Can a prospect tell “at a glance” whether you are the right business for their needs? Web visits last ever-shorter durations and so your positioning [the message about what you do and for whom] is critical.
I was asked by a client to provide examples of marketing agencies who have good positioning on their websites.
Do you agree with my picks?
Good brand positioning copywriting
https://www.disruptiveunicorns.com/ We specialise in inbound marketing and lead generation on the HubSpot platform. Using design thinking, we help businesses scale in a sustainable growth manner.
One way to find out if you don’t want to work with them, is to re-write their offer in the negative. So if I don’t want inbound and lead generation – don’t go here. If I’m not using Hubspot I probably won’t get well-served either.
If I’m not a digital marketer needing tools or training – go away.
Below that they have 3 audiences identified – Teams, Marketers and Agencies so they offer further refinement of tools and training offers.
https://spur.co.nz/ Creating live experiences that build brand love. We are a full service live-marketing agency. Our areas of expertise include sponsorship, experiential marketing, corporate events and promotional staffing. We connect brands to people to create brand love.
So if I don’t want a live experience – go elsewhere. Using the bold words allows speed reading to focus in on key services and skills. The “Brand Love” message is lovely and slightly fluffy – who doesn’t want this for their brand?
Finding your audience and positioning your business to align is not something to do once and leave. The business world changes frequently and so fine-tuning your language, offering and audience is a useful exercise.
Remember – excluding prospects who don’t fit your ideal customer persona is important too.
https://creativeagencysecrets.com/wp-content/uploads/2019/05/Three-audiences.png9622328Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2019-05-22 14:52:352019-05-22 14:52:37Business positioning - do this
https://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2018-08-15 10:15:172020-01-24 01:45:11Dear Valued Customer - How Not To Write Customer Service Letters
Here is how I would re-write the email in order to prevent others doing what I did. [Aside: surely I’m not the most stupid customer Kiwibank has…please, humour me!]
You have a Notice Saver bank account with Kiwibank. The interest payments for this account come from our PIE Unit Trust. The money you save in your account is invested in the fund and profits are paid back to you in the form of interest.
As an investor in this fund, we are obliged to share its recent financial performance with you. You can view an electronic copy of the financial statements for the year ended 30th June 2017 on our website via this link.
[insert rest of the statutory text here].
Lots of love, Mark Wilkshire, Kiwibank
Why is this clearer?
I think this text improves the context for receiving the message. It explains an investment I didn’t know I had and how the investment performance is relevant to my personal situation (bank interest).
Personally, I wouldn’t try to push out messages about other investments in this message. Make it simply about this one thing, and how to contact us.
The full truth about what I did on Kiwibank
And, I would anticipate possible confusion among customers by enabling self-help tools on the website to be advance programmed to have answers to questions relating to this investment.
My “Kiwibot” experience below reveals more about the lack of customer orientation and more about the regulatory communication box-ticking which probably sits behind this email misunderstanding.
https://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2017-10-11 10:00:002017-10-11 17:21:59Kiwibank, this is how I'd re-write your email
I want to showcase this list of three businesses who want to grow their international connections. Shared by a reputable international facilitator organisation, these exemplify the utter incompetence of smart people when answering the question “What do you do?”.
Poor descriptions of business loses leads
How to differentiate your business
We did some work this week with a consultancy who describe themselves as “Family Business Specialists“. How straightforward. I know who they advise…. I don’t yet know what they do – but that three word description allows me to filter myself in or filter myself out of using their services. Either I am or I am not a family business. Either I need or I do not need a family business advisor.
Who wants to work with an
“Extremely passionate and dedicated consultancy who loves its customers. We live to server our customers.”
Now maybe this is a clever IT joke “I server my customers, you server your customers etc”. Or more probably it’s a spelling mistake nobody spotted. Never mind that – every consultancy can claim passion, dedication and customer services. It doesn’t say what TYPE of consulting they do or for whom.
