Copywriting guidelines during Covid-19
There is no way that content marketing can stay the same as the COVID-19 pandemic rapidly transforms every aspect of our lives. Copywriters are quickly adapting to the new conditions, shifting their word choice and tone to suit the new culture and frame of mind that is emerging from the crisis. Follow these basic guidelines to bring your content creation in line. Make sensitivity a priority There is a time and place for irreverence – and we copywriters do love a dose of humour, don’t we? Especially if it pushes the envelope. However, now is not the time. Now it’s best to focus on a more sensitive approach and rather err on the side of seriousness. You can still keep the tone light but opt for an inspiring and motivational tone. Put on your word filters You know all those buzz words you love to put in your copy? Things like “killer deal” or “infectious enthusiasm” or “viral content”? Well you’re going to have to retire them for a while – until we get to the other side of this thing. But why not see this as a good thing? You have the opportunity to flex your creative muscle and find some clever replacements for these well-worn expressions. Keep your position neutral, your tone helpful It seems incredibly insensitive now to say things like “take advantage of this once-in-a-lifetime offer”. It would be better to say something like “Let us help you with much needed savings during these tough times.” Take away the hard sell and focus on being supportive. Maintain trust by being accurate if you’re going to reference data on COVID-19 for any reason, make sure you do so advisedly. Reference only credible sources and quote them carefully. A wrong step in this area will throw your credibility – and possibly your moral standing – straight out of the window. Be optimistic but don’t promise too much Instil hope and positivity into your writing but remember that we are learning as we go, and the situation is changing every day. You’re in no position to promise too much – and it may well backfire if you do. Never pretend to know more than you do, rather send the message that you and your audience are in this together. Do you need help formulating a world-beating content marketing strategy? Contact WSI...
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Best Practices for Email Marketing During a Crisis
The COVID-19 pandemic has thrown the entire business world into crisis mode. Marketing functions, such as email marketing, have had to be modified to keep up with the disaster. Email marketing remains an important strategy and you still have the capacity to reach a large audience – in fact you might even have a larger captive audience, with so many people sitting at home. Here are the practices you need to adopt to keep your email marketing relevant at this time. Always acknowledge the crisis Don’t try to pretend the crisis isn’t there and just blithely go on promoting your product. Acknowledge the situation and work it into your content as far as is possible. Data indicates that people are opening and reading more emails than they were before the crisis, particularly those that mention COVID-19. Relook your automated emails If you have been sending out automated emails since before the crisis began, take another look at them now and ensure that the tone and content is still appropriate. You don’t want you audience to think that you are out of touch or insensitive, simply because you failed to updated your automated mailers. Assess the atmosphere Watch what your competitors and marketers in unrelated fields are doing. Look up great and poor examples of email marketing and emulate where applicable. Be sensitive and do not try and leverage fear While you do want to acknowledge COVID-19 and demonstrate that you are working around it and are being conscious of its effects on your audience’s lives, do not stretch your mentions of the pandemic (or any crisis) to instil or leverage off the emotion of fear. It’s all too easy to do – especially in certain industries – and it must be avoided. You will find that your brand and your sales will all the better for keeping a positive tone and working to provide an antidote to fear. Do you need help formulating a top notch email marketing strategy? Contact WSI...
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Join Francios’ SEO webinar on staying ahead of Google updates
There is a lot of uncertainty with Google ranking factors currently, which is driving the SEO industry crazy. The search engine giant continuously introduces new updates, which can make it seem like an overwhelming task to keep up. I will be hosting a webinar entitled Stay Ahead of Google Updates and Prepare for SEO Today and Tomorrow on Tuesday, 2 June at 18:30 GMT+2. During this webinar, you will learn that SEO is much more than “if I rank #1 for my product/services keywords then I win; If I don’t, I lose” and think beyond keywords. Some of the topics I’ll discuss during the webinar include competition monitoring, content strategy, website health, keyword visibility and page performance. How do I check my website’s health? Healthy websites are key to improving organic traffic results. I’ll show you the indicators of a healthy website. How does content impact my SEO strategy? Using a pillar content strategy, you can publish ‘topic-based’ content to support your SEO. I’ll show you how this approach works. How do I improve my page performance and keyword visibility? During the webinar, I will also show you how increased organic traffic to your product or service page can improve your page performance. You will also learn why it’s better to focus on multiple keyword phrases for each product or service – not just a select few. Continuing with the old school SEO mindset will just set you up for failure. Join my one hour tomorrow to find out how you can prepare for SEO today and in the future. Save your seat...
