Lance Ng - B2B Growth Hacking in Singapore (Searix Solutions)

B2B Growth Hacking in Singapore

Lance Ng

16 Feb 2017

• Twisted Balloons | The Asian Hustle | Searix Solutions

Searix Solutions | B2B Growth Hacking in SG

INTRODUCTION

01

searix & i

• Online and offline growth & lead generation techniques

• Super passionate about SEO

Defining “Growth Hacking”

CONTEXT

Searix Solutions | B2B Growth Hacking in SG02

A process of rapid experimentation across marketing

channels and product development to identify the most

effective, efficient ways to grow a business.

428 ways to growth hack aSaaS in the global market.

PROBLEM 1

How about Singapore?


428 ways to growth hack adigital product.

PROBLEM 2

How about

offline products

& services?



• >S$10b annual expenditure

• $2.8b for ICT projects in 2016

• Every available category

• Consistent opportunities

$ ingapore

GET LEADS FROM THE GOVERNMENT

ACQUISITION



ACQUISITION

P.S. 22 words not included



01 Register as Trading Partner

02 EPPU rating

03 GeBIZ Mall listing

04 Track & conquer

ACQUISITION



02 EPPU rating


04 Track & conquer


ACQUISITION




04 Track & conquer

02 EPPU rating


ACQUISITION




04 Track & conquer

02 EPPU rating


ACQUISITION



02 EPPU rating


04 Track & conquer


ACQUISITION



02 EPPU rating


04 Track & conquer


ACQUISITION



02 EPPU rating


04 Track & conquer


ACQUISITION



02 EPPU rating


04 Track & conquer


ACQUISITION


ACQUISITION

$ ingapore

GET LEADS FROM THE BIG BOYS

• >S$5b annual e-POs

• ST, CAG, SATS, OCBC, DBS, SBS

• SIA, NHG, AHG, WRS,

• Consistent opportunities


01 Identify opportunities

02 Sign up & pay

03 Tender away!

04 Track & conquer

ACQUISITION



01 Identify opportunities

02 Sign up & pay

03 Tender away!

04 Track & conquer

ACQUISITION



Did you know…01 PDPA doesn’t apply

02 Automated email harvesting is illegal

03 Bulk emailing laws are applicable

04 Not saying you should, but you can buy lists

ACQUISITION

EMAIL MARKETING IS NOT DEAD


??????? Sure, I can spare 5 minutes


ACQUISITION

EMAIL MARKETING IS NOT DEAD

80% READ

67% RESPONSE

40% CONVERSION


ACQUISITION

1 NEW LEAD EACH DAY

• Intent-driven

• Target SG or interest in SG

• High Quality Score


ACQUISITION

1 NEW LEAD EACH DAY

• Interest-driven

• Target SG

• Target by interests

• High Relevance Score


ACQUISITION

1 NEW LEAD EACH DAY

• Interest / desire-driven

• Target SG

• Target by role / industry

• High Relevance Score


ACTIVATION

TRACK CONVERSIONS, REDUCE COSTS

• Each has conversion tracking

• Convert bids to CPA

• Effectively calculate ROAS (Conversion / Cost)


ACTIVATION

“STALK“ THEM AND ASK AGAIN

• Retargeting tracking available

• Ask again (with a different offer)

• Higher CTR, lower cost, higher ROAS


RETENTION

PREP ‘EM BEFORE YOU SELL TO ‘EM

• Download “Connections” from LinkedIn

• 50.4% / 48.99% Match Rate (Wordstream, 2015)

• Customer Match / Custom Audience


RETENTION


• Download “Connections” from LinkedIn

• Sales become more effective

• Retarget for education, not sales


RETENTION


• Past / future customers

“OUTSOURCED PART-TIME SALES TEAM”


