The Best Platforms for PPC Marketing

Posted by on Oct 15, 2020 in PPC | Comments Off on The Best Platforms for PPC Marketing

The Best Platforms for PPC Marketing

We all know that feeling when you login to your various ad dashboards to see how your Pay-Per-Click (PPC) ads are doing and seeing a sudden spike in CTR and a drop in ad spend. This is part of why we run these ads, isn’t it? To feel that smile stretching across your face as you see the first results – even if they might only start paying off in a few days’ time since launching an ad campaign. It’s become an effective tool for inbound marketing, but with so many platforms popping up and changing ad choices, which ones are considered to yield the best results?  Our list of top PPC platforms  Google Ads Since Google is the most popular search engine, it only makes sense that this platform will remain one of the top options for online advertising. Amazon Your distinguishing advantage with Amazon is that you have an audience that is already intent on buying. Bing Ads Not as powerful as Google AdWords, but keep in mind that Microsoft installs Bing as its default browser on Windows 10, so its reach is wider than you might assume. Facebook Ads Being the most popular social media network in the world, Facebook is still one of the top places for targeted ads.  Twitter Ads Perfect for concise and powerful ad copy, with various campaign types. LinkedIn Ads If you’re hoping to get your content in front of industry professionals or for B2B connections, this is the answer.  As a side-note, PPC trends for 2020 suggest that using video content in advertising will continue to dominate, simply because it has the ability to retain attention and elevate brand identity.  If you would like to consult with a digital marketing agency on the perfect PPC strategy for your business, contact WSI OMS...

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Three Types of Social Media Marketing You Shouldn’t Ignore

Posted by on Oct 13, 2020 in Social Media Marketing | Comments Off on Three Types of Social Media Marketing You Shouldn’t Ignore

Three Types of Social Media Marketing You Shouldn’t Ignore

As part of your social media marketing strategy, you should include paid social media, dark social media, and influencer marketing. Here’s why: Paid Social Media Marketing  Social media marketing has progressed to a point where sharing the odd post – no matter how well-crafted – with your followers and expecting them to do the rest is no longer effective. To target your ideal customer, nurture their buyer journey, and ultimately get them to purchase from your website, you need to take advantage of the fact that all social networks now offer post promotion. Not only does paid social media put your message in front of far more users, not using this tool actually puts you on the back foot. According to a 2018 survey, 92% of small businesses are increasing their investment in social media. Even though advertising on social media gives immediate visibility to your brand, don’t give in to the temptation to spend, spend, spend! From elementary user demographics to psychographics such as values and attitudes, interests and lifestyles, and personality, social media platforms have parameters to enhance your targeting. But first, you need to determine whether Facebook, Twitter, LinkedIn, Pinterest, or Instagram is the best fit for your ideal client. It’s all about utilizing the appropriate platform to target the right audience with engaging content. Facebook is by far the biggest of all the social networks with 2.41 billion monthly active users. An average Facebook user clicks on 11 ads per month. Their advertising costs vary depending on many factors like your industry, location, and objectives, but the average price for an advert decreased 4% in Q2 2019. Facebook is therefore a good place to start. Dark Social Traffic  Not to be confused with marketing on the dark web, dark social media refers to the sharing of your content without your knowledge. Although you cannot track the impact of dark social media with your regular analytics, more than 80% of sharing from marketing websites happens “invisibly”. If you think of it as a digital word of mouth, it makes sense that this is even more powerful amid COVID-19 social distancing, working from home, and digital communities. So how do you get in on this action? Make sure that you include buttons on all your output that encourages sharing through email, text message, or direct social messaging. Moreover, include a strong call to action to go to a landing page, read another post, or sign up to your email list. Having a prominent, respected trendsetter in your niche share your content in this intimate way will drive mass traffic. That’s where the next category comes in. Influencer Marketing  As consumers are bombarded with ever more marketing messages, so they tend to filter out an increasing amount. One way to catch the attention of prospects is to leverage the power of humans in your digital marketing. Marketing guru Seth Godin notes that “People do not buy goods and services. They buy relations, stories, and magic.” From published authors in serious fields to mainstream celebrities for younger audiences, influencer marketing uses the trust they have established with their large following to punt your product by supporting or endorsing your brand or co-creating content. This is not an overnight strategy, as you need to build a relationship with influencers in...

