If you’ve only recently started exploring social media marketing tools to promote your business online, the terms ‘Content Marketing’ and ‘Copywriting’ may not mean a lot. They could just be terms you’ve heard of or read about. The aim of today’s post is to define what they are and suggest how to use them both to get better results from your online marketing.

And if you’ve been blogging and networking online for a while, there may be still be tweaks you can apply and benefit from.

Sam and I recently gave a short talk to the Chichester Chamber Breakfast Group where we shared an overview of the importance of Content Marketing, what it is and suggested quite a few different ways to create it.

Our definition of Content Marketing is this: it means moving way beyond having a brochure or other way of offering information about your products & services. It means delivering best practices, case studies, success stories, thought leadership – anything that will help you become a trusted resource for your customers and prospective customers. 

Content marketing will help you build credibility – as someone who knows what they’re talking about; build trust – as you share tips and successes; build your brand reputation – as you’re seen to be a part of the online networks and communicating with other respected persons.

Content marketing will help you generate leads for your business and nurture them until the point of conversion. But only if the content you provide is of high quality and useful to your prospective clients.

So where does Copywriting come in?

My definition of Copywriting is that it’s the way you put together your content in order to encourage the consumer to take the action you want them to. This means that online Copywriting can apply not only to webpages and blog posts, but also to podcasts and videos. After all, you still need to put together the words to record.

Professional Copywriters command very high fees because their copy is so effective. They’re the people who write the sales pages you read on websites – the ones that have you reaching for your credit card – and taking exactly the action they want!

But most content should not be a blatant sales pitch! If it is you will quickly feel the cold draught of people leaving your blog, unsubscribing from your newsletter, unfollowing and defriending you. That’s yet another skill of a great copywriter – their copy is very subtle indeed.

However most of us can’t afford to hire a professional copywriter. So we need to learn how to write (create) the content ourselves, in such a way that we get good results too. Copywriting areas to pay particular attention to include:

Headlines – these are possibly the most important part of copywriting to learn to do well, and we’ll be devoting a new post to this topic very soon.

Structure and readability – you want to guide your reader and present content in a way that is easy for them to understand. Doing this will encourage blog visitors to stay on your site for longer.

Relevant Content – Give your newsletter readers and blog visitors the kind of good quality content they’re looking for and keep them happy!

Rapport Building – Your online articles and updates may be the only way you connect with some prospective clients, so the tone of your copy is an important part of forming a relationship with them.

Call to Action – This is the part of copywriting so many people either forget or get wrong. What do you want your reader or visitor to do next?

If you found this post interesting, don’t forget to register for next week’s free webinar : “How to Write so Your Web Visitors Do What You Want Them To!” 

 Further Reading:

What’s the Difference Between Content Marketing and Copywriting?

Copywriting vs. Content Writing: What’s the Difference?

I have a couple of e-commerce clients who are reluctant to blog

Blogs work really well for e-commerce sites and according to Hubspot’s latest ‘State of Inbound Marketing’ report for 2012, 73% of retail and wholesale businesses acquire business through their blog, second from Facebook (92%). This has increased from 55% in 2011, so by almost 20%. Customer acquisition is therefore one good reason why retailers should blog. Added to that, the posts can easily be shared on the social networks, and with Facebook being the top of the list for inbound marketing for retailers, sharing your blog posts there will give your store further exposure to the masses.

So what could an online retailer include in their blog?

We’ve posted many blogging ideas for businesses, but quite a few of those relate to the B2B sector. It’s unlikely a retailer will be writing white papers or do many presentations! The blog needs to add some personality to the store, talk about the products and the people behind them. Perhaps give customers ideas as to how the products could be used.

Posts could include:

Features of new products, with a bit about where they came from or how they were made if appropriate.

Styling ideas – one of my clients, when she does post on her blog, often comes up with some nice styling ideas for her range of womenswear. The same could be done with a homeware retailer, how the items can be used in the home. Showing people how the products can be used will help convert more visitors into sales.

Video demonstrations – if your product lends itself to video, why not make one about your products. Espares does this well.

Photos – a gallery of products, perhaps you’ve had a stand at a fair or exhibition. Show how you displayed your products.

Customer Service – answer questions you get about your products on your blog. We do this for Savvy Marketers. If you’ve received any criticism about your products you could also use a post to respond.

What goes on behind the scenes of the business.

Hopefully some of these ideas will help get your creative juices flowing!

Do you have more ideas? Please share them here!

