iSmart Communications Blog

3 Things Your Competitors Can Teach You About Lead Generation

Posted by Pooja Vinod Kumar

Sep 25, 2018 11:19:01 AM

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Topics: Inbound Marketing, Search Engine Optimization (SEO), Lead Generation, Blogging, Google Marketing Tools

SEO VS SEM: Which One is Better for Your Business?

Posted by Pooja Vinod Kumar

Sep 21, 2018 10:30:00 AM

Most businesses are aware that search engines can drive massive traffic to their web properties, and it is not just any random traffic, but traffic that actually converts into leads and sales.

However, there is one dilemma you may face as a business when trying to use the search engines to grow, and that is whether to use Search Engine Optimization (SEO) or Search Engine Marketing (SEM).

In this post, I am going to dig deep into this problem and hope you will get some insight from it.

What is SEO?
Search Engine Optimization (SEO) is a method to enhance a website’s ranking on SERP (Search Engine Results Page) to receive organic traffic and drive visitors.

Although organic traffic is free of charge, the course of SEO may still involve some kind of cost.

What is SEM?
Search Engine Marketing (SEM) is a way to funnel in relevant traffic from the search engines by buying paid or sponsored ad listing.

SEM often refers to Pay-per-click advertising (PPC). While there are many PPC platforms on the web, the most popular and successful option is Google Adwords.

Now that you know what SEO and SEM is, let’s talk about the pros and cons of both.

SEO: Pros and Cons



Brand awareness

If your customer doesn’t recognize your brand, they don’t know it!

Takes more time

Longer time to see the results

Stronger branding

The Internet gives you the opportunity to connect to your target audience by providing information they are looking for.

Too competitive

Depending on the chosen keywords, it sometimes can be very competitive

Increased trust and credibility

By trusting Google, people also trust the websites that manage to rank high in Google’s SERP.

Need regular monitoring of backlinking

Your business has to regularly reach out to other websites to get backlinks that are worth-while.

Building numerous irrelevant links to trick the search engine no longer works.

More traffic

Needless to say, using SEO, you can drive a lot of targeted, ready-to-buy traffic to your website!


Lower cost and better ROI (Return on Investment), and higher sustainability

The cost is always lower than SEM

Helps you to improve your results over-time, thus having higher ROI in long-run.



SEM: Pros and Cons



Reaching the top

SEM allows your webpage to rank even higher than the organic search results

And usually, the first webpage catches the most attention!

Can be very expensive

Over time, the costs keep growing


Have more control

Sponsored listing of PPC ads gives you more control over the results you achieve.

Testing and fine-tuning the detail of the ad can certainly improve the overall performance.

Needs continual investment

PPC campaigns require you to keep investing money to keep it going.

No money, no results!

Increase brand visibility

Unlike SEO, where you may or may not get the right people to visit your website, your ads are very well-targeted towards users who are actually searching for similar products/services that you provide.

Allows competitors to review your campaign

PPC makes everything transparent – your ads, keywords, landing page – all will be known by your competitors

Quick, measurable results

With properly created PPC campaigns, the results can be analyzed, and conversion-related problems can be fixed within a short span of time

Expect to see significant results from the PPC campaign within several weeks.


So, are you confused about which one to choose?

Before you decide which one to use, you must understand your business and long-term goals.

If your business puts a lot of emphasis on creating a strong online presence and getting better returns in terms of both, short term and long run, then you should balance both SEO and SEM together.

Your SEO efforts can cover up some of the disadvantages that SEM has, and vice versa. By implementing these two marketing practices in your business, you will end up getting the best of both approaches.

How can you incorporate them together?
(1) Collect conversion-related data from your PPC campaign and use the statistics to optimize your organic search rankings.
(2) Work on both paid search and organic search listing to double your traffic! This can give better results especially if you are aiming for competitive keywords that need a bigger PPC campaign budget.
(3) Keywords that are too expensive to invest in, or are not really delivering much traffic should be put into SEO. This way, we can ensure that the SEM efforts are directed towards keywords that have a better ROI.

