One of Clayton Christensen Books on How Will You Measure Your Life?

SEO & Digital Marketing Consultant in Singapore reviews book by Clayton Christensen - How Will You Measure Your Life?

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One of Clayton Christensen Books on How Will You Measure Your Life?

It’s December 2016, and as we face the coming New Year  – 2017 – many of us reflect upon the past year. Some even ponder on their entire life so far. It is this time of the year that I revisit a book I read way back in 2013 that I feel is absolutely useful for reflection. It is one of Clayton Christensen Books titled ‘How Will You Measure Your Life?’

The book truly transcends time as it helps us look back at our lives, and consider ways to be better. It is not a complete solution. But what is anyway? In 2013, I did this book review as part of my Master Degree program. And here I would like to share my thoughts on the book with you. So without further adieu, let’s begin starting with a bit of info about the authors, especially Clayton Christensen.

Clayton Christensen, author of How Will You Measure Your Life?
Clayton Christensen By World Economic Forum from Cologny, Switzerland [CC BY-SA 2.0 (http://creativecommons.org/licenses/by-sa/2.0)], via Wikimedia Commons
The main author of this book, Clayton Christensen, is the same genius who wrote ‘The Innovator’s Dilemma’ (a New York Times bestseller). He coined the term ‘disruptive innovation’, which many of you may have heard the term by now. His many accolades and achievements included:

 

  • Kim B. Clark Professor at Harvard Business School
  • The author of seven books
  • A five-time recipient of the McKinsey Award for Harvard Business Review’s best article
  • And the co-founder of four companies, including the innovation consulting firm Innosight
  • In 2011 he was named the world’s most influential business thinker in a biennial ranking conducted by Thinkers50.

His co-authors were no lightweights on their own. James Allworth was a Baker Scholar and used to work for Booz & Company and Apple while Karen Dillon was the editor of Harvard Business Review. Together, they wrote ‘How Will You Measure Your Life’ with the aim of providing guidelines using management theories taught at Christensen’s MBA course, apply them to the individual to increase the chances of success in various aspects of one’s life: career, spouse, family, friends, etc.

Introduction

Graduates throwing cap into the air in celebration

The idea for this book came from a powerful speech by Clayton Christensen that he gave to the graduating class of 2010 at Harvard Business School. The students had started their studies when the economy of the world was strong and potential for ambitions and careers were almost unlimited.

By graduation, that very same world had come crashing down; financial crisis in Europe that has still yet to be resolved, bank frauds, etc. The students looked to their professor for guidance on how his principles and thinking could be applied to their careers, and (at the same time) find meaning, success and happiness in life.

Together with his co-authors – James Allworth and Karen Dillon – Christensen set out to present management theories that he taught in the Harvard Business School’s MBA program, that were based on years of research. They had applied those theories to businesses to find out the causes of problems and opportunities, what actions to take in order to address the problems, increasing the chances of success for the business. The trio then applied those same theories to the individual, answering pertinent questions such as:

  • How can I be sure that I will be successful and happy in my career?
  • How can I be sure that my relationships with my spouse, my children, and my extended family and close friends become enduring sources of happiness?
  • and even this surprise question – How can I live a life of integrity – and stay out of jail?

Why This Book?

This book was chosen because there has been a growing demand for work-life balance by employees. In particular, there has been growing interest, discussion and debate about work-life balance for the workforce. McShane and Von Glinow (authors of Organizational Behavior: Emerging Knowledge and Practice for the Real World) defined work-life balance as “The degree to which a person minimizes conflict between work and non-work demands.”

Summary of Book

The book began with a cautionary tale based on Christensen’s personal experience. Over the years, he had watched many of his Harvard Business School classmates failed in various aspects of their lives. Some have brilliant careers but have unhappy marriages, divorced, and/or were alienated from their children. Some eventually failed in their careers.

Two of his classmates from the Rhodes Scholar program ended up in jail; one was Jeff Skilling of the famed Enron scandal. The book continued with ten chapters filled with management and business theories, guidelines and examples to illustrate the theories and guidelines.

In the prologue, Christensen revealed how the management theories used by managers “to predict what problems and opportunities are likely to occur in the future” for a company and also “to predict what actions the managers will need to take to address them” could be applied to individuals. He explained further that:

Using robust theory to predict what will happen has a much greater chance of success. The theories in this book are based on a deep understanding of human endeavor – what causes what to happen, and why. They’ve been rigorously examined and used in organizations all over the globe, and can help all of us with decisions that we make every day in our lives, too. (Clayton Christensen, 2012)

The theories were then used to answer three questions:

“How can I be sure that:

  1. I will be successful and happy in my career?
  2. My relationships with my spouse, my children, and my extended family and close friends become an enduring source of happiness?
  3. I live a life of integrity – and stay out of jail?”

