Importance of SEO and website access analysis in Thailand

Introducing measures that B2B companies have succeeded in increasing the number of inquiries.

In recent years, the number of inquiries from B2B companies has increased, all facing the same problem such as “I want to increase the number of inquiries.” Most of the B2B companies used sales methods of exhibitions, seminars, telephone calls, and face to face appointments. However, due to the epidemic of the COVID-19 and the Thai government announced and encouraged all the citizens to work from home, all of those main sources became difficult. Under this restriction, many B2B companies in Thailand are shifting the focus of their sales activities to online. This time, we will introduce specific online measures that B2B companies should adopt.

Introduction

The spread of the new COVID-19 was also a trigger, but many B2B companies have said for several years that “although we have created websites in the past, it can only be used for online product catalogs.” We have received inquiries such as “I didn’t expect much results that could be achievable from a website” and “I don’t know how to shift to online”.
Since “Customer acquisition” is the starting point of the business cycle, each company has developed a sales strategy suitable for each company, but for some time in Thailand, it has become difficult to approach face-to-face, therefore the first key measure should be focus on “customer acquisition”. The core of attracting customers online is the “website,” which is the face of the company. First, we will review the marketing measures of outbound and inbound, and introduce the flow of how B2B companies can obtain inquiries from potential customers.

What is Outbound Marketing?

Outbound marketing is a marketing measure in which a company takes an outward direct approach to existing customers and potential customers, such as by calling or visiting. Before COVID-19, the sales activities that B2B companies generally performed are this outbound marketing.

What is Inbound Marketing?

Inbound marketing, on the other hand, is a marketing method in which potential customers contact companies for the products and services they need. By providing information and services to potential customers, creating relationships, concluding contracts, and nurturing them into customers, we will increase customer value and lead to corporate growth.
Many executives still misunderstand that “If you launch a website, automatically there will be access from potential customers”, but just launching a website without any marketing strategies will not help for website access.
In order for inbound marketing to be successful, it is necessary to enhance the “website” that is the point of contact and implement measures to gain access.
In Thailand, users (potential customers) use Google search engine in order to find information, therefore how to make Google recognize and evaluate your website and to display it at the top of the search results will be the first goal. You will be asked to access the company’s website displayed in Google’s search results, and while you will be wandering around and browsing the information you are looking for, it will eventually lead to conversions (inquiries, membership registration, etc.).

Furthermore, nowadays, even if you can contact potential customers and connect to business negotiations with outbound marketing methods, it is rare that you reach a contract on the spot, and usually these potential clients will search again on Google about your company and make comparisons with other companies. This is normal behaviour.
In addition, the need for outbound marketing is gradually diminishing because the process of corporate recognition, product recognition, and even purchasing decisions can be completed on the website without face-to-face negotiations.
Some of our client companies also requested from their main existing customers, “Don’t bother to visit the sales staff with the catalog anymore. I want you to be able to do the final examination on the website because we will consider it internally.” There is also a case where it was done.
In this way, how to enhance the website and provide useful information to browsing users while trying to differentiate it is the most important point for acquiring potential customers.

Importance of the website

As this data shows, websites have become extremely important, and gathering information on websites has become more commonplace than traditional tools such as sales visits and catalogs and brochures.
Naturally, the contribution of website sales to B2B companies is greater than that of B2C companies that can purchase products in stores or online marketplaces.

The basic flow of inbound marketing that B2B companies aim for is to have potential customers access the website, circulate the information content provided on the site, and finally connect to inquiries, make contracts, and lead to sales.

I explained that the role of the website is very important for achieving this. For what purpose users discovered and accessed your site, how they wandered around the site, what pages they visited for a long time, and whether they left the site after getting the information they were looking for. By properly grasping and analyzing user behavior such as, the conversion (CV) values ​​such as “inquiry”, “request for materials”, and “member registration” will change significantly in the end.
Therefore, the website should be easy to access, design and layout, ease of use, visibility, whether the lead to the desired information is properly drawn, and whether the information required by the prospective customer can be provided accurately. It is necessary to make it while holding down one by one, and grasping what should be improved and how to improve it with data is an important point to lead to business results.

Specific measures to connect to business with the website at the core

Introducing how B2B companies actually create businesses with their websites at the core.
First, grasp user behavior. In order to connect to the business with the website as the core, each measure will be implemented in the following phases.

