Jan 24, 2013 | blog, marketing tips
Photo courtesy of the Pheasantry Brewery
If we met at a networking event, we would both immediately make judgements about each other, and hopefully start to build trust. We use all sort of hints and cues to make this judgement, often without even realising it.
But if I land on your website, I have to build that trust from the words and images on the screen. How would I do this? By clicking on your About Us page, of course. Yet so often, when reviewing clients’ websites, I find there is no About Us page, or it doesn’t contain any information about the client’s business! And I know they have years of experience in the work they do, a string of qualifications, and many happy customers!
This can be genuine modesty on their part, or it can be a desire to appear to be a bigger or more established business than they actually are. But it doesn’t work – in fact we actually like to know there are real people behind a business, and their stories. Think Virgin and Richard Branson, and James Dyson.
If you are really struggling to write about yourself, try writing it in the third person, so you say “Brian has worked in the XXX industry for 20 years”. If you want your website text to be more personal, you can always change it to “ I “or “we” afterwards. You could also try talking about it to a friend, and get them to write notes for you.
So what should your About Us page contain? Here are some ideas:
1. Photos
If you are the business owner, a good professional photo of you. If you have a team, photos of the key members, particularly those who are customer facing. Nice smiley photos, perhaps in your working environment?
2. Your Experience
Most of us set up business in an area in which we have a lot of experience, so tell the world how much experience you have, where you gained it, what qualifications you have, and any professional associations you belong to. This doesn’t want to read like a CV or a blow by blow account of your career to date – just the highlights and the bits which are relevant to the service or product you offer.
3. Your Story
Even if you don’t have a lot of experience in the field, there must be a reason why you set up the business. So tell your story – was there a life changing moment? Go on – we want to know!
4. How to contact you
Are you on Twitter, Linkedin, Google + and Facebook? Put links to your profiles here – that way folk will stay in touch even when they have left your website.
Here are a few great examples from my clients:
The Pheasantry Brewery and Restaurant was set up by a family who have farmed in the area for generations – a great story illustrated with family photographs.
Pheasantry Brewery
Andrew at Verdant Wildlife offers wildlife and bird watching tours. He has a first class degree in Environmental Science and is passionate about wildlife – so all of this comes out in his About Us page.
Verdant Wildlife
Still stuck? Have a look at your competitors – see what they say about themselves! Must go now – need to update my About Us page!
Beryl Pettitt is a Marketing Mentor and Marketing Trainer for small businesses and organisations across the UK. She has worked in marketing for over 25 years, and her experience spans both the corporate environment and running her own business. She understands the needs and pressures of managing a business, so clients find her advice both practical and affordable.
Connect with Beryl on Google Plus
www.ridgewaymarketing.co.uk Tel 01623 883144
Aug 7, 2012 | blog, marketing tips
Like many people in Great Britain, I have gone from a vague interest in the Olympics to being fascinated by sports which I hadn’t even heard of ten days ago! We have all been moved by the determination, hard work and courage of the athletes, regardless of whether they won a medal or not. Let’s remember that competing in the Olympics is an achievement in itself.
But as small businesses, it seems there is a huge lesson to be learnt from these athletes. Here are a few ideas:
Get a great support team
So many of the athletes have thanked their support team – their coaches, physios, dieticians… Make sure you have a great support team of specialists and take their advice. It might be your accountant, your partner, your marketing adviser – build a team who believe in you, understand your business and have the specialist knowledge that you don’t have.
Deal with setbacks and move on
If you read the stories of these athletes, they have all had their set-backs but have persevered. Heptathlete Jessica Ennis could not compete in the Beijing Olympics due to three stress fractures in her right foot. She has had to re-train herself to take off for the long jump on her left foot. This hasn’t stopped her winning a gold medal four years later. All successful businesses have suffered setbacks, so we need to learn from them and move on.
Small changes can make a big difference
Many have asked what is behind the success of British cyclists in recent years. The answer is Dave Brailsford, performance director for British Cycling. As Jeremy Wilson in the Daily Telegraph said “There is, quite simply, no more impressive coach or manager in world sport….Brailsford obviously has many qualities, from his eye for the small detail, or what he calls “marginal gains” to an ability to appoint and delegate work to his team of experts.” We have mentioned getting a great support team, but the “marginal gains” is also something we can learn from in business. As a marketing mentor and trainer, my clients often want a silver bullet to solve their marketing issues, but it is often making small changes which add up to a big difference – from a different subject line in an email campaign to how enquiries are recorded and followed up .
