Archive | marketing RSS for this section

Pin Like a Pro with these 10 Top Tips of Pinterest

I’m a big fan of Pinterest and use it extensively both personally and professionally. Here are my top 10 tips that will having you pinning like a pro in no time.

Verify your Pinterest Account

This is a simple process, requiring you to download a file and upload it to the root of your server. This helps to instill a sense of trust and authority in you and of course, displaying a link to your website on your Pinterest profile makes a lot of sense.

Think keywords when you name your boards

Make sure you think carefully and give each board you create an informative, keyword focused name. Also make sure you include a compelling, keyword rich board description. Pinterest is an excellent provider of backlinks, and remember that individual boards will get indexed by search engines.

Pin frequently

In general it’s better to pin a few things every day than it is to pin loads of things once a month. If you pin every day you will have more visibility in the Pinterest feed for more of the time.

Schedule your Pins

You might get 10 minutes to Pin mid afternoon, or just before you go to bed, but that doesn’t mean it’s the best time for you to Pin. Once you’ve figured out the best times for you to Pin (see previous tip) make the process easier by scheduling Pins in order to optimise your visibility.

Analyse your Pin responses

Keep an eye on the amount of engagement your activity generates, different types of content will be more popular with your target audience than others so keep an eye on what you do, and just like timing, find out what works for you.

Add Pinterest to your website

Make sure your website makes it clear that people can follow you on Pinterest, but don’t just include a link, give people a reason to follow you by outlining a few key benefits.

Make it easy for people to Pin your content

Make sure you have a Pin button on key content and product pages on your website. Making it super easy for people to share your content on Pinterest is important, but it’s amazing how many retail websites don’t have a Pinterest button installed on their product pages!

Make use of the lack of height restriction

Keep the width of Pinterest images to a maximum of 554px but make the most of the fact there is no vertical size constraint. Narrow, long Pins are much more eye catching than short images – the longer the better as you’ll instantly grab more screen space, making your content really stand out!

Choose awesome cover images!

On every board you set up you are able to select a cover image. Go through each board and choose images with the wow factor to help your boards stand out and look as appealing as possible.

Don’t just Pin products, Pin your latest blog articles or eGuides

Arty shots, great photography and the latest must-have products are all very well and good, but don’t miss out on the chance to Pin a greater range of content. Blog articles, eGuides and eBooks are gaining in popularity and are being more frequently Pinned as people realise it is a great resource for collecting all sorts of content, not just pretty pictures.

My best advice for Pinterest, and the unofficial 11th tip in this article, is to show personality and have fun!

Shell Robshaw-Bryan is a marketing consultant at Surefire Media, the Cheshire based web design, eCommerce and marketing company. Shell specialises in organic search, content strategy and social media engagement for both B2C and B2B companies.

If you’d like to find out how Surefire Media can help your business, get in touch!

April 24, 2013

So you want to be a social media manager? Find out what it really takes

The Social media industry is still rapidly growing and as a result, over the last couple of years there has been an explosion in demand. Now widely accepted as a highly effective communications tool, the growth trend shows no signs of stopping any time soon.

Get paid to post on Facebook – what could be easier right?

Whilst awareness is at an all time high, many businesses wrongly regard social media as ‘easy’ to do, after all, what skill does it take to make a status update? When businesses try and fail to execute social media activities effectively however, they begin to appreciate the fact that there is actually much more to it.

The ‘anyone can do it’ approach is being perpetuated by a slew of get-rich-quick websites, reporting social media management as being the easy way ordinary people with no related training or experience can get rich doing.

This positive can-do approach is something i’m all for – whilst I have an academic background in Management and Marketing, everything I know relating to social media is self taught or has been learned over many years of working with a vast number of different clients. This ‘anyone can do it’ ethos is meant to empower people, encouraging them to get into social media management, usually after they part with sums of money for a webinair claiming to teach them all the secrets they need in just half an hour. This approach however devalues the social media industry and leads to unskilled individuals being put in charge of marketing activities they are ill equipped to carry out.

Whilst no one is infallible and we all make mistakes, doing a job you don’t fully understand and have no past experience of can be a recipe for disaster. Any mistakes a social media manager makes are highly public and often can’t be ignored or swept under the carpet. In this industry where an individuals name is their reputation; make costly mistakes early on and you may find it hard to distance yourself from them. Don’t kid yourself that just because you have a Facebook, Twitter and Tumblr account that you have the skills necessary to run activities for a business.

