The Marketing Boutique

How can we write relevant content that sells your product or service?

It’s been written that we have about 3 minutes to make a good impression when a visitor comes to our website. Our content needs to either engage, provoke or sell in three minutes.

Marketing versus sales content

But how do we get there? How do we create content that sells?

We first need to start by understanding the difference between marketing content and sales relevant content. Well, when we do a marketing piece, the goal is to establish awareness and interest, however, for sales writing, the goal is to sell the product or service.

What is the one trusted piece of content buyers like to read?

Time and time again, buyers like case studies. Buyers, especially in the B2B industries, they need to know who is buying from you. Case studies showcase how productivity was improved, facilities became profit centres and processes reduce staff overtime.

Forget sweeping, forceful statements like “disruption” or “truly innovative”, your buyer wants to know how other organisations used your product or service.

And, today with the growing popularity of platforms like Yelp, this is true for B2C companies as well. However, B2C companies don’t need to write up case studies, a testimonail, rating on a recent online purchase and a share on your favourite social meida platform will provide excellent results.

Write Well, Not Hype

Which brings me to my favorite topic, writing style. Writing well seems to have lost its way, in favour of sounding smart, witty or casual.

Writing well is transparent, helping the reader move along the from interest to a buyer. If your writing sounds like everyone else, change it. If it sounds too casual, with words like “gonna”, edit. Good writing is 20 % writing and 80% edit.

Sales becoming non-linear

As sales continue to become non-linear, content marketing will also evolve keeping pace with sales. It is important to track what is being read, and how people use your content.

We’ll write up on how to use Facebook to build your business. In this post, we’ll give you easy steps to build your Facebook audience organically. It’s a bit more challenging considering there are over 1.28 billion registered people, with 802 million people who get on Facebook on a daily basis.

Why build a Facebook audience?

You’re getting a free, organic audience that is engaged with your product and service. You can post a product you are selling without paid ads. You can drive eyeballs to your products. There is also the ability to create a unique audience that can be competitively advantageous to your competition.

How to Use Facebook To Build Your Business

  1. Add a photo with each update: Photos on Facebook receive 53% more likes than the average post. Make sure its a great photo!
  2. Update The Facebook Page Cover Photo: Cover photos should be about new services, contests and other offers and your fans and followers will see the change in their news feed.
  3. Add posts, once a day: This may sound excessive but think of your Facebook business page like a retail store. How own does your shop send you specials? Often! Daily posting will also increase your cost per click when you do decide on advertising on Facebook.
  4. Join groups & the conversations: You may not find the right group, but all small steps help you move towards helping you build your list
  5. Integrate apps: Selecting the right app will help build your list and/or fan base. Newsletter app, like for content apps are just a couple you should be adding.
  6. Tag people: It is an appropriate and good technique to tag people, like journalists, non-profits, investors and industry leaders to your event or to read your press release. However, do not tag people in posts that have nothing to do with them for the sake of getting their attention.
  7. Add Hashtags: Do a search on popular hashtags and add one hashtag to each post. Don’t overload on the hashtags.
  8. Follow 80/20 Rule: 80% of the content is about value content, the 20% is on selling.
  9. Don’t add links! Facebook doesn’t want you to encourage your fans to leave their site.

Other ways to help build your business with Facebook

Once they ‘like you’, you have a better opportunity to move them towards your sales funnel – newsletter or trial offer or contact you to find out more information – because they will see your product or post on their newsfeed.

The more active you are on your Fan Page, Facebook will show your post to more people. Daily posting will help your organic reach.

Relevant Content

Your audience needs to like content that is relevant to your brand and why your audience has initially liked your Fan page.

Engage with your Fans

Answer all questions and like all comments. You’re there for a reason!! Also, follow-back. Don’t think you’re better than your followers. Follow back.

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Website writing projects come to us usually in one way, after the content is written and the site is launched. Today, most business owners believe everyone can write, and there’s nothing special about putting two words together. Plus, why spend money on someone who doesn’t know their brand when they’ve got a tone of people wanting to get their hands on new marketing projects.

Read More

With all the digital marketing platforms we have today, the ability to write as an advertising copywriter is a growing trend and an important skill set to bring on for any small business.

And, that’s because the job of a copywriter is to create content that sells. Read More