Phase 1 :Acquisition
Phase 2:Lead Generation/ Remarketing
Phase 3:Inquiry

In Phase 1, “Acquisition,” we will talk about “how to improve access” and “how to make contact with potential customers.” There are three main measures to create customer contact points.

1. SEO

This is a necessary measure to display it at the top of Google’s search result page. By taking SEO measures and displaying the website at the top of the search result page, we are able to increase the number of customers and eventually lead to the achievement of conversions such as “inquiries” and “requests for materials”, which are the main goal of utilizing the website. The users are always looking for the “answer” on the internet that can solve the problem that they are facing. Therefore, it is necessary to provide the information that the user will be looking for on the site while estimating the search intention of the user who has flowed in from the search.
It is also important that the content is easy for users to find and that it is easy to read. In the case of B2B companies, service content and business content tend to be provided in the form of an online catalog, but users leave the page without being very satisfied with “I do not know what to do from here”. There are many other possible cases. It’s difficult to be ranked high in search results unless you can grasp the search intent of your target user and provide useful information that is satisfying to that user.

2. Social Media Management

This is a measure to continuously operate social network media (Facebook, Instagram, Youtube, etc.) used by 80% of the Thai population as customer contact points to attract customers. In addition to the role of disseminating corporate information, it is possible to carry out activities to strengthen engagement (relationship with users) through communication with users. It’s easy to misunderstand that social media is different from your target, but since it is also the most used medium for collecting business information in Thailand, even B2B products and services are effective. While utilizing social media, it will lead to an influx of “more details” to the website. By linking the website and social media well, it will be possible to connect to inquiries.

3. Online Advertisement

This is a measure to display advertisements for products and solutions on the websites that the target browses, and to inflow from there to the company’s website.
Of course, there are other inflow measures that combine events that are held offline, but while there are restrictions on events that attract customers, the main focus is on measures that can be completed online.
The details of the measures differ depending on the services and products of the company, but we mainly implement the above three measures in an appropriate combination to get users to access the website. This is because in order to connect to inquiries, it is necessary to first make people aware of the existence of the website and to access as many potential customers as possible. After that, as shown in the flowchart above, we will develop efficiently while separating the measures to be applied to each user behavior.

Importance of access analysis after “Acquisition” on website

Website access analysis is important at the same time as increasing the number of site visitors. By utilizing access analysis tools we are able to analyse in depth for,

  • User behaviour
  • Most popular page the user viewed
  • Where and how the user come to the page
  • What page did the user viewed before coming to the contact us page

Etc.
It is possible to visualize various dimensions.
There are many access analysis tools, but at our company, a team of experts will analyze users behavior while utilizing “Google Analytics (GA)” which is provided by Google.
By properly grasping the number of accesses and users of the entire site, user behavior of a specific page, etc., it is possible to clearly understand the current state of the site, how the site is migrating and browsing by users, and based on the hypothesis that could be visualized based on the analysing, we are able to find out the solutions for improvements.

For example,
If you can understand the particular behaviour such as “Many users who visited the top page have transitioned to the company profile page and immediately left”, you can enrich the information on the company profile page or other details in the page. Improvement measures such as creating a lead to the page can be considered. If in the other case, that the behaviour was found as “there is a number of website access, but it does not lead to inquiries or material requests at all”, we could collect the user behaviour flow data and investigate which page has become the bottleneck for user to leave the page before visiting the contact us page. Possible that there is not much information on the service page that users were looking for, or maybe the contact us page was too much of a hassle for user to fill in all the columns before submitting.
Furthermore, if data such as “Users from Facebook ads spends longer time on blogs and column pages and they tend to go to the service details page after” is shown, while increasing the advertising budget for Facebook ads and increasing the number of inflows we can think of measures such as increasing the number of articles on blogs and column pages as well. For many B2B companies, increasing the “number of inquiries” and “request for materials” can be mentioned, but since the index of site access analysis differs and the improvement measures also change depending on each purpose, setting the goal in the beginning becomes very important.

