by Mark Bloom | Jun 28, 2016 | Editing
Do Small Business Owners Have So Little to Do?
Many small business owners are good writers, which is a good thing. When you’re small, you have to do everything yourself. So you write your own content for your website, and if you have the time and energy, you can write your own blog posts. You do it because you have to.
At Ray Access, we understand. We were in the same boat when we started — and we’re professional writers! Fortunately, we did a good job, and our company started to grow. For us, maintaining a weekly blog isn’t a big deal as long as it we keep it a priority. But we’re writers and editors here at Ray Access; website content is what we do.
Small Business Owners Think Business First
When you first start out, you have so many things to do that you barely have time to do any marketing, never mind writing blogs every week. But you do what you have to do and you force yourself to write your own content. You do it because you know it’s important. But unlike the principals behind Ray Access, writing isn’t your best skill. Building the business is your main — and only — focus.
And that’s the point. Writing your own content isn’t what gets you fired up in the morning or keeps you up well past midnight. And once your business starts to do well, you should be tending the store, not writing blog posts. You know that.
Yes, it’s your business, and you know it best. But business blogging isn’t autobiographical; it’s business writing. It just has to be good enough to be valuable to your readers. It only has to be effective at drawing visitors to your website. That’s the job of business blogs. That’s the value a professional agency like Ray Access brings to the table.
Spend Time to Write Your Own Content
If you write your own content, you may spend an afternoon on a 500-word blog post. You want it to be right; you want it to be good. You fret over each word, each sentence, and each paragraph. But maybe it’s like pulling teeth — the process just seems to go on and on.
Professional writers like those at Ray Access can write and edit a better blog post in less than half the time it takes you. Writing is what we do. It’s our passion and we’re good at it. If you hire us to write your content, not only don’t you have to spend the time to write your own content, but you can use that time saved to make more money running your business more effectively. It’s a win-win.
Online Writing Takes Expertise
Anyone can write a letter, but online writing is an art and a science. Even good writers often don’t get the nuances of online writing. Besides using keywords correctly, online writers have to accomplish a lot in a little space:
- Connect with the readers — generate trust by speaking to them, not at them
- Establish authority — state your credentials and experience to be believable
- Communicate your unique value proposition — explain what makes your company different
- Convert visitors into customers — contribute to the company’s bottom line
Can you do all that by writing your own content? If so, go for it. You’re the best person qualified to write your company’s online content, as long as you have the time and the energy to do it. But if you can afford even $150 a month, you can get high-quality blog posts twice a month that will drive traffic to your website.
The Often Overlooked Step
Even if you write your own content, you need to have someone else look it over before you publish. It’s no coincidence that publishing houses employ editors, even for big-name authors. Every professional writer knows that a good editor not only helps you avoid careless mistakes, but also actually makes the writing better — more concise, more on-target and more effective.
A professional editor isn’t an optional step; it’s required if you want your content to look professional. Here’s a good example of the value of editing. It takes a rambling thought and laser-focuses it:
BEFORE: “Buildings are filled with mechanical systems which eventually need maintenance, repair, or replacement. Modernizing your plumbing system can prevent future breakdowns as well as add a level of convenience and comfort to your home or business.”
AFTER: “Old buildings contain old plumbing. Upgrading the plumbing not only prevents costly breakdowns in the future, but also saves you money on maintenance, repair and replacement.”
Learn more about the editing services available from 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.
by Elle Ray | Dec 31, 2015 | Small Business Advice
Trends & Targets for Internet Businesses Now!
You got them to notice you; now give them more value.
Happy New Year to all! At Ray Access, we are pleased to report that we nearly doubled our sales in 2015 — not bad for a small Asheville-based start-up. We appreciate the business our clients brought us, and we’re looking forward to continuing to provide quality content for small, medium and big businesses.
We want to emphasize “big,” because those are the clients we’re targeting in the coming year. We’re not alone in thinking big. As a matter of fact, according to investment powerhouse Kleiner, Perkins, Caufield and Byers (KPBC), consumer and small business Internet use skyrocketed in 2015, while big companies in the fields of education, government and healthcare experienced little or no growth. So those are big markets all small Internet-based business providers should put on their radars for 2016.
