As a nation, historically we’ve looked at global trends and decided they can wait a few years before we collectively relent and begrudgingly adopt it. This has happened with most major technologies, pop-culture fads, working techniques, and cultural norms. 

However, over the last few years, we seem to be a little quicker on our feet when it comes to adopting technological innovations. 

Just Google ‘the Blockchain island’ and you’ll get where I’m coming from.

Digital marketing has a similar story. Local marketers held off on adopting digital advertising for as long as possible. We were mostly comfortable with our traditional media and weren’t looking for an industry disrupter. 

The problem with disruptors is that they happen whether or not you want them to. 

That marketing disruptor in Malta? Social media. Maltese residents love social media. That’s forced marketing to evolve and evolve quickly into the digital-first landscape we have today. So here are 8 things you need to know as a business leader or marketer operating in Malta when it comes to digital marketing.

Boosting Posts on Facebook is not enough

Disclaimer: Boosting posts on Facebook isn’t a bad thing. But most people tend to misuse it. Whenever you place ad spend behind a post on Facebook, you’re asked to choose what objective you have, such as engagement, reach, or website traffic. Each of these sound relatively good for any brand to gain, but they provide significantly different results. For example, boosting a post to gain post engagement will place your ad in front of people who tend to comment or like things often, and not necessarily the people you actually want to influence.

Placing ad spend behind social media content should be one of the last things you consider. Start with your brand, your audience, and the goal you want to achieve with the content you’re creating. There’s no one perfect way to spend money on Facebook. Spending money to get likes & comments might make it seem like you’re doing well, but you can likely do better with a more rounded approach.

Google Search is underused

A huge number of consumer journeys start with research. This is especially true for products that are either too expensive or complex for impulse buying to be common. The go-to platform for said research is Google Search. For most websites, in fact, traffic from Google is their most valuable source of traffic for a simple reason. Those who arrive at a website from a search engine have a very specific intent. They know exactly what they’re looking for and will know they’ve found it when they see it. 

Locally, it’s surprising to see just how many valuable search terms are non-competitive. When we say valuable, we mean that those using that search term are likely to be individuals who are looking to purchase something. When we say non-competitive, it means there are not a lot of brands vying for the top results for those search terms. 

If you’re not sure whether to delve into SEO (search engine optimisation), we wrote a quick guide to figure out whether it would be worth it to you or not. And here’s a useful tool you can use to figure out what kind of volume and competitiveness the search terms in your industry have. You might be surprised.

TikTok Ads are coming

If you’re over the age of 30, you’ve likely been trying to ignore TikTok and convince yourself that Instagram is still the trendy platform to be on. 

You might even think the word trendy is still used. 

Well, the reality is that TikTok is here to stay for the time being. Even some unexpected organisations are taking the leap. Whether it’s the right move or not, we’re not entirely sure.

Not too long ago, TikTok launched its ads platform, just like Facebook and Instagram did a few years back. However, it’s yet to reach Malta. For now. That doesn’t mean your brand shouldn’t already be there. If your audience is predominantly below the age of 25, it’s definitely worth taking a strong look at what content production capabilities you have, because one thing’s for sure – standard brand-focused content doesn’t fly on TikTok.

Once ads make their way to Malta, it will become the hottest platform in the local industry.

Don’t think of influencers as just celebrities

At Switch we’ve been working with influencers for years, and if there’s one thing they always are happy about when they work with us it’s this – we don’t use them as celebrities. 

Traditionally, getting a big name associated with your brand is seen as a clever tool to get fans of that celebrity aware of your brand. 

And that’s all well and good. 

But the influencer scene in Malta is a little different, purely because of the very first point I mentioned – there aren’t a lot of us on this island. 

That means that the same handful of big-name influencers have hugely overlapping local audiences and they tend to get overused by brands who want to reach that audience. That’s not the worst of it though – a lot of brands approach influencers with very little in the way of direction. They expect them to come up with the strategy, content, and execution on their own, which is especially egregious when they’re not given that much information to work with.

