Author: Kirsty France

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Why you need to plan your Christmas marketing in the summer

Woman on a beach thinking about planning her Christmas marketing.

If your thoughts are somewhere on a beach right now, shifting your mindset to crackling log fires and Santa’s Grotto might be a big ask, but I promise it’s worth it. Here’s why it’s a good idea to plan your Christmas marketing in the summer.

You can plan the build-up

Most Christmas marketing campaigns start sometime in November. That might still feel as if you’ve got a long time to sort your Christmas marketing out, but starting early gives you time to plan your build-up. Think about what marketing you want to do and when. If you make products, what are your final order dates going to be?

Drip-feeding your marketing over a longer period works better than bombarding your audience at the start of December. Starting your planning now helps you to think about how that will work.

Get suppliers in place

When you’ve created your plan, you might find that you need help from a writer, graphic designer or gift supplier. If you don’t already have regular suppliers, you’ll need to find some and forward planning lets you do that. If you want your Christmas marketing to include magazine advertising, you’ll need to work to their deadlines, which might be earlier than you expect.

Even if you already have some trusted suppliers on board, working on your Christmas marketing might increase their workload. If you’ve planned ahead, it means they can too.

Schedule your marketing

If Christmas is the busiest time of the year for your business, you’ll need to focus on sales and customer service rather than worrying about your marketing. Get your content written, images created, and everything scheduled ahead of time so that you don’t have to think about it again. Depending on the platforms you use, you can do this with social media posts, blog posts and emails.

Print marketing can also be very effective, so think about how and when you can distribute leaflets or brochures.

Think about platforms

Social media is still a useful marketing tool. Think about the platforms you use and what type of content you’ll create. You might be tempted to add new platforms, but your marketing is more likely to be effective on platforms where you already have a following.

Think about other types of marketing too. Do some Christmas-focused SEO research and update your website. Talk to other businesses that complement yours and see if you can join forces to reach a wider audience. That could be online or by sharing brochures and leaflets.

Attract new followers

I’ve already mentioned planning the build-up for your Christmas marketing. Part of that could include attracting new followers who’ll benefit from what you offer. Consider what you could include to encourage them to follow you on social media or sign up for your email list.

Part of that could be a lead magnet that helps them to solve a Christmas-related challenge, such as gift buying, entertaining or reducing their Christmas stress. I’ll be sharing a few more lead magnet ideas on social media, so come and follow me on Facebook or Instagram for extra inspiration.

If your Christmas plan involves creating a lot of new marketing content, I can help. I’ll write blogs, emails and product descriptions and repurpose them to make your content go further. If you’d like a chat to find out how it works, you can book a call here.

Alternatively if you want some Christmas content inspiration to help you create your own festive marketing campaign, sign up for my email list using the form below. You’ll receive a copy of my eBook ‘Christmas content ideas to fire your imagination’ as a thank you from me, and you can unsubscribe whenever you like!

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The Benefits of Using an Independent Travel Agent

Guest blog from Independent Travel Agent Lynne Page

Why should you use a travel agent when you can book everything so easily yourself online?

I can tell you several reasons why!

An Independent Travel Agent can help you find your ideal holiday

Using an Independent Travel Agent is a valuable resource and can save you so much time, and we all know how precious our time is.

We are experts in our field, can give you personal recommendations due to being well-travelled, and can help you with unexpected situations should they arise.

When you are looking for a holiday, it can be overwhelming as there are so many choices out there, and you may not know where to start. If you like to travel but spend all day at a computer, the last thing you are going to want to do is spend hours trawling the internet trying to find the best deal. The thing I hear the most from my clients is, “ I hate looking for holidays! “

This is where I come in. I can do all the research for you and find hotels and attractions that suit your budget and taste. I can find deals from my many suppliers that are only available to people in the travel industry. I am ABTA and ATOL protected, and you can check my reviews on Google, Facebook and LinkedIn.

My service is personal and flexible

I am a home-based travel agent, and I like to be accessible and personable. I like to build a relationship with my clients. You choose how you would like to communicate with me, whether by email, phone, WhatsApp or meeting locally for a coffee and a chat.

I don’t charge a fee; I earn commission directly from our travel partners upon booking. For example, if I booked your holiday through Jet2 or EasyJet, they would pay me a commission. You would have paid exactly the same as if you had booked it yourself online, but you have me for support. And you are supporting a small business.

