by Myra Stacey | May 17, 2018 | Inbound Marketing
This is the second of three posts this month describing my Builder, Creator, Deliverer Marketing approach. Small business owners must manage so much. In these posts, I explain the breakdown of some marketing tasks and how to accomplish or delegate them. Read the first post on being a builder.
Many Raleigh and Cary business owners know they should create content for their website, social media, and marketing. The challenge is making it happen! Even if you have the desire, talent, and interest in content, you may not have the time.
We talked last week about getting started on the right path for marketing, the step called “Builder.” Now, it’s time to create the content, so the second step is what I call “Creator.” But how?
Making Content Decisions
“Content” can mean anything, really. A lot of business owners get hung up on the idea of blog posts. While those are useful for SEO and for your audience, you may not feel comfortable writing blog posts. For example, I loathe writing, but I love to design infographics. We talked last time about being your authentic self, and part of that is choosing what type of content you want to represent your business. Some of this is based on your preferences.
So your first decision is the type of content. We’ll get to that in a minute. Your second choice is whether you will create it yourself or hire some help.
DIY – Obviously, creating it yourself gives you full control. After completing your research, you know what message you want to convey and whom you are addressing. You probably have ideas about how it should look or sound. Hiring someone to help means adding his or her voice to the mix. Many business owners just get started also choose to create their own content to save money.
Hiring Help – While hiring help often feels like turning over control, you also gain new perspectives and another person’s expertise. You might be the expert at your business, so think about what more you can accomplish by working with someone who is the expert at content. While you may save money writing your own blog posts or shooting your own video, the result might not be as professional as you or your customers expect. Remember, too, you can always hire someone just to help with the small stuff.
The type of content you create is likely tied to whether you are creating your own or working with someone (or multiple people). Before you choose, ask yourself: What do I like to do? What can I do consistently? What will help my audience or appeal to them? Here are just a few ideas for types of content that will help market your business:
● Blog posts – We’ll start with these because they are the most common. Blog posts help with SEO and tell your audience something useful or entertaining. You will find it easy to hire help to write these if you’re not a writer, and it’s usually easy to come up with topics for many posts.
● Infographics – These images can look professional or fun. They are usually colorful, contain your logo, and present information in a visually appealing way. Infographics tell a story, explain how something works, or show facts or data using images and graphics. They’re very popular because they are so sharable on social media. There are programs online to help you create some, and you can find local help to create others, too. (Pro tip: If you use infographics on your blog, be sure to accompany it with text to help with SEO.)
● Videos – Camera-shy business people often avoid this one, but videos are the perfect tool for those of you who hate to write. Instead of typing up a blog post, you can turn on your phone and start speaking! And, they’re still good for SEO! Plus, you can share these on your blog and post them on YouTube. Simple video editing software is inexpensive (or free) and can make your video look, well not like a TV ad, but at least professional.
● Podcasts – Podcasts are hot right now, but that doesn’t mean you have to create one. Still, they’re fun because it’s a way for you to get your voice and ideas out there. Starting a podcast isn’t difficult and doesn’t require loads of equipment. If you’re going to create one, though, you must be prepared to create episodes on a regular basis.
● White papers – Love doing research? Got some surprising facts to share? You might find a white paper beneficial. White papers are two to 20 pages long (though it’s OK to be on the short end of that) and offer readers a deeper dive into a topic. I could create a white paper about infographics, for example, with an introduction, data, how to, examples, and more. You might create a white paper with case studies. White papers are a useful free thing to offer people in exchange for their email address. If you write a white paper, be sure to design it; people expect more than a plain Word document.
● Presentations – Presentations are underrated content. But if you spent hours upon hours preparing information for a talk you’re giving, why not use that on your website or social media? You can break it up into bits to share here and there or upload the whole thing to LinkedIn’s Slideshare, which is searchable.
● Webinars – Webinars are a time investment, and you’ll probably need to set up GoTo meeting or a similar service. You also must market, market, and market some more to get people there. These are mainly used as lead generation tools. You get email addresses and a captive audience. We could write a book on webinars, but in short, it’s best to offer some valuable insights and information relating to your business and sneak in some “about us” along the way.
