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Your Guide to Growing Your Business with a Strong Digital Presence

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If you own a business, you probably spend a great deal of time developing a strategy for attracting and retaining customers. Maintaining a strong digital presence is a cornerstone of any long-term marketing strategy — but long-term business owners and new entrepreneurs alike often struggle to align the parts of their strategy into a cohesive whole.

Fortunately, there are a few shortcuts to success here. Consider the following ideas and get in touch with us for help developing a personalized strategy.

5 Ideas for Amplifying Your Digital Presence

You’ve likely started a blog, searched for “how to improve SEO ranking“, and tinkered with your social media pages for months to years. If you feel that your strategy has stalled or is no longer working for you, it’s time to choose a new direction. Consider these five ideas for raising the bar and attracting more potential customers to your product or services.

1. Produce Standout Content

It’s not enough to produce words on a page. Is your content authoritative, engaging, and helpful to the reader? Ensure that it’s free of grammatical errors and careless typos before publishing it.

For your long-term plan, you should aim to develop your content strategy. Plan posts around a theme for the upcoming weeks and months, and curate content that speaks directly to your potential customers, builds a voice for your brand, and documents what they can expect from you in the future. Document everything for your team — even if you think you’ll remember.

2. Increase Your SEO Knowledge

Search engine optimization can be tricky and frustrating. The best practices for improving your Google SEO ranking also change rapidly. Ensure that the basics are in place by optimizing your content for SEO including plugging in keywords, building backlinks, and investigating SEO tools that will help you do your job.

3. Expand Your Social Media Presence

If you want potential customers to find you in the digital space, you have to spend time there. Do you have active social media accounts? Make sure to interact with people who ask questions, post new content regularly, and have conversations with other professionals who are in the same industry.

4. Be Competitive

When you were first building your business, you probably thoroughly researched market trends, identified your target audience, and looked closely at the competition. The same principles can carry over to the digital space. Consider what your competitors are doing, how they’re doing it, and whether their strategies are working.

If you don’t feel like they’re targeting the right demographic, for example, build your campaign with a target for that specific audience. If their website looks outdated and they don’t post content on the most-used social media platforms, don’t make the same mistakes.

5. Know Your Audience

Finally, it’s crucial to know who you’re speaking to when you’re creating content in the digital realm. Modern marketing is all about creating value, identifying customer personas, and cutting out the fluff to speak directly to what people want. You’re the solution to their problem — and you don’t want to waste time talking to the wrong group of people who may never consider buying your product or trying your services in the first place.

Analyze what’s working (and what’s not) about your current strategy and consider rebuilding or working with a professional to hone your digital strategy.

Work With Unwired Web Solutions

At Unwired Web Solutions, we take pride in honing our services for each of our client’s goals. Whether you need help learning how to improve SEO ranking numbers, identifying your target audience, or generating an entire marketing campaign from scratch, we can help. Get in touch with us to make a plan for your next steps today!

The Importance of Storytelling in Content Marketing and How To Do It Effectively

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Today’s consumers are used to a flood of marketing and tune out blatant attempts to grab their attention. However, there’s a way to get your audience invested: storytelling marketing. This advertising approach isn’t new, but it’s also not easy — the human brain is wired to respond to organic storytelling and can easily tell when efforts aren’t genuine.

There is a way, however, to create an earnest narrative that engrosses the audience while cementing your brand in their minds. The key is understanding the core rules of successful storytelling and incorporating them seamlessly into your marketing.

What Is Storytelling in Content Marketing?

A content creation strategy creates a solid foundation for all other digital advertising. It fills your website with informative, well-written content and produces engaging posts for your blog. High-quality content serves as a vehicle for search engine optimization, encourages backlinks and creates a recognizable brand voice.

However, content on its own isn’t storytelling. Storytelling requires three things:

  1. A protagonist
  2. An antagonist
  3. A narrative

The protagonist is who the audience roots for — the hero in classic tales. While it’s possible to create sympathy for super-human protagonists, the simplest and most effective route is to make them relatable. For brands, this usually means positioning consumers as the protagonist — the heroes of their own stories.

The antagonist supplies the conflict by acting in opposition to the protagonist. Sometimes the antagonist is a person, but it can also be a cultural or societal norm, the environment or the hero’s inner demons. In a marketing context, it could be the glass ceiling, a traffic jam or self-doubt.

The narrative is what we generally think of as a “story.” The protagonist encounters the antagonist, engages in conflict and resolves it. This is where you illustrate how your company helps the protagonist overcome adversity. For example, if you sell coffee, the narrative could be that a young person (a stand-in for the consumer) experiences lethargy (the antagonist) in the morning. Your coffee gives them the energy to greet the day smiling.

What Can Storytelling Do for Your Brand?

Where can storytelling content marketing succeed where other techniques fall short? For starters, it gives you control over the narrative.

Your branding, company history and media reports impact how consumers view your enterprise. Based on this information, people will assign motives to your business, whether accurate or not. Incorporating storytelling into your branding gives you the best tools to influence consumer perception.

