is growing throughout the world, particularly in recent years. In Hong Kong, the market has size has increased from HK$0.5 billion in 2012 to HK$1.1 billion in 2019. The figure is expected to reach HK$1.3 billion by 2021.

The graph below shows the development of the display advertising market in Hong Kong between 2012 and 2021.

advertising expenditure in Hong Kong

Source: Statista

How Display Advertising Works

The majority of display advertising campaigns operate on a cost-per-click basis. This means that you pay a specified amount every time a user clicks on your ad listing.

Displays ads are also useful in retargeting, where you serve adverts to people who visited your website but failed to convert.  The objective of retargeting is to convince users to revisit your site and complete the desired action they were unable to perform on their previous visit.

How to Get Started with Display Advertising in Hong Kong

As mentioned above, display advertising is a domain of paid search in that you pay to increase the visibility of your posts. However, display ads differ from standard paid search ads in that they only appear at the top or on the side of a search result page, while the former can appear on top or at the bottom.

Since people prefer visual content over text, marketers are increasingly embracing display ads as part of their digital marketing strategies. This means that you have to implement smart strategies to ensure that your promotional messages reach your target audience at the right time.

The following are the steps that you need to follow to ensure that you succeed in your display advertising in Hong Kong.

Think “Programmatically”

In the past, advertisers had to agree with publishers over before releasing an advert to the public. This meant that it was impossible to adjust an advertising campaign, even if it was not performing as originally intended.

By employing programmatic buying methods in your display ads campaign, you can leverage features such as targeting, which allow you to reach out to specific audiences.  You can also adjust your campaign at any time if it is not generating the results you intended. For instance, you could segment your audience based on demographics such as age, location, and level of income, and so on.

The advantage of using programmatic methods when advertising is that you make your campaigns cost-effective. This is because your ads reach people who are likely to show interest in your brand, which increases the potential conversion rate significantly.

Conduct Early Prospecting

Prospecting is a targeting strategy that focuses on expanding the reach to the masses. It is also known as geo-targeting, mostly because it focuses on people living in a particular location.

This tactic is useful for segmenting your audience. It enables you to know the people that are engaging with your ads, and how you can target them throughout the campaign. The best way of ensuring that your prospecting ads are effective is by using a friendly tone in your call-to-action statements. By using a welcoming tone, you can collect more data from your target audience.

Make Use of Data Targeting

If you are running on a limited budget, data targeting is a cost-effective method of conducting a display ads campaign. This strategy uses data to ensure that your ads reach a defined audience that is more likely to engage with your brand. It also allows you to choose the audience segments that are responsive to your offline marketing campaigns and the people who interacted with your brand during the prospecting phase.

Ideally, you should focus your efforts on the audience segment that frequently engages with your brand. You could also use the data used for targeting for cross-channel marketing. For instance, if people are responding positively to your digital display marketing, you can target them on social media.

Retarget Strategically

Retargeting is a marketing strategy that aims to serve ads to people who visited your website landing page without completing the desired action. The action might be submitting a form, purchasing a product, and so forth.

The best way of retargeting is by using a more compelling call-to-action in your subsequent display ads. For instance, if your first offer was a downloadable resource, add a discount on the second. By doing this, you give the target audience an incentive to take the action they failed to complete at the previous visit to your site.

Optimize for Mobile

As seen earlier, display advertising in Hong Kong is growing steadily. The same applies to the global market, as the Google Display Network currently has a 90% reach on the internet. Since most people access the internet using mobile devices, optimizing for mobile presents an exciting opportunity for marketers invested in display ads.

The most significant concern with mobiles is that most people use them for browsing instead of converting. According to research, smartphone users convert at a lower rate than desktop users. That said, you should not fail to make your banner ads responsive to smaller screens, as well as their corresponding landing pages.

Pair it with Offline Advertising

Omni-channel marketing has several known advantages, which is why it is advisable to pair your display ads campaign with offline marketing campaigns.

