Tag Archives: Content Writing

5 Trust Symbols to Add to Your Website

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Do customers trust your brand?

That’s always been an important question for businesses and sales professionals to address, but it’s taken on a new urgency in the era of digital commerce. After all, if you’re doing business primarily through your website, customers may never have a chance to look you in the eye, shake your hand, or freely question you about the nature of your products or services. This does not in any way mean that your products and services are less trustworthy, but it does mean that some customers will struggle; they will need additional reassurances.

The good news is, there are ways to offer precisely that, simply by adding trust symbols to your website. The concept of a trust symbol is pretty self-explanatory: Anything that signifies your company as reputable and reliable can qualify. The question is, what are some of the main trust symbols that can be added to a small business website?

Trust Symbols to Consider for Your Site

The answer can vary slightly from one company to the next, and your brand may not really qualify for every one of these five symbols—but it will certainly qualify for a couple of them. Adding them to your business website can make a huge difference in fostering trust-based relationships with your treasured clients.

  1. There is no better way to engender faith in your product than to put a seal up showing that you offer a money-back guarantee. Note that there are different types of guarantee you can use. An absolute guarantee promises that your product will never break. A risk-free guarantee, meanwhile, might say that if the product does break down, all your money will be refunded. This second type of guarantee can actually be better for building trust: Promising your product will never break can seem too good to be true, while offering no risk if it does break feels more genuine.
  2. Consumer testimonials. Have other people used your products or services and responded favorably? Ask them to write a quick testimonial on your behalf. Usually, a loyal and happy customer, when asked politely and authentically, will be happy to do this for you. We proudly display client testimonials on the Grammar Chic page, and believe them to be important in showing that we know our stuff.
  3. Similarly, if your business receives five-star reviews on Google or Facebook, consider having those reviews embedded or linked to from your site. Just be sure you monitor the reviews in case you get some bad ones that need addressing!
  4. Helpful content. Does the content on your site support and educate your client? Do you have product guides, FAQs, demos, and tutorial videos? All can be vital for building trust on your brand’s behalf, and allowing the customer to move forward in confidence.
  5. A strong About Us page. Finally, you can build trust on your page by ensuring you lay out the details of what your company stands for and what value it offers. Don’t underestimate how far this can go in assuaging customer fears!

With the right trust symbols added, your website can really instill buyer confidence. To learn more about these strategies, we encourage you to get in touch with Grammar Chic at 803-831-7444, or www.grammarchic.net.

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Filed under Blog Writing, Brand Management, Business Writing, Content Marketing, Content Writing, Web Content

How to Make Every Page a Landing Page

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Landing pages have long been central to content marketing; the idea is to develop small, individual Web pages that are narrowly focused on accomplishing one specific goal—converting users into clients, most often. Grammar Chic works with clients to develop landing pages, and we have written on the topic extensively.

There is a new way of thinking about landing pages, however—a new mindset that suggests every page on a company website should be a landing page; every page should be specific and purposeful and attempt to convert users into customers.

How can you accomplish this, though? There are a few strategies that are important to making every page function as a landing page.

Make Every Page a Landing Page

First, make sure every page has a purpose. Basically, you should think of your website as a resource for visitors. Every page of it needs to offer value; it needs to help your user in some way—so how do the pages of your site help the visitor? If you can’t answer the question, maybe some of those pages need to go.

Align every page with your central branding. Are you branding your company in terms of thought leadership? Its small-company nimbleness? Affordability? Every page of your site should reflect that central branding message. For example, your About Us page shouldn’t just be a corporate history; it should underscore those branding points that are central to your marketing.

Give every page a goal. Having a purpose isn’t enough; your pages should also have goals. They should lead the visitor to a new level in the sales funnel—whether that’s getting them to read your blog, order a product, or pick up the phone and call you. Give each page an end game.

