7 Reasons Your Business Should Be Blogging

7 Reasons Your Business Should Be Blogging

Every business should be blogging.

 

There really isn’t a question about it anymore. Blogging isn’t some new-fangled form of marketing with no proof behind it. They’re been around a fair while, and they’re here to stay. By now, all the savvy businesses are blogging regularly about what they do, and many others are hovering on the fence, not sure whether they can keep up with the commitment. But if you’re one of the few who doesn’t see the value in it, I have 9 reasons you should be giving blogging the old college try.

 

  1. 60% Of Marketers Say Blogs Are Their Top Inbound Marketing Priority

 

Creating blog content is becoming more and more important, as marketing companies realise it is fuel for everything they do. Without a solid bank of content, there is nothing to share on social media, nothing to hook in readers and make them click on newsletter links, and nothing to fall back on when they’re talking about their business. Blogs are the foundation of any solid marketing strategy.

 

  1. 80% Of Companies Consider Their Blogs ‘Useful’, ‘Important’ Or ‘Critical’

 

Blog content isn’t just useful for social media. Your blogs are a way of communicating with your prospects and your clients, and a way of sharing ideas, information and yes, even selling to them. That’s why so many people think they are important. For some businesses, content is the lifeblood that keeps them going, while in others it’s a convenient marketing tool that backs up everything they say in their other messaging.

 

  1. Once You Write 21-54 Blog Posts, Blog Traffic Generation Increases By Up To 30%

 

It’s true what they (I mean we) say, you’ve got to keep it up! So many companies blog for a little while, and then they run out of time, or motivation, and they stop. 9 times out of 10, they stop before they’ve managed to hit that critical mass of blogs, between 21 and 54. But the thing is, when you have that much content on your site, Google starts to take notice. And that’s when the rankings start to climb, the traffic starts to increase and your blogs can even help with your direct sales. So don’t give up, whatever you do!

 

  1. Small Businesses Who Blog Get 126% More Lead Growth Than Those Who Don’t

 

Small businesses have to fight for every lead and every prospect that comes their way. That takes up a lot of time and energy, and sometimes spreads the owner pretty thing. But one thing that takes up minimal time and provides maximum results is blogging. A regular blog will increase your online visibility and send your lead growth through the ceiling. There’s no downside there.

 

  1. 346 Million People Read Blogs All Over The World

 

People read blogs. You’re reading one now. Blogs are the things that people read to learn, to better themselves, to research and even to kill some time before the day ends. Whatever the reason, 346 million people worldwide read blogs on a regular basis. And if they’re not reading yours, they’re reading your competitors.

 

  1. Websites With A Blog Tend To Have 434% More Indexed Pages

 

Google loves content. And Google indexes all of the pages on your website, and gives them a ranking. So it makes sense that the more content you have, the more pages you have, and therefore the more pages available to be indexed. And the more pages you have indexed with Google, the more likely you are to come up in a search. Blogs are a great way of creating indexable pages for your website without having to constantly update your web copy.

 

  1. Blogs Have Been Rated As One Of The Top Five Most Trusted Sources For Information Online

 

This is what I think is one of the most important reasons for businesses to blog. Blogs are ranked up there as one of the most trusted resources for information on the internet. That means that when people want information, to research products and services, they turn to blogs to find the answers. Blogs allow you to present that information to prospects and convince them that you’re the right person for the job – without being overtly salesy about it.

 

If you’re not blogging yet, you should be. No matter what industry you’re in, there are people out there who want to know about what you do. Rather than assuming no one else in your sector will give them what they want, you need to make sure you are there when they ask those questions. Get yourself out there as a source of information enough, and you will be the first person they think of when they’re ready to buy.

 

But blogging takes time and energy, and a lot of business owners just can’t manage it. That’s ok – that’s what people like us are here for. All we do, all day every day is write blogs for businesses like yours. We help support your marketing efforts, get you found online and provide the information your customers need to make their buying decisions. Our packages start from just £75 a month – so why not give blogging a try? Find out more about our services here, or just give us a call to arrange a chat.

