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voice searchIn recent years, voice search has been dominating the search landscape. It has become a convenience to many, allowing everyday users to speak into their devices instead of typing keywords into a search query to get answers. According to Forbes, 30% of all website sessions will be conducted without a screen by 2020. Speech recognition in our devices has also become extremely complex and precise. Although voice search has been around for some time and is not a completely brand new concept, we’ve experienced a technological breakthrough in recent years with the introduction of voice assistants such as Amazon’s Alexa, Google Assistant, and Siri.

As a result, a majority of devices are now optimized for voice search. What does this mean for brands and businesses? It is predicted that half of all online searches will be made through voice search by 2020. It’s now time for businesses to optimize their interfaces, platforms, and websites to keep up with the evolving landscape of voice search.

Here is how voice search will change the digital marketing landscape and what you can do to prepare for it:

Voice Search Will Prioritize Featured Snippets

When you ask a voice assistant a question, they will read the featured snippet of your search query. If you’re not too familiar with featured snippets, they are search results that are featured at the top of Google’s organic results on SERPs (Search Engine Results Pages). It’s important to understand why you need to start caring about On-SERP SEO so that you can begin effectively optimizing your content to attain a featured snippet on Google’s search engine results page. Businesses need to start accounting for a voice strategy and optimize their content for voice search.

Tips to organize your content for SERPs:

  • Create content to answer specific questions
  • Organize your content in a question and answer format
  • Make sure to create high-quality content

Looking to the future, featured snippets will be more valued and there will only be more competition to win a spot at the top of search engines.

Semantics of Search Will Change

When users are using voice search, they often use a more conversational tone. While users may be typing “Brooklyn weather” when conducting a text search, they may ask “What is the weather in Brooklyn?” instead when conducting a voice search. More often than not, users are more likely to phrase queries as a question. Since voice searches are more conversational and natural in nature, it will prioritize the semantics of search queries. As a result, this will affect the digital marketing landscape and marketers will need to reevaluate the keywords used in their content and overall marketing strategy.

Instead of using short keywords in your SEO strategy, make use of long-tail keywords and direct answers to users’ most common questions. It’s time to start paying attention to how your consumers talk. Brands and businesses will need to take into account the tone, word choice, and phrasing used in voice search in this voice search revolution. Reevaluating your content’s keywords to adapt to voice search will help your website rank higher on search engines or earn featured snippets.

Voice Search Will Grow the Mobile-Friendly Environment

People are no longer only searching on their desktops. Hands-free capabilities that come along with mobile devices encourage users who are always on the go to utilize voice search. Whether you’re cooking or driving, voice search and mobile go hand in hand as a convenient tool for consumers’ everyday life.

With users always on the go, voice search is only going to continue to dominate the mobile environment.

Brands and businesses need to ensure that their websites and content are optimized for mobile. It’s time to adopt a mobile-first mindset. Set your business up for success and stay ahead of the game. Around 70% of consumers are more likely to purchase from a business with a mobile-friendly website. From a marketer’s standpoint, it is your responsibility to make sure that your business’ interfaces, websites, and platforms are all optimized for mobile.

Key considerations to become more mobile-friendly:

  • Improve your webpages’ loading times
  • Incorporate vertical content and use larger text
  • Redesign pop-ups for mobile devices
  • Resize buttons and CTAs (Call to Actions) for mobile
  • Make information easier for people to find

It’s time to think with a mobile-first mindset if you want to set yourself up for success in this changing landscape. Work with your teams to develop mobile-friendly interfaces to stay ahead of the game.

Voice Search Will Place a Larger Emphasis on Local SEO

Many people who are using voice search use it to search up local things in their area. Where is the closest gas station near me? Top 10 Italian restaurants me? Nearly 22% of voice search queries are seeking location-based content. Local businesses, retailers, and boutiques should take advantage of this opportunity to build a local SEO strategy. A local SEO strategy can ultimately help drive traffic to your website and boost sales. Not considering local SEO is just another missed opportunity.

Tips to improve your local SEO:

  • Create, update, and optimize your Google My Business Account
  • Gather positive reviews from customers
  • Incorporate local keywords in your content
  • Use location pages or create a location specific “About Us” page

Keep in mind the key considerations in today’s evolving evolving search landscape. Optimizing your content for voice search is definitely one of the content marketing ideas to try in 2019. Seek out voice search optimization services and solutions and work to build out an effective voice search strategy that will help build your brand in the long-term.

30 ways to generate more leads free ebook

WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy.  Simply give me a call or email me at rknutsen@wsiebizsolutions.net to learn more.

As the name suggests, content marketing works by using content to attract and retain an audience. The entire purpose is to provide value and benefit that a build relationships with the target audience and eventually spurs them on towards action.

