No, this isn’t one of the four questions. But you need a content writer — or even better, a content-writing agency like Ray Access — if you don’t have an in-house writer. Every business owner today needs copy to remain competitive.
Without an active website, customers can’t find you. An active website that ranks well with search engines relies on high-quality content to:
Keep your website updated
Produce blog posts for the site and your social media platforms
Create press releases when needed
Develop newsletters to send to your customers and potential customers to keep you top-of-mind
Pen a downloadable book to entice website visitors to give you their email addresses
What 4 Questions Should I Ask a Potential Content Writer?
Whether you hire a staff writer or rely on contract experts like those at Ray Access, you can vet an online content writer with a series of four questions. These questions help you hire the right writers and trust them to do the job effectively and efficiently. So before you hire, ask:
Have you written for my industry before? A great content writer doesn’t need to have experience writing in your industry. They know how to research and ask questions that your potential clients may ask. But still ask for samples. Be prepared to explain your target audience, so the writer can tailor the language to them. Before your project begins, make sure your content writer knows your competitive advantage and customer base well. Point out websites you appreciate, not to copy, but to give the writer an idea of the tone you want to emulate.
How can you write in my voice? Hire copywriting experts who understand what your content is supposed to do. For example, is it primarily intended to inform current customers or convert visitors? The content Ray Access delivers is targeted for your business to your customers and potential customers; it’s not about you. It’s written in such a way as to increase engagement, no matter what the topic. The most effective website copy focuses not on what your business does, but rather what it can do for a customer: what problem you solve or need you fill.
Do you have a revision process? You want to know that a revision is possible when you need it and that it’s covered in your original price. Why should you have to pay for something you can’t use? When you need changes, content agencies like Ray Access have a revision process in place: one free revision on anything you get, as long as you provide feedback. When you hire a staff writer, you’re stuck with that person unless you go through the hiring process all over again.
How do I know I’ll get something I can actually use? Take steps to increase the chance of getting the kind of content you’re looking for by:
Researching the copywriter to make sure they are who they say they are, and they’ve done this type of work before
Communicating clearly and often to make sure the writers have what they need and there’s progress on your project
Relying on your web developer, marketing company or SEO expert to hire the best content writer for your needs
If you need copy for your website, blog or newsletter, find the best content writers. And if you do take on the challenge of creating your own copy, at least call Ray Access to give it a second set of eyes and superb editing.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
When you’re shopping for a product or service, notice what sways you about a particular brand or company. There are many factors that go into making a decision to buy, rent or lease. Some factors are intentional, but others are instinctual. When making a purchasing decision, ask yourself if you:
Buy only from a tried-and-true, familiar brand
Make a decision based solely on price
Pick the first one that looks good enough
Devote yourself to researching different brands
Rely on a brand’s reputation and past history
Look for a try-before-you-buy offer
Go with your gut feeling
Ask a friend, relative or colleague
Listen to a trusted celebrity’s endorsement
If you agreed with the final two choices, you’re not alone. Referrals depend on human psychological factors. The theory suggests that if others are happy, satisfied or ecstatic about a product or service, there’s a good chance you’ll feel the same way. It’s the next best thing to trying something yourself before you buy it, which isn’t always possible (consider restaurants or services).
Does the Social Proof Concept Work?
If someone — even a stranger — persuades you to purchase a product or service through his or her experiences with it, you’ve fallen for a marketing concept known as social proof. The social proof concept isn’t underhanded unless the individuals you’re listening to are lying or fake. In general, this is a respected and effective technique that turns your best customers into brand ambassadors.
When your clients rave to you about their experiences with your company, that’s an ego-booster. But when you can turn those same words into a lead-generator on your website, now you’ve entered the domain of the social proof concept. It works because potential customers want to know what others say about what you do. The more specific the accolades, the better.
What Do You Need to Show Social Proof?
