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How to Create Highly Shareable Content

Ken Bowden - Wednesday, June 7, 2017

highly-shareable-content

Whatever you call it, digital, inbound or content marketing, for small business owners, it can seem a puzzle. Like all puzzles, though, once you get the first piece in place, the others follow more quickly. That first piece in content marketing is creating highly shareable content. Why? Just 15% of customers trust what companies post on social media. The good news is 83% of people trust those same posts if shared by friends and family.

All the other rules of content marketing, like writing relevant copy and using social media platforms apply, but shared content is what will build trust in your brand. Here are three ways to get started on creating original, relevant content that drives engagement and encourages people to share.

  1. Understand Why People Share

A steady stream of relevant information on a variety of topics brings people in the door. SEO, advertising, PPC, and social media efforts all need content to promote. People may click the first time, but if what they land on doesn’t give them a reason to come back, they won’t. Obviously, it means they also won’t be motivated to share.  

At its core, shareable content is about making an emotional connection. Understanding the psychology of social media and shareable content is critical to the success of any small business content marketing plan. So, what makes people click the “Share” button?

Emotional engagement is the number one factor in getting more likes, comments, and shares.  People love to gather on social media and share their common ideas and interests with others.

Ever notice how many photos people posts of their pet causes like homeless animals, or links to feel-good videos (like the Ice Bucket Challenge)? When people see an image, quote, or product that makes them think of someone they know – or that they think everyone should know about – they want to immediately share it. Make people feel involved with the content you create and you will encourage them to share.

  1. Focus on Data-Driven, Engaging Topics

Great content reflects thought leadership, and thought leadership occurs when you offer content that recognizes current problems and offers real solutions. Analyze your data and create shareable content by:

  • Using interesting and engaging formats that include videos, infographics, and bulleted copy. These easy-to-digest elements offer instant appeal and gratification.
  • Make sharing easy. Your website should have social media share buttons prominently displayed on every page. Use “Tweet this” to create pull quote, tweetable links.
  1. Delight and Inform

If you want content that people can’t help but share, you need to create a compelling story that’s instantly relatable. Like all storytelling, that means opening with a narrative hook – or first sentence – that motivates people to keep reading. Catchy or funny headlines are good for this purpose. Remember to keep self-promotion or hard selling to a minimum. Delivering the unexpected, making it timely, and keeping it conversational will keep your audience engaged and inspired to share.

The Takeaway

When a small business communicates with its customers by providing relevant, useful information instead of offering a sales pitch, those customers will listen. A content marketing strategy that includes creating shareable content will build trust with your customers, lets them know you’re an expert in your industry, and that you understand their needs. The bottom line? Stay focused on creating high-quality original content in engaging formats that’s easy to share, and your customers will take it from there!

Is It Time for a Website Redesign?

Ken Bowden -

Website-redesign-greensboro

Your company’s website is often the first chance a potential customer has to explore your brand. It serves to represent who you are, help you reach a wider audience, gain new customers, and achieve a better ROI. When’s the last time you redesigned yours?

Time for a Website Redesign?

Redesigning the virtual face of your business takes time and a great deal of commitment. It’s critical to do, though, if you want your website to meet today’s digital challenges. The need for mobile-friendly content, Google’s always-evolving algorithms, and readers’ search for user-friendly sites are just a few of the reasons why you should take a fresh look at your website’s current design.  

A quick and simple way to know if you need a website redesign? You look at other brands’ sites and want what they have. Other signs your website is ready for a makeover are that it’s text-heavy, uses Flash animations, and has content that is focused more on your product or service than it is on your customer. Today your site must have quality images, easy navigation, rich animations, and a responsive design.

If you haven’t updated or redesigned your website in the past year, here are 5 ways to know now’s the time for a re-do.

