How to Create Great Inbound Marketing Content

Posted by on Feb 24, 2020 in Articles, Inbound Marketing |

Inbound marketing is different from the old ways of disruptive marketing (or outbound marketing). The reason is that instead of bashing the audience over the head with what you want to tell them, inbound marketing focuses on understanding what your audience needs as well as when the best time would be to give it to them.    6 Tips for Creating Great Inbound Marketing Content 1. Know Your Audience You can’t get away with not understanding your audience when it comes to inbound marketing. Knowing your audience will help you to approach them with both the content and solutions they need at a time when they will be most receptive to it, which will give you better returns on your content creation efforts.  If you create content for an audience you don’t know and understand, you might as well be looking for a needle in a very big haystack, hoping that someone who sees your content will react positively to it. Instead, you should focus on getting to know your audience through research. Your research should cover aspects such as: Their likes and dislikes,  What they need,  How and where they interact, and  What your competitors are doing for the audience.  This will give you valuable and time-saving insights to create content your audience will love.  Tip: Get to know your audience 2. Building Trust Now that you know your audience, you’ll have a good grip not only on what makes them tick, but also about what will be likely to build trust for your brand. When you build trust with your audience, they will be more inclined to share your content and recommend your service or product to their loved ones, thereby reaching a wider audience and potential client pool.  Content that builds trust is authoritative, well-researched, relevant and updated regularly. Good, authoritative content gets shared and linked back too. All this serves to show Google that you are trustworthy and, as a result, will help you to climb the search engine rankings, leading to wider exposure and better brand reputation. Tip: Earn trust with authoritative content 3. Don’t Fake It Because You Won’t Make It Inbound marketing content relies on making connections with your audience through your online presence and, therefore, authenticity is the key to making lasting connections. It is easy to see through the spammy, fake interactions that try to force engagement with some scheme. Besides, most people don’t fall for it in the long run. The key is to balance professionalism with letting the human side of the business shine through. You can be real and fun and professional all at once, and that is something your audience will respond to. Tip: Be real...

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Local SEO – Your Best Inbound Marketing Investment for 2020

Posted by on Jan 13, 2020 in Inbound Marketing, SEO |

Because inbound marketing is all about creating connections that provide your audience with valuable content that solves their problems, it makes sense that local SEO plays a large role in inbound marketing. When businesses can reach local audiences, they create valuable interactions that benefit both the client and business equally.  Why Local SEO Should Be Your Inbound Marketing Focus for 2020:  It is more important than ever to be within reach of local audiences, and the key to visibility is local SEO. Different studies estimate the percentage of searches for local businesses to be around 46%, and since 2018, searches containing the words “near me” have more than doubled. Here are four reasons why local SEO should be a major focus for your business in 2020: Local Is the New Global There has been a significant shift towards sustainable consumerism in the last decade, bringing local businesses to the forefront. As audiences are becoming more aware of the environmental impact of their purchases, businesses are seeing an upswing in support from local communities. Instead of desiring globally produced items, consumers are seeking local alternatives to alleviate their impact on the environment while satisfying their buying needs. Google’s Algorithm Instead of driving traffic to websites based purely on their ad spend, Google will rank businesses based on a blended algorithm. This algorithm looks at your web results (including content, website design and link building), reviews from customers and proximity to the search query. Businesses with good quality content, higher engagement rates and better reviews get higher rankings in localised searches. This means that building authentic connections with local audiences should be taking precedence over massive budgets spent on pushing PPC ads towards audiences.  Local Is Valuable Your business needs to feature on local directory sites because directory listings are ranked second only to Map Pack results in search engine rankings. This means that Google will firstly show results on the local map, and then feature directories like TripAdvisor, Snupit and Yellow Pages that include businesses related to a specific keyword.  Best SEO practices are still very relevant for local SEO with some SEO experts estimating that 92% of customers will pick a business to support from the first page of local results. In order to benefit from local directories, you will need to appear fairly high in the organic results to attract their attention.  Different Types of Searches Search engines are allowing people to search in different ways. Google now allows longer search terms for voice searches and completes geo modifiers for their customers. This means that customers can merely type in what they are looking for instead of adding a location. Benign terms are also being used more frequently,...