A website isn’t a television commercial, even if you have video elements on the page. Your website needs to do more than just sell your goods or services. The social proof concept requires real reviews, in their own words, from real former clients. To pull this together for your website, you require:
Those actual reviews, submitted by former clients
The permission of those clients to post their words and names
Photos of those real people, along with permission to publish the photos
A section on the pertinent page of your website, such as a landing page or your Home page, to publish the reviews as social proof
The description of their experience is what matters, but the photos — along with the person’s name and company name — makes the social proof real. The words alone likely won’t persuade anyone. They have to be real, verifiable even. And if they are, they form a powerful reason for your website visitors to contact you, which is how leads are generated.
Social proof isn’t a new concept, even though it may be packaged under a new name — much like the term social distancing — but it is effective. If you don’t yet have social proof on your website, do it now. If you need help, you can always turn to the content marketing experts at Ray Access.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
Use Promotion and a Newsletter to Build Credibility
Whether you write your blog daily, weekly or monthly, you don’t want to waste your efforts. Even if you hire a service like Ray Access to write or edit your blog posts, they won’t do you any good unless they’re read. Unread blogs — especially when they’re full of interesting, engaging material — are like packets of vegetable seeds left to rot in the pantry.
So if you’re sure your blog posts are well written and relevant to your audience, the next step is to make sure your customers know about them. There are a number of strategies for doing that, while reaching potential customers, too. These plans take a little planning and a little effort, but they can pay off in new and returning customers.
Step 1: Start with Quality
Some talented salesmen claim they can sell beer to a brewer. But when you’re using content marketing, you’re using words instead of salesmen. So your content better be top-notch. It’s one thing to employ the rules of grammar correctly; it’s another to craft compelling content that your audience wants to read and share.
Before you think about getting your customers to read your blog, make sure it’s worth their time. Make sure they’ll thank you and not curse you. Spend time on the creation process and make sure you’ve got a topic your people are interested in. Don’t waste your time promoting poor content. That’s not effective content marketing.
Step 2: Promote Your Blog
Once you’ve crafted your blog post and you’re satisfied with its quality, you’re ready to send it out into the world. Publish it on your website. Make sure it’s everywhere it’s supposed to be, as some websites — like Ray Access’ new site — link to the latest blog post from the Home page, the footer and the sidebar. The more places it appears, the more likely a visitor will encounter it and be intrigued.
Don’t stop there. Place a teaser blurb and a link on your social media platforms. The purpose of these blurbs is to entice people to click the link back to your website, where they can:
Read the entire blog post
Look around your site to see what your business is all about
Bookmark your site
Become a customer
Using social media, professional organizations and other online avenues to promote your blog posts give your company an immense online presence. It costs very little, but it does take some time every time you blog. The ROI for this little bit of work is enormous, especially if you choose the most appropriate sites and your content is well targeted.
Step 3: Reuse Your Blog Content
Content marketing doesn’t have to mean writing new content all day. Once you’ve written a blog post, you can reuse those words wherever and however you can. That increases its value exponentially and allows you to focus on creating really good content. If you’re just cranking it out every time, the quality will suffer. So create something special, and then reuse the heck out of it.
That’s where a newsletter comes in. Not all of your customers are going to keep checking your website for the latest blog post. They may miss your teaser blurb on their favorite social media platform. A newsletter is the perfect vehicle for reusing content. Use a pull quote or a paragraph from the blog post and place it in the newsletter, with a link back to the entire article.
Since newsletters are delivered directly into your customers’ email inboxes, they’re bound to see it. If you package it properly, they’ll gobble it up and be glad you sent it. Between newsletters, social media and your other efforts, you can do a lot to get your blog posts in front of the people who matter to you: your customers. And that’s worth the time. Good luck and remember the content marketing experts at Ray Access if you need help.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
During the coronavirus pandemic, whole cities, states and nations are on lockdown. The United States economy is expected to shrink by as much as 30 percent. Unemployment is reaching record highs. Some states have canceled the school year. Even the Olympics has been postponed for a year. And as bad as things are now, they’re likely to get even worse.
And there’s no end in sight. In Asia, where the number of new infections has zeroed out, leaders have decided to relax restrictions. And no sooner has the population breathed a collective sigh of relief and ventured outside, free for the first time in two months, and infections started to rise again. The point isn’t to scare you, but that no one knows when this crisis may end.
