Davis Koh is a Singaporean entrepreneur who cofounded WECOFA digital marketing agency. Interestingly, his agency's name 'WECOFA' actually comes from an acronym of "WE Create Opportunities For All".
Together with his business partner Ken Ong, they want to create an environment whereby every business has equal level playing opportunities to compete. Davis shares that "these days, it's not so much about the bigger fish eating the small fish but rather the fastest winning the slow and digital marketing has provided the leverage for businesses to do that".
In the middle of 2020, many businesses were affected drastically by the Covid-19 pandemic. Many traditional companies have been closing as they no longer see the traffic or have that kind of "walk-in" sales that they used to have.
That was where Davis and his business partner Ken Ong decided to do whatever they could to help businesses struggling to stay afloat. They came up with a 5 step digital marketing framework to help businesses, especially traditional ones, port over their business online.
Step 1: Determining whether your business is "PUSH" or "PULL" oriented.
Push means that you need to do promotional campaigns through various means to promote your products or services to your customers. Pull-on the hand is where customers come and approach you. And in some circumstances, it can be a combination of both.
Step 2: Identify your Top Customers Avatar.
The saying goes, the clearer you can identify your customers, the easier you can find them. We categorise our customers based on their demographics, psychographics and their interest. For this exercise, we termed it "Creation of Customers Avatar".
Step 3: Establish Basic Social Media Presence.
Once we generate our customer avatars, we need to establish our social media presence on those platforms where they are most frequent.
Step 4: Mapping the entire Online Customer Journey.
It is especially important to map out the entire blueprint of your customer online journey. With this itself, you can track, evaluate, and make improvements to the entire customer experience to where your business could be lacking.
Step 5: Plan your Digital Marketing Campaign and Run Advertisements.
Once you have sorted out the fulfilment process, which we termed as back-end operations, you can now turn on the "Leads Tap" by running paid ads onto those digital platforms that your customers frequent to acquire them.
This is the exact formula that Davis used for his clients at WECOFA to help them build a strong and sustainable asset for their business.
This pandemic has caught a lot of businesses off guard that has resulted in many winding up. Davis shared an important insight that " for businesses to survive and thrive, one has to adapt to the trends and time and make changes accordingly to win and not get ousted".