All posts in digital marketing

tubbs_edward

When you work for big corporations, a defined level of professionalism is mandatory.  You can’t get your foot in the door without it.  There is very little room for bad manners, or strange behaviour, in the world of the blue-chip.  Why would there be?  Successful corporations can choose from the cream of the crop.  And the cream tend to be exceedingly well mannered, and not that strange (or at least able keep up the pretence of normality during office hours).

It came as quite a shock to me that these rules don’t always extend to the world of SMEs.  My role here at RumbleChat is to help lifestyle companies with their marketing.  The majority of these businesses tend to be small. The vast majority of small businesses I encounter operate in a lovely, friendly, considerate and professional manner – I cannot emphasise this enough.  They are a joy to work with and making a positive difference to their businesses makes every working day worthwhile.

There are however, a small minority, who really let the side down.  And it’s to this small, dysfunctional subset that this blog is dedicated.

I have worked with several self-proclaimed entrepreneurs…and now give them a wide birth. Not entrepreneurs in general, just the self-proclaimed variety. If you have to proclaim it yourself, then I find that leads to you employing it as a mandate for generally unprofessional/strange behaviour.

One client I had took to calling me late at night, when he was stressing about whether the level of unsubscribes for his email newsletters were higher than average. They weren’t, and 10pm really was not the right time to discuss it.

Another time, I was working onsite at a small online retailer’s office, when the MD (a seemingly techy guy in his mid ‘40s) came striding out of the toilet, bellowing, “I’d give that ten!”

Toilets have been a recurring place for strange behaviour. When working on another client’s site, another male MD insisted on using the female toilet, because he, “preferred it,” regardless of the fact that it made the female staff members distinctly uncomfortable.

The guy who ate three Cadburys Cream Eggs for lunch deserves a mention; as does the chap who encouraged employees to wear ‘indoor shoes’ to work, in the hope that he could save on cleaning costs. All of these pale into insignificance in comparison to the next tale, however, which blows ‘quirky’ right out of the water.

A friend of mine (let’s call her Sally), just had what can only be described as a lucky escape, with a small research company, scarily reminiscent of the League of Gentlemen’s Royston Vasey (if you don’t know it, look it up now, as this is a recurring metaphor!). Run by a husband and wife, and their daughter…I know, I know, alarm bells should have rung at this point!

It wasn’t a really tiny one-man-band, though, where you can see how weird practices might prevail – I mean, everyone’s normal is normal to them, right?  That’s why it’s helpful to interact with other humans, to check where you’re at on the dysfunctional barometer.

No, this looked, at first glance, like a ‘proper’ office, with almost 20 workers, some decent clients, a fairly respectable turnover…and the weirdest practices you are ever likely to encounter this side of Fawlty Towers/Wernham Hogg/the Big Brother House/*outlandishly ridiculous setting of your choice*.

Sally’s account of her time there sounds too far-fetched to be true, but she swears (on her cat’s life…and she really loves that cat) that every word is true.

The daughter was allegedly Sally’s line manager, but had to keep trotting off to Dad to double check that it was acceptable for my friend to leave early/move onto a new piece of work/scratch her nose/use the toilet.

At this point, it’s probably relevant to give you the low-down on Sally.  Her career trajectory was impressively vertical. She’s held some senior level, big-hitting jobs in media companies, but, like so many of us, post children, she’s rejected the corporate greasy pole, in favour of flexible, part time work. For her, the closer to home, the better…until now.

When she first started, she thought it was quite endearing when Mum told her that they ensure that all the staff eat their lunch together.  What she hadn’t realised, was that this actually meant that it was forbidden to leave the building at lunchtime, or eat your lunch at the time of your own, personal choosing. In Royston Vasey Land, the secretary ceremoniously rang upstairs to proclaim, “Lunchtime, everybody down!” at which point you were expected to dutifully shuffle downstairs to sit and eat, while making strained conversation with colleagues.

