How to Use Testimonials in Your Content Marketing

Today’s consumers are wired—even if on a purely subconscious level—to seek social proof. Before making a purchasing decision, they want to know that other people have made that decision—and been happy with the results.

Indeed, studies show that even a testimonial or recommendation from a total stranger can positively impact a purchasing decision; seven out of 10 consumers are more likely to buy a product or service if it has testimonials attached to it. The question is, how can you get these testimonials, then effectively use them within your marketing materials?

Asking for Reviews

The only way to get testimonials is to ask for them. You can contact your customers at random and ask for reviews, and sometimes that will yield results. A better approach is to be systematic about who, how, and when you ask.

For instance, it can be ideal to ask for a testimonial from someone who has just completed a purchase. Send an email within a day or two of their purchase and ask them to share some feedback. Because the product is still fresh in their minds, they’ll be more likely to oblige.

If you don’t get a response, send a follow-up a couple of weeks later. Sometimes, it may take that long for a customer to form a solid opinion about the product. And if you do get a response, take note of that, and reach out again the next time that customer makes a purchase. When someone proves willing to give you a review, that’s always something you should track and leverage.

One more tip: Consider sending personalized emails to your best, most loyal customers—the ones who you feel are likely to provide you with honest, positive feedback. Simply let them know how much their business means to you, and how helpful a quick testimonial would be.

As you send out testimonial requests, consider asking a few “guiding” questions. For example, ask the customer how much money the product saved them, or how much time it saves them on a daily or weekly basis. You can also ask more open-ended questions, e.g., what’s the biggest benefit this product has given you?

Using Testimonials

As you receive testimonials, don’t be afraid to edit them for grammar, punctuation, or length, making them as punchy and as readable as possible. Note that, for substantive changes, you’ll need to get approval from the customer.

Though it may not always be possible, consider putting an image of the customer beside their testimonial; of course, you’ll need to ask the customer to send that image, and to give their permission for its use, but such effort can really pay off. Remember that testimonials are all about building trust, and an image can make your testimonials far more human and trustworthy.

As for how you use testimonials, there are a number of ways you can implement this content:

  • On a designated Testimonials page on your company website
  • On the home page
  • Product-specific testimonials on the corresponding product pages
  • In your print brochures
  • Turned into images and posted to social media (simple resources like Canva can be used here)
  • In email newsletters
  • In your email signature

There are a number of creative places where a testimonial can be implemented to offer that social proof that your buyers are looking for—and in the process, to win their trust.

We’d love to chat with you more about the best ways to collect and implement testimonials. Schedule a free consultation with Grammar Chic’s content marketing experts: Reach out at www.grammachic.net or 803-831-7444.

Advertisements

Leave a comment

Filed under Brand Management, Content Marketing, Social Media

10 Signs of Effective Website Content

How good is the content on your business website?

That’s an important question for every business owner to ask. When done right, your website content informs the reader, builds trust, and leads to the next stage in the sales funnel—a phone call, an appointment, or even a purchase.

When done wrong, though, your website content is just an online placeholder. A waste of valuable space.

So how can you tell that you’re in that first column with your website material? Here are 10 hallmarks you can look for.

10 Signs Your Website Content is On Point

  1. You have original content on every page. It can be tempting to duplicate content from one product page to the next, or from one location page to the next—but duplication will sink your SEO rankings. Every page should be 100 percent distinct from the others.
  2. Your content is formatted for readability. Is it easy for users to read and skim your website material, on any device? Do you use section sub-headings, bulleted lists, and plenty of white space to ease readability?
  3. Your content is written with buyer personas in mind. Who are you writing for? Who’s your target audience? And how can you ensure your website is answering the audience’s key questions and major pain points? Always tailor the content to the reader.
  4. You have calls to action on every page. Every page should have a clear invitation for the reader to take the next step in their journey—whether that means calling you for more information or simply navigating to the next page.
  5. Your content is substantive. This may seem a little esoteric—but what we really mean here is that your content isn’t flimsy. It should always offer a real, valuable takeaway message you’re your target audience. Always ask yourself: What’s in it for my reader?
  6. You have content information on every page. For local SEO purposes, it’s best to include full NAP (name, address, phone number) details on every page of your website.
  7. You offer a clear value proposition. What benefits do you offer to the end user? Why would a customer pick you over the competition? These are some of the most important questions for your website content to address.
  8. Your content has both internal and external links. For SEO purposes, it’s ideal to include some judicious internal links to relevant pages, and also to feature some links to authoritative external sites (not your competitors, of course).
  9. Your content conveys trust. How are you building relationships and earning consumer confidence? Think in terms of seals, guarantees, testimonials, and summaries of your industry authority and expertise.
  10. Your content is reviewed and refreshed regularly. We recommend auditing your content at least once a year, and refreshing it as needed. For SEO purposes, a content refresh can be invaluable—try to schedule one every couple of years.