As described above, we will build relationships after understanding the behavior within the website for each user group. In some cases, you make an inquiry immediately after visiting the site and have a business talk at once, but in many cases, the user will visit the site as a repeater for returning several times while comparing with other companies. We will encourage inquiries without interrupting the relationship with such users who are “interested but have not yet made a decision”. It develops users into leads.
These include retargeting ads based on behavioral data (ads that follow you with ads for products and services that interest you even after you leave the site) and download white papers (instead of providing the data you want). You can register your contact information), invite you to a webinar, distribute product videos, etc. to keep your interests and interests, and lead to conversion.
Of course, some users will completely leave the process, but it depends on business creation and sales contribution to get as many conversions as possible.
This time, we introduced the marketing strategies that could be used for “Acquisition” in Phase 1. In the next article, we would like to explain Phase 2 of “Lead Generation/ Remarketing”

ICOMM AVENU support the following job scope

Website development

from design planning to construction

Website maintenance

after the website is launched

content/image upload and adjustment

SEO support

consulting and format creation such as what kind of SEO content should be created based on the user’s search intention

Website access analysis

not just Google Analytics reporting, but also problem extraction, hypothesis setting, and proposal of improvement measures by analyzing user behavior

Online advertisement

keyword analysis, banner design production, video production

Social Media management

content creation, posting management, monitoring user reaction, analysis, proposal of improvement measures

How To Make Your Facebook Management Successful In Thailand?

With about 70 million population in Thailand, there are currently 51 million users using Facebook in 2021. Many companies in both B2C and B2B raise awareness of their products and services, disseminate information to users and generate leads. In this article, let me introduce the most effective Facebook management method for approaching Thai people.

What is effective Facebook management?

Compared to Japan, where Facebook users are low, Facebook in Thailand is used not only by individuals but by many B2B and B2C companies. Thai people are always looking for interesting content, so if it is a B2B product or service, we can deliver content not specifically about the product details, but to provide useful content to grab people’s interest and help get reach. For B2C products on the other hand, it is common to engage with users through promotions and campaigns. When operating Facebook for Thai targets, it is important to set up the persona of your potential target in order to promote your products and services. If your targeted fans of your company, the person who actually becomes a fan, and the people who got engaged to your post are all different, you might end up not getting the expected results as you initially set. You can achieve results by being aware of the consistency of whether you want to distribute information to the right target.

Also, Thai people have a tendency to “see” rather than “read”. Rather than giving information by texts, delivering information by visual leads more impression and engagement in the Thailand market. Let’s take a look at the key points below in order to make your Facebook operation effective.

  1. Set the objective and KPI of your Facebook page
  2. Post frequency and tone and manners consistency
  3. Analysing posts performance
  4. Operation continuity
  5. Understand Facebook algorithm

1. Set the objective and KPI of your Facebook page

First of all, when deciding to operate Facebook, it is natural, but it is important to clarify the “objective” and “KPI which is specific numerical value to be targeted”. If you start it simply because you can expect an effect in Thailand, you may not know what you are doing as you continue to operate it.

Example objective of Facebook operation:

  • Improving brand awareness, attracting customers, developing fans, increasing the number of inflows to the site, increasing the number of inquiries, increasing sales, hiring, etc.

Facebook-operated KPI example:

  • Number of page followers
  • Engagement rate (number of likes, number of shares, number of comments)
  • Number of link clicks
  • Reach / Impressions

2. Post frequency and tone and manners consistency

Consistency of “posting frequency” and “tone & manners” is important for Facebook operation. If the posting frequency is unstable, users may lose interest and it may be difficult to obtain the set KPI. In addition, by setting the tone and manners of the page according to the target, you can get more sympathy from the target user from the narrative tone and design atmosphere of the post, which will lead to the understanding and recognition of the brand. For example, if your target is a B2B company for the manufacturing industry, maybe create a post design in a serious manner or content that gives a strong impression, and if your target is a student, create a post with or without emoji, cute soft wording and design. Engage while approaching effectively. Previously, we had a B2C client targeting students that posted consistently with high use of emoji in the content on Facebook operations, but due to the strong request of clients, emoji were temporarily removed for some months. At first glance, it seems that there was not any obvious difference as just the emoji in the content was removed. However, the performance was completely different between the months when the post with emoji was delivered and the months when the post without emoji was delivered. So after we reported the differences to the client, they immediately requested us to change it back to its original tone and manner. In posting, if you set the tone and manners based on the purpose of Facebook operation and the brand image of the company, it is necessary to keep in mind not to fall out of it.

