iSmart Communications Blog

Facebook Launches New Tool (Part 2): What Does It Mean For Advertisers?

Posted by Bryan Lim

Sep 4, 2019 11:08:17 AM


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Topics: Digital Marketing, Online Marketing, Social Media, Business, Data Protection

Facebook Launches New Tool: Gives You More Control Over Your Data!

Posted by Pooja Vinod Kumar

Aug 24, 2019 5:30:48 PM

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Topics: Social Media, Business, Lead Generation Singapore, PDPA, Data Protection

The 6 Best National Day Marketing Campaigns in Singapore 2019

Posted by Veronica Fernandez

Aug 20, 2019 4:00:00 PM

The long National Day/ Hari Raya Haji holiday was the best opportunity for local and global brands to involve themselves in the celebration and boost sales. Yet when it comes to developing a marketing strategy around the longest weekend of 2019, it is a challenge to keep your ideas fresh and classy.

If you missed the opportunity to launch a campaign this year, it's not too early to start planning your next – for we have put together a list of National Day 2019 marketing tips to boost sales in Singapore. Read on to discover how brands have done it this year for you to grow your business in 2020.

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Topics: Business, Lead Generation Singapore

Why A Unique Selling Proposition Is So Important?

Posted by Bryan Lim

Aug 7, 2019 5:40:00 PM

Companies may seek for external marketing agencies for several reasons. Generally, their primary goal is to grow their business by getting more sales leads; in other words, lead generation. Yes, strategies and tactics may differ. But the main question remains, as my boss likes to put it “Why should people choose you?”.
In today’s market, you are probably not the only company offering your service and product. Even in a niche market, there are still competitors vying for the same target audience as you are.
So let’s take a step back and ask “What is your Unique Selling Proposition (USP)?”

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Topics: Business, Lead Generation Asia, Lead Generation Singapore

Debunked: 7 Myths Of Marketing Automation

Posted by Bryan Lim

Jul 19, 2019 5:30:00 PM

Gone are the days of having to remember to follow up with a lead, or websites that present the same offers to every visitor regardless of how they arrived on the page.

For big businesses who might have hundreds and thousands of customers interacting with them daily, marketing automation is surely a no-brainer. The question beckons for small businesses on whether you should invest in a marketing automation software, especially for those if you have not used it before. 

So this blog post is to help you understand what is real and what is not about the marketing automation process.

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Topics: Inbound Marketing, Digital Marketing, Lead Generation, Business, Email Marketing

Do You Want 100% Google Page Speed? Follow this 8-Step Guide!

Posted by Pooja Vinod Kumar

Jul 18, 2019 5:16:06 PM

Don’t let your customers get away! According to Google, visitors who experience a load time of seven seconds or more are 113% more likely to bounce off a page! (

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Topics: Digital Marketing, Online Marketing, Lead Generation, Social Media, Content Marketing, HubSpot, Content Creation, Business, Google Marketing Tools

Which Social Media Tools Actually Work for Your Business?

Posted by Raymond Ma

Jul 12, 2019 4:00:00 PM

Did you know that 97% of marketers today use social media to engage with their audiences? Since marketing and social media is like bread and butter, you should know how to start a strategy for your company. However, you might be left wondering which type of platforms you should be on. Due to a greater demand for social presence and an overwhelming amount of platform choices, it can be hard to pick which social channels to use. But with this guide, we can help you make informed decisions about which platforms to use.

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Topics: Digital Marketing, Online Marketing, Lead Generation, Social Media, Content Marketing, HubSpot, Content Creation, Business

5 Crucial SEO Hacks!

Posted by Pooja Vinod Kumar

Apr 5, 2019 5:00:06 PM


When it comes to being found online, Search Engine Optimisation (SEO) is the key. Learning SEO as a skill can be helpful for anyone who wants their company or brand to be easily discovered online. No doubt, it takes a lot of experience and knowledge of the subject matter to stay on top of the Google Search Engine, but SEO itself actually takes little effort.