Businesses also need to understand that they get what they pay for. If they are only offering intern money, that’s what they will get and the results are very likely to reflect that. Chasing Likes and community growth is all well and good but if you are considering social media management as a career choice you really shouldn’t be pitching your services until you understand that Likes don’t mean squat.

Managing and growing a community is senseless if it’s done interdependently of other marketing activity and isn’t strategically driven

Clients consistently underestimate just what it takes to deliver social media activities successfully. Once educated or once they try it for themselves and fail, most soon realise that they simply don’t have the time or expertise to handle activities in-house and look to outsource instead. There is no denying there is a market for social media managers and whilst i’m always happy to knowledge share, discuss best practice, techniques and encourage those wanting to work in this area, I am increasingly unnerved by the gung-ho ‘anyone can do it it’ mentality which stands to devalue this incredibly important, diverse and often misunderstood role.

I don’t agree that ‘anyone’ can be a social media manager, I think it is a complex role that demands a lot of different skills and experience to carry out.

If you aren’t already a prolific user of social media, how can you hope to use a social network effectively for a business? Without a strong grounding in marketing communications, how can you effectively engage people and fulfill business objectives that are more diverse and challenging than simply growing fans or followers? If you don’t know your CTR from ROI how can you analyse and understand the data that is critical in gauging the effectiveness of your activities? If you don’t have customer facing skills or don’t have the ability to resolve problems, how will you deal with irate customers posting on a clients Facebook wall? If you’re written communications aren’t great, how will you create compelling content and great headlines? I’m sure you get my point.

Just some of the skills a social media manager needs to have

Strong interpersonal and networking skills

A good understanding of planning and strategy

Customer-centric approach

Clear understanding of Google Analytics (or similar) and the ability to set up effective campaign tracking

The ability to interpret data and gain insights

Lots of creativity and personality (even the stuffiest brand needs to show some personality to succeed on social media)

Up to date knowledge of guidelines for all the platforms you are active on

Excellent copy writing skills, in particularly the ability to write good headlines

A good understanding of business objectives and the ability to craft effective calls to action

The ability to create custom graphics to accompany posts

Excellent time management skills and high level of focus

If you don’t have all of the above, of course there are things that you can pick up or learn along the way, but personally, I wouldn’t trust something as important as my businesses social media activity to an inexperienced trainee.

The fact remains that social media is the current, hip thing to be involved in and for very obvious reasons, has massive appeal as a career. Get paid to surf the net and post on Facebook all day? What could be easier! My advice however is not to be blinded by all of the companies making money off your naivety, offering training that will turn you pretty much over-night, into a wealthy social media professional. If you don’t have the experience to back up your claims, knowing a bit of marketing theory isn’t enough and before you’ve even got properly started, you may find your reputation damaged.

Theory means nothing, you’ll build a repuation based on the results you get and the knowledge and insights that you share

Spend all of your time and efforts into branding yourself as a social media expert now and what happens in a few years time when social media has come of age? Demand won’t always remain as high as it currently is – how appealing will your CV look in a few years time when all you can boast is social media management when it is no longer quite so shiny and new a skill to have?

To survive and prosper in this industry you will need many more strings to your bow than simply being able to use any given social network. Social media is just one part of the marketing mix and just one of the communication methods open to businesses. Invent yourself as a specialist in social media and in a very short time you might find that as the industry matures and moves on, you get left behind with narrowly defined, outdated skills.

An individual who can grow a Facebook community is valuable right now and yes, many people are making careers out of doing just that. Keep in mind though that it won’t be long before businesses realise they need to turn not to social media managers, but to marketing strategists who understand the bigger picture and will be the real driving force behind successful, sustainable social media activities. Don’t risk staking your career on social media alone, which when taken in isolation will become obsolete faster than you can say “Friendster”.

April 12, 2013

Social media really does actively influence sales!

Perhaps you are a business owner that’s still not convinced that investing in social media can result in making more sales? If that is the case, then this personal anecdote is for you and very clearly illustrates how social media really can convert customers and drive sales.

La la la laaaaa we aren’t listening!

