Tag: Social Media

B2B Social Media Tips by Industry. We Know You Want to Click That.

Posted on by The Writers For Hire, Inc.

If your content marketing agency is having a hard time getting creative with your business-to-business (B2B) products, they aren’t alone. While business-to-consumer (B2C) brands seem to effortlessly push out content that inspires dozens of comments and hundreds of clicks, content marketing agencies that have taken on “dryer” B2B products can feel a bit hamstrung.

They may feel like every creative idea they pitch gets shot down — too off-brand or not serious enough. But, we’re here to tell you that creative, interesting social media can be achieved by any brand — even the more challenging ones.

Take a look at few of these industry-specific tips for some of the more common B2B industries. But first, a few basics on social media and content promotion.

What is a content promotion strategy?

A content promotion strategy is a plan that outlines how to distribute and amplify content to reach a wider audience, increase visibility, and achieve marketing goals.

Creating valuable and high-quality content is just one part of the equation; the other crucial aspect is ensuring that the target audience sees and engages with that content.

A content marketing strategy involves various tactics to share your content across different channels and platforms. Here are key considerations when developing a content promotion strategy:

  • The first step is to understand the target audience. Content marketing agencies focus on relevant demographic factors such as age, interests, and online behavior. These insights allow content creators to tailor materials to suit their intended audiences.
  • Also, a successful B2B content marketing strategy must include relevant channels for content marketing. These channels may consist of traditional means such as email newsletters or e-books. Other channels can include social media (e.g., Facebook, Instagram, and X), industry forums, or video streaming sites (e.g., Rumble or YouTube).
  • Some content promotion strategies may include collaborations with relevant influencers. Influencers are online subject matter experts focused on specific niches. These collaborations can help brands reach target audiences by leveraging the influencer’s audience base. Collaborations typically involve some type of compensation for the influencer’s endorsement.
  • Additionally, paid promotions can be hugely influential in reaching the target audience. A solid content marketing strategy includes paid promotional elements beyond traditional media. Paid spots on social media platforms, video streaming services, and collaborations with influencers are all valuable ways of increasing brand and product awareness.

Overall, brands must consider a multi-faceted approach when developing a content promotion strategy.

Relying on one approach or channel for content marketing won’t cut it.

That is why exploring how various channels for content marketing can work in sync offers the most significant potential for success.

Why is an industry-specific content marketing strategy important?

Implementing an industry-specific content marketing strategy allows brands to reach their target audience more directly and effectively.

This approach gives audiences relevant materials that resonate with their specific pain points.

These pain points consist of challenges audiences face at various levels. That is why a focused content promotion strategy enables brands to connect with audiences more meaningfully.

Beyond addressing pain points, the following considerations illustrate how a content promotion strategy can effectively hit the mark with a target audience:

  • An industry-specific content marketing strategy allows brands to showcase their knowledge and expertise in their respective field. This approach helps build trust and credibility, positioning the brand as an authority within the industry.
  • Different industries often have unique challenges and require tailored solutions. Industry-specific content can demonstrate how a product or service addresses customers’ specific needs within that market.
  • Each industry has its own trends, regulations, and dynamics. An industry-specific content promotion strategy lets brands stay current with these trends, keeping their audience informed and engaged.
  • Personalized content marketing strategies enable brands to speak their audience’s language. In doing so, brands can adopt an approach that resonates with their core audience, making content more engaging and effective.
  • One of the most effective ways to reach a target audience is to address pain points. Pain points must refer to specific challenges the target audience faces. Thus, an effective content promotion strategy must address particular pain points instead of generic ones. Advice must be actionable and valuable to the target audience, showing the content’s usefulness and relevance.

Above all, the best content marketing strategies involve materials relevant to the target audience’s needs and wants. Therefore, an industry-specific approach cannot dabble in generic content, forcing brands to focus on specialized materials aimed at delivering value every step of the way.

Content Marketing Agencies: Try These Industry-Specific Tactics for Standing Out

Standing out on social media platforms doesn’t have to be daunting.

With the right tactics, differentiating oneself from competitors becomes much more manageable.

In order to achieve this aim, brands must focus on industry-relevant content instead of casting a broad, generic web.

The following examples highlight a specialized content marketing approach:

Finance

The finance industry covers a wide range of issues ranging from banking and investments to global economic policy. Thus, an industry-relevant approach may include some or all of the following points:

  •  Educational Content. Share informative content about fund planning, investment strategies, and market trends to position the brand as a thought leader.
  • Visual Data Representation. Use charts, graphs, and infographics to simplify complex financial information and engage the audience visually.
  • Live Q&A Sessions. Conduct live sessions to answer financial queries, providing real-time value and building trust with the target audience.
  • Customer Success Stories. Highlight success stories of clients who have benefited from the brand’s financial services, showcasing the positive impact of its offerings.
  • Market Updates. Regularly share timely market updates and insights to demonstrate awareness of current financial conditions.

Effective financial content demands constant updating and review. Brands looking to produce a top-quality B2B content marketing strategy must ensure materials remain relevant to shifting market dynamics and conditions.

Medical

Medical-based content demands thorough research to ensure factual accuracy. The following points can help brands looking to position themselves in this niche:

  • Health Tips and Advice. Share medical data and patient brochures that your providers can, in turn, pass on to their patients.
  • Behind-the-Scenes. Offer glimpses into your facility, showcasing the human side of the brand’s practice, including your staff and facilities.
  • Patient Testimonials. Encourage patients to share their positive experiences and success stories, building credibility and trust in your specialty medical services.
  • Explainer Videos. Produce easy-to-understand videos explaining medical procedures, treatment options, and health-related topics to educate the intended audience.

The medical field is a clear example of how brands can directly address audience pain points.

By focusing on specific issues, brands can cement their positions as industry leaders. As a result, content must be as relevant as possible, avoiding generic materials at all costs.

Industrial

Any industrial niche provides a wonderful opportunity for a B2B content marketing strategy. The following considerations can help brands seeking to strengthen their footing in this market:

  • Product Demonstrations. Showcase industrial products in action through videos and demonstrations, emphasizing their features and benefits.
  • Behind-the-Scenes of Production. Offer a sneak peek into the manufacturing process, demonstrating the quality and precision that goes into the brand’s products.
  • Safety Protocols. Share content highlighting the brand’s commitment to safety, including procedures, training programs, and success stories.
  • Collaborations and Partnerships. Highlight collaborations with other industry leaders, showcasing your company’s position within the industrial ecosystem.
  • Sustainability Initiatives. Showcase the brand’s commitment to sustainability and environmental responsibility, resonating with socially conscious consumers.

Although industrial industries must avoid making their materials seem salesy. Instead, helpful demos can open new channels for content marketing, boosting audience awareness and knowledge.

Technology

The tech sector stands to benefit greatly from dedicated channels for content marketing. That is why the following tactics can make a significant impact on their positioning:

  • Product Demos and Tutorials. Create engaging videos demonstrating the functionality of technology products. Provide tutorials and how-to guides to help users maximize the value of their purchases.
  • Beta Testing and Early Access. Generate excitement by offering beta testing opportunities or early access to new features. Encourage your commercial users to share their experiences with you, and offer co-branding opportunities (such as press releases) for successful case studies.
  • Industry Insights and Trends. Share insights into the latest technology trends, innovations, and industry news. Position the brand as an authority in tech by providing valuable and up-to-date information.
  • Interactive Polls and Surveys. Conduct polls and surveys to involve the audience in decision-making processes. This tactic engages users and provides valuable data for future product development.

The tech sector is poised to leverage content marketing more than other fields. That is why tech brands must always strive to maintain constant contact with their audiences.

Wholesale

Just because your clients aren’t the end customer, doesn’t mean that you can’t take advantage of some of the more creative social media tactics. In fact, as a wholesaler, you have the advantage of being able to appeal direct to the consumer (if they’re asking for your product retailers will carry it) and to your direct buying audience. Content marketing agencies have developed innovative campaigns to promote wholesale brands, such as:

  • Product Lookbooks. Create visually appealing lookbooks showcasing your latest collections. Share these on social media platforms to highlight the style and versatility of your products.
  • Influencer Collaborations. Partner with influencers to promote your brand. Influencers can create content featuring your products, reaching a broader audience and adding credibility to your brand.
  • Challenges. Encourage your audience to participate in challenges or contests. Ask them to share their unique takes on using your products, fostering a sense of community and creativity.
  • Behind-the-Scenes. Take your audience behind the scenes of the design processes. This tactic provides a sneak peek into the creative aspects of your brand, building a deeper connection with your audience.
  • Tips and Advice. Share tips, style guides, and advice on using your product or pairing it with other products or services. Position your brand as a go-to source for inspiration and expertise.

The Art of Responding to Reviews on Social Media Platforms

Reviews are a crucial element in user engagement.

Good or bad, reviews allow users to interact with their brands by making their opinions known.

Reviews also allow users to make up their minds before consuming a brand’s products and services. Unfortunately, some brands are unaware of how to address reviews, especially when reviews are unfavorable.