By focusing on SEO and SEM, you are automatically opting for a better approach than your competitors who are just focusing on either one of them. However, these approaches differ from one business to another, depending on the business goals. Therefore, if you want your business brand to be seen in the SERP, make sure you develop an optimum search engine marketing strategy, that would involve SEO, SEM or both together.

Read more: 3 Thing Your Competitors Can Teach You About Lead Generation

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Topics: Search Engine Optimization (SEO), Lead Generation, Lead Generation Asia, Lead Generation Singapore

4 Obvious Signs to Invest in Search Engine Optimization

Posted by Pooja Vinod Kumar

Sep 13, 2018 4:03:45 PM

As a small business owner in this digital marketing age, you probably know that one of the key elements to running a successful business is being able to attract your customers online. For every business that wants online visibility, Search Engine Optimization (SEO) is always a preferred choice to boost their organic search results. Learning how to optimize your website using SEO is a very useful skill that can help to drive traffic to your website. Combined with the other strategies in inbound methodology, it can eventually help to attract visitors and convert them into leads.

Are you unsure about whether your website needs to be optimized through SEO? Let’s check out whether your business has the following 5 signs. And if you do, it’s not too late to start investing in SEO!


1. The most obvious one – your website does not show up in search engines

If your website is not showing up on the first few pages of SERP (Search Engine Results Page), this is already the most obvious sign that you need to optimize your website for SEO! Having a website alone is not enough if it cannot be seen by the audience. Only by optimizing your website through various methods, such as index inclusion, keyword analysis and on-page optimization, it is possible to slowly climb to a page 1 ranking.


2. You THINK your website is original and up-to-date.

Keeping your content original and up-to-date is really important. If you feel that your content has not been updated for a long time, then you should update it with fresh content!
You need to constantly update your website content with the latest information, as Google has confirmed that fresh content is a major factor that plays a crucial role in search engine ranking.
Look at this case, where blog posts of the business owner observed a progressive drop in traffic through organic search. This was because he didn’t update it for 4 months, and other sites that were competing for the same keywords were being updated regularly. Once the owner started updating the content, the web traffic bounced back to the normal level.

So, make sure to keep your website content updated, and keep publishing piping hot content in your blog! Blogging is the easiest way to get your webpage to rank #1 on Google, just like how HubSpot does it.If you're not sure what topic to write about, you can send out a couple of quick surveys, or engage with customers through social media to understand their needs and questions, and write a blog post that addresses their concerns!


3. Your webpage does not look credible

Think about the first time you meet a person, the first thing that you would notice is their appearance, and how they are dressed, right?
The same rule applies to website design – the appearance of your website is the first point of contact that your website visitor has with you. If you know that the first impression of a person is the best impression, then the first impression of a visitor to your website is also equally important!
Your website design doesn’t have to be too fancy or dramatic, but it must be clean and professional so that it catches your visitor’s eye, and builds credibility and trust in your business.
The goal of having a smart and professional website is to bring in potential high-quality leads, that can be nurtured and even converted into customers to take your business offers.

However, this is not enough! A professional website also needs proper SEO to improve it and become visible on search engines. With better website design optimized for SEO, you are on the right track to developing your business reputation and people will start becoming aware of your brand.

4. Your website has poor “relationship” with other websites
Link building is an essential part of SEO, and this will only happen when you develop relationships.
There are two fundamental ways in which search engines use links: not only is it used to discover new web pages, but it also helps to determine how well a page should rank in the SERP - because links are signals to Google that your website is a quality resource that is worth paying attention to.
Since Google put link building as one of the most important ranking factors for SEO, many businesses started taking advantage of this – by spamming links. In fact, this is only a very short-term strategy as Google would soon find it out.