I’ve discussed in the past how critical monitoring your social media channels is if you want to avoid social media fail. Brand mentions are occurring all the time – dive in and respond at the right time and you can actively influence the buying decision and bag yourself a sale. Don’t believe me? Read on to find out what happened to me earlier today.

One Friday afternoon in April 2013, I Tweeted and included the hotel @ManchesterMal in the message. I stated that I was thinking about booking a room last minute for that night as a birthday treat for myself but that I hadn’t quite decided one way or another yet.

Clearly, I was primed, poised and ready to convert, also take into account the fact that i’ve booked with them in the past and have said positive things about them via social media previously.

Can you think of a better/easier sales prospect than that?

I was 99% of the way to making a booking with them, but doing what I do for a living, curiosity got the better of me and I decided to put the ball in their court to see if they do care about their customers and to find out if they were monitoring their social channels. Turns out that they weren’t.

A potential customer, 99% of the way to making a purchase. Lost.

All it would have taken was a Tweet back from Malmaison,with a playful ‘go on, you know you want to!’ or even better, the token offering of a free Birthday cocktail (worth what six or seven quid?) or similar, and i’d have booked the room straight away!

I never received a response from Malmaison Hotel Manchester, which tells me they aren’t monitoring Twitter for brand mentions and if they are, they aren’t willing to engage and don’t care about filling rooms.

Businesses take heed – Ignore your customers on social media at your own peril! To read more about the importance of responding and engaging via social media see my article Companies step away from providing customer service via social media, and Keep track to avoid social media fail.

Edited to add: Later that evening I spoke to the manager of Manchester Mal about what had occurred and to convey my disappointment and he admitted that all accounts had been inactive for some time as the business was being sold and no one was currently responsible for social media as a result. A real shame, as i’ve always rated Malmaison very highly. I still love them as a brand but the shine has been taken off somewhat!

April 11, 2013

Facebook Basics Part 2 – 15 practical Facebook tips and activities

Following on from my Facebook Basics Part 1 - Understanding the business benefits of Facebook article last week, this is the second and final part and looks at some Facebook facts and tips that will help you get the most out of your Facebook activities. You will also find some suggestions for engagement activities that you can take away and implement on your own Facebook wall straight away.

Some Facebook Facts

Facebook has over a billion worldwide users, making it the world’s biggest social network.
Almost half of the population of the UK now uses Facebook.
Functionality differs on Facebook pages for individuals and Facebook pages for businesses. People can follow (become a fan of) your business page by clicking ‘Like’ rather than having to make or accept a friend request.
Whenever you post to your Facebook wall, your page fans will see your content show up in their own Facebook news feed.*
Building a community takes real, sustained effort to achieve and does not happen overnight.
Facebook is continually evolving, with the new Timeline introduced in March 2013 and Facebook Graph Search rolled out around the same time.
A Facebook advert or cover image must contain no more than 20% text.
There are countless Facebook apps for smart phones that make it super easy to monitor and post content to your page when you are out of the office or away from your desk.
1 in 3 small businesses actively use Facebook.
Facebook insights provide you with in-page analytics which will help you identify the type of content people like the most and the days and times when engagement is at its highest.

*This is not always the case. Facebook’s Edgerank algorithm governs exactly what your fans will see in their feeds (or not) and it is possible for people to become fans of your page but choose to ‘turn off’ your content so that they don’t see it in their feed. People only tend to do this if the content you post is not relevant to them (which means they are highly unlikely to become customers) or your content may be relevant but annoying due to repetition or too high a posting frequency.

