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Micro Influencers vs Macro Influencers

Micro Influencers vs Macro Influencers

We have previously talked about the benefits of engaging a blogger or social media influencers as part of your marketing plan. Here is a little recap of the importance of having influencers to help promote your brand- create awareness for your brand, improve brand advocacy, reach new audiences and increase sales.

What is the difference between micro and macro influencers? Just like the measurement term, the macro is to refer to a large or huge amount while the micro is used to refer to a smaller amount.


What Is A Micro Influencer?

What are micro influencers? They are just like us, people with a less glamorous and more low-key personal life. A micro influencer usually has less than 10,000 followers, with an average of 3000-8000 followers on Instagram. They are usually more down-to-earth and have a more engaging audience rate. In this matter, the smaller number of followers actually allow these micro influencers to be more personal and as well as engaging with their followers. They are able to develop a more personal relationship with their followers- being able to reply to the audience’s comments or Direct Messages.


When To Collaborate with Micro Influencers?

If you have a lower budget for your influencer marketing, working and collaborating with micro influencers will be ideal. Micro influencers do not charge for their posts, and even if they do, it is at a much lower rate. That way, you can work with a few micro influencers and reach out to a different audience from each influencer. 


Why Collaborate with Micro Influencers?

  • Authenticity– Let’s set an example scenario here. While scrolling through your Instagram timeline, you saw your friend enjoying a snack that looks new and the caption is raving how delicious it is and so on. It caught your attention because it’s from your friend and it looks genuine. You then comment or DM this friend to ask him or her where can you buy this snack. This is the same as how micro influencers are to their audience. You don’t think of them as a celebrity who staged this post to entice and promote this snack to you. It felt real and authentic and it plants an interest in your head.


  • Reach Different Types of Audience– Every influencer has their own audience. There is a reason why their followers are following them. It could be the content they post, the common interest they share, or simply because the micro influencer is just friendly and would reply to every comment from their followers. This way, you get to reach out to different types of an audience with specific interests or behavioral.


  • High Conversion Rate– Just like the example scenario mentioned above, micro influencers work in a way like word of mouth. It’s like a friend is just introducing you to something that is interesting or that works. You would give it a go and try it. It is easier to believe that the micro influencer has bought and tested a product and just want to share it with their friends on how great it is. This makes it believable and hence, the followers would buy it as well.


  • Cheap– Yes, they cost a lot less to almost no cost at all to collaborate with. With the lower rates, you can collaborate with a few more micro influencers to spread out the awareness of your brand. For those who do not charge for the sponsored posts, they only require that you send them the products you want them to help you promote.


What Is A Macro Influencer?

These are famous people who are often celebrities or someone with a mass amount of followers. Macro influencers have hundreds of thousands or up to millions of followers on their Instagram. Think the Jenner and Kardashian sisters. These are household names and names that everyone will know. It doesn’t necessarily have to celebrities that can be considered as a macro influencer, social media has opened a window to new online and internet personalities with the similar clout and influence.


When To Collaborate with Macro Influencers?

If your brand or company has the budget to splurge a huge amount on a macro influencer, this is when it works. If your brand has been around for a while and you just need a boost of awareness and reminder to its consumers, macro influencers can help build a reputation for your brand.


Why Collaborate with Macro Influencers?

  • Huge audience range– If your focus is to gain reach, these macro influences will be able to provide the results you’re looking for. The risk of them having fake followers is lower and they don’t need to boost their posts to get reach. Their organic followers are high enough to get the reach you need for your brand. 


  • Time saved– You don’t have to spend time picking and micromanaging a number of influencers. Splurge on one macro influencer and you are all set. Just wait for the organic results they can bring in.


  • High level of professionalism– Macro influencers often have an agent or manager that represents them. This ensures professionalism as macro influencers have an image to represent and portray. Even if you are not dealing with the influencer directly, you have an agent to represent them who will work and deal with you in a professional way.


  • Have more control when running campaigns– Since you are paying them so much, you get to say when and what to post on their social media platform. You have the advantage of giving them precise instructions on what picture you want them to post and at exactly what time. You can also provide them with the caption to go with their post.


So, which one would it be? Is starting small by collaborating with a few micro influencers better for your brand? Or should you go big or go home and splurge on a macro influencer instead? Think about what is important for your brand and what are your goals. Whether you want to achieve conversion in sales or you just want your brand to be known to the world, there are factors to consider first.

If you need a second opinion and a kickstart on which influencer to collaborate with or how to reach out to them, Weave Asia has all the answers for you. Contact us via phone at +60 088-718 418 or email us at hello@weave.asia.

Marketing Tips for F&B Businesses

Marketing Tips for F&B Businesses

The world of marketing has grown leaps and bounds today from where it was just a decade ago. Thanks to the birth of social media, marketing has become easier than ever — and with the existence of digital marketing as the great equalizer, every business now has a level playing field and equal opportunity to be discovered. All they need to do is be smart about how and where to market their products.

Among the businesses that thrive from digital marketing, the food and beverage (F&B) business is one of which that benefits the most. Since F&B is a visual business online, a big chunk of a successful F&B marketing plan relies on content and design. Let’s take a look at how you can make your marketing plan an effective one for your business:

1. Take great photos!

If you haven’t noticed, a food product’s engaging, drool-worthy visuals do half of the marketing job for it. If the photographs utilised aren’t eye-catching, almost no one will want to read on for additional information. Warmer, orange-toned lighting makes food photos more appetising (studies show that orange-colored things make you hungry!) It also aids in the capture of high-resolution, sharp images.

Having said that, it pays off in the long term to invest in a high-quality camera and possibly even take a food photography school to hone your skills.

2. Post regular updates

If you have a company website, providing regular updates on your blog is a certain method to improve your search engine rankings and gain more followers. Your postings don’t have to be obvious sales pitches, but you can always create relevant material that is currently trending and (subtly) include your product into it. If you sell poke bowls, for example, and it’s beach vacation season, you might write a blog post about keeping to a bikini body food plan using your own poke bowl menu!