Before even making a list of influencers you want to work with, you need to:

• Pinpoint your audience.
• Analyse influencer collaborations in your industry.
• Make a list of both big-name influencers and micro-influencers.
• Write a detailed brief.
• Have a two-way conversation with potential influencers to figure out whether your brands are a match.

Only with all that done can you begin to discuss the actual content.

LinkedIn is not just for recruitment

If you’re a business that relies on B2B sales and word-of-mouth for business development, then LinkedIn is essential. For years, LinkedIn has been regarded as the platform to find a new job on. While it still fulfils that purpose, it has evolved into a space where professionals build their personal brands, and by extension, their company’s brand while widening their network.

While we definitely encourage brands to use it, don’t treat it like Facebook. The content that works on Facebook doesn’t have the same effect on LinkedIn. What works are thoughtful business-related posts that have humans in mind. Spend 5 minutes scrolling though – you’ll notice that the posts that do well are those coming from individuals talking about their experiences, not about companies talking about their products. 

YouTube is the new TV

As a kid, I grew up watching cartoons on a foreign TV station. I was subjected to countless ads for toys that were only available in strange, distant places. 

I probably saw thousands of life insurance and debt consolidation ads from UK companies that were meant for whichever adult was around me. 

This is probably a pretty relatable scenario those of us who grew up before the content on the internet had really caught up with TV.

A lot of time has passed since then. 

Kids who weren’t yet born when Ira Losco first stole our collective heart with “7th Wonder” are now driving around and going to university. That means these adults who are already making major purchase decisions were 5 years old when YouTube began, and have grown up finding most of their personal entertainment online and will likely continue to do so.

Setting up YouTube ads is more flexible than ever, with a variety of different goals and distribution techniques available. Make sure you have a strategy for it.

Your website is your most valuable asset

Going back to what I said at the beginning, targeting the right audience in Malta isn’t easy – we’re just too small. The targeting tools available to marketers on the ad platforms can help, but those have been designed for countries with tens of millions of residents, not a measly half million. That means that those who are interested enough in what you have to offer to visit your website after you communicate with them are extremely valuable. 

To do that, you need a website that’s configured and designed to drive as much traffic to it organically as possible, while also making it possible to retarget individuals who visit on digital ad platforms. If your website isn’t up to scratch, and not well-optimised for this, we guarantee you’re missing out on business.

Get inspiration from…Twitter?

That’s right. Twitter. While the relationship between Maltese residents and Twitter is usually limited to a screenshot of a politician’s statement being shared on Facebook, the platform is extremely useful for marketers. Brands that have been around on Twitter globally for a while have figured out that Twitter is the perfect place to have live conversations with their audience. 

Take a look at the interactions between big brands and individuals, and even between the brands themselves. Most of the time they’re informal, off-the-cuff conversations. The success of these interactions has now led to a lot of brands doing the same thing on other social media platforms as they’ve realised that people tend to respond more to content that isn’t corporate.

If you want to see where social media in Malta (and the world) is going over the next few years, take a look at what’s going on on Twitter. The first local brands that try to emulate the informal tone will be taking a risk, but they also stand the most to gain by being first-movers. 

Not sure about something in particular?

Obviously local digital marketing goes beyond the 8 points mentioned above, and each of them have more nuance than anything we could explain in a single article. So if you’re running a business (be it Malta, or anywhere else) and want to have a chat about something you’re unsure of, just drop us a line – no strings attached.

The post Digital Marketing in Malta: 8 Things You Need to Know appeared first on Switch - Digital & Brand.

