DigiMetric https://brewinteractive.com Proven Metric-Driven Digital Marketing Agency Mon, 17 Jan 2022 13:06:08 +0000 en-US hourly 1 https://brewinteractive.com/wp-content/uploads/2018/11/cropped-brew_favicon_512x512-32x32.png DigiMetric https://brewinteractive.com 32 32 Job Ads by Brew Interactive? https://brewinteractive.com/job-ads-by-brew-interactive/ https://brewinteractive.com/job-ads-by-brew-interactive/#respond Mon, 17 Jan 2022 12:59:47 +0000 https://brewinteractive.com/?p=12481 Hi,

This is Marcus Ho, founder of Brew Interactive.

It has come to our attention that our brand name has been used on a number of job ads wanting to recruit candidates for a movie ticketing service. Please note that such job ads are not posted by us, and neither are we recruiting any candidates for a movie ticketing service.

We’re a digital marketing agency that works mostly with clients in sectors such as B2B, Education, Finance, and Healthcare.

In fact, we have already filed a police report as of 17 Jan 2022, and we trust that the police are investigating this scam.

Examples of such scammy messages can be found in the WhatsApp screenshots below

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10 Lead Generation Ideas for Schools and Education https://brewinteractive.com/lead-generation-ideas-schools-education/ https://brewinteractive.com/lead-generation-ideas-schools-education/#respond Mon, 10 Jan 2022 19:43:51 +0000 https://brewinteractive.com/?p=12286 The education sector gets more and more competitive with each passing year, while parents’ expectations for the application and enrollment process continue to rise.

Yet you still need to bring in new students each semester. And to do so, you need to constantly be generating leads.

To help you compete in an increasingly competitive field, we’ve compiled a list of the most effective and impactful lead generation ideas for schools and education for you to consider adding to your marketing mix.

10 Lead Generation Ideas for Schools and Education:

  1. Implement a “Chat with a Parent / Alumni” Feature
  2. Appeal to the Student’s Future
  3. Retarget Visitors with Compelling Display Ads
  4. Hold “Open Days” and Open Houses
  5. Design Conversion-Focused Landing Pages
  6. Host Community Events
  7. Improve Your Google Rankings
  8. Visualize Key Data & Facts
  9. Streamline the Application Process
  10. Use Marketing Automation to Manage Leads More Efficiently

1. Implement a “Chat with a Parent / Alumni” Feature

What you say about your school and programmes matters to prospective parents. But hearing from parents whose children are already enrolled is invaluable.

Posting their testimonials and reviews of your school is one thing – but actually facilitating conversations between current parents and prospective parents is next level.

Dulwich of Singapore offers just that. They have a chat feature that allows you to connect directly with parent ambassadors and staff to get your questions answered and hear about their experience.

dulwich chat with parent feature

The platform allows you to chat instantly – you don’t have to set up a time or worry about whether or not you’re presentable for a Zoom call.

Pro Tip: Like Dulwich, consider creating some kind of ambassador program of parents and alumni who love and support your school. 

Bonus Tip: If you have an ambassador program and want to help potential parents and students connect with them, here’s an awesome product to help you get started 

2. Appeal to Your Prospective Students’ Future

“People don’t buy products. They buy better versions of themselves.”

The same is true for schools. Parents don’t send their kids to schools for what they will learn, but who they will become. 

One of the most effective ways to grab the attention of a potential parent is to appeal to their child’s future. If they enroll in your school, where will they be in 5 years? 10 years?

It’s the question most parents are asking themselves – even if they don’t realize or communicate it. Of all the benefits your school offers them, who they become after attending is the most vital.

Rather than just talking about what you do and what programmes you offer, highlight this in your website copy, promotional materials, print advertising, digital ads, and email marketing.

GEMS Modern Academy in Kerala does a fantastic job of this in their “When I Grow Up” series of display ads. 

display ad for education lead generation

The ads creatively spotlight not just what a child who attends their school will learn, but who they will become

Pro Tip: Try to set up interviews with current students’ parents to learn why they chose your school, what they hope their child will get out of it, and their biggest aspirations for their children. Compile the results and use them to fuel your marketing messaging.

3. Retarget Visitors with Compelling Display Ads

Once you have your messaging dialed in, keep it in front of your audience – especially your audience who has already expressed interest in your school.

Retargeting ads help you stay top of mind with those who have visited your website. If they have visited your site, there’s a really good chance they’re either in the consideration stage or they’re approaching it. This is the perfect opportunity to keep yourself in the running.

Singapore American School runs retargeted display ads with a simple message: it’s a happy place to be. 

retargeting ad for school lead gen

You can set up retargeted ad campaigns with the Google Display Network, Facebook / Instagram Ads, or LinkedIn Ads.

Like the Singapore American School, you can run these ads with a simple message to stay top of mind. But you can also take this opportunity to help your prospect move further down your funnel through a free checklist download or something similar – where you get their email in exchange.

Pro Tip: Many companies run retargeting campaigns to anyone who has visited their website. This is fine, but the more granular you get, the more effective the campaign will be. Consider segmenting and showing certain ads to prospects who have visited certain pages. And for those who have visited multiple pages multiple times, consider a strong call-to-action like “Apply Now” opposed to “Learn More.”

4. Hold “Open Days” and Open Houses

Once you’ve gotten the attention of your audience, one of the best ways to turn them into a lead is by showing them what you’re all about. 

Open days not only help them learn more about what makes you great, it’s a step toward choosing your school. 

Some in the marketing world call this a “foot in the door” strategy. Once they’ve taken a step into your ecosystem, there’s a much better chance they wind up choosing you when it’s time to make a decision.

Nexus International School in Singapore holds open days every month – most of them virtual at the moment. They introduce teachers, curriculum, and give a virtual tour of the campus. It’s the perfect way to connect with prospective students’ parents.

ad for school open house

Pro Tip: An invitation to join an open day is the perfect way to use retargeting ads. Retarget those who have visited more than one or two pages on your website and invite them to learn more about your school.

Bonus: Most schools offer some kind of open house. Build hype and set yours apart by:

  • Making it a fun and memorable experience parents and prospective students won’t forget
  • Hosting webinars and talks to give an overview of your courses as a part of the virtual open house
  • Using live chats and online forums to engage parents and potential students during the event
  • Holding virtual tours to help parents and and students experience life on campus

5. Design Conversion-Focused Landing Pages

When trying to convince a parent or prospective student to attend an open house or register for a trial class – you need high quality landing pages that convert.

Many landing pages in our industry are bland, uninformative, and fail to engage visitors.

landing page for school lead generation

Create landing pages that engage the visitor with:

  • Compelling headings that appeal to your target persona
  • Captivating design and visuals
  • Easy-to-navigate calls to action
  • Testimonials from parents or alumni

Here’s a recent landing page we did for Lorna Whiston:

beautiful landing page for school lead generation

Pro Tip: Social proof has been proven to increase a visitor’s likelihood of converting. Using testimonials should be a no-brainer, but also consider highlighting other forms of social proof on your landing page, like: total number of alumni, where your alumni are now, third-party reviews, accreditations, and awards.

6. Host Community Events

A fantastic way to build awareness for your school and generate leads is through community events – even if they’re virtual.

Plan an event, invite the community, and run it smoothly.

This kind of tactic is perfect for your entire audience – no matter where they are in their journey. 

  • It could be the final deciding touch for someone in the decision stage
  • Those in the consideration stage can learn more about what makes you unique
  • Those with younger kids not yet considering school can learn about you for the first time

Tanglin Trust School hosts an annual TEDx event, showcasing speakers from all walks of life – including some of their own students! It’s an engaging event that’s relevant to and valuable for a broad audience.

facebook post about tedx

Involving students is a game changer here. Not only do those who watch or attend have a positive experience with Tanglin, they also can see Tanglin students showcasing their knowledge and creativity. 

Pro Tip: Use these events to make connections with attendees. Consider giving away items or doing something interactive in order to collect contact information. 

7. Improve Your Google Ranking

500 people per month are searching for international schools in Singapore.

Over 100 people per month are searching for the best private schools in Singapore.

These numbers aren’t massive, but ranking highly for these terms on Google could mean getting lots of eyeballs on your website each month. For an international school who converts 5% of its site visitors, ranking in the top 3 could mean 10-20 quality leads each month. 

international schools google rankings

Pro Tip: Over 50% of clicks go to the local pack (pictured above) when it shows up in search results, so if you want to improve ranking for Singapore terms, it’s the best place to start. One of the biggest ranking factors for the local pack is Google reviews – so don’t be afraid to ask current parents and students to leave you one!

8. Visualize Key Data and Facts

Once you get a prospect to your site, make it as easy as possible for them to learn what makes you unique. 

Every school in the area boasts dedicated teachers, great facilities, and strong curriculum. Prove that your school is truly unique with real data and figures. Don’t just tell, but show. Visualize the data in a compelling and easy-to-absorb way.

