The team at Grammar Chic has had the privilege of working with Charlotte-based academic tutoring service, Crafting Scholars, for close to five years. In that time, we have created, managed, and administered everything from their email newsletters and their social media feeds to their ongoing blogging and other one-off content writing needs.
So, when Crafting Scholars President, Kris Harris, reached out to us in the middle of November with an urgent request, we didn’t hesitate.
Creating a Dedicated Marketing Campaign
Kris explained to us that they wanted to promote an ACT/SAT Diagnostic Testing Service designed for students who are trying to figure out just which test is right for them. With all of the craziness that the COVID-19 pandemic has presented to students as they work to stay on track, and in order to hopefully boost year-end and early 2021 sales for Crafting Scholars, Kris believed that this promotion would be timely and beneficial to his company’s clients—as well as his business. Like many businesses, the time between Thanksgiving and New Years can be slow—and therefore, challenging.
Sitting down to strategize with him, we decided to create content for a series of social media posts, graphically design a direct mail piece, craft a press announcement, and also draft a series of email blasts that would go out to the Crafting Scholars’ client list as well as prospects.
Ultimately, because time was of the essence, we got right to work—and fed content to Kris for him to review and approve. After a bit of tweaking and back and forth collaboration, we had the final products ready. Then, we subsequently got everything scheduled to be deployed at regular intervals during the first and second weeks of December.
During the week between Christmas and New Year’s, Kris reached out to our office. Frankly, his elation was contagious as he communicated the results that had been achieved through this ASAP, at-a-moment’s notice marketing campaign.
“We have already closed five deals,” Kris said. “Just in that short amount of time! That’s worth $10K to our business. You guys are simply the best. Thank you so much!”
Indeed, while we were speaking with Kris on the phone, a sixth deal closed, bringing the return on his small investment with Grammar Chic to over $12K in revenue to his business. That is an absolutely huge boost during any time of year to any small business—let alone the holiday season during a pandemic.
The team at Grammar Chic couldn’t be more pleased with the results that were achieved with this marketing campaign for Crafting Scholars. Their success, ultimately, is our success, and we could not be happier that Kris and the Crafting Scholars team placed their trust in us with this very important task.
Extra kudos go out to Grammar Chic Senior Writer, Megan Saylor, who crafted all of the content used in the campaign, and to Courtney Wright, our Business Manager, for expertly organizing and coordinating all social media posts, email blasts, press releases, and more to ensure everything was deployed seamlessly and without a hitch.
If you are considering a special marketing campaign or are even looking to boost your digital or traditional marketing presence in 2021, the Grammar Chic team would love to speak with you. Reach out to us and let’s start a conversation.
There’s never any shortage of online data. For marketers, this can be both a blessing and a curse.
On the one hand, if you want to quantify the reach of your content or identify trends in your social media engagement, there are metrics available to give you the illumination you need. But at the same time, the process of setting benchmarks, establishing core measures, mapping the data, then interpreting it properly can be incredibly time intensive. When you’re already struggling to keep up with your routine content creation efforts, handling data and analytics may feel all but impossible.
But the answer isn’t to forgo the data-driven approach. Rather, it’s to implement the processes you need to make data-mining as simple and intuitive as can be.
Thankfully, there are some options available for small business owners, including both the incredible technological resources of Google Data Studio as well as the consultative services of agencies like Analytics Clarity.
It’s worth taking just a moment to examine how each of these vendors could help automate your data and analytics efforts, and ultimately make your content marketing more streamlined and focused.
The Benefits of Data Automation and Visualization
Google Data Studio is a unique platform that allows you to take different kinds of analytic data, both from Google as well as from compatible social networks, and turn that data into fluid, dynamic reports.
This may sound a little mundane, but actually, it’s a revolutionary service. Just some of the benefits include:
Through Google Data Studio, you can have key data automatically turned into a report. And that report will change in real-time, ensuring you always have ready access to the metrics you need.
You can choose to display the data in whatever visual format you like, making it easy for you and your team to understand the big picture.
You can share the visual report with key partners, vendors, and stakeholders; it’s as easy as sharing a Google Doc or a Google Sheet.