Always stay informed on what’s going on in the world. You can also make amusing posts that are inspired by popular memes or current events.

3. Deliver far and wide

That is, in terms of distribution. Rather than serving consumers at your own location, which may have limited dine-in capacity, you should use meal delivery services such as Food Panda and Grab Food. Because clients increasingly value convenience above all else, jumping on the meal delivery bandwagon is more likely to help you spread the word about your business.

It’s not always because of the quality of your cuisine that it goes unnoticed, but rather because of its placement. Offering meal delivery services allows you to reach out to clients who live outside of your immediate area, some of whom may never have the opportunity to visit your establishment.

4. Promote reviews and user-generated content

Reviews are an important component of marketing for any product, but they are especially vital for new products that have yet to acquire public confidence and reputation. You can offer a special offer such as a discount on their next purchase or even a simple freebie (bookmark, pen, recyclable bag, etc.) with your logo printed on it to encourage your customers to write reviews on TripAdvisor, Google My Business, and your Facebook page, which also serves as a mini ambassador for your business.

You might also approach social media personalities and ask for a review of your company. Recruit a mix of macro and micro-influencers who will reach your target audience more equally.

5. Print eye-catching X-banners and roll-ups

Just because digital marketing is hot right now doesn’t mean you should abandon traditional marketing altogether. In truth, successful marketing still necessitates a mix of digital and old methods. You may not need to print hundreds of fliers to distribute (e-fliers are an option! ), but you still need an eye-catching and easily visible banner in front of your property to bring attention to its location.

Invest in high-quality banners that will last a year or more and will not need to be updated. A banner’s sole purpose is to bring attention to your company and to function as a calling card for potential customers. Other seasonal or infrequently-occurring information such as menu changes and offers can be updated on your website or your social media accounts.


Tips for Email Marketing That Works

Tips for Email Marketing That Works

Does email marketing still work? A lot of business owners are doubting if customers even open their emails. Are the emails sent read or are they being marked as spam? Even worse, maybe the customers are unsubscribing instead. Don’t give up just yet! When done right, email marketing works and could generate more sales.

1. Know Your Target Audience

You want to be friends with your audience in this case. Hence, you have to know what their interests are and what will pique their interest. It will be easy to send out one email blast to everyone in your subscriber list but think about it, even as friends, not all your friends share the same interests. 

Don’t make the rookie mistake of sending one same email to all your subscribers. 

So how do you really go about sending the right message? What do you do to make sure your email content is relevant enough? How do you ensure your email isn’t ignored?

Have an email list segmentation where you can divide your email list into smaller and more targeted sub-groups. How do you segment your email list? It can be divided into data such as age, demographic, location, gender, behavior and many more. 

Highly targeted campaigns work and saw better average open rates, click-through rates, and higher average revenue per recipient. And, average unsubscribes were lower too!


2. Be Consistent, Not Spamming

How do you send emails to your subscribers consistently without looking spammy and desperate? First of all, when your subscribers willing joined your subscription emails, it means that they are interested to be kept in the loop of what’s happening. So do not feel obligated to keep those emails coming because it increases the chance of your sales!

Once you have a relationship with your audience, it is easier for you to define what emails to send to which audience. Remember, by subscribing to your emails or newsletters, they are agreeing to receive updates from you. Sending consistent emails to your subscribers is an act of nurturing a relationship with your customers and audience.


3. Keep Your Emails Out Of Their Spam Folders

When your audience or clients have opted to receive emails from you, your emails will not go to spam automatically. However, let’s play safe and avoid any circumstances that can put your email to the SPAM or JUNK folders. Don’t use UPPERCASE for your whole email or even the subject title. We know you’d like to get your point across but avoid using too many exclamation marks as well.

According to MailChimp, here are a few key pointers of the CAN-SPAM law:

  • Never use deceptive headers, From names, reply-to addresses, or subject lines.
  • Always provide an unsubscribe link.
  • The unsubscribe link must work for at least 30 days after sending.
  • You must include your physical mailing address.


4. Keep “Em Short And Straight To The Point

You are sending an email, not a newspaper article. Keep your emails short and simple but also get straight to the point. Nobody has the time to read a lengthy email from an online store. If they’d want to read something lengthy, they’d be reading the text message sent from a very angry significant-other explaining why “they find it funny how…” You get what we mean here.

Lyfe Marketing had some simple pointer to keep your emails short without miscommunicating:

Avoid beating around the bush and write as much as required to convey your message

If you want to share more information right in the email, use bullet points to break your email

Have one major call to action per email message rather than adding multiple ones

5. Entice Them With Interesting Subject Line

The first thing that your subscribers see when their mobile phone or laptop dings is the recipient and the subject line. It’s like the first impression that is given to someone you first met. Make the most of your subject line by making it transparent and not gimmicky because those can turn someone off, just like how it is on your first date.

Your subject line will determine whether or not your subscriber will open that particular email. 

So here are a few things you need to keep in mind when crafting the subject line:

  • Keep it short but informative enough
  • Throw in some human touch and make them feel connected. 
  • Throw in a personal touch as though they are receiving an email from a family or a close friend.
  • If you’ve got a sense of humor or tend to be punny, make good use of it. People love a good laugh.


6. Have A Specific Landing Page For Campaigns

The reason you are sending your emails out to your subscribers is probably that you have something going to show them or sell to them. It’s also a way to keep them informed and remind them to pay your online store a visit. 

After you have caught their attention with your crafty subject line and quality content, they would want to go further from that email immediately.

Have a specific landing page ready for their convenience, where they can just click and be brought to what you have mentioned in the newsletter or email. This directs them to your website and bringing more traffic to your website. Also, increasing the chance of them purchasing items from your store.



You may think email marketing is old fashion and might not work anymore but think deeper, do you have a specific online store or subscription that you always, always open emails send by them? See, this shows that email marketing works if done correctly. All it takes is some creativity and patience.

