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5 SEO Trends You Can Try to Drive More Traffic in 2021

5 SEO Trends You Can Try to Drive More Traffic in 2021

Try these SEO trends in 2021 if you want your SaaS or building materials company site to appear on Google and receive more traffic.

The Software as a Service (SaaS) sector and the building materials industry are both seeing rapid growth. In today’s digital era, providing software solutions remotely meets the requirements of both individuals and businesses.

For this reason, these two business sectors have grown year after year for more than a decade. But with growth also comes the rise of competition. So you’ll need to be one step ahead of your rival companies.

Considering the niche market, getting client acquisition is the most crucial element in being successful. With this comes different marketing strategies to boost your lead creation.

One of these methods includes Search Engine Optimisation (SEO).

Why SEO is Important for Businesses in 2021

Whether you’re a SaaS company or work in the building materials industry, a robust search engine optimisation strategy is essential to prop your brand toward long-term development and success. 

Your SEO efforts must serve as the foundation for all of these strategies. Put your products in front of as many people as possible to guarantee the long-term viability of your company. Of course, organic traffic must be produced and converted to do this.

For example, even though search engine optimization (SEO) is the most important source of acquiring customers for SaaS businesses – accounting for up to 68 percent of all organic traffic – just 11 percent of organisations spend on content marketing to do so.

These numbers imply that if you engage in content marketing as a strategy to improve your SEO, there is plenty of space for your SaaS company to rank at the top of the search results pages in the future.

When you optimise your website for search, you may attract more highly qualified visitors, spread the word about your brand or product, and decrease your reliance on paid advertisements.

5 SEO Trends You Can Try to Drive More Traffic in 2021

1. Mobile-First Indexing

In this digital age, a good majority of people rely on their smartphones to do their searching. While this isn’t a new thing, Google is showing no signs of slowing when catering search results that accommodate mobile users.

With this in mind, it’s essential to consider how your website is performing on a mobile SEO level. Sure, you might be doing SEO for your desktop. But your mobile SEO and desktop SEO could end up showing dramatically different results if not given the same amount of attention.

Your mobile site should immediately show content already available on your desktop but is valuable at first read.

Look at the little details like meta descriptions, title tags, sitemaps, structured data, text layout, images, and videos. See whether they’re crawlable enough for search bots to understand the intent of your website.

2. User Experience

Users want everything to be quick, easy, and accessible. By offering seamless interaction on your websites, you ensure that your visitors stay on your site for more extended periods.

Now imagine if your site takes a long time to load. Your potential customer might often get tired of waiting and move onto a similar competitor site.

Websites that provide intuitive website experiences have bigger chances of obtaining higher conversion rates. However, to give that hassle-free experience, you will need to look at site speed, clarity and accessibility.

Businesses can use these three benchmarks to oversee just how interactive your website is and how long your site takes to load and be accessible fully.

Plus, by providing a pleasant user experience, there’s a higher possibility that customers will recommend your site to other people.

3. Valuable Content

Users want to check on relevant content that’s fresh and new – especially not duplicates. By publishing high-quality original content, search bots can quickly identify your site well.

To obtain high rankings on search engines, you need to get inside the minds of your potential visitors and find out what they might be searching for. Then, once you’ve answered the whats and whys, you can fully figure out the intent of your content.

True, coming up with original ideas can be challenging, especially when dealing with a highly saturated competition. But there are ways of generating content that stands out.

For instance, you can experiment with different forms of content besides regular text. Try doing videos, podcasts, surveys, images, and more. Playing around with varying mediums of content not only gives a fresh perspective over your content, but it helps appeal to your audience.

And speaking of video content…

4. Video Content

Have you noticed how product review videos are getting popular on Youtube?

There has been an ongoing rise of consumers turning to video resources before making their purchase decision. This is because people want to get a live view of the product to see what it looks like beyond the screen.

When it comes to developing video content, you should consider several things, one of them being creating high-quality videos.

High-quality video content doesn’t necessarily equate to having a big production budget or a team of expert filmmakers.

At the very least, your videos should have clear messaging about your product, a helpful tone to it, and just the right length to attract the short attention span of your customers.

Additionally, if you’re used to implementing target keywords into your site content, you may want to consider inserting these keywords into your videos as well.