I mean, surely the main purpose of your lunch hour is to take a break and change of scenery to maintain mental health, and ensure you don’t end up punching that really annoying colleague in the face?

Speaking of colleagues, by all accounts they were a motley crew. They were all female, bar ‘Dad’ and the bloke in charge of IT, and refilling the printer (the son of family friends of ‘Mum’ and ‘Dad’). A fairly neat split between women who’d worked there since the dawn of time, and graduates/students (who had no other experience of work, and will presumably get an enormous shock if they ever manage to leave Royston Vasey). This was a local [office], for local people, with Tubbs and Edward at the helm.

The IT systems were so bad that the internet collapsed on a daily basis and twice a day, the IT bloke would leg it around the office shouting “Don’t save! Don’t save!” as the rickety reporting software (that their entire business depended on), was prone to throw you out, mid-report, losing everything you’d worked on for the past couple of hours.

On Wednesdays, everyone was encouraged to evacuate the building quick-smart, at 5pm, as Dad and Daughter used the main office for a personal training session.

When Sally first started, Mum asked her, in a furtive whisper (there was a lot of that going on) to send her invoices to a secret email address, as the rate she had negotiated was, “more than double,” that of everyone else.  The next day Mum collared her to insist that she didn’t actually send any invoices by email, but rather printed out a hard copy and placed it directly into ‘Mum’s’ hands as “You never know who’s watching.”

On day 5, Dad called Sally in, “For a chat,” to express his displeasure as he’d seen her texting in the office.  She’s 41. When her 11 year old son rang her to check in, communal eyebrows were raised to the ceiling at her audacity in answering her phone.

She attempted to ingratiate herself by nipping to Tesco Express when the milk had run out. When she returned, brandishing a litre of semi-skimmed, her startled co-workers told her in fraught whispers that only skimmed milk was acceptable here.  They point-blank refused to use it, presumably in case Mum or Dad found out. Luckily, crisis was averted by IT bloke, who shot out the door in a rapid fashion, returning with a bottle of red top, before the family members were any the wiser.

So what of Sally now? Following two more ‘chats’ with Dad over innocuous/heinous misdemeanours (depending where you sit on the weirdo spectrum), she threw in the towel and ran, as fast as her legs could carry her.  She lasted 11 days. She swears she’s psychologically scarred, having been left with “a fear of the freak-shows that are small businesses.” She went and got herself a new job for a large, London-based company, with proper systems, a website that works, and all the bells and whistles that the majority of the business world, take for granted.

I’d like to make it clear that I don’t share her phobia.  Fortunately, the majority of small businesses are well-run, and a pleasure to work for. To identify that small minority, and avoid an experience like Sally’s however, I suggest ingesting the complete boxset of The League of Gentlemen, and remaining vigilant at all times.  If Papa Lazarou wouldn’t look out of place, don’t even go there!

 

hoverboard

I don’t know about you, but it’s taken me a while to find my 2015 stride.  I mean, it’s hard to believe that we’ve finally reached the year that Marty Fly visited in Back to the Future II. So it turns out that we don’t have flying cars, there isn’t a female US president and hoverboards are not the favoured transport of the younger generation.

The film did, however, accurately predict handheld tablets, 3D movies and video conferencing. In comparison to 1989, when it was made, the technologies of today are unrecognisable and far-fetched.   But as with everything, the progress has snuck up on us gradually. We don’t bat an eyelid at Google glasses and Skype is pretty run of the mill these days. It’s easy to dismiss how far we’ve come.  The advances in marketing since 1989 are even more radical. Our industry changes so rapidly and hindsight nearly always provides a glaring missed opportunity or ‘could have done better’ moment.

So, how to grab the marketing bull by the horns in 2015? My top tip would be to stop chasing marketing trends and take some time to design a strategically driven marketing mix for your business. It can include several compatible strategies and merge traditional and digital channels to produce the perfect brand-oriented marketing blend.

