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

Posted by on Sep 23, 2020 in 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...

read more

Ideas to refresh your content marketing strategy

Posted by on Sep 22, 2020 in Content Marketing, Digital Media Marketing |

Running out of content marketing ideas for your blog? The good news is that you don’t have to search far and wide for fresh, informative content. Your blog should be focussed on telling the story of your business in a compelling way, so the ongoing development of your business has limitless potential for content marketing topics.   Armed with this ever-developing story, creating engaging blogs is then a matter of fitting the content into pre-existing paradigms and formats. These have already proven themselves reliable vehicles for marketing content, and offer you inspiration and a structure to help you organise and present your information. They are frameworks and general outlines, into which the story of your business can be molded. There is a saying among musicians that there are only 12 notes but thousands of ways of playing them. The same goes for blogs: there are only so many kinds of blogs, and the key to their substance, variety and level of engagement is your content. Here are four of the most popular blog post concepts or formats into which any business can fit its stories. Content marketing ideas and topics for your business blog  Your business story, the day to day activities, your industry and latest trends should give you plenty of inspiration to create relevant, exciting content for your audience. Let’s take a look at some of the topics that you can use to tell your business story: Share your successes  There’s nothing wrong with taking a moment to brag a little – provided you do it with style, of course! A well-chosen success story allows you to demonstrate how your products or services work in a real-world scenario. Pick an example, describe the salient details and use the moment to show, rather than tell your readers why they should buy your products. Delve deep with a series of posts  Sometimes a single blog, consisting of a few hundred words, is not enough to communicate the information you want to get across. You may want to explore the background of your industry, analyse complex market trends, or expound on the many uses and benefits of a particular product line. The best thing to do – both for your sake and your customers’ – is to break it up into shorter pieces that you can publish over several weeks or months. It would help if you didn’t let this run on for too long, however. Strike a balance between detail and sustained engagement.  Guide your audience through common mistakes in your industry  This is a very popular choice for almost all industries. Listicles that expound on the various ‘what not to dos’ of your industry enable direct and honest engagement...

read more

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...

read more

What You Need To Know About Using LinkedIn for Marketing

Posted by on Sep 2, 2020 in LinkedIn, Social Media Marketing |

As a social media marketing platform, LinkedIn is not necessarily the first to come to mind. It has a reputation (unfairly assigned) as a tad stuffy and conservative. However, LinkedIn marketing is a powerful means of driving awareness of your brand and increasing your revenue precisely because the content on LinkedIn is more professional and industry-related. When it comes to digital marketing, 80% of B2B leads come from LinkedIn. LinkedIn’s Seven Marketing Opportunities  Whether your goal is to increase your brand awareness or to generate fruitful leads, there is a range of features built into LinkedIn to drive these results. Pages– Engage with prospects and existing customers using text, links, videos, and images relating to company news, blogs and vlogs, industry news, research, case studies, etc.  For every promotional-type post, you should share four pieces of relevant content. SlideShare– Presentations such as webinars, product how-tos and tips, and infographics can be shared with over 70 million monthly unique visitors to SlideShare. Link your SlideShare presentations to your website to create credible inbound links. Groups– Network and boost your standing as a thought leader in your industry by contributing to conversations in Groups.  Publishing– Stand out as a trustworthy source in your field by publishing your expertise, experiences, and lessons learned as well as pieces on industry trends. Publishing is available in 20 languages! Sponsored Content and Direct Sponsored Content– While both types of ads may be a single image, carousel, or video formats which appear in the feed of targeted LinkedIn members, Sponsored Content Created is visible on your organization’s LinkedIn Page or Showcase Page; and Direct Sponsored Content is not. Sponsored InMail– Used to send personalised content marketingmaterial to your target audiences via LinkedIn Messenger. Text Ads– These ads appear on the right-hand side or top of the LinkedIn desktop feed and are charged as PPC (pay per click) or CPM (cost per impression). WSI  Contact WSI OMS for more information on how to use LinkedIn in your networking and marketing campaigns. Please follow and like...

read more

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...

read more