So, hop on to find out the best practices to achieve high rankings and attract the right kind of traffic to your website!

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Topics: Digital Marketing, Search Engine Optimization (SEO), Business, Lead Generation Asia

Artificial Intelligence for Businesses in 2019! THE NEXT BIG CHAPTER!

Posted by Pooja Vinod Kumar

Mar 22, 2019 4:16:18 PM


So what is Artificial Intelligence or AI? Artificial intelligence is the study (and building) of systems that can make intelligent decisions which would be considered smart if performed by a human.

These trends are dramatically altering the digital landscape in which businesses operate, changing how brands function internally and how they engage with customers. Delivering the right message, to the right person, at the right time will enable marketers to create quality brand experiences, increase customer lifetime value, and acquire new customers more efficiently.

In this post, we have identified 3 common challenges faced by marketers these days and how these challenges will be more manageable with the help of AI. As a result, you will be able to grow your customer base and expand your business.

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Topics: Content Marketing, Content Creation, Business, Artificial Intelligence

How Your Website Can Be Your Best Salesperson

Posted by Bryan Lim

Nov 27, 2018 5:30:00 PM

As technology improve and change, so do buying behaviour. Most people today will use a search engine to find out more about a product, rather than to ring up a salesperson. Unlike before, the purchasing power now lies in the hands of the consumer.

When someone keys in a search online, they almost expect to find the information they require immediately. As a result, in order to appeal to change in consumer behaviour as well as buying trends, it is increasingly important for businesses to send their best salesperson.

Who is this you ask? Your website of course!

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Topics: Inbound Marketing, Digital Marketing, Lead Generation, Content Marketing, Business, Lead Generation Asia, Lead Generation Singapore

5 things to note for Blogs to generate leads

Posted by Jemson Chan

Aug 29, 2018 4:06:26 PM


Today, more companies are gradually starting to understand that blogging is one of the ways to getting found online, converting visitors to leads, nurturing those leads to sales and delighting customers.

However, as with any other social media platform, just having a blog is not enough.

Despite witnessing a growing number of companies with blogs, many tend to be about their company. The articles might be about new hires, awards, company picnics, business deals, etc. And while that kind of information is appropriate to include on a website, it is definitely not going to generate many leads. In fact, it’s not even going to get much traffic.

Therefore in order to generate leads, a business blog needs to have remarkable content that prospective customers will love and share on social media. And that kind of content is crucial for generating inbound links to your site that can dramatically improve your search engine rankings.

A famous quote by Wendy Piersall: "Google only loves you when everyone else loves you first."

Here are the five things to take note if you want to set your company blog on fire and start generating more traffic, leads and customers:

1. A Buyer Persona Focus

Buyer personas are characteristics that describe your ideal buyer. According to Adele Revella of Buyer Persona Institute, "Buyer personas are examples of the real buyers who influence or make decisions about the products, services or solutions you market."

Your blog could be an opportunity to educate your buyers at the start of the buyer's journey. The more that you are able to write about what is interesting or helpful to your buyer persona, the more successful your blog will be.

It is recommended to blog about their typical questions and challenges if you want to having an effective lead generation blog to which your buyer personas will return repeatedly.

2. Focusing on one Topic Per Post

Focusing on one topic per blog post helps to clearly and concisely address your buyer persona’s problem. One topic per post also helps with search engine optimization (SEO) by better enabling the search engines to know precisely what the post is about, particularly as it relates to keywords.

And while you should always write for searchers first and search engines section, there are a few key things to remember to keep both happy:

  • Include your blog post topic keywords in your post title.
  • Keep your blog post titles to within 55 characters. However, it's OK to exceed 55 characters.
  • Try to include meta descriptions. These are the snippet of information that appears below the link of a search result. While these are largely ignored by the search engines, they are read by the searcher deciding whether to click on the results or not. Keep meta descriptions under 140 characters.
  • Include image file names and Alt tags. Since search engines like Google can’t read images, you need to tell them what the image is. 
  • Include links and anchor text. Link to other parts of your website to strengthen the reader’s experience. The anchor text you include in the link indicates to the search engines what the linked information is about.
  • Focus on mobile. About half of all Internet searches are now on mobile devices. Search engines want their users to have a good experience while searching, so they are giving preference to mobile-optimized sites.

