Ideas to refresh your content marketing strategy

Posted by on Sep 22, 2020 in Content Marketing, Digital Media Marketing |

Running out of content marketing ideas for your blog? The good news is that you don’t have to search far and wide for fresh, informative content. Your blog should be focussed on telling the story of your business in a compelling way, so the ongoing development of your business has limitless potential for content marketing topics.   Armed with this ever-developing story, creating engaging blogs is then a matter of fitting the content into pre-existing paradigms and formats. These have already proven themselves reliable vehicles for marketing content, and offer you inspiration and a structure to help you organise and present your information. They are frameworks and general outlines, into which the story of your business can be molded. There is a saying among musicians that there are only 12 notes but thousands of ways of playing them. The same goes for blogs: there are only so many kinds of blogs, and the key to their substance, variety and level of engagement is your content. Here are four of the most popular blog post concepts or formats into which any business can fit its stories. Content marketing ideas and topics for your business blog  Your business story, the day to day activities, your industry and latest trends should give you plenty of inspiration to create relevant, exciting content for your audience. Let’s take a look at some of the topics that you can use to tell your business story: Share your successes  There’s nothing wrong with taking a moment to brag a little – provided you do it with style, of course! A well-chosen success story allows you to demonstrate how your products or services work in a real-world scenario. Pick an example, describe the salient details and use the moment to show, rather than tell your readers why they should buy your products. Delve deep with a series of posts  Sometimes a single blog, consisting of a few hundred words, is not enough to communicate the information you want to get across. You may want to explore the background of your industry, analyse complex market trends, or expound on the many uses and benefits of a particular product line. The best thing to do – both for your sake and your customers’ – is to break it up into shorter pieces that you can publish over several weeks or months. It would help if you didn’t let this run on for too long, however. Strike a balance between detail and sustained engagement.  Guide your audience through common mistakes in your industry  This is a very popular choice for almost all industries. Listicles that expound on the various ‘what not to dos’ of your industry enable direct and honest engagement...

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LinkedIn’s COVID-19 marketing guide

Posted by on Sep 18, 2020 in LinkedIn, Social Media Marketing |

In a previous post, we unpacked LinkedIn’s helpful guide for the marketing industry. In this second part, we’re delving deeper into the strategies, activities and information that has been proposed for business owners who want to grow and see a return on the investment they are spending on marketing during COVID-19.  LinkedIn’s key steps to showing the impact of your marketing activities: Part 2  1. Make measurement easier Getting an accurate look at the ROI of your marketing spend is vital to understand where you are wasting money that could be better spent elsewhere. With economies declining worldwide, it is more important than ever to know what you’re getting for your investment to ensure growth even in the toughest times.  LinkedIn understands that this is a crucial aspect of business ownership, and has made it even easier to measure and prove your ROI when spending your marketing budget on the platform. In this endeavour, LinkedIn has partnered with various providers such as Google, Moat and Acxiom to help you optimise your LinkedIn measurement strategy. The aim of this is to give you confidence in using the platform and proving outcomes based on brand, business and performance.  Whether you aim to educate your audience, generate more leads, or create awareness for your brand, LinkedIn’s performance is being showcased through a variety of partnerships, whether native or 3rd-party. When using these accurate measurements to make business decisions, you’ll have better information at your disposal to increase your decision-making abilities and drive your business into the post-COVID-19 era. 2. Implementing best practice This section provides a valuable, easy to follow list of tips to help you measure the impact of your investment in ad campaigns on LinkedIn. It takes you through various stages from launch to A/B testing and provides links to helpful resources for each of the steps in the best practice section.  Let’s take a look at the tips: Be clear on your marketing goal and use it to identify your key metrics before you launch a campaign. Use the insight tag in LinkedIn to understand which actions your ads are driving (including sign-ups, downloads and sales). Create Lead Gen forms to accurately track the metrics at the end of the funnel (such as cost per lead) to ensure that you’re spending your budget on value-creating activities. Study your campaign results. The recommendation is to review your results after 7 days, but it’s always worthwhile to check in on your results as your campaign ages to determine performance over different periods.  Take note of the audience demographics from your campaigns. This will help you to target audiences more accurately in future and customise your messaging to suit the audiences who...

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LinkedIn on marketing in the time of COVID-19

Posted by on Sep 16, 2020 in Digital Media Marketing, LinkedIn, Social Media Marketing |

