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  More than that, thin, outdated, and redundant content will not rank for any keywords that matter.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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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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How to Build a High-Converting Email Funnel

Posted by on Aug 17, 2019 in E-mail Marketing |

 Email funnels are essential to your digital marketing strategy. And, they can be among the most effective tools for converting your branding efforts into new sales and retaining clients.   What Is an Email Funnel and How Do You Build One? Put very simply, an email funnel is a chain of automated email messages designed to help you convert leads into clients, and clients into loyal supporters. There are plenty of email marketing platforms available, such as MailChimp or ConvertKit, and each will guide you through the set-up process – so we won’t discuss the technical side here. Instead, let’s focus on the content and sequencing of your mailers. As a guideline, consider the following five levels in your email funnel, through which your audience filters from the first contact to the brand advocate.  High-Level Branding The first stage is the initial communication with the client. You want to provide general brand awareness without pushing for a sale. Offer information about who you are, what you do and the value of your product. Keep it brief and general and, most importantly, do not push for a sale. Personalisation and Targeting The readers that make it through to this level want to know more about what your product can do for them, but still, aren’t quite ready to make a purchase. Accordingly, your communications at this point should provide specific information tailored to their interests. However, you still should not push for the sale. Closing If the prospect has come this far, he or she is more than likely ready to buy. Now you can take their interest and convert it into a sale. Try to pre-empt any questions they may have and insert call-to-action buttons in the mail that will take them to your site and help them complete the purchase. Retention So now you’ve made the sale but you want your clients to come back and buy more. You need content that nurtures your relationship with them, reminds them of the value of your products and fosters a sense of loyalty. Secondary Marketing You can turn your customers into secondary brand marketers by delivering consistent value, offering recommendations, specials, discounts and incentives, and inviting them to write reviews. This deepens your customers’ relationship with you and gives them the platform and the motivation to get the word out, starting the cycle anew. Need help with your email marketing? Then contact WSI OMS today. Please follow and like...

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Long-tail keywords – the key to boosting your SEO

Posted by on Aug 14, 2019 in SEO |

The prevalence of keywords in SEO content creation is old news. However, chances are that you may not be using keywords to their fullest potential and that, as a result, your website or blog may be lagging behind. The problem with keywords is that they tend to be generic and broad. Hundreds, if not thousands of other websites and blog posts, will be using these short-tail keywords and this means greater competition. If you rely only on short-tail keywords, you will be among these competitors, all vying for the same readers and possibly getting lost in the process. The solution to reducing competition in this arena is to get more specific, and this involves long-tail keywords. Long-tail keywords enable you to tailor search items specific to your business, as opposed to those that would be common across your industry. For example, say you’re a musical instrument dealer. If you use a keyword like “guitars,” you are unlikely to get anywhere near the top of a search result list. However, if you focus on a speciality, say “vintage collectible Gibson”, you have now created a long-tail keyword and placed yourself into a far narrower search bracket. The word “guitar” may have a search volume numbering in the millions, while “vintage collectible Gibson” may be searched less than 100 times in the same period. What this means is that you’ve reduced your search competition by a pretty respectable order of magnitude. Focusing on your unique selling point (USP) is an old idea in marketing. The concept of the long-tail keyword takes the USP into the digital realm, enabling you to differentiate yourself from your hordes of competitors. It requires you to think deeper about your business and refine your offerings, an effort that is sure to be rewarded with higher search engine rankings.    Contact WSI to assist you in creating a winning SEO strategy. Please follow and like...

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3 Indispensable Tips for Maximum SEO

Posted by on Aug 8, 2019 in Articles |

While it’s no secret to anyone with even a passing knowledge of digital marketing that search engine optimisation (SEO) is the lifeblood of successful online business, what is not so commonly known is how exactly to make your online presence SEO-friendly. Yes, we all know about keywords and so on, but there is more to it than that. Here are three absolutely indispensable tips to keep your website and/or blog truly optimised for search engines: Don’t Write for Search Engines  We’ve come to think that users follow search engines and that the best way to maximise your online presence is to manipulate bots and algorithms through the use of the right keywords. The best approach is actually the opposite. You need to write with your end-user in mind, with the intent to offer quality, useful content, usually with a purchase or other action as your ultimate object. If users find your content helpful, search engines will follow their lead. Keep your keywords in mind of course, but write for people first, not for search engines. Link to Other Sites – And Have Them Link to You  Like the previous point, this comes down to the quality of your content. Great content that people demand will attract the notice of your peers and even competitors and other stakeholders. The more reputable among these will give credit where it is due and link back to you. Customers, reviewers and others will do the same. You should always return the favour, as well as linking back to sources that are relevant to your content. This creates a network of inbound and outbound links that search engines will pick up on and reward. So, don’t only focus on internal backlinks, spread the love and make the circle bigger. Don’t Forget Your Meta-Description  Most bloggers get their titles, body content and keywords right and then forget about the meta-description or throw it in as an afterthought. This is a fatal mistake. Both users and search engines will punish poorly written meta-descriptions, or ones that are too alike. Remember that this is the first thing users will read of your content in the search engine results. If they are not impressed, they won’t click through. In addition, search engines don’t like repetition or duplication. If you have a tendency to copy and paste, Google will not be your friend. Put more thought into your meta-descriptions and make them unique and enticing.   Contact WSI for more guidance in setting up and optimising your online presence. Please follow and like...

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