3. Consistency And Frequency

There are people searching for the answers that you’re providing (and the search engines) based on consistency and frequency. As the attached chart from HubSpot’s State of Inbound Marketing report indicates, frequent and consistent blogging pays bid dividends.

4. Formatting And Imagery

Yet another reason why your blogging should focus more on the searcher as opposed to the search engine is due to blog formatting & imagery. In fact, the proper use of formatting and imagery makes your blog more visually digestible for the reader.

If your blog is not reader-friendly and inviting, you won’t draw your reader’s attention and keep them there. And you won’t likely get them to return.

Regarding blog length, make sure that the blog post is of an adequate length and that it addresses the questions your visitor might have.

Other formatting must-haves include:

  • Bolded text
  • Subheads, numbers and bulleted lists
  • Embrace whitespace 
  • Use high-quality images

5. Lead Conversion Opportunities

Last but most improtantly, make your blog generate leads automatically. This could be done by thinking of the blog post as the first step in the buyer’s journey of researching their problem. Afterwards, give the reader the opportunity to take the next logical step.

For instance, this post is about improving your lead generation opportunities from blogging, so a call-to-action for an eBook about lead generation is included right here.

However, if a CTA about social media were included at the end of this post, that would not be the optimal lead conversion opportunity.

Remember that your blog has lots of prime real estate, so ensure that you include CTA buttons in the side bar, end of the post, and in-text links. Ensure that the offers are as closely connected to the topic as possible in order to increase the relevancy & conversions.

Also, don't forget to download the free e-book for more useful tips & strategies.





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Topics: Content Marketing, Blogging, Content Creation, Business, Lead Generation Singapore

How to use social media for B2B generation

Posted by Jemson Chan

Aug 28, 2018 4:45:00 PM

It is an open secret that social media has taken over every aspect of our lives and changed the marketing landscape forever. However, many B2B marketers still doubt social media’s effectiveness as a lead generation tool.

Perhaps they believe it’s difficult to ascertain metrics for their marketing efforts, maybe they don’t know how to put together a solid strategy, or maybe they’re just unsure about how to generate sales on a social media platform .

B2B marketers very often recognize the importance of social media in the B2C realm but usually don’t see it as a viable lead generation channel in their respective industries. In fact, a recent study revealed that more than 70% of B2B marketers were disappointed with the ROI of social media for goals like increasing brand awareness and generating leads.

With this in mind, today’s post requires you to put aside your hesitations and join us as we teach you how to turn your social media channels into a quality lead source.


Listed below are some of the best ways to start generating leads from social media:

1) Optimize Your Profiles

The simplest method to generate leads on social media is to optimize your business page profiles. It  includes steps such as a compelling call-to-action, making your contact information accessible, linking to your website, and making your value proposition obvious.

It may seem like simple but yet it is crucial to implement. For if potential clients don’t know what you want them to do or how to reach your business, they’ll never become a lead.

This could be broken down using the big three platforms for B2B: Facebook, LinkedIn, and Twitter.


  • Business Name: While this will typically be an easy choice, it’s important to remember to go by the name that your customers and prospects will most associate with your business. Not only does this make sense for consistency and brand recognition reasons, but this name can impact whether or not your Facebook business page shows up in Google search results. So be sure that your business name and the URL match.
  • Vanity URL: Facebook now lets you choose your own vanity URL. When you create your business page, your URL looks like this example:

But as soon as you get 25 “likes,” you are eligible for your own unique Facebook URL, which would turn the above example into this:

For most companies this will be your business’s name. If you include special characters, hyphens, or a variation of your company name, this page will be much harder for customers and prospects to find.