3. Analysing posts performance

In Facebook operation, PDCA is rotated while posting and measuring the effect. We will constantly verify whether posts that meet the set purpose can be planned and produced, and whether the posts have achieved the set KPI, and we will operate with more results. It is desirable to be able to measure the effect based on data of at least 6 months or more rather than measuring the effect in a short period of time. This is because I used to deliver the posted content in a similar manner with relatively good results for 5 months, but before the results from 6 months onwards were delivered to the same target setting. In some cases, the result was not so good. The more data there is, the more results can be analyzed, hypotheses such as which part is the bottleneck, and actions to produce more effective results can be taken.

4. Operation continuity

Continuity is extremely important not only in Thailand, not only in Facebook, it can be applied to any medium that serves as a point of contact for customers to deliver their information to users. Social media, where a lot of information flows every day, demands the latest information and trends, so if the update of posts is delayed, the image of the company may deteriorate. It takes a certain amount of time to actively distribute, including reminders, to communicate with users who have become fans of the company, users who have responded to posts, and those users. Posts delivered by companies are accumulated and become their assets, and it is important to continue in order to gain the trust of the brand and the empathy of

5. Understand Facebook algorithm

Facebook’s algorithm (the mechanism for determining the display order of posts) is updated daily. Therefore, it is necessary to have a solid understanding of how Facebook works and to keep track of the latest features and mechanisms in order for Facebook to operate successfully.

In January 2021, Facebook announced new details about the algorithm.

(Source:Facebook )

To briefly explain

  1. First, Facebook gets all the posts available on your network (also known as “inventory”) and rates them according to a predetermined ranking, such as post type, up-to-date, and so on.
  2. Then, based on the user’s past behavior, discard posts that are unlikely to involve the user. In addition, content that users do not want to see (in online advertisements, etc., click guidance of the method of intentionally listing an article title that is not related to the content of the page in order to attract the user’s interest and click, incorrect information , Or content that the user says they don’t like) is demoted.
  3. Then run a “stronger network” on the rest of the posts and evaluate them in your own way. (Example: User A has a 20% chance of watching a video of a system solution, but has a 95% chance of responding to a photo of a family puppy, ranked in descending order of value)
  4. And finally, we’ll place a good cross-section of the media type and source to display on Facebook so that users can view a variety of interesting posts.

In other words, Facebook ranks the posts that users want to display with their own interests first. Facebook evaluates countless items, sometimes even the speed of the user’s Internet environment. Facebook, which is updated daily, is an algorithm that displays posts at the top, but the four that are still the most important are the following.

fb-algorithm-ranking

Relationship: Whether users respond frequently (send messages, follow, tag) posts to users, businesses, news pages, or not.

Content types: Content types include video content, image content, links, etc., but which type of media do users prefer most?

Popularity: How do users who see the post react (share, comment, reaction)?

New: Whether new posts are updated regularly, as new posts are ranked high.

In this way, Facebook puts the user first and continues to focus on giving the information that the user wants most.

Importance of Facebook ads

I explained the Facebook algorithm, but you need to understand the Facebook algorithm for both organic posts (natural reach without ads) and paid posts. Here, I will explain why paid posting using advertising expenses is effective. The purpose of Facebook operation of B2B / B2C companies is usually to raise awareness of their own brand / product and acquire prospective customers, but it is very difficult to reach the target without using advertisements. Because Facebook is now commonplace to be used as a business, the reason Facebook founder Mark Zuckerberg launched Facebook in 2014 is to online a network of family and friends. It was to connect with. That policy hasn’t changed, and Facebook, whose mission is to strengthen connections between people, prioritizes displaying friends’ posts on the timeline first and foremost. Therefore, promotional posts delivered from business pages have a lower priority than friends’ posts, and it is said that about 5% are displayed on the timeline. A page with 10,000 followers can only be seen by about 500 of them. In addition, the average engagement rate for posts (likes, comments, shares, etc.) was 0.25% in 2020 data. If you have 10,000 followers, only about 25 will engage your post. Furthermore, when the number of followers exceeds 100,000, the number is even lower at 0.08%.This is an algorithm created by Facebook with the user experience first. So how can you display a business page post on the user’s timeline?