Competition and co-operation
In the women’s triathlon, we saw Lucy Hall lead the swimming and cycling, to set the pace and tire others so that team mate Helen Jenkins could save her energy for the running, her own strength, leading Helen to 5th place. This was a great achievement for Helen when she had been injured not long before the race, and Lucy played her part in this too. We all have competition, but sometimes we should consider working with them rather than against then. Co-operation could lead to getting bigger projects, learning from their strengths, and using your different strengths to build a stronger team.
Focus on your strengths
Each of the athletes has their own strengths and uses them. Are you a heptathlete, built for a wide range of events, or is the long jump really your strength? Focusing on what you do best (and getting help in your weaker areas) will give you the Unique Selling Point you need to get ahead.
Don’t forget those who helped you and give back
Jessica Ennis still turns out for her local club, City of Sheffield Athletics Club, even though it is in division 3 of the northern league. When you have achieved success, don’t forget your roots, and those who helped you, and be willing to help others.
Give yourself some credit
It is heart breaking to see the disappointment on the athletes faces when they haven’t achieved the success they were hoping for, but each one needs to remember that taking part in the Olympics is an achievement in itself. We also need to remember that running a business in the current climate is an achievement, and that many would not have the courage to do that either.
So let the Olympic athletes inspire you to do greater things in your business!
Read more about Dave Brailsford here
Author: Beryl Pettitt
Beryl Pettitt is a Marketing Mentor and Marketing Trainer for small businesses and organisations across the UK. She has worked in marketing for over 25 years, and her experience spans both the corporate environment and running her own business. She understands the needs and pressures of managing a business, so clients find her advice both practical and affordable.
This article was also published on Enterprise Nation’s website here
May 20, 2012 | Events
Watch the Social Media Mayhem video on Facebook here
Naomi Johnson, social media specialist, and Beryl Pettitt are running a Social Media and Marketing Workshop on the 10th July at the CORE Conference Centre near Retford.
This really is a not to be missed opportunity for small and large businesses and sole traders alike – viral social media and marketing is one of the best ways to stay in contact with your customers and business associates, share your updates, run competitions and attract new business. Did you know that most Facebook users have on average 100+ friends – what better way to maximise your marketing, create interest and increase your reach?
The Trainers
Beryl Pettitt has worked in marketing for over 25 years, she has an MA in marketing, is a member of the Chartered Institute of Marketing, a SFEDI accredited business mentor and member of the Institute of Enterprise and Entrepreneurs. www.ridgewaymarketing.co.uk
Naomi Johnson is the social media “specialist” at the Lincoln Marketing Club. To read more about Naomi please follow this link. www.naomijohnsonsocialmedia.co.uk
Want to Focus on Facebook, Trend on Twitter, and Market on Mailchimp?
An Advanced Social Media workshop with Email Marketing
Tuesday 10th July – CORE Conference Centre, Nr Retford, Notts DN22 0L
– Twitter lists and tools
– Twitter Search
– Facebook Insights and Apps
– Facebook competitions
– Integrating your social networks
– Researching content
– Linking with your website/blog
And how to market your business using Mailchimp email marketing
– Creating templates
– Creating and downloading your lists
– Writing headlines
– Creating content
– Following up
– Measuring the results
The workshop costs £87 (plus VAT) which includes including unlimited parking/refreshments, locally sourced home cooked lunch, and the marketing and social media course. To book your place on either workshop Click here to register!
For any queries on the venue, please contact Martin on 01777 249346 or email martin@coreconferencing.co.uk
www.outklassfitness.co.uk – www.coreconferencing.co.uk
Apr 21, 2012 | blog, marketing mentoring, marketing tips
If like me you have been inspired by the spring sunshine to have a big de-clutter and spring clean at home, you will know what a therapeutic process it is! Once all those annoying jobs and clutter are gone, you feel inspired to make a fresh start – and the same goes for your marketing. So how do you go about spring cleaning your marketing? Here are some ideas:
1. Review your marketing materials
If it is a while since you created your website and business card, you will probably find that they are in need of an update. Do they make your USP clear? (for more on checking your USP see here). Have you got new customers that you could add to your website and ask for new testimonials?
2. Review your Social Media Profiles
Are your Twitter and Linked-in profiles up to date and complete, with all your qualifications and experience? Is it clear what you are offering? Do you have a good up to date photo of yourself on there? Do you need to get some more recommendations on Linked-in? Get in touch with your happy customers and ask for some testimonials. Have you set up your Facebook business page for the new Timeline yet?
