Influencer marketing for baby boomers

Posted by on Sep 11, 2020 in Content Marketing, Digital Media Marketing |

The idea that influencer marketing only works on the younger generation is being disproved, with baby boomers increasingly becoming more of a target. The perception that social media marketing should be aimed exclusively at young people is one that has been challenged, particularly given that Americans over 55 contribute 41.6% of consumer spending.   Influencer marketing during a pandemic  The COVID-19 pandemic has forced those in the digital marketing space to reassess their strategies, given the changes to our daily routines and ways of engaging with brands. People are using more data at home and 80% of consumers in the U.S. and UK say they consume more content than they did before the pandemic. Baby boomers had embraced social media before the pandemic; since 2012 there has been a 17% increase in the number of baby boomers who use Facebook and a 43% increase in the number who own smartphones. Those that have them are on their smartphones five hours a day, which is almost as much as millenials. Given that the older generation is more vulnerable to COVID-19, their resulting isolation has also caused certain changes in their behaviour online. More baby boomers are using online shopping or communication tools such as Zoom or Facetime to stay in touch with loved ones. This means that brands have a unique opportunity to reach this generation, which has more money and time on their hands than younger people, through strategic content marketing. A great way to achieve this is through influencer marketing, although the selection of the right influencer is key. The right ambassador with the right message which resonates with either the baby boomer generation or their children has the potential to reap major digital marketing rewards given the resources at their disposal and increased time spent engaging with technology. Contact WSI for more insights into how influencer marketing for baby boomers can help your brand grow. Please follow and like...

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Content marketing strategy: The Hub & Spoke model

Posted by on Aug 26, 2020 in Content Marketing |

The hub & spoke content model is incredibly powerful and simple enough to implement in your content marketing strategy. Take a look at how this model works: What is the hub & spoke content marketing model? Simply speaking, the hub & spoke model refers to the way that your content can be organised to create the maximum value for your audience. You will have hubs and spokes for different topics that you’re covering, but for now, let’s look at the two distinct parts: The hub  This is the overview of the topic that you’ve chosen to write about. It needs to cover most aspects that your audience may be interested in without going into too much detail about each of these aspects.  For example, if you’re a personal trainer, you might have hubs that cover the following topics: strength training, injury prevention, and weight management.  Your hub should have informative content as the body and needs to provide links to the spokes that apply to the hub. This can be done through embedded links in the text or by providing a table of contents or list at the end of the hub content that makes it easy to find the relevant information.  Make this piece of content as valuable, relevant and thorough as possible so that your audience will want to bookmark it and use it as the starting point of their reading journey. You want to show Google that your hub helps people to discover a topic and navigate it.  The spokes  While your hub gives your audience an overview of the topic, your spokes will address the different aspects within that topic that are relevant and useful to your audience. Using the example of a personal trainer again: the hub will be weight management, and possible spokes can be training for weight management, nutrition for weight loss or gain, common myths about weight management, how to identify your issues with weight management and so on.  Your content needs to address each of the spokes in detail, providing an in-depth look at the topic, referring to other relevant sources of content that you’ve created including videos, podcast episodes and other blog posts that relate to the topic.  As you create detailed spokes, you need to update your hub content to include links to the new content. This will strengthen your entire content model and simplify navigation for your audience. Your spokes should also link back to your main post.  Why is this model effective  The hub & spoke model helps you to establish your writing as authoritative on your chosen subject. By creating content that is linkable, focussed and relevant, and that satisfies the user intent, you’re going...

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What is the difference between content marketing and inbound marketing?

Posted by on Aug 24, 2020 in Content Marketing, Inbound Marketing |

Content marketing and inbound marketing are often terms used interchangeably amongst marketers. Neither method is better than the other, and both approaches, when used together, can create fantastic results. In this blog, we go into detail below to examine the differences between them: Content marketing Content marketing provides valuable information that will attract and retain customers through social media, Search Engine Optimisation, and PPC. Here are some reasons why businesses should focus on content marketing as part of their digital marketing strategy: Almost 30% of all internet users use ad blockers, which means that your organic and paid content needs to be specific and target your audience to be effective.  Content marketing drives six times higher conversion rates. Content marketing costs 62% less compared to traditional marketing plans, while the return is almost three times as high. Inbound marketing  Inbound marketing refers to the methods used to convert customers by using content marketing, social media marketing, SEO, and branding. This methodology is applied in three ways: Attract: Draw in the target audience with content that establishes you as trustworthy.  Engage: The goal of inbound marketing is to convert visitors into customers by using tools like landing pages, calls to action, etc.   Delight: Support your customers that have purchased to retain them.  There is tremendous value when combining inbound and content marketing tactics. Inbound marketing is needed because it will make your website great by using methods to compel visitors to take action and convert into customers. Meanwhile, content marketing will make your site attractive to visitors and provide valuable content that optimises SEO for better ranking. By using both, your brand is more likely to succeed online.  WSI OMS offers content marketing and website design services. Contact us today! Please follow and like...

