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Lance Ng - B2C Growth Hacking in Singapore (Searix Solutions)

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Lance from Searix Solutions shares his B2C Growth Hacking in Singapore Meetup Slides.
Digital marketing tips and techniques for getting B2C leads and closing B2C sales in Singapore. Great premier for SMEs and startups in Singapore

Searix Solutions (https://searix.net/) is a business technology consultancy based in Singapore that specializes in business automation and software development in the cloud.

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Lance Ng - B2C Growth Hacking in Singapore (Searix Solutions)

  1. 1. B2C Growth Hacking in Singapore Lance Ng 02 Mar 2017
  2. 2. •  Twisted Balloons Searix Solutions | B2C Growth Hacking in SG INTRODUCTION 01 searix & i
  3. 3. •  Twisted Balloons | Searix Solutions Searix Solutions | B2C Growth Hacking in SG INTRODUCTION 02 searix & i •  Online and offline growth & lead generation techniques •  Super passionate about SEO h"p://srx.to/b2bghis
  4. 4. Defining “Growth Hacking” CONTEXT Searix Solutions | B2C Growth Hacking in SG 03 A process of rapid experimentation across marketing channels and product development to identify the most effective, efficient ways to grow a business.
  5. 5. 428 ways to growth hack a SaaS in the global market. PROBLEM 1 How about Singapore? Searix Solutions | B2C Growth Hacking in SG 04
  6. 6. 428 ways to growth hack a digital product. PROBLEM 2 How about offline products & services? Searix Solutions | B2C Growth Hacking in SG 05
  7. 7. Searix Solutions | B2C Growth Hacking in SG 06 •  Identify demographic advantages •  Identify demographic availability •  Identify demographic appeal •  Identify demographic accessibility Smart Nation LEVERAGE SINGSTAT ACQUISITION
  8. 8. Searix Solutions | B2C Growth Hacking in SG 07 •  Identify demographic advantages •  Identify demographic availability •  Identify demographic appeal LEVERAGE SINGSTAT ACQUISITION SENIORS? •  Identify demographic accessibility
  9. 9. Searix Solutions | B2C Growth Hacking in SG 08 •  Identify demographic advantages •  Identify demographic availability •  Identify demographic appeal LEVERAGE SINGSTAT ACQUISITION Area # age >50 % age > 50 AMK Bedok Bishan Bukit Timah CCK Geylang Hougang Jurong West Outram Sengkang Toa Payoh •  Identify demographic accessibility
  10. 10. Searix Solutions | B2C Growth Hacking in SG 09 •  Identify demographic advantages •  Identify demographic availability •  Identify demographic appeal LEVERAGE SINGSTAT ACQUISITION Area # age >50 % age > 50 AMK 69,200 Bedok 109,560 Bishan 33,790 Bukit Timah 26,100 CCK 51,260 Geylang 45,030 Hougang 80,810 Jurong West 78,750 Outram 9,240 Sengkang 50,340 Toa Payoh 50,040 •  Identify demographic accessibility
  11. 11. Searix Solutions | B2C Growth Hacking in SG 10 •  Identify demographic advantages •  Identify demographic availability •  Identify demographic appeal LEVERAGE SINGSTAT ACQUISITION Area # age >50 % age > 50 AMK 69,200 39.59% Bedok 109,560 37.81% Bishan 33,790 37.25% Bukit Timah 26,100 35.05% CCK 51,260 29.40% Geylang 45,030 38.50% Hougang 80,810 36.35% Jurong West 78,750 28.82% Outram 9,240 41.85% Sengkang 50,340 24.36% Toa Payoh 50,040 40.05% •  Identify demographic accessibility
  12. 12. Searix Solutions | B2C Growth Hacking in SG 11 •  Identify demographic advantages •  Identify demographic availability •  Identify demographic appeal LEVERAGE SINGSTAT ACQUISITION •  Identify demographic accessibility 24-Hour Response Basic Checkups Frequent Spot-Checks Ac@ve Aging Ac@vi@es
