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How to Make Your Content Marketing Inclusive

Marianna Muscat - Tuesday, March 2, 2021
content marketing

When you create your content marketing, you risk losing business if you do not make a conscious effort to make it inclusive. Inclusivity and diversity are not just buzzwords. They are concepts that are currently dominating our social, political and academic dialogue, and influence your clients’ purchasing decisions. A 2019 consumer survey indicated that 64% of consumers take action after seeing an ad they regard as inclusive. If you ensure inclusivity in your content, you can reach new customers and stand out from the competition. In short, inclusivity in your digital marketing is good for your brand and for your bottom line. Here are four ways to make your content more inclusive.

1. Rethink the way you create content

In order to reach more people, stop and reconsider how you are communicating with your audience. Written content is still the most common form of communication, and Google’s search algorithms are still heavily dependent on text. However, you may be leaving out a large audience by focusing only on blogs. Video and audio content will reach those people who prefer to consume their content in this way, rather than reading, but these formats are more critical and inclusive than that. Captioned video content can bring your message to the hearing impaired, while audio content will enable you to reach the vision-impaired community. You don’t have to create new content for each format; you can simply repurpose the great content you already have. Think about your audience and your message and then diversify your platforms to reach more people.

2. Remember that inclusivity is about more than demographics

While it’s important to consider gender, race, age and other demographic factors, your content marketing should be far more detailed and data-driven. Research your audience deeply and then think about how to reach specific sectors of it. What does your research tell you about your customers? What are their values, habits and goals? You can then devise content that reaches them directly.

3. Use images to improve inclusivity

Most companies rely on stock images to add visuals to their online content. As a result, their choices are limited to what the various libraries offer. However, stock image creators are working to make their collections more diverse and inclusive. You can make your search terms more specific when hunting for images, to ensure that you make inclusivity a priority in your search. Add phrases like “African American”, “Hispanic”, “senior”, “gay” or “disabled” into your searches. The options you find will help you to add both diversity and inclusivity to your content. 

4. Be careful with your pronouns

Most bloggers use the word “you” in their content. This practice is generally good in principle because it makes the reader feel that they are being addressed directly. Things get a little more tricky when you need to use the third-person form to refer to a hypothetical person (for example, your customer). “He” and “she” are inherently exclusive and can make some readers feel as if your content isn’t taking them into account. Some people then use the plural form – “they” and “them” as a way of getting around this, which can be a good solution. 

WSI New Media Marketing is a full-service digital marketing agency in Greensboro, North Carolina. Contact us for expert digital marketing services, including content marketing and social media marketing.

How to create a social media marketing strategy

Marianna Muscat - Tuesday, December 8, 2020
Social Media Marketing

Setting up a social media marketing strategy can seem like a momentous task and that could be why some businesses end up doing just the bare minimum when it comes to building their online social media presence. Others hire a digital marketing agency to help them out. Challenges abound, like finding the time that is required to do your social media correctly, and then also which platforms to choose? There are so many platforms today that all have enough traffic to merit consideration – so where does one start?

Have a clear vision for your company and set some goals

Your vision for your company should determine your goals. Ask yourself what you would like to achieve from your social marketing strategy. Not sure? Here are some ideas.

  1. Increasing brand awareness
  2. Generating more sales
  3. Growing your audience
  4. Capturing, let’s say 50 or 100 more email addresses a week
  5. Responding to all social media comments and queries

Choose the right channels

 A golden rule here is to do a handful of channels and to do them well. Pinterest, for example, is a graphics-heavy platform with 71% female users so that may not be a good channel to use if you are selling a service or appliance more suitable for men.  Facebook is by far the biggest platform with over 2 billion monthly active users and is great for lead generation and to show the human side of your business. Linkedin, on the other hand, is great for B2B businesses and editorial content and has a slightly older audience than some of the other platforms with most users being between 30 – 49 years old.

