You’re so vain, you probably think social media marketing is about you

We all know people who are “inwardly focussed”.  OK, let’s not beat about the bush here, self-involved.  Whether they be friends or work colleagues, we all have that person who dominates conversation. If you have done something, they’ve done it better.  If you’ve been ill, they had it worse.  No matter what you’re talking about, they skilfully turn the conversation back round to them.

No matter who it is, or what the situation they’re in, these people are a royal pain in the what-not. However, when it comes to networking and marketing, it’s potential business suicide.

Think about the last time you went to a networking event and were faced with a total stranger who thrust their hand out, introduced themselves and shoved a business card at you. Five minutes later you’re still listening to them drivel on about their business, the product, their experience, their sheer wonderfulness.

Did you ever do business with them?

Have you ever referred to them?

Come on be honest, do you now avoid them at all costs?

Thought so.

Social media marketing is absolutely no different.  When I start working with a new client they often query what to post on social media, usually citing the fact they’re industry isn’t interesting enough to post about twice a day.

When I reply that the last thing they want to do is keep talking about themselves, their industry or their product they look at me like I have two heads.

But how will I sell if I don’t mention my latest gadget?

Over the years I’ve learnt to curb my urge to face palm and cry; however, this still remains my initial instinct.

I know I’ve said it before, but if you’re new, or have forgotten, let me say it again: social media marketing is NOT about selling.  It’s about building relationships with your audience, and you can’t do that if all you try to do is sell to them.

No matter how many of my ramblings you’ve read in the past, you may well find yourself thinking this makes no sense.  Your business is on social media because you want to sell things. Your audience knows you want to sell things to them, and clearly they don’t mind otherwise they wouldn’t be following you.

Right?

Wrong.

The key thing you need to remember is that your audience is not on social media because they want to buy things. They use social media day in, day out for entertainment, to learn things, to keep on top of news and current trends, to interact and to be, well, social.

Your constant posts to buy, buy, buy are nothing more than spam.

They can’t learn, they can’t interact, they can’t engage.

If they can’t do these things at any point, they will tune out.  It doesn’t matter if they unfollow you, or simply mute you – the end result is the same.

You are never going to get them back.

When it comes to social media marketing your job is to inform your audience.  Tell them about products that are on the market – even if you don’t sell them. Let them know you are the best person to come to when they are looking for advice.  Don’t judge every interaction by what you immediately get out of it.

A customer may come to you, ask your advice and go elsewhere. But they will always remember how you took the time to help them in the first place.  Next time they need something they may come to you and actually purchase. If you wow them then, I assure you, you have a customer for life.  And that is definitely worth whatever time it cost you in the first place.

People cannot build a relationship with someone who just talks at them constantly – you need to find ways to make them want to interact and engage with you. Let them learn about you, what your values are, what you stand for and what your experience is. Get them to care about your story.

Look after them, and they will most definitely look after you.

 

 

You gave us 3 headlines – we gave them sparkle

Last week we asked people to get in touch with content ideas they wanted attention grabbing headlines for.

We might have underestimated how many people would get in touch, and have actually been somewhere inundated with suggestions – some of which we have to confess we’d love to read the actual blogs for!!!

However, we’ve chosen three to work with and are going to use our tried and tested formula to give them a headline makeover.

 

Ben R – Health benefits of chocolate

Frankly we thought this headline might be enticing enough – it’s chocolate, and apparently healthy, so of course we want to read on.

However, it’s not very “sexy”.  It would be easy to spruce this up by combining any of the tips we mentioned last week:

  • 5 amazing health benefits of chocolate
  • Lose weight by eating chocolate now
  • Why eating chocolate is better for you than broccoli
  • How you can use chocolate to kick start your diet

These suggested headlines are more likely to illicit a reaction in a potential reader, and encourage them to read on.

Cathy S – Sell your home quickly

If you’re in the process of selling your home, who wouldn’t want to sell it quickly?  This would be an amazing article to read, but the current headline is so boring I’m probably just going to skip by it.

