Why Building a Web Presence Isn’t As Easy As You Think

In part 1 of Why Building a Web Presence is a Pain for SMEs, we covered issues on building a website and concluded that building a web presence requires more than just a website. In this article, we’ll cover issues on online advertising with Facebook as a case study. Skip to the solution here.

With online marketing taking everything by storm, businesses that want to profit off the Gen Ys have no choice but to go onboard with giants like Google and Facebook. Facebook was the perfect platform for me to drive brand awareness because the most common demographic of Facebook users were adults aged 25 to 34 years old, fitting my business’s target audience profile.

Advertising with your Facebook page

Setting up a Facebook page

Howhardcan it be-

Not very. It only takes a few minutes to setup your Facebook page. What’s difficult is maintaining one.

Think back to the last Facebook page you followed, on successful Facebook pages like The Muse. Why do people follow these pages? Did you sign up because they shared valuable and fun content or because they were generous with incentives and offer monthly member discounts? We sometimes take these things for granted and underestimate the amount of time and money required to succeed.

Behind this page comes with a lot of time and resources invested in consumer research, content curation, content strategy, copywriting, data analysis and optimisation. Why do you think digital agencies exist? Because it literally takes a team of experts to run an online marketing campaign!

Here’s a simple analogy: would you offer a job to someone who obviously didn’t know much about your company? No, because they were too lazy to do their homework and would apply the same attitude to work. Would your customers commit to you if you didn’t bother doing homework to understand their needs, interests and behaviour? No, because nothing would have interested them anyway.

Commitment to customers begets customer loyalty – running a successful Facebook page is a two way street. From Rolf Dobelli’s bestseller, The Art of Thinking Clearly, he mentions how there is a graveyard of failed companies that we are not acquainted with because the media isn’t interested in portraying failures. This is as true for online marketing.

Facebook Advertisements

Facebook paid ads were a nice alternative because it involved less commitment. But I didn’t know for awhile if my campaigns were effective. Yet not knowing is a surprisingly common occurrence among small business owners. According to research, more than 50% of small business owners do not understand how to measure and achieve a return in investment from their ads.

This shouldn’t come as a surprise when there’s an entire book dedicated to the art of Facebook advertising.

facebook advertising

Why is Facebook Advertising hard?

Successful online advertising can’t be achieved overnight. Understanding what resonates with your Target Audience also means having the right resources to experiment, make mistakes and follow up with improvements. Compare the ads below:

Screen Shot 2016-07-29 at 2.37.32 PMScreen Shot 2016-07-29 at 2.40.08 PM

The long-form copy on the left performed 36% better than the short-form copy on the right. We conducted a split test to find out which image resonated better with the intended audience. Understanding what tactics to implement requires knowledge and time for educating yourself, but also takes time away from other business activities.

Unproductive Facebook advertising also stems from an issue of meagreness and risk-aversion. More than 50% of small business owners are unwilling to spend more than $300 per month on Facebook ads, yet will spend thousands on traditional forms of marketing! Investing so little in online marketing initiatives is hardly justifiable when you do the math:

Facebook, like Google, charges you only when someone clicks on your ads. Assuming the average cost for each click is SGD $1, a budget of $300 per month will bring in a total of 300 clicks to your website each month. According to statistics, the average rate for which people will sign up after landing on your website is 1-2%. Simply put, a $300 budget will give you 3 leads per month.

If you’re satisfied with 3 leads a month because you have a robust sales process, high closing rate and huge deal sizes, awesome. Most businesses do not have this in place. Also, here’s a caveat: the projection was linear and didn’t factor in variables affecting your ad’s shelf life. Realistically, ads have shelf lives because people get tired of looking at the same ads over and over again. When they see it enough, they simply ignore it.

So here’s the icy truth, laid out in front of you like a bed of thorny roses: advertising online isn’t as simple as you thought and building an online web presence less so. Hiring a specialist could easily cost you $3000 – $4000 every month. If you don’t want to hire a digital marketing specialist to manage your campaigns, you could always:

Engage a Digital Marketing Agency

Most agencies offer fragmented online marketing services, but a company’s Facebook page, advertisements and website are part of a system for creating a web presence.

Hiring a digital agency to run your online marketing ads for you might be a better idea than running them yourself, but most businesses do not take on the performance of other businesses as their responsibility. Most digital agencies only promise to help deliver traffic to your website even though there is a flaw in this strategy. When you fulfil the first step of an online marketing funnel (which is driving traffic to your website), and ignore the entire process after, don’t be surprised if your customers ignore you too.

Case in point: when you see an ad about a promotion, but lands on a website like this:

messy-website

[Source: Google]

Will you bother looking for that obscure tab where you can apply for the promotion?

What visitors see after they land on your website matters too. 

The Solution

Succeeding in online marketing isn’t an easy feat because building a web presence is a holistic process. The current digital industry in Singapore can be too fragmented to meet the needs of small to medium businesses as online marketing can be costly and takes a lot of time to see a returns on investment. Purely driving traffic to your website is unlikely to help with sales figures.

What you can do is outsource your entire online marketing initiative to a digital agency you can afford.

The BLP or Better Lead Platform is a system aimed to bring you sustainable returns on investment in the long run. This system covers your marketing initiatives from start to end. If you don’t know where to begin, we offer 1 consultation session to understand your business and advise you on the best marketing strategy. A team of experts consisting of digital specialists, copywriters and designers will take care of the execution of your marketing campaign, such as build you a landing page, and optimise your marketing strategy based on concrete data and proven methods to improve on the quality of your leads. This will increasing your chances of closing a sale for each lead.

As part of the BLP strategy, only paid advertisements are used. It is one of the most cost-efficient ways for driving traffic to your website in a short amount of time, and most suitable for businesses that don’t have a huge budget.

If you are time-starved, this will take a lot off your plate as we do most of the work for you. The system costs ~$2000 per month onwards, and revenue will only show after a few months because we need data to work with and time to conduct tests.

If you want to increase your revenue, tell us about your business goals and we’ll let you know exactly how we can help you: http://meet.clicktrue.biz/get-leads-now

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