Konquest Digital

30/03/2023

Social Media Cheat Sheet 💯

12/01/2023

Here's a list of 40 Examples of Advertising Masterpieces Created by True Professionals

18/11/2022

24/10/2022

📌Copywriting Tip:

Sell with your own story.

Use this format:

1) I had a problem with ___
2) It hurt because ___
3) I tried to solve it with ___, ___ and ___
4) Until I finally found ___ solution
5) Now I am ___

Your own story is your most powerful marketing asset.

Use it.

02/10/2022

📌 Copywriting Tip:

Stop only using “Buy Now” in your Call to Action.

Here are other alternatives:

- “Get started”
- “Get yours today”
- “Join the family”
- “Get [benefit]”
- “Get rid of [problem]”

Do this & you’ll get more clicks.

30/09/2022

Let's talk about Shopee

First, let's establish how Ecom business models generate money:

Profitability:
There are basically 4 ways to maximize revenue in Ecom: increasing the number of customers, increasing average transaction size (AOV-average order value), increasing the frequency of transactions per customer (CLTV - Customer Lifetime Value), and raising your prices (usually applied to best selling items: let's say you increase 2 pesos on a best seller with 100k monthly average orders, that's 200k pesos in revenue already, now imagine if you have 20 best sellers😶. In short, even if you're not acquiring new customers, you can still generate profits thru your existing customers. These are the tasks of Marketing and Sales depts.
Sustainability:
Maintaining a positive revenue stream is primarily done thru Ops and CS depts. There are many ways to do this. In digital marketing, it's about maintaining positive online reputation and loyalty strategies.

The Shopee Dilemma:
The company is facing two problems right now; one is its internal downsizing and two is its online reputation. I was expecting to see more or Toni's ads or at least see changes on their banners and stories/reels/shorts etc., but as of the moment their socials have not done so. The 15th and 30th of the month as we all know are sweldo days in PH - for Ecom businesses, it's a BIG day - height of ads, promotions and announcements.
Issues were raised on the reason why the company downsized their employees relating to the endorser's talent fee. But this is not true. They've been hit by inflation months ago which made them close their Latin America offices (https://www.techinasia.com/sea-group-shopee-close...). They're focusing now on Southeast Asia and Taiwan markets since they're profitable.

Operationally, their off-shore offices are supported by teams in various countries like Singapore and the Philippines - thus why some employees have to be let go. Toni's contract did not happen overnight of course, this was already part of their marketing plan weeks or even months ahead. A contract as big as that needs thorough research and planning. I'm not sure if the backlash was unprecedented on their end but there might be some loopholes in their market research prior to ex*****on.

The Market:
The trending topic first started on Twitter - the platform is known for having middle-class and above users, it's also the paradise of complaints. Usually used for emerging trends in strategic planning, Twitter is the fifth most popular platform in PH. The most popular social media platform in the Philippines is Facebook (99%), followed by YouTube (57%), TikTok (17%), Instagram (14%), and Twitter (8%). (https://datareportal.com/reports/digital-2022-philippines)

8% might seem small but that's equivalent to 10.50 million users in the Philippines between 18-34 years old majority in early 2022. This figure means that Twitter’s ad reach in the Philippines was equivalent to 9.4 percent of our population from past data. From 2021 data, 76% of Twitter users in PH are females. (https://www.statista.com/.../philippines-advertising.../).

Market Match:
This is where knowing intimately your Target and Current Customers is important in conducting market research.

So the question is, who are the customers of Shopee?
Who are the frequent purchasers?
Where are they on socials?
What are their challenges and motivations?

Basic questions with complex answers. Our answers today might be wrong tomorrow because real-time data changes all the time. Customers are driven by external factors such as their culture, beliefs, and even political leanings. Methods to answer these questions involve data analysis, social listening, and contextual analysis among others. When analyzing data, we need to go beyond the numbers.