  • Call-to-Action Button: Facebook gives business pages the option to include a CTA button. The seven options include Book Now, Contact Us, Sign Up, and other options. The best part is that you can send the link to a page on your business website. We recommend sending visitors to a free trial form, a form to contact sales, or some other sort of clear offer.
  • About Page: Facebook provides businesses a place to list their address, phone number, hours of operation, etc. Ensure to complete all this information. Not only is it helpful to visitors, but it also boosts the pages SEO value.

Listed below is an example of an ideal business Facebook page. Their business name and vanity URL are the name of their company, they have included a “Sign Up” CTA, and their “About” page is complete.


  •  Your business profile should be compelling and inviting but yet professional. Your profile should compel clients to want to learn more about you.
  • Profile/Header Images: An ideal Twitter profile image should be some variation of your logo including color, size and how it will look on different devices. Knowing that your image is something that your followers recognize you for, hence it is important to keep it consistent. Your header image, on the other hand, should be changed fairly regularly to match your marketing initiatives.
  • Pinned Tweet: Twitter allows you to pin important tweets to the top of your feed without losing them among your other tweets. If your goal is lead generation, this tweet should contain a CTA and a link back to your business site. Consider pinning a tweet about gated content or a free trial.
  • Open Your DMs: Make sure your direct messages are open to the public. That way, if customers or prospects have questions, they can come to you directly. Prepare responses to common questions ahead of time.
  • Hashtags: Tweets with hashtags tend to generate double the engagement as compared to tweets without. However be careful not to use too many hashtags to avoid being mistaken as spam. Your marketing team should develop a strategy as to which hashtags to use etc...

Below shows an ideal Twitter account. The bio is direct and short with a link back to the business site. Take note of the use of a pinned tweet with hashtags too.


  • Images: As with both Facebook and Twitter, your profile and banner images can have a big impact on the success of your page. Make your profile image some recognizable variation of your company logo and be sure to mirror your header image with current marketing initiatives.
  • SEO: LinkedIn company profiles are often indexed by search engines. Be sure that the first few lines of your company description are compelling and contain your target keywords, as this text will often be used as Google’s preview text. LinkedIn users can browse the platform using keywords, meaning that this optimization will help get more eyes on your profile within the platform.
  • Showcase Pages: LinkedIn offers the ability to create separate pages to showcase products, brands or initiatives. These pages live at the top of your profile in prime page real estate. Use these to help out with your lead generation efforts.



2) Listen to What’s Going On

Social listening is the process of monitoring your customers or prospects on social media to gain valuable insights.

With social listening, you can join in on conversations, make recommendations, and guide prospects toward your brand’s solutions on social media. Here are a few quick ways you can start listening today:

  • Set up Google Alerts: Once this is set up, Google will send you a notification via e-mail every time your company, brand, or any other keywords you want to track are mentioned on the web. Here’s how you create a Google Alert.
  • Monitor hashtags and keywords: As mentioned in the Twitter sub-section earlier, most of us are familiar with the power of hashtags. Therefore as marketers you need to research the hashtags that your customers are using. For example, a conferencing software might track the use of #meeting, #videoconference or similar keywords. 
  • Invest in a social media management tool: Although it’s not necessary to purchase a social media tool, it can be of great help for big companies. Most of these tools have scheduling capabilities, hashtag tracking, competitor analysis, and much more.
  • Join message boards: Many social media platforms have forums or message board capabilities. This allows B2B marketers to hear what customers and prospects are saying. These groups are often broken up by industry, job function, software users, and much more. Join in the conversations, answer questions, and offer your product as a valuable solution but in a more subtle manner.
  • Follow your competitors: Keep an eye on the competition — not just to see what they’re doing, but also to see what complaints their customers have. This can assist you to generate ideas for your own content, campaigns, and much more.


3) Prioritize Social Selling

Although social media is typically a marketing responsibility, that doesn’t mean your sales team can’t or shouldn’t get involved. In fact, 90% of top-performing sales people now use social media as part of their selling strategy.

