Archive for the ‘internet marketing’ Category
Ten steps to being found online – an internet guide for SMEs
Ten steps to being found online – an internet marketing guide for start-ups, SMEs and those that got left behind takes the rookie website owner through the necessary steps to rise through the search rankings, raise brand awareness and increase website visitor numbers. If your internet marketing strategy is rather wanting, this free website marketing guide may well be worth a read.
In: advertising, brand, copywriting, design, internet marketing, marketing, public relations, search engine optimisation (SEO), website design · Tagged with: Business, business start-ups, copywriting, internet marketing, marketing, Marketing and Advertising, Marketing strategy, public relations, search engine optimisation (SEO), SEO copywriting, Small and medium enterprises, Small business, social media, sole traders, Website
The jargon balance
Hmm. The corporate world is full of abbreviations and acronyms. Buzzwords abound in every industry, mystifying and exciting in equal measure.
It’s a tightrope, and one slip means the loss of potential clients.
Like the rest of this cruel and complicated world, writing and communicating isn’t just black and white. Pepper your prose with jargon and you might alienate the people in need of your expertise. And while ‘jargon-free’ is a selling point, you do have to demonstrate that you’re skilled with the tools of your trade. Want visitors to your site? Your SEO copywriter* needs to draw together a clever combination of industry keywords and plain language key phrases to give you good search engine visibility.
There’s a simple way of getting the jargon balance right.
- Firstly and most importantly, consider carefully the message you want to communicate; the target readership and its level of understanding; and the image you want to convey.
- Secondly use a professional copywriter. Copywriters specialise in crafting custom communications to draw, intrigue and of course explain.
- Finally, work closely together to ensure that any ambiguities are cleared up, your knowledge is beyond doubt and your approach neither patronising nor superior.
Throughout this process bear in mind that every piece of writing you produce, whether advertising copy, email marketing, or even a niche newsletter, should fit your established brand. People beyond your target audience may well be reading, and therefore judging. That can have an impact on recruitment, press perception, sales and more beyond. Walk that tightrope with precision, and take no chances. Above all, write for real people.
*An SEO copywriter is one who specialises in writing search engine optimised text, which in combination with other SEO techniques will boost the website in question up the search rankings for selected words and phrases.
Hmm. The corporate world is full of abbreviations and acronyms. Buzzwords abound in every industry, mystifying and exciting in equal measure.
It’s a tightrope, and one slip means the loss of potential clients.
Like the rest of this cruel and complicated world, writing and communicating isn’t just black and white. Pepper your prose with jargon and you might alienate the people in need of your expertise. And while ‘jargon-free’ is a selling point, you do have to demonstrate that you’re skilled with the tools of your trade. Want visitors to your site? Your SEO copywriter* needs to draw together a clever combination of industry keywords and plain language key phrases to give you good search engine visibility.
There’s a simple way of getting the jargon balance right.
- Firstly and most importantly, consider carefully the message you want to communicate; the target readership and its level of understanding; and the image you want to convey.
- Secondly use a professional copywriter. Copywriters specialise in crafting custom communications to draw, intrigue and of course explain.
- Finally, work closely together to ensure that any ambiguities are cleared up, your knowledge is beyond doubt and your approach neither patronising nor superior.
Throughout this process bear in mind that every piece of writing you produce, whether advertising copy, email marketing, or even a niche newsletter, should fit your established brand. People beyond your target audience may well be reading, and therefore judging. That can have an impact on recruitment, press perception, sales and more beyond. Walk that tightrope with precision, and take no chances. Above all, write for real people.
*An SEO copywriter is one who specialises in writing search engine optimised text, which in combination with other SEO techniques will boost the website in question up the search rankings for selected words and phrases.
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In: advertising, brand, copywriting, corporate communications, internet marketing, marketing, public relations, search engine optimisation (SEO) · Tagged with: abbreviations, acronyms, brand, buzzwords, copywriting, corporate communications, direct marketing, internet marketing, jargon, jargon-free, public relations, search engine optimisation (SEO), SEO copywriting
Is your Board damaging your brand?
I hope you’re reading that headline disbelievingly, aghast at the very notion. But I know a good few people who’ll be nodding in recognition and sighing wearily.
There are a lot of firms out there run by Boards without representation from the ‘business’ side of the business; particularly in more traditional industries. So very often marketing, public relations, comms, sales, IT and so on are viewed really as a necessary evil. We need them, we wish we didn’t need them, and really we know best anyway.
If you’re involved in company branding, whether your function be corporate communications, public relations or marketing, I’d like to think you value the role you play. You’ve spent years honing your skills, gaining qualifications, perhaps even pursuing your passion in your spare time. Sure, it’s your career, and for your benefit, but the primary way of applying your expertise is for your company. Loving your company helps, but if you’re a pro, you do your best regardless.
