7 reasons why you need an SEO COPYWRITER

7 reasons why you need an SEO COPYWRITER

Why should you outsource your content to an SEO copywriter? Time, Meta Data and Audience? Maybe the question should be why DON’T you outsource your copywriting? Accountants are there to help with your tax returns; Website Developers build your website; Virtual Assistants look after your admin so just because you can write doesn’t mean that you are being time and cost efficient by putting pen to paper yourself.

Here are 7 reasons why you might need a professional copywriter in your life…..

1. If you procrastinate when it comes to writing your web pages, newsletters or blogs

Is writing your thing? Do you struggle where to start? Do you find yourself doing anything else on your To Do list rather than start writing?! 

2. If you want to save time and money

…so you can focus on what you do best.  Be it client work or running your business – it’s your passion – so that’s where you excel and bring the money in.  Professional copywriters love semantics, together with researching your audience and how YOU want to come across.

3. If you would like a 3rd party perspective

As with No. 2 above, a great copywriter learns about you/your company/your services/products and most importantly, your target audience.  Sometimes you can be too close to identify gaps that need filling and words that express your offerings in a compelling manner.

4. If you’d like help with SEO-friendly writing

Search Engine Optimisation (SEO) …without good, regular content, Google won’t play.  Having a copywriter compose persuasive and engaging content will feed your on-page SEO, leading to lower bounce rates and higher activity.  All valuable copywriters have a great SEO off-page (eeek – something to do with “spiders” and “crawlers”) contact that has the analytical and scientific approach for extra hard-hitting marketing campaigns – again, as a reminder, to do this you will need well written, REGULAR content.

5. If you are rubbish with grammar, punctuation and spelling

First impressions count.  Your business needs to look professional from the outset so if you don’t know when to use:

Hanged  v  hung

principal  v  principle

their, they’re, there

always  v  all ways

an apostrophe in the correct place….

…….then I beg you…….PLEASE outsource your content requirements to a professional copywriter or at the very least please get someone to proofread your content!

6. If you’d like to stand out from your competitors

You want to be distinctive and offer your customer or client something unique that shines through with your brand’s personality. Copywriters can convey the tone, sentence structure, choice of words to blend in a punchy way with your chosen logo, colour scheme and font.

7. If you need help with engaging HEADLINES…

Do you know the importance of a headline?  80% of readers will ONLY read a headline….what does this mean?  They are already bored and won’t read further.  Copywriters use their knowledge and skill to craft a killer headline.  See below……or just contact me now!

5 Essential Helpful Headline Tips

  1.   Use numbers (and use “5” rather than “five”)
  2.   Use emotional adjectives
  3.   Be demonstrative with reasoning for your audience’s needs
  4.   Use what, why, how, or when
  5.   Make bold promises

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Elaine is a professional SEO copywriter, editor and proofreader who is passionate about content marketing.

The relationship between Content Marketing and Business Development

The relationship between Content Marketing and Business Development

Why Content Marketing and Business Development complement each other

The word of the day at my networking meeting this morning was “marriage” and from Pickled-Ginger’s point of view, I wanted to talk about the relationship between content marketing and business development, which is rather a heavenly one for lead generation.

“Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

Joe Pulizzi, Content Marketing Institute

Without content marketing your business development will struggle. WITH content marketing you already have effective business development!

When I tell people I’m a copywriter and marketer, they might imagine it’s storytelling without substance, however my content is more of a strategic marriage between business development and marketing.

Content is Key

Content is Key

One of the quickest ways to reach an audience is through words.  What are you trying to achieve with your businesses (apart from profits)?  It’s either to add value to a client’s business or to solve a problem they might have.

Without a marketing strategy involving content then your business development will be asking for a divorce.

When I write copy for websites, newsletters, blogs and social media – I research effective key words for Google algorithms, together with researching the client’s target audience as well as getting the correct feel for my client’s business – no off the shelf wedding here.

So for those of you who’d like more brand awareness and therefore more leads I suggest you and I get engaged leading to an advantageous business marriage and in 9 months we’ll see healthy, bouncing profits.