5. Voice Search

Thanks to Artificial Intelligence (AI), voice search has slowly become an integral part of our daily lives. Voice recognition has made it much easier for end-users to research a particular product or service quickly.

When thinking of implementing voice search, you’ll have to get into the users’ intent. Why do you think users turn to voice search?

Usually, voice search is used for more specific questions, like below:

  • Where is the nearest cafe?
  • How much do running shoes cost?
  • What time does this store open?

Figure out your user intent by pinpointing the classic who, what, where, when, why, and how questions. These could help you find out what questions your users might have in mind about your product or service.

Need a quick check on your site’s SEO in 2021? Book a consultation with us to get started.


Check out our previous article: 6 Ways to Overcome Apple’s Mail Privacy Protection Update.

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Marketing

6 Ways to Overcome Apple’s Mail Privacy Protection Update

Apple’s latest iOS 15 software update – notably the Mail Privacy Protection feature – has put fellow email marketers into confusion.

The new email feature will prevent email senders from using tracking pixels to collect information about the user.

This is done by having the system download and store all images (including that tracking pixel) on a remote server. This data becomes available only when recipients open the email.

“Mail Privacy Protection will stop senders from using invisible pixels to collect information about the user. The new features help users prevent senders from knowing when they open an email and masks their IP address so it can’t be linked to other online activity or used to determine their location”.

Apple Official Statement

How does Mail Privacy Protection affect email marketers?

5 Ways to Overcome Apple's Mail Privacy Protection 2
Apple introduces Mail Privacy Protection with iOS 15 Update. Image Source: Apple Insider

While it’s fantastic news for users who value privacy, the feature has brought new challenges to email marketers who heavily rely on collecting data via tracking pixels.

Email marketers have had a long history of utilising these tracking pixels to better understand the performance metrics of their message.

With tracking pixels, they can identify specific actions taken by email recipients (e.g. opening the email, open email times, IP addresses, etc.).

All this information is then used to improve how marketers craft their emails for specific audiences and better deliver them. But, unfortunately, with Mail Privacy Protection, all that data is challenging to obtain.

How Mail Privacy Protection works

5 Ways to Overcome Apple's Mail Privacy Protection 3
Tim Cook at WWDC 2021. Image Source: Wired.

Mail Privacy Protection is going to significantly impact email marketing culture. But how does the system do it?

1.  Senders are unable to see data collected by hidden pixels

Since Apple Mail will query the email sender’s server for the email content, any email to a user who has enabled the new capabilities appears to be opened.

Therefore, users can’t tell when or where emails are opened, making measuring campaign open rates difficult.

So if you’ve been segmenting your emails based on open rates, you may want to reconsider your email campaign metrics.

2. Say goodbye to real-time customised content

Email marketers have utilised various content in their campaigns for a more personalised approach that appeals to their recipients.

Some of that content, for example, countdown timers, live-package trackers, or other dynamic features, depend on tracking pixels.

With Mail Privacy Protection in the way, marketers will need to develop innovative ways to connect with recipients that don’t rely on real-time features.

3. Audience targeting based on geographic location will likely not be feasible

Mail Privacy Protection allows users to mask their IP addresses so their online activity won’t be tracked.

However, this does not entirely stop the possibility of geographic targeting. For example, email marketers might not depend on IP addresses, but they can base their targeting using other data (e.g. recipient’s mailing address).

So while the new feature does impact geographic targeting in some ways, it doesn’t stop the possibility of using it entirely.

6 tips to overcome Mail Privacy Protection for email marketers

Despite Mail Privacy Protection creating massive changes to the email marketing landscape, it shouldn’t stop you from sending out emails at all.

The good news? You can still send out your emails, and recipients will still receive them. They’ll still open your messages and interact with them.

And even though you can’t thoroughly study their email habits to improve the quality of your emails, there are some other ways you can maintain or improve the quality of your emails without relying too much on tracking pixels.

1. Figure out the ultimate goal of your email campaigns

Sure, getting a high email open rate is an ideal situation. But is it always the end goal?

The email marketing scene is used to the idea that high email open rates is what we’re aiming for. But with Apple’s update in the air, we’ll have to consider another goal to pursue.