For example, you can use the data from the research on your online ads campaign to create a marketing strategy for television, billboards and other offline display ads.

The Top Three Display Advertising Networks

A display advertising network is a platform that allows marketers to serve their display ads to their audiences. Without it, it is impossible to convey your promotional message to prospective clients.

The top three display advertising networks are the Google Display Network, the Facebook Audience Network, and the Twitter Audience Platform.

The table below shows the market share of the leading display advertising networks in the world.

Platform Percentage of market share
Google 30.6%
Facebook 15.6%
Others 50.8%

Source: Convertize

 

Google Display Network

The Google Display Network is the number one and most popular display ads network in the world. Since Google generates its income from serving ads, this platform has the best features to ensure that you generate a positive ROI.

Facebook Audience Network

The Facebook Audience Network is second to Google in terms of popularity. It is also as rich in features, with the standout ones being the targeting functionality and tool used for designing display ads.

Twitter Audience Platform

The Twitter Audience Platform is another useful network that can enhance your display advertising in Hong Kong. It can help you serve your ads across various channels, such as the internet and mobile apps.

How to Measure the Performance of Your Display Advertising in Hong Kong

Similar to other advertising strategies, it is essential to measure the performance of your digital display marketing. When you employ a proactive approach to campaign monitoring, you can significantly improve the impact of your display advertising campaign.

The following are the metrics that you need to track when running a display advertising campaign.

Impressions

Impressions is a particularly useful metric because it shows you the number of people who have seen your ad. The number of impressions shows you the size of your audience and the click-through rate of your banner ads. An increased number of impressions is an indicator that your campaign is productive.

Click-through Rate

Most marketers keep a close eye on the click-through rate on their ad listings, as it shows the percentage of people who have clicked on your ad. It is calculated by dividing the number of clicks by the number of impressions. In most industries, the click-through rate does not exceed 5%. You should look at the averages for your sector and look to match them.

Conversions

Conversions are perhaps the most critical metric for a display ad campaign, as it shows the number of people who have completed a particular desired action. The objective of your campaign defines the intended action – for instance, it can be a click on the ad, submission of a form, or completion of a purchase.

Types of Display Ads Campaigns to Increase Leads and Sales

The primary reason why people invest in display advertising in Hong Kong is that search might be highly competitive or reach its ceiling. The following are five different types of display ads campaigns that you can start to increase brand awareness and grow your revenue.

Remarketing

The most popular type of display advertising is remarketing. Also known as retargeting, it is a strategy that allows you to reconnect with people who saw your ads without taking the desired action.

Here the steps you need to follow to create a remarketing display ads campaign.

  • Add a snippet of code on all pages of your website.
  • Create a remarketing list containing the people you want to serve ads to. For example, you can make a list of visitors who visited a specific page on your site.
  • Design ads and launch your retargeting campaign.

In retargeting, Google decides the ‘best sites’ to show your display ads.

Target by Website Placement

Targeting by website placement is the most effective targeting option because it allows you to choose where to show your ads. For example, if you sell software, it would be best if you placed your display ads on technology websites.

That said, you can still configure the display networks to serve ads automatically. The advantage of this option is that it spares you of the effort needed to find relevant sites. It also allows you to exclude sites that are not related to your company.

Target by Interest

This allows you to target users based on the two interest categories on Google – affinity audiences and in-market audiences.

Affinity audiences are users who are browsing without an urgency to buy. As a result, Google analyses their profile, overall preferences, lifestyle and passions and places them in the long-term interest category. An example of this is a person who reads a blog on virtual currencies regularly. In this case, Google would regard them as a cryptocurrency hobbyist.

In-marketing audiences are users who are browsing with an urgency to purchase a product or a service. Google analyses the search history and social activity of its users and determines if they have an intention to buy. An example of such users are people who are reading review sites, searching for nearby stores, and comparing different prices. These are all indicators that the user is ready to purchase.

Contextual Targeting

Contextual targeting is a type of display advertising that analyses keywords and finds the most suitable website for your adverts.  The advantage of using keywords in a display campaign instead of inside banner ads is that they are indexed by Google and ranked according to relevance.