Ensure easy navigation. In leading visitors through the sales funnel, it’s important to provide easy ways for them to move from one page to the next, and to get supplemental resources as needed; this means sleek layout, but also smart internal and external linking. Provide readers with resources, but don’t distract them from the central topic and purpose of the page.

Finally, and most importantly, don’t forget the landing page basics. Every page of your site should have two key elements to ensure its landing page efficacy—full contact information for your website, and a strong, clear call to action. These elements are non-negotiable.

Talk with us about converting every page of your website into a landing page. Contact Grammar Chic at www.grammarchic.net or 803-831-7444.

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Filed under Content Marketing, Content Writing, Web Content

Make the Most of Your (Small) Content Marketing Budget

 

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Most business owners understand the potential of content marketing—at least in hypothetical terms. Sure, you could make a big impact on your audience, if you had the time and resources to develop new blog posts every day, produce blockbuster-quality videos, and engage your users on social media 24/7. The problem is, very few businesses can actually do that—and smaller companies are especially limited in their content marketing resource allocation.

That doesn’t mean you can’t employ content marketing effectively, though. You don’t have to choose between breaking the bank and neglecting content marketing altogether. You can make prudent, judicious decisions to develop and deploy content in a cost-effective manner.

Here’s how.

Start with Your Costs

A good place to begin is by evaluating how much money it actually costs you to produce a piece of content—a blog, a video, a white paper, or what have you. Either get a quote from your freelance writer, or calculate about how much time it will take you to develop the content yourself. Assign a rough cost estimate to each type of content you might produce.

Then get a baseline of which content is most effective. There are plenty of metrics you can use. Look at social sharing, website traffic analytics, the Facebook posts that tend to get likes and comments—any statistics you can look at to determine which types of content are effective for your brand and which are not.

Comparing costs to total efficacy can help you winnow the content types you might employ—and show you some direction you’re better off just forgetting. If it costs you a ton of money to make a video and nobody ever shares or responds to your videos, for instance, then that’s obviously a non-starter, at least for now.

Focus on Quality

A common misconception is that you have to produce a ton of new content every week or even every day for content marketing to be effective. While consistency is key, quality is ultimately more important than quantity. It is both more affordable and more effective to draft one really killer, engaging blog post each week than it is to bang out five or six suboptimal ones.

Schedule some time on your calendar to really focus on coming up with killer content—maybe two hours every Thursday morning, for instance. If you end up writing three killer posts in that timeframe, great! But if you only come up with one really good one, that’s fine too.

Curate and Recycle

Remember that not every piece of content you deploy has to be original work. Content curation is a hallmark of effective content marketing. Sharing relevant articles from other sources can help build your authority and enhance your thought leadership—just so long as you sprinkle in some original posts, too.

You can also save money by recycling and repurposing content. A great blog post can be broken down into a series of tweets or even used as a video script. If you have some really engaging content, don’t squander it. Use it more than once!

Think always in terms of your goals, your costs, and your content quality. Those are the key concerns for any small business looking to leverage content marketing effectively—without going over-budget in the process.

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5 Hallmarks of Great Evergreen Content

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A great content strategy hinges on regular content updates—fresh new videos, blog posts, and social media entries that engage users while capitalizing on current trends. But if that’s all you’ve got fuelling your content strategy, you’re missing out on one of the key components of any digital marketing strategy—and that’s evergreen content.

We’ve written about the need for evergreen content before. Basically, this refers to the written, value-adding content that never goes out of style—timeless posts that can bolster your content strategy by offering endless revisitability. We’re talking about the in-depth tutorials, FAQs, and essays that you can refer your clients and readers to time and time again.

What Makes Evergreen Content Great

But how can you tell if you’ve got an instance of really great evergreen content on your hands? What does great evergreen content really look like?

Well, not all content is created equal, of course, but some of the essential traits of great evergreen content include:

Great evergreen content is timeless. This is really the defining trait of evergreen content, right? You can write it today and know that all of it will still more or less hold true in a year’s time; that even five years down the road you can direct readers to this resource and know that it will all hold up.

