As the CEO of a small business, you are undeniably wearing multiple hats and deciphering your marketing strategy is just one of them. Today, regardless of the size of your business, you need to reach out to clients beyond the brick and mortar via emails, social media, websites, blogs and professional networks, with the style of communicating being markedly different across these channels.
VerticalResponse, an all-in-one provider of marketing solutions has prepared what it cheekily calls the ‘Copywriting Cheat Sheet’. It’s an info-graphic on how the text, length and pace of the copywriting should be attuned as per the internet tool used, to make that all important customer impact.
Email Promotions & Newsletters – Email-marketing is one of the most effective methods to sell your product / service over the internet. So before you embark on an email campaign, be very clear who your customer is and the relevance of your message at that point of time. Regardless of whether the email is sent as a promotional message or a newsletter, the benefit to the recipient needs to be clearly communicated using impactful headers like this one – “Three Simple Reasons Why XYZ Services Works Better for You!”. Language in an email promo needs to be sassy, energized (focus on ‘you’ rather than a group of customers) accompanied with visual imagery. A newsletter will have a comparatively subdued but friendly tone. Both should have a clear call to action such as ‘Buy Now; Call Now; Click Here to Place Your Order!’
Blogs- The one simple rule to writing a good blog is that you got to ‘write the talk’ .The writing style in a blog has to be conversationalist, as though you were talking to a friend or colleague, compared to just placing informative content. The topics could vary from the latest trends in your business to sharing of relevant personal opinions and experiences. It can be a great way for you to engage with existing and potential customers by showcasing your ‘persona’. Blogs should have catchy headlines and 2-3 sub headings with short paragraphs. A relevant image is also a good way to grab attention on what the blog is about.
Social Media – Social media can be used by businesses to garner visibility, engage customers, advertise promotions,showcase new launches and at times to even challenge the competition. It is estimated that 53 percent of SMB businesses use social media to promote their business but interestingly 74 percent manage social media efforts by themselves which is what makes it ever so challenging. Be careful in choosing a platform that is best suited for your business. For instance if you are selling to other businesses you can target professional audience via LinkedIn, while if you are selling to customers then Facebook or Pinterest would be more suitable to start with. On sites such as Facebook and Twitter open ended questions seeking opinions or perhaps even a solution to a problem are best for starting an online conversation. Address criticisms received via social media as quickly as possible to avoid any further negative publicity.
Website – For a customer looking for information on your business, your company website is likely to be the first stop. The website content should truly reflect what your business stands for with its imagery, choice of words and color schemes.
It is said that online content written in fonts such as Arial, Verdana and Helvetica is easier to read. Also while the style of communication varies across your social media page or your business website, you need to ensure that the information shared across all platforms is updated and coherent.
And before you go, don’t forget to pin this infographic on your work board.