What is SEO in digital marketing?

Posted by on Jun 16, 2020 in SEO |

You are probably still trying to ‘find your feet’ if you are relatively new to the world of online marketing. You might have started creating a presence for your business on social media, or investing in PPC advertising to boost website hits. However, you need to be aware that if you do not dedicate enough time and money to perfect your website’s SEO, all of your other digital marketing efforts are almost certain to be in vain.  So, what is SEO, exactly? And why is it such a vital aspect of any digital marketing strategy? Furthermore, how can you master it? Below are all of the facts that you need to know.  What is SEO?  SEO revolves around optimizing your website in line with best practice guidelines as outlined by Google and other search engines. By adhering to these recommendations, Google will rank your website higher when potential customers type keywords or keyphrases relevant to your service offering. The higher towards the top you rank, the better the chances of potential customers clicking through to your website before clicking through to your competitors.  In order to understand the true meaning of SEO, you need to look at its three main components – the quality of the traffic, how much of it you are getting, and organic results. Ultimately, the goal of SEO should not be to attract hordes of people to your website. It should be to attract the right people to your website. Those people should be individuals who are actually interested in buying what you are selling. When you have the right people making their way to your website, only then can you focus on boosting the numbers.  SEO is all about generating organic results – in other words, organic traffic for which you do not pay anything extra. Having said that, paid traffic / PPC is a great way to support your SEO efforts.  What is included in SEO?  There are various aspects to consider when putting an SEO strategy together. You will need to ensure that you cover both on-page and off-page SEO factors. On-page SEO factors include metadata, engaging content, proper inter-linking, and easy navigation across the site map. Off-page SEO factors include links from trustworthy websites back to your own website, as well as reviews and social media.  Other great tips to remember to maximise your SEO efforts include ensuring optimal crawl accessibility so that the search engines can effortlessly scan through and ‘understand’ your website. You should also focus your attention on crafting compelling content that strives to provide in-depth answers to the questions that searchers are typing into Google. Doing this also boosts your chances of your content appearing in a...

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Content marketing: Prioritise the quality of your product descriptions

Posted by on May 18, 2020 in Copywriting |

One of the most important aspects of any inbound marketing strategy is copywriting – and product descriptions are something that needs an equal amount of attention as blog posts or your About Us page. You want to describe products that are appealing and that lead to sales. How do you create strong product descriptions? Here are some key points to incorporate into your writing. Write for your audience It may seem obvious, but many people fall into the trap of writing for themselves rather than their audience. How much do you know about your market? Do you know what they want and how your product will fill those needs? Are your descriptions speaking to that? Know your audience first, then write for them – this should make the process of content creation a little more straightforward. Ease buyer’s guilt Here’s an interesting truth about consumers: they all suffer from buyer’s guilt. Even as they click on something they really want, they feel some hesitation, especially if it’s a treat for themselves. Part of your product description’s job is to remove that guilt and make customers feel good about completing the purchase. You can do this by reinforcing the one-time-only nature of the offer (even if this is not the case). Let them know they are getting a bargain, give the product an air of exclusivity and highlight the utility and/or satisfaction they will get from buying it. The client needs to feel that the price they are considering paying is worth it. Use words but create images The copy in a product description is not just about listing the attributes of the product in a generally informative but boring way. It is a matter of drawing a picture for the customer, setting the scene, evoking the need and instantly demonstrating how the product will satisfy it. Be creative, not just descriptive. Paint with your words. If you need a professional to give your marketing copy a boost, WSI OMS can help. We are  a leading digital marketing agency that creates copy for all kinds of uses, including, but not limited to, inbound marketing. Contact us for more information. Please follow and like...

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7 KPIs to Track on Your Email Marketing Campaign

Posted by on Mar 20, 2020 in E-mail Marketing |

If you have an email marketing strategy, then you’re already ahead of many businesses. However, if you don’t use KPIs, it’s nearly impossible to sustainably create successful email marketing campaigns. The best KPIs to include in your email marketing strategy 1. Emails delivered You could have 10,000 email addresses on your email list, but if only 1,000 emails get delivered, your strategy isn’t very effective. Alternatively, keeping an eye on your email delivery rate can tell you whether a certain server- such as gmail- develops a problem with your email address. 2. Emails opened If your emails aren’t being opened, then no one is reading your content and- more importantly- no one is responding to your brand. 3. Click-to-open rate This metric compares how many people opened your email to how many people clicked on a link in said email. The CTO rate can tell you if both your subject link and your link were effective. 4. Unsubscribe rate If you notice significant changes to your unsubscribe rate, it means that some change you made to your email marketing strategy didn’t go over well with your audience. 5. Conversion rate This metric is often hailed as the most valuable KPI. It measures how many people open your email, click on a link and take a specific action. The action is typically related to your CTA, such as downloading a resource, “liking” your social media page or making a purchase. 6. List growth rate When your email list is growing at a healthy rate, you know that part of your email marketing campaign is working. 7. Sharing rate When email recipients hit “share,” it means you’re producing quality content. Having an effective email marketing strategy is crucial to the success of your inbound marketing efforts. If you don’t know how to create a successful strategy and track key KPIs, don’t worry. That’s what digital marketing agencies are here for! Contact us today to learn how we can help. Please follow and like...