Topic Targeting

Topic targeting allows you to specify the topics of websites where you will show your display ads. After this, Google chooses the best sites that match the topics you provided.

For instance, if you sell electronics, you could choose topics such as televisions and sound systems. If you want to be more precise, you can select specific electronic brands.

An Overview of the Popular Forms of Display Ads

Here are the different forms of display ads used for digital display marketing in Hong Kong.

Expandable Banners

These are banner ads that expand either automatically or after the user clicks on a button on the screen.  The most significant advantage of expandable banners is that they increase the visibility of the advert. On the downside, auto-expanding banner ads can appear intrusive to some users.

360o Display Ads

360o display ads transform flat content into a spherical shape.  By doing this, they capture the attention of the user as they browse a website without hampering the overall experience. The only challenge is that most people are unaware of this type of display ads because it is still new to the market.

Rich Media

Rich media refers to advanced forms of display ads that have features such as animated graphics, flash games, and GIFs, and so on. The benefit of using rich media is that brands are not constrained a file type or format. On the downside, rich media ads require extensive customization, which means they take longer to develop.

Interstitial Display Ads

Interstitial ads show on the entire screen of the user’s device. Since Google users view 54% of all ads, using the interstitial format guarantees more viewership. However, the intrusive nature of such ads means that users are likely to close it without reading the message because they want to continue navigating the website.

Overlay Ads

Overlay ads are similar to interstitial ads in that they pop up, although they have a slightly transparent background.  They are less intrusive than interstitial ads because the user can still read the website. However, many people still consider popup ads as interruptive, meaning that they close them without reading the message.

3D Display Ads

3D displays ads differ from standard banner ads in that they contained an animated 3D object that shows a realistic impression of your products and enhances interactivity.

When a user scrolls over or hovers the mouse pointer over a 3D display ad, it starts playing. The user can control the ad as they would with a video clip. The most significant challenge is the number of resources required for 3D modelling.

The following is a graphical presentation of the impact of the various forms of display ads.

impact of different display ads

Source: ominvirt.com

As a marketer, it is advisable to use the formats in the upper right quadrant. This is because they are not intrusive, meaning that audiences are more likely to respond positively and interact with them.

How to Create Standout Display Ads

Here are some of the elements that you need to consider if you want to create standout display ads that will boost your click-through rates and increase conversions.

Make Use of Video

People prefer video over other types of content – the average CTR of video content is 7.5 times higher as compared to other formats. With the rising popularity of video ads, you need to invest in them or risk falling behind your competitors. Make sure that the videos are short and concise because people have short attention spans.

Leverage Native Advertising

Native ads get more viewership than conventional display ads, mostly because they are not a direct piece of marketing at first glance. A typical native ad resembles the context of the platform in which the ad is placed. For example, a native ad can appear within a social media feed or appear as a link to a useful resource.

Serve Dynamic and Personalized Ads

An ad is considered dynamic if it adapts to the viewer and delivers a specific message that meets the needs of the user. For instance, geolocation and weather data can be useful in creating ads for people living in a particular region. You can also customize ads to adapt to browsing history, upselling and cross-selling and retargeting customers who did not complete a specific action.

Explore New Advertising Methods

New display advertising methods come to the fray, and you should hesitate to try them out. For instance, Instagram Stories gets 400 million viewers daily. Capitalizing on such new opportunities that you always stay ahead of your competitors.

Create Compelling and Customized Call-to-action

The style and design of your display ad should reflect the final call-to-action. For instance, you can integrate your CTA with Google Maps to give customers directions to your brick-and-mortar store.

 

Challenges Facing Display Advertising in Hong Kong

Despite its usefulness to business, the digital display marketing sectors has several challenges. Marketers must know these problems, and more importantly, how to solve them.

The following are the most significant challenges facing display advertising in Hong Kong.