The following considerations can help brands better address reviews, maintaining a positive attitude throughout every interaction:

  • Post timely responses. Respond promptly to positive and negative reviews to show that the brand values user feedback.
  • Personalize your response. Personalized responses address the reviewer by name and acknowledging specific feedback points.
  • Express gratitude. Thank customers for their positive reviews, expressing genuine appreciation for their support and feedback.
  • Apologize and resolve. For negative reviews, apologize for any inconvenience and offer a solution or steps to be taken to address the issue.
  • Encourage further communication. Encourage reviewers to reach out directly for further assistance, demonstrating a commitment to resolving issues offline.
  • Promote positive feedback. Share positive reviews on social channels to build trust and showcase customer satisfaction.
  • Monitor and analyze. Regularly monitor reviews, analyze trends, and use feedback to improve products, services, and customer experiences.

Above all, brands must avoid engaging in negative exchanges. When customers vent their frustration, brands should always maintain a positive attitude, focusing on solutions.

Dealing with Bots on Social Media

One of the most unfortunate phenomena on social media is the use of bots. Bots are computer code designed to leave often negative comments or spam on other brand’s materials.

Some brands use this unethical practice to further their content promotion strategies. The following insights can help brands deal with bots, reducing the negative impact on their own content marketing strategies:

  • Identify bots. Use social media analytics tools to identify patterns indicating bot activity, such as repetitive comments or generic messages.
  • Set automated filters. Implement automated filters to catch and block common bot phrases, helping to reduce the visibility of bot comments.
  • Engage authentically. Respond authentically to comments; if suspicious, ask questions that bots may struggle to answer coherently.
  • Report and block. Report suspicious accounts to the respective social media platform and block them to prevent further interaction.
  • Educate followers. Share posts or stories educating your followers on how to identify and report bot activity, fostering a community that is aware and vigilant.
  • Audit followers regularly. Periodically audit your follower list to identify and remove suspicious or inactive accounts.
  • Use two-factor authentication. Secure your accounts with two-factor authentication to prevent unauthorized access by bots.

The best thing any brand can do is report suspected bot activity. Reporting allows social media platforms to address bot usage, reducing the likelihood of bots continuing to spread.

A Final Thought

Today’s marketplace demands personalization. Generic content won’t cut it anymore.

Now, more than ever, users demand industry-specific content that can consistently deliver value.

That is why brands and content marketing agencies must strive to produce relevant content to engage audiences meaningfully.

The days of boilerplate content are long gone. Nowadays, brands must ensure they can consistently deliver to outpace competitors.

Best Practices in Responding to Negative Social Media Feedback

Posted on by The Writers For Hire, Inc.

Social media has revolutionized the ways companies and businesses connect with customers. It allows companies to share valuable information while brands communicate their identity and values with a broader audience.

However, social media does come with a downside: It opens the door for a two-way discussion that allows customers and audiences to post negative feedback, such as comments and reviews regarding brands, products, and services.

While social media lets the public know about brands and their offerings, brands must address negative feedback as part of their brand management process.

The big question is: How should companies and businesses respond to negative feedback on social media?

What are negative reviews on social media?

Negative reviews for a company or business on social media are comments or feedback from customers or users that express dissatisfaction with a product, service, or overall experience. These negative reviews can take various forms, including:

  • Critical comments. Critical comments that highlight specific issues or problems with a product or service pinpoint areas where products and services may fail to meet expectations. Consequently, companies can take these comments as tools to improve their performance. Nevertheless, critical comments must be taken with a grain of salt. There are situations in which critical comments might be unjustified. That is, companies and brands should not take criticism personally.
  • Low ratings. Low ratings on review sites (i.e., Trustpilot) or social media platforms, such as one or two stars out of five, may result from a negative experience or interaction with a brand. Unfortunately, customers are quick to give low ratings immediately following a bad experience. While there isn’t much that brands can do to prevent customers from leaving low ratings, brands can try their best to reduce low ratings by striving to meet customers’ expectations.
  • Complaints. Complaints about customer service, delivery times, pricing, or other aspects of the business are prevalent on social media sites such as Facebook and Twitter. Like low ratings, there isn’t much businesses can do to stop customers from voicing their opinions. But there is a great deal a brand can do to prevent bad experiences in the first place. Above all, striving to meet customer expectations is always a great place to start.
  • Negative feedback. Negative feedback on social media posts or advertisements expressing disappointment or frustration can easily catch on like wildfire. In such cases, companies must strive to mitigate the damage by being open and frank about the situation and the circumstances surrounding the facts.

Negative reviews can be harmful to a company or business as they can damage the reputation and credibility of the brand, leading to a loss of customers and revenue.

However, negative reviews can also provide an opportunity for the company or business to identify areas for improvement and address customer concerns, ultimately leading to a stronger and more successful brand.

That is why companies and businesses must view negative feedback as a learning opportunity.

Why do customers leave negative reviews on social media?

Understanding why customers leave negative reviews on social media boils down to identifying the areas where a business or company may fail to live up to expectations.

The following reasons underscore the motivations customers may have for leaving negative reviews on social media:

  • Poor customer service. Customers may leave negative reviews if they feel they have been treated poorly by a company’s customer service representatives or their concerns have not been adequately addressed. Successful brands know how to handle customers well. They understand where their customers are coming from and are prepared to do everything they can to rectify a situation.
  • Product or service quality. Negative reviews may be left if customers are dissatisfied with the quality of a company’s products or services, such as if a product is faulty or the service does not meet their expectations. Ultimately, brands must move on and do their best to stop poor products or quality from becoming an issue again.
  • Pricing. Customers may leave negative reviews if they feel that a company’s prices are too high or if they are not getting value for their money. Please remember that customers are willing to pay a premium if they feel the value justifies it. So, brands must strive to increase their value proposition instead of lowering prices. Doing so increases customers’ value perception of the products and brands.
  • Shipping or delivery issues. Negative reviews may be left if customers experience problems with shipping or delivery, such as long wait times or damaged goods. While it may be tempting to shift the blame on the carrier, companies can simply accept the situation and take appropriate measures to ensure that they’ve done everything on their end to avoid delays.
  • Ethical concerns. Negative reviews may be left if customers have ethical concerns about a company’s business practices, such as environmental or labor issues. That is why companies and brands must be transparent about their beliefs and positions. Nevertheless, brands should be transparent about their own ethos so (target) customers can choose to identify with it or not.
  • Communication issues. Negative reviews may be left if customers feel that a company is not communicating effectively, such as not responding to emails or phone calls. Brands must strive to be there for their customers whenever possible. If a brand does not offer 24/7 support, it must be clear when they are available. During available customer service hours, brands must strive to respond as efficiently as possible.

The specific reasons for negative comments may vary from company to company. Nevertheless, most companies and businesses encounter similar issues when regarding negative reviews. That is why listening to customers is essential to rectifying issues, leading to increased positivity among reviews and comments.

How Not to Respond to Negative Reviews on Social Media

Companies and businesses should be careful when responding to negative reviews on social media, as there are some ways they should not respond. The following examples underscore how not to respond to negative reviews on social media:

  • Ignoring the review. Ignoring negative reviews can make the company or business appear unresponsive and uncaring. It is important to acknowledge all reviews, even negative ones. By far, ignoring negative reviews is the worst thing a company or business can do since it may fuel further frustration and anger. Ignored customers may feel unimportant to the brand, leading them to post additional negative reviews and comments. Ultimately, this situation may snowball into a significant public relations issue for the company.
  • Getting defensive. Responding defensively to negative reviews can escalate the situation and make the company or business appear unprofessional. Instead, remaining calm, empathetic, and open to feedback is important. Maintaining a positive attitude is always the best policy when dealing with negative reviews and feedback. Customers want to see that brands are prepared to rectify the issue, regardless of whether they follow through.
  • Making excuses. Making excuses for the issue or problem mentioned in the negative review can make it seem like the company or business is not taking responsibility for its actions. Accountability is a big deal in customers’ minds. When brands are willing to take the blame for their mistakes and shortcomings, their credibility grows among customers and the public. Trying to slither away almost always leads to an increased negative perception surrounding the company.
  • Blaming the customer. Blaming the customer for the issue or problem can make the company or business appear dismissive of their concerns. Instead, taking ownership of the situation and working towards finding a resolution is important. When companies own up to their responsibility, it signals to customers that the company is not looking to shift the blame elsewhere.
  • Deleting the review. Deleting negative reviews can damage the reputation of a company or business and make it seem like they are trying to hide something. Instead, addressing negative reviews publicly and demonstrating a commitment to resolving issues is important. There is no shame in addressing negative reviews and comments. Acknowledging negative reviews shows customers and the public that the company is transparent and accountable for its products, actions, and outcomes.

On the whole, companies and businesses should respond to negative reviews on social media professionally, empathetically, and constructively.

Doing so can demonstrate a commitment to customer satisfaction and strengthen their reputation over time.

Best Practices When Responding to Negative Reviews on Social Media

When a company receives negative comments and reviews on social media, it is important to respond to them promptly and professionally.

When responding to negative comments and reviews on social media, companies and businesses must be transparent and forthcoming. It’s always better to own up to a situation than attempt to hide it.

