Partnering with a third party vendor is an essential business need for many organizations. But this also exposes them to unnecessary risks which can have a catastrophic effect. The latest WSI client provides Vendor Risk Management Solutions to help businesses with assessing and managing their third party vendor risks, thereby mitigating damages and losses.
The company provides a flexible and easy-to-use vendor management system, which can help businesses identify and mitigate their vendor risks on an ongoing basis. Today, more than 15 leading Life Sciences Organisations, Health plans, Financial Firms and other leading industry customers rely on their managed services and solutions. However, despite demonstrated success in their field, the company was not successful in tapping the internet for acquiring new customers. Their internet presence needed work and they lacked a well-defined strategy to reach their target audience online. Partnering with WSI has been one of the prime decisions taken by them to meet this challenge head on and emerge as a proven leader of their industry in the digital world as well.
WSI has been brought in to create an implement a digital marketing strategy for them, and help them generate online leads from their web presence. The process started an IBA to establish goals, challenges and expectations based on which the strategy was created. After careful selection of just the right keywords related to their services, high quality optimized content was created for the web pages. This was followed by other website on page and off page optimizations and site analysis and improvements.
The website has been optimised for the following keywords-
- Vendor Risk Assessment
- Vendor Risk Management
- Vendor Management System
- Vendor Governance
- IT Vendor Management
- Vendor Risk Management Software
- Vendor Risk Management Companies
The off-page strategy also includes creating and posting content on the company’s blog and a few external platforms including Blogger, Weebly and WordPress.com.
Besides, providing the high quality blog content, WSI is also starting with publication of the video content on the company’s YouTube Channel.
Along with a strong SEO strategy, WSI is committed to efficiently monitoring and tracking results and making adjustments and improvements in the tactics as needed. Early results of this campaign are showing all the positive signs of success, we cannot wait to get them new leads using the digital strategy!
This blog was originally published at https://wsipromarketers.com/blog/it-vendor-risk-management-company-partners-wsi/
Cascade Mountain Tech, a high quality outdoor gear manufacturer, has teamed up with WSI to initiate a world class SEO campaign for their ecommerce site, CascadeMountainTech.com.
Cascade Mountain Tech was founded with one goal in mind, exploration belongs to everyone! As a result, they aim to make quality outdoor products accessible and affordable to everyone. So, everyone can get high quality trekking poles, sleeping bags, camping cots camping chairs, super coolers and much more at affordable prices.
All of their products go through intense audits and they ensure that industry standards are not just met but exceeded. Additionally, they provide replacement parts at affordable prices so that you can repair equipment without the need to completely replace. Why, because in the wild stuff happens!!
Cascade Mountain Tech products can be found on Amazon, at Costco and of course on their website at CascadeMountainTech.com
Initial on page SEO for Cascade Mountain Tech is complete and you can see examples of their optimized pages here:
The off-page optimization for Cascade Mountain Tech is ongoing. In addition to registering the company in various business directories, we also do on page blogging, 3rd Party blogging, as well as blogs posted on Blogger, WordPress, Weebly, Squarespace, and Tumblr. These blog posts will have topics ranging from Camping with kids, Hiking and Trekking Pole tips and advice to Tips on Selecting and Preparing a Roto Molded Cooler.
These combined on-page and off-page optimization efforts should drive their website up in Google rankings. Monthly reporting will be conducted with key leadership to keep them informed of the progress we are making.
This blog post originally appeared at: https://www.wsiexpertinternetmarketing.com/blog/cascade-mountain-tech-teams-with-wsi-for-seo-campaign/
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 could happen, right?!)
As convenient as those scenarios would be, unfortunately, the more plausible answer is that – (bear with me here) – you are sabotaging your own landing page.
Don’t worry. It happens to the best of us. And as luck would have it, the self-sabotage is typically pretty easy to identify. If you’re finding yourself in this my-landing-page-isn’t-converting rut, let’s talk about a few of the most common mistakes we’ve seen plenty of businesses make.
#1: Loading Time Lag
Sometimes I can’t believe how often I still see this problem affecting landing pages. Your time, effort and money will be wasted if your visitor leaves before your landing page finishes loading. As the digital space evolves, user expectations on load times becomes much more demanding. According to Google, 53% of users will leave a site if it takes more than three seconds to load. The same research shows that the average site takes 15 seconds to load.