These are a just a few of the signs that your website content is written to perform. If your site doesn’t match these criteria, we invite you to schedule a consultation with our website content writing experts. Reach out to Grammar Chic, Inc. for a free evaluation via www.grammarchic.net or 803-831-7444.

Leave a comment

Filed under Uncategorized

5 Ways to Customize Your Resume and Get the Job You Want

There’s never anything cookie-cutter about the job search. Your resume will inevitably be different from the next applicant’s—and what’s more, your resume should change and evolve with every job you apply for.

That’s right—you really need a different resume for each position, one that’s tailored to address the job in question. That doesn’t necessarily mean you have to rewrite your resume from scratch each time, but it does mean you should take some time to customize. There are a few ways you can do that.

Use Language from the Job Posting

The ultimate goal of customization is to prove that you read the job description, and to convince the hiring manager that you fit it to a T. That means paying close attention to the verbiage of the job listing itself. How does the employer describe this position? Which words and phrases are used to describe the ideal candidate? Whenever possible, incorporate those words and phrases into your resume. (For example, maybe your resume lists team building, but the job description says team development; there’s no reason not to tweak your resume to match the language of your potential employer.)

Think in Terms of Pain Points

Stop and think about the job you’re applying for. What pain points is it meant to address? What problems is it meant to solve? What issues must the company be having to necessitate this new position—too much turnover? Too much employee demand? Slowed sales growth? Consider ways in which your resume can position you as the solution to these problems. Pitch yourself as a useful resource for whatever issues the company’s facing.

Cut Irrelevant Jobs

One of the most basic ways to customize your resume is to delete, or at least minimize, older jobs that don’t have any relevance to the one you’re seeking. The goal here is to craft a narrative, and to ensure that everything on your resume showcases your qualification for the job in question. If you have entries in your career history that don’t match the position you’re applying for, downplay them to make that narrative as streamlined and as uncluttered as possible.

Make Use of Your Executive Summary

You can’t assume that a hiring manager will read your entire resume from top to bottom—so spell out your most important qualifications early on. This is where your executive summary comes into play. Tweak this section for each job you apply for, making sure it covers some of the most qualifying skills and achievements of your career, as relative to the position you’re applying for.

Hire a Resume Writer

A final step to effective resume customization: Hire a professional resume writer, who will have ample experience in crafting resumes to match specific positions. If there’s a job you’re zealous for, send the listing, and your resume, to the Grammar Chic team, and we’ll be glad to help you make the proper modifications. Learn more by contacting Grammar Chic, Inc. today, via www.grammarchic.net or 803-831-7444.

Leave a comment

Filed under Resume Writing, Resumes

5 Reasons Your Business Should Have a Content Marketing Strategy

Content creation. Content distribution. Data and analytics. These are all important components of any content marketing campaign. And yet, they can all be fairly meaningless if they’re not united by a broader sense of strategy.

Your content marketing strategy provides you guidance on what you’re trying to achieve; how you’ll achieve it; and how you’ll define success. It clarifies the kind of content you need to create, and the channels you need and don’t need as you distribute that content.  A good strategy can help you use all your content marketing resources effectively, and it also ensures that the content you create is consistently on-message.

Before you do anything else, then—before you write a blog, make a video, or post to social media—it’s important to have a documented strategy. In creating this content marketing strategy, you’ll reap a number of big benefits.

You’ll have clearly defined goals.

The first benefit is that you’ll have some sense of what you’re trying to achieve. Are you producing content to educate and inform potential customers, making things easier on your sales team? Is it purely for SEO? Are you trying to develop industry-wide thought leadership and authority?

All of these are noble and attainable goals, but you need to clarify them so you know what kind of content to write.

You’ll have metrics in place.

Not only does a content marketing strategy help you set goals, but it also forces you to define success. How will you know when your content marketing efforts are doing what they’re supposed to? Which metrics will you look toward? What kind of reporting do you need to measure your content’s effectiveness?

A content marketing strategy provides you with the answers to these questions—and helps you to say for certain whether or not you’re achieving the right results with your content efforts.

You’ll define your audience.

Your content won’t be effective unless you tailor it to your audience—which means, of course, that you have to know who that audience is.

A content marketing strategy should lead you to think critically about who you’re trying to reach, and ideally to create buyer personas to ensure that you address your audience with as much precision as possible.

You’ll discover the right channels.