Feel free to contact Weave Asia if you have more questions regarding email marketing or general digital marketing via phone at +60 088-718 418/+ 65 69085642 or email us at hello@weave.asia.

Planning & Researching Topics for Your Blog’s Content

Planning & Researching Topics for Your Blog’s Content

Your website’s blog is more than just a place for you to express your thoughts and ideas; it also serves to track your target audience’s online footprints and improves the searchability of your site for SEO purposes..

If your company blog lacks organic visibility and your target audience’s footprints are scarcely visible, you’ll be looking for ways to entice them. Unfortunately, many internet resources recommend doing things like surfing social media networks and comments, sending polls, and even using blog idea generators to come up with blog post ideas.

However, the biggest downside of these methods is the lack of data demonstrating broad audience interest, which only leads to unsupported conclusions.

So, how can you know if the themes you chose will attract and engage a sizable section of your target audience?

One thing is certain: researching blog themes necessitates planning.

Let’s dive right into the process of creating a content plan for your company blog utilising a strategic and data-driven approach.


Step 1. Outlining Your Blog Strategy

All else comes after a well-documented approach. The steps to defining one for your blog are outlined below.

You can skip to Step 2 to define your blog’s primary subjects if you already have an all-encompassing plan for your purpose, personas, and goals.

Determining Your Business Blog’s Purpose

This will assist you in establishing clear objectives for all of your blog content. Consider the following questions:

  • What’s the point of having a blog?
  • With your blog, what aspect of your business are you hoping to improve?
  • What do you want your readers to do after they’ve finished reading your content?

Consider how the content on your blog will fit into your overall content strategy and, as a result, what kind of content visitors should anticipate to see based on where they are in the buyer’s journey when they come.

The goal of your blog could be:

  • Attracting quality traffic;
  • Generating leads;
  • Driving conversions; or
  • Educating users about your product.

After you’ve determined the stage and objective, you’ll have a clearer idea of which topics are appropriate for your blog and which are better suited to other pages.

According to the CMI, blog entries are the most effective content category for increasing brand awareness among B2B and B2C content marketers. According to HubSpot, B2B marketers that blog get 67 percent more leads than those who don’t, so it’s crucial to think about how a blog could fit into your overall marketing strategy.

Setting up Your Blog Goals

Consider a goal as a first step in achieving lucrative results for your company, whether in terms of savings or sales. Make your objectives specific and measurable, such as:

  • Attract X% of the total addressable market (TAM);
  • Increase organic traffic by X%; or
  • Get X% more leads in a year

Tip: Choose a goal-setting framework that suits you best to keep track of your progress and see the impact of your blog with the correct metrics. SMART, CLEAR, KPIs, or OKRs, for example.

Defining Your Target Audience

Your blog’s readers aren’t always willing to buy your stuff.

Make sure you understand what your audience wants on a personal level so you can create tailored, optimised content to appeal to them.

Create a portrait of each persona, including their age, gender, interests, education, and job title, and use our Ultimate Guide to Content Strategy’s Jobs to Be Done (JTBD) structure to gain a better knowledge of their needs.

Deciding on the Content You’ll Publish

Consider what value you’ll provide with your material and how you’ll set yourself apart from your competitors’ blogs.

Create a mission statement for your blog next. Include your company’s distinctive content vision, as well as the value it delivers, the audience it serves, and the values it upholds.

With all of this in mind, choose the content you’ll publish. According to Andy Crestodina, one strategy is to think about two types of content strategies: Publications and Libraries.

  • Publications cover the most recent industry news as well as popular themes that may become obsolete in the future. Emails and social media are used to distribute this content to subscribers.
  • Libraries focus on material that is evergreen, such as how-tos, best practises, and guides. This content is circulated naturally through search engines, bringing your brand to the attention of your target demographic.

Considering how you’ll contact your audience — through search engines, social media, or email, for example — might help you get started.

Tip: You don’t have to choose between Publications and Libraries; instead, pick a percentage distribution that works for your blog approach. Flying Hippo, for example, follows the 80/20 approach, which entails releasing 80 percent evergreen content and 20 percent timely information.


Step 2. Identifying Your Core Blog Topics

You can gain a bird’s-eye view of your future editorial plan by identifying your blog’s primary subjects.

Take, for example, the HubSpot topic cluster model. The aim is to pick five to ten main subjects for your blog and then expand on them with various data sources.

Introducing Topic Clusters

Topic clustering is a search engine optimization strategy that focuses on subjects (rather than keywords) that:

  • Improve the structure of your website;
  • Make it easier for Google to find similar material, and;
  • Increase your search engine presence.

You’ll need to publish to replicate this model on your blog.:

  • A ‘pillar’ page that covers a broad topic and usually targets a high-volume keyword (for example, ‘SEO copywriting’); and
  • Several ‘cluster’ pieces of content that focus on specialised, long-tail keywords (for example, ‘How to produce SEO content’, ‘What is SEO copywriting?’).

According to HubSpot, a subject cluster might look like this:

The key benefit of this grouping strategy is that if just one cluster page from the group performs well, it boosts organic traffic to the entire cluster – but only if the interlinking is effectively optimised.

Each piece of cluster content should connect back to the pillar page, and the pillar page should link back to the cluster parts.

Determining Your Pillar Topics

Consider your pillar themes in terms of your product or service to come up with a list.

You’ll need to go through your product’s value proposition and character portrait in this phase.

Combine your audience’s problems with the problems your product solves to come up with a common theme for your blog.

Start by studying a specific feature that solves a specific user problem to identify the first pillar topic. Then, using this model, define the problem as a broad concept:

Product (or specific feature) > Specific user problem topic > Pillar topic

As an example, let’s pretend I’m creating a blog for copywriters. I sell an SEO copywriting tool (service) that assists my customers in creating optimised texts (issue), a notion known as ‘SEO copywriting’ (pillar topic). Other pillar themes I might specify are things like “content marketing,” “content management,” and other topics that are relevant to both my audience and my tool.

To keep your blog’s emphasis clear, create 5-10 pillar subjects and save them in a file to elaborate on later.