Go Mobile
Another target we (and you) should add to your list for this coming year is to make sure your blogs and websites are mobile-friendly. At Ray Access, we’re currently in the process of tweaking our new website for ease of use on mobile devices. All Asheville Internet businesses should do the same.
It’s a big deal in 2015 because more and more people are getting online through their mobile devices. Check out KPBC’s account of mobile users:
- In 2008, Internet users spent about 80 percent of their online time from a desktop or laptop and only 12 percent of their time from mobile devices.
- By 2015, only 42 percent of online time was hard-wired, while 51 percent was mobile.
And this trend is going to continue, as more and more users buy and learn to use mobile devices. At the same time, the 2015 trends don’t mean that desktop and laptop use is going to disappear; it just means that mobile devices are increasing the amount of time consumers and business leaders spend online.
Follow the Money
Small Asheville Internet companies can reach an international audience as more and more citizens around the world get connected. The brick-and-mortar stores, door-to-door sales calls and personal networking will remain a stronghold of bottom-line business growth. But we’ll do more and more sales through our website.
Which brings us to the reason for the season: how can we all double our sales in 2016? According to Cyber Alert, “blogs have emerged as an influential new media outlet for PR stories.” They also report that close to 85 percent of consumers have made a buying decision based on a blog they read. Third-party blogs that include reviews and product/service descriptions are the most popular buying influencers.
Options for Change
A few ways that all of us in the Asheville market and beyond might take advantage of some of these trends and targets include:
- Write guest blogs for others’ sites
- Get industry-expert, entertaining and enlightening guests to write for your site
- Spend some time blogging about trends and new products
- Target your blogs to industry sidelines (like this one, for example)
In other words, don’t just write about your company and your business in your blogs. Use your valuable Internet space and position to bring attention to healthcare issues, government policies and educational institutions. Write about topics that interest your target market. As always, refrain from getting too political (you don’t want to alienate potential customers just because of their politics).
Illustrate issues in new ways. Give both sides of an issue equal treatment and coverage (much like an unbiased journalist). 2015 was the year of steady growth for Asheville businesses; let’s make 2016 a year of explosive growth and put Asheville on the map for more than just its breweries and hiking trails. If you don’t know how to get started, let Ray Access know. Go Asheville tech companies!
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.
by Elle Ray | Mar 15, 2015 | Website Content
It’s the One Purpose for Blogs and Websites
Business blogs and websites have a specific purpose, but it’s not to sell your product or service. At least, not entirely. Your website needs to develop trust with your visitors. Your blog needs to attract those curious visitors to your site. And there is no better way to accomplish both those goals than to answer questions people have about your business, industry or town.
No matter what your business, no matter what product or service you provide, people will have questions about it:
- What will it do for me?
- Why is yours the better product/service?
- How much will it cost me or save me?
- How can I best use it?
The list goes on and on. You need to answer these questions. Only then will your visitors be open to buy.
Answering Questions in Your Blog
A business blog is a marketing tool. With it, you can reach out, using keywords and topics not directly related to your business, to attract more visitors to your site. Answering questions, both about your industry and about other topics, is a great way to attract readers.
For example, let say you’re a plumber. You can cover the obvious in your blog, such as “How to fix a leaky faucet” and “5 things to ask a plumber before he makes a house call.” But you can also answer related questions, such as “5 steps to winterize your home” and “Handling difficult clients.” These aren’t necessarily topics you’d expect from a plumber, but they fit right in and may attract readers you normally wouldn’t.
Answering Questions on Your Website
Your website absolutely has to answer as many of the obvious questions about your business as possible:
- Where are you located?
- What do you do, exactly?
- Why do people need your product/service?
- How are you different from anyone else?
- How do I get in touch with you?
These are the easy ones, but if your business generates more obvious questions, answer those, too. In the process, you’re generating trust. You’re sharing information about your business and industry. If it’s unique enough, you’ll get noticed. If it’s truthful enough, you’ll become trusted. If your website is clear enough and friendly enough, you’ll earn the respect of those who visit.
And that’s where the magic happens. If people trust your company, they will like it. If you provide valuable information about your business or industry or even your location, people will remember you. They may not be ready to buy your product or service right then, but when the need arises, they’ll remember you and they’ll return. Because people like doing business with people or businesses they like.