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Your How-To Guide to B2B Social Media Marketing

Posted by on Feb 10, 2020 in Social Media Marketing |

Social media marketing is no longer only for brands that sell directly to consumers. B2B brands have been making waves on social media, stepping into the territory that has traditionally been dominated by B2C brands. Here is a guide to creating a successful social media marketing campaign for B2B brands. Social Media Marketing Guide for B2B Brands: Your Audience Should Be Your Top Priority B2B brands need to dig deeper when coming up with strategies to market themselves on social media. If your industry is not as flashy as fashion and cosmetics, you’ll need to shift your focus to your audience. Research is key to understanding what your audience wants, what they will respond to and how they will perceive your efforts. Audience research should be the first piece in the B2B social media marketing puzzle. It will lay the foundation for the rest of your strategy. Take a look at successful B2B campaigns, make a note of how competitors are marketing on social media and use these examples to understand what audiences react to.  Goals and Measurements Understanding your audience will not only enable you to set realistic and strategic goals to build your brand on social media, but it will also help you to find the correct ways to measure whether you are indeed reaching those goals.  If you are focussing on bringing in new customers and increasing revenue, you’ll want to set a goal related to lead generation that can be measured in clicks and conversions. This will give you an indication of the following: How well is your audience responding to your messaging, and  How many potential new customer relationships are being created by your campaign. If your main focus will be building the brand reputation, you should be focussing on reach which can be measured in impressions, engagement and follower count. This will provide an overview of how your audience is growing, which kinds of content they like to interact with and how your audience is connecting with your messaging.  Form a Strategy When your audience research and goals are in place, you need to write down a plan of action to follow through on your intentions. Your strategy needs to provide for the following: Outline your target audience,  Clarify your goals, Clarify how you will measure progress,  Confirm the platforms you’ll be working on, and  Confirm the types of content you’ll be creating for each platform.  Your strategy can also include details on how these steps will be executed and show research on your competitors.  It needn’t be an overwhelming and complicated document. Rather, aim for a simple roadmap that can be followed to reach your end destination. It should be clear, concise...

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How to Write Impactful Email Marketing Campaigns

Posted by on Jan 21, 2020 in E-mail Marketing |

Want to learn how to write a high-impact promotional email and improve your email marketing strategy? We’ve put together a guide that will not only help you formulate your message more clearly, but that will also convert subscribers into loyal, paying customers. Tips to Improve Your Email Marketing: Grab Their Attention from the Start Your subject line and preview copy need to stand out and make your reader want to open the email and see what you’ve got in store. Keep in mind that you are competing for attention in a mailbox crammed full of promo emails. So, take your time to carefully formulate these two sections. In need of inspiration?  Look around for catchy email subject lines and create your own content from those examples.  Know Your Audience If you want to have your reader’s eyes glued to your email, you’ll need to know what makes them tick and how you can solve their problems for them. Research your audience and pinpoint what the struggle with, then offer them the solution from the get-go. Adding value is a certain way of getting casual readers converted into paying customers. The other side of knowing your audience is to understand what will make them click the trash button on your email. By avoiding spammy behaviour, copy that sounds unnatural as well as ‘salesy’ and other triggers, you’ll see a higher conversion rate from your email marketing efforts.  Paint a Picture Colours, literary devices, buttons and designs can help you communicate your message clearly and concisely. Email content should be limited to only a few paragraphs, so make good use of the space you have by introducing visual aspects combined with the right copy to pack a powerful punch in your email. Don’t go overboard with visual aspects though! The idea is to be memorable, not overstimulating. Emotive words, good design elements and a strong call to action will help you to communicate your message in an impactful but tasteful way. Set a Goal and Be Laser Focused Each email you send out needs to have a specific goal in mind. In addition, it must be finely tuned to reach the target audience. There’s a world of difference between an email you’ll send to a new customer and the one you’ll send to a repeat customer, so don’t get those wires crossed. If you are not clear on your goal, your copy will be all over the place, and you’ll confuse your reader who will merrily run over to your competitors with clearly formulated messaging. Get a Little Personal It is becoming more and more important to show a little personality when trying to stand out from the myriad of competitors...

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