Dover Court International School and Nexus do a fantastic job of this on their homepages. It’s immediately clear what makes each unique. 

international school data
international school figures and charts

Pro Tip: Showcase the data that sets you apart from similar schools in the area, and don’t be afraid to show how your numbers stack up to competitors. Don’t be shy. If you know the average number of languages spoken at competitor schools is much lower than your own – highlight that number next to yours. 

9. Streamline the Application Process

The primary goal for most schools is to drive applications. If this is true for you – make the process as easy as possible.

The days of printing applications and mailing them in are long gone. Thanks to the likes of Amazon, Apple, and other leading tech companies, your prospective parents are used to streamlined processes that make tasks super simple. 

And they expect the same from your application process.

Nexus provides an incredibly easy process that guides parents step-by-step through the tasks. It’s all done online – and you can even save and return to it if you get busy.

compelling school application

Nexus lets parents know what will be required of them and about how long it will take to complete. No one likes getting halfway through and then realizing they need to submit a picture of an ID. Remove or simplify any task that creates friction

Pro Tip: The application process is too important to skimp on. If you recognize yours needs to be improved, but you don’t have the resources to do it yourself, engage an agency, designer, or developer. Don’t be afraid to spend some money to make the application experience easier. It will be money well spent.

10. Use Marketing Automation to Manage Leads More Efficiently

This one’s a bit of a bonus, as it has more to do with managing leads you’ve already generated.

You’ve probably got hundreds of leads at any given time. Some of these leads are just checking out their options, while others are warm and ready to convert in the next few weeks.

As you generate leads, it’s important to keep track of all of them and where they might be in the  decision making process.

The most effective way to do this is through a marketing automation and CRM platform that tracks website activity, marketing touchpoints, allows you to log calls, automate email sequences, and can even measure how close leads might be to converting.

email marketing for education
  • You can create an automated email journey that moves a prospective parent from initial enquiry through a campus tour.
  • You can set up an automated email journey that goes to those who have visited the campus – but are still on the fence – to chat with parents or watch parent testimonial videos
  • You can send existing leads timely emails about application deadlines and semester start times.
automated email

Through marketing automation and CRM implementation, along with helping them implement some of the above automations, we helped Lorna Whiston decrease their cost per acquisition by 52% and gain a Return on Investment of 305%. 

hubspot for education

Pro Tip: If you’re considering a marketing automation or CRM platform, don’t assume you can implement it on your own without prior experience. You’ll quickly find yourself not getting enough out of it and wondering why you’re spending so much on it.

Improve Lead Generation for Your School in 2022

We hope these education lead generation ideas have been helpful and that you’re able to implement a few in your own marketing – and we hope they give you a boost in new leads. If you want help implementing any of the above, or you’d like some help with your overall strategy – our team would love to help.

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Thank you for 2020-2021 — and what’s brewing ahead https://brewinteractive.com/thank-you-for-2020-2021/ https://brewinteractive.com/thank-you-for-2020-2021/#respond Mon, 03 Jan 2022 06:10:06 +0000 https://brewinteractive.com/?p=11947 Note: The post that you’re about to read below is a slightly edited version of a company-wide memo that I wrote for all staff members at Brew. As an agency, we’ve always strive to be transparent about the way we operate, and to publicly share our vision as an agency.

Hi everyone,

As 2021 is ending, I thought it would be apt for me to put together a memo to address the last two years and provide a little bit of a glimpse into the future as well.

(For reference, here’s 2019’s memo)

Throughout the last two years, there have been numerous significant accomplishments that I’m personally super proud of, which I’m sure some of you would be as well. The list is long, but here are some of them:

  • [Client Name – Edited away] – They are a boutique corporate training provider, probably struggling financially due to COVID. They took a leap of faith on the digital marketing plan that we put together, and fast forward seven months on (i.e., today), their sales team is dealing with an influx of enquiries from their dream clients. It was only recently that I discovered they have been replying slow to us because they’ve been busy tending to prospective customers.
  • [Client Name – Edited away] – They have been known as one of Singapore’s most prestigious English enrichment centres and pre-schools. When the new owner took over the business at the start of 2020, the timing couldn’t have been any worse (!). They spent weeks trying to control the bleed, and at some point, they felt like there was no end in sight. At this stage, I’d like to say… “Thankfully, we came in and saved their business,” but alas… no. The credit is all theirs, but what I am pleased to report is that we’ve generated far more results than they have historically achieved throughout the past 20 years.
  • [Client Name – Edited away] – This one’s my favorite story. It’s a corporate gifting company, doing $20mil/year in revenue (pre-COVID), started by a few founders. They got slapped hard by COVID, losing over 50% of their annual revenues. One of the co-founders even confided in me that he was waking up at 3 am in cold sweat because he didn’t know what he could do to save the business. And as if one would think that was rock bottom, one of the their key cofounders had a health condition that required him to quit the business entirely in the middle of the shitstorm. They took the plunge with us; they chose to start digitally transforming their sales and marketing activities, pivot certain parts of their business, and are absolutely crushing it today to cut a long story short.

There are a lot more stories I’d wish to add here; Mae leading our social media projects, Arielle taking every project up to the next level, Corrine growing ROAS, Jake turning around some of the previously screwed up projects…

Wow!

But one can’t have a good year without some apparent bumps on the road. We made some wrong hires and had some pesky clients slip through our cracks. Nonetheless, I’m still glad that we have corrected most wrongs, which makes me thrilled to see what may come in the next two years.

There are a few things…

LiteBrew is going to be a major disruptive project. In case I haven’t told you about it, LiteBrew is a new subsidiary under Brew that offers SEO, digital advertising, and copywriting services at 40-60% lower than all credible digital agencies out there. We designed the model of LiteBrew to provide the services from an effective and credible digital agency, but have the clients pay the price of a little more than a freelancer.

It’s going to serve what I firmly believe to be an underserved market: micro-SMEs in APAC. We have about some beta customers on it so far, and the traction is moving along just as I’d expect it to be. Growing it is going to be easier said than done, and I know it’s going to be super fun to tackle this desperate problem that over 8 million micro-SMEs face every day.

On top of that, we’ll be restructuring our HR processes, crystallise our service levels to clients, and continuously finding ways to bring in more clients and talents. Please bear with me as we make these changes and find our best footing.

Yet none of these things can happen without stabilising our main Brew ship. We have [Name Redacted away] who will be serving as our Client Service Director, and we’ll be making big changes on the servicing front. In short, throughout the next few months and years, we’ll be evolving as an agency, and you must be prepared to brace these changes with an open heart, regardless of whether you’re working full time or as part of our extended freelance team.

A lot of new things to look forward to, and now finally… let me say this…

They say the last two years have been the “New Normal.”

But here’s what I say… It’s been the “New Better” 🙂

I’m genuinely grateful to be working with all of you, and I look forward to even better times ahead!

Merry Christmas and Happy New Year everyone!

Marcus

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How Much Do Facebook Ads (Really) Cost in Singapore? https://brewinteractive.com/facebook-ads-cost-singapore/ https://brewinteractive.com/facebook-ads-cost-singapore/#respond Mon, 13 Dec 2021 16:49:20 +0000 https://brewinteractive.com/?p=11827 If you Google the question, you’ll see this is a hotly debated topic. Many agencies here in Singapore have an opinion.

Some will say the average cost per click is $2.32 SGD while others say it’s $0.93 SGD. 

Though these numbers aren’t drastically different, there are a few problems with most of the data out there on Facebook ad costs in Singapore:

  • Many of these estimates come from US or global statistics – not original data from Singapore. 
  • Many rely on Facebook’s estimates for audiences interested in “Singapore” – which is flawed in more ways than one
  • Very few of these claims take into account differences in campaign objectives and industry, which play a big role in ad costs
  • Some of the data is 2-5 years old

Our team really wanted to know how much it costs to run Facebook and Instagram ads in Singapore, and we weren’t satisfied with any of the data claims out there. 

So we gathered our own original data from nearly $1.5 million in Facebook / Instagram ad spend over the last year.

This post will look into:

  • The (actual) average CPC and CPM in Singapore for Facebook and Instagram
  • Average costs based on campaign objective and industry
  • The true cost of running ads on Facebook or Instagram
  • How to project ROI for an advertising campaign

The Real Cost of Advertising in Singapore

The data we’ve gathered is based on actual account data from ads run in Singapore throughout 2021. The below report shows how much ads cost each month broken down by objective, industry, and platform (Facebook or Instagram).

As mentioned in the intro, these are the three biggest factors that impact cost.

  • Campaign Objective: Ads run to generate leads are generally the most expensive, while ads focused primarily on brand awareness and reach are generally the cheapest.
  • Industry: Industry costs are based primarily on competition. Ads tend to be more expensive in more competitive markets and sectors.
  • Platform: Though it has changed over times and continues to vary, Facebook ads are a little more affordable than Instagram ads – but this depends largely on where the ad shows (in the feed, story, video, etc..)