Do not let speed be your landing page killer. A few factors that might be affecting this include:
- A slow hosting provider
- Poor image optimization
- Unclean web code
- Too many server requests
- Gigantic web files
Speed test your load times regularly and aim for the 2-3 second sweet spot.
#2: A Disconnect From Your Ad Design
When you’re attracting hundreds of clicks with your ad, but converting next to no one on your landing page, the disconnect is sometimes in the design. For example, we’ve seen eye-catching, beautifully designed ads which lead to a landing page with an entirely different look and feel. While both might look great and follow all the best practices of designing for conversions, the graphic disconnect is enough to confuse an already aloof web user.
Let’s take a look at this example below from an old Wealthfront campaign. (source)
Their Facebook ad featured an illustrative element which didn’t carry over into their landing page at all. By merely scanning the two mediums (and let’s keep in mind that users often only scan online!), it doesn’t even appear that they’re a part of the same campaign.
#3: Giving Your Visitor Too Many Options
Chances are your audience is a part of the general, working public who are balancing responsibilities, family time, finances, deadlines…the list goes on. Your landing page should be a simple, stress-free zone, offering clarity and a single purpose.
I’d bet a bottle of wine that we’ve all come across countless landing pages with far too many call-to-actions and options to choose from. For marketers and businesses, this is conversion leakage; for visitors, it’s a potentially confusing experience – one that could dissuade them from continuing on.
Don’t underestimate the value of giving your visitor less choices on a landing page. Take Geico, for instance. There is zero confusion whatsoever on what a visitor should do on this landing page. One choice is an easy conversion.
Another simple example is this Neil Patel creation for Crazy Egg. One call-to-action; one field to complete; one conversion point. Straight to the point and no conflicting noise on the page.
#4: Thinking A Mobile Responsive Design Will Cut It
Chances are many of your ads are running on social ad networks. Most of this audience, if not all, will likely be engaging through their mobile phone. And if there’s one thing about consumer behavior I want all businesses to understand, it’s this: your mobile visitors behave differently from your desktop visitors!
Mobile audiences have much higher distraction levels to compete against; their intent is different. To trust that your landing page’s desktop design will captivate a mobile audience is sabotage with a capital ‘S.’
What’s valid for desktop design will not always be valid for mobile design. Don’t leave the work to your responsive template and hope for the best.
Take it from the authority on conversion, Neil Patel, who talks much more about this subject in “The Anatomy of a Mobile Landing Page That Converts Like Crazy.”
#5: Failing to Allow Auto Complete
I’m not going to sit here and tell you that your form is too long. That’s really up to each team to decide what customer data you need to gather. So – while shorter is typically better – if you can’t compromise on the number of fields, it’s your job to do everything in your power to make it easier for a visitor to complete your landing page form. Allowing for autocomplete is a great way to make the customer experience painless and quick.
Both Chrome and Safari (provided that the user enables the features) will support the autocomplete feature. And it’s a matter of utilizing the appropriate HTML attributes. For instance, to allow autocomplete for an email field, your HTML code would be “<input type=”email” name=”customerEmail” autocomplete=”email”/>”. (Learn more about form control here).
Additional autocomplete features can be leveraged through the users’ device features like voice, GPS and their Contacts. Put yourself in the shoes of a visitor who only has 30 seconds to spare and investigate different, creative ways you can eliminate form friction.
The best way to identify which parts of your landing page might be turning off your audience is through research. Dive deep into your data to discover their intent and what kind of friction you’re inadvertently causing. Start with one key element and tweak from there.
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 that many small businesses hope to achieve for their own brand. But the reality is that graphic designers aren’t always available for your day-to-day needs. Maybe their bandwidth is short; perhaps their quote for a project would have broken your budget. The point is, it’s not always viable to have a graphic designer involved every single time you need a visual piece created.
Unfortunately, this is one of the most common challenges small businesses face. Creating visually appealing designs that represent your brand and bolster trust among customers usually takes time, a specific skill set, and expensive design software. But what if it doesn’t?
