Create the Best Search Experience for Your Customers

Posted by on Feb 12, 2020 in Digital Media Marketing |

The digital marketing focus of every small business should include creating the best search experience for customers. Google also deems this important, as they want people to return and use their search engine again. To achieve this, Google will find the best search match for their users and display that on their search engine results pages (SERPs). In the world of digital marketing, having a high Google ranking is always  a primary goal. Why Are Search Engine Results Pages (SERPs) Important?  When a user; whether it is a researcher or a potential mega-spending client; types in a keyword or a phrase for Google to search, the position in which your website is listed in the search engine result pages (SERPs) is called your Google keyword ranking.  Because most search results show ten listings per page, a ranking of 1 means you are at the top of the list, while a ranking of 11 means you are on the second page. The higher your position on a SERP, the more organic traffic your website should get, which is why SEO has been such a mainstay of small business marketing. Although Google’s algorithms change regularly, you can up your ranking by following our three tips below. Loading Speed Matters  When using Google, Bing and so on, the loading speed of your pages is estimated by search engine “spiders” based on the HTML code of your site. Chrome user data adds to the accuracy when Chrome is the search engine of choice. The faster, the better. Content Must Be up to Date  The old adage that “content is king” still holds true as there are no shortcuts and appropriate content will always be Google’s friend. However, keeping your content up to date is important as the indexing infrastructure, Google Caffeine, values recently published content. Also, remember to regard your images as a type of content. By optimising them with their file name, alt text, title, description and captions, you are sending relevancy signals to Google’s bots. Keywords Must Be in the First Sentence  According to Google’s John Mueller, “Having a keyword that appears in the first 100 words of a page’s content is correlated to first page Google rankings, and having your keyword(s) appear as a subheading tag in HTML help us to understand the structure of the page.” But, don’t be tempted to over stuff your content with keywords! In this regard, revisit the point above. We Can Create the Best Search Experience for Your Customers  For more information on all types of digital marketing – from SEO and email marketing to social media marketing and more, contact us now. Please follow and like...

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Email Marketing: Avoid the Spam Folder, Boost Conversions

Posted by on Jan 18, 2020 in E-mail Marketing |

Email marketing has consistently outperformed every new marketing channel that’s come out. And every marketer knows how reliable email is as a marketing tool – if you can avoid landing in the dreaded spam folder. Below we share tips on how to avoid the spam folder, boost engagement and reduce your bounce rates. Use Double Opt-Ins to Ensure the People Subscribing to Your Mailing List Wants to Be There The worst thing you can do is send emails to people who don’t want to hear from you. The best way to avoid this is to get a double opt-in. This is how to go about it: Firstly, only send emails to people who have signed up for it on the form on your website.  Then, once you have sent your first email, send a follow-up or include a link in your email asking recipients to confirm that they do indeed want to hear from you.  This will not only keep you off the blacklists, but will also ensure that you’re reaching a receptive audience. Update Spam Filters Regularly While Avoiding Spammy Language in Your Messaging Spam filters are there to root out emails that look like spam. This means you need to make sure that your mails are free of all the red flags that will trigger the filters. You can’t simply trust that this is an intuitive process; nor is it a set of one-time-only checks. Spam tactics change all the time, so spam filters need to be constantly updated accordingly. You can use tools such as mail-tester.com to test your emails and ensure that they are cleared for the Inbox. Shun the Practice of Buying Mailing Lists We would hope that no-one does this any more! But, there are still those who do. It’s a waste of time to buy email lists or acquire them in any other way. You may think you’re gaining access to a massive market. However, this is not how it works out in reality. Sending to any recipients that didn’t ask you to is a sure way to land in the spam folder, get bounced and blacklisted. Emails Thin on Text Content Normally Get Filtered As Spam. Avoid Them! Spam filters hate emails that are image-heavy, especially if there is a corresponding lack of text. Focus on your copy and keep the images to a minimum, choosing one or two strong ones that support the text. For the brands that use it responsibly, email is a marketing channel that keeps on giving. Contact WSI OMS today to learn how we can help you design high-converting email marketing campaigns. Please follow and like...

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Shape Your B2B Marketing for Success in Just 3 Steps