Your Business Website
Yes, the ultimate purpose of a business website is to sell your product or service. But you don’t do that by talking sales and guarantees and price points and all that for page after page after page. You do it by building trust. You do it by sharing value on your site. If a visitor learns something new on your website, that’s gold; that’s more valuable than 10 commercials.
People get online to look for answers to questions. Your website’s job is to answer as many relevant questions as possible. That’s how you attract an audience. That’s the value of content marketing. And it’s not always as simple as it sounds. It takes work. But it’s exactly what we do at Ray Access. Let us help you reach more people with well-crafted website content and a targeted blog.
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.
by Mark Bloom | Feb 18, 2015 | Small Business Advice
10 New Ways to Improve Your Networking Skills
If you network in your town, you likely go to Chamber of Commerce events. You attend weekly after-hours, before-hours and during-hours networking meet-ups. You drink cups of coffee. You drink mugs of beer. You smile and nod. All in the hopes of making more sales.
You’ve got it all wrong, baby.
Instead, here’s a networking tip: try a different approach. Attend only those networking events that give you the best opportunities to meet new people. Make small talk with more people and introduce yourself to as many people as possible. In the end, this approach will pay off in more sales.
Leave the Pitch at Home
Networking is not the place to pitch prospects. If that’s what you’re doing, you’re going to be sorely disappointed. Eventually, you’ll join the ranks of naysayers who eschew shoulder-rubbing events for a cold beer and a ham sandwich at home — alone — where no one can get under your skin.
Networking is the place to meet interesting business people, learn what they do and who they do it with. It’s the place to see your peers and be seen as a helpful presence. With this approach, eventually you’ll start getting the calls asking for your professional help. People do business with those they like.
10 Tips to Take to the Bank
Get the most out of your networking by following this advice:
- Arrive early
- Make friends
- Keep your cards handy
- Leave a positive impression
- Learn something new
- Remember names
- Tell a good joke
- Laugh at a bad joke
- Make introductions
- Leave late
Intrigued? Remember networking tip #5 above and keep reading.
- Arrive early
Sponsors, event coordinators and energetic networking nuts get to networking events early. As part of the “inner circle,” they often volunteer to do some task during the event. They know the benefits, and now you can too. Imagine how many more people you’d meet in an evening if you were the one pouring the beer. Think how popular you’d be if you got to hand out the door prizes. Networking is a participatory activity. Get involved. Get there early, and offer your assistance. You’ll come to be known for your generosity and willingness to help.
- Make friends
People like to do business with people they trust — like their friends. Once you’ve seen someone around the local business circuit long enough, you realize they aren’t going anywhere. Introduce yourself. When you take time to get to know people — how many kids they have, for example, or what they do in their free time — you naturally feel a little closer to them. You develop a rapport. When they need something you offer, they’ll call a friend quicker than they would call a networking associate.
- Keep your cards handy
While all the feel-good schmoozing is great for your reputation and friend status, your ultimate networking goal is to grow your business. We get that. So bring plenty of business cards to pass around. As a matter of fact, don’t leave home without them. Keep cards in easy-to-reach pockets or in the side pocket of your handbag where you can reach for them with ease and grace. Nothing blows an exit like making someone wait while you try to fish out a card from a messy handbag or a pocket stuffed with swag. For the best impression, always present your card so that it’s facing the person you’re handing it to.
- Leave a positive impression
One of the best ways to impress people is to listen. When you meet someone new, apply a firm handshake and look the person in the eyes. Make a connection. Pretend the two of you are the only ones in the room. No one feels good talking to someone who constantly looks around the room. That merely says, “I’ll ditch you if someone more important comes along.” Hold eye contact and respond appropriately to the speaker. When in the middle of a group, nod and laugh when everyone else does, they’ll think you’re one of them — and like you for it.
- Learn something new
Time is precious for everyone. Salespeople, small business owners and CEOs all have a million things they need to do. You’re not the only one using up your valuable hours in the local beer hall or event facility trying to network. Use your time wisely and make it a priority to learn about a new product, discover a new way to use your smartphone, find out who just moved into town or how many seeds it takes to grow a watermelon. Leaving networking events with newfound knowledge makes you smarter and makes the best use of your time. (Little secret: people like people who ask questions.)
