& That's Not All!
Don't Neglect Your LinkedIn Profile...
...or that Blog!
In just under two decades (about the same period that blogs have been around) I’ve created content, helped to develop concepts and ideas for a variety of blogs in several industries, fields and areas. Property, finance, travel, food, design, fashion — and those are just my favourites! And yet the blog is often not included in the creative brief. The discussions about blogs and blogging comes as a value-add, often at the tail end of onboarding and proposals. Sometimes there are suggestions for additional content, a new direction, or strategy for resuscitating a blog that has been abandoned for some time and in need of TLC.
One of our greatest strengths over here is our ability to add value by contributing ideas, copy and refreshed content for the client blogs is one of my best skills and abilities. We ask detailed questions about blogs during my onboarding, within the three documents that we use as part of that process. It began as a one-page document of five or six questions a decade and a half ago; today we ask thirty-five questions over three questionnaires to determine suitability, plan of action, tone of voice and strategy. If the client has given some thought to messaging it won’t take much time or effort. If you haven’t worked with a freelancer, it might seem a little invasive, but the process starts with a pointed question:
1. So, what’s your story?
It makes sense, doesn’t it? By nature, a blog is supposed to be an informal, conversational and timely addition to you or your organisation’s portfolio of owned media. It can include profiles, interviews, and journal-style posts to share news, make time-sensitive announcements and help to paint a broader portrait of your CSR, environmental stance, mission, vision and diversity policy. A blog is your story.
“Through blogging, your company can build goodwill, attract new business, improve customer relations, enhance your brand, recruit the best employees, weather a crisis and build support for initiatives.” — Shel Holtz
Content, whether generated in-house or by someone like yours-truly, is valuable because it can easily be repurposed for social media with a little retooling (informal for Facebook, 280 characters for Twitter, professional/formal for LinkedIn).
So, what is your story? What’s your message? Is that ethos reflected in your online identity?
Those are just three of the thirty-five or so questions that we like to ask when getting to know you. They are also the sort of questions that we encourage you to ask yourself and your team when collaborating on your brand’s messaging, content, and copy. That’s what we do. We help leaders like you and your teams to craft and polish your messaging, and your stories.
Making LinkedIn Work for You
Are prospective clients and customers finding you on LinkedIn?
Are recruiters and employers able to learn about your strengths from your LinkedIn profile?
Is your profile showing your best writing?
Does your company page highlight your product or services effectively?
Is your LinkedIn account an effective calling-card, storefront and CV?
Thinking of Hiring a Copywriter? Ask These Questions First!
Thinking of outsourcing your content and copy to a freelancer, copywriter, or agency? Be sure to ask any candidate these questions before deciding.
Your Blog is Your Secret Weapon...
5 Reasons to use Twitter for your Real Estate & Property Marketing
Are Landing Pages that Important?!
Online presence is crucial for businesses, and a well-crafted landing page is a powerful tool to get attention, drive traffic and spark interest. A landing page acts as a gateway, guiding potential customers to take specific actions, ultimately boosting traffic. A landing page is often the first user interaction with your brand or product. It provides a focused and tailored experience designed to capture attention and generate interest. Creating an appealing design, compelling copy, and a call-to-action can make a positive first impression that encourages visitors to explore further, increasing the likelihood of conversion. And conversion is key. The primary purpose of a landing page is to convert visitors into leads or customers. Unlike a website’s homepage, which serves multiple purposes, a landing page has a singular goal. A well-optimised landing page improves conversion rates by eliminating distractions and providing a targeted message aligned with the user’s intent. Whether it’s encouraging visitors to sign up for a newsletter, make a purchase, or fill out a contact form, a compelling landing page guides users towards the desired action.
Landing pages play a crucial role in targeted marketing campaigns. By creating dedicated landing pages for specific advertising campaigns, you can align the content and messaging with the corresponding ads. This consistency reinforces the users’ intent, improving the user experience and boosting conversion rates; it allows for accurate campaign performance tracking and analysis, enabling you to make data-driven decisions and optimise your marketing efforts effectively.
Landing pages are not only effective conversion tools but also invaluable sources of customer data. You can collect crucial information about your target audience by strategically incorporating lead capture forms or surveys on your landing pages. This data provides valuable insights into consumer behaviour, preferences, and demographics, enabling you to refine your marketing strategies, personalise your communication, and enhance the overall customer experience. They are instrumental in optimising your website for search engines. By tailoring landing page content to specific keywords, you can improve your search engine rankings and drive organic traffic. With a focused message and relevant content, landing pages increase the chances of being indexed by search engines, boosting your website’s visibility and attracting users actively searching for products or services related to your business.
The landing page is a fundamental component of a successful online marketing strategy. Their ability to captivate, convert, and gather valuable data makes them indispensable tools for driving business growth. By investing in well-designed landing pages, aligning them with targeted campaigns, and continually refining their performance, businesses can maximise conversion rates, boost customer engagement, and ultimately achieve their objective