And then your ideas and recommendations get scuppered or ignored. You’ve made a fool-proof case, undertaken endless research, spent valuable department resources… Only to get the dreaded ‘no’. Worse still, decisions are being made without your input or your expert advice is ignored. Perhaps you’ve even got a department head who’s, to put it politely, rather behind the times.
Ouch. It’s the sort of situation that can put your stress levels through the roof, stop you sleeping, affect personal relationships and damage your self-esteem and even professional image among colleagues. The company of course isn’t just suffering the results of ill-informed and often over-cautious decision making; it’s alienating its staff.
Recognise this? Your Board is damaging your brand.
The big question, and one I fear without an easy answer, is ‘how does one address this?’
The shortest answer I can give is: evidence.
That includes meaningful statistics, relevant case studies and proposals that answer every conceivable question or objection. And keep it jargon-free. People are suspicious of and turned off by abbreviations like ROI, no matter how important the actual concept might be. Recognise that if your Board is reluctant to relinquish control, or trust your decisions, they’re unlikely to be swayed by buzzwords and trends. Link every suggestion you make to sound marketing strategy.
And if you’re one of those unfortunate people whose line manager or director is the kind to take the credit for your ideas (and we ALL know they exist), then keep a dated digital and printed copy of everything you do. Copy people in to emails you send – in the spirit of teamwork you understand… Copy yourself in. And if you think your manager is blocking you…don’t be afraid of a little honest deviousness. Nope, not the oxymoron it sounds. Subtly lace your work with your identity; solicit opinion on your ideas from respected colleagues outside the department. Make sure the right people know who’s making the suggestions and indeed the headway.
I’d consider creating, and possibly in your own time so that no accusations of time-wasting can be levelled at you, what could be called a personal newsletter. At first it’s a diary of your activities, your thoughts and ideas, your research and observations and of course your recommendations. Tie a month’s activity together and you have a newsletter. Incorporate the activities of the wider department and it’ll look less like bragging, and if distributed effectively can enhance the understanding and appreciation of your value to the company, its staff and of course its Board.
You’re in a tricky position, but it’s a fight worth having the stomach for.
I hope you’re reading that headline disbelievingly, aghast at the very notion. But I know a good few people who’ll be nodding in recognition and sighing wearily.
There are a lot of firms out there run by Boards without representation from the ‘business’ side of the business; particularly in more traditional industries. So very often marketing, public relations, comms, sales, IT and so on are viewed really as a necessary evil. We need them, we wish we didn’t need them, and really we know best anyway.
If you’re involved in company branding, whether your function be corporate communications, public relations or marketing, I’d like to think you value the role you play. You’ve spent years honing your skills, gaining qualifications, perhaps even pursuing your passion in your spare time. Sure, it’s your career, and for your benefit, but the primary way of applying your expertise is for your company. Loving your company helps, but if you’re a pro, you do your best regardless.
And then your ideas and recommendations get scuppered or ignored. You’ve made a fool-proof case, undertaken endless research, spent valuable department resources… Only to get the dreaded ‘no’. Worse still, decisions are being made without your input or your expert advice is ignored. Perhaps you’ve even got a department head who’s, to put it politely, rather behind the times.
Ouch. It’s the sort of situation that can put your stress levels through the roof, stop you sleeping, affect personal relationships and damage your self-esteem and even professional image among colleagues. The company of course isn’t just suffering the results of ill-informed and often over-cautious decision making; it’s alienating its staff.
Recognise this? Your Board is damaging your brand.
The big question, and one I fear without an easy answer, is ‘how does one address this?’
The shortest answer I can give is: evidence.
That includes meaningful statistics, relevant case studies and proposals that answer every conceivable question or objection. And keep it jargon-free. People are suspicious of and turned off by abbreviations like ROI, no matter how important the actual concept might be. Recognise that if your Board is reluctant to relinquish control, or trust your decisions, they’re unlikely to be swayed by buzzwords and trends. Link every suggestion you make to sound marketing strategy.
And if you’re one of those unfortunate people whose line manager or director is the kind to take the credit for your ideas (and we ALL know they exist), then keep a dated digital and printed copy of everything you do. Copy people in to emails you send – in the spirit of teamwork you understand… Copy yourself in. And if you think your manager is blocking you…don’t be afraid of a little honest deviousness. Nope, not the oxymoron it sounds. Subtly lace your work with your identity; solicit opinion on your ideas from respected colleagues outside the department. Make sure the right people know who’s making the suggestions and indeed the headway.
I’d consider creating, and possibly in your own time so that no accusations of time-wasting can be levelled at you, what could be called a personal newsletter. At first it’s a diary of your activities, your thoughts and ideas, your research and observations and of course your recommendations. Tie a month’s activity together and you have a newsletter. Incorporate the activities of the wider department and it’ll look less like bragging, and if distributed effectively can enhance the understanding and appreciation of your value to the company, its staff and of course its Board.