So Why Do Any Online Marketing?
If no one is buying anything besides toilet paper and groceries, why do you need to market your business? If you don’t produce essential goods or services, your business likely is struggling to survive. Maybe you’ve had to furlough or lay off employees. Perhaps you’ve shut down operations. Online marketing efforts may seem fruitless during all this.
While it’s true the economy has ground to a crawl, opportunities for improving your business still exist. By keeping your brand relevant to your customers, you’ll be in a better position to return to your previous level of business once the coronavirus pandemic settles into the rearview mirror, whenever that may be. And you don’t have to spend lots of money to launch an online marketing campaign. In fact, online marketing is one of the least expensive and most effective marketing techniques available!
Actions to Consider for Your Business
Your business, like any relationship, requires nurturing. Although you work hard to make your business relevant to your customer base, you also have to keep your company name on the top of their minds. Assuming you want your business to continue post-COVID-19, you can get a head start doing that by:
Redesigning your site, especially if you haven’t touched it in the past three years
Revamping your website content to reflect the new reality or better express your value proposition
Beginning or restarting your blog to share insights, tips and advice with your customers and potential customers
Revisiting your business plan to adapt to these changing times
Once the coronavirus pandemic subsides, people will be looking around for the things they need and want. After people go back to work, they’ll want life to go back to some semblance of normal. Certain aspects of everyday life are likely to be altered forever, though. Shopping online may not fall off, even as local shops reopen. Now that consumers have experienced the ease of shopping online, they’ll likely continue the practice.
Maintain or Improve Your Online Business Presence
Online marketing is simpler and more effective than advertising on television, radio, newspapers and even billboards. It’s also less expensive. You can easily spend five figures on a new website, but it costs a fraction of that to refresh the content on your site, which works equally well for visitors and search engines. And while you can spend thousands on advertising, you can get a blog post every week for as little as $475 a month.
Hire Ray Access to research, write and edit the content that empowers your business. If you spend any money on your business during the coronavirus crisis, spend it on online marketing. That’s where the world is migrating to buy the things they need, to learn new things and stay informed. That’s where they’ll stay even after the pandemic. That’s where your customers will be looking for you.
Ray Access is a content marketing firm that delivers targeted words to empower your business to succeed. Contact us about your specific project to receive a quote. We write website copy, blog posts, e-newsletters, and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
Think of Times Square and all those gaudy billboards vying for your attention. Which ones do you notice? Which ones do you look at first? Which ones stay with you longer than 30 seconds?
Each of these questions is flippant, since we don’t really care what your answer is, but each one also applies to your business marketing. If you want to be a visible business and you have a brick-and-mortar, you can erect a sign that draws customers in through a splashy logo, a catchy font and maybe even an enticing graphic. The sign announces your presence to anyone on the street and may even say something about what your business promises.
Build a Visible Business
But what if you don’t have a brick-and-mortar? What if your location is in an out-of-the-way spot that isn’t dependent on walk-in traffic? Or what if you just can’t afford Main Street rents and so you open a shop off 20th Street?
OK, we ask a lot of questions. But businesses do well to ask “What if” questions because these queries can impact their bottom line. Knowing how to reach your target market is the difference between a healthy, thriving business and a Going out of Business event.
So go ahead and build that sign if you think it’ll help your marketing efforts. But before you invest, consider all your other alternatives. A visible business needs all the exposure it can get. In addition to a big sign at your establishment, think of all the other avenues for marketing, including:
Billboards
Newspaper or magazine ads
Radio or television spots
Pamphlets, rack cards and brochures
Event sponsorships
Press releases
But Don’t Forget about Your Online Customers
Even if you have a brick-and-mortar business — but especially if you don’t — you need to find additional outlets for your marketing. All physical marketing efforts, like those listed above, appeal to a local market. Online, you can broaden your reach, as your website is accessible to a potential worldwide audience.