The first theory that answered the questions was for one to have a deliberate strategy. Next, was the advice to allocate one’s resources wisely to each ‘business’ (e.g. career, spouse, children, friends, activities, etc.) of this strategy. With limited resources, an individual has the same problem as a corporation – how much of each resource to allocate to each of these pursuits? The choices made will determine if one’s life turned out exactly as one had planned.

While implementing one’s strategy, opportunities might appear and this could result in emergent strategies. Sometimes this was good. Sometimes it could yield a bad outcome. One way of averting such an outcome would be to not allocate one’s resources “to whoever screams loudest” and “to whatever offers the fastest reward” for that is “a dangerous way to build a strategy”.

Another way was to apply the “two-factor theory” by Frederick Herzberg, which “distinguishes between two different types of factors: hygiene factors and motivation factors”.  When both hygiene factors and motivators were present, one would most probably have a deliberate strategy that led to one’s success.

The book continued with further discussion, theories and guidance on how to find happiness in one’s life, particularly one’s relationships and career. One of theories that is worthy of highlighting was the theory of ‘Jobs To Be Done’. To understand what a customer wanted, this theory stated that it was essential to understand what job was it that the customer needed done.

A simple analogy would be the job of furnishing one’s apartment, which could be fulfilled by IKEA that provided all furnishing needs including delivery and installation. Christensen asserted that “If you work to understand what job you are being hired to do, both professionally and in your personal life, the payoff will be enormous.”

Another powerful management tool, of worthwhile mention was one that applied to both enterprises and families – culture. Christensen quoted Schein who defined culture as “a way of working together toward common goals that have been followed so frequently and so successfully that people don’t even think about trying to do things another way. If a culture has formed, people will automatically do what they need to do to be successful.”

The authors proposed that just as culture should be formed within an enterprise in order to be successful, culture should also be infused into a family early on in life in order to be an enduring source of happiness.

The authors addressed the third question in Chapter Ten – The Trap of Marginal Thinking. It was presented how companies evaluated alternate investments by ignoring sunk and fixed costs, and made their decisions based on marginal costs and marginal revenues. This kind of thinking could lead to the ‘just this once’ mentality. When deciding between right and wrong, such a mentality could have bad results. An example given in the book was Nick Leeson who admitted “how marginal thinking led him down an inconceivable path”

In the epilogue, Christensen quoted Peter F. Drucker: “That business purpose and business missions are so rarely given adequate thought is perhaps the most important cause of business frustration and failure”. The authors believed the same for individuals. As a parting gift, they offered a three-part method to create one’s purpose:

  1. Likeness of whom one wishes to be.
  2. Deep Commitment to become that likeness.
  3. One or more metrics to measure one’s progress towards reaching that likeness and measuring one’s life.

Review of Book

SEO & Digital Marketing Consultant in Singapore believes in Work-Life Balance

Ultimately, is this a book (perhaps cleverly disguised) that advocated work-life balance, and how to attain it? The timing of publishing this book, whether intentional or not, seemed appropriate. Businesses and governments (including the Singapore Government) were promoting work-life balance, which would lead to personal happiness and well-being.

His Royal Highness, King Jigme Singye Wangchuck – previous crowned king of Bhutan, introduced the concept of Gross National Happiness way back in 1972, and not many took it seriously. Today, his “idea that public policy should be more closely tied to well-being – how people feel about their lives – is catching on” (reported Mustafa for TIME, 2005). In December 2015, a Wall Street Journal article by Raymond Zhong had the headlines – “In Bhutan, Gross National Happiness Trumps Gross National Product“.

Gross National Happiness, photo by SEO & Digital Marketing Consultant in Singapore
The national call for Gross National Happiness is proudly displayed everywhere in Bhutan

Since its release, this book has met with much applause. But there were a few who were unconvinced – e.g. Huffington Post’s Teitelman reviewed that while “The Innovator’s Dilemma shifted business thinking about disruptive technological change, I fear the task of changing human nature is beyond even a teacher of his caliber”.

The authors did a good job presenting the management theories, excellent and interesting business examples, and showing the reader how to apply the same management theories to one’s career and personal life. Thus, they fulfilled their objective of answering the three questions (mentioned earlier in the book summary section). However, the term ‘one size fits all’ definitely did not seem to apply here.

For the more educated group, people such as Christensen’s students and peers, this book would resonate on some level, and perhaps be useful, too. The theories were very interesting, and the case studies (business and personal) were easy to relate to, except for Christensen’s personal religious experience. There was a good balance of theories and examples (business and personal).