So, building links from high-quality and a highly influential website is the best strategy for optimizing your website performance through SEO. Since they are highly influential, and additionally if you can get external links from them, you are allowing their website visitors to visit your site too! Together with good content and positive user experience, (e.g. low bounce rate), your website ranking will soar very soon.

If you realize that your website is facing some issues based on the points above, then maybe its high time to start making changes!

Before you start your optimization work, not only do you need to understand the basic techniques of SEO and the mistakes not to make when doing so, you also have to stay up-to-date with the new updates that Google launches constantly and figure out the best SEO practices. This is because Google algorithms are complex and always evolving, so there is never a magic formula for SEO.

So, keep refreshing your content, stick with the most current SEO practice and you will definitely climb the ladder on your way to the SERP!



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Topics: Search Engine Optimization (SEO), Lead Generation, Google Marketing Tools, Google Adwords

The 6 Best Tips to Generate Leads using SEO

Posted by Pooja Vinod Kumar

Sep 12, 2018 3:09:53 PM

Search engine optimisation is extremely important for your business. It allows your website to be found by prospects when they type in certain keywords. Having your website organically ranked highly on Google will get you more leads than you could ever imagine. As such, it is vital to learn some SEO tips for your business. 

Here are 6 tips that you can use to generate leads using SEO.

1. Do Your Keyword Research 

Use a tool like Google trends to make sure you’re targeting effective keywords that match your potential customer’s search intent.
Basically, you want to make sure you’re picking the best possible keyword to write about. Here’s a quick example showing that people are using the word “blog” more frequently than “article” when it comes to SEO.
To do this head to and examine the popularity of different keywords that pertain to your business. Start with customer service requests you receive in your daily operation and see how you can answer those questions through content.

2) Audit Existing Content for SEO

Doing content analysis is an important part of using SEO for lead generation. That’s because it’s the only way to tell how your existing content is performing so you can make it even better.
You also want to avoid SEO errors that may hurt your search ranking. Since SEO best practices change regularly in response to Google algorithm updates, it’s important to make this kind of audit a regular part of your strategy.

3) Fresh content strategy

Fresh, high-quality content is food for search engines; they love it. Website blogs are useful for providing they add content that is of significant interest to your consumers. Don’t forget to post this on social media to drive more traffic back to your website via high domain ranking sites that are extremely well liked by search engines.

4) Add alt text to images

All of the images on your site should have descriptive alt text. This ensures that if your images can’t display for some reason, people will still be able to understand the content. This is also the text that displays if a user hovers their mouse over an image.
Since bots only read the text, search engines can use alt text to understand images and include them in relevant image searches. This will help your website rank higher on Google search, thus getting you more leads for your business.

5) Monitor Rankings

You’ll need a baseline so you can measure improvements from your organic lead generation strategy. To do this, you’ll need to know where key web pages in your lead and sales funnel rank now.
If you just want a quick check, Google your target keyword phrase and see where your page comes up. Make sure you use an incognito or private window, as Google tailors search results to your account.
For a more structured approach, go to Google Search Console, and navigate to Search Traffic » Search Analytics.

6) Site’s performance

There’s no time to relax thinking you have completed your SEO strategy and things will be just great. Wrong; SEO is ongoing and once you start there’s no going back if you want to maintain a good online presence. You will have to endlessly monitor your site’s performance using an analytics tool like Google Analytics, to control which keywords and traffic are creating the most conversions. This data will identify the best keywords to target in your SEO strategy and likewise the ones that are not performing. In addition, you get a good insight into the general performance of your website.

I hope you have gained some knowledge and learnt the tips from us. SEO might take a while for the results to come, but it will definitely be worth the time.



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Topics: Search Engine Optimization (SEO), Lead Generation, Google Adwords

5 Tips to Generate Leads using Google AdWords

Posted by Pooja Vinod Kumar

Sep 6, 2018 11:17:19 AM

One of the most popular methods to generate leads is Search Engine Marketing (SEM) using Google Adwords. Google Adwords allows you to advertise certain keywords on Google search, thus allowing your brand to be visible to prospects when they type in the keywords.