I look after my clients before, during and after the trip. I can check-in for you and print your boarding passes, or you can do this yourself if you prefer. I can recommend places to visit or maybe avoid. If there are any changes to your flights or itinerary, I will be able to support you with this.

Whether it’s a family holiday to Greece or a solo tour of India, I will be able to help.

How you can get started

Before contacting your travel agent, it would be a good idea to have some information ready to give them. An idea of where you would like to go, a maximum flight time, and the airports you are willing to travel from? How many nights would you like to stay, and on what board basis? Do you want to be near a beach and local amenities, or are you happy sitting by the pool with a book and a cocktail? Are you willing to pay extra for a sea view and/or a private transfer? What is the minimum star rating you want your hotel to be? The most crucial piece of information is your budget. This is key as everyone’s idea of a ‘bargain’ is different, and it needs to be realistic to avoid disappointment.

So the next time you are thinking about booking your holiday, please consider using an Independent Travel Agent.

Lynne Page - independent travel agent

Find out more:

https://www.lynnepagetravel.co.uk

https://www.facebook.com/LynnePTravel

https://www.linkedin.com/in/lynnepagetravel

email: lynne@theholidayvillage.co.uk

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How you can reuse old marketing content

Reuse old marketing content

Batch-creating content is one of the easiest ways of creating consistent marketing content when you’re busy, but it’s not the only way. If you’ve been marketing your business for a while, you might think you’ve covered every possible subject. You could be right, but there’s always a new way to address the same topic. Here’s how to reuse old marketing content and give it a fresh spin.

Choose the right content

Sometimes, you write a blog post or share something on social media, and it strikes a chord, while other things fall flat—understanding which is which can help you decide which posts to use again. When you reuse old content, make sure it’s something that worked well the first time around. Alternatively, choose an evergreen topic that won’t date.

Look at your social media statistics or Google Analytics to work out what went well.

Share something again

Reusing content can sometimes be as simple as sharing it again. If a topic is still relevant and the advice you’d give hasn’t changed, there’s no harm in reposting it. Newer followers won’t have seen it, and it can be a helpful reminder of key principles for people who’ve been with you for a while.

Think carefully about timing so your content doesn’t get repetitive. I’d recommend waiting at least six months, possibly longer, before sharing something again.

Update an old blog post

You might have a post where the subject is still relevant, but some of the information you want to share has been updated. You can reuse old content by tweaking it instead of writing a new post.

For example, a post on financial planning might have the same core advice, but you need to update it to reflect that some of the tax rules have changed.

Reuse the idea

Reviewing your old content can reveal old posts where the topic is still relevant but where you’d give completely different advice. For example, there may have been a change in the law, new research or advances in your industry, or you’ve got more experience to share.

You’ll need to write a new post, so it isn’t a quick fix when you’re short on time. However, it’s great for SEO, showing Google that your content is still relevant.

Go in-depth on a subheading

This is an easy way to come up with a new topic, but you’ll still have to find time to write a new blog post. If you’ve written a general overview of a subject, pick one of the subheadings and write a more in-depth piece.

For example, if you’ve written a post about healthy eating, you might have a paragraph on eating your five a day. That could turn into a post about the health benefits or tips on ways to eat more vegetables.

Change the format

I’ve talked about ways to make your content go further before, and there are loads of ways to do it. You can reuse old content by changing the format. That could mean breaking down a blog post, sharing the same content in a video or turning a series of blog posts into an eBook.

You can also share old content on a new platform that you want to try out.

Do you want to stop creating your own marketing content? I can help create posts that make your content go further. If you’d like a chat to find out how it works, you can book a call here.

You can also sign up to receive monthly emails packed with helpful content writing and marketing tips using the form below.

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How you can batch-create content

Actual footage of me batch creating content
Image by Julie Grant Photography

“Why should I batch-create content?” I hear you cry. The simple answer is that it’ll save you a whole load of time. That’s a massive win when your business is busy, or you want to take some time off.

So, here’s how you can batch-create content for your business, along with a few other reasons why it’s a great idea.

Pick a theme

Picking a theme for each month’s marketing means that all your content can refer back to the same thing. You don’t have to wrack your brains coming up with new stuff for every post, so it saves you time. It also helps your audience understand what you do because they see you mention the same thing each time.

