Search engine optimization (SEO) is as vast as it is misunderstood. It’s one of the most essential concepts driving digital marketing
today and a must-know for marketers who want to see their business succeed online.
If you’ve spent as much time as we have researching the ins and outs of SEO, you’ve probably realized that algorithms change often, and
the strategies that work for you one day can become almost meaningless the next. It’s enough to drive even the most level-headed of marketing pros
up the wall.
Still, some things never change when it comes to SEO, and those are t...
As part of our ongoing series of digital marketing strategy webinars, we have assembled a panel of speakers who bring insights and best practices related
explicitly to driving leads and conversion rate optimization in the manufacturing field:
Neal Lappe – WSI certified agency and co-author of “Digital Minds: A Strategic Approach to Connecting and Engaging with Your Customers Online”;
Marty Greif – WSI partner, with over 25 years as a conversion expert;
Steve Condit – WSI certified agency, with 30 years’ experience in manufacturing marketing.
You can watch the recording he...
Throughout April and May this year, WSI conducted a free webinar series to share digital marketing tips, tricks, and best practices that you can use to
overcome the marketing obstacles you are facing in today's business world. Here is a quick recap, plus the recording from our “Ahead of the Curve”
webinar on understanding your target audience in challenging times by Cormac Farrelly from
What is a Buyer Persona?
The best definition can be found in our book, Digital Minds: A Strategic Approach to Connecting & Engaging with Your Customers...
A long time ago, marketing involved a lot of interruption. To get the word out about a product, service, or brand, marketers, and advertisers would place
ads in newspapers, between TV shows and songs on the radio, on building and billboards – hoping to catch a consumer’s attention during some other activity.
Some efforts were more subtle: paying a celebrity to wear a particular brand, or showing a beloved character in a movie using one specific type of
dish soap. Others even more closely resembled today’s content marketing, like educational brochures on a front desk, ...
So you have an Online Store – now what? The adage “Build it and they will come” doesn’t work when talking about websites, as we talked
in part one and two of our blog series.
So you will have to invest at the correct level to drive traffic and for many brands or retailers that translates to maybe 8-15% of revenue – it depends
on the market, product, and how established the business is. The trick will be to develop a marketing blueprint that builds your organic traffic,
forms your loyal customer base while also funding new customer acquisition through paid adverti...
One thing that the Coronavirus pandemic has cemented for me is that adaptability is the key to success. With no time to prepare, business owners
all over have had to suddenly pivot away from tried-and-tested strategies to the unknown and unfamiliar. This shift has led to the growth of e-commerce
(check out our multi-part series on eCommerce, A Guide To Getting Online, with part one focusing on business strategy, and part two focusing on technology) and the rise of online meetings, virtual happy-hours,
and in-home training.
When it comes to transitioning an in-person event to a ...
We concluded our Ahead of the Curve webinar series with a thought-provoking presentation on Defining Your Post-COVID-19 Digital Marketing Plan.
Carlos Guzman, one of our WSI Digital Marketing Consultants from Mexico City, did an amazing job of recapping the strategies and concepts we talked
about over the last several weeks. During his session, he shared eleven steps to help guide you through revisiting your current digital marketing activities
and making the necessary adjustments for today's marketplace.
We know that the company you went into this pandemic with from an operati...
In this second post in the series about getting online (you can find the first part here!), we are taking a look at the technology platforms and decisions you will need to make as part of that process.
You might be surprised that I didn’t look at this first, but in truth, you want to run a business, not become an IT expert. IT will become a more
significant part of your world as an eCommerce operator, but if you don’t get your strategy and mission correct first, and have good content,
then no platform will save your enterprise.
There is no doubt that these are unprecedented times, and while my grandmother might have remembered the ‘Spanish Flu’ living through a pandemic like this
is a new and scary experience. However, if we look at the impact of SARS on consumer behavior in China, then we can get an idea of what might happen
post-COVID 19 – SARS catapulted China forward to be the leading online economy.
eCommerce has been growing quickly and steadily for the last 10 to 15 years as the data from Statistica shows. Still, I believe one of the significant
impacts of COVID-19 will be to accelerate...
The WSI Ahead of the Curve webinar series continued in May with an informative session on web analytics. This time, WSI Digital Marketing Consultant,
Andreas Mueller-Schubert, joined us from the beautiful Napa Valley region in California, USA. During the presentation, he showed how he uses data and
analytics to help pivot and adjust his clients’ digital marketing strategies.
In addition to sharing several tools and tips that you can use to leverage data in your decision-making process, he also talked about the concept of
Many of our webinar attendees had...
Stripe launches in Cyprus
Stripe is now generally available in Cyprus. This means Stripe can now support businesses in 39 countries (29 in Europe) with their complete payments
platform, enabling them to sell to customers around the globe.
This launch was built almost entirely by the teams of Stripe's European engineering hub, that’s everything from new integrations with financial institutions
to extending support for Stripe’s products. The inclusion of Cyprus,the Czech Republic, Romania, Bulgaria and Malta is launch is the result of feedback
from a number of businesses ac...
Due to overwhelming demand, our digital marketing educational webinar series, Ahead of the Curve, has been extended until the end of May. This past Wednesday, we hosted our 7th webinar
and covered the topic of search engine optimization (SEO), and specifically How to Optimize Your Digital Presence During COVID-19.
During this session, WSI Digital Marketing Consultant, Mark Jaimeson, based out of Ottawa,
Canada, shared his seven SEO recommendations and strategies for thriving in this new "normal".
We’ve included a quick recap of Mark's seven tips below, along with the f...
If you’re a regular reader of our digital marketing articles, you’ll know that WSI has been in the digital marketing space for quite some time –
25 years to be exact!