There was one particular story that stood out – Diana at CPS Technologies that Christensen and a few other MIT professors founded. In that story, Christensen had “a profound lesson”; he recognized that people have personal lives besides work. He saw her “motivated and energized” as she had a successful career while balancing a loving and equally rewarding life with her husband and children.   As one journeyed through the book, one could begin to contemplate on one’s life. I should know because that happened to me.

But, as mentioned earlier, this book did not seem to be for the masses. As one could see in the earlier paragraph, the demographic was skewed towards the white collar workers; the executives, the managers, the scholars, etc. But what about people who are in blue collar jobs?

As Teitelman (of Huffington Post) so colorfully put it, “he is a longtime Harvard professor who’s not digging ditches for a living”. To some degree, I cannot help but agree, and wonder how blue collar workers would be able to relate to these theories and examples. More importantly, with hard work and long hours, how would they be able to apply what the authors suggested? Would they have the luxury to do so?

The book also missed addressing demographics such geography and culture. In countries such as Singapore, Hong Kong, Korea, and Japan, the work culture has been such that working till late at night was viewed as a desirable trait. In Japan, white-collar workers worked till late at night, at times even staying up all night to finish projects.

This has led to a phenomenon termed ‘karoshi’, which in Japan meant “death from overwork” literally (as explained in an article by Nishiyama and Johnson, 1997). In 2007, according to a report by iol scitech there was 147 people who died due to karoshi. According to Associated Press (2008), “such deaths have steadily increased since the Health Ministry first recognized the phenomenon in 1987”.

Despite the few faults, I did appreciate one significant contribution by the authors of this book; that was the ‘finding of one’s purpose in life’. Like many people, I have often thought about this, about my purpose in life. As we crossed over from 2016 to 2017, and the Chinese New Lunar Year of the Fire Rooster approached, I am starting to think about this question again.

Coincidentally, it was addressed in this book. The impact was powerful. Christensen presented steps on how to find one’s purpose in life. The first step was to find a likeness in someone that one wishes to aspire to be. The second was to have a deep commitment to be that likeness. The third was to have a metrics by which one can measure if one is progressing towards that likeness.

The reason I found this to be a significant contribution was because all throughout the my life, I have read and heard from various sources about finding one’s purpose in life. But those suggestions never came with steps on how to find that purpose.

At the same time, I do acknowledge that the steps Christensen and co-authors offered may not be the Holy Grail, and (in the worst case scenario) may not even work. But, having read the entire book, having been immersed in their teachings and absorbed it, I am inclined to give it the old college try.

Organizational Behavior Insights and/or Implications

At a glance, this book looked deceptively like a self-help book. But it was much more than that. The book addressed and offered guidance to the individual, who would be the ultimate unit that was important for the success of a business. It was often said that when the employees of a corporation were happy and successful, the corporation too became successful.

Hence, this book took on a new level of significance for managers and leaders, both aspiring and current. As such, I would definitely recommend this book to be read by anyone in a management role, in fact all individuals, including leaders of nations.

For example, the King of Bhutan (previously mentioned) might consider reading this book, and if felt inclined to, he might commission courses and workshops for his people based on this book. After all, he was advocating the measurement of a nation’s success by her people’s happiness and success. This book, although not the only choice, could offer much guidance, structure and framework.

Many books on Organizational Behavior (and Work) were about management theories for the managers and businesses. Their goal was to achieve productivity and business success. But few, perhaps none, actually dove into the root cause of the problems or issues; and worked on the individual. This book offered a bridge: it applied management theories for the individual’s happiness and success.

When the staff is happy at work and personal life, their work performance improves. When employees are happy, they tend to give their best at work. Sometimes, they may give more to the company, which increases output, and in turn increases productivity. This can to better performance for the organization as a whole, which in turn leads to business success.

According to McShane and Von Glinow (authors of Organizational Behavior: Emerging Knowledge and Practice for the Real World), studies have shown that organizations that applied Organizational Behavior practices such as work-life balance “have three times the level of financial success that companies have where these practices are absent”. Other studies also showed that “companies that earn ‘the best place to work’ awards have significantly higher financial and long-term stock market performance”.

Conclusion

Ever since I learned about Hambrick’s model for strategy, I have held the suspicion that the same model for business strategy could be applied and used for and by an individual. Now, someone like Professor Clayton Christensen has noticed something similar with the management theories he taught.

This book has confirmed my theory that the management theories, the business theories, the lessons learned from businesses’ experiences not only could help businesses be successful, but could also teach us much about how to approach our personal lives, how to measure it, and how to do our best to be happy and successful.

