How You Can Use Social Listening to Measure Your Business’ KPIs

Posted by on Sep 19, 2019 in Social media monitoring |

Many companies still haven’t quite worked out what social media can really do for them and their marketing strategies. We know everybody wants something measurable to show for their marketing spend – and that isn’t always easy to get.  Social listening, as a specific application of social media monitoring, is one method that allows you to see what your online marketing is doing for your brand. In fact, it can go one step further by actually giving you definitive metrics on your specific key performance indicators (KPIs).  When it comes to marketing, your main KPI is probably brand awareness. But, how can you possibly measure that? Through social listening, you can count the number of mentions your brand is receiving on social media; not only those that come from direct communication with you, but also in posts between other people and organisations.  This goes even deeper, however. Not only can you count the number of mentions online, but you can also  measure how deeply your brand is reaching into the social media space. This is not about how many mentions you get but rather about who mentions your brand. A mention from an influencer or someone with a very large following, would obviously mean more to your brand than a large volume of single mentions.  You can also measure your share of mentions on social media relative to your competitors’, which gives you an excellent idea of how your promotional efforts are faring in the online space. All of this is great for the marketing department and it will look great when you present it to the CEO. But, you know what the next question is going to be after you’ve talked through all the numbers and graphs: “That’s fine, but are we converting all these mentions into real leads?”  Well, with social listening, you can answer that too. You can simply click to the next slide in your presentation, which will give an indication of the level of engagement your brand is getting. This goes one step beyond to see how other social media users are actually responding to the mentions you’ve already counted. If people are engaging with your brand, that will come up as shares, likes, DMs (both to and from you), which hopefully your sales team are jumping on to close some sales! You can also show the boss exactly how many people are clicking through to your website from social media or contacting you by other means.   By delivering solid metrics, social listening helps to eliminate the vagueness and uncertainty that sometimes comes with marketing campaigns. It is a tool that you should definitely have at your disposal. Contact WSI OSM to find...

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So, You’re Building a Website? Which Platform Should You Use?

Posted by on Sep 17, 2019 in Website Development |

You’ve decided to build or spruce up your website. As with almost everything in the online market, you are faced with a rather overwhelming range of choices when it comes to website development platforms. Wix, WordPress, ConstantContact, Squarespace, and so on. Which one should you choose and why?  Well, without knowing the specifics of your website and marketing goals, we can’t tell you exactly which platform you should use. We can, however, provide you with a set of guidelines that will help you to make that decision. When researching the various website design tools out there, ask yourself these questions with regard to your objectives, measured against the packages you are exploring: • What Is Your Main Objective? Do you want to set up a blog or an e-commerce site? Do you perhaps want a static website or one rich in multimedia? What are your future plans? Once you have a clear answer to these questions, you can narrow your search for a platform, because you will have a better idea of the language you should use, the best framework and the level of scalability and adaptability you will require. • What Is the Level of Performance You Are Expecting? A simple, static website will not require much in the way of optimisation or high-end hosting capacities. A media-rich one that needs to operate at high speed will have far greater requirements in this regard. It’s no use building a simple site on a free subscription when you need a professionally managed backend with large capabilities. • How Much Flexibility, Scalability and Adaptability Do You Need? If you have plans to expand or modify your website in the future, you need to choose a platform with a high degree of flexibility. If you are opting for a lower-cost or free subscription now, you need to be working on a platform that has higher-end packages and offerings that you can upgrade as and when you need them. • Do You Need to Start from Scratch Or Take the Open Source Route? This is a fairly easy one to answer most of the time. Unless you are determined to have something absolutely unique and proprietary, and have the budget to fit this need, you can’t go wrong with an open-source solution with easy-to-use templates that can be easily adapted to your needs. WSI OMS is an established expert in web design. Contact us for help to choose the right web development platform for you and to build an attractive and effective site. Please follow and like...

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Tips for Setting Up a High-Functioning E-Commerce Platform

Posted by on Sep 12, 2019 in Ecommerce |

So you’ve finally set up your business, you have your stock ready to roll, you know your product from back to front and you may even have a great website getting plenty of traffic. Now you’re ready to take that big next step – setting up an e-commerce platform so you can finally see the fruits of your marketing efforts and start shifting that stock. It’s quite an easy process, provided you follow a few simple guidelines. Here are the main tips you should bear in mind before you invite customers to fill their shopping carts: • Keep It Simple This is one we tell everybody, all the time, in connection with all aspects of online business. Customers want simplicity and ease of use. Whatever platform you’re using to develop your e-commerce site, always make sure your focus is on the simplest possible accessibility and usability. That means simple processes, which include clear navigation and easy-to-follow prompts. • Be Upfront About Costs Imagine being a customer and placing your order for an item you’ve just found and which is exactly what you wanted, at an unexpectedly reasonable price. You follow the checkout process all the way to the end, only to find that the shipping is going to multiply the purchase total by three. What would you do?  Never allow hidden costs at any point of your customer interface. Be upfront about additional fees from the get-go. It’s advisable to state shipping costs on the product page, so the customer knows exactly what they’re spending before they click the check-out button. • Fuel Demand Through Scarcity CLEARANCE SALE! ONE-TIME-ONLY OFFER! ONLY ONE LEFT IN STOCK! Don’t underestimate the power of phrases like this. They draw attention to specific products and create a sense of urgency in the client to complete the transaction. The perception of scarcity can turn a casual browser into an instant buyer. • Provide Wide-Ranging, Specific Filters You must enable your customers to browse for exactly what they want. They are not going to browse through thousands of items to find what they’re after; they’ll simply look elsewhere. Create dropdown filters with categories and subcategories that will allow customers to narrow down their search in seconds. This can make or break numerous sales. • Make Good Use of Testimonials and Social Media Potential buyers who are uncertain of a purchase will always find good testimonials useful. They read reviews at the tipping point of their shopping experience. It’s that moment when they could just walk away or pull out their credit cards. Provide space for reviews and encourage customers who have already bought certain items to write testimonials. You should also encourage links to social media,...

