Is Your Professionalism Pushing Customers Away?

At a conference a few years ago, I met a man selling a product that left me baffled. The idea behind their pitch was to make small businesses seem like they were bigger by making people harder to reach. You know those phone menus you get stuck in every time you need customer service from a big company? They sold those for small businesses.

Just to make this clear: the idea wasn’t to make call volume more manageable, it was to make it seem like the company was just so darn busy and successful that they couldn’t take your call without a system to make calls more manageable.

Now you get to be an unscientific poll of one. Raise your hand if you like those phone menus you get stuck in when you call a big company. I can make a pretty good guess at what you’re thinking (even if you didn’t actually raise your hand, cause it’s kind of a weird thing to do while you’re sitting at a computer.)

I don’t believe I know a single person who wouldn’t prefer to get an actual human being on the other end of the line.

The Dangerous Fallacy of “Professionalism”

If you think being professional means creating more distance between you and your customers, you’re stuck in a dangerous fallacy. This isn’t a fallacy that affects all business owners, but the existence of the company described above shows that it affects enough for there to be an industry around catering to them.personalisbetter

The same fallacy drives business writing that’s dry and bland. If you’re afraid that injecting personality into your writing will make it seem less professional, you’re pushing people away.

Why Personal is Always Better

Your current customers, the audience you hope will become customers, all those people you’re trying to reach – they’re all people. No matter how much brands spend in the hopes that people will feel connected to a logo, people will always have an easier time relating to other people.

Your business is made up of a number of people, all with distinct personalities. Any efforts you make to downplay that reality in order to show your business as something less personal and more generically “professional,” creates unnecessary distance between your brand and the people you want to connect with it.

Now take a look at the way you communicate with your audience. Are you doing anything to needlessly push them away? Look for opportunities to add more personality to your content and interactions. When your customers can get a peek at the humans behind the brand,

12 Things Every Non-Expert NEEDS to Know About SEO

important SEO basics

For those of us who spend hours each week reading about different facets of online marketing, there are many SEO facts and best practices that seem obvious to us that still aren’t understood by your average business owner. Dedicated, experienced SEO professionals have way more knowledge about the nitty gritty particulars of what makes for effective SEO than is covered here (and most know loads more than I do personally), but you don’t really need to know all that stuff anyways.

If SEO isn’t your personal specialty, but is something that matters to you and your business, these are the key things you absolutely need to know to avoid making decisions that could hurt your company.

1) SEO factors can be divided into two categories:

On-Page SEO Factors
This is the stuff you can control. You can optimize your website for SEO by making sure the site design is intuitive, the pages load quickly, and you strategically place keywords in the main parts of the page that are noticed by search engine crawlers:

  • Title tags
  • Headings
  • Image alt tags
  • On-page copy
  • Meta descriptions (doesn’t influence rankings, but good for encouraging clicks)
  • Page URLs

You can find a few more details on this part of the process in the SEO Basics presentation here.

Off-Page SEO Factors

This is the trickier part and where some businesses get in trouble. Search engines try to gauge how trustworthy a site is based on off-page factors like how many other sites link to it, how authoritative those sites are, the authority of authors who write on your site and share your site, and some various other complicated factors that help the search engines decide if people really like you.

2) SEO takes time.

SEO is a long process

Image via Corey Leopold

You’re not gonna see results tomorrow. Or next week. Or the next. It takes time for Google to pick up on changes, and even more time for SEO efforts to start to add up into something tangible. There may be some slight changes to your rankings in a short period of time (especially if you start off ranking very low and are pursuing SEO on your site for the first time), but good SEO is a long game and results take time.

3) SEO is a long-term process.

Related to #2, but still its own point, you can’t make a few tweaks to your site once and figure you’ve got SEO taken care of. It’s not a one and done deal. SEO is a continuous process that requires:

  • Fresh content
  • Regular tweaks to your site
  • Ongoing efforts to raise brand awareness and encourage legitimate links, and
  • A continual tracking of analytics to determine what’s working.

If you get yourself up to a nice high rank and figure you’re good and can stop, your competitors will take advantage of that false sense of security to unseat you.

4) Bad SEO can hurt you. 

Bad Seo

Google and their ilk hate spammers. The people out to game the system to get low-quality sites ranking higher than they should are precisely the enemies search engines are trying to take out with every new update to the algorithm. If you hire those people – even if you do so innocently, thinking they’re legitimate professionals who know what they’re doing – you risk hurting your business.

You cannot make rash decisions when it comes to your site’s SEO, you have to seek out white-hat SEO professionals who really know what they’re doing and won’t put you at risk.

5) SEO evolves.

As the search engines update their algorithms to foil the spammy SEO perpetrators addressed above, what works best for SEO changes. This is another reason it must be treated as a long-term process. What works best today might not be what works best in 6 months, so you have to stay on top of the changes and be prepared to adapt.

6) Search engines prefer sites that prioritize people over search engines.