The answer is advertising.

Summary

Facebook operation using Facebook, which has the highest usage rate in Thailand, is a marketing method that promotes products, services, businesses, etc. on Facebook, promotes brand recognition and revitalizes communication with users, and leads to inquiries. .. This time, we have introduced the following five points in order to use the effective operation method.

  1. Set the objective and KPI of your Facebook page
  2. Post frequency and tone and manners consistency
  3. Analysing posts performance
  4. Operation continuity
  5. Understand Facebook algorithm

You also understand that Facebook ads are also important for getting your information to reach your target audience.

Facebook’s algorithm (the mechanism for determining the ranking order of posts) is updated daily. Therefore, it is necessary to have a solid understanding of how Facebook works and to keep track of the latest features and mechanisms in order for Facebook to operate successfully. At our company, we will properly understand the products and services that you want to appeal, and we will lead to results while conducting planning, content planning / proposal, content production, execution, and effect measurement. If you want to start a Facebook operation but don’t know what to start with, or if you are feeling the limits of your own operation, please feel free to contact us first!

เหตุผลว่าทำไม บริษัท B2B จึงควรใช้ Social Media

ปัจจุบันแพลตฟอร์มโซเชียลมีเดียยอดนิยมต้องยกให้ Facebook โดยคิดเป็น 90% ของผู้ใช้อินเทอร์เน็ตในประเทศไทย ใช้เป็นช่องทางในการสื่อสารทางด้านการตลาดซึ่งอาจจะเข้าถึงผู้บริโภคได้ง่ายกว่าการตลาดแบบ Tradiontal เนื่องด้วยโซเชียลมีเดียสามารถการเข้าถึงผู้ใช้อย่างรู้ใจทำให้สามารถสร้างการมีส่วนร่วมกับลูกค้าและผู้มีโอกาสเป็นลูกค้าได้อีกด้วย.
ในปัจจุบันการใช้โซเชียลมีเดียกลายเป็นเรื่องธรรมดาแม้แต่ในบริษัทที่ทำธุรกิจทางด้าน B2B ก็ยังให้ความสำคัญ ซึ่งในบล็อกนี้เราจะขออธิบายถึงประโยชน์ของการใช้ Facebook สำหรับบริษัท B2B เป็นหลักนะคะ

ประโยชน์ของการใช้ Facebook :

1.เพิ่มการรับรู้ของแบรนด์และผลิตภัณฑ์ของบริษัท
2.ดึงดูดผู้ใช้ให้เข้าถึงเว็บไซต์
3.การโพสต์เนื้อหาต่างๆสามารถเผยแพร่ไปยังกลุ่มเป้าหมายได้
4.สร้างความสัมพันธ์กับลูกค้าปัจจุบันและผู้มีโอกาสเป็นลูกค้า

จนถึงตอนนี้ ธุรกิจ B2B ในไทยหลายแห่งคิดว่าพวกเขาไม่จำเป็นต้องใช้ Facebook เพราะ Facebook เหมาะสมสำหรับธุรกิจ B2C มากกว่า ไม่ว่าจะเป็นการใช้โซเชียลมีเดียในการสื่อสารกับลูกค้า เช่น การเผยแพร่ข้อมูลในสถานการณ์ต่างๆ “ร้านนี้อร่อยมาก” “สินค้าตัวนี้มีประโยชน์จริงๆ” โดยการทำคอนเทนท์ก็ไม่ยุ่งยากและซับซ้อน

ในทางกลับกันในกรณีของธุรกิจ B2B การสื่อสารด้วยข้อมูลเช่น“ ฉันได้ติดตั้งอุปกรณ์ของบริษัทผู้ผลิตนี้” และ“ ฉันใช้โซลูชันนี้ของบริษัทนี้” ไม่ใช่เรื่องปกติที่บุคคลทั่วไปจะแบ่งปันและสนใจกันทุกคน สำหรับธุรกิจ B2B ที่ให้บริการด้านอุปกรณ์ทางการแพทย์ เครื่องมือซอฟต์แวร์ ฯลฯ คงจะมีคำถามว่าจะเข้าถึงบริการและผลิตภัณฑ์ของตนโดยใช้แพลตฟอร์มโซเชียลมีเดียได้อย่างไร? B2B ไม่เหมาะกับการใช้โซเชียลมีเดียจริงๆหรือ? เรามาหาคำตอบไปด้วยกันค่ะ

