SEO: Ranking during COVID-19

Posted by on Jun 17, 2020 in SEO | Comments Off on SEO: Ranking during COVID-19

SEO: Ranking during COVID-19

The world is currently facing a challenge like never before with the COVID-19 pandemic. Because this virus has permeated every part of our lives, SEO will definitely be influenced by the pandemic. If you’re trying to understand how you can switch gears to rank for the SEO keywords during the pandemic, here’s a list of our top tips. 6 ideas for SEO ranking during COVID-19: 1. Find ways to connect with the issue  The time is ripe for brands and businesses to show how they can provide value to their audiences, so don’t slip in a few COVID-19 related keywords for the sake of ranking. Insread, do proper research and find ways to connect your business to the issue at hand. You don’t have to provide an essential service to be relevant, but you do need to create a clear link between your business and the issues your audience might face during the COVID-19 pandemic. Think about the products and services you provide and emphasise how your business can solve problems.  2. Research COVID-19 related keywords and plan your target strategy Even if your brand does not directly relate to the COVID-19 pandemic, you can still find ways to target certain keywords and rank in search results. You will have to spend a considerable amount of time in researching which keywords are appropriate to use and find creative ways to use those keywords in your content. 3. Ask your audience  If you feel lost in your attempt to rank for questions related to COVID-19, ask your audience about their experiences, pain points and worries. If you understand what your audience needs, you can change your strategy to align with what your audience wants to know right now.  4. Create a dedicated page to address the COVID-19 situation  If you want to provide information to your audience about your business during the COVID-19 pandemic, you can create one dedicated page on your website that contains relevant content, answers their questions and stipulates how your operation will address the challenges of the day. Be sure to include appropriate SEO keywords on this page to get the best results.  5. Be sure to update your FAQ page  If you don’t want to dedicate an entire page to COVID-19, be sure to at least update your FAQ section so your audience can stay informed on your strategies for coping with the situation. If your business can still operate normally, tell your audience of the measures you have taken to keep them safe when interacting with you.  6. Explore new channels  Most businesses have suspended regular trading, which has created the perfect opportunity for you to explore new communication channels. Experiment with providing content via webinars, create video content or host online meet-ups to stay in touch and add value for your audience in this time of uncertainty.  Are you looking for the best ways to improve your SEO ranking? Contact us to find out more about our SEO services, web design and mobile...

read more

What is SEO in digital marketing?

Posted by on Jun 16, 2020 in SEO | Comments Off on What is SEO in digital marketing?

What is SEO in digital marketing?

You are probably still trying to ‘find your feet’ if you are relatively new to the world of online marketing. You might have started creating a presence for your business on social media, or investing in PPC advertising to boost website hits. However, you need to be aware that if you do not dedicate enough time and money to perfect your website’s SEO, all of your other digital marketing efforts are almost certain to be in vain.  So, what is SEO, exactly? And why is it such a vital aspect of any digital marketing strategy? Furthermore, how can you master it? Below are all of the facts that you need to know.  What is SEO?  SEO revolves around optimizing your website in line with best practice guidelines as outlined by Google and other search engines. By adhering to these recommendations, Google will rank your website higher when potential customers type keywords or keyphrases relevant to your service offering. The higher towards the top you rank, the better the chances of potential customers clicking through to your website before clicking through to your competitors.  In order to understand the true meaning of SEO, you need to look at its three main components – the quality of the traffic, how much of it you are getting, and organic results. Ultimately, the goal of SEO should not be to attract hordes of people to your website. It should be to attract the right people to your website. Those people should be individuals who are actually interested in buying what you are selling. When you have the right people making their way to your website, only then can you focus on boosting the numbers.  SEO is all about generating organic results – in other words, organic traffic for which you do not pay anything extra. Having said that, paid traffic / PPC is a great way to support your SEO efforts.  What is included in SEO?  There are various aspects to consider when putting an SEO strategy together. You will need to ensure that you cover both on-page and off-page SEO factors. On-page SEO factors include metadata, engaging content, proper inter-linking, and easy navigation across the site map. Off-page SEO factors include links from trustworthy websites back to your own website, as well as reviews and social media.  Other great tips to remember to maximise your SEO efforts include ensuring optimal crawl accessibility so that the search engines can effortlessly scan through and ‘understand’ your website. You should also focus your attention on crafting compelling content that strives to provide in-depth answers to the questions that searchers are typing into Google. Doing this also boosts your chances of your content appearing in a Google snippet! Marketers need to spend time researching keywords that will attract both searchers and search engines, all the while dedicating time to enhancing user experience through faster loading speeds, easy navigation, etc.  Finally, be sure to include relevant keywords in all meta titles, URLs, and meta descriptions to draw in a higher CTR when it comes to your rankings.  Here at WSI OMS, we specialise in everything from SEO to social media marketing. Get in touch today for the full scope of our service...