Contact Elaine for further information and receive a free content marketing audit.

Troubleshooting – Legal Business Development and Marketing

Troubleshooting – Legal Business Development and Marketing

QUESTION………Your content is great but your business development isn’t.  Your business development is strong but your conversions are weak.  You and your colleagues are approachable and talented but struggle with understanding how best to gain new leads.

Why?

Sound familiar? Troubleshooting tips for legal marketing and legal business development …..read on…..

CONTENT

Your knowledge should be shared. So what if your competitors see what you are up to? Take it as a compliment.  Write about your insights and offer snippets of advice to entice people to want to read more.  If you don’t have a designated person/s to write engaging content, outsource it.  Monthly newsletters, press releases, blogs on social media.  We all read the news on social media and we all search the internet for advice and help.  If your content presence isn’t “out there” then how will you be found? Email me for more advice or help.

NEWSLETTER

Shout about your content through the medium of monthly online newsletters.  Have you won a case? Are you supporting a local charity? Are you sponsoring an event? Do you have a Q&A session you want to share?  Keep the newsletter brief, engaging and relevant. Email me if you want to understand the best way to crack on with this and to ensure you are GDPR compliant.

SOCIAL MEDIA

If you use Twitter, Facebook, LinkedIn etc – are you using it frequently?  Are you using these mediums correctly and analysing the data?  If yes, what are you doing with that analysis….?

CRM

This is your database of existing clients and potential leads.  Client Relationship Management. You may well be using Excel or an integrated software such as Proclaim.  As long as you are using the database, keeping it up to date and in doing so staying in touch with your audience, you are on the right track.  Check you are GDPR compliant and use your CRM to send out informative newsletters and blogs and track along the way.

BUSINESS DEVELOPMENT

Business Development can often be the problematic part of a business plan.  Who develops your business and how?  If you have a BDM (business development manager) do you rely on them to hunt the business, gather and close the sale?  Services can often take between 12 to 18 months to gain the trust of a new client and in this time, you still have to keep them engaged.  How are you doing this?  Patience, a budget and tenacity is key here.

CONVERSIONS

I have often come across great business development and marketing only to see the relationship slip away because delivery of the service let them down.

All employees should have informal training of how to talk with people.  Sounds simple doesn’t it? Legal services are client facing and can no longer hide behind references books and a secretary.  Common courtesy and excellent customer service from everyone of your colleagues and employees will be as important as the work itself.  Communication is key in converting work.

WE’RE A GREAT FIRM OF SOLICITORS WITH EXCEPTIONAL TALENT – WHY DON’T WE HAVE MORE CLIENTS?

Simple answer is we live in a DIGITAL era.  The days when the solicitor was the local hero are now in the past. Everyone can access legal help and make comparisons online.  Understanding your competitors is not only great for referrals, but it can help you understand what makes you different.  Why would someone (be it B2B or B2C) come to you?

TARGET AUDIENCE

Example, you are a firm of conveyancers.  Have you found what works best for you? Local referrals? What makes clients come back and recommend you?  Sponsoring local events? Collaborate with local estate agents? Network in the community?  Facebook is often good for conveyancers as is private client work.

Example, you are a firm of specialist employment lawyers – dealing with large corporates.  Your budget for marketing will be larger than the previous example but how are you building your brand? Do you talk at industry seminars? Do you sponsor specialist awards where your audience will be? Do you have the correct social media presence? Are you part of a LinkedIn group?

There are many different examples but if you are not sure of your audience then you will be giving out confusing messages.  Focus.

MARKETING BUDGETS

What does the budget cover?  Do you have a business strategy?  A good way to decide what your marketing budget should be is to establish your total revenue.  A suggested percentage for a newer company trying to focus on brand awareness (up to 5 years of trading) should have a budget of 12 – 20% whilst an established company (5 years +) doesn’t need such a big budget as their services will be known – that said, if they are flagging, new branding might be useful.  It is then that you can sit down with your teams to decide how much you would be prepared to budget for getting this equation result in again.

