What makes a winning link-building strategy?

Posted by on Sep 26, 2016 in Digital Media Marketing |

Google’s algorithms continue to change. After the Google Panda and Penguin updates, many digital marketing professionals have started to focus more on natural link building strategies. But what does natural link building mean? Different anchor text phrases for hyperlinking In the early days of SEO and link building, companies would have a specific set of phrases that they would use to link back to their website pages. While this seems like a good idea, it isn’t really natural (and Google sees through this strategy). Instead of focusing on specific keyword phrases, rather use different variations of the phrases. This is a more natural approach seeing as you won’t be forcing keywords into your content but rather hyperlinking relevant keywords that are written in the blogs or articles. Have different link destinations Another key element to building a winning link-building strategy is to ensure that the links go to different pages. Don’t let all of your articles or blogs point back to the home page of your website. Mix it up and ensure that hyperlinks direct readers to various relevant pages and resources on your site. Authority of links Google pays attention to the authority of the sites where your links are coming from. One way to ensure that you are getting high quality links is by writing captivating, intriguing content and posting it on popular sites. A strategy that we use for this is guest blogging. If someone in your company is an expert on a specific topic, ask a popular industry website or news site if you can contribute a guest blog. Ensure the content is helpful and educational, and link back to your own site. Need help creating a winning link building strategy? Then contact the digital marketers at WSI OMS today. Please follow and like...

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Why great Instagram captions are worth the effort

Posted by on Aug 10, 2016 in Digital Media Marketing, Social Networking |

Gaining followers on Instagram isn’t only about taking the photograph and editing it to perfection. The quality of your photos and captions can be the difference between getting a few more followers, or getting more followers interested in your brand and the human side of your business. Captions are an opportunity to explain a bit about the picture, or say something humorous, not just an afterthought. When composing your Instagram caption, think about the following: Write down a few versions of your caption and think about them for a while before posting. While Instagram might be about documenting your images in real time, the level of engagement your posts receive matters more than the chronology. Put the important stuff in at the start of your caption – the character limit on Instagram (2 200 characters) doesn’t really matter, it’s more about the cut-off after three or four lines of text in your user feed. Put any CTAs or important content at the start and save the hashtags and links for the end. Use Call To Actions in your caption – this can be a question to spark a conversation, a directive to click on a link in your bio, or an invitation for your followers to tag their friends. Using verbs in your caption increases the likelihood of sharing. Don’t use more than 4 hashtags. Like Twitter and Facebook, a hashtag ties the conversations of different users into one stream, so as long as your account is public, anyone searching under a certain hashtag will find your Instagram post. Too many starts to look spammy, so don’t be tempted to use a string of searchable hashtags. Use a lighter tone than you would on other social media platforms – keep it light-hearted and fun, to show off the more personable side of your business. Puns work well, showing cleverness with a twist of humour. Use emoji’s to add some personality. They are undisputedly successful with smartphone users, so they resonate well. They also take up less space, allowing you to ‘say’ more in your first few lines. Your caption might need to be long, like if you’re posting an entire recipe with your image, but if you’re unsure, keep your caption brief. Let your visual do the talking. For more on social networking and using platforms, like Instagram, LinkedIn and Twitter to give your business a voice, contact us. There’s a mine of information out there, and we’d love to assist in crafting a digital marketing strategy that works for your business. Please follow and like...

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Using mobile user behaviour to shape your marketing strategy

Posted by on Aug 3, 2016 in Digital Media Marketing, E-mail Marketing |

Mobile phones continue to dominate as the main source of device for viewing and interacting online, so it makes a lot of sense to align your digital marketing efforts to optimise the mobile experience. It’s not merely about having a great landing page that renders well on smartphones and tablets, it’s about thinking of the user behind the device – their behaviours, goals and preferences. Here are some behaviours about mobile users that you can use to adapt your mobile marketing strategy, to get more leads. Mobile users tend to sort through their emails to read later. It’s estimated that 65% of emails get opened on a mobile device before a desktop, so your email marketing needs to stand out so it makes the cut to be read later. You need to optimise your emails for people who skim read – keep emails short and to the point, with relevant headlines breaking it up into sections. Keep the design simple, so they don’t distract or look too busy. Ensure your emails are mobile-responsive, with a clear message and thumb-friendly Call to Action button. People use mobile for research The search for a product or solution generally begins as a more informal action on a mobile device – with people more likely to switch to a desktop to make the actual purchase. But even though they may not purchase from a mobile device, you can still design your mobile marketing to make this research phase easier. Using click-to-call buttons that go directly through to the users’ phone dialler makes it quick and simple for interested parties to get more information via a phone call. Mobile users don’t mind scrolling Once your users have clicked on a CTA and arrive at your landing page, they need to have a positive experience. Your landing page needs to be mobile responsive and offer easy to find and use tabs and buttons. The length of the landing page is also worth looking at – while the obvious thought may be to keep the content short, mobile users actually don’t mind scrolling, as long as the information you are providing is relevant and what they want to see. Using opt-in buttons or Back to Top tabs give your reader the option of a quick way out, if they’ve read enough, while prominent Call to Action buttons are useful in persuading the user to the next part of the purchasing process. The opt-in should be quick and easy If your main goal is to get users to opt in online, rather than using a click-to-call, you need a mobile responsive landing page with a very obvious opt-in button. But then, the opt-in form is critical –...

