Marketing & Media
the following posts are examples of blog writing I've done for an international media agency
Website Design and Development
Maximizing Engagement: How Can I Keep Readers on My Site?
These days, anyone who’s anyone has a website. But not just any anyone’s website stands out amidst the noise.
And there’s a lot of noise out there.
Opt-ins here. Free offers there. Downloadable e-books, cool products and slick images abound.
Bells and whistles permeate the web. Sure, some whistles might ring in a few clients. Some bells might whet some appetites. The right search engine optimization (SEO) strategy can pull in a few new eyes to your landing page. And a terrific video clip might keep those eyes fixed long enough to read your byline.
But according to Tony Haile, CEO of Chartbeat, 55% of mobile web readers engage on most websites for 15 seconds or less. SEO may get them in the door, but keywords alone don’t keep them there. The right attention grabbing headlines will give your readers’ a pause. But as the adage goes: you can lead readers to your site, but you can’t make them drink.
So, what keeps potential clients on your site? How do you get readers to trust you? What makes conversion happen?
If you invite readers to sign up for a service or click for a sale, you need to do more than get them to land on the site. If there’s a program you’re delivering, a product you’re promoting or anything else on offer, how do you engage them and convert that to action or sales?
Unfortunately, no single template exists to answer all your website engagement problems.
Some tips hold true: be consistent with your brand, your visual cues and layout; get a logo; create value proposition, (or a promise to be delivered).
But if you’re ticking all those boxes and you’re still not getting anywhere, what’s left?
Maybe you need to ask some tough questions. Am I communicating in a generic way? Am I out of tune with my reader’s needs? Am I just copying someone else’s approach?
A good site doesn’t just dress up in the latest fashion and hope for the best. Sure, on any first date, an unkempt appearance might be a deal breaker just like a tailored jacket might make a great first impression. But a new outfit alone can’t convince someone to spend time with you in the long term. Likewise, in website design, the right font and logo alone won’t win your clients’ hearts.
Your story, and just as importantly—the way you communicate it with your readers—must shine through every design decision. Every feature, every photograph, every category on your site offers an opportunity to bridge a bond between your brand and your niche market.
Like any human being, readers long for relevance, distinctiveness and authenticity. In the age of fake news when we’re never sure if the photo we see online links up to a real person, readers have grown hungry for trustworthiness. Like most human beings, they long to feel connected—to the humanness, the empathy, and the rapport in web communication.
Good web design begins not with a generic template but with a human story. If your web designer has a firm understanding of a brand’s story and knows how to get that across with the target reader in mind, design flows naturally.
Great graphics, easy navigation, and lucid prose are all keys to the door, but they only get you so far in. What lies inside it all is your story and your power to connect.
7G Media offers some of most knowledgeable website designers and developers in the business. We serve the meat and bones of a good site: responsive development, multilingual localization services and custom blog creation, all of which works with the latest technologies.
But through all that, we understand the soul of web design. We know what makes it all tick behind the everyday clockwork. We know about the importance of story. We’re skilled communicators. And we help you create rapport with your target audience in every design and development decision we make.
To Blog or Not to Blog: Answering Your Questions
Just like good stories help build great brands, better blogging helps build better businesses. But blogging takes effort. It takes time. And is it right idea for your business?
If you’re on the fence not sure whether to blog or not to blog, read on.
When did this whole blogging thing begin?
The art of blogging comes from the early days of the web when users kept online journals. From those early “personal web logs,” the term “blog,” comes from “web” and “log.” And personal blogs, or web logs, have covered every topic under the sun since: from blues music to hairstyling to parenting. Anything goes.
Early bloggers may not have had a business marketing strategy in mind, but keeping up a communicative “log” of entries on a niche topic provides an organic way to attract readers to your site—and your business. If you’re an entrepreneur, there are big bonuses for your biz if you blog. You can key in potential clients to your services, reach out in personal, empathetic ways to your readers and update your audience on the latest developments within your organization.
What’s the difference between a blog and a website?
Unlike websites that might be updated every few months, a blog might be updated monthly, weekly, or even daily. If you’re an entrepreneur, you’ll likely want to keep on top of the changing trends in your industry and update your services accordingly. A standard website might not always give you the space for that. Much like a newsletter, keeping a blog offers a way for you to communicate regularly with your audience. But where a newsletter usually has the shelf-life of an email, a blog stays published online indefinitely.
A blog can be part of your website or act independently on another server. With the right strategy, a blog can draw in potential clients to your services.
What are some other advantages of blogging?
- Blogs offer opportunity for reader engagement. Write about topics key in your business, engage readers with that content, and link the blog post to your social media site to drive up traffic to your site.
- Blogging gives you an opportunity to build expertise and credibility in your area. If you run a catering business, blog on your best practices in meal preparation, customer service and food design. Whatever your level of expertise, there are always things to learn, and a blog gives you the opportunity to dig more deeply and show off your brilliance.
- Blogs can drive interaction with your customers. By using a comments feature, blogs give you the chance to have conversations with potential and/or loyal customers. Those clients can talk with each other too, which helps build a sense of community around your brand.
- Blogs can build brand loyalty. The more you’re creating engagement with market-specific content in blog posts, the greater opportunity you’ll have for customers to develop their trust in you.
- Blogs can build more revenue for your site. Just like you might do with a website, pump up revenue with your blog by adding advertisements or use affiliate marketing and promote others’ products.
With all the benefits of blogging, there’s a few key downsides. First, good blogging takes time. Second, you must know how to write and keep the ideas flowing to post regularly. If you’re already pressed for time, if you’re stuck for ideas, or if your writing isn’t flowing from conception to completion quickly enough, reach out to us here at 7G Media. We’ve got a million ideas along with media-savvy professional writers who can pick up the pen when you’ve already got too many things on your business to-do list.
