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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Instagram Checkout: What it Is and How to Use It

Posted by on Jan 23, 2020 in Instagram, Social Media Marketing |

Instagram’s introduction of its Checkout feature added a new tool that online retailers can use to monetise their hordes of followers on the popular social platform. If you’ve yet to put the feature to use, this blog is a gentle introduction to its range of benefits. Enables Consumers to Complete Purchases Without Leaving the App Checkout on Instagram enables consumers to complete purchases in the app, without having to be redirected to the seller’s website. This would promote Instagram from a social media platform to a centralised online marketplace where an unlimited number of brands can make sales quickly and easily – on the spot.  When a user taps to view a product that interests them, the “Checkout on Instagram” button comes up, and they can complete the transaction right there if they choose. Not only will payment take place within Instagram, but also after-sales services such as tracking of orders. First-time users will have to enter billing and delivery information, much as they would on any other shopping site. These details are then saved for later use, regardless of the number and variety of sellers they buy from. Lower Traffic to Your Site Is Offset By Quicker Conversions This may present both good and bad possibilities for you as an online business operator. On the one hand, it could mean a reduction in traffic going through to your website from Instagram. But, on the other hand, it would make for quicker conversions – and thus possibly even an increase in conversions over time. It cuts out all intermediate steps, meaning you get a more immediate sale.  According to Instagram’s stats, 60% of users discover new products on the platform, making it a very useful promotional method. It now goes one step further, because it not only promotes the product, it can close the sale too. The service is currently in closed beta testing, rolled out to a select few brands earmarked by Instagram. Once it rolls out of beta in general use, it is not certain what the cost of the service will be to retailers. But, it seems likely to be worth the expense. We’ll be sure to keep you posted.  Thinking of adding Instagram to your suite of social media marketing platforms? The platform’s new Checkout feature, which is still in beta, is one of many features that appeal to online marketers. Contact WSI OMS today to learn how you can put Instagram’s powerful marketing features to use. Please follow and like...

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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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