Choose a theme that relates to a particular service or your customer’s needs, for example, helping them get ready for the summer holidays.

Create a plan

After you’ve chosen your theme for the month, start planning how you’ll cover it. For example, I have a few themed posts that I do every month, such as quick tips, buzzwords and testimonials, and I supplement them with other ideas based on my theme.

I plan how many posts I need throughout the month and jot down ideas next to dates in my planner. Doing it this way helps me to see what I’m going to post and when, so I don’t panic and share something random because I haven’t posted in a while.

Write one (or two) blog posts

When I batch-create content, I always start with blog posts. They’re big pieces of content that cover a few different points. Depending on the length of each post, they can help your audience to understand a subject in depth or give them a quick overview. They can talk people through a detailed process or link to other useful resources.

Planning your blog posts will give you a good idea of what your audience needs to know. Then, you can reuse them in different ways, including breaking them down into individual social media posts. This brings me to my next point…

Squeeze all the juice out of your content

No one will see everything when you use social media for your marketing. This means you can share the same point, or a variation, more than once. I wish I’d come up with the phrase ‘squeeze the juice out of your content’, but I didn’t. It was Clare Mitchell of The Girls Mean Business.

Anyway, it illustrates the point perfectly. When you write a piece of content, write several posts that share the same thing in different ways. Edit each paragraph or your blog post so it works on its own. Cut and paste a tip onto a graphic or use it as a video script.

Schedule your posts

Finally, when you’ve created your content, schedule it so it goes out without you needing to get involved. You can spend an hour scheduling everything for the coming month and then relax knowing it’s all sorted.

If you use Facebook and Instagram, you can schedule posts, Reels, and Stories using Meta Business Suite and LinkedIn have introduced native scheduling too. Of course, you can also use a third-party scheduler if you prefer.

Do you want to stop creating your own marketing content? I can help with that and even help you batch-create your posts. If you’d like a chat to find out how it works, you can book a call here.

You can also sign up to receive monthly emails packed with useful content writing and marketing tips using the form below.

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How do mortgages for the self-employed work?

I’m a whole of market Independent Financial Adviser and advise on investments, pensions, wealth planning, protection, and mortgages.

If you’re self-employed and want to increase your chances of getting a mortgage, it is worth noting there are many differences from lender to lender. 

You’ll need to fulfil the following fundamentals to facilitate a self-employed mortgage. Here are some of the things to consider.

You’ll need two years’ Full Accounts

This is usually in the format of a document SA302 – (tax year overview and tax calculations). 

These can be retrieved from HMRC or your accountant.

Many lenders will average the earnings over the two years on increasing profits; however, for decreasing profits, it is the lower one they work on. 

It’s therefore advisable that the latest year is the best year. Make your accountant aware of a pending house purchase when they’re compiling the accounts.

  • If two years’ accounts are not available, some lenders will accept one full year’s accounts and an accountant’s certificate.

However, this limits the number of lenders available and requires your accountant to provide this information.

Image shows a house to get you thinking about self-employed mortgages.

Distinguish between Sole trader vs Limited Company

As a sole trader, you are the sole owner of your business. You may employ staff to work with you, but you have complete control of the company. You keep all the profits after tax but are also personally liable should the business get into trouble. 

If you form a limited company, you are setting up a separate private organisation. You are not personally liable for the business – even if you’re the director and sole shareholder. The company is its own legal entity, so you can only lose what you put in. Rather than keeping the profits, you pay yourself through a combination of salary and dividends.

Have both your business and personal bank statements available.

  • As with employed mortgage applications, there is a requirement to have a deposit available.

10% is usually the minimum for most lenders. However, a few will accept 5%. You’ll need to provide evidence showing the source of the deposit. There is a gifted deposit process with some lenders, where you’ll need extra proof of where the funds are, with identification and written confirmation from the donor, noting that this is a non-refundable gift.

Credit checks

  • All mortgage applications will have a credit check; some leave a soft footprint, and some a hard footprint. 

Experian and Equifax are the main two credit check providers many lenders use. However, be mindful of how many applications are processed, as this could negatively affect your credit file.

To improve the credit file, regular use of small amounts on a credit card and the balance repaid in full could help the score over a longer period – ideally before a mortgage application.