A growing aspect of online marketing is the creation of fresh content on a regular basis

So while it’s all very well for us internet marketers to be telling clients they need to be creating fresh content regularly, what are the real benefits of doing this? I’ve a number of good reasons for doing so:

Adds interest to your website – a static site which is never updated is rather boring in this very interactive world we now live in. If you’ve set up a site and never updated it, with the same old information year in, year out, it’s not going to cut the mustard with people’s expectations of a modern interactive and informative website!

Adds interaction to your site – as above, people’s expectations of modern websites are that they are interactive, which means they can comment on something you’ve said. So if you are going to update it regularly, make sure you use a blog format so people can comment back. And whatever you do don’t turn off the ability for people to comment, which I’ve come across a few times recently! Otherwise it defeats the object of having a blog in the first place.

Shows off your expertise – your interactive site is a great way to show off what you know about your industry sector. It’s your site, so make it a great showcase for your business & your expertise. Encourage and motivate people to want to do business with you!

Your business appears busy – if you update your site with interesting news, opinion and articles, it makes your business look busy & there’s lots going on. This is more likely to make people want to find out more about what you do than if you have a site which is never updated. People are less likely to want to do business with a company where it seems not a lot is going on.

Builds relations with visitors & prospects – by adding new content regularly and expressing your knowledge and opinion, people get to know the people behind the business as personality is expressed more than just via bland ‘our services’ type pages. People do business with people and want to get to know the people in the business before choosing them as a supplier. Your blog can go a long way towards helping with this.

Builds trust – this leads us on nicely to trust. The more you get to know people, the more you trust them. Your content builds trust with your prospects as they get to know you and trust you know your industry/business well. Use this to help move prospects to being new clients.

Content is shareable – if you create content on a blog, it can be easily shared across the social networks. Make sure you make it easy for people to do this by including social networking buttons, and of course, not forgetting to link to your own social profiles! If your content is shared it shows visitors to your site are enjoying it, spreads the word about your business through their networks and can help with the search engine rankings for your website.

Google crawls site more often – if you update your site regularly, the search engines will visit it more regularly. In turn, your latest news could appear in the search results very quickly, in fact within minutes! Your fresh content could therefore be attracting visits to your site from the search engines very quickly.

I hope this has convinced you that creating content on a regular basis for your website makes good business sense and it’s not just something else to put on a ‘to do’ list. And of course, the more you do it, the easier it gets!

What advice do you have for someone reluctant to keep their site updated?

Just as we think we’ve seen all the Email Marketing mistakes

Spelling & punctuation clangers. You’d think having built-in spell checkers would mean better spelling, punctuation and grammar, unfortunately that doesn’t seem to be the case (as Sam found out recently). A well written email marketing message is more likely to be read and speaks volumes for the professionalism of the sender.

Boring Subject Lines. These are so often treated as an after thought and written in a hurry before hitting ‘Send’ – big mistake! The Subject Line is the text that is seen in a list of unread emails and can be what prompts the recipient to open your message. It can also be the only thing that stops them from pressing the ‘Delete’ button.

Mystery ‘From’ Field. If I don’t recognise who an email is from, the likelihood of clicking to open it and find out is much reduced. For example, contact@ or info@ aren’t very friendly are they? As for noreply@ – personally I find this most off-putting!

Lack of or Confusing Call to Action. Every piece of your marketing needs to have a purpose and a clearly defined ‘Call to Action’ (CTA). Email Marketing is no different. Not including a CTA is a waste of your time and effort. Almost as bad is to provide so many options of things to click on or look at that your reader becomes confused – and does nothing as a result. That’s a waste too.

Collecting Email addresses and then not making contact until you want to sell something. This is a crazy phenomenon I’ve noticed recently. I signed up to receive updates on a couple of blogsites and weeks later was still waiting (I did check my spam filters). Then suddenly, BAM! Email after Email promoting a webinar or product launch. No thank you. This practice is just plain bad manners and, as I’m likely to have forgotten who the sender is after such an interval, their messages run the risk of being reported as spam.

We’re certainly not immune when it comes to making mistakes in our Email Marketing campaigns, but we do try our best to keep them to a minimum.

Further reading:

How not to do Emails

7 Basic Email Newsletter Mistakes (and how to avoid them) 

How not to send out Email Promotions

What Email howlers have you come across? Please share in the comments below.

If you’ve used plugins, please share which ones you like below – it’s always useful to know the good ones out there!

A blog is so important to the online success of all small businesses that it can truly be called the real heart

Have we convinced you yet that your blog is important? OK, here’s why it is:

It is the heart or hub of your online presence, and is the bridge between your website and the social networks.

For service business owners especially, a blog is where you can demonstrate your expertise by regularly adding written, audio or video examples of what you do, and provide proof that it works. It also a place to announce new products or services in a non-salesy way.