The management theories presented in the book has added to the knowledge gained over the years including the Master of Science program that I had taken upon. Together, I can now take all that has been learned, practice at my workplace; build businesses towards success, and also my personal success.


How Will You Measure Your Life? is written by Clayton Christensen, James Allworth, and Karen Dillon, and published by Harper Collins Publishers, 2012.

In the following video, Clayton Christensen talked about his book at TED. Worthwhile to watch:

 

I hope you enjoyed this article and found the content useful. Please Like and Share. And leave a comment to let me know your thoughts on this?

I would like to wish everyone a Very Happy New Year and may 2017 be the year where all that you wish for comes to you and your loved ones in the best possible ways.

Blessings to all.

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Merry Christmas & Happy New Year to Everyone!

SEO & Digital Marketing Consultant in Singapore Wishes Everyone A Merry Christmas and A Happy New Year!

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SEO & Digital Marketing Consultant in Singapore Wishes Everyone A Merry Christmas & A Happy New Year!

May 2017 bring Love, Joy, Peace, Good Health, Wealth and Success to you and your loved ones!

Did this Christmas Video Greeting Card in an hour. Please watch and enjoy!

The year is coming to a close. And it’s Christmas already.

I hope the year has been a good one for you so far?

And I hope 2017 will be an every better year for you.

Blessings to All 🙂

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WHAT IS THE INTERNET OF THINGS AND HOW DOES IT AFFECT A BUSINESS’ DIGITAL MARKETING?

SEO & Digital Marketing Consultant in Singapore asks What is the Internet of Things aka IOT? And How It Will Affect A Business' Digital Marketing?

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WHAT IS THE INTERNET OF THINGS AND HOW DOES IT AFFECT A BUSINESS’ DIGITAL MARKETING?

SEO & Digital Marketing Consultant in Singapore asks What is the Internet of Things aka IOT? And How It Will Affect A Business' Digital Marketing?

What is the Internet of Things? What are the effects that the Internet of Things bring to a business’ digital marketing?

You may have heard the term – “Internet of Things” or IoT – more than once. It’s a common topic that many people and businesses seem anxious or excited about. When the news broke out of how it will change even an ordinary person’s life, people have been trying to grasp how much impact the Internet of Things or IoT will have in their daily activities. But the impact is mostly anticipated by businesses, especially on how it will change the game for Digital Marketing.

Before I go on and elaborate about the impact of the Internet of Things for businesses, let us meet on common ground so that everyone understands what the Internet of Things is. The Internet of Things basically deals with any equipment, appliances gadgets and other items connected with each other through the use of the Internet.

Sometimes this is referred to as a machine-to-machine transaction or communication. Let’s say, for example, you need to monitor activities at your house, and you install a CCTV (Closed Circuit Television) to enable you to do just that. Then you install an application or app on your mobile phone so that anywhere you are, you can watch everything that is captured by that CCTV, and streamed to your mobile phone. Voila! You are already applying the principle of IoT. It is literally a web of ‘things’ connected seamlessly with the help of the Internet .

Since the birth of the first electronic telegraph in the 1832 in Russia, the idea of the Internet of Things was inevitable but not yet realized. The simple machine only helps people communicate from a certain distance and it was not made available to just anyone.

However, as the technology started to advance from this simple machine for communication and getting connected to and through the Internet was made easier, people started to realize how much impact it would cause in the daily activities and how business would change in some ways that it would work. By the year 2009, the Internet of Things was born and people started to anticipate what will become of it.

With IoT looming to change how consumers would look for products and services, businesses knew they had to step up and pick up the pace in terms of their marketing strategies. The way they deal with consumers would no longer be as hard as before but would also pose certain challenges. Businesses perceived such high impact towards digital marketing which would positively affect their business especially when they are equipped with the right digital marketing strategies.

In order to determine which digital and other marketing strategy a business must develop or improve, the impact of the Internet of Things must be determined first. These effects on businesses would lead to strategies that would eventually become crucial in surviving the Internet of Things. In order to have a clear view on these impacts, here are the things that you can expect for businesses to encounter once the IoT dominates the digital world, especially for your digital marketing strategies.

SYSTEMATIC AND LIVE DATA CONTROL

The Internet of Things provide benefits for both consumers and businesses. As a consumer, imagine you can program or control the washing machine or oven from wherever you are. Let’s say you started your laundry, and halfway to the supermarket you realize you forgot to separate the colors. Wouldn’t it be great if you can instruct your washing machine to stop and pause the process? Or maybe you forgot to turn the oven off? It would be such peace of mind to be able to switch off the oven as you drive into the highway, right? The internet of Things can provide such freedom for consumers to do things manually, from any location, without the fear of any miscalculations.

