by Francois Muscat | Sep 8, 2020 | PPC
Pay per click advertising should form part of any inbound marketing strategy to maximise the reach of the content being promoted. The two should work together to complement and enhance one another. Once pay per click and inbound marketing strategies are pushing in the same direction with the same goals, your business will reap significant rewards.
Aligning PPC and inbound marketing
While it is common to think of pay per click advertising and inbound marketing as separate strategies, the two can complement one another if used correctly. Paid advertising increases the prominence of your content and sends more people to your website where they can engage further with your inbound marketing content.
In order to run an effective pay per click advertising campaign, you should know who you are targeting, which keywords you would like to focus on and make use of data from testing and analytics to back those decisions up.
Rather than running general ads promoting your brand visibility in a pay per click campaign, use it to promote your strongest content instead, so that consumers are more likely to engage with it. This works best on social media where people are looking for interesting content rather than just information.
Paid adverts have been proven to work even once the customer knows what they are looking for, as long as the content is linked directly to a commercial opportunity. Make sure that your pay per click landing page is aligned to the content of the advert.
Any good digital marketing strategy should look to integrate pay per click and inbound marketing devices to make the most of the money you are investing in paid advertising and the organic SEO content you are creating to represent your brand.
Get in touch with WSI OMS today to get more insights into how to integrate PPC with your inbound marketing strategy.
by Francois Muscat | Sep 2, 2020 | LinkedIn, Social Media Marketing
As a social media marketing platform, LinkedIn is not necessarily the first to come to mind. It has a reputation (unfairly assigned) as a tad stuffy and conservative. However, LinkedIn marketing is a powerful means of driving awareness of your brand and increasing your revenue precisely because the content on LinkedIn is more professional and industry-related. When it comes to digital marketing, 80% of B2B leads come from LinkedIn.
LinkedIn’s Seven Marketing Opportunities
Whether your goal is to increase your brand awareness or to generate fruitful leads, there is a range of features built into LinkedIn to drive these results.
- Pages– Engage with prospects and existing customers using text, links, videos, and images relating to company news, blogs and vlogs, industry news, research, case studies, etc.
For every promotional-type post, you should share four pieces of relevant content.
- SlideShare– Presentations such as webinars, product how-tos and tips, and infographics can be shared with over 70 million monthly unique visitors to SlideShare.
Link your SlideShare presentations to your website to create credible inbound links.
- Groups– Network and boost your standing as a thought leader in your industry by contributing to conversations in Groups.
- Publishing– Stand out as a trustworthy source in your field by publishing your expertise, experiences, and lessons learned as well as pieces on industry trends.
Publishing is available in 20 languages!
- Sponsored Content and Direct Sponsored Content– While both types of ads may be a single image, carousel, or video formats which appear in the feed of targeted LinkedIn members, Sponsored Content Created is visible on your organization’s LinkedIn Page or Showcase Page; and Direct Sponsored Content is not.
- Sponsored InMail– Used to send personalised content marketing material to your target audiences via LinkedIn Messenger.
- Text Ads– These ads appear on the right-hand side or top of the LinkedIn desktop feed and are charged as PPC (pay per click) or CPM (cost per impression).
WSIOMS
Contact WSI OMS for more information on how to use LinkedIn in your networking and marketing campaigns.
by Francois Muscat | Aug 28, 2020 | Social Media Marketing, LinkedIn
LinkedIn, the world’s largest professional network, offers a variety of features to help you reach your ideal customers – LinkedIn Pages, LinkedIn SlideShare, LinkedIn Groups, Publishing on LinkedIn, LinkedIn Sponsored Content and Direct Sponsored Content, LinkedIn Sponsored InMail, LinkedIn Text Ads. But, as with all social media marketing aimed to drive brand awareness and revenue, you need to test and measure your results. Only through actively testing, measuring, and refining can you reach the level of success your input deserves.