Here are 5 tips you can use to generate leads using Google Adwords.


1) Start with Search network campaigns

The Search network is key when it comes to targeting the hottest prospects for your products and services. So, undoubtedly, your first port of call should be Search network campaigns. Through this, prospects on the Search network can actually take an action by searching for a solution to their problem, unlike the case of marketing on the Display network, that would interrupt your prospects as they browse the web. Generally, prospects on the Search network take an action by searching for a solution to their problem — already qualifying them as a lead. They are near to the base of your marketing funnel, which makes them the most likely to convert to a lead or customer. Launching on the Search network can also give you a good idea of contextual keywords that can be carried over to the Display network.

2) Use all Ad extensions Available

AdWords is becoming very popular at building dynamism into ad delivery. This means that every advertiser gets to take advantage of ad extensions that would deliver a more tailored or individualized ad to each user. Most of the time, individualized ads often deliver higher click-through rates, improve the quality score and simply take up a more competitive real estate on search results.

You should use every Ad Extension available and applicable to your campaign, mainly because too many businesses have no Ad Extensions at all. Setup is both quick and painless and the results are real! 

 3) Use negative keywords

Negative keywords are words that have no relation to your ad. They help to curtail the broad scope of the ad by making the ad present on only relevant search result pages. For example, if your ad is about watches but then you include the negative keyword ‘clocks’, it means that customers who were interested in clocks but not watches won’t be directed to your page, saving you money on a click. An extensive list of negative keywords can significantly increase the quality of your traffic and improve your CTR (click-through-rate) to a great extent.

4) Select keywords carefully

One of the most important things to do is to select keywords carefully. The Google keyword tool is the perfect place to start and it’s free! You need to do your research diligently and select the best keywords you want to advertise. You need to look at the search volumes and also the cost per click for each of the keywords. Also, as mentioned above, one of the most common and costly AdWords mistakes is focusing all your attention on positive keywords that bring you traffic.

5) Align the Ad message with your landing page

It is very crucial to align your ad message with your landing page. This is a very important Google AdWords tip that will help you improve your quality score and increase the rate of clicks to your landing page.

The quality score is a benchmark that Google uses to know whether your ad campaign is effective and relevant to your audience or not. It reduces your advertising costs, gives your ad a wider reach and better ad positioning in terms of search and display networks.

These are 5 tips you can incorporate in your SEM campaigns in order to generate leads for your company. You should also improve the ranking of your website organically by doing Search Engine Optimization (SEO) in order to fully reap the benefits of having your keywords ranked on the first page of Google.




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Topics: Search Engine Optimization (SEO), Lead Generation, Google Marketing Tools, Google Adwords

5 Reasons to Use Animated Videos in Your Content Marketing Strategy

Posted by Jemson Chan

Aug 23, 2018 2:22:43 PM


Animated videos are engaging instruments that can assist you in storytelling more comprehensively. The fact of the matter is that 65% of people are visual learners, and 90% of the information transmitted to the brain is visual. 

Due to these reasons, there has been an inevitable shift towards visual content on social media. Just last year, the number of video posts per person has increased 94% in the US alone. Currently Facebook averages more than 4 billion video streams every day. Then there’s the picture superiority effect in which pictures and images are more likely to be remembered than words.

Below are some statistics that will compel you to use more video in your marketing:

  • Including video on a landing page can increase conversions by 80%
  • After watching a video, 64% of users are more likely to buy a product online
  • 1/3 of all online activity is spent watching video
  • 50% of executives look for more information after seeing a product/service in a video
  • YouTube users watch more than 3 billion hours of video per month, according to YouTube

If video is not part of your content marketing strategy yet, the time to start using it to market your product is now.