For businesses, having access to the data of what interests their clients most and how they behave can provide essential information of what features and steps they need to make next in future models. The data gathered from consumers will be far easier than before and can be programmed on a certain time or day. The data can then be sorted by a company’s own program or system. Digital marketing strategies that can be used or boosted will be determined from the data gathered. Never before has brands been able to acquire and capture such accurate data that can help improve their product or service. This live data also enables a company to pinpoint any issues that may be happening at the moment, which leads to the next impact of IoT for businesses.

BETTER AND REAL-TIME CUSTOMER SUPPORT

Any consumer would like to have an immediate customer support at the time an issue breaks out, and have it resolved as quickly as possible. One of the best part of a company’s digital marketing strategy is having an effective customer support system that can help retain consumers’ trust and loyalty by providing accurate solutions to the issue/s they might be facing with the product or service.

But imagine if the company can provide customer support before the customer even contacts them? Imagine just as the dishwasher breaks down, you get a call from the customer support immediately informing you that they are aware of the issue, and are working furiously on it to resolve it as soon as possible. Isn’t that far better?

The Internet of Things can make this possible. With the machine to machine transfer of data, a company can launch a customer service related program that enables it to determine which consumers are having issues with the products or services. This allows the company to assess the situation real time and give solutions immediately without asking too much questions to the consumer.The company can also include this customer support program through their digital marketing strategy by launching it together with other strategies, such as their social media campaigns.

OPTIMIZING SOCIAL MEDIA

Social media is a powerful tool for any business’ digital marketing strategy. With an engaging and relatable content, consumers are willing to share a business’ blogs and videos on their own social media accounts. The customer’s experience of a company’s service or products may also be posted through their social media accounts. Internet of Things can help build a better way of optimizing a company’s social media campaign to rally and win these brand ambassadors.

In this Age of the Internet, people like to share their experience on blogs, social media, review sites, etc. Consumers like to share their satisfaction (or dissatisfaction) with the products or services. This is an advantage for businesses by creating a program that allows a consumer to share their experience instantaneously on their social media accounts. This will then become a way of marketing the products or services of a business to any potential consumers who are also using social media. IoT will work its way on providing better means of spreading the feedback of consumers on social media.

FASTER FEEDBACK, SMARTER PRODUCTS

Because feedback is sent instantaneously with the Internet of Things, companies can create better ways of making better and smarter products. Consumers nowadays don’t just look for something that can help them with their daily activities, they also look for something that they can monitor even when they are not around. A washing machine that ‘intuitively’ knows how much water and soap needed for a certain group of clothes is better than a machine that needs to be filled with water and soap through manual selection of options.

Internet of Things enables companies to create digital marketing campaigns that will dominate other company’s campaign by promoting directly through the products or services. The feedback gathered from the consumers will be a great basis for a company on which part of the product they need to improve and which feature they need to highlight in their digital marketing campaigns.

SAFER TRANSFER OF DATA

Although many seem skeptical on the safety of data transfer especially on confidential information, the Internet of Things can become a great way of preparing businesses for any security breach. Analyzing the situations and scenarios can become easier for businesses since they can find ways to trace information that has been hacked or stolen. The IoT helps companies develop a way to lock information on a product with less risks of being hacked or stolen.

The development of data security is very important, especially for companies’ sales records and personal information of consumers. With the advancement of technology and smarter products, Internet of Things can change the way data is secured. This will benefit companies and consumers, enabling them to protect the information they deem sensitive.

OPPORTUNITIES FOR SMALL AND LARGE BUSINESSES

Any company can benefit with the Internet of Things’ dominance in the coming years. IoT can gather more relevant information, feedback and sales data directly from a consumer’s home. With the information on hand, companies can then prepare and apply the best solution for any hiccups that consumers and the company itself may encounter.

IoT is also the best way of spreading the word about a company’s brand and how it is unique from other brands. With the right application of the Internet of Things in a company’s digital marketing strategies, the possibility of having a brand that can be recognized and trusted by consumers will be achievable even by small scale companies. Return on investment will be faster with higher number of click-throughs and sales from contents that are relevant with the help of data gathered through Internet of Things.

CONCLUSION

Internet of Things may become a big hit for any company, especially when applied wisely on their digital marketing campaigns. This is not to be feared; it should be seen as a challenge that can level the playing field of companies, big and small. Companies should learn to adjust and adapt with the changes being brought by the Internet of Things in order to survive a more competitive world that it may bring.

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Blessings to all.

