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Digital Marketing

You are here: Home / Archives for Digital Marketing

How to Amp Up 2020 with Digital Marketing Goals

January 28, 2020 //  by Luke Middendorf

The start of a new year is a great time to set goals for your business and create a solid plan for achieving them. As you gather your team and discuss what you want to do this year, don’t forget to make a few resolutions for your business’s digital marketing strategy. Choose whether you want to improve on 2019’s strategy or go in a new direction.

Here are 5 digital marketing goals that any business can do:

1. Audit your current strategy

Before you can make headway on any other resolutions, you should first take a step back and assess what is and isn’t working. A digital marketing audit should review these components of your strategy:

  • Spend – Did the amount of money that you spent in 2019 produce a positive ROI? 
  • Campaigns – Which were your most valuable marketing campaigns and can those be increased in 2020?
  • Waste – Which marketing and sales activities did you lose money on in 2019 and can those be eliminated or improved in 2020?
  • Target Audience – Do you have clearly defined your buyer persona’s to ensure that you are targeting your potential buyers and influencers? 
  • Channels – What were your most valuable marketing channels?
  • Reach – How effectively did you engage your target audience across your digital channels?
  • Content – Did your 2019 content development strategy help build your marketing assets? 
  • Conversion – How well did your conversion perform and do they need more attention this year?
  • Integration – Are all your marketing channels, digital and offline, cross-linked and integrated?
  • Analytics – Are your marketing analytics telling you what you want to know? Are your current analytics even able to help you easily conduct this audit?

Each year your marketing strategy should continue to evolve and improve. 

2. Update your SEO strategy

As Google’s ranking algorithms are always changing so it’s important to keep pace in your SEO strategy. If you’re wondering where to start, here a few SEO tactics to meet the shifting trends:

  • Instead of writing for your keywords, write for your customers.
  • Integrate buyer personas, customer feedback, and marketing analytics into your strategy.
  • Optimize your content for the way people search: voice searches and question-based queries.
  • Don’t forget the technical details: make your website is fast, mobile-friendly, and structured to reflect the buyer’s journey.
  • Strengthen your expertise, authoritativeness, and trustworthiness. Bring offline credentials, certifications, and customer resources online.
  • Develop content that is easy for users to read and Google to crawl, like FAQ’s and How To’s.

3. Dive into content marketing

If content marketing isn’t already a part of your digital marketing strategy, 2020 can be your year. Many businesses avoid content marketing because they believe it is too time consuming. Or they are not sure how to develop and execute a worthwhile strategy. Depending on the business and their marketing team, those can be fair concerns. But if you consider these benefits of content marketing, it may be time to reconsider:

  • Great content can attract and keep great customers when it’s developed with them in mind.
  • A variety of short- and long-form content can grease your conversion funnel.
  • Most digital content doesn’t cost a thing to publish. It can help you reach more potential customers across many channels.
  • High-quality content elevates your trustworthiness and establishes your authority in your industry. This is something your customers will value and Google rewards in their rankings.

For a few tips see: 6 Powerful Steps for SEO Blog Writing

All those things considered, if your marketing team doesn’t have the bandwidth or expertise to pursue a successful content marketing strategy it may still seem out of reach. Yet, that is where professionals like WSI Connect can help. Leverage the expertise of your marketing partners. Reap the benefits of content marketing without overwhelming your workload.

4. Secure your data

With all the data your digital marketing team has worked hard to gather, and the increasing popularity of cloud-based software to store and manage it, data security is of the utmost importance. A breach can damage your reputation and wreak havoc on your systems. Resources and protocols should be in place to combat WordPress hackers, malware, and/or bots. Better securing your data is a worthy – and necessary – resolution.

For WordPress users: Important WordPress Security Tips to Consider

5. Take advantage of automation

Marketing automation software can transform not only how your marketing team spends their day, but also how they think. When the repetitive, time-consuming tasks of digital marketing are automated, your team can devote their time and creativity to the bigger picture. For many businesses, the impact of this shift is hard to overstate.

Marketing automation software is designed to capture leads, develop relationships, and assist moving potential customers through your conversion funnel. This essential marketing tool can have a range of capabilities such as:

  • Email marketing with segmented campaigns, behavior trigger emails, and A/B testing
  • Lead nurturing with a lead database, drip campaigns, automated alerts, and lead scoring
  • Social media management with a single interface, post scheduling, and messaging
  • Analytics and reporting with multi-channel analytics, conversion rates, and ROI

And these are just a few of the tasks most software can take on. With a humming marketing automation system in place, when innovative marketing ideas come along, instead of asking “How will we find the bandwidth?” your team will ask, “When can we start?”

