Do you run your own business and want to set yourself apart from your competitors? Do you want your future clients to see you as leading the way? Then it’s time to consider positioning your business, yourself and your services as industry leaders.
Have you always fancied yourself to be a thought leader or subject matter expert but not quite ready to do that TED talk? Then here is a way to make that happen. This, by no means, may be easy and you will need to invest in professional support but the rewards will be endless, particularly if you are enthusiastic to grow your business.
‘Thought leaders are the informed opinion leaders and the go-to people in their field of expertise. They are trusted sources who move and inspire people with innovative ideas; turn ideas into reality, and know and show how to replicate their success,' Thought Leadership Lab.
Below I’ve outlined a three phase plan for your marketing to ensure you are positioning yourself as either a thought leader, subject matter expert or your company is the “go to” in your industry.
Phase one: client case studies
I have broken this phase down into four simple steps.
Collate and collect the data to write up some impressive client case studies. You can use my case study template here.
Write and edit the case studies so they read well and contain the right storytelling element. My recommendation is to start with three to six. Make sure they feature on a dedicated page on your website, where people can find them. If you work with clients in various sectors, be sure to capture a range of ways you have successfully helped clients.
Pluck out testimonials from the case studies to splash across your website and design graphics to use across your social media channels. Remember: people love social proof.
Share your case studies far and wide. Include them in any tender material, quote and award submissions, digital marketing strategies and talk about them when you meet people.
Phase two: annual content strategy
Devise a complete annual or six month content strategy, tailored specifically for the needs and goals of your business.
Your twelve month content marketing strategy will provide overarching content goals, themes, ways to implement marketing activities to support the reach and promotion of the content and the content will be in alignment with SEO research and other analytical research to meet business goals and objectives in align with your overall strategic business plan.
A great content marketing strategy will undertake an audit and look at and review the existing and potential challenges and provide practical recommendations to overcome them. Try using this content strategy template.
Don’t forget to include your target demographic in your strategy. Find out how to keep your content fresh here.
If you have a book or an ebook or are planning to write one this is the perfect phase to include it in and start promoting it. Here’s why you should write (or get someone to ghost write) a book if you are an entrepreneur.
Phase three: public relations campaign
The third phase focusses on spreading your message far and wide via the media. Having a third party confirm your leadership, especially the media, boosts your credibility and encourages people to believe that you are as you say you are.
A traditional statewide and national public relations campaign to position the business owner or senior executives as thought leaders and industry experts, whilst concurrently positioning your organisation as the “go to” business for the core services that you offer. If you service overseas clients, you might like to consider an international public relations campaign too.
So that’s your three phase plan to position your business as experts in your field and make sure that when people think of your industry, your brand name is at the forefront of your mind. Drop any questions in the comments below!
This year has been a terrific whirlwind for Jones the Writer. More than sixty per cent of small business cease operating in their first three years, so the mere fact that I have replaced my income (from employment) has exceeded my expectations.
Other goals that I have met, include blogging quality content regularly, with the aim to knowledge share as much as possible. To make your life easier I have curated my top ten most viewed blog posts, according to my Google Analytics. Some of these were posted years ago but have had a resurgence in 2017.
My content articles are specifically written with practical advice in mind and the aim is that you should get at least one genuine takeaway (minimum) that you can implement straight away and improve your marketing. So, if you read all ten below, that’s AT LEAST TEN practical things you can do to uplevel your marketing immediately.
1. Social media day
Adelaide's infamous Social Media Day had a host of information to impart. From legal ramifications of social media to tracking who visits your website, this recap has it all. Read here.
2. Easy SEO actions you can do over a weekend
3. How is your business writing?
Writing well to promote your business is crucial to its success. In a digital era of fast paced communications, you need to get your message "bang on" immediately or clients will drift elsewhere. Fix here.
4. Case study template
I'm not surprised that this free downloadable was a popular one! If you haven't already done so, download your template here.
5. Social media mistakes you need to stop
To be upfront, half of the reason this post performed well was due to the Facebook advertising I did in October as part of a campaign for my website. It's still one of my favourite posts, however. Stop these mistakes now.
6. Facebook's algorithm and how it works
If you're unclear how Facebook algorithm works, have a brief read here.
7. What you don't know about freelancers
I bet you didn't know that freelancers actually care about our clients and really want them to succeed and we'll probably go above and beyond to help make that happen. This was a surprise wildcard post and gives you an insight into how freelancers really think.
8. Facebook marketing mistakes
Easy to make (and yet easier to avoid) Facebook marketing mistakes. Find out what they are here.