Regular content creation on YouTube, Facebook, Snapchat, LinkedIn, and Twitter—to say nothing of blogs and emails—may prove both costly and time-consuming. But what if you don’t actually need all those channels? What if, to meet your goals and address your audience, you really just need two or three of them?

That could prove tremendously advantageous to the bottom line—and with a content marketing strategy in place, you’ll have a much more accurate sense of which channels you really need and which you can do without.

You’ll understand your content creation needs.

Content marketing always involves a question of how much. How much content do you need? How often should you be blogging, posting to social media, and sending out emails? It’s important to get the right frequency, and in some cases this might require you to outsource some of your content development tasks to a company like Grammar Chic.

When you thoughtfully craft a content marketing strategy, it helps illuminate your content needs, and give you some sense of whether or not you need that extra hand in content creation.

Are you ready to create a content marketing strategy?

Without a strategy to guide you, your content marketing efforts will really just be guesswork. Get more out of your efforts—clearer goals, better results, more judicious spending—by getting a strategy in place.

We’d love to help you brainstorm one. Reach out to Grammar Chic, Inc. to set up a consultation. Reach us at www.grammarchic.net or 803-831-7444.

Leave a comment

Filed under Brand Management, Content Marketing, Content Writing, Social Media

How to Tell if Your Content Ideas Are Any Good

It’s often said that quality is the most important component in content marketing. What does this mean, exactly? Among other things, it implies that some content ideas are better than others, and that part of the content marketer’s job is deciding which content ideas have potential and which are better discarded.

Sometimes, you’ll have a new content idea that just seems so obvious, it’s almost too good to be true. In other cases, seeds of uncertainty will be there throughout the content development process. In all cases, it’s wise to do a quick inventory, asking some key questions to properly vet your content idea.

Is This Relevant to My Core Business Offerings?

Content marketing depends on you displaying real thought leadership, providing your readers with something valuable—not simply advertising your brand all the time.

But even when your content isn’t directly “salesy,” it should be relevant to your core business offerings, underscoring your knowledge of the field.

For example, if your business is a used car dealership, good content ideas might encompass vehicle ownership, vehicle buying guides, even vehicle financing. But you wouldn’t want to branch out to topics that don’t directly impact either vehicle buyers or vehicle owners.

Does This Topic Offer Value?

Another way to phrase this question: What’s in it for my reader?

Your content should always provide an actionable insight; there should be a clear sense in which readers are better off having consumed your content. In short, they should learn something that’s actually helpful to them.

Vet your content ideas by asking: What are the benefits? If you can’t list them, it’s probably not a very strong topic.

What’s the Hook?

Another way to phrase this question: Why will anyone care about this topic?

Sometimes, the hook is closely tied to the value proposition. If your article is 5 Ways to Save Money on Your Next Used Car Purchase, the hook is self-explanatory; everyone wants to save money, and your content offers five ways to do it.

In other cases, though, you might look for a seasonal hook—e.g., 5 Reasons to Buy a New Car in December, or Why Summer is the Best Time to Shop for New Trucks. You could also tie in your topic to hot topics, current headlines, holidays, celebrity announcements, or even sporting events; for example, an alcohol rehab company we work with recently posted a great blog about how to stay sober at Super Bowl parties.

What’s the Pitch?

Take a minute and try to summarize or explain your content angle in two or three sentences.

If you can’t give a fairly succinct elevator pitch, it may mean that the topic is still too broad or unrefined. This doesn’t necessarily mean it’s a bad topic; just that you need to polish it a bit more, and zero in on exactly what you’re trying to say in your content.

What’s the Call to Action?

Or: What do you want readers to do once they finish your content?

Does your blog lend itself to a CTA for a free consultation? Should it link to a particular product or service page? Or should you simply invite readers to contact you directly for more information?

Can I Write This?

A final consideration: Just because you have the technical faculty to understand your topic, that doesn’t always mean you have the time or the writing craft to develop your content fully.

If that’s the case, it may be wise to enlist the services of a content writing company, like Grammar Chic, Inc. Our writers can help you at each stage of content development—brainstorming, content creation, content distribution, and more.

Learn more about our comprehensive content creation services. Contact Grammar Chic, Inc. at 803-831-7444 or www.grammarchic.net.

Leave a comment

Filed under Brand Management, Business Writing, Content Marketing, Content Writing, Social Media

5 Ways to Earn Links in 2018

When other websites or blogs link to your content, it feels really good; it’s flattering to think that one of your readers enjoyed the content enough to share it with others.