It might sound counter-intuitive, but it’s true. If your site seems more designed to please the search engine deities rather than your actual visitors, it’ll be bad for your business (who’s gonna stay on a site that’s not useful, much less buy something off it) and bad for your rankings. Search engines consider things like how long visitors stay on a site and whether they ever bother to come back, so they can get a sense of whether or not the people stopping by actually like the site.

7) Keywords matter.

You have to be careful not to overdo it on the keywords – a keyword focus can’t outweigh the importance of making sense and writing content that’s easy to read – but keywords do matter in SEO.  Keyword research helps you understand what people in your industry and, more importantly interested in your industry, are talking about. That lets you know what kind of things to write about on your site, what kind of questions to answer, and what terms to use. You should pick different target keywords for each page on the site and include them in all of the parts of the page listed in the On-Page SEO Factors section in #1.

You want to choose keywords to emphasize based both on how popular they are and how competitive they are. If a small business decides it wants to dominate for a broad, popular keyword like “bathing suits,” it’s never gonna beat the likes of Target, Victoria’s Secret and the other huge brands sitting at the top of the search results for the term. But something more specific, like “vintage style plus size bathing suits” (what those in the biz call a “long-tail keyword”) will be a  more reasonable goal.

8) Content matters.

Content only ever seems to become more important to SEO as time passes and search engines evolve. Content provides value to site visitors, gives them a reason to stay on the site longer, answers their questions, and can help in the process of turning visitors into customers. Content is valuable to businesses beyond its role in SEO, but its importance to SEO can’t be discounted. Fresh content is one of the factors search engines take into consideration in site rankings. More importantly though, good content fuels the shares (read: links) and return visits to the site that signal authority and trust to the search engines.

9) Analytics matter.

Pay attention to what people do on your site. If you have pages that have high bounce rates (people that only stay on them for a second before leaving), they’re not doing you any good in terms of future sales or SEO. Weed out what’s not working and identify what is. Your SEO strategy should be regularly refined based on what your analytics tell you.

10) Traffic should not be your primary goal.

seo traffic

It’s not all about traffic

As previously mentioned, if you’re getting people to your site who don’t stay there, that tells search engines something about the value of your site and can hurt your rankings. Any increase in traffic is at best a temporary win if you aren’t giving people something they value once they get there.

Empty traffic doesn’t just end up hurting you from an SEO perspective though, if you get a billion visitors who never buy anything how much are they really worth? If the point of your website is to make money, you need visitors who will turn into customers. That needs to be your primary goal.

11) You are not Google’s* priority (not as a marketer or business owner anyways).

There’s no use complaining about it. If you get a penalty and/or fall from page 1 to page 142, you can feel like Google’s done you wrong and they owe it to you to fix it, but what reason do they have to care?

Their priority is to provide useful results to the people performing searches. If it looks like your site’s guilty of the manipulative tactics that result in lower-value search results, your business gets lumped in with the bad guys.

They’re a business with their own priorities and fixing your problems (even problems caused by your rank in the almighty Google search results) don’t rank high on the list.

*Insert any other search engine name in place of Google in this section and the idea’s the same. But let’s be honest, we’re mostly talking about Google.

12) Never trust an SEO company that guarantees a #1 spot. 

Remember when I mentioned back at the beginning that there are certain SEO truths that are super obvious to those of us in marketing? This ranks high on the list. The idea that there are still many businesses that buy into this line is baffling to those with some knowledge or background in SEO.

But it still happens, so it needs to be said. If an agency or individual ever pitches you based on this promise, RUN. They are not legitimate professionals who understand SEO and they’re likely to do your business more harm than good.

 

Now if you ever talk to an SEO firm that’s annoyed when you tell them you want to rank #1 by next month, you’ll understand why. There just aren’t shortcuts. As in most things worth doing, SEO takes some real time and commitment to do it well.

Sometimes Good Ideas Just Need a Little Boost: On WDS 2014

World Domination Summit

Image via Armosa Studio

At the professional conferences I’ve attended, there’s often a sense that everyone’s leaving with a few key ideas written down, tweeted, and held onto for inspiration coming home. At the World Domination Summit (WDS), I got the impression that every person was leaving there with a unique personal goal or idea top of mind.

The thing is, while attendance at WDS can offer some distinct professional benefits, it’s not a conference about work. It’s a conference about ideas. That means the takeaways for different people who attend are all over the map; whether that’s a more defined commitment to writing more often, an excitement to get started creating a course for digital nomads or the kick in the butt you’ve been needing to actually create that business plan and start your own business.

The result of attending WDS is that you really think about whatever it is in life that you want or need the most, and you leave with the inspiration required to start doing it.

Since this blog is about marketing and copywriting, it took me a little while to think of how best to tie in what I learned at WDS with the kind of topics I cover here. When it comes down to it, I realized one of the big lessons of my time in Portland could be applied as easily to content marketing or blogging as it can to a wide array of other tasks, professions, or goals: sometimes your ideas just need a little boost.