That doesn’t mean you should target a worldwide audience, however. You can still focus on your niche and successfully market your visible business online. Your chosen keywords play a role, as do your strategies. Ways to tout your business online include:
Have an awesome website that explains your business and your target customers
Maintain a regular blog to share your knowledge of your industry
Develop a regular presence on the most appropriate social media platforms
Target keywords that your potential customers are actually using to find your business
Start a monthly electronic newsletter to keep your business top-of-mind
Review your online strategy periodically to ensure everything you’re doing is still effective
Building a Visible Business Takes Effort
The best way to keep customers coming into your store or finding your business online is to put the effort in, either on your own or by hiring the right experts. Signs, both physical and virtual, help, but don’t rest there. Make sure your website is compelling, clear and targeting the correct audience.
And that’s whereRay Access becomes the right choice for your business. The writers and editors at Ray Access know what needs to go on your website. We deliver progressive blog posts that attract new customers to your website. We write and distribute email newsletters and press releases. We work hard to get your business noticed. Learn more today!
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
The big day is coming: you’re finally ready for your grand opening! Or the founder of your company who’s lasted 44 years is retiring. Or you’re holding the biggest blow-out sale in your company’s history. Or you’re hosting a gala in support of a local charity.
All newsworthy, you think. So you knock out a press release — or hire professionals like Ray Access to write it for you — and send it to all the local media. You find the main fax and emails numbers and shoot it off, clearing your calendar for the interviews that are sure to follow when you get your press release noticed. After all, this is a big deal, big news.
In Whose World?
While the news you have to share is super important, it’s really only newsworthy to you, your employees and maybe a handful of customers. It’s really not eye-popping for everyone else. Most news that business owners think is worth at least a few inches on the local news blog or in the daily or weekly paper actually isn’t.
You probably won’t get your press release noticed if all you do is put out information about sales or good works that you do. That’s what advertising is for. And most media outlets, even small hometown blogs and publications, have a diverse audience — what’s hot for one reader is a big yawn for another. Finally, to get your press released noticed, you first must impress your primary target: the reporters and editors on whose desk your press release lands.
Tips to Get Your Press Release Noticed (and Written About)
If all you’re promoting is an event or close-out, send a notice to the calendar section of the paper or website. Save yourself the time and money of preparing and sending out a press release. Spend your resources on an ad if you think your sale is big enough. Place the news on your own blog or post it on your social media for your followers to find. Put the announcement in your next newsletter to let those on your email list know of the upcoming special event.
If you’d really like to get wider coverage and maybe even an article or interview out of the event, follow these tips to get your press release noticed:
Send it to a real person. Remember what you do when you get mail addressed to Occupant or letters aimed at To Whom It May Concern. Like many of us, you likely stick it, unopened, in the circular file. Take the time to find out which reporter covers your industry. Build relationships with these journalists so you have a contact when you want to get your press release noticed.
Tie your news into current events. Reporters are always looking for a local angle to a national story. For example, if you’re opening a new treatment center or holding an event to support a drug rehab, lead off with the fact that this event is tied into the opioid crisis, a huge story that’s been ongoing and probably won’t go away for a while.
Find a hook. Much like tying your announcement into national or local news, create a scenario that puts a different or quirky spin on a trend or ongoing controversy in your area. Have you given raises to your staff so that they now make living wages? That may tie into efforts to raise the minimum wage in your state.
Drop names. Do your best to get a celebrity to endorse your business. Better yet, ask that well-known person to attend your event as the guest of honor, main speaker or entertainment. TV news and radio personalities are always looking for a way to get their names and faces in front of the public. And their bosses appreciate the opportunities.
Pull a stunt. This trick is as old as the media industry and involves going big to draw attention to your business and your event. Get your press release noticed by announcing you will jump out of a plane, throwing a bag of money to the crowd gathered below. To honor your founder, let it be known that a diamond is hidden in one of the cupcakes you’ll be handing out to customers all day. What? Now that’s some fodder for water-cooler talk, and a pretty good bet that some creative journalist will either write about the event in advance or at least show up to put you and your company on the six o’clock news!
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