How Much Do Facebook Ads Cost in Singapore?

The average cost per click of Facebook ads in Singapore is $0.55 SGD. The average CPM is $7.80 SGD. 

Ads focused on lead generation and sales average $1.33 SGD per click, while ads whose goal is to generate brand awareness average $0.48 SGD per click.

Check out the complete data:

How Much Do Instagram Ads Cost in Singapore?

Based on our data, $2.05 SGD is the average cost per click of Instagram ads in Singapore. The average CPM for Instagram ads is $8.08 SGD. 

How Much Do Facebook and Instagram Ads Cost by Industry?

As mentioned, objective isn’t the only factor that plays into ad costs – industry has a big impact as well.

We broke our data down by industry to find that healthcare and finance advertising is the most expensive in Singapore. Advertising for nonprofits and industrial brands is the most affordable.

The True Cost of Running Facebook and Instagram Ads

The true cost of advertising on Facebook and Instagram isn’t just the price you’re paying for the ads. You also need to factor what you’re paying the employee or agency running them.

So for example, let’s say you wind up deciding on a monthly budget of $2,500 SGD. 

If you have an employee run these ads, you’ll need to consider how much time it requires of them and how much of their salary goes to their management and optimization of the ads. Let’s say you pay this employee $50,000 per year and about one fifth of their time goes toward these ads. Technically, you’d be spending $3,300 per month.

Note: Don’t let an intern or someone without experience run your ads. It’s tempting to have someone else on your marketing team run them, but without any prior experience, you won’t get the results you want.

If you don’t run these ads yourself, your other option would be to engage a digital marketing agency. Every agency will have a different approach and pricing structure, but let’s say they charge a base fee of $1,000 per month + 10% of your ad spend. You’d be paying $1,250 per month to the agency.

So your all-in cost to run Facebook ads in this scenario would be $3,750 per month. 

A good agency will make this money well worth your while – and if the ads aren’t as effective as they should be, a good agency will work with you to consider other channels, tactics, and strategies.

How Much Should You Invest in Facebook and Instagram Ads?

So you know how much Facebook and Instagram ads cost in Singapore, and you have an idea of the extra costs associated with running them.

But just how much should you invest in a Facebook advertising campaign?

The ROI of Social Media Advertising

The question you’re probably asking – and should be asking – is what kind of ROI (Return On Investment) should I expect from Facebook ads? In other words, “If I spend $2,500 a month on Facebook ads, how much revenue will I earn from it?”

Before we dive into how to calculate your potential ROI, let’s differentiate between two primary types of campaigns. There are lots of different objectives within Facebook, but to keep things simple, let’s look at two primary goals.

Reach and Awareness Ad Campaigns

A reach or brand awareness campaign is perfect for:

  • Introducing your brand in a new location or region
  • Introducing a new product or service
  • Remaining top-of-mind within a competitive industry
  • The first stage of a funnel or retargeting campaign

The goal is not necessarily to generate a lead or sell a product, but to build awareness and grow an audience.

Calculating your ROI (or potential ROI) for a campaign like this can be tricky. Because few direct deals or sales will come from the campaign itself, it’s wise to take a long term view by considering things like:

  • Contacts collected
  • New social media followers
  • Website traffic
  • Branded search volume

All of the above can help future acquisition or lead generation campaigns. So though a brand awareness campaign might not lead to direct ROI, it can certainly improve the ROI of future campaigns and create customers down the road.

Lead Generation and eCommerce Ad Campaigns

When running lead generation or sales campaigns, it is possible to calculate potential ROI (or ROAS – Return on Ad Spend) – if you have some key data points. To make an accurate projection, you’ll need to know:

  • The average CPC for your industry. You can find these above for Singapore!
  • Your average website conversion rate. How often to website visitors convert on your site? You’ll probably use a dedicated landing page for your ad campaign, but your average conversion rate will give you an idea – as long as the offer is the same or similar.
  • Your average lead-to-close rate. Once you’ve collected a lead, you’ll need to know the percentage that will close.
  • The average lifetime value of a customer. Once a deal has closed, it’s important to know the average deal value or average lifetime value of a customer.

Once you have the above data points, you can use this calculation to project ROI.

For lead generation campaigns:

((((Advertising Budget / Average CPC) x Avg Conversion Rate) x Average Lead-to-Close Rate) x Avg Customer Lifetime Value) / Project Budget

Let’s look at an example: 

  • Advertising Budget = $20,000
  • Average CPC = $0.90
  • Website conversion rate = 2.5%
  • Lead-to-close rate = 10%
  • Customer Lifetime Value = $10,000
  • Agency Costs or Employee Salary= $15,000

(((($20,000 / $0.90) x 2.5%) x 10%) x $10,000) / $15,000 = 3.70 = 370% ROAS

For sales and eCommerce campaigns:

(((Advertising Budget / Average CPC) x Avg Conversion Rate) x Avg Sale Value)
/ Project Budget

Let’s use some of the same numbers, but say average sale value is $50:

((($20,000 / $0.90) x 2.5%) x $50) / $15,000 = 1.85 = 185% ROAS

Should You Invest in Facebook Ads?

There’s a lot to consider when thinking about running a social media ad campaign. We’ve helped a lot of businesses think through and run successful campaigns.

We achieved a 288% ROI for Fuji Xerox and an 805% ROI for IDEAL Systems through Facebook and Instagram ads.

If you’re considering investing in Facebook ads, our team would love to help. Sign up for a free digital marketing audit and let’s chat!

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What We Learned from $1 Million in Facebook and Instagram Ad Spend https://brewinteractive.com/1-million-in-facebook-ads/ https://brewinteractive.com/1-million-in-facebook-ads/#respond Tue, 23 Nov 2021 16:18:28 +0000 https://brewinteractive.com/?p=11315 We spend a lot of money on Facebook and Instagram ads each month for clients across a range of industries and sectors in Singapore.

As a digital marketing agency, we help a lot of Singaporean businesses drive leads, sell products, and expand their brands. In the process, we’ve collected loads of valuable data the marketing community here in Singapore could benefit from.

So as the year draws to a close, we decided to compile all of our Facebook and Instagram ads data and pull out some key insights to share with the community, including:

  • How much does it cost to advertise on FB and IG in Singapore?
  • How have COVID-19 and the iOS 14 update impact advertising?
  • 5 things we learned from our best performing ads of the year

How Much Do Facebook and Instagram Ads Actually Cost in Singapore?

How much do Facebook Ads usually cost? How do they compare to common costs across the rest of the world?

It’s tough to pinpoint an exact cost, as campaigns vary greatly. But the most common metrics for CPC (cost per click) around the globe are:

  • Facebook: S$1.31
  • Instagram: S$4.83

There are numerous blogs on how much Facebook ads cost in Singapore – but most draw from global or US data, and many don’t separate Facebook from Instagram.

We’re seeing an average CPC in Singapore of:

  • Facebook: S$0.55
  • Instagram: S$2.05

And CPM (cost per thousand impressions) around the world:

  • Facebook: S$13.65
  • Instagram: S$13.69

Our data shows the average CPM in Singapore:

  • Facebook: S$7.80
  • Instagram: S$8.08

Based on our data, Facebook and Instagram ads in Singapore are a good bit more affordable than in the rest of the world.

That said, cost metrics like CPC and CPM can vary greatly depending on a number of things:

  • Campaign Objectives. Campaign objectives can have a massive impact on cost. For example, brand awareness campaigns might cost a lot less than lead generation campaigns. In fact, combining different campaign averages into one number isn’t all that helpful – so we’ve broken our data down by objective, which you can see below.
  • Audience Size. Targeting larger and broader audiences will typically be less expensive than targeting very specific audiences.
  • Industry. Every industry is different, and although we focus heavily on B2B, a lot of our ad clients this past year were B2C.

It’s also worth noting that $1 million in spend and nearly 1 billion impressions is a fairly small sample size, but it’s big enough to be helpful and draw some conclusions. Also worth noting: there’s still one month left in 2021. We’ll update as these numbers come in.

Check out the full report here.

Feel free to explore the report using the dropdown filters at the top!

Recent Trends in Advertising

In addition to the fact costs in Singapore are a little lower than the rest of the world, we uncovered a handful of other trends to note.

The COVID Effect

The world saw a fairly significant decrease in Facebook advertising costs during the coronavirus outbreak of 2020.

Gupta Media

We only saw minimal changes here in Singapore, but we did see decreases in CPC and CPM. That said, it does appear things have leveled back out for us and the rest of the world here in 2021.

Gupta Media

For the most part, ad costs are up from where they were for much of 2020, but there are more factors than just the dwindling of the pandemic.

If you spent heavily on Facebook or Instagram ads in 2020 – congratulations, you probably saved some money. If you didn’t, it’s not too late. There’s a good chance advertising costs will continue to rise.

