Should Your Business Write Longer Tweets?

Last November, Twitter doubled its famous 140-character count, meaning that Twitter users now have the luxury of a full 280 characters in each tweet. At the time, it was presumed to be the death knell for the platform, which had long been celebrated for its forced brevity. Most Twitter users acclimated to the new format pretty quickly, however. And, in the months that followed, Grammar Chic has received a number of inquiries from social media clients, wondering if they should be using all of this available space.

To be sure, this isn’t a simple question to answer—and to a large extent, it depends on your brand, your audience, and the nature of your tweets. We don’t recommend writing 280-character tweets just because you can; if your message works best in 140 characters or less, stick with that.

With that said, there are certainly some benefits to the relaxed character count—and some reasons why your business might take advantage of this new spaciousness.

Media Attachments are More Feasible Than Ever

With the old Twitter, it was challenging to compose tweets that included photos, captions, links, and hashtags; simply attaching a photo to your post ate up 40 of those precious 140 characters, right out of the gate. But with the new Twitter, media attachments don’t count toward your character limit, so you’ve got a lot more wiggle room to include visual content and still have room to do some writing and some tagging.

That’s probably the best way to avail yourself of longer tweets; you don’t have to write the Great American Novel, but you can include fully fleshed-out thoughts, attention-grabbing images, and plenty of hashtags and @ mentions to increase your reach.

You’ve Got More Room for Your Messaging

An even more obvious point is that longer tweets mean you’ve got a little bit more room for your marketing messaging. Now, caution is in order: There’s still something to be said for brevity. With that said, it’s nice that marketers can include links to product pages or to new blog posts, along with some brief commentary and hashtags, without having to worry as much about spilling over that character limit.

Again, our advice isn’t necessarily that you should try to fill up each 280-character tweet with text; just use the space you have to ensure a full-bodied thought, along with appropriate tags, links, and media.

Be Strategic in Your Tweets

The debate over long vs. short content is nothing new, and it’s hardly confined to Twitter. By all means, stretch out your business tweets when you feel it’s appropriate, but make sure you’ve got a strategy in place to guide all your content creating decisions. We can help you develop one; reach out to Grammar Chic, Inc. at www.grammarchic.net or 803-831-7444.

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Nobody’s Opening Your Marketing Emails. Here’s Why.

Email marketing is growing in its popularity and in its prevalence—but that doesn’t necessarily mean that marketers know what they’re doing. It’s as possible as ever to sink a lot of money into an email marketing campaign and get nothing out of it whatsoever.

This can happen for a few different reasons—poor tracking and lead capturing, unclear goals, or email content that doesn’t deliver any benefit to the reader. An even more fundamental and common problem is that marketing emails never get opened in the first place, either winding up in spam folders or in the trashcan.

Of course, a marketing email that’s never opened is a total waste of your ad dollars—so if you find that your open rate is criminally low, it’s good to ask yourself why that might be.

Here are some of the most common reasons.

Mysterious Subject Lines

Have you ever received an email from an unknown sender with a vague or cryptic subject line, and opened it out of pure curiosity? Probably not. Most of us only take the time to open emails when we know there’s something inside that we need to see. Your email’s subject lines should promise clear value; they should spell out what the email is about and why readers should care. A mysterious subject line is almost never a good one.

Wasting Space and Wasting Time

Do you reveal your business name in the sender line, the subject line, and then the opening sentence of each email you send? That’s redundant; it’s a waste of space; and, most critically, it’s a waste of your reader’s time. People don’t have a lot of time to read emails that don’t offer immediate value, so use your space wisely. Avoid vain repetition.

All About You

We’re constantly seeing emails with an opening sentence like this: “I wanted you to be the first to know about the new business I’m launching.” Or: “We have a new e-book on the way, and I wanted you to be the first to hear about it.” Look: Nobody really cares what you want. Your email readers want to know what’s in it for them. Marketing emails should focus on benefits, benefits, and benefits—period. Get to those benefits right away.

Names in Subject Lines

Have you ever received an email with your name in the subject line? If not, it’s because such emails have all ended up in your spam folder. Because only spammers use this tactic. Again, don’t waste space in your subject line with things your reader already knows. Get straight to the point, and to the value.