 

7 Reasons Your Business Should Be Blogging

Every business should be blogging.   There really isn’t a question about it anymore. Blogging isn’t some new-fangled form of marketing with no proof behind it. They’re been around a fair while, and they’re here to stay. By now, all the savvy businesses are...
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The F Word (And Why Your Content Needs More F’s)

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4 Benefits To Story Driven Marketing

Brand storytelling isn’t a new concept. So in a sense, this blog might just be rehashing old ideas. But here’s the thing. Only the bigger businesses seem to be doing it. Why do you think the John Lewis adverts get such attention every year? Because they tell a story...
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Which Hogwarts House Does Your Content Belong To?

Anyone who knows me will know that I’m a bit of a Potterhead. Harry Potter came out in 1997, when I was just 6 years old. As an avid bookworm, I had my head in the first book almost as soon as it could get from the book shop shelves and into my eager hands. I grew up...
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The F Word (And Why Your Content Needs More F’s)

The F Word (And Why Your Content Needs More F’s)

Relax, I’m not here to deliver some big sermon on swearing, or tell you that you need to pump your copy full of expletives in order to be noticed. Nothing like that. Today, I want to talk about a whole different type of ‘F’. You see, people don’t read in straight lines on the internet. They don’t go from left to right, reading every single word in the line before going down to the next line. Instead, we read in a distinct ‘F’ pattern – and you should be using that to design your website and its content.

 

What Is The ‘F‘ Pattern?

 

To sum it up, the ‘F’ pattern is the most common eye scanning pattern of people reading blocks of content online. To go a bit deeper (because you didn’t come here for summaries), it’s how your users read your content. In just a few seconds, their eyes whizz across your content in a distinct F pattern. We know this because there have been studies done using heat mapping, which shows us exactly where readers eyes go, and how long they stay there. Honestly, it’s pretty cool. It’s made up of 3 components:

 

  • Users read in a horizontal movement first across the upper part of the content area. This forms the top bar of the F.

 

  • Next, they scan in a vertical line down the left-hand side of the screen, looking for headings and points of interest in the paragraphs initial few sentences. When they find something they like they read across in a second horizontal movement, typically covering a shorter area than the previous one. This is the second, lower bar of the F.

 

  • Finally, the users scan the content’s left side in another vertical movement and scan across the full lines when they find something interesting, in smaller, off shooting F’s.

 

For more visual people, it looks like this:

 

 

It’s pretty much the ‘go to’ layout choice for text-heavy websites, like blogs and news sites. So if any of your pages are a bit text heavy, then the F pattern is perfect. It’s also the most comfortable layout for Western readers, who have been reading top to bottom, left to right their entire lives.

 

How To Use The F Pattern In Your Content

Prioritize Your Content – When you’re creating a page or post, pick out your 3 most important pieces of information, and make sure they fit into that reading line. Once you’ve identified what you consider important and what your users will be most interested in, it’s simply a matter of making sure they hit those ‘hot spots’.

 

Set Initial Expectations – Your first two paragraphs are the most important – so get your key messages at the top. On pages, make sure your important content is at the top of the page, level with the navigation bar if you can. From there, use the F pattern to place your sub headings and other important areas.

 

Design For Scanning, Not Reading – Too many people write content assuming they’re going to be read word for word. With so many pressures on our time, people tend to speed read most things, which is code for scanning. So rather than hope you’re the exception, design your pages and content for scanning. Start your paragraphs with enticing keywords to catch the attention of time poor readers. Cover only one idea per paragraph, and use bullet points regularly. Make your content as easy to san as possible.

 

Utilise Your Side Bar – Sidebars exist to get users involved on a deeper level. So use it! Feature anything you want users to see in this side bar – such as a list of ‘related articles’, a search function to help people find specific things, or a social media widget.

 

And there you have it. If you want more engagement, you need more F’s. And if you’re not sure how to structure your content to fit that pattern, then call someone who does. At Eleven Eight, we specialise in helping businesses create compelling and engaging content, which means we know a little something about reader psychology! To find out more, just get in touch with us, or book a consultation here.

 

Oh, and it wouldn’t hurt to drop a few ‘F’ bombs in your content when they’re needed too!

