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5 Content Marketing Tips to help your business triumph over coronavirus

With coronavirus threatening our health and well-being, lock-downs in place throughout the world, and online memes hitting record levels [so many funny ones out there], these are crazy times. A lot of businesses are doing it tough at the moment, but this will eventually end and the future will be bright once again. In the meantime, it’s really important to continue connecting with our customers, as often as possible. That’s why I’ve put together these 5 quick content marketing tips, showing you how to best manage your customer comms during this very challenging time.

1. Show up [as much as you can]

I know it may not be easy at the moment, but staying connected with your customers and keeping them informed is oh so invaluable! Whichever digital marketing platforms you use (email, social media, website, old-school phone calls) keep the comms rolling. Your customers, subscribers and followers are keen to hear where you’re at! Plus, you’ll be rewarded with their loyalty which will lead to more sales, especially after the crisis abates.

And remember to be honest, authentic and personal in your content marketing. Explain the impact that coronavirus is having on your business, the steps you’re taking to overcome this (if you’re able to) and what it means for your customers. Also, make sure you give your messaging a positive spin, even if it’s looking to the future (post-coronavirus).

2. Be creative with your content marketing strategy

Think about which digital marketing platform/s will serve you best right now? Throw your focus into these. Engaging and connecting with your followers/subscribers/customers is super important during this uncertain period.

And YES, you may need to think outside of the box, conjuring up different ways you can stay connected with your audience (think TikToks, Facebook Lives, IGTV, webinars, e-books). And hey, you might accidentally stumble on a BRILLIANT idea that could be a marketing game-changer for your business, especially in the next few months.

3. Keep your loyal customers up-to-date via email

Emailing your customer database is your golden ticket, now more than ever! It’s your opportunity to speak directly to your customers and fan base. After all, these are the people who like you, love you and have willingly signed up to hear more from you. Plus, many of these will already be loyal customers – the people who will most likely buy from you, especially when the world is turned on its head.

So, how often should you be emailing your customers? This is a really good question. Normally, I would recommend once a week, or at least once a fortnight. But right now, many inboxes are being inundated by COVID-19 related emails. Thus, I’d suggest you email your customers when you have relevant information about your business, eg. how your operations may have changed and if/how customers can continue to purchase from you. Then continue to give important updates as they arise.

For example, if you’re changing systems and processes – a weekly email to keep your customers updated is great! If you’ve hit pause on your business, try for a fortnightly or even a monthly email – it doesn’t need to be too lengthy, just include a quick update, maybe a few tips, some DIY stuff (if possible) or a good meme can go a long way! Yep, give your customers a chuckle – we all need some humour in our lives, especially right now.

Also make sure you monitor and measure the results. You may need to change your send frequency or review and refine the content you’re sending – based on how your open, click-through and unsubscribe rates are tracking.

And, very importantly, if you haven’t emailed your database for a long time, please, please don’t forget to re-introduce yourself. You don’t want your customers wondering who the heck you are, how you got their details and then deleting your email.

4. Keep pumping out your social media posts

Continue (or start) posting regularly to your social media platforms. Your followers will be interested to know how you’re dealing with COVID-19. Just remember to always be mindful and considerate of how each person might be dealing with the pandemic.

Dependant on your tone of voice, you could weave in some funny memes to connect with your audience. Add in some informative posts – letting your audience know if your customer processes have changed (eg: customers now need to pick up goods via drive-thru). Post live videos keeping your customers abreast of where you’re at, including any entertaining behind the scene stuff.

Of course, offering tips and expert advice are of great value to your followers. If you’ve sadly had to hit pause on your business, maybe you can include some DIY tips that relate directly to your business (eg. a campground could share posts of families camping in the backyard, or a restaurant or café could post some of their fave recipes – ps. anyone got a good cocktail one?) 

5. Add a quick business update to your home page

If you have the resources to edit your website, I’d suggest you add a quick paragraph to the top of your Home Page – simply telling visitors if and how your business had been impacted, what you’re doing to get through the crisis and how it may affect your customers.

Think of the positives and talk about the ways you might be able to change things up to still deliver a great service (hopefully this is still the case for you). Or, if you’ve had to go into hibernation, direct visitors over to your social media pages to make sure they continue to get all your updates and stay connected with your biz.

I hope these content marketing tips help you gain clarity and purpose during this challenging time. I’m a big believer in taking small steps to achieve your bigger goal, so maybe start with one of these tips, master that and then move on to the next.