read more

How to Adjust Email Marketing During COVID-19

Posted by on Jun 15, 2020 in E-mail Marketing | Comments Off on How to Adjust Email Marketing During COVID-19

How to Adjust Email Marketing During COVID-19

During the COVID-19 pandemic, businesses across the globe are shifting gears when it comes to email marketing, using this platform to communicate a variety of important messages. If you are unsure of the kind of information you should include in your email marketing efforts, take a look at our guide. Useful information to share in your email marketing during the COVID-19 pandemic: Taking your business online If your business can provide products or services during the pandemic without compromising the safety of your clients or overstepping regulations, you need to communicate this to your clients. Be sure to comply with any local regulations and only provide products and services that have been approved by your local government. You will need to inform your clients of your safety measures and communicate clearly what you can deliver and how you can continue with your operations.  New communication methods and channels  Due to the nature of the situation during COVID-19, your business might be expanding to include new communication channels. If you are engaging via webinars, podcasts or new social media channels, you should let your clients know so they can get access to your content and offers on all their preferred channels.  Stand-out communications If you’re looking to make an impact, it will benefit your business to get creative with your branding or messaging during COVID-19. You can follow the example of popular companies such as McDonald’s, Burger King and Coca-Cola and adapt the visuals that will accompany your email communication to encourage social-distancing, self-isolation and staying home. Find ways to modify your branding to communicate your support for these health and safety measures. It will help you to stand out from your competition if they are sending generic communications. Communicate special offers or discounts for essential workers If your business can provide special offers, discounted prices or anything that will make life easier for essential workers, be sure to include this in your email marketing. You can include shareable images with your information in your emails and ask your audience to share it on social media so it can reach a broader audience. Even if your business only allows essential workers to skip to the front of the line, you need to share this information with your audience. Your audience members may know essential workers who deserve some special treatment and share your offers or special allowances with those essential workers.  Create special offers to encourage appropriate behaviour  If you have products or services that will make it easier for your clients to self-isolate, keep their distance and adopt better hygiene practices, create special offers around those products and services. This could include discounts on home-deliveries, special prices for protective equipment (like masks) and discounted rates for online interactions versus physical meetings (if meetings are even still allowed in your area).  Be sensitive in the use of your designs and copy When creating your email content, be careful that you are not encouraging actions that could worsen the pandemic. Remove visuals depicting close contact like hugging or shaking hands and don’t encourage your audience to break the rules or take risky actions.  Provide discounted or free access to your resources  If you have valuable content that users can access online, now is the time to draw attention to it via...

read more

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

Posted by on Jun 12, 2020 in Digital Media Marketing | Comments Off on Reducing digital marketing due to COVID-19? Read this first

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

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...

read more

How to adapt your marketing during COVID-19

Posted by on Jun 11, 2020 in E-mail Marketing | Comments Off on How to adapt your marketing during COVID-19

How to adapt your marketing during COVID-19

As has become very clear to anyone doing any kind of digital marketing, strategies and tactics need to change substantially in the wake of the COVID-19 crisis. For a long time to come, we will not be able to rely on the same techniques and approaches we used before. In fact, we may never be able to go back at all to the way things were. The beauty of marketing, however, is that it is endlessly adaptable when we set our minds to it. Here are some ideas that will help you maintain your relationship with your audience during these difficult times. Be willing to help others If COVID-19 has proven anything, it’s that none of us is in this alone. Accordingly, we can’t just carry on doing business by looking out for ourselves alone. Be prepared to make some sacrifices and to give to your clients and associates. Giveaways are always a good tactic, even in a good economic climate but there’s a distinction here: don’t offer giveaways as sales tactic, but rather as a demonstration of your social conscience, as a way of giving back when times are tough. Customers are very likely to respond to this. You may not get increased sales right away, but you will boost your brand and you will draw more followers, friends and subscribers who will think very highly of you. That will pay dividends further down the line. Invest in pay-per-click ads while prices are low The demand for paid ads has dropped substantially since the crisis hit. This means that ads are cheaper than ever. At the same time, people are spending more time online and are thus a captive audience for you to reach with ads. So you can spend less on ads and have a greater impact. If you tended to avoid spending on PPC advertising before, now is a good time to start making the investment in bidding for those ads. Adjust your payment options to boost conversions Since the outbreak started, conversion rates have taken a massive dive in most industries. People have not stopped visiting pages – the hits are as high as ever – they just don’t move to close the deal. This is understandable, of course, as people are being especially careful about their spending at the moment. So why not, meet people halfway? Introduce payment plans or discounts to help people take advantage of your offers. The people who really want what you are offering will gratefully grab the opportunity. Those who are less sure may be swayed by your willingness to accommodate them. Offer training courses As unemployment and redundancies loom large for many people, they are starting to look for alternative career options. As their old industries become unviable, they seek to upskill themselves in professions that are likely to be more in demand. If you offer training, you can both help to lift people out of unemployment and expand your own HR capital, both of which are also great for your brand. Diversify your audience geographically The current crisis is affecting different countries in different ways. If your business depends on only one country, you are limiting yourself severely. Through international SEO, you can expand your reach and find new customers in territories where the economies are more...