  1. It Isn’t Mobile Responsive. Do users have to scroll left and right to view your site on their mobile devices? Is your website slow to load? Is your content manager system (CMS) up-to-date? Website trends are constantly changing. Yours should be able to handle short videos, animation, and other engaging content. As the migration continues from desk and laptop computers to smartphones and tablets, having a responsive website that displays the same across all devices is a must.
  2. It’s Anti-Social. Every successful media campaign includes a social media strategy. Every page on your website should have social media sharing buttons for sharing, liking, and following. Just as important, your social media channels – Instagram, Facebook, LinkedIn, Pinterest, and Twitter – should all have a link to your home page or a landing page.
  3. Its Search Engine Rankings are Low. If you want to increase your website’s visibility in organic, aka non-paid, search results, it must be optimized so search engines find it. SEO brings technical and creative elements together to improve your site’s rankings, drive traffic, and increase awareness.
  4. It’s Difficult to Navigate. Offering a great UX (user experience) is key to your website’s success and determines whether viewers will stick around long enough to learn more about your products or services. As you redesign your website, keep the “thumb zone” in mind and keep clicks needed to a minimum. In some cases, having too many pages of content is almost as bad as poorly written content.
  5. It’s Needs Higher-Quality Content. Good enough won’t cut it in digital marketing. Great content is a must – it engages readers in your brand’s story and conveys your company’s message in a meaningful way. Sales-focused writing is not good storytelling because it fails to make an emotional connection with audiences. Establishing your brand as a thought leader – a fancy term for gaining respect – is also achieved through great content. Plus, search engines like Google reward high-quality sites that contain original content.

A well-designed website is one of your most effective marketing tools and a vital part of your overall marketing strategy. Remember, your brand is much more than your logo and tagline. Your website is your online identity and should proudly reflect your brand’s vision. Use it to its full advantage by keeping it up-to-date, simple to use, and easy to find.

5 Ways to Diversify Your Social Media Marketing

Ken Bowden - Thursday, May 25, 2017

social-media-marketing-Greensboro

Social media marketing is one of the best tools available to drive traffic and sales to your website. That makes it all the more important to get it just right. Promoting your brand on social media channels may seem like it takes less effort, but engaging content and a well-defined release schedule is needed if you want to see robust growth.

Social Media Marketing Diversification

While people still turn to online search engines for answers and solutions to their problems, 75% of them also use social media sites. If your organization’s social media presence isn’t delivering the results you want to see, it may be time to diversify so you reach as many potential customers as possible. Seasoned social media expert or just a beginner, here are five ways to stay on top of your social media marketing game and diversify your social media efforts.

  1. Social Media Contests are a fun and cost-effective way to create excitement around your brand while boosting consumer awareness. The success of a contest is easier to track and the types of contests you can run are limitless. Some of the most effective include photo-sharing campaigns where followers compete for prizes, hashtag-centered campaigns, and “like” or “follow” contests where users are entered into a drawing by liking your Facebook page or following your Twitter or Instagram sites.
  2. Internal Campaigns offer a diversion during the downtimes of your larger social media campaigns and are a terrific way to increase employee engagement. Internal campaigns work best when timed to your brand’s overall internet marketing strategy. Run them for an optimum length of time (not too long, not too short), and link them back to a unique problem, goal, or challenge your business is facing.
  3. Guest Posting isn’t just for blogs. Social media channels can also benefit from allowing guests to post their own unique or experienced take on your company. Or ask an industry influencer or celebrity to live tweet a company event. There may be no quicker way to grow your follower base and get the audience buzzing about your brand.
  4. Specials let you shake up the routine of daily postings, add new elements and create a change of pace in your online social strategy. Specials tend to have high engagement and re-engagement results. The goal is to create a repeatable series of posts your audience comes to rely on. Some brands choose inspirational quotes or links to resources, while others use silly photos or videos. Don’t forget to include a custom hashtag that is consistent from special to special.
  5. Alternative Social Platforms. Instagram and Snapchat both started out as niche social media sites, and there’s no doubt more will pop up. Savvy marketers are willing to try out these newcomers. The investment is small and the payoff can be big. If the platform doesn’t take off, it’s easy to delete your brand’s profile and move on to the next. No matter which platform you choose, the strategy should be to build a user base. You can use your existing social media channels to do so.

It isn’t necessary to be a big brand to dominate social media engagement. All it takes is the willingness to diversify your social media marketing strategy by embracing new tactics that will capture your audience’s attention and spark a conversation. Whatever strategy you decide on, don’t stand still on social. Your audience – and your bottom line – will thank you.  Have you tried it yet?

Business Environments (BE) Furniture Retains WSI For Web Development and Marketing Program

Ken Bowden - Monday, May 8, 2017

WSI has announced that it has recently partnered with Business Environments (BE) Furniture of Parsippany New Jersey to redesign their website, increase their web presence rankings and implement a digital brand marketing program for the organization. The new BE Furniture website can be viewed at be https://www.befurniture.com/.

