Entries from May 2012 ↓

Can that really be true?

Well, it is according to a recent article in The Drum.

Apparently, a recent survey undertaken by TalkTalk Business discovered that only 1% of UK SMEs use social media sites such as Twitter and Linked In to generate new business.

Out of the 500 SMEs surveyed, 43% said they weren’t comfortable using social networking sites.

As a copywriter, I’ve been using social media for a while to offer advice, promote my business and make new contacts. It really isn’t scary – it’s just like chatting with friends.

Finding the comfort zone

Social media allows customers unprecedented access to companies these days. They can instantly send messages, ask queries and make complaints – perhaps that’s part of the problem.

But there really isn’t any reason for companies to be afraid of social media. Used wisely, it can open up new markets and even find new business partners.

Of course, once you put something out on the web, it’s there for good, so any company looking to use social media as part of their marketing must have a strategy in place.

Understanding your social media strategy

The first thing that must happen is for everyone to understand (that includes senior management) that the main goal is not to sell.

Social media is a long term commitment that should add value to your relationships with your customers.

Then you must determine what your goals are – whether you’re using it for PR, customer service or marketing. However you use it, your goals must be SMART (specific, measurable, attainable, realistic and timely).

Of course, not every social media outlet is going to be right for your business, so do your research. Work out where you customers hang out and where your activities will have the greatest impact.

Once you start to use the platform(s) join in the conversation, don’t just lurk on the fringes. Chat with people, answer questions and offer advice. All of these activities will help get you noticed and increase your levels of engagement.

After a while, you may start getting questions coming your way. If you do make sure you answer them. Also, it’s worthwhile bringing your social media activities into the real world by going along to networking events and tweetups so people can put a face to the profile.

One more thing about Twitter, if a specific person within your company runs the account, make sure they sign their name to their tweets, or have their bio on your Twitter page. People like to know who they are tweeting with.

The best way to learn is to do

“Social media can prove invaluable as a new business tool and so it’s worrying to see that so few SMEs are embracing it. Its business benefits range from being able to engage and understand the needs of customers and prospects through to gaining insights into target markets and perceptions of your organisation or brand.

“There’s certainly scope for more SMEs to be educated on how social media channels can be applied to business and ne harnessed to benefit the bottom line.” Paul Lawton, Managing Director of TalkTalk Business.

I couldn’t agree more Paul.

Over to you

Are you one of the 43% or have you embraced social media as part of your marketing strategy?

Leave a comment below and let us know your thoughts.

It is a well-known fact that customer service is the one area that will make your company stand out from the crowd. With limited budgets, it’s one way smaller companies can compete, and at times outdo the big boys.

Let’s face it, we all love to be made to feel special and great customer service is a prime example of that.

Small details such as calling customers by name, retuning calls quickly and keeping customers informed can make a huge impact on your company’s reputation.

But of course, high levels of customer service tend to come with high wage bills, not something every business wants to absorb. That’s why, according to a recent article in Business Matters, many companies (21% of those surveyed) are now investing in tools that will allow their customers to deal with issues without needing to speak to an employee.

Is that really a good thing?

Do we really want to be on our own?

When it comes to queries and complaints, today’s technology and social media have opened up businesses to a 24 hour demand. Customers want immediate answers and, for most companies, a fully manned customer help line that’s available 24/7 simply isn’t feasible.

I’m all in favour of auto responders to emails (provided I actually get a response to my query too), accessibility through social media and the live chat facility, but what really gets my goat (now you understand the relevance of the image) are the companies that seem simply not to care.

Speaking from experience, in my mind, there is nothing more frustrating than wanting to find contact details for a company only to be faced with page upon page of FAQs. Not only that, but no matter how thoroughly you search, there is no sign of a phone number, email or postal address.

To me (and I’m sure I can’t be alone here) that would suggest a lack of regard for their customers. I immediately begin to think why don’t they want me to be able to get in touch with them? What are they trying to hide?

I can understand offering 24/7 accessibility to staff is not practical, but surely an email address (not contact form, I’ve lost count how many times I’ve tried to contact companies through those only to never receive a response) isn’t too much to ask?

Most customers are reasonable and won’t expect an immediate email response if they are contacting you out of hours, but a simple auto responder saying ‘thanks for your email, it will be answered shortly’ (or something along those lines) instils confidence that their query or complaint has been received and will be dealt with.

And every now and then, it is quite nice to be able to find a phone number and speak to a real person.

Making life easier all round

The best of both worlds would be a company that offers FAQs (you never know, one day they might cover my query) and a way of getting hold of someone – either by phone or email.

Don’t let technology take over completely. Customers do still crave the human touch now and again.

An ability to speak or interact with a real person is a very precious thing, so don’t go down the route that some of the massive corporations have ventured along, thinking page upon page of FAQs offers the same level of service as the ability to contact a person.

Over to you

What are your thoughts on this?

Do you think it’s OK to have a website without any contact details listed and just FAQs?

Leave a comment and have your say.

Sally Ormond – Copywriter and occasionally disgruntled customer

Kevin Cain of OpenView Blog has kindly agreed to allow me to re-post his blog A Writing Checklist for Content Marketers… and Everyone Else on Freelance Copywriter’s Blog. A very useful article for copywriters and content writers.

In a recent guest blog post for the Content Marketing Institute, I talked about how crisp writing and a consistent treatment of words and phrases are a very public reflection of an organization’s professionalism. The post went on to describe how to create a content marketing style guide and to make the point that in the digital age, where our thirst for content and ability to share that content is greater than ever before, style guides are essential.

I stand by that claim, but also recognize that putting a style guide together can be a pretty daunting task, particularly when resources are limited. That’s why in this post I’m giving you an out in the form of a writer’s checklist. A regular component of the style guides I’ve created over the years, it’s essentially a one-page cheat sheet that you can use to help make sure your content is up to snuff.

My Writer’s Checklist

Always remember to read your writing out loud and ask yourself: Is it easy to read? Do you stumble anywhere? Is it hard to follow? While doing so, remember to check the following:

Overall Effect

• What is the main message being communicated?
• Is it interesting to read?
• How does it look? Are the paragraphs divided into easily digestible lengths?
• Read your first sentence or two. Is the purpose of your writing clear? Have you hooked your reader into wanting to read more?
• Does the story progress naturally and logically? Would any paragraphs make better sense elsewhere?

Tone

• Are your point of view and tone consistent?
• Have you chosen words that are appropriate for your audience?
• Will your writing offend anyone who is reading it?

Style

• Is each sentence complete? Does each focus on a simple point? Is each clear and explicit?
• If all sentences are about the same length, can you find ways to vary their lengths?
• Are your transitions between sentences and paragraphs smooth and logical?
• Are you writing in active (not passive) voice?
• Have you used verb tenses consistently?
• Are adverbs and adjectives used excessively?
• Are any words overused?
• Do any parts of your writing sound wordy, choppy or repetitive?
• Do any of your sentences start with and, but, or so? Can you eliminate these words without changing your meaning? If not, can you combine these sentences with others without making them excessively long?

Grammar and Spelling

• Do all your subjects and verbs agree?
• Do all your pronouns agree with the subjects to which they refer?
• Have you spell-checked?
• Are all names and titles accurate and spelled correctly?

While a checklist like this will never take the place of a content marketing style guide, following it will at least make you think more about your writing before you share it with the rest of the world. Doing so will almost always lead you to a better final product.