Influencer marketing for baby boomers

Influencer marketing for baby boomers

The idea that influencer marketing only works on the younger generation is being disproved, with baby boomers increasingly becoming more of a target.

The perception that social media marketing should be aimed exclusively at young people is one that has been challenged, particularly given that Americans over 55 contribute 41.6% of consumer spending.

 

Influencer marketing during a pandemic 

The COVID-19 pandemic has forced those in the digital marketing space to reassess their strategies, given the changes to our daily routines and ways of engaging with brands. People are using more data at home and 80% of consumers in the U.S. and UK say they consume more content than they did before the pandemic.

Baby boomers had embraced social media before the pandemic; since 2012 there has been a 17% increase in the number of baby boomers who use Facebook and a 43% increase in the number who own smartphones. Those that have them are on their smartphones five hours a day, which is almost as much as millenials.

Given that the older generation is more vulnerable to COVID-19, their resulting isolation has also caused certain changes in their behaviour online. More baby boomers are using online shopping or communication tools such as Zoom or Facetime to stay in touch with loved ones.

This means that brands have a unique opportunity to reach this generation, which has more money and time on their hands than younger people, through strategic content marketing.

A great way to achieve this is through influencer marketing, although the selection of the right influencer is key. The right ambassador with the right message which resonates with either the baby boomer generation or their children has the potential to reap major digital marketing rewards given the resources at their disposal and increased time spent engaging with technology.

Contact WSI for more insights into how influencer marketing for baby boomers can help your brand grow.

How Covid19 has changed the face of web businesses

How Covid19 has changed the face of web businesses

We’ve been under house arrest for most of 2020. As lockdowns ease and work beckons, here are 6 post covid19 trends for web design businesses:

Working from home 

You’ve baked 100 banana breads, tried all the jigsaw puzzles, washed your hands and behaved yourself. Now it’s time to get back to work. The thought of waking, showering, actually wearing clothes and driving to an office seem alien concepts.  It’s much easier to work remotely from your home space. Agencies need to re-think the flashy corporate offices, expensive rents and weigh up the dead time stuck in traffic. Rather scale down, stagger shifts, use hot desks and aim for minimum in-office presence. 

Meeting apps have matured

Lockdown has provided us with the time and opportunity to get to grips with new group chat apps that allow colleagues to get around an electronic table. Where there was once only Skype, Zoom is now flavour of the month thanks to Covid19 with 200 million daily meeting participants in March 2020, and a month later 300 million! Likewise Google Meet has upped its game. Don’t forget to dress for a virtual meeting even if only from the waist up. Think about your appearance. Look professional. Control your kids and pets.  No cheesy pictures on the wall. 

The possibilities are endless

Web design is advancing at the speed of light. The array of tools and apps now available together with their corresponding tricks and shortcuts is mind-blowing. You need to keep up. Post Covid19, just about everyone is experimenting with Dark Mode – it’s easier on the eye, looks ‘next level’ and is architecturally hip. Perfection is so pre-covid19 as designers are adding imperfections to pristine photographs and hand drawing their own icons and backgrounds. Whilst neon, as a colour, was previously deemed far too cheap and nasty; watch out for electric pastel neon against a black background. It so works.

Tighter Budgeting

The virus has exposed many weak web businesses that were already failing in their systems, with sloppy accounting, late client invoicing and inconsistent quotes. Tighter budgets require more accounting precision. Yes, web design is a very creative business but without attention to the business side, there will be no creative. 

New methods

Business will never be the same again. You need to dare to build new structures and throw out old conventions that no longer fit. Your clients are also feverishly restructuring and innovating and have no doubt switched their strategies to accommodate the new ab-normal. Talk to them ASAP about how they prefer to work now. Check key changes in their staff hierarchy and any radical new thinking. 

Increase your market share

Your web design competitors may have thinned out but this is no time for complacency. First you need to outthink everybody else and be top of your game with your social media and website. Get in first. Reminders, promotions and polite welcome-back communications re-acquaint clients with your offering. Also, if the digital marketing business down the road has closed, it’s a good time to pick up any of their hot web designers.

Six online advertising tactics to sell more during lockdown

Six online advertising tactics to sell more during lockdown

People are more likely to be shopping online during lockdown, which means you need to be investing in online advertising in a whole new way. Now is the time to try new things to get your products and services under the eyes of your potential buyers. Here are six simple online advertising tactics that you can follow to sell more in 2020:

Using digital marketing to sell more 

  1. Keep your content fresh and make the most of it by updating old content and reusing it strategically by changing the type of media. Most written content can be repurposed as video, which is a great way to improve engagement and connect with new audiences.
  2. Get the timing right with your email marketing. Do not underestimate the effect timing can have as consumers are not always likely to open emails. If you send your emails out at the right time, it can translate into more sales.
  3. Get smarter with your pay per click bidding. The next step in PPC advertising is to use smart bidding to make sure that you get maximum value. Smart bidding uses AI technology to make sure that your budget is being used effectively. This is done using data from past search results.
  4. Go live on social media. People are now more than comfortable with video calls and are interested in consuming content in real-time. Take advantage of this by live streaming content on your social media to increase engagement. Any interview or video content can be streamed live instead of being shot beforehand.
  5. Let your audience contribute to your content. By allowing your customers to post their experiences with your brand, you can harness their feedback to improve your offering. Digital marketing and social media reporting platform DashThis scaled their content offering by allowing clients to contribute to their blog and some of these consistently bring in over 200 leads per month.
  6. Make the most of your video content. More than 50% of consumers want to see videos from brands so it is essential to have this as a central part of your digital marketing strategy.