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Look at your competitors for digital marketing inspiration

Posted by on Jul 11, 2016 in Digital Media Marketing, Online Marketing, Online Reputation Management |

Knowledge is power To benchmark is to “evaluate (something) by comparison with a standard”. It does not mean to copy or plagiarize or pirate. So rest assured that when our experts suggest you look to your competitors as part of your digital marketing strategy, we are not suggesting you do any such thing. However, there is no one who understands the ins and outs of your industry quite like your competitors. They may be your rivals, but they can also be your allies. Knowing how you compare with them assists you to evolve your digital marketing campaigns and to outline your medium to long term strategy. Through the looking glass When potential customers are doing their online research, they often look at you and your competition side by side. Putting yourself in your customers’ shoes provides awareness on where you can improve. Innovation Having a thorough look at the digital marketing efforts of your competitors can encourage you to try new methods related to content, design, or the brand communications used. Today, 80% of online content is user-generated, which means that consumers are now collaborators in the marketing mix. And there is no reason to limit this alliance to only your clients and prospects. Conversations in which your competitors’ clients are engaged are equally applicable to your business, and can give you insights which you may not have gleaned from your own exchanges. Questions frequently asked of your opposition are a valuable source of content and engagement when combined with your unique slant on the issues. At the end of the day, your fiercest rivals have an integral role in holding you to a higher standard and pushing you to your limits. When the rivalry is mutual, your entire industry benefits and profits. To find out more about how WSI OMS can inspire you, please contact us today. Please follow and like...

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Six advantages of mobile marketing

Posted by on Jun 23, 2016 in Digital Media Marketing, Mobile Marketing |

There are a number of reasons that mobile advertising works better than traditional digital marketing. The biggest and most obvious reason for mobile marketing is the fact internet usage via a mobile device has overtaken the desktop, with over 60% of online activity conducted on a smart phone or other mobile device. This percentage is likely to grow over the next year or so, so it’s a market you need to be in! If you are not yet active in promoting your business on mobile, chew on these six examples and see if you change your mind. Accessibility Most mobile phone owners are never more than an arm’s length away from their devices, at any given time. Conversations are possible, anytime, anywhere. This means your customers can almost always be reached. Up to date The always-on nature of mobile devices provides a speedier communication channel. The use of SMS/MMS and micro-blogging tools supports a more spontaneous response or reaction than other channels. Location awareness Knowing a person’s geographical location allows the use of location based services to engage with customers on a more personal level. More personal Mobile devices often form part of the identity of their owner, with people becoming quite attached to their mobiles. Mobile marketing may be perceived as friendlier or more familiar, allowing two-way communication, that can result in high levels of engagement. More targeted Having a phone number gives marketers a core delivery address for their transmissions, allowing them to reach a highly targeted audience. It also offers the ability for marketers to reference previous interactions, making the process more personable. Cheaper Mobile marketing has a much lower CPM than other traditional marketing channels. Set up and campaign costs are lower because you can easily integrate with other media channels to promote your mobile marketing campaign. If you’d like to find out more about the mobile marketing game, contact us. We’ll work with you to create a mobile marketing strategy specifically geared to reach your target audience. Please follow and like...

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Why content marketing is more powerful than you think

Posted by on Jun 14, 2016 in Content Marketing, Digital Media Marketing |

Content, in its many forms – blogs, videos, infographics – has exponential value that many marketers don’t know about. When you think about the channels you use to get to the content, it could be through search engines, social networks or links from other websites, yet, when asked, a lot of people dismiss using these channels, because they underestimate the different ways that content is consumed. When asked outright, many people will say they don’t use social media at all, or never read blogs and therefore don’t think about using these channels for their content marketing. They say they use search engines to find what they need, but the reality is, they may be directed to a social media platform or blog post on the way – so they do use these channels, but unknowingly. There are enormous opportunities for corporates or businesses who still insist on old marketing methods, like cold calling, traditional advertising and direct mailing. People may say they never read blogs or interact with social media, but everyone uses Google or other search engines, which will inevitably take them to a YouTube video or social media post at some point. Reaching out to a business network for advice, will most often involve email or a social network like LinkedIn. Many answers contain links to companies and products, or links to interesting and relevant blog posts. Diminishing the value of using social media as part of a content marketing campaign is both short-sited and outdated. Business communities established on social platforms like Twitter offer tremendous marketing opportunities. Your content can benefit from the comments you receive when posting in a community; feedback you would not necessarily get through more traditional marketing channels. Using a variety of social media channels to share your content allows you to share it more than once, increasing its reach. You are likely to get more traffic to your site as a result of a more widespread content sharing campaign. Make your carefully crafted content work for you – harness its hidden value by expanding the channels you use and you could see an increase in traffic to your site. For more on content marketing and how to release its full potential, contact us – let us help you communicate with your customers on a deeper level. Please follow and like...

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