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Content marketing: Blog ideas for every business

Posted by on Jul 21, 2020 in Content Marketing |

Content marketing, when done correctly, makes use of blogs and other forms of content to get consumers interested in your business. Most businesses struggle to find topics suitable for blog posts, but it doesn’t have to be overly complicated. To pick relevant topics, you need to research the questions people are asking, and answer them (while keeping SEO principles in mind).  Blog ideas for every business’ content marketing plan  Trending topics  The word ‘trends’ represents the general direction in which something is developing, a fashion or topic that is the subject of multiple posts on social media in a short time. Trends are reflective of what consumers consider important. To stay relevant, your business must show it understands the current consumer trends in your market.   Address common problems or pain points  There are common problems everyone experiences, and if your product or service can assist in solving that problem, a blog explaining the how and why thereof would go far in creating a positive brand experience. Just look at the many “How to….” queries one can find on the internet.     Demonstrate the uses of your product  The best way to sell your product or service is to show how customers use it in a way that solves a problem or enhances the quality of their life. Emotions influence buyer behaviour, so writing about an authentic customer experience could lead to sales.  Introduce your team  Profiling an employee creates a feeling of intimacy as if the consumer is part of your business family because they know something about one of your employees. It can also create trust, especially if your service requires consumers to let you into their homes and lives.  Because content marketing includes social media marketing strategy, digital marketing and SEO, it can become overwhelming to business owners very quickly. WSIOMS is here to help you manage your content marketing activities. For more information, visit our website to find out how we can help you to create a sustainable, relevant content marketing plan that fits your business’ needs. Please follow and like...

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5 Things You Need to Create Content Marketing Stories

Posted by on Apr 22, 2020 in Content Marketing |

Stories are memorable and shareable, two of the most important aspects of great content marketing. They are also fundamental to human communication, and if you tell the right story, you can entertain, enlighten, persuade and capture attention.   Stories also lend themselves to non-interruption marketing where you provide customers, both present and future, with consistent and valuable information. The more honest you can be about your business, who you serve and the problems you solve, the more loyal your customers will become. And, as a result, they will consistently reward you with their business.  There are five things you need to create a good marketing story: You Need a Hero To tell a captivating content marketing story, your customer must be the hero, not your business. And the hero of the story is someone that is transformed as the story progresses, from an ordinary person into someone remarkable.  You Need a Goal Until you understand your customer-hero’s goal, you don’t have a marketing story.  Good business is about solving customer problems. You need to understand where your customer-hero is today and where they want to go.  You Need an Obstacle Obstacles are what make stories interesting. The most interesting obstacles to your customer’s victory are often inner limitations they need to overcome to achieve their goal. The gap between where your hero is today and where they want to go is the core of the story.  You Need a Mentor If your customer is the hero, what role do you and your business take? Your business plays the role of guide, mentor and help. You provide key information and tools that allow the hero to achieve their goal.  You Need a Moral When you are telling a marketing story, it is best to clearly state the moral of the story. Let the audience know what they should do next or what their main lesson should be. Don’t be afraid to spell it out. Be clear and direct. Every story needs something outstanding for it to be remembered and shared. Honesty is often the most significant story element of all, and by just telling the truth, you can make incredible gains. Contact WSI OMS today for more information on content marketing.  Please follow and like...

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Content Marketing: How to Make the Most out of Every Holiday

Posted by on Mar 5, 2020 in Content Marketing |

The holidays are an increasingly important time for brands. Those that thoughtfully plan and execute their content marketing efforts with precision constantly reap rich rewards. The goal and advice for you will be to not necessarily take advantage of people’s relaxed spirits during holidays to boost sales, though that is always the ultimate benefit.  Indeed, a more immediate goal and benefit can be to increase your brand visibility and awareness at a time people are more receptive to marketing messages. The reality, though, is brands don’t always get their content marketing right during holidays. This guide will make that right: Dress-Up Your Website to Capture the Holiday Spirit Capturing the emotions and setting the relaxed and jolly mood commonly associated with the holidays are essential for attracting consumer attention during holidays. By bringing a sense of joy and celebration to each and every webpage, you will ensure your visitors’ enthusiasm and keep them clicking on your website. Leverage the Magic of ‘Free’ and Incentivise Engagement With a Give-Away People love free gifts; even more so during holidays. What better way to leverage the allure of give-aways than to hold an online contest? The interest the contest generates will bring more traffic to your page, some of which will also convert as sales and subscribers. Optimize Your Social Media Content Around Specific Holiday Themes Statistics gathered by Sprout Social show that people are more likely to spend and connect with brands during holidays. For perspective, consider how conversations around Black Friday and Cyber Monday dominate social media. However, Sprout Social also advises creating content that’s irrelevant to the holiday your audience is celebrating. Create a post that showcases your product in each holiday’s true spirit. And, do not forget to add a link to your website. Share Some Useful Last-Minute Gift Ideas Gift buying can be a challenge when buying for certain people, and this often means that it is left to the last minute. By offering last-minute gift ideas you are not only giving your customers valuable advice, but you are also saving them from the embarrassment of not finding the right gift on time. Get Your Email Campaign in Shape for the Holidays  Customers are eagerly awaiting your emails that offer pre-holiday discounts, especially if they are celebratory in nature and incorporate beautiful images. Stay cool and simply time a few emails effectively. Here are a few more tips: Offer early-bird discounts a few months prior already, Offer online purchasing only discounts, Incorporate an exclusive discount code in the email, Create a sense of urgency by sending out the last chance for online ordering email, and Finally, with a few days remaining, send out a simple greeting with...

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