Four Best Practices To Create Content That Attracts The Right Visitors

Posted by on Apr 12, 2017 in Content Marketing |

It has been proven over and over again that content marketing is the best way to guide your prospects down the sales funnel and keep your existing customers coming back for more. In fact, at WSI, we try to avoid the overused phrase that “content is king”! However, as with all clichés, it is based on a home truth. However, churning out lots of content is only beneficial if is attracts the correct target audience. Your email newsletters, social media posts, and website blogs can be as entertaining as ever, but if they are not deemed entertaining by the right group of people, your efforts will have been wasted. Best Practice Number One  The final sentence of that last paragraph leads neatly into the first best practice for creating content that attracts the right visitors. If you do not know who your target audience is, how on earth are you going to be able to write to appeal to them? By creating a buyer persona, you create a character that you can visualize chatting to as you write. You will know what makes them tick.   Best Practice Number Two  Knowing what stage along the buyer’s journey your reader is will be the next determiner of how you will approach them. Your content will vary depending on whether they are: Only just becoming aware of a problem or need. Considering the best solution for their problem. Ready to choose a solution-provider   Best Practice Number Three  This is the stage where your creative juices must flow as you curate content, and then tailor it for the previous considerations.   Best Practice Number Four  Great content? Check Now it is time to distribute that content via an appropriate method for each buyer persona.   WSI  To help your content marketing to get the attention of the right audience as accurately as possible, the team at WSI have your back. Get in touch with us today to find out more.  To download your copy of our new ebook, Email Marketing: Evolving in a Social World, XXX Please follow and like...

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Your Blog – The Ultimate in Content Marketing

Posted by on Nov 17, 2016 in Content Marketing |

Are you considering adding a blog to your organisation’s website, but wary that is sounds too much like “bog”? Then read on to discover how essential a blog webpage as a means to share your content marketing. What is a blog anyway? The dictionary defines a blog as a noun referring to “a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style.” If that brings to your mind a fashionista strutting her stuff or an intrepid traveller on an adventure, you are on the right track. In the business of marketing, though, a blog is a simple and easy-to-use way to connect and share current information with customers. Communication It gives your company a voice, and inspires two-way communication with customers, prospects and industry peers. By encouraging interaction, comments and feedback; and by using analytics to monitor click-throughs, popular topics, and so on, you will gain invaluable insight into your readers. Being authentic and letting your brand’s personality shine communicates with customers that you are a reliable resource for information on your industry. Then they will come to you with their wallets open. Marketing Think of your blog as the core of all of your content marketing efforts. Facebook, Twitter, LinkedIn, email newsletters, e-books, etc. all feed off it. Creating a blogging schedule and sticking to it keeps you focused on your content marketing strategy Each post becomes a tangible, valuable tool with which to build brand awareness and promote your expertise, products and services. Discussing new offerings, current news topics and industry trends, and company initiatives sets you up as a subject expert. Journalists often interview bloggers as industry experts. This free PR and press makes blogs cost-effective marketing investments. Search Engine Optimisation Search engines are fuelled by valuable content and will up your SEO rankings as a reward. Blogging requires inspiration. By seeking out ideas all around you, newsworthy topics, and trends in your industry, you will keep your keywords relevant, but also ahead of the curve. Instead of bombarding your audience with adverts, maybe it’s time to look towards sharing valuable content marketing via a blog. For assistance on this topic and more, get in touch with leading global Internet marketing franchise. Please follow and like...

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How to gain customer trust through your website

Posted by on Aug 24, 2016 in Blogging, Content Marketing |

Establishing trust with your customers or potential customers is not instantaneous – it takes hard work and continued service and support to win them over. What many businesses don’t realise though, is that your website plays a big part – if visitors to your site have any doubts about your business or its integrity, they’ll bounce right out and never come back. Your content may be engaging and the CTAs compelling, but trust is earned over time and not something you want to forget about. There are ways to maximise the impression of trustworthiness on your website, starting with the images. Authentic images, rather than stock photos, give your website visitors a closer look at you and your business. Using a professional photographer to take photos of your team, your office and your products is worth the cost (and probably cheaper than using stock photos). Another way is to ask your customers for feedback that you can use on your website – preferably with their photo, to help drive home the authenticity. Then, look at your content. Visitors to your site probably won’t buy straight away, so try to create content that shows the benefits of your product, rather than a loud sales pitch. Use your blog to answer questions that your customers have and share case studies or feedback that demonstrates how your product helped your other customers. Use media logos on your site to show where your company has been featured – newspapers, industry journals and radio stations, they all give credibility to your business. If you have collaborated with other companies or have partner agreements, use their logos on your site too – even unknown brands can make an impression. Another reason visitors to your site may feel nervous, is ambiguity – use microcopy on your site’s various tabs, CTAs and links to make it very clear what’s going to happen when they click on the tab. Knowledge is power and people want to know what they’re getting into when they sign up to your email list, or make a purchase. Keeping the customer informed at every step of the visiting and converting phases of a website visit goes a long way. If your website lacks the ‘trust’ factor, or if you’re looking to redesign or revamp it, contact us. Our team of designers can help craft a website that reflects you, your brand and what it is you do, in a way that speaks volumes to your visitors. Please follow and like...