However, adding in some figures or adjectives might grab my attention and imagination a little more. We suggested trying:

  • People sold their homes five times quicker by doing this
  • 7 unbelievable tricks that will sell your home quickly
  • Sell your home in 24 hours with our top tips
  • How to sell your house in a day

Following our suggestion, Cathy chose one of our headlines as well as her original one.

The difference was striking. The original headline “sell your home quickly” had a 5% open rate; whilst our headline had an 80% open rate. It really does make a huge difference.

Stephen P – The difference between successful and unsuccessful writers

We’ve collaborated with Ste in the past, and know he is more than capable of coming up with a better headline than that.  We feel a test coming on – challenge accepted, Sir!

This current headline gives us no reason to read on.  Is there one difference, many differences, will you explain them, will it help us in any way?  There is no way of knowing unless we click and read, and to be honest, we’re too busy to take the chance that the content is as bad as the headline.

Instead, the following suggestions are bound to get people thinking, and might speak to something inside them:

  • What successful writers do that the rest of us don’t
  • Do this and your content will be a hit
  • 3 things successful writers do that you’re not
  • How do you make sure your writing is hitting the spot?

These headlines pose questions that you’re going to want to find answers to, or they promise to tell you things you’re dying to know.  People who want the answers to these issues are precisely the right audience for Ste, and as such he is speaking directly to them with these revised headline.

 

Give it a try

Why not experiment with some of your previous headlines, and republish content you’ve written in the past.  We bet you’ll have a better click-through rate if you spend a bit more time on the sundae, rather than assuming your headline is just the cherry.

 

Your headline is the sundae, not the cherry on top

With any luck you’ve been reading our previous posts about content marketing, and have decided you want to give blogging a go.  Perhaps you’ve earmarked some time to pull together an editorial plan, you might even have written some great copy, but what’s the point if your headline is rubbish?

The simple truth is people don’t know what your content is like until they click on a link to open it.  All they do see, initially, is the headline.  And if it’s boring, they’re not even going to bother to do that.

If you think of blogging as an ice-cream desert, your headline is the sundae, not just the cherry on top! The reality is, it’s the most important thing you’re going to write.

Use numbers, not just words

Some of the best attention grabbing headlines are those that feature numbers.

  • 50% of people who do this have lost weight
  • 7 of the worst things you can do when blogging
  • 90% of business owners are getting this wrong

Use wow words

You can tell we’ve got kids – “wow” words (aka adjectives) are great and simple ways to garner interest.

Think about words such effortless, fun, FREE, essential or absolute to hit your message home

Use what, why, how or when

If you are trying to persuade someone to do something, then why and how can be fantastic ways to get them hooked.

  • Why you should hire a content writer
  • How to improve the quality of your blog

However, it’s always good to mix things up a bit with alternatives:

  • What the most popular blogs have in common
  • When should you review your marketing plan?

Make a promise

One reason people don’t bother to read passed a headline is because they can’t immediately see what they’re going to get out of it.  Why not make it clear by making a promise to your reader from the outset?

The key here is to offer something that will genuinely entice them, based on the things you know your audience is interested in or wants – but for goodness sake, make sure you deliver!

For example; Instantly improve your blog for FREE

 

Get in touch

We’d love you to get in touch and let us know if you’re struggling with coming up with an attention grabbing headline, and we’ll be happy to help.  Make sure you email hello@timesavingheroes.co.uk by Wednesday, 22nd February and we’ll include it in our next blog!

 

 

Five topics for when you’re stuck for things to blog about

You’ve decided you wanted to start producing your own content for your website, blog or perhaps LinkedIn, and things were going great. For a few weeks.

Then you started running out of things to write about and consistency of posts is a thing of the past.

Sound familiar?

If so, don’t worry, you’re not alone.  It can be really difficult to come up with fresh new ideas every month, or week (depending how often you plan to post), and if you didn’t come up with a content schedule before you started, you’ll find it even harder.

However, there’s no need to panic.  Here are 5 great ideas from Lu for things to blog about if you’re suddenly feeling stuck

# 1 – Customer successes

People buy from people, and one thing that works really well is hearing from other people that have had good experiences of your business.

Why should a potential client believe what you say about yourself?  Of course you’re going to say you’re amazing, and your service is second to none.  No one’s going to believe that, but they will believe a real live customer that has taken the time to leave you a review.

