Essential guide to Inbound Marketing for eCommerce in Singapore

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Singapore is undoubtedly one of the most progressive economies in the world. As the business paradigm is shifting all over the world in the aftermath of the pandemic, businesses in Singapore are embracing the change and acing the art of adapting to the digital landscape.

While organizations shifted to hybrid working models; businesses that traditionally followed the conventional means of sales and marketing, are now switching to the online mediums for the purpose. Digital marketing strategies such as inbound marketing in the ecommerce space is gaining popularity as it has the potential to bring in traffic without having to rely heavily on paid marketing, helping business owners keep their margins.

As the economy experiences a rapid increase, a major contribution in this regard is seen by the eCommerce activities. The B2C eCommerce market in Singapore is valued at $4.9billion and is expected to grow at 8.35% in 2021. As a result, there is more focus on customer-oriented marketing strategies that make use of digital mediums. Amidst the growing competition, it is becoming increasingly important to attract the right kind of audience and build customer loyalty by catering to their specific needs. A considerable focus on inbound marketing for eCommerce in Singapore can give businesses the competitive advantage they want.

Let’s look at what inbound marketing is and how can businesses use it for leverage.

What is inbound marketing?

Simply put, inbound marketing is aimed at attracting visitors and potential customers. Instead of pushing the product or service towards the prospective leads or customers, inbound marketing entails pulling marketing strategies that draw in fruitful leads and hence enhance business. It may include tools such as content marketing, SEO, social media, and blogs, etc. which can help the business in creating brand awareness, establishing credibility, and attracting customers.

Here is how inbound marketing can help the business.

  • When the business uses inbound marketing tools, it can create and communicate its brand value to the customers by putting it where the customers are most likely to see it.
  • While the outbound marketing strategies are aimed at having a wider reach, they may miss the mark at times, resulting in fruitless efforts. In contrast, inbound marketing strategies aim at specific segments with dedicated tools and tactics that can optimize the efforts and bring maximum results. 
  • Visitors are bound to engage more with the business when they are provided with a great user experience. Through inbound marketing efforts, businesses can provide the essential resources to customers that can aid them and enable the business to draw meaningful inferences from the available information and generate productive leads.
  • One great benefit of inbound marketing is the maximum return on investment made in marketing initiatives. According to statistics, inbound marketing provides income three times higher than conventional marketing.

Elements of Inbound Marketing for eCommerce in Singapore

As mentioned earlier, since the digital landscape in Singapore is constantly evolving, businesses need to employ tools that will aid them in driving traffic and generating leads that will result in fruitful conversions. Although the outbound marketing strategies are still very much relevant, however, over time the focus is shifting as there is more realization about return on marketing investment and the possibility of having an effective marketing framework even within restrained budgets.

Now that you know how a website can help your business, the next thing that remains is for you to find a professional web designer to help you build one.

Leveraging the content

Your content can be a powerful reflection of your business, and the value you can offer to the customers. When you make relevant content and communicate it through the right channels, you are providing your customers with useful insights and enabling them to perceive your brand the way you want.

There are multiple channels through which you can communicate your content to the customers. The important part is to focus on getting the content right so that the customer interest is piqued enough to create engagement. It is thus important to create content that addresses customer pain points and what value your product or service can provide to them. You can share your content through blogs, podcasts, white papers, videos and, testimonials, etc.

Focusing on SEO

If the content is the king, SEO (Search engine optimization) is the jewel in the crown. Optimizing your content so that your visibility is enhanced in the search engines is the key to getting your content to the right kind of audience.

Most individuals (around 85%) tend to search online for the required product or service before making a purchase decision. When you increase the visibility of your content on search engines like Google and social media sites like YouTube, you enhance your prospects of generating organic leads. Now that the content is visible and aimed at addressing the customer’s needs and the value that your product or service can provide; the customer will be naturally inclined towards your brand.

When it comes to optimizing your content, you can go for on-page SEO by using strategic keywords throughout your content. You can also try blogging for off-page SEO to attract visitors from external sources or link your website with sources where your potential customers visit frequently.

Using the social media

Social media has become the most influential tool for businesses to lure in customers and generate leads. The social media profiles can influence your customers’ purchasing decisions and can be a gateway to your eCommerce platform where you facilitate the customer to complete the transaction.

The important strategy here is to modify your content and overall marketing strategy according to the nature of the social media platform. For instance, if you are in the retail industry, Instagram and Facebook are great ways to communicate your brand and products to the customers. Similarly, B2B businesses can make use of LinkedIn for better results.

Social media is not only a way to improve sales, it is also an important tool to create and spread brand awareness and provide consistent support to the customers which, in turn, increases customer satisfaction and loyalty.

Websites; Adding CTAs and landing pages

When you want to convert your website visitors into leads, there are various methods through which it can be done. In exchange for the visitor’s contact information, you can offer attractive elements like eBooks and white papers, etc.

Call to Action links like promo codes, downloading links for eBooks and gifts, etc. can prompt the visitor to take action on the website. You can have landing pages, where the customers arrive once they click the CTA links and provide their contact information.

Using email

Call to action links and landing pages can get you important contact information including your prospective customers’ emails and even get them to subscribe to your mailing list. They are an effective tool to lure in hot leads that can be converted productively. When you identify specific customer behaviors, you can send targeted emails tailored to their needs.

Conclusion

You need to keep in mind that not all elements/channels work at the same speed. When it comes to inbound marketing for eCommerce in Singapore, you need to figure out what works for you and use the most productive elements for optimal effectiveness. 

For your inbound marketing to work, you need to build relationships and nurture them to make a loyal customer base. However, the purpose here is not to undermine the importance of outbound marketing. The business environment in Singapore is constantly evolving and the competition continues to increase. If you want to maximize your growth in a short period, you cannot solely rely on inbound marketing. Since it is all about generating organic leads and pulling in customers, you may want to use a combination of both inbound and outbound to create a synergy that will ultimately profit your business.

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