CONCLUSION

Coming into a firm to “troubleshoot” can only been seen as a positive because it means change is ok and that you are open to suggestions going forward.  What are your needs?  Do you need more leads? More sales? More brand awareness?  More conversions?  More content using key SEO words? Knowing your goals will help determine where you want your budget to go.  Having a strategy and sticking to it will focus you and your team to build a stronger and more financially viable business.

Any questions or would like a chat? Email me or call me 07775 438 538.  Thanks for reading! Elaine.

All lawyers out there – are you risk averse or a risk taker? Are you a SOLICITOR of the future? Business Development and Client Relationship Management for Solicitors….

All lawyers out there – are you risk averse or a risk taker? Are you a SOLICITOR of the future? Business Development and Client Relationship Management for Solicitors….

FUTURE

Are you a lawyer who is always thinking analytically and jumping to what might lie ahead = therefore restrained when developing your business? You can be a great lawyer (sorry, solicitor…before an old friend tells me off), if you take risks too (in business of course – not within the boundaries of law – that’s a whole other article).

As a legal futurologist (yes, you heard correctly) told me a year or so ago, innovative risk takers in technology will be the future of the law profession. This is a man who’s job it is to study and read what’s going on globally within law and its profession. Australia are way ahead of Britain in this field. SMEs & SPs don’t be angry or scared – everyone has a place in this future. Ok there is a BUT – assuming you take a look at your budget for technology. Technology can encompass anything from a good website (to ensure the public can find you) to top end CMS programmes (see Law Gazette article link below).  CRM (Client / Consumer Relationship Management) software is a highly recommended tool. This enables firms to keep up-to-date with current clients, as well as engage with past clients and gain new clients.  As a matter of fact, client retention is a bigger headache than new business development (in line with compliance headaches of course).

TECHNOLOGY

If you work in Litigation and Dispute Resolution for example, what are you views on new software for online private dispute resolution providers? Yes, it will require quality control and regulating but it’s about being aware the technology is out there and to remind yourselves how fast new intelligence is happening. Innovation is a huge part of the legal profession – just take a look at the future of cars and insurance in this Telegraph article:  It shows how the insurance world will no doubt be rocked by this advanced state of driverless motoring, but it doesn’t have to be if it knows that change is definitely coming.  Be prepared.

The last paragraph of an article by, Marialuisa Taddia, in the Law Gazette, reads

Finally, there are challenges to the traditional business model to contend with. ‘Technology has led to the emergence of alternative service providers, including accounting firms and start-ups, which are becoming meaningful competitors to the traditional legal profession,’ ….. ‘Certainly it’s true in the UK, and that’s starting to take hold in Canada as well’

Marialuisa shows how the effect of technology is now making the change in Canada too.  Full article 

COMPETITION

Larger firms are gathering business and consumer intelligence by investing their own money to commission bespoke research  – this is marketing and business development at its best. What better use of technology than to ask your audience what they want and get that edge over its competitors.  That said, SMEs can take advantage of equally ambitious online surveys to use via eshots – it’s just being prepared and embracing the answers out there. CRM is so important – possibly more so at present, than NBD. The marketing rule (basically the Pareto Rule) – 80/20 is still true.  Keep your existing clients happy and make them feel respected and enable them to have an up-t0-date understanding of their matter. Large firms could use software built into its CMS to offer this as a retention solution, but if you are a smaller firm – technology could be as simple as a quick email update of their matter.

There is so much competition out there – we know that becoming niche is the way forward but it’s also about looking to the future (and I’m not talking succession!).  There’s a great quote from a Legal Futures’ article:

The legal market has changed, there’s no doubt about that, and even the traditionalists who may have stuck by their mantra of law being different to other industries are having to realise and accept change.

Goodbye to Neo-Luddism – if my late father, at the young age of 85, could embrace technology, believe me – anyone can. Give yourself and your company the go ahead to move forward and be ahead of your competitors.

What can you do to get yourself noticed – research content for websites, newsletters and social media, together with a well planned CRM strategy.  Get in touch for a free 30 minute consultation.