Affordability calculators will vary from lender to lender

Lenders will consider whether you can afford to pay your mortgage. They’ll look at the number of dependents you have and any continuing commitments (credit card/loans etc.). 

Other forms of income could also be considered, depending on the lender, such as child benefits, maintenance payments and PIP. Also, some lenders will accept debts being cleared before purchase, and others will not.

YOUR HOME MAY BE REPOSSESSED IF YOU DO NOT KEEP UP REPAYMENTS ON YOUR MORTGAGE

Hannah Cowell DipPFS CeMAP Certs Cii (MP & ER)

IFA

Mobile 07870898474

Email hannah.cowell@2plan.com

Website Hannah Cowell (2plan.com)

2plan wealth management Ltd is authorised and regulated by the Financial Conduct Authority.

It is entered on the Financial Services Register (www.fca.org.uk) under reference 461598.

Registered Office: 3rd Floor, Bridgewater Place, Water Lane, Leeds, LS11 5BZ.

Telephone: 0113 302 1360. Registered in England and Wales: 05998270

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Lead magnet ideas to help you attract new customers

How my desk looks when I'm coming up with lead magnet ideas

A good lead magnet can help you attract new customers and subscribers to your email list. The question is, what does a good lead magnet look like? One of the essential elements is to make sure it will only be useful for people who could actually become customers. Beyond that, your lead magnet can be tailored to your business and what works best for your audience. Read on for a few ideas.

Quick and actionable tips

Your lead magnet can help to establish you as an expert, which is particularly important when you offer a service. Offering an eBook, video or webinar that helps people make quick progress (like my free eBook) gives them a taster of the results they could get by working with you. Don’t solve the whole problem; show your subscribers how they could get better results with less effort by becoming customers.

Checklists and templates

A checklist or template might sound too simple to be a good lead magnet, but it can offer your audience real value. A template can give them a structure for anything from a blog post to their CV. Checklists can help someone to plan their wedding, pack for a holiday or sort their legal documents. Having something to refer to so they know they’re on the right track reduces their stress and helps them trust you.

Free samples or trials

Offering either a free trial of a service or a sample of a product lets potential customers try before they buy. It allows them to test your product’s quality and experience your service. A free sample won’t let them see long-term results. However, it will tell them if your skincare gives them spots or if they find your software easy to use.

Discount codes

Discount codes are a great lead magnet option if you can’t offer your audience a free trial or sample, as they can encourage people to take a chance. However, if you choose this option, you’ll need to look at it carefully and consider the potential financial impact on your business. How much of a hit can your profits afford to take as a marketing expense? Will some people only buy if there’s a discount?

Reports

A report may seem like a strange option for a lead magnet, but it can be great for B2B services or products with a lot of technical data. You don’t even have to do your own research for this (although you could). Instead, gather statistics or case studies showing your service’s benefits or how much your customers could save to help them understand what they’re buying.

Quizzes and calculators

You might think that a quiz is a fun procrastination tool that’ll let you test how many 80s songs you remember or tell you which ‘Stranger Things’ character you are. However, if you offer a range of products or services, they can help your customers to understand which one is right for them. Another option is providing a calculator that lets customers enter their details and analyse costs. I’ve seen these used for high-cost investments like insurance or software subscriptions.

Ask participants to enter their email address at the end, and you can send them their results and tailor your follow-up emails to suit their results.

Do you want to grab your audience’s attention with a great lead magnet? I can help with that. If you’d like a chat to find out how it works, you can book a call here.

You can also sign up to receive monthly emails packed with useful content writing and marketing tips using the form below.

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What are lead magnets, and how do they help you grow your business?

Lead magnets word cloud

Building a relationship with your audience means encouraging them to take a step closer to buying from you. How can you do that? With a lead magnet. Read on to learn more about lead magnets and what they can do for your business.

What are lead magnets?

As the name suggests, lead magnets are a way to attract your ideal customers to your business. Your content marketing helps your audience get to know you and what you do. A lead magnet takes it a step further by persuading people to give you their email addresses in exchange for something they want. That means you aren’t at the mercy of a social media algorithm anymore; you can talk to your customer via their inbox.