Today I want to outline a web app that all small businesses should keep in their arsenal for those times when leveraging a professional designer just isn’t doable. Please, for the love of brand marketing, do not succumb to using clip art or stealing online images for customer-facing materials. (Yes, I’ve seen this happen). There’s a better, professional way to fake your design prowess.
An Intro to Canva
First, let me say that this post is not sponsored. We don’t have any affiliation with Canva. I just genuinely find this tool extremely helpful and, more importantly, simple for us non-designers.
Canva is an online app that lets you create fast and easy designs. The Pro level account starts at $9.95 US a month with a free 30-day trial.
I have a free account and, to be honest, it’s all I’ve ever needed. Depending on your particular needs, the free account might be enough! Budget-friendly tools are such a bonus.
Design Practically Anything
This is where Canva has the edge over other design apps I’ve used. They have a massive library of over 50,000 ready-made templates to leverage. Simply select a template to start with, edit the text, select an image from their library (or upload your own imagery!) and you’re ready to download. Most of the templates, fonts and images are free, so teams with a limited budget especially will love it. Others, I’ve noticed, start from as low as $1 so it’s not likely to break the bank.
Template categories vary for needs too. Brand new businesses can start by exploring Canva’s pre-made logo templates. From there, templates for business cards, stationary, brochures and even websites are available. My favorite thing about their template library is the variety of designs they provide to suit different styles, audiences and industries.
For example, suppose you start a small catering business and need to quickly create new, affordable business cards. Here’s a glimpse of some of the pre-made business card templates they have if you search for “catering.” (There are even more templates I didn’t capture in this shot!)
Now if you do have a graphic design background, you’ll probably like the familiar editing features available. Similar to Photoshop and Illustrator, Canva allows you to create separate canvases to work within. Typographic designers can adjust the tracking and kerning of text. You can even define specific Hex color codes for your design elements if you need to.
So whether you’re an amateur designer or you have an advanced graphic designer on your team, there’s plenty of inspiration you can draw from Canva’s collection of templates, images and even fonts.
Content Marketing, Social Media and Canva
Around here, content marketing is always a hot topic. How to produce fresh content, best practices for appealing to your audience, learning what content is share-able, standard image dimensions for social channels…the list can seem endless.
Needless to say, the content marketing world might be a little foreign to the same small catering business I referenced earlier. What’s a caterer to do when their competitors are all over visually-driven channels like Facebook, YouTube, Instagram and Pinterest?
This is where Canva can fit into a full blown content strategy. Here’s a glimpse of key features I like:
- Social media standard sizing – when it comes to social media images, one size does NOT fit all. Twitter header sizes differ from Twitter post images; same goes for Facebook ads and Pinterest’s pins. Optimizing your imagery for each individual channel can determine how eye-catching your content is to your audience. TIP: See “Social Graphics” templates for an entire collection of pre-made graphics for Instagram, Facebooks ads, YouTube thumbnails and even Etsy shop icons. Dimensions and resolutions are all taken care of for Canva users.
- Variety of display ad formats – new businesses in particular might not realize that ad sizes can heavily impact conversions. Catering businesses everywhere can rest easy knowing that Canva’s web ad templates come in standard sizes for leaderboard, skyscaper, rectangle, inline rectangle sizes and more. So you don’t have to worry about learning all the different sizes!
- App integrations to streamline workflow – a great feature to all teams looking to scale or boost efficiency is Canva’s tool integrations. Canva can connect to other popular third party platforms like Mailchimp, LinkedIn, Pinterest, Twitter and more; loading Canva designs directly onto platforms can be a huge productivity boost for any online strategy. TIP: If you’re a larger team or have an outsourced designer, the integrations with Slack, OneDrive and WeChat promote quick, easy and real-time collaboration.
Canva is a powerful tool in a small package. Learning how to use Canva to make impactful images, which you can across across multiple platforms and channels, is something every marketer, team and business owner can start doing today. The ratio of time/effort vs the impact Canva can have on your marketing efforts is the exact type of big win every business needs to make the jump to that next level they’ve been striving for.
About the Author
Cecilia is a member of the Marketing & Communications team at WSI Home Office. In addition to working closely with our certified agencies, franchisees, and suppliers, Cecilia also heads up WSI’s Google Alliance Group which focuses on paid search trends and best practices.