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Ten Tips for Aligning SEO & PPC for Better Ecommerce Results

Posted by on Oct 8, 2020 in PPC, SEO | Comments Off on Ten Tips for Aligning SEO & PPC for Better Ecommerce Results

Ten Tips for Aligning SEO & PPC for Better Ecommerce Results

The change in lifestyle brought about by COVID-19 has highlighted the need for SEO services more than ever. Even demographics who would previously not have been big e-commerce shoppers have been persuaded to go online as the pandemic has kept them indoors. This makes logical sense, and the stats prove it: Compared to the same period last year, U.S. e-commerce sales in July increased a whopping 55%. As a total of retail sales in the U.S., e-commerce more than doubled from Q1 2020 to Q2. “That’s over a decade of growth in the space of just a few months as reported by the U.S. Department of Commerce.” Year on year, Amazon sales rose by 40% for Q2 2020 to $88.9 billion. SEO and PPC tips for e-commerce success 1. Create a strategy for SEO and PPC synergy Google Shopping has reintroduced free listings that are generated by the Google Merchant Center. Maximize your holiday shopping campaign by aligning your organic search (SEO) and paid search (PPC). Use your PPC spend to target high-value queries on channels where paid listings lead the results. Seek out opportunities to use SEO to rank for searches that attract a high click-through rate. 2. Analyze Search Trends Take note of the top search queries in your category. Utilize the results to keep SEO core to your strategy, influence your marketing messaging, and inspire your paid search. 3. Plug Fresh Content Use SEO analysis as a guideline to create current, pandemic-related content that develops trust with your readers by showing your understanding and support. PPC can then be used to attract some immediate traffic and fill in any gaps. The best part? Informational queries are generally cheaper per click – extending your budget. 4. Test with PPC Paid search provides feedback on what type of message and imagery works best – almost immediately. Use PPC to test various new ideas and tweak your SEO accordingly. 5. Lengthen Your Marketing Funnel The more familiar people are becoming with using search engines, the more diverse their reasons for doing so. Take time to nurture prospects during the consideration stage of the buyer’s journey using an appropriate blend of SEO and PPC efforts. 6. Draw your audience a picture As part of your search plan, make sure to include images and videos to keep up with the increasingly visual nature of Google. Keep your visual content consistent in SEO and PPC. 7. Leverage Ad Extensions Take advantage of callouts, structured snippets, and other ad extensions – such as Google’s beta “Curbside pickup” badge – to share extra information about your products and services. 8. Add to Google As Amazon and Walmart’s advertising improves, you may want to spread your e-commerce budget across all retailers and search engines – adjusting as their ROI becomes evident. 9. Avoid Google Consider how you can optimize your PPC spend and SEO efforts with alternatives to Google. Specialist search engines are slightly less competitive as they already have built-in customer intent. Video search engines are increasingly gaining popularity – an exciting way to showcase what you have to offer. 10. Make the Most of Automation Wouldn’t it be awesome to get real-time insights in the face of such an unsure time? Automated rules and AI smart bidding for PPC does just that with...