● Brochures – Many businesses need brochures in addition to other content. Some don’t need paper to hand out. It just depends. The brochure is the “about us and why we can help” you can hand to potential clients. Having a leave behind helps ensure they’ll see your name on their desk. While many will throw it away, others will keep it for months and then finally reach out to you. Talk to us about whether a brochure is a good fit for your industry. And they don’t all have to be tri-folds! Brochures can be one page, a postcard, or almost anything else.
Do you need help creating marketing materials? Contact us to learn more about getting your marketing started right.
by Myra Stacey | May 17, 2018 | Inbound Marketing
This is the first of three posts this month describing my Builder, Creator, Deliverer Marketing approach. Small business owners must manage so much. In these posts, I explain the breakdown of some marketing tasks and how to accomplish or delegate them.
Small business owners don’t go to work (or walk into their home office) and decide, “I’m going to market today.” Marketing is part of the work you do all day, every day to survive in business.
Some of that is through your awesomeness, by delivering a fantastic product or service and providing customers with a pleasant experience. But some of that is through a series of tools and approaches.
As you launch your business or marketing program, the first step is what I call “Builder.” Most business owners skip this step, thinking they already know what to do. They begin the next two phases, Creator and Deliverer, which we’ll address in later posts. Skipping this step is hazardous and often leads to a disconnect later. Here’s how to start building your marketing:
● Market Research – What similar products and services are out there in Raleigh and Cary or the Triangle? Is it a crowded field, meaning you’ll have lots of competition or is it relatively easy to step in? How are you different from others? What level of income does someone need to buy your product or service? Know what’s out there before you get started, so you know how to position yourself within the market.
● Client Research – You may think your audience is one group and begin marketing to them. But something isn’t right. Then, it turns out an entirely different group of people just love what you have to offer. Unfortunately, most business owners don’t realize that until they’ve wasted time and money on the wrong thing. Save yourself the trouble by researching your target audience. You can ask people to fill out surveys, talk to your friends and networks, and search online for similar products or services. Whose problem are you solving? How are you addressing it? (Certain groups may prefer one solution approach over another.)
● Keyword Research – The best keywords aren’t just one word. It’s a phrase or sentence people are typing (or voice searching!) to find what they need. Go back to the problem you’re solving. If you had that problem, how would you find answers? What questions are you asking? What words do you use when asking the questions? You want to find as many angles on this as possible so you can target a variety of search phrases. While keyword stuffing isn’t recommended for your Search Engine Optimization, you’ll still need to know what phrases resonate with your audience.
DIY or Delegate?
Time is a business owner’s most valuable commodity; time is money. Marketing yourself is about being authentic. You want to identify who you are and what your brand is so you can connect with the right audience. Part of being authentic is figuring out what parts of marketing you love — and which you loathe. If you love research, you’re a “builder,” and you’re probably thrilled to get started. If this part sounds like homework to you, consider delegating these tasks. You won’t dig in with the same enthusiasm and may end up with poor results because of it.
Want help with the Builder portion of your marketing? Contact us to learn more about getting your marketing started right.
![[Project] New Website for a Shipping and Moving Company](https://printandwebdesigner.com/wp-content/uploads/2018/04/b2ap3_large_Before-1080x675.jpg)
by Myra Stacey | Apr 12, 2018 | Inbound Marketing, Project Files, Web Design
Relocating a scientific or medical laboratory or an entire company isn’t easy, but that’s exactly what Magellan Logistics does every single day. While Magellan’s reputation for quality, on-time work has led to a busy schedule, every business needs a website where new customers can learn more. We were thrilled to build a site that explains Megellan’s work and looks as top-notch as their services.
Challenges: The shipping and packing industry has a lot of terminology that most consumers find confusing. People often don’t know what they need; they just know they need to move their office, art, or home and want everything to arrive safely. Although Magellan keeps up with the best practices, they had let their website lapse. Potential clients might visit the site and be left wondering if the company’s work was as outdated as their website.