And, if you could use some further expert content marketing advice tailored for your business, give me a call for a FREE 30 minute chat – 0402 055 156. I’d love to help you get through this and beyond!

Be safe, stay healthy and look ahead!

Amy x

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Your 3 Quick Tips on how to write a bio. You’re welcome

So, you’ve been asked to write a bio – either about yourself or for your whole team. You know you’ve got oodles of experience and skills to talk about, but you’re just not sure where to start, what to include or how to shape it.

Well, sound the trumpets, because you’ve just hit the ‘how to write a bio’ jackpot. Yes, it’s a thing ;). These 3 quick tips will have you nailing your project so fast that you can treat yourself to a lonnnnng lunch. Yeah! Even better, you’ll sound as awesome in writing as you are in real life.

Tip 1 | Where to Start

Before you write a bio, first gather your facts. Here’s what you’ll need:

  • A description of your current role
  • 1 – 3 big (and relevant) career achievements
  • Your overall career goal and values
  • Any qualifications, educational achievements and licences (if relevant)
Tip 2 | Bio Template

Great, now you’ve got all the elements you need, you can begin writing and laying out your bio. We recommend that you write your bio in third person, unless it’s for your social media platforms where first person is best.

Here’s our suggested layout:

1. What do you do?

Introduce yourself, including your first and last name and describe your current role.

2. What do you believe in?

Tell your audience about your overall goal, what drives you to succeed in your role, and /or your values that support your work ethos.

3. What are your biggest achievements?

Include 1 – 3 of your biggest and best professional achievements.

4. Who are you outside of work?

Consider adding a personal story, or even a slice of humour (if relevant) to humanise your bio and imbue it with your personality. After all, people want to know you as a person.

5. Finally, include your educational qualifications and licences (if relevant).
Tip 3 | Keep it simple & succinct

The most important element when writing your bio, is to be yourself. Keep your bio simple and succinct, steer clear of industry buzzwords, adopt a professional tone, but keep it human – after all, everyone loves a personal touch. This is what will make your bio standout.

Check out our example of a cracking bio below (and feel free to template yours off this one).

Nicola Buchanan’s Bio

A dynamic and forward-thinking property specialist, Nicola Buchanan’s sales and marketing expertise is bolstered by her unique warmth, charisma and engaging wit.

People-centric, Nicola is known for her innate ability to connect easily with both vendors and purchasers alike. Combining her remarkable real estate experience with her extensive corporate background in management, marketing and advertising, along with her interior design prowess, Nicola provides a complete and far-from-ordinary client experience.

A mother of three, Nicola applies many of her acquired parenting skills to her role as an accomplished real estate professional. Think negotiation, honesty, communication, efficiency and persuasion (all of which must often be applied simultaneously just to get one household chore completed). Also an adept marketer, Nicola is the ultimate cheerleader for both her family, her clients and their properties.

Nicola also plays an active and wholehearted role in the local community. She sits on the committee of Women of Influence, a not-for-profit organisation, and was also the founder, now manager of a touch football club, allowing her to engage with an amazing group of parents, coaches and more than 120 kids each season.

Nicola is a fully licenced real estate agent. She holds a Bachelor of Commerce in Marketing, a Diploma in Interior Design and an abundance of good humour, ensuring your property transaction is both a successful and delightful experience.

I hope you found these tips on how to write a bio super helpful!  Of course, if you’d like any additional advice, please feel free to give me a call for a free 20 minute chat! My number is 0402 055 156 and I’m on standby ready to help.

You can also subscribe to receive my newsletter – packed full of quick and easy copywriting tips that you can put into practice in your business. Simply pop your details in below and you’re good to go!

Now, over to you! Go forth and conquer your bio. You’ve got this!

Amy x

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Evergreen content. Sounds boring, but check out its client-attracting superpowers

Do you have an evergreen content marketing strategy? Driving traffic to your website and guiding prospects into your sales funnel, evergreen content is key for building trust and voice leadership. Yep, if you’re a business wanting to grow, posting evergreen content on your website and social media channels is a must.

That’s great, but first, what is evergreen content?

Why I’m glad you asked! Evergreen content is sustainable and relevant business content that doesn’t grow old. Timeless and long-lasting, evergreen content attracts visitors to your website and draws new followers to your social media platforms. It’s the content that rarely needs to be updated. What it isn’t is content that relates to the latest news, holidays, seasons or trends.

Okay got it. So how do I create evergreen content?