Deep Dive:
Merely looking at the numbers, we can see that males are slightly above females in Shopee users. Top categories are mostly tech related products. So we might assume that males are the main market who are buying tech products. But this is not so.
Deeper questions have to be probed:
In the Philippine household, who decides what to buy?
Do the users consult other people before they purchase?
Do they buy the product once only?
How long is the next purchase for that product?
What are our upsells and cross-sells related to the product?
You'll be surprised to know that small purchase items like face masks, make-up/skincare, humidifiers, diapers are some of the hot selling items of Shopee 2022 (https://ginee.com/.../top-selling-products-in-shopee.../). Shopee generates income thru commission fees on each item. Volume and frequency are the most important.
From here on, you can do the math.

Final Thoughts:
Less assumptions, more data. Dig deep and always consider context and external factors. Huwag puro chismis or haka haka, tandaan ang mga bituin ay gabay lamang.
I checked both Shopee and Lazada's websites and I noticed Shopee's pop-up promo for new customers. Lazada doesn't have the new customer promo pop-up. I also looked into their vouchers and Shopee has more and bigger vouchers currently compared to Lazada.

29/09/2022

🎯Pro Tip: How do you create attention-grabbing headlines?

7 headline ideas you can steal…
• use numbers
• ask a question
• call out a problem
• use power word phrases (example: "this is why", "will make you", "tears of joy", "the reason is"
• make a specific promise
• write long specific headlines
• put powerful words at the start

27/09/2022

Branding is why
Marketing is how

Branding is being
Marketing is doing

Branding is macro
Marketing is micro

Branding is long-term
Marketing is short-term

Branding creates value
Marketing extracts value

Branding builds loyalty
Marketing builds response

21/09/2022

🎯Pro Tip: 7 ways to make your price look like a steal (without discounts). See examples.

20/09/2022

📌Copywriting Tip:

People LOVE bonuses.

So instead of saying: ”Get X, Y and Z for ₱99”.

You should say: ”Get X for ₱99 and we’ll include Y and Z for free if you order right now”.

17/09/2022

🎯Pro Tip: People don't buy products.

They buy:

- Transformation
- Pain reduction
- Money saved
- Money made
- Time saved
- Pleasure
- Safety
- Status

Don't sell the product.

Sell those, then SHOW that the product delivers.

14/09/2022

📌Copywriting Tip:

Use the feature → benefit → outcome thought process.

Example:

Feature: Ultra Wide Pro camera system.

Benefit: Get crystal clear pictures at any time of the day.

Outcome: And never worry about editing them on software again.

This is copy that converts.

09/09/2022

📣 The value of human connection has never been greater, but the shape of modern relationships is more flexible—from how people engage with their devices to the ways they meet, love, interact and create with one another. The values of our audience need to be reflected on how we engage with them as well. Beyond conversion funnels, authentic customer nurturing and real time customer service are the real loyalty drivers.💕

Big thanks to our attendees from the Department of Agriculture, City Government of Biñan, Filipino Catholic Channel (TV Maria), Subic Water and Sewerage Comp. Inc., and New Panay Agri-Ventures Development Inc. for attending our Digital Marketing workshop at Businessmaker Academy .🙌🙌

04/09/2022

📣 As a freelancer, one important thing I learned over the years is how crucial it is to communicate clearly your analysis on performance metrics to your clients. This involves anticipation of outcomes and groundedly setting their expectations using sound data ideally before long term or monthly campaigns even begin. Consider seasonality, buying behavior and external influences that can affect your customers, industry and company. Case in point - pandemic, monsoon, oil hikes. Growth is not a straight line to the top.📈

August is notoriously known as the dreaded ghost month for retail (of course it depends on what you're selling). In this case, one of my client's socmed ROI contracted by 15%. I had to communicate that this was already anticipated. Using year on year analysis for the past 5 years based on big data analytics on certain keywords, I was able to see where those drops and spikes are. More or less it reflected sales performance as well when audited.