If you’re short of time you could just share a review a customer has left for you, although the best thing would be to turn it in to a proper story. Perhaps a case study, guiding your audience through the when, what, where, why and how of what you did.

# 2 – Seen something you wished you’d written?

It is often the way, you read a post and kick yourself for not being the one to write it yourself.  If that’s the case, you could always write a comment about the post, and link back to the original article. Give your own perspective, agree or disagree with certain points and invite other people to comment.

# 3 – Get controversial

One of the best ways to get people to interact with something you have to say is by disagreeing with public opinion. However, it is always best to only do this if you do actually have a different opinion and are happy to stand by it.

If you do kick up a storm, always make sure you’re able to monitor any comments that come through, and that you are respectful of those who disagree with you.

# 4 – Talk about the news

Has anything happened in your industry, country, or the political world that has an impact on your business or your customers directly? If so, write about it. Give your opinion or explain what you’ve seen happening.

Many of our clients commissioned pieces on how a leave or remain Brexit vote would impact their industry and more importantly, their current clients.  Responses were very positive as it answered specific questions relating to some quite niche areas.  It was information their audience would have struggled to find anyway else.

# 5 – Do a roundup of opinions

If there is a new product, or a problem your customers all face, why not compile a blog on all the different opinions?  You can link to other people’s blogs, or perhaps just provide summaries.  It can be a great way to get people talking about issues that impact them, and might even give you some ideas on how you can improve things.

 

Here at Time Saving Heroes we provide content writing services for all types of business and industry.  Whether you already have topics in mind, or you need us to come up with some suggestions, we’re on hand to help.

Call 0161 883 2024 and speak to Lu, or email us on hello@timesavingheroes.co.uk.

The five steps to great content marketing

Whether you plan to do your content marketing yourself, or hire someone to work with you and manage it, there are certain things you need to think about.

Below is a list of things we run through with all our clients looking to improve their content, no matter what stage they’re currently at.

# 1 – The plan

Before you get started with content marketing (or any form of marketing, for that matter) it’s important you have a fully defined plan.

You need to understand what it is your business is trying to achieve – do you want to promote a new service or product, increase brand awareness, or develop stronger relationships with your existing customers?  Every organisation is different, and there’s no reason why you should have only one objective.

The only important thing is that you know what it is, and how your efforts are going to help you achieve it.

#2 – The audience

I keep banging on about your audience, and I’m sorry if that’s getting boring, but it’s really very important.  You must never forget who it is you’re talking to, and why they’d be interested in hearing what it is you’ve got to say.

Think about your audience – do you just have one type?  Or do you need to find a way to get multiple messages out to a wide range of people?  Perhaps you have a service that would only benefit SMEs, but you also offer something for larger corporations.  In which case, you need to make sure you have relevant content that appeals to both types of client.

# 3 – The development

Once you know what it is you’re trying to achieve, and who you’re trying to achieve it with, you need to start developing your content.  This doesn’t necessarily mean writing down everything you’re going to be sharing in blog, meme or infographic form (though, you should do that too) but more how you’re going to say it.

The key to building relationships with your audience via content is establishing a tone of voice they can relate to, and they know will always be there. That tone of voice will be determined by your company brand and the values you hold.  It will also be influenced by who is doing the actual content – so try to keep that as consistent as possible.

Do you want to be funny, or are you more serious?  Are your posts going to be factual, or do you want to inject a degree of humour?  Are you going to talk about the industry as a whole, or your own business?

# 4 – The delivery

All of this is brilliant to get you started, but once you’ve got content you need to get it out there.  Before you start it’s worth thinking about how you’re going to deliver your pieces.  Will you publish articles directly to your website?  If so, how often are you going to update them, and what topics are you going to cover?

How are you going to optimise your content, and what social media channels are you going to use to help you distribute it?

# 5 – The follow-up

Content marketing is all about the interactions; there is no point in putting information out there if no one is going to see it.  The only way you’re going to know whether it’s having an impact is to keep an eye on it.

Make sure you’re constantly looking at what content you have put out, and whether that is influencing visitors to your website or blog.  Are people actually interacting with what you have to say?  What topics are more popular than others?  If people are commenting, what are they saying? Are you thanking them for getting in touch?