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Why SEO is Important for Online Success

Posted by on Oct 7, 2020 in SEO | Comments Off on Why SEO is Important for Online Success

Why SEO is Important for Online Success

It’s easy to say that SEO has the ability to distinguish your product or service. But it’s all about keeping your finger on the pulse to know all there is to know about the latest nuances and strategies that might give you the edge to get onto people’s radar. How do you improve your SEO? First things first, go and look at your competition to see what they’re doing. Now that you know what’s out there and what has ranked in the SERP – improve on it or create a fresh angle that might be more relevant. Also take time to put extra effort into your content design before you consider content marketing (nobody likes spending time on an ugly site or browsing content that isn’t visually appealing). Try to think of the search intent of a person who you want to come across your content – the closer the match between your content and their intent, the higher your rankings will be. A link building strategy will definitely benefit SEO, as you’ll be guaranteed to get extra hits on your content. You want to create high quality backlinks through your content marketing, which can be done through being a guest on a podcast or a guest blogger – get yourself associated with credible platforms. Roundups have become a valuable backlink for organic traffic, so search for roundups in your industry and pitch your content to see whether you can be included in one of these lists.  Do keep your site’s on-page SEO streamlined. Shorten your URLs to get higher rankings on Google and spend some time to link internally between pages on your site. If you’re looking for a digital marketing agency to optimise your SEO for your online success, contact WSI OMS...

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How Web Design Expanded the World of Online Shopping

Posted by on Oct 5, 2020 in Website Design | Comments Off on How Web Design Expanded the World of Online Shopping

How Web Design Expanded the World of Online Shopping

There’s no doubt that the coronavirus has changed the way we do things. In particular, the online shopping world is booming thanks to its instant, no contact concept. The ever-changing world of website design and development is to thank for this solution, but just how big of a role is it playing in today’s world? With everything from groceries and beauty essentials, to other items like books and even children’s inflatable pools, online shopping seems to be the answer to the pandemic’s clampdown on social distancing.  Even more interesting than that is the fact that online shopping has been around for years, yet it only recently became mainstream. A great example is Amazon, an online shopping company that’s been around since 1994. In 2010, online shopping in the US made up just 6% of retail sales. Now, online sales as a total percentage of sales in the UK jumped from 2.8% in November 2006 to 18.9% in February 2020 and skyrocketed again to 30% in April 2020 due to the pandemic. In May 2020, sales from online retailers in the US went to 30.8% from the same time last year. What once was a novelty has now become an increasingly popular way to get your goods without the hassle of leaving your house. So, how did we get to this point? Where it began The first person to buy anything online was a 72-year-old grandmother named Jane Snowball from Gateshead, England in 1984 from the comfort of her couch via her TV remote; buying margarine, cornflakes and eggs. This was done via the Videotex system developed by English inventor Michael Aldrich, according to Jonathan Reynolds, associate professor in retail marketing and deputy dean of Oxford University’s Saïd Business School. The technology was used to generate a shopping list on Snowball’s computer which was phoned into her local Tesco, and the items sent to her door. According to Reynolds, the service was created for the elderly and disadvantaged but gained momentum.  The next milestone took place in 1994 when a 21-year-old web development wizard called Daniel M Kohn created an online marketplace called NetMarket. This was the first digitally secure transaction, with the first buy being a Sting CD that cost $12.48 (£10). After that, the early internet became more and more common in households.  At this early stage in what we now know as e-commerce, only a handful of companies were involved in what was considered cutting-edge technology at the time. Pizza Hut was one of those companies. In 1994 the US franchise sold pizzas online via their PizzaNet portal. It was basic, with a grey colour scheme and fields only for a customer’s address and phone number. 1994 was also the same year Amazon began, and at the time sold mostly books. eBay launched soon after in 1995. Japan’s major e-commerce site Rakuten launched in 1997 followed by China’s Alibaba in 1999. These companies were trailblazers in the online shopping space and took web design to new heights. Globalisation and a more connected world are also to thank for this major jump in the web development world. Gaining momentum 2017 was also a landmark time in e-commerce. Smartphone ownership reached 80% globally, which has been a useful tool in how easily we shop online nowadays. Data from 2019...