ความสำคัญของธุรกิจ B2B ในการใช้โซเชียลมีเดียในตลาดไทย

จริงๆแล้ว ผลิตภัณฑ์ B2B มีแนวโน้มการซื้อจากผู้ประกอบการธุรกิจเมื่อมีความต้องการในการเปลี่ยนหรือแทนที่สินค้าเดิม แต่ก็ไม่ใช่เรื่องง่ายที่จะรักษาและเพิ่มผลกำไรจากความสัมพันธ์ของฐานลูกค้าเก่าเท่านั้น ในสภาพแวดล้อมทางธุรกิจตอนนนี้หากเราต้องปลูกฝังลูกค้าใหม่เพื่อขายผลิตภัณฑ์ของเราให้มากขึ้นและขายได้อย่างกว้างขวาง สิ่งสำคัญคือสร้างการรับรู้ในตัวผลิตภัณฑ์ให้แพร่กระจายไปยันกลุ่มเป้าหมายขนาดใหญ่  บริษัท B2B หลายแห่งจึงเริ่มตระหนักถึงความจำเป็นในการใช้โซเชียลมีเดียเป็นเครื่องมือในการสร้างการรับรู้และฐานลูกค้าใหม่

1. เพิ่มการรับรู้/เจาะกลุ่มการตลาด

ตัวอย่างเช่น ผู้ซื้อที่กำลังพิจารณาเปลี่ยนเครื่องจักรหรืออุปกรณ์ขนาดใหญ่ จะเริ่มจากการรวบรวมข้อมูล ค้นหาข้อมูลผ่านทาง google,เว็บไซต์บริษัท,สื่อโซเชียลมีเดียต่างๆ เพื่อศึกษาและเรียนรู้ข้อมูลเพื่อนำมาทำการตัดสินใจ บริษัท B2B จึงต้องมีส่วนร่วมกับผู้คนที่สามารถเป็นเป้าหมายในชีวิตประจำวันได้
ในประเทศไทยการใช้สื่อโฆษณาใบปลิว เช่น WISE และเว็บไซต์ข้อมูลธุรกิจ SAMURAI ASIA ถือได้ว่าเป็นช่องทางหนึ่งในการดึงดูดบริษัท B2B ของญี่ปุ่น อย่างไรก็ตามจำนวนโฆษณาในสื่อดังกล่าวมีจำกัด และมักไม่มีให้เห็นบ่อยนักเว้นแต่คุณจะมองหาข้อมูลเฉพาะ ซึ่งในประเทศไทย 90% ของผู้ใช้อินเทอร์เน็ตใช้ Facebook และใช้เวลามากกว่า 9 ชั่วโมงบนอินเทอร์เน็ตทุกวัน เราได้รับข้อมูลจากโซเชียลมีเดียในชีวิตประจำวันอย่างต่อเนื่อง

2. ดึงดูดคนเพื่อเข้าถึงเว็บไซต์

Content SEO ถูกใช้เป็นกลยุทธ์ทางการตลาดที่ช่วยเผยแพร่เนื้อหาที่ยอดเยี่ยมบนไซต์ของบริษัทโดยไม่ต้องเสียค่าใช้จ่ายในการทำโฆษณาและดึงดูดผู้มีโอกาสเป็นลูกค้าให้เข้าถึงเว็บไซต์ของบริษัทได้จากการค้นหาบนGoogleได้อีกด้วย อย่างไรก็ตามต้องใช้เวลาระยะหนึ่งเพื่อให้เนื้อหา SEO ปรากฏในหน้าแรกของการค้นหา ในขณะเดียวกันการตลาดบนโลกโซเชียลมีเดียก็เป็นวิธีหนึ่งที่คุณสามารถเห็นผลลัพธ์ได้อย่างรวดเร็วเช่นการสร้างเนื้อหาที่น่าดึงดูดบนโซเชียลมีเดียเพื่อให้คนเข้ามามีปฏิกิริยาตอบโต้และคลิ๊กไปชมข้อมูลเพิ่มเติมในเว็บไซต์ในที่สุด

