Problems with personalised online marketing, and solutions to make it work

Posted by on Nov 9, 2017 in Articles, Online Marketing |

It goes without saying that creating a personal experience is the gold standard for all online marketing endeavours, and this is especially true for online sales and marketing. The technology to create personal user experiences in ecommerce has been around for years, but the reality is that personalisation – effective personalisation that translates into actual sales – is extremely hard to achieve. Why though? We have the technology, so why can’t we make it work? Assuming that a company has the resources (up to date personalisation technology and relevant customer data) and the time to develop and implement cutting edge personalised digital marketing strategy, the real problem might be the sheer volume and complexity of information that personalisation technology gives us access to. It’s a little overwhelming! The following 3 dilemmas are common obstacles to effective personalised ecommerce marketing: There’s so much data available for segmenting an audience With so many data points available for personalisation, it can be difficult to decide exactly how to segment your audience. Do you segment my gender? Age? What about real time specifics such as the weather or time of day? How do you decide what is important? There simply isn’t enough time to test all options, and anyway even if you do create multiple segments, having too many is not a good thing and fragments your digital marketing strategy too much to be effective. The solution: Choose a data point for which you have good, solid information as well as a clear idea of how to personalise, and use that to segment your audience. A great example is return website visitors, or people who used a specific search term to reach your website. Create personalised content marketing for these groups. By keeping your primary personalisation strategy simple, you have a greater chance of making personalisation technology work for you and be relevant to your customers. Personalisation is not an exact science, so how do you ensure effectiveness? Personalised content marketing becomes rather vague when you go beyond simple data points, and one also begins to wonder how relevant certain personalisation data actually is. For example, if you know that someone lives in Sandton, drinks coffee, and recently purchased the new Taylor Swift album, will it really help you convince them to buy a t-shirt? And if it’s raining, will this really make a difference to your strategy? The solution: Keep it simple. Yes, men and women do shop differently, so take this into account. And yes, past shopping behaviours on your e-commerce site are relevant. More specific data can be used for split testing, which is a useful way of determining strategies and market segments that could be giving you big revenues....

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Content Marketing: how it works and why it works

Posted by on Jul 6, 2017 in Articles |

The term ‘content marketing’ is bandied about a great deal along in…well…content about digital marketing and SEO.   Content isn’t just the ‘static’ copy on your website that provides information, educates your customers, tells your customers about who you are and what you offer. It is also articles, blog posts, social media posts, videos and other online releases that do the same and more.   Content underpins product offers and advertising, builds loyalty and trust and, most importantly, marketed correctly it has the potential for enormous reach without the overt ‘sales pitch’ aimed at the wallet. It can, therefore, invite engagement from a far wider audience at any time and doesn’t risk driving people away.   How content marketing works: Strategy and social media  Being information-based, a content marketing strategy relies on content that is informative, inspirational and ideally has the potential to inspire others to ‘share’ it on social media platforms. This doesn’t happen by accident. You need to design a content marketing strategy that starts with creating the right kind of content for different platforms and audiences. Why it works: Everyone loves a good story The creation and sharing of useful, interesting and attention-grabbing content that creates a relationship between you and your ‘audience’ can open up an enormous new playing field of potential customers. Everyone loves a good story, a fat laugh and an interesting read – and they love ‘Liking’ it and ‘Sharing’ it. It demonstrates ‘thought leadership’: knowledge and expertise that will make your brand stick in people’s minds as a ‘trusted’ brand/source /business.   Content marketing for SEO Not all content has the potential to go viral and many small businesses don’t have a budget to create video ad campaigns targeted at social media. Nevertheless, content creation in the form of weekly or monthly blog posts and/or ‘how-to’ instructional videos, for example, are a fundamental part of Search Engine Optimisation.   All the better if they get shared on social media…and there’s potentially plenty of fun to be had trying to achieve that.   Contact us at WSI OMS to help you devise a content marketing strategy for social media and SEO. Done correctly, with an emphasis on high-quality, well-written information, content marketing can be an invaluable part of an online marketing campaign. Please follow and like...