Analyze your competition

Keep abreast of what your competition is up to, not to copy them, but to rather gain valuable insight on what is (or is not) working for them. Look out for posts on their pages that perform well and then analyze why. You can then adapt your campaign based on your conclusions.

Plan your content

In January 1996, Bill Gates wrote an essay entitled “content is king” and great content is certainly key to inbound marketing which draws your audience to you. Great content is still key to inbound marketing and also arguably the most important part of your digital marketing efforts. It helps you to build trust and to connect with your audience. 

Create a content calendar to clearly outline your content strategy. If consistency is a problem, think about how a theme could help. For example, on Instagram, you could run all your photos through the same filter to ensure consistency. Or, you can lessen your workload and increase your credibility by inviting consumers to submit user-generated content (UGC) in the form of photos or videos.  And if you’re not a professional designer, there is no need to fret as you can create engaging imagery relatively easily with a free app like Canva.

In summary – Your social media strategy cannot be a static exercise and will need to be constantly adapting and evolving to work for you. Companies with a clear strategy and realistic goals in place will be much more successful with their digital marketing campaigns. Find out more by reaching out to WSI New Media Marketing in Greensboro today.

Three Types of Social Media Marketing You Shouldn’t Ignore

Marianna Muscat - Tuesday, October 13, 2020
social media services

As part of your social media marketing strategy, you should include paid social media, dark social media, and influencer marketing. Here’s why:

Paid Social Media Marketing 

Social media marketing has progressed to a point where sharing the odd post – no matter how well-crafted – with your followers and expecting them to do the rest is no longer effective.

To target your ideal customer, nurture their buyer journey, and ultimately get them to purchase from your website, you need to take advantage of the fact that all social networks now offer post promotion. Not only does paid social media put your message in front of far more users, not using this tool actually puts you on the back foot. According to a 2018 survey, 92% of small businesses are increasing their investment in social media.

Even though advertising on social media gives immediate visibility to your brand, don’t give in to the temptation to spend, spend, spend! From elementary user demographics to psychographics such as values and attitudes, interests and lifestyles, and personality, social media platforms have parameters to enhance your targeting.

But first, you need to determine whether Facebook, Twitter, LinkedIn, Pinterest, or Instagram is the best fit for your ideal client. It’s all about utilizing the appropriate platform to target the right audience with engaging content.

Facebook is by far the biggest of all the social networks with 2.41 billion monthly active users. An average Facebook user clicks on 11 ads per month. Their advertising costs vary depending on many factors like your industry, location, and objectives, but the average price for an advert decreased 4% in Q2 2019. Facebook is therefore a good place to start.

Dark Social Traffic 

Not to be confused with marketing on the dark web, dark social media refers to the sharing of your content without your knowledge. Although you cannot track the impact of dark social media with your regular analytics, more than 80% of sharing from marketing websites happens “invisibly”.

If you think of it as a digital word of mouth, it makes sense that this is even more powerful amid COVID-19 social distancing, working from home, and digital communities.

So how do you get in on this action? Make sure that you include buttons on all your output that encourages sharing through email, text message, or direct social messaging. Moreover, include a strong call to action to go to a landing page, read another post, or sign up to your email list.

Having a prominent, respected trendsetter in your niche share your content in this intimate way will drive mass traffic. That’s where the next category comes in.

Influencer Marketing 

As consumers are bombarded with ever more marketing messages, so they tend to filter out an increasing amount. One way to catch the attention of prospects is to leverage the power of humans in your digital marketing.

Marketing guru Seth Godin notes that “People do not buy goods and services. They buy relations, stories, and magic.”

From published authors in serious fields to mainstream celebrities for younger audiences, influencer marketing uses the trust they have established with their large following to punt your product by supporting or endorsing your brand or co-creating content.

This is not an overnight strategy, as you need to build a relationship with influencers in your niche. Engage with them to the point where they value your expertise and enjoy your content. Slow and steady is the name of this game, but the results are well worth the wait.