Because this model is based on organic activity, be sure that your pillar themes are Googled. To accomplish so, use a keyword research tool to look out more popular synonyms for each of the themes.

According to Liz Moorehead, your key pillar topic should have a significant amount of search volume, but not too much: 500 monthly searches may not be worth your attention; 1,200 to 6,400 is more appropriate; and 33,000 is excessive. Keep in mind that these are simply estimates that may differ dramatically from one industry to the next and from one country to the next.

After you’ve decided on a pillar issue, the following step is to identify cluster topics that you may investigate utilising various data sources.

Recommended tools: 


Step 3. Expanding Your Topic List

Identifying your main topics will have pointed you in the proper path when it comes to coming up with new blog topics.

Next, consider topic research using a variety of sources, such as:

  • Brainstorming;
  • Competitors’ keywords;
  • Search and social media trends; and
  • Keyword research tools.

Brainstorming Topics

Your organisation most likely already has a plethora of industry information to draw on for blog post ideas. Invite your marketers, product managers, sales and account executives to identify the most important themes for your users.

Tip: on’t have a team or don’t like brainstorming? Proceed to the next phase after you’ve come up with at least three new ideas that answer the questions from each group below.

1. Industry Topics

These themes may help you attract people who are really interested in your sector, seeking for trends, or looking to put best practises into reality.

Ask yourself:

  • What are the most hotly debated topics in your field?
  • What are the most recent hot topics?
  • What do the professionals in the field have to say?
  • What are the most contentious issues?

2. User-problem-related Topics 

Creating content that revolves on these ideas can help you attract people who are eager to solve an issue or profit from solving it. 

These subjects might alternatively be referred to as “issues” or “opportunities.” Focus first on the problems that your target audience is experiencing, and then on the benefits that employing a solution to that problem could provide. Consider the types of questions people commonly ask and the end goals they aim to attain.

Ask yourself:

  • What problems do people suffer from in your industry?
  • What fears do they have?
  • What are they trying to achieve?

3. Product/service-related Topics

Creating content on these themes could help you attract people who are looking for solutions to their problems.

Consider what kinds of solutions people are looking for and how they go about finding them.

Consider the following questions:

  • What products/services are you competing with?
  • How do users search for a product like yours?
  • What products/services are popular in your industry (even if you don’t compete with them directly)?

What to do next: In a file containing your pillar themes, collect all of the topics you’ve identified. Make sure you’ve labelled each one with the data source. This column will assist you in prioritising your topics, determining where to find further material, and determining how to distribute your articles. This file will be revisited later.

Recommended tools:

  • Topic Research When I’m stuck, I use it to come up with popular themes or to extend a list of possibilities. Learn how to use the tool to produce content ideas in a specific region and based on a particular topic.

Collecting Competitors’ Keywords

The next step is to look at what your direct and indirect competitors are talking about in terms of relevant themes.

Even if they don’t provide a product similar to yours, keep in mind that industry blogs are your competition. If you want to gain organic traffic on issues that are important to your audience, you should keep an eye on them.

Analyzing Competitor Blog Focus

Begin by visiting your competitors’ blogs and looking through the categories to see what they’re all about. Check tags and, if feasible, filter them to determine which categories are the most common on their blog.

Your competitor’s pillar subjects might be any of these tags or categories. If they fit your strategy and have enough volume, consider including a number of them in your plan.

Conducting Competitor Keyword Research

After that, you’ll need to conduct competitive keyword research to identify any gaps in your plan.

Without the use of analytics tools, this step would be impossible. Take a free 7-day SEMrush trial and use the Organic Research report to identify keywords that your competitors rank for. Not only will you be able to search over 18 billion keywords, but you’ll also have access to other data-driven tools to help you design your content strategy.

Check keywords for:

  • The entire website (competitor’s domain); or
  • The blog section only (competitor’s subdomain).

Now, compile a list of the most relevant organic keywords that your competitors rank for. Filter terms by a specific word, such as ‘SEO.’ I prioritise collecting high-volume keywords, but I also include those with lower volumes yet still have strategic value for our company.

What to do next: Export your keywords and paste them back into your original document. Don’t forget to mention the source of your data

Recommended tools: 

  • Organic Research to see what keywords my competitors are using. Learn how to use SEMrush to locate low-competition keywords.
  • Keyword Gap to discover keywords that my competitors rank for but my blog does not. Learn how to locate your keyword gaps..

Finding Trending Topics

Now, look for themes that are currently popular in your sector. This phase will require dependable technologies that can assist you in identifying organic trends that have shown to be of interest to your target audience.

Detecting Trends on Google

Google Trends is the most obvious data source. Enter your pillar themes and the ones you brainstormed in the previous steps one by one. Then look up related questions and see how they’re trending (you can compare up to 5 phrases at once).

Examine the inquiries with the highest rise in search frequency. Pay great attention to the ‘Breakout’ results. These are queries that have seen a significant spike in search frequency because they are new and have had few prior searches, according to Google.

If you notice a surge in a certain month, it’s possible that the keyword is seasonal. Make a note of it in your file so you may write an article about it later.

Analyzing Social Media Trends

The exact procedures for spotting trends on each social site may differ depending on where your audience spends their time. However, because social trends are primarily individualised and related to your profile interests, the overall workflow is the same.

Subscribe to the media and influencers in your business. Keep an eye on what’s being discussed and what’s trending in your feed./p>

Assess each post based on its level of involvement. To get a sense of the extent of the audience’s general interest, compare the number of likes (or other sorts of reactions) to the number of subscribers.

You might also want to look on Reddit to see whether your industry has its own subreddit. If you’re lucky, you might be able to sort postings during a given period by ‘Hot’ (trending) or ‘Top’ (most upvoted (liked)) themes.

You may utilise Reddit for keyword research to get extra content ideas for your content strategy, in addition to trends.

Another approach to learn about social media trends is to look for industry research studies, such as the one we published last year called “Top Twitter Trends.