15 Facebook Tips

Facebook has lots of rules and guidelines. Fall foul of these and you could find your page shut down. Not much of a problem for a new page with few followers, but for an established page with a thriving community this can be devastating so make sure you have a good read of the rules before you do anything.
When you set up your business page make sure you choose the most appropriate category to list your business under.
Your page should be called the same as your business name and don’t forget to set up your vanity URL so the link to your page doesn’t include a random string of numbers.
Unlike on your personal Facebook page, your profile picture should usually be of your logo or something clearly branded and immediately recognisable.
Make sure you make the most of your business page by including a clear, attractive cover picture and by filling in all of your company information including your website address and contact details.
If you are the admin for more than one page, make sure you post on the wall under the correct company identity, by selecting the “use Facebook as” dropdown option at the top right of the page
Always post pictures to accompany your text – not only does this increase engagement, but this also means that you can then edit the text content of your post should you need to.
Include calls to action whenever you post sales or action oriented content, ask people to click for more information, ask them what they think and so on.
Include product links or links through to information pages on your website whenver you post to make it super easy for people to find out more or buy from you.
Use a URL shortener whenever you post links such as Bitly or goo.gl to make long URLs easier on the eye, that way they don’t detract from your content as much.
There is nothing more off-putting that an unloved Facebook wall. Avoid sporadic posting, if you can’t do an update once a day, then at least a couple of times a week, but even if you only update a few times a week, you must monitor your wall at least daily.
Don’t put too much effort into building an audience for your page until you’ve got some content on there. If you go to the effort of attracting new visitors and your wall is empty, they won’t have any reason to like your page or to stick around. Try to aim for around half a dozen posts on your wall before you start actively promoting.
Make sure time is built in every day, to monitor your Facebook wall – this is critical in allowing you to join in and shape the conversations that are evolving and to be available to answer customer service or any pre-sales questions.
Track and analyse your Facebook wall stats and you’ll gain valuable insights into what activities work best for you.
Be creative! Engaging people isn’t easy and takes a flow of almost constant creativity to achieve; always be on the look out. What has worked for you as a consumer responding to a business’s posts? What have you seen that you could adapt to suit your audience?

Practical activities you can carry out now!

Post a poll – Ask your fans a relevant question on a topic of interest. For example, you could ask them who they think is going to win the big game, what their plans are for the weekend or anything that means they can express their opinions or get involved.

Post a picture – People respond to visual imagery far better than they respond to text alone, so you’ll find that engagement levels increase when you post pictures to your wall. Post a picture of your latest new product, your latest advert, a picture you think is cool or anything you think is relevant or that your fans will like.

Show some personality – Interacting with a faceless brand carries little incentive, if fans can relate to the human side of your brand however, they are more likely to interact with you. We all love a good laugh, an inspiring quote or breath-taking landscape from time to time; these kind of posts can work well, putting a smile on people’s faces is a great way to build relationships.

Get behind a good cause – If you are involved with any charities, local fundraising or perhaps sponsor a team then you can use your Facebook wall to spread awareness or raise funds and generally leaverage your community for a good cause – proving it’s not all about hard sell and profit is good every now and again.

Gain some insight – Ask your customers what they like most about your goods or services, ask them what they’d like to see more of, don’t be afraid to use them as a focus group. As with polls, people love making their opinions known, just make sure you monitor things closely. The last thing you want is to find your post to backfire and turn into customers sharing negative experiences (as was the case with McDonalds now legendary 2012 Twitter campaign, dubbed McFail when their hashtag was used to highlight negative customer experiences). Monitoring all activity remains key, allowing you to step in and respond in real time should the need arise. You also have the added benefit of having far more control over your Facebook wall too.

Give your fans credit – A simple thank-you can go a long way to making your community feel valued. Acknowledge the part they play and thank them for their support and participation. If you want to go one step further you could create a regular ‘super fan’ contest, or every now again hold a flash sale where you give your Facebook followers a special discount code.

Run a competition – Create a Facebook specific competition where you use your wall to tell people about a competition running on your website, or use a Facebook app to run a competition right there on your Facebook wall. By using an app, you can also make it a requirement that people share and/or like your competition in order to enter.

Create a Facebook-only promotion - You can publish a special voucher code on your Facebook wall, or better still, use a ‘fan gate’ app to incentivise none fans to ‘like’ your page to get access to the promotional code.

April 1, 2013

Facebook Basics Part 1 – Understanding the business benefits of Facebook

Introduction to Facebook pages for business

Facebook is the king of social networks and as such, almost doesn’t need an introduction. It is likely that you are already familiar with Facebook and probably have your own Facebook profile. With over a billion users, it’s the biggest social network with a user base that is still growing.

As with other social media platforms, Facebook allows businesses to build a community with the potential of turning a proportion of those community members into customers. By clearly showcasing a combination of the attractiveness of your goods and services, your customer service and your brands personality and/or USPs, you can use Facebook to attract new customers to you and foster brand loyalty in your existing customers. Just like on your website, your aim is to make people stick around long enough that you get the opportunity to persuade them to buy in to your brand and become a customer.