This leads us to think of what our emails should accomplish. Besides obtaining high open rates, what else can our emails achieve?

Think outside of the box and develop goals beyond open rates.

Come up with bigger goals besides high email open rates. You may want to consider how to get your recipients to perform your call to action instead, which may include:

  • Visit a website
  • Download e-book
  • Fill out a form
  • Make a purchase

You want more than just your audiences opening your email – you want your emails to be engaging as well.

2. Change your performance metrics

Now that you’ve figured out other goals for your emails, it’s time to list out the alternative performance metrics that you can stick to.

Some other benchmarks you may consider include database growth, conversion rates, and click-through rates. These are some other useful metrics that allow you to measure engagement.

Focusing on more performance indicators relevant to the ultimate goal of your emails will help you improve the value of your email program and add to your company’s bottom line.

3. Utilise A/B Tests

A/B Test Subject Lines

A/B testing is a beautiful way to identify the best marketing pitch. You may already be doing that with your emails. If not, now is the time to begin.

If you can’t track when consumers open emails, make them more attractive. To monitor user interaction, you need a higher-performing topic line.

A/B Test Email Bodies

A/B testing your subject lines is essential, but so is optimising the body of your emails. To assess engagement, you must get them to click. To get them to click, you will need to create various email copies or formats that encourage your recipients to click.

This has always been crucial for email marketing conversions, but it becomes much more critical when you also need to measure engagement. 

4. Create content that is relevant to your readers

With these new privacy settings, your content marketing approach may become “gated”. You’ll need to create material that requires visitors to subscribe or tempts them to read more.

Think webinars, podcasts, e-books, whitepapers, how-to-manuals, or videos.

Engage your audience in new ways. Give your database a reason to click. Compelling content and message will be more crucial than ever.

Alternatively, you may try to provide value in return for consumer data. For instance, create a free lead magnet that answers your clients’ concerns, like “sign up for our newsletter to earn 10% off your first purchase.”

5. Implement call-to-action (CTA) buttons

CTA buttons are the buttons you use in your email campaigns that direct the recipient to a location outside of the email. When you click on them, they typically lead you to an external link, such as a website or online form.

Utilising CTA buttons helps recipients easily navigate to your links seamlessly. Once your readers see the button in your email, they already have a better sense of what they should do with your email.

But remember, your CTA buttons should be easy to catch. To make your buttons more readable, consider factors like size, style, color, and whitespace.

And with that, CTA buttons boost your click-through rates. They become a powerful tool to catch the attention of your readers, and drive them towards conversion.

6. Always have clear opt-in email marketing practices

Offer users the ability to implement preference centres.

And yes, that means giving your audience the freedom to limit the number of content they’d like to receive from you. Even if it means letting your recipients unsubscribe your content.

Nobody likes an unsubscriber but think of it this way.

By allowing your recipients to do whatever they choose with your content, you have visibility over those genuinely interested in your emails and have a deeper understanding of the target audience that is actually listening to you.

Mail Privacy Protection is not the death of email marketing

Apple’s new privacy settings might have caused a commotion for fellow email marketers, but it’s not the end of email marketing.

Emails will always play a central role in 1:1 communications, and of course, your marketing strategy. Email channels have been around for a long time and have gone through several other drastic changes.

And changes like this shouldn’t have to discourage you. This isn’t the first update, and it certainly won’t be the last.

Changes are continuous. All we can do is adapt.

And after all, it always comes back to providing high-quality value for your readers. 

If you’re already providing value in your subject lines or your email copies, then tracking your engagement shouldn’t be a huge issue – with or without a software update.

Need help with your email marketing strategy? Contact us to get in touch with our digital marketing experts.


Read our previous blog: digitus Congratulates Acclimation for Acquisition by Capgemini

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News Partner

digitus Congratulates Acclimation for Acquisition by Capgemini

In pursuit of keeping up with the growing demand for SAP services in the region, we’re happy to announce that our partner Acclimation has been acquired by global systems integrator giant Capgemini.

Capgemini’s acquisition of Acclimation will strengthen its partnership with SAP in Australia and accelerate clients’ business transformations.

About Acclimation

Acclimation is a company that provides SAP solutions and leverages leading cloud technologies. 