It’s the place where you can build online relationships with your readers who, if you’ve targeted them correctly, are also prospective clients for your business. Your blog gives them the opportunity to get to ‘know, like & trust’ you much more easily than  short updates of 140 characters.

It’s where you can send social networking connections to learn more about you, somewhere that isn’t just a sales page. It always amazes us when people still do this.

When you publish a new blog post, you instantly create new material to use as informative updates and share on your social networks.

By regularly adding new posts you increase the occasions on which Google & Bing will return to visit your blog. This in turn increases your general online visibility and rankings in the search engines. It’s a vital component of your content marketing strategy as this excellent post by Ardath Albee shows.

If you have chosen a self-hosted blog then your blog is a part of the internet owned by you. Which is more than can be said for Twitter, Facebook, LinkedIn, etc…… even if you do pay for hosting and buy a premium blog theme, setting up a blog is still an extremely cost-effective way to establish a professional presence online for your business. It’s also where you have total control over the content and are free to make as many changes as you wish, as your business develops and grows.

If you’d like to learn more about blogging, here are details of a short guide which may be helpful.

So, how are you treating the real heart of your business online?

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Have you noticed how social media sites are giving slide presentations a new lease of life?

Not so long ago PowerPoint (and its Mac equivalent Keynote) had a bad reputation with many presentations rightfully earning the label: “Death by PowerPoint”. Slides were often too busy, too wordy to read, or just too complex to understand. Even worse were those presenters who used them as auto cues, reading word for word and boring their audience to sleep.

But now it seems that a whole new generation of talented presenters are breathing new life into PowerPoint slideshows. The best ones are creating visually pleasing and attention-grabbing images, making text short & snappy and, most importantly, keeping us interested. No mean feat in this much reduced attention span age!

So in addition to using slide presentations at traditional offline events, such as when giving talks or running training workshops, there are now online opportunities for this frequently overlooked medium.

1. Presentations uploaded to Slideshare.net quickly show up in the search engines so it’s worth taking the time to categorise and tag them properly. A basic account is free to set up and very easy to use. Here are the Savvy Marketers presentations we’ve uploaded.
2. YouTube is already known as the second largest search engine and millions of videos are watched every day around the world. Recording your slide presentation, accompanied by audio, and uploading the result to YouTube means you can then embed the video in your website or blog, and share it with your Facebook fans & friends too. Other free video sharing options worth considering include Vimeo and Viddler.
3. Another good place to share your PowerPoint presentation is on your LinkedIn profile or LinkedIn Company page. You can either add the Slideshare application or embed the video into a Google Docs presentation.
4. Webinars are becoming an increasingly popular way of sharing information online. Depending on the service used, screen-sharing means including a slide presentation is straightforward and adds that important visual element to help get your message across and keep your audience’s attention.

Creating slide presentations is yet another great way to share that all-important content, and one that doesn’t require too much writing.

What new or different ways have you seen PowerPoint used recently? Please share in the comments below.

We’re definitely in favour of making life easier by using some of the great automation tools available online

Twitterfeed is great for automatically tweeting the RSS feeds of your and other peoples’ blogs and articles and it isn’t hard to do. Once you’ve set up your account you type in the blog feed URL including the http://www.blogname.com/feed (you can find the feed URL by hovering over the orange RSS button on the site). Each time a new post is published by that blogger, Twitterfeed sends out a tweet from your Twitter account. You can personalise tweets by prefacing with, for example: ‘Latest post: …’.

Social Oomph (formerly Tweet Later) has many useful features. We use it to ‘vet’ or check out latest followers on Twitter, decide if we want to follow them back (or sometimes block any undesirables!), and then assign them to a list. Another great use for this tool is to write & store draft tweets and preschedule them to go out at specified times and dates in the future.

Unlike many people we think an automated welcome message to new followers can be OK, provided it is just a welcome – and doesn’t include a pitch, or even a link to a free report (that’s just tacky!).

Twitter clients TweetDeck and Hootsuite both allow you to manage your twitter accounts, lists and followers as well as to connect with other social networks. This means you can update your Facebook and LinkedIn status with just a single tweet. One of the main differences between the two clients is that TweetDeck requires you to download software onto your computer (this can slow things down a bit for older PCs), whereas Hootsuite has a web-based option so just needs an internet connection to run.

Setting up and personalising an iGoogle page with some of the many available ‘gadgets’ lets you each of your social media networks, preview your Google Mail, Google Calendar and Google Docs – all on the same page . This makes it easy to quickly glance and catch up with what’s going on in your online world whenever you have a few moments, without the need to log into each individual account.

