Category: content writing

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Digital product marketing: the basics

Working out how to do digital product marketing

Digital product marketing is the same as any other kind of marketing, but it has its own quirks. I won’t be talking about getting to know your audience here; hopefully, you’ve done that already. Analysing your customer base and thinking about the type of products they need helps you ensure you create the right digital products.

Here are a few things to think about when you’re marketing your digital products:

Create a compelling product description

Good product descriptions help your customers understand what they’re buying and what they’ll get out of it. They’re typically relatively short and are designed for people with a good idea of what they’re looking for and need to know if your product fits the bill. You can offer technical information if relevant but put most of the effort into telling your customer what your product is and helping them imagine using it.

Write a landing page

A landing page is a standalone page on your website focusing on one product. They’re great for digital products as they allow you to expand on the information you provide in your product description for people who might not be sure whether your product is for them. Where product descriptions are for people who know roughly what they want, landing pages help people who know what problem they need to solve but not how to do it.

Plan your launch

Even if you think big launches are too stressful (I agree), setting a target for getting your digital product out into the world is a good idea. It stops you from faffing over whether your product is perfect (there’s no such thing). Even if you choose a random date, it helps you work backwards to build up excitement before it becomes available. You can plan your marketing around your product to educate your audience and build excitement by sharing what’s going on behind the scenes.

Tell a story

Storytelling is a great way to market anything because it helps your audience engage with what you want to tell them. It shows them you understand what it’s like to be in their shoes. For example, a post that tells a story about the lowest point in your business journey and the revelation that helped you solve it is far more powerful than “I’ve got this brilliant new product, and you need it”. You can use storytelling everywhere: your product descriptions, sales pages, posts and emails. Highlight the pain points and benefits but make it fun.

Think about platforms

If you want to sell products, you need to make it easy for your customers to buy. You can send them to your website or create a shop on Facebook (unfortunately, Instagram only lets you sell physical products just now). You might want to go to a third-party site such as Amazon or Etsy.

The platforms you choose will influence the type of marketing you can do. You’ll have more freedom on your website, but each third-party site has its own rules.

If you plan to add digital products to your business, I can help you create and market them too. 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.

If you want to add digital products to your Christmas shop, sign up for festive marketing emails here. You can also sign up to receive my monthly emails packed with helpful content writing and marketing tips using the form below.

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The building blocks of your Christmas marketing plan

Do you have a Christmas marketing plan yet?

Creating your Christmas marketing plan as early as possible is a good idea, but where do you start? Your festive marketing will work best if it’s consistent with your existing brand, but you may also need to make a few changes. Here’s my guide to the building blocks of your Christmas marketing plan.

Who are you talking to?

Whenever you create new marketing, the people you want to talk to must be at the front of your mind. What do they want or need, and how do you help them? This can shift at Christmas, especially if you sell gifts. Think about how you can attract someone looking for a present for your ideal customer and how you’d describe them.

What does your audience need at Christmas?

It’s fair to say that people get a bit stressed at Christmas. (OK, understatement of the century.) What does that look like for your customers? Are they freaking out because they’ve got their extended family descending and have no idea what to cook for a vegan, or are they doing Christmas shopping between the office party and endless school events? Address their Christmas-specific concerns, and you’ll be onto a winner.

What can you offer existing customers?

If you deliver excellent service at Christmas, you’ll have fans for life. Ask yourself what you can offer your existing customers to thank them for their business during the year. For example, you could offer a discount or free delivery if you sell gifts. If you don’t, consider sending your regular clients a Christmas card or present.

How can you attract new customers before things get busy?

If you want to increase your sales during the golden quarter, consider ways to attract new followers to your business before your Christmas marketing starts in earnest. A lead magnet with valuable hints and tips can be simple to create and encourages people to sign up for your marketing emails.

What products are you focusing on?

When you sell conventional Christmas gifts, you’ll probably focus on your best sellers. However, what if you offer alternative gifts or ways to make Christmas more special, such as a Christmas mini photoshoot to get cute pictures of your kids? It’s a good idea to think laterally. For example, a recipe book or meal kits could be ideal if people are feeding a crowd or want something easy to eat in that netherworld between Christmas and New Year.

What if Christmas isn’t about sales?

Christmas might be the golden quarter for many businesses, but it can be quiet for the rest of us. Your Christmas marketing can help to raise awareness of your business so people get in touch in the new year. For example, I once wrote a blog for a bathroom designer offering advice on sharing your facilities with guests over Christmas, including tips on adding an extra shower room in a small space!

Think about content types and platforms

Adding new social media platforms or marketing channels at Christmas creates a risk of spreading yourself too thin without reaching a new audience. Instead, focus on the platforms and content types that work all year round, but do more of them. Thinking of ways to repurpose your content can help with this.

