How can you increase the conversion rate for your business by improving the copy on your website or landing pages?
So you want to create a new landing page or you want to increase the conversion rate by improving your existing landing pages. But where do you start? We always prefer to start at the beginning. Read what you have and take note of what works, what doesn't and what is missing. It is true that you need to increase your word count to increase your chances of being found online but that doesn't mean you should throw a load of incoherent ramblings on your website and hope for the best.
First and foremost, you should be concise with your writing. We've all been there where you have 100 words left to hit your minimum word count so you beef it up with some elaborate and unnecessary adjectives. The people who are landing on your website want to obtain the information they are looking for as quickly as possible so make sure you make it easy for them to find. If you prefer, you could write out the frequently asked questions that your prospects are asking, they answer each and every one. Landing pages which are written in this form are very easy to scan and it allows the eye to pick out all the information which is most relevant to them. The only way you can find out what works for your business is by testing different styles of landing pages to see which method produces better results.
The only way to convince the visitor on your website that the products or services you're offering are legitimate is by including customer testimonials. Include case studies if you have them available and demonstrate the results of your hard work and expertise. It will offer some validation behind the copy you've written and will help open the door to new opportunities or conversions.
Do you know what makes your business different from the services or products offered by your competitors? Make sure you include your unique propositions within the copy of your landing pages. Write in a way that speaks directly to there person viewing your website, as though you're having a conversation with them. It creates a more personal and unique experience whilst portraying your personality. No one wants to work with a robot.
This leads to our next point. Be positive. Consider your tone of voice whilst also taking into consideration your audience. People want to see good statistics and positive outcomes for your hard work so that they believe you can have the same impact on their own business.
Lastly, test, change it up and review the copy on your website on a regular basis. Make sure that all the information on your website is up to date. There's nothing worse than if you get an enquiry through from a customer for a product or service that is no longer available. That is a lasting impression you don't want to give.
Horray! We made it through April.
Times have been very strange for all businesses in the last couple of months but now is not the time to cut back on your social media activity, especially with more people than ever before relying on technology to stay connected.
Check out our list of key dates in May which you may wish to add to your social media or content marketing calendar.
National Share-A-Story Month
Local and Community History Month
National Walking Month
International Dawn Choris Day
Star Wars Day
International Firefighters Day
Deaf Awareness Week
Global Hand Hygiene Day
World Asthma Day
Cinco de Mayo
National Nurses Day
World Password Day
World Red Cross Red Crescent Day
World Fair Trade Day
Foster Care Fortnight
Christian Aid Week
International Day of Families
National Bike to Work Day
British Sandwich Week
Mental Health Awareness Week
Noise Action Week
National Memo Day
National Scavenger Hunt Day
Spring Bank Holiday
Oak Apply Day
World No-Tobacco Day
Do you ever struggle with coming up ideas for your content? Sometimes the best way to start is at the very beginning with an old school pen and large sheet of paper where you can mind dump all your thoughts. Trust me, it’s true when they say, no idea is a bad idea!
You could start by finding inspiration online through either instagram, Pinterest or other social media channels. Don’t forget Google! You can piece together all the things you like through a mood board of sorts and from there you can choose what aspects you think would make a great fit for your brand voice.
List all of your products and services. This may seem like an obvious choice but you may find that you’re able to get ideas for content just by focussing on one thing at a time.
For example, you could look at the ingredients of your products or the key selling points and come up with imagery that best represents that product. Imagine doing that for every single product or service, you will already have heaps of content you could share with your audience.
You could also look into ways your products are used. Check out user-generated content or run through the instructions and illustrate that. You could use reviews and comments from the customers who value you most. Just keep asking questions and from that you will generate answers which could lead to content.
Don’t forget, it’s important to keep things varied, creative and personal. Consider both the imagery, copy, hashtags, call to actions and scheduling. It sounds like a lot of work and it is, but if you’re going to spend time putting your business out there on social media you might as well optimise in every possible way you can to get the best results.
If you need help managing social media marketing for your business, please contact us today for a free no obligation quote.