7 Reasons Your Business Should Be Blogging

Every business should be blogging.   There really isn’t a question about it anymore. Blogging isn’t some new-fangled form of marketing with no proof behind it. They’re been around a fair while, and they’re here to stay. By now, all the savvy businesses are...
Read More

The F Word (And Why Your Content Needs More F’s)

Relax, I’m not here to deliver some big sermon on swearing, or tell you that you need to pump your copy full of expletives in order to be noticed. Nothing like that. Today, I want to talk about a whole different type of ‘F’. You see, people don’t read in straight...
Read More

How To Get Your Blog Ranking On Google

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Read More

4 Benefits To Story Driven Marketing

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Which Hogwarts House Does Your Content Belong To?

Anyone who knows me will know that I’m a bit of a Potterhead. Harry Potter came out in 1997, when I was just 6 years old. As an avid bookworm, I had my head in the first book almost as soon as it could get from the book shop shelves and into my eager hands. I grew up...
Read More

How To Get Your Blog Ranking On Google

How To Get Your Blog Ranking On Google

Google, google, google. There isn’t a day goes by where we aren’t reading something about Google. How to get your website to page 1 is the main one, since occupying that coveted page 1 spot will gain you more clients, more exposure and ultimately, more success. And posting regular content in the form of blogs is a great, low-cost way of getting you there. But it isn’t just as simple as posting some stuff and hoping for the best. So to help you out, we’ve got four ways you can improve your blogs and get them to page 1.

 

Do Your Research

 

Anyone who’s done even a little research will know that Google still likes keywords. And why wouldn’t it? It’s one of the most important signposts Google uses to identify what content should feature in search results. But the most common mistake people make is filling their content with the wrong keywords. Instead of using the keywords you want to be found for, instead look at what people are actually searching for. That might sound like the same thing, but actually, they’re completely different. Use a keyword research tool (Like Google’s keyword planner or SEO Book’s Keyword Tool) and figure out what people are typing into Google to find you. It’s a little bit of effort, yes, but it means that your content will actually start showing up in search results – which is the whole point, right?

 

Produce Good Quality Content

 

When it comes to blogging, it’s not about quantity; it’s about quality. I often come across business owners who want to write a post every single week and make sure it’s splashed everywhere. And that’s great. But the odds are that you won’t get high-quality content churned out in that time frame. So instead of trying to get loads of content out there, focus on producing just a few pieces of high-quality content a month. If you’re not sure what constitutes ‘high-quality’, here are 5 elements to remember:

 

  • Audience focused
  • Trustworthy
  • An authority
  • Offer substantial value
  • Quality control measures

 

What all of that means is that you should be writing good content that your audience actually wants, not being so focussed on stuffing it full of the right key words that you forget people will actually read it. When you’re writing your blog, forget about SEO. Seriously. Don’t worry about algorithms and key words – even though I know that goes against the paragraph above. Instead, write something engaging, interesting and useful to people, and your content will be much more successful. Don’t publish a bunch of shallow, you-focussed content that doesn’t serve anyone.

 

Mix It Up

 

Google is constantly changing its algorithms in tiny ways – always tweaking and improving something. And so should you. More specifically, don’t just write the same length of content, on the same topics over and over again. Variety is the spice of life after all. So create some posts that are just 400 words long – a nice quick read. Make some your average 600-700 word, easy reading posts. And then include some of the meatier, dig-in-deep posts too. This is where a lot of businesses fall down. If you look at studies carried out on Google’s search results, you’ll find that the average first page post is almost 2,000 words long. This is known as ‘cornerstone’ content, and is just as important to your rankings as your regular, shorter pieces.

 

Don’t Forget The Extras

 

Going back to keywords. Your content isn’t the only place you should be including them. When you upload your blog posts, you will be asked to fill in a whole bunch of metadata. And you should be including your keywords here. The most important places to use your keywords include:

 

  • Your title
  • Your URL (which you can customise)
  • Your headings (which are throughout the text)
  • Your alt image tags and image captions

 

As well as throughout your content. Google ranks your page based on the entire content of the page, not just on the bits visible to readers. So don’t neglect it.

 

If you don’t know how to do any of this, then don’t worry – you’re not alone. SEO is a complicated business, and frankly, even we don’t know everything there is to know about it. That’s why there are SEO gurus. But we do know how to get blogs to rank well, and use them as a tool to boost your rankings. If you’d like to know how to do that, you can book one of our 90-minute crash course sessions, or get in touch for a consultation. Can’t wait to hear from you!