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7 REASONS WHY BUSINESSES SHOULD INVEST IN SEO

SEO & Digital Marketing Consultant Singapore's 7 Reasons Why Your Business Should Invest in SEO

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7 REASONS WHY BUSINESSES SHOULD INVEST IN SEO

SEO & Digital Marketing Consultant Singapore's 7 Reasons Why Your Business Should Invest in SEO

Once, at a meeting with a business partner, one of the executives raised a question – Is SEO dying? His question was born from few articles he read that claim SEO is on its deathbed. My answer to him was that this is not true, and chances are SEO will be around for a long time.

The reason? People are constantly scouring the World Wide Web for information and things that are relevant and pertinent to them. And it is in the interest of search engines to provide these search results to them.

I had a look at those articles the executive read, and had a good laugh. They were written as articles of sensationalism. The authors were trying to get viewers and used this tactic to capture an audience. And the funniest part? They were using SEO to do that!

In the past years while working in agencies, I have met many business owners who have heard of SEO (Search Engine Optimization) but seem to have vague ideas on why SEO should be part of their digital marketing strategies. Some even have a wrong or limited idea of what it is all about. Search Engine Optimization is more than just being onn top of search engine results. Many businesses fail to realize this, and hence, do not invest in it.

But before we go to the benefits most companies with great SEO strategy enjoy, you should be aware of what SEO is. This can be an entire topic and article. As such, I will just give a broad concept of what is SEO? SEO or Search Engine Optimization is the process of analyzing how search engines work, what people search for, the most common keywords used and how each search affects the visibility of a website. SEO allows a business to have strategies on how to carefully influence the ranking of their websites in search engines results pages.

The goal is to rank on the first page of search engine results pages like Google. This is because findings by Chitika have shown that 91.5% of people searching online chose sites that are listed on Page 1.

91.5% Choose Businesses on 1st Page - Percentage of Google Traffic by Results Page

91.5% Choose Businesses on 1st Page on Google. img src: Chitika

This means a higher chance of searchers clicking on your website (if it is on Page 1), and higher chances of acquiring sales leads that you can convert to customers. But as I mentioned, this is not all. There are more reasons to why businesses should invest in SEO, and here I present 7 of them.

  1. Builds Your Brand Reputation

SEO gets your website on the First Page of Google and other search engines. This means your website gets high online visibility. As mentioned above, chances of people clicking on your website then becomes higher. And this drives more traffic to your website.

As more traffic goes to your website, trust in your brand builds. Brand Trust can be a very powerful thing. In the World Wide Web there are millions of businesses competing, creating stiff competition for many businesses. As more searchers visit your website, it shows that people trust your brand. A definite major plus for your brand.

Building your reputation will result in satisfied clients, who can act as your brand ambassadors. They will share about your brand and products or services to their network who are your potential customers. The word-of-mouth is a powerful tool for most sites.

For example, someone once told me he heard about Lazada, an online marketplace, from a friend. He did not visit the site or make any purchase immediately. But when the time came for him to buy something he needed, he visited the site, and bought some furniture. Imagine that! Furniture! Not something you would buy online usually. All this happened because he trusted his friend who mentioned a site that the friend trusted.

Adding to the above, in this day and age where anyone can write glowing reviews or criticisms on any online platforms, make sure you have an effective Reputation Monitoring Strategy that can help you improve your approach for SEO. Building your reputation in the industry does not just mean being recognized by clients and other companies. It also means you are respected and you have set a standard in your SEO efforts which other companies need to exceed.

  1. Low Cost Part of Digital Marketing

Working your way up to the rankings of search engines through organic search will ensure more traffic that can bring new and repeat sales for your business without costing too much. At least not as much as other digital marketing strategies. Already, many digital marketing experts predicted that in 2016 as the competition in the digital world increased, so would the Cost of Online Advertising. And this has happened already. If your business already has a limited budget for digital marketing, particularly Online Paid Advertising, be ready to either struggle or buck up and increase the budget. Especially if you desire better ROI (Return on Investment). Alternatively, consider the lower-costing SEO.

Successful SEO strategy includes On Page SEO and Off Page SEO. While the latter can cost a bit more, of course depending on the amount of Off Page SEO you require, the former can be done at a much lower cost. You need not have high end SEO applications; there are SEO applications that are free or has trial versions that you can choose from. These applications are relatively cheaper than other applications or subscriptions that you may have for your other digital marketing strategies.

  1. Drives Better and More Traffic

Search engine results pages show significant and relevant content to keywords that consumers search for. The more relevant the keywords, the more chances that your content and site will be featured and ranked in the first pages of search engines. This will make the possibility of consumers checking out your site higher and drive more and better traffic in your site.

But wait! What do I mean by Better Traffic?