- Remember names
Remembering names can be tough, especially when you meet a dozen or more new people at a single event. But don’t give up. Instead, consider it a challenge. A good exercise for your brain health is to try to remember at least 10 names during each networking event. The impression you’ll make the next time you see one of them and remember the name is priceless. You can’t buy that kind of marketing for any amount of money. This is one of the little secrets of networking that can build your business tremendously. And while you’re at it, you’re giving your brain a little workout.
- Tell a good joke
Laughter is like glue; it bonds people together. Laughter tells others in the room that you have a sense of humor and don’t take yourself too seriously — major personality pluses. If you feel uncomfortable telling a joke, practice. Keep your joke clean and free of cultural references. And find something relevant like: “Last week at this after-hours, I asked a guy why he left his last job. He told me it was illness-related. His old boss got sick of him.”
- Laugh at a bad joke
Almost all people think they’re funny. Some are not. But a networking event is not the time embarrass anyone. Show good manners and laugh if someone tells a joke you’ve heard 17 times that week. Never make people feel uncomfortable. It will reflect poorly on you. If you’re kind and gracious, they’ll remember your kindness. They’ll know they can trust you. And you can be sure that they’ll call you when they need your product or service.
- Make introductions
Of all the networking tips, this one is our favorite. It feels powerful when you’re the one in the know. Be the good guy or gal and introduce people you meet to people you know, especially when it may help either or both of them. Give a positive testimonial of their business or talk up their favorite hobbies or the big promotion they recently got. You’ll be remembered as the one who made the connection. You’ll be known as the one who has a finger in all the pies. You’ll gain a reputation as the one to get to know in business networking circles.
- Leave late
On days when you don’t have to rush off to another meeting or return to the pile of work waiting for you, stick around to the very end of the networking event. There are always a few stragglers who still want to talk — or boast or rant. You never know whom you’ll run into when the room starts to clear. It’s very often after the last shrimp has been gobbled up and the tables are coming down that the really big, meaningful (and profitable) relationships are forged. Don’t miss it.
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.
by Elle Ray | Jan 20, 2015 | Small Business Advice
Some Useful Tips for Business Partners
Business partnerships, as a rule, have a tough time making it. When Mark and Linda of Ray Access first considered creating a formal partnership, we were warned by many:
- Be careful, it’s tough to really trust someone like that.
- Make sure you have exit strategies.
- Protect your ass(ets)!
The business landscape is littered with big busts where business partners bumped heads so often that their businesses ended up with irreparable concussions:
- News Tilt
- Cryptine Networks
- NASA and Lockheed Martin
- Quaker and Snapple
- Fashion Café
Never heard of these partnerships? No wonder, they failed for a variety of reasons. Partners need to learning these lessons before pledging fidelity.
Pick Your Partners Carefully
A business partnership is more like a marriage than a one-night stand. You expect more than just chemistry and instant gratification. You’ve got to know that your partner is in it for the long haul with you and won’t jump at the first sign of trouble.
Partners need to each bring invaluable contributions to the business, creating a paradigm that one person couldn’t recreate. Each partner needs to contribute to the success of the business; otherwise, resentments form, followed by mistrust, misunderstandings and dissolution.
Live Together First
Go through a year or more of working together before you even consider going legitimate. Over a long haul, you’ll encounter a vast number of situations where you can evaluate your partner’s ability to cope, decision-making skills and communication style. In a year, you’ll most likely have at least one disagreement; wait to see how that plays out before moving forward.
What you see is what you get. Don’t expect a business partner to change just because you are a good influence or you believe he will mature with some experience. Get into business with the person right in front of you, and you won’t set yourself up for disappointment.
Talk, Talk, Talk
Talk so much that you find you can finish each other’s sentences when you’re in front of clients. Get to know your partner, his thoughts, feelings, ideas and concerns so that you can work out solutions together. Just like in a solid marriage, communication is key to success.
You can’t be afraid to confront your partner or point out problems. When you trust that your partner is thinking only of what’s best for the company, maintains consistent respect for you and praises your efforts when appropriate, you can take a little criticism when needed.