Don’t make the mistake of using Facebook like a one-way sales channel. Bombard your Facebook fans with offer after offer, and you’ll find this is the quickest way to lose potential customers (unless you have a deal based business model such as Groupon or Wowcher). As a rule, no one wants constant hard sell filling up their timeline. The key to successful use of Facebook for businesses lies in your ability to engage followers, listen to them and to balance the content you are publishing.

What’s the point of Facebook?

Facebook provides businesses with the ability to create and grow an engaged community of customers and potential sales leads.

Building communities and individual relationships

Facebook provides an excellent means by which a company can not only demonstrate their expertise in any given area, but they can actively create a brand personality, in keeping with brand values and marketing strategy and promote their unique selling points.

Facebook is all about engagement and adding value. As a result of reaching out to your customers, you’ll obtain highly valuable insights that will shape your communications (extending to other social networks and even transferable to your traditional marketing channels), making them even more effective.

Successful use of Facebook relies upon effective engagement and in your ability publish fresh and interesting content.

Building a community doesn’t come easily and it certainly won’t happen overnight. You will need to commit to and invest in a long-term strategy that will underpin all of your social media activities. If you are after a quick win or instant results, then social media is not going to provide that, unless you are using paid advertising.

Whilst this introduction to Facebook deals primarily with the free page all businesses can set up, you do have the option of enhancing your presence further by taking advantage of promoted posts and Facebook ads. Similarly enhancing your page with free or paid-for Facebook apps, can help to improve the quality of your content and help you to attract more visitors.

Facebook pitfalls to avoid

Ignore your Facebook wall at your own peril

Checking your social media pages every now and again just isn’t enough, and for any page with more than a few hundred Likes or followers, it is critical that you are regularly monitoring interactions.

Consider this scenario. An irate customer posts on your Facebook wall complaining about a customer service issue. Respond to such a post quickly, providing an apology, reason and resolution and you can effectively turn the situation into a positive PR opportunity. Consider that same irate post on your Facebook wall left un-answered for several days. This makes it look like you don’t care about customer service and also shows that you don’t pay attention to your Facebook wall, sending a very negative message to anyone visiting your page and it certainly won’t help you convert new customers.

Once set up, the single most important thing to remember is to monitor your Facebook wall. Whilst daily monitoring is acceptable, for active Facebook communities, then you are going to want to check your wall for any mentions, pre-sales questions or customer service issues several times a day. Read more about the perils of not monitoring your Facebook wall in the article Keep track to avoid social media fail.

Fake likes are largely worthless to you

You are likely to come across companies offering to sell you ‘Likes’ and for a new page, this can certainly be tempting. Consider this though – why do you want to buy likes? What benefit do you get from appearing to have more likes? The real value of Facebook comes in the form of genuine fans, which should largely be made up of existing and potential customers – these fans are receptive sales leads and so have an intrinsic value, making it worthwhile to invest your time into engaging them.

Buy likes and your new fans will have no real interest in your brand and as such can’t be categorised as potential sales leads, in which case they are of little or no value to you.

Failing to engage sends out negative signals

To make Facebook work you need to give people a reason to come to your Facebook page; when they are on your page, your goal is to ensure that they see something they are interested in, resulting in a desirable action, such as clicking through to your website. If you rarely update your wall you aren’t giving people a reason to come back. If however your content is interesting and fresh, then people will like your page and will keep coming back.

Facebook and all social media, is about crafting two-way conversations. Engaging fans isn’t about constantly pushing out content; it’s about publishing content and then pausing to listen to your fans responses. This way you will learn what they like and will be more able to understand how to reach your target audience. When a fan is actively engaging via activities on your wall, they are highly receptive. Give them what they want and engaged fans can turn into customers.

Controversy can increase the viral potential of content but is unlikely to win you customers

Some believe that posting controversial content will help that content spread and go viral. Whilst this can be an effective strategy for achieving viral spread, it isn’t recommended. Controversy often stirs up strong emotions which can have very negative implications.

Stay away from being too controversial, you don’t want to polarise or alienate people; you might have strong political or personally held views, your business’s Facebook wall however is not the right place for you to express them.

To read about viral marketing and controversy see the article Trust me i’m a marketing ‘expert’.

Beware of the Facebook Troll

Lurking online is a special breed of person, known as a Troll. Simply put, a Troll is someone who is purposely antagonistic, argumentative and/or offensive. They will often respond to posts just to create an argument or cause a reaction and will frequently use abusive or offensive language.

