How does Digital Marketing Work?

How does digital marketing work?

This animation video below "What is an Integrated Digital Marketing" will be our anchor foundation of the blog's topic "How does Digital Marketing work?" to what we will be sharing with you throughout this blog post.

Join us for a 1 hour Webinar on 3 November 2020, 1pm to 2pm as our Chief Digital Marketing Officer shares with 60 Entrepreneurship Students from Temasek Polytechnic "What is Digital Marketing About?" and "Why Digital Marketing is Important". Head over to our YouTube to get a notification/reminder when the video premieres! Subscribe to be notified of our weekly videos!

If you are new to instagram, and your audience are aged between 20 to 35 years old, Instagram is definitely the answer to more sales for your business! If you are interested to take action and dive deeper into what this platform is all about, and how you can differentiate yourself from your competitors, craft better instagram ads, have better audience targeting, and learn the metrics and analytics within Instagram for business, come join us in our 1-day Instagram Marketing BootCamp for Business Owners Course!

Video Embedded Above: Watch our Webinar on "Introduction to Instagram Marketing" if you are still wondering if Instagram Marketing is for you!

As digital marketing involves many other platforms, in this article, I would talk about 3 main platforms, any basic digital marketing campaign should involve:

1. Facebook Marketing (Or any Social Media Marketing platforms, i.e. Instagram or LinkedIn)
2. Landing Page (Not your business website, I will explain a little more in the article below)
3. Email Marketing (I will explain why every business should be building their email list, and what are some FREE email marketing platforms you can use for a start)

Do you have these three in your digital marketing strategy yet?

Firstly, let's explore what are the key differences with Flyer Marketing & Advertising VS Facebook Marketing & Advertising

With the insights, and understanding the key benefits to Facebook Marketing & Advertising.
All Digital Marketing and Social Media Marketing efforts requires a Strategy and a Sales Funnel.

Next, let's take a look at a digital sales funnel we recently created to explain about what digital marketing should involve, and how any business can map a very simple digital sales funnel strategy for their business.

In the infographic below, I have mapped out 4 steps we need to involve in our business sales funnel, i hope this is something that encourages you to start when you see the value of a sales funnel, and this sales funnel is not meant to overwhelm you, but to kickstart the process of you mapping and planning a sales funnel for your business.

So, here's the 4 steps in summary:

STEP 1: Generate Traffic
STEP 2: Generate Leads
STEP 3:Generate Prospects
STEP 4: Generate Customers

The reason why many business owners find that digital marketing is such a complex subject is because, they do not know how and what digital marketing should involve.

There are many ways to drive traffic to your website, are you able to name some?

Here's my favourite ways for driving traffic: Instagram and Facebook Ads.
Some of you might have heard about Google AdWords, that's also a great way to drive traffic with search intent to your business.

But how does driving traffic actually generate leads?

This is where many business owners find it tough to produce contents that will generate leads. Many business owners prefer the easy way of Facebook Lead Ad Forms to generate customer leads.

One of my favourite ways to generate leads is to launch as Ad to giveaway a FREE eBook that contains my favourite SEO Secrets, Facebook Marketing Secrets or even selling tickets for a 2 Hour event (i.e. Social Media Strategy, SEO Marketing Strategy or event Digital Marketing Strategy).

In another infographic we created, we explained what could be in place for the 4 steps we mentioned an Integrated Digital Sales Funnel should have.

Many of us stop at Step 1, Social Media Ads.

As an agency, if we send traffic to our website, out of 100 people who clicked on the Ad they saw and visited our website, we might be able to convert 1 to 3 customers. Because, they might be interested, but they may not be ready to buy now.

However, if we created a FREE eBook on a step by step guide (it can be a video guide too) on "10 ways to find greater success with your Facebook Marketing", and direct all these traffic to a landing page where we give teaser questions and what to expect in the eBook, a user can then decide whether they want to find out more, if they do, they fill in their name, email and mobile to receive the link in their email to download the eBook.

When they download the eBook, they are now a qualified prospect interested in my business or the topic of my eBook. With 100 people coming to the website, we typically are able to collect 20 to 40 customer leads with the same budget.

An eBook is FREE, and therefore, it doesn't matter even if they are not ready to buy with us, we have their email lead for us to follow up with.

Right now, I have their details, and I can follow up with either an email or a What'sApp message to find out about the eBook that they have downloaded, and if there is anything we can help. I could also share with them that if they would like to learn more, we have 1-day classes where participants get to learn hands-on and build a digital marketing funnel for themselves.

At the last step, after they have purchased with me, as a business, I need to ask myself, how can I value add to them even after the more in-depth 1-day training, and to purchase with me again.

Does it make sense so far?

Many businesses are driving traffic from Social Media Ads or even Google Ads to their website. The problem with this is once a user does not have enough information, or could not find the information they need, they exit your website.