The Release of iOS 14.5

If you aren’t familiar with the iOS update that shook up the advertising industry, you can read Facebook’s take here.

In short, iOS 14 requires apps in the App Store that engage with “tracking” to prompt iOS users and allow them to easily opt out of such tracking. Though you could previously opt out of in-app tracking, most iPhone users didn’t think to do so. With this new prompt, the number of users opted-out increased dramatically. This impacted:

  • Targeting: Brands have lost a big portion of their custom audiences due to the limitations of iOS 14. Many saw their retargeting lists shrink by 50% or more.
  • Reporting: Apple’s policy has limited businesses’ ability to measure their ads performance and forced Facebook to estimate and aggregate data more than they did previously.

Businesses have found it harder to target who they want and measure their ads’ success.

As a result, most businesses have seen their ad performance decline (even if just slightly), resulting in higher CPC’s and CPM’s, lower ROAS (return on ad spend), and higher spend overall.

Some brands have made the decision to shift their ad spend to other platforms, but those who have navigated the iOS rollout successfully continue to spend – including many of our clients. In fact, Facebook ad revenue is on pace to continue increasing through 2023.

eMarketer

Having trouble navigating the iOS rollout with your own ads? Start the conversation with our team today – we’d love to help you keep your leads and sales rolling.

And if you’ve never spent on Facebook advertising – it’s not too late. We’d love to help you, too.

What’s Working on Facebook and Instagram in Singapore?

We were able to compile a lot of macro data like average spend and CPC, but we were also able to identify our 5 best performing ads across all of our managed accounts. Most of these ads were run primarily in Singapore – though some saw reach from surrounding countries.

In the process, we noticed a few trends that have worked throughout 2021, and we believe will continue to work well into 2022 – both for paid ads and organic posts.

Storytelling

HubSpot Marketing Manager Sam Balter says,

Nothing sticks in your head better than a story. Stories can express the most complicated ideas in the most digestible ways.”

Stories do a few things in marketing:

  • They resonate. People connect with stories far better than sales copy.
  • They appeal to the entire funnel. No matter where someone is on their journey with your business, stories work.
  • They make the customer the hero. Stories in marketing can certainly promote the product or service, but more often than not they paint the customer as the hero of the story.

We ran a campaign for Nikon Asia that focused on telling photographer’s stories and showcasing their work. This ad below received over 17k reactions and a CTR (click-through-rate) of over 18%.

A Focus on Real Data

“Show. Don’t just tell.”

This popular notion has never been more true. In an age where false claims and unrealistic hype are rampant – using data and statistics is huge in building trust with your audience.

In an ad for Hitachi Asia we wowed the audience with impressive stats around their world-class, ultra-high-speed elevator. Once hooked, the click-through was a no brainer. This ad received nearly 3k engagements, but more importantly boasted a CTR of 28%.

Want to see all 5 of our best performing ads from 2021?

Download our 2021 ads report to see all 5 of our best performing ads, our takeaways, and the biggest trends we noticed from 2021. Plan your 2022 campaigns with confidence:

Advertise on Facebook with Confidence

We hope these insights help you advertise more effectively on Facebook and Instagram.

But if you’re unsure about the constant swings, recent iOS update, or how to connect with your audience – our team would love to help. Don’t hesitate to reach out.

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Demand Generation vs Lead Generation: How to Use Both for B2B Growth https://brewinteractive.com/demand-generation-vs-lead-generation/ https://brewinteractive.com/demand-generation-vs-lead-generation/#respond Tue, 26 Oct 2021 01:30:02 +0000 https://brewinteractive.com/?p=10395 We recently consulted a B2B company who was running a lead generation campaign but seeing little-to-no results. They had recently launched a new service in the HR space, but their target market wasn’t very familiar with it.

They were running Google Ads to a landing page offering a free consultation. A fine strategy, right? 

did it work gif

But it wasn’t working. 

The problem was not enough people were searching for their solution. And the few that wound up requesting consultations were unqualified.

This company needed a demand generation campaign to supplement their lead generation efforts. They needed to generate demand around their new offering before spending on lead gen. 

How do you know which approach you should take for your business so that you don’t waste your marketing budget? We’ll cover that as well as:

  • How to use each strategy for maximum success
  • What to do if you have no clue where to start
  • Examples of both strategies working together

What’s the Difference Between Demand Generation and Lead Generation?

Demand generation expands your audience pool, while lead generation captures your audience.

If you’re fishing – lead generation would be the act of catching fish, while demand generation would involve adding more fish to the lake.

Defining Demand Generation

Demand generation is the process of turning strangers into prospects. It’s one step down the funnel from lead generation, and focused on driving interest for your products or services.

The ultimate goal of demand generation is to spark interest.

Demand generation involves:

  • Educating your target audience on your product / service
  • Building trust and sparking interest
  • Increasing brand awareness

If we look at a traditional AIDA marketing funnel, demand generation would move strangers into the awareness stage and through interest.

demand generation funnel

To measure demand generation success, you’ll want to measure metrics like:

  • Reach
  • Social media engagement
  • Email signups
  • Organic traffic
  • Content downloads

Defining Lead Generation

Lead generation is the process of turning prospects into leads that go on to become customers. You’re taking prospects who are interested in your product or service and convincing them why you’re the best fit for their business.

The ultimate goal of lead generation is to convince a prospect to take action.

There are plenty of lead generation tactics and strategies you can employ to generate leads – especially if you’re in the B2B space.

Lead generation might involve:

  • Capturing in-market traffic
  • Capturing prospect information
  • The beginning of the nurturing process

Inside the ADIA marketing funnel, lead generation moves prospects into the intent and action stages.

lead generation funnel

To measure lead generation, you’re going to want to track metrics like:

  • MQLs and SQLs generated
  • Subscriber to MQL conversion rate
  • Customer acquisition cost
  • Time to purchase

Is Demand Generation the Same as Brand Awareness?

Demand generation and brand awareness are very similar and often involve many of the same tactics.

That said, demand generation (in most cases) is more focused on creating prospects who come to the brand for a solution, whereas brand awareness campaigns are more of a long term play focused on improving brand perception and aesthetic.

A demand generation campaign seeks to answer the audience’s question, “Why do I need your product or services?” A brand awareness campaign might instead answer, “Who are you and what makes you unique in the market?”

Newer brands selling newer-to-market products and services should rely more heavily on demand generation, whereas brands selling commodities who already have a stake in the market should invest more heavily in brand awareness.

For example, Coca Cola might not necessarily need to generate demand for their product. Their brand perception is far more important.

A new-to-the-market sales software might need to introduce their brand to the world, but demand generation tactics are going to be a quicker track to leads and sales. 

That said, these tactics should work together in an ideal world. Your demand generation tactics should improve brand awareness, and brand awareness campaigns should help generate demand for your products and services (more on this later).

How Do I Decide Between Demand Generation and Lead Generation?

As mentioned, in an ideal world, demand generation works in tandem with lead generation.

But if you have minimal budget and resources, this question alone should help you make a decision:

Is my product / service in high-demand? 

Or: Are lots of people already in-market for my solution?

Consider a spectrum between products no one has ever heard of and don’t know they need (like a new software that helps you quickly create GIFs), and commodities everyone needs (like a laptop). 

If you’re on the GIF software end of the spectrum, you probably need to start with demand generation. Educate your audience on their need and your solution while you introduce your brand.

If you find yourself on the other end of the spectrum, your money might be better spent on lead generation efforts. You don’t need to convince someone they need laptops for their business, you just need to be visible while they’re in the market.

And if you’re in a competitive market, you might want to invest in some brand awareness as well.

Lead Generation Strategies and Examples

There are a ton of lead generation strategies one could implement to drive qualified leads:

  • Search Ads
  • Highly Targeted Social Ads
  • Email Capture w/ Gated Content
  • Email Marketing

Not long ago, our team worked with a conversational commerce software company who helps companies better communicate with customers through SMS, WhatsApp, and other instant messaging platforms.

We weren’t sure whether their audience was in-market for these kinds of services or not. But after some research, we determined these products were very much in demand. So instead of having to drum up demand, we could lean on lead generation campaigns and trust our audience was already interested in the product.

lead generation campaign example

Demand Generation Strategies and Examples

There are a ton of demand generation tactics and strategies:

  • Brand Awareness Advertising
  • Content Marketing
  • Thought Leadership
  • Webinars
  • Social Media Marketing
  • Viral Campaigns

Our team recently had the opportunity to work with an enterprise software company. Their solutions were fairly well known, but they needed help generating more demand in a specific region.

We ran Facebook and Instagram ads to a webinar signup, where they would learn more about the solutions our client offered and hear from industry thought leaders. We then retargeted those who attended to remain top of mind.

If you’re marketing in China, WeChat is a great place to run a demand generation ad campaign.

demand generation example

How Demand Generation and Lead Generation Work Together

In an ideal world, the conversation shouldn’t be demand generation vs lead generation, but demand generation with lead generation.