Depending on your point of view, you might see them as a harmless nuisance or you might see them as anarchistic trouble makers. Once identified as a Troll, my own stance is to block the offender from posting. Blocking or banning should not be taken lightly though – if someone has a real customer service issue or complaint to air, it is always advisable to deal with it rather than simply removing the post and banning the user.

Don’t be tempted to deal with the potential threat of the Troll by locking your profile down and stopping people from posting on your wall altogether though. If you do that, you will no longer see any of the true benefit that social media provides, as you will no longer be inviting two-way conversation, turning Facebook into just another one-way marketing channel.

Part two of this introduction to Facebook will be published later this week and will provide you with some facts and tips that will help you get the most out of your Facebook activities, as well as some suggestions for engagement activities that you can take away and implement.

If you’d like to find out how Surefire Media can help your business, get in touch!

March 23, 2013

Beware of bad marketing advice from self proclaimed ‘experts’

I read an article the other day called “How to manipulate people for fun and profit”. I’m not going to link to it because in my opinion, the advice it provided was utter garbage, highlighting the ease with which one can tout themselves as an ‘expert’ but in reality, prove they are anything but by giving not just poor, but potentially damaging advice.

The article states that action occurs as a result of inducing a high arousal state – a well known concept in Psychology and absolutely correct. My issue however is with how the author recommended you induce a high state of arousal – by outraging people. The author stated that marketing strategy should focus on writing content that is purposely divisive and intentionally controversial. So lets get this straight, to go viral you have to become a troll?

According to the author, viral marketing rests
on your ability to become an Internet troll

The article went on to highlight instances of when highly controversial or outrageous content had been spread and gone viral. I am not disputing the fact that controversy spreads, my issue however is that if your marketing activities purposely manipulate people into feeling angry or outraged, both of these are negative emotions. For the majority of businesses, i guarantee you, that negative sentiment does not convert customers (unless you are a charity or ethical company wanting to highlight injustices or galvanise action for example). On the whole though, it’s a fundamental fact that negative sentiment doesnt win customers, something any sales or marketing professional would be fully aware of.

The really scary thing, is the massive number of positive comments the author received from other, so-called marketing professionals, who agreed and thought the advice was great! I also found it strange that my very concise and polite response to the article didn’t get published. Whilst i’m at it, the fact that no dates are included on the blog also rings alarm bells – best practice changes as social media and content marketing evolves. A lot of advice provided a year ago could now be massively out of date and of little value to a reader – avoiding transparency by hiding publish dates in this way just isn’t the sort of tactic a reputable professional would need to use.

Does manipulating potential customers into feeling strong negative
emotions sound like good business sense to you?

If I am outraged by the comments or tactics of a company, yes, I might go and read about them, I might talk about (as I currently am doing), but I sure as hell won’t shop with them or spread positive word of mouth, in which case, the activity has successfully turned a potential customer into someone who would never, ever be a customer. Which is, of course, is the polar opposite of what any marketing activity would hope to achieve.

In advising people to be purposely antagonistic and controversial in their marketing efforts, this author is essentially telling you how to loose customers. High share rates of such an article might make it go viral, but if that virality spreads and inspires nothing but negative sentiment and drives customers away, how is that effective marketing?

Does any business really want controversy instead
of customer conversions? Of course not!

I’m assuming that the sole purpose of this article was to spew utter rubbish to get people talking. Yep, it’s got me talking, even telling my readers about the article, but it’s also put the author and the website on my negative radar, meaning all future content I’m exposed to from them will be aggressively filtered out and ignored. Is that really what any company would want to happen as a direct result of their marketing activities? Of course not.

No one is infallible, and whilst reputable writers will endeavour to fact check and identify multiple sources before publishing information, we don’t always get it right. In relation to social media marketing and theory, there often isn’t a right or wrong way to do things, only best practice.

As social media proliferates and it becomes ever easier for people to self-publish, so the threat of misinformation increases. Don’t believe all of the advice that you read just because it is published on a popular blog or is written by someone calling themselves an expert. At worst some articles are based on nothing more than opinion, at best, on tried and tested techniques which have been proven to work, but that doesn’t mean it will work for your particular customer base or business sector.