3. การโพสต์เนื้อหาต่างๆ ที่เผยแพร่ไปยังกลุ่มเป้าหมาย

เพื่อให้บรรลุเป้าหมายของการทำโฆษณาบน Facebook เมื่อตั้งค่าโฆษณาคุณสามารถตั้งค่าตามข้อมูลเจาะลึก ไม่ว่าจะเป็นโลเคชั่น เพศ อายุ ตลอดจนความสนใจของพวกเขา แต่เหนือสิ่งอื่นใดการสร้างเนื้อหาคอนเทนท์ โดยการสร้างเนื้อหาที่เป็นประโยชน์แม้ว่าจะไม่เกี่ยวข้องโดยตรงกับผลิตภัณฑ์ / บริการของบริษัท ก็ตาม เพื่อดึงดูดความสนใจก่อนจากนั้นจึงนำไปสู่ผลิตภัณฑ์และบริการของตนในขั้นต่อไป

4. สร้างความสัมพันธ์กับลูกค้าเดิมและกลุ่มเป้าหมายใหม่

นอกจากนี้ยังมีบางกรณีที่ใช้ Facebook แต่ไม่ได้นำไปสู่การเพิ่มยอดขายในทันที สิ่งสำคัญคือต้องสร้างความสัมพันธ์กับผู้ใช้ก่อนที่จะโพสต์อย่างเดียวกล่าวอีกนัยหนึ่งก็คือเพื่อสร้างความรู้สึกไว้วางใจและความคุ้นเคยจากผู้ใช้เราจึงจัดทำแคมเปญบน Facebook เป็นประจำและนำเสนอภาพกิจกรรมขององค์กร สภาพแวดล้อมการทำงาน ฯลฯ เพื่อสร้างความไว้วางใจและความน่าเชื่อถือจากกลุ่มเป้าหมาย และค่อยๆนำไปสู่ความคิดในการพิจารณาเลือกซื้อผลิตภัณฑ์และบริการของบริษัท

นี่คือตัวอย่างบางส่วนของบริษัท B2B ในตลาดไทยใช้ Facebook ในการผลักดัน

PTT News

ptt-news

PTT News Fanpage

Business Gas, International trading business, Technology and Engineering
Page Like 383,125
Page Created March 29,2010
Fanpage www.facebook.com/PTTNews/
Website https://www.pttplc.com/en/Home.aspx

PTT News upload information through Facebook with a large number of posts each month, and actively builds relationships with customers. Mainly to build credibility with users, they actively upload posts about what the company is doing.

Note: Engagement is the action taken by a user on a post. (Example: Good, share spread, comments, etc.)

SCG

scg

SCG Fanpage

Business Cement-Building, Chemical, Packaging, Investment
Page Like 633,204
Page Created July 25,2013
Fanpage https://www.facebook.com/SCGofficialpage/
Website https://www.scg.com/landing/index_en.html#en

They provide knowledge content such as global warming content (left) and carbon dioxide danger (right).

3M

3m

3M Fanpage

Business Chemical products, medical related, manufacturing related
Page Like 4,174,054
Page Created November 29th 2010
Fanpage www.facebook.com/3MThailand/
Website www.3m.co.th

They are posting mainly about their company activities, service introductions, and knowledge education contents.

NTTDATA

nttdata

NTT DATA Fanpage

Business Verification and establishment of basic technology such as cloud, networks, storage, etc., development of external sales solutions such as data center construction
Page Like 10,285
Page Created April 19th 2019
Fanpage https://www.facebook.com/nttdatathai/
Website http://www.nttdata.co.th/

NTT DATA is an example of our actual case study.
Due to the lack of brand awareness, it was difficult for them to approach new graduates and people who are looking for a job, and in the business market as well, they could not expand to actual sales due to the lack of recognition of their services.
Achievement: By regularly uploading content each month, they now get a lot of followers to their Facebook page and now receive inquiries about recruitment and service inquiries once a week.

Summary

We introduced the importance of B2B companies in the Thai market for utilizing Facebook.
B2B companies need to make good use of social media to create search demand and generate more inquiries.

If you are a B2B company that has no previous experience of digital marketing, please feel free to contact us.

