WSI Thames # is an internet marketing consultancy that provides solutions customised to individual clients needs and focused on cost-effectively delivering measured business benefits.
The sections below describe some key internet marketing services: search engine marketing (general SEM, search engine optimisation, local search marketing), video marketing, social media marketing, internet advertising, website marketing, email marketing.
# WSI Thames and Targeted WSI Web Solutions are both trading names of Living Streams Consultancy (UK) Ltd.
When people are looking for new information or suppliers on the internet, they rarely directly use web directories. They primarily use ‘search’ and hence for suppliers (product, services or consultancy) it is crucial to know:
- what search phrases are used and how often
- search engine ranking criteria
- how to meet the needs of the searcher and persuade them to make contact
Search results can contain links to webpages, social media entries, images, videos, adverts (e.g. sponsored links), maps entries (e.g. Google Places). WSI Thames helps companies to cost-effectively secure new contacts via web search from its expertise in all three of the above phases.
Search Engine Optimisation
No search engine completely reveals the algorithm it uses to rank. But what is known is that they use different algorithms and prioritise criteria differently – while all are focussed on trying to meet the needs of the searcher.
It is also certain that, to avoid being manipulated into highly ranking links which are not what the searcher wants, they change their algorithms: Google has said that there could be as many as 500 changes a year – though they usually implement one big change every year to eighteen months.
To achieve high ranking for a webpage requires optimisation within page and within website. But even more importantly, for most markets, it now requires significant incoming link building. The last can be accomplished in many ways including the use of social media and activities like article marketing.
WSI Thames can help your company to choose whether SEO is an appropriate strategy for your company and advice, support and implement (flexible) to meet your needs.
Many SEO companies regard their role to be purely the achievement of high ranking. WSI Thames consider the task be to secure cost effective prospects for their client companies – hence our work includes achievement of high ranking, clicks on the ranked links and good (measured) visitor response to the content at the end of the clicked link.
Local Search Marketing
Many companies’ geographic market is ‘local’ rather than national or international. Search Engines identify search terms (keywords) where they feel that the searcher is likely to be looking for a local source and will show local map entries in the search results for these keywords – Google Places in the case of Google. These keywords change over time.
In the UK, there are few keywords where the searchers rarely includes a location in their keywords. Search engines therefore have to rely on the IP address of the searcher (often misleading) or the searcher having identified their location.
To rank the maps entries of competing local providers, search engines primarily use geographic distance from the centre of the assumed location requirement.
WSI Thames has expertise in identifying current keywords where search results include maps entries and current non-geographic factors which influence maps entry ranking.
VIDEO INTERNET MARKETING
Video adds sound, tone and expression to the written word and hence is far more powerful as a marketing tool. Web users appreciate these differences and hence the web video watching statistics have climbed as the technology has become simpler and cheaper to use.
The search facility in YouTube is now the second most used in the world – only being beaten by Google itself. In these circumstances no company can afford to not use video and needs to optimise its video’s to secure high search ranking for targeted keywords.
WSI Thames can provide your company with guidance on the best use of video and provides optimisation services for video. We also have some very cost-effective offerings to enable even fairly small SME to make productive use of video.
SOCIAL MEDIA MARKETING
Social media can take many forms, e.g.
a. networking on sites such as Facebook, LinkedIn or Ecademy
b. media sharing on sites such as YouTube, Flckr
c. blogging on specialist sites such as Blogger, WordPress or as part of your own website
d. social bookmarking on sites such as Stumbledupon, Digg
WSI Thames can provide everything your company needs to effectively use social media marketing – common channel branding, complex Facebook pages, mentoring, policies, support, time efficient processes, online reputation monitoring and management.
Online advertising has two main forms – search and display.
With the former, the web user has input a particular search phrase and your advert is shown because you have targeted that search phrase. Because Google is such a dominant search engine in the UK, the primary system used for this form of advertising is Google Adwords.
Achieving cost effectiveness from Adwords is a complex ongoing process which can be aided by linking your Adwords account to the analytics account for your website. Alternatively, it is possible to optimize Adwords campaigns based on generated phone calls. WSI Thames supplies and supports both approaches.
Display advertising can be triggered by the content alongside which it is shown or the demographic of the web user – pay per click usually applies to both. An example of the former is use of Google Adwords’ content network. Example of the latter are the advertising systems for Facebook and LinkedIn. WSI Thames supplies and supports both types of display advertising.
Internet marketing is no longer necessarily focused on bringing a prospect to a website – some companies focus on the effective use of Facebook pages, blogs, Google Places entries, etc
But in most cases, the website is still the focus and hence all of the investment to get prospects to the company website now requires the website to deliver meaningful contact – e.g. sale, enquiry or registration.
Websites need to be search engine friendly if they are to be effectively optimized to support SEO efforts to achieve high search ranking – many aren’t or are only partially so. Their navigation needs to be very easy to use. The content of highly ranked pages needs to match the needs of the searcher and this must be obvious with a few seconds. Page content needs to be laid out and be formatted to meet the needs of ‘scanning’ (rarely ‘reading’) web users. Calls for action need to be compelling and engender trust. The site content must clearly tell the web user why use of your company is preferable to use of your competition and do so in customer benefit (not feature) terms.
These are the reasons why you need the support of an internet marketing company like WSI Thames when a new website is to be built – whether you use us or a pure website building company to actually code the website.
One of the oldest forms of internet marketing and one much maligned because of poor practice. It is also often forgotten that email marketing is a great way of maintaining contact with existing customers and introducing them to services and products which they do not currently buy from you.
There are now far more ways to persuade suspects to provide you with their email addresses and hence become prospects. Tracking of how recipients respond to your emails is also now far more automated with list segmentation and automated follow-up emails – depending on the email marketing platform used.
The primary reasons why email marketing fail are that:
a. The address list is too small
b. relationship has not been sufficiently built
c. the email address list you’re using has not been adequately qualified / segmented
d. Copy fails to address competitor differentiation adequately in terms of customer benefit
e. The ‘content’ (usually webpage) that you take the email recipient to is insufficiently focused and perhaps ineffective in achieving the desired call to action
WSI Thames has the cost-effective systems you need dependent on the features that you need. We also offer support with your individual campaigns to whatever level you need.