Summary: The rise in usage of ad blockers means that digital marketers and their clients have to address users’ concerns when it comes to tracking and ads.
With digital natives growing older and having more control over their digital experience, we’re seeing a strong correlation with the increase in the use of ad blockers. This is nothing new – the advertising industry has seen a steady increase in the adoption of ad blockers, rising from approximately 21M users in 2010 to more than 180M users worldwide in 2019. In fact, in the US alone they’re seeing over 75M users using ad blockers on their browsers.
And it makes sense – digital natives are comfortable with technology and used to making it work to their ends. But what does that mean for digital advertisers and their clients?
What Are Ad Blockers?
Ad blockers – also known as content blockers – are simple software programs that prevent ads from being shown on websites. They are typically browser add-ons that you can add to Chrome, Firefox or Safari. And even through there are dozens of alternatives, the most popular ad blocker add-on in the market is AdBlock Plus.
By removing ads from webpages, page loads time can improve considerably and can also reduce data usage – something that is good news for people with limited data plans or who live in areas with slower networks.
Another benefit of ad blockers is that they can block the tracking and behavioral monitoring technology that profiles user behavior. So if you’re someone who doesn’t want their online browsing monitored or their browsing preferences sold to advertisers, ad blockers can be an attractive way to guard your privacy.
Who are Digital Natives?
The term Digital Native describes a person who grew up in the digital age. These are children, now young adults, who rather than having to learn about technology as adults, grew up with it from childhood. This exposure to technology in their formative years means that digital natives have a greater familiarity and understanding of technology than the generation that came before them.
So Why is this Important?
Taking the micro-view of the situation, it doesn’t seem like that big a deal. So what if users are blocking ads on their browsers? Shouldn’t users have a choice as to what they want to ingest on the internet?
And the answer is yes, of course. But if you take a step back and look at the macro-view, you start to see the long-term impact that the adoption of ad blockers can have.
The reality is that the majority of websites on the internet exist thanks to online advertising. Everything from blogs about labradoodles to sites like the New York Times depend on online advertising revenues. That money helps pay for the writers that produce the content, the hosting costs, the maintenance of the site – everything.
This simple idea is what originally made Google billions and billions of dollars – people visit a site they like. They see an ad for a product they find interesting and they click on that ad – the site owner gets a bit of money from that purchase, the product seller is able to sell their product and the user is able to buy what they like. Everyone is happy.
Ad blockers disrupt all of this. A person with an ad blocker add-on installed on their browser could visit whatever site they like and never see an ad. If they never see the ad, they can’t click on it nor can they buy what the ad is selling – that means that the site owner doesn’t get their money and the product seller can’t sell their product.
This little extension added to your browser is having an impact on the keystone piece of the whole modern internet experience.
What Can Advertisers and Business Owners Do?
While the situation can seem dire for advertisers and their clients everywhere, there are some good news:
- Users have spoken loud and clear as to what kind of ads and site activity they find intrusive – if your strategy is too aggressive in following users across multiple devices, if your ads are annoying or irrelevant, you’re going to get blocked.
- Users are taking their data management more seriously and expect the sites they visit to be trustworthy.
- Users are willing to undo ad blocking on sites that are giving them content they want.
This information can be used by responsible advertisers to ensure that their advertising strategy employs tactics that won’t chase away their visitors and potential customers. That means:
- Committing to creating ads that aren’t disruptive. That means no pop-ups, no auto-playing video ads with sound, no large sticky ads and no prestitial ads with a countdown.
- Having a website data policy and being clear as to what your visitors can expect when it comes to tracking cookies, data storage, etc.
- Creating excellent content that makes visitors want to support your site and prompting them to turn-off their ad blockers to read further.
So What’s Next?
Digital Natives are going to continue to make up a bigger part of the digital population. And that means addressing their concerns when it comes to their privacy and their digital experience is going to become more important.
Business that work with their digital marketing consultants to ensure that their online presence doesn’t cause friction with their visitors and potential customers are going to be better able to navigate the changing demographics. And business that are unwilling to recognize this new reality will see the impact to their bottom line, sooner or later.