read more

5 ways to make your COVID-19 email effective

Posted by on Jun 9, 2020 in E-mail Marketing | Comments Off on 5 ways to make your COVID-19 email effective

5 ways to make your COVID-19 email effective

Consumers are being hit from all sides with information about COVID-19, including in the email marketing that gets fired into their inboxes every day. You have either already sent a COVID-19 email or are considering doing so, but how do you ensure that it says what it needs to and communicates your message effectively? Here are five tips that should help your COVID-19 mail to cut through the clutter. 1. Make sure the information is genuinely useful Don’t be tempted to send an email on this subject just because that’s what people are doing. Only send one if you genuinely have something insightful and relevant to say. It can’t be generic either – it should relate directly to your line of work and your customers’ interests.  2. Be concise and to the point Your readers can watch the news and do their own research – they don’t need a lot of technical information or jargon from you. Stick to the point and include only as much background information as is absolutely necessary to back up your specific message. 3. Make the content easy to skim This is true of all emails but particularly so if you want to include a great deal of background info leading up to your main message, as many companies are doing with COVID-19 emails. Many mails out there are made up of big, dense paragraphs. Nobody is going to read those. You need to cut down the text to its essentials and space it out so that readers can scan through it quickly. If you don’t, you risk losing your message completely. 4. Instead of a dedicated mail, add to your existing newsletter You may not even need a dedicated mailer on this subject. Think about whether it would really suit your business and marketing goals. You may be better served by adding a short note at the top or bottom of your usual weekly newsletter.  5. Ask for feedback If you’re uncertain about what you should be communicating to your audience about COVID-19 – or about any topic in the midst of the pandemic – just come right out and ask them. They might be overwhelmed by COVID-19 information and would rather like to hear about your products alone. Or they may not be in the mood to make any consumer decisions right now and thus, not interested in your latest business developments. Just be honest with them and they will probably return the favour. This is just good customer relationship practice. If you need more help making your COVID-19 emails as effective as possible, or for assistance in designing a powerful and impactful email marketing strategy, contact WSI...

read more

The 5 elements of a strong inbound marketing strategy

Posted by on Jun 8, 2020 in Inbound Marketing | Comments Off on The 5 elements of a strong inbound marketing strategy

The 5 elements of a strong inbound marketing strategy

There are so many reasons why all businesses need to adopt a solid inbound marketing strategy. Firstly, this manner of marketing helps to ensure a more targeted approach to drawing in new clients because it focuses on the buyer’s journey by tailoring content to edge the consumer ever closer to making a conversion. Secondly, it ensures that you cover all bases from a digital perspective, making certain that you fully embrace all opportunities to make a lasting impression. Sound interesting? Here are the five elements that go into creating a strong, successful inbound marketing strategy.  Search engine optimisation  SEO is arguably the most vital aspect of this kind of strategy purely because it is responsible for attracting more visitors to your website. By optimising your site for search, as well as for improved user experience, your chances of gaining a higher number of leads are vastly increased.  Social media marketing  Social media provides you with the chance to interact with your customers and potential customers directly. It is also a tool that allows you to extend your reach and brand influence, all the while moulding a positive online reputation.  PPC  Fast-track your way to the top (literally) by dedicating a decent amount of your marketing budget to PPC, otherwise known as Pay Per Click, advertising. This advertising will push more customers onto your website and further boost your chances of them making a conversion. Maximize this opportunity by making doubly sure that your landing page and website design is easy to navigate and appealing to your specific target market. Do not forget to go beyond Google Ads and investigate remarketing and display advertising opportunities, too.  Content marketing  By creating quality, relevant content, you actively engage your customers in your brand while setting yourself apart as an industry thought leader. Content marketing should extend from blogs and videos all the way through to beautiful images, podcasts, and more.   Email marketing  It is a proven fact that email marketing can encourage customer loyalty and retention. It is a wonderful tactic for keeping customers interested in your offering, ensuring a constant flow of traffic to your website, and putting up-sell ideas and tactics into practice.  Are you in search of a full-service inbound marketing partner? Look no further than WSI OMS. We will help you to bring all of these elements together for a seamless strategy that will generate the results that you deserve. Contact us now to learn...