 

If you’re reading to start thinking about how to improve your content and what you offer your audience, call 0161 883 2024 and speak to Lu, or email us on hello@timesavingheroes.co.uk.

We’re on hand to help you with every stage of the process if you need, or can just guide you in the right direction should you need a bit of support.

Why is content marketing important for your business?

It seems we are constantly inventing new ways of doing things, and communicating is just one of the things affected by advances in technology.  One thing that has never changed is the need for a business to reach out and interact with its customers.  The only thing that is different now is the fact there are so many different ways of doing it.

No longer are you stuck with simply face to face conversations, letters, emails or leaflets. Consumers are used to obtaining the information they need through social media, and how they interact with the companies they use.  Social media allows brands to develop their own personalities, and consumers react to them in the same way they would other people.

In essence this interaction is won or lost on the strength of your content marketing.  If you’re not sure precisely what content marketing is, check out our blog from a few weeks ago.

What we’re looking at here, is why content marketing is so important to your business and the ongoing relationships you have with your customers, and prospects.

Who says content marketing is important?

Many people who have no real experience with content marketing have a tendency to assume it’s just one of those jargonistic buzz-words, and will soon die out.  Just a fad.

Let me assure you, it’s not.

Equally, it’s not something that “us types” bandy around in the hopes of making a quick buck. Trust me, the buck isn’t quick enough to be worth the pretence.

The reality is content marketing’s important because consumers say so, and so do search engines.

Your audience expects to be able to find out as much as possible about you, your business, your products and services without actually having to talk to you. Within a few swipes and swooshes they want to know what you offer, why you offer it, what your values are and why you’re better than your competitor.

Equally, they want to feel that you stand for something, that you embody something.  Key here is the idea that you’re not just another faceless company that doesn’t care about them.  They want to feel engaged, they want to be part of your story.  They can’t get that level of connection simply from a logo and a website’s product list.

For many potential consumers they’re likely to come to your site through a search engine, having sought the answer to a particular problem.  The best way to be the answer to their problem is to appear on the first page of a search engine result.  There are lots of different ways to achieve that, but the best one is to have good quality and consistent content.

 

Content marketing is important, and can make a huge impact on your business, whether that’s through increased revenue or improved customer loyalty.  If you’re reading to start thinking about how to improve your content and what you offer your audience, call 0161 883 2024 and speak to Lu, or email us on hello@timesavingheroes.co.uk

Does you content have these three things?

Last week we tried to answer what the term content marketing actually means.  Hopefully now you have a slightly better understanding, and how it can impact on your business, and more importantly, your relationships with your customers (and prospects).

When it comes to creating good content you have to look at three main factors, and this week we wanted to look at these in a bit more detail.

Valuable

Your content has to be valuable to the people who are reading it.  Ultimately you have no control over who stumbles across your blogs or articles, so what this means is the people you are specifically targeting.

No matter what your business sells you need to have a good idea of who you are trying to sell to.  It is these people that need to find value in what you are offering in the way of content.  For everything you choose to share, you need to ask yourself what they (the audience) are going to get out of it. What makes it worthwhile?

Your audience should finish reading your blog, or watching your video feeling as though they have learnt something, or have been entertained in some way.  Your content needs to resonate with their lives and values.

Relevant

This follows on from value. Not only must your content be valuable, but it has to be relevant to them and what you’re able to offer.

The best way to do this is to become their trusted expert; demonstrate that you know everything there is to know about your industry, so they can turn to you with any questions they might have.

Show them that you understand them, and they will turn to you the second they need something.

Consistent

There is no benefit to posting three times a year, or just when you remember you’ve not done anything for a while. No matter how good your content is, if it’s not consistent no one is going to remember it. Which means no one is going to remember you.

Posting regularly over a period of time will ensure you are instantly recognisable, and therefore in the forefront of people’s minds when it comes to looking for a solution to their problem.

 

If your problem is coming up with content, or writing posts that are entertaining, factual and engaging then we have the solution. Give us a call on 0161 883 2024 or email hello@timesavingheroes.co.uk and ask for Lu.