You’re in a tricky position, but it’s a fight worth having the stomach for.
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In: brand, corporate communications, internet marketing, marketing, public relations · Tagged with: brand, corporate communications, corporate identity, internet marketing, marketing, public relations
Direct marketing – long copy v short copy
From time to time, as a freelance copywriter, you take a look at the websites and portfolios of other freelance writers. It’s part research, part curiosity, and ends up either ego-boosting or ego-bashing. You’re never quite sure which until you get there.
Sometimes you’re prompted by an article. I was notified of a Q&A session on LinkedIn concerning direct marketing. The question solicited opinion on how effective long copy is against short copy. Opinion, by and large, rejected long copy on a personal level but acknowledged that the received wisdom is that it ‘works’. All the statistics I’ve seen imply that this is true.
I personally, while more than capable of writing at length, don’t like reams of sales or marketing material. Just the sight of a page where I can see I’ll have to scroll indefinitely is enough to hit the tiny X at the top right of the page.
What’s more, most of the proponents of long copy in direct marketing appear that I’ve come across seem to be American. Perhaps in my eyes even the British practitioners’ websites take on that US image.
So, long copy is a turn-off for me, but I’m intrigued to know what others think. Forget the received wisdom – I’m looking at personal responses here – does long copy direct marketing get you buying, or do you break out in hives and move on?
From time to time, as a freelance copywriter, you take a look at the websites and portfolios of other freelance writers. It’s part research, part curiosity, and ends up either ego-boosting or ego-bashing. You’re never quite sure which until you get there.
Sometimes you’re prompted by an article. I was notified of a Q&A session on LinkedIn concerning direct marketing. The question solicited opinion on how effective long copy is against short copy. Opinion, by and large, rejected long copy on a personal level but acknowledged that the received wisdom is that it ‘works’. All the statistics I’ve seen imply that this is true.
I personally, while more than capable of writing at length, don’t like reams of sales or marketing material. Just the sight of a page where I can see I’ll have to scroll indefinitely is enough to hit the tiny X at the top right of the page.
What’s more, most of the proponents of long copy in direct marketing appear that I’ve come across seem to be American. Perhaps in my eyes even the British practitioners’ websites take on that US image.
So, long copy is a turn-off for me, but I’m intrigued to know what others think. Forget the received wisdom – I’m looking at personal responses here – does long copy direct marketing get you buying, or do you break out in hives and move on?
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In: advertising, copywriting, internet marketing, marketing · Tagged with: advertising, copywriting, direct marketing, internet marketing, long copy, marketing, short copy
Why create the copywriter’s blog?
For some time I fought against the advice coming from various quarters to create a copywriting blog. The number of blogs littering the web seemed so enormous that my instinctive don’t-follow-the-herd attitude went into overdrive.
But then I came up with my Small Change charity concept, which really demanded a blog. Writing in my natural voice as opposed to the various styles required for project-driven copywriting was a breath of fresh air.
I didn’t want to create something that would become a bind or a drain on my time and neither did I want to generate so much copy that any readership disappeared as quickly as it arrived.
So…an occasional article, when I feel the urge, related to the fields of copywriting, copy editing and proofreading. I’ll discuss everything from articles to website content, style guides to substance over style.
And just because I’ve worked with and for some wise and wonderful people, authorities in their respective fields, the copywriter’s blog may from time to time feature articles from guest bloggers; topics to include branding, design, website design & build, accessibility, SEO & internet marketing, confidence & image, public relations and more.
For some time I fought against the advice coming from various quarters to create a copywriting blog. The number of blogs littering the web seemed so enormous that my instinctive don’t-follow-the-herd attitude went into overdrive.
But then I came up with my Small Change charity concept, which really demanded a blog. Writing in my natural voice as opposed to the various styles required for project-driven copywriting was a breath of fresh air.
I didn’t want to create something that would become a bind or a drain on my time and neither did I want to generate so much copy that any readership disappeared as quickly as it arrived.
So…an occasional article, when I feel the urge, related to the fields of copywriting, copy editing and proofreading. I’ll discuss everything from articles to website content, style guides to substance over style.
And just because I’ve worked with and for some wise and wonderful people, authorities in their respective fields, the copywriter’s blog may from time to time feature articles from guest bloggers; topics to include branding, design, website design & build, accessibility, SEO & internet marketing, confidence & image, public relations and more.
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In: advertising, brand, copy editing, copywriting, corporate communications, internet marketing, marketing, news, proofreading, public relations, search engine optimisation (SEO) · Tagged with: copywriting, copywriting news, corporate communications, internet marketing, social media