Write Emails That Get Read—and Get Results

Value-focused subject lines are an important start if you want your marketing emails to be read—and our team can help you create them. Grammar Chic, Inc. offers a full range of email marketing services, from content development to execution to tracking and reports. We’d love to talk with you about the value we can offer. Contact us today to schedule a consultation: 803-831-7444 or www.grammarchic.net.

 

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5 Reasons Why You Should Customize Your Resume

For jobseekers, a single resume just isn’t enough. While Grammar Chic’s resume writers recommend having a single “master resume” you can use as a reference, that document should be tailored to meet the requirements of each new job you apply for. Here are a few reasons why.

It Helps You Stand Out

If nothing else, having a customized resume helps you stand out from the competition. Imagine: 150 people apply for a single position, and 149 of them have the same old boring, cookie-cutter resume language—but yours is the one resume that’s actually been tweaked to address the specifics of the job in question. Immediately, you’re a standout candidate (and a breath of fresh air to the hiring manager).

It Shows That You Care

Not everyone takes the time to customize their resume—so what does it say about you when you do take the time? Well, for one thing, it says that you really do want the job. Spending a few minutes tailoring your resume to the job in question shows that you’re already going the extra mile, and that you’re willing to put in some work to land this position. Employers love to see that sort of thing!

It Highlights Your Qualifications

The reality is, most hiring managers spend mere seconds reviewing a resume before they determine whether or not you’re qualified. So you may be qualified, but if all the pertinent details are buried at the bottom of your resume, the hiring manager may never see them. When you customize your resume, it helps you put the best, most qualifying information front and center.

It Gives You a Chance to Include Keywords

When tailoring your resume, you should always read the job posting, make note of any major keywords that it contains, and include them in your resume wherever applicable. Make sure you’re using the same verbiage the hiring manager’s using, emphasizing your qualification for the role.

It Proves Your Awareness

Finally, it’s wise to customize your resume because it shows the hiring manager that you know how competitive the job market is—and you know how important it is to use every tool at your disposal to rise to the top. Again, your potential boss will love to see that sort of initiative.

Of course, having a single master resume is fine—but make sure you take the time to customize it for each role you apply for. And if you need guidance from certified resume professionals, reach out to Grammar Chic, Inc. at www.grammarchic.net or 803-831-7444.

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Does Your Content Marketing Team Play Well with Others?

Effective marketing requires a multi-channel approach. Content creation can be one channel—in fact, we’d argue that it’s the cornerstone of any effective marketing endeavor—but even high-quality content won’t do you much good if it’s never discovered, consumed, and acted upon.

So how do you deploy content effectively? Again, there are multiple channels available, and the best approach unites several of them—social media, video marketing, PPC, and beyond. Search engine optimization is critical as well, helping your quality content get found by your targeted audience, all organically.

Different Disciplines, Different Experts

Uniting these different disciplines—SEO and content marketing, let’s say—may require the guidance of different experts. Grammar Chic, Inc. is living proof of this. We are not an SEO firm, strictly speaking—but we work with a number of SEO firms, who entrust us to build engaging and highly optimized content for them. Likewise, we do not do Web design, but we have partnerships with a number of Web design shops that hire us to add verbiage to their great designs.

These companies lean on us because we’re good writers, but also because we’re good at communicating with them, working within the frameworks they provide, and understanding how our content aligns with their more technical marketing goals. This kind of synergy isn’t just a nice bonus; for more and more companies that outsource their marketing, it’s absolutely critical.

Again: Digital marketing isn’t just one thing. It’s many different channels, brought together to be used in tandem. So when you seek a marketing provider, it’s important to make sure it’s someone who has key partnerships with other experts, and the ability to work well with those partners.

Primed for Partnership

To that end, Grammar Chic, Inc.’s content writing team delivers a few key benefits:

  • We can create quality content that is engaging and SEO-optimized (length, format, keywords, etc.) laid out by an SEO or Web design team.
  • We can create content designed to meet various marketing goals—whether it’s conversion-generation PPC ads or an educational Web page.
  • We can communicate directly with an SEO or Web design expert, speaking the same language to ensure we’re all on the same page.
  • We can advise SEO or Web design firms on the best ways to engage readers, stir emotions, generate shares, or accomplish other creative goals.