  13. 13. Searix Solutions | B2C Growth Hacking in SG 12 •  Identify demographic advantages •  Identify demographic availability •  Identify demographic appeal LEVERAGE SINGSTAT ACQUISITION •  Identify demographic accessibility Community Centres Resident Corners Market Stall Owners Flyers
  14. 14. Searix Solutions | B2C Growth Hacking in SG 13 •  University students •  Not rich, not poor •  Offer discounts, get publicity! LEVERAGE COMMUNITIES ACQUISITION NUStyle (NUS Students & Staff)
  15. 15. Searix Solutions | B2C Growth Hacking in SG 14 •  University students •  Not rich, not poor •  Offer discounts, get publicity! LEVERAGE COMMUNITIES ACQUISITION NTUperks (NTU Students)
  16. 16. Searix Solutions | B2C Growth Hacking in SG 15 •  University students •  Not rich, not poor •  Offer discounts, get publicity! LEVERAGE COMMUNITIES ACQUISITION SMU BizCom (SMU Staff & Students)
  17. 17. Searix Solutions | B2C Growth Hacking in SG 16 LEVERAGE ANOTHER PLATFORM ACQUISITION
  18. 18. Searix Solutions | B2C Growth Hacking in SG 17 ACQUISITION YAY ADS •  Intent-driven •  Target SG or interest in SG •  High Quality Score
  19. 19. Searix Solutions | B2C Growth Hacking in SG 18 ACQUISITION YAY ADS •  Interest-driven •  Target SG •  Target by interests •  High Relevance Score
  20. 20. Searix Solutions | B2C Growth Hacking in SG 19 ACTIVATION “STALK“ THEM AND ASK AGAIN •  Retargeting tracking available •  Ask again (with a different offer) •  Higher CTR, lower cost, higher ROAS
  21. 21. Searix Solutions | B2C Growth Hacking in SG 20 ACTIVATION TRACK CONVERSIONS, REDUCE COSTS •  Each has conversion tracking •  Convert bids to CPA •  Effectively calculate ROAS (Conversion / Cost)
  22. 22. Searix Solutions | B2C Growth Hacking in SG 21 ACTIVATION IMMEDIATE RESPONSE •  Provide a hotline to call for inquiries •  Alternatively, implement live chat •  Chat bots!
  23. 23. •  Sales become more effective •  Retarget for education, not sales Searix Solutions | B2C Growth Hacking in SG 22 RETENTION PREP ‘EM BEFORE YOU SELL TO ‘EM •  Past / future customers
  24. 24. E-COMMERCE CAN’T WAIT TO BE KING Searix Solutions | B2C Growth Hacking in SG 23 01 Decide You Want e-Commerce 02 Evaluate Options 03 Purchase Cart vs Inquiry Cart 04 Magento? WooCommerce? Shopify? Type Purchase Clothes 52% Cinema Tickets 41% Electronics 54% Event Tickets 31% Food & Groceries 20% Insurance 40% REVENUE Competition Commission of Singapore – “E-Commerce in Singapore” SingPost e-Commerce Morgan McKinley
  25. 25. Searix Solutions | B2C Growth Hacking in SG 24 ACQUISITION DYNAMIC SEARCH / PRODUCT ADS
  26. 26. Searix Solutions | B2C Growth Hacking in SG 25 ACQUISITION DYNAMIC SEARCH / PRODUCT ADS
  27. 27. Searix Solutions | B2C Growth Hacking in SG 26 LEVERAGE EXISTING MARKETPLACES REVENUE
  28. 28. Searix Solutions | B2C Growth Hacking in SG 27 TRACKING & ANALYTICS A QUICK HOW-TO •  Google Tag Manager •  Remarketing Tracking •  Conversion Tracking •  Event Tracking Not Enterprise Level
  29. 29. Searix Solutions | B2C Growth Hacking in SG 28 GENERAL ANALYTICS
  30. 30. Searix Solutions | B2C Growth Hacking in SG 29 •  Google Tag Manager •  Remarketing Tracking •  Conversion Tracking •  Event Tracking TRACKING & ANALYTICS A QUICK HOW-TO
  31. 31. Searix Solutions | B2C Growth Hacking in SG 30 •  Google Tag Manager •  Remarketing Tracking •  Conversion Tracking •  Event Tracking TRACKING & ANALYTICS A QUICK HOW-TO