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5 Common Web Design Mistakes You Should Always Avoid

Posted by on Sep 11, 2019 in Website Design |

The design of your website could make or break your business. The fact that you have only eight seconds at the most to capture and maintain your audience’s attention may seem daunting. But, it’s actually easier than you think when you remember that the customer WANTS to find what they need on your website. They clicked on you because you offer something they are looking for. So, there is really no reason why you should lose them, provided you avoid the following five common web design mistakes:   1. Visual Overload You may be tempted to choose a lot of different images and fonts, and perhaps overdo the multimedia a bit. All this does is create a lot of distraction and confusion. The customer wants to find what they need within seconds and hopefully make a purchase. A visually busy website does not make this easy for them. Simplify your look and keep it clean and understated, with the emphasis on customer experience. 2. Complicated Navigation Once again, you always need to keep things simple. Your navigation must be obvious and intuitive if you want to retain customers. Keep your navigation bar visible and accessible, and enable clickthrough between all of your pages. Difficult navigation will annoy the customer and not only lose you a sale, but may also even earn your website a reputation of being hard to use, which will keep customers away in droves. 3. Slow Load Time In the age of high-speed wireless connection, there should be no reason for a client to sit and wait for a site to load. If your site takes too long, people are not going to forgive you for it. Reduce your loading time by cutting down on the number of elements on your pages, especially where multimedia is concerned. 4. No Call to Action You’re not just offering information, you want to make sales. In order to do this, you need to make sure that you always put out a call to action – somewhere the customer can click to know more or get more, or place an order right away. Also, never forget to include comprehensive and easily accessible contact options so people can make further enquiries. 5. Inconsistent Interface This is a mistake that often comes from being too concerned with the look of a site or a simple lack of experience in the world of web design. Don’t let this happen. Instead of focusing on being creative, concentrate on building a simple and powerful customer experience.   WSI OMS is a well-established expert in web design. Contact us for help to create a killer, customer experience-focused website. Please follow and like...

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6 Ways to Improve Your Writing for SEO

Posted by on Sep 5, 2019 in Copywriting |

Traditional copywriting has evolved into quite a different animal with the development of social media and SEO. You may be a beautiful long-form writer or a highly skilled spinner of ad scripts and punchy one-liners, and yet still find the digital world to be a challenge. The medium is rapidly forming a set of rules and practices all its own.  But, if you follow the “new” rules and practices, combining them with your existing writing abilities, there’s no reason why you shouldn’t be able to nail a good blog or social media post every time. Just implement these 6 basic tips: 1. Write for Your Audience  This should be your starting point every time. Forget about search engines, forget your knowledge base and the style with which you are most comfortable. Always know your audience intimately and write with them in mind.   2.Divide Your Time Carefully between Planning, Writing and Editing Writing your document is the easy part and the quickest. The majority of your time (about 50%) should be spent on planning and research. Give 20% to the actual writing and then 30% to editing, polishing and proofreading.   3. Brevity Is Key  Never let your paragraphs get longer than seven lines and make sure that your document can be scanned and understood in a quick, 30-60 second once-over. That’s all most people will give it, so make sure you get the basic information through.   4.Active Voice, Strong Verbs, Short Punchy Sentences  In some forms of writing, the passive voice is fine, but not in online marketing copy. Keep all your sentences in the active voice, always use strong verbs and check each phrase to ensure that it’s the shortest and most powerful it can be.   5. Don’t Be Afraid to Break the Flow Use staccato sentences and words as and when you need to. And, don’t be afraid of one-sentence paragraphs. These are attention grabbers and, therefore, your friends.   6. Be Emphatic and Confident Never appear to be speculative in your content. Assert each point without room for doubt. If there are corrections to be made, they can come in follow-up blogs or posts. You don’t think; you know. You don’t postulate; you recommend. Own and sell your point of view.   Above all, keep it short and simple, and you can seldom go wrong.   WSI is a well-established expert in online copywriting. Contact us and tell us about your digital content needs. Please follow and like...

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