But earning links is about more than just good feelings. It’s actually an important part of effective content marketing. Consider:

  • Backlinks lend prestige and respectability to your content; they make it more likely for other readers to find and to trust
  • Backlinks also enhance your online brand. They cast you as a thought leader and an industry expert.
  • Finally, backlinks are critical SEO ranking factors. As you accrue links from authoritative websites, it helps your standings in Google.

Building backlinks should be a priority in every content marketing strategy—but it’s important to note that there are right ways and wrong ways to do it.

Black Hat and White Hat Approaches

In fact, all link building efforts can be boiled down to two basic categories—black hat and white hat.

  • Black hat tactics ignore Google’s stated guidelines; the most common black hat tactic is buying links outright. This is dishonest and can actually lead to SEO penalties.
  • White hat tactics consist of actually earning your backlinks through valuable content and real relationships. These tactics comply with Google’s stated guidelines.

As you consider link building strategies, remember that there are no short cuts—not really. Buying backlinks will cause your SEO rankings to take a dive. The best way to pursue backlinks is by earning them, fair and square. The question is how.

5 Tips for Earning Backlinks

We recommend a few simple tactics:

  1. Write content that’s worth linking to. Make sure you’re producing high-quality content that offers helpful, practical information to your audience. If the content is flimsy, irrelevant to the target reader, or overly promotional, nobody’s going to want to link to it—plain and simple.
  2. Don’t stop at written content. Written content, like blogs, is incredibly important—foundational, even. But as you create this content, spin it into infographics and video content, as well. A broader, richer content profile can help you attract more backlinks.
  3. Ensure that some of your content is evergreen. It’s fine to write about industry trends or headlines, but also make sure you’re producing some content that won’t age or become obsolete—such as glossaries, guides, and compendiums. This is the kind of content that tends to win links most readily.
  4. Engage in influencer marketing. Using social media, form relationships with some of the key influencers in your industry, including prominent bloggers or social media personalities. If you can get their attention, and in turn they share some of your content, that could be huge for your link-building efforts.
  5. Don’t forget about press releases. Sending out regular press releases helps keep your content in front of local or industry-specific publications, which can often win you the links you’re seeking.

These simple tips provide the basis of a sound link building campaign—but of course, they are easier said than done. Building the right kind of content takes time and skill, but Grammar Chic, Inc. can help. Our writers have ample expertise writing across myriad industries, and we know how to create content that’s link-worthy.

Schedule a consultation with our writing team today. Contact Grammar Chic, Inc. at 803-831-7444 or www.grammarchic.net.

Leave a comment

Filed under Blog Writing, Business Writing, Content Marketing, Content Writing, Press Release Writing, Social Media, Web Content, Writing

Get the Most Out of Your Resume Writing Service

If your resume isn’t landing you the kinds of interviews or job offers you’d hoped for—or if you’re struggling to assemble a respectable resume in the first place—there may be some merit to working with a professional resume writing service.

A professional resume writer will have both the stylistic flair and the technical acumen to articulate your professional achievements in the most compelling and condensed way possible; and, to ensure the resume is properly formatted for optimal results. What’s more, your professional resume writer can help you craft auxiliary documents, such as a cover letter and thank-you notes.

Your role in the process is not a passive one. You’ll need to make a little time for the resume writer to interview you, getting to know your history and your professional strengths.

In addition, there are some small steps you can take to make this interview as productive as possible, and to get the absolute most out of your resume writing journey.

Three Steps for a Better Resume Writing Experience

Three particular steps you can follow:

  1. Know what your goals are. Come to your resume writing interview ready to talk about the kinds of jobs you want to apply for—or better yet, the specific job openings that you’re interested in. Remember that an effective resume is tailored to match the job in question, so being able to provide this information can help your resume writer be as precise as possible.
  2. Gather information. The more information you can provide about your career history, the better. Your current and past resumes can be useful resources for creating your new one. Additionally, spend a little time thinking back on your previous jobs, and jot down some of your core achievements. Specifically try to think of any awards or honors you’ve received, and furnish your writer with the details.
  3. Be ready for feedback. You’ll naturally feel protective of your resume—since it’s essentially your story. But remember that the resume writer is your ally, and that you have the same goals. What’s more, you may know your career history, but your resume writer knows what does and does not belong on a good resume, and how it all comes together to form a compelling document. Be open to certain parts of your career history being worded a bit differently, or perhaps cut completely, to make the messaging stronger overall.

These three small steps can help make your resume writing experience more enjoyable—and more fruitful. If you’re ready to take the next step and consult with a resume writing professional, reach out to Grammar Chic, Inc. today at 803-831-7444 or www.grammarchic.net.

Leave a comment

Filed under Resume Writing, Resumes