6 Social Media Marketing Tactics for Limited Budgets

Posted by on Jan 27, 2020 in Social Media Marketing |

Are you using social media marketing to boost customer engagement and to increase sales? That it comes with its own costs is no secret. Facebook Advertising for one is a powerful social media marketing channel that has high conversion rates but isn’t free to use. If you have a limited budget but would still want to tap into social media’s considerable marketing potential, here are six of our most reliable tactics that are also easy on the pocket: Don’t Be the Only Business that’s Not Using Chatbot Chatbots are fast becoming ubiquitous in social media marketing and customer support. Thousands of chatbots are active on Facebook Messenger, with more being added all the time. What’s more, users are increasingly willing to engage with them.  The chatbot technology is more responsive than ever, meaning you can create sophisticated algorithms to drive chatbots that will talk to your customers as if you are personally dealing with each question. You never miss an inquiry, all customers are answered and happy, and your staff can focus on tasks that really need their direct attention. Optimise Your Targeting and Posting Schedules to Get More Out of Your Video Marketing Everyone is doing their best to make video marketing work. However, you need to remember that social media users are bombarded with video content all day long, everything from ads to cat videos. You can’t compete by throwing your carefully created visual media into the “general population” of the social media world. Forget about going viral. Use keywords, good quality and clever timing to hit the right audience. Use Facebook Custom Audience for Precise Targeting Facebook’s Custom Audience feature is something you should absolutely be using by now. If you aren’t yet, then look into it right away! It is the best way to make your PPC spending worthwhile because it enables you to target your advertising specifically at those people most likely to convert their clicks into sales.  Say, for instance, you put out an ad that receives a high number of clicks from women aged between 20 and 25. The response from this group is huge but, unfortunately, few of those clicks (each of which you’re paying for, by the way) have been converted into sales. You find instead that men aged between 30 and 35, although fewer of them click, render many more conversions. With Facebook Custom Audience, you can then eliminate the non-converting group and target the converting group alone, maximising your spending and making more sales. Invest in Short-Lived Content That Drives Immediate Engagement Many social marketers have scratched their heads wondering how to make content that lasts on platforms where each post only has a lifespan of a few...

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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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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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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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