read moreDigital marketing services you didn’t know your business needed
As we all know too well, the scope and best practice guidelines of the digital marketing world are forever changing – even more so in light of the global COVID-19 pandemic. So, considering the state of the world and the many businesses trying to get back on their feet, which digital marketing services are the ones that should be a top priority going forward? We break it down for you below. SEO SEO is at the heart of every successful digital marketing endeavour. It refers to ‘Search Engine Optimisation’ which involves optimising your website in such a way that it adheres to best practice guidelines as set out by Google. This could mean posting engaging, relevant content on your website, reducing page loading times, link building, and generally doing everything in your power to boost user experience. Content marketing Speaking of posting engaging, relevant content on your website, that is where content marketing comes in. The secret is to craft content, whether text, image, or video, to which your target market will easily relate and that they will thoroughly enjoy. This can prove a lot more challenging than you might expect, especially if you are not naturally good with your words or a whizz when it comes to capturing video footage. A good idea, in current times, is to create content detailing how your brand plans to deliver goods ordered online safely and with social distancing in mind. You will need to reassure most customers of these approaches and safety measures to encourage a final conversion. PPC PPC, or ‘pay per click’, advertising is an excellent way to get potential customers onto your website and, hopefully, making a conversion. You can embrace PPC either via Google and other search engines where you essentially pay to have your ad appear at the top of search engine search results, or you can embrace it via social media. If you opt for the latter, your ads will appear on your potential clients’ newsfeed or when they are watching video content. Instagram and Facebook ads have proven to be especially beneficial for businesses big and small in recent times, so be sure to dedicate the majority of your marketing spend there. The great thing about PPC is that it is easy to target your ads based on various criteria, whether it be demographics, interests, the specific device on which they are browsing (mobile marketing is huge right now!), or previous internet activity. You can even target consumers who have visited your website but have failed to take the desired course of action. This type of targeting is known as remarketing and is a PPC essential for maximum profitability. WSI OMS is a digital marketing agency that can provide you with all of the digital marketing services as mentioned above, and more. Contact us today for further...
read moreLessons in using LinkedIn for networking
LinkedIn has become one of the most widely used social media and networking sites for professionals, and while it is not as formal as corporate communication, there are some lessons to learn in using LinkedIn as a networking tool. How to use LinkedIn successfully in networking: LinkedIn is a powerful connector (as long as you’re using it correctly) Professionals are incredibly responsive on LinkedIn and if you approach it correctly, you will be able to build your network effectively. With all the handy features (such as filtering by location, industry, current company and more) you can curate the group of people you want to access and connect to easily. It’s like your dream team of networking partners all gathered at one event, but they are there all the time. The key here is getting this group to interact with you. It’s all about the approach As with most networking attempts, the approach can be the deciding factor in the exchange. On LinkedIn you need to interact as if you were on social media, but in a professional setting. You’re your connection messages short, clear and to the point while inviting your potential connection to start a dialogue. Make it personal by mentioning connections you may have in common or commenting on the person’s achievements, research or interests. Don’t leave it up to automated messages LinkedIn doesn’t play well with automated messages, and using automated messaging extensions may get your profile banned because using “bots or other automated methods” to “send or redirect messages” is against LinkedIn’s Dos and Don’ts. Branding is still important First impressions count, even in the world of online networking. You need to carefully curate your brand image on LinkedIn just as you would on social media and in face-to-face interactions. Create your profile content with intention, check for errors and keep the visuals professional and relevant. If you don’t have professional headshots, you can still get a clear, professional looking photograph with a little bit of research and a smartphone camera. Put in the effort with your profile to make it an extension of your brand. Commit to the long-term process Although you might see an upswing in the initial stage of your networking and leads generation campaign on LinkedIn, the significant results will only come after around 2-3 months of consistent work. In this time you may need to evolve and refine your approach based on what you can see is working and what is not. Keep doing research and trying out different strategies until you find what works for you. Get ready to close the deal Whether you are using LinkedIn to network in your individual capacity or using it as a tool to generate leads for your business you need to be ready to close the deal with potential connections. This can mean being ready and willing to take the conversation further into a sales process or going for an interview (if you’ve reached out because of a job opening). Don’t waste your connection’s time by dragging your feet in the process when closing time is at hand. Contact WSI OMS for more information on how to use LinkedIn in your networking and marketing...
