How to Turn Your Website in to a Lead Generation Machine

Posted by on Jan 26, 2020 in Website Design |

The rise of digital media, including websites and apps, has led to plummeting viewership and listenership figures for television and radio. Convincing advertisers to place adverts is getting harder for these long-living advertising platforms with each day that passes. No wonder that many media houses are rushing to set up streaming services. Yes, websites are where the majority of marketing is now taking place. But, because websites are in comparison to radio and TV far cheaper to set up, there is fierce competition for the attention of consumers. All the more reason to invest resources and continual efforts in web design and search engine optimization, two of the most effective ways of attracting traffic and keeping it on your site. Master the Basics  The basics include: Being crystal clear on exactly who your market is. If you don’t know your target audience, you won’t communicate the right message to them. If you can’t communicate the right message, your traffic-gaining tactics will fail. Research your competitors and highlight how you stand out – product, service, distribution, relationships, reputation, price, image, etc. The strategic use of social media to get more website traffic. Don’t open an account on every social media platform and go crazy posting, tweeting and hash-tagging until you up your traffic. Use your target audience research to share relevant content on appropriate sites. Design Your Website for Engagement and Ease of Use  Once you have the above in place, the experience your visitors have on your website is key. What do internet users want? The next best thing! Because of the myriad of available choices, consumers have become fickle. So, keep your website design fresh, evolving and exciting to visit.  Share-worthy visuals and engaging videos are the fastest growing aspect of digital marketing. Optimise them to boost your SEO. Use them to draw and keep users on your site. Encourage sharing with a clear call to action. In tandem with professional visuals, test your website’s page load time with Google’s free tool. Why? Because search engines penalise slow pages, especially as searches via mobile devices increases. Make it easy to access your website on-the-go with a mobile-first responsive design.  Boost Your Chances of Ranking in Google By Investing in Good Quality Content  As a small to medium-sized businesses, it is unlikely that you will rank on the first page of Google for a broad term associated with your offering. One way to increase organic traffic is to produce blog content that is jam-packed with incredible value. Snippets of this can be shared through an email campaign, with a call to action to read the entire article on your website. Seek Professional Guidance  If you have read this far,...

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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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Email Marketing: Avoid the Spam Folder, Boost Conversions

Posted by on Jan 18, 2020 in E-mail Marketing |

Email marketing has consistently outperformed every new marketing channel that’s come out. And every marketer knows how reliable email is as a marketing tool – if you can avoid landing in the dreaded spam folder. Below we share tips on how to avoid the spam folder, boost engagement and reduce your bounce rates. Use Double Opt-Ins to Ensure the People Subscribing to Your Mailing List Wants to Be There The worst thing you can do is send emails to people who don’t want to hear from you. The best way to avoid this is to get a double opt-in. This is how to go about it: Firstly, only send emails to people who have signed up for it on the form on your website.  Then, once you have sent your first email, send a follow-up or include a link in your email asking recipients to confirm that they do indeed want to hear from you.  This will not only keep you off the blacklists, but will also ensure that you’re reaching a receptive audience. Update Spam Filters Regularly While Avoiding Spammy Language in Your Messaging Spam filters are there to root out emails that look like spam. This means you need to make sure that your mails are free of all the red flags that will trigger the filters. You can’t simply trust that this is an intuitive process; nor is it a set of one-time-only checks. Spam tactics change all the time, so spam filters need to be constantly updated accordingly. You can use tools such as mail-tester.com to test your emails and ensure that they are cleared for the Inbox. Shun the Practice of Buying Mailing Lists We would hope that no-one does this any more! But, there are still those who do. It’s a waste of time to buy email lists or acquire them in any other way. You may think you’re gaining access to a massive market. However, this is not how it works out in reality. Sending to any recipients that didn’t ask you to is a sure way to land in the spam folder, get bounced and blacklisted. Emails Thin on Text Content Normally Get Filtered As Spam. Avoid Them! Spam filters hate emails that are image-heavy, especially if there is a corresponding lack of text. Focus on your copy and keep the images to a minimum, choosing one or two strong ones that support the text. For the brands that use it responsibly, email is a marketing channel that keeps on giving. Contact WSI OMS today to learn how we can help you design high-converting email marketing campaigns. Please follow and like...