Meanwhile, when you work with a firm like Analytics Clarity, you can ensure that you’re always rightly interpreting the data, capturing even the subtlest trends, and making informed decisions about how to tweak or adjust your content marketing campaign.
Indeed, the kind of data solutions available today have really been game-changers for content marketers, who can now work with a much clearer understanding of how their content performs with target readers as well as Google Search algorithms. This has implications for everything from topic selection to CTA development.
Take a Data-Driven Approach to Content Marketing
It’s vital that you use data to guide your content marketing efforts; Analytics Clarity, a proud partner of Grammar Chic, Inc., can provide all the expertise you need to make smart use of Google Data Studio.
And, as you use that data to guide your content efforts, you can always reach out to Grammar Chic, Inc. Speak to one of our content professionals by calling 803-831-7444, or by visiting www.grammarchic.net.
Editor’s Note: There are numerous books, websites, and other mediums devoted to assisting real estate agents who want to grow their business. Few of these mediums, however, provide substance when it comes to leveraging the possibilities of online marketing. Mary Beth Downing is a Dayton, Ohio real estate agent who has gotten off to a fast start in her career by leveraging the web. In the article below, she shares how she has achieved early success.
Breaking in as a real estate agent is incredibly difficult. This difficulty is the reason why so many agents quit within their first few years, out of frustration. I’ve seen realtor discussion boards in which many agents say that one should only expect to sell three to four homes in their first year. As of this writing, I’ve had my license for slightly over five months and I’ve put eight homes under contract. The most exciting part is that each month has been better than the previous. I’m excited to use this article to share how I’m going about growing my business.
The biggest thing that has surprised me, early on, is the extent to which many new agents entirely devote their time to trying to meet people face to face as opposed to leveraging online resources. These online resources can include paid ads as well as things which you own outright (more on this below). It’s understandable that many new agents don’t want to put money into building a website or into online listings. In my opinion, however, there’s a flaw in refusing to do so. If you take the approach that “I’m not spending any money and I’ll spend my time networking and trying to meet people” then you’re only saving money if you value your time at $0. Given that time is valuable, and can’t be replaced, I find online marketing to be highly effective.
In my first five months I’ve focused on three main areas: my website, my blog, and video. I’ll discuss each of these in turn.
Real estate agents can use their website to attract and capture leads
Most agents don’t invest the time or money to create a website for themselves. This is the first mistake as having a web presence helps to validate you in the eyes of potential clients. Simply, having a website, however, isn’t enough; too many agents build a basic page for the sake of having one, but don’t truly leverage their site. You can use your website to attract clients who would have never heard of you otherwise. You can then use it to capture more of those leads and turn them into signed contracts.
I didn’t want a website that simply said “Hi, this is me. I’m a real estate agent.” I wanted something that would actually provide value to potential clients. This is why I had my webmaster integrate the MLS (through third-party software) into my site. This allows people to search listings of homes for sale through my site instead of through a service such as Zillow. One of the big benefits of this has been that individual home listings tend to show up well in organic search results on Google and Bing. So when people see a for sale sign, and search for the specific address to get more information, my site’s listing of the property shows up. People then land on my website and call me from there. This results in leads with no additional time or meaningful financial investment on my part.
Another big benefit is that the MLS integration into my website allows me to automate the follow-up process. The software I use, to integrate the MLS, allows me to add a lead’s email and other information to a database. That lead will then receive automated emails whenever a new listing, which meets their desired criteria, comes on the market. This means that, instead of me having to call someone about a new listing, they receive it automatically. This helps people to be informed of listings they may be interested in and, importantly, ensures that the information is coming from me. I could spend hours, every day, researching listings and calling people or I could have an automated system which handles this task. I prefer the latter.
My blog is crucial to my strategy of driving seller listings
As I mentioned above, most realtors don’t create a website. Of the ones who do, very few create a blog and maintain it. Blogging is crucial to my strategy going forward. The thing about a blog post is that it can be the gift that keeps on giving. Say, for example, that I write an article on “how to price your home for sale” and it gets clicked on just five times a month in search. That’s five clicks every month that I pay no money for and spend no time on after I’ve written the article. In other words, investing a little bit of time provides me with web content, which I own outright, that will continue to give me indefinite exposure to potential
clients. This is why I wrote a comprehensive series on the subject of “selling your home.” I see my blog as a crucial component to obtaining listings without expending extensive time or money.