10 questions to answer before writing your elevator pitch
Who are you and what do you offer?
What is the company history?
Who are the key personnel?
Who are your clients?
Which are your case histories?
Who are your competitors?
What’s different about you?
Who is your target market?
What are your company objectives?
Where does your company want to be in 5 years time?
This is Step 1 in our New Business Development workshop – during which you write a one year marketing plan, and from which you will understand how all the parts of the “marketing mix” join up to deliver successful communications to your prospects.
Read more blog posts about Step 1 State your Business by clicking the image below – it will take you to that category on our blog. Teach yourself, how to describe your business successfully.
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https://creativeagencysecrets.com/wp-content/uploads/2017/07/Clear-descriptions.png9101216Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2017-07-31 11:25:202020-01-24 01:45:01What do you do? Explain, clearly or lose leads
I just started a curated newsletter about personal finance for millennials. Each issue includes 10 curated articles from various sources about investing, budgeting, paying off loans, and etc. I do not have any subscribers yet.
Well done – getting started.
Focus on Your Marketing Assets
Let’s help you work out the key answers you need: Start with answering these questions.
Do you have a website?
On your website how do you invite subscription?
Have you got social profiles?
On your social profiles, how do you invite subscriptions?
So you’ve guessed, you need to get people to visit a place on the web which you own (website / social profiles) and then invite them to join your newsletter. Consider what ‘offer’ you can make which is attractive to them in addition to getting the articles. Sumo.com has a good WordPress plugin for subscriptions. Also check out Push Notifications as many sites prefer this as subscribers won’t share their email address. I wrote this article about Notifications
Once you have started the newsletter and finding subscribers, you need to work on continuously improving your offer and the means for people to join it. Growth hacking is the process of improvement and measurement.
Is 10 articles too few / too may / just right?
What offer can you make to subscribers?
How are you monetising your newsletter?
Which brands can you collaborate with to grow your list with theirs in a joint venture arrangement?
What are your key metrics and ideal customer profile?
Now grow your profile
Get known by answering questions in public which relate to your issue (Financial services) and your audience (millennials). By showing off your knowledge and linking back to your website or social profile, you can encourage people to remember your brand and respond – starting discussions, which further allow you to show off your expertise.
Good places to start are Reddit and Quora search for questions on your topics of interest e.g. student loans. Also find niche financial services websites and discussion forums
And also use Google Alerts to search and email you links to places where your key words are being added to the internet
Bookmark websites where these show up regularly. Approach them and ask if you can write a guest article with a link-back to your website
https://creativeagencysecrets.com/wp-content/uploads/2017/07/How-to-Get-Subscribers-to-My-Email-Newsletter.jpg16602500Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2017-07-26 09:19:062017-07-25 16:08:34How to Get Subscribers to My Email Newsletter?
Last week I got the latest research on SEO from trusted brand SEM Rush. You can download and read their report Ranking Factors 2017 in SEO.
Ranking Factors 2017 report from SEMRush
Creative Agency Secrets has read the whole report and below are 5 SEO tasks you can initiate immediately for your own website or ecommerce store.
The report has a number of chapters each of which is followed by “What this means to you as a marketer” Read these pages for the SEMRush interpretation of their research findings.
5 SEO actions for 2017
Check you have a secure (https) website. Get a SSL Certificate installed if your url begins http://. See Secure websites below
Find websites which can link back to you. Clients, Suppliers, News / Magazines, Directories. See Referring Domains below
Get ideas for your SEO and your content creation from Answer the Public research tool
Use more keywords on your “cornerstone” content pages. See Keywords below.
Plan the visitor pathway through your site especially with a view to reducing bounce rate.
The Detailed insights
Note these are paraphrased from the SEMRush report including some verbatim quotes. All the ACTION FOR YOU tasks are recommendations by us for your website or ecommerce store. The page numbers are the actual page number in the report NOT the number top RHS.
If you want help, Creative Agency Secrets offers 2 services – we can do it for you; we can teach you how to do it yourself.