We’d love to talk with you more about Grammar Chic, Inc. and our role as a go-to content creator for top SEO and Web design shops. Reach out to us today to learn more, either at 803-831-7444 or www.grammarchic.net.

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Meta Descriptions are Longer—and More Important—Than Ever

Mere weeks ago, Google announced a fairly major shake-up to the status quo. Meta descriptions, which have long been limited to 160 characters, can now be up to 320 characters—effectively doubling the size of this crucial online real estate.

What are Meta Descriptions, and Why Do They Matter?

If you’re not sure what a meta description is, conduct a Google search right now. In the search results page, you’ll see a list of 10 (or so) blue links—i.e. your search results. Beneath each link you’ll see a brief blurb, summarizing what the content is about. That, basically, is the meta description.

Your meta descriptions matter because they provide Google with a sense of what your content is about—and, they offer search engine users with a sneak peek, helping them decide whether or not they want to click on your link.

“Meta descriptions play a big role in search results,” HubSpot notes. “The end goal is to convince and persuade the searcher to click through to your website. Any words that match the search term are bolded in the description.”

What to Do with Longer Meta Descriptions

Hopefully you can see why meta descriptions are so meaningful—but the question remains: What are marketers supposed to do with all this extra space at their disposal?

Your first instinct might be to say that this is a boon for content writers and SEOs, who now have twice as much space to insert keywords, to offer a content synopsis, and to entice users to click through to their page. And that’s true, but it can also be a double-edged sword.

Consider it this way: Meta descriptions were initially developed to provide a short, snappy summary of your content, aimed at search engine users. That hasn’t changed. And while having 320 characters may help you develop a more compelling summary in some cases, there are just as many instances where less is more.

In fact, there’s an argument to be made that longer meta descriptions do more harm than good. Given that most searches now happen on mobile devices, where users aren’t as keen to do a lot of reading, brevity is generally best. Getting right to the point, with a pithy meta description, may actually be more beneficial than testing your reader’s patience with the full 320.

Meta Descriptions: A Case Study

Imagine this scenario: You’ve conducted a Google search for content writing services, and you’ve found Grammar Chic’s content writing services page. Which of the following two meta descriptions would make you more likely to click the link?

Discover the value of outsourcing your content writing needs to a company like Grammar Chic! Arrange a consultation with a content writing professional today!

OR…

Content writing services can help you keep up with the demands of regular content creation, while also freeing your time to focus on other areas of your business. Learn more about the content writing services of Grammar Chic, which include social media, blogging, press releases, website content, and more!

Now, there’s nothing necessarily wrong with either of these meta descriptions—but it’s hard to deny that the first one is a little punchier, a little more straight-to-the-point, a little more likely to command your attention and result in a click.

Let that be a lesson: In writing meta descriptions, you’ve now got more room to maneuver than ever before—but that doesn’t always mean you should take it.

We’d love to talk with you more about your content writing strategy—from headlines to body content to meta descriptions and beyond! For meta description writing strategies, contact Grammar Chic, Inc. at www.grammarchic.net or 803-831-7444.

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10 Calls to Action That Will Get People Clicking

Every page of your website should have a call to action on it—whether it’s the home page, a blog post, or a product landing page.

There are a few different reasons for this. One, it helps with the user experience; you can effectively guide your site visitors through the sales funnel and help them reach their destination. Two, it helps boost conversions. You can’t simply assume people will know to call you and schedule an appointment or click a link to buy your product; you’ve got to ask them to do it. That’s what the call to action is all about.

The Elements of a Strong Call to Action

It’s important to note, however, that not all calls to action are created equal. In most cases, a good CTA will have each of these components in place:

  • Brevity; most calls to action are just a sentence or two.
  • Strong action words; generally speaking, you’ll want your CTA to begin with a forceful verb.
  • Value proposition; explain the reasons why your reader should take the desired action. What’s in it for them?
  • Contact information; assuming you’re asking someone to call you, make sure your CTA gives them the phone number!