9. Your marketing demographics
This is definitely one of the most useful content posts I have written. Identifying your target demographic audience is really important and the initial investment can end up saving time and costs. Identify your own demographics here.
10. Content marketing planning
Creating content with purpose can be challenging but incredibly rewarding, both emotionally and financially. Read more about content marketing here.
Even if you implement one new practical tip per day, you could have your marketing flourishing and well on track by Christmas time. I'm always interested to see how businesses are thriving, so be sure to let me know via commenting below or sending me an email on how these posts have helped you.
Content articles and website writing
Writing well (particularly your content writing and web writing) is a key player in drawing in more customers and leads via organic searches, as we’ve looked at previously with easy SEO tips.
If you’re not getting the organic traffic that you expect, it’s time to start including better written and more content on your site. To do this, it’s essential to know what Google determines as good content. You'll need to know what to avoid, how to make it engaging and readable to your target audience with an insight to the importance of setting business goals in order for marketing success!
72% of marketers say relevant content creation was the most effective SEO tactic.
In this article we’re discussing great content. Content can mean a number of things in marketing but in this article I am focusing on discussing content articles, which are online articles that are informative and well written but as they are often commissioned by a business an organisation, they play a part in the sales process. They are not as obvious and glaring as advertorials, they are more closely related to editorial. Although not overtly “salesy” they can occasionally contain bias and will avoid mentioning competitors. We’ll also touch on static website copy (all the other text that sits on your website) and the part that plays in sales and conversions.
Before you consider creating exciting features or content for your website, brainstorm your business goals and what you want to happen when people visit your website. To get the results you desire, set marketing goals from the outset in order to develop an effective marketing strategy that is easy to follow and execute. Identifying clear goals and your “why” will help you understand the motivation behind every marketing activity and help you simplify your decisions.
If your goal is to increase sales, you might consider in your plan to focus on having a user friendly site with clear calls to action to increase conversion rate. Conversion rates indicate the amount of people who visit your site who then follow your call to action which include making a purchase on your site, subscribing to your enewsletter or contacting your business.
Other goals include becoming an authoritative resource in your industry or on your area of expertise, improving interaction with your customers and nurturing new leads to eventually convert them into new customers or sales. To achieve these goals you'll want to establish trust on your website with the content you provide and way you present your knowledge. You’ll particularly want to give your customers a reason to come back to your site.
‘On average, consumers visited at least three online stores before making their purchase and 81 percent of shoppers conduct online research before making a purchase.'
And in the travel industry, 'buyers can visit up to thirty eight sites to plan their holiday.'
To capture those people who are ready to make a purchase upon first viewing of your site or to increase the chances of people coming back, it’s imperative that you foster a sense of trust and knowledge on your product or services. Having compelling content articles and static website copy will instil confidence and security in your potential buyer.
Kissmetrics tells us that ‘Approximately 96% of visitors that come to your website are not ready to buy.’ Give them a reason to come back! If you're looking to establish your brand and its credibility, you'll also need to look at producing great content.
Keywords: the base of your content articles
Good content writing is optimised content and uses intentional keywords in your content. Keywords are the words or phrases people typically search for whilst using a search engine. For example, if you've set up a business selling BMX bikes in Sydney, ensure that you use these keywords and variations of in your content. Avoid overusing the terms, make it readable and enjoyable and importantly informative for your audience, as Google’s ranking system is hyper savvy and will know when you are “keyword stuffing”. Keyword stuffing is the practice of throwing in a bunch of keywords in your content at the expense of good writing. Basically, the more natural and professional you can make your content writing sound, the better.
You can research the top keywords on sites such as Google Adwords, Google Trends, Keyword Tool, Hubspot’s guide to keyword research to find the best key words to attract your audience to your site. To get a good idea of which key words will work, check out your high ranking competitors and the type of content writing and keywords that they use.
Tip: don’t forget to include locations in your keywords, particularly if you are a location based service. For example, one of my search terms is “Adelaide copywriter”, given that I am based in Adelaide.
Once you've figured out your key words, get a feel for what people like to read about and care about. Using the BMX shop example, you might want to write about competitions and races that are taking place in the local area or you might want to write about exciting new and upcoming products that you'll be stocking. Never pad out or over use keywords as this will detract from the quality of your writing and Google search rankings favours well written material.
Have a go at writing your own content and posting regularly and you'll start to see positive reusults. There are a number of copywriting services that I offer to help with this process, all of which I'm excited to help you get tangible results. They are:
If you want anyone to find you through an organic search on the web and want optimal reach, it’s not enough to have a great website; you need to employ SEO tactics even if you only start with the basics.