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Answers to commonly asked SEO questions

Posted by on Aug 18, 2016 in SEO |

Many businesses out there with an online presence find SEO and all its intricacies very confusing and either outsource it completely, or ignore it. Unfortunately, it’s not something you can really ignore, not if you want to succeed in the digital world. Here are some answers to commonly asked questions, which might help to get your head around the importance of optimizing your website and content to get maximum returns. Should I outsource SEO or do it myself? It really depends on the size of your business and how much time you have available. Larger businesses could potentially afford to hire someone to take care of the SEO as part of a bigger portfolio, but smaller businesses may want to outsource it to a trustworthy digital marketing company who has more experience. If the business is a start-up and the owner has the time to learn about the basics of SEO and do it in-house, the experience and understanding of SEO practices will help with monitoring later on if it ever gets outsourced. Why is blogging such a big deal for SEO? Google loves fresh content and websites that continually post, so blogging is one of the easiest ways to achieve this. In addition, your blogs posts will hopefully inspire other people and encourage them to share your blogs, which helps to stretch its reach. Blogging regularly helps to establish you as an expert in your field, increase exposure and establish trust with your customers. But quality far outweighs quantity, so concentrating on blogs that provide relevant, interesting and engaging content is more likely to be read, shared and improve your reputation. What’s the most important thing I could do right now to improve my SEO? Do some research into what keywords your customers and potential customers are using in their searches. Also, ensure that your website has no technical issues. Fantastic content is wasted if there is a miscoded file that stops Google from crawling your site. Go into your Google Webmaster Tools account to see what HTML improvements they recommend for your site. Make sure you have an XML sitemap submitted too. How much time should I be spending on SEO? This depends on your type of business – a product based website with many products would need more time than a service based business. You should dedicate a couple of hours to SEO per week, but only once you have a clear understanding of who your audience is and how you plan to target them. For small businesses focusing on blogs, an hour a week should be sufficient, but this includes commenting on other platforms, guest posting and doing interviews or podcasts. Just how important are...

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Creating an awesome “About Us” page

Posted by on Aug 17, 2016 in Content Marketing |

Whether you are building your website for the first time, rebranding it or just revamping, it’s a good idea to spend significant time on your About Us page. This is one of the most frequently visited pages of a company website, where your visitors find out about you, your business and why they should engage with you. It’s often the first impression you leave on a potential customer or employee, so don’t miss the opportunity to make it a great one. Here are some guidelines when you’re thinking about this section, which will assist in designing an informative and engaging page. Firstly, make sure you answer the Who, What, Why, Where and When questions. Who’s in charge, who founded the company, whose vision led to its inception? What kind of people form your team? What makes them special? What do you do? What are you passionate about? Why should I be giving you attention? Why do you deserve my patronage? Where are your offices/stores? When did you start this business? Using the five Ws can help you cover pretty much everything that’s needed – a bit of history, an insight into the kind of people behind the brand, what they believe in, etc. A growing trend is using a short video to convey the information – well scripted and filmed, it can resonate well with the “instant gratification” audience of today. The form and function of your About Us page is another important factor. It needs to be attractive, with a good balance of images and content. Keep it in line with your brand and if there’s a lot of information to convey, consider using sub-pages, so your page isn’t too long. It’s worth using a professional photographer for shots of your team – pictures taken at different times with varying resolutions look cheap. If your brand is quirky, use the opportunity to create fun and amusing pictures, to reveal a different side of your business’ personality. The most important aspect to remember is to keep it real. This is the page that shows the heart of your business. Prospective employees will be sure to give it close scrutiny, so it should be charming, but not fiction. If your website needs a boost, or if you’re designing one for the first time, why not let us have a go? With many years of experience in creating websites that reflect the brand, we’re just the people to contact. Please follow and like...

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