7 Reasons Your Business Should Be Blogging

Every business should be blogging.   There really isn’t a question about it anymore. Blogging isn’t some new-fangled form of marketing with no proof behind it. They’re been around a fair while, and they’re here to stay. By now, all the savvy businesses are...
Read More

The F Word (And Why Your Content Needs More F’s)

Relax, I’m not here to deliver some big sermon on swearing, or tell you that you need to pump your copy full of expletives in order to be noticed. Nothing like that. Today, I want to talk about a whole different type of ‘F’. You see, people don’t read in straight...
Read More

How To Get Your Blog Ranking On Google

Google, google, google. There isn’t a day goes by where we aren’t reading something about Google. How to get your website to page 1 is the main one, since occupying that coveted page 1 spot will gain you more clients, more exposure and ultimately, more success. And...
Read More

4 Benefits To Story Driven Marketing

Brand storytelling isn’t a new concept. So in a sense, this blog might just be rehashing old ideas. But here’s the thing. Only the bigger businesses seem to be doing it. Why do you think the John Lewis adverts get such attention every year? Because they tell a story...
Read More

Which Hogwarts House Does Your Content Belong To?

Anyone who knows me will know that I’m a bit of a Potterhead. Harry Potter came out in 1997, when I was just 6 years old. As an avid bookworm, I had my head in the first book almost as soon as it could get from the book shop shelves and into my eager hands. I grew up...
Read More

4 Benefits To Story Driven Marketing

4 Benefits To Story Driven Marketing

Brand storytelling isn’t a new concept. So in a sense, this blog might just be rehashing old ideas. But here’s the thing. Only the bigger businesses seem to be doing it. Why do you think the John Lewis adverts get such attention every year? Because they tell a story in the space of 1 minute. Something compelling and charming that connects the viewer with the advert from the first few seconds. And guess what? John Lewis’s sales soar after those ad’s air. There’s not any question about it anymore – if you want to make your brand stand out, you need to be telling stories. But in case that wasn’t enough of a reason (and hey, it might not be), I’ve pulled together a few more you for,

 

Why We Crave Stories

 

Here’s a nice, juicy reason to indulge in your fantastical side now and then. Our brains are hard-wired to respond to and crave stories. Seriously. Various neurological studies have proven that our brains are far more engaged by storytelling than cold, hard facts. That’s because when we read straight data, only the language parts of our brains are activated, working to decode the meaning behind it. But what scientists have come to realize in the last few years is that narratives activate many other parts of our brains as well, suggesting why the experience of reading can feel so alive. Words like “lavender,” “cinnamon” and “soap,” for example, elicit a response not only from the language-processing areas of our brains but also those devoted to dealing with smells. So when we read a story, it’s not just the language centre of our brain that lights up – all of the other areas of the brain that we would use if we were actually experiencing the events light up too. When we read stories, they imprint themselves on us, meaning they are easier to remember in the future.

 

As well as being hard-wired to respond to them, our brains are creating their own stories all the time, to fill in the gaps. We spend around a third of our lives daydreaming – our minds constantly looking for distractions. The only time we stop flitting from daydream to daydream is when we have a good story in front of us. So if you want to capture the full attention of your customers, the best way to do it is to give them that story

Show Off Your Personality

In an age where ‘people buy people’, giving your brand a personality is everything. While you may be able to do that in your everyday marketing to some extent, there is nothing like telling a story to shine a light on your brand voice. Your stories could be created by your brand, following your brand voice, or they could be created by your customers – who will share similar values and reinforce your brand personality at every stage. Some businesses we’ve met are worried about letting their personalities come through – but think about that for a second. If your brand ha no personality, then what sets it apart from the rest of the marketplace? What is there to attract customers to you, and not someone else? Never be afraid of putting your personality into your marketing. Tell customers a story, and make sure they hear it in your voice.

 

 Push Your Brand Front And Centre 

 

Some time ago the CEO of Jeep UK (Damien Dally) commented on story telling. “Storytelling in the automotive industry has been key in marketing campaigns for some time, especially since the advent of interactive/social media. This can be something metaphoric, yet simple, like a journey, to something more in-depth, with use of roles and a plot for the more adventurous. Portraying your brand as the protagonist, in either case, is essential.” In other words, storytelling is what links the brand with the story’s values. So whatever story you’re telling, your brand will be intrinsically linked to that message. You could use this to subtly position yourself above the competition, or as the maverick champion of the customer’s values. It’s about standing out, without being complicated about it.