BE Furniture is a leading national provider of office furniture and office interior design services. From trendy executive office designs to collaborative modern office furniture, BE Furniture can transform your modest office space into a modern state-of-the-art functional workspace . BE Furniture also is a GSA Advantage vendor, and a Small Business Administration (SBA) certified 8(a) vendor in the State of New York and the State of New Jersey, making office furniture procurement easy for government clients.

WSI Marketing Program For BE Furniture

WSI was engaged to do the web design and implementation, as well as provide all the copywriting and SEO operations for the new business initiative. WSI reviewed and did extensive background research on the office furniture industry as well as the current trends in modern office furniture and collaborative workspaces to come up with the visual concept of the new BE Furniture website.

As a result of Detailed Search Term analysis across the U.S., WSI created SEO optimized page content catering to the unique service offering of the BE Furniture brand. These include:

The marketing program that WSI has implemented for BE Furniture includes organic Search Engine Optimization, content marketing and Social Media advertising. WSI’s SEO Program will also produce quality blog, graphic, social media and video content to syndicate on external web properties including Tumblr, WordPress, Weebly and Blogspot in addition to several other WSI proprietary content distribution platforms.

Call WSI for a Digital Branding Overview

For those looking to see what a truly personalized marketing solution looks like, why not give WSI a call today?

 

This Blog originally published at http://www.wsinetmarketing.com/wsi-marketing-national-office-design-firm/

 

San Francisco Design Firm Re-Engages WSI for SEO

Ken Bowden - Wednesday, April 26, 2017

Project-6-Design-San-Francisco

Project 6 Design, a San Francisco-based graphic and web design agency has re-engaged WSI to for ongoing SEO.  Since 2001, Project6 Design has been helping companies communicate who they are, what they do, and why they do it best. Their expert team combines a sense of humor and creativity with discipline and focus, allowing them to deliver tools that integrate style with substance. The goal of the SEO re-engagement is to build on the progress already made to rank for keywords that their customers are searching for.

This portion of the SEO implementation is going to focus on three key conceptual areas:

Web Design Company San Francisco

Branding Agency San Francisco

San Francisco Design Agency

Since the site has already been optimized, this stage will focus on intensified off page optimization around the three keyword areas.

In addition, customized tracking of key performance indicators will continue. Each month WSI will measure links to the new SEO pages, rankings on the keywords, organic entrances pages, as well as leads from organic visitors. Lead tracking includes form submissions, as well as phone calls from organic visitors. With this approach we can see all of the elements which lead to the clients end goal: more graphic design engagements.

This post originally appeared: http://www.wsiexpertinternetmarketing.com/our-blog/san-francisco-design-firm-re-engages-wsi-for-seo

5 Things That May Be Wrong With Your Internet Marketing Strategy

Ken Bowden - Wednesday, April 5, 2017

internet-marketing-strategy

Are you sabotaging your brand’s internet marketing strategy without even knowing it? For many SMBs who don’t have the resources needed to hire someone for the job, the answer can be yes. SEO and content marketing are often left to an existing team who may lack the necessary skills to create content that attracts visitors to your website – particularly visitors who will convert to long-term, loyal customers.

If this sounds like your company’s current situation, read on to discover what some of the most common mistakes are, and how you can deal with them.

Reimagine Your Internet Marketing Strategy

Inbound marketing is one of the most effective internet marketing strategies available, but doing it right is no easy feat. If you make some improvements aimed at avoiding these mistakes you, too, can be a force of nature in the world of internet marketing.

Mistake #1: Your Content’s Lacking

Lead nurturing content is key to a successful internet marketing strategy. Churning out irrelevant blog posts will not work to gain you the traffic you need. Better content will get results, but just what is “better” content? To start, it’s original, has great headlines, and offers something of value to the people reading it. To boost SEO rankings and generate leads, you need to create a high-quality site that Google rewards with a higher ranking.

Mistake #2: Your Content’s Not Providing Answers

People use search engines to find the solution to a problem they have. It’s the search engine’s job to deliver that answer to them. If you’re writing great content, your high-ranking site will be one of the first a search engine like Google directs readers to. Once they arrive at your site, your blog posts, infographics, videos, and other marketing content must offer them something of value. Keep in mind that people want that value delivered quickly. Make your content easy to scan and be sure it’s clear what action the reader needs to take to get the help they need.