Content marketing is a less obvious, more subtle approach to building a brand. It’s not about direct promotion—it’s about providing something of value through content. This value may come through knowledge and information, or it might be through the use of humor and entertainment. In any case, the audience should feel that they have gained something beneficial (even if it’s just a chuckle) from the interaction with your brand.

As content benefits the user, it builds trust and establishes authority so that the brand eventually becomes part of the conversation. Of course, the goal is ultimately to bring the audience along on the buyer’s journey in order to convert them. This type of marketing is not meant for a quick sale. Content marketing is playing the long game to build up a business that has deep roots and a firm foundation.

Depending on the goals and needs of your particular organization, various types of content marketing are available to choose from. When beginning a marketing strategy, choosing to focus on just one or two is wise. Then, once you’ve become effective in an area, you may decide to expand your horizons a bit—as long as you can remain consistent.

Of course, the marketing tactics each company uses are based on their personality as a brand as well as who they are trying to reach. Here, we’ll highlight some of the content marketing types that you may want to consider as well as some examples that we think are stellar:

Blog Marketing: HubSpot

One of the best examples of authority within the blogging realm of content marketing is the HubSpot blog. In fact, since they coined the term ‘Inbound Marketing’, we can certainly trust that they have built themselves up as an authority and resource. And much of this has to do with the way that they use their blog to provide valuable knowledge for businesses.

One of the most critical aspects of HubSpot’s blog marketing/content marketing approach is the fact that their resources are easily accessible and available through their content hub. More than just reading recent posts, HubSpot’s archives can be searched by topic and readers can find almost anything that’s ever been written. This means that HubSpot’s articles are evergreen (able to withstand the test of time), regularly updated and placed within an organized system.

Social Media Marketing: Glossier

For obvious reasons, beauty and fashion brands depend heavily on visual content marketing to get their point across. That “picture is worth a thousand words” quote might be old but it’s still true. With more than a million Instagram followers, Glossier is taking its social media marketing game to new heights not only by using pictures, but by getting others to share the love.

Interaction with followers on Instagram, Twitter and the other platforms allows Glossier to build hype and create trust with their target audience. For instance, Glossier re-posted this shout out from a fan and received more than 95 thousand “likes” for it. That’s not too shabby for a post that someone else originated.

Of course, an effective Instagram campaign also includes tons of well-timed, eye-catching photos that educate and remind target audiences of the benefits of the brand. Making content that is on trend and shareable is what social media marketing is all about.

Video Marketing: Old Spice

Arguably some of the most memorable video marketing to date, Old Spice has a thing or two to teach us about getting the attention of the target audience. And it’s no small thing that this 80-year-old brand has seen a renewed life in the past few years.

Starting with “The Man Your Man Could Smell Like”, the brand’s video marketing campaigns have earned millions upon millions of views and become a YouTube sensation. Through their catchy, non-sensical humor, the brand has found a way to get the attention of their audience in the first few seconds of their videos. Viewers are attracted by the clever humor but they also get a good dose of unforgettable branding along with it. But what viewers really love is the fact that it’s about so much more than the brand.

 

One strategy that Old Spice uses well in their video marketing is the Call-to-Action (CTA) they place at the end of each silly video. This encourages sharing with friends and family through YouTube or other social media outlets. Because, who doesn’t want to share a good laugh?

eBook and Resource Content Marketing: LinkedIn

If your brand has valuable expertise, then sharing it should be part of your content marketing campaign. Through eBooks, guides, and other resources, you can provide valuable information that your target audience may be clambering for. It might not be quite as trendy as makeup and hair tips on Instagram, but people really do want/need to learn things about insurance or financial markets, especially when you’re in a Business-to-Business (B2B) market.

LinkedIn is a go-to source for all kinds of B2B information, which means that pretty much everyone who functions within the business world wants an eBook that they publish. Recently, readers were provided with 30 pages of guidance on how to produce successful content marketing in their LinkedIn Content Marketing Tactical Plan eBook.

In offering this valuable information, the purpose is that casual readers will begin to trust the brand, understand what they have to offer and engage on a deeper level. Of course, the book wouldn’t be complete without Chapter 16, which is essentially a CTA that directs readers in how to go further with LinkedIn. Genius? Yes, very much so.


As the marketing world continues to change and grow, effective brands will continue to invest in smart, up-to-date strategies that provide valuable resources to their target audiences. Through these types of content marketing you can engage with your audience, leading them through the buyer’s journey and ultimately turning them into loyal customers.

30 ways to generate more leads free ebook

WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy.  Simply give me a call or email me at rknutsen@wsiebizsolutions.net to learn more.