Landing in the storm

My past work experiences left me confused and uneasy. Even though I had learnt plenty and encountered wonderful people, I had experienced constant pressure and tense atmospheres. Two and a half years into the work sector, I had convinced myself I wasn’t made for marketing and that I should reconsider my career path. But… what would I do instead? I was lost when I arrived in Malta, thirsty for change and eager to better my English.
The Job Centre in France found me an internship in an online marketing agency in Malta called – surprise, surprise – Switch! Switch was the perfect company to help me improve my English and allow me to work within my skillset. But regardless of the opportunity, I was still perplexed and anxious.
Before setting foot on the island, I had learnt that it seldom rains in Malta. Well, not in my experience. In my first couple of weeks, I experienced the storm which caused the Azure Window to collapse. I was so disappointed. The weather reflected my state of mind, unstable and grey, but the insecurity wouldn’t last long.

A post shared by Caroline de Fréminville (@carolinedefreminville) on Apr 2, 2017 at 11:03pm PDT

Discovering Switch and the Maltese Islands

After only a couple of weeks at Switch, I felt at home. When my family asked about my experience in Malta, I found myself answering “Honestly? It’s great! The team is wonderful, people welcomed me warmly, the atmosphere is relaxed and friendly, they are incredibly good at what they do. I’ve never learnt so much in such a short period of time”. I wasn’t saying all of this for the sake of reassuring them, I honestly felt that way. Kirsten showed me all the tricks behind managing Adwords and Facebook campaigns. Melissa, who is bursting with energy and ideas, involved me in social media analysis and copywriting, and David gave me some tips in SEO targeted at human outreach emails.

A post shared by Switch (@switchmalta) on Apr 11, 2017 at 3:24am PDT

Following the storm, I also started to explore the Maltese islands and their amazing landscape. I met their tiny, green, inhabitants (chameleons), had a drink in the surprisingly stunning Popeye Village. I touched the ochre sand of Għajn Tuffieha Bay, soaked my feet in the fresh water of Ramla Bay and admired the turquoise colour of the Blue Lagoon. I bought some local vegetables from the Marsaxlokk Market and walked along the streets of ancient Valletta. I also learned how to cross a road successfully (not minding zebra crossings), and picked up some Maltese words like ‘mela’ or the cute ‘illallu’ on the way.

A post shared by Caroline de Fréminville (@carolinedefreminville) on Mar 25, 2017 at 3:55pm PDT

Leaving in the sun

After three months in Malta, my mood is sunnier, my brain is rejuvenated, my confidence is higher and my skin is tanned-ish! That’s the type of transformation Switch has on people. How could it not, with Kirsten’s: “No worries, don’t stress, just do your best” and Melissa’s “Well done girls! You’re amazing!” and Lindsey’s “Bravo girls! Super happy with your work!”?
Switch highlights the importance of staying ‘human’, and not a day goes by without laughter in the open office, sweets, cakes or chocolates in the kitchen. It’s the same with clients: Switch offers no standard proposal for projects, only dynamic ideas adapted to the client in question. The human element even transpires to the way in which you communicate to your brand’s audience – and this is where Switch excels.
It’s certainly this sincere and strong objective which ensures a good quality of life at in the Switch headquarters. This mindset pushes you to be better at your job, every day.

My short time at Switch helped me achieve a new start, find confidence in myself, improve my English and meet great people. It was an amazing experience and I’ll certainly miss Malta – and of course, the whole Switch Team!
Thank you Switch. It has been a pleasure.
 

Thank YOU Caroline for an amazing few months! We loved having you here, even though you’re vegan. So happy the internship worked out for you – we all wish you the best of luck in your next move! – The Switch Team

The post Switch: my springboard towards a new start appeared first on Switch - Digital & Brand.

After recently graduating, I have decided to take the time to get inspired by other cultures – even if that meant moving to a foreign country on my own. This is why I have decided to travel 3,000 km away from home.