If you are looking for a world-class social media marketing agency to keep you current and competitive, then you are in the right place. WSI New Media Marketings social media services can help you realize the true potential of social media for meaningful conversations and winning relationships. For more information about our digital marketing agency in Greensboro, contact us today.

How to Increase Web Traffic Through Social Media

Marianna Muscat - Monday, July 6, 2020
social media marketing

Securing the services of a top social media agency is one of the most important things you can do for your brand. People have probably told you a thousand times that you need a social media strategy to drive traffic to your website. However, do you know how it actually works? How do you convert Tweets and Facebook posts into website traffic? How can you make your social media posts count? Here’s what you have to do to increase traffic to your website by way of social media.

Start with your profile

Before you do any posting on Facebook and Twitter, make sure you have filled in your bio, company page, or About section correctly. This is where many people will first become acquainted with your brand, so you need to ensure that you make a good impression. Also, don’t forget to add a link to your website. As people read about you for the first time, they can click back to your website and get more information. Whether or not this person turns into a customer, they automatically one more visitor to your hit count.

Promote your blog

You may have a great blog with informative, entertaining and topical content, but it’s no good if nobody reads it. You can’t expect to maximize visits to your blog through SEO alone. Social media is the most essential and most effective way to draw eyes to your blog. 

Allow readers to share your content

Now that you’ve attracted readers from social media, let them help you reach even more new audience members by embedding a social sharing tool on your pages. This allows them to easily pass your content on with a single click.

Pay attention to your audience’s habits

It’s no good posting great content when your target audience isn’t even on social media. Find out the peak time of your audience – the time when they are most active – and schedule your posts to go out during those times. This requires a little trial and error and guesswork at first, but you will soon be able to see when your audience is most active. You can make use of free tools such as Followerwonk to help you with this research.

Focus on visual content

People would much rather watch a video or quickly scan a GIF or meme than read a lengthy article. So make sure you hold their attention by posting visually oriented content. It doesn’t have to be only pictures, but it’s best to cut back on the text and add in more visuals. Even if you do post links to articles and blogs, make sure they have a picture to attract attention.

WSI New Media Marketing is a proud member of the global WSI digital marketing family. In addition to building brands through PPC advertising, website design, mobile marketing and SEO optimization, we are also one of North Carolina’s top social media agencies. Contact us and see what we can do for your brand.

Social media marketing: Facebook Ads Best Practice

Ken Bowden - Monday, June 15, 2020
facebook ads

Facebook ads are a crucial part of any social media marketing strategy, and as a social media marketing agency, WSI New Media Marketing in Greensboro, North Carolina, has a lot of experience with Facebook advertising. With the complexities behind Facebook Ads, it is increasingly important to understand what you’d like to accomplish with your advertisements on Facebook and how to best achieve the goals you have set for yourself. 

5 Best Practices for Your Facebook Ads from a Social Media Marketing Agency 

1. Set the correct goals to drive value 

With so many different advertising objectives available to your business, it can become difficult to pick the correct goals to aim for in Facebook advertising. The best plan is to determine which goals will produce the most value for your business, and aim for those objectives. Value-driving objectives no longer just include likes on your page or clicks to your website but should include conversions and brand awareness. Being popular on Facebook may help your business to reach more audience members, but if those views don’t convert into sales, they are not worth the advertising budget. 

2. Make use of Facebook’s Placement Optimization 

Placement options on Facebook include Facebook and Instagram feeds, the Audience Network, and Facebook Messenger. If you choose to activate all the placement options available to you, the Facebook Ad platform will learn which placements are the best at achieving your objectives in a cost-effective manner, enhancing your campaign performances without all the research effort from your side.

3. Choose the Campaign Budget Optimization option 

Similar to the Placement Optimization process, the Campaign Budget Optimization lets the Facebook Ad platform find opportunities to achieve your set goals across your ad sets and give priority in the budget allocation to the ads that are performing well. This option takes away some of the control you have over your ads but can help you to spend your budget more effectively across your Facebook Ads. 