The following points can help companies and businesses move on and improve:

  • Respond quickly. Responding quickly to negative comments and reviews shows that the company takes customer satisfaction seriously. Leaving comments unattended allows negative feelings to fester, potentially transforming a minor issue into a bigger one.
  • Be polite and professional. It is important to maintain a professional tone in all responses and avoid getting defensive or confrontational. While customers may be on edge, company staff must always keep their cool.
  • Address the issue. Acknowledge the customer’s concerns and provide a solution or explanation to address the issue. Please note that explaining does not mean blaming issues on someone else or making up excuses. The truth is always the best policy when dealing with customer concerns.
  • Take the conversation offline. If the issue requires more discussion or resolution, it is best to take the conversation offline and offer the customer a direct line of communication to resolve the issue. Encourage customers to call or drop by the business office to solve the matter.
  • Follow up. After the issue is resolved, it is important to follow up with the customer to ensure their satisfaction and address further concerns. Follow-up is a powerful way of ensuring customer satisfaction.
  • Learn from feedback. Negative comments and reviews can provide valuable feedback for companies to improve their products and services, so listening and learning from them is important.
  • Have a social media policy. A clear social media policy can help guide responses to negative comments and reviews and ensures consistency across all channels. Doing so can avoid serious communication issues that could exacerbate the situation.

Please keep in mind that dealing with customer issues is an ongoing learning process. So, it’s always important to learn from mistakes and move on. There is a significant upside in transforming negative feedback into learning experiences.

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One Final Thought

The biggest challenge most brands face is taking negative feedback personally.

Some business owners or company staff may feel negative comments are a reflection of their work. However, negative feedback may simply result from a customer having a bad day or going through a difficult time in their lives.

That is why taking negative feedback at face value and addressing the situation for what it is ensures a positive outcome.

The Power of Great Content: Write Your Way to Superior Brand Awareness

Posted on by The Writers For Hire, Inc.

Excellent brand awareness is essential for business growth, and the key to driving high levels of brand awareness is implementing a robust content marketing strategy. As the title of the research paper by Müller and Christandl 2019 suggests, “Content is king, but who is the king of kings?”

Different businesses have different marketing requirements. With a whole spectrum of content options available, it can be tricky to decide which medium is the most appropriate for growing visibility in your target audience. You may even find a hybrid content strategy to be the perfect impetus for achieving your visibility goals.

Let’s look at the concept of brand awareness and how it can be molded and transformed with the main content mediums, respectively.

What is brand awareness?

Brand awareness is a fairly straightforward concept. According to Oxford Languages it simply means:

The extent to which consumers are familiar with the qualities or image of a particular brand of goods or services.

The simplicity of this concept, however, should by no means overshadow the possibly detrimental consequences of not getting it right. Most markets in the U.S. today are mature, which is forcing businesses to compete at levels never seen before and to create unique business identities and personas in order to stand out from the crowd.

When asked how important brand awareness is, Etienne de Jager, Managing Director of University College Roosevelt (UCR) in the Netherlands, said, “Not being visible or having a brand identity is much like being a library book without an index number. You may have the best book cover, but what does that help if no one can find it to read? Simply put, without brand awareness you are invisible.”

Apart from the occasional impulse buy, most customers are far more likely to buy your products or use your services if they are familiar with your brand. Customers usually look first at your website, social media, and any online reviews to give them an idea of your consumer reach and the quality of your products or services. 

There are two ways to assess brand awareness.

Unaided Brand Awareness

This method measures how many people in a segment of the population express knowledge of your brand without a direct prompt. This is also referred to as ‘brand recall’ because you are measuring how many people recall your brand without an explicit prompt, i.e., not giving any indication of your company name. For instance, If your business sells business cards, you may formulate a question such as: “What company will you use to print your business cards?” If you pose this question to 100 people and 25 people mention or recall your company as one of their preferred printers, then you have a 25% brand awareness. 

Aided Brand Awareness

This method measures brand recognition by using a direct prompt such as a list of companies, including yours, to see how many people recognize your brand from the list. A typical aided brand awareness question may be: “Which of the following printing companies are you familiar with?”

Both aided and unaided brand awareness initiatives can be conducted through a mix of open-ended and closed-question surveys.

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What is content marketing?

Content marketing is a component of inbound marketing and is arguably one of the most effective methods to drive traffic to your platforms, increase your brand awareness, and generate meaningful leads. The Content Marketing Institute suggests:

“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.”

The institute asserts that traditional marketing techniques are becoming less effective, and a more forward-thinking approach is now more critical than ever. Whereas traditional marketing focuses on explicit ads describing your products or services, content marketing provides your customers with relevant, interesting, and useful information which indirectly relates to your business. 

For instance, in addition to creating an ad for a specific kind of business card paper quality, you may also want to publish an article on your website blog about all the different kinds of paper used in business card printing, pointing out the advantages and disadvantages of each. This article will engage your audience, ensure they spend more time on your platforms, and ideally get a couple of items in their shopping carts. 

Holding a bachelor’s degree in marketing, and two master’s degrees, de Jager has a strong professional and academic marketing background and has held multiple senior marketing roles in London and the Netherlands. He adds, “Blogs allow businesses to make relevant connections with products, services or any topical discussions, and it still remains one of the most effective tools to optimize the value of your SEO.”

Below are seven steps put forward by the Content Marketing Institute to consider when you start planning your content strategy.

Content Marketing Institute

Let’s look at the main content mediums in more detail.

1 – Blog Posts and Articles

The blog can be traced back to 1994 when Justin Hall posted the first blog ever on links.net, which he referred to as his home page because the term “blog” had not yet been coined. Traditional blogs were personal online collections of thoughts, information, and opinions published on various platforms.

Today, almost every business imaginable is also blogging because of the unique way this medium provides to promulgate information to their customers in a more informal and relaxed tone, not to mention the various other marketing and financial benefits. 

According to medium.com, blogging is the most effective type of content marketing because its main objective is to increase brand awareness by providing accurate information and optimizing your website through brand-relevant content that also supports SEO (Search Engine Optimization). So, what else is blogging good for? 

Website Traffic

Most business marketers agree that blogging is the best medium for generating web traffic and, according to a Hubspot study, it can lead to a 55% increase in traffic. In addition, companies that blog on a regular basis grow their inbound links and indexed pages exponentially.

Whenever you publish a new blog article, you create a new web page, which is then indexed by various search engines. This means that you literally grow your online presence with each new page and therefore increase opportunities for customers to find you. In addition, frequent blogging shows the likes of Google and other search engines that your website is active and updated regularly.

Lead Generation

If your main blogging goal is lead generation, then every blog post you publish should give your site visitor the opportunity to interact. This is called a call-to-action and comes in many shapes and sizes. You may add a “sign up to mailing list” button for special offers, or perhaps offer a free webinar or other content assets. Call-to-action lead generation is one of the most effective ways to build a client contact database and is the most ethical way to build your direct email list.

Link Building

Link building or “backlinks” is one of the most crucial factors for Search Engine Optimization. That said, link building is extremely challenging. Backlinks are essentially other businesses that link a page on your website to their website. This means that some of the traffic from that business’s website can be diverted to your website, and, if that business ranks high on Google and they have associated with your business by sharing your link to their site, your site ranking will also increase by default.

Your best chance to grow your backlink presence is by ensuring your content is factually accurate, unique, and of the highest quality. Reputable businesses have online authority, so they are cautious about whom they associate with and what content they publish or share.

Other Benefits

As opposed to Google or any other online ads, a blog post or article is more cost-effective because there is no time limit for how long it remains published. Whereas you might buy and run an ad for one week, your blog post stays published online and works 24/7, attracting visitors at all hours of the day. Ads can also be a nuisance as opposed to informative blog posts that people search for and actually want to read. 

2 – White Papers and E-books

The white paper has become a well-known term in recent years, and there are many different types of white papers used in both the public and the private sectors. We will focus on the latter. According to Investopedia:

“A white paper is an informational document issued by a company or not-for-profit organization to promote or highlight the features of a solution, product, or service that it offers or plans to offer.”

In business, white papers are used as sales and marketing documents to describe in considerable detail any new products, technologies or methodologies, and services. One of the most well-known, influential, and popular white papers published in recent years is the Bitcoin white paper by Satoshi Nakamoto, which instantly attracted global attention.

White papers are usually at least 2500 words in length and written in a more formal academic style. A white paper must be written by an authority on the subject and should aim to educate readers about the topic, with the ultimate goal of generating sales. A white paper is a sales pitch but not in the traditional sense, as it is much more formal and includes the following:

Introduction

Regardless of the topic, all whitepapers must have an engaging introduction that sets the tone for the rest of the paper. This is your opportunity to convince the reader to read the entire document.

Problem

Here you should articulate the particular problem your product or service can resolve. You will need to demonstrate that you have a comprehensive grasp of this problem and describe in detail how this problem can affect the reader negatively. The more convincing and relatable this section is, the more likely you will generate sales.

Solution

This section must describe how or why your product or service is the best solution to the above problem. The more detail you provide in this section, the more convincing your white paper will be. Just be careful not to oversell as you may lose the reader’s interest.

