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Archive for the ‘Digital Marketing’ Category

“Star of the Social Scene”

Posted by trinda On May - 26 - 2011

“Star of the Social Scene” – The Huddersfield Daily Examiner, Jan 2011

WSI was recently showcased in the Huddersfield Daily Examiner for a discussion about the endless amount of online opportunities in 2011. UK-based WSI Franchise owner and Digital Marketing Consultant Steve Harvey-Franklin was featured in the Examiner’s Business Profile in an article entitled “Star of the Social Scene.”

As a successful Internet marketing expert and regular speaker at business conferences, Steve encourages readers to explore various online tools that can significantly impact and boost business’ sales.

He advised business owners to avoid shying away from social media networking, especially in today’s challenging economy. Dismissing the common belief that social networking is ‘just for kids,’ Steve’s WSI Yorkshire business aims to help other business owners effectively leverage social technologies.

Here’s a short excerpt from the article:

Everyone is looking for exceptional value this year as the recession bites and people tighten their belts, but it doesn’t have to be all gloom and doom,” says Steve. “Any business can give itself a boost by simply getting online and embracing the technologies and opportunities that are out there. “It always amazes me how many companies do not realise the impact the web can have on their business, especially when it comes to using social media sites or blogging.  ”

Read the entire article here.

To read more about the ways WSI Consultants are transforming businesses around the world, visit http://WSIinTheNews

If  you want to learn more about adding WSI to your Business or becoming a WSI Franchisee please request information here:

Key Performance Indicators (KPI) are the metrics most indicative of how well your digital marketing campaign is performing. These are the big things that “move the needle”.

For example: if you have a high “Bounce Rate” (visitors come to your website and never go beyond the landing page) that is an indication that there is an issue with the relevance of your landing page to the visitor.

There is no one set of standard KPI’s for every business, it really depends on what your objectives are. For example, if you are in a service related industry, the amount of phone calls generated by your online efforts would be a primary KPI. Digging a little deeper, the length of each phone call would tell you even more. Short phone calls (under a minute) might mean that no one answered the phone and no message was left. Longer phone calls are a good indication of customer engagement.

“Time on Site” is often an indicator of how relevant and engaging your site is. “Pages Visited” may indicate if your sales funnel is set up properly. The impact of any particular KPI may not be readily obvious. It often takes some insight to look past the numbers to find their true meaning.

Key Performance Indicators are somewhat unique to each type of business, and their individual objectives, but here are a few that I consider relatively universal:

Some KPI Definitions

Visit – This is when someone visits one or more of your web pages with 30 min or less time in between page visits.

Visitor – A visitor is a person that visits your website. Visitors can be broken into 3 categories:

1. New Visitor – This is only measured once for visitors who have never been on your website before. It is different than a unique visit because a unique visit is measured over a specific period of time.

2. Repeat/Returning Visitor – This is a person who visits your website two or more times over a given period of time, this is only measured once over that given period of time.

3. Unique Visitor – A unique visitor is a person tat comes to your website for the first time during a specific window of time. Usually daily, weekly or monthly.

Conversion – Conversion is when a visitor or customer completes the action that you want them to take, for instance, making a purchase or filling out a web form.

Examples of Some Key Performance Indicators

General KPI

  • Average Time on Site – This is based on the assumption that if a person searches for a particular keyword or phrase, and they visit a page on your site, if it has relevance to what they were looking for, they will spend more time on that page than if they found information that was not very relevant to their search.
  • Page Views / Visit – This will tell you how many pages a visitor to your website views on each visit. Multiple page visits will affect this multiple times.
  • Page Views / Visitors – This is very similar to page views / visits except that it ignores the amount of visits that a specific visitor makes.
  • New Visitors / Visitors – Measures how many of your visitors are first time visitors; this is good for telling you how many new potential clients/customers are visiting your site.
  • Repeat Visitors / Visitors – Shows you how many of your visitors are returning, therefore showing you the site’s ability to attract visitors or customers back to your web site.

The Importance of KPI – Taking KPI to the Next Level

Developing the best KPI for your Internet marketing goals will allow you to measure how well your different strategies are working to positively affect your business objectives. They can give you a warning sign to let you know what is working and what isn’t working. Once you are able to determine the results from examining your KPI, you can make the important adjustments to fine tune your sites effectiveness.

KPI’s may require more analysis than meets the eye. You might want to enlist the services of a professional digital marketing specialist. Sometimes it’s just a matter of interpreting your current data, and other times actual experiments might need to be setup to measure cause and effect of incremental changes. Professional digital marketing consultants with the right tools can even do a Competitive Analysis on the KPIs of direct competitors in your industry.

For further information about the WSI Opportunity

Digital Marketing Success Story: Wall Street Insititute

Posted by trinda On May - 10 - 2011
The Wall Street Institute started its business of providing English lessons in a very small office in Bogota, Colombia. They quickly decided to have an active online presence, aiming to develop a website, a massive email-based campaign and a comprehensive digital marketing strategy.

A WSI Consultant based in Colombia developed the entire online campaign and the site for them.

After only 60 days of digital marketing efforts and activities, the Wall Street Institute received a phone call from a very large oil company which employed almost 20,000 people! Wall Street Institute met with the oil company and they were selected to teach English lessons to their large group of employees. With a client of that size and caliber, Wall Street Institute definitely started their business on the right foot.

Wall Street Institute personnel said that if they were planning to pursue an appointment with the management from this oil company before they had established an online presence, they never would have been given the chance to talk. Here, a strong digital marketing strategy undeniably made the difference between a failure and a success story.

Blog Marketing for a Job Search

Posted by trinda On May - 8 - 2011

Blog marketing isn’t just a powerful digital marketing method to build up your business and to increase your sales or business leads. Blogging can also work to develop your own personal reputation online. This can all be used to develop your personal strategy and brand to find a new job.