It doesn’t matter what you do or where you come from, everyone is on a social media platform in one way or another. Instagram is fast becoming the leading social media platform and is packed full of visual inspiration. On Instagram, imagery is far more important than words which is a great way to showcase your products or services.
1. Build a following of fans who are just as passionate about your brand as you are.
You can also build a following or audience who are relevant to your business. They want to see your content so it is super important to keep the content flowing so long as it is relevant to your business and audience.
2. It doesn’t cost a penny to be able to engage with your followers and future customers.
Once you have posted your content you’re able to interact with the people who engage with your posts. This is a great way to build a relationship with your following and add brownie points to your brand reputation.
Picture this, someone comes to your store - you hear a comment based on your product and you just walk away. It wouldn’t or at least it shouldn’t happen. So don’t let those engagements go without some form of a response. People love to know that there are real personalities behind the brand and they love to know that their voice is being heard, so be sure to keep your notifications switched on so you don’t miss a beat.
3. Go viral or at the very least, reach new audiences who need to know all about what you do.
There are also many viral marketing opportunities you could get involved in but you need to be active in that social platform to know what’s occurring and when. Trends don’t last forever so it’s important to get involved with these opportunities - so long as they’re relevant to your brand voice and audience of course.
4. Show them what you’ve got! (on a budget that suits you)
Instagram offers many opportunities to market your business. You could feature photos of your products, show your audience how to use your products or give an example of one of the services you provide. It is a great way to demonstrate to your audience, why they should invest in your brand. Get people talking! Remember, they may be following you but they also may have a great following of their own. Make the most of user-generated content, people love it when you feature their photos on your feeds or react to their posts - influencers in particular.
5. Generate a buzz with contests and giveaways.
Contests and giveaways work really well on Instagram. Post your prize with instructions on how to enter and get your audience to share or tag their friends. It’s a great way to build a hype and you could also share news of the winner through a live video or through your instagram stories. Don’t forget to use hashtags so you can keep track of the reach of your contest or giveaway. In some respects, you’re getting your audience to market your product for you and it is a great way to get some user-generated content for your feed.
6. Check out your competition. (in a non-creepy way)
One of the most important aspects of building your brand is competitive and customer research. Instagram is a great tool to find out who is using your product already and search out what your competitors are up to. You may be able to find a gap in the market or find opportunities to connect with current or prospective customers.
Plus there are many free tools on Instagram at your disposal so you can learn more about your customers and what they think of your products, brand or services. It is surprising how few businesses out there are using these tools to their advantage. By having a business profile on Instagram you’re able to run Sticker Polls for example. This a feature available through Instagram stories where you’re able to get instant feedback on your products or services. It gets your audience engaging with your brand and could provide valuable insights into your customers.
7. Spread the word further than ever before with promotions and sponsored adverts.
To increase your reach and brand awareness you could also sponsor your posts to promote your product, service, event or offer. This could encourage more profile visits and link clicks. With promoted posts, the call to actions are really clear with the option to add a button to drive more traffic to your website or profile.
Though the targeting options are not as comprehensive as the Facebook Ad Manager, you should consider who you want to promote your post. Within the Instagram platform you are able to specifically target audiences based on location, age demographics and more. With your call to action you have the choice to add a button which encourages calls, emails or link clicks. Plus you don’t have to spend a fortune. Choose a budget and consider the duration in which you would like your advert to run.
8. Make it easier for your customers to convert with the Storefront feature.
The Storefront feature is also great for e-commerce businesses but you will have to set this up through Facebook ad manager and Facebook catalogue before approving for storefront on Instagram. But don’t worry, there is helpful tips and guidance through the setup process to help you get the ball rolling. With this feature you’re able to tag your products in your posts so that your audience can shop directly through the instagram platform, which is of course a great sales opportunity.
In order to create an Instagram business page, you must have Facebook Business Page so that you can connect the two. Both Facebook and Instagram offer great opportunities for you to check out what your competitors are doing so you can either be inspired by their strategy and content which applying your own brand voice and taking things one step further to set yourself apart from them.