It may sound obvious, but successful content marketing is reliant on a content marketing strategy.  This strategy is essential. It guides your otherwise eclectic content marketing efforts and is the cornerstone to digital marketing success. Whereas content was undeniably king in 2014, in 2015 it will take on a more presidential role.  By which I mean it is pivotal to all your communications, not just an insubstantial figurehead. Make sure that you are investing in content creation and curation.  You can no longer afford to ‘wing it’, using an ad-hoc/when you’re not tied up with other things approach.

Let’s not forget that the bastion of content marketing is a customer-centric vision.  In 2015, our ongoing quest is to improve the customer experience.  Customers these days are incredibly aware of their worth, and empowered by the knowledge that a single complaint on social media can have a costly impact on a brand.

So, in a nutshell, the best way to apply this to your content marketing is:

  • Get personal – connect, engage and listen intently.
  • Customise – where possible make sure your content is always relevant to your target audience and tweaked for brand relevance.
  • Entertain – within reason, you can’t go wrong if you’re entertaining your customer.
  • Build brand ambassadors – they will be worth their weight in gold.

The other key aspect of marketing in 2015 is to ensure that you THINK MOBILE FIRST. Smartphones and tablets made up 60% of total digital media time spent in 2014 (up 50% from 2013). 2015 looks set to build on this, as analysts are predicting that by 2017, mobile will represent 91% of all internet use.

The key learning here is to keep mobile users at the forefront of your mind in terms of all website updates and marketing communications. If you ensure that you keep the customer front of mind in all your marketing activity you should avoid falling foul of 2015’s big bombshell…DIGITAL DISAPPOINTMENT. Digital natives are the most spoilt and demanding customers ever.  Find a way to make meeting their digital expectations the core of your business and you might just be onto a winner.

Are they called the Playstation generation these days?  Or has that been superceded by a new hybrid of Apple-obsessed-Minecrafters?  Whatever you choose to call them, in so many ways they are so lucky.  And yet, I find myself pitying my kids and their absolute inability to do nothing.  Or more to the point, I pity their lack of understanding of how it feels to have nothing to do.  Strange, but true!

The summer holidays of my youth were filled with rollerskating, playing on building sites (health and safety was clearly not a priority in those days), mammoth hide and seek marathons and endless outdoor adventures.  All of which were interspersed with that all familiar child-of-the-80s mantra of “I’m bored”.

Apple have single-handedly killed that mantra.  Kids are subconsciously drawn to their ‘devices’ like the proverbial bees to a honeypot. They don’t experience boredom as they are too busy gluing themselves to a screen.  And here lies the crux of the problem.  Kids might not be ‘bored’ but if they are overly reliant on technology, they’re definitely not living their lives to the full.

Digital natives often eschew the great outdoors in favour of screen time.  It’s a frustrating, yet understandable, consequence of modern life.  But for those of us not content to sit back and watch this happen, what is the solution?

The Wild Thing Project, was founded by filmmaker and father of two, David Bond, who after monitoring his 5 year old daughter’s movements, discovered that she spent a mere 4% of her time outdoors.  He decided drastic action needed to be taken.  He appointed himself Marketing Director of Nature and spent 18 months visiting UK schools, promoting the Great Outdoors to children.

The Wild Time app is an offshoot of this project.  It suggests outdoor games and activities, according to the time you have available, from 10 minutes, to half an hour per day.

The National Trust is also keen to battle what it terms ‘nature deficit disorder’ in kids. Its list of 50 Things To Do Before You’re 11 ¾ suggests things that we old-skoolers may have taken for granted, but that our kids might not have tried.  Playing Pooh Sticks, whittling sticks and skimming stones are all on there. Other online resources in the same vein include:

http://www.scvngr.com/ (scavenger hunts)

http://www.projectnoah.org/ (explore and document wildlife)

http://www.toywheel.com/ (fun activities for children)

These apps see technology resonating with nostalgia.  Why Don’t You? (#memories #kidstv) presenters of old used to ask “Why don’t you just switch off your television set, go out and do something less boring instead? This is the modern day equivalent, speaking to kids in their own language; using technology to encourage offline engagement with the Great Outdoors…and it might just work.