 

 Hit The Emotions

 

Successful stories are successful for just one reason. They make us feel something. Even after we’ve finished reading or hearing them, they have a way of bringing back those feelings when we think about them. Storytelling is the best way to hit an emotional chord with your customers, so get tucked in for Storytime! But one caveat – make sure the stories you’re telling are real, at least for the most part. The last thing you want is to be caught in a fairy-tale lie because you wanted to pull on the old heartstrings. Your customers will see right through it and think less of you for it.

 

 Get Them Hooked

 

If there is one thing the human brain can’t resist, it’s a cliff-hanger. We desperately crave closure, and we always want to know how something ends before we can move on. So it’s really simple – tell them a story that never ends. Use every part of your marketing to keep the story going, and you will keep people’s attention along the way. Always leave them wanting more. And FYI, ‘more’ can manifest itself in any way you can imagine, so switch it up. Don’t let your method become stale and detract from your story. Use a variety of methods to tell your story, and push it out onto as many platforms as possible.

 

At Eleven Eight, we specialise in putting the personality back into your business copy. Through blogs, white papers and even your web copy, we can highlight your brand voice and attract more readers to your website. All you’ve got to do is seal the deal! If you want to know more, come find me in my office, or drop me a line for a chat.

7 Reasons Your Business Should Be Blogging

Every business should be blogging.   There really isn’t a question about it anymore. Blogging isn’t some new-fangled form of marketing with no proof behind it. They’re been around a fair while, and they’re here to stay. By now, all the savvy businesses are...
Read More

The F Word (And Why Your Content Needs More F’s)

Relax, I’m not here to deliver some big sermon on swearing, or tell you that you need to pump your copy full of expletives in order to be noticed. Nothing like that. Today, I want to talk about a whole different type of ‘F’. You see, people don’t read in straight...
Read More

How To Get Your Blog Ranking On Google

Google, google, google. There isn’t a day goes by where we aren’t reading something about Google. How to get your website to page 1 is the main one, since occupying that coveted page 1 spot will gain you more clients, more exposure and ultimately, more success. And...
Read More

4 Benefits To Story Driven Marketing

Brand storytelling isn’t a new concept. So in a sense, this blog might just be rehashing old ideas. But here’s the thing. Only the bigger businesses seem to be doing it. Why do you think the John Lewis adverts get such attention every year? Because they tell a story...
Read More

Which Hogwarts House Does Your Content Belong To?

Anyone who knows me will know that I’m a bit of a Potterhead. Harry Potter came out in 1997, when I was just 6 years old. As an avid bookworm, I had my head in the first book almost as soon as it could get from the book shop shelves and into my eager hands. I grew up...
Read More

Our Top 4 Productivity Apps For Busy Businesses

Our Top 4 Productivity Apps For Busy Businesses

If you’re reading this you’re probably a business owner or someone with aspirations to be one. So I don’t need to tell you just how hectic things can get. You don’t need reminding how challenging it can be to juggle everything within your business at once while still delivering your service. So I won’t. Instead, I wanted to share with you some of the apps we use to keep on top of things. But there are a lot of those, so we’ve picked our favourite 4, 2 of which are tools for any business owner, while the other 2 are more writer specific tools.

Grammarly

At Eleven Eight we spend around 85% of our time writing. So naturally, a writing improvement app is high up on our list. Grammarly is the newest addition to our productive app collection, but it is one of our favourites. Once you install this little package it simply sits in the background of your computer, checking through everything that you write for errors. It’s unobtrusive and simply underlines mistakes in red or green, a lot like Microsoft Word.  Red indicates a spelling problem, while green indicates a grammar issue. If you hover over the underlined word, the software will then suggest corrections, which you can accept or reject in a simple drop down menu. This part is particularly important, because the software is natively American, so it can get a bit funny around some finer points of British grammar. However, this can actually be a good thing – the suggestions keep you on your toes and make you really think about what you are writing and if there is a better way to say it. It also catches things Word would often miss – mainly because it takes content into account and can tell if you have said ad instead of and. Because ad is, in fact, a real word (I checked), Word won’t flag it up as a mistake, but a quick run through Grammarly (it isn’t supported in Word natively yet) will sort it out. We use the free version, but there is also a premium option available.