With offices in Melbourne, Sydney, Brisbane, and Perth, Acclimation has established a reputation for industry-leading SAP capabilities and successful implementations for clients, namely Coles, Dulux Group, PowerLink, and NSW Land Registry Services.

Under the expertise of both Acclimation and Capgemini, the two firms have plans to combine their two SAP approaches and deliver projects to large-scale SAP partners.

After thirteen years of sustained growth, Acclimation is thrilled to be joining Capgemini. Combining our two SAP practices strengthens Capgemini as a formidable SAP Gold Partner in Australia. I am excited to unlock the many synergies between Acclimation and Capgemini including an added delivery capacity and extended customer footprint.

Rod Taubman, Managing Director, Acclimation

About Capgemini

Capgemini is a global leader in partnering with businesses to transform and manage their operations through technology.

With 50 years of deep industry experience under their belt, Capgemini has been entrusted to handle various business needs, ranging from strategy and design to operations.

Regarding the Acclimation acquisition, Capgemini has acknowledged the rise of new large-volume implementations, mainly with S/4 migrations that will need to be conducted before the Business Suite deadline in 2027.

Hence, the merger enables Acclimation to meet these demands swiftly while at the same time delivering exemplary customer satisfaction.

The acquisition of Acclimation will position Capgemini as a leader in SAP delivery capabilities in Australia and New Zealand. They have built a strong reputation for excellence in delivering SAP and cloud solutions for a wide range of complex businesses. We look forward to adding new thinking and innovation to further support our clients and accelerate their transformation to more sustainable businesses in the future.

Kaylene O’Brien, managing director, Capgemini in Australia and New Zealand

The digitus wishes Acclimation and Capgemini the best for future endeavors and more fruitful opportunities ahead.

Read the complete statement from Acclimation and Capgemini.

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Case Studies

Case Studies

Case Studies

Get an inside scoop on how we supported our partners through various situations and what solutions were provided.

Business Development Case Study 1 – A Global Professional Services Firm in Malaysia

Main Challenges

One of the largest professional services organisations in Malaysia sought our support in software acquisition business and digital marketing to meet a specific customer segment. As a consultancy firm that’s also selling software, the firm required a holistic view of what their consulting business is doing, what their software business is doing, and have a complete overview of their available software solutions.

Solutions

We deployed a holistic approach by supporting them through social media postings, running email campaigns, and working with the firm’s in-house business development team as an extended part to acquire new customers. Our team identified what kind of content,, what kind of stakeholders, and what kind of value propositions we needed for the firm. We identified a set audience and reached out to accounts that were based on the firm’s criteria.

End Results

Our initiatives are regularly communicated towards the firm and have been on-going for a few months. We have seen generated leads and have short-listed them across certain large accounts that will be further qualified and nurtured. We have new companies talking to us about their projects, in which we are getting its requirements and handing them over to our partnering firm.

Business Development Case Study 2 – A Technology and Management Consulting Firm in Singapore

Main Challenges

A local SAP partner Singapore sought support to introduce SAP Business One to a targeted audience. Initially, quite a lot of companies were hesitant to go with an SAP solution due to its reputation for being “expensive”.

Solutions

After examining their needs, we deployed an affiliate programme with our partner instead of being on a retainer. We only work with their team on certain cases where we see that they have the best potential to support a certain client. Our job is to convince them of Business One’s benefits and remove the misconception that you require a big budget to deploy the solution.

End Result

As an on-going partnership, our team keeps introducing opportunities to them that resulted in a good win ratio. We witnessed an increase in happy customers who are pleased with our introductions to the SAP Business One software solution and are still engaged with them as well.

Hubspot Solution Case Study 3 – A Property Company in Singapore

Main Challenges

A property company in Singapore that owns multiple buildings, complexes and shopping malls required support in its communication teams. The internal communications team were still relying on an Excel approach and copy-pasting email addresses. Additionally, they weren’t able to identify whether an email was opened, if it was received, and other information such as who left the company and COVID-related precautions.

Solutions

We recommended deploying a Hubspot solution as an internal tenant communication platform. Through this automated solution, we supported their team on how they can communicate better and efficiently sending information to team members – especially during times of COVID-19 (e.g. the latest involvements and developments for COVID-19, updated regulations, precautions to take before coming to office).