Never lose your objectivity and question the authors
professional credentials if necessary

Remain objective, if you aren’t convinced then ask the author a question by leaving a comment on their blog and if you really have your suspicions, see if you can find other sources providing the same advice or do a bit of snooping to uncover the real credentials of the author.

By doing this you will avoid the charlatans out there and won’t end up alienating or loosing customers as a result of executing misguided marketing activities.

If you’d like to find out how Surefire Media can help your business, get in touch!

March 4, 2013

How to write great website content

In previous posts I’ve looked at why paying attention to your content makes sense, so this time i’m going to discuss all of the basics you will need to be aware of in order to write effective website content.

Don’t just write, lay your foundations and plan

Before you can write your content you need to plan it. Start by thinking about each of the individual content pages you want to have on your website and list them all, a basic bullet pointed list is generally sufficient for this if you don’t already have a fancy site map. If you are re-writing content for an existing website you just need to make a list of the pages you already have.

Website content writing

Plan key messaging and write around that

Next, you need to think about the information that people will need to enable them to make an informed decision about buying your services or products. As well as deciding what key information you need to get across, you’ll need to start thinking about the best way to present this information.

Nothing is quite as dull or off-putting as paragraph after paragraph of text

Hard facts and technical data are often entirely necessary but to present your service or products in a compelling way, it takes more than dry facts and text and this can be a tough one to get right. Too informal and familiar and you risk sounding unprofessional, too formal and factual and you risk boring your readers and losing potential leads.

Ooh pictures, we love a good picture!

Pictures are good, use them frequently to break up text and add interest, but keep them relevant. The pictures that you use need to add and not detract from your core messaging. Read more about the importance of images in web design here.

Quotes are a great way of highlighting key information and breaking up text; tables and graphs are a good way to display complex or comparison data and headlines are essential to the structure of your page. Using a mixture of content will ensure your content is fresh meaning that website visitors stay engaged, buying you more time to win them over.

Be clever, be intriguing and invite curiosity

Not only do headlines break up vast blocks of text, but they offer readers a quick, at-a-glance clue to what the following content is all about. A good headline is informative, relevant and entices a website visitor to continue reading, so it is critical to get this part right as strong headlines will help to elevate your copy, impacting on everything from your websites search engine ranking through to your conversion rates.

Information and facts are all well and good, but great copy needs to be engaging

The art of website copy writing rests upon the ability to present important information in a way that is interesting and engaging. Personality counts for a lot but that doesn’t mean you need to lapse into informal speech or become a hipster. You can still be entirely human, likeable and interesting whilst maintaining professional credibility.

Copy writing tips you can take away

Highlight all of the benefits and/or problems your service or products can solve
Include information on how to use your service or products
Be sure to highlight your USPs, this will help give people a reason to choose you over your competitors
Mix up your content so that you use pictures, graphics, text, quotes and headlines
Include strong calls to action e.g. ‘contact us now for a free quote’
Include detailed service and/or delivery information
The point of all your copy is to inform, persuade and convert so keep those goals in mind
Use attractive, high quality pictures wherever possible or video content which is even better

For more information on content marketing and how to produce strong content, see the blog post 10 crucial content marketing questions.

If you’d like to find out how Surefire Media can help your business, get in touch!

« Older Posts

Uber Social Media 》The content & social marketing blog

How to write great website content

Recent Posts

Archives

Categories

Meta

Author: Shell Robshaw-Bryan

Shell Robshaw-Bryan, Surefire Media

Follow “Uber Social Media 》The content & social marketing blog”

Share this:

Like this:

Share this:

Like this:

Share this:

Like this:

Share this:

Like this:

Share this:

Like this:

Share this:

Like this:

Share this:

Like this:

Introduction to Facebook pages for business

What’s the point of Facebook?

Building communities and individual relationships

Facebook pitfalls to avoid

Ignore your Facebook wall at your own peril

Fake likes are largely worthless to you

Failing to engage sends out negative signals

Controversy can increase the viral potential of content but is unlikely to win you customers

Beware of the Facebook Troll

Share this:

Like this:

Share this:

Like this:

Share this:

Like this:

Recent Posts

Archives

Categories

Meta

Author: Shell Robshaw-Bryan

Shell Robshaw-Bryan, Surefire Media

Follow “Uber Social Media 》The content & social marketing blog”