Rapid Growth

The digital landscape is proliferating, as indicated by the ever-increasing number of websites. Choosing the right site to show your display ads requires extensive research and resources. Moreover, other emerging platforms, such as wearable technology and digital assistants, are gaining popularity. This means that marketers have to formulate strategies to reach out to users on these new channels.

Ad Blockers

Ad blockers are software used to prevent adverts from appearing on a web browser as a user navigates through various websites. These tools effectively make it impossible for brands to reach their target audiences. The Asia-Pacific region leads the way for mobile ad blocking, with 94% of global mobile ad blockers being used in the area.

The following graph shows the top ten countries with the highest number of mobile ad-block users.

top countries with the highest mobile ad blockers

Source: Ad Push Up

The solution to this problem is using native adverts since they are not as conspicuous and intrusive as banner ads.

Reduced Exposure

In the past, social media provided a free platform for reaching out to customers. This is no longer the case, as the networks are now implementing measures to force marketers into using their paid ad platforms. For instance, Facebook has significantly reduced the exposure for posts unless the publisher pays for them. Given the popularity of Facebook, this is a significant blow to marketers.

Increasing Costs

The cost of display advertising is always increasing, mostly because of the growing competition among marketers.  Display networks know that more businesses are investing in display ads, and are charging more as a result of the increased demand.

The solution to this problem is finding smarter ways to spend your display advertising budget. This means spending more time on research so that you create cost-effective strategies driven by data collected from your target audience. When you serve ads on the right platform at the right time, you are likely to get more conversions. This, in turn, means that you generate higher profits.

Elusive Audiences

The hectic nature of modern lives means that people have shorter attention spans. A person might see your ad but fail to read its message due to limited time.

Audience segmentation is the best way of ensuring that your display ads reach people that are likely to show interest. You can also make use of targeting tools provided by the display networks.

Mistakes to Avoid in Display Advertising in Hong Kong

If you practice digital display marketing, the worst thing you can do is make avoidable mistakes. The following are some of the blunders that are costing marketers in Hong Kong and how to avoid them.

Misleading Copy

The quickest way to lose the trust of your audience is by using misleading copy in your display ad. The text in your advert must correspond to the content in your landing page. Keep in mind that conversions matter more than clicks, which is why your call-to-action must always be honest.

Prioritizing Click-through Rate over Conversions

The average click-through rate for display ads is below 1%, a figure that an outsider can consider disappointing. However, you can generate a positive ROI without having a high CTR, provided you focus on conversions.

The table below shows the average CTR for popular social media networks.

Social Network Average CTR
Facebook 0.72%
Twitter 2.00%
Instagram 0.94%
LinkedIn 0.006%

Source: CXL

By investing in research and targeting, you deliver ads to the right people. This increases the chances of getting conversions significantly.

Neglecting A/B Testing

A/B testing works by contrasting various strategies in a marketing campaign to gauge productivity. By identifying what is working, you save the money that you would have otherwise spent on unproductive ideas. On the contrary, neglecting these tests increase the costs of a marketing campaign without generating positive returns.

Overlooking Social Media Display Ads

As mentioned earlier, Facebook and Twitter offer the best display advertising networks after Google. It makes no sense to fail to make use of these powerful platforms since they increase the reach of your ads.

Moreover, HootSuite discovered that ads on Facebook get a click-through rate up to nine times higher than advertisements on regular websites. This further highlights the importance of including social networks as part of your display advertising in Hong Kong.

Using Non-responsive Ads

The global display advertising industry is shifting towards mobile devices, mostly because the majority of people access the internet using smartphones and other handheld gadgets. By 2020, the total spends on mobile display ads in the Asia-Pacific region will be $3.6 billion.

The graph below the increasing spends on mobile display ads between 2012 and 2020.

increase in spending on display ads

Source: Marketing Land

Advertising on the Wrong Sites

While targeting a specific audience for every display ad campaign seems challenging, you should make an effort to do it. Posting you advert on the wrong site reduced the likelihood of getting clicks and conversions. As a result, the money you pay for the display advertising network goes to waste.

