How to combine content marketing with PPC

Posted by on Sep 9, 2019 in PPC |

Pay-per-click advertising works for various businesses despite their size. It is a lucrative way to get more leads and make more money. What many small business owners get wrong, however, is not combining their content marketing with their paid online advertising strategy. While PPC is a great way to advertise your business to people who are looking for the products and services that you offer, you will get a lot more bang for your buck if it is combined with a content marketing strategy. When you create content based on niche long-tail keywords, advice blogs that educate your customers or how-to guides, you will be able to create different PPC campaigns that are tailored to these pages. One of the quickest ways to throw away a hot lead is to direct them from a PPC ad in their Google search results to the home page of your website. If you sell used sailboats and have articles about buying used sailboats, a 10-point checklist for buyers or how to refurbish sailboats, you can create ads that speak directly to this content. The reason why combining your content marketing strategy with PPC is so powerful, is because people are searching for information online. Very few people open a search engine with the intent to buy someone. A PPC ad can put your content front and centre so that you can start to build a relationship with a potential client, give them the information they need and showcase yourself as a leader in the industry. Contact WSI OMS to help you manage paid online advertising, PPC and digital marketing efforts. Please follow and like...

read more

Web Design Vs. SEO – Friendly Enemies?

Posted by on Sep 6, 2019 in Website Design |

Creating a great web page is often a delicate balancing act – one that is not always easy to achieve. Not only does the designer want to build a stunning and unique site, but the client also wants to ensure that user experience is simple and profitable, while digital marketers want to stay at the top of the search results. Design, UX and SEO thus sometimes come into conflict, resulting in frustration all around.  All of these factors are important and can be reconciled. SEO has become such a high priority for most companies seeking to build their online presence, and so it is perhaps worth considering the potential conflict from this perspective. SEO experts have cited a number of main factors that frustrate them when it comes to web design. These can be resolved without sacrificing UX or web design. On the contrary, considering these points could create a win-win and ensure that web design and SEO need not be in opposition to each other. When SEO pros look at a website, they essentially consider five aspects: crawlability, usability, readability, accessibility and findability. Certain popular web design choices can interfere with one or more of these, which makes SEO measures difficult to implement. Here are some of the worst offenders: – Menu Designs:  The “hamburger” menu, accordion style, confusing dropdown design and mega menus. All of these will make an SEO specialist cringe. Navigation needs to be simplified for a better UX, which will ultimately enhance the site’s SEO standings.   – Decisions That Are Not Based on Data:  A website is not an artwork, it is an interface with your potential customers. A scientific approach is needed, based on analytics and other research.   – Image Sliders:  Image sliders not only look pretty, but they can also be good for UX – provided the user has a really fast connection. Otherwise, it tends to slow down the website and will frustrate your clients and visitors.   – Lazy or Poorly Thought-Out Redirects: Incorporating the H-hierarchy into design decisions and using the logo as an H1. The list continues. The point is not to stop web designers from following their creative desires, but rather to persuade them to make their decisions on the basis of analytics, rather than just what looks or feels good. SEO and web design don’t have to be enemies. In fact, they can easily work together – and should do for the benefit of both.   WSI OMS is a well-established expert in web design and SEO. Contact us to discuss your plans for your website. Please follow and like...

read more

From Nascent to Multi-moment: How Google’s DMT Can Improve Your Online Marketing Campaigns

Posted by on Sep 4, 2019 in Content Marketing, Digital Media Marketing |

In July, Google announced the launch of its Digital Marketing Transformation programme in South Africa. The tech giant described the programme as a partnership between itself and clients aimed at enabling “business growth through providing customised digital marketing advice, including digital marketing fundamentals, best practices and a focused customised roadmap.”   What will this programme entail? And, how can it help you boost your online marketing strategies from Nascent (the lower end of digital maturity) to Multi-moment (the level at which the top two percent of the world’s digital marketers are operating)?   The programme takes clients through a six-step process, beginning with an assessment of their current online marketing efforts in relation to international best practices. The assessment makes use of the Digital Maturity Benchmark, devised by the Boston Consulting Group. After going through this assessment, your digital marketing work will be benchmarked at one of the following four levels of maturity: Nascent, Emerging, Connect and Multi-moment. If you do not even make it to Nascent, it means that your strategies will need a complete makeover, so as to bring it up to speed when measured against global standards. If your work is Nascent, you will then be helped to devise a strategy to move you up through the next three levels.   If you are sitting among the 2 percent of marketers who are ranked as Multi-moment, meaning that the customer experience you provide moves dynamically and effectively towards desired business outcomes, then you need to just keep doing what you’re doing, while being sure to keep an eye on changing business and marketing trends.   The assessment provides a useful reality check to empower you through data-driven knowledge and self-awareness. The remaining steps of the programme will then help you to develop your marketing strategy to the next level. If you are like 89 percent of the world’s marketers, you will find yourself sitting somewhere between Emerging and Connect, meaning that you need to attend to just one or two key points of transformation to take you into another league.    Looking to create Connect to Multi-moment level digital transformation strategies for your brand? That’s what we live and breathe at WSI. Contact us to discuss your online marketing and allow us to show you how you can make the most of Digital Marketing Transformation. Please follow and like...

read more

Content Marketing – Quality Vs. Click-bait?