It’s also key to getting the audience to identify with your company. Today’s consumers are wary of faceless corporations and more likely to see them as antagonists than allies. Storytelling is so uniquely human that it can bridge the gap between a person and a corporate entity. In fact, the first parasocial relationships were those with fictional characters. Creating a narrative gives consumers the right context to see the human behind the logo.

What Is the Best Approach to Storytelling Marketing?

The fluid nature of storytelling allows brands to craft a narrative unique to their goals. While the specifics of your strategy will vary widely from your competitors, there are a few principles you can use to guide your efforts.

First, be genuine. Audiences can tell immediately when a storyteller is trying too hard, which comes off as manipulative. In contrast, people instantly connect with genuineness because they see themselves in it. To stay genuine, ditch the buzzwords and lofty pronouncements; speak to the audience with words they understand.

Second, know your audience. Who do you want to bring in the door? Whose opinion matters? Understanding these demographics will help you create a narrative that resonates with potential customers.

Third, utilize many types of media. While storytelling is often associated with the written word, there are many ways to spin a tale:

Social media is the perfect place to experiment with the format since algorithms reward diverse media. It’s also an opportunity to invite consumers into the narrative by asking them to share their own stories.

Effective storytelling content marketing takes skill and investment. If you’re unsure where to begin, Unwired Web Solutions can help with our team of marketing experts. To learn more about our services, get in touch online or give us a call. With the right support, you can take control of your story.

4 Ways that Improving Your Content Workflow is Beneficial

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A content workflow is a progression from ideation to generation to publication and beyond. Every business must manage a content strategy to remain relevant in the digital age. Consumers expect companies to contribute meaningfully to their lives through products or provided services and information.

A business that effectively manages its workflow and creates relevant content, distributing it on various media channels important to its target consumer, will maximize scalability and, in effect, profitability. However, not all content creation is about sales conversions. Other goals include brand awareness, consumer engagement, and brand authority.

A business can achieve many things when it improves its workflow. It can also experience many benefits when partnering with an experienced content and marketing expert.

The Benefits of Improved Workflow

There is nothing wrong with a business owner admitting they know little about workflow balances and key performance indicators for content strategies. The problem exists with owners who ignore their lack of knowledge to the detriment of their business.

An experienced digital marketing company, such as Unwired Web Solutions, is more than capable of handling content creation, strategy, and workflows. With an expert managing a company’s content workflows, owners and operators will experience many benefits, not the least of which is more time to deal with day-to-day operations.

1. Organization

When a business tries to manage its content workflows, it tends to lose sight of operations, especially smaller businesses. Content creation and management are time-consuming. If a company cannot afford to hire a dedicated and knowledgeable in-house staff, it will struggle to balance fundamental business operations and digital marketing tasks.

Working with a digital marketing agency relieves some of the organizational pressure. Business owners can focus on in-house operations, and the outsourced team can concentrate on content workflows, ensuring a company never falls behind in either department.

2. Consistency

The key to content workflow management is consistency. In a world where content is king, a business cannot afford to let its brand become irrelevant.

If a company wants to remain relevant, it must continually publish new and relevant content. However, it is not enough to publish content; a business must also create hyper-focused content for its specific consumer market.

Unwired Web Solutions is a research powerhouse and can review a company’s performance history to uncover key demographics and consumer data. Understanding the target consumer helps it create relevant, consistent content. Also, knowing the consumer will help ensure UWS publishes on appropriate media channels for the best ROI.

3. Accountability

Developing a content workflow and strategy also means creating and sticking to a publishing and development schedule. Any business owner knows that schedules and deadlines improve accountability.

While a company may struggle to implement content creation into its operation, UWS can take over the role to ensure the business publishes consistent and relevant content to various media channels. Adhering to a schedule is vital to brand awareness, website traffic, and sales conversions.

4. Profitability

The primary objective of any content workflow is profitability. A content creation strategy always contributes to revenue, whether through direct sales or brand awareness.

A business must consider the goals of specific campaigns, however, and the metrics must be essential to measuring success. UWS understands the significance of KPI metrics. It ensures a business is aware of all crucial analytics, including numbers related to goals like brand awareness and web traffic.

The Unwired Web Solutions Model

Content strategy is a vital business asset, but it is challenging for most small business owners to manage in-house. Unwired Web Solutions offer an affordable outsourced solution to content workflows. If you are interested in what UWS has to offer, contact its team for more information.

How Does Google’s Helpful Content Update Affect Your Website?

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Google periodically releases updates to how its search engine works, changing how existing webpages rank for various user queries. Google’s latest update is called the “helpful content update” and the company’s stated goal for this update is to make it easier for people to find helpful content created by and for people. Content marketing services can help ensure that your webpage is optimized for the latest Google update.

What the Update Does

The helpful content update includes a new site-wide ranking signal designed to work with Google’s existing ranking signals to detect low-quality content that does not add value to users. According to Google, this will reward the content that does the best job of providing a satisfying experience for users. According to Google, the update is designed to particularly improve search results related to online education, shopping, arts and entertainment and tech-related content.

All content on a site that Google identifies as having too much unhelpful content may be negatively impacted by the update for several months. Sites with the most unhelpful content may be the most affected by the update. However, once it determines that the site is no longer hosting unhelpful content, the negative impact of the update should stop.

