Content Writing to Capture Clients
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Small business owners are confused on how to market their products and services today. Find out why writing content for your business is so vital for success today. Discover the 6 step formula you need to write copy that will help you capture attention, build trust and convert your readers to buyers.
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Content Writing to Capture Clients
- 1. How to Capture Clients with Copy, Even if You’re Not a Copywriter Catherine Marsden, MS. PMP Do not reproduce without permission 1
- 2. Many Small Business Owners Struggle to Find and Keep Customers Today Do not reproduce without permission 2
- 3. Why Are Small Business Owners Struggling? HowHow My Dad Never Had to Use Social Media Do not reproduce without permission 3
- 4. What’s Causing the Disconnect? 60-70% of the Buying Cycle Completed Online First Google and CEB Study Do not reproduce without permission 4
- 5. What’s Causing the Disconnect? Do not reproduce without permission 5
- 6. Why is this a Problem? Photo courtesy of ehow.com Do not reproduce without permission 6
- 7. Identify Your Goals Do not reproduce without permission 7 Ask Yourself - How will I know my social media marketing is working?
- 8. Part of the Solution Do not reproduce without permission 8
- 9. What Having a Social Media Strategy Feels Like Photo by Shutterstock Do not reproduce without permission 9
- 10. 6 Step Writing Success Formula Analyze 1.Keywords 2.Experience 3.Call to Action Do not reproduce without permission 10 Photo courtesy of EarlytoRise.com Polish 4.Headline 5.Scan 6.Image
- 11. 6 Step Writing Formula Do not reproduce without permission 11 Step 1: Keywords
- 12. Keywords Continued: Yoast Do not reproduce without permission 12
- 13. 6 Step Writing Formula Do not reproduce without permission 13 Step 2: Experience
- 14. 5 Step Writing Formula Do not reproduce without permission 14 Step 3: Call to Action
- 15. Do not reproduce without permission 15 6 Step Writing Formula Step 4: Headline
- 16. Step 5: Scan Do not reproduce without permission 16
- 17. Do not reproduce without permission 17 Step 6: Image 6 Step Writing Formula
- 18. Wrapping Up Do not reproduce without permission 18
- 19. Stay In Touch Let’s Stay In Touch. Sign Up for our Free “Find More Customers Now” Program and Receive Your Free Gifts Catherine Marsden, MS, PMP Ardent Scope Marketing, Inc. catherine@ardentscope.com 847.592.6264 Do not reproduce without permission 19
Editor's Notes
- The reason I am here today is that I find so many of my customers, want to grow their business, but they don’t know where to start, and once we do start we aren’t sure whether it’s really helping increase marketshare. 70 percent of B2B organizations and 69 percent of B2C organizations report that they made more content in 2014 than in 2013. — Contently But even though we’re producing more content, the question I hear most from small business owners is “Does it really work?” In fact over half of business owners surveyed declared that measuring content’s effectiveness was a major challenge. – Marketingland
- Anecdote from two small business owners lamenting the generation before never had to market like this before
- Particularly a problem for B2B companies. Customers reported to being nearly 60 percent through the sales process before engaging a sales rep, regardless of price point. More accurately, 57 percent of the sales process just disappeared. – Forbes http://www.forbes.com/sites/gyro/2013/01/07/the-disappearing-sales-process/ Companies need to communicate over a number of platforms – mobile is key as we are so addicted to checking our phones.
- Customers have higher expectations for data delivery speed, and business need to provide information on a myriad of platforms and devices.
- Lost sales productivity and wasted marketing budget cost companies at least $1 trillion a year (101 B2B Marketing and Sales Tips from The B2B Lead) Cold sales leads With ever-increasing knowledgeable buyers waiting longer to engage, sales has to transition from being a “product pusher” following a process, to an insight “provider” adding value to the buyers business.
- With ever-increasing knowledgeable buyers waiting longer to engage, sales has to transition from being a “product pusher” following a process, to an insight “provider” adding value to the buyers business. The good news is once a small business owner has a content marketing strategy in place they can 1) raise their awareness striving to be top of mind so they get a swing at the bat 2) They can focus on building their brand rather than being pulled in a myriad of directions. 2) They can adopt a 1:1 rather than a mass marketing strategy. 3) They document a content strategy setting them up for success. 4) They create a culture of social media marketing in the business that comes from the top increasing employee morale.
- Potential clients find your website online, read your blog and check you out on social media. Your helpful content positions you and your company as a trusted thought leader You re-purpose the content in multiple ways. For example, LinkedIn copy has been used throughout all my customer’s marketing including: their website about page, brochures and online reputation sites. My services just keep giving. They can find more customers. Through their newly refreshed personal branding and website pages, they can find be found by more customers and build trust. They can go to market. I work with many start-ups who without my help cannot open their doors. I open up new opportunities. Rebranding opens up new markets for busy professionals and executives. For example, an IT firm needed new website copy to enter the social media market and a venture capitalist wanted to let the world know he was entering new foreign exchanges. Both of which he needed the right website content and LinkedIn profiles to showcase their products and services.
- Ideal length is 6 words – Kissmetrics 2014. Words to engage: You and Because Words that sell: Sales, off, Now and New Words to encourage actions Be the first, Instantly,
- Visual Organize Content, Bulleted Lists, Meaningful Headers, Short Paragraphs, Never Center or Right Justify text, Never Underline unless it’s a link