Posted by on Aug 28, 2019 in Content Marketing |

Attention-grabbing headlines may get people to click through to your website, but if the actual meat of the article is all hyperbole, is thin and does not live up to your headline’s promise, readers will not stay on your site. Advertising legend David Ogilvy famously said that ‘the consumer is not a moron, she is your wife’. Made in 1955, this statement appears more relevant than ever. In a nutshell, poor content that does not respect the reader does not work. What Is Quality Content? Good quality content is any content that aligns your marketing goals with your prospects’ needs. It conveys value and soothes specific pain points keeping people awake at night. Good quality content is targeted and crafted with the goals and aspirations of a clearly defined persona in mind. An effective content marketing strategy draws a picture of who your ideal customer is. It then maps this persona’s journey as a buyer. The goal is to establish the types of content to serve your prospects at specific stages of their journey towards becoming customers. Importantly, there is a time to send how-to articles, free ebooks, case studies, webinars or product demo invitations to your prospects. It can’t be at random times. How ever attention-grabbing your headline is, you aren’t going to achieve much with your content if it’s not relevant to the reader. After mapping your persona’s buyer’s journey against their content needs, go ahead and craft the sort of epic content they can’t resist. Spend enough time making sure the content is well researched, written well and that it is actionable. Why Click-Bait Content Does Not Work Sensational headlines that stop people in their tracks worked in 1995 when all it took to make a buck was to just get people on your website.  Guess What?  In 2019, people can now block ads and defend their inboxes against spammy tactics. So a content marketing strategy that prioritises traffic while ignoring ROI will fail each time. Click-bait headlines may work for BuzzFeed. But, try them for your carpet cleaning website, and you may annoy and tune people off your brand for good.  More than that, thin, outdated, and redundant content will not rank for any keywords that matter. Search engines have gotten very smart at recognising good content (and making sure that pointless listicles and other junk content stay on page 11 of the SERPs). Google is now very picky about what content it shows its users. The search giant now ranks content on topical relevance and how well it meets searcher intent. So, feverishly building links isn’t going to help your SEO efforts as long as your content quality is poor. To optimise your digital...

read more

How to Set – and Reach – Your Company’s Social Media Marketing Goals

Posted by on Aug 21, 2019 in Social Media Marketing |

According to statistics, social media claims 30% of all the time people spend online. For teens, make that nine hours a day. Which is why social media ad spending is expected to top $32 billion in 2019.  In short, if you want to reach your target prospects, you have to go where they are spending most of their time – which is on social media. But this requires an intentional strategy with clear, achievable and measurable goals. Here is how to set goals for a high-yielding social media marketing strategy: Establish a Starting Point There is a chance you are already on social media? But, that you have until now just been posting randomly without a strategy. To formulate a strategy with clear goals, there is a need to carry out a thorough social media audit.  Most social media sites have analytics tools from which you can pull data to measure both your historical and current performance. The audit will expose your least and best performing social channels, holes that need plugging, wins to build on and insights on what is achievable as well as what a feasible time frame will be. Define Your Objectives The audit you have just done, and a bit of competitor analysis, should show you what marketing opportunities there are on social media. Importantly, it will help you spell out what your immediate and long term goals should be. These could be to: Increase engagement on your target social channels,  Drive traffic to your website, Increase brand awareness, Generate new leads, or  To boost SEO. Know the Right Metrics to Track Goals must have timed targets. For example, to generate 100 leads per month. But to meet your targets you need a set of metrics to track and guide you. For your search engine optimisation strategy, these will likely be backlinks, SERPs rankings growth and traffic to your site. Social media metrics you can track include mentions, likes or shares/pins/retweets per post or per given time period. Remembering, too, that some are vanity metrics that aren’t worth tracking. You can look at this as breaking your goals down to shorter-term objectives and key results (OKRs). Use these to flag parts of your strategy to tweak for better results as well as to highlight high-performing posts and assets that you may boost to maximise benefit. Establish a Measuring and Reporting Framework Tracking specific metrics to keep your social media goals in focus is important. But so is clearly spelling out how to measure each campaign’s effectiveness, when to report progress and which tools to use. Weekly is a good frequency to measure and note campaign progress, with a strategy meeting at the end of the...

read more