read more

How to Navigate Your Digital Marketing Presence During COVID-19

Posted by on Jun 6, 2020 in Digital Media Marketing | Comments Off on How to Navigate Your Digital Marketing Presence During COVID-19

How to Navigate Your Digital Marketing Presence During COVID-19

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...

read more

Copywriting guidelines during Covid-19

Posted by on Jun 3, 2020 in Copywriting | Comments Off on Copywriting guidelines during Covid-19

Copywriting guidelines during Covid-19

There is no way that content marketing can stay the same as the COVID-19 pandemic rapidly transforms every aspect of our lives. Copywriters are quickly adapting to the new conditions, shifting their word choice and tone to suit the new culture and frame of mind that is emerging from the crisis. Follow these basic guidelines to bring your content creation in line. Make sensitivity a priority There is a time and place for irreverence – and we copywriters do love a dose of humour, don’t we? Especially if it pushes the envelope. However, now is not the time. Now it’s best to focus on a more sensitive approach and rather err on the side of seriousness. You can still keep the tone light but opt for an inspiring and motivational tone. Put on your word filters You know all those buzz words you love to put in your copy? Things like “killer deal” or “infectious enthusiasm” or “viral content”? Well you’re going to have to retire them for a while – until we get to the other side of this thing. But why not see this as a good thing? You have the opportunity to flex your creative muscle and find some clever replacements for these well-worn expressions. Keep your position neutral, your tone helpful It seems incredibly insensitive now to say things like “take advantage of this once-in-a-lifetime offer”. It would be better to say something like “Let us help you with much needed savings during these tough times.” Take away the hard sell and focus on being supportive. Maintain trust by being accurate if you’re going to reference data on COVID-19 for any reason, make sure you do so advisedly. Reference only credible sources and quote them carefully. A wrong step in this area will throw your credibility – and possibly your moral standing – straight out of the window. Be optimistic but don’t promise too much Instil hope and positivity into your writing but remember that we are learning as we go, and the situation is changing every day. You’re in no position to promise too much – and it may well backfire if you do. Never pretend to know more than you do, rather send the message that you and your audience are in this together. Do you need help formulating a world-beating content marketing strategy? Contact WSI...

read more

Best Practices for Email Marketing During a Crisis

Posted by on Jun 2, 2020 in E-mail Marketing | Comments Off on Best Practices for Email Marketing During a Crisis

Best Practices for Email Marketing During a Crisis

The COVID-19 pandemic has thrown the entire business world into crisis mode. Marketing functions, such as email marketing, have had to be modified to keep up with the disaster. Email marketing remains an important strategy and you still have the capacity to reach a large audience – in fact you might even have a larger captive audience, with so many people sitting at home. Here are the practices you need to adopt to keep your email marketing relevant at this time. Always acknowledge the crisis Don’t try to pretend the crisis isn’t there and just blithely go on promoting your product. Acknowledge the situation and work it into your content as far as is possible. Data indicates that people are opening and reading more emails than they were before the crisis, particularly those that mention COVID-19. Relook your automated emails If you have been sending out automated emails since before the crisis began, take another look at them now and ensure that the tone and content is still appropriate. You don’t want you audience to think that you are out of touch or insensitive, simply because you failed to updated your automated mailers. Assess the atmosphere Watch what your competitors and marketers in unrelated fields are doing. Look up great and poor examples of email marketing and emulate where applicable. Be sensitive and do not try and leverage fear While you do want to acknowledge COVID-19 and demonstrate that you are working around it and are being conscious of its effects on your audience’s lives, do not stretch your mentions of the pandemic (or any crisis) to instil or leverage off the emotion of fear. It’s all too easy to do – especially in certain industries – and it must be avoided. You will find that your brand and your sales will all the better for keeping a positive tone and working to provide an antidote to fear. Do you need help formulating a top notch email marketing strategy? Contact WSI...

read more