4. Understand when broader targeting might be better 

For a long time, Facebook Ads that targeted small, niche groups performed better than broader target groups. Due to the increase in targeting and competition, it may cost more to target a smaller group with your Facebook Ad. This aspect of the Facebook Ad platform makes it crucial to understand when targeting a broader audience may be more cost-effective. If you’re trying to make your budget go further, set your audience broader so Facebook Ads can reach different people at a lower cost. 

5. Create for mobile, always 

The statistics for mobile use of social media platforms alone should indicate that mobile-first creation is key to achieving success in social media marketing. If your advertisement doesn’t load correctly on a mobile device, it won’t go down well with social media users. 

If you need assistance with your social media marketing, SEO optimization, and Facebook Ads, contact WSI New Media Marketing in Greensboro, North Carolina, your local SEO company and marketing agency today. 

Social Media Marketing: Define Your Target Market

Ken Bowden - Monday, June 8, 2020
social media

Your favorite social media marketing agency, WSI New Media Marketing in Greensboro, North Carolina, has great tips to help you find your social media target market. Because social media has become an incredible platform for businesses and brands to create awareness, everyone is jumping on the bandwagon. To ensure that your content doesn’t get lost, you’ll need to find your target market and show them how you can be valuable to them. Here’s how:

Tips from a Social Media Marketing Agency: Defining Your Target Market for Social Media Marketing

Study your customers: 

If you’re making use of a social media marketing agency, you probably already have a few customers who you can study to find out more about how audiences will react to your social media marketing strategy. Use your existing client base to understand the demographics of your audience, including information like age, location, income and spending power, preferred language of communication, and interests. These insights will help you to narrow your target market down to a more manageable group, giving you the power to personalize your content and cater to your specific niche.

Engage in social listening: 

Social listening is one of the most effective ways to define your target market and gain deep insights into what makes your audience tick. With social listening, you’ll monitor direct feedback and relevant discussions on your social media channels. This will help you to compile lists of topics your target market might be interested in, learn about competitors in your industry, and gain insights on essential opportunities you might want to take advantage of. By engaging in social listening, you’ll form a better understanding of who your audience really is, and who you should not be targeting with your social media marketing efforts. 

Experiment with different approaches:

When you’ve gathered information and insights through studying your customers and social listening, you’ll need to experiment with different approaches to your social media marketing strategy. Write copy in different voices, post content on various social media platforms, and create ways for your audience to engage with you through competitions, polls, and lead magnets. Through experiments, you’ll find which approaches, styles, and topics attract the attention of your audience, and you’ll be able to define your target market by matching what you can produce with what audiences want to consume. 

Study your analytics:

From website traffic to social media interactions, you need to get comfortable with analyzing your customer interactions to better define who you want to reach. As each social media platform has its own analytics tools, you’ll need to do some research to understand what their metrics mean and how you can leverage the information you have available to reach your ideal audience. 

Looking for a social media marketing agency to help you to understand and target your ideal audience? Contact WSI New Media Marketing in Greensboro, North Carolina, for more information. 

7 Instagram Marketing Tips That Deliver Proven Results

Ken Bowden - Thursday, January 16, 2020

7-Instagram-marketing-tips-that-deliver-results

Instagram is an excellent marketing tool that delivers great results. Yet, some people don’t know exactly how to use it. For those who are unsure, here are 7 top Instagram tips to integrate into your social media marketing plan.

  1. Switch to a Business Account

That is… if you haven’t already! Instagram business accounts come with a variety of benefits, including a ‘contact’ button to give your followers direct access to you. You also get access to Instagram’s analytics tools, which allow you to see stats for your content. With a business account, you generally increase the chances of your content coming up in your followers’ news feeds.

  1. Use Cross-Promotion

Promote your Instagram account and content on your other platforms. Your followers on Facebook, Twitter, LinkedIn, and other platforms may not have access to your Instagram yet, so invite them to check it out. This simply allows more exposure and helps to improve your brand image.