Using Data-driven Tools

While manual research on Google Trends can take hours, there are other options for finding popular subjects far more quickly. Using data-driven tools like Topic Research, which is free to try, you can quickly uncover popular topics based on a specific geography.

By utilising the trending filter, you may search for subjects that have been trending online during the last 60 days. A fire indicator indicates that a topic is currently trending. You’ll also be able to observe the topic volume right away, allowing you to gauge your audience’s natural interest.

You may start watching your competition or industry experts with Social Media Tracker to avoid manual research in social media. This allows you to find the most popular Facebook, Twitter, and Instagram posts, as well as YouTube videos and Pinterest pins.

What to do next: To your original file, add new topics. Don’t forget to mention the source of your data.

Recommended tools

  • Topic Research to quickly locate new popular subjects and identify gaps in my content strategy;
  • Brand Monitoring to locate industry influencers and reputable media to monitor;
  • Social Media Tracker to find out which of my competitors’ blogs are the most popular; and
  • Google Trends to look for popular search phrase.

Researching Keywords

It’s now time to refine and expand the list of all the themes and keywords you’ve compiled.

You can utilise Google Autocomplete, which is one of the best free keyword research tools, or you can use your free SEMrush trial for this stage. SEMrush’s Keyword Magic Tool, which has over 18 billion keywords with volume, keyword difficulty, CPC, and other data, can be used to research keywords.

Broadening Your Keyword List

This phase will assist you in locating keywords or synonyms for your topics that you may have neglected previously. Begin by researching a single topic or phrase from your list one at a time to expand your keyword list.

Look for enlarged keyword phrases that include the term you’re looking for. Find long tail keywords that are less common yet more specific. Based on your selection of seed keywords, look for semantically similar keywords. To see these, use the Keyword Magic Tool and select the ‘Related’ filter.

Rep these processes for any keyword for which you’d like to get more suggestions.

Tip: What can I say to be more specific? Visit our ‘Keyword Research guide’ to learn how to utilise SEMrush to conduct keyword research.

What to do next: Copy and paste new keywords into your document.

Recommended tools: 

Finding Related Questions

Make sure to look for questions that involve your keywords, since this will help you better grasp what a searcher is looking for.

Answering specific queries in your blog posts can help you provide value to your readers while also increasing your chances of appearing in featured snippets and voice search results.

Using Question Keyword Tools

You can identify popular questions by using programmes that collect people’s search queries, such as Topic Research, in addition to examining Google’s “People also ask” section in the SERPs. Simply type a topic and use the filters to look up popular queries.

What to do next: Copy and paste your questions back into your original document. Don’t forget to mention the source of your data.

Recommended tools: 


Step 4. Filtering and Grouping Your Topics

After you’ve compiled a list of potential themes and keywords, you’ll need to choose the ones that will yield the best results for your blog.

Then, based on keyword popularity and competitiveness, you’ll discover how to tidy up your topic list.

We’ll also return to the subject cluster model, allowing you to organise your keywords into clusters.

Filtering Keywords by Keyword Volume and Difficulty

This is where a keyword research tool that records search volumes comes in handy, so you can be confident that your content strategy is based on your audience’s natural interests.

The essential strategy is to concentrate on keywords with:

  • The highest volume – The more popular a keyword is, the bigger the volume; and
  • The lowest keyword difficulty (KD) / keyword competitiveness – The less competitive a keyword is, the lower the measure.

Keyword Manager is the perfect tool for this activity if you’re using SEMrush. Copy and paste all of the keywords from your file into the programme, updating the metrics for each one.

Aim for keywords with a low KD (about 60% or so), as these should be the most straightforward to start with.

Keep the keywords with a low volume and a low KD in mind as well. They may not offer you the greatest traffic, but you may have the chance to rank first in Google for them in your niche.

Also, if any of your questions have no or low volume, don’t rush to get rid of them. They are probably too long, but still contain a popular keyword. Keep all the questions in a separate tab named ‘Backlog’, and get back to them when you start creating an article. These questions will help you come up with headers or subheaders for your posts.

You should be able to eliminate any irrelevant, low volume, or highly competitive keywords that aren’t helping your approach at this point.

What to do next: Export the keywords to a file when you’re finished. Clean up your sheet and only keep the metrics that are important to you, such as volume and KD, as seen above.

Recommended tools: 

  • Keyword Manager to keep track of my keyword list’s most recent stats and to prioritise keywords

Grouping Keywords by Topic Clusters

The last step is to group your keywords into the 5-10 main categories you identified before.

To do so, you’ll have to manually associate each keyword with a pillar topic. You can stumble across a more general or popular topic that suits your pillar topic selection through manual filtration and grouping. This is the point at which you can change or contribute to your original topic.

When mapping keywords, don’t think about headlines just yet; instead, focus on the end aim. The purpose of this concept is to create a cluster of similar information around your future pillar page.

Pillar pages, which provide a comprehensive summary of a subject topic, are referred to as ‘Ultimate Guides’ by HubSpot. The cluster content would consist of a number of related pieces on more particular subjects and keywords that are still related to the pillar issue, but in a more limited way.

Using your spreadsheet, begin by introducing:

  • A pillar topic column with your 5-10 topics; 
  • A cluster topic column with the remaining topics distributed by core pillar topics; and
  • A product/feature column for each topic.*

*Remember to consider how your product or feature ties to your pillar themes (we identified this at step 2). Each cluster topic could be related to the same product or feature as the pillar topic. Some of them, however, can be matched with a different product if that product better suits the consumers’ wants and topic search purpose.

Because trending subjects have a brief lifespan, you can disperse them throughout the table or keep them separate.

Step 5. Identifying Potential Headlines

Your blog entries must fulfil your audience’s expectations — in other words, they must match search intent — in order to earn and maintain high organic ranks.

Understanding the intent allows you to build the best structure for your audience and come up with catchy headlines (and, of course, content).

Here’s how to figure out what your keywords’ search intent is so you can choose the right post kinds and headlines.