Incorporating effective SEO techniques is a precarious balance between pleasing the robots and pleasing the people. I’ve always thought our modern world would come to this!
Following on from my post How to top Google’s search results here are some additional tips to that you can easily implement over a weekend to vastly improve how people find your site.
'Successful SEO is not about tricking Google. It’s about partnering with Google to provide the best search results for Google’s users,' Phil Frost, Main Street ROI.
According to Raven Tools, 78% of all SEO issues are related to images.
Include images where possible. An image or two per blog post and page is not only visually appealing but will help the bots that crawl your site and see how user friendly your site is.
Ensure all images are labelled/named clearly and relevant to your text and insert a suitable keyword or phrase into “alt text” section. Keep images at a reasonable size so it doesn’t hamper website loading time.
Google has even told us that it factors in site loading speed into how your site ranks.
‘You may have heard that here at Google, we’re obsessed with speed in our products and on the web. As part of that effort, today we’re including a new signal in our search ranking algorithms: site speed.’
Keep the image size between 100kb and 400kb and your site needs to load within one to two seconds or you have potentially lost most of your site visitors. Sorry to be the one to tell you that. Check your site load speed here.
As you can see from this image, I’ve got a bucket load of work to do to get mine up to scratch. Another item for my “to do” list.
Write terrific content
Make sure it is written well (as if you were a journalist or professional writer). That means that sentences should be cohesive and not "waffley". Standard writing best practices apply throughout your whole website, from blog posts to static web copy to behind the scenes in your meta data description. Maybe now you finally have a legitimate excuse to sign up for those writing classes you always wanted to take?
Spelling and grammar should be faultless. Believe it or not, Google now judges you based on your grammar and spelling (Hallelujah, the writers cry). This pleases me as we’re seeing a lot more credible and well written content on the web, rather than just anyone with a blog and some time on their hands.
Ensure your meta descriptions are up to date, well written and contain your keyword/s. Each web page values from having its own meta data descriptions written well, not forgetting they have to be interesting enough for someone to want to click through to your website, when they read the short blurb on Google. Put simply, these descriptions will need a sales flair that entices people to click, without sacrificing good writing and sentence structure.
SEO leaders, Moz, provide a clear definition of what meta descriptions are:
'Meta descriptions are HTML attributes that provide concise summaries of webpages. They commonly appear underneath the blue clickable links in a search engine results page (SERP).'
Write compelling and keyword rich meta data descriptions. Make sure the meta data description reads really well and has a sales flair that entices people to click, without sacrificing good writing and sentence structure.
And of course, we’ve discussed that it’s imperative to keep your content fresh. You need to be posting new content super regularly (ideally, more than once a week) to appease the spiders.
Stay tuned as this post will be updated regularly with more helpful SEO information.
You may also like to have a look at online writing.
A call to action [CTA] is a concise phrase that you include in your copywriting and marketing material that not only encourage your readers to do something but it demands it! The term itself gives it away – it’s a strong directive that ensures action. The action that you want taken are practical steps that will ultimately lead to a sale, a booking or a purchase.
Examples of call to actions include:
An effective call to action offers urgency. Create urgency to play up to the natural instinct that humans have – the fear of time running out or missing out on something (also known as the scarcity principle). Tell your audience exactly what to do and when – words like today, now, straight away, before too late…
Pick one of your benefits (not a feature) to the consumer and use that as a call to action. For example, a benefit of good copywriting would be that it improves your SEO ranking. Therefore, I could use this benefit in my CTA like this:
Check out this video from Marketing Experiments on the power of a "micro yes" when it comes to call to actions.
Where do you include call to actions?
Include them on each page of your website, each blog post or content article, videos, social media posts, enewsletters and direct email campaigns and in person. Each of your webpages and marketing emails should have between one and three call to actions.
Place one within the first half of your webpage/email/marketing collateral but not directly at the top, as your readers will want to read some credible information first. It's also wise to place one at the end of your copy, to remind and instil your message.
Tips on writing a great call to action:
Don’t forget to include your call to action on your webinars, infographics and presentations or slide shows. You can also verbalise one if you are giving a talk but don’t give more than one. It will most likely be ‘go to my website for more details’.
Here are two clear call to action examples on big business's landing pages:
Do you need an Adelaide copywriter?
Writing effective headlines
You can write the most epic blog content that could set off a bunch of life changing insights for your readership but without a tantalising headline, few people will bother to click through and read it.
