Discover Digital Marketing’s Powerful Green Credentials

Posted by on Jan 22, 2020 in SEO, Website Design |

Despite their considerable promotional power, printed marketing materials like posters, leaflets and magazines are some of the world’s top pollutants. If you are a business that values the health of the environment, you should be thrilled that digital marketing presents a far greener way to promote your business. It will take more green-conscious businesses like yours as well as education for the rest to move the needle towards a truly green future. To paint a picture of why a full migration away from printed marketing materials to digital marketing platforms needs to be expedited, we share facts and statistics on the advertising industry’s impact on the environment below.  According to the Green Press Initiative, the paper and pulp industry is the fourth largest contributor to greenhouse gases in the United States. The World Counts environmental statistics and advocacy project says that, as things currently stand, the demand for paper (which businesses contribute towards massively with their advertising campaigns) is expected to double by 2030. It also estimates that Americans waste enough paper in a single year to build a 12-foot wall extending from New York to California. Paper is not the only costly resource in traditional advertising. Billboards, for example, incur a host of other environmental costs, such as the materials used to build them and the power required to light them up. This is not to mention the other major cost in print advertising, namely ink and cartridges. According to The Energy Collective, a factory that produces ink cartridges emits as much CO2 as 500 average North American homes. These are pretty good reasons not to take out that full-page ad you’ve been contemplating and to stop the presses on those flyers you’ve been handing out for years. If you need any more convincing, it helps that digital is not only greener, but also cheaper. Furthermore, it has reliable metrics for measuring ROI, which print could simply never have. What we have discussed above are compelling reasons why marketers must reconsider their dependence on paper for their advertising materials. Thanks to digital media, there are now far greener ways to promote your products and business.  WSI OMS is the perfect partner to manage your migration to a paperless marketing strategy and help you make a positive contribution to the health of the environment. Contact us today to discuss ways to craft a winning digital marketing strategy for your business. Please follow and like...

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Why EAT Factors Matter in Digital Marketing

Posted by on Jan 21, 2020 in Digital Media Marketing |

Digital marketing can be as easy as ABC or, in reality, as easy as EAT. EAT stands for expertise, authority and trust, and these are the top three factors used by search engines like Google to rank your website. Here’s a look at what EAT represents as well as why it matters for your digital marketing strategy at large.  Why EAT Matters for Your Digital Marketing Strategy and How to Improve Your EAT Factors: In 2018, Google released a broad core algorithm update (dubbed the Medic Algorithm Update), which affected the search engine results page (SERP) rankings for both local and organic searches. While there was no specific mention of context for the update or what the update was for, the online community soon theorised that this update was focused on ranking websites according to the quality of their content based on EAT measurements.  As a service provider, Google’s main aim is to provide excellent search results for its users. From this perspective, it makes sense that Google (and other search engines) would reward sites that make it easy to provide relevant, updated and trustworthy information to their users.  This is where EAT factors come in. Google uses expertise, authority and trust as measurements to determine how high to rank your website in search results to give its users the best possible information. EAT factors are especially important when looking at YMYL (your money, your life) sites, which are sites that provide information to users that can affect their health, wealth, happiness or financial stability. EAT matters to your digital marketing strategy because you want to rank highly on the SERP so all your potential clients can find and support you – instead of your competition. How to improve your EAT factors: Create high-quality, relevant and reliable content by doing proper research, collaborating with established writers, referencing sources and editing your content to be accurate and up to date. Establish your authority by displaying the credentials of your writers and by linking them to their professional networking pages (such as LinkedIn). You can also display your business or site’s awards and memberships.  Research topics that your audience will benefit from and publish your findings for the larger community to access and benefit from. Create content that your audience will find truly useful. Use SSL for your website Make it easy for clients to get in touch with a staff member who can answer their queries or assist them with issues they might experience.  These tips will help you to improve the value offering you present to your clients. It will also help to support your SEO best practices as well as the quality service you already offer to your...

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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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How to Use Facebook Ads to Boost Your E-Commerce Sales

Posted by on Jan 14, 2020 in Website Design |

Facebook ads are an effective marketing tool for e-commerce brands that know how to use them. Facebook is a giant social network where millions of potential customers spend hours every day. As such, Facebook ads present an opportunity to reach your target customers where you know they are sure to hang out. Here are four ways you can use this hardworking social media marketing to promote your e-commerce business. Continually Boost Awareness Around Your Brand Facebook is a very powerful tool for building an identity, and creating an identity is the foundation of your business. Aside from any other strategies you use in your Facebook marketing, you should be using the platform to develop and improve that identity.  Incorporate your branding into all social media content, whether direct ads or other posts. In the build-up to the sale, associate your brand with events, people, causes and products that are most likely to draw the right audience. By the time the sale starts, you will have more loyal followers and, thus, more potential sales. Target People Who Have Previously Shown a Willingness to Buy Facebook is a perfect place to retarget the customers you have already gained, but who have not yet completed purchases. You can offer special deals to users who visited your site but never subscribed, or who placed items in their shopping cart and never checked out. Target their Facebook feeds with special offers designed to bring them back. Get More From Your Marketing Dollars by Promoting More Products with the Same Ad Multiple-product ads can be extremely successful. There are indications that they are efficient and more attractive to customers. The more products they can see, the more reason they have to click. Get Creative and Tell Brand Stories as a Soft-Selling Tactic Instead of posting an ad that specifically tries to sell a product or products, create ads that lead towards a sale via a more indirect route. This may sound contradictory, but remember that Facebook users see advertising everywhere – and mostly manage to tune it out.  So, instead of just putting your product in front of them, draw attention to something that is connected obliquely to your brand, perhaps an event in which your products will feature in some way. This creates interest in your brand in a gentler, more ‘soft sell’ way, which is likely to not only be very refreshing for your audience, but also to make more of an impression on them. At WSI OMS, we are specialists in creating and running high-converting social media marketing campaigns. We would like to help you use Facebook ads to boost your brand image and to increase your e-commerce sales. Contact us today....

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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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