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

B2C Growth Hacking
in Singapore
Lance Ng
02 Mar 2017

•  Twisted Balloons
Searix Solutions | B2C Growth Hacking in SG
INTRODUCTION
01
searix & i

•  Twisted Balloons | Searix Solutions
INTRODUCTION
02
searix & i
•  Online and ofﬂine growth & lead generation techniques
•  Super passionate about SEO
h"p://srx.to/b2bghis

Deﬁning “Growth Hacking”
CONTEXT
03
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 a
SaaS in the global market.
PROBLEM 1
How about Singapore?
04

428 ways to growth hack a
digital product.
PROBLEM 2
How about
oﬄine products
& services?
05

06
•  Identify demographic advantages
•  Identify demographic availability
•  Identify demographic appeal
•  Identify demographic accessibility
Smart Nation
LEVERAGE SINGSTAT
ACQUISITION

07
LEVERAGE SINGSTAT
ACQUISITION
SENIORS?

08
LEVERAGE SINGSTAT
ACQUISITION
Area # age >50 % age > 50
AMK
Bedok
Bishan
Bukit Timah
CCK
Geylang
Hougang
Jurong West
Outram
Sengkang
Toa Payoh

09
LEVERAGE SINGSTAT
ACQUISITION
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

10
LEVERAGE SINGSTAT
ACQUISITION
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%

11
LEVERAGE SINGSTAT
ACQUISITION
24-Hour Response
Basic Checkups
Frequent Spot-Checks
Ac@ve Aging Ac@vi@es

12
LEVERAGE SINGSTAT
ACQUISITION
Community Centres
Resident Corners
Market Stall Owners
Flyers

13
•  University students
•  Not rich, not poor
•  Offer discounts, get publicity!
LEVERAGE COMMUNITIES
ACQUISITION
NUStyle (NUS Students & Staﬀ)

14
ACQUISITION
NTUperks (NTU Students)

15
ACQUISITION
SMU BizCom (SMU Staﬀ & Students)

16
LEVERAGE ANOTHER PLATFORM
ACQUISITION

17
ACQUISITION
YAY ADS
•  Intent-driven
•  Target SG or interest in SG
•  High Quality Score

18
ACQUISITION
YAY ADS
•  Interest-driven
•  Target SG
•  Target by interests
•  High Relevance Score

19
ACTIVATION
“STALK“ THEM AND ASK AGAIN
•  Retargeting tracking available
•  Ask again (with a different offer)
•  Higher CTR, lower cost, higher ROAS

20
ACTIVATION
TRACK CONVERSIONS, REDUCE COSTS
•  Each has conversion tracking
•  Convert bids to CPA
•  Effectively calculate ROAS (Conversion / Cost)

21
ACTIVATION
IMMEDIATE RESPONSE
•  Provide a hotline to call for inquiries
•  Alternatively, implement live chat
•  Chat bots!

•  Sales become more effective
•  Retarget for education, not sales
22
RETENTION
PREP ‘EM BEFORE YOU SELL TO ‘EM
•  Past / future customers

E-COMMERCE CAN’T WAIT TO BE KING
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

24
ACQUISITION
DYNAMIC SEARCH / PRODUCT ADS

25
ACQUISITION
DYNAMIC SEARCH / PRODUCT ADS

26
LEVERAGE EXISTING MARKETPLACES
REVENUE

27
TRACKING & ANALYTICS
A QUICK HOW-TO
•  Google Tag Manager
•  Remarketing Tracking
•  Conversion Tracking
•  Event Tracking
Not Enterprise Level

28
GENERAL ANALYTICS

29
A QUICK HOW-TO

30
A QUICK HOW-TO

31


<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&script=0"/>
</div>
</noscript>
A QUICK HOW-TO

32
<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>
A QUICK HOW-TO

33
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
A QUICK HOW-TO

34
A QUICK HOW-TO

35

<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>

A QUICK HOW-TO

36

<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>



A QUICK HOW-TO

37
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
A QUICK HOW-TO

38
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’})
A QUICK HOW-TO

39
A QUICK HOW-TO

40
A QUICK HOW-TO

41
A QUICK HOW-TO

42
A QUICK HOW-TO

43
A QUICK HOW-TO
•  Set Goals
•  Track Goals
•  Do Split Testing

44
A QUICK HOW-TO
•  Set Goals
•  Track Goals

45
A QUICK HOW-TO
•  Set Goals
•  Track Goals

46
A QUICK HOW-TO
•  Set Goals
•  Track Goals
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

47
A QUICK HOW-TO
•  Set Goals
•  Track Goals

48
A QUICK HOW-TO
•  Set Goals
•  Track Goals

49
A QUICK HOW-TO
•  Set Goals
•  Track Goals

50
A QUICK HOW-TO
•  Set Goals
•  Track Goals

51
A QUICK HOW-TO
•  Set Goals
•  Track Goals

LOCAL SEO
52
Good Website
FACTORS
01
02
Citations03
Backlinks04
Google My Business

Searix Solutions | B2B Growth Hacking in SG
53
ACQUISITION
LOCAL SEO
•  Local brands compete with big brands
•  The Snack Pack
•  Different algorithm

LOCAL SEO
•  Local brands compete with big brands
•  The Snack Pack
•  Different algorithm
Searix Solutions | B2B Growth Hacking in SG
54
ACQUISITION

55
LOCAL SEO
Citations / Backlinks
Town Councils
Executive Committees @ CCs
Community Events
ACQUISITION

QUESTIONS?Keep in touch
lance@searix.net

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

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