Moving to Malta from the United Kingdom was definitely a big change. My desire to learn how to design for a different audience other than the UK and expand my knowledge was what pushed me into packing my bags and move to a tiny hot island. This is something that I believe is important for a designer to do: expand your knowledge, reach new audiences, and understand new markets.
Needless to say, what I am currently gaining from this experience abroad is vast and memorable. There is just so much that I am learning everyday, sometimes by simply wandering around the streets and seeing a different lifestyle, architecture, or colors. I have also contributed my work to designing in the Maltese language – completely foreign and incomprehensible to me, but still incredibly interesting and creative.
I have not just gained more from the design point of view, but I am also learning a lot about life skills. I have met new people, made new friends, and working in a fun environment such as Switch Digital has been an abundant way to experience my move to Malta – in the best way possible.

What am I trying to say?

Don’t restrict yourself to where you are – MOVE! Take the leap and enjoy the journey. Remember: design is creative, so have a creative lifestyle.
Don’t forget to make the most out of every experience, as they will help you become the best designer and human that you can be.
I am not saying that having a creative lifestyle is easy; packing your bags and moving to a different city or country (and why not, continent) can be extremely terrifying and difficult. Pierre Bernardo said ‘to travel is to evolve’, and I truly agree with him.

‘Design is a journey of discovery.’ – Derek Parker

The post Moving appeared first on Switch - Digital & Brand.

1. 67% of Maltese business owners  agree that social media is important to them >Tweet this<

While certainly a great step in the right direction, it’s interesting that 33% don’t give social media that much importance. This makes us question what their relationship with their clientele is like. If people are wondering why they should bother going social perhaps they should read this!

2. 77% of Maltese Businesses use Facebook as their primary social platform >Tweet this<

In Malta Facebook has always been one of the most popular social media platforms, so it’s no wonder that many businesses would use Facebook as their primary means of reaching customers. However there’s a big difference between simply using Facebook, and using it effectively! Why not go through our guide to using Facebook for business to refresh your memory.

3. 5% of Maltese Businesses still have no website >Tweet this<

It’s 2015 – what are these businesses waiting for? With people carrying out many searches for businesses online a website is an asset. These days having an effective website really isn’t that hard – in fact it’s all about simplicity!

4. 56% of Maltese Businesses do not have a responsive website >Tweet this<

We’ve harped on about this plenty of times, but with Google having recently announced that non responsive websites will be penalised, we cannot help but keep stressing it. Check out our ten reasons why you need a responsive website asap!

5. 72% of Maltese Businesses issue a regular newsletter >Tweet this<

Newsletters allow you to get right into someone’s inbox, and with an ROI of around 4,300% (according to the Direct Marketing Association) they’re highly cost effective. Check out how to growthhack your e-mail campaign.

6. 7% of Maltese Businesses spent their entire budget on online marketing >Tweet this<

One of the best things about online marketing is that when done right it can be highly cost effective! With so many people spending so much time online it’s important to invest in good digital marketing.

7. In 2015 64% of Maltese Businesses will spend more money online >Tweet this<

With Q1 almost over it’s time to look back and analyse your 2015 marketing strategy. How did you spend your money, did it work for you? Keep ahead of your marketing strategy to ensure that you remain in the game!

8. In 2015 52% of Maltese Businesses will shift a higher percentage of their spend ratio to online marketing >Tweet this<

This shows that apart from choosing to spend more money online just because companies have a bigger budget, slightly more than half are choosing to shift the ratios, investing more money in online marketing. Clearly, businesses are starting to realise the cost effective rewards of digital marketing!

9. In 2015 93% of Maltese Businesses plan on tracking their results more than they did in 2014 >Tweet this<

Tracking results allows you to know whether your strategy is profitable or not. Digital marketing is advantageous because you can often get a very clear picture of where your money went and what worked and didn’t. No wonder more people want to track their results! If you find Google Analytics confusing check out our simplified guide.

10. In 2015 87% of Maltese Businesses plan on increasing their social media presence >Tweet this<

As seen before, Facebook is the most popular social media platform in Malta, however never be afraid to branch out and explore different platforms which might work with different audiences!

The post 10 statistics on Malta's marketing landscape appeared first on Switch - Digital & Brand.