To generate a lead, or rather to generate more leads (and increase your digital marketing campaign's conversion rates), you will need a landing page.

The KEY to automated follow up is using email marketing automation.

We can use ready tools available and push our email leads through a series of automated email sequence that will follow up with the customer on their thoughts about the eBook, more helpful content, blog posts article, or even a Webinar/Videos that they can watch to learn more.

Recently, we conducted a 1.5 hour webinar session on the topic "Introduction to Digital Marketing" for a group of 60 students virtually over zoom. If you're new to the concept of Digital Marketing, here is a FREE resource for you to get yourself familiarize with what Digital Marketing is about. (Let us know if you have questions!)

In the 2nd video animation embedded at the start of the blog post, you would have realized that Email Marketing is very important in Digital Marketing.

Below are some benefits of using MailChimp as our email marketing follow up process after a customer lead is collected through Social Media Ads.

These are things that our local email client (Outlook, Entourage and Mac's Mail) are unable to do. Giving us reports on who opened the email, who clicked, and what did they click on. These information helps us learn about our prospects pain points and interests.


Right now, if you are using traditional marketing and advertising efforts for your business, and not using Facebook Ads or Instagram Ads for your business yet, I hope to share with you in detail about the costs Facebook Advertising.

In 2017, it costs an advertiser slightly less than $2.50 (our screenshots show $2.39 and $2.44) to reach 1,000 unique users on Facebook.
Currently in March 2020, the cost ranges from $10 to $20 SGD to reach 1,000 unique users on Facebook, depending on audience and type of content, Graphics or Videos.

Facebook Costs to reach 1,000 unique users in 2017
Facebook Costs to reach 1,000 unique users in 2017 - image2

In May 2018, it costs an advertiser approximately $5 to reach 1,000 unique users on Facebook. 

In the 1st screenshot (left image) below, it costs $10 to reach 1,850 unique users in one of our Facebook Ad.
In the 2nd screenshot (right image) below, it costs $5 to reach 1,197 unique users in another of our Facebook Ad.

Facebook Costs to reach 1,000 unique users in 2018

In 2019, it currently costs approximately $10 to reach 1,000 unique users on Facebook.

In one of our Ads in Feb 2019, one of our Ads managed to reach 2,963 unique users which is a very rare scenario. On occassions like this, we will duplicate the Ad and let it run with another $50 budget for a week.

18 May 2019 - Facebook Ad Costs to reach 1,000 unique Facebook Users

If you have done Flyer Marketing and Advertising, or you know the costs involved, the design of the flyer itself costs between $200 to $500, dependent on the quality of the design and the agency you engage.

With $200 spent on Facebook or Instagram Marketing, instead of spending the budget on a flyer design, you can reach at least 20,000 unique users who are interested in your products or services on Facebook.

Are you thinking "Should you get started with Digital Marketing?"

Alright, so let's continue our calculation about Flyer Marketing & Advertising.

With the flyer design costing $200 to $500, you will need to print the flyers.

I did a quick search online, and clicked on the first Google result, currently it costs $243.00 (for 5000 pcs of flyers), $425 (for 10,000 pcs of flyers) and $1,790 (for 50,000 pcs of flyers) for a non-urgent printing.

The day we were updating this blog article with the screenshot was on 18 May 2019 (Saturday), so 29 May is 11 days away. Typically, flyers are printed on a last minute basis, so you can look at the express service costing, to have an accurate overall costing.

Flyer Printing Costs in Singapore - A blog article by Sky Digital Agency

Last but not least, you need... Flyer Distribution!

From what I know, it costs at least $100 a day for flyer distribution and the con about this is that you are bound by the location. If you are distributing at Orchard Road, only people at Orchard will get the flyer.

Let's assume your flyer distributor will be positioned at a high traffic area, and is able to have 2 persons take a flyer every minute. This will be 120 flyers an hour (60 min), and 1,200 flyers in 10 hours.

You can decide to hire 1 person to distribute over 4 days, or 4 persons to distribute at 4 high traffic areas in Singapore.

Total costings:
1. Design for flyer, $200.00
2. Flyer Printing, 5,000 pcs, $243.00
3. Flyer Distribution, 4 days for 5,000 pcs at $400.00

The total cost, $843.00 for Flyer Design, Print & Distribution.

If you have launched a Facebook Ad to a group of audience you define as your "ideal customer", say with $100 you have shown your Facebook Ad to 14,000 to 37,000 unique Facebook User in Singapore (according to Facebook's estimate in the screenshot below).

So if the $800 is used on Facebook Ads, you could have reached 14,000 x 8 = 112,000 people, over 5 or 10 days, it is really up to you.