  1. Be Clever with Your Hashtag Use

There are two kinds of hashtags on Instagram:

  1. Brand or campaign-specific hashtags, which are used to promote your business, and
  2. Content-specific hashtags, which are used within your content.

Be sure to strategize the use of these hashtags carefully.

  1. Focus on Creating a Good Business Bio

A good bio makes a huge difference to users. Make sure you present a good face and explain clearly what you do. Remember to include a profile photo, a good, easy to remember and searchable user name, a link to your website, a short description as well as a call to action.

  1. Strategize Your Content – And Stick to the Plan

Create content in advance, according to a calendar and your objectives. Map out your marketing objectives first and then plan your content accordingly. Schedule your content and stick to the schedule, making sure that every piece of content is posted at exactly the right time.

  1. Use Instagram Stories

Instagram stories work a lot like Snapchat, creating a series of limited-life videos that foster engagement and enable you to connect to a wider audience. The 24-hour life of each video encourages people to watch and share them more than they would with content that they can access at any time. Simply put, all the more people will engage with your brand.

  1. Build a Community Around Your Account

Foster ongoing engagement with your business and your Instagram account by getting to know your audience and engaging with them. Interact with them, ask them questions. Let your audience know that you are not just a business targeting them as customers, but the core of a community in which they have an important stake.

Contact WSI New Media Marketing and let us design a thorough and comprehensive social media marketing plan for your brand.

 

4 Exciting Digital Marketing Trends in 2020 That Will Take Your Small Business to the Top!

Ken Bowden - Friday, January 10, 2020

2020-digital-marketing-trends-for-small-business

Time waits for nobody. 2020 is already rushing ahead regardless, and digital media marketing is running with it. Digital marketing moves as quickly as the technology it uses, so all the world’s top social media agencies need to keep up with the latest trends in order to stay on top of their game. Here are four of the top trends in the practice of digital marketing  in 2020.

  • Greater Personalization

Marketers are using AI to create personalized experiences. Customized content can be delivered to users based on their search history, location, and interests. You can also create product recommendations and content suggestions as well as automate advertising. AIs can also be very effective in automating your email lists. This enables you to hone your targeted emails to a fine edge with mail campaigns that are personalized to the extreme.

  • Sentiment Analysis

Do you want to better understand how customers feel about your products? Social media mentions aren’t always as clear cut as you would want them to be, but now you can analyze their tone with the use of AIs. The AIs analyze posts relating to your brand to understand whether people have positive, negative or neutral feelings about what you do. They can even flag and prioritize negative responses so that you can act on them quicker and take steps to manage your brand’s public image.

  • Chatbots

Chatbots are nothing new. They have been used for some time already as a way to provide customer support quickly and without putting any strain on your staff. They are getting more and more sophisticated now, however, able to provide ever more involved assistance with increasingly more complex queries. Chatbots also streamline customer service and make it not only quicker but also more effective. They can also be used to gather data from their interactions, putting them in a database, which you can then use for marketing purposes, providing information on your customers. You can then use this to perfect your marketing efforts.

  • Video Content for Social Media Marketing

Video content simply attracts more views than any other format. People would rather watch a video than read through even a single paragraph of copy. You can strategize the way you use videos by posting them for limited periods of time – leveraging your audience’s FOMO and prompting a customer to take action. Make use of Instagram Stories for example. You can also add hashtags and get users to engage, thus creating and developing a relationship with your audience and fostering brand loyalty.

If you’re uncertain how to make good use of these trends, you can always hand the work over to a top social media agency that can use all of these methods and technologies to promote your brand. Contact WSI New Media Marketing and let us follow the trends for the good of your brand, through social media marketing, PPC advertising, website design, and mobile marketing among other methods.