Video is important to helping me convert leads into clients
One of the first things I did after starting my business is hire a videographer to make the following “intro” video:
This has been vital in terms of helping me convert leads into clients. This has happened in two ways.
First, the client with the highest dollar contract I’ve signed so far explicitly mentioned my video when they first contacted me. In other words, these clients found me on the web and were considering calling me. They watched my video and it helped clinch their decision. Second, and interestingly, is another call I received. I market heavily on Zillow for a given zip code. My video appears on my Zillow profile as well as on my website. I received a call from a homeowner in the zip code I market to. She stated that she had been receiving letters from realtors offering to assist with selling her home (a common tactic for obtaining listings). She went onto Zillow to get an idea of what her home may be worth as part of deciding whether or not she wanted to sell it. Since I market to her zip code, she came across my Zillow profile and watched my video. She then contacted me regarding the listing of her home and, again, explicitly mentioned my video.
The foregoing are two examples of how my video introduces me to clients and helps me to convert more leads into signed contracts. I own this video outright. That means it’s another gift that keeps on giving. It’s another way that I’m getting clients, on an ongoing basis, without having to expend large amounts of time or pay ongoing amounts of money.
I strongly believe that many real estate agents are missing out on their opportunity to leverage the web. This is actually good news. The fact that agents aren’t leveraging the web means that it’s not as competitive as one may think. In my humble opinion, this is the best way to leverage one’s time and money when growing their business.
I owe a big thanks to Amanda Clark and the team at Grammar Chic for inviting me to write on this topic.
Every company wants to be found by search engine users; for this reason, every company should have an interest in search engine optimization. It’s been said before, but warrants repeating: Any company that can’t be found by the Google algorithms might as well be invisible.
But of course, specific SEO needs vary greatly from one business to the next. A small, local brick-and-mortar store has a radically different SEO agenda than, say, an international conglomerate.
This brings us to enterprise SEO, a subset of search engine optimization that caters specifically to the needs of very large businesses. But what does enterprise SEO really entail—and what makes it different from other SEO endeavors?
Enterprise SEO Defined
Essentially, when we talk about enterprise SEO, we’re talking about search engine optimization activities for Fortune 1000 companies—big brands whose needs are more robust (and whose budgets are typically bigger) than, say, mom and pop shops.
Enterprise SEO needs are varied. On the one hand, there is a need to be discoverable by everyday consumers—especially in localized contexts. At the same time, enterprise SEO must preserve online reputation while advancing global branding. A good enterprise SEO campaign will balance these different concerns, and will take an interest in both granular and big-picture issues.
Hiring an Enterprise SEO Company
Enterprise SEO companies—which typically work closely with existing marketing departments and CMOs—must bring some unique skillsets to bear. A few of these include:
Search engine trends can turn on a dime, and it’s important for big enterprises to be able to pivot accordingly.
It’s simply impossible to do efficient enterprise-level work without automation. A good enterprise SEO company will be certified and experienced in key technologies.
The volume of content that’s needed for effective enterprise SEO is typically quite large; it requires someone who’s able to keep up with this work.
CMOs want to see that their efforts are paying off—and the only way to prove this to them is to furnish them with advanced data and analytics.
Embracing Enterprise SEO
For companies that are large in size, the work of SEO can be daunting—but with the right partner, it’s possible to achieve great results. Engaging an enterprise SEO firm—complemented with a strong content campaign—can be the critical first step in that direction. Consider whether enterprise SEO is right for your company’s needs.
One of my favorite Grammar Chic clients is Kuester Companies—and in particular, their Association Management group. I say this with sincerity, and perhaps just a hint of wonder; to be sure, this isn’t the first thing you’d think of when you think about a literary consultancy and professional writing and editing service like Grammar Chic, Inc. We work with authors, with people who write for a living. What could we possibly have to do with an HOA company like Kuester?
The thing of it is, though, our work isn’t just about words. It’s about ideas, and it’s about facilitating effective communication. Kuester is a company that places a high premium on both of these things; they’re nothing if not loaded with good ideas about property management—ideas meant to provide the best service possible to their many clients—and so it’s pretty easy for us at Grammar Chic, Inc. to help put those ideas into words.