The two should work together to drive growth.

Demand generation should be used to drive qualified leads into lead generation efforts. The tactics and strategies are almost interchangeable, and can be easily connected.

For example, a piece of thought leadership content can be gated by an email capture. Once the email is captured, a welcome series can do the work of turning an interested prospect into a qualified lead that can then be nurtured.

demand generation and lead generation working together

The two strategies should work together to drive sales and revenue for B2B businesses.

Terakeet, an organic search company in US, recently ran an effective campaign that involved both demand and lead generation.

First, they created a really solid market trends article for the beauty and cosmetics industry, including a step-by-step case study on how one of the leading brands in the market leveraged SEO for growth. They heavily promoted the article and landed some solid press from popular websites.

thought leadership article

The market share piece drew a ton of attention, while the case study piece educated the viewers. This is demand generation at its finest.

On the article, the team included a few CTAs to download the full study in exchange for an email, generating a ton of leads.

lead generation cta

This is a textbook example of demand generation and lead generation working together. And note that it doesn’t have to be complicated – this was a fairly simple and straightforward marketing campaign.

Deciding Between Demand Generation and Lead Generation

To reiterate what we said above: you don’t have to choose. Great marketing campaigns often involve both strategies. But perhaps you have a limited budget and you’re still not sure where to start?

Let’s revisit the question we asked above:

Are lots of people actively searching for the solutions I offer? 

If yes: A lead generation campaign might be a good place to start. Consider Google Ads or SEO to drive users to a conversion-optimized landing page. Consider an offer or free download of some kind, and be ready to nurture the leads you capture. And again, if you’re in a competitive market, some brand awareness might be helpful as well.

If no: You need to drum up some demand. Try demand generation tactics that put your solution in front of people, rather than waiting for them to come to you. Focus on compelling copy and highlight benefits. Consider Facebook Ads and lead people to authoritative content that both educates and piques interest.

Now go generate some growth.

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How to Learn Digital Marketing in 2021 https://brewinteractive.com/how-to-learn-digital-marketing/ https://brewinteractive.com/how-to-learn-digital-marketing/#respond Wed, 29 Sep 2021 15:53:02 +0000 https://brewinteractive.com/?p=10164 A good friend of mine recently quit his 9-5 for freelance digital marketing.

He’s making 5x what he made at his salaried job, and has much more flexibility.

He learned digital marketing for free, at home, at his own pace, and in just six months.

So if you want to learn digital marketing–whether to improve your skillset in hopes of a promotion, to help you do your current job better, or so that you can quit your job to take on clients – this guide has everything you need to get started.

We’ll cover some basics everyone needs to know about digital marketing, the best resources for learning each type of digital marketing, some certifications you should consider to improve your resume, and a few secrets to mastering digital marketing (these are crucial).

Here’s how to learn digital marketing in 2021:

  1. Learn general digital marketing basics
  2. Choose a field or channel to focus on
  3. Start learning using reputable resources
  4. Get certified in your field
  5. Join a community and find mentors
  6. Start experimenting and testing

Digital Marketing Basics

If you want to get started in digital marketing – whether to improve your skills, enable you to quit your current job, or to get a job at a digital marketing agency – it might make sense to pick a single type, channel, or platform to specialize in. But before you start down that path, there are some skills everyone in digital marketing should excel in. These basic skills will set the foundation for your digital marketing journey and help you make the most of it.

Trying to become an expert in SEO, for example, without some of these foundational digital marketing skills could lead you to failure down the road.

So what do you need to know before diving into a specific track?

#1. Experimentation & The Scientific Method

Do you remember the scientific method? You make an observation, come up with a hypothesis, test your theory, draw conclusions, and then run another test?

scientific method for digital marketing

It’s used in digital marketing all the time (or it should be).

Occasionally you might find yourself working on a campaign in an industry where you know exactly what will work. You’ve done it hundreds of times, and you just need to replicate your past strategies and tactics.

But most of the time, digital marketing is a game of trial and error. It’s all about testing, drawing conclusions, and reworking your tactics.

So if it’s been awhile since you did a science project, re-familiarize yourself with the scientific method, and start practicing it.

#2. Understanding People

At its core, digital marketing is all about people.

marketing is about people

This might seem like a funny “skill” to have, but it’s everything in marketing. If you’re going to sell someone a product or service, you need to deeply understand them: their wants, needs, challenges, aspirations, etc… And you need to understand how to influence and persuade them.

And most importantly, you need to get to know your audience.

So if you want to get started in digital marketing, be sure to focus on people. Try reading Influence by Robert Cialdini or Scientific Advertising by Claude Hopkins.

#3. Copywriting

Even if you don’t go into copywriting or content marketing, the ability to write good copy is a game changer. Whether you specialize in digital advertising, SEO, email marketing, or video marketing –there will be copy involved.

copywriting quote

KopywritingKourse

And in an age where just about anyone can set up a Facebook advertising campaign or publish a blog post, good copywriting makes the difference.

There are some books you can read on copywriting (like Everybody Writes and Ogilvy on Advertising) and courses to take (like these from Udemy), but the best way to get better is to practice. Even if you don’t have a client to practice for, just start writing.

Many successful copywriters claim they got started by handwriting ad copy and emails from successful campaigns over and over until they understood why and how they worked.

The Best Digital Marketing Resources for Learning

There are countless free and paid digital marketing resources on the internet – perhaps more than any other industry in the world. The digital marketing industry loves to share. There’s plenty of content right here for learning.

SEO Resources

ahrefs seo blog

The best SEO blogs to follow:

The best SEO courses to take:

Content Marketing

content marketing institute blog

The best content marketing blogs to follow:

The best content marketing courses to take:

Social Media Marketing

social media marketing blog

The best social media blogs to follow:

The best social media courses to take:

Google Ads and PPC

google ads blog

The best Google Ads blogs to follow:

The best Google Ads courses to take:

Email Marketing

hubspot blog

The best email marketing blogs to follow:

The best email marketing courses to take:

Other Digital Marketing Resources

Other digital marketing blogs you should check out:

Plenty of the resources mentioned above also have great newsletters and social media accounts. Sign up for some email lists and start following big names in your field on social – you’ll start getting better at digital marketing without even realizing it.

Some might group skills like web design or branding in with digital marketing as well, but we feel these are more important for a creative career at a creative agency. Though there is definitely overlap, there are some major differences between digital and creative agencies.

8 Online Marketing Certifications to Improve Your Resume

Once you’ve learned the basics of your desired field, getting certified is a great way to test your knowledge and bolster your resume.

hubspot certification

Most of these certifications involve a comprehensive course followed by a test. These tests usually require you to get at least 70% – 80% of the answers correct to be rewarded the certificate.

Once you get the certificate, you can add it to your resume, your LinkedIn, and your website to increase your credibility. Most of them expire somewhere between one year and two years, so be sure to keep up with your certification and re-certify before it expires.

  1. HubSpot Inbound Marketing (Free)
  2. Google Analytics (Free)
  3. Digital Marketing Institute (Paid)
  4. Google Ads (Free)
  5. Facebook Blueprint (Paid)
  6. SEMRush SEO Fundamentals (Free)
  7. Hootsuite’s Social Media Marketing Certification (Paid)
  8. Content Marketing University (Paid)

Two Keys to Mastering Digital Marketing

Now that you have some basics down, learned from top resources, and earned a certification – it’s time for next steps. Here are two vital keys to mastering digital marketing and becoming a marketing expert:

#1. Start Practicing

One thing to know about digital marketing – and any field for that matter – is at some point you have to move from learning about it to doing it. Reading blogs and watching YouTube videos can only take you so far.

So how can you get started doing digital marketing?

  • Start your own project. Start a blog, create a YouTube channel, build a drop shipping eCommerce site, or try to grow your social media following. This is (in my opinion) the best way to learn digital marketing fast. You’ll make some mistakes – but that’s okay. Just make sure you learn from them.
  • Intern at an agency. There are marketing agencies in every city in the world. Find an agency hiring interns and give it a shot. If you’re still working a full-time job, perhaps you could intern remotely on nights and weekends for a flexible firm. If you feel good about your craft, you may be able to get hired for a junior role. Most agencies are incredible environments to learn in.
  • Take on your own freelance clients. If you feel ready, consider taking on your own clients. Just be up front about your experience level, and consider offering a low rate at first until you have a good case study or two.

#2. Join the Community

Digital marketing is full of people willing to collaborate, share information, and build relationships with other practitioners. If you want to grow and learn digital marketing, take advantage of this.

Here are a few ways to do so:

  • Interact on social media. This is a great way to plug into the digital marketing community. Follow others in your field, share learnings, comment on their learnings, and make some friends.
  • Join groups. There are plenty of digital marketing Facebook groups, Slack communities, and meetups that are always open to new members. These are great environments for marketing newbies.
  • Find a mentor. If you’ve found someone in your industry who is a few steps ahead of you, consider asking them to mentor you. It doesn’t have to be all that formal – maybe just a Zoom call once a month. Ask questions, share your work, and receive feedback.