It is better traffic because the people who click and visit your website would be those who are already searching for the product or service you are offering. Not some random stumble upon your website. This means that the person already has an interest in what you are selling.

For example, if you are a hairdresser in Seoul, Korea. And you chose the keywords – Award Winning Hair Salon in Seoul Korea – and you managed to rank it on First Page of Google and other search engines. So when someone is searching for an award winning hairdresser, they may type the exact keywords. They find your website on the First Page, they click on it, and if they like what they see, they may make an appointment. Voila! You get sales from a very targeted audience! Better Traffic!

For a website to survive the competition, generating the right type and amount of traffic is a must. Not only will it increase the ranking of the website, it will also ensure a high possibility of sales, new and repeat sales, and return on investment will be much faster. The number of click throughs will reflect on your ranking and you will be able to determine the type of traffic your site gets using analytics.

  1. Makes Your Business More Visible

As I mentioned earlier, being on the First Page of Google and other search engines is equal to having Online Visibility. Imagine opening a store and not advertising or marketing about it. Worse, what if the store is at an area with low human traffic? You would open your new store, and find that no one steps into your shop. It is the same in the World Wide Web.

Online Visibility is having your website seen by millions in a web space that is filled with millions of websites. Being visible allows potential clients to notice your website, check on it and have easy access to your products or services when needed. It will give you a head start against your competitors when it comes to reaching your customers and potential customers because they can Recall Your Brand instead of others. This Online Visibility also increases Brand Awareness and Brand Recognition.

There can be opportunities to merge, affiliate or even acquire investment from larger companies when your SEO strategies make your company visible. You never know who may be on the lookout for a business to invest in. There may be large companies who are in the same industry or have an interest in the industry you are in, who will definitely be able to find your site because of SEO efforts, and consider if your business is worth their investment. Something that you might consider.

  1. ROI on SEO Can Be At Par With Other Strategies

In order to measure how much a business have progressed and how effective the strategy is, ROI or Return On Investment is measured and scrutinized. ROI can help you determine which of your marketing efforts are working, which strategy looks promising and may lead to further sales, and which strategy is not working. The reason why I advocate SEO so much is because it is relatively low cost (compared to other strategies) and brings a significant result on ROI.

SEO allows your company to have a direct impact on your customers’ will and need to purchase. With content that will convince them of your company’s authenticity and effectiveness in terms or answering their needs, direct purchase will definitely happen. With more purchases made, your return will visibly show how operational your SEO effort is.

  1. Ongoing and Long Term Strategy

As long as you have the right keywords and continuously provide quality content on your site, your ranking and visibility to clients will not decline. SEO is a long term strategy that you can use in order to achieve more than just your current goals. SEO can be used in whatever season and trend that may appear over time.

Maintaining a strategy for a long time can cost effort and money. But in the long run it can be one of your most cost effective strategies. Keeping SEO on check on the other hand is relatively easier than other strategies. You will definitely notice any decline or improvement of your ranking in Search Engine Results Pages (also known as SERP). The ranking can change dramatically overnight; for example when any of your content gets viral on the web, you may find your site’s ranking rise drastically. And that is a very good thing to happen.

  1. Most Businesses are Doing SEO

Yes, this is true. If you have been having your head in the sand, it is time to face the truth.

You may not be doing SEO, but your competitors are doing it. And they are getting to the First Page of Google and other search engines, capturing more of the same target market as well as new market, and getting more and more sales every day.

So if other businesses and your competitors are doing SEO, why aren’t you? Nowadays, you will barely see companies without SEO in their Digital Marketing Strategies. It is an indispensable strategy that companies closely monitor. And keep as a closely guarded secret. Most companies, if not all, want to stay on top of any field against their competitors, and SEO is no exemption to help them achieve that goal.

Conclusion

People are constantly searching for products or services like yours. And they do it through search engines, whether on the desktop or mobile devices. If you have a business and want to improve your ranking on search engines, then finding a digital marketing firm or an SEO Consultant Singapore and expert that offers a flexible rate and holistic approach for your SEO and digital marketing needs is a must.

Investing on SEO provides a better solution together with other approaches that you already have. Many companies have experienced the power of SEO and recognized its importance as they personally witnessed the growth of the business through it. Isn’t it time your business invests in SEO?

Blessings to all.

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BRANDING: HOW IT AFFECTS YOUR IMPACT IN THE DIGITAL WORLD

SEO & Digital Marketing Consultant in Singapore sharing knowledge about How Branding Affects Your Impact In the Digital World

BRANDING: HOW IT AFFECTS YOUR IMPACT IN THE DIGITAL WORLD

SEO & Digital Marketing Consultant in Singapore sharing knowledge about How Branding Affects Your Impact In the Digital World

Great branding for your business can create positive impact in digital marketing. Know how branding affects your business in the digital world.