Conclusion

The conclusion section gives you the opportunity to summarize the main points of the problem and solution sections and is your final chance to motivate the reader to buy into your business and your products or services. An effective conclusion will also contain a call-to-action that tells the reader what to do if they are interested in your products or services.

White papers are a great public relations tool to help you generate interest in your business, establish credibility, generate sales, and increase engagement. 

Similar but less formal than white papers are e-books, a type of long-form content medium businesses can publish and offer to their customers as either free-of-charge or paid downloadable media. E-books have gained a lot of momentum and are a great marketing tool businesses can use to accomplish the following:

  • Translate complex information into a simple, easy-to-understand medium for customers
  • Establish themselves as an authority on the products or services they offer
  • Grow brand awareness and drive traffic to their websites
  • Generate leads
  • Build trust and brand loyalty
  • Educate customers on their products or services, and wider issues relating to their industry
  • Organically grow email lists

3 – Email

Unbelievably, email marketing is celebrating its 44th birthday this year, tracing back to 1978 when Gary Thuerk sent out the very first mass email to around 400 recipients in the days before the term junk mail had been coined. According to Thuerk, this first mass email generated an astronomical $13 million in sales revenue. Needless to say, email marketing has come a long way since 1978. Most notable are the legal and data protection measures authorities have implemented to protect everyone from nuisance and scam emails.

Nonetheless, ethical email marketing still remains one of the most effective tools when executed professionally. With an estimated 306.4 billion emails sent daily across the globe, it would be foolish for any business not to invest in an email marketing campaign. As the graph below by marketinginsidergroup.com illustrates and compares, email marketing’s return on investment is quite lucrative:

Source: marketinginsidergroup.com

What else do the stats say?

According to HubSpot, email is listed as one of the top three most effective marketing mediums by 79% of marketers. Eighty-seven percent of e-commerce marketers primarily use email marketing to increase brand awareness, and email visitors are the most likely to convert on forms. Thirty-one percent of B2B marketers is convinced that regular email newsletters are most effective at nurturing leads. Lastly, about 60% of e-commerce, retailers, and consumer goods businesses personalize emails to their customers based on previous purchases.

Build your email list and set goals.

Before you embark on an email marketing campaign, first ensure that you have a decent-sized mailing list made up of customers who voluntarily signed up on your platforms. Depending on the size of the business, most e-commerce brands have between 1,000 and 10,000 email contacts. Bear in mind that buying email lists is not only illegal, but it is also unethical and frowned upon. There are thousands of online sources which can help you build an email list ethically.

Once you have your mailing list, you should define what you want to achieve with your campaign. Some goals could be:

  • Increasing brand awareness
  • More web traffic
  • Lead generation and sales
  • Feedback or surveys
  • Referrals
  • Promoting your blog, e-books, or whitepapers
  • Informing customers of special offers such as newsletters

Target your campaign.

Here it’s all about working smarter, not harder. An effective email campaign should be tailored to the individuals it is being sent to, based on their geographics, demographics, psychographics, and behavior. As illustrated by the www.superoffice.com graph below, a good approach is to use data and analytics from past campaigns to help inform your segmentation process:

Source: superoffice.com

Persuasive Content Creation

Your content will determine how effective your campaign will be, so keep the following in mind:

  • The headline makes the first impression; keep it catchy and enticing.
  • Create attractive and inviting content with lots of white space.
  • Humor is great for grabbing someone’s attention.
  • Add the customer’s first name in the subject line or greeting.
  • Convey a clear and to-the-point message; don’t waste the reader’s time.
  • Personalize the email as much as possible.
  • Ensure the email is mobile friendly.
  • Don’t send too many emails, as you may get unsubscribed.

4 – Infographics

Infographics, as the name suggests, are visual representations of data and information with the aim of informing, educating, and building brand awareness through a data-rich visualization of a story.

The infographic to the left, by Business 2 Community, provides a brief overview of the history of the infographic, and is a great example of one.

So, why have infographics become so popular?

The real question should be: Why aren't they popular? The list will be much shorter.

According to Martech.zone, the visual aspect plays a key role in the rise in popularity of infographics, as 90% of the information our brains retain is visual, and studies have found that humans only retain between 10-20% of written or spoken information as opposed to 65% of visual information.

Infographics are also great for generating backlinks, as businesses are more likely to share visual aids on their websites.

In addition, humans process visual information much faster.

A well-designed infographic can simplify complex information into easily digestible visual aids. For instance, we follow directions such as road signs around 323% better with visual aids than without.

Infographics usually include company logos and branding, which is a great tool to build brand awareness. People also tend to spend more time reading visual content than just plain text. With the right call-to-action incorporated, infographics can increase lead generation greatly.

What to Consider When Designing a Good Infographic

As the image below by infogram.com illustrates, there are broadly four areas you should pay close attention to: data, design, story, and shareability.

Source: infogram.com

The most imperative aspect when designing an infographic is to make it informative but keep it simple at the same time. Forbes lists the following 12 ways to use infographics effectively in marketing:

  1. Keep it simple and to the point.
  2. Amplify true customer stories.
  3. Explain complex concepts.
  4. Showcase the strength behind numbers.
  5. Start from scratch.
  6. Focus on transmitting intelligence.
  7. Make complicated topics more digestible.
  8. Include precise messaging.
  9. Visually represent trends.
  10. Weave smaller ones into blog posts.
  11. Turn data into a visual story.
  12. Optimize your image data for search engines.

5 – Video and Social Media

According to guinnessworldrecord.com, the very first TV ad by Bulova Watches aired on July 1, 1941, on the U.S. channel NBC just before a baseball game. It was an instant success:

Bulova: world’s first television advertisement.

Today, video marketing still remains the backbone of terrestrial TV and has infiltrated all corners of the internet. In fact, more than half of Twitter’s ad revenue is generated through video ads. Marketers in all industries love video, as it is undoubtedly the king of all kings, with around 86% of all businesses using it, according to Wyzowl.com. As the graph by Wyzowl’s State of Video Marketing Survey illustrates, the use of video as a marketing intervention by all businesses has increased by 25% since 2016.

Source: wyzowl.com

So, why do marketers love video?

People love to watch videos,which is evidenced by the approximately one billion videos watched on Youtube each day. Video as a medium has the ability to give us the information we want quickly and easily. Dreamgrow.com lists eight reasons why video marketing is so effective. It’s really quite simple:

  1. Video boosts conversions and sales.
  2. Video offers a great return on investment.
  3. Videos can build trust.
  4. Google loves videos.
  5. Mobile users love videos.
  6. Video marketing can explain everything easily.
  7. Video engages customers who don’t like to read.
  8. Videos are more likely to be shared on social media.

When it comes to video marketing, de Jager says:

For us at UCR, it is inconceivable to appear in front of, appeal to, and ultimately attract a single prospective student from Generation Alpha without the use of video. There is however another side to this coin. Quality video marketing is the most expensive medium with the highest upfront cost, and video is very difficult to adjust if your campaign is underperforming. Data protection also makes video a nightmare because you need the consent of all parties in the video. In addition, video always has to be produced in multiple formats to accommodate the various platforms. Lastly, because marketing videos are very personalized, you may connect with one person with your video and alienate another at the same time.

How to Create Great Content for Social Media

Having a strong social media profile is critical for all businesses in 2022 because it allows the business to grow its visibility and to communicate and interact with its consumers. With around 2.3 billion active Facebook users, the direction of travel for marketing intervention is crystal clear: The number one most effective way to connect with your audience on social media is through quality content in a variety of media.

Grin.co has a few suggestions, starting with the idea that sharing positive news and statistics may be the key to building trust with your audience, as this can lead to a positive association with your brand. Partnering with social influencers can also be a great way to create authentic and engaging content; they have millions of followers you can reach instantly. 

Doing something good for the community and sharing your philanthropic endeavors on social media makes for quality content, is a great way to get your audience’s attention, and may get you a few shares and re-shares. Content that is too in-your-face “salesy” does not go down well on social media. Keep it fun, personalized, relatable, and interesting.

People love getting free stuff and a freebies campaign on social media can’t go wrong. The opposite is  true, however, for posts with controversial topics, so be very careful. Lastly, it is definitely worth doing some research on what makes content sharable.

I’m too busy to create my own content. What do I do?

The simple answer is to hire a writing agency. Although most people have the ability to create fantastic marketing content for their own businesses, the reality is that the content creation process is not only extremely time-consuming but is also very labor-intensive. Other benefits of hiring a writing agency include the expertise, knowledge, and speed with which the agency can develop your campaign. Finally, as the client, you have a lot of scope in working with the agency to mold the final product.

De Jager insists: “As a business, you have to invest heavily in your content creation. In most cases, companies do utilize external experts to take on the heavy burden of content creation, giving them more time to focus on the bottom line.”  

8 Best Practices for Client Communication

Posted on by The Writers For Hire, Inc.

“It takes months to find a customer… seconds to lose one.” — Vince Lombardi

Communicating with clients is an essential part of any successful business. But, how well do companies truly communicate?

The key lies in understanding successful communication and how to achieve it.

In this article, we will take a close look at client communication. In particular, we’ll discuss the eight best practices for client communication. This discussion will focus on how to effectively engage with clients through dialog and how to maintain it.

