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...

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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...

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How to Create a Successful Content Plan

Posted by on Aug 12, 2019 in Content Marketing |

Few things could be more deadly to your marketing campaign – on any platform – than a lack of planning. You can’t just throw out blogs, social media posts and ads at random, and then hope for the best. You need to take a strategic and methodical approach and execute your plan with precision. The most challenging part is developing the plan; once that is in place, the rest of the process is relatively easy. So, how do you create a good content plan? Follow these steps: Set Your Goals What do you want to achieve from your marketing campaign? Are you looking to increase your subscriber base, boost your sales? By how much? In what timeline? Use the SMART (specific, measurable, achievable, relevant and time-based) principle to create goals that you and your team can aim for. It will make the next steps that much easier. Identify Your Audience  “But I already know my audience”, you might be saying. Never assume that this is the case. You may have a good idea about your established audience, but your target market for this particular campaign might be different. Perhaps you want to focus on a specific subset of your overall market. For example, maybe this one is aimed at the women in your audience, or at its younger members. Or perhaps you want to target people outside of your established audience to bring them into the fold. Do your research and think carefully about who you are talking to, as this will determine the platforms, tools and tone you use going forward. Choose the Right Media Having decided on your goals and identified your target audience, now you need to pick the right tools for the job. Is this going to be a concentrated social media campaign? If so, on which platforms? Or maybe this is something that will require a targeted email funnel. Perhaps a bit of both, or something else. You can best answer these questions by having gone through the previous step. Once you know your target market, you can work out the best way to reach them. Craft Your Message  Okay, so now you have established to whom you are talking and on which platform. Now you need to work out what you’re going to say. You already know the basics of what you need to communicate, so now it’s a question of tailoring the message to the audience and medium. You and your team should already have the raw creative power to do this – let your chosen media guide your creativity. Schedule and Track Your Content Now it’s time to get your content out there. Carefully plan how you are going to release...

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4 Easy Steps to Being Found on Google

Posted by on Aug 12, 2019 in Content Marketing |

We rely on Google for everything from remembering who the artist of the latest pop song is to finding a pizza parlour in our neighbourhoods. It’s easy to think of Google as a website that we use to find information. But, small business owners often forget to consider how others are using a search engine to find their products and services. There are a few tools that you can use to get your website found in Google’s search results. Simply follow these four easy steps: Submit Your Site to Google Google isn’t the omnipresent being you think it is. While Google will inevitably pick up your website’s pages at some point, you can speed up the process by submitting your site on the Google Search Console. This is the digital equivalent of tapping Google on the shoulder to say that you are alive and ready for them to index your site. Link to Your Website Another nudge to Google’s crawlers is to leave a link trail online. When blue hyperlinks start appearing online, Google sees it as a command to process and index your new pages. A great way to achieve this is to share your website links on social media, do a guest blog on a popular industry website linking back to your site or ask friends in high (blogging) places to give your brand a shoutout and a link online. Do Keyword Research If you don’t have the budget to hire an SEO expert, use the Google Keyword Planner to review search rankings for keywords, phrases, plurals, singulars, misspellings and long-tail keywords related to the products and services you offer. Visit competitors’ websites to see what keywords they are using. These keywords should be included in your content, metadata and image alt tags. Optimise for Mobile Google penalises websites that are not optimised for mobile users. If your website doesn’t dynamically change to accommodate different devices, then you will have a hard time ranking well for your chosen keywords. Need help with your content marketing, link building strategy or website design? Then contact WSI OMS today. Please follow and like...

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5 Easy Ways to Ensure that Your Post Does Well Even after Posting It

Posted by on Jul 3, 2019 in Content Marketing |

Content marketing is hard work. After crafting your post, you should already be aware of the fact that it takes time, creativity and skill. You don’t want all the hard work to go to waste, do you? Instead, you want your content to “work for you” even when you’re not physically at your computer. How can you get your post to do well after posting it? Keep on reading to find out.   Here Are 5 Simple Ways to Make Sure that Your Content Marketing Efforts Are Working:   Use Keywords to Optimise It You require consistency when it comes to producing great content. This includes creating optimised content for your websites and blogs. Use adaptive SEO to your advantage so that viewers can find your ads in search engines. Engage with Others To increase engagement and traffic to your post, it helps if you talk with others. Engagement not only means to like another person’s post, but instead, it also means to comment on their posts or offer advice. Share Your Posts with Customers If you’re already aware of some people who are watching and following your blog then why not send them a link to the post you’ve just published? Use Your Blog Posts in Newsletters Newsletters are a good way to influence your audience. Why not assign your post as a newsletter and provide your readers with something extra? Newsletters are an effective way to reward your subscribers with a bit of advanced news and information. Lend a Helping Hand to Others People usually search for help online. Share your post to help your viewers who are seeking for guidance. If your post can lend a helping hand, then why not.  Need help with content marketing? Contact us today! Please follow and like...

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How to Use Interactive Content to Increase Conversion Rates

Posted by on Jun 24, 2019 in Content Marketing |

Want to use interactive content to increase the conversion rates of your digital marketing campaign? Then follow this advice: The Welcome Page The welcome page is the first page that people see when they click on your interactive content. You want to have a clear call to action to increase your conversions. Also, make sure that you have a really good background image and sufficient text to highlight the value that they are going to get from using your solution. You need to communicate exactly how the visitor will benefit from clicking past the welcome page. Lead Magnet You may have certain restrictions that your sales team applies to determine what constitutes a sales qualified lead. The problem with trying to get a user to complete seven fields of personal information is that they will likely click away because it could seem like too much effort. The key is to get just as much information as possible. More often than not, you will need them to complete four fields: name, location, phone number and email address. A good tip is to ask for a name and an email address upfront after trust is established or after you have shown some type of value. Later on, you can ask the user for their phone number and location. You want to make sure that your lead questions are intelligently designed instead of asking a bunch of questions upfront. Length of Content There is a balance between how many questions to ask and how much a person will be willing to give you. Sometimes, a business owner or your market research department will get involved in interactive content that the marketing team is generating. They might want to know the user’s role, the size of the department they are working in and other information. To maintain a high completion rate, make sure you ask between three and ten questions. Personalised Results Page Use conditional messages. If you are doing an assessment, for example, and a person gets a good score, then you want to personalise the results page for their good score. Need help with your content marketing or digital marketing strategy? Then content WSI OMS today. Please follow and like...

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