Insightly 

In the early days of Eleven Eight, when budgets were tight and we were still finding our feet, we kept track of our customers using a spreadsheet. That worked fine, but nearly 3 years on things have changed a bit. If you’d told me 12 months ago that I would be advocating CRM for small businesses and start-ups I’d think you were mad, but it’s an essential tool to help your business grow. We love Insightly, which combines a CRM (customer relationship management) system with project management and business reporting in one free platform. Each of our customers has a profile containing all information about them and their chosen service, with a to-do list attached to each member of our team. It even integrates with our accounting software and Evernote, so we can upload notes from customer meetings right away and get notified if someone has missed their payment. It’s so simple and easy to use, I don’t know why we didn’t use it sooner.

Rescue Time

If you find it hard to keep track of how much time you spend on a project, Rescue Time is perfect for you. Like Grammarly, once you install Rescue Time it will sit in the background on your machine and not really require any interaction. It simply monitors the time you spend using applications or on web pages, and collects the data into an easy to understand dashboard. Here’s one of my days from last week:

Screen Shot 2016-08-16 at 16.43.38

Apart from a gap in the middle when I had lunch and met with a client, it was a pretty productive day. You can see how much of my time was spent ‘productively’ (in blue), how much was ‘fairly productive’ (the greyish red) and how much was ‘distracting’ (the red). You can assign a category to every activity in the setting bar, and this will help Rescue Time understand your usage patterns. You can also see the times when I was doing certain activities, and in the breakdown you can see what each application or website visited was. You can program it to stop tracking your use at certain times or for whole days – so if you use your computer for personal things it won’t track that. I have mine set to track between 9 and 5.30, and not to track at all over the weekends. I’ve been using this tool for around 5 months now and it has not only helped me understand exactly what I do with my time, but helped me measure time spent on client projects, improve my productivity and understand when I am most likely to become distracted.

Write Or Die

I wanted to sum up with another writing application, but this one is far more fun than the first. Write or Die is an application for Windows and Mac that aims to eliminate writer’s block by providing penalties for procrastinating and rewards for accomplishment. Granted, I haven’t used this application religiously since my university days trying to meet high word counts, but it’s still useful if I’m flagging and need to force myself to write. The concept is simple – if you don’t write, there are consequences. This can be anything from an avalanche of very realistic spiders on your screen to a loud claxon that can only be turned off by typing (a personal favourite). Rewards mode is fairly new, and this provides positive reinforcement when you achieve your goals – from your favourite pictures to a popular song. They have also added stimulus mode, which is great for creative writers. It provides visual and aural stimulus for you as your write, perfect for getting in the right mood. If you do try Write or Die, take it with a pinch of salt – it’s as much of a funny app as a productive one.

And that’s that! I hope you’ve enjoyed this little insight into the workings of Eleven Eight. Many of these applications are crucial for us, as even the most committed writers can struggle every now and then. For more information about how we work and what we do, or if you just fancy picking our brains about these apps, please do get in touch and we’ll be happy to chat. We do love it when people call!

7 Reasons Your Business Should Be Blogging

Every business should be blogging.   There really isn’t a question about it anymore. Blogging isn’t some new-fangled form of marketing with no proof behind it. They’re been around a fair while, and they’re here to stay. By now, all the savvy businesses are...
Read More

The F Word (And Why Your Content Needs More F’s)

Relax, I’m not here to deliver some big sermon on swearing, or tell you that you need to pump your copy full of expletives in order to be noticed. Nothing like that. Today, I want to talk about a whole different type of ‘F’. You see, people don’t read in straight...
Read More

How To Get Your Blog Ranking On Google

Google, google, google. There isn’t a day goes by where we aren’t reading something about Google. How to get your website to page 1 is the main one, since occupying that coveted page 1 spot will gain you more clients, more exposure and ultimately, more success. And...
Read More

4 Benefits To Story Driven Marketing

Brand storytelling isn’t a new concept. So in a sense, this blog might just be rehashing old ideas. But here’s the thing. Only the bigger businesses seem to be doing it. Why do you think the John Lewis adverts get such attention every year? Because they tell a story...
Read More

Which Hogwarts House Does Your Content Belong To?

