Copywriting

All posts tagged Copywriting

How to get your Email Marketing RITE Video

by Joanne Dolezal on 22nd April 2016

Email marketing still gives the best ROI for your marketing spend at 40:1.

But it isn’t always plain sailing.

Even when you’ve picked your Email Marketing Software (EMS) and your mailing lists are set up, you still need to plan what you’re going to write.

In this video we show you new ways to get your email marketing RITE, based on our extensive experience helping clients with content marketing consultancy in Newcastle and North East England.

We want to be able to help business owners and marketers like you who are looking for a digital marketing consultant or sound advice, anywhere in the world.

What does RITE stand for? 

Well, for your email marketing and in fact, any content marketing to be successful, it needs to appeal to your target customer.  If you don’t have customer insight, you’ll struggle to create copy and content that means anything to them.  So, your content needs to Relevant, Interesting, Timely and the all important Engaging. (Thanks to Mark Schaefer for RITE).

There are many different types of email campaign that you can send, so if you’ve run out of steam and need some inspiration we have loads of ideas for you.

In this video we take you through:

  • crafting killer subject lines
  • how to generate great content ideas
  • examples of different types of campaigns
  • B2B versus B2C mailing lists
  • how and when to personalise your campaigns by using merge tags
  • why it is important for your templates to be mobile friendly

Check out the blog series that accompanies this video.

Questions answered include:

  1. do you have any tips on writing subject lines that will catch peoples’ attention?
  2. is it okay to sell my products or services via email?
  3. I struggle to come up with ideas for things to include in my emails – do you have any tips?
  4. how can we create simple email content for complex services?

If you enjoy our video, “How to Get Your Email Marketing RITE” why not download our free guide:

The RITE Email Marketing Checklist

Look our for our online courses, starting Spring 2018. 

Sign up to our newsletter and be the first to know.

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Joanne DolezalHow to get your Email Marketing RITE Video

Marketing Automation – are you ready for it?

by Joanne Dolezal on 15th April 2016

Are you ready for marketing automation?

The ability to automate (and schedule) your marketing communications activities, including email marketing and social media updates, can save you a lot of time.

It enables you to attract prospects (visitors) to your website and then guide them through the sales pipeline, with a set of prompts or messages designed to convert them.

Hubspot, Marketo, Eloqua, DotMailer, Infusionsoft et al are highly sophisticated marketing automation platforms and whilst I respect and admire the brilliant brains behind them, many businesses just aren’t ready for them (and may never be).

“You see, it’s a bit like giving a ten year old, who loves driving their go-cart, the keys to a Lamborghini and seeing if they’d like to take it for a spin up the Autobahn.”

Unless you know what you’re doing, you’ll never even get it off the driveway and out of first gear. And as with almost all software (and hardware) purchases.  Most of us will only use a fraction of the capabilities at our finger tips and end up wasting money.

What these software platforms have done beautifully though, is to practice what they preach. The internet is now awash with selling messages (in one guise or another) extolling the benefits of marketing automation.  The pressure to buy is definitely on.

What can they teach us?

  •  lead by example – using their own software platforms to publish original content
  • educate us, their market place, with free guides and content marketing (HubSpot excel in this area)
  • demonstrate the breadth and diversity of content formats
  • demonstrate the platforms that selling messages can be published to
  • create a sense of urgency (FOMO) – we don’t want to be left behind

So how do you know if you are NOT ready?

1. You don’t have any or enough contact data (thousands and thousands) so you can’t email or text prospects easily

2. You don’t have enough customer data so are shooting in the dark. Customer data tells you what customers buy, when they buy it, how and where (online, face-to-face, through a third-party). It also tells you why. Why it, why you.

3. You don’t have a product or service that can be scaled quickly and easily to the levels that would warrant an investment of £600 plus per month just on marketing automation software. Graphic design and copywriting could easily double or treble that figure.

3. You don’t know enough about the people on your mailing lists to know what you have, that they might want.  Customer insight takes time to build and will need the input of every customer facing team.  Your sales team will need to be involved in shaping content.

4. You don’t have the internal resources (people, time, money, know-how) to get it started, let alone keep it going. Even the best agency will need your time, ideas and input to do a good job for you.

5. You’re not ready to apply a content or inbound marketing strategy to your business and/or give it the necessary time (typically 6 – 9 months) to start taking effect.  Our Content Marketing courses cover: strategy, OVP, Buyer Personas, SEO, content generation, publishing and amplification.

6. You don’t plan to grow your business above a certain size in terms of turnover or personnel – and that’s absolutely fine.

So, is Marketing Automation only for the “big boys”?

No.

You can definitely start small, with automated email sequences, fantastic for onboarding new subscribers, customers or service users.  It’s also a powerful lead generation tool for MOFU (middle of funnel) and will be available on most paid email marketing platforms.  MailChimp has a great Automation function.

We use this at Dolezal Consulting and have helped a number of clients set up their content marketing and automation streams.  We’re not an agency or a software reseller, so can offer impartial advice and consultancy.

We are always happy to talk to you about your current and future business plans. and would love to help you explore all that marketing can do for you.

 

Photo by Freddie Marriage on Unsplash

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Joanne DolezalMarketing Automation – are you ready for it?

Content Marketing – Conquered

by Joanne Dolezal on 27th March 2016

Content Marketing ~ Conquered is a highly interactive full-day workshop designed to kick-start your Content Marketing journey.  Whether you’re an absolute beginner or have made a few false starts, learn how to get the ‘Content’ habit.