LinkedIn has built-in features that are designed to filter your audience, measure campaign results, and help improve your ROI.
LinkedIn Website Demographics
To maximise the impact of your LinkedIn marketing efforts, target your strongest prospects. Use the free Website Demographics tool for useful audience insights – industry, job title and seniority company name, size, and location. Use this data to customise and share content which resonates with those most likely to become leads and customers.
LinkedIn Audience Network
You want your Sponsored content and ads to reach more professionals on LinkedIn and all over the web, right?
Get in front of the right people, block the bad matches, and still stay on budget using the LinkedIn Audience Network (LAN – not to be confused with the lawn dressing or a local area network!)
LinkedIn Conversion Tracking
Having used the tools above to make sure you reach your ideal prospects and influencers, you will want to measure the impact of your LinkedIn Sponsored Content and Text Ads.
LinkedIn Conversion Tracking – part of Campaign Manager:
- Records conversions on your website or landing page.
- Measures leads and sign-ups, purchases and page views, installs and content downloads.
- Identifies the demographics (industry, company location and size, job function and seniority) of people who are becoming leads.
WSI
WSI OMS offers award-winning solutions to all your digital marketing challenges. Contact us for more information on how to use LinkedIn in your networking and marketing campaigns.
by Francois Muscat | Aug 25, 2020 | Digital Media Marketing
I will be speaking about digital marketing for financial advisers at the Glacier IdeasLab Summit on 8 and 9 September 2020. Glacier Insights provides investment professionals and financial intermediaries with information on the markets, and I’m honoured to be invited to speak at the event.
Why financial advisers need the Internet more than ever
I do a lot of work in the investment and financial sector. One of the reasons I enjoy speaking to financial intermediaries and other wealth management consultants is because I understand the challenges they face and how to use digital marketing to overcome these challenges.
Financial advisers no longer control all of the information investors rely on to make financial decisions. Google has made access to all information free.
What used to work for financial advisers – even before Covid – was simple: they are skilled salespeople who would meet prospects face-to-face. They were in control of all the information that investors needed when they were making decisions. Times have changed and the Internet makes owning all the information obsolete. Financial advisers no longer control all of the information investors rely on to make financial decisions. If they want their practice to make waves, the Internet is the most important tool.
My speaking slot will be from 10:55 – 11:25 on both days. I look forward to meeting everyone, and I will be doing a thought leadership article on digital marketing for financial advisers after the event.
by Francois Muscat | Aug 24, 2020 | Content Marketing, Inbound Marketing
Content marketing and inbound marketing are often terms used interchangeably amongst marketers. Neither method is better than the other, and both approaches, when used together, can create fantastic results. In this blog, we go into detail below to examine the differences between them:
Content marketing
Content marketing provides valuable information that will attract and retain customers through social media, Search Engine Optimisation, and PPC. Here are some reasons why businesses should focus on content marketing as part of their digital marketing strategy:
- Almost 30% of all internet users use ad blockers, which means that your organic and paid content needs to be specific and target your audience to be effective.
- Content marketing drives six times higher conversion rates.
- Content marketing costs 62% less compared to traditional marketing plans, while the return is almost three times as high.
Inbound marketing
Inbound marketing refers to the methods used to convert customers by using content marketing, social media marketing, SEO, and branding. This methodology is applied in three ways:
- Attract: Draw in the target audience with content that establishes you as trustworthy.
- Engage: The goal of inbound marketing is to convert visitors into customers by using tools like landing pages, calls to action, etc.
- Delight: Support your customers that have purchased to retain them.
There is tremendous value when combining inbound and content marketing tactics. Inbound marketing is needed because it will make your website great by using methods to compel visitors to take action and convert into customers. Meanwhile, content marketing will make your site attractive to visitors and provide valuable content that optimises SEO for better ranking. By using both, your brand is more likely to succeed online.
WSIOMS offers content marketing and website design services. Contact us today!