Take Time Out
While successful business partners share many of the same goals and values (and usually share a common sense of humor), you need to have very separate lives. It’s best not to socialize too much with your business partner and muddy the professional waters.
It’s OK if you have different friends and different interests outside of work. It’s healthy actually to prefer to spend time with your family on the weekend instead of with your business partner. And though our spouses get along really well, it’s not required. (Although we will say that mutual support from the home front doesn’t hurt.)
And on that note, here’s a related tip. We’ve heard ugly stories of husband-and-wife business partnerships that turned sour. Few marriages can stand up to the pressures of a business relationship, so it may be best not to start down that path if you can help it. If you do enter into business with your spouse, pay extra attention to communication and trust issues that may arise.
Trust Is Earned
Earn your partner’s trust by doing what you say you’re going to do. Once you build trust, many sins can be forgiven. If you are with the right partner, little can come between you. With little effort and the right partner, you too could end up in a happy business relationship like these successful partners:
- Orville and Wilbur Wright
- Larry Page and Sergey Brin
- Coco Chanel and Pierre Wertheimer
- Steve Jobs and Steve Wozniak
- Bill Hewlett and David Packard
- Bill Gates and Paul Allen
- Ben Cohen and Jerry Greenfield
Maybe you’ll see Mark Bloom and Linda Ray on this list of successful partnerships someday. For now, we believe that we are successful after finishing up our first official year in business as a strong partnership. We’ve got each other’s backs and know it. We’ve had our differences and learned valuable lessons about compromise. We listen to each other and value the other’s opinions. We talk — and email — a lot. And through all that, we even like each other.
We’d love to hear about your partnership — what works or what didn’t work. Please email us at info at rayaccess.com or use our online contact form to send us your story. We’ll include responses in a future blog.
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.
by Mark Bloom | Jan 14, 2015 | Content Marketing
You Need to Use All Your Inherent Advantages
If you’re a business owner, you have discovered the challenges of growing your business in a small market. You know how difficult it can be to find new customers amidst all the competition. Regardless where you do business, you can expand your reach and attract more customers in 2015.
The marketplace is changing, and if you adapt your marketing practices, you’ll capture more of the market than your slower competitors. Small businesses in particular have an advantage. They’re on a tighter budget, so they’re more likely to make sure every dollar spent on marketing generates revenue. But bigger businesses still can take advantage of the following advice; they only need the initiative.
2015 Changes and Challenges
The established ways of marketing and advertising are slowly fading. Fewer and fewer people read a daily newspaper. TV channels with the best shows allow people to binge-watch its episodes, sans commercials, thanks to DVRs. No one younger than 30 — an appealing demographic for many businesses — uses the Yellow Pages.
The tried-and-true ways of marketing your business have become unreliable. Smart businesses today are turning to new methods, with surprising success. If you want to stay ahead of the curve, here is some advice you can take to the bank.
How to Grow Your Business
- Stop what you’re doing if it stops working. No matter what you’re doing to market your business, if you see a drop-off in your return-on-investment, stop and try something else. If that doesn’t work, try something new. The marketplace moves fast, and you have to act quickly to catch it.
- Use social media. While it doesn’t work for every business, social media can help some businesses market themselves and attract a younger demographic. Social media campaigns don’t focus directly on sales, but on building brand awareness.
- Update your website. More and more consumers are accessing the Web through mobile devices. If your website isn’t mobile-friendly, you may be losing business. In fact, if you haven’t updated your website in the past three years, chances are it may look dated to new visitors.
- Shift the focus of your online efforts. It used to be enough for your website to act as your digital storefront. No longer. Use your website to answer customers’ questions. Share information freely. Build a relationship with your customers, and they’ll buy from you.
- Blog to attract a wider audience. A business blog that is well written can help your business attract customers you were never able to reach before. By answering customers’ questions about your industry, by offering advice about your products or services and by tying your business to popular topics, you can bring more traffic to your website.
- Build better landing pages. When you run an online ad campaign, you direct the people who click on the ad to a specific landing page. If that page has a bunch of unrelated items on it, you may lose the sale. Target that page for the specific ad by providing proof of concept, a solid sales pitch and testimonials.
Let Ray Access help you grow your business in 2015. We’ll answer all your questions.
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.