Content Marketing is fast becoming an essential skill for any business and with recent changes in Google, the question is no longer ‘if’ but ‘when’ are you going to start.

You will learn:

  1. why Content Marketing is now essential for your business
  2. how to create great content that works
  3. what Content Marketing can do for your website traffic, clicks and sales

Included in this 6 hour session:

  • the different types of content for B2B and B2C marketing
  • how each type of content works to promote you and your business
  • buyer personas v. customer segmentation
  • how to find your perfect ‘blogger’ type and get comfortable with creating content
  • essential copywriting skills – Expert Q&A (see below)
  • how to define your online value proposition or USP
  • how to use podcasts, webinars and video to promote your brand
  • Content Marketing for SEO – Expert Q&A (see below)
  • when to ‘buy in’ and when to ‘DIY’ content
  • ‘Paid, Owned and Earned’ Media – where to invest time and money
  • best content for different Social Media and Mobile Marketing
  • how to generate great content ideas every day

By the end of the workshop, you will have gained a clear understanding of how Content Marketing works and how to apply to your business immediately.

For more information or to find out if this workshop is ‘for you’ and your team, please call Joanne Dolezal on 07767 810 126 or email joanne@dolezalconsulting.com

This workshop can be delivered at your premises or a venue of your choosing.

This workshop will be delivered by Dolezal Consulting with support from Arttia Creative and Haydn Grey.

Joanne Dolezal is an experienced marketer who has presented on Content Marketing at NECC, ISMM, Cumbria, and North East Expo events and regularly applies it to clients’ marketing – to great effect. Joanne holds an MA Marketing and teaches Digital Marketing at NESMA.

Belinda White, Arttia Creative will be on hand to answer questions on SEO and Content for the web; Katherine Wildman, Haydn Grey will guide you through the fundamentals of copywriting for online content.

 

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Joanne DolezalContent Marketing – Conquered

Content Marketing The Next Level

by Joanne Dolezal on 22nd January 2016

Are you and your team ready to take your content marketing to the next level?  Content Marketing ~ The Next Level is a one-day workshop dedicated to developing the skills you need to become an effective content marketer.

You will learn how to publish engaging, useful and effective information that will build your business, raise your profile and boost your profits.

Content Marketing The Next Level

Part 1: Morning ~ Your 8-Step Content Marketing Journey
Where to start?
Is your website doing what you need it to do? Is it driving traffic and converting your visitors into leads and ultimately into paying customers? Is it working hard for your business? Or could it be doing more?

We’ll look at the bigger picture of your business online and then drill down to the key elements of content marketing that will help you get the best and most effective results from your site.

Step-by-step support
Step 1. Is your website user friendly?
We’ll show you what to look out for and what to avoid – and show you what content your users will love.

Step 2. Is your website Google-friendly?
We’ll help you identify elements that will improve your Google search results, making sure more people can find you.

Step 3. Is your website optimised? If yes, what’s it optimised for – and why?
We’ll show you how to improve your optimisation, and create fresh, original content that will engage your visitors and work hard for you.

Step 4. Where is your online business ‘home’ – is it your website or your social media platforms?
We’ll explain why the wrong answer to this question could kill your business.

Step 5. Who are you writing for?
Does your content stand out from the crowd? We’ll show you how to develop content that’s both useful and irresistibly shareable.

Step 6. What are the different content types you can create?
Learn what to use where – and why.

Step 7. What are content outposts and why do you need them?
We’ll teach you about content outposts and pinpoint which ones will work best to build your business.

Step 8. How can you use content to demonstrate why you’re the expert who can answer your customers’ problems?
We’ll help you develop authority in your industry and build your voice online.

Part 2: Afternoon ~ Your Journey Starts Here
Session 1: Keyword Research – What is it and why is it an essential part of your business?
What are keywords – and why do they matter?
Get the ball rolling and develop your own brilliant SEO strategy.
Create a clear structure and framework for your content to make publishing simple.

Session 2: How to generate your Content Plan
Sticky content – understand what makes a post both interesting and useful to your audience
Research skills – How to find great ideas for titles and articles
Creative writing – Generate 10 titles for the content assets you’re going to create

Session 3: How to create a killer publishing plan for Content Assets and links to ‘on page’ content on your website
The vital importance of repeated and regular sharing of links in Social Media
The next value of ‘blogger outreach’ – how to make your content ‘move’.

Learn how to increase your website traffic, leads and conversions, establish your voice as an industry authority and grow your business – all through content marketing.

For more information or to find out if this workshop is ‘for you’, please call Joanne Dolezal on 07767 810 126 or email joanne@dolezalconsulting.com

This workshop can be delivered at your premises or a venue of your choosing.

This workshop is delivered by Dolezal Consulting with support from Arttia Creative and Haydn Grey.

Joanne Dolezal is an experienced marketer who has presented on Content Marketing at NECC, ISMM, Cumbria, and North East Expo events and regularly applies it to clients’ marketing – to great effect. Joanne holds an MA Marketing and teaches Digital Marketing at NESMA.

Belinda White, Arttia Creative will be on hand to answer questions on SEO and Content for the web; Katherine Wildman, Haydn Grey will guide you through the fundamentals of copywriting for online content.

 

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Joanne DolezalContent Marketing The Next Level