LinkedIn on marketing in the time of COVID-19

Posted by on Sep 16, 2020 in Digital Media Marketing, LinkedIn, Social Media Marketing |

LinkedIn recently published an incredibly helpful guide for the marketing industry. It aims to help businesses to create growth in this challenging time and prove their ROI from marketing spend. There are six key areas in the guide, and each area contains strategies, tips and information that could help your business get on track post-COVID-19. This post will focus on the first three areas, so be sure to subscribe to our blog so you don’t miss part 2.  LinkedIn’s key steps to showing the impact of your marketing activities: Part 1  1. Understand the role of marketing in the organisation  Marketing covers a range of aspects within the organisation. As a business owner, you need to be well versed on the role that marketing plays and the impact it can make in building the brand, creating a strategic plan, and managing change in the organisation as well as the media and message planning that needs to be undertaken in the business. The LinkedIn guide has a run-down of each of these aspects that were just mentioned. If you want to learn more about activities you should be paying attention to (such as creating human connections through your brand) and potential pitfalls you need to be aware of (such as restructuring without losing key employees in your department), it would be a good exercise to work through the guide. It will help you to understand how to use data for brand building and strategic planning. There are actionable tips for the immediate changes you can implement to protect your business, and explains how to apply the latest media findings to tailor your media strategy for the current circumstances.  Understanding the current market situation (through the findings mentioned in the guide) can help you to pivot your digital strategy to be more effective, especially if you have been neglecting your strategy recently.  2. Assess your business position If you’re creating a strategy for the way forward, you need to be fully informed about the current state of the business before heading off in a specific direction. Whether your budget has been eliminated, reduced or maintained, there are steps you should be taking to move your marketing activities forward as best possible.  The guide has recommendations based on each of these scenarios (eliminated, reduced or maintained budgets) that will help you to aim your post-COVID-19 planning in the right direction for your organisation. The recommendations are aimed at understanding how to strengthen your organic strategy by posting organic content consistently; how to follow best practices for paid campaigns (especially in lead-building) and how to effectively create new brand campaigns if your budget has not shrunk over the last few months.  Implementing drastic changes...

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Tips to use PPC in an inbound marketing campaign

Posted by on Sep 8, 2020 in PPC |

Pay per click advertising should form part of any inbound marketing strategy to maximise the reach of the content being promoted. The two should work together to complement and enhance one another. Once pay per click and inbound marketing strategies are pushing in the same direction with the same goals, your business will reap significant rewards. Aligning PPC and inbound marketing  While it is common to think of pay per click advertising and inbound marketing as separate strategies, the two can complement one another if used correctly. Paid advertising increases the prominence of your content and sends more people to your website where they can engage further with your inbound marketing content. In order to run an effective pay per click advertising campaign, you should know who you are targeting, which keywords you would like to focus on and make use of data from testing and analytics to back those decisions up. Rather than running general ads promoting your brand visibility in a pay per click campaign, use it to promote your strongest content instead, so that consumers are more likely to engage with it. This works best on social media where people are looking for interesting content rather than just information. Paid adverts have been proven to work even once the customer knows what they are looking for, as long as the content is linked directly to a commercial opportunity. Make sure that your pay per click landing page is aligned to the content of the advert. Any good digital marketing strategy should look to integrate pay per click and inbound marketing devices to make the most of the money you are investing in paid advertising and the organic SEO content you are creating to represent your brand. Get in touch with WSI OMS today to get more insights into how to integrate PPC with your inbound marketing strategy. Please follow and like...

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How Covid19 has changed the face of web businesses

