What the Ad Blocking Trend Means for Your Content Marketing

A couple weeks ago, I talked about why content marketing is so important for your business.  This week, I want to go into a bit of depth as to what ad blocking is telling you about your content marketing.

1. Your articles and posts should not even resemble ads!
The number one most important thing you should learn from the ad blocking trend is not to make your content marketing look like ads! Consumers are pretty savvy. They know clickbait when they see it and they can feel ads clothed in information on the information highway.  So, make sure to give your readers the valuable information or entertainment they crave without making them feel like they’re being sold!

The idea of content marketing is to give value such that the consumer trusts your company and wishes to reciprocate when it comes time to buy.  The task is to make them feel so indebted to you that they not only think of you first when they are ready to purchase but feel bad about looking anywhere else to fill their need.

2. So what do you put in there and how do you get leads?
What you write about will, of course, depend upon your audience. Do your potential customers need to know something about your industry that affects them?  Do they want to learn how to do something related to your industry? Are they looking to be entertained? See a need and fill it.  More specifically, see a “want” and fill it.   

I said this on a Facebook women’s business group and got some flack for it, but after years of being in sales and owning my own businesses, I can tell you that it’s true.  People buy what they want and not necessarily what they need.  There are those who will not buy something even though they need it and others that will buy what they want even if they can’t really afford it. 

The flack I took for that was the concept that this thinking is bad for people and takes advantage of them.  I disagree.  Taking advantage of people is almost forcing them to buy something they don’t need or can’t afford by means of trickery or deceit.  Recognizing that people will buy wants and not necessarily needs is smart business.  If you know that most people who need something won’t buy it, you probably shouldn’t sell it.  If you recognize that your customers want X with their Y, then you’d better make sure your Xs have Ys!

3. Give value!
I cannot emphasize this enough.  GIVE VALUE!  If your potential customers want to be entertained, entertain them!  If they’d appreciate knowing something, share it. If they want to be the first to have something, let them know.  Whatever it is they value that will help your company reach its goals, make sure you know about it and are actively giving it to them.  

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59% Believe Better Customer Service Through Social Media

Social media should be an important part of your content marketing strategy.  If you’re not on social media, you should be because 59% of people who are there believe that customer service through social media makes it easier to get answers.  This is an important statistic to know!

1. If you’re not on social media, you should be!
If your business isn’t already on social media, you should begin to investigate what platforms would work for your industry.  If you are already there, you should be planning to take full advantage of the many ways social media can help your company not only in customer service but in exposure as well.

The more your company is seen, the more you’ll be top of mind when your customers are ready to buy.  Being on social media helps bring your message to a wider audience and it’s important that you provide value there as well.

2. Where on social media should you concentrate?
Well, that all depends upon your tribe.  Where does your target audience spend their time? Facebook is a MUST!  Most people on social media are on Facebook.  That’s where a lot of people look for information so that’s the number one MUST social media presence.

It’s advisable to have at least two other social media platforms, but the rest really depends upon the age range and industry.  Your mileage may vary, but a rule of thumb is that the younger crowd isn’t on Facebook as much as they are on SnapChat and Instagram.  The older crowd is mainly on Facebook, but Twitter might be a good choice for you as well.  There are some new platforms that are up and coming as well. It’s best to do some research to discover where your target audience calls their social media home.

3. Think  about how do you do social media
By this, I mean how often and what you will post.  Your posts should have your goal in mind: Do you want them to subscribe to your mailing list? Click through to a sales funnel? Landing page? They should also give your customers what they want: information, entertainment…

Again, you’ll want to do some research as to what they expect, want, and will respond to.  That means looking at your competition to see what works for them and then making your own mark.  Your contribution should give your customers what they are asking for and not necessarily what they are being given already.  What’s missing from your competition? What’s not being addressed?

The last part to this is crucial.  Make sure you are posting regularly and more than just once a week! Social media is consumed daily. Make sure you are not only posting, but responding to comments in a timely manner.  If a page sits for too long with no new content, people will quit looking for you.  If you don’t have the time to make this happen, I can help!

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Why You Can Get 3X the Leads with Content Marketing

The Content Marketing Institute, in 2017, reported that content marketing can get three times as many leads as paid search advertising.  That’s a rather bold statement, but here’s why it’s true:

1.  What IS Content Marketing
In order to understand why this is true, we need to understand what content marketing is.  According to CMI, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

The idea is to give your potential customers or clients information they value, which keeps them coming back to your site to consume.  This leads them to trust you and want to reciprocate your generosity by purchasing from your company when they are ready to buy-in to what you provide.

It makes logical sense that a person would become loyal to a company they trust who has gone out of their way to give them value, but to better understand why content marketing is far superior to ads, we need to identify one very powerful statistic.

