Getting ahead during COVID-19

Posted by on Apr 6, 2020 in Digital Media Marketing, Training |

On Wednesday, 8 April, I’ll be hosting a webinar on using competitive research to find out how your competitor’s marketing activities have changed and how you can get ahead. This forms part of the WSI Ahead of the Curve series, which shares practical digital marketing tips and best practices to help you combat the impact of COVID-19 on your business. Doing an updated competitive analysis is important during the COVID-19 crisis. During the webinar, you will learn how to use competitor research to find out how competitors in your industry have changed their marketing activities and how you can adjust your digital strategies to gain a competitive edge. You will also learn how you can use your competitors’ marketing strengths and weaknesses to your advantage and how to prioritise your efforts when implementing your research and insights. Register for the webinar here: Please follow and like...

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Digital Marketing Guide: How to Create a Wikipedia Page for Your Business

Posted by on Dec 13, 2019 in Digital Media Marketing |

Does your digital marketing strategy include a Wikipedia page for your business? If not, you might be missing out on great exposure and an ongoing source of leads. A Wikipedia page can help to not only manage your business’ online reputation, but also to lend credibility when prospective clients look into your business. A Wikipedia page needs to be part of your digital marketing strategy because although it is relatively easy to create a Wikipedia page, it does take some work to keep the page relevant and updated. Here is how to go about it. Digital Marketing Guide to Creating a Wikipedia Page for Your Business While these steps are relatively simple, you’ll need to be patient and make an effort to keep your page updated. Think of your business’ Wikipedia page in the same way as your business website; you don’t merely stop at website design, you need to constantly use it as a way to stay top of mind for your audience. Step 1: Create Your Account Visit Wikipedia’s home page, and click on “create account” in the top right corner. Follow the prompts given to finish creating an account. Don’t close any pop-ups from Wikipedia (more on this in the next step). Step 2: “Help Improve Wikipedia” Before creating a page on Wikipedia, you’ll need to become an auto-confirmed user. The easiest way to do this is by editing an article suggested by Wikipedia. You’ll need to make a few edits (according to Wikipedia you’ll need to make at least 10 edits and your account has to be older than 4 days)  If you want to pick a page to edit, stick with something you know and can easily cite information sources. To edit a page, simply click on the section you want to edit and publish changes once you are done. The visual editor is the simplest view for quickly editing information.  Step 3: Create Your Page Here is the most difficult part of the process, not because it is technical or complicated, but because Wikipedia has certain guidelines for business pages. For a business page to be accepted, the business needs to be “notable” – read these guidelines before attempting to create a page.  Next, go to the Article Wizard where you can either create a draft article in the “sandbox” or click “next” to proceed with creating your page. Wikipedia will direct you through the process of creating an article, and you will have to disclose that you are writing about a subject you are connected to. In structuring your page, it is a good idea to review other company pages to understand the layout and decide how much information you might want...

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A Quick Guide to Digital Marketing Careers

Posted by on Nov 28, 2019 in Digital Media Marketing |

Within the digital marketing space, there are multiple departments that include content, social media and email marketing. With a high demand for digital marketers and an international critical shortage of these skills, here are the most common positions for you to consider:  SEO Manager Search Engine Optimisation (SEO) is the practice of increasing the quality and the quantity of traffic to a website through organic search engine results. A SEO Manager is responsible for planning, implementing and managing a company’s overall SEO strategy. This role’s duties usually include web marketing, web analytics, content strategy planning, link building and keyword strategy.  Social Media Manager Social Media Management involves creating, scheduling, analysing and engaging with content posted on the various social media platforms. Social Media Managers use social media management tools and services to assist them with reaching their specific target markets and to run their social media campaigns in the simplest of forms.   UX Designer A UX Designer conducts research, design, writes UX copy, tests and presents design solutions for businesses. This role is the voice of the user. UX Designing is the process by which design teams create products and provides relevant experience for their users that include product integration, branding, design, usability and function.  Digital Marketing Manager  Digital Marketing Managers are the ‘face’ of their companies by developing, implementing and managing marketing campaigns that promote their products and/or services. Playing a major role in maintaining and enhancing their brand’s presence within the digital space, they are also responsible for driving website traffic and converting leads into customers.  Marketing Assistant A Marketing Assistant is the main support to marketing managers and executives on marketing campaigns, i.e. the marketing department. Working closely with everyone in their department, their duties include (and are not limited to) advertising, market research, production, sales and distribution.  Marketing Analyst Marketing Analysts gather and analyse consumer and competitor data. They assist companies to understand which products consumers prefer, who will buy them and at what price by studying the relevant market conditions.  In this rapidly evolving industry, digital marketing is here to stay. The prospects of the potential of digital marketing are endless, and the digital marketing industry looks to welcome this exciting revolution.   Need help with your SEO, social media management or digital marketing strategy? Then contact WSI OMS today. Please follow and like...