LinkedIn recently published an incredibly helpful guide for the marketing industry. It aims to help businesses to create growth in this challenging time and prove their ROI from marketing spend. There are six key areas in the guide, and each area contains strategies, tips and information that could help your business get on track post-COVID-19. This post will focus on the first three areas, so be sure to subscribe to our blog so you don’t miss part 2.  LinkedIn’s key steps to showing the impact of your marketing activities: Part 1  1. Understand the role of marketing in the organisation  Marketing covers a range of aspects within the organisation. As a business owner, you need to be well versed on the role that marketing plays and the impact it can make in building the brand, creating a strategic plan, and managing change in the organisation as well as the media and message planning that needs to be undertaken in the business. The LinkedIn guide has a run-down of each of these aspects that were just mentioned. If you want to learn more about activities you should be paying attention to (such as creating human connections through your brand) and potential pitfalls you need to be aware of (such as restructuring without losing key employees in your department), it would be a good exercise to work through the guide. It will help you to understand how to use data for brand building and strategic planning. There are actionable tips for the immediate changes you can implement to protect your business, and explains how to apply the latest media findings to tailor your media strategy for the current circumstances.  Understanding the current market situation (through the findings mentioned in the guide) can help you to pivot your digital strategy to be more effective, especially if you have been neglecting your strategy recently.  2. Assess your business position If you’re creating a strategy for the way forward, you need to be fully informed about the current state of the business before heading off in a specific direction. Whether your budget has been eliminated, reduced or maintained, there are steps you should be taking to move your marketing activities forward as best possible.  The guide has recommendations based on each of these scenarios (eliminated, reduced or maintained budgets) that will help you to aim your post-COVID-19 planning in the right direction for your organisation. The recommendations are aimed at understanding how to strengthen your organic strategy by posting organic content consistently; how to follow best practices for paid campaigns (especially in lead-building) and how to effectively create new brand campaigns if your budget has not shrunk over the last few months.  Implementing drastic changes...

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Should you add TikTok to your B2B digital marketing arsenal?

Posted by on Sep 15, 2020 in Digital Media Marketing, Social Media Marketing |

With over 800 million active users worldwide, billions of downloads, and a highly engaged audience, TikTok is a digital marketing dream. It’s interactive, collaborative, and undeniably addictive. Recently, TikTok also outshined Facebook, Instagram, Messenger, and Snapchat in the App Store and Google Play downloads. Does this mean B2B marketers should be taking note? Possibly yes, considering the enormous success seen by the World Economic Forum. The WEF recently garnered over 3.5 billion views of one of their TikTok hashtags at this year’s Annual Meeting and has amassed over 1,5 million followers on the platform. Based on the demographics alone, TikTok does not seem like the most intuitive choice for B2B marketing. We continue to see growth in the popularity of TikTok with B2C brands as they look to reach their audiences in new ways but as the majority of the audience on TikTok is Gen Z, this means that it may not provide the results a B2B brand would hope to expect. Although, we do need to take into consideration that B2C and B2B buyers both want to experience content that is inspiring, engaging, or helpful that adds value to their lives. After all, much like your B2C buyers, B2B buyers are just regular people too with many studies indicating that B2B purchasing decisions aren’t as rationally driven as we might have previously thought. When you think about it that way, TikTok’s ability to deliver bite-sized entertaining pieces of content makes it a great tool for B2B businesses. It has allowed B2B brands to have a more flexible and engaging approach to video as an additional way to educate their audiences.   Digital marketing advice: is TikTok good for B2B? It appears that TikTok could be an interesting new opportunity for B2B brands and businesses. That’s not to say that TikTok will replace LinkedIn as the B2B marketers go to and for many, it probably won’t be a good fit. But whether or not you should try TikTok has less to do with the platform itself and more to do with your brand, the demographic your looking to reach and your resources available to create content.   Learn more about the TikTok phenomenon and find out if whether or not you should include it in your digital marketing strategy. Need help with your digital marketing and social media? Then contact WSI OMS today. Please follow and like...

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Influencer marketing for baby boomers

Posted by on Sep 11, 2020 in Content Marketing, Digital Media Marketing |

The idea that influencer marketing only works on the younger generation is being disproved, with baby boomers increasingly becoming more of a target. The perception that social media marketing should be aimed exclusively at young people is one that has been challenged, particularly given that Americans over 55 contribute 41.6% of consumer spending.   Influencer marketing during a pandemic  The COVID-19 pandemic has forced those in the digital marketing space to reassess their strategies, given the changes to our daily routines and ways of engaging with brands. People are using more data at home and 80% of consumers in the U.S. and UK say they consume more content than they did before the pandemic. Baby boomers had embraced social media before the pandemic; since 2012 there has been a 17% increase in the number of baby boomers who use Facebook and a 43% increase in the number who own smartphones. Those that have them are on their smartphones five hours a day, which is almost as much as millenials. Given that the older generation is more vulnerable to COVID-19, their resulting isolation has also caused certain changes in their behaviour online. More baby boomers are using online shopping or communication tools such as Zoom or Facetime to stay in touch with loved ones. This means that brands have a unique opportunity to reach this generation, which has more money and time on their hands than younger people, through strategic content marketing. A great way to achieve this is through influencer marketing, although the selection of the right influencer is key. The right ambassador with the right message which resonates with either the baby boomer generation or their children has the potential to reap major digital marketing rewards given the resources at their disposal and increased time spent engaging with technology. Contact WSI for more insights into how influencer marketing for baby boomers can help your brand grow. Please follow and like...

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