Great evergreen content adds value. The ultimate point of evergreen content is that you can use it to draw traffic and educate consumers for a long time to come. So, it needs to be interesting. It needs to add value. It needs to inform. It needs to provide a direct benefit to the people who read it. This is why so much of the best evergreen content comes in the form of how-tos, tutorials, and FAQ pages.

Great evergreen content is well-formatted. Again, what you’re going for is utility. You want your content to be useful to readers, which means structuring it in a way that’s easy to read, skim, and consult. Lists and step-by-step guides work well, as does long-form content that’s well-organized with subheadings and section titles.

Great evergreen content is usually long. Remember, you’re aiming for something resembling a treasure trove of information—and chances are, that’s going to be lengthier, not shorter.

Great evergreen content is understandable. If your content is full of technical terms and jargon, it’s probably not going to appeal to a broad reader base—and with evergreen content, breadth is usually key.

Evergreen content is critical for any content strategy—so how are your evergreen posts coming along? For help writing timeless and value-adding content, contact Grammar Chic at 803-831-7444 or www.grammarchic.net.

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5 Tips for Acing an E-Commerce CTA

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When you’re running an e-commerce brand, your website really has one central purpose: Yes, you want to bring new clients into your sales funnel and provide them with the education they need to make informed purchasing decisions, but at the end of the day your goal is to close the sale. You want people to click on a button in your online store and purchase one of the items you’re selling—period. You want your website to be an around-the-clock sales machine.

That’s what makes it so essential to have a good, strong call to action in place. All business websites need CTAs, which guide your leads through the sales funnel and increase the likelihood of them taking the desired action. For e-commerce sites, though, the CTA should be especially pointed and impactful: Click this button to buy our product NOW!

5 Tips for Killer CTAs

But of course, there are good CTAs and bad ones—and a feeble or unpersuasive CTA will hobble your sales and render your website impotent. So how do you ensure that your e-commerce site is working with high-impact CTAs? Consider these tips:

Make it stand out! The whole point of the call to action is to grab your reader’s attention and make it clear what step you want the reader to take next—so you can’t afford to have a CTA that blends in with the rest of the page, or that gets buried under the rest of your content. While it is possible to be too over-the-top, you do want to use larger fonts, bolds, italics, bright colors, compelling graphics, and/or attention-grabbing verbiage to draw the reader’s attention. The language of the CTA should spell out, in no uncertain terms, what you want the reader to do next.

Keep it short. Your readers want to see what you want them to do, and don’t necessarily want to wade through ten paragraphs of text to get to the point. Do you want them to click a button and buy your product? Tell them so—in a sentence or two at the very most.

Offer specifics and convey value. Just because you keep it short, that doesn’t mean you cannot offer some specifics. Adding specific offers and numbers is especially effective. Try something like: Save 30% by ordering NOW! Or, Claim your free gift card; buy today!

Place your CTAs strategically. You should have one on every page of the website—but beyond that, your placement may vary. Generally it is best to have a CTA visible on the page without the reader having to scroll—placing it either above the fold or in a sidebar can work well. Also, there’s no law against having multiple CTAs on one page, especially if the page is longer or more content-heavy.

Don’t forget to say thanks. The CTA/order page should ultimately take the reader to a Thank You page, which is an essential way for building brand loyalty. Never forget it!

For help crafting killer CTAs, of course, the Grammar Chic team is always on hand. Give us a call today at 803-831-7444, or visit http://www.grammarchic.net.

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5 Brilliantly Simple Thanksgiving Marketing Ideas

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We hate to be those people who start talking about the next holiday the minute the previous holiday is over; really we do. But with marketing, it’s crucial to plan everything in advance and never to waste any time. So with Halloween now a thing of the past, small business owners need to turn their attention to the next milestone in the holiday season.

Thanksgiving.