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Killing the Myth that Link Building is Dead

Posted by on Oct 2, 2020 in Link-building, SEO | Comments Off on Killing the Myth that Link Building is Dead

Killing the Myth that Link Building is Dead

Building good links is not easy, but definitely still worthwhile. We all remember the days before Google started to clamp down on link building in 2012, when generating traffic off other websites could be done without too much effort. But being in an era where customers are sensitive to brand endorsement, link building is now more vital than ever before and certainly not dead. Why link building still matters Link building is still crucial to any SEO strategy. If you want to create valuable backlinks, white hat SEO is the way to go. You will rank higher on SERPs if you curate backlinks from sites that are considered to be credible, as domain authority is vital to ranking in Google’s algorithm.  Social media marketing has become a mecca for link building, as one influential person sharing your content could lead to thousands of impressions and traffic. But you’ll strike the jackpot if you’re getting that content published or mentioned in other articles – because just like that, you have the potential of creating a valuable backlink to your site. If you’re generating highly engaging content or speaking to your identified audience, thousands of people could be sharing your links, and in turn, be doing the link building for you.  When it comes to content marketing, always ask yourself what you can do to be different or better. Hundreds of people could already have created content on your topic, so look at theirs and improve on it. By being better and different in your approach, your content will be considered to be fresh and more likely to be picked up when pitching your ideas. You can create and achieve backlinks through simple (albeit somewhat time-consuming) tactics, such as manual outreach to others in your industry to see whether they would want to feature your content, or by being a guest on a podcast, or even by getting in touch with website owners with broken links.  If you want more advice from a digital marketing agency on effective link building strategies, contact WSI OMS...

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How the Work-from-Home Trend Has Opened the Digital Marketing Floodgates

Posted by on Oct 1, 2020 in Digital Media Marketing | Comments Off on How the Work-from-Home Trend Has Opened the Digital Marketing Floodgates

How the Work-from-Home Trend Has Opened the Digital Marketing Floodgates

As the world adjusts to a new normal brought on by the COVID-19 pandemic, more companies are allowing employees to work remotely. Others have had to adapt by going full e-commerce. Nobody knows what the future holds, but telecommuting looks like it’s here to stay even after companies start reopening, as the digital marketing world has been changed forever.  How has working remotely changed consumer spending? Three areas have seen a major shift in consumer spending thanks to remote work. The first is the space and physical surroundings of a home office. Interior design firm Storey Design told Recode that people are already starting to think about redesigning their homes in a way that better accommodates working remotely. Overstock.com has said that home office furniture sales have doubled. There’s been a drastic increase in the demand for laptops, monitors and webcams too.  The next category is the goods and services that support remote workers. Spending has shifted in this area as people don’t buy coffee on their way to work anymore for their colleagues, and no longer hit their local gym. Now, people stock up on their snacks beforehand and buy home gym equipment.  The third way that remote work has changed spending is the shift towards more convenient shopping methods. Grocery delivery has taken centre stage and is a convenient way to shop while also social distancing. On top of that, it takes extra stress away from someone who may already be juggling working from home and taking care of kids at the same time. What factors are relevant to the remote working movement? In specific, these products and services have made a world of difference in the working remotely trend: Home office goods. This helps people comfortably work from home with an environment that gives off a work feel for ultimate concentration. Technology/tech gadgets. Technology is essential in making sure work is done efficiently and communication flows as it should.  Food delivery apps. People don’t want the dreaded grocery run to add to their stresses, and it supports social distancing efforts. Healthy snacks have also become popular.  At-home training equipment has become popular due to gyms closing, as people still want to keep up with their fitness and stick to a routine as much as possible. How can your brand connect with the working remotely crowd? Companies that align with the work-from-home trend are set to benefit massively. Here’s what you can do to tap into this exploding market: Grow a loyal base of support  Growing brand relationships will give you repeat shoppers. Focus on growing customer loyalty and you’ll create a flowing pipeline with happy customers becoming brand advocates. They tell their friends, rave about you on social media and improve brand awareness.  Build an online community  The isolation of working remotely has created a need for more human interaction and building an online community will fulfil that need. There are lots of ways you can do this, including hosting live stream webinars or highlighting customer product photos on your newsfeed. It’s also helpful to give customers a platform so that they can connect.  Use technology to ace e-commerce  There’s no doubt that online shopping is a trend that’s here to stay. Embracing e-commerce will give you a competitive edge. Reviews, ratings and user-generated content can...