Today, online video has become very accessible and popular, proving to be an effective way to improve:

  • Customer engagement
  • Increase brand awareness
  • Attract search engine traffic

 

The following 5 tips will help prepare you for a successful video marketing campaign.

  1. Proceed with purpose

An ideal starting point for your video marketing strategy, is establishing your objectives. This will enable you to successfully integrate video into your content marketing plan.

  1. Educate rather than advertise

Videos that enlighten and educate are more likely to appeal over a commercial.  A video series answering common questions is a great place to start and will help demonstrate your expertise.

  1. Don’t let your video sabotage your message

If your viewer can’t see or hear what’s in your video it won’t matter, regardless of how great your message is. You don’t have to be a film pro, but the right lighting and stability will help you deliver your message.

  1. Don’t forget a Call to Action

Include a Call to Action in your video. This leaves your viewers in no doubt on what to do next.

  1. Upload, embed and share

Your video is ideal to share from your:

  • Website
  • Social media profiles
  • Blog
  • Emails and more

Additionally, use best practice search marketing methods to increase exposure from:

  • Google
  • YouTube

If you are not investing in video as part of your digital marketing strategy, you are missing a great opportunity to:

  • Engage your target audience
  • Expand your brand
  • Boost sales.

If you would like help implementing video marketing for your business, get in touch.

WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy.  Simply give us a call or get in touch with us at rknutsen@wsiebizsolutions.net to learn more.

 

IN’n’OUT’s brand value is to offer car servicing the way it should be, which means they need to have an enviable reputation.

The Objective

They believe their online presence needed updating, and before investing, they decided they needed help devising an overarching digital strategy to ensure an uplift in sales. That’s why they turned to WSI.

Where Did We Start?

Our starting point was to conduct a thorough:

  • Competitor Market and
  • Benchmarking Analysis

of their existing digital marketing strategy and then produce a 12-Month Digital Marketing Plan broken down into 90-day deliverables.

Award-Winning Online Reputation

IN’n’OUT’s already good offline reputation was boosted to an:

  • Online reputation management strategy and a
  • Social media management system

putting processes in place to encourage greater online engagement and improve customer communications.

IN’n’OUT was recently awarded Best National Group 2016 in the ‘Who Can Fix My Car 2016 Awards.’

The Results

Their growing online reputation, combined with:

  • Guidance around a 12-month Content Marketing Plan and
  • Measurable search campaign

resulted in IN’n’OUT getting more paid and organic website traffic than they ever had before.

New customers are led to well-constructed landing pages, with eye catching Calls to Action, which has translated into a significant increase in:

  • New leads and
  • Sales for the company

Delivering a Healthy Return on Investment

The IN’n’OUT marketing team now have measurable online processes in place to direct their most successful digital marketing campaigns, including:

  • Mobile messaging and
  • Call tracking

resulting in their digital marketing budget returning a very satisfying increased ROI, giving IN’n’OUT a successful cohesive online presence to build upon in the future.

Not only was the strategy awarded the Best Digital Marketing Solution at WSI 2016 People’s Choice Award, but as a brand, IN’n’OUT centers is fast approaching Best in Class status for the whole UK and their Milton Keynes Center has already achieved Best in Class for the region.

Let’s leave the last word to IN’n’OUT

“Well I think that at the end of the day you want to make money like any business does. We’re putting a large budget, lots of money into our online marketing and strategy.  At the board level that we were asking “is it working?” I can now say, it is working, and this is why! This is the information I have to show you that it is working. As a result of all the activities we are doing, we have actually managed to achieve success, we’ve been recognized on the Best Group in the UK for WhoCanFixMyCar.com. So, these are just examples of various where the activity has borne fruit towards working with WSI.

WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy.  Simply give us a call or get in touch with us at rknutsen@wsiebizsolutions.net to learn more.

 

The lifeblood of any business is a consistent flow of qualified leads. So, set up a successful Lead Generation Campaign to keep your sales funnel full.

  • First, be knowledgeable about your target audience. It will help you create content and offers that will attract your ideal perspective buyers.
  • Second, create an irresistible Call to Action that motivates website visitors into taking the next step.
  • Finally, the design and layout for your dedicated landing page has a direct impact on converting your website visitors into qualified leads.

Now you can start piecing your campaign together using a multi-channel approach to engage your target audience.

Once you have all these in place you can monitor your progress and make improvements.

There can be a lot of moving parts on a lead generation campaign. So, we’ve put together the 30 Greatest Lead Generation Tips, Tricks, and Ideas to help increase your leads and revenues.

If you would like to improve lead generation for your business, get in touch or download our e-book today.

WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy.  Simply give us a call or get in touch with us at rknutsen@wsiebizsolutions.net to learn more.