read moreSEO Services: Google’s opinion on website quality
Your website page quality (according to Google) is one of the most important factors that need to be addressed by your SEO services partner. If Google rates your website as low-quality, you won’t rank high on the search results for their audiences which means that you might be practically invisible to your ideal clients. Here’s what you need to know about Google’s quality standard. How SEO Services influence Google’s rankings As an SEO services provider, we have come to realise that many people think that more content on their website is better, but this isn’t the case. If your website is filled with low-quality content, then even if there is lots of it, it will send a really bad quality signal to Google. If, for example, you are answering commonly asked questions in the form of a blog post, but the content is poorly written and people quickly click away from the page, Google will notice. Google is very focused on the user experience and they keep track of how people interact with the content on your site. If you have authority content on your website, then you will have a higher chance of sending positive signals to Google. The best way to determine a page’s quality is to focus on engagement metrics such as the following: Total visits Internal and external links Pages per visit – if a website visitor clicks through to other pages, then it is a good sign. Some of the offsite metrics that you can measure include: Page authority Social shares Google considers a number of factors when determining the quality of a page. They are: Unique content (including unique words, phrases and sentences) Links to the page Links from high quality websites to your pages The Page Answers the Query: Google can determine whether your page answers the searcher’s query by analysing the journey the searcher took to find your website. If the searcher enters a query into Google and finds your page, then goes back to Google with a completely different search term, then they will deduct that the information on your page answered the searcher’s query. WSI OMS offers SEO Services, SEO optimisation and link building services to businesses and brands of all sizes, in all industries. For help with your SEO Services, contact WSI OMS...
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5 content marketing tips for financial advisers
Financial advisors require specialised content. It’s also a highly competitive field, which makes good marketing all the more important. Here are five tips to help financial advisors promote their brand. Think beyond written copy The idea of writing a blog might seem like too much of a commitment, but what if you could spend just five minutes recording a short video that you can then upload to LinkedIn or YouTube? You can get your message out there without having to sit and down and spend precious time writing. Content marketing is not just about written copy. You can promote your services through a variety of media and platforms, which may actually suit your niche and business much better than written material. Focus on what you do, not your company or brand In the field of financial advisory, it’s better to post content that speaks to your industry and niche, rather than directly promoting your brand. If what you say is useful, then customers will seek out your services and develop an affinity with your brand. This is one sector where your product speaks for itself. Repurpose content where you can You don’t always have to generate 100% original content. You can also pick great content from industry thought leaders and post it on social media together with your comments and thoughts. This saves time, makes you appear in tune with your industry, and gives you a choice of great content on tap. Focus on quality, not quantity It’s better to have ten blogs with really strong content than an endless stream of mediocre or bad content. This is especially true in your field, where you want to demonstrate your expertise and competence. Remember that it really is worth your while Financial advisors can be rather single-minded and you know better than most that time is money, so it’s difficult to justify the time it takes to create content to market yourself, but you need to know that it is well worth the time you spend on it. Whether you take the time yourself or bring in digital marketing contractors to do it for you, the investment will be worthwhile as you start to see the return on investment in the form of more clients! If you need a digital marketing professional to assist you in marketing your financial advisory services, WSI OMS can help. We are a leading digital marketing agency that excels in content marketing that really sells. Contact us for more...
read moreWebsite design: What and Why of Trust Factors
“Trust is built when no one is looking” – Seth Godin If you’re clueless about trust factors and you don’t understand why they are a massive focus point for top website design companies, keep reading for the low-down from WSI OMS. Trust Factors that need to be included in your website design Social media icons Having your social media profile icons visible on your website is good for local SEO, PR purposes, as well as establishing trust. You can put your social media icons in your website’s footer, at the top of the page, and on your Contact Us page. Make sure the icons link to your social media profiles and that these pages are regularly updated. Well constructed site navigation Your site structure should be designed with users in mind. Not only does it help search engine crawlers index pages, but it shows users that your website (and business) has been carefully planned and executed. Location and Contact information Include your phone number, email address, and full street address. This will help users get in touch with you and assure them that you are a legitimate business. It will also help drive leads. Client Testimonials and Reviews People want to do business with companies that have been reviewed by real people. Reach out to your existing and happy clients and ask them if they would give you a review to publish on your website. It is a good idea to do this once a year so that you have updated reviews. Set a reminder in your calendar so that you can get ongoing feedback to share with potential clients on your website. An added benefit is that it can highlight potential weaknesses in your business. Articles and Blogs Blogs are a great tool to drive traffic to your website and driving leads to your website. If you have educational and helpful blogs on your website, it can also help create trust with your website visitors. Policy on returns and warranties If you are selling products on your website, make sure that you have your returns policy and warranties where website visitors can easily find it. People are cautious to part ways with their credit card details and this information can make all the difference in closing more deals. Indication of trusted payment gateway Potential clients need to know that you are using trusted payment gateways and credit card processing. Include the information and iconic logos on your website. Contact WSI OMS, the top web design company to help you pull together your entire digital marketing strategy including web design, SEO Optimisation services, pay per click advertising, and...