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What to Do If Your Target Audience Isn’t on Social Media

Posted by on Sep 29, 2020 in Social Media Marketing | Comments Off on What to Do If Your Target Audience Isn’t on Social Media

Social media marketing is the most popular way to reach potential clients, since everyone has a smartphone in their hands nowadays. What do you do when your target audience isn’t on social media, though?  Although social media is at the forefront of marketing, there are other ways to reach your target audience without social media marketing. Here are some useful tips that’ll help you connect to potential clients:  Keep your social media accounts active  Even if your target audience isn’t on social media, it doesn’t necessarily mean that you should abandon your social media platforms altogether. In fact, once somebody has heard of you, they will usually check out your company’s social media platforms to make sure that your company is legit. Hold their interest and establish your company as an authoritative figure by constantly sharing relevant content that lets them know you’re passionate and knowledgeable about your field. Standout by establishing yourself as an industry expert Establishing yourself as an expert in your field will allow for more potential customers to come across your brand when doing their research. To do this, you need to create helpful resources for your target audience to use. A great example would be a blog that discusses the core issues and questions people may have when using your product or service. HappyFox is a useful example of the above. Start a podcast  Podcasts are a great way to share knowledge and connect with your audience. With millions of people tuning in weekly to listen to podcasts, you’re sure to tap into your target market at some point. Providing a podcast that is both informative and entertaining will ensure that listeners keep coming back for more, as it’s both helpful and a great way to keep people entertained on their way to work, or even at work. Check out the Marketing Speak podcast as a good reference in terms of how you can approach it.  Conduct research and compile white papers By conducting original research on your industry and putting together an in-depth report on a key topic, you’ll easily manage to connect with and inform your target audience. Giving people useful statistics and data will help you establish your brand as an industry leader and you’ll, in turn, be quoted by other key individuals and organisations. You can also provide the information via a white paper, which highlights the problem and gives solutions.  Contact WSI OMS for help with social media marketing  By trying out the above mentioned methods as a way of connecting with your target audience, you’ll be able to easily connect with them in a user-friendly way, without having to break the bank either on fancy marketing tools.  Looking for some extra help with your social media marketing? Contact WSI OMS...

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5 Common PPC mistakes to avoid in your business

Posted by on Sep 23, 2020 in PPC | Comments Off on 5 Common PPC mistakes to avoid in your business

