Essential Digital Marketing Trends During COVID-19

Posted by on Jun 24, 2020 in Digital Media Marketing |

Staying afloat during the global COVID-19 crises can be daunting for businesses. Still, with the ability to access the internet and a few key digital marketing trends, business owners can minimise the impact of COVID-19 and future-proof their operations.   Digital marketing trends: Tips on shifting your focus during COVID-19 Create opportunities to interact With a lot of people spending more time at home and the entire business world slowing down (if not stopping entirely for specific industries), your audience may have more time to consume your content, but only if it’s produced correctly. You need to shift your focus to creating content that enables your audience to interact with your business and the content itself.  Create opportunities for your audience to provide feedback through polls and quizzes, make your product posts shoppable, introduce video messages to your feeds and make use of AR/VR technology to stand out from the competition. Keep an eye on incoming engagement so you can reply in time to build your reputation among consumers. If you provide shoppable posts, give your customers a clear indication of what they can expect in terms of production and delivery timelines (before they hit the “checkout” button).  Use SEO smartly  The rapidly changing environment is creating a lot of change in SEO trends. Although this might be hard for brands that usually rank well, it is good news for brands that offer products and services which were typically reserved for smaller markets. No one could predict the upswing in searches for toilet paper and face masks a year ago, but good digital marketers can innovate and use SEO smartly to come out on top of the SERP.  The new favourite shopping destination: Social media  While addressing trends, we cannot forget about the uptake in online shopping. Due to the restriction of movement (and rules for gathering), businesses are offering services and products online. If you have a product-based business, or you can provide your services online, now is an excellent opportunity to sell on social media.  Investigate the different platforms and options for selling online, and engage your audience where they are hanging out on social media. It is vital to remember that good social media marketing means more than pushing your products onto a social media platform. You’ll need to understand how people search for and shop on social media. Addressing Google Ads  In 2019, Google announced improvements in bidding goals to help marketers reach to improve their performance. While these improvements helped to optimise ad bids and improve conversion, some industries are now seeing a decline in their pay per click results. It is essential to keep a close eye on your Google Ads performance and make strategic changes to...

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Reducing digital marketing due to COVID-19? Read this first

Posted by on Jun 12, 2020 in Digital Media Marketing |

It stands to reason that companies would begin reducing digital marketing efforts, due to the downturn in the global economy during the COVID-19 outbreak. However, while reducing marketing spending may seem, intuitively, to the be the smart choice, the drop in search demand for your brand and/or products may actually indicate that you need to take precisely the opposite action. It may be time to increase your bids You many have noticed that the prices of pay-per-click ads have been dropping in certain industries. This is because many companies have stopped or reduced their bids for ads. There has been no corresponding reduction in internet traffic, meaning that your audience is still browsing and is still there to see your ads. You can now reach them at a fraction of the price than you previously would have been able to. So, far from reducing your ad spend, it’s time to ratchet it up! Email marketing still works Even if you do decide to reduce spending in some areas of digital marketing, you should still keep your email marketing steady – or even increase it. Email doesn’t cost you much, so you have very little to gain from cutting it – and plenty to gain from continuing to use it extensively. You may not be able to influence search demand to your liking but you can compensate for this through upscaling your email efforts. Hitting people’s inboxes directly is more reliable than taking your chances with search engines. Pulling back on SEO now will affect your rankings later on While it may be true that there is a reduction in search demand, it would be very short-sighted to cut back on your SEO work as a result of this. Demand will return to normal and when it does, your SEO homework should all be perfectly executed so that you can maintain and even increase your rankings.  In short, while it may seem that a reduction in digital marketing is now called for, the best the thing to do is carry on regardless. Through increased pay-per-click activity – now at a reduced price, you can get much better return on ad spend (ROAS). Through continued email campaigns, you can maintain your presence in spite of search demand reduction. Finally, with sustained SEO work you can ensure that you’re in a prime position when search demand returns to normal. WSI OMS can help you modify and perfect your digital marketing campaigns during the COVID-19 crisis. Contact us for more information. Please follow and like...

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How to Navigate Your Digital Marketing Presence During COVID-19

Posted by on Jun 6, 2020 in Digital Media Marketing |

How do you drive and guide your digital marketing presence during the COVID-19 crisis? You need to make some major shifts to make sure that your brand reflects the times and the changing business and consumer environments. These four tips will help you pitch your digital marketing presence where it belongs. It’s all about tone Regardless of what your tone and brand identity may have been prior to COVID-19, you need to shift them now to demonstrate that you are sensitive to the changing conditions and to the challenges that the world is facing. It may not be your place to say too much about the virus but it behoves you to mention it at least, to discuss how it is affecting your business and clients – and always with a tone that is sensitive and optimistic without promising any answers. Shelve campaigns that are no longer appropriate This crisis has caused all of us to stop and reconsider our priorities. That amazing new product launch you were just about to unleash a month or two back will probably keep until after the crisis. If it isn’t going to hit the right mark now, don’t risk releasing it. It could be detrimental to your brand as a whole and it could fall flat because the audience is not currently receptive to it. Tell customers about the effects of COVID-19 on your industry As we mentioned above, you don’t need to have an opinion on every single development in the COVID-19 crisis, but your customers will thank you for showing candour and sensitivity in addressing those that have had a direct impact on your industry. Let them know how things stand. Explain how the pandemic will affect the way you do business and assure them that you have adapted and have things under control. Show support for other industries If yours is an industry that doesn’t fit into the ‘essential goods and services’ bracket, you can still remain relevant, make a contribution and boost your brand by showing your support for those businesses and workers on the frontlines. Some shoe manufacturers are donating shoes to health workers, for example. Krispy Kreme gives away donuts. But it’s not only essential services that need help. Small businesses in danger of having to close up shop for good are getting assistance from other companies, in bids to seek funding to stay afloat. Think about what contribution you can make in the crisis and go ahead and do it. Efforts like these are their own reward, but they will do wonders for your brand image too.  Do you need help formulating a world-beating digital marketing strategy? Contact WSI OMS. Please follow and like...