Solutions: Our Print and Web Designer team redesigned the site. We adjusted their existing logo to maintain the brand but gave it a refreshed look. Now, the image will work for today’s marketing needs, from social media to online ads, but should also last many years. We also wrote far more content for their website, making it easier to find in search results and easier for consumers to understand their packing process and services.
Result: The result is a professional site that confirms what people hear about Magellan and its techniques: a trustworthy moving and packing service.
“Myra and her team upgraded our business with a redesigned website and logo,” said Steve Schafer of Magellan. “They worked with us every step of the way with communication and listening to our ideas. I would definitely recommend Print and Web Designer to help your business grow.”
Contact us if you’re ready to make your business website match its methods.
by Myra Stacey | Apr 5, 2018 | Inbound Marketing, Print Design
Business owners about to build or rebuild their website might feel overwhelmed by the project. Creating a website means making many decisions about the design and content. Will the way you organize the navigation make it easy for customers to find you? Will the content compel potential new clients to click the “contact” button? In the end, will those decisions add up to something that represents your business?
One way to organize your thoughts at the start of your new website project is to look at other websites, especially those of your competition. Your competition might be those within your market, but don’t ignore others. Depending on your industry, you might turn to a very large version of your company located in another city. They are likely not your direct competitors and may have invested more money in market research for their website, meaning you can try some of their approaches.
There are several things you can learn from competitors’ websites:
● What you love – While some aspects of web design are dictated by what marketers have figured out, your site should also have the flavor of your brand. Take a look at what your competitors are doing, but also many other websites. What design and content grab your attention? What colors do you love that go along with your logo and brand (if you have those)? Do you like clean and minimal? Do you want a video to play on the home page?
● What you loathe – Along those same lines, what parts of your competitors’ websites feel wrong to you? Why? If you can figure out the weak points, you can correct those issues in your own design, making your customers’ journey more pleasant. Is there something that looks like a button but doesn’t click? Does the site feel overwhelming? Does it impart a sense of trustworthiness?
● Your goals – Try to identify the goal of your competitor’s website. Can you? What is your goal? Is the core message clear? A website isn’t just a pretty page for people to learn more about you; it should convey your brand and sell your business. Take a look at how the competition approaches this part of web design and consider how you want to present yourself.
● Content ideas – You want to stand out from the competition, of course. However, you may get some ideas of what’s working (and what’s not) by reading their content. That’s not just blog posts, either. What wording do they use on the Contact page and the Home page? What calls to action are they using? You might also see some missed opportunities of which can you take advantage.
● Online marketing approaches – Are they running a lead generation campaign, using some content to gather email addresses? Do they have Pay Per Click (PPC) ads out there? Do those go to their website or a landing page? While this may not directly impact your website decisions, you may find some useful ideas by knowing this information, and it will help you later when you set up online marketing.
Building a website is daunting, but after studying other sites, you may start to form a picture in your mind about how your business should look online. Contact us to guide you through the process and create a beautiful and functional website for your business.
by Myra Stacey | Mar 22, 2018 | Entrepreneurship, Inbound Marketing
Entrepreneurs are the driving force behind much of our local, national, and global economy. They produce new ideas and support business ventures which take products and services to new heights. However, like in any career, entrepreneurs can sometimes develop stereotypes. Keep reading to discover some common myths about entrepreneurs and the truth behind them.
1. Entrepreneurs only want to get rich.
Entrepreneurs know better than anyone how difficult it can be to start and manage a small business. It can take several years to generate the desired client base and revenue, which means there isn’t much extra cash laying around. Entrepreneurs have to work hard to reach their business goals, but either way, who isn’t a little motivated to get rich? There’s nothing wrong with wanting some financial cushioning!
2. Entrepreneurs are born, not made.
There are certainly those who enter the career field with a passion for entrepreneurship, but that doesn’t mean others can’t develop the same skills and ideas through learning and guidance. “Natural” entrepreneurs may already have the determination and drive, but there are plenty of other necessary abilities for starting and running a business, such as financial management, business management, and marketing know-how.