Keeping you at the front of your customer’s mind

You might think email marketing has had its day, but it hasn’t. If you send marketing emails regularly, you’ll stay at the front of your customers’ minds by reminding them what you do. Then when they’re ready to buy, they’ll remember you. If you get to know your customers, you could even tailor your emails to arrive when they’re thinking about that very thing. Your lead magnet could do the same job if it’s something your customer looks at or refers to regularly.

Offer your audience something useful

One of the most important things about good lead magnets is that they offer your audience something valuable. This helps your business in two different ways. Firstly, it allows you to qualify your leads. If your lead magnet is specific enough, it’ll only appeal to people who might eventually buy from you. Secondly, it helps your audience to understand how you can help them by offering them a sneak preview of the results they could get if they worked with you or bought your product.

Encourage people to try your product

If you have a product-based business, your lead magnet could be a free or low-cost sample. Your potential customers might hesitate because they’re reluctant to spend money and take a risk. By offering them something free or asking them to pay a small amount on P&P, you encourage them to take a chance.

This approach doesn’t just apply to physical products. Many software services offer a free trial so that you can try it out for yourself.

Lead magnets help you share information

If you have a service-based business, you can’t necessarily send someone a free sample of your service. I could write you an opening paragraph for your blog, but it wouldn’t get you very far. So instead, you can create lead magnets with hints and tips that help your audience to take a DIY approach. Helping your audience with your lead magnets shows them your expertise and builds trust. Then, when they’re ready to work with someone, they’ll remember you and how you helped them.

You can also follow up on your lead magnet with emails that teach them more about your services and how you work.

Do you want to grab your audience’s attention with a great lead magnet? I can help with that. If you’d like a chat to find out how it works, you can book a call here.

You can also sign up to receive monthly emails packed with useful content writing and marketing tips using the form below.

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Your menopause and the butterfly effect

Guest blog - Mairi Taylor - menopause rock star

We know that for a caterpillar to transform into a butterfly they have to allow themselves to turn in to the most glorious goop where their imaginal cells – I always thought they were called “the magical cells” – recreate the butterfly the caterpillar was always destined to be.

If anyone tries to hurry the process or help the delicate butterfly emerge from their cocoon too early their lives are shortened & they don’t get to live their full glorious next phase of life.

What if your menopause transition is your glorious gloopy phase?

A full breakdown of the woman you are in order to become the woman you are meant to be in this next chapter of your life? This is a true “unbecoming” as you have to allow yourself time to be the gloopy mess, a mess where everything you thought you were is allowed to disintegrate & you recreate a new glorious version of yourself.

This time can be confusing, frustrating, irritating & downright frightening as we appear to rage against the two aspects of ourselves. For many of us we hold on so tightly to “our caterpillar” that we simply don’t allow the potential magic to happen. There can be such a sense of loss for many as society doesn’t honour our “gloopy mess” phase, or the wise wild woman we can become.We haven’t been shown how to navigate this transition in between family, work & all the other 100’s of responsibilities & commitments we face as modern women, but maybe just knowing this “mess” is all part of the phase may help your butterfly emerge just a little easier.

You can’t rush it, force it or deny it because to do so would impact the quality & vibrancy of the next phase & you would be dishonouring the woman you were & the woman you are yet to know.

What if we could all enter this phase of life knowing we need to allow time & space for the breakdowns, setting strong boundaries to protect some “chrysalis time”, the reimagining, the gloopy, sticky mess & see, hear & feel it for what it is? Knowing that by allowing it to take it’s time & simply swim in the soupy mess we will emerge as a newly formed & glorious post menopause woman who can open her wings & fly with a new sense of freedom as her next chapter takes form?

Mairi Taylor

Get in touch

If you need or support navigating your menopause / midlife transition then know you don’t have to be on your own. I can offer a range of services and a support network of resources and people to help you navigate.

www.mairitaylor.com

https://www.instagram.com/mairitaylor_menopause_rockstar/

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7 tips to help you write a headline that gets you noticed

Me at my computer, creating content and trying to write a headline that'll get my marketing noticed.
Image by Julie Grant Photography

Good content marketing headlines can mean the difference between your content being read or totally ignored. (Find out why here.) Here are my tips on how to write a headline that will help you attract the right audience.

Make sure your headline reflects your content

A good headline lets your audience know what to expect. If people start reading only to find that your post wasn’t what they were expecting, you’ll lose their trust, and that’s fatal to a small business. So write a headline showing them why your content is worth your time, and ensure your post sticks to the point.