read moreHere’s why your PPC advertising isn’t performing
If you want to bring viewers to your website’s landing page or ecommerce products page, pay per click advertising can help you to bump up the amount of traffic quickly. But what can you do if your pay per click advertising strategy isn’t performing as well as you expected? This guide will provide common issues and how to solve them. Why is my PPC advertising strategy not working? Your settings are not correct Many times, when we check a client’s PPC campaign that is underperforming, the settings are off. Perhaps you are targeting the wrong location or the budget you have set is incorrect. It’s possible that an ad group didn’t get turned on. The first thing you need to do if you notice that a PPC campaign isn’t working is check your settings. You’re not redirecting your audience correctly If you are marketing a specific service or product, then you shouldn’t direct search engine users to the home page of your website. Make sure you have a high impact landing page that is professionally written, compelling, and gives your potential client all the information they need to do business with you. Each ad group should have its own landing page for the best results. Keep your website’s navigation simple so that they can find what they are looking for, information about the credibility of your brand, shipping information, and anything else they might want to know. You’re not looking at local factors All pay per click advertisers want the lowest possible cost per click (CPC), but it is virtually impossible to keep the costs at bay if you ignore local factors. Localize your PPC campaigns to ensure that you not only have local vendors in the areas that you are targeting, but that you are using everything from the right lingo and slang to the desired suburb areas. You’re not getting genuine visitors Whether you are advertising on social media or the major search engines, there will likely be networks that distribute your ads. Some of these networks are fraudulent, which means that the traffic they send to your website and landing pages are fake. Ensure your ads are distributed to the right network so that you get genuine visitors. You’re not setting up negative keywords There are many keywords that you do not want to rank for. Perhaps you want to avoid ranking for keywords such as ‘second hand’, ‘new’, ‘free’, or a specific color. Include all the negative keywords that you don’t want to rank for to prevent your ad from being triggered by these words. Need more help with your pay per click advertising strategy? Contact WSI OMS for information on our PPC advertising services and other digital marketing...
read moreSEO services & tools to monitor web performance
When you spend money on SEO services, you need to find ways to monitor your performance and see if your rankings are climbing thanks to new tactics being employed. Using SEP optimisation tools can cut down on manual monitoring, they are quite affordable and they are easy to use. Here is more information on the best options available and how you can use them to your advantage. Top SEO services and tools: Backlinks and more with Open Site Explorer This tool is your go-to when it comes to keeping track of your website’s backlinks, which is an imperative part of SEO. Every business should have a decent mixture of follow and no-follow links, as well as anchor texts and links to your website from other websites in order to make a difference in your rankings. Open Site Explorer provides information regarding your website’s domain authority, along with the number of backlinks that your website has accumulated and where they come from. It also offers advice regarding link building opportunities going forward. Check your bounce-rate with Crazy Egg Did you know that your bounce rate has a tremendous effect on the way in which Google recognizes your page? A website with a high bounce rate will notice a knock in its rankings over time. CrazyEgg has been designed to help you keep track of this bounce rate and user behavior on your site in general. It is essentially a heat-mapping tool which shows you exactly how far people are scrolling down on a page, how long they are spending reading what content and where they are clicking. This gives you a good idea of where to spend most of your time making improvements in order to maximize user experience and, ultimately, boost SEO optimization. Address technical issues with Screaming Frog When it comes to the technical elements of your website, such as response codes and missing image alt text, Screaming Frog is your best friend. With this tool in your corner, you’ll know exactly how well (or how poorly) your site is performing from a technical SEO perspective. The tool will also provide helpful advice in terms of how to go about fixing various issues. If you’re looking for a local company that offers world-class SEO services including link building services and SEO optimisation, contact WSI OMS for more information on our packages and...
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