When we talk about branding, you tend to think it’s just the logo or an image. In a sense, this is true. However, you are missing more than you might think. Branding in businesses means more than just a logo or icon. The brand is the complete experience from the point of first contact with consumers. It is a promise of what to expect from your products and services while differentiating you from your competitors. It can create great impact in a business’ growth and stability. This is also true with a business’ digital marketing strategy which is now used more often.

While it is true that it is the creation of names, logos, images or designs that creates the individual identity of a business’ product or service, it must be reiterated that this is just one of the many aspects of branding. Creating a brand that can effectively portray the benefits and promise of a company to their customers takes great decision-making, effort and time. Most businesses invest on branding to make sure they can effectively reach customers, even in digital marketing.

Because people use the internet more often for their needs, businesses create stronger brands to penetrate the digital world. But before you spend too much on creating your brand, you have understand more on why you need it as part of your digital marketing. These benefits can also help you determine which part of branding you need to focus on.

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Separates Your Business, Product And/ Or Services From the Rest

Identity is a big deal in business, especially in digital marketing. If you remove all brands, products and services are essentially the same in form, use or purpose. But making a great brand to match your company’s promise becomes a way for people to recognize your product or service from other companies.

Branding gives you an identity or image that may even be bigger than your company. This can be great if you want to appeal more to your customers or become a public image. It can help to generate more sales and even credibility for your business and the products or services that you offer.

The Image of Your Promise and Pride

A brand is a company’s banner of pride and promise. It claims what the company aims for and what it can bring for its customers. It shows how much you are committed to your customers’ needs. It also shows how you will only offer services or products that live up to your promise.

In a study done in 2013 by Forrrester Research, 70% of consumers trust brand recommendations from families and friends and only 10% trusts advertising. If you tap even a portion of this percentage by delivering a promise with your product or service, then you are surely doing a great job on your brand. You build pride and credibility in your brand and in return gain your customers’ trust and loyalty.

Earns Your Customers’ Trust and Loyalty

Creating a brand that touches the emotions of customers can be a huge help in building loyalty and trust. Customers can be pretty zealous when it comes to using and promoting the brand that they believe in. When your brand starts to gain attention and you are able to compete with the brands that most target market uses, then customers are starting to trust your brand.

When customers start to trust your product, they will eventually become loyal customers. According to a study made by Ernst and Young, 25% of US consumers consider brand loyalty as a great factor in buying behavior. This shows how much customers would likely be loyal to brands they have are familiar with.

When your business start to gain more loyal customers compared to other brands, it is a sign that you are doing a great job presenting and delivering your promise through your brand. Having more loyal promoters for a business’ brand will increase the possibility of gaining more consumers. This will also be your stepping stone for stability and growth in the industry that your business pursues.

Promotes Stability and Growth

Your brand needs to impress and persuade customers to buy your product or service instead of the generic kinds or other brands. The better your brand stands out from the rest, the more sales you can get. Once your brand gets recognized by customers, the possibility of growth is within reach.

Having a brand also creates an impression that your company is stable. For customers, this means your company is already established in the industry you pursue and you know what you are talking about in your promise. For investors, this means your business is stable enough to handle bigger ventures and can take calculated risks. Both of these create a huge impact for your business in terms of revenue and recognition.

Increases Your Chance for Support

When you have a brand worth promoting, investors will come pouring in. These investors will trust you to create profit and that they will gain from their investments. This is an opportunity for your company to improve and develop better products or services.

Your brand can also attract other companies to buy it or create a tie-up for expansion of your business. If you are the competitive type, you will keep your brand. This means you are confident that your brand will get you to your goal. But if you are open into selling your brand or cooperating with other companies, then this means a great opportunity for you to learn other techniques and strategies that can help your business further.

Makes Your Company More Visible and Memorable

Brands are great to keep your company visible and memorable for customers. When you create an impact with your brand, customers will likely remember it and recognize it when encountered. It is a must to make sure you create a positive impact so your brand will be remembered as a good brand.

Branding can either work or break your company. It contributes to customer experience that you need to be cautious with. Make sure you deliver the promise that your brand offers to ensure a better relationship with your customers. When making your brand unique and memorable, also build it such that consumers have good, strong and favourable associations with it.

Conclusion

If you want to create a great brand with Digital Marketing but don’t know where to start, getting help from branding experts can definitely be a great option for you. These experts will deliver a brand that suits your promise and also your company needs. Feel free to Contact Me about this. I can help.

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Blessings to all. 🙂

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