Defining Client Communication

Communication can be a tricky concept to define.

On the surface, communication is about exchanging information between parties.

After all, communication occurs when two or more parties engage one another to negotiate meaning.

Communication enables stakeholders to manifest their needs and wants when successful.

As a result, communication facilitates achieving goals and reaching targets.

Nevertheless, it is important to consider that communication does not solely depend on understanding the meaning of words. Effective communication largely relies on influencing other parties, thus enabling businesses to achieve their aims.

Renowned management guru Brian Tracy offers this insight regarding communication: “Your ability to communicate, influence, and persuade others to do things is absolutely indispensable to everything you accomplish in life.” Undoubtedly, effective communication enables anyone, or any organization, to influence other parties to do something.

When it comes to client communication, effectiveness hinges on positively influencing clients’ overall experience. Once again, Brian Tracy offers a wonderful tidbit: “Approach each client with the idea of helping him or her solve a problem or achieve a goal, not of selling a product or service.”

There is certainly quite a bit to unpack in that thought.

First, effective client communication is not about selling. Instead, it’s about offering value. Approaching clients with a helping mentality sets the tone for a successful engagement between parties. In contrast, being “salesy” is a sure-fire way to spoil client interaction.

Second, successful companies are the ones that genuinely strive to help their clients solve a problem or achieve a goal. This attitude primes the pump for effective two-way communication. As a result, companies must view client communication as an ongoing dialog aimed at helping clients achieve their aims.

Ultimately, client communication begins with a sincere interest in helping. From there, companies must strive to utilize communication as a tool to deliver value and achieve organizational aims. Effective client communication is about creating a win-win proposition for all parties involved.

Understanding Client Communication Tools

Client communication can take place across various means and platforms. While traditional face-to-face interaction is still pivotal, understanding client communication tools helps maintain an ongoing dialog between businesses and clients. As such, it is worth discussing these tools in greater detail.

Email

Email is the predominant means of communication in the modern business world. Think about these figures:

  • Folks sent an average of 306.4 billion emails daily in 2020.
  • 89% of companies use email as their primary source of communication.
  • However, 2020 figures indicate that the email open rate was 18%.
  • In North America, 77.6% of client communication takes place via email.
  • Also, 72% of clients indicated email as their main communication tool.

Indeed, there is no denying that email is a highly effective communication tool. Thus, businesses must embrace email as their primary means of communication. But why is email so useful?

First of all, email is non-disruptive. In other words, getting an email does not necessarily interrupt one’s workflow. Emails can sit in the inbox until an appropriate time to address them.

Second, email can deliver a significant amount of information.

As a result, email is quite suitable for providing content, offers, and solving issues.

Third, email provides an opportunity for two-way communication. Clients and companies can easily communicate via email asynchronously.

This characteristic means that clients can respond to emails at their convenience. Nevertheless, companies must strive to reply as promptly as possible.

Websites

There is so much a well-crafted website can do. A solid website can provide information, deliver content, and sell. A website can also become a client communication tool. For instance, adding a FAQ section or including a helpful blog can help a business maintain client communication effectively.

To put this consideration into perspective, research indicates that 38% of people leave a website if the content or layout seems unattractive. Furthermore, 88% of individuals say they will not return to a website after a bad experience, and 75% also believe in judging a company’s credibility by its website design.

What does this mean?

It means that a well-thought website can help foster effective client communication. In contrast, a poorly designed one can become a serious obstacle for client communication.

The downside to a website is that it is generally a one-sided communication approach. Therefore, a business must avoid relying solely on its website. While a website can be a highly effective communication tool, it must not be the only one.

Phone Communications

While using the phone may seem outdated, it is still a critical client communication tool. Phone communications are important, especially because clients are people. As such, people need to talk to other people. Companies must, therefore, strive to offer an effective phone communication option for communication with clients.

So, how important is phone communication to clients?

According to HubSpot, 90% of clients indicate that an “immediate” response is important to them.

Also, 60% of individuals stated that “immediate” meant getting a response in under 10 minutes.

Is there a means of communication that can deliver on these expectations?

Yes, phone communications can deliver an almost immediate response to client queries and concerns.

Businesses that invest in a solid phone support channel can expect to retain many more customers than those that do not.

Web Chat

Web chat has increasingly become a popular feature in client communications. Companies across various industries use so-called “bots” to interact with customers. Bots provide immediate information on a number of topics. According to Zendesk’s research, 69% of individuals say they feel comfortable interacting with a bot for minor issues. However, 54% of respondents also indicated a high level of frustration given the number of questions they must respond to before getting transferred to a human customer service representative.

Like websites, web chat or chatbots should be another communication tool in a company’s toolbox. Considering that most millennials prefer live chat instead of all other communication channels, it is worth considering human-based web chat as a viable alternative.

Social Media

Social media has become a go-to choice for client communication. Social media platforms allow one-way and two-way communication between companies and clients. As a result, communicating through social media gives businesses an opportunity to maintain an ongoing dialog with clients.

Recent data indicates that 33% of clients prefer communicating with a company’s customer service via social media platforms instead of on the phone.

This figure should not surprise anyone, given how time-consuming phone calls to customer service can be.

In contrast, most people spend a significant chunk of their time on social media. So, it makes sense to utilize this channel to communicate with a company’s customer service.

Ultimately, there is no single “perfect” client communication channel. Businesses must strive to offer as many client communication channels as possible. In doing so, companies give their customers various ways to get in touch with them. This approach results in ongoing dialog while ensuring effective communication across various channels.

The 8 Best Client Communication Practices

Given the importance of effective client communication, it is certainly worth looking into the best client communication practices in today’s business landscape. So, here are the eight best client communication practices companies can implement today.

1. Listen to clients’ needs.

The biggest sin companies commit is not listening to their clients. Some brands engage in one-sided discussions. Thus, businesses communicate with their clients but do not stop to listen.

When companies listen, they get a sense of what their clients want and need.

Listening to clients’ needs allows companies to address issues proactively before they become a serious concern.

For example, user comments on social media provide incredible depth into how clients perceive brands and products. From these comments, companies can ascertain where they have gotten things right or wrong.

Afterward, businesses can take action to remedy mistakes and build upon their successes.

2. Time is of the essence.

Clients expect “immediate” responses to their communication. Considering that “immediate” means under 10 minutes, companies must strive to ensure their clients’ queries receive responses as promptly as possible.

Ideally, businesses would have a dedicated customer support team.

However, having a dedicated team is not always possible.

Consequently, it is important to manage client expectations. For instance, automated email replies give clients a sense of relief in knowing their email has been received.

Also, it is a good rule of thumb to let clients know when they can expect a response. Messages such as “we will get back to you as soon as possible” are too vague. Instead, messages like “we will get back to you within 24 hours” set clear expectations.

3. Separate client communication channels.

Some companies employ individual staff members across various client communication channels.

This cost-cutting measure eventually backfires when there are overwhelming client communication requests. Thus, it is important to have individuals focused on one client communication channel at a time.

For instance, consider having one person (or one group) answering phone calls.

Likewise, having individuals focused solely on email or live chat reduces response time by decreasing distractions.

Ultimately, separating client communication channels boosts efficiency and productivity by removing unnecessary cross-channel confusion.

4. Honesty is the best policy.

Businesses must strive to show transparency at all times. Transparency means being forthright with clients about issues concerning the company.

Transparency applies to both positive and negative aspects about the company. For example, being clear about a product’s launch date is a great way to build hype.

Also, being honest about problems and mistakes is crucial to ensuring trust between clients and companies.

One of clients’ worst pet peeves is getting the runaround when they have a complaint. Instead of trying to dodge the issue, it is best to address it directly.

Moreover, giving clients a realistic timeframe regarding a possible solution is essential. It is, ultimately, best to be fully transparent instead of giving clients false expectations.

5. Adapt to clients’ communication styles.

Adapting to clients’ preferred communication styles means focusing on clients’ preferred communication channels.

While having multiple client communication channels is a good rule of thumb, focusing on the most predominant one is also a great idea.

For instance, businesses catering mostly to the millennial demographic may choose to invest more time and attention to live chat and online communication channels.

In contrast, businesses serving older clients may need to focus more on in-person and telephone communication.

6. Make it personal.

Clients love it when companies make things personal. A simple tactic companies use is to address emails by name. Instead of saying “Dear Customer,” addressing a customer by their name, such as “Dear Mary,” makes an enormous difference.

Also, it is highly important to keep client demographics in mind. This approach includes personalizing content to suit clients’ specific tastes.

For example, younger clients prefer more visual content such as video. Thus, companies may communicate with their clients on video platforms such as YouTube.

Conversely, older clients generally prefer to read. Therefore, publishing a regular newsletter can go a long way toward personalizing client communication.

7. Think things through.

It is easy to get caught up in the heat of the moment. In particular, busy customer support agents may respond to client queries while on “auto-pilot.” However, doing so may have a detrimental effect on overall client communication.

First, it is crucial to consider responses carefully before hitting “send.” Taking an extra moment to go over responses can save a bundle of time down the road.