Matching Search Intent with the Buyer’s Journey

The following four types of search query intentions are frequently encountered:

  • Informational: The searcher is looking for information about a specific subject. The query could include words like ‘guide,’ ‘tutorial,’ or question words like who, how, and so on (for example, ‘how to write SEO articles’). Keywords that are informative may suggest that the user is at the awareness stage (or pre-awareness, if they are not aware of a problem).
  • Navigational: The person conducting the search is seeking for a specific webpage or website. The name of a brand, product, or service (for example, ‘SEMrush Site Audit’) is generally included in the query. Navigational keywords could signal that the user is in the research stage and wants to learn more about a particular product or service.
  • Commercial: The searcher is thinking about making a purchase and wants to learn more about their possibilities. Product modifiers such as ‘best, cheapest, top, or review’ may be used in the query (for example, ‘best SEO writing tool’). Commercial keywords may suggest that the user is in the consideration stage, comparing multiple products with the aim to purchase one.
  • Transactional: The searcher is looking to buy something. The query may include words like “purchase,” “price,” “coupon,” and so on (for example, “SEMrush subscription plans”). The majority of transactional keywords imply that the consumer is at the decision stage and is ready to purchase a product.

Identifying Search Intent for Your Keywords

Check for keyword modifiers from the previous section (e.g. ‘how’, ‘review’, ‘price’) and, if necessary, type a term into the Google search box to check for any SERP elements to establish search intent for your own list of keywords. Consider the following example:

  • Featured snippets may indicate informational intent;
  • People also ask may indicate informational intent;
  • Site links may indicate navigational intent;
  • Google Ads may indicate commercial or transactional intent; and
  • Google Shopping ads may indicate commercial or transactional intent.

You should now decide how to handle terms from your list that aren’t relevant to the goal of your blog, such as ensuring navigational keywords lead to category sites and transactional keywords lead to product pages.

Deciding on Post Types and Headlines

After you’ve established your priorities, you can start thinking about the types of posts and headlines you’ll write for your future blog posts.

Remember to think about what the searcher is looking for. When a person types a search word into Google, they expect to receive particular content in a specific format, regardless of how creative your article headline is. You risk losing both your audience and your rankings if you don’t supply this for them.

Your topic list should already offer you an idea of what people expect to see on a specific issue. A how-to guide is supposed to cover informational topics that begin with the word “how to”, “review” or “best of”.

If you’re having trouble deciding what kind of material to create, do a search for your topic to see what’s available. Your competitors will undoubtedly provide you with valuable information.

You can also go back to your ‘Backlog’ page and look for questions that are similar and could be used as a title.

Concentrate on headlines that fully and clearly describe what a reader will find inside, such as the problem they will solve or the advantage they will receive from reading it.

Recommended tools: 

  • Topic Research to discover the most resonant headlines for a topic and gain a better understanding of the user intent;
  • SEO Content Template to look at the top ten articles for a keyword in a certain place, with an average word count, supplementary keywords, readability, and other factors All of this information aids in determining which content type is most appropriate for a given keyword.

Step 6. Prioritizing Topics Based on Your Goals

Here are some suggestions for aligning your article publication priorities with your business objectives:

According to Your Cluster Topics

Create postings around a cluster that addresses a specific user issue. Create a pillar page for the cluster that brings you the most visibility (high volume), and then start generating cluster articles based on your thorough keyword analysis.

Alternatively, you can start by developing cluster content centred on low-competition keywords to gain some awareness on a topic, and then create a pillar page to provide a more comprehensive look of a high-volume topic. Your pillar page may have a better chance of ranking higher and boosting the entire cluster because of low-competition themes that rank well.

According to the Buyer’s Journey

If your blog is primarily focused on one step of the buyer’s journey, you should begin creating material for that stage first. Include CTAs and relevant links in your content to assist the reader in moving to the next stage of the buyer’s journey.

According to Volume and KD

If you’re primarily interested in organic traffic, you should generate content that focuses on keywords with the biggest search volumes and the simplest keyword problems in order to appeal to a larger audience.

According to Your Product or Feature Releases

You might start writing blog entries to support your product or feature release by focusing on any specific user problems it addresses or benefits it provides, which you should have identified throughout the product or feature development stage

It’s best practise to provide relevant, optimised information at every point of the buyer’s journey. Begin with the issues of the pre-awareness stage and ensure that you take your reader all the way to the end, i.e. the choice stage, which may be accomplished through a different channel than a blog post. Make sure your blog posts are interconnected as well, so the buyer’s journey is not disrupted.

According to Trends

If your blog post is a news outlet, you should publish pieces on hot issues as soon as it is practical for you to do so. You won’t be able to build a content plan for a specific time period if you’re covering trends, but you may still create evergreen material in the background to boost your online presence.Source: How to Research Topics for Your Blog’s Content Plan

How to Build Trust with Your Online Audience

How to Build Trust with Your Online Audience

Trust is the foundation of every successful organization — in terms of having a successful business online this, too, is no exception. With the many options served to shoppers today, customer loyalty is harder to attain.

If you’re just starting, how does trust develop for shoppers when they purchase a new product online or buy from an online store they’re unaccustomed to? What elements of an online store’s experience are trust builders or trust deal breakers?

What makes for a trustworthy website?

Last year, the Shopify team conducted a series of in-depth interviews with a varied group of North American shoppers, asking them to share their recent online shopping experiences.

The Shopify team sat down with each buyer for an hour and asked them to write a review of a recent purchase that involved either a product they’d never purchased before or a store they’d never purchased from before. We also invited them to make a real-world $40 purchase from a Shopify store they’d never visited before.

The study’s goal was to figure out what makes a new buyer feel at ease when buying a new item or from an unknown business. Shopify was looking for answers to the following questions:

  • How does a shopper’s trust develop when evaluating a new item in a new store?
  • Which pages or components in your store are most crucial for gaining shopper trust?

They identified a few patterns after monitoring their actions during these purchases, allowing them to target design features that are trust breakers and trust builders in online retailers.