This guy hiked in a dress for charity. Image via Armosa Studios

Somewhere in the back of your head you probably know just what your life <ahem>, I mean marketing plan, needs, but you aren’t ready to put in the work or time or take the risk you’ve been considering. Ideas can have a lot of power, we just have to do something with them.

If you have an awesome idea…and then stop there, you won’t get much out of it. If you have an idea that sounds crazy like hiking in dresses for charity, building a tiny house (with no previous building experience), or walking everywhere you go for several years (all ideas turned into action by WDS attendees), sometimes you’ll get more out of it than you’d ever imagined. But only if you actually do it.

The Content Marketing Institute recently wrote about a new commitment their team is trying out: putting 10% of their time and resources toward brainstorming and tackling ideas that seem a little out there – either because they’re risky, untested, or just seem too big to accomplish. This isn’t a new idea, it was inspired by a policy at Google that was also employed by Jonathan Mildenhall in the marketing department at Coca Cola.

It might be tempting to say, “well sure, huge businesses like Coca Cola and Google can take creative risks, but we have a budget to stick to,” but that’s an easy excuse. The individuals at WDS get out there and take crazy risks on much smaller budgets than your average business marketing department has access to. You just have to be willing to give that good idea a boost, instead of getting mired in the all the excuses not to do it.

WDS gave many of its attendees that boost, but you can find your own. Think right now: “what’s the thing I’d really like to do next, but keep stopping myself from diving into?”

Now, just decide to do it. Good luck.

How Bloggers Blog: The Survey

Do you blog?

The number of people that answer that question with a “yes” continues to grow.

Blogging can look really different depending on who’s doing it.  A blog that’s mostly meant as a fun way to work out your thoughts or track your experiences on vacation will provide a different experience than the blogs meant to help promote a business. Even within the latter category though, how people blog varies.

To get a clearer picture of what business blogging looks like, Orbit Media took a survey. What they found, as expected, is that there’s a wide variety in how bloggers blog. Even so, they were able to pull out a few key trends in the blogging process.

  • Most bloggers spend less than 2 hours on each post, but it’s not unheard of to spend over 6 hours.
  • Bloggers don’t keep normal business hours. They write whenever they can fit it in, or when an idea hits.
  • Most bloggers work from a home office.
  • Many bloggers publish new posts multiple times a week.
  • Few bloggers have editors.
  • The main blogging promotion tools used are social media and SEO.

Not too many of those surveyed were freelance bloggers, but the survey findings match my experiences pretty well.

There’s no one right way to blog. Anyone who works in a creative field knows that you just have to figure out what works best for you.

If you want your blog to succeed as a business tool though, there are a few key things you need to keep in mind.

For a more in depth look at what you need to do to build a more successful business blog, download the Austin Copywriter report on the subject.

So what about you? How do you blog?

 

Why You Should Be Promoting Your Content (Not Just Your Products)

By this point, most businesses know they should be creating content. The advice is everywhere. Talk of content content promotionmarketing and business blogging is all over business magazines like Inc and Entrepreneur. You’re much less likely to encounter a business owner today who has never heard of content marketing than you are to encounter one who has thrown up her hands and agreed to go along with the tide and start a blog or YouTube channel for her brand.

You’re probably thinking: well what possible downside could a freelance copywriter whose job it is to create content see in this?

That more businesses are embracing content marketing is mostly a good thing, but many are taking an incomplete approach to it. Every business that starts a blog, publishes once a week, and doesn’t get results tarnishes the idea of content marketing a little bit.

For your content to gain traction, you can’t just create it. You need to promote it.

This message has made its way into the realm of common knowledge for those who specialize in content marketing or content strategy. Nonetheless, for many businesses who have just done cursory research into content marketing, the idea isn’t as familiar.

Jay Baer popularized the concept that you should make content so good that people would pay for it. Making content that’s good enough to be a product is step one. Step two is promoting it in the same way you do your products.

Well, not exactly the same way. The process of promoting good content is a little different than product promotion (although there’s plenty of overlap).

We’ll get more into the hows of promoting content in future posts, since it’s too big of a topic to cover in one blog post. In the meantime, there’s a lot of good information on the subject already out there. Here are a number of articles that touch on both the value of content promotion and techniques for getting started:

There’s some overlap in those posts, but that just lets you know that the stuff that comes up multiple times is the stuff you really need to know about content promotion.

Lest you read this and think, “Of course she says this is important, she just wants us to buy more of her services,” content promotion isn’t actually a specialty of mine. I can provide some consulting to help you generate ideas for a content promotion plan, but I’d rather help you find someone else to execute it.

I do benefit from more people understanding the value of content promotion though. Blog posts, reports, whitepapers, ebooks–all those things I do specialize in–are all worth more to a company that has a plan to promote them. I’d rather make great content for businesses that people actually see and appreciate, than great content that goes unnoticed by all but a few people outside of the company.