Also, avoiding typos and grammar mistakes is a must. Typos and language errors give clients a terrible image of a company or brand.

A good way to avoid these issues is to use automated spelling and grammar check tools to avoid making embarrassing mistakes.

8. Focus on the little things.

Little things add up. For example, sending personalized birthday emails can go a long way toward fostering a positive relationship between a company and its clients.

Additionally, friendly and polite interactions make a significant difference.

While these elements may seem par for the course, they often get overlooked. Paying attention to minor details can take client communication to a new level.

It pays to take the time to focus on the little things. The best part is that the little things compound a company’s overall client communication efforts.

How can a writing agency help companies boost their client communication?

https://www.pexels.com/photo/women-at-the-meeting-3810796/

A great deal of client communication hinges on scripts, automated messages, and pre-recorded statements. As a result, these messages must be “perfect.” Even a slight grammatical or semantic mistake can become fodder for negative press.

A writing agency can help companies boost their client communications by ensuring they produce top-notch materials. For instance, high-quality product descriptions, newsletters, or blog posts can go a long way toward helping companies boost their communication.

Consider these examples:

  • A writing agency helps a company produce its weekly newsletter. Instead of tapping an already busy staff member, the company uses a professional writing agency to produce high-quality, informative materials.
  • A writing agency produces how-to blog posts that guide customers using the brand’s products. These blog posts communicate the company’s value proposition while cementing its brand positioning.
  • A writing agency carefully crafts customer service scripts and automated messages to ensure they capture the company’s vision and address client expectations accordingly.

A writing agency can quickly become a trusted partner in ensuring effective client communication. Why take chances when a vetted writing agency can take the guesswork out of building a solid relationship between clients and companies?

GET YOUR CONTENT WRITTEN TODAY

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A Final Thought

With much of the world’s communication going online, it is becoming harder and harder to keep a human touch. The emergence of artificial intelligence has prompted many businesses to implement automated client communication tools. The human touch, however, is still an important consideration. Ultimately, companies must strive to incorporate as much human connection as possible, even when client communication increasingly occurs over digital channels.

How to Humanize Your Brand Through Social Media

Posted on by The Writers For Hire, Inc.

Sometime around the close of the 20th century and the dawn of the 21st (but prior to the advent of Web 2.0), many companies began implementing a relatively new technology: complex phone systems.

The idea was that customers could help themselves to the information they sought by navigating tele-menus from their touch-tone phones.

Almost every major corporation and even many small ones reduced the number of customer service agents that they kept on staff and barricaded the few that remained behind a labyrinth of automated recordings.

What followed was years of consumer frustration.

If you wanted to dispute a discrepancy on a phone bill or question an item on a bank statement, the average American customer would have to first prepare mentally to do battle with the brainless robot that would answer on the other end of the line.

Discussing the aggravation caused by these phone systems became something of a pastime during these years.

Occasionally, you would meet someone seemingly grounded by a new type of Zen, who was always able to get through to a live human agent or even find a solution to their problems using just the automation without any hiccups.

However, a much more common species for the era was the screamer. This was the guy or gal who would instantly begin yelling things like “Operator!” or “Customer Service!” before even choosing between English and Spanish, as if there were still real people on the other end of the line who were just really far away.

Then there were the zero pushers—the people who would advise that if you simply pressed the zero button an untold number of times the phone system would go into a kind of cardiac arrest and an actual human would come to your aid.

All the different companies that used these systems were fully aware of the angst with which the populace regarded them. However, rather than revert to the good old days of human customer service, the companies doubled down on the technology, thinking that what we didn’t like about it was its less-than-humanness.

So, instead of giving us what we really wanted (an easier time), they gave us slightly more convincing robots. While the recordings were “improved” with a bit more synthetic humanity in the programming, the upgrades just caused us to become even more enraged.

It was somewhere around 2005 when most of this consternation began to blow over as more and more companies moved the bulk of their self-serve options to the web. Finally, we could all remain calm and just point, click, and read our way to the answers we sought.

For the most part, this is how things are still going. 

Now, on the rare occasion that a more complicated matter springs up where we really do need to talk to an actual human, there’s almost always a live chat option. Through the live chat you can type back and forth with another entity that passes the Turing test with so many flying colors that there’s no way they’re not just as alive as you. It’s really not too bad. In fact, it’s almost kind of fun.

Sadly, as a species it seems we have transcended our need for each other.

What started out as a demand for a return to one-on-one communication that evolved into a tele-dystopian nightmare eventually solved itself with the least human option of all.

And most of us like it this way.

We prefer surfing the web to having a conversation with a salesperson. A typed chat is superior to a phone call with a stranger. Texting with a friend is more comfortable than ringing them up.

The pandemic of 2020 and the various ramifications of social distancing and lockdowns have only served to exacerbate this condition.

Around the globe, humans realized that we could successfully work from home in far greater numbers than ever imagined.

More items, both necessities and luxuries, became fully deliverable than at any previous time in history. And for now, barring any further complications from supply chain shortages, we seem kind of okay with this new status quo.

But with the rise of automation, where does this leave businesses that rely on customer interaction?

The historically extreme turbulence of the economic climate over the past two years has seen many different businesses both succeed and fail. For now, staying relevant and competitive is dependent in part on making and maintaining a human connection to your clientele.

The modern customer is a highly complicated animal that loves new technology and expects constant improvement and increased convenience but shuns any tech that smacks of Big Brother by intruding on privacy or disturbing anonymity.

The modern customer has also grown accustomed to 24/7 online access to detailed information, pictures, and videos from their favorite brands. They also demand, when reasonable, the ability to buy the wares of said brands and to have them shipped at any time of day as well.

What the modern customer has grown weary of is the sterility and lonesomeness of it all.

While it’s not true that mall shopping or main street window shopping is a thing of the past, it’s definitely not what it used to be.

Some brands that were once extremely prevalent in physical brick and mortar locations have significantly decreased in number. Others have moved from storefronts to online only models. Some beloved brands are now completely out of business and are ostensibly gone forever.

Other brands were born into these conditions, however, and have managed to find success regardless of the roadblocks in their way.

One of the ways these brands have pulled this off is by humanizing themselves, finding their customers, and making human connections with them.

One of the best ways to humanize your brand is through social media.

There are a number of social media methods that you could employ that will help you humanize your brand.

6 Ways to Humanize Your Brand Through Social Media

Develop a personality (and stick to it).

While hiring a loveable spokesperson like Flo from Progressive Insurance and having her do all the talking for your company certainly isn’t a bad idea, it’s not what is meant by develop a personality.

You should decide ahead of time what your company’s social media voice should sound like and consistently stick to it.

It depends on what your product or service is and what kind of voice would be appropriate to accompany it.

Take Rolex, for example.

The copy that Rolex implements to advertise their watches sticks to a relaxed but serious, high-brow tone that complements their elegant photography and matches how the company wants you to regard their high-quality, high-priced products.

If Rolex were to suddenly introduce a watch-wearing cartoon character that cracks a lot of jokes about bodily functions, it would be completely off-putting and ridiculous.

But a different yet entirely serious and successful company could do that very thing and get away with it as long as it makes sense on a human level.

It’s possible that The Duluth Trading Company knows its prime customer better than any other company out there marketing themselves today.

Duluth’s main customer base is male, slightly larger than average, works with his hands, spends a lot of time out of doors performing skilled labor, does well for himself, is willing to spend more for quality and durability, and has a great sense of humor.

They maintain a tradition of combining hand drawn depictions of their clothing alongside clear photography and they broadcast humorous commercials that are in line with what their ideal customer finds funny.

Like an actual human being, Duluth’s social media presence reflects these various elements of a real personality and combines them all together evenly and appropriately.

Whether Duluth is being its usual funny old self or if it feels the need to be serious for a bit, the customer base accepts, believes, and appreciates the message because it connects on a human level.

Engage in conversation.

If you want to humanize your brand, you’ve got to speak human.

The use of common, everyday language is key to connecting to your customer base; they’ll appreciate it and subconsciously let their guard down.

Sonic Drive-In is a good example of a large company that rarely hesitates to converse in the language of the common folk.

Sonic also reaches out to their customers and simply asks them to share their pro-Sonic content through hashtags and callouts. The company then shares the best entries on their own page.

Reaching out to your customers and actively asking them for responses isn’t a practice limited to large companies with large followings either.

The Parkview Animal Hospital in Passaic, New Jersey, is a tiny veterinary outfit with a passionate fan club.

The only social media platform they maintain is a Facebook page, but the fun and friendly posts they regularly publish on it are enough to keep their clients feeling engaged.

Parkview is so respected and sought out in their area that they are often closed to new patients and the waiting list is a long one.

Whenever possible, show off your happy customers!

Ask for permission to include their stories on your social media accounts. You’ll be surprised by how often they say yes!

Acknowledge mistakes.

Putting your company out there into the social media world undoubtedly puts you at risk of receiving some very public criticism, but don’t hide it and don’t hide from it—own up to it.

If a customer decides to use the comments section on one of your social media accounts to vent about how one of your products disappointed them, listen!

You should appoint an employee to regularly monitor and respond to social media comments like this.