In comparison to 5,000 people via Flyer Marketing & Advertising.
The design takes at least 3 to 5 days to complete with Feedback to and fro with the designer.
The flyer printing takes 3 to 11 days, and the distribution takes at least 1 to 4 days.

That's too slow, and you do not have the ability to be targeted in your Flyer Distribution, from age group to gender.
If you think that people who reads Straits Times will be interested in your products and services, you can add this as a interest group on your Facebook Ads.

Back to the flyer marketing and advertising example, if you have given your flyer to someone, will you be able to give them another flyer or even share with them about your new promotions?

Well in digital marketing, you can! It's called re-targeting Ads.

I hope the above gives you some reasons to learn what Facebook Marketing is all about, and how it works.

If you're interested to take action and understand what Social Media Marketing is all about, learn about a simple 7 Step Social Media Strategy, how to create better graphics and Ads, Facebook Metrics, Mechanics, Insights, Laser Targeting Technics and Budget Allocation all in 1-day, join us for our 2-day Social Media Marketing BootCamp for Entrepreneurs!

Social Media Marketing BootCamp for Business Owners - Monthly Live Zoom Webinar Schedules in Singapore

Alternatively, if you want to FOCUS on Instagram, you can join us for our 1-day Instagram Marketing & Advertising Course for Business Owners:

Course Fee: $500/pax, 1-day or $850/pax, 2-day workshop
Venue: F2F training resumes 1 Nov 2020, check our course page for the latest course schedules by clicking on the banner below.
Our Office: 3 Phillip Street, #17-01, Singapore 048693

Grow your business with Instagram Marketing and Advertising Live Webinar Singapore by Charmaine Lee

Our favourite re-targeting options in Facebook Ad Manager (Advanced Advertising Platform for Business Owners):

- Re-target a NEW AD to a group of people who have previously clicked, liked, comment or engaged with your Facebook Ad the last 30 to 180 days.
- Re-target people who have visited your Facebook page the last 30 to 90 days!

* This is a course with pre-requisites, you must have a daily Facebook Ad Budget of $10/day ($300/month), and have launched 3 ads in the past 2 months.

Would you like to learn more?

Here are our recommendations of our SkillsFuture Credit Eligible Digital Marketing Courses we would recommend for you to join if you want to be in control of your Social Media Marketing & Digital Marketing efforts.

If you are already advertising or using some of the platforms, are you're wondering which courses might be more applicable or suitable for you, drop us an email at or give us a call (65) 9296 3877 to have your queries and questions clarified.

Digital Sales Funnels are taught in both of our BEST Selling Courses:
1. Digital Marketing Strategy & Sales Funnels
2. Winning with an Integrated Content Marketing Strategy

What's the difference, you might ask?

If you are a in an industry where you need to explain concepts, strategies and insights to your customers, and they may not purchase with you at first contact point, I highly recommend you to explore a Content Marketing Strategy which will involve designing a PDF workbook or eBook as a FREE giveaway to generate leads for your business.

This course is highly recommended for insurance agents, property agents, coaches and trainers, any professional who has knowledge to share with their customers. We will share with you what's crucial to include in your eBook, and walk you through the content structure.

Winning with an Integrated Content Marketing Strategy course will help drive you more leads, and give you a higher return on investment for your business.

You will also be creating a landing page with MailChimp (to automate the process of email collection before providing the link to download the FREE ebook) during the 1-day course. What's more, this course is SkillsFuture Credit Eligible!

Content Marketing Strategy - SkillsFuture Credit Eligible Digital Marketing Course

If you're selling your Consultancy or any form of Services, maybe even your very own Online Courses, Affiliate Digital Products from ClickBank, Physical Products from Amazon or AliExpress, this course will help you to understand the entire Sales Funnel Process, and help you to implement an Integrated Digital Marketing Strategy for your business.

You will also learn how you can craft better Ad Copy, and automate a series of follow up email with Mailchimp.

For a start, I highly recommend you to try out the FREE Email Marketing platform MailChimp or MailerLite to save costs (although you will still need to buy a domain name $20 per year for .com domain and a web/email hosting $120 per year) to use either of the 2 email marketing platforms for FREE.

If the above is you, I would recommend for you to join us in our 1-day Digital Marketing Strategy & Sales Funnels Course. Learn about your customer's buyer's journey with you (which will help you identify common objections, and platforms you can find your customers on), plan, map and implement both a Digital Marketing Strategy and a Sales Funnel for your business in 1-day!

If you would like to stretch your SkillsFuture Credits, we currently have 2 courses with Institute for Adult Learning (IAL) which are heavily subsidized, $128.40/pax.

Create A Digital Elevator Pitch Video for Greater Brand Awareness with Institute for Adult Learning by Chief Digital Marketing Trainer - Charmaine Lee from Sky Digital Agency

Create eMarketing Tools for Lead Generation

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