6. Analyze your efforts

An essential part of any marketing strategy is the ability to track campaigns, the amount of effort and money invested and measure ROI.

  • Identify which marketing campaigns are driving new leads and new customers
  • Look at website activity in Google Analytics to understand content performance
  • Utilize the information you gather to improve, expand, or eliminate campaigns

More about Google Analytics: Understanding Google Analytics: Key Metrics

Need advice on your 2020 marketing strategy? 

Click for a FREE Consultation
(and discover why you should work with WSI Connect!)

Category: BlogTag: Digital Marketing

Webinar Recording: How to Build a Competitive Analysis for Your Business

August 13, 2018 //  by Luke Middendorf

Webinar Intro:

The content below is an excerpt from the webinar posted above.   In the webinar, we compared two different Montessori schools so that we could provide a clear example of how we start to build a competitive analysis.

How to Build a Competitive Analysis for Your Business

The goal of a competitive analysis is to identify your competitors’ weaknesses and strengths to see how your business compares to theirs. This will show you the areas in your digital marketing strategy that need improvement, which can help you reshape your strategy to stay ahead of the competition.

Our competitive analysis process is fairly in-depth, so instead of walking you through the entire process, we’ll go over the most important elements with which you can get started right away.

Our Competitive Analysis Process

When working with a client, the first thing we do is schedule a discovery call. This helps us to understand their business, their target markets, and their goals for growth. From there, we gather data about the client and their competitors. Once we complete the template, we conduct a data analysis to identify areas of opportunity and present our key recommendations to the client.

A competitive analysis includes two types of deliverables:

  • an Excel spreadsheet containing the raw data, and
  • a PowerPoint presentation with the key findings.

You can see a detailed example of the Excel spreadsheet and the PowerPoint presentation in the above video. The Excel template is available upon request.

The Core Areas of a Competitive Analysis

A competitive analysis consists of seven core areas:

  1. Market opportunity
  2. Website trust signals
  3. Reputation management
  4. SEO performance
  5. Paid search
  6. Other digital marketing strategies
  7. Website technical performance

Evaluating market opportunity involves using search terms and keyword ranking to identify the client’s potential in the market compared to their competitors.

After identifying their market opportunity, our first priority is to identify each company’s website trust signals and determine areas of improvement for the client. This involves going through a list of key points and seeing how many of them are present on the client’s website (see the above video for a detailed example).

From there, we compare the reputation management strategies of the client and their competitors on sites such as Google My Business, Facebook, and Yelp. We also look at various factors of the companies’ SEO performance to see how well their websites rank in search engines like Google or Bing, as well as how much they invest in paid search per month.

Other digital marketing strategies we evaluate in a competitive analysis include email marketing, social media marketing, display advertising, and remarketing. And finally, we evaluate the client’s website technical performance: average load time, utilization of Google AMP, CDN, etc. Note that these last two areas are generally for analyzing companies in highly competitive industries, so they may not be necessary for a competitive analysis of your business.

By building a competitive analysis for your business, you’ll be able to compare your company to your competitors and identify core areas of improvement in your digital marketing strategy. Get started with this tool today to stay ahead of the game!

Need help building a competitive analysis for your business? Watch the webinar video above for a detailed walkthrough of our process, and learn more about our Digital Marketing Competitive Analysis service!

Category: BlogTag: competitive analysis, Digital Marketing, reputation management, SEO

Local Residential Contractor Enlists WSI for SEO

July 27, 2018 //  by Luke Middendorf

Mares & Dow - WSI Connect

Mares & Dow Construction Inc. is a longstanding partnership of 37 years between Archie Mares, Dennis Dow and hundreds of great customers throughout the San Francisco Bay Area. They offer a range of construction and home improvement services such as general contracting, building custom homes, home remodeling, skylight installation, foundation repair, retaining wall construction and commercial remodeling. At Mares & Dow Construction they ensure customer satisfaction by providing quality service and great products in both new construction and remodeling projects, with a staff of hard-working employees. With half of new clients coming from referrals, it’s no secret customers truly appreciate their work.