Anyone who knows me will know that I’m a bit of a Potterhead. Harry Potter came out in 1997, when I was just 6 years old. As an avid bookworm, I had my head in the first book almost as soon as it could get from the book shop shelves and into my eager hands. I grew up...
Read More
4 Marketing Myths We All Need To Stop Believing

4 Marketing Myths We All Need To Stop Believing

The great wide world of marketing is something that many people know something out, but it’s very rare to find someone who knows everything. In fact, I’d go so far as to say it’s impossible. Marketing is a huge field with a lot of opinions and ideas, some of which work and some don’t. you can follow the best advice out there but it might not work, or follow none of it and see great results. What amazes us is that there is still a large portion of people who believe and perpetuate some ideas about marketing that have been proven to be completely false. These can at best leave customers with unrealistic expectations and at worse cause some serious harm to their business. So naturally, we wanted to bust some of them for good and sort the fact from fiction.

Content Creation Is The Same As Inbound Marketing

This is by definition untrue. Content creation is the act of conceptualising and creating content (fairly self-explanatory), whereas inbound marketing encompasses all marketing activities that bring visitors in, as opposed to having to go out and get prospects attention (outbound marketing). Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content. Obviously creating content is a very important part of this and will help to give your customers the information they want and establish you as an expert, but just creating more content alone won’t bring you results. It needs to be combined with your web design, SEO efforts, your social media presence and interaction, email marketing, marketing automation and conversion process in order to be effective. Content is really only 1 part of the puzzle.

‘I Just Need A Website And I will Get Customers’

Yes, having a website is really important and it’s a vital first step, but that alone won’t get you customers. Let’s get rid of this ‘build it and they will come mentality once and for all. It only worked in Field of Dreams anyway. Nothing in marketing works in isolation, instead relying on complementary efforts to produce results. If you simply build a website and leave it there, you won’t see any results –we’d be willing to put money on it. You have to put yourself out there and promote for people to notice you above the throng of thousands of other businesses competing for your prospects attention.  If you are not using other marketing and advertising tools to put yourself in front of them, it is impossible for you to be found and generate sales. Unfortunately, it’s no longer good enough to simply have a pretty website, you’ve got to know how to use it too.

If I’m Doing Something, It’s Better Than Nothing

This ideology is nothing short of insane. Marketing costs money, so if you’re just doing something because it fulfils the mandate for ‘doing marketing’, you are literally just throwing money away. Before you start saying yes to the first thing that comes along you should be doing research to figure out which marketing efforts will bring you the highest ROI. You need to define and hone your message and brand identity, dedicate time and money to making sure your message is getting to the right people and the resources to monitor, evaluate and change the direction of your marketing to make it successful. If you aren’t able to do that then marketing is just a way to camouflage throwing good money out of the window.

Marketing And Advertising Are The Same Thing, Right?

WRONG! It’s amazing how often we still hear the terms marketing and advertising being used interchangeably as if they were the same thing. Let’s clear this up. Advertising means buying time or space to relay a message. Like buying a billboard on the side of the road or a prime time TV slot to run your advert. It is a part of something bigger. Marketing, on the other hand, is the act of moving a product from concept to customer delivery and drawing in those customers. This encompasses the ideas of your company, your brand, how you communicate, the design, processes, measuring of effectiveness and market research. In short, marketing is a bloated giant of a concept, while advertising is relatively straightforward and small part of it. Marketing activities can include blogs, email newsletters, customer research, cold calling, search engine marketing and so much more. For small and medium sized businesses, advertising is actually the worst performing form of marketing, because advertising is a mass market tool, whereas most small and medium sized businesses are aiming for a niche market. So instead, they employ wider marketing tactics to gain new customers and raise awareness.

Marketing is a never ending task for every business out there, not least because there are so many options to try and avenues to go down. That’s why it’s important to take a measured view of your activities and understand how everything works and what it could do to your business. Hopefully shedding some light on these common marketing myths have helped to shape your ideas moving forward and will make your next marketing effort all the more successful. For more information on marketing myths and the truths behind them, or just to talk to us about your marketing strategy, get in touch today for your free consultation.

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