Trust builders are components or design details that reassure customers, assuaging their fears and helping them feel more confident about making a purchase. Shoppers are put off by trust breakers, who make them wonder about the business’s legitimacy and authenticity, as well as whether or not making a purchase is a safe decision.

The findings of the study are as follows::


1. Ace the first impression with your homepage

What the customer is asking: Is this a secure website? Is it possible for me to find what I’m looking for and explore this site quickly?

Business goal: On the initial visit, create a welcome homepage and define the overall appearance and feel of your store.

We discovered that on their first visit, shoppers are more critical of a store’s design and layout, regardless of whether they’re looking for an item they’ve never purchased or a product they’ve used before. Because your homepage typically functions as a digital welcome mat, it’s critical for establishing customer trust. It should focus on making a good first impression and directing customers to the next best thing.

Our findings demonstrate that customers look for key must-have features on a homepage, as well as nice-to-have extras that might help tilt the scales in your favour — but only after the must-haves are in place. We’ll split these two groups throughout this article so you know what to prioritise.


  • Consistent and polished content, including high-quality photos and error-free copy throughout the site
  • A clutter-free and uncluttered design
  • Easy-to-understand and use category navigation across all devices


  • Clear and easy-to-understand category names in your navigation (e.g., Shop, Women, Men, About, Contact, etc.)
  • Copy and information should be translated into the shopper’s native language, and prices should be listed in the local currency when selling worldwide.
  • Pages that load quickly and without problems across your entire store (shoppers usually only notice performance issues when pages are slow or broken)


2. Provide customers with essential information

What the customer is asking: Is this product capable of resolving my issue? Is it of good quality and the correct size or dimensions? Is the price reasonable, and am I able to afford it?

Business goal: With informative product pages, reliable search results, and collection pages, you can make product information easy to find.

We discovered that after a new consumer leaves the site, they usually go straight to a product page. Whether they’re visiting a new retailer or one they’re acquainted with, shoppers evaluate a product’s worth on the product page.

Customers may more easily decide if each product gives the value they want by using the correct layout and design elements on your product page. Customers pay close attention to images, descriptions, sizing charts, stock and inventory details, and shipping and tax information.

While there is no one-size-fits-all method to creating the ideal product page, our findings suggest that there are key factors to consider for gaining trust in every business.


  • For each product page, there is a choice of product images.
  • For readability, product descriptions are divided into sections.
  • When it’s suitable, include a size chart on your product page, preferably with size conversions.
  • On the product page, there are some recent product reviews.


  • On the product page, you’ll find information about returns and delivery.
  • On the product page, there is a video of the product.
  • Only available on desktop: a “quick view” option on collections allows buyers to see the product without having to open the product page.


3. Share your story and why the business started

What the customer is asking: Is this a respectable company? Is it honest with its customers?

Business goal: Assist the shopper in feeling confident that this is a legitimate company. Share your brand’s storey and why the company was founded if you have a purpose or principles.

Shoppers want to understand more about the brand — and the people — behind the products, so we created an About Us page. A page about us should provide answers to the two questions that customers have.

First, curiosity about a brand’s About Us page is piqued when someone is unsure whether or not the store is legitimate. Shoppers frequently want to ensure that a firm will be around for the long haul and will not abruptly close its doors. This is why a Contact page is useful: it provides shoppers with reassurance by including a contact phone number, email address, and retail location (if one exists).

Second, many customers are curious about the company’s objective and purpose, as well as whether they share any values with the company (e.g., sustainability). They’ll go to the About Us page to find out more about the company they’re buying from and, for more socially concerned clients, how it’s run.


  • An About Us page
  • A Contact page
  • A phone number included on the Contact page
  • A detailed story of the brand included on the About Us page 


  • On the contact page, include a professional email address related with the store domain (e.g., info@yourstore.com, not yourstore@outlook.com).
  • An online chat alternative for contacting customer service
  • The address of the merchant’s physical location(s) is mentioned on the contact page when applicable.


4. Show current customer satisfaction

What the customer is asking: Is the product as described by previous customers? Is the company treating its customers fairly?

Business goal: Give customers the social proof they need to believe in your business and its products.

According to research, shoppers place a high value on the reassurance they receive from unbiased customer and store reviews, and they pay close attention to what past customers have to say.

Shoppers want to check reviews on product websites, other sites and marketplaces, and social media before making a purchase on a new website. Shoppers are looking for anomalies, specific cautions from prior customers, or feedback that contradicts what a company states on its website. On social media, for example, customers may use mental math to determine whether the ratio of Instagram followers to likes appears to be genuine.

It’s critical for business owners to realise that community sentiment can make or break a customer’s decision to buy a product.


  • Product reviews with a score of 70% or higher are considered positive.
  • Product reviews that are largely good have been shared on social media (e.g., reviews shared on Instagram, YouTube, etc.)
  • Product evaluations that are detailed and include client feedback
  • A following on Instagram, Facebook, or other social media sites
  • Positive store reviews on third-party sites such as Google, Facebook, Yelp, Trustpilot, Amazon, eBay, and others


  • Product reviews that incorporate photographs on product pages
  • Product reviews for apparel, accessories, and health and beauty products that include a description of the reviewer (so shoppers can relate to review more)
  • Product reviews that contain a product video
  • Links to the store’s social media pages are prominently displayed throughout the store.


5. Ensure the transaction is transparent and easy

What the customer is asking: What will the delivery cost be, and how much will taxes or duties be? Are the payment choices widely-known and safe, as well as functional?

Business goal: When estimating the total cost at shipment and payment, remove client doubts and risk.

“Price is what you pay, and value is what you get,” as the adage goes. While high-quality photos and appealing copy assist to communicate product value, customers also want to see the complete amount they’ll pay as soon as possible, including all discounts and levies.

Although price is fairly obvious, there is a great deal of subjectivity when it comes to how much a product costs and how useful a buyer believes it is. As a result, providing context around price and eliminating unwanted surprises is an important part of establishing confidence.