Mares & Dow Construction is partnering with WSI, one of the nation’s largest digital marketing network to expand their visibility online. WSI began with learning about Mares & Dow’s business and the audience they seek to attract to understand what digital marketing strategies would best fit their needs.

WSI will develop an advanced SEO program beginning with a technical website audit to prepare for SEO optimization. This SEO optimization process includes developing an SEO page level strategy and page development, as well as link building through on and off-site content creation. After an extensive keyword analysis and site structure review, WSI has identified two pages to start SEO efforts:

  • Home Remodeling Contractors: http://www.maresdow.com/home-remodeling-contractors-2/
  • Residential Skylights – https://www.maresdow.com/skylights/
  • Foundation Repair – https://www.maresdow.com/foundation-repair/
  • General Contractors: https://www.maresdow.com/general-contractors/

Moving forward, the SEO program will focus on the development and syndication of content relevant to their audience. This will include SEO optimized blog posts both on and off-site, social media posting as well as monthly reporting.  Offsite content will be published on WordPress, Weebly, and Blogspot. With an SEO optimized website and long-term link building, WSI expects to increase both their visibility in SERPs as well as driving more traffic to their site.

Category: BlogTag: Digital Marketing, search engine optimization, SEO

Essential On-Page SEO Techniques

May 7, 2018 //  by Scott White

The key products and/or service pages need to rank well in Google and to do this they need to have the best on-page SEO techniques. While, these tactics can increase a page’s SEO performance they should be part of a larger strategy for your website that also drives traffic and improves domain and page authority. The success of a single page’s SEO comes down to providing content that is relevant to a users’ search in a high-performing, easy to digest format. Your SEO page (website) needs to use and integrate keywords that tell Google what your content is about and provide a great user experience.

Core On-Page SEO Techniques

Tell Google What your Content is About with Keywords and Links

  • Keywords: Keywords are the words users enter in a search engine. They are also the main information Google uses to connect a users’ intention and with its search engine results page. However, there are a lot of different keywords someone can use to look for the same content. For example, “Concrete” and “Lightweight Concrete Contractor” are two keywords users could type looking for the same thing – concrete – but the latter is much more specific. It is also used less frequently. These specific but rarely used keywords are called long-tail keywords.
    • Google also looks for words in your page found in content related to those keywords. This is called latent semantic indexing (LSI). For example, “ready-mix” can be a LSI term for “Concrete”. A good SEO keyword strategy includes top keywords, long-tail keywords and LSI terms. There are many tools available to identify the right terms to use but two popular tools are Moz’s keyword explorer to identify keywords and LSI graph to find LSI terms.
  • Links: Links also help Google understand what your webpage is about. This is done with both links to other pages on your site (internal links) as well as external sites (outbound links). These links should point to relevant pages, which enables Google to reinforce its understanding of what is on your page by putting it within the context of the content on the pages you link to.On Page SEO Techniques - Types of Keywords - WSI Connect Digital Marketing

Integrate Keywords into Quality Content and Meta Tags

  • Great, relevant content: Be careful to not create content that overly uses keywords. Once a standard SEO strategy, keyword boosting creates hard to read content and is no longer favored by Google. The primary function of your content needs to provide the information your users want. When this process works, keywords are integrated seamlessly into readable, relevant text because your page’s content matches users’ search intent and keywords well.
  • Keyword placement in meta tags: Tags are placed within a website’s code to provide the browser information about a webpage’s content. These tags include:
    • the title displayed on the tab in the browser,
    • page description,
    • image filenames and their alternative text (the text displayed if an image cannot be loaded by a browser), as well as
    • the URL address text itself.

Including keywords in these tags informs Google what your page, media and overall content is about.

  • Keyword placement in webpage text: Keywords should also be incorporated into the text of your website. Include the main keyword:
    • In the first and last sentences of the webpage
    • (H1) heading
    • Incorporate long-tail keywords into secondary headlines (H2, H3, etc.)
    • Incorporate keywords as well as LSI keywords into the text occasionally. These keywords can be emphasized with italics or bold type and should be incorporated into the anchor text (the highlighted text) for links, particularly the first link on the page.