3. Update your records
If there is a pile of business cards lurking in the corner of your office, now is the time to add them to your database so that you can bin those cards. Think about keeping separate lists of clients, prospects and referrers, so that you can target them with separate communications. If you don’t have a database, then you can create a simple one using a spreadsheet with separate columns for first name, second name, company, address, phone number and email. This can then be uploaded to an email marketing system such as Mailchimp (for more on email marketing, see here). You could also connect with them on Linkedin – that way you can stay in touch even if they move jobs or company. Linkedin also allows you to download all your contacts which could then form the basis of a database.
4. Check your SEO
Once you have updated the content on your website, do an SEO (search engine optimisation) spring clean. There are a lot of factors involved in SEO, but at least check that the page title on each page (that is the one on the tab at the top) contains useful information for anybody searching for your company, your name, and what you offer. (on this page it is Spring Clean Your Marketing | Ridgeway Marketing). It should reflect the same words used in the text on the page – too many waste this title on words such as “Home” or “Services”. If most of your customers are local, have you registered on Google My Business? This is a free Google service and will help with local SEO. Also think about getting links on high ranking sites.
5. Review your marketing activities
If this is the end of your financial year, now is a good time to review your marketing activities to see what is working and what is not. Think about it in terms of cost and time, and the value of the business (and profit) each activity generates. You also need to consider the Lifetime Value of the customer – though it may cost a lot to get one customer, if they stay with you, what is the Lifetime Value of that customer? This might lead you to re-consider how much time and money you spend on each area of marketing.
6. Get an outside viewpoint
Most of us just get too close to our own business to see the wood for the trees, so do ask a trusted friend or colleague for an outside viewpoint. They may spot something that you just cannot see. A marketing mentor can help you with a fresh perspective on your marketing, and give you lots of new ideas on how to market your product or service – for more details on Marketing Mentoring, see here
Author: Beryl Pettitt
Ridgeway Marketing provides Marketing Mentoring and Marketing Training to small businesses and organisations across the UK. Beryl Pettitt has worked in marketing for over 25 years, and her experience spans both the corporate environment and running her own business. She understands the needs and pressures of managing a business, so clients find her advice both practical and affordable. If you would like some help spring cleaning your marketing, request a free one hour marketing mentoring session.
www.ridgewaymarketing.co.uk Tel 0115 772 2518
Dec 8, 2011 | blog, marketing tips
It is the time of year for making New Year’s Resolutions, so here are some ideas for Marketing Resolutions, and who better to look to for inspiration than Santa?
So why is Santa so effective at marketing himself?
1. Consistent branding
No matter how many different pictures you see of Santa – he always wears that red outfit with a white trim and white beard. While you don’t need to wear the same clothes all the time, do make sure you use the same style, colours and logos on all your marketing – it makes you easy to identify, and makes sure clients recognise your messages.
2. He repeats the message
He is there every year, and handily, lots of other companies repeat the message on Christmas cards and decorations, increasing his visibility. So you need to repeat the message, moving your clients through from Know to Like to Trust, by repeating your advertisements, press releases, emails – once is not enough!
3. Build Credibility for your Brand
When doubt set in about Santa in our house, my daughter insisted we not only had a mince pie and a beer for Santa, and a carrot for Rudolf, but also a Santa footprint in flour on the hearth.
You can build credibility for your brand by becoming an expert in your field – speaking, writing, blogging, Tweeting.
4. Use Online Tools
Yes, even Santa has a Twitter account! His journey round the globe can be tracked live on Norad’s website see www.noradsanta.org – and he has an App!
There are loads of free online tools to help you with marketing – Mail Chimp or Constant Contact for email marketing, Survey Monkey for surveys, WordPress or Typepad for blogs, Google analytics on your website.
5. Give excellent customer service
Santa never fails on customer service – he turns up on Christmas Eve no matter what the weather. Keep your customers happy by giving excellent customer service, then you can get recommendations and testimonials from them, stay in touch with them, then sell them more. It is much cheaper to sell more to your existing clients than to find new ones!
6. Make sure your website can be found on Google
Google Father Christmas or Santa and his website www.northpole.com comes up first on Google because he understands the basics of Search Engine Optimisation. Make sure you do – page titles, links on high ranking sites, and register on Google maps.
So as small businesses, we can learn a lot from Santa!
Author: Beryl Pettitt
Ridgeway Marketing provides Marketing Mentoring and Marketing Training to small businesses and organisations across the UK. Beryl Pettitt has worked in marketing for over 25 years, and her experience spans both the corporate environment and running her own business. She understands the needs and pressures of managing a business, so clients find her advice both practical and affordable.