Enjoy the Journey

More than anything else, enjoy the journey as you start learning digital marketing. There’s no feeling quite like logging into analytics or your dashboard and seeing more followers, traffic, leads, or sales. It really is amazing.

That said, award winning campaigns are hard to come by. Don’t get discouraged if your first campaign doesn’t result in 10x growth.

Keep trying and keep learning.

Best of luck on your digital marketing journey. Enjoy it!

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An Introduction to Digital Marketing: How to Get Started https://brewinteractive.com/introduction-digital-marketing/ https://brewinteractive.com/introduction-digital-marketing/#respond Tue, 21 Sep 2021 01:33:12 +0000 https://brewinteractive.com/?p=9919 Nearly 5 billion people around the world use the internet on a regular basis – and the number of active users continues to increase

These people aren’t just checking email for a few minutes either – according to a HootSuite report from 2019, the average internet user spends almost 7 hours per day online.

If marketing is all about connecting with your audience in the right place and at the right time, then connecting with your audience on the internet must be a priority in 2021.

Enter: Digital Marketing

Whether you’ve worked in marketing for a long time and are trying to adapt to the new world, or you’re just dipping your toes into digital marketing as a new skillset, this post will help you:

  • Understand the field of digital marketing
  • Learn the 5 types of digital marketing (as well as some new categories)
  • Find out the key to being a successful digital marketer

Introducing Digital Marketing

Digital marketing is simply marketing that takes place on the internet. 

Anything you or your business does to connect with customers, build a brand, sell products, or generate leads while on the internet is considered digital marketing.

Digital marketing can be performed by an in-house marketing team, digital marketing freelancers, or a digital marketing agency.

Is Digital Marketing Better than Traditional Marketing?

To gain a proper introduction to digital marketing, you need to understand its benefits and how it compares to more traditional advertising methods. 

The digital marketing industry hasn’t grown like wildfire simply because more people are using the internet. Almost the same number of people watch TV, yet television ad spend has been decreasing over time. 

There are three key benefits and advantages digital marketing has over traditional. Let’s look at a marketing example to examine each.

Imagine this: your B2B company is entering into a new territory and wants to generate some brand awareness. You and your team decide to put up some billboards around main roads and run a few LinkedIn ad campaigns focused on your target audience.

Two months pass and you sit down to review data from the campaigns and determine how to allocate your marketing budget going forward. You learn your sales team had a great first two months, so something must have worked, right? 

As you dig in, you learn the LinkedIn Ads led to 700,000 impressions, 3,000 landing page views, 200 collected emails, and 12 new clients likely to have a lifetime value of $4,000 each. You spent $10,000. 

linkedin ads

Hootsuite

As for the billboards, you find out an estimated 200,000 people saw the billboard, which might have led to 50 sales conversations. Your sales team estimates 4 sales came as a result of the billboards, but they can’t be too sure. You spent $14,000 on the billboards.

marketing billboards

Let’s examine the benefits of the digital marketing campaign:

1. Measurable ROI

Digital marketing is capable of showing end-to-end data of the metrics that matter most to your company. Offline marketing efforts can at best give you estimates.

Digital marketing campaigns give you more than high level metrics like impressions and clicks. If you implement analytics well, and you can calculate the value of sales and new clients, then you can typically measure your ROI (return on investment) as well.

facebook ad report

MarTech

This makes it infinitely easier to plan marketing campaigns, make marketing decisions, allocate your budget, and – ultimately – improve your business.

2. Target Prospects Likely to Purchase

If you run offline marketing campaigns like billboards or magazine ads, you have very limited control over who sees the ad. Sure, you can learn the demographics of a town or run an ad in an industry magazine, but you’re still mostly guessing at who will see it.

Digital marketing campaigns allow you to cut through the noise and send your target audience highly personalized messaging.

linkedin targeting

Channels like SEO allow you to put yourself in front of those looking for solutions you offer, while social media advertising allows you to target very specific demographics, locations, interests, and behaviors.

3. More Cost Effective Campaigns

Because digital marketing gives you more specificity in targeting, most digital marketing campaigns are more cost effective than traditional tactics.

Estimates show it costs around $35 to reach 1,000 people through a newspaper ad and $20 to reach 1,000 people through a magazine ad. 

On the other hand, depending on your industry, it can cost as little as $3 to reach 1,000 people through Facebook ads – and if you target well, there’s a good chance all 1,000 are good fits for your business.

marketing reach and spend

Nuanced Media

Because digital marketing is measurable, allows for specific targeting, and is more cost-effective – it levels the marketing playing field. You don’t need to spend millions of dollars to compete with the big brands in your industry.

It allows for leaner tactics and strategies that can result in smaller brands grabbing serious market share.

What are the Types of Digital Marketing?

If you want to learn digital marketing, a good first step is to understand the different types, fields, channels, and platforms associated with online marketing.

Though there’s some debate, there are probably five main types of digital marketing, along with a few other categories that fall under the digital marketing umbrella:

  • SEO. Search Engine Optimization improves your search engine rankings to capture traffic and convert leads who are searching for what you offer.
  • PPC. Pay-per-Click advertising can be done on a range of platforms including Facebook, Google, LinkedIn, and more. The goal is typically to generate leads.
  • Content Marketing. Content marketing focuses on creating blog posts, videos, white papers, and more to build brand awareness, capture leads, and nurture prospects.
  • Email Marketing. Email marketing can be used to accomplish a number of goals, but is typically used to nurture leads through the sales funnel.
  • Social Media Marketing. Social media marketing is the strategy behind building a brand and growing an audience on social media platforms like Facebook, Instagram, Twitter, or LinkedIn.

And then there are a few other categories of digital marketing that are often grouped beneath one of the above or encompass multiple types:

  • Analytics. Analytics is the work of tracking, organizing, and interpreting data from marketing campaigns. Analytics is (or it should be) involved in all the disciplines above, yet some people in the industry are dedicated full-time to analytics.
  • Marketing Automation. Marketing automation streamlines and automates different marketing activities. It’s used often in regards to email marketing, analytics, and sales.
  • Sales Enablement. There’s a fine line between marketing and sales teams in 2021, and sales enablement tip toes that line. It involves a marketing team providing their sales team with data, information, content, and more in an effort to make more sales.
  • Digital PR. Digital PR is sometimes grouped beneath SEO, but it involves earning mentions, press, and links on external, authoritative, and relevant sites.
  • Conversational Marketing. Conversational marketing primarily involves chatbots or similar bots that seek to welcome and nurture site visitors. This category of marketing is growing quickly.
  • Web Design. A lot of important actions take place on a company’s website. It can be described as the heart of any effective digital marketing campaign – so the design and copy on the site plays an important role.

You may find a few of these skillsets at digital agencies, while others will be more prominent within creative firms. Learn the key differences between digital and creative agencies.

Some digital marketers specialize in one field, while others generalize in a handful of them. 

But most agree the best route to help you master digital marketing is to become well-versed in a single type of digital marketing, while having general knowledge of multiple fields. 

We call this a T-Shaped Marketer.

t-shaped marketer

Digital Marketer

What Does a Digital Marketer Do?

Digital marketers are typically dedicated to driving brand awareness and lead generation for their company through the digital marketing channels described above.

Digital marketers are often assigned specific marketing and sales objectives based on company-wide goals. 

For instance, let’s say a VP of Marketing or CEO wants to drive sales by 50% this upcoming quarter. Their digital marketing team (or agency) might then be assigned KPI’s (Key Performance Indicators) like:

  • Increase website traffic by 50%
  • Improve rankings by 30% for target keywords
  • Generate 100 form fills
  • Collect 200 emails
  • Improve Facebook Ad reach by 25%

There may be a team of digital marketers or a single marketer working to achieve these objectives through free and paid digital channels. These metrics will be tracked on some kind of reporting dashboard and reviewed regularly to track progress.

digital marketing analytics report

Adlibweb

Due to the always changing nature of the internet, digital marketers spend lots of time testing, experimenting, and learning to stay ahead of the curve.

How to Get Started with Digital Marketing

If you’re just getting started on your digital marketing journey, there’s good news: the internet is full of resources to help you learn. Thankfully, our industry is great at sharing helpful information for newcomers to the field. If you’re in the Singapore area, feel free to reach out to us or one of the top agencies in Singapore.

There are countless blogs to follow, courses to take, and certifications you can earn. Some courses and certifications cost a bit – but many are free! The Brew blog is a great place to start.

good luck gif

We hope this introduction to digital marketing has served you well. Best of luck on your journey!

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What Are The Major Differences Between a Digital Agency and a Creative Agency? https://brewinteractive.com/differences-digital-creative-agency/ https://brewinteractive.com/differences-digital-creative-agency/#respond Thu, 16 Sep 2021 01:30:21 +0000 https://brewinteractive.com/?p=9931 What Are The Major Differences between a Digital Agency and a Creative Agency?

