Sometimes the DIY approach costs you valuable time, money and leads.
“People don’t want advertising when making purchasing decisions, they want valuable information — content.” - copyblogger.com
Like many of you, I’m a solopreneur, so I understand as well as anyone that in order to make it all work, especially when first starting out, we have to wear a lot of hats. We find ourselves doing things we would happily pay someone else to do for us if the budget allowed. We fake it ‘till we make it.
We buy online bookkeeping software, find a free scheduling app, ask our moms to proofread our work, trade our graphic design buddy a six-pack for a decent logo.
Face it…we’re renegades forging our way in the world. But what is one thing our scrappy little multi-hat juggling selves should not do? I’ll tell you – Do not underestimate the value of great content and, by all means, don’t skimp on this investment. There’s no app for that!
The evidence that a solid content strategy is worth the investment, is overwhelming. Sure I’m biased, but don’t take my word for it.
“Marketers with successful content campaigns spend 39% of their budget on this strategy. On the other hand, those with unsuccessful (or not as successful) campaigns, spend only about 16% of their marketing budget on content. Content marketing should get a large portion of your entire marketing budget. It should not be an afterthought, but instead, a central focus of all marketing for your business.”
-businesstocommunity.com
Have you looked into hiring a professional copywriter to help you? Maybe you found yourself saying, “I really wasn’t planning on spending xxx; my budget is only x.”
I get it! You’re in business to make money and you want to grow your business with as few overhead costs as possible. Getting something for next to nothing makes you feel like a savvy business owner. I hate to put it so bluntly, but honey, don't kid yourself. If you try to slide by without investing both time and money into your content marketing strategy you'll not only be shortchanging your sales goals, you'll miss a valuable opportunity to build a brand voice that helps you stand out in a crowd.
How hard your words work for you online relies on whether or not you consistently deliver a solid message that speaks directly to your ideal customer. Every product or service description must interest your readers without sounding overly sales-y, give enough information but not too much, and ultimately, tell your story.
If you can do all this on your own…fabulous! Seriously, yay you! Use my free resources, weekly emails and download my FREE Ideal Customer Worksheet to do it your bad self.
If not, please consider the following:
#1 - Your website is your online storefront. Even if you have a brick and mortar business (but especially if you don’t), your website is where you roll out your welcome mat, show your readers what you’re all about, and tell them what to do, like buy your stuff, subscribe or become your biggest fan.
Hopefully, you’ve invested the appropriate time and money into crafting great content, but if your words fall flat, making you sound like the teacher on Ferris Bueller’s Day Off, then you’re simply wasting a HUGE opportunity to capture and convert your web traffic.
Bueller…Bueller…Bueller…Anyone seen Bueller?
#2 - Your content is the best sales staff in the world. With just one investment, your copy works to sell your brand using the right words, every single time, 24 hours a day! No employee will ever say the right thing all of the time, especially if you are not there, but your copy will never provide poor customer service or have an “off” day.
Think about how much you would pay just one sales person per week. Then add in the money you pay for taxes, health insurance, lunch breaks and vacation days. Do you have a real number in mind? Now consider that you have to spend that amount every week...for years to come! Compare that with the quoted xxx price tag and you’ll quickly jump at the chance to invest in quality content.
#3 - Good content SELLS! This means a bigger, faster ROI for the money you spend on content.
Here’s a perfect example of what I’m talking about. Let’s say you have an online store that sells premium brand yoga pants. Each pair of pants costs $80 each. Now let’s say you spend a mere $200 for a professional copy editor to make your product descriptions glow.
If the top-notch content sells just three pairs of yoga pants, you will quickly recoup your investment and begin earning a profit. That is a pretty small price to pay.
Conversely, you could have hired a copy hack, or an inexperienced marketing intern to write your content for you, but if the content doesn’t convert shoppers into buyers, engagers, or subscribers…you are LOSING MONEY!
You probably need help if:
>You sell things from your website and know your business still has room to grow.
>You attract visitors to your website but you can’t get anyone to subscribe or buy your stuff.
>You know your content is mediocre, but you can’t figure out how to make it better yourself.
>You are a prolific and amazing writer, but you either don’t have time to write all your own copy, or you don’t know how to simplify it for an online audience.
>You are just starting out and want to get it right the first time.
It is never too late to clarify your message, synthesize your content across multiple platforms or to simply zero-in on a specific goal and write the words to get you there.
Great content isn’t about writing a snazzy sales pitch, it’s about finding the words to reflect who you are and what you offer.
Well-written, targeted, content sends out signals on a frequency that makes your ideal audience flock to you, and want to devour whatever you offer.
I hope you not only place a higher value on what great content can do for your business, but are convinced that it just might be your most powerful tool for marketing your business. Who wouldn’t want to invest in that?
Of course, I'd love to connect with you to see how I can help you create the right message for your mission. Click here if you'd like to schedule a free 15 minute call to see if we're a good fit!