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What do I mean by “You are Your Platform”?
Are you online?
Whatever you post, how you interact, are you helpful and engaging, have you built trust with your contacts, do you add value, and this is your platform (You).
Are your interpersonal skills good or do they need work so potential clients want to work with you.
What happens when someone Googles your name, what will they find on sites like Facebook and other social sites. Are you sure that everything you post portrays you in a good light and someone that is a good fit for people searching for what you offer.
You must always guard your reputation because it is all you have to put in front of potential clients. Do not post pictures or rants that portray you as someone extreme with views that might reflect a negative persona. This could hurt your chances to convert visitors to your site.
You as a platform, may be a foreign concept but think of it as applying for an open position. The open position is your client has and you want it. You have to present yourself as the best choice or their open position. The question is does your online and offline person reflect you as the best choice because you are in a competition with others. Why are you the best? Do you bring value?
Does your persona reflect confidence and trustworthiness? If it doesn’t, you could lose out on jobs you might like and feel are in your wheelhouse.
You must always put you best foot forward at all times. One way to do this is to answer questions that others online and offline may have. Be helpful and pay it forward. You’ll be surprised what you get back in return. Be the go to person for your niche.
If you are helpful and offer value to clients, your chances of getting referrals and testimonials increases without have to work at it, happy clients are your best advertising.
Consider being a lifelong learner by keeping up with the changes in your niche and the Federal Trade Commission rules if you are in the United States.
Freelance writer, blogger, editor, proofreader, and reviewer learning marketing.
There are many goals to content marketing.
- Lead Generation
- Driving traffic to your website
- Telling your story
- Telling people about your product or service
- Add value through relevant information
- Building a following
- Turn followers into clients
- Build relationships
This is by no means a complete list, but you get the idea.
Content should inform and educate visitors to your website how you are the one to help them with your product or service.
Many people begin searching on the internet for information about a certain subject or How-to Guides because they have a need to satisfy a curiosity or need to learn something needed for a project or possibly a business need. Perhaps a person is someone for whom writing is as scary as insects are for others, a “pain point”. There are many freelancers that can write content, what do you have to offer that would make them hire you?
Does your content help them with this pain point? Is your content relevant? What separates you from other freelance writers?
Individuals and businesses may have many pain points. There are non-geeks that may need a website built, others may need content for blogs and webpages, some may need reviews, and authors may need editors.
Who is your product or service aimed at? That person is your audience. Why do you want to sell a product or service? Is it to make money or help your client with their needs?
The first order of business should be to build relationships with your ideal audience. Once you have built a relationship of trust you may have a loyal client and be in a position to request a referral to gain more clients.
The best method of advertising is word of mouth. If your content marketing is relevant, informative, and educational your visitors will spread the word about your site. This is true organic traffic.
Organic traffic from many different sources will raise your position on search engines.
Does your content fulfill the needs of your audience and does your site have an easy way for the visitors to ask questions or connect with you?
All sites should have some easy way of interaction with the site owner.
Businesses should listen to their clients and visitors.
This is the main goal of content marketing.
Freelance writer, blogger, editor, proofreader, and reviewer learning marketing
Is the new advertising old advertising?
McDonald’s brought back the “Hamburgler” and Kentucky Fried Chicken (KFC) brought back the Colonel in their respective commercials.
It is time that what is old is new again, or is it the fact that their current advertising isn’t working and they are scrambling to draw in patrons with what worked in the past.
Personal experience: My wife and I stopped at a KFC because we wanted to place an order from and television commercial. We placed our order and they were out of everything we tried to order. We ended up just driving thorough without making a purchase.
Note to KFC: Not a way to run a business.
When advertising a special or some product or service, be sure you can deliver or customers may not be in a mood to make a purchase or trust you in the future.
Things like bait and switch; trying to upsell before you’ve created a relationship with the customer isn’t the best way to create loyalty.
I have lived in California, Kansas, and now reside in West Virginia. I can tell you the not all franchises are equal.
Example: Red Lobster and Outback in San Bernardino, California were below par while Red Lobster in Salina, Kansas is a place to visit for a good meal. Outback in San Bernardino, California is place to avoid while Outback in Princeton, West Virginia is wonderful.
What is the reason for this stark difference, one word, “Management?”