5 Common PPC mistakes to avoid in your business

If you want to benefit from pay-per-click (PPC) advertising, you need to have clarity and intent when integrating it as a digital marketing tool. The most challenging aspect of PPC advertising is that it is by no means an exact science. There is a lot of experimenting involved in getting the correct formula for your business and budget. The rewards, however, can be substantial with Google reporting up to double revenue for the budget spent in some cases. Let’s take a closer look. 5 mistakes to avoid to fast-track success in PPC advertising  If you’re set on success in PPC advertising, here are the most common mistakes that business owners tend to make (and suggestions to help you fix them). 1. Neglecting the data  Before making any hard and fast decisions about how your campaign is doing, and which ads and keywords to target, carefully analyse all the available data. You may find that you are doing well overall, with plenty of clicks and conversions, and so you might decide to keep your current spread of ads as it is. However, parts of your campaign may be working well, while others are not working at all. One or two of your ads may be carrying your entire campaign. Analysing the data allows you to shift your strategy and spending to maximise your results. 2. Avoiding negative keywords Many marketers either forget, neglect, or choose to ignore negative keywords. This can be a big mistake. While it may seem counterintuitive to target keywords that are meant to keep people away from your website, it is actually one of the best ways to establish your niche and make sure that you attract only visitors who are most likely to become paying clients. You would be doing both yourself and internet users a favour by establishing these limits at the very beginning. Yes, negative keywords will lead to less traffic, but they will eliminate only the non-converting visitors and ensure that you get the right traffic. 3. Forgetting about ad extensions  Ad extensions can increase your click-through-rate by 10-20% – and they don’t cost any extra – yet many people forget to include them in their campaigns. Ad extensions can increase your ad’s reach, they can provide better value for money, and they offer more ways to reach you while increasing your online visibility. They may include contact details, site links, invitations to download an app (if you have one) or testimonials from your customers, among other things. Be sure to include as many of them as you can. 4. Not bidding on your own brand’s keywords  You should always run at least one campaign that is dedicated to your own brand keywords. The main advantages of doing so are that brand keywords are generally much cheaper, yield higher search scores and convert much better than generic keywords. By neglecting to set up brand keyword PPC campaigns, you miss out on opportunities to capture your market. 5. Incorrect keyword targeting Sub-optimum keyword selection is a mistake that many companies make in their search engine optimisation (SEO) efforts. It can be particularly costly when it comes to PPC, as choosing the wrong keywords can result in either no hits at all or hits that don’t convert to sales, but which you still have...

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2 ways to maximise the impact of your e-mail marketing

Posted by on Sep 23, 2020 in E-mail Marketing | Comments Off on 2 ways to maximise the impact of your e-mail marketing

2 ways to maximise the impact of your e-mail marketing

Email marketing can be so effective that it can generate a US$38 ROI for every one dollar spent. Not everyone manages to realise that kind of return, however. Failure to reap rewards like this from your email marketing is not a question of your content, nor is it a matter of the size and quality of your mailing list. If you are not maximising the potential of your email campaigns, it is probably because of a lack of focus or coherent strategy. While you may get some returns from just hitting ‘send’ and hoping for the best, the only way to get the most from your carefully thought out email content, is to take a managed and strategic approach to your mailing list. Here are two tips that can help you turn your email marketing into the ROI machine it is capable of being. Focus your emails by segmenting your contact list One of the most common mistakes in email marketing is assuming that you can get results by sending the same message to your entire mailing list at the same time. However, you cannot treat all members of your audience as if their needs are the same. To maximise the impact of your emails, it is better to carefully segment your contact database so that you send the right message to the right people. On the flipside of that, segmentation will also stop you sending the wrong messages to the wrong people. It may seem as if this is stating the obvious, but it is worth emphasising that sending the wrong message can damage your brand and your audience engagement. The only result you normally get from a misdirected email is an ‘unsubscribe.’ The segmentation of your contact list, therefore, becomes about more than just creating conversions in the short term. It is a matter of long-term audience engagement and nurturing trust. You should be very careful about how you segment your database, however. First make sure that the segments you create properly represent your company’s aims and the business sectors that it serves. Then be sure that you fit the right contacts into the right segments. That will take a bit of scrupulous data gathering and analysis before you drop all your audience members into the right segments. Sets goals, devise strategies and send emails tactically As with any tool in marketing – or any other field for that matter – emails should be used in a carefully planned way, in the service of specific goals, and as part of strategies devised to meet those goals. Before sending out an email, decide why you are doing so. Set a SMART (specific, measurable, attainable and timebound) goal for each mail, and make sure that the mail is drafted and sent accordingly. Part of this is ensuring that you always send the right message to the right recipients at the right time. Make sure that the context and content of the message is appropriate for the specific market segment at the time of sending. This requires full knowledge and careful monitoring of your segmented contact list. For expert help in segmenting your contact list and getting the most out of your email marketing campaigns, contact WSI...

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