Google’s Definition of Helpful Content

Google defines helpful content as content that accomplishes several goals:

  • Created for a specific audience
  • Trustworthy and credible
  • Features expertise
  • Meets the needs or wants of the searcher

What You Can Do To Maintain or Improve Your Page Ranking

The helpful content update is part of a continuing mission by Google to reward content creators for creating content for users instead of search engines or clicks. As a result, the best way to avoid the update’s negative impacts is to continue following Google’s content creation guidelines.

Google suggests asking yourself six questions to determine if your website will perform well after the new update:

  • Do you have or are you targeting an audience that will find your content valuable?
  • Is there a primary purpose or focus for your site?
  • Will users feel satisfied after reading your content?
  • Are you following Google’s guidance for core updates and product reviews?
  • Does your content contain first-hand expertise and demonstrate a depth of knowledge?
  • Will users believe they have learned enough to accomplish their goal from reading your content?

Content That May Not Perform Well Under the New Update

Google is targeting content that does not add value to the user. For example, sites that aggregate content from other sites without adding any original perspective may be penalized under the new update.

Google also discourages creators from creating content primarily to rank well in search engines and suggests creators ask themselves a series of questions to determine if they are taking a search-engine first approach:

  • Was the content primarily created to attract people from search engines?
  • Was the content created using extensive automation?
  • Did you create the content because it was trending, rather than because it was something of interest to your audience?
  • Are you setting a specific word count because you’ve been told Google prefers it?
  • Does your content promise an answer that doesn’t exist?
  • Are you creating content on many different topics with the hope that some of it will rank well?

Google also cautions against summarizing the work of others without adding value and writing about niche topics for which you have no real expertise.

How Content Marketing Services Can Help

Unwired Web Solutions specializes in creating content marketing campaigns for clients that are optimized to ensure high rankings in search engines but also written for people. We can help you showcase your company’s expertise by creating factual and engaging content. Visit us online to find out more.

3 Ways to Create an Effective SEO Strategy

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Did you know that you will need a solid SEO strategy if you want potential customers or clients to be able to find your website? Fortunately, by utilizing high-quality content, focusing on brand awareness and user experience, and hiring an SEO company in Canada, you can be sure your website will stand out from the crowd and obtain the traffic you need. Your industry is competitive, and without a stellar website that can be easily found and navigated, you will be left in the dust. Find out how the three previously mentioned ways can help you create an effective SEO strategy for your business or organization.

1. Create High-Quality Engaging Content

Some marketers consider content marketing and SEO to be totally different strategies, however, having high-quality content on your website is an essential part of SEO. Without readable, engaging content, visitors to your site won’t have much of a reason to stick around. If too many visitors leave your site because the content is boring, it can greatly impact your search rankings. Here are a few reasons you should make content a top priority in regard to SEO:

  • Incorporating keywords into your content is always an effective strategy. Wisely using important keywords can help you compete with other businesses in your industry.
  • Exceptional content can help you generate backlinks. By generating quality backlinks from trusted source websites, you are more likely to rank higher on Google.
  • Better content generates high CTR. Google will consider your site’s CTR when ranking it. The more users you can entice to click on your links, the better.
  • Excellent content creates a better user experience. Interesting and attention-grabbing content will convince readers to learn more about your products or services.

Creating engaging content can be difficult for many business owners, so it may be in your best interest to hire a professional to do it for you. Even the best SEO company in Canada will tell you not to waste your time filling your website with subpar content that won’t generate clicks.

2. Focus on User Experience and Brand Awareness

No matter what size your business is, you will ideally want potential customers to recognize your company’s particular brand. By establishing your brand, you can stand out from the competition and show off your company’s offerings. SEO can help you establish your brand and improve the experience of your users at the same time.

By focusing on your site’s design, speed, responsiveness, intent, and content, you can improve it and increase your online visibility. No one wants to visit an unattractive, slow website where important information is difficult to find. They want to have a seamless experience on a website that is mobile-friendly and authoritative. When your site is easy to access and find, you can create awareness to show off your brand.

3. Hire an Expert SEO Team

Implementing an effective SEO strategy yourself can be immensely difficult, especially if you don’t know where to start or what to do. There are many unique elements of SEO, and if you aren’t familiar with them, it can be nearly impossible to get your website off the ground. Fortunately, an expert SEO team can help you achieve your goals and draw visitors to your company’s website.

By working with a professional, you can set specific SEO goals and formulate techniques to reach them. SEO professionals have extensive knowledge related to content creation, improving user experience, and helping companies of all types increase brand awareness. Simply put, if you don’t have in-depth SEO experience, a company like Unwired Web Solutions can help you launch an SEO campaign that will get results and improve your company’s visibility.

Learn More

Unwired Web Solutions offers a variety of SEO services to business owners from all walks of life. We understand the importance of having of website that ranks highly and effectively showcases your products or services. We are a leading SEO company in Toronto, Canada and we are more than confident we can help you reach your SEO goals in a reasonable amount of time. Learn more about our services today.