Bells and whistles are all well and good, but sometimes, when it comes to content, simplicity is still best.

It always comes back to your brand.  If you’ve got an edgy, hi-tech product aimed at the youth market, then by all means, knock yourself out with the all singing, all dancing (quite literally) video mash-ups.  In this crowded, competitive market, image is everything and your status on the Coolometer is what differentiates you. If however, yours is a more sedate, middle-of-the-road product; a staple, non-luxury item, then the Ronseal approach is often still the way to go.

I mean you wouldn’t expect Apple to take the same approach to content marketing as Tena Lady would you? The key is never to lose sight of your brand values.  They are what your customers have bought into in the first place and what you want their word of mouth recommendations to focus on. All of your content output needs to work hard at reflecting and reiterating these.

Keep a consistent voice, that reinforces your brand personality and talk to your audience(s) using the tone and channels that they like best. Don’t fall prey to what a colleague of mine used to refer to as the ‘my sixteen year old daughter says…’ phenomenon.  What he meant was the tendency of older, senior executives to pretend they’ve got their finger on the marketing pulse by latching onto observed teenage behaviours, regardless of whether they are brand relevant.

You can Instagram and Google+ away to your heart’s content, but if you’re trying to sell commemorative plates to the over-seventies, you are barking up the wrong tree.

Now, that’s not to say you shouldn’t try something new. Some behind-the-scenes SEO copywriting on your website, and a welcoming, insightful blog are just as relevant to the silver surfers as the Playstation generation. You just need to understand your audience and select your content armoury accordingly. Simples!

google_hummingbird

Google has recently made some pretty significant changes to its algorithm – the system that it uses to order its search results.

Known as ‘Hummingbird’, this update is a game-changer for content marketers. Martin Harrison, co-founder of online copywriting service Copify discusses these changes and what you need to do in order to stay ahead of the curve.

 

A change in search behaviour

The way that people are using Google has changed dramatically over the past few years. Historically, most users have entered very generic terms, known as ‘keywords’ to find what they were looking for.

Today, however, users are increasingly entering very detailed and specific queries. For example, a year ago, someone looking for somewhere for an all-you-can eat Chinese restaurant in London might have searched for:

“Chinese restaurants in London”

Or maybe:

“All-you-can eat Chinese London”

Today, they might be much more specific

“Where are the best all-you-can-eat Chinese restaurants with good reviews in London?”

Answer questions

Hummingbird is about understanding user queries and searcher intent. Marketers will be rewarded for understanding the common search queries their customers might have about their products and services, and structuring content around these queries.

A really easy way to do this, for those with Google Analytics set up on their sites, is to search for all queries that have driven traffic with one or more of the following words:

 

  • Why
  • How
  • What

 

More diverse content

 The types of links that were easy to attain in order to propel your site to the top of Google no longer work, which means that marketers must now box clever in terms of the content they produce.

 Updating the company blog once a fortnight with some mundane news about your brand is not going to cut it any more. Those daring enough to be humorous or controversial will be rewarded with the all-important likes and shares that will lead not only to increased brand exposure, but also the type of links that will make a tangible difference to your sites position in the search results.

Invest in visually striking multimedia content that can be enjoyed on a variety of devices, including infographics and video.

good-infographic

 

 

 

Blog

noun

  • a personal website or web page on which an individual records opinions, links to other sites, etc. on a regular basis.

verb (blogs, blogging, blogged)

  • add new material to or regularly update a blog:it’s about a week since I last blogged
    • ·   [with object] write about (an event, situation, topic, etc.) in a blog:he blogged the Democratic and Republican national conventions as an independent

 

To Blog or not to blog?  That is the question.  You think you should, but you’re not entirely sure why, or how to go about doing it successfully.  Sound familiar? Don’t worry, you’re not alone. Lots of our clients start off this way… and end up with fabulous, engaging blogs that deliver competitive advantage to their brands.