Social Media Management and Marketing
How to Tweet: Is There a Method to the Madness?
From presidential pranks to hashtag activism, Twitter has been making headlines this year. But the platform might be tricky to those who haven’t learnt its ropes. This post looks at the potential of Twitter to work for your business.
These days, news hits the Twittersphere sooner than it hits the headlines of traditional media. Social media marketers know that Twitter holds real potential to reach a market and influence it. Smart businesses see the power in using Twitter for engagement, campaigning and building their brand.
But if you’re not a savvy social media marketer, you may be asking: how do I make the most of this thing?
It looks deceptively simple. On the surface, Twitter offers a network where users share stories from anything to news stories to blogs. Like any web-based media presence, Twitter offers a way to engage with other businesses, colleagues or consumers. Twitter gives you 280 characters or less per tweet to do that.
But like the simplest of tools, Twitter offers more for businesses and organizations than might appear on the surface.
Here’s a quick list of ways you can use Twitter to help grow your business.
- #hashtag. If you’re a millennial, you may be already using “hashtag” in your everyday speech. Whether the term is common or uncommon lingo, the hashtag has potential. Experiment in using hashtags as part of a social media marketing campaign—they can be part of a holistic marketing strategy for your business. Add a hashtag to any trending topic on Twitter, and you just might ramp up engagement or enter a conversation on a topic with thousands of users worldwide. If you’re running a marketing campaign, use a hashtag on a keyword to centralize a conversation about any topic you like. If you’re taking part in a conference, start a conversation with other people about the event by adding a hashtag to the name of the conference. Tack on a hashtag to any trending word, phrase or abbreviation and your tweet will show up in a search.
- Share content. Promote your business by sharing text, photos and links to your blog or website. Make content even more visual with a video. Tweet relevant quotations that add colour and personality to your brand.
- Engage with others. Tweet to engage with customers and ask questions to your followers or answer questions from clients.
- Learn and research. Research your industry and market by searching for trending topics in your area and get a sense of what your target audience wants, likes and needs from how they express themselves and interact on Twitter.
- Build community. Retweet other users who are relevant to your brand. It can also be a way to engage with others and flatter them by retweeting their content.
And that’s just the tip of the iceberg. But remember, just like in any thoughtful social media presence, organizations need to stay smart about how they use Twitter and follow the changes on the platform. You want to maintain your brand’s identity in every tweet and retweet.
That best social media marketing strategy might be to use a professional service to help you. At 7G Media, we can manage social media for your organization. That might involve a social media marketing campaign that targets advertising across Twitter, Facebook, Instagram and LinkedIn. We also create viral videos with embedded calls to action. Check out our social media marketing services pages for more ideas!
Wise Social Media Marketing Strategy: Wax On, Wax Off
Some of you may know the 1984 flick The Karate Kid. It’s an iconic martial arts film that tells the story of a young kid bullied in high school. He’s the underdog, but with the slow but steady guidance of his reluctant Japanese mentor, the kid goes onto win a championship karate tournament. Throughout his training, his mentor gives carry him menial chores that seemingly have nothing to do with karate. In one memorable scene, his mentor hands him a soaking wet sponge. He tells him to wash the car and then wax it. The old man’s instructions are simple. Wax on; wax off.
What does all that have to do with social media marketing you might ask?
Whether its karate or marketing, any strategy requires focusing through menial tasks that might not on the surface be getting you somewhere. Part of your strategy is to maintain clarity and carry on.
There are numerous marketing channels for your social media presence. Managing them all might give you more work than value for your effort. You want a return on investment.
Instead, why not put some karate kid into your social media marketing strategy? Breathe. Focus your energy into something worthwhile. Wax on and wax off.
Begin with focusing on your target audience. Ask intelligent questions. Research. Where does your target audience spend most of its time? Are they professionals connecting primarily on LinkedIn? Are they networkers who discuss topics length on Facebooks groups and pages? Do they tweet on trending topics on Twitter? Do they share visual stories on Instagram?
Despite the spontaneous mode of most social media platforms, a wise social media marketer gets specific with her plan, focuses on her target audience, clarifies her goals and carries calmly through with implementation.
Other things to focus on include:
- Metrics: Focus on web referrals, leads generated, and conversion rates. What channels are you getting the most referrals? Don’t just focus on retweets and likes. Where is the conversion happening?
- Create and improve your accounts: Ask yourself which accounts you’ll focus on and clean up your presence on those platforms. Update and refine them according to your goals. Focus on your brand identity and your communication with your target audience.
- Optimize performance: Each social media channel has its own SEO. Make sure whatever network you’re on, your company’s page is easy to find. Keep readers focused with a clean, simple name. Don’t stuff your site with key words that might bring in the wrong people.
- Inspiration: Look to others for what they are sharing. What kinds of quotes and photos are other successful brands in your industry using? Notice when and where those brands share that content.
- Create a calendar. Plan the content. Who will create it? When will it will be shared? Who will it be shared with? Plan how often you will post. How will you promote what you share?
- Evaluate and adjust: No strategy works perfectly all the time. The landscape of social media is forever changing, so if you’re managing marketing online, you’ll need to stay on top of the changes and constantly evaluate and adjust your strategy.
But that’s just a skeleton of the entire body that makes up any wise, focused social media marketing plan.
It’s a multi-disciplinary, ongoing process. At 7G Media, we can help you navigate and manage your social media marketing strategy from conception to implementation and beyond. Engage with your audience. Track your success. And let us do the dirty work for you. Give us the sponge. We’ll wax on and wax off until the job’s done.