An unattended complaint looks bad. A deleted post looks bad. But nothing looks worse than a company arguing with a commenter, so don’t do that either!

The best approach is to apologize for their less-than-ideal experience and offer to make it right via a direct, private message.

Other potential customers browsing your posts will see the engagement and know that you take such matters seriously and are willing to do what’s needed to make things right.

Highlight your employees.

If humanizing your brand is your goal, it never hurts to remind your customers that you are a company of humans for humans with real live humans working for it!

Crutchfield, a purveyor of home and vehicle stereos and electronics, practiced this technique long before social media even existed.

Back when Crutchfield’s main mode of communication was their home catalogue, the company would regularly profile their own employees and highlight the individual’s personal car or home stereo system.

With an actual employee also acting as a spokesperson, it gives the customer the impression that your employees are happy (they better be!) and if they enjoy the products that they sell, a regular customer would too.

Crutchfield continues this practice to this day with nearly every one of the posts on their Instagram page.

It’s safe to publicly share company culture with your customers as well.

If you are celebrating a particular milestone, awarding a sales team for reaching a certain goal, or promoting a single staff member for a job well done, feel free to share the news online.

In the minds of your customer base, your company will come across as a positive work environment where hard work is rewarded. In turn, you’ll build more trust with your clients.

Tell stories. Sell the lifestyle.

Your social media accounts shouldn’t be reserved for just product placement and further advertising.

Depending on the focus of your business, you can allow your social media pages to act as forums for the greater lifestyle surrounding your products or the industry you’re engaged in.

If you sell running shoes, alert your customers to upcoming marathons in your area.

If you sell cooking equipment, document an impressive meal that one of your employees prepared at home.

If you are managing a record store, post a picture of a favorite musician and reminisce about a beloved album. It doesn’t always have to be about what you have in stock, how much it costs, and why they should buy it.

Have fun! Use emojis! Get into beefs?

https://images.pexels.com

The little pictograms known as emojis that became a huge part of our lives with the introduction of smartphones are here to stay.

Their use in social media descriptions have become so commonplace that it’s now rare to see a caption that doesn’t include at least one.

Embrace them, have fun with them, and test yourself to see how creative you can get with their use. But don’t get hung up on how much time you think you’re wasting scrolling through them—apparently social media posts that feature emojis get 48% more engagement!

Another idea to consider is that of a public, social media rivalry with a competitor. 

If you have a good sporting relationship with another business in your area or industry, it’s fertile ground for a lot of potential comedy that your mutual customer bases might enjoy. It can double as a cross-promotional opportunity.

Wendy’s and Burger King famously spar with each other from time to time in an ongoing social media troll war.

And sometimes it can get downright nasty.

But the “beef” between the two fast food giants never seems to generate any negative press.

It does generate a lot of laughs for their fans, though.

Honorable Mentions

Sometimes it’s not what you do on social media that gets you the most positive attention, but what you do as a business in real life that then ends up on social media that makes the biggest impression.

Chewy is an online retailer of pet supplies and food. They are a subset of PetSmart, run by executives from Amazon, Wayfair, and Wholefoods. They have decent prices. Their website looks a lot like Walmart’s.

From a distance they don’t seem like much to write home about—just another big box warehouse that has what you’re looking for.

But then Chewy’s customers started getting the letters.

Eerily specific thank you notes started arriving in the mailboxes of customers who had made purchases from the website that really really looked like they were handwritten.

Fake handwriting on junk mail was nothing new, but these notes, as neat and legible as they could be, really had an authenticity to them. They were so intriguing to so many people that Chewy’s customers began reaching out to one another online to see if they weren’t alone. They weren’t, and that’s how it eventually came out that Chewy really does employ an entire staff dedicated to sending out handwritten thank you notes to each and every customer.

They also send out holiday cards.

Oh, and sometimes they send you hand painted portraits of your pets, too.

Going the extra mile for your customer is basic, age-old, business advice—and it’s still good advice—because even in this modern era there are modern benefits to enjoy from the practice.

Taking the time to perform classy gestures for your customers without publicizing it, without asking for anything in return, without patting yourself on the back for having done it—can lead to exponential organic growth through social media.

JHS Pedals is a small company that manufactures guitar pedals in Kansas City.

The brainchild of founder Joshua Heath Scott (JHS), they have been in business for well over a decade, but over the course of just the past three years they have exploded in popularity by exemplifying every social media technique mentioned in this article.

One of the biggest contributions to their increased visibility is their creation of The JHS Show, a weekly YouTube show hosted by Joshua and his assistant Nick that drips with equal parts charm and comedy. During the show they discuss guitar centric electronics and demonstrate their capabilities through jam sessions. The final segment of each show is called Record Time, where Joshua offers up listening recommendations from often little-known recording artists.

What sets the show apart from others like it on YouTube is that JHS’s own products are the least likely to ever get featured.

In what would traditionally be considered an act of self-sabotage, Joshua eagerly tells the viewer everything he loves about his competitor’s products and demonstrates them for the camera.

Rather than directing potential customers away from his own products, Mr. Scott’s actions have seemingly had the opposite effect. Viewers have become loyal fans, endeared to him and his company. He has become known as an honest entrepreneur and a truly passionate advocate for an industry that was said to be on its last legs only a few years ago.

Thanks to the efforts of Joshua and others like him, the guitar industry has enjoyed a complete rebound.

By adopting some if not all of the practices discussed in this article, you’ll be well on your way towards humanizing your brand and winning over the hearts and minds of your customers.

If you could use some help getting your social media presence up and running, reach out for a quote today!

The 108 Most Persuasive Words In The English Language

Posted on by The Writers For Hire, Inc.

It’s a long known fact that the secret to persuasive writing isn’t in the adjectives, it’s in the verbs.

Copywriters know power verbs sell and convince.

Internally, we have a list of 108 verbs that we’ve been using for a good decade, and we recently thought we should share it with proper credit to the original author.

We found that although the list is being recirculated (and in many cases claimed as original by several different authors!), the original author is, in fact, nowhere to be found.

So, if anyone knows who wrote this, we’d love to know!

With or without the original author, it’s still a great list…here it is!

The 108 Most Persuasive Words In The English Language

According to legendary advertising man, Leo Burnet, “Dull and exaggerated ad copy is due to the excess use of adjectives.”

To prove it, he asked his staff to compare the number of adjectives in 62 ads that failed to the number of adjectives in Lincoln’s Gettysburg Address, and other age-old classics.

Here’s what he discovered:

Of the 12,758 words in the 62 failed ads, 24.1% were adjectives.

By direct comparison, Lincoln’s Gettysburg Address contains only 35 adjectives out of 268 immortal words – only 13.1% adjective-to-total-word ratio.

Winston Churchill’s famous “Blood, Sweat and Tears” speech rates even lower and has a 12.1% adjective ratio (81 adjectives from 667 words).

Burnett found that similar ratios applied to great works such as The Lord’s Prayer, the Ten Commandments, and the Preamble to the U.S. Constitution. Conclusion: Use more verbs, not adjectives.

Verbs increase the pulling-power and believability of ad copy.

That’s why it makes sense to keep this 108-VERB “CHEAT-SHEET” close-by whenever you begin to draft your next space ad, sales letter, Website, or email campaign.

Still unsure how to incorporate these verbs into your marketing campaign? Or, perhaps, you just don’t have the time?

Then consider hiring a team of professional copywriters to do it for you! Talented advertising and marketing writers can take mediocre content and use power verbs to turn it into engaging copy that meets goals and produces results.

How to Write Business Emails that Sound Friendly

Posted on by The Writers For Hire, Inc.

In today’s technologically advancing world, email has become the official choice for communication within businesses.

The lack of face-to-face communication can cause a lot of issues and misunderstandings, though. Because of this, it is important that business emails convey a clear message, elicit the desired response, and, above all, not offend in any way.

But how do you write emails that are both professional and friendly?

Identifying Good vs Bad Email Etiquette

Before we tackle how to write friendly business emails, we must first identify what a good friendly email looks like, vs. a not so friendly email.

Take these emails, for example:

See the difference?

In the first example, the author seems to take a bit of a hostile, negative tone. Reading this email may leave the recipient feeling like they have been attacked, and will, therefore, immediately put them on the defensive.

In the second example, though, the author was able to communicate exactly the same information, but in a much more positive and empathetic way.

Emails that are friendly and positive are much more likely to be received well and will illicit the response that you are hoping to get.

So, now that we have established what a friendly business email looks like, let’s discuss how to write one.

The Basics

When you are writing business emails, keep in mind that the recipient(s) probably already has a lot on their plate, so they are not going to want to have to read through a bunch of fluff.

Keeping your emails clear and concise will ensure that they are not only read in their entirety, but that your intended message is understood.

Effective, yet friendly, business emails, should be brief and punctilious while conveying professionalism and affability.

While emails will vary, depending on who they are being sent to and the intended message, ideally, business emails should follow this format:

A Subject Line of No More Than 6 to 10 Words

Your subject line should be direct and spam-proof.

“Workshop Date Changed” will immediately alert your recipient that there is information in your email that they need to read. You want to avoid things like ‘Urgent’ or ‘Reply Needed,’ though, as these subject lines might send your email straight to spam.