  • A straightforward and easy-to-understand return policy
  • When delivering overseas, a shipping policy that specifies who is responsible for duties and taxes is required


  • On the online store’s front, shipping charges are minimal.
  • The ability to use discount codes in the cart, as well as the ability for the customer to alter the contents of the cart
  • Methods of payment that are familiar (such as PayPal and Shop Pay)
  • Order status tracking is an optional feature.
  • On the order confirmation page, there were rewards and discounts for future sales.
  • In the event that order adjustment is required, easy access to the contact page is provided.
  • A language and currency switcher is required for international stores.


Customers reward businesses they trust

Because founders don’t question their own trustworthiness, customer trust is typically a blind spot for firms, especially freshly founded businesses. Why would you ever consider yourself “untrustworthy” when you’re keeping promises to customers and telling real facts and tales in your marketing? However, it’s crucial to keep in mind that trust is a matter of perception, and it’s something that every company must acquire.

Your company can gain trust over time by having a large number of satisfied customers and great word of mouth. Your reputation will have preceded you by then, and the finer aspects of your site may not have to do as much work. That doesn’t mean you shouldn’t use tried-and-true best practises to make your site feel familiar, trustworthy, and easy to use. This will put customers at ease, making purchasing from your store easier, and even unlock step level growth for your brand.

Source: Shopify blog

What are the creative social media trends of 2019?

What are the creative social media trends of 2019?

As we’re marching into the final quarter of the year 2019, it is not a surprise that there are many “trends” circulating in the social media world. You might just shrug and scroll or tap next to these trends but what you don’t know is, these trends will help your brand stay relevant and ahead of the competition. Trends are effective because it represents the “now” and everyone is jumping on the bandwagon to stay significant in social media platforms.

Let’s dive into the 2019 trends made popular in social media and get your social media growing with followers and engagements!


Adding Animations To Your Stories & Posts

Instagram has been rolling out many new features and it has made the platform so interesting to use. Simply adding the stickers, GIF, music and or AR feature to your posts and it immediately animates a boring ol’ post into something interesting. People are more likely drawn to colorful images and videos and with the use of these trends, you’ll draw more engagement and create a dynamic experience on your stories.


Adding Subtitles/ Closed Captions To Videos

What are the creative social media trends of 2019?



Admit it, most of the time your phone is on silent mode and you can’t be bothered to turn up the volume to watch a video. A lot of times when people are on their social media, they are most likely in public places like being on the train, eating out, waiting in line, etc. Some may argue that they could use their earphones but be real, how often do you take them out. 

It is almost a MUST to add subtitles to your videos- whether it’s on Facebook, Instagram or Youtube. Up to 85% of the videos on social media platforms are being watched without sound. 

With these subtitles added on, you’ll be surprised to see how much of an increase your engagement gets and it also improves your viewers’ attention span. Bonus point: having subtitles on your videos and content are more user-friendly for people with hearing impairment.


Longer Videos on Instagram with IGTV

Remember the horrible days when Instagram would only allow uploading videos of only up to 1 minute? How limited our contents were back then? Everything had to be crammed into a minute and that was not enough, obviously. Luckily for us, Instagram heard our frustrations and answered our prayers. Thus, IGTV was born!

With IGTV, we no longer have to succumb to the limited 1-minute content, we now have the freedom of up to 10 minutes! Are you a verified account? Well, good news, you get up to 60 minutes long! While this is celebratory, always remember that nobody wants to watch a video that’s 3 minutes long. While 2 minutes would be the ideal amount, we’re quite pushing the human attention span here. In order to have one person stay till the end of the video, you have to grab their attention within the first 8 seconds of the video.

So, make your IGTV content worthwhile because you can either make it or break it.

Nevertheless, we’re grateful for this!


Product Tagging & Shoppable Posts

What are the creative social media trends of 2019?



This…THIS really comes in handy if your brand has an e-commerce website. With the convenience of displaying your product to the most-used social media platform aka Instagram, why not make it a one stop shop? With the product tagging feature, you can link your website to your Instagram account and watch those shoppers rolling in.

Similar to user tagging, product tagging allows you to tag the item directly and when your followers tap on the tag, it opens up to the exact item page on your website. Shoppers can now shop directly from that Instagram post without leaving the app. 


Color-blocking & Grid Planning Your Feed

What are the creative social media trends of 2019?

@sarahhearts/ @bossbabe.inc

There’s nothing more pleasing and attractive than landing on some Instagram account that looks like it has its life figured out. Well, in this case, it’s the amount of thought and planning one has put into making their feed look aesthetically perfect. This might not be news to you, many influencers and big brands play around their feed- alternating posts, color themes, micro-color blocking and more.

An aesthetically impressive feed tells a lot about your brand. It subconsciously implants the impression that your brand is putting in effort and a lot of strategic planning is done. A beautiful feed will get visitors tapping on that “Follow” button in no time, hence, giving you more potential customers to your brand.


Incorporating Memes In Your Content

What are the creative social media trends of 2019?



Yes, memes (pronounced as meems, not mi-mi) are taking over the world. Everyone loves a good, funny meme especially your potential customers- the millenials. While memes are very trendy, it is also very fast-paced. A new meme could be born within minutes to seconds but a good meme gets caught on for a long time, long enough for you to ride on it.

Take for example the latest celebrity meme that has the world talking about – Kylie Jenner and “Rise and Shine”. It all started with a Youtube video of Kylie Jenner giving an office tour and she walks into her daughter, Stormi’s playroom and nonchalantly melodize these three simple words “rise and shine”. It went viral and almost everyone on the internet is singing to the “tune”.

And what did the billionaire do? As what a smart entrepreneur would do, Kylie Jenner laughed about it and turned a meme into a business opportunity. You can now buy that meme merch which is a hoodie on her website. What. A. Freaking. Genius.



While trends are ever changing and gets replaced in no time, it is vital that your brand leverage on trends to be relevant in the social media world. While not all trends may fit your brand’s identity, there are tons of other trends that will fit perfectly. Don’t be afraid to play around, at least you’ve tried!