 

How to Get Your Business Started on Twitter

Ken Bowden - Monday, July 1, 2019

Getting-your-business-started-on-Twitter

Twitter, the ever-popular micro blogging social media platform, now boasts approximately 330 million monthly active users. With this statistic in mind, it is no wonder why countless businesses are scurrying to get started and incorporate this social media big-wig into their digital and mobile marketing strategy. If you have yet to jump on the bandwagon, here is some advice from one of the top social media agencies – New Media Marketing.

  • Complete Your Profile

A strong bio is of the utmost importance as it will tell potential followers a bit more about your business. And, this could be the deciding factor in terms of choosing whether to follow you or not. Also, be sure to upload a clear image of your company logo – Twitter profiles that do not have a picture have markedly fewer followers.

  • Keep Up with the Competition

Be sure to keep an eye on your competitors’ Twitter profiles, especially those with a high number of followers and engagement. Pay attention to what they are posting and how they are interacting with other Twitter users, as well as who they are following. This will give you a good idea of what you should be doing and how. Just avoid blatantly copying their efforts as this is not likely to be well-received!

  • Get Active

Aside from Tweeting, sharing others’ tweets and following the right people/businesses, there are other ways in which to get active on Twitter and use it to your advantage. Create helpful Twitter lists, for example. These lists allow you to organize the people you follow into specific groups. You can also save searches, which makes it possible for you to organize content based on a specific topic.

Looking for professional assistance when it comes to mastering the art of social media marketing? Look no further than New Media Marketing. As one of the top social media agencies, we specialize in pay per click (PPC) advertising, mobile marketing, SEO optimization, and are one of the most trusted website design companies in the area. For more info, do not hesitate to contact us today.

 

 

A Beginner’s Guide to Building Your YouTube Presence

Ken Bowden - Tuesday, June 18, 2019

Guide-to-building-your-YouTube-presence

Building a YouTube presence takes time, work, commitment, and creativity. The social media marketing experts atNew Media Marketinghave created a beginner’s guide for building your presence on YouTube:

  • TurnYour Watermark into a Subscribe Button

This strategy is like a cheat code for getting new subscribers. You probably already know that you can add a branded watermark to your YouTube videos. A branded watermark is a little icon that sits on the bottom right-hand corner of your video. These watermarks are a great idea because it allows people to subscribe to your channel without stopping the video or leaving the page.

Make your watermark look like a subscribe button by putting it into a rectangular, red box, similar to the YouTubesubscribe button. This simple change can significantly increase your subscriber count.

  • Use “The Top Formula”

It’s no secret that a YouTube channel trailer can turn random visitors into loyal subscribers. The question is how do you create a trailer that actually works? The answer is “the top formula”. This formula is a three-step process that gets results. Here’s how:

    1. Target Audience:

Address your target audience in the first 10 seconds of your trailer. At this point, the person watching your video isn’t sure if your channel is for them. That’s why they are watching your trailer in the first place, so you want to start your trailer off by saying who your channel is for.

    1. Origin Story:

Here’s your chance to explain why you created your YouTube channel in the first place. Your originstory will help you explain what sets your channel apart from your competitors in your niche. It also helps your viewers relate to you as a person, which makes them more likely to subscribe.

    1. Pitch to subscribe:

At this point, your viewer is very close to subscribing to your channel. All they need is a little push. Don’t be afraid to ask people to subscribe to your channel. In fact, YouTube recommends that you end your trailer with an explicit call to action for your viewers to subscribe. Add a five to ten-second screen at the end of your video that displays a prominent subscribe button.

  • ShareYour Contenton Other Social Media Platforms

YouTube is already the second biggest search engine, but you can make sure your video content travels even further by sharing your videos on other platforms. Add a blog post with a short intro to your blog and embed new videos into posts. Share your YouTube video on Facebook, YouTube, and even on Instagram (by adding the link to your bio page).

  • Engage with Viewers

YouTube users regularly leave comments in the comment section below videos. Check back on your videos regularly and reply to questions and queries below. A good idea is to check the comments for future topic ideas. That way, you can start crafting contentthat appeals to your direct target audience.

Need more information about social media marketing? Then contact our local SEO company today.

 

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