  32. 32. Searix Solutions | B2C Growth Hacking in SG 31 •  Google Tag Manager •  Remarketing Tracking •  Conversion Tracking •  Event Tracking <!-- Google Code for Remarketing Tag --> <!-------------------------------------------------- Remarketing tags may not be associated with personally identifiable information or placed on pages related to sensitive categories. See more information and instructions on how to setup the tag on: http://google.com/ads/remarketingsetup ---------------------------------------------------> <script type="text/javascript"> /* <![CDATA[ */ var google_conversion_id = xxxxxxxx; var google_custom_params = window.google_tag_params; var google_remarketing_only = true; /* ]]> */ </script> <script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js"> </script> <noscript> <div style="display:inline;"> <img height="1" width="1" style="border-style:none;" alt="" src="//googleads.g.doubleclick.net/ pagead/viewthroughconversion/xxxxxxxx/?guid=ON&amp;script=0"/> </div> </noscript> TRACKING & ANALYTICS A QUICK HOW-TO
  33. 33. Searix Solutions | B2C Growth Hacking in SG 32 •  Google Tag Manager •  Remarketing Tracking •  Conversion Tracking •  Event Tracking <script>(function(w,d,t,r,u){var f,n,i;w[u]=w[u]||[],f=function(){var o={ti:"xxxxxxx"}; o.q=w[u],w[u]=new UET(o),w[u].push("pageLoad")},n=d.createElement(t),n.src=r,n.async=1,n.onlo ad=n.onreadystatechange=function(){var s=this.readyState;s&&s! =="loaded"&&s!=="complete"|| (f(),n.onload=n.onreadystatechange=null)},i=d.getElementsByTagName(t) [0],i.parentNode.insertBefore(n,i)}) (window,document,"script","// bat.bing.com/bat.js","uetq");</script> TRACKING & ANALYTICS A QUICK HOW-TO
  34. 34. Searix Solutions | B2C Growth Hacking in SG 33 •  Google Tag Manager •  Remarketing Tracking •  Conversion Tracking •  Event Tracking Purchases in Feb - $88,888 Overlap with remarkebng Cost of Sales - $78,888 AdWords Advertising - $2,500 Offline Advertising - $2,500 ROI - ? ATTRIBUTION? Organic Traffic? Recurring Purchases? Specific Promotion Effectiveness? Channel Effectiveness? FB Advertising - $2,500 TRACKING & ANALYTICS A QUICK HOW-TO
  35. 35. Searix Solutions | B2C Growth Hacking in SG 34 •  Google Tag Manager •  Remarketing Tracking •  Conversion Tracking •  Event Tracking TRACKING & ANALYTICS A QUICK HOW-TO
  36. 36. Searix Solutions | B2C Growth Hacking in SG 35 •  Google Tag Manager •  Remarketing Tracking •  Conversion Tracking •  Event Tracking <!-- Google Code for In your html page, add the snippet and call goog_report_conversion when someone clicks on the chosen link or button. --> <script type="text/javascript"> /* <![CDATA[ */ goog_snippet_vars = function() { var w = window; w.google_conversion_id = xxxxxxxxx; w.google_conversion_label = ”yyyyyyyyyyyyyyy"; w.google_remarketing_only = false; } // DO NOT CHANGE THE CODE BELOW. goog_report_conversion = function(url) { goog_snippet_vars(); window.google_conversion_format = "3"; var opt = new Object(); opt.onload_callback = function() { if (typeof(url) != 'undefined') { window.location = url; } } var conv_handler = window['google_trackConversion']; if (typeof(conv_handler) == 'function') { conv_handler(opt); } } /* ]]> */ </script> <script type="text/javascript" src="//www.googleadservices.com/pagead/conversion_async.js"> </script> Overlap with remarkebng TRACKING & ANALYTICS A QUICK HOW-TO
  37. 37. Searix Solutions | B2C Growth Hacking in SG 36 •  Google Tag Manager •  Remarketing Tracking •  Conversion Tracking •  Event Tracking <!-- Facebook Pixel Code --> <script> !function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod? n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n; n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0; t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window, document,'script','https://connect.facebook.net/en_US/fbevents.js'); fbq('init', ’xxxxxxxxxxx'); // Insert your pixel ID here. fbq('track', 'PageView'); </script> <noscript><img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=xxxxxxxx&ev=PageView&noscript=1" /></noscript> <!-- DO NOT MODIFY --> <!-- End Facebook Pixel Code --> Overlap with remarkebng TRACKING & ANALYTICS A QUICK HOW-TO