You can use blogs to voice your opinion on topics that you are interested and passionate about to establish an online network that is interested in your ideas.

Use blogging to develop your career in two ways

  1. You can blog about industry specific information and develop your own personal brand as the expert in your industry. This is very effective if you strategically seek and select the topics that aligns with your career plans. Some of your readers will search for you to do work with them as you develop your own audience.
  2. Resumé blogging. You can use your blog as an in-depth resumé that the top search engines can index. This makes it easy for the widest group of potential employers to find you. Your resume blog can be much more in-depth than your traditional 1-3 page paper resume. You can include postings on career stories, projects and even major accomplishments about you.

Your resumé blog can be a great way to publish your portfolio to the widest group of employers online. Your resumé blog can help you so that employers can find you instead of traditional job searching methods like searching through crowded job boards and job newspapers.

The focus should be about you

The focus should always be about you and what you have done or what you can do. As you blog about your past and current jobs, always stay away from discussing any confidential information. This will usually include information about customers, financials, technology and fellow employees to name but a few.

Disclosing personal and confidential information on your blog can hurt your career opportunities. Not only could you attract a bad reputation for making confidential information public, but potential employers will not want to risk hiring you.

By marketing “yourself” with blogging creates new opportunities with a wider audience than traditional marketing.

Social Media Will it Pay in your Business?

Posted by trinda On May - 5 - 2011

Not so long ago, social media seemed so different and new that it was treated as a fad or trend of sorts.

While that view does  still exist to some degree today, it’s become clear to many that social media is no longer the “new thing” in marketing.

The proper way to really view social media from a small-business owner’s point of view is as more of an evolution in marketing rather than a revolution. If you do not envolve with your customers needs then someone else will.

Traditional marketing methods such as print advertising, direct mail, and public relations are still relevant forms of marketing but social media is now more a part of everyday marketing and needs to be considered at the strategic level for your marketing spend. Social media and Internet marketing can offer your business ways to generate leads online much quicker and more cost effectively with the ability to measure the actual results.

So, rather than asking yourself if you should or should not use Facebook or Twitter , the question is: “How can Facebook and Twitter help you achieve your marketing objectives?”

So What is Social Media?

Well, that’s a good question. And the complete answer could fill pages without really deliveringthe clarity that a small-business owner might desire.

So here’s the simple definition for the purpose of this education. Social media is the use oftechnology to co-create, know, like, and trust. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.

Social media, and by that I’m lumping together blogs, social search, social networking, and bookmarking presents the marketer with a rich set of new tools to help in the effort to generate new business, retain existing business and become customer centric.

As a business owner or marketer if you are still questioning if social media is relevant today then please watch this great video below then ask yourself the question again:

embedded by Embedded Video

YouTube Direkt

Today, the digital world has permeated every aspect of our lives. From the way we spend our time to the way we spend our money, how we do business, how we interact with each other, how people buy from us and how we educate. It’s changed the way we communicate. It’s changed the way we entertain ourselves. And it’s really changed the way we seek and receive information.

This video really helps one to understand the business shift in marketing, business and communications between people and businesses.

embedded by Embedded Video

It’s a highly competitive market; business has no guarantees. Leveraging new technology and tools to diversify your portfolio will help you stay relevant. Equip your business to provide the additional value your clients are looking for.

Businesses in particular need to understand that if you are not servicing your clients with leading edge digital media solutions someone else will.

Before the internet offline ads were enough to reach new customers, but now that your target audience is consuming more online media every day, you need digital advertising to reach a digital consumer. Before digitization the occasional post card or phone call with a special offer was the best way to remind customers about your business, but now that digital consumers are managing their personal and professional relationships online, you need to engage them where they are most likely to respond; and before digitization, word of mouth referrals happened offline between two people, but now that your customers are expanding their social networks online, word of mouth referrals happen instantly between your customer and the hundreds of people across their entire digital network.

As consumers we demand that businesses educate us the way we want, make research and purchasing a rather easy task, help us easily navigate through tons of information so we can make the best decisions in a short period of time.

Blogs vs Websites

Posted by trinda On May - 2 - 2011

Blogs are today’s online magazine that more and more people are turning to for their information. Businesses have adopted blogs and are using blog marketing as a major digital marketing strategy to build up their brand and attract new customers.

  1. Active: Blogs are active while websites are passive. Blogs broadcast their content out to the web via RSS every time there is something new. Websites, on the other hand, wait to be discovered by search engine spiders. It’s like the difference between fishing and hunting. You can sit and wait for fish, or you can actively hunt and pursue.
  2. Faster: Blog posting and syndication is almost instantaneous. Blogs distribute information very quickly and efficiently. Because blog feeds are similar to news feeds, information spreads in minutes instead of days or weeks. Blogs are a great place to kick-start marketing campaigns for new products and services.
  3. Loyalty: It is easy for visitors to subscribe to a blog so they can view new postings as soon as they happen. Blogs encourage repeat visits with content being delivered to your favorite reader or delivery by email. Compare this to bookmarking a website which depends on the visitor to come back.
  4. Current: By their nature, blogs have regular fresh content and they are more up to date. Blogs tend to deal with breaking events and technology insights.
  5. Interactive: Blogs invite participation and interaction. Blog conversations are encouraged providing multiple viewpoints and discussions. Comments can be made easily from each page.
  6. Personality: Blog writing is more informal and conversational. It allows the writer’s personality to make it more alive and interesting. Websites on the other hand are more formal and tend to be written in marketing speak.
  7. Easier: You don’t need to understand HTML to publish your thoughts and opinions. The content management systems on blogs allow you to type, format and add pictures as easily as you can in a word processing program.

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