So, when the Coronavirus pandemic hit, we knew we had a responsibility to share our digital marketing expertise and help businesses around the world navigate
One way we are doing this is through our Ahead of the Curve webinar
series, which aims to share digital marketing tips and best practices on key tactics that can help you overcome the marketing obstacles you’re facing
I think it’s fair to say that none of us imagined we’d be where we are today. Nor did we foresee the impact COVID-19 would have on businesses
all around the world.
We know your business has been affected in one way or the other, and we’d like to help you navigate through this crisis, so you are positioned to come
out on the other side stronger.
Over the next few weeks, WSI will be running a free webinar series to share digital marketing tips, tricks, and best practices that you can use to overcome the marketing obstacles you are facing today. Based on some of the rec...
Graphic design matters - a lot. I’m sure many of you would agree. A company’s image can rely heavily on their graphical elements. Look
at companies like Apple, Nike and Amazon. Their logos alone encapsulate each brand’s vision and personality. Each is unique in its own right.
What’s more is that their brand design never fails to carry over into other consumer-facing channels. From their social media handles to their online
ads, outdoor billboards, flyers and packaging, their brand image is consistent, attractive and identifiable.
Impactful design is the kind of stuff...
While it might seem like a lifetime ago, back in January we wrote about Google’s move to de-clutter the first page of search results. And just 8 weeks later, we’ve seen Google make even more substantial
updates that SEO pros should be watching intently.
To quickly recap, the clean-up we discussed two months ago aimed to streamline a searcher’s online experience by de-duplicating search results.
URLs in position zero with a featured snippet would no longer appear anywhere else on search engine results pages (SERPs) as they
had previously. This update was great for u...
A painful reality for today’s business owners is that average, run-of-the-mill digital marketing won’t cut it. Today’s strategies need to outperform your
competition and resonate with customers. Unfortunately, these strategies are fairly complex and in a state of constant change.
A large part of our work at WSI is geared towards helping business owners navigate the digital space. So even though we’re a full-service
marketing agency, our educational and training programs are near and dear to each of
our Consultants. After all, learning from and sharing knowledge with other like-...
Like many of you reading this, I’m writing this blog post in self-isolation. Not because of any viral symptoms - thankfully - but because
this is the new reality for both our personal and professional lives. At least for the time being. And on behalf of our WSI family, I hope you are
staying healthy and continue to take the recommended precautions.
From sporting events to conferences and even air travel, cancellations were announced in droves over the course of the last several weeks. COVID-19 has sparked turmoil around the globe and as we all adjust, businesses everywhere - our...
It’s a sad tale we’ve heard time and time again in this industry: “my ad gets hundreds of clicks, but almost no conversions.” After triple-checking
for broken links or faulty submission buttons and re-analyzing your target audience, you’re left wondering why your visitors still aren’t converting.
Something must have happened while these visitors were on your landing page. Maybe they each experienced web outages at the exact moment they were submitting your
form. Perhaps Chrome, Safari and FireFox web browsers everywhere crashed and prevented anyone from completing the form. (It...
Mere weeks into the new year and Google has gifted all of us with a fairly significant update to featured snippets. And if you've followed our
recent advice to add ‘keep a very close eye on Google’ to your list of New Year’s resolutions, then you might already know all about it.
(And if not, no panic - we got you covered).
In under a week, the update has been impactful and, naturally, a hot topic among marketers and business owners everywhere. I’ll discuss some background
info behind this update, what it’s affected so far, and what you should watch out for as you continue t...
Building your brand takes time and resources, and in today’s connected world, the reputation that you’ve worked so hard to build can be tarnished
with just a few keystrokes. Your company's information can quickly go viral, which is great - if it’s the kind of information that draws in consumers.
Like it or not, what’s said about your company online can make or break your success. Fortunately, utilizing social media and content can help
you to improve your digital reputation.
Be a Social Media Maven
Marketers of yesteryear understood the importance of networking. Heading t...
Here we are: two weeks into a shiny new decade and - if history proves correct - some of you are already struggling with those infamous New Year’s resolutions.
According to research on this, only 8% of those who make a list of resolutions succeed.
(Yikes!) But no judgement here. We’re all guilty. Sometimes life happens and old habits are tough to break.
The thing that struck me recently is the kind of resolutions most people talk about. We’ve all heard the usual M.O. when it comes to resolutions:
“This year, I will save more money…exercise more...quit smoking...l...
We are so close to the holiday break that I can pretty much taste the eggnog. For most professionals, end-of-the-year tasks have
been in full swing for several weeks now. Many of us are powering through this holiday homestretch until the usual festivities mandate we celebrate
with friends and family and/or get some much needed R&R. In our EWorksWSI team we are all looking forward to some downtime for the holidays!
But, until then, businesses everywhere are BUSY:
- the year’s budget, revenue and profits are in review…
- tax documents are being prepped...
Domain Name Ownership Strategy
Your website domain name is important for your company! As a beginning it wasn't easy to register a good domain name for your business. What is it worth to your company now? Think of all investments
your company has made over the years; they are all dependent on your domain name:
Email: Your email addresses are associated with your domain name, if you lose your domain name, you may not be able to recover your
emails (this may depend on how you have the email set up initially). At a minimum you have to contact all your existing clients an...
December is always so bittersweet, what with the holidays and the realization that another year has come and gone. This year, we’re all forging ahead into
the next decade (sounds weird to call it the ‘20s!) and are excited for what is around the corner. I hope you and yours have a wonderful start to 2020.
One of the annual traditions we have around here is our yearly predictions for what’s to come on the marketing front. This tradition dates
back to 2014 (see past predictions for 2015,
2016,2017 , 2018 and 2019)
and it’s a chance for us to analyze past trends, ...