Here are 5 benefits and reasons for you to start using video in your content marketing strategy.

Video ,especially animation, has been integral to the most recent & successful advertising campaigns. The John Lewis Christmas campaigns are always memorable thanks to some show-stopping animated sequences.

The ‘Dumb Ways to Die’ safety campaign won several awards and got its message across in a funny, memorable way. Even the big tech giants understand the importance of animation. Case in point is Google Doodle. However, you don’t need to have a huge advertising budget to utilise animation in your next content marketing campaign. 

If you are still not convinced, here are five reasons why you need animation:

More Stimulating to Viewers

Images are definitely more stimulating than text and moving images more so than still ones. Video site YouTube is increasingly more popular than Facebook because millennials would rather watch videos than read text-based still image content. Animated content leads to better engagement.

It is also much easier to get information across when you animate it. Its best to animate the information if you want to keep your audience engaged.

  Dry, boring information becomes far more interesting when it’s animated. If you want to tell your clients about a new piece of machinery, present it using an animated sequence.

More Memorable

You would most probably remember the last animated video you watched. That’s because animated content is instantly more memorable and entertaining. This means people would want to share it with their friends, increasing the chances of marketing through word of mouth. Its therefore no surprise that the likelihood of an animated film clip going viral is much higher than a blog post.

For the goal of content marketing is to grab your audience’s attention and hang on to it for as long as possible.

Reach a Bigger Audience

As mentioned earlier, animation is very shareable. People love to share great content within their social networks. Its possible to produce a funny, memorable animation clip and watch it go viral. If this happens, your content featuring your product or service could easily reach a global audience. This means reaching out to a wider amount of leads

More Cost-Effective

If you want more value for your money, animation is a top choice. Remember that it costs a tremendous amount of money to create a professionally produced video clip for marketing purposes.

Hence, it makes economical sense to create an animation as oppose to hiring a film crew to make a professional marketing video for your company.

Better Conversions

And last but not least, animated videos results in better conversions. The whole point of a marketing campaign is to attract viewers and convert them into leads and customers. Its important to note that animated videos have a much higher click-through rate compared to text. Studies indicate that website animation can provide a 70% boost in conversion rates. They are shared 12 thousand times more than regular content. Yes. You heard it right 12,000x more.

Therefore, if you want to boost your brand and build a stronger customer base, animation is the way to do it.





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Topics: Search Engine Optimization (SEO), Content Marketing, Content Creation, Business

5 Benefits of Using Infographics for Your Business

Posted by Pooja Vinod Kumar

Aug 21, 2018 3:16:29 PM

Infographics are a combination of graphic design, content and data. Most marketers are not aware of the effectiveness of using infographics in their marketing strategy. If you are one of them, don’t worry! It’s not too late yet. Creating infographic can be very simple. It takes some time for you to design the graphics but after some practice, you will be so good at it. Ideally, you should create an infographic that you can share on your social media platforms. Still not convinced? Let me share with you some of the benefits of using infographics.

Here are 5 benefits and reasons for you to start using infographics in your content marketing strategy.

1) Boost brand value

Infographics go beyond telling people about your brand. They demonstrate your value and knowledge in a meaningful manner. That’s the reason why it’s crucial that they support your defined brand image and include a company logo and website address or other contact information.

2) Infographics are Eye-Catching

People love facts, figures and statistics. Visual experience is always first in the game and attracts more audience.

Text and images or graphics both are very important methods of communication. Graphics makes it easier for the user to understand but are less effective when it comes to the communication of abstract and complex concepts. Text alone is very boring. No one is interested in going for a long and boring text content until and unless it doesn’t include any image or video. But clubbing together text and graphics can take advantage of each medium’s strength and can transform your content into an attractive piece of information that can be shared easily.

3) Infographics are easily readable

Infographics provide 'in-depth information' in an easy to read format.