Write your headline last

If you’ve planned your post, you’ll have a good idea about what you’re going to cover, but things can change as you write. You might come up with an interesting analogy or a take on the subject you weren’t expecting. If you write a headline before you start, check it at the end. Does it still work with the finished piece?

Use numbers

If you can use a number when you write a headline, do it. Several studies have shown that using a number in your headline can increase engagement by anything from 15% to 73%. Readers like numbers because they’re specific and show you roughly how long a post will be. However, please don’t shoehorn a number in if it isn’t relevant. Your readers will smell a rat.

Write lots of different options

Writing several different headline ideas gives you options to choose from and can help you to create a headline that fits your content. Change the structure of your headline and use different synonyms. You can also think about the results your readers will get and why they’ll be interested in what you have to say. Then, when you’ve finished the piece, you can see which one is the best fit.

Put keywords at the start

Putting your keyword or phrase at the start of your headline means that your subject is clear from the start. That’s great for your readers and your SEO. However, it isn’t always possible; I think it’s better to have a headline that reads well than to put your keyword at the start and end up with a clunky sentence.

Use power words

Power words are words and phrases that encourage people to pay attention. Sometimes these can be as simple as using ‘you’ or ‘your’ in a headline. It makes your reader feel that you’re speaking to them personally. Power words are often emotional but can also create a sense of urgency. CoSchedule’s list of 180 power words will give you an idea of the kind of words that work.

Test your headlines

A good headline lets your audience know what they’re going to read but also creates an emotional connection. You might not think you can test that, but you can. If you’ve got a few different options, a headline analyser can help you to pick the best one. There are a few to try, but my favourite is the Advanced Marketing Institute’s headline analyser.

Do you want to grab your audiences’ attention and create content that speaks your customers’ language? I can help with that. If you’d like a chat to find out how it works, you can book a call here.

You can also sign up to receive monthly emails packed with useful content writing and marketing tips using the form below.

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Why are good headlines important?

A newspaper with good headlines

You might associate the word ‘headline’ with a newspaper or online article, but you use them everywhere in your marketing. They’re the title of your blog posts, the subject line in your emails and even your social media posts have a line at the top that’s the first thing your readers will see. Good headlines can determine whether your marketing hits the spot with your audience. Read on to find out why…

Headlines catch people’s attention

OK, this is the most obvious reason for creating good headlines. They’re designed to intrigue potential readers so that they want to know more. That could be because you’re offering the solution to a problem or because you’ve teased some juicy secret they must know about. It makes them look twice and tempts them to read the rest.

I have one important caveat – a good headline isn’t misleading. This brings me to…

Good headlines let your readers know what to expect

Clickbait may work for some businesses, but small businesses like ours need to build trust. A clear headline that lets your reader know what they’ll get from your content helps you do that. It also allows your audience to decide whether it’s worth their time. That way, when they click through, they know that you’re providing tips or advice they can use.

Even if people don’t read the whole post, it gives them a clear impression of what you do and what your business offers.

They can express a particular mindset

Have you ever stood and looked at a newspaper and magazine display in a shop? Each publication could be talking about the same subject or news story, but they all do it differently. The headlines they use help you understand their political viewpoint or the issues they care about.

Your headlines can do the same; they can help you attract customers with a similar worldview to you or tell them something about your personality, so they’ll know whether you’re their kind of person.

Headlines are great for SEO

Headlines work to boost your search engine rankings in two different ways. Firstly, the fact that you have a headline tells Google that your content is well-organised and likely to be helpful.

Secondly, you can include keywords in your headlines. Then, when search engines look at your site, they can immediately tell what your subject is. That means when someone asks a question with your keywords, they know your content is relevant to that search.

Good headlines = more clicks

When you create marketing, you want people to read it, and a good headline encourages them to do that. That doesn’t just apply to content you created to educate your audience. It can help you to get new sign-ups to your email list and more sales. A headline can make it clear that you’re selling something and give your audience insight into the benefits of your product or service so they click through to find out more and ultimately buy from you.

Do you want to grab your audiences’ attention and create content that speaks your customers’ language? I can help with that. If you’d like a chat to find out how it works, you can book a call here.

You can also sign up to receive monthly emails packed with useful content writing and marketing tips using the form below.