Make sure you have any new branding across platforms

Christmas branding can make your leaflets, emails, and social media feeds more festive and draw your audience’s attention. It’s vital to keep elements of your existing brand and keep it consistent across all your platforms so your followers will still recognise you.

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 here. 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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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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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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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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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.

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What kinds of content will help you grow your audience?

Chimp and stormtrooper thinking about content types.
Image by Julie Grant Photography

Growing your business means getting yourself noticed. What content can you create to attract new social media followers and website visitors and let people find out about you when you’re not face-to-face?

Read on for some ideas.

Be creative in how you present information

Whenever you create new content, think about how you can reuse it, so your audience gets the point no matter what kind of content they prefer. For example, you can edit your website copy for leaflets and present social media posts as text, graphics or videos.

Keyword blogs and articles

Writing blogs or articles using keywords your customers are searching for will help you show up in a Google search. You can also share them on your socials and educate people about your services. So, think about your services and what you want to be known for, and write about that.

Case studies

Case studies show your future customers the results you’ve got for real people like them, so it helps them trust you. Sharing them on your website helps your SEO, and you can post them on your socials or make a video telling the story.

Testimonials

Testimonials work the same way as case studies, except they come straight from your customers. Google reviews help your SEO, but you can also make graphics out of positive reviews and share them as posts.

Infographics

Infographics help people remember information so they can make great posts, and you can include them as a summary in your blog posts. They’re good on Pinterest as you can use them to summarise a longer article and post them with a link.

List articles

List articles could include top tips, questions, or your favourite resources; there are loads of possibilities. Post them on your website and break them down into individual social media posts and Reels or summarise the key points.

Personal stories

Sharing your story helps your customers get to know the person behind the business. A story can be an article or a few sentences so you can share them on your website and social media as text, images or videos.

Business cards

Believe it or not, some of us still have business cards (mine are from pre-lockdown). They’re great for networking, but you can carry them all the time; I once had someone ask for my card at a kids’ birthday party!

Leaflets

Leaflets offer more information than your business card can, which means you can pin them on your local noticeboard, leave them on a bumph table in a café or send them in the post.

Brochures

Brochures let you show off your work and give more details about your products and services. They can be pricey, so you could stick to sending them in response to new enquiries, but they can be a great way to introduce yourself to new people, especially if you offer a B2B service.

Merchandise

You’ve probably seen personalised merchandise at expos and trade fairs, but they work well as thank-you gifts and as a way of introducing yourself by post. The great thing about products with your name on is that people will keep them where they can see them, so they remember you.

Do you want to grow your audience by creating 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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What you need to know about your audiences’ lives

Here I am, getting to know about my audiences' lives.
Image by Julie Grant Photography

Understanding what your future customers need is an essential first step in creating effective marketing, but you guessed it, there’s more to it than that. Any marketing you create has to compete with umpteen other things. First, you need to learn about your audiences’ lives to understand what they are. Then you can talk to them like a human being, not just another faceless business.

Here are a few ideas to get you started.

What will stop them from buying?

Overcoming buyer objections doesn’t mean you have to be a pushy salesperson. It just means that your marketing needs to answer the questions they already have. That could be explaining what you do and how you work, being clear about costs and answering as many potential questions as possible. Sometimes new customers need to do their research before they feel ready to decide.

What demands do they have on their time?

Understanding your audiences’ lives means knowing what they deal with every day. Do they work all day, then come home to cook the kids’ tea and get them to bed before they can sit down? Do they look at social media when they’re still half asleep in the morning? When might they get a minute to themselves? When you know that you can create content that they’ll enjoy and time your posts so your audience will see them.

Where do they spend their time?

It’s easy to focus on social media and which platforms your audience will use. That’s an integral part of your marketing but think about the real world too. For example, if you offer activities for kids or postnatal yoga, consider where the baby groups meet and whether they have a notice board. A co-working space could have room for leaflets that other businesses will see.

What do they value?

It can get disheartening when there’s a cost-of-living crisis, and everyone you know is talking about being skint. What’s the point in marketing when no one’s buying? The truth is that people will still spend money on the things they value. Ask yourself what’s important to your audience and how your product or service ties in with that, and then tell people about it.

What stage of life are they at?

Sometimes the things your audience value most relate to where they are in their lives. A student or someone looking for their first job has very different priorities from a newly retired person. Even if you sell to parents, their needs will change depending on whether they have a newborn or a teenager. That will influence what they care about and how you need to talk to them.

What do they expect from you?

My expectations of a business vary depending on who they are. If I buy from a small business that sells handmade goods, I don’t expect next-day delivery like I would from Amazon. Likewise, the level of professionalism your customers expect might change depending on the type of business they’re looking for. You can influence their expectations through the language you use in your marketing. This works incredibly well if you work in an industry with a stuffy reputation, like law or finance, and want to turn that on its head.

Do you want to create content that reflects your audiences’ lives and 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.