So for those of you who want to, but need a bit of guidance, here’s my quick and tasty recipe for a perfect blog (peppered with the obligatory food puns):

Key Ingredients:

Content is King. It goes without saying that great content is imperative. In fact, I’d go as far as to say. Good content is well researched, well written and pertinent to the target audience.  If you have something original at your fingertips then you’re at a distinct advantage, but if not, don’t fret.  Just make sure that your take on what may well be a tried and tested topic exudes brand personality and adopts a perspective that resonates with your target audience.

The Perfect Title. The title should seduce your reader but also aid your SEO and therefore, your audience’s ability to find you.  So whilst tongue-in-cheek, witty and hilarious titles are good in one sense (the reader seduction angle), unless you’re very clever, they might be counter-productive on the SEO front. If you can achieve both, that’s brilliant (and you can probably stop reading now as you’re clearly a blogger extraordinaire)

The Ronseal approach to an Introduction. I.e. It does exactly what it says on the tin. The internet reader is notoriously fickle, with an attention span only slightly longer than that of the proverbial goldfish.  Your clear, yet simultaneously compelling title therefore needs to be followed by a concise, revelatory introductory paragraph.

Make the Format Accessible. Meander-y, verbose streams of consciousness may have earned Virginia Woolf literary adulation, but it doesn’t cut the mustard  for the modern day blog. Language should be simple, easy-to-read and to the point.

Size isn’t Everything.  Or length I should say.  Between 500 and 800 words is perfect – long enough to concisely present your content, but not too waffle-y and snooze-inducing.

Invest in Aesthetic Appeal. It’s not shallow.  Looking nice is important…in blogging terms at least.  It’s an integral part of the user experience and another factor in the ‘you-versus-all- the- other -bloggers –out- there’ contest. Make your headers bold and enlarged, your key points stylistically pertinent and stay on-topic and on-brand. Add images to break up your text and illustrate your point.  You can even throw in a video or two to really spice things up.

Let Your Brand Personality Shine Through. Don’t lose sight of why you’re doing this.  Whilst your blog can (and should) be on a wide range of relevant topics that interest your target audience, remember your aim is to increase engagement with your brand.  You want to create a brand voice that people want to listen to and want to hear more from.

Little and Often. Once you’ve started blogging, you need to make sure you keep at it.  From an SEO perspective, the need for regular updates is obvious. From an engagement perspective it’s just as crucial to keep on keeping on. Once you’ve attracted people to your blog, you want to keep them coming back.  Regular updates are the best way of doing this.  I always find it disappointing when I check out a new website and their latest blog was months (or even years) ago.

Preparation time

With a bit of practice you should be able to knock up a simple, commentary-lead blog in an hour whilst a research-based blog might take you a morning.  Given the resultant increase in engagement levels you can surely spare the time?  If not, why not outsource it to professionals.  Our blog-writing service is extremely competitive, costing from just £25/blog.

Here’s one I prepared earlier…

Well, I didn’t actually prepare them myself, and there’s more than one, but I’m sure you get my drift.  Here are a few of my favourites to get your creative juices flowing:

http://www.theskintfoodie.com

http://www.cocoandme.com

http://eatlikeagirl.com

http://www.goop.com (controversial I know but I have to confess I do quite like it)

 

Content-Marketing-Image-Credit-ADMA-Blog

Step 1

Write your content (or get someone to write it for you if you’re short on time or writing just isn’t your thing).  Make sure it’s written well, as poor copy can seriously damage your prospective customer’s perception of your brand. Which leads me seamlessly into a little plug.  If writing isn’t your forte, do think about outsourcing it.  Our team of experienced marketers can write killer copy for your brand for a lot less than you imagine.