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Putting Google and Facebook’s Free Attribution Tools to Work

Posted by on Jan 7, 2020 in Digital Media Marketing |

With so many digital marketing tools available, marketers have more data than they can make sense of. Trying to synthesise all this data and to draw useful insights from it is a challenging job. Thanks to the free attribution tools now offered by the two major advertising platforms, combining data and tracking progress across the tools available from the two platforms can now be accomplished with a few clicks. Google, arguably the world’s largest online advertising platform, pioneered the use of attribution tools, which they made free to use. The Google Attribution tool pulls data from the search giant’s stable of reporting tools, which include Google Ads, Google Analytics, Google Search Ads 360 as well as Google Data Studio. Facebook, the world’s second-largest online advertising platform later followed suit with its own free attribution tool. Are you using these free attribution tools to improve your reporting and to optimize your online marketing efforts? You should be. Here are three tips to help you get the most out of these tools: Know what Each Platform Offers  For instance, in terms of cross-platform attribution, Google’s attribution services are limited to Google properties and Facebook clicks (but not impressions), while Facebook’s attributions allow for insights into multiple partners, although there are some major social platforms missing. The services also differ drastically in terms of verifiability. For example, Google’s attribution services’ verifiability capability is low due to the fact that data is confined within the Google-owned ad network. Facebook’s attribution services are somewhat better because cross-platform capabilities enable cross-referencing.  Don’t Waste Any More Time. Get Started NOW  You definitely do not want to put off embracing the power of either Google or Facebook’s free attribution services. This is especially true for Facebook, as the tool will not have access to any historical data after set-up has taken place. In short, the tool will only track from the day that you set it up going forward. So, do not wait!  Seek Professional Help  Optimising Google and Facebook’s free attribution services for your business can be challenging if you are not familiar with social media marketing in general. In this case, it can be endlessly beneficial to enlist the help of a digital marketing professional to assist you in getting the hang of it.  Here at WSI OMS, we help businesses put the combined attributes of digital marketing, PPC, social media marketing strategy and SEO to work. Used with the eminently useful free attribution tools from Google and Facebook, they have the power to supercharge your marketing and position your brand ahead of your competitors. Contact us today to learn how to put attribution tools to work. Please follow and like...

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How to Build a Powerful Real Estate Inbound Marketing Strategy

Posted by on Dec 9, 2019 in Inbound Marketing |

As a real estate agent, you are missing out on an incredible opportunity to maximise your sales if you are not yet harnessing the power of both inbound marketing and digital marketing in general. The question is, what is inbound marketing and how can it benefit you going forward? We share the facts below.  What Is Inbound Marketing? Inbound marketing is an approach to marketing in that it encourages potential clients to find you as opposed to you finding them. This marketing practice is focused on establishing your brand and creating an authoritative reputation for it through the creation of interesting, helpful content. The main idea is to assure your potential clients that you are both a thought leader in the industry and that you really know what you are talking about. How to Go About It  Your greatest inbound marketing tool is the internet. Start off with a functional and beautiful website design and a decent amount of search engine optimisation to improve your rankings on Google. From there, you will need to create and post content regularly, avoiding anything too salesy or promotional. The key is to supply potential clients with the information that they are looking for without pushing too hard for them to utilise your services. Once you have created a fair amount of content, you may want to use PPC, as well as your various social media pages, to promote it.  Why Is Inbound Marketing and Real Estate a Great Fit? The market in South Africa has taken a dip in recent times, leaving many estate agents scrambling for new leads. This often takes way too much time out of your day when you could be focusing on nurturing the leads that you already have. Inbound marketing takes care of lead acquisition so that you can focus on providing your clients with the level of service that they deserve.  Furthermore, recent studies have shown that prospective home buyers, regardless of their age, are using the internet to look for houses. However, despite the fact that they are finding houses that they love online, they still consider estate agents beneficial when it comes to negotiating and closing a deal. You want to be the first estate agent they contact when they decide they want to sell or view a property! Inbound marketing can help you to achieve that.  Need assistance when it comes to inbound marketing, search engine optimisation, website design or PPC? Then be sure to get in touch with WSI OMS today! Please follow and like...

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How Does the Local Search Algorithm Work?

Posted by on Dec 2, 2019 in PPC, SEO |

Is your ultimate digital marketing goal to increase your reach when it comes to your local community? This is definitely a worthwhile objective as a focus on local search is known to boost conversions.  In order to master the art of targeting locals in your area, you will need to not only understand how the local search algorithm works, but you will also have to adjust your website’s SEO and PPC strategy accordingly. Here are the facts that you need to know.  Location Ultimately, the biggest factor in Google’s local search algorithm is where your business is actually located. Scroll down to the bottom of a page on your website and it will often list a zip code that Google thinks you are in. Reputation  Your local search rankings are certain to improve as your online reputation grows. The best way to boost this reputation is through your SEO efforts, such as creating authoritative content, engaging with your customers on social media, and ensuring that your website offers a magnificent user experience. The reviews that you receive online are also certain to make a difference.  Keywords It can be very helpful to use your location as a keyword in any new content that you produce. This signals to Google that you are serious about pleasing your local customers. And, in so doing you are likely to appear more prominently in relevant Google searches by people residing in the area. A good rule of thumb is to include your location in your meta title/page title, meta description, as well as in the first and last paragraphs of your content.  Mastering the art of local search and content marketing is no easy feat, hence the reasons why countless businesses rely on the digital marketing experts at WSI OMS to do it for them. As a leading digital marketing agency with an international reputation, we are ready to help get your business noticed online! Contact us today for details.  Please follow and like...

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