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Triggered Emails: What They Are and Why You Need Them

Posted by on Jan 10, 2020 in E-mail Marketing |

Email has been around for a long time. And, despite the rise of instant messaging apps, social media platforms and enterprise collaboration tools like Slack (which incidentally positions itself as ‘the alternative to email’), email is not going away any time soon. Part of the reason is that it is such an effective marketing tool. If you are looking to up your email marketing game, triggered emails are the way to go. Triggered emails deliver content and messaging that’s relevant to the stage a customer is in their journey with your brand. They target leads at specific points in the sales funnel to nurture and gently guide them towards conversion. Types of Triggered Emails  Triggered emails may include welcome emails that are sent when someone new signs up to your mailing list, as well as cart abandonment emails, to remind potential customers that they have yet to complete an order. You will need to create these emails and organise them by pre-set triggers. This email marketing automation takes the pressure off you, all the while ensuring that your customers remain engaged and interested in your business and its offerings.  Why Triggered Emails Must Anchor Your Email Marketing Campaigns  Triggered emails work to your advantage because they are designed to push a potential customer ever closer to making a purchase. They are considered to be an important part of both email marketing and content marketing, and have been proven to boost sales. According to statistics released by Bouncex, marketing software manufacturer, batch-and-blast emails generate only about $0,04 in revenue per send for the average e-commerce retailer, whereas behaviourally triggered emails generate $0,95 in revenue per send. That is quite a substantial difference. It signifies just how essential triggered emails can be to any company marketing strategy.  Here at WSI OMS, we are determined to help brands realise the untapped power of triggered emails. Powered with marketing automation, triggered emails do the heavy lifting in the backend, leaving you time to work on the other areas of your business. Contact us today to get more information on how to maximise the benefits of triggered emails. Please follow and like...

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What’s New for Digital Marketing for Your Business in 2020

Posted by on Jan 6, 2020 in Digital Media Marketing |

While the digital marketing industry is always changing, 2020 promises to be an especially exciting year for social media marketing, content marketing and SEO. Here’s a forecast of what’s in store for the year ahead. Digital Marketing in 2020  Here’s a forecast of the top four digital marketing trends for your business in 2020: A New Kind of Content It should come as no shock that content remains of the utmost importance in digital marketing, but in 2020 we’re expecting audience interaction to bring about the biggest change to content marketing.  The digital generation gets bored easily and is, therefore, always looking for the next big thing. And, that’s why it’s no longer good enough to put content out there to sit and gather virtual dust. Companies will need to make their content interactive to be noticed. Interactive content is engaging, stands out, keeps eyes on your page for longer and is more likely to be shared by audiences. Plus, there are limitless ways to make content interactive including:  Virtual reality (and its fast-growing relative, augmented reality),  Chat bots with improved AI, and  The use of video in ground breaking ways.  If executed correctly, interactive content won’t just keep audiences around for longer, it will also help marketers to gather important information about audiences, which will allow them to create highly personalised content (see below). Personalisation In addition to making content more interactive, creators will also need to focus on personalising content for unique viewers. With all the digital noise around, audiences are becoming more adept at tuning out generic content. This is forcing content creators to shift drastically to focus their energy on personalised marketing efforts to individuals rather than mass audiences.  The good news is that many forms of digital marketing lend themselves well to personalisation. The key in personalisation will be in executing the following successfully: Creating content that is based on good quality data,  Segmenting markets properly, and  Showing a deep understanding of what each segment will respond to.  Success awaits marketers who send a sincere, personalised message to the correct audience.   Recognisability and Influence While these factors are hardly new to marketers, brands will face increased competition from individual influencers to gain trust from audiences. Social media, blogging and vlogging are the playgrounds of influencers. But, even traditional forms of marketing are increasingly being taken over by influencers and smart brands are making use of virtual stars to push their messaging. The shift in influencer marketing continues to be focused on micro-influencers. While they may have smaller follower counts, they still exert a strong influence over those who trust them. This trend is  leading to smaller businesses making use of influencers to communicate their...

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