I recently talked with a friend looking to grow their business. He has a Marketing Director, but their background was in PR, and he knew they needed some more marketing help to get to the next level. He thought he should work with an agency.

But his approach to hiring an agency made me cringe.

His biggest need was lead generation.

“I’ve been talking to this agency who says they can help me with business cards, create signage around the office, and they mentioned they may be able to run some Facebook Ads to drive leads,” he explained.

This was his problem.

Don’t get me wrong, business cards and signage are great. But these weren’t his biggest needs. He needed his marketing to perform better and generate more business.

good luck with that gif

Yet he was looking to a creative agency to make it happen.

What he needed was a digital agency.

So what’s the difference? And what kind of an agency do you need? We’ll tackle these questions along with:

  • The 2 key differences between creative and digital agencies
  • The distinct services each agency provides
  • The 3 questions to ask yourself when hiring an agency

What is a Digital Agency?

A digital agency is a business who specializes in digital marketing strategies, channels, and tactics. Most digital agencies are focused on performance marketing and generating ROI for their clients.

Most digital agencies will work with you to understand your pain points, uncover your biggest needs, and develop a strategy to address them. 

A digital marketing agency might recommend a single channel (like Search Engine Optimization), and other times they will recommend a multi-channel approach (like Facebook Ads, Google Ads, and Email Marketing). 

digital marketing funnel

Single Grain

The majority of digital marketing agencies are:

  • Performance Focused. They aren’t interested in launching a campaign just because. They’re dedicated to meeting business objectives.
  • Data Driven. Not to say they aren’t creative thinkers, but they rely on data to optimize campaigns and drive business.

That said, every agency is unique. Some digital agencies specialize in design and creative, too. 

What is the Goal of a Digital Agency?

The goal of a digital marketing agency is to help you meet your business goals and to achieve a positive ROI.

digital marketing kpis

Databox

Most digital agencies will seek to understand your biggest needs, create a strategy to meet those needs, and then set KPIs (Key Performance Indicators) or OKRs (Objectives & Key Results) to gauge success. If you want to get started in digital marketing, understanding how to set goals and objectives is key.

For example, you might approach a digital agency needing to grow your business in a new region. They will typically hear your situation, gain an understanding of your goals, and get familiar with your audience. 

Then, they might recommend you invest in an SEO campaign to capture those looking for solutions, Facebook Ads to build brand awareness, and email marketing to nurture contacts into leads and sales.

They might identify a few KPIs like:

  • Increase website traffic by 50%
  • Improve new sales by 25%

The digital agency will launch the campaigns and walk through the results with you weekly, monthly, or quarterly. They may even recommend shifting your funds to different channels throughout the engagement to ensure you’re getting the most out of your campaign.

What Services Do Digital Agencies Offer?

Some digital agencies specialize in a specific field or industry, but most offer a range of digital marketing services. If you’re looking to learn digital marketing, picking a field is a great place to start:

  • SEO. Search Engine Optimization improves your search engine rankings to capture traffic and convert leads who are searching for what you offer.
  • PPC. Pay-per-Click advertising can be done on a range of platforms including Facebook, Google, LinkedIn, and more. The goal is typically to generate leads.
  • Display or Programmatic Advertising. These advertising methods are generally used to build brand awareness around the web through display ads.
  • Email Marketing. Email marketing can be used to accomplish a number of goals, but is typically used to nurture leads through the sales funnel.
  • Marketing Automation. Marketing automation can help you market more efficiently, nurture leads, and drive more sales.
  • CRM Implementation. A properly used CRM (Customer Relationship Management platform) can help you improve sales processes and close more deals.
  • Social Media Marketing. Social media marketing is the strategy behind building a brand and growing an audience on social media platforms like Facebook, Instagram, Twitter, or LinkedIn.
  • Content Marketing. Content marketing focuses on creating blog posts, videos, white papers, and more to build brand awareness, capture leads, and nurture prospects.
  • Web Design and Development. This is the creation or redesign of a website used to convert visitors into leads and sales.

What is a Creative Agency?

A creative agency specializes in the creation of a brand’s visual assets. Most creative agencies design all of the assets needed for a business and their marketing campaigns.

creative agency

Creative agencies get to know your business, what makes you unique, and your audience in order to create a brand and visuals that resonate with your target market. 

The majority of creative agencies are:

  • Design-Driven. They may rely on data, but most of their work is hyper-focused on design and resonating with your audience. The data they look at is more qualitative than quantitative.
  • Visually Focused. Creative agencies want their work to result in a positive return on investment, but success will typically depend on your satisfaction with the final product.

visual brand identity

Studio 1

What is the Goal of a Creative Agency?

The goal of most creative agencies is to create visually appealing designs that reflect your brand and resonate with your audience.

Creative agencies aren’t just artists looking to create something pretty – many are focused on results and driven by data – but the data tends to be more qualitative.

For example, let’s say you engage a creative agency to redesign your logo, design a brand identity, and create business cards. 

graphic design

They might interview some of your customers to learn more about your target audience. Then, once they’ve delivered the final products, they may interview some members of your target audience to learn what emotions your brand stirs in them, what they think about the logo, and whether they would work with a brand like this.

What Services Do Creative Agencies Offer?

Creative agencies tend to offer a range of different creative services including:

  • Logo Design
  • Typography
  • Color Palettes
  • UI Design
  • Business Cards
  • Brand Identity & Messaging
  • Infographics
  • Video Creation
  • Graphic Design
  • Banners and Print Ads
  • Web Design and Development

What are the Major Differences Between a Digital Agency and Creative Agency?

A digital agency is focused on performance marketing strategy and execution, while a creative agency is more focused on branding and design. Most digital agencies are data-driven and ROI oriented, while creative agencies are design-driven and visually oriented.

That’s not to say a digital agency can’t have design chops or that a creative agency can’t be hyper-focused on data and ROI. There’s plenty of overlap. 

Many agencies focus primarily on web design and UI / UX – these agencies tend to lie somewhere in-between your typical digital and creative agency.

branding agency website

Other agencies might refer to themselves as advertising agencies, focusing on print ads, TV ads, and multimedia advertising. They also might live somewhere between creative and digital.

ogilvy advertising website

There are also more and more full-service agencies emerging. These agencies cover both digital marketing and creative services.

Every agency is unique. 

So what should you look for when choosing an agency?

How to Choose the Right Agency for Your Business

Here are some helpful questions to ask yourself when engaging an agency:

1. Do I have a brand identity that resonates with my audience? 

This is a good starting point. Because if you have a poor brand and messaging that doesn’t speak to your target market, it doesn’t matter how much you spend on Facebook ads – you likely won’t see great results. If this is where you need to start, engage a creative agency. If you feel you have a solid brand foundation, consider a digital agency.

2. What is my biggest sales & marketing pain point?

Is no one aware of your brand? Do you have some brand awareness, but you’re struggling to generate leads? Are you generating leads, but never closing? If you aren’t sure where your biggest problem lies, a digital agency can typically help you uncover it.

3. Does this agency have proven experience?

Once you start engaging agencies – whether creative or digital – dig into their work experience. If a creative agency: is their past work up to par with your design standards? If a digital agency: have they gotten positive results for businesses like mine in the past?

And at the end of the day, know that there’s no rule against working with both. Plenty of successful businesses use a creative agency for design assets and a digital agency for digital marketing campaigns.

If you’re tight on cash, consider engaging a creative agency for brand work. Once you’re satisfied with your brand identity and design, hire a digital agency to help you grow.Choose an agency you trust and start the journey of growing your business. If you’re not sure where to start, our team at Brew Interactive would love to help, or you can check out some other top agencies in Singapore.

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A CRM Implementation Guide for B2B Sales Success https://brewinteractive.com/b2b-crm-implementation-guide/ https://brewinteractive.com/b2b-crm-implementation-guide/#respond Thu, 19 Aug 2021 01:00:56 +0000 https://brewinteractive.com/?p=9587 Companies who use CRMs effectively see an ROI of $8.71 for every $1 spent.

But CRM implementation projects fail more than 50% of the time.

Companies love the idea of using a CRM, but more than half fail to use them correctly, resulting in wasted time and lost money.

In this guide we’re going to walk you through how you can see an 800% ROI from your own CRM strategy:

  • The importance of a sound CRM strategy
  • The 6 reasons why more than 50% of CRM implementations fail
  • The 8 steps to a successful CRM implementation

Why Do You Need a CRM Strategy?

Successful CRM implementation coupled with an ongoing CRM strategy help B2B companies:

Despite the obvious benefits, CRM projects fail between 50% – 75% of the time.

CRM implementation can be tricky.

Why Do Most CRM Implementations Fail?

There are six primary reasons CRM implementations fail:

  1. Lack of coordination across teams
  2. No CRM business strategy
  3. Lack of process change
  4. Lack of executive support
  5. Poor business representation
  6. Inappropriate IT investments

crm implementation failure

Salesforce

The majority of these issues can be avoided with a sound CRM implementation plan.