9. Contrary to belief, it’s not all about the pictures!
Though Instagram is very much about the imagery, you must put as much thought and consideration into your captions. Hashtags will allow your content to be searched and found, increasing your reach and potentially getting your content in front of the right audience. In addition, captions allow you to add further call to actions or provide additional information on your products and services. Captions are a great way to show the personality behind your brand, keep it short, sweet and suitable for your audience.
10. It’s super easy to optimise your Instagram Profile!
When was the last time you looked at all the details in your bio? It is really important to keep all your information up to date and relevant. Your bio should be short and sweet plus don’t miss out on the opportunity to include a link to your website.
What about your profile picture? The Instagram profile picture does appear quite small so it is really important to utilise this space well. Most businesses will put their company logo as their profile picture - which is a great idea but please make sure it fits within the circle. There’s nothing worse than seeing half a logo cropped out and it doesn’t make a very good first impression.
So there you have it. If you're not convinced already, contact us today, we will be happy to run through your options, come up with a social media marketing plan that is customised to your business and if you like, manage the content for you so you have more time to do what you do best.
Good customer service should be at the top of the agenda for all businesses. Good customer service means that you can win new customers, get repeat custom and improve your brand reputation or following. Instagram offers a great community of active users who want to be kept in the loop.
Be authentic but consistent when you respond to post comments, user-generated content and brand tags. Along with post activity you also have a mailbox to keep an eye on. Don’t leave it too long before responding to messages - it’s a bit like being put on hold. Be personal and approachable when replying to people. Always answer their question with a solution if possible and a call to action of some sort such as call us now or visit our website.
Keeping an eye on your post engagements and metrics should also be a top priority as you will be able to see what works for you brand and what doesn’t. Do you see a trend in what images your audience prefer or what type of content they like to see?
Take note of everything you notice along the way and learn from it. Before you know it, you will have developed a little community of your own, filled with customers who love what you do.
This is also another reason why planning ahead actually makes your life a lot easier in the long run. By having a social media plan in place, you will be able to free up more time so you can communicate with your audience on a day to day basis.
Have you had a go at Instagram Stories yet? Instagram Stories are slightly different form your usual post as they only appear for 24 hours. However, they appear at the very top of your feed before any of the standard posts so this really is prime real estate as it is often the first place people look when they log into Instagram.. Better still, it is free with all personal and business accounts.
There are many options with Instagram Stories, with more options being released on a regular basis. You can include many different elements including text, images, giffs, video and more. You can also go Live on Instagram Stories if you’re brave enough.
You can’t schedule Instagram Stories in advance but that doesn’t mean you shouldn’t be using this feature!
In addition to the usual, you can now add stickers to your Instagram Stories, or colour over an image. You can run polls, ask questions, add hashtags or your store location and more. But make sure, whatever you create is relevant to your brand voice and company objectives. If your audience is mostly made up of corporate professionals for example, it is probably best you don’t go crude or over do it with emojis.
You also have the option of sending your Instagram Stories to Facebook Stories or you can keep your story forever by adding it to your Highlights section on your Profile. After you get a certain number of followers you will also unlock ‘swipe up’ functions which is great for directing more customers to your website or for when you’re hosting a competition / contest.
Not everyone has the time or money to invest in regular stories posts so what you can do is share your existing posts to your stories. Then customise them with stickers or a location tag etc. This will save you time as you’re simply re-sharing content you’ve already created. Remember, stories are prime real estate and will encourage more click-throughs and followers as your audience are able to re-share your content in their own feeds. Exciting isn’t it?
When you’re creating your Instagram feed and brand voice, think about the way you wish to present your products, services and business. After some research and a little inspiration, it is really important to establish your unique style for your images, copy, hashtags and posting schedule. Treat your Instagram feed like a shop window, it needs to look pretty, be relevant to your brand and most importantly, it must appeal to your audience.
To begin with, consider how you would like to stylise your images. There are loads of options for doing this including using a specific filter, going grey scale or monochrome, keeping your images minimalist or super busy. Your posts must look create both individually and as a whole where your images will fall side by side on your profile. Whichever you choose, keep it consistent.