It’s tempting to get carried away with all this available automation, but if you set up every tweet to also automatically update your status on LinkedIn and Facebook, it will get very irritating for your connections on those sites. Do you really want everyone to see every tweet you send? Twitter is the best place to contain the chatter, so we recommend you use the appropriate tools and be selective.

As a final thought for today, while these automated tools are great at saving time it’s a good idea to occasionally check they’re still doing what you intended when you set them up. If you plan to use social media marketing regularly to help promote your business, it’s well worth automating some broadcasts to save time and effort. But people will notice if you try to automate too much, so make sure you stop and ‘chat’ with your connections, even if only for a few minutes a day – and be ‘sociable’!

What’s your favourite social media marketing automation tool? We’d love you to share it here!

We hear a lot of people say

This question assumes that social media is something you can do once and not have to return to. Sorry to disappoint but Social Media marketing is a bit like a huge jigsaw puzzle and, because social media keeps on changing and growing, the jigsaw is never completely finished.

As an eternal ‘tweaker’ I can honestly say that there are so many little pieces, it takes forever to put them all in the right place on the picture that is social media.

What we find is that it’s often the little pieces of the puzzle that can make the biggest difference and have the most impact on business.

Here are just 15 little pieces that you may want to use for your own social media marketing puzzle:

Twitter

• Check that you have included a up to date live link back to your website in your bio.
• If you’re using automation tools, make sure the scheduled tweets are still relevant.
• Have you cleared out inactive or spammy followers lately?

Facebook

• On your Personal Profile, check you have included links to your Facebook Business Page, Twitter account and website(s) in the Contact Information section of the Info tab.
• Engage with friends and family on your Personal profile, but gradually move business acquaintances over to the Business Page.
• On your Facebook Business Page, set up a routine to add interesting content every day (auto-linking Twitter doesn’t count ).

LinkedIn

• Check that your profile is up to date – current employer & summary
• Have you selected your specialist areas yet?
• Create a Company page for your business and start promoting your products & services.

Blog

• Is your Sign-up box to collect visitor details and build your list prominently displayed?
• Check that the RSS feed link works (clicking on it should open a selection of readers, not a page of code)
• Give readers plenty of opportunities to share your articles around the internet.

Google+

• Create and complete your profile (with photograph) and include relevant links to your other online homes
• Create a Google+ Business Page and add your information to the About Page.
• Add a Google+ Profile Badge to your website and blog. (If you’re on WordPress here’s a plugin: http://plusdevs.com/google-wordpress-plugin/)

As with all marketing activities you will need to try, test and monitor to find out which social media pieces work best for your business.

Over to you – what jigsaw pieces would you include?

I was chatting with a fellow business owner over coffee the other day

We went through the need and purpose of having a blog and setting up accounts with the various social networks where his target market were most likely to be, and then I asked him: ‘How big is your list?’

His answer was pretty much what I’d expected: that he had a lot of contacts but they weren’t organized in any way or stored in a central place, for example on an Excel spreadsheet.

The traditional way of collecting business cards at networking events and trade shows often results in a drawer full of cards and very little else. Even if these cards are put into a display folder of some kind, they still won’t be of any use for email marketing until they at least find their way onto a computer.

As I explained to my downcast colleague, in order to make the best use of email marketing, he really needed to have enough people to send his emails to!

We agreed that his best starting point was to create an Excel spreadsheet and manually enter the contact details. From there it will be easy for him to upload the data to an email service provider (such as MailChimp, AWeber or Constant Contact – and there are many others). When it comes to those drawers full of business cards, his options include various scanning machines & software packages, and he would do well to consider the newer technology Apps for smartphones, such as ScanBizCards.

A common list building mistake 

One of the problems I’ve seen recently with enthusiastic social networking business owners is that they’re so focused on building a following on Twitter, Facebook, LinkedIn and so on, that they seem to have lost sight of the importance of building an email marketing list.

Just think about how quickly those online newstreams, updates and Twitter feeds move down the screen. You have no guarantee that your followers are actually going to see your message, amongst all the other messages vying for their attention, let alone click on a link.

On the other hand, an email is a targeted marketing message arriving in each individual’s inbox. They will have given permission for you to send them such emails and, providing proper opt-in procedures are followed, the recipient has to consciously decide what to do with each message they get from you. While some people may choose to delete without reading, if the campaign has been well put together, your email stands a much better chance of being opened.

By the time we’d finished our coffees, my fellow business owner had written down clear steps to get his email marketing list off the ground and had an understanding why it was urgent and important to keep taking action and build on it.

What would you have recommended he do to build his email marketing list? Please leave your suggestion in the comments below.