What to do? The goal now changed from growth to realignment while still maintaining net positive. The key strategy at this point was really just to move up the marketing funnel and double the effort on brand loyalty to prepare the market for the on-season/Christmas season. This also means shifting performance metrics to growth KPI areas - brand lift, awareness, repeat purchases and AOVs etc. Make data your best friend and let it guide you especially on the budget.😆 So even though, you're at a loss in one area, another area is growing. Example: you're not getting new customers but more repeat orders are coming in, you're offsetting the loss thru your current customers. There are more techniques but this is one of the easiest and often overlooked.🏆 Hope this helps. ✨

30/08/2022

I was pleasantly impressed with this guy right here when he posted his resumé on LinkedIn. His post went viral and gained traction amongst headhunters and HR execs. People are commenting to boost the post's algorithm. It's still an ongoing story btw.

So I thought, as we rush towards new digital futures, let’s ensure that no one gets left behind. From racial and gender inequality, to ableism and internet dark zones - equitable opportunities on the job market must be accessible to the young/inexperienced, old, pregnant and differently abled.

Although we have workplace anti-discrimination bills in place, actually embedding them into our hiring metrics says a lot more than mere lip service plastered on the wall. 🏆

26/08/2022

Once upon a time, platforms could only detect text mentions. Google Alerts used to be my best friend (ang luma di ba?)😆. As I conducted the Social Media and Content Marketing webinar at Businessmaker Academy, I can't help but remember the good old days - there were no shortcuts.😅

Can you imagine the time when ALL posts had to be photoshopped, videos and web elements had to be painstakingly edited, coded and you had to shop at Elementor for simple buttons?😢 I still remember the time when the parallax scrolling effect was first integrated into a client's website and super amazed na kami doon. Kaway kaway sa mga OG. 🥹

Old platforms had some sentiment analysis, but it was based on keyword lists. It was tough to get relevant brand mentions, and you had to manually equate on Excel each mention to sentiment - imagine if you had 1,000 twitter mentions in a day not including other socmed platforms. Hashtag viral campaigns were an unending labor intensive work for data analysis!🤣

Fast forward 2022, consumer intelligence has evolved, brands are now able to detect image, video and audio mentions, take into account sarcasm in their automated sentiment analysis, and surface the most pertinent consumer conversations. The most sophisticated tools use predictive analytics making it easier to gain action-based insights that polish our content and ad strategies. That's why it's important that although data has become easier to extract, our data analysis skills must be precise enough to read between metrics and actually create effective recommendations. Big thanks to our attendees from ELT Construction Inc., Viva Home Depot, Online Microsellers Multipurpose Cooperative, Tools and Tiles Hardware Inc., PFH Construction Services Inc., and Tagum Cooperative.

25/08/2022

🎯🔎Old SEO vs New SEO mindset:

Old:
Go after KWs with the highest search volume.
New:
Go after KWs with the highest search intent.

Old:

Publish few super-long “skyscraper” posts to try to outrank your competitors for big, fat head terms.

New:

Even 300 words are enough if you’ve answered the search intent really well. And content velocity really matters.

Old:

Programmatic SEO is blackhat, low quality, and doesn’t serve the users.

New:

Programmatic SEO can improve user experience and content quality by bringing consistency to posts following an expected structure - e.g. listicles, comparison posts, reviews.

Old:

Avoid zero search keywords at all cost.

New:

Zero search keywords are great if they have great intent. High content velocity for niche, high-intent KWs can help you gain topical authority faster.

Old:

Google Keyword Planner is gospel.

New:

All KW tools are inaccurate and should not determine whether you publish a post on a particular topic or not. Since 15% of all searches every month are new anyway, and 45% of search terms are hidden in Search Console, following keyword research tools blindly over understanding the target audience is a slippery slope.

Old:
Prune content, and avoid cannibalization at all cost.

New:
Having more than 1 position in SERPs for the same search term with different content = more real estate you take up in Google. Aggressive pruning just to avoid cannibalization can do more harm than good unless you invest tons of time into analyzing what each post also ranks for, which just doesn't make any sense.

Old:
Domain authority.

New:
Topical authority.

Old:
Build backlinks.

New:
Build internal links. Pay attention to content hierarchy.

Old:
Build links from high Domain Rating sites.

New:
Attract links from high Domain Relevance sites.

In 2022, we finally write like humans. For humans. ❤️