End Results

We managed to bring the team up to speed with communications. The team now has a system that can send out very dedicated emails that are compliant to personal data protection policies. The team has witnessed a reduction of time, so they now have more time at hand to focus on other activities. Additionally, they now have a higher rate of engagement and can easily filter out who has opened their emails. We are currently in the process of discussing further to use the Hubspot solution for sales processes.

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Marketing

Business Development Outsourcing: What You Need to Know

A Quick Overview

Business development outsourcing isn’t an unfamiliar term for most organisations. Often, organisations turn to outsource to increase lead generation and sales – without having to put in the costs that come with onboarding full-time business development representatives.

While outsourcing isn’t an entirely new concept, some companies are still hesitant in this matter. It’s not the easiest decision to place your core business activity to an external party. Outsourcing relies on the third party’s ability to comprehend what your company is all about entirely.

Even though they’re not part of the internal team, they will also need to have the same strong understanding of your product/service, business models, and business approaches when attracting customers.

On the other hand, outsourcing can be an effective method for companies to extend their capabilities and increase lead generation efforts. By considering all this, it’s safe to say that business development outsourcing has its pros and cons.

Looking at Business Development Outsourcing from Both Sides

Looking at Business Development Outsourcing from both sides

Choosing to outsource your business development team is bound to create confusion. If you don’t fully understand what your company can or cannot handle at the moment, there will be no answer to your questions.

In this blog, we’ll take a look at some of the benefits that come with outsourcing your business development team. Additionally, we’ll examine some of the risks that come with it as well so that your company knows what to anticipate should you choose to move forward with outsourcing.

The Benefits of Business Development Outsourcing

  • Take advantage of specialists that are solely dedicated to business development
  • Give your in-house employees more freedom to do work on other urgent issues to fulfill the needs of your clients
  • Have a professional team of business development experts who possess a strong understanding of the dos and don’t of the field
  • Be more flexible with incentives as outsourced teams must show results to be rewarded
  • Ensure that dedicated biz dev professionals meet your business development needs
  • Have a team that’s always at the forefront of business development trends, allowing your inbound employees not always to have to be up-to-date with these matters.

The Risks of Business Development Outsourcing

  • Develop too much of a dependency on a third-party organisation that might pose the risk of closing up their business or choosing to end their partnership with your company
  • Cause inbound employees to be unprepared for any sudden or unexpected need to make business development decisions
  • Put the entire, if not a significant core competency of your business into the hands of an external team whose methods may not always align with yours
  • Increases your company’s budget from having to invest in an outsourced team.

Find Out What Works for You

Find out if business development outsourcing works for your team

There’s no right or wrong answer with outsourcing your business development team. What you should focus on is whether outsourcing is the best possible solution to craft killer campaigns.

If you’re planning to maintain an in-house team, here are a couple of things you should consider:

  1. Organisations must have at least two or three full-time employees who solely focus on delivering qualified sales leads.
  2. You must allocate a period to analyze your sales leads to track your team’s efforts and progress
  3. You will need to train your in-house team regarding the knowledge and expertise of your product and equip your team with skills to make immediate changes.

However, not everyone has the time or resources to maintain such efforts. As a result, companies turn to business development outsourcing to grow their operations.

Outsourcing your business development team works well if:

  1. You don’t have the time and resources to staff an entire internal department and educate them on business development.
  2. You require a dedicated business development team that primarily revolves around cold calling and appointment scheduling.

Is It Worth the Risk?

One primary concern that typically comes with business development outsourcing is budgeting. While it may seem you’re putting out money from the start, ask yourself: are you getting a bang for your buck?

Try to think of it this way: if you’re planning to keep an in-house business development team, that’s not an issue. However, you will need to be accountable for all the effective hiring and training processes that will ensue. Additionally, training may take up months, or even years, before your team can get a strong understanding of your vision.

But with business development outsourcing, you’re giving these responsibilities to a professional team that already knows their way around. There’s no need to train them from the ground up. Provided you have given a solid briefing from the start. Their background expertise will help you generate quality lead generation and sales.

As long as you have set your expectations clearly upon your third-party team and maintain strong communication through weekly catch-ups, you’ll be surprised at the long-term benefits of investing in outsourcing.