Secure websites – page 6. The higher the page position in search, the higher the keyword search volume most sites are secure https domains. We interpret this that websites with SSL are trusted and are gaining over plain www and http sites.
Referring domains – page 10. The pages that rank higher have more backlinks from unique domains. Websites that appear on SERPs for high-volume keywords have significantly more backlinks than ones that appear for low-volume keywords — almost 10 times more. ACTION FOR YOU the competition for high-volume keywords is vicious, and those websites are invincible. But for low-volume keywords the competition is not so tough, so some link building could bring tremendous results.
Content length – page 18. What we saw first was that there is generally more content on the pages that rank higher for all search volume intervals. There is more content on the pages with long-tail keywords than on those with short-head keywords. ACTION FOR YOU pick your “cornerstone” content pages and work them HARD for SEO goodness. Content length is important for your page’s success as long as it is valuable, well-written, and optimised, especially if you target high volume keywords.
Keywords – page 23. In the high volume keyword group. the majority of the pages add a keyword to their title, meta and body copy but the occurrence of the keyword in the meta description does not influence the page rankings. Pages that rank for long-tail keywords repeat those keywords less often than pages that rank for short-head keywords. The pages on the first positions (for both longtails and short-heads) have noticeably more keywords than all other pages. ACTION FOR YOU If you plan to rank by long tail keywords, having an exact-match keyword in your on-page SEO elements is not crucial. In fact, it is more important to diversify the semantic core of your text and make it relevant to the target keyword rather than copying it. The presence of a video didn’t show a significant influence on page rankings, so we came to the conclusion that video itself is not a silver bullet. However, in certain niches clients expect video content, so it makes sense to provide it. Consider your audience’s demands, and if they include visual support, use video.
Volume of visitors – page 33. Not a strong correlation to page rank here especially if your search phrases are low(er) volume searches. For the low-volume keyword group, the trend is flat, indicating that a page’s position does not strongly correlate with its number of total monthly visits. For high-volume popular keywords, the number of page visits gets noticeably smaller for sites that rank below the 12th position. ACTION FOR YOU this means organic search is not the only thing you should be concentrating on. Drive a strong traffic from direct and social media linked visits by pushing brand awareness on these platforms and also through newsletters.
Bounce Rate – page 37. The higher a page’s position is, the lower its bounce rate. The user navigates through three to three-and-a-half pages per website, per visit. As your site moves towards the top of the SERP, there are more pages per session for every domain. ACTION FOR YOU firstly ensure you have strong internal page linking. Think about what you want the visitor to do next on every page.Connect with Cornerstone content discussed above. Also analyse your rivals (How to compare my site to a competitor’s) Inside Google Analytics, check your queries performance and lastly, find low ranking pages for Bounce and improve them to reduce bounce rate and page rank.
SEMRush custom offer at the end of the report
And a cunning end-point which is a marketing “trick” I’ve used a lot for clients – on the very, very last page is an offer. A really good one. SEMRush will do a niche study for your industry if you write to ask. We did (for a client) and they said they’d been overwhelmed and would put it on the list…. but still. This is a fabulous reward for the people who do read all the way to the end. #TopTip
Ready to rock with some improvements on your business SEO? Let’s get started together!
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https://creativeagencysecrets.com/wp-content/uploads/2017/07/RAnking-Factors-SEM-RUsh.png8601230Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2017-07-05 13:58:062020-01-24 01:45:01What's new in SEO? 5 actions to do today
One of the more exciting projects we have had the pleasure of working on recently, was for the University of Auckland. The goal was to help educate first-year students and encourage them to seek out and engage in smarter finance decisions. Now, unless you are an aspiring investment banker, learning about finance is probably as appealing as putting your hand in a bee’s nest.
So how could we help the University put the fun back in Finance?