You want the recipient to get and read your message. Check out this handy free tool that highlights phrases or words in your email that might trigger a recipient’s spam filter.

An Appropriate Greeting/Salutation

Every business email should start with an appropriate greeting.

When you are writing to another professional—even to someone you may already know—be friendly and respectful, while not overly casual or laid back.

Starting the email with a simple ‘Hi,’ followed by the person’s name sets a friendly tone, but does not sound stiff or too formal. However, when you are addressing someone by their first name, be sure that you have the correct spelling and are not using any nick-names (unless you have previously been directed to do so). The last thing you want to do is start your email off by offending someone.

The Body

Try to keep the text of your email short and to the point. When possible, one or two paragraphs of one to two sentences each is best.

Your email should have a clear introduction that states the purpose of the email and a conclusion that is forward-leaning. Ensuring that your text is spam-proof is important here as well.

Your Signature

At a minimum, your signature block should include your full name, title, the company name, and your contact information, including a phone number. This will make it easy for your recipient to identify who you are, what your position is, and how they can best contact you if needed.

The Friendly Part

So, how do you write business emails that are friendly but not too casual? Recall the tips above on appropriate greetings and tone, and then consider the real-world experience of Brittany Cooper, Project Coordinator for The Writers For Hire (TWFH).

Brittany, who has years of sales and customer relations to her credit, has mastered the knack of communicating in a professional but friendly way. She deals directly with clients at the beginning and end of each project, and she checks in with them along the way. She is often the person clients feel most comfortable talking to if problems crop up.

Brittany describes her communication style as “upbeat —always upbeat.” She confesses to using lots of exclamation points to express “lots of gratitude.” It’s her way of communicating to clients that TWFH is excited to work with them and values the relationship.

Another way to convey a friendly and upbeat tone is to add a personal touch to the beginning or end of your email. Starting out by saying “I hope you are having a great week,” or signing off with “Have a fantastic day!” immediately gives your email a positive tone.

Brittany also makes it a practice to seek feedback—usually via email—on every project, following up to see if everything went smoothly and asking if anything could be done to make the process better.

Of course, things don’t always go smoothly.

There are times when clients need to be gently reminded of hard and fast approaching deadlines. In those situations, it is important to keep a friendly and non-accusatory tone. Simply reminding them of the approaching deadline, and asking if you can assist in any way, will help ensure that the deadline is made (without making the client feel like they are being scolded or blamed).

Even in the situations where a deadline is actually missed, it is important that you avoid using any kind of language that comes off as negative and harsh.

For example, instead of saying “When you missed the deadline, you caused our project to be pushed back,” use something more neutral, such as “With the missed deadline, the project was pushed back…” and then follow it up with a positive suggestion for how to rectify the situation. 

And as a rule of thumb, everything you write in an email should be read and re-read before you hit “send.” Try to read each email from the perspective of your recipient. If anything sounds like it could be possibly taken in an adverse way, then it is safe to assume that it should probably be re-written with a more positive spin.

Other Helpful Tips to Keep in Mind

  • Use traditional fonts such as Arial, Calibri, and Times New Roman; these fonts are not only classic, they are easy to read. Stick to the color black, use 10-12 pt., and keep the font and size consistent throughout the email, including in the signature block. As much as you may enjoy playing around with different fonts and colors, business emails are just not the place to get creative.
  • Never write when upset. An angry screed defeats the purpose of conveying important information or soliciting the desired response. Chances are high that your anger will come across in the words you choose, and the recipient of your email will be able to sense your agitated tone.
  • Be cautious when using language such as “but” and “unfortunately.” Adding those words to your sentence tends to negate what is said in the first place, and can also come off as being condescending. “I apologize for the delay. I will have the completed document to you by the end of the day” will be received much better than “I apologize for the delay, but it couldn’t be avoided. Unfortunately, I can’t get the document to you until the end of the day.”
  • Do a spell-check but also proofread. Spell-checkers are our friends, but they can be fickle at times. Pay close attention to each suggestion you click on and re-read the entire text after you spell-check. It’s hard to be taken seriously when you send an email full of spelling and punctuation errors.
  • Think twice before hitting ‘reply all.’ The sender may have wanted a dozen or more people to see their email to you, but all recipients do not necessarily need to see your reply. Consider carefully. Is your reply important for everyone to read? Is the content of your reply appropriate for everyone to see?
  • Don’t use humor unless you know the recipient well—make that very well. What may be funny in a social setting among business acquaintances might not come across as funny in writing. Written communication is easy to misconstrue, so it’s always best to just focus on the point and leave humor for in-person conversations.
  • Don’t overuse the word “please.” This does not mean that you shouldn’t be polite and write please when it is appropriate. You should just make sure to reserve it for places where it sounds natural. Saying “Please find the attached document and let me know if you have any questions” does not sound natural, and frankly makes for an awkward sentence. Instead, consider saying “I have attached the document. Please let me know if you have any questions.”
  • Be sensitive to cultural differences. In some cultures, it may be considered rude to address someone by their first name. In others, discussing certain topics over email may be offensive. Before sending an email, do some homework on what may and may not be appropriate for your recipient.

Finally, remember that every email leaves a trace. Don’t write anything that will reflect badly on you or others should your exchange become public.

How Email Marketing Can Improve Your Business

Posted on by The Writers For Hire, Inc.

In today’s business world, online competition is fierce! Between Facebook, Twitter, and Instagram, it seems nearly impossible to keep up.

Yet, some businesses seem to be thriving in the world of social media. So, what’s their secret?

According to this interesting article from Hostgator, if you’re going to have any chance of getting and keeping your audience’s attention, you have to develop a relationship with them that goes beyond the products or services you offer. And the best way to build those relationships is by giving your clients opportunities to interact with you regularly and directly through email marketing.

In their article, Hostgator explains how email marketing is vital for building and maintaining customer relationships. They also go into the specifics of how to start email marketing campaigns and give tips for the best ways to get (and keep) your customers’ loyalty.

Our Writers’ Favorite Podcasts For Your Listening Pleasure

Posted on by The Writers For Hire, Inc.

Break up the drive-time monotony with these entertaining alternatives to local FM

If you’ve ever spent a lot of time sitting in traffic, you know that local radio can get pretty monotonous.

How many times can you listen to “Meant to Be” before you find yourself wanting to scream, “Let it go! It is NOT meant to be!”

And talk radio? That can be even worse!

So, what do you do when you’re stuck in the car on that tedious drive to and from work? What’s the alternative to mind-numbing bubblegum pop or talk-radio arguments?

Podcasts! That’s what!

We at TWFH have some “go-to” podcasts that we highly recommend.

Here is a list of our personal favorites for your listening pleasure:

Image by Please Don’t sell My Artwork AS IS from Pixabay

Incredible True Stories, Told Live

This inspiring podcast is brought to you by Flori Meeks.

https://themoth.org/podcast

The Moth’s mission is to promote the art and craft of storytelling and to honor and celebrate the diversity and commonality of human experience — and they’ve done an amazing job at accomplishing that mission!

Image by OpenClipart-Vectors from Pixabay

Hollywood's Secret and Forgotten History

Keeping to the theme of incredible stories, Stephanie Hashagen has introduced us to “You Must Remember This,” a fascinating podcast full of stories about the forgotten and/or secret histories of Hollywood’s first century.

http://www.youmustrememberthispodcast.com/about/

Image by DarkmoonArt_de from Pixabay

Re-interpreting History

If you’re a history buff, you’ll love the Podcast that Jessica Stautberg has brought to us!

http://revisionisthistory.com/

Revisionist History takes stories, people, and events from the past, and re-examines them to see how they may have been misinterpreted or misunderstood. This great podcast will make you question everything you thought you knew about history!

Photo by kat wilcox from Pexels

True Crime

Are you obsessed with true crime? If so, you’ve just found your new obsession, thanks to Kathy Rinchiuso:

https://www.truecrimeobsessed.com/

True Crime Obsessed is the go-to for all True Crime related things!

The hosts of this podcast have a brilliantly funny way of diving into the latest true crime stories, while still presenting the honest and true facts of real criminal cases.

Image by Ryan McGuire from Pixabay

Light-hearted Fun

If those other podcasts seem a bit too intense for your drive home, check out Barbara Adams’ pick: Ask Me Another.

https://www.npr.org/programs/ask-me-another/?showDate=2018-03-09

This fun and energetic live Podcast from NPR combines comedy, brain teasers, trivia, and music all into one! Who said that a long commute can’t be fun (and funny!)?

Image by Gerd Altmann from Pixabay

Learn to Habla

As long as you have to be stuck in the car, you might as well use that time to learn a new language!

https://radiolingua.com/coffeebreakspanish/

Jennifer Rizzo’s recommendation from Radio Lingua, gives you the opportunity to learn French, Spanish, German, Italian, or Chinese while you drive!

¿Qué más podrías querer?

Image by Azmi Talib from Pixabay

While these awesome podcasts are sure to make your commute a whole lot more entertaining, they are not only reserved for long car rides. A good podcast can keep you entertained (and informed) any time and any place.

Happy listening!

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