Ensure you have a compelling heading for each blog post. Make sure it’s a bit of a tease and that people will want to click on it and read more. Include why someone absolutely must read this post; explain why it will change their life/business/mind etc. The headline must be about the reader and how it can benefit them. For example, How garlic will make you lose weight.
‘With [blog post] titles, it's best to under promise and over deliver. So if you're choosing between uber-compelling and accurate, choose accuracy every time,’ Corey Eridon, Hubspot Marketing Blog.
Here are some things to add that will create punch for an effective headline:
An effective headline should make a reader curious and want more. Here are some types of headlines that have proven themselves to work time and time again:
'Most people will share content based on the headline alone.'
How many words should your headline be?
There's been many different discoveries when it comes to the ultimate headline length for maximum readers. The platform you are sharing on does make a difference but to summarise, Outbrain has found that seven words is an ideal length.
Coschedule similarly suggests that 60-100 characters is ideal.
Do you want to know whether your headline hits the mark? This is my favourite tool when deciding between headlines to use. Try this headline analyser.
Here's how I decided on the headline for this post:
You may also like... How to write great subject lines
SEO writing tips
You know when you type in a Google search term up pops literally hundreds of thousands of pages? How many pages do you actually scroll through to find what you are looking for? Most people only take notice of the first three links; maybe if you have the time, you’ll scroll through two or three pages. So if you want people to find your business, products or services through a standard Google search, you need to be as high up on that search list as possible.
The better you have optimised your website, the more likely it will show up higher (closer to the top of the list) in the search rankings and the more discoverable you are in the world wide web. That’s what SEO means: search engine optimisation.
How does Google decide who gets to go at the top? It has an algorithm that it uses to rank pages, which contains a plethora of factors to ascertain where your site should fall and how interested people will be in reading it.
This week, Mumbrella has summed up the three things are that are vital to get in those vied after top three spots. Those three things can be summed up as:
Here are some really basic and practical guidelines that you can start to implement straight away:
Use other social media platforms to send people to your website. The more people that look at your website; the more that search engines recognise that it’s a well trafficked site and thus rank you higher.
'B2C [business to customer] companies that blogged 11+ times per month got more than 4X as many leads than those that blog only 4-5 times per month,' (HubSpot, 2015).
Search Engine Journal
If you want your business to succeed – that means attracting a lot of sales or high end companies with deep pockets, then you already know you need to be marketing online. But it’s certainly not enough to just have a website and some social media marketing anymore. You need to incorporate content marketing and content writing in your marketing plan; namely content writing or articles.
Online, thе written wоrd drives a lаrgе сhunk оf аnу business's mаrkеting ѕtrаtеgу. Whеthеr you’re ѕеlling jаm frоm hоmе оr a multinаtiоnаl соmраnу ѕеlling branded ѕроrtѕwеаr, the right kind оf wеb соntеnt iѕ imреrаtivе to nоt juѕt driving nеw buѕinеѕѕ but аlѕо to keep your current buѕinеѕѕ rоаring, your customers happy and your staff resources maximised.
What are content articles?
So what are content articles? They are professionally written articles that sit mainly in the digital space, on your website, blog or ezines. The articles are not only well written but add credibility by incorporating thorough research, quotes, statistics and expert commentary about topics or trends that are relevant to the modern consumer, in particular your audience or current or potential customer base. View my client content article samples.
‘Traditional marketing talks at people. Content marketing talks with them,’ Doug Kessler.
Content writing benefits
'Content marketing costs 62 percent less than traditional marketing and generates about three times as many leads.' It's indisputably that content writing (which forms a huge chunk of your content marketing) is one of the most effective lead generation strategies of today. Here's why content articles are vital for your marketing arsenal:
My 2017 prediction:
My prediction for content writing and marketing in 2017? Content will start to get more personalised and - thanks to the advances in data mining and programmatic advertising – will really speak to audiences in alignment with their preferences, lifestyle, hobbies and personality.
Brands will replace traditional advertising processes with high quality content to satisfy a content hungry audience.
And from Jason Demers via Soap Media:
'...in 2017, we’re going to see the rise of ‘dense’ content. Dense content isn’t necessarily long or short, but it packs as much valuable info into as small of a space as possible. Users are tired of fluff content and their attention spans are continuing to decline, which will lead to a preference for denser content, which provides value while eating up as little time as possible.' Read more SEO predictions from Soap Media here.
‘To be momentous, create content with purpose,’ Russell Sparkman.