Mistake #3: Your Website’s Not Equipped to Convert

Many businesses do a great job with their websites and see excellent returns when it comes to those who visit. Many, though, also fail to provide visitors with what they are seeking. Websites that are difficult to navigate, don’t accurately reflect what you have to offer, and do not deliver a strong value proposition tend to leave customers wondering, “What’s here for me?” Don’t let a poorly designed website get in the way of reaching those people who could benefit from your product or service most.

Mistake #4: Your Website’s Not Optimized for Mobile

Today, a flawless responsive website design is absolutely required. Most people – 80% – now use their mobile devices for searches, and if your website does not offer a fantastic user experience on their smart phone or tablet, you can significantly damage your bottom line. Your site should be easy to navigate, offering visitors a superior experience no matter how they access it.

Screen Printing Equipment Manufacturer Engages WSI for SEO

Ken Bowden - Tuesday, March 28, 2017

screen-printing-Connecticut

Systematic Automation, Inc., a Connecticut-based manufacturer of screen printing equipment, vacuum tables and UV curing equipment has engaged WSI to implement an SEO program.  Systematic Automation is a global company and indeed the world’s largest manufacturer of screen printing equipment and accessories. The goal of the engagement is to increase lead flow from companies needing custom screen printing equipment around the world.

The implementation covers 15 keywords that focus on what Systematic Automation does, and what the company is.  WSI added or optimized a total of 10 pages in the site designed to rank for specific terms.  The following pages and keywords are covered in this phase of the implementation:  

Screen Printing Manufacturer

Screen Printing Machines

Automatic Screen Printing Machines

CNC Vacuum Table

Sign Printing Machine

Commercial Screen Printing Machine

Bottle Screen Printing Machine

Pen Screen Printing Machine

Screen Printing Machines Suppliers

Flat Bed Screen Printing Machine Manufacturer

WSI will shortly begin a comprehensive tracking program to keep tabs on the results. The tracking will measure links to the new SEO pages, rankings on the keywords, organic entrances to the 13 new SEO pages, as well as leads from organic visitors. Lead tracking includes form submissions, as well as phone calls from organic visitors.

Going forward, this effort will focus on the creation and syndication of various types of off page content.  This will include blogs, directory listings, and social media posts all designed to build links and social signals around the above keywords.  The blogs will be syndicated to Tumblr, WordPress, Blogger, Weebly and Google+.  As this effort unfolds, Systematic Automation expects to see their brand at the top of the results for all keywords.

 

This post originally appeared:  http://www.wsiexpertinternetmarketing.com/our-blog/screen-printing-equipment-manufacturer-engages-wsi-for-seo

WSI Retained for 5th year of SEO for Plumbing Products E-Commerce Site

Ken Bowden -

woodford-hydrants

Eagle Mountain Products is the official online retailer for WCM Industries, the manufacturer of Watco drains and Woodford faucets.  Their web site, www.buyeagle.biz, is the online sales channel for the entire product line, offering online shoppers the best variety and selection and an opportunity to buy direct from the manufacturer.

WSI was originally retained by Eagle Mountain Products back in late 2012. The initial project, completed in 2013, included creating 58 SEO landing pages optimized for keywords with volume of over 80,000 searches per month.  The on-page optimization was followed up with organic link building and blog posting on popular blogging platforms.  This activity led to huge growth in organic visitors, and a very happy client.

Since 2012, WSI has been the sole SEO vendor to Eagle Mountain Products and has engaged in various projects to enhance visibility and sales across the site.  For 2017, our mission is to leverage SEO to increase sales of Woodford Yard Hydrants.  This is a high ticket item and will have a disproportionately positive effect on overall sites sales once the SEO kicks in. 

To begin the project, we have selected three pages that are the typical entry points for shoppers looking to purchase Yard Hydrants:

Woodford Yard Hydrant

Woodford Hydrants

Woodford Y-34

 These three pages have been optimized for high volume, relevant keywords that consumers and plumbers use to find these products online.  For the balance of the year, we will focus on off page optimization including blogs at Tumblr, WordPress, Blogger, and Weebly as well as Google+ posts.

We are looking forward to a 5th year of SEO success for Eagle Mountain Products!

This post original appeared at:  http://www.wsiexpertinternetmarketing.com/our-blog/wsi-retained-for-5th-year-of-seo-for-plumbing-products-e-commerce-site

Twilight Homes engages WSI for Website Development and Digital Marketing

Ken Bowden -

Twilight-homes-engages-WSI

Twilight Homes is the largest and fastest growing New Mexico owned home builder, they build in neighborhoods that offer affordable starter, semi-custom, and complete custom homes. Twilight Homes has many options in new homes for sale. This company is the Albuquerque home builder with a vision to give buyers various alternatives in terms of location, floor plans, design features, warranties, and affordable financing options.