REFERRAL

• 33 local chapters

• 30 – 75 members per chapter

• Referral marketing is effective

• Millions of dollars per chapter

EVENTS


REFERRAL

• Meetup.com

• Eventbrite.com

• Startup Hubs

SURE WILL BARGAIN ONE


REVENUE

Pricing Model

• Singaporeans love to bargain

• Create opportunities for bargaining

• Price slightly higher

• Didn’t bargain? Give anyway


ACQUISITION

THE SEO YOU HAVE YET TO HEAR ABOUT

Local SEO

• Local brands compete with big brands

• The Snack Pack

• Different algorithm


ACQUISITION



• The Snack Pack




• The Snack Pack



ACQUISITION

LOCAL SEO


Good Website

FACTORS

01

02

Citations03

Backlinks04

Google My Business

LOCAL SEO


Good Website

FACTORS

01

02

Citations03

Backlinks04

Google My Business


LOCAL SEO

FACTORS


LOCAL SEO

FACTORS

LOCAL SEO


Good Website

FACTORS

01

02

Citations03

Backlinks04

Google My Business


LOCAL SEO

FACTORS

Good Website

Mobile-Friendly

• Mobile search algorithm is different

• +28% drop-off in SG

• Higher converting


LOCAL SEO

FACTORS

Good Website

Mobile-Friendly Original,

Unique Content

• What the algorithm’s always favoured

• Get backlinks more easily

• Better contextual understanding

• Define canonical pages


LOCAL SEO

FACTORS

Good Website


Unique Content

HTTPs

• SSL is a ranking signal

• You don’t want this (-58%)

• HTTP/2 implementation


LOCAL SEO

FACTORS

Good Website


Unique Content

HTTPs Schema Tags

• NPL cannot be 100% accurate

• Organization, Branch, Local Business

• Childcare, Dentist, Store, Travel Agency

• Address, Contact Information, Opening

Hours, Currency Accepted, Area Served, etc.


LOCAL SEO

FACTORS

Good Website


Unique Content

HTTPs Schema Tags

<h1>Fish & Co.</h1>

Seafood in a pan. The best fish & chips in town!

23 Serangoon Central, #B1-05/06, NEX

Singapore 556083

Phone: 6634 4230

<div itemscope itemtype="http://schema.org/LocalBusiness">

<h1><span itemprop="name">Fish & Co.</span></h1>

<span itemprop="description">Seafood in a pan. The best fish & chips in

town!</span>

<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">

<span itemprop="streetAddress">23 Serangoon Central, #B1-05/06</span>,

<span itemprop="containedInPlace">NEX</span>,

<span itemprop="addressCountry">Singapore</span>

<span itemprop="postalCode">556083</span>

</div>

Phone: <a href="tel:66344230"><span itemprop="telephone">6634 4230</span></a>

</div>


LOCAL SEO

FACTORS

Good Website


Unique Content

HTTPs Schema Tags Exorcise Spam

Techniques

• Seriously, exorcise them

• Private Blog Network Links – OUT

• Keyword Stuffing – OUT

• Like & Comment Spamming - OUT


LOCAL SEO

FACTORS

Good Website

Exorcise Spam

Techniques






LOCAL SEO

FACTORS

Good Website

Exorcise Spam

Techniques





Google Support


LOCAL SEO

FACTORS

Good Website

Exorcise Spam

Techniques





AdWeek

LOCAL SEO


Good Website

FACTORS

01

02

Citations03

Backlinks04

Google My Business


LOCAL SEO

FACTORS

Citations

• News sites

• Award sites

• Directory listings

• Job sites

LOCAL SEO


Good Website

FACTORS

01

02

Citations03

Backlinks04

Google My Business


LOCAL SEO

FACTORS

Backlinks

• Google Alerts for brand mentions

• Immediate network

• Competitor research

• Legit guest posting


LOCAL SEO

FACTORS

Backlinks






LOCAL SEO

FACTORS

Backlinks






LOCAL SEO

FACTORS

Backlinks






LOCAL SEO

FACTORS

Backlinks





“write for us”

“submit a guest post”

“guest posting guidelines”

“guest post by”


LOCAL SEO

FACTORS

Backlinks





Offered by Vulcan Post,

Shopify, Forbes, HubSpot,

e27, TSL, etc.

Editorial and unique only.

QUESTIONS?Keep in touch

[email protected]

Marketing

Lance Ng - B2B Growth Hacking in Singapore (Searix Solutions)