As a business, never advertise what you can’t deliver. Whether you use so tried and true method or a new method of advertising, businesses must deliver what they are promising in the advertising.
To me, this is true truth in advertising. I can’t tell you how many times I have received and offer of something for free and then have to pay for shipping, or some amount after a period get charged a monthly fee that is beyond the budget of many people in today’s economy.
The point to this, if you want to cultivate customer loyalty, you must deliver on the inherent promise your advertisement offers and nothing less.
Businesses regardless of what they offer, the offer must be open and transparent. Don’t let customers come to you only to find out that something offered is not what they expected or costs more than they expected to pay for a product or service.
Businesses need to deliver that best product or service for the price, cultivate relationships, and deliver on all inherent promises to establish customer loyalty.
Freelance Writer, Blogger, editor, proofreader, and reviewer learning marketing
What do I mean pay to play?
Facebook, created years ago, has a growing membership in the multimillions. Facebook frequently changes their algorithms, with subsequent algorithm changes, organic page likes fluctuate as does post reach, unless an account holder pays for expanded reach. The more you pay the greater the reach, these costs for expanded reach range from five dollars to two hundred dollars. The more you are willing to purchase reach the greater the reach. Promotion and advertising reach will cost you whatever you can afford. The more you can afford the greater the reach.
What is Reach?
Reach simply put, is the number of people that will see your Facebook post or advertisement.
Is Pay to Play Right for Your Business?
First, no business should go into debt, to fund their business and reaching out for new customers and advertising. Going into debt to fund your business is one way you quickly go out of business.
NOTE: Never spend more than you can comfortable afford on your business from revenue.
If you are an entrepreneur, freelancer, or small business, how much can you budget for paying to play against revenue to run your business is an extremely important equation. This is part of your marketing budget expense. What can you realistically afford without leaving the business short of funding and operational expenses? All businesses must know this number at all times. Put your account hat on and keep a handle on your working capital and budget items.
Whether entrepreneur or freelancer, you are a business, this is something that you must keep in mind. You must also realize that the business income is not your money; the money belongs to the business for operation and growth, not for paying personal living expenses.
Under funding, is a major cause of businesses closing down. Can you afford to spend money you don’t have? Most people who spend more than they make are soon in deep financial trouble. Don’t be one of them!
If you plan is having money and time to be free by starting a business, don’t. For a business to be viable, you will be spending many hours, weeks, and months devoting both to the business.
There is a dramatic learning curve to creating a startup. Most startups cannot afford to outsource many of the day-to-day operations. In the beginning, these operations are up to you until the business can afford the costs of outsourcing which isn’t cheap.
This is what true pay to play is all about. You want to freelance, or create a startup; it is going to cost you to join the ranks of entrepreneur. Don’t spend what you don’t have from the business.
Freelance Writer, Blogger, Editor, Proofreader, and Read the rest of this entry »
SEO& SEM may help with incoming traffic, but once people find a website or blog, is it informational and relevant to the person’s search? How likely are they to tell others about the website because of the content and how engaged they were?
What about the tone of the content on the website?
Is the content academic or conversational? Does the website reflect the tone? You can offer information about a product or service in a conversational tone, information doesn’t need to be like a research report from a scientist.
I’m not saying that you should write down, but to write in plain English. Forget the jargon, and tech terms unless it is necessary, and there are no other way to express what you are saying. Not everyone is an engineer.
You are communicating with people searching quick concise and relevant to their search. A website is responsible for providing that information in an easy to read format without having to visit a specialized dictionary for terminology.
When someone visits a website, how user friendly is the site, is it easy to find contact information? Does the site have an FAQ page, an about page, easy to reach the business if they have additional questions? Is here a catalog, pricelist, or sales list that available for customers?
There should be the name or names that someone with any questions; or to schedule a meeting with knowledgeable people that have the authority to handle customer needs.
You’ve seen that all of the SEO, SEM, and marketing are much more than just old style marketing.
Today’s marketing is about engaging in a relationship with customers.
This is marketing in the modern age.
Freelance Writer, Blogger, Editor, Proofreader, Reviewer, Marketer
- Why your small business needs a SEO strategy (hiscoxusa.com)
- RIP search engine optimisation in the new world of Google Travel (tnooz.com)
- Londes Digital Marketing Launches New Website (virtual-strategy.com)
- Press Coverage: Why you need SEM (firstdigital.co.nz)