by Francois Muscat | Jun 25, 2018 | Digital Media Marketing
Data driven digital marketing is a big deal because it’s all about having more relevant conversations with your target audience and customers. It can make a big difference in your digital marketing initiatives because it enables you to craft the right message and send it to the right person at the right time. While this sounds simple enough, it’s really hard to get right without data.
When people are interacting with your business across so many different channels, it can be hard to keep track of conversations. Customers could be interacting with you via social media, call centres, your website, in store, or via their mobile phones. Customers are looking for an experience where regardless of how they are interacting with you, they expect you to know all of this information upfront. They expect a brand to know that they have already filled out a specific form or that they have bought a certain product and that they are calling the call centre to resolve an issue related to their unique situation.
Most people have experienced atrocious customer service at one point or another. How frustrating is it to call a business for help, explain your situation and problem, just to be put through to a different person and have to start your entire story from the beginning? It’s bad enough when this situation happens on one channel, but if a customer experiences this situation across multiple channels when trying to communicate with your brand, it can severely damage your brand’s reputation.
Data driven marketing can solve a number of problems for you and it can significantly enhance the customer experience you are able to offer. Contact WSI OMS to find out more today.
by Francois Muscat | Jun 20, 2018 | Facebook, Social Media Marketing, Social Media Optimization
It’s one thing to have engagement on your Facebook page, but it can be a whole different ballgame to get people to click away from your page and visit your website. Here are a few things that you can do to drive traffic to your website from Facebook:
- Create a post
Sometimes it is helpful to experiment with different types of posts. You may find, for example, that people are more likely to click on your post if you have shared something to Facebook via a link share (as opposed to adding a link within a status update). You can check this data by using a link shortener such as bit.ly that will provide you with link activity information.
Another thing to experiment with is the different times of posting. See how your engagement varies if you post a link early in the day versus later in the afternoon.
- Promote to fans
Once you have created a post, you need to promote your post to people who have liked your page. When you promote your post to fans, you will be able to ensure that around 30% of your fans see the post within their news feeds (as opposed to only 10 – 15% of people).
- Promote to non-fans
You can look into strategically promoting your posts to people who haven’t already liked your Facebook page. To make sure you are targeting relevant people, you can specify precise interests or other relevant information when choosing who should see the post. Custom audiences are also a great way to ensure the right people are seeing your posts. You can create a custom audience of your email subscribers, for example, for this.
Need help with your social media marketing strategy? Then http://www.wsioms.co.za/contact-us contact WSI OMS today.
by Francois Muscat | Jun 18, 2018 | Digital Media Marketing, Mobile Marketing
For the first time ever, Google is ranking your website based on the mobile version of the site as opposed to the desktop version. This could mean big gains in search engine traffic for some people and big drops in traffic for others.
The first thing you need to know about the Google mobile-first update is that you need to have a mobile equivalent of every single page on your website. So make sure that you don’t just have a desktop version of your website – you also need a mobile version.
The second thing you need to do is make sure that all of your pages pass the Google mobile testing tool site. You can put your pages into the Google mobile testing tool to see if it passes the test. You can do this on a template by template basis, so you can check your home page, followed by your category pages, your main service pages, your landing page template, and make sure that all of those pages pass.
In addition to that, you can go inside of the Google Search Console and check out the mobile usability report, which will crawl all of your pages and it will tell you whether or not they are mobile ready. If you do these two things, you will be in a good position to diagnose whatever mobile issue you might have.
Need help with your mobile marketing or digital marketing strategy? Then contact WSI OMS today.
by Francois Muscat | Jun 13, 2018 | Digital Media Marketing, General, Social Media Marketing
Ad frequency refers to the number of times a person sees your ad. This is a data metric that you should keep your eye on because you want to make sure that people aren’t seeing your ad so much that it’s creating ad fatigue.
Facebook ads perform the best when the ad frequency is between 3 and 5 times. So, when someone has seen the ad between 3 and 5 times, it is considered optimal. If a person hasn’t seen the ad at least three times, then they haven’t really seen it enough to take effect (and if they have seen it more than five times, then it is losing its effect and you are also wasting ad money). You can check that you are not exceeding this threshold in the ‘ad frequency’ column of Facebook’s ad manager.
After you have hit the 5 times frequency, there are certain things that you can do. This is when you need to get creative and change up your ad a bit. The change doesn’t have to be huge – you can decide on a simple colour change. The ad basically has to be refreshed because people are becoming blind to it. An ad on Facebook typically hits the 3 – 5 threshold between two to four weeks, so you need to plan how you are going to update your ad. Video ads have a longer shelf life than image ads, so if you are creating videos then you can rest assured that they won’t have to be updated as often as your image ads.
Need help with your Facebook marketing strategy? Then http://www.wsioms.co.za/contact-us contact WSI OMS today.
by Francois Muscat | Jun 11, 2018 | Digital Media Marketing, Facebook, My Insights, Social Media Marketing
About three months ago, Facebook changed its algorithm again and many people want to know what this means for their Facebook Business Page and how it will affect the reach of the content they post on Facebook.
The idea behind Facebook’s algorithm update is to go about removing corporate or public content from their site. When they announced the update, Facebook said that it is shifting the focus of its news feed to promote “meaningful” posts, mostly those shared by family and friends rather than news organisations or brands. Many businesses are rightfully worried because this change in algorithm could spell trouble for the ecosystem of brands that have come to rely on Facebook for revenue.
The truth is that this change isn’t as new as Facebook would want people to believe. Facebook has been removing organic reach from business pages for the past two years, so the reach that you are getting isn’t going to taper off significantly. The new change is mostly directed at news companies such as the New York Times, Buzzfeed and Vox to pay to market their news stories on this platform. Facebook essentially wants to make sure that the news posts that end up in your timeline are shared from your friends and family (in other words, real people) as opposed to news organisations marketing their news into Facebook news feeds.
If you are worried about how social media algorithms may impact your campaigns and social media marketing strategy, partner with the digital experts at WSI OMS. Contact us for more information today.