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We Know What Your SEO and Digital Marketing Strategy is Missing

Posted by on Apr 27, 2017 in Articles |

By now, every quality SEO/digital marketing strategy will include content marketing and social media. If yours does, good on you! However, seeing as though the realm of online marketing has changed so much over the last few months, there is a good chance that your digital strategy might still be missing one or two of the following components:   Internal Linking  When it comes to link building, for most companies that are looking to improve their SEO, the focus will be on creating external links. Unfortunately, this can lead to an underestimation of the power of building internal links. Nowadays, Google supplies websites with a huge SEO boost if they can prove that they are dedicated to providing their visitors with the best possible user experience. Well, internal links help to do exactly that by making it easier for visitors to navigate around your website. They also help to create a hierarchy for the website and spread ranking power to different pages.   Behaviour-Based Advertising  So, you think you know your target market… but do you really? Just like the digital marketing world itself, people are also constantly changing. People may change their opinions; they may change their preferences and they may be influenced by current events. You need to remain aware of all of this and alter your marketing tactics accordingly. How? By keeping a close eye on social media and the things that your audience is saying and talking about.   Experimentation  How can you be sure that something won’t work unless you put it to the test? Many digital marketers are too afraid to try something different for fear of losing or offending their already-existing clients. Unfortunately, it is this attitude that will quickly lead to boring, ineffective strategies and marketing. Trial-and-error is the best way in which to get to know your audience better – and the best way in which to set your business apart!   Need help perfecting your digital marketing strategy? Then get in touch with WSI OMS today! Please follow and like...

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Smashing Social Media

Posted by on Feb 21, 2017 in Articles |

How often have you heard people declare that they don’t do social media? Maybe you have even said it yourself. In such cases, social media marketing – acquiring attention and traffic via social media networks – may be wasted. However, the stats show that social media is here to stay: Traditional news networks are losing ground with platforms such as Twitter in the battle to keep the public abreast of the news. Online interaction is a pivotal aspect of the modern customer experience. Who’s who in the social media zoo? Just like you, each social media site has its own niche. Twitter is short and frequent with the aim of keeping people up-to-date with current events. Facebook is far more social, with a focus on images and photos and a tool to create social events. LinkedIn, on the other hand, is as conservative as it is professional. Using the appropriate avenues through which you share your message will depend on your target audience. Social selling tips from the top  Make every element count by linking your images and videos to your website where you provide expanded content on it. Using visuals as portals to your website increases your organic traffic and therefore your search engine ranking. Higher rankings lead to better lead generation and greater sales. “Test and measure” is a phrase used in all marketing. Social media marketing is no exception. The big difference, though, is that the analytics built into social media sites makes measuring so much easier. So instead of allocating many man hours to obtaining feedback, you can use that energy to try new ideas and tweak your digital marketing strategies. While a company without a social media presence may seem to lack credibility and innovation, social media marketing is an easy way to get almost free, organic brand awareness and website traffic. If you are curious about how to leverage social media marketing in your business, then get in touch with the team at WSI OMS today for all your digital marketing needs. Please follow and like...

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How long does it take to rank in Google?

Posted by on Feb 8, 2017 in Articles, Google |

When starting an SEO project, clients often ask us how long it will take to rank in Google and the simple answer is that it’s difficult to say. There’s no stock standard answer for all clients because it on many variables. A big data analysis from Ahrefs, however, has shed some light and given us a few more quantifiable answers. Ahrefs analysed the top ranking pages of 2 million random keywords to find out what the common denominators are. The average top ranking pages are: 2+ years old Only 5.7% of all the studied pages ranked in the Top10 search results for a single keyword Pages from websites with a high Domain Rating (DR) performed way better than those with a low DR To find out more about how the “lucky” pages made it to the top 10 search results within 2 – 6 months, read Ahrefs review of their study here Please follow and like...

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WSI OMS receives Top Contributing Suppliers Award at WSI World Gala event

Posted by on Nov 2, 2016 in Articles |

WSI OMS received the Top Contributing Suppliers Award at the annual WSI World conference, which was held in September in Toronto, Canada. Francois and Marianna Muscat attended the WSI World Honours Excellence Awards and were thrilled to accept this award on behalf of the team in South Africa. “Being recognized for this outstanding achievement and business success is a testament to the work we do at WSI OMS. Our goal is to help internet marketing consultants and businesses use digital tools to grow their businesses. Being a one-stop shop for everything from content marketing and LinkedIn profile optimization to social media marketing and website design has helped us become the go-to suppliers for many digital marketers across the globe. Thanks for your ongoing support to our business and we look forward to another successful year with you,” says Francois, who has been a WSI consultant since 2004. Francois said he enjoyed the 2016 conference tremendously. Some of the highlights of the event was a keynote presentation by ‘the king of landing page conversions’, Oli Gardner, and the WSI Top Gun workshop where many of the thought leaders within the WSI community got together to discuss the latest trends, challenges, and opportunities in the digital marketing industry. “I was also fortunate to facilitate a popular panel discussion on Search Engine Optimization and the Round Table discussion on using speaking engagements to grow your business that I hosted for my colleagues. As always, the WSI World Conference had a great energy and many knowledgeable experts sharing their experiences and ideas with each other,” says Francois. For more information about how WSI OMS can help you grow your business with digital marketing strategies and services, contact us today. Please follow and like...

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