3. Entrepreneurs don’t stay in the same job for long.
While some entrepreneurs may quickly grow tired of stale positions or startups, most end up working for a steady business for years before developing their own. As stated in the previous myth, entrepreneurs need to acquire a business and financial management skills before they can run their own show. The entrepreneurs who jump from job to job won’t be anywhere near as successful as those who take the time to learn their trade and develop a good network.
4. Entrepreneurs are young go-getters.
Entrepreneurs must have a little tack, but there’s no age limit on being a successful businessman or businesswoman. In fact, according to Inc., a Global Entrepreneurship Monitor report found that the number of older adults who are self-employed outweighs that of young adults. No matter what your age, you can still be a successful entrepreneur!
5. College dropouts make better entrepreneurs.
While powerhouses like Steve Jobs, Bill Gates, and even Mark Zuckerberg didn’t walk across their college’s graduation stages, that doesn’t mean you shouldn’t. According to the Washington Post, earning a degree can make a big difference; the choice of major or college doesn’t play a significant role in success, but the greater the education of the founder, the lower the rate of business failure and the higher the business’s profits, sales and employment. While people with no college education can still achieve great success, let’s consider them flukes for now; they don’t outweigh the number of successful degree-earning entrepreneurs by a long shot.
To find out how we can help market your entrepreneurial ventures, contact us.
by Myra Stacey | Mar 15, 2018 | Inbound Marketing, Web Design
In a crowded online space, small business owners need to ensure their website can keep up with the competition. Whether you’re just getting started or want to help your site stand apart from the crowd, we’ve got you covered with our ultimate website cheat sheet.
Design
● Keep it clean. Your website might look fancy, but if it lacks clarity, visitors won’t be able to navigate it easily. Keep your site design clean and simple, with well-labeled pages and an organized layout. If you want to amp up the decor, contact a professional website designer for help creating a custom site design.
● Make it mobile. Mobile used to be just a nice-to-have. Today, it’s a requirement. More than 50 percent of people browsing the web are doing so on their devices. In some industries, that number is higher than 75 percent — and rising. Make sure your website looks good on tablets and phones. If you’re not sure about how to do this, reach out to us.
Content
● Be blunt. What does your business do? What services or products does it provide? You can talk all you want about a no-nonsense work ethic or excellent customer reviews, but site visitors want to know exactly what you can offer them, plain and simple. Create an “About” page for your business, and feel free to include its history and awards, too. If you have examples of past work (e.g., before and after images for a lawn care service, online product catalogs, news releases of your firm’s architectural designs), be sure to give them their own tab/page.
● Don’t write a novel. You’re going to want about 300 to 500 words on each page of your site. Anything longer will lose your reader’s interest, but anything shorter may not fully encapsulate your information and is bad for SEO. If a client wants more info, direct them to your contact page.
● Include images. Visuals are vital! A wordy website might contain a lot of valuable information, but it won’t be eye-catching. If you can afford it, hire a professional to take some photos of your business, services, or products; studies show real images of your team or business, rather than stock photography, increases your conversion rate.
● Check out seven other things your website should contain.
Details
● List your contact information clearly on the front. Many people visit a site just to get your phone number, email address, or location. Make sure people can find this without clicking all over the place.
● Also, include contact information on every page. Your business’s address, phone number, and/or email should be in the header or footer of every page. You want clients to be able to easily find your contact information no matter where they navigate to on your site. However, be careful when listing your email address. Bots can crawl websites looking for the @ symbol, which can lead to lots of spam mail. Talk to your web professional about listing your address differently or use a form for customers to fill out. The “Contact” page of your website should also include a form.
● Link your social media. It can sometimes be tricky to find small businesses’ accounts on social media, so it’s important to provide links on your website. Make sure links to your Facebook, Twitter, LinkedIn, and other active platforms are easy to find (it can be helpful to include them in the header or footer near your contact information).
● Know your login info. And not just for your website, but also for your domain registration and hosting. Write it down on a physical piece of paper – if your computer crashes (or your brain forgets), that paper will be your lifesaver! If the words “domain registration” and “hosting” don’t ring a bell, read our cheat sheet on those here.
For any of your web design questions, we’re here to help. Contact us!