Posted by on Sep 8, 2020 in Digital Media Marketing |

We’ve been under house arrest for most of 2020. As lockdowns ease and work beckons, here are 6 post covid19 trends for web design businesses: Working from home  You’ve baked 100 banana breads, tried all the jigsaw puzzles, washed your hands and behaved yourself. Now it’s time to get back to work. The thought of waking, showering, actually wearing clothes and driving to an office seem alien concepts.  It’s much easier to work remotely from your home space. Agencies need to re-think the flashy corporate offices, expensive rents and weigh up the dead time stuck in traffic. Rather scale down, stagger shifts, use hot desks and aim for minimum in-office presence.  Meeting apps have matured Lockdown has provided us with the time and opportunity to get to grips with new group chat apps that allow colleagues to get around an electronic table. Where there was once only Skype, Zoom is now flavour of the month thanks to Covid19 with 200 million daily meeting participants in March 2020, and a month later 300 million! Likewise Google Meet has upped its game. Don’t forget to dress for a virtual meeting even if only from the waist up. Think about your appearance. Look professional. Control your kids and pets.  No cheesy pictures on the wall.  The possibilities are endless Web design is advancing at the speed of light. The array of tools and apps now available together with their corresponding tricks and shortcuts is mind-blowing. You need to keep up. Post Covid19, just about everyone is experimenting with Dark Mode – it’s easier on the eye, looks ‘next level’ and is architecturally hip. Perfection is so pre-covid19 as designers are adding imperfections to pristine photographs and hand drawing their own icons and backgrounds. Whilst neon, as a colour, was previously deemed far too cheap and nasty; watch out for electric pastel neon against a black background. It so works. Tighter Budgeting The virus has exposed many weak web businesses that were already failing in their systems, with sloppy accounting, late client invoicing and inconsistent quotes. Tighter budgets require more accounting precision. Yes, web design is a very creative business but without attention to the business side, there will be no creative.  New methods Business will never be the same again. You need to dare to build new structures and throw out old conventions that no longer fit. Your clients are also feverishly restructuring and innovating and have no doubt switched their strategies to accommodate the new ab-normal. Talk to them ASAP about how they prefer to work now. Check key changes in their staff hierarchy and any radical new thinking.  Increase your market share Your web design competitors may have thinned out...

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Six online advertising tactics to sell more during lockdown

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

People are more likely to be shopping online during lockdown, which means you need to be investing in online advertising in a whole new way. Now is the time to try new things to get your products and services under the eyes of your potential buyers. Here are six simple online advertising tactics that you can follow to sell more in 2020: Using digital marketing to sell more  Keep your content fresh and make the most of it by updating old content and reusing it strategically by changing the type of media. Most written content can be repurposed as video, which is a great way to improve engagement and connect with new audiences. Get the timing right with your email marketing. Do not underestimate the effect timing can have as consumers are not always likely to open emails. If you send your emails out at the right time, it can translate into more sales. Get smarter with your pay per click bidding. The next step in PPC advertising is to use smart bidding to make sure that you get maximum value. Smart bidding uses AI technology to make sure that your budget is being used effectively. This is done using data from past search results. Go live on social media. People are now more than comfortable with video calls and are interested in consuming content in real-time. Take advantage of this by live streaming content on your social media to increase engagement. Any interview or video content can be streamed live instead of being shot beforehand. Let your audience contribute to your content. By allowing your customers to post their experiences with your brand, you can harness their feedback to improve your offering. Digital marketing and social media reporting platform DashThis scaled their content offering by allowing clients to contribute to their blog and some of these consistently bring in over 200 leads per month. Make the most of your video content. More than 50% of consumers want to see videos from brands so it is essential to have this as a central part of your digital marketing strategy. There are always new ways to reach your target audience. Get in touch with WSI OMS now to take your digital marketing strategy to the next level. Please follow and like...

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Things you need to know about on-page SEO

Posted by on Aug 27, 2020 in Digital Media Marketing |

If you want to learn more about SEO for your digital marketing journey, a good place to start is on-page SEO. In this guide, we’ll cover what it is, why it is essential and how you can optimise your content for SEO. What exactly is on-page SEO?  On-page SEO simply means optimising your website (and each page on your site) for search engines to ensure a higher ranking and drive organic traffic to your website. Optimising your website for SEO makes it easier for a search engine to find out what your content is about. In doing so, a search engine can easily recommend your content to its users, which is exactly what you want to achieve with your digital marketing strategy.  The on-page part of SEO refers to the aspects on your website that you can optimise, including the content (text or images), HTML tags (title tag, meta tag and header tag), internal links and addresses or URLs. It does not include external links and other signals that point to your website to drive traffic.  Why is on-page SEO important? On-page SEO is crucial for driving organic traffic (that is unpaid traffic) to your website. As search engines and their algorithms evolve, they look for more specific indicators that will tell them if your content is relevant and valuable to their audience. Because search engines are competitive businesses, they want to outshine their fellow search engines by giving users the best possible experience. If your on-page SEO factors indicate that your content is a good match for a search query, your content will get shared by search engines and more people will find your content.  Ways in which you can optimise your content for SEO By optimising your content on every page, you’ll have the best chance at ranking highly in search engine results, which is precisely what you want to achieve with your SEO strategy. Here are some ways in which you can use keywords to optimise your content on every page. Use your target keywords  Once you’ve picked your target keywords, use them at the start of your content (or as close to the beginning as possible) and use them frequently without being unnatural about it. While your keywords are incredibly important to signal what your content is about, you shouldn’t stuff them into every sentence. Overuse of keywords will make your content useless for humans, and that will not improve your ranking. Remember to include your keywords in your headings and sub-headings (at least one of your sub-headings).  Tag headings and subheadings Use (H1) for your main heading and (H2) to tag subheadings. These tags help search engines to understand the structure of your content,...

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