Pay close attention to these eight steps and roll out a B2B CRM strategy that works.

How to Implement a CRM Strategy for B2B?

1. Understand Your Sales Process + Lead Flow

Many sales and marketing professionals believe a CRM can just be “turned on” and they’ll see results. They believe CRM software is just plug-and-play.

But anyone who has spent time in sales and marketing knows that software alone can’t solve our problems.

Our CRM software will only take us as far as our sales process, sales strategy, and lead flow will allow.

You’ve got to answer some very important questions before diving into a CRM software:

  • What are your goals and KPI’s for your CRM?
  • Is your sales process well documented?
  • What is your plan for lead flow? How do leads move through your funnel?
  • What are the stages in your sales pipeline?
  • Who owns which leads and accounts?
  • What customer fields and properties do you currently keep track of?

customer lifecycle stages

You need to be crystal clear about your sales process before attempting to dive into a CRM implementation.

And – this is very important – your whole team needs to be on the same page before engaging a CRM software. A few weeks into the implementation is not the time to have these conversations. Have them before you get started.

2. Map Out Your CRM Implementation Plan

During this step you’ll be breaking down your CRM project into manageable steps with associated timelines. You don’t want to wind up being this guy.

Here are a few key roles to assign before getting started with your plan:

  • Make sure you have top management buy-in. Top management drives opinions and culture, so it’s crucial they’re on board.
  • Appoint a project manager. They will make sure deadlines are met and goals are achieved.
  • Assign someone as a super-user. This person will be responsible for all things CRM. They will be the go-to for any problems or questions during or after implementation.

Once you have these three key players on board, have your project manager draft a timeline for the below steps, set deadlines, and assign tasks to team members.

If all of this sounds overwhelming, you may benefit from expert help. Find yourself a Salesforce partner agency or HubSpot integrations partner.

3. Define CRM Settings & Customizations

A very important part of CRM implementation is defining your CRM settings and customizations before getting started with data migration.

Every CRM has a range of settings you need to consider and suit your team’s needs:

  • Company profile
  • Custom fields or properties
  • User permissions and management
  • Mailing policy and consent list
  • Deal stages or sales pipeline (more on this below)
  • Admin settings

adding properties in hubspot crm

Custom property setup in HubSpot

4. Clean and Migrate Data

It’s time to move your data and populate your CRM. This might be the most important step in any CRM implementation. For most CRMs, you’ll have three or four categories of data to migrate:

  • Contacts
  • Accounts
  • Deals
  • Custom Fields / Properties

The first step is to clean your data

This is an all-hands-on-deck task. Whether your current customer data lives in a database, spreadsheets, or in another CRM, we’d recommend having every team member comb through their contacts to make sure all data is accurate and relevant.

Accurate data needs to be updated and irrelevant data (old contacts, unused fields / properties, etc…) needs to be removed. Dirty data can be a waste of time – not to mention confusing for your sales team.

Next, backup your data

Just in case something goes wrong or you decide you hate the CRM within a few weeks, you need a fallback plan. Back up all your data before moving it.

Then, migrate your data

There are lots of ways to move your data. Some CRMs will actually handle the migration for you – some free of charge while others will cost. If that’s not the case, most CRMs allow for fairly simple .csv imports.

importing data in salesforce crm

Salesforce Data Import + Mapping

Since there’s no reason to move everything all at once, consider moving data in batches to identify any unforeseen issues in your migration.

5. Connect with Other Sales Tools and Apps

Some CRM platforms have plenty of tools and add-ons. HubSpot, for example, has sales, marketing, service, and CMS platforms. If you wanted, you could use their full suite of software for your sales and marketing.

Other CRM platforms offer much less, meaning you likely need to connect and integrate your other sales tools to ensure all of your software is communicating.

Popular integrations include:

  • Email apps (like Mailchimp)
  • Lead generation tools (like Unbounce or Lead Pages)
  • Project management tools (like Asana or Monday)
  • Messaging and communication platforms (like Slack or Teams)
  • Social media management (like Buffer or HootSuite)
  • Live chat (like Drift)
  • Help desk apps (like Zendesk)
  • Marketing automation programs (like ActiveCampaign or Drip)
  • Analytics platforms (like Google Analytics)
  • Accounting software (like Quickbooks)

Some CRM platforms, like Salesforce, have app marketplaces where developers can create integrations for all users.

salesforce app exchange

If your CRM doesn’t have an app marketplace or first-party integrations, you can develop your own or utilize something like PieSync or Zapier to create your own syncs.

6. Configure Your Sales Pipeline

One of the most important pieces of a CRM implementation is your sales pipeline. Your sales pipeline is very similar to your sales funnel. The key difference is that a sales funnel refers to the general buyer’s journey, whereas a sales pipeline refers to the specific stages of your sales process.

stages of a sales pipeline

Salesforce

Some CRMs refer to this aspect as your “deal stages.” Your Salesforce sales pipeline is built using “opportunity stages.”

salesforce opportunity stages

Salesforce

As mentioned, if you use HubSpot, you’ll be working with deal stages.

deal stages in hubspot crm

Hubspot

Some tips for setting up your sales pipeline:

  • Be sure to customize your pipeline so that it works for your company’s sales process
  • Adjust your close probability percentages over time to make your forecasts more accurate
  • Make sure your sales team uses the pipeline habitually
  • Set up the necessary custom fields you need for your deals / opportunities

7. Set up Helpful Automations

Most top CRMs have plenty of potential to automate aspects of your sales process to help you run more efficiently and effectively.

Setting up sales and marketing automations is a crucial step to getting the most out of your CRM.

  • Automate email follow ups. You can automate (while still personalizing) email follow-ups and lead check-ins.
  • Automatically log customer interactions. Most CRMs have integrations with your email client so you can automatically log all emails.
  • Automatically assign leads to sales members. You can set criteria for certain sales people to receive certain leads based on attributes.
  • Automatically segment contacts to email lists. If you connect your marketing with your CRM, you can automate assigning them to different email lists.
  • Create follow-up reminders. Need a reminder to follow-up with a lead after so many days? Create automatic reminders so you don’t have to make your own task or let sticky notes rule your life.

sales lead assignments

Automate lead assignments with Salesforce

8. Document Usage Policies and Train Your Team

A CRM isn’t going to improve your organization if your team isn’t using it to its full potential. Lack of process change is why 45% of CRM implementations fail.

Avoid this failure by documenting usage policies and adequately training your team on how to best use your new CRM.

Here are some processes that might benefit from detailed documentation:

  • How to add new companies, contacts, and deals
  • How to name files, emails, and automations
  • How to add new users to the CRM and what permissions different roles in the company should have
  • How to log notes after a sales call or meeting

Once everything is documented well, it’s time to train.

This is huge, because don’t forget, nearly 50% of CRM implementations fail due to lack of cross-department collaboration or due to lack of process.

Here’s a suggested road map:

  1. Document any and all necessary processes. Place these in either a digital folder (or physical book if you’re old school).
  2. If you’re a larger company, designate one person from each department to be the department’s CRM super user.
  3. Hold a meeting with your project manager, super user, and each department’s super user to outline the gameplan for training.
  4. Have all employees log into the CRM to look around, read their processes, and come up with questions.
  5. Then, either gather the whole company for training (if you have less than 20 or so employees) or gather each department separately.
  6. Go through the most common use cases, walk through processes, and answer questions.
  7. Give the company a week or so to explore, run into roadblocks, and generate more questions.
  8. Collect feedback, make changes to the configuration, update processes, and then communicate all changes.
  9. Start using your CRM!

9. Measure, Audit, and Improve Over Time

Once your CRM is set up, it’s time to measure adoption and focus on improvement over time.

Most CRMs have usage data such as logins, data stored, and reports accessed.

Salesforce’s AppExchange has a free dashboard to help you measure adoption:

salesforce data usage

Salesforce

If you’re a smaller company, you may not need this kind of data. It’s probably clear who is using and not using your new CRM.

But if you’re a larger company, pull data to help you determine how adoption is going. You can track metrics like:

  • Total number of user logins
  • Contacts added
  • Deals or opportunities created
  • Reports pulled, downloaded, or accessed
  • Calls and notes logged

As the CRM is getting used more often, it’s natural that roadblocks and issues will arise. Lean on your project manager to collect this information and your dedicated super user to address it.

Execute sales audits regularly and focus on improving your CRM and its surrounding processes regularly.

CRM Strategy for B2B Success

CRM implementation doesn’t stop with the initial roll out. Your B2B CRM strategy should be constantly evolving as your business grows and changes.

Follow the above steps, but above all, ensure your CRM strategy and processes work for your company. Revisit your goals and KPIs to ensure it’s effective.

And above all, don’t forget that software can’t fix your company. Your strategy is just as important as your CRM platform.

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