2. Ad Blocking
You and I both know how annoying ads can be. We record our favorite shows so we can fast forward through the commercials. We ignore all the ads on social media, and we know friends who block ads on their browsers.  According to 2018 Marketing Statistics, here are some alarming ad blocking stats if you’re considering paid advertising as your main source:

  • 87% of people say there are more ads than two years ago.
  • Adblocker Plus, the most popular ad blocking app, has reached 300 million downloads worldwide.
  • 64% of ad blocker users do so because they believe ads are annoying or intrusive.
  • Ad blocking in the US has increased from 15%-30% since 2014.
  • 91% of people say ads are more intrusive today than two years ago.
  • 73% of people dislike pop-up ads.
  • 4 out of 5 of people have left a webpage because of a pop-up or autoplaying video ad.
  • 72% of consumers say they would have a lower opinion of a brand if they subjected the consumer to a pop-up ad.
  • 81% of consumers have closed a browser or exited a webpage because of a pop-up ad.
  • 70% of people dislike mobile ads. Mobile ad blocking has increased 90% year-over-year.

3. Here’s what you need to do
Knowing that there is a growing distaste for ads, why waste good money to place them where your potential customers will ignore them at best?  Why not give them value, make them trust your company, and bring you top of mind when they in the market for what you sell? Spending money on content marketing pays off!

However, to make it so, you’ll need to not only give them value, but be predictable and do so consistently or they won’t come back. If you don’t want to do that yourself, contact me!

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Don’t like blogging? I have an idea!

All this month, I’ve been sharing my best blogging tips with you. I shared how important it is to keep up your blog on a consistent basis, shared a post I wrote over the holidays to help you find ways to get more out of the posts you’ve already written, and shared some basic blogging tips to help you find topics and create your posts more efficiently. However, if you simply don’t have the time or don’t want to take the time to keep up your blog, you have on other option.

Hire me

Contact me either by phone or email, tell me what you’d like done, and I’ll give you a very reasonable quote!  Then, you can decide how you’d like to proceed: you can take the time and do it all yourself, or you can invest a small amount in your business and leave yourself enough time to actually build your business BIGGER!

If you’re ready to take your business to the next level, Contact me today!

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Basic Blogging Tips

Last week, I shared how important it is to keep up your blog on a consistent basis.  This week, I’m going to share some tips that will help you do that.

Tip#1: Set Aside a Blogging Day
It’s so much easier to do something when you are fully immersed in the activity.  Once in the blogging mode, it’s much easier and faster to knock out four weekly posts.  Set aside a day or two as blogging days. Write and schedule them a month ahead so you don’t need to think about them anymore…til next month.

Tip#2: Keep Your Goal in Mind
What is it you want your blog to do? If your goal is to educate potential clients about your industry and lead them to hire you, keep that in mind as you write. There may be other things you could talk about, but that should be your blog’s main focus.  Don’t get sidetracked.  You can take a break for fun holiday posts, but your focus should be evident.

Tip#3: Plan Ahead for Holidays
While you’re writing and scheduling your posts a month ahead, don’t forget to take a look at the calendar.  You might want to include a sale or promotion for Christmas, but you might also want to recognize your business anniversary or milestone as well.  Looking at your calendar will help you get ideas for what to post.  When I was building my Art of Eloquence (speech communication) business, I put Ronald Reagan’s birthday and date of death on my calendar because he was known as The Great Communicator.  If I was in a rush, I could put up a short post about him and include an embedded YouTube video of him speaking.  Easy peasy!

Tip#4: Look at Those Silly Holidays
If you’re REALLY stuck for a blog post idea (or social media content for that matter), you can look at those websites that have silly holidays like Bubble Wrap Appreciation Day.  Look for anything that has anything to do with your business blog topic and run with it.  People have so much stress in their lives that a little humor and silliness is usually a welcome relief!

Tip#5: Think Series
Break up larger topics into a three or four (or more) part series. Instead of a HUGE long post that many will not read due to the sheer length, break it up into smaller bite-sized pieces.  You’d be surprised how much mileage you can get out of an article!

Tip#6:  Google Your Topic
Search out other blogs or sites that discuss your topic. What are they talking about? Do you agree? Disagree? Share your thoughts on that topic.  Please don’t plagiarize, but make it your own take on that or similar topic.

Tip#7:  Repurpose Your Content
As I said last week: “Keeping up with your blog writing schedule can be difficult for most business owners, but this post I wrote over the holidays will help you find ways to get more out of the posts you’ve already written.  The biggest tip I can give you about blogging is to try to set aside a day or two each month to write and schedule all of your blog posts for the month ahead.  It’s easier to blog when you’re in blogging mode.”

As always, if blogging isn’t something you want or have time to do, you can always hire me!

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Are you keeping up with your blog?

If you’re not posting regularly on your blog, you don’t have a blog! You also don’t have a reason for your potential customers to keep coming back to your site.  As I told you last week, you cannot constantly SPAM your potential customers.  They’ll ignore you at best or have disgust for your company at worst.