 

Step 2

Make it great – your content that is.  By this I mean take care to ensure it is well written, engaging, informative and up-to-the-minute. The internet is awash with mediocre content and in order to win the attention and engagement of your target audience you need to do better. When it comes to content marketing, you need to bear in mind that you’re competing not just with brands with a similar offering to  yours but with everyone who is creating content that appeals to your target market.  I realise this can be make it  extremely daunting. Your content needs to be first rate….which leads me back to that plug!

 

Step 3

Vary the format of your content. A picture speaks a thousand words.  As does an infographic or a video. A well-chosen visual can enrich your content offering no-end. The key to success is to offer a well-rounded mix of different content themes and formats. Test these different content types and themes to see which work best for you.

 

Step 4

Create something new.  Or if that feels a bit too impossible in your field, at least make sure that your spin on the topic is fresh and adds value.

 

Step 5

Create a likeable and engaging voice for your brand. To be honest, getting this step right can often help you simultaneously conquer Step 4. It’s often not what you say, but how you say it that attracts followers, fans and other types of loyalty.

 

Step 6

Be consistent in providing frequent updates.  Once you commit to content marketing there’s no looking back.

 

Step 7

Create a content calendar.  No successful content marketing strategy is complete without an editorial calendar. An editorial calendar formalises your plan to regularly output quality content. This consistency is the key to SEO-friendly, effective content marketing. You want Google and your readers to anticipate your content – creating an editorial calendar, and adhering to it, means you never disappoint.

 

Step 8

Create viral-friendly content. Although I’m not convinced there is a bona-fide formula for creating viral content, there are definitely ways to improve your chances.

 

Step 9

Last but not least…Promote your content.  There is absolutely no point whatsoever in following all the previous steps to creating great content, if you don’t tell anyone about it. Social media is a great forum for this.  Social media and high quality content work hand in hand to increase engagement and drive traffic to your website, where you can then start to convert it into customers.

 

Step 10

Marvel at the increased engagement levels and sales that are the natural result of a successful content marketing strategy.  Not technically a step this one, but a ten-step guide feels much more aesthetically pleasing than a nine-step version…don’t you think?!

 

scandinavian-interior-design-showroom-in-stockholm-2012-2

The broad brush definition of Content Marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. So the formats that immediately spring to mind are blog posts, website updates and email newsletters, right?

In my opinion, the essence of content marketing is far broader than this.  It’s a strategy, not a tactic, and should actually encompass every single communication that your company utters online, including job adverts, one-to-one emails and absolutely anything you write on social media sites and forums.

Content marketing is one of the best ways of engaging with audiences and potential customers online. It is useful for improving search rankings, increasing brand engagement, loyalty and visibility and for facilitating social sharing and interaction. If you are a consumer-facing company, it is imperative that you  are actively embracing content marketing.

People in-the-know have even gone as far as to say that content marketing is the new SEO.  A big claim, but one that makes sense.   Content is the undisputed king in 2013. High quality content targets relevant keywords, boosts social sharing and increases the number of indexed pages on your website, all of which aid your search ranking climb.

Significantly, the focus for content marketing is not on selling, but rather on communicating with customers and prospects.  So it’s really all about improving your communication strategy and making sure you are communicating with your target audience on the right platforms, with relevant information, using a tone of voice that endears you to them.

What I’ve said so far obviously applies to any consumer facing company. But if you’re a food or lifestyle company you’ve got a distinct edge on the content marketing front and I’ll tell you for why (Gavin & Stacey repeats on Gold, anyone?).

Chances are your product is way more aesthetically pleasing than the majority out there.  People love to drool over images of food or beautiful interiors.  There’s a reason TV is flooded with food porn (Masterchef, The Great British Bake Off, Nigella) and house porn (Grand Designs, anything with Sarah Beeney).