Reach Out to digitus

At digitus, we propel your business to new heights with our award-winning digital marketing services. Our tech-enabled marketing services help your business grow online leads, calls, and revenue.

We aim to involve your customers in a deeper, more sustained relationship with your product or brand.

Connect with us to get started.

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Marketing

Lead Form Extensions: What You Need to Know About Them

A Story Businesses Can Relate

Generating leads can be a hassle if we don’t use the appropriate tools. But with lead form extensions, you can garner many leads within a short span of time.

Imagine you’re a customer looking to buy a new dress online. You find a website that sells what you want. But due to slow loading speeds, a clunky interface, and poor interface navigation, you’re fed up with the buying experience. You proceed to cancel your purchase and move onto other websites.

On average, the attention span of a digital consumer is eight seconds. Surprisingly, this is a drastic decrease from 12 seconds in 2000. This behavior affects how a consumer searches for a product or service online.

People want seamless methods of doing things online. In other words, we want to view information online without too much clutter and obtain information rapidly. If there’s too much friction, we’ll ultimately abandon the site. As a result, companies lose their chances of gaining leads.

Therefore, marketers must invest their time in creating a well-rounded user experience that’s fast, easy, and fuss-free. Most importantly, businesses are advised to develop more efficient methods of gathering prospective customers.

So, where do lead form extensions come to play in this situation?

What Are Lead Form Extensions?

Buying products with lead form extension

Google Ads has recently introduced lead form extensions. The idea behind this is for online consumers to send in their information into a form – directly in your ad. In other words, you can establish engaging relationships with new customers with this minimalistic and frictionless tool

The concept of lead forms isn’t exactly new. Companies have often used lead forms to compile information from online customers. However, experiences like typing on small screens, typos, or difficulty finding a business’s contact information ruin the chances of completing a form.

But with Google Ads lead form extensions, you can prevent those cases and earn prospective leads instead. These extensions were designed to replace direct prospects with a post-click page to convert. Therefore, consumers don’t necessarily have to visit your website to get you a lead.

Furthermore, businesses that use this particular extension will immediately show a form right under the search ad. This form is accessible no matter what device you’re using.

The best part? Google Ads lead extension forms immediately capture user information by pre-filling their pop-up forms. What’s more, this saves consumers’ time spent providing information on a form and automatically increases lead generation.

Reasons to Use Lead Form Extensions

  1. Establishes a faster lead capture by reducing the number of steps in a customer’s experience (e.g., not having to access your landing page).
  2. Garners high-quality leads from prospective customers who show a strong interest in purchasing your product or service.
  3. Supports mobile-friendly interfaces that appeal to customers’ current generation – 48% of buyers use mobiles as the first point of contact to start their search.
  4. Allows businesses to narrow down their target consumers and get a better picture of what their current customers are like.
  5. It doesn’t require technical abilities to create a lead form extension on your Google Ads campaign – with a few clicks of a button, your form can immediately go live.

What to Prepare

Before you can use lead form extensions, you’re business must fulfill the following requirements:

  1. Has a clear track record and complies with existing policies.
  2. Does not contain sensitive material (e.g., adult content).
  3. Has a privacy policy (this will appear at the end of the lead form.)

Note: campaigns that are using lead form extensions to Videos, Display, or Discovery campaigns must have spent more than USD 50,000 total in Google Ads.

How to Create Lead Form Extensions

  1. Login to your Google Ads account. Select Campaigns.
  2. Click on the “+” button. Choose New campaign.
  3. Select Leads and choose your campaign type (Search, Discovery, Video, or Display). Press Continue.
  4. Fill in your campaign settings.
  5. Access the lead form extension editor. Enter details about your lead form.
  6. Select Create new on the lead form extension editor.
  7. Give your form a headline, business name, and a brief description.
  8. Select the provided questions you would like to include in your lead extension form.
  9. Provide the URL to your businesses’ privacy policy.
  10. Add a call-to-action feature to promote interaction with your form.
  11. Review and accept the terms of service. Click Save.

Learn More With Us

digitus is a leading team of professionals equipped with digital marketing expertise. We’re here to provide you with actionable insights on how to grow your business. We’re not just executing a task – we have your overall success in view.

Give your business the boost it deserves. Contact us to learn more about lead form extensions and begin generating prospects.