With that said, what are some examples of good, compelling, persuasive calls to action that you can use as models? Here are some tried and true CTAs that are worthy of emulation.

Steal These Calls to Action

  1. Unlock the secrets of effective content marketing. Sign up for our weekly email newsletter today!
  2. Reap the rewards of a robust content marketing strategy; call us at 803-831-7444 for a free consultation!
  3. Have you been waiting for the perfect time to retool your resume? Wait no longer. Reach out to our resume writing team to claim your free consultation.
  4. Discover five simple ways to make your resume more commanding. Download our free guide today!
  5. Save money on your summer utility bills; contact us today to schedule a comprehensive HVAC cleaning.
  6. Stay cool, all summer long. Reach out to one of our HVAC technicians to schedule an inspection today.
  7. Master the art of used car negotiation—saving yourself time and hassle. Download our free guide today!
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Master the Art of the CTA

A strong call to action is the perfect capstone to your online content—and when done right, it can help you move the needle and generate more and more conversions. And if you’re still not sure how a CTA fits into your content equation, don’t fret. Get the help you need writing CTAs that convert; contact Grammar Chic, Inc. at www.grammarchic.net.

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3 Things That Blow Your Social Media Credibility (And How to Avoid Them)

Small businesses use social media for different reasons—to share content, to engage in dialogue with their customers, to boost online visibility, and to preserve their online reputation, among other things. One of the most critical reasons to be on social media is that it can give you credibility; by sharing valuable information, you can build thought leadership and earn trust.

Yet, in some instances, social media activity can have the opposite effect—actually detracting from your credibility rather than enhancing it. In this post, we’ll guide you through three of the biggest offenders, and offer some suggestions for staying on the straight and narrow.

Only Sharing Links to Branded Content

To be clear, there is absolutely nothing wrong with using social media to share company blog posts, videos, or sales pages.

The problem comes when that’s all you share—because, quite simply, it makes you come across as salesy, only interested in tooting your own horn rather than adding value to your customers’ lives.

And on top of that, the all-branded-content, all-the-time approach can make your social media presence become static and uninteresting. No matter how you slice it, it’s a bad approach.

But what can you do instead? Our suggestions:

  • Aim for a balance between branded and curated content; ideally, only about 20-30 percent of your content should be branded material.
  • For curated content, look for articles, blogs, videos, editorials, and infographics that convey meaningful information about your industry and add value to the reader’s life.
  • Focus on educating rather than just selling all the time; treat your content like a product in its own right and keep the emphasis on benefits to the end user.
  • Make sure you balance your links with other kinds of content, too—like images, polls, or posts that simply ask questions or offer tips.

Seeking Followers Through Illegitimate Means

As you may have heard, fake Twitter followers are abundant—but now, they are also being investigated by the government. Many big brands, including celebrities and politicians, are losing followers fast.

Don’t try to buy followers, no matter how tempting it may seem; it’s not going to work out in the long run, and when you lose millions of followers overnight, it will cause you to look pretty hapless.

Instead, we recommend:

  • Focus on organic growth! Don’t buy followers but earn them. Use the value-focused, balanced content marketing approach we outlined above.
  • Remember that content marketing is a marathon, not a sprint—and you’re not likely to win a ton of followers all at once. Instead focus on patiently building relationships and developing credibility.
  • Finally, remember that 100 real-life customers, who might actually buy your products or recommend you to a friend, are far more desirable than a million bots.

Trying to Please Everyone

There’s nothing wrong with sharing memes or funny videos on your social media profiles—so long as they’re somehow relevant to your core business offerings.

But when funeral homes tweet out funny kitty memes, that’s obviously a little weird, to say nothing of off-brand.

Tactics like this make it look like you’re desperate to win everyone over to your brand—but remember: You don’t want everyone. You just want your targeted audience—the people you’re trying to reach with your products and services. (See your buyer personas for more!)

Use Social Media to Boost Your Credibility

With the right strategy, you can use social media to offer value, entertainment, and engagement—building your credibility in the process.

We’d love to show you how. Contact the Grammar Chic, Inc. team for a social media marketing consultation. Reach out at www.grammarchic.net or 803-831-7444.

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