  38. 38. Searix Solutions | B2C Growth Hacking in SG 37 •  Google Tag Manager •  Remarketing Tracking •  Conversion Tracking •  Event Tracking Selected Options But Didn’t Buy Scrolled vs Didn’t Scroll Played Video Button Clicks (Add to Cart, etc.) Social Sharing Icons Banner Click-Through TRACKING & ANALYTICS A QUICK HOW-TO
  39. 39. Searix Solutions | B2C Growth Hacking in SG 38 •  Google Tag Manager •  Remarketing Tracking •  Conversion Tracking •  Event Tracking ga('send', 'event', 'Videos', 'play', 'Feb Campaign'); var uetq = uetq || []; uetq.push({ ‘ec’:’Sale’, ‘ea’:’Applied Discount’, ‘el’:’Promo Code’, ‘ev’:’Event value’, ‘gv’:promo_code }); fbq(‘track’, ‘Purchase’, {value: amount, currency: ‘SGD’}) TRACKING & ANALYTICS A QUICK HOW-TO
  40. 40. Searix Solutions | B2C Growth Hacking in SG 39 •  Google Tag Manager •  Remarketing Tracking •  Conversion Tracking •  Event Tracking TRACKING & ANALYTICS A QUICK HOW-TO
  41. 41. Searix Solutions | B2C Growth Hacking in SG 40 •  Google Tag Manager •  Remarketing Tracking •  Conversion Tracking •  Event Tracking TRACKING & ANALYTICS A QUICK HOW-TO
  42. 42. Searix Solutions | B2C Growth Hacking in SG 41 •  Google Tag Manager •  Remarketing Tracking •  Conversion Tracking •  Event Tracking TRACKING & ANALYTICS A QUICK HOW-TO
  43. 43. Searix Solutions | B2C Growth Hacking in SG 42 •  Google Tag Manager •  Remarketing Tracking •  Conversion Tracking •  Event Tracking TRACKING & ANALYTICS A QUICK HOW-TO
  44. 44. Searix Solutions | B2C Growth Hacking in SG 43 TRACKING & ANALYTICS A QUICK HOW-TO •  Set Goals •  Track Goals •  Do Split Testing
  45. 45. Searix Solutions | B2C Growth Hacking in SG 44 TRACKING & ANALYTICS A QUICK HOW-TO •  Set Goals •  Track Goals •  Do Split Testing
  46. 46. Searix Solutions | B2C Growth Hacking in SG 45 TRACKING & ANALYTICS A QUICK HOW-TO •  Set Goals •  Track Goals •  Do Split Testing
  47. 47. Searix Solutions | B2C Growth Hacking in SG 46 TRACKING & ANALYTICS A QUICK HOW-TO •  Set Goals •  Track Goals •  Do Split Testing Spend on ads only when website is accessible Keep best performing ads running even with maxed-out budget Always stay on top 3 ad ranks Obtain at least a 15% CTR Organically rank for specific keywords
  48. 48. Searix Solutions | B2C Growth Hacking in SG 47 TRACKING & ANALYTICS A QUICK HOW-TO •  Set Goals •  Track Goals •  Do Split Testing
  49. 49. Searix Solutions | B2C Growth Hacking in SG 48 TRACKING & ANALYTICS A QUICK HOW-TO •  Set Goals •  Track Goals •  Do Split Testing
  50. 50. Searix Solutions | B2C Growth Hacking in SG 49 TRACKING & ANALYTICS A QUICK HOW-TO •  Set Goals •  Track Goals •  Do Split Testing
  51. 51. Searix Solutions | B2C Growth Hacking in SG 50 TRACKING & ANALYTICS A QUICK HOW-TO •  Set Goals •  Track Goals •  Do Split Testing
  52. 52. Searix Solutions | B2C Growth Hacking in SG 51 TRACKING & ANALYTICS A QUICK HOW-TO •  Set Goals •  Track Goals •  Do Split Testing
  53. 53. LOCAL SEO Searix Solutions | B2C Growth Hacking in SG 52 Good Website FACTORS 01 02 Citations03 Backlinks04 Google My Business
  54. 54. Searix Solutions | B2B Growth Hacking in SG 53 ACQUISITION LOCAL SEO •  Local brands compete with big brands •  The Snack Pack •  Different algorithm
  55. 55. LOCAL SEO •  Local brands compete with big brands •  The Snack Pack •  Different algorithm Searix Solutions | B2B Growth Hacking in SG 54 ACQUISITION
  56. 56. Searix Solutions | B2C Growth Hacking in SG 55 LOCAL SEO Citations / Backlinks Town Councils Executive Committees @ CCs Community Events ACQUISITION
  57. 57. QUESTIONS?Keep in touch lance@searix.net

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