There are always new ways to reach your target audience. Get in touch with WSI OMS now to take your digital marketing strategy to the next level.

Things you need to know about on-page SEO

Things you need to know about on-page SEO

If you want to learn more about SEO for your digital marketing journey, a good place to start is on-page SEO. In this guide, we’ll cover what it is, why it is essential and how you can optimise your content for SEO.

What exactly is on-page SEO? 

On-page SEO simply means optimising your website (and each page on your site) for search engines to ensure a higher ranking and drive organic traffic to your website. Optimising your website for SEO makes it easier for a search engine to find out what your content is about. In doing so, a search engine can easily recommend your content to its users, which is exactly what you want to achieve with your digital marketing strategy. 

The on-page part of SEO refers to the aspects on your website that you can optimise, including the content (text or images), HTML tags (title tag, meta tag and header tag), internal links and addresses or URLs. It does not include external links and other signals that point to your website to drive traffic. 

Why is on-page SEO important?

On-page SEO is crucial for driving organic traffic (that is unpaid traffic) to your website. As search engines and their algorithms evolve, they look for more specific indicators that will tell them if your content is relevant and valuable to their audience. Because search engines are competitive businesses, they want to outshine their fellow search engines by giving users the best possible experience. If your on-page SEO factors indicate that your content is a good match for a search query, your content will get shared by search engines and more people will find your content. 

Ways in which you can optimise your content for SEO

By optimising your content on every page, you’ll have the best chance at ranking highly in search engine results, which is precisely what you want to achieve with your SEO strategy. Here are some ways in which you can use keywords to optimise your content on every page.

Use your target keywords 

Once you’ve picked your target keywords, use them at the start of your content (or as close to the beginning as possible) and use them frequently without being unnatural about it. While your keywords are incredibly important to signal what your content is about, you shouldn’t stuff them into every sentence. Overuse of keywords will make your content useless for humans, and that will not improve your ranking. Remember to include your keywords in your headings and sub-headings (at least one of your sub-headings). 

Tag headings and subheadings

Use (H1) for your main heading and (H2) to tag subheadings. These tags help search engines to understand the structure of your content, which makes it easier to categorise and recommend it to users. If you leave out these tags, your entire strategy won’t crash and burn, but it can help you to make incremental improvements in your rankings by giving search engines just another factor to signal useful content. 

Need help with your on-page SEO strategy? Visit our website to find out about WSI OMS’ digital marketing services

I’ll be speaking about digital marketing for financial advisers on 8 & 9 September

I’ll be speaking about digital marketing for financial advisers on 8 & 9 September

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.

New Features to Boost WhatsApp for Your Business

New Features to Boost WhatsApp for Your Business

Found in 180 countries and boasting over 2 billion users, WhatsApp is the messaging market leader in 133 countries. Especially in countries such as India, Brazil, The Netherlands, Spain, and Italy, the most popular messaging app is WhatsApp. South Africans will not be surprised to learn that Africa is so dominated by WhatsApp that it has increased the continent’s internet usage. (WhatsApp is responsible for 50% of data usage in Zimbabwe!)

It is no wonder, then, that businesses have wanted to get in on the action as part of their digital marketing strategy.

WhatsApp for Business 

Launched just over two years ago, in 2018, WhatsApp Business is a marketing tool which is:

  • Highly targeted. The WhatsApp Filter Tool can filter one million numbers in a just few minutes.
  • Accessible. A perfect example of “mobile-first” design. The WhatsApp location service allows you to send a map with your location to people on the go.
  • Media rich. The mobile marketing application supports videos, images, GIFs, text documents, and vCards. WhatsApp technology creates customer-centric experiences.
  • Free. While the API version has additional features which come at a price, the basic WhatsApp for Business is ideal for small business owners who have a tighter budget. Despite being free, it still offers a verified WhatsApp Account, text modules, product catalogue, opening hours, and tools to automate, sort, and quickly respond to messages. 

Latest Features in WhatsApp 

In recent months, WhatsApp has yet again upped its game. Some noteworthy new features include:

  1. Animated stickers. With Facebook’s eye on merging their messaging apps, this quick way of communicating will already be familiar to Messenger and Facebook users.
  2. Video focus. The advent of COVID-19 bumped WhatsApp’s video call capacity to eight participants. To focus on someone, press and hold to maximise their video to full screen.
  3. QR codes. Avoid the pressure of fumbling with your keypad, and add new contacts using QR codes instead.

Award-Winning Solutions 

For help with your digital marketing efforts, including social media marketing campaigns, and internet marketing strategy, contact WSI for more information.