Recycling Ads

Nobody can get convinced by the same thing twice. If you want to be successful in display advertising in Hong Kong, make sure that you update your ad copy regularly. Keep in mind that new information encourages your target audience to click on the adverts.

Using Sloppy Ads

It is vital to ensure that your ads look professional before publishing them on display networks. Make sure that the dimensions are right, the wording is accurate, the copy is brief, and the CTA is relevant to your target audience. Making sloppy errors such as misspelt words creates an impression that you are not thorough, which discourages users from clicking the ads.

Here is a detailed guide on the various ad sizes on the Google Display Network. Below is a table of the top-performers in this category.

Ad size Description Text ads Display ads Mobile text and display ads
300*250 Also called the medium rectangle, this performs well when embedded inside textual content or the end of articles. Yes Yes Yes
336*280 Also called a large rectangle, it performs well when placed in-between text or at the end of articles. Yes Yes
728*90 Also known as a leaderboard, it is useful when placed above the main content in a page. Yes Yes
300*600 Also known as half-page, it is useful for marketers who want a huge space for their ads. Yes Yes
320*100 Also known as large mobile banner, it is designed for mobile display advertising. Yes

 

Source: Google Support

New Trends That Will Shape Display Advertising in Hong Kong in 2020

The display advertising industry is constantly changing, and these are the trends that will define the sector in 2020 and beyond.

The Rise of Augmented Reality and Virtual Reality

Following the introduction of 5G technology, augmented reality and virtual reality are starting to explode. According to Statista, the value of the AR market will be worth $198.17 billion in 2025.

The graph below shows the projected value of the augmented reality market in 2025.

value of argumented reality by 2025

Source: Statista

Marketers are expected to capitalize on these technological advancements to increase the effectiveness of their display advertising campaigns.

Smart Display Advertising Powered by Artificial Intelligence

There is an increased exploration of machine learning and artificial intelligence to see if they can improve ad creation and ad buying. The technology is currently being used to analyze voluminous content and dynamically create ads that are ideal for that context.

Programmatic Ad Buying

Programmatic ad buying is another trend that is promoting increased use of automation in display advertising. The advantage of this approach is that it depends on AI-driven algorithms to purchase display ads, eliminating the burden of tedious and repetitive marketing tasks.

Automated Ad Creation

Businesses are increasingly using image and video automation tools to create display ads quickly. By using advanced software, you can create adverts that are more effective and generate positive returns.

Conclusion

Investing in display advertising in Hong Kong is the best decision you could make as a marketer. However, you need to be smart to ensure that your investment does not go to waste. Make sure that you follow the tips mentioned in the article, and you will be on your way to success.

Get in touch with us for professional display advertising services in Hong Kong. 

 

hire a leading ad agency in singapore

Leading Ad Agencies In Hong Kong

By | Blog

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Gel nails first appeared in the U.S. in the early 1980s, Nail gel
but were met with limited success. At the time, Nail care
the manufacturers of gel lights and the gel itself had not joined forces, magnetic gel nail polish
not yet recognizing the need to precisely match the intensity of the light to the photoinitiators in the gel.Best gel nail polish
Nail techs and clients soon found out that ­using the wrong light or applying too much gel caused a burning sensation on the client’s fingertips.Buy gel nail polish
Additionally, education on gel application was limited, leaving nail techs in the dark about the product, and home-use ­systems were introduced around the same time, damaging the reputation of salon-use systems by ­association.luxury nail gel
By the end of the ‘80s, many companies had pulled their gel products from the market.
Nail gel

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Marketing has come a long way, especially with the widespread use of smartphones, and the buzz surrounding social media; it is easy to overlook the need of building an emailing list. To date, email list subscriptions remains one of the best ways to keep your site visitors updated on what is happening and what is new in your industry as well as promote new and upcoming products.

You will have to be smart and apply certain strategies and tweaks to your website in order to automate your list building.

Here are some of the proven ways you can use to automate your list building campaign.