We decided the best way to achieve this would be in the form of a ‘finance quiz’. Unlike something one might find on a credit card application or a tax return, this quiz would be worded and styled in a way that resonated with the student population and would hopefully encourage them to find out more information in the areas they were weakest.
As is often the best way to communicate with students, humour and relatability were key requirements. Picturing what might appeal to the broader student population was a fun challenge, forcing me to think back a few years to my undergraduate studies (I don’t think my mental maturity has changed). Although I am surely a poor representation for the collective student population, I feel we were still able to convey situations that most students can relate to. In case I found myself on a ridiculous tangent, we also had representatives from the university and focus groups of students to guide the direction.
What did we do?
The quiz was composed of 10 questions and 5 ‘finance’ personality types, originally provided as a guide by our Accounting/Finance clients, Love to Grow. Each question was adapted to accurately relate to current student issues. The character types were developed to be funny, but identify potential shortfalls in each student’s knowledge, which would encourage them to seek out more information. Although the final text was ultimately unrecognisable compared to the original, our aim was that the message would remain useful as an indicator of each student’s financial situation.
Check out some examples below:
And the results…
“Boom! You’re a go-getting super badass, with the wind in your hair and explosions in your rear view mirror. Life is sweet right now, and you totally know it. But it’s worth thinking about a safety net – just in case your luck runs out on the next roll of the dice! Start playing the long game using our money tips.“
“Okay, you’re not frivolously wasting your money away, but you’re not doing anything useful with it either. There’s no sense in making sacrifices if you’re not getting anything out of it. Gone are the days of stuffing money under your mattress for safe-keeping. You need to put it to work! Be smart with your money. Check out some financial pointers.“
Due to the nature of the project, we had to strike a balance between what was cheeky and fun, and what might be perceived to cause offense. This resulted in a generalised and somewhat ambiguous character break down.
Thankfully, through some crafty wordsmithing, we were able to combine the light-hearted and cheeky self-assessment, in a way that would not upset any students and still provide a valuable resource for those who needed help.
It was a fantastic opportunity to work together with a team made up of such diverse skills. We hope that the students who take the quiz will find it valuable and fun to play!
Thanks University of Auckland for the opportunity and Antoris & Luc Design for your help on this project!
The finance quiz itself has been published publicly on the UoA student financial resources page. Try it for yourself and let us know what you think!
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Sometimes you find out that someone has reproduced your work without permission. There are scales of bad-ness here, ranging from plagiarism through to lack of attribution.
Rachel Martin website GrowthHacking expert
What should you do when you find out?
The answer depends on a few things – if you are a world famous published author and public speaker, you may respond differently from if you are a blogger or a business or a startup. The picture above is Rachel Marie Martin – a Mommy Blogger at findingjoy.net who has suffered multiple abuses of her intellectual property.
Aim for a Win-Win outcome
My suggestion is for you to ring them up and ask to speak to the person who published and instead of complaining, tell them you know they’re using your intellectual property without permission – and ask for something in return.
This should be of value to your and your business. This could be a booking from them to use you as a trainer in exchange for using your articles. Or get them to run an advert for your services free in the next 3 months newsletters. Or an agreement to use more of your articles with express sales offers.
Complaining can work
But in my experience it puts peoples backs up and you are less likely to come out of it smelling of roses.
My preferred tactic is to let them know you’ve found out and then ask for a favour in return – which they should feel obliged to agree to doing.
How to find who’s using your material
The best way is to set up Google Alerts for your name, your brand name and other search strings which can easily trace back to you. I am lucky that AFAIK I’m the only Rebecca Caroe in the world (yay) so easy to find. Be creative – you can also use Google Search Console to find incoming links to your site and linkbacks in blog comments usually get tracked too.
Good luck… and of course a last resort is the Cease and Desist letter (but avoid getting legal if you can).
https://creativeagencysecrets.com/wp-content/uploads/2016/04/Rachel-MArtin.png580586Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2016-04-22 16:40:392016-04-22 16:40:39What to do when your content is used without permission