Posted by on Jan 16, 2020 in Digital Media Marketing |

B2B marketing for small businesses isn’t without its own challenges. But, it is also a fair assumption that you chose a business-to-business model for its apparent advantages over a business-to-consumer model. B2B marketing targets a narrower and more clearly distinguishable market whose needs should be fairly easy to meet. The competition is also limited to far less competition than B2C firms have to deal with. But, however small the field of players you’re up against, you still have a marketing job to do. To help focus your marketing efforts, below we suggest three steps to take: Develop an Intimate Knowledge of Your Target Market How well do you really understand the potential clients you are addressing? No matter how well you think you know them, get even better acquainted. Study them, the language they speak, the platforms they frequent, in short, everything about them. Even if you serve a large industry, your market is still quite small compared to companies that target consumers. That only makes it easier for you to understand your audience inside and out. Once you’ve done your research, you will not only know how to address them, but also where. Show How Your Product Benefits Your Target Customers Look at your audience and your product. What is the connection between them? What will the one do for the other? You now know how to reach your audience and how to address them, so now you just have to relate your product to them. Here’s where your marketing creativity kicks in as you tell them via their preferred platforms (the appropriate social media sites, and the like) why they need your product. And, remember to open the channels they need to acquire it. Use Data from Your Online Marketing Efforts to Refine Your Offers This is probably the most important step. Make good use of your analytical tools. Count your clicks and conversions. And, either keep doing what you’re doing or change it as necessary. Keep a constant watch on your data. And, adjust your approach as you go. This forms a feedback loop that will maintain and strengthen your marketing efforts. B2B marketing plays to a different set of rules for B2C marketing. Though it targets a narrower market, it demands an intentional marketing strategy that focuses on the unique psychology of organisational buyers. Contact WSI OMS today and learn how you can leverage our experience and superior expertise to develop your own winning B2B marketing strategy. Please follow and like...

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Triggered Emails: What They Are and Why You Need Them

Posted by on Jan 10, 2020 in E-mail Marketing |

Email has been around for a long time. And, despite the rise of instant messaging apps, social media platforms and enterprise collaboration tools like Slack (which incidentally positions itself as ‘the alternative to email’), email is not going away any time soon. Part of the reason is that it is such an effective marketing tool. If you are looking to up your email marketing game, triggered emails are the way to go. Triggered emails deliver content and messaging that’s relevant to the stage a customer is in their journey with your brand. They target leads at specific points in the sales funnel to nurture and gently guide them towards conversion. Types of Triggered Emails  Triggered emails may include welcome emails that are sent when someone new signs up to your mailing list, as well as cart abandonment emails, to remind potential customers that they have yet to complete an order. You will need to create these emails and organise them by pre-set triggers. This email marketing automation takes the pressure off you, all the while ensuring that your customers remain engaged and interested in your business and its offerings.  Why Triggered Emails Must Anchor Your Email Marketing Campaigns  Triggered emails work to your advantage because they are designed to push a potential customer ever closer to making a purchase. They are considered to be an important part of both email marketing and content marketing, and have been proven to boost sales. According to statistics released by Bouncex, marketing software manufacturer, batch-and-blast emails generate only about $0,04 in revenue per send for the average e-commerce retailer, whereas behaviourally triggered emails generate $0,95 in revenue per send. That is quite a substantial difference. It signifies just how essential triggered emails can be to any company marketing strategy.  Here at WSI OMS, we are determined to help brands realise the untapped power of triggered emails. Powered with marketing automation, triggered emails do the heavy lifting in the backend, leaving you time to work on the other areas of your business. Contact us today to get more information on how to maximise the benefits of triggered emails. Please follow and like...

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How Blockchain Is Changing Digital Marketing

Posted by on Nov 12, 2019 in Digital Media Marketing |

Blockchain technology; which has mostly been associated with cryptocurrency and the finance industry; could soon become the latest curve-ball to hit the world of digital marketing. Predictions from industry experts point to blockchain being a disruptive influence for the marketing industry, and it seems that artificial intelligence and analytics are set to take a backseat when it comes to game-changing technology. Blockchain technology is based on the principle of creating a publically available digital record of transactions across many computers. This record or “block” is connected to other blocks in the chain and can’t be altered without altering the other blocks connected to it. It creates a way for transactions to take place between two parties without needing verification from a third party.  4 Ways in Which Blockchain Technology Is Changing Digital Marketing:   Access to Digital Data  Blockchain can put a stop to businesses pulling and selling their clients’ information without paying the client for the use of that information. Certain browsers are using blockchain technology to allow clients to “sell” their attention to businesses. The client can watch ads and get paid for doing so, instead of getting bombarded by online advertising they never asked for. Blockchain will certainly change the way that digital marketers collect and use consumer information, and it will give consumers power over their own data. Marketers will have to get their data directly from consumers and may, therefore, pose opportunities to win customer loyalty. If the brand or company can win the customer’s trust, they will be rewarded with consumer information. Strengthened Security Blockchain adds security to online interactions because each transaction in a block is stored in a decentralised manner, which makes it incredibly hard to hack individual accounts and entire databases. Various companies are creating ways to allow consumers to use their information as a key to access apps without those apps storing information on their servers. These companies aim to give consumers back the rights over their own data. Digital marketers can use this added security to their advantage by supporting consumers in their efforts to control the use of their data and by being transparent in the way they use data that they have access to. If done correctly, digital marketers can gain the trust of their audiences by embracing extra security. Verification  With the verified chain of transactions, blockchain technology can help take the guesswork out of online transactions. Instead of hoping that manufacturers are being honest in marketing products, companies can verify conditions such as the origins of a product as well as how much workers are paid. There is no way to alter records once recorded in a block, which may give the consumer peace...

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