The Twilight Homes team help their clients to find a home in a location with good schools, nature, activities, culture and beautiful views. Twilight Homes builds new homes for sale in Albuquerque, Rio Rancho, Santa Fe, Los Lunas, and Bernalillo. Each community has many options to choose and the quality, friendly customer service you receive from Twilight Homes is impeccable.

After meeting with the client, gathering information about what they do, who they want to attract and what kind of “feel” they wanted for their website redesign, we set to work on developing a comprehensive SEO optimized website.

Through extensive keyword research a site structure was developed that is not only user friendly, but also provides the thick, rich content that Google covets for its searchers.

We suggested adding pages that would explain to their “buyers”

WSI performed a robust keyword research to optimize the website, with a lot of images and pictures of  different Twilight Homes. The website content is precise and informative. It gives potential clients information to make an good decisions. This mobile friendly site has already started to help with lead generation.

If you would like to know more about Twilight Homes, follow one of our blogs on TumblrWeeblyBlogger, Medium or WordPress.

This blog originally appeared here: http://www.wsiwebenhancers.com/twilight-homes-engages-wsi-website-development-digital-marketing/.

3 Fundamentals of Paid Search Marketing

Ken Bowden - Friday, March 3, 2017

Paid-search-fundamentals

Paid search marketing is a cost-effective and scalable form of online marketing that connects your ads with searchers who are actively seeking the solution you provide. The most popular and well-known are pay-per-click, or PPC, campaigns, where you bid for ad placement and then pay a search engine like Google a small fee for each resulting click. While that may sound like you’ll be spending a lot of money, a well-designed campaign results in just the opposite. How? By creating ads that are so specifically designed that they reach only those potential customers who are searching for precisely the product or service you offer.

Paid Search Marketing Fundamentals

Online banner ads, together with traditional advertising like TV, print, and radio, are impression based, but PPC ads are performance based. In a perfect marketing world, all three work together to bring you the desired traffic you’re looking for. These ads all drive awareness, information, and sales leads, but PPC offers the closest point of sale. Paid search marketing can be a boon to your traffic and bottom line, but keep these three fundamentals in mind as you decide whether now’s the time to invest.

  1. Keywords Matter. In paid search marketing, everything starts with keywords, and figuring out the right keywords to bid on will have an impact on how much you end up spending. When people use Google or another search engine, they type specific words or phrases into the search box to find what they’re looking for. The results, whether they’re paid ads or not, appear because they’ve been determined to be relevant to those words. If you want your ad to show up on the page, you need to bid on those keywords. There are many ways to find your optimum keywords, with keyword research tools and analytical data being the most helpful.
  2. Relevant Ads Get Results. Bidding on the right keywords is just part of the PPC battle. You also need to create eye-catching ad content that is highly relevant to a potential lead’s search query. To score those clicks, you want ads that directly address the searcher’s problem and that lead him or her to the appropriate landing page on your site that offers the solution they need.  If you haven’t already, you’ll also want to learn more about Google’s expanded text ads.  ETAs now provide text ads now that are 2x bigger than previous text ads.
  3. Reporting and Analytics Increase Your ROI. If you want the best results from your PPC campaigns, you must know what is and isn’t working. The goal is to figure out how to tweak your campaigns so that over time they become better at attracting your desired audience. Tracking data such as search queries, landing pages, location, and engagement tells you which ads and pages are working. Examining social shares helps you see which content resonates enough with users that they’re compelled to share it with others. Ad networks provide reports on views, click-throughs, and conversions. Once you have data in hand, you can make improvements that bolster ad performance and save you money.

Hubspot, has a great beginner’s guide that covers everything you need to know about paid search. Paid search marketing can be one of the most revenue-generating pieces of your marketing strategy. Just remember that it’s not about simply handing over money to Google to drive clicks to your website. Before making the investment, take the time to understand the type of consumer you’re trying to attract and how much you should pay for each click to draw them in. Take time also to make your content relevant and rich and make it easy for visitors to convert with few barriers and a great call to action.  Then be sure to pay careful attention to analytics – both bounces and conversions – to make any other changes that might be needed.

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