Incorporate Content Upgrade Popups

As much as we love to hate popups, they do work, and a majority of websites has them. Statistics show that they can increase your subscription rate by close to 5%. Popups can be more effective when you add content upgrade to the wording. The best way to gain with the content upgrade popups is by making them page-specific.

However, whether you are creating newsletter subscription popups or content upgrade popups, timing is crucial. You do not want them to appear immediately a user lands on your page. You also do not want to have the popup appearing too late. For best results, allow a few seconds to lapse after the user gets to the page before the subscription request pops up.

Optimize Your Confirmation Page

The sad truth is that most people do not confirm their email to complete the subscriptions. Statistics show that at least 25% of the confirmation emails are filtered and sent to the spam folder. What this means is that you are not getting the conversions you deserve. Sometimes, they might opt not to confirm, or they forgot. However, you can get your users to confirm their subscriptions, by optimizing your confirmation page. How do you do this you wonder?

What most webmasters do is to tell the user that they need to confirm their email in order to subscribe to their newsletter and content upgrades. However, Brian Dean suggests that you re-iterate the benefits of using something more motivational like free tips, updates, and strategies. You also need to include a CTA asking them to confirm their emails. Lastly, give a systematic process on how to confirm their email, this goes to show that you are helpful and it works marvelously, especially when the email was sent to the spam folder.

Give Two Options on Your Bounce Exchange Popup

When seeking to get more people to subscribe automatically, you need a strong CTA. However, you need to follow the KISS (Keep it simple stupid) principle. You have to get your creative cap on, and can ask two questions or provide a phrase with two options. A good example is Timothy Sykes’ phrase ‘STOP BEING POOR AND APPLY NOW’ and ‘No thanks, I prefer to be lazy and eat Cheetos on my couch.’

What this phrases and many more you can find on websites catering to consumers in Singapore make you feel bad when you opt out of joining their emailing list. Studies show that giving two options is better than one, and it increases the chances of conversion by more than 20%. The sillier the alternative like eating Cheetos on a couch will drive more people to take action, and you will have more subscribers than when you only had one option.

Use Social Proof

The nature of the human bangs is that they prefer to get involved in things that other people are interested in; and that includes subscribing to email newsletters. The theory is that if you want more Singaporeans to subscribe to your list, you will need social proof that you have subscribers and the more the better. But, what do you do when you have very few subscribers?

You can use testimonials, and social media is the easiest place to get them. You can add a social media feed section on your website and it will be enough proof to show that your website has traction. A single testimony from a satisfied customer can earn you more subscribers than disclosing the number of subscribers you purport to have.

Identify Your Squeeze Page

Many webmasters have a hard time getting traffic to the content that will convert them from browsers and into subscribers. The trick here is to use the landing page funnel (LPF) technique, which dictates that you first identify the landing pages that have the highest number of conversions. Secondly, you need to design your site to funnel direct the traffic to the pages with high conversion rates.

The easiest way to do this is by creating links to the pages that convert the most at the main navigation section, or a popular articles section. You can also add a subscribe link at the top of the main navigation bar that will take your users to the squeeze page.

Choose Your Words Carefully

How you use words on your site can motivate users to subscribe. Today, the modern browser has seen and read hundreds if not thousands of phrases such as ‘sign up for a free eBook today.’ No matter how good your eBook is, you will not get as many subscribers as you would like to. It is therefore that you pick out words to use on your landing page and popups very carefully.

You can use value terms such as limited time, secrets, advanced, special offer, featured, access, and download, exclusive, among others. You can use them in tandem, but be sure they fit naturally in the context. You do not have to give away anything when trying to automate your list building, but they will increase the value of your newsletter. However, using more than three of these value words makes you look as though you are trying too hard.

Finally, if you have a large number of subscribers already, you can use that to motivate browsers to join your list. If you have well over 5,000 subscribers, this is the trick for you. Coupled with testimonials, and the other tips in this article, you will be able to automate your list building.