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Join Francois’ SEO webinar on staying ahead of Google updates

Posted by on Jun 1, 2020 in Digital Media Marketing |

There is a lot of uncertainty with Google ranking factors currently, which is driving the SEO industry crazy. The search engine giant continuously introduces new updates, which can make it seem like an overwhelming task to keep up. I will be hosting a webinar entitled Stay Ahead of Google Updates and Prepare for SEO Today and Tomorrow on Tuesday, 2 June at 18:30 GMT+2. During this webinar, you will learn that SEO is much more than “if I rank #1 for my product/services keywords then I win; If I don’t, I lose” and think beyond keywords. Some of the topics I’ll discuss during the webinar include competition monitoring, content strategy, website health, keyword visibility and page performance. How do I check my website’s health? Healthy websites are key to improving organic traffic results. I’ll show you the indicators of a healthy website. How does content impact my SEO strategy? Using a pillar content strategy, you can publish ‘topic-based’ content to support your SEO. I’ll show you how this approach works. How do I improve my page performance and keyword visibility? During the webinar, I will also show you how increased organic traffic to your product or service page can improve your page performance. You will also learn why it’s better to focus on multiple keyword phrases for each product or service – not just a select few. Continuing with the old school SEO mindset will just set you up for failure. Join my one hour tomorrow to find out how you can prepare for SEO today and in the future. Save your seat now. Please follow and like...

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Digital marketing services you didn’t know your business needed

Posted by on Jun 1, 2020 in Digital Media Marketing |

As we all know too well, the scope and best practice guidelines of the digital marketing world are forever changing – even more so in light of the global COVID-19 pandemic. So, considering the state of the world and the many businesses trying to get back on their feet, which digital marketing services are the ones that should be a top priority going forward? We break it down for you below.  SEO  SEO is at the heart of every successful digital marketing endeavour. It refers to ‘Search Engine Optimisation’ which involves optimising your website in such a way that it adheres to best practice guidelines as set out by Google. This could mean posting engaging, relevant content on your website, reducing page loading times, link building, and generally doing everything in your power to boost user experience.  Content marketing  Speaking of posting engaging, relevant content on your website, that is where content marketing comes in. The secret is to craft content, whether text, image, or video, to which your target market will easily relate and that they will thoroughly enjoy. This can prove a lot more challenging than you might expect, especially if you are not naturally good with your words or a whizz when it comes to capturing video footage.  A good idea, in current times, is to create content detailing how your brand plans to deliver goods ordered online safely and with social distancing in mind. You will need to reassure most customers of these approaches and safety measures to encourage a final conversion.  PPC  PPC, or ‘pay per click’, advertising is an excellent way to get potential customers onto your website and, hopefully, making a conversion. You can embrace PPC either via Google and other search engines where you essentially pay to have your ad appear at the top of search engine search results, or you can embrace it via social media. If you opt for the latter, your ads will appear on your potential clients’ newsfeed or when they are watching video content. Instagram and Facebook ads have proven to be especially beneficial for businesses big and small in recent times, so be sure to dedicate the majority of your marketing spend there.  The great thing about PPC is that it is easy to target your ads based on various criteria, whether it be demographics, interests, the specific device on which they are browsing (mobile marketing is huge right now!), or previous internet activity.  You can even target consumers who have visited your website but have failed to take the desired course of action. This type of targeting is known as remarketing and is a PPC essential for maximum profitability.  WSI OMS is a digital...

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In digital marketing ,who delivers the best results between Google ads vs. Facebook ads?

Posted by on May 4, 2020 in Digital Media Marketing |

Move over conventional and traditional ways of advertising and make room for digital marketing in an age where consumers are always online. In this regard there are two front runners that any business should seek to use: Facebook ads or Google ads. The effectiveness of either platform is debatable and we shall endeavour to find out who delivers the best results and return on investment. The pros and cons of digital marketing At the core of any online advertising exercise, you have to factor in the cost of the entire project over the long term. Which is cheaper-Facebook ads or Google ads? Examined individually, both have their pros and cons. Facebook ads are markedly cheaper and are likely to achieve better results for small businesses who have a small online advertising budget. On the other hand, Google ads are ideal for location-based results. The online advertising budget in this regard can be markedly bigger and a tad expensive.  Because Facebook is a social network, their ads tend to reach a much larger audience regardless of location and locale. What is more is that you can use the ‘post boost’ function on the social network to widen your scope and reach more users. The verdict for digital marketing Admittedly, Google is the biggest thing to happen to the internet unlike Facebook which is prohibited in some territories. It serves over 2.3 million searches every second and AdWords is used by more than 4 million advertisers. With such a massive reach, there’s no reason why you shouldn’t advertise on Google’s ad network. This is what most of the businesses think and this is why they can’t resist running a digital marketing ad campaign on AdWords. Further, it is with Google ads that search engine optimisation is more effective as your ads are more likely to appear during a search. Need help with your digital marketing? Then contact WSI OMS today. Please follow and like...

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