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  More than that, thin, outdated, and redundant content will not rank for any keywords that matter.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 you should be using influencer marketing

Posted by on Aug 26, 2019 in Digital Media Marketing, Social Media Marketing |

Influencers used to be celebrities who would lend their fame to various product endorsements. This has changed over the years: being an influencer is now a full-time job and a source of fame and fortune in its own right.  Influencers have become such an integral part of the social media landscape that they are rapidly becoming an integral part of marketing strategies. They form followings of loyal social media users who are more than willing to accept their product advice and this means increased sales for online businesses and digital marketers.  With this in mind, influencers should now be taken into consideration for any marketing plan. At the end of 2018, influencer marketing agency Mediakix surveyed marketers to gauge the industry’s stance regarding the effectiveness of influencers. The survey revealed that 89% of marketers felt that return on investment on influencers was comparable to, or better than, that of other marketing channels. Sixty-five percent planned to increase their expenditure on influencers. Why are influencers so popular? Simply put, they have the potential to give your brand a human face, if it doesn’t already have one. Influencers offer consumers someone to turn to for advice on their particular field of interest. Users test the opinions and endorsements of influencers and gradually build trust in them as they find that their points of view yield favourable results. They thus come to take influencer opinions to heart and make purchase decisions on that basis, meaning that if your product is promoted by a particular influencer, his or her following becomes a captive market for you.  Influencers are also quite a bit more affordable than casting well-known actors in ad campaigns – for now at least. Contact WSI to assist you in creating a great, easily-manageable social media strategy.  Please follow and like...

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The biggest digital marketing trends you need to know about

Posted by on Aug 23, 2019 in Digital Media Marketing |

Digital marketing is a rapidly growing and changing organism. As fast as the technology develops, so marketing practices and trends move with it. That means you need to keep an eye on the trends and grow too if you want to keep ahead. Here are some of the developments you should be keeping an eye on in the latter half of 2019. Voice interaction has taken off in a big way Why type an entry into a search engine and read the results when you can just talk to someone? Thanks to Siri and Alexa, consumers have got used to just asking their devices whatever they want to know. This is revolutionising the way that people search for information on the web, and thus also the way in which SEO is done.  Up to this point, a search engine would return page after page of results on the basis of a typed enquiry. With voice interaction, only one or two search results are returned. That means far greater competition for the top spots in the search rankings. It also means that SEO now involves optimising body text, headlines and meta-descriptions for speech.  Video is no longer an added extra, emails get personal Video enables you to create branding content that is more easily accessible, often more engaging and has a more immediate impact on your audience. YouTube viewership grows all the time, making it an increasingly viable marketing platform. Granted, the costs of video production are greater than those of text-based communications, but there is often a tremendous payoff for that expenditure, with increased audiences and closer customer engagement. Videos used to be supplementary content. This is no longer the case – it is an essential and increasingly central part of your digital marketing strategy. Email marketing is also evolving rapidly. Generic mailers used to be the norm but since they tend to fall through the cracks, end up in spam folders or simply get deleted by irritated recipients, the tendency is now to personalise email communication. In this case, emails are sent to customers in response to specific actions, such as browsing a particular product or completing a purchase. This personalised treatment tends to be more effective and is often the final call to action before a sale is made.    Contact WSI to assist you in creating a great, on-trend digital marketing strategy. Please follow and like...

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How to Set – and Reach – Your Company’s Social Media Marketing Goals

Posted by on Aug 21, 2019 in Social Media Marketing |

According to statistics, social media claims 30% of all the time people spend online. For teens, make that nine hours a day. Which is why social media ad spending is expected to top $32 billion in 2019.  In short, if you want to reach your target prospects, you have to go where they are spending most of their time – which is on social media. But this requires an intentional strategy with clear, achievable and measurable goals. Here is how to set goals for a high-yielding social media marketing strategy: Establish a Starting Point There is a chance you are already on social media? But, that you have until now just been posting randomly without a strategy. To formulate a strategy with clear goals, there is a need to carry out a thorough social media audit.  Most social media sites have analytics tools from which you can pull data to measure both your historical and current performance. The audit will expose your least and best performing social channels, holes that need plugging, wins to build on and insights on what is achievable as well as what a feasible time frame will be. Define Your Objectives The audit you have just done, and a bit of competitor analysis, should show you what marketing opportunities there are on social media. Importantly, it will help you spell out what your immediate and long term goals should be. These could be to: Increase engagement on your target social channels,  Drive traffic to your website, Increase brand awareness, Generate new leads, or  To boost SEO. Know the Right Metrics to Track Goals must have timed targets. For example, to generate 100 leads per month. But to meet your targets you need a set of metrics to track and guide you. For your search engine optimisation strategy, these will likely be backlinks, SERPs rankings growth and traffic to your site. Social media metrics you can track include mentions, likes or shares/pins/retweets per post or per given time period. Remembering, too, that some are vanity metrics that aren’t worth tracking. You can look at this as breaking your goals down to shorter-term objectives and key results (OKRs). Use these to flag parts of your strategy to tweak for better results as well as to highlight high-performing posts and assets that you may boost to maximise benefit. Establish a Measuring and Reporting Framework Tracking specific metrics to keep your social media goals in focus is important. But so is clearly spelling out how to measure each campaign’s effectiveness, when to report progress and which tools to use. Weekly is a good frequency to measure and note campaign progress, with a strategy meeting at the end of the...

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The 5 best WordPress plugins

Posted by on Aug 20, 2019 in Digital Media Marketing |

If you run a website (or websites) using WordPress, you may or not be aware of the additional features that are constantly being added to enhance and ease your work. There are now hundreds of plug-ins for the platform – and counting. Here are WSI’s 5 favourite WordPress plug-ins.  Yoast Where SEO is the name of the game, Yoast is your perfect companion for crafting your content with the aim of improving your rankings in the search results. It not only helps you with keywords and other SEO elements, it also helps you improve your copy for the benefit of your readers.  Everest Forms Contact forms are essential to your website and this plugin helps you make them. Forms for any purpose – from general contact to specific feedback – can be drawn up using this plugin, with both excellent functionality and sharp, professional design. Jetpack As the name suggests, this plugin helps your website take off with features to manage your security features, traffic and much more. WooCommerce If you want to take your website up a notch and start using it as a fully equipped sales platform, this is the tool for you. It sets up features for customers to make orders and make payments, and all with a single automated set-up wizard.  VaultPress We all know the risks involved in the virtual realm when it comes to information. To set your mind at ease, VaultPress creates optimised backups of your website automatically and, in the event of a crash or other attack, can restore everything in a matter of minutes.  Contact WSI to assist you in creating a great, easily-manageable social media strategy. Please follow and like...

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