On the contrary, if you do decide to change up the style, make the transition gradual so it is not so noticable. That being said, some businesses prefer to have for example 12 posts (appearing as 3x3) with a red coloured theme and the next 12 posts will be an orange coloured theme. This does look amazing when it is clearly intentional but it does take a lot of planning so think about what works best for both your brand and your work schedule.
Your choice of hashtags will make you discoverable on instagram and other social media platforms. The trick is to make sure that the hashtags you are using are relevant to your business, your services or your products. You can do this by looking at what hashtags your competitors are using. Or even influencers as they would have developed a unique following of potential customers who want to hear about products or services like yours.
When you start typing a hashtag, a list will appear. Keep an eye on the stats which show how many people have used those hashtags before. This will demonstrate popularity and potential reach. The best thing to do is to experiment to see what works best for your business but make sure you keep an eye out on what other people posting to see whether what you're doing is popular in comparison. This is where your analytics come in handy. Keep an eye on things like engagement rates or profile clicks so you can recognise what content works best for your business, that way you can refine and improve your strategy or content plan.
A good way to keep check on what other people are doing within your industry is by following them on social media. You can learn a lot from people who have already built quite an impressive following, from businesses, celebrities or influencers. In addition you can follow hashtags that you know you will be using on a regular basis. See what content people have been posting using these hashtags so you can learn how to make yourself more discoverable.
Make sure you participate in the community that is relevant to your business products or services. The more you push your name out there the more you increase your chances of being found by people who may be interested in your products or services. Spend a little more time every day responding to great content, share your customers reviews to your stories, reply to comments or messages. Instagram should be treated like a platform for great customer service with a real voice behind your brand.
There is a big debate in terms of when and how often you should be posting. The key is to test, test and test some more. When is your audience most likely to be online? When are they more likely to engage with your content? How often are your competitors posting?
Once you are ready to start answering these questions, it is best to sit down and come up with a plan. Better still, schedule your content in advance so you know what content is going out when and you can keep an eye on how varied your content is. Remember, people don’t like repetition so try a 30 day content plan so that your whole month is filled with different content to surprise and excite your audience.
Be sure to remember to include any promotions that you plan on running, or events and National Days such as ‘World Book Day’. National Days often fill social media with content so it’s good to get involved and encourage shares.
There are also hashtags that trend regularly such as #mondaymotivation or #fridayfeeling. Have a look at what trending hashtags would be most relevant to your business, products or services and start posting. Remember, hashtags are a great way to increase your visibility to mass audiences who may not be connected with your brand.
If you don’t have a social media or marketing plan in place already, you really should!
It is so important to understand what you want to be posting and when. Plus your audience will appreciate a level of consistency within your brand voice, style and message. However, always make time to respond to trends, if they’re relevant to your business. Trends don't last so you have to be on top of your game and keep an eye on what's happening in real time. You could always go back and edit the content that you've posted about or delete it altogether if it's no longer relevant and the trend has passed.
Managing multiple different social media platforms is always less daunting if you plan head and prepare content in advance, such as imagery, copy and links. There are so many third-party apps out there which you can use for scheduling so whilst you are busy running your business, you can be reassured that content is still going live on your social media channels, when it matters most. When preparing your content, always keep in mind your brand voice and guidelines so your social channel appears professional and consistent.
Another good way to make sure that your content is being seen by a lot more people than just your followers is by promoting your posts. You can pay to have your post boosted either directly within Instagram or through Facebook ads manager. There are different options with paid advertising including stories, you can do a carousel or image advert or potentially a video advert which tends to get higher engagement rates especially within Facebook. All of the above should be added to your social media marketing plan as well so you can keep track of what is going live and when.
It’s all very clever and the options are endless. But as with most things in marketing, the best thing to do is test, test and keep testing. You won’t know what is most effective unless you try but that doesn’t mean to say you can’t create adverts based on educated guesses.
If you know your business and your audience, you will already have a good idea as to what will get the best results. So make sure you always keep an eye on your insights and analytics to see if your efforts have paid off. They do say numbers don’t lie and it’s always exciting when you get the results you were looking for.
Need help managing your social media content? Contact us today to get the ball rolling.