On Page SEO Techniques - WSI Connect Digital Marketing

Provide a Great User Experience

  • Keep users engaged: A high bounce rate, or a percentage of user visits that include only one page, is a strong indicator that visitors are not engaging with a page. You can monitor a page’s bounce rate by using Google Analytics. A high bounce rate does not indicate a specific problem but rather it is a symptom demonstrating that there is an issue with your website’s page. By contrast, a page that keeps users engaged will keep visitors on the site longer and viewing more than one page on average per session.
  • High quality media: Text is not the only type of content on a webpage. Visual content more quickly captures an audience and should be integrated throughout your page. Other media should be as relevant and interesting to users as the text itself.
  • Page layouts for different devices: A responsive website is simply a site that responds to a browser’s viewing size. Since mobile search eclipsed desktop search in 2015, users as well as Google have favored sites that have a great user experience on multiple devices. Designing a site mobile-first will ensure that you have a good experience on mobile, and one that is more likely to translate to a positive desktop experience as well. Providing a desktop-type experience on mobile is cluttered and will contribute to low user engagement and a high bounce rate.
  • Fast load time and secure page: We are all impatient internet users. A page that does not render properly, has too many ads or pop ups, or is simply slow, is more likely to be abandoned by a user before s/he read its content. Low marks in any of the above performance metrics will also contribute to a high bounce rate. Google will also penalize a webpage if it is not securely delivering content via https. High page performance metrics are essential for giving yourself that opportunity to engage users with content.

Using On-Page SEO Techniques

The above SEO techniques are tips for you to improve your website’s ranking and your core services or product pages.  Improving your website’s ranking and individual page rankings within search engines will help ensure your product/company is found and attract your targeted audience.  Search Engine Optimization is just a piece of a comprehensive digital marketing strategy. Contact us today if you have any questions about our SEO services or would like to schedule a no obligation discovery call.

Category: BlogTag: Digital Marketing, on-page SEO, search engine optimization, SEO

The Conco Companies Retain WSI Connect for a Fifth Year of Comprehensive Digital Marketing Services

October 26, 2017 //  by Luke Middendorf

The Conco Companies Retain WSI for a Fifth Year of Comprehensive Digital Marketing ServicesThe Conco Companies are one of the USA’s largest commercial concrete contractors, and holders of the Guinness World Book of Records record for the largest continuous concrete mat pour, on the Wilshire Grand in LA.

WSI Connect is affiliated with the WSI Digital Marketing Network, one of the largest digital marketing networks in the world, with over 800 offices in 81 countries.

Given the strength of our respective organizations, it is only fitting that WSI Connect and Conco have agreed to strengthen a mutually beneficial partnership that has dramatically improved Conco’s online presence and lead generation. Since Conco engaged WSI in 2013, traffic to their web site has increased by 185% and leads have increased by 10 fold.

Over the next 12 months one of the primary focus areas will be Conco’s brand of cellular concrete called ConfoamTM. This product is dramatically lighter than traditional concrete mixture because it has an agent in the mixture that expands creating bubbles in the finished product. The following SEO pages have been optimized to rank for keywords related to this new initiative.

https://www.conconow.com/commercial-concrete-contractors/confoam/foam-concrete/

https://www.conconow.com/commercial-concrete-contractors/confoam/lightweight-concrete-contractors/

https://www.conconow.com/commercial-concrete-contractors/confoam/lightweight-concrete/

https://www.conconow.com/commercial-concrete-contractors/confoam/cellular-concrete-contractors/

https://www.conconow.com/commercial-concrete-contractors/confoam/

https://www.conconow.com/commercial-concrete-contractors/cellular-concrete-confoam/

In addition, Conco will be expanding its presence in the booming Portland Oregon market. WSI will be supporting this expansion with the content additions and optimizations below.

https://www.conconow.com/locations/commercial-concrete-contractors-portland/

https://www.conconow.com/locations/commercial-concrete-contractors-portland/structural-concrete-contractors-portland/

https://www.conconow.com/locations/commercial-concrete-contractors-portland/concrete-contractors-portland/concrete-forming-contractors-portland/

Conco and WSI Connect are looking forward to a mutually beneficial relationship for many years to come.

To learn more about how WSI Connect can help with your digital marketing efforts, contact us today for a free consultation. 

Category: BlogTag: Digital Marketing, search engine optimization, SEO

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WSI Connect was founded to help local businesses grow and succeed with digital marketing.   We collaborate with our clients to understand their goals, key differentiators, values, and target markets. From there we develop and implement highly effective digital marketing strategies.

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