A simple approach is often best, particularly when presenting complex data. Detailed concepts should be presented as clearly as possible and thus facilitate easy analysis and understanding. Infographic design is conceptually driven by the data it presents.

4) Infographics are Portable and Easily Embeddable 

One of the many characteristics of an Infographic that makes it stand out as a visual element is its inherent design to be easily embeddable and portability. When you add an embed code to your posted or uploaded Infographic, people can then easily integrate that embed code right into their blogs or websites.

Automatically, the embedded Infographic is now linked to your site, apart from the attribution and other backlinks they would include for using your material. Above all, Infographics are designed to convey short, easily understandable text just to emphasise an important piece of information. This user-friendly feature makes Infographics easier for non-English global users, making them understand your point through pictures instead of texts.

5) Infographics help in SEO (Search Engine Optimization)

You can increase the web traffic using an interactive infographic and again, increased traffic means you are doing justice to your business. Good quality content can convert your traffic into sales and thus increase trust and credibility. 60% of marketers find infographics as the best way to attract more customers than any other way. It’s the best content marketing strategy which you can apply to your business to gain more and more traffic.

Best Infographics make people link to your site, and as a result, Google will index your website higher due to Google’s algorithm. This increases the importance that search engines pace on your site.

We hope you have learnt the benefits of using infographic in generating content for your company. These are just some of the benefits you will derive from using infographics. There are many other benefits that we have not listed in this article that you will experience once you start creating and marketing your infographics. Have fun!




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Topics: Search Engine Optimization (SEO), Content Creation, Business

10 Powerful Ways to Use Facebook Lead Ads to Your Advantage

Posted by Jemson Chan

Aug 17, 2018 6:11:49 PM

Many people may know about Facebook but how many have actually heard about Facebook Lead Ads?

I would be focusing on the 10 powerful ways to use Facebook Lead Ads to leverage on your advantage.

After reading this post, you can utilise this knowledge that is given and apply it for maximum effect.

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Topics: Search Engine Optimization (SEO), Lead Generation Singapore

8 B2B lead generation mistakes to avoid when using SEO

Posted by Jemson Chan

Aug 14, 2018 6:11:34 PM

In my previous blog post, I have discussed about the definition of SEO and the ways you can use them to help generate leads for your company. In this post, I would touch more on the common SEO mistakes that people make and how to avoid them. This is crucial when so as not to reduce the likelihood of your effective digital marketing efforts to be gone to waste.

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Topics: Search Engine Optimization (SEO), Lead Generation Singapore

8 ways to multiply your B2B lead generation through SEO

Posted by Jemson Chan

Aug 13, 2018 5:17:38 PM

In case you haven't known by now, SEO stands for Search Engine Optimization. However, the most fundamental mistake that occurs during SEO optimization is that it is usually performed in a silo. If you would like your digital marketing efforts to be more effective and generate more leads you have to strategically integrate SEO with your other marketing efforts.

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Topics: Search Engine Optimization (SEO), Lead Generation Singapore

Social Media And Search Engine Optimisation; Wielding A Double-Edged Sword

Posted by Pooja Vinod Kumar

Jul 27, 2018 2:55:05 PM

Most of us understand what Social Media marketing and Search Engine Optimisation (SEO) is all about. But, do you know how these two can work together to help grow your business?

Don’t get me wrong – social media has no direct relationship on improving your website ranking! Some people think that because Google treats social media posts as individual web pages, SEO rules can be applied. However, Google doesn’t like links to social media as they are too easy to manipulate. Therefore, although external links are one of the top-ranking factors of SEO, it doesn’t help.

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Topics: Search Engine Optimization (SEO), Social Media

3 Things Your Competitors Can Teach You About Lead Generation

Posted by Pooja Vinod Kumar

Jul 25, 2018 2:43:33 PM

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Topics: Inbound Marketing, Search Engine Optimization (SEO), Lead Generation, Blogging, Google Marketing Tools

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