Kuester is at once a big, ambitious, and expanding company, but also one with tight-knit values and a familial sensibility; indeed, it is a family business, and though it is constantly growing, it is still run as such. Kuester provides management services to residential areas—including condominiums, apartment complexes, and neighborhoods—throughout the Carolinas, yet they pride themselves in the value they place on their employees, and on the team spirit they embody. They work with some of the industry’s top talent and collaborate with some of the finest vendors in the area, yet they are adamant about the fact that it’s the customer who comes first, and that, at the end of the day, their job is really just to keep their many communities happy.
Kuester Association Management’s function is to provide a stable, guiding presence for local association managers and also to ensure that the needs of the different community members are being met; as you can imagine, their work lives or dies on their ability to communicate effectively. On that front, Grammar Chic, Inc. is all too happy to help—whether it’s with web content, articles, or blog entries.
As editors, we get to work with a variety of authors that are looking to polish their work and publish their books. Recently, Grammar Chic, Inc. had the pleasure of working with Dr. Yvonne Corppetts, a speaker, author, and educator that specializes in motivating others to fulfill their potential. Her goal? To help people live life as best as they can.
Dr. Yvonne Corppetts’ new book, Take Charge for Major Success: A Guide to Living Your Best Life, is a tool that she has added to her motivational arsenal. Published by Manassas, Virginia-based EDGE Publishing Company, Dr. Corppetts has developed the content of the book through truths she has learned from both her education and her personal experience. Dr. Corppetts guides readers through the task of understanding who they really are, pinpointing what they want in life, achieving major success, overcoming challenges, and freeing themselves of people and situations that present obstacles to their well-being.
Based in Columbia, South Carolina, Dr. Corppetts has grown her brand quickly. Between speaking at events, working on her book, consulting with a variety of organizations, and making appearances, she has made the time to develop a new blog, which is scheduled to be launched next month.
To learn more about Dr. Yvonne Corppetts and the positive impact she has had on her community, and the many people who have attended her events and read her book, visit her website.
Al Baird grew up fishing the North Carolina coast and to this day remains loyal to its many piers. When his family first started their annual vacations to the coast, Jennette’s Pier was their location of choice. Since then, Al has been casting his line over piers regularly and has made it his mission to ensure that other kids have the opportunity to experience the same tranquil yet exciting interaction with both nature and other fishing enthusiasts. As the founder of the North Carolina Fishing Pier Society, Al has done massive amounts of research in his efforts to preserve the piers along the North Carolina coast and to get people excited about pier fishing. His new book, North Carolina’s Ocean Fishing Piers: From Kitty Hawk to Sunset Beach, chronicles the dangers the piers have faced over the years and shares the triumphs of many fisherman, young and old, who have held their own against the waters of the Atlantic and taken home their prize.
Published by The History Press, North Carolina’s Ocean Fishing Piers will be released to the public in March of 2011. The History Press is a publishing house located in Charleston, South Carolina, and we here at Grammar Chic, Inc. are delighted that such a great press recognized Al’s wonderful work.
Grammar Chic, Inc. is excited about the upcoming release of North Carolina’s Ocean Fishing Piers and is so proud of Al Baird for the success he has achieved. Congratulations, Al!
We recently had the honor of working with Lea Shulman, of Norwalk, Connecticut-based Lea Shulman Interiors. Lea is a highend, luxury interior designer specializing in new construction and kitchen remodels. Her portfolio is truly one-of-a-kind, but she was looking for help with conveying who she is and what she does for her clients on her website. We were able to work with her to develop unique web content that truly expressed her background, expertise and what her company hopes to accomplish when working with clients who have an interior design vision, but who need a helping hand in making that vision a reality. Now that her website is “remodeled,” Lea can get on to the important work of making the homes of her clients’ true works of art. Check her out online at: http://www.leashulmaninteriors.com.
Grammar Chic, Inc. is a full-service content writing company that publishes The Red Ink, a collection of informative articles pertaining to professional editing and writing services, writing and editing techniques, and brand management tactics. For more information about Grammar Chic, Inc. and the services that it offers visit www.grammarchic.net.