Evergreen content comes in many shapes, forms and sizes, including:

  • How-to guides
  • Expert tips
  • FAQs
  • Tutorials
  • Case studies
  • Ebooks
  • Newsletters
  • Podcasts

The trick to leveraging your it is to repurpose it across your marketing channels. For example, you could take 3 -5 key points from a blog post and reshape it for your Instagram feed. Or you could remodel a client testimonial into a case study.

I have some ideas! Should I begin writing, or do I need a strategy?

A-ha – you’re one step ahead of me! The answer is a resounding YES! Always strategy first, content second. And remember that evergreen content needs to fit in with your overall content marketing strategy – especially with its close cousin who we fondly refer to as On-Trend Content.

To initiate your strategy, you first need to determine what it is you’d like to achieve.

  • Want to drive traffic to your website? You need to optimise your content for SEO.
  • Want to create trust on social media? Expert tips and testimonials are a great way to do this.
  • Want to attract more podcast listeners? A good how-to episode never fails.
Let’s talk more about SEO because it’s super important for increasing visitors to my website

Excellent, I love talking about optimising copy for SEO (word-nerd that I am). Finding the right keywords with high search volume is critical to get people onto your website to read your evergreen content.

So, how do you find the best performing keyword phrases for your content piece?

Head over to UberSuggest (it’s FREE)! Type in your keyword phrase (start with the topic you want to talk about). Next, select your relevant country and then click ‘Keyword Ideas’ on the left-hand menu – UberSuggest will give you a range of keywords for you to choose from.

Once you’ve found the best performing keyword phrases for your evergreen content, make sure you include it in your main heading, sub-headings (if appropriate) and your first paragraph of text.

Can you give me some examples of evergreen topics to get me started?

Great idea! Here are a few evergreen topics to inspire you (remember these are topics that will outlast trends):

  1. 5 reasons why you need to update your will
  2. Why social media engagement trumps your follower count
  3. How you can build an eco-friendly home
  4. 10 must-do’s when visiting Byron Bay
  5. Keep the taxman at bay with these easy-to-implement accounting tips
One more question – how much evergreen content should I produce?

When it comes to your evergreen content, the more the better – so keep the wheels turning. But remember it’s only part of your content mix and needs to be well-balanced with your latest news, seasonal promotions, and current ‘happening-now’ content and posts.

Now, over to you. Go forth and conquer!

Of course, if you’d like tailored advice for your business, please feel free to give me a call for a free 20 minute chat! My number is 0402 055 156 – I’m on standby ready to help.

You can also subscribe to receive my newsletter – packed full of quick and easy copywriting tips ready for you to implement in your business. Simply click HERE.

Best of luck!

Amy x

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How to write an incredibly good About Us page

Ahhhh, your About Us page. Why is it so damned difficult to write? And what is the difference between an About page that evokes instant connection and one that’s as exciting as waiting on hold to speak to your ‘NBN specialist’ (insert dramatic eye-roll).

Let’s begin with the first hurdle – why is it so hard to write about our own About Us Page?

If your M.O. is to avoid writing about yourself and your business at all costs, you’re not alone. (Phew!) In fact, I think there are a few reasons why we hit the procrastinate button whenever it comes to writing about ourselves or our business.

Firstly, writing about our journey or story requires us to become a little vulnerable. It requires us to define our identity, which is tricky because we want to express this perfectly, without placing limitations on how we are perceived. Easier said than done, this takes a bit of self-reflection and some deep thought (yes, brain-hurty hard work)!

Secondly, we tend to be a little more critical of ourselves and our business. Talking about ourselves, let alone promoting ourselves, doesn’t come naturally for many of us.

Thirdly, as a business owner or manager within a business, we can be too close to our own story. While it makes perfect sense to us, it’s not always so easy to put into words, let alone marketing content!

So how do we overcome these objections to writing our own About Us page? Here are a few easy tricks:

  1. Have a quick brainstorm and write down your business values, personality, vision and mission. This will be a huge help in shaping the direction of your About Us copy. If you already have these sorted, high-fives to you!
  2. Think back to when your business was established – what problem was it solving? Does this problem still exist for your target market, or has your business evolved and is now providing solutions to other problems? Write down the problems and solutions you provide then, and you provide now.
  3. Survey your clients – a phone chat or quick email will do. Their feedback can help you to outline the benefits of working with you, in the language that your ideal clients know and love. It will also prompt you to write benefit-driven copy.
Formatting your About Us page to entice and captivate

Just like all copy on your website, your About Us page needs to be easy to read, concise, fluid and engaging. From a visual perspective, it’s important to break your copy up into neat little paragraphs, each with their very own sub-heading (Tip: try to incorporate your keyword phrase into one or two of your sub-headings – the Google gods love it).