And fortunately, we’ve got a few suggestions to make your marketing efforts seasonally appropriate. (And simple, too!)

Simple Strategies for Your Seasonal Marketing

  1. Send thank-you notes. What could be simpler? In the season of gratitude, send a quick e-mail or even—gasp—a personal letter to some of your top, most loyal customers, simply letting them know that you appreciate their investment in your company. This genuine, humane gesture can help personalize your brand and foster major customer loyalty—because after all, who doesn’t love feeling appreciated?
  1. Start early. Whatever promotions, discounts, contests, events, or other special offers you’ll be rolling out around Thanksgiving, the time to announce them is now, this very week, preferably even this very day. Get on social media and let your followers know what Thanksgiving means to your company, and what they can expect in the weeks to come.
  1. Don’t forget about Black Friday and Cyber Monday. In fact, there’s no reason you can’t stretch these big shopping days out into weeklong or even monthlong events. Use these shopping days as hooks for ongoing sales or promotions.
  1. Give back. Arrange a can drive or some other service activity for your employees or your customers—and make sure to mention it on social media and also send out a press release. There’s nothing at all wrong with letting folks know about the good stuff your brand is doing in the world!
  1. Make a video. During the holiday season, a touch of humanity can go a long way; record a quick video of your team expressing some sort of holiday message—maybe just a big, hearty thank-you to customers—and post it to social media. You may be surprised how much it resonates.

Again, these ideas are all straightforward—but also quite likely to be effective. But don’t take our word for it: Try ‘em today. Call us if you need further assistance: Grammar Chic can be reached at 803-831-7444, or www.grammarchic.net.

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5 Ways to Sync Content Marketing with SEO

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Content marketing and search engine optimization are not mutually exclusive, and in fact the overlap can be significant. Many of our clients hire Grammar Chic to handle content writing, and separate SEO firms to handle the optimization; we work closely with these SEO pros to make sure the content we write is not only high-quality, but also ready for integration into a wider search engine marketing campaign.

Maybe your company has some irons in the fire both with regard to content marketing and SEO—and maybe you’re not sure how to make sure these two disciplines work together in tandem. The good news is that high-quality content tends to be a boon to SEO, and good SEO is usually transparent enough that it doesn’t tarnish the quality of written content.

How to Make Content and SEO Work Together

Still, it’s important to be strategic in how you integrate these two disciplines. Here are some tips to help you:

  1. Start with your goals. We’re always telling our content marketing clients that they need to know their destination before we can provide them with the road map—and that’s equally true of SEO. You need to know what you’re trying to accomplish, and what benchmarks you want to hit—whether it’s increasing traffic, getting links, or improving your online reputation. Set goals and make sure you have the same goals, or at least complimentary ones, for both content and SEO.
  1. Create buyer personas. There’s an old saying in SEO circles, that Google won’t love you until everyone else does. What this means is that the way to search engine success is to develop content that human readers find valuable. So, by developing buyer personas that help you tailor content to consumer preferences, you’re not just ensuring better content. You’re also ensuring more effective SEO.
  1. Do some keyword research. Use Google AdWords’ keyword research tools—or something comparable—to discover some useful search terms that relate to your business. Don’t overstuff your content with keywords, and in fact try to avoid a keyword density of much more than 1 or 2 percent—but do use those keywords to give some structure to your writing.
  1. Marry content writing with link building. Link building is very much an SEO activity, but it can also make your content more effective. Through link building, you may do some guest posting on authoritative industry blogs, which will only amplify your written content and expand your reach—a win-win.
  1. Conduct a content audit of your company website. You want to make sure your website is well-written and user friendly, but you can also look through it to appraise the SEO impact of your titles, headlines, and meta descriptions—all of which can make the site more palpable to search bots and Google algorithms.

And remember: Having high-quality content written is always an SEO boon. To enlist our writing services, we invite you to contact us at www.grammarchic.net or 803-831-7444 today.

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