The extent to which you involve your sales team is entirely up to you and your company, but its best to start small. Remind your reps to monitor certain message boards, answer inquiries left on your business profiles, and join in on customer conversations.

Provide the support your reps need in the form of guidance and the content they need to convert prospects into leads.

Do note that not all social platforms were created equally. A platform that works for one company might not work for yours. Be sure to test them all, analyze your results, and tailor your social selling strategy accordingly. Check out these B2B Sales Rep’s Guides to see a breakdown on the three biggest platforms (Facebook, Twitter and LinkedIn).

4) Gate Your Content

As you should know by now, social media is a perfect outlet for content marketing. Unlike traditional marketing channels, social media allows for two-way conversations with clients and prospects. But if you don’t gate your content, you have no way to collect leads.

If you are unfamiliar with the term, gated content is any type of content that exists behind a form that requires visitors to provide their contact information in exchange for your resource.

As always, there are pros and cons to gating your content. The benefits of putting your content behind a form include:

  • Increased leads: Not gating your content essentially means giving away your valuable resources for free and hoping that the reader appreciates it enough to come back and fill out a form. By requiring site visitors to give you their e-mail address, you’re almost guaranteeing more leads for your company.
  • Increased nurture opportunities: Just because someone views your content doesn’t necessarily mean they’re ready to buy your product. Rather than crossing off this type of lead, add them to your e-mail lists and nurture them until they’re ready to make a purchase.

While there may seem to be no downside to gated content, here are some things to be aware of:

  • Lower lead quality: As previously mentioned, a lead that comes from gated content isn’t always ready to take the plunge and make a purchase. It can be frustrating for sales reps to receive an influx of leads who don’t want to buy.
  • Reduced readership: Publicly available content will definitely receive more visits and reads than gated content. If your organization prioritizes brand awareness, visits or reads, gated content might not be the tactic for you.

As with most marketing tactics, the key to successfully using gated content is to find a good balance. Be sure to serve your followers a good mix of gated and ungated content.


5) Hyper-Personalize with Buyer Personas

Most social media platforms offer advanced targeting capabilities that keep advertising costs low while generating high-quality leads. Consider these statistics:

  • 59% of marketers believe paid social is more effective than organic social (source)
  • Over 50% of B2B marketers rank social media as a “very” or “somewhat” low-cost ad option (source)
  • Marketers see a 25% lift in conversions for paid social media compared to organic social media (source)

Firstly, analyze your clients and prospects to compile buyer personas. Buyer personas are basically detailed profiles of your target customers. Think about who your best customers are and what traits they share. For example, do they have a specific job title, work in a particular industry? Are they a specific age bracket or gender? Do they have children or disposable income?

Once you’ve identified your buyer personas, create highly specific content, offers or promotions that target these buyers accordingly. The more specific you get, the more success you’ll have.


6) Give Something Away

Social media contests or giveaways are a great way to expand reach, increase brand awareness and to generate leads. It is recommended to conduct sweepstakes or giveaways that can only be entered once a prospect provides their contact information.

Remember to be super targeted with the paid promotion of your contest. For it can be tempting to advertise a large audience but more entrants doesn't necessarily mean better leads as none of them may be sales qualified. This defeats the purpose of holding a social media contest. Only target people you feel may have a genuine interest in your product.

You could also limit entrants by choosing a prize that only your target audience would want to win.


7) Offer a Free Trial

This method is relatively straight forward: Offer a freemium version of your product and promote it via social media. The free trial tends to generate leads on its own. However, social media can help expand the reach of your campaigns and amplify your results.

To see the most success with this approach, you must offer features that allow users to know the benefits of the product without offering the entire set of features.

For B2B companies, this approach is most successful when using LinkedIn, for it is a platform where professionals are accustomed to seeing overt advertisements and are actively looking for products and services.





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Topics: Social Media, Content Marketing, Content Creation, Business

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