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Content Marketing – Quality Vs. Click-bait?

Posted by on Aug 28, 2019 in Content Marketing |

Attention-grabbing headlines may get people to click through to your website, but if the actual meat of the article is all hyperbole, is thin and does not live up to your headline’s promise, readers will not stay on your site. Advertising legend David Ogilvy famously said that ‘the consumer is not a moron, she is your wife’. Made in 1955, this statement appears more relevant than ever. In a nutshell, poor content that does not respect the reader does not work. What Is Quality Content? Good quality content is any content that aligns your marketing goals with your prospects’ needs. It conveys value and soothes specific pain points keeping people awake at night. Good quality content is targeted and crafted with the goals and aspirations of a clearly defined persona in mind. An effective content marketing strategy draws a picture of who your ideal customer is. It then maps this persona’s journey as a buyer. The goal is to establish the types of content to serve your prospects at specific stages of their journey towards becoming customers. Importantly, there is a time to send how-to articles, free ebooks, case studies, webinars or product demo invitations to your prospects. It can’t be at random times. How ever attention-grabbing your headline is, you aren’t going to achieve much with your content if it’s not relevant to the reader. After mapping your persona’s buyer’s journey against their content needs, go ahead and craft the sort of epic content they can’t resist. Spend enough time making sure the content is well researched, written well and that it is actionable. Why Click-Bait Content Does Not Work Sensational headlines that stop people in their tracks worked in 1995 when all it took to make a buck was to just get people on your website.  Guess What?  In 2019, people can now block ads and defend their inboxes against spammy tactics. So a content marketing strategy that prioritises traffic while ignoring ROI will fail each time. Click-bait headlines may work for BuzzFeed. But, try them for your carpet cleaning website, and you may annoy and tune people off your brand for good.  More than that, thin, outdated, and redundant content will not rank for any keywords that matter. Search engines have gotten very smart at recognising good content (and making sure that pointless listicles and other junk content stay on page 11 of the SERPs). Google is now very picky about what content it shows its users. The search giant now ranks content on topical relevance and how well it meets searcher intent. So, feverishly building links isn’t going to help your SEO efforts as long as your content quality is poor. To optimise your digital...

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Why the Future of Digital Marketing is Video Content

Posted by on Jul 19, 2019 in Digital Media Marketing |

If you are anything like most other people, you have probably watched a video in the past few days, if not today. The reason is that the video has become part of the mainstream content on the Internet. Video excites and engages individuals whether they are consuming news, sports, entertainment or branded messages. Videos have the power to engage people, to unite them as well as to educate them. It can even create cultural conversations. Today, savvy digital marketers understand just how crucial it is to use video marketing. In any case, Cisco Systems foresees that video is going to comprise about 82 percent of the traffic on the Internet within the U.S. in some few years to come. So, let us look at why the future in digital marketing is going to be video.    Video Content Increases Conversions and Sales Using video can make you some serious money. When you add a product video on landing pages, it can increase your conversions substantially.  Studies also indicate that 74 percent of people who viewed an explainer-video about one or the other product eventually bought it; this obviously means that videos can directly increase sales. Most of the information that’s transmitted to the brain is visual. If still pictures can enhance engagement, just imagine the power of moving pictures!  According to Wyzowl statistics, about 63 percent of brands are now using video content marketing, and out of those brands, 82 percent feel that video marketing is a very important component of their marketing strategy.    Video Yields Great ROI Businesses that use video content see an increase in return on investment.  Although video production isn’t that easy or cheap, it pays off in a big way when used appropriately. Today, there are many online video editing tools that brands can use to create videos for their brands and products at an affordable price. Your video doesn’t have to be perfect, what matters most is the content in it. Studies show that most users are put off by a video that does not explain a brand, product or service in a clear way.   Videos Build Trust The basis of conversions and sales is trust. However, building trust doesn’t come easily. You need to create long-term relationships with customers. The good news is that content marketing works pretty well in achieving that. You need to stop selling. Rather, allow people to reach out to you because you provide them with useful information.  Today, there is a focus on igniting audiences and not just the content or traffic. Video creates that focus you need, it engages people and ignites their emotions. For example, YouTubers are some of the most powerful and...

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