They (those in-the-know bods again) say a picture speaks a thousand words. So you are at a distinct advantage in having access to delicious images that your audience will want to see.  Of course, you don’t want to be just firing incessant pictures of your brand at them, but having this content in your locker gives you a natural foundation for your content marketing efforts.

So what are you waiting for?  If you’re not quite sure where or how to start then either give us a call or pop back next week when my blog will give you a step-by-step guide to Content Marketing.

Today I’ve decided to throw caution to the wind and shine the spotlight on a real bugbear of mine – badly written websites.

Having spent many years toiling as a marketer for large corporates, I am well versed in the high standards a large budget can dictate.  When I started consulting for small businesses a few years ago, I was regularly disappointed to find that they often set the standard bar disappointingly low.

On reflection it was easy to see why.  When money is no object, you can either a) employ the best or b) outsource to the best.  Small owner-operators do not have this luxury. They are often forced to be  ‘Jacks-of-all-trades’.  Whilst I won’t go as far as to say this necessarily results in ‘master-of-none’ status, I am afraid it does often reveal glaring weaknesses that can have a profoundly negative effect on commercial results.

These days everyone thinks they can ‘do’ marketing.  To a certain extent they are right – the world of digital marketing is much more accessible than its traditional predecessor, but being able to go through the motions is not the same as being good at it. I believe the tide will turn; lots of companies are realising that they are not getting the ROI that they desire, and maybe there is value in investing in expert support after all.

But if you are intent on doing it yourself, please ensure that you’re getting the fundamentals right. One of the first areas to examine is your company website.  After all, it should be the desired destination for most of your digital efforts and often represents a prospect’s first significant interaction with your brand. There are some great off-the-shelf website packages available these days, that enable you to create a fresh, modern-looking site, with minimal design investment. Select your template, add your logo, insert a few photos and hey presto, you have a great looking site.

Where lots of small businesses fall down though, is the written content. Some of the startups I see have great ideas, a visually pleasing and well-functioning site, but it just falls apart with the copy. The words are clunky, with grammatical errors and a turn of phrase as grating as fingers across a blackboard.

Writing has become like driving.  Everyone thinks they are good at it. Most people can do it, to a certain extent, but not everyone can do it really well.  Inexcusable apostrophe disasters aside, common content errors include copy that is monotonous and dreary, or verbose and flowery, or simply clunky and jarring. All of these contribute to a negative visitor experience.

Time and time again I’ve seen this with small businesses and the problem is, once you’ve got your website and you’re happy with it, it’s hard for anyone else to tell you it is badly written. Are you really qualified to judge whether your copy cuts the mustard?

“I could sharpen your website copy for you” is a line I’ve used often with clients where we are delivering significant increases in traffic to their websites via social media marketing, but the conversion rate remains depressingly low.

As a small business owner, it’s extremely hard to be objective about your pride and joy. But you need to take the emotion out of it.  A badly written website will hamper your commercial prospects.  Personally, if I log on to a website with grammatical errors and tedious copy, I tend to traverse elsewhere.  For if said business owner can’t be bothered to invest in getting their content just-so, how can I really have confidence in their attention to my overall customer experience?

Freelance copywriters do not charge the earth.  Sure, if you go to a massive agency, they’ll mark up their offering astronomically (you can bet the writer will get a mere fraction of that), but if you hunt around you will find some talented scribes, who will take pleasure in penning you some killer copy for a modest sum.  Check out our competitive copywriting rates here – I can guarantee they’ll be less than you think.

One of the reasons big businesses are so successful is that they continually optimise performance by matching individual’s key skills with business requirements.  There are many business areas where the small operator can get by with a fairly meagre modicum of talent.  Writing isn’t one of those areas though, so if you’re not a natural scribe, please call in the professionals.