タイの「巣ごもり消費」に対応 Instagram(インスタグラム)活用ウェビナー開催

2020年5月7日および21日、現地のECやリアル店舗向けに、Instagram(インスタグラム)を活用して売上アップを実現するウェビナーを開催することを発表します。

新型コロナウイルスの影響で消費が落ち込み、多くの企業が苦しい状況に追い込まれています。厳しい外出制限令が敷かれているタイでは、在宅勤務の導入が急激に進み、対面での打ち合わせや販売が困難になっています。逆に、インターネット利用は増え、フードデリバリーやオンラインショッピングの需要は著しく増加するなど、オンラインに強い企業は順調にその業績を伸ばしています。

ウェビナー開催の目的は、こうした新型コロナウイルス影響下の「巣ごもり消費」を顧客企業のビジネス変革のチャンスと捉えて、その存続・成長を支援することです。その解決策として、Instagram(インスタグラム)と連携して売上アップを実現するデジタルマーケティングツール「visumo」をご紹介し、オンラインやSNSの活用に悩んでいるタイのマーケッターの皆さんにInstagram(インスタグラム)を使ったアプローチの仕方を具体的にご提案します。

対象はタイに進出する日系企業および現地企業のECやリアル店舗担当者で、言語はタイ語で実施します。英語によるウェビナーも後日開催予定です。

■ウェビナー概要

日程:2020年5月7日(木) / 21日(木)
時間:2:30pm〜3:00pm(タイ時間)
言語:タイ語 ※英語版も後日開催予定です。
配信:Facebookライブ
料金:無料
講師:アイコム デジタルマーケティング営業部長 Knight(ナイ)
アイコム デジタルプロジェクトマネージャー Tee(ティー)
詳しくはこちら

■「Instagram(インスタグラム)」とは?

今や世界で利用者が10億人を超える、画像投稿をメインとした大人気SNSです。タイでも2020年4月時点で利用者が約1,300万人(全人口の約20%)に上り、前年度と比較すると150万人も増えています。
(参考:Napoleoncat  https://napoleoncat.com/stats/instagram-users-in-thailand/2020/04

■「visumo」とは?

nstagram(インスタグラム)上の投稿写真をハッシュタグで収集し、自社サイトに活用して購入率を向上できるInstagram(インスタグラム)連携ツールです。「Instagram」に投稿された一般ユーザーの写真を利用して、自社の商品サービスの認知の拡大、ブランディング、顧客との関係作り、販売促進を行うことができます。

詳しくはこちら

■Instagram活用の有効性と、日本より旺盛なタイのインターネット利用状況

FacebookやInstagram(インスタグラム)、YouTubeに接続するだけで、どこからでも臨場感あふれる商品・サービスの販売プレゼンテーションができ、顧客ターゲット層からの反応や興味関心が即座に把握できます。

とくにタイのインターネットユーザーのFacebook、YouTubeの利用率は、日本がそれぞれ70%前後であるのに対して90%を超え、インターネット利用時間も日本の2.5倍近くに上るなど、日本以上に高い効果を見込むことができます。(出典・参考:We are social、2019年1月時点の調査データ)

アイコム 2019年タイ人のインターネット利用状況

■新型コロナウイルスによる「巣ごもり消費」への対応が企業存続の鍵

さらに新型コロナウイルスによる「巣ごもり消費」においては、すでに多数報道されているようにインターネット動画視聴へのニーズが高まっており、リアルな経済活動が停滞するのに反して、ビジネス成長のチャンスが拡大しています。

とくにタイやマレーシアでは政府主導のもと日本よりもはるかに厳しい外出禁止措置がとられており、日本よりもはるかに高い割合で在宅勤務、在宅生活を送っています。企業サイトや商品サイト、SNSへのアクセスは急増し、「巣ごもり消費」によるオンライン購入、オンラインデリバリーが急速に伸びる中、この需要に対応できるかどうかが企業存続の鍵になっています。

■コロナ後も変わらない生活スタイルに適応可能な営業体制を

タイやマレーシアでは、この先も当面、規制と緩和を繰り返す社会生活が続くと考えられています。その一方で、オンラインコミュニケーション、オンライン購入など新たなスタイルは、コロナが収束した後も定着すると分析されています。「嵐が通り過ぎるのを待つ」のではなく、この新たな生活スタイルの変容に適応する営業体制の構築が必要になっているのです。