The BEST way to keep your customers coming back to your site is if you consistently provide them with value: information, entertainment, or anything else that your audience would value.  The easiest and cheapest way to do that is to update your blog on a regular basis.  Oh, and by the way, search engines just LOVE a site that is constantly being updated and posting blog entries are the easiest way to do that too!

So, how often should you blog? Well, that all depends on your particular audience and how much time/money you can spend.  You may be able to get away with once a month.  Some topics or clientele will expect a weekly post while others will demand it be done daily.  The general rule is that blogs are expected to be updated at least monthly.

I post here on a weekly basis because the topics I cover are for small business owners.  They expect value, but don’t have time to read a daily blog (which works for me because I don’t have time to post one!).  I have a few sites that are monthly.  A daily blog would be way over the top unless it was for a Daily Deals or a news site.

Even if your audience would prefer a daily or weekly post, you may not have the time or budget for that. The key is to be consistent.  Tell your audience what to expect and then stick to that promise!

The most egregious blogging error I come across has a schedule similar to this: January 1st, March 23rd, June 12th, and 25th and 30th, July 9th, and December 23rd.  Since this audience has no idea when or even IF this blog will be updated, they simply go away.  It takes time to build a business, but it also takes time to build your business tribe.  In order to build your following, whether, on a blog or social media, you will need to bring them value on a consistent basis.

Keeping up with your blog writing schedule can be difficult for most business owners, but this post I wrote over the holidays will help you find ways to get more out of the posts you’ve already written.  The biggest tip I can give you about blogging is to try to set aside a day or two each month to write and schedule all of your blog posts for the month ahead.  It’s easier to blog when you’re in blogging mode.

As always, if blogging isn’t something you want or have time to do, you can always hire me!

I’ll be back next week with some more blogging tips!

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Here’s why you can’t afford NOT to hire a copywriter!

Are you starting 2019 with a plan for your business? I hope so. It’s been said, “If you fail to plan, you plan to fail.” January is a GREAT time to start planning your business achievements for the year.  Part of that plan should include marketing and a HUGE part of marketing should be giving your customers/clients value.

Research shows that a customer will buy only after being exposed to the product/service about seven times.  These days, ads are either ignored or actively despised so you can’t hit up your potential customers with an ad seven times before they’ll not only NOT buy, but they’ll have a very poor opinion of your company.  You need at least six times when you give them valuable information that leads them to want your product/service.

In order for this to work, you MUST give them a reason to come back to your site.  And that brings us to what I call soft sales like your blog and social media posts. These posts give your customer valuable information without a direct sales pitch and that means you’ll need to invest in good quality blog articles and social media content.

The myth many small business owners believe is that they can’t afford help unless it generates immediate income.  But just the opposite is true.  You can’t afford NOT to invest in good content for your blog and social media accounts.

One way is to invest your time and talent.   Even if you are a good writer, you need to factor in your time.  How long would it take you to write a good blog post? A few hours?  For some of you, it’s a few days!  If you spent that time developing your product/service or if you spent that time talking to customers and made some sales, how much would those hours cost you?

The other way is to invest your money.  If you can’t afford the time to write or don’t like to write, you can invest a little money and have a professional copywriter do it for you! It may not generate immediate income, but those blog posts and social media content will bring you an audience ripe for your product or service in the near future!

The larger your audience, the larger your sphere of influence and the larger your profits!

Building a business takes time. Building your audience takes time too.  You can either do it all yourself or you can invest in your business and have a professional build your audience leaving you more time to build your business.

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Happy New Year from Unique Copywriter!

Just a short note to wish you all a Happy New Year and to bring you some fun.

FIMM is a character that I created for Art of Eloquence. He is a bumbling mascot sharing how NOT to communicate and he had a regular episode over on the Art of Eloquence site at one time.  You can still see many of those videos up on his page, but here is the one he did for New Years!  Enjoy:

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Best of the Blog 2018

I share a TON of information here on the Unique Copywriter blog, but busy entrepreneurs don’t always get enough time to read all they want to learn.  Most will put the posts aside for a time when they have more time.

The problem is that busy business people never have any free time!  However, it’s important to MAKE the time to learn things that will save you time, money, and effort in the long run.

So to that end, I’ll be sharing the Best Of every so often to recap the posts I think you REALLY ought to take the time to read through.  Here are the highlights from the past few months:

Technology May Be Easy, But Being Effective Isn’t 

How to Give Your Customers Value, So They Come Back and Buy

Facebook Changes: Are You Ready?

11 Hidden Reasons Why Business Owners Need Excellent Communication Skills

If you’ve got a bit more time, there are other valuable posts on the blog, but those are the most important ones.  To scroll through the blog posts, just click Blog at the top of the page.

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