When it comes to what you should include in your About Us page, here’s a handy list to get you started:

  1. Begin with when you launched your business and why you did it (if it’s quite recent, you can add in details on the previous experience of your directors)
  2. Talk about your business journey (problems you solve, milestones, wins, challenges you’ve overcome – within reason)
  3. Detail your business and industry experience
  4. Tell us about your team
  5. Delve into your business ethos (here’s where you talk about your values, vision, mission)
  6. Describe the type of customers you work with
  7. Explain your process/services
  8. Encapsulate your mission going forward
  9. Include client testimonials
Blandy blah-blah, me-me-me copy – VS – a dynamic and compelling story that gets reader buy-in

Did you know that your About Us page actually needs to be more about your customers?

via GIPHY

Truth!

And hey, if you want to be another business giving a colourless account of your story, inserting futile buzzwords, and cliché-ing the crapola out of your About page (no job too big or small, I’m looking at you), then please go ahead.

Actually, please don’t!

YOU can do different. YOU can do better. And YOU should! Your About page should magnetise your ideal client to your business, irresistibly drawing them into your community. Just like kids humming excitedly around an ice-cream truck, your About page should create an energetic buzz. But how, you ask! By relating your background, experience, values and mission directly to how these benefit your reader.

Let me show you a few easy-to-implement techniques to help you write an About Us page that highlights your amazing-ness and creates a lasting impression

Tell your story from the perspective of your reader. What’s in it for them?

Relating your story in a way that shows true value and real benefit will fast track your journey to forming good connections and building great relationships. Getting your readers to buy-in on your why is one of the most powerful things you can do in your business, and your About page is the perfect stage for it.

Check out these examples on how you can do this.

Rather than state your experience, demonstrate how it adds value for your reader

Have a look at this sentence:

“We’ve been in business since 2003. Our experienced team are experts in our field.”

While this is nice to know, it’s fairly generic and yawn-evoking. But imagine if you wrote about your experience from the perspective of how it helps your customers. Let’s take two:

“Having been in business since 2003, our team understands the intricacies of the building process. Drawing on our extensive knowledge, specialist skill base and industry expertise, we’ve got each build down-pat, so you know your project will be seamless, streamlined and dare we say, an enjoyable experience for you.”

Show readers how you provide the best service, as opposed to adding in blanket, over-used statements.

Ever read a sentence like this: “We pride ourselves on our exceptional customer service”, and just HAD to give them your business? I think not.

Why? Because it’s a run-of-the-mill statement that lacks depth. It also focuses solely on you. Plus, a LOT of businesses claim this, so it’s not going to be a point of difference for you. Instead, it’s a general term that many readers will simply gloss over.

So, let’s re-shape it into something a little more unique and emotive:

“Our priority is you, in everything we do. Providing you with a simple step-by-step process, our dedicated team is by your side and ready to help with any questions you may have. We also give you direct access to our customer hotline (and encourage you to use it) because, hey, we have some of our cleverest people waiting on standby to chat with you!”

Illustrate how your values and business philosophy benefit your customers

Your readers want to know if your values and philosophy align with their own. So, rather than waffling on about being reliable and honest, give some examples demonstrating how you live by your ethos in your everyday work-life.

Something like this:

“Honesty, reliability and respect are fundamental to our business ethos and culture. From our business owners through to each team member, we champion open conversations with no judgement. We prioritise our customers and are here for you, no matter what. We deliver your project when we say we will. We are listeners first and encourage you to share your goals with us, so we can tailor our service just for you.”

Now, over to you. You’ve got this!

If your About Us page is a little lack-lustre, make sure you set aside some time to audit, evaluate and invigorate it. It will add significant value to your brand and will trigger a deeper connection with your readers. After all, this is where people find out more about you as a business, where they align with you and where they decide if they want to work with you!

And remember, if you followed the steps in this blog but would like some additional advice tailored just for your business, I’m only a phone call, email or carrier pigeon away (you choose).

You can also subscribe to receive my newsletter every fortnight – packed full of quick and easy copywriting tips ready for you to implement in your business. To join the MOMO tribe, clickety-click HERE.

Amy x

Founder & Director at MOMO Copywriting