Segmented Content Keeps Contractor Websites Customer-Centric

May 3, 2012Joanne CostinLeave a comment

If your business serves many types of customers, it can be a challenge for website writers to connect with the needs of prospective buyers. By segmenting website content you can create a website experience that is much more customer-centric. For example, hospital executives don’t want to have to navigate through an entire website to find that content that is most relevant. The same holds true for any other industry market segment such as retail or education. Segmented content has a much greater opportunity to connect with potential building owners.

Start with a dedicated landing page

You may not want to optimize your home page for a particular market segment. But a dedicated landing page tied to a paid ad could be optimized for a single market segment. That’s how I found Korte Builders. I was searching for articles on top healthcare trends when this paid Google ad appeared.

A landing page geared toward a specific segment should have a clear focus. The Korte landing page (the first page people will visit after clicking on the ad) is successful in providing this audience with just what they need to know.

Blog content and tweets specific to healthcare convey authority in healthcare construction. Also included is a downloadable document on healthcare trends. “Let’s talk” provides a casual call to action for someone in the early stages of the buying cycle. A project map shows Korte healthcare projects all over the country. The “small projects team” copy serves to welcome decision-makers for all sorts of projects – and is a smart move since the market is trending toward renovation. Updates that visitors sign up for, will also be focused only on the potential buyer’s interest: healthcare construction. A clear link to the home page of the Korte Company site eliminates any confusion that this is a home page.

How to Segment Content
Segmenting content is as easy as setting up categories on your blog and generating an RSS feed for that specific category. Place it anywhere on your website. Read this helpful post that explains how to do it. Keep an eye on your content to make sure you keep each category up-to-date. Consider a similar segmentation strategy on Twitter by designating multiple Twitter accounts for your business, each focused on an important segment, such as Korte’s @KorteHealthcare. Evaluate if the benefits outweigh the extra work it will take to maintain two accounts. Here’s a good post from the Social Media Examiner that can help you decide how to set up Twitter accounts for your business.

Content writers should consider unique ways to interact with each market segment. What interactive tools such as online calculators or visualization applications would be most useful to potential buyers? Segmented content provides more opportunity to engage.

Industry segments aren’t the only way to slice a market. Segmenting customers by size or geography also offers potential. The best messages are those that speak to the specific needs of the audience.

What obstacles keep you from segmenting your market?

Lost in Translation: Content Writing for a Global Audience

April 27, 2012Joanne CostinLeave a comment

Companies looking to expand globally need to be cognizant of how their website content translates into foreign languages. There are some general guidelines to follow to ensure smooth translations.

Keep copy clear and concise

Clear and concise copy is always a good idea, but this is especially important with a global audience. Avoid using slang, cultural references and figures of speech. These terms may not translate well. Clearly spell out all industry acronyms to avoid confusion.

Use short sentences

Long sentences can be difficult to translate and confusing to your audience, so avoid them. Shorter sentence are more easily scanned and understood by global web visitors.

Allow for text expansion

Most translations will run 20 percent longer than English, so plan your layout accordingly. Resizing some images can give you the extra space you need.

Remember global search terms may be different

Marketers looking to attract a global audience also need to recognize how language impacts their search engine optimization. Keywords may be completely different in different languages or even in the same language. For example, “construction equipment” is called “plant” in the U.K.

Get professional help with translations

Professional translation services are the best way to ensure good communication with a global audience. However, if that is not in your budget, consider creating a single landing page in multiple languages.

Don’t forget the measurements

Specifications are as important as the copy. Buyers need to ensure that products are the right size for their application so be sure to include metric measurements.

Global markets represent a tremendous opportunity for marketers, but websites need to consider the global audience. Follow best practices to ensure that meaning isn’t lost in translation. Give global buyers the confidence they need to purchase with useable information. Have you thought about expanding globally?

The Yin and Yang of Websites and Trade Shows

April 25, 2012Joanne CostinLeave a comment

Exhibitors often spend hundreds of thousands of dollars for the opportunity to meet face-to-face with prospects over the course of a few days. Websites, on the other hand, are the 365 days-a-year, 24/7 workhorses of marketing. Instead of looking at these two marketing strategies as competing, marketers and content writers should consider the power of yin and yang. Together, websites and trade shows can work together to enhance both online and offline sales and interaction. There is no substitute for face-to-face interaction, but trade show marketing needs to extend before and after the show. Websites can not only drive more potential buyers to your exhibit, they can also provide convenient after-the-show support at a time convenient to the buyer. At the same time, trade shows offer marketers an excellent source of content that can be used to enhance a potential customer’s online experience.

Tradeshow yin

Use trade shows to generate content for the website. Capture customer interviews or record videos with product experts. Video product demonstrations and get reactions from interested trade show attendees. After face-to-face meetings connect with prospects through social media channels. Ask questions and notice how attendees respond to your messages. Learn what their sales objections are. Take note of pain points to generate new ideas for content.

Website yang

Before the show use your website to let buyers know where and when you will be exhibiting and what you will have on display. Build suspense for new product introductions. At the show, use QR codes to help buyers access relevant information right from their smart phones. Recognize that prospects don’t want to carry around your literature or ship it home in a suit case. They want to access everything online, in their own language. Make sure your website is up-to-date with the latest information from the show. Nothing is more frustrating for a buyer or journalist than knowing there is something new but being unable to find information on it. Yet it happens all the time when trade show planners, pr professionals and online marketers work in different silos. It’s a missed opportunity. Once you capture their attention at the show, a website should pull buyers through the sales cycle, providing content that will help buyers make informed decisions. 1) Comparisons with competitive products 2) Comparisons with other products in your line 3) Case studies 4) Frequently asked questions 5) Technical support 6) Where they can buy 7) When it will be available 8) How much it will cost 9) Warranty or guarantee

Follow-up is essential

Email marketing can bridge the gap from the trade show to your website. Instead of just capturing email addresses, keep track of what products or services trade show visitors are interested in, and send relevant messages geared to their interests. Let prospects know you were listening. Trade shows are a huge investment for many companies. Take a yin and yang approach to get the most from both your trade shows and your website. Do they work together at your company? What are the challenges?

Content Writing Lesson for Food Service: Swap Broad Terms for Specifics

April 18, 2012Joanne CostinLeave a comment

Berries from Brazil

Many companies have jumped on the green bandwagon and for good reason. Consumers favor environmentally friendly brands and companies want to do the right thing. However, as a result of this movement, words like sustainable and organic have been bandied about with increased frequency. But what do these words mean to consumers?

Research conducted by The Hartman Group suggests that the words “sustainable” and “organic” are confusing to consumers. At the Protein Innovation Summit, Tamara Barnett, director, strategic insights, Hartman Group, advised food suppliers and restaurant operators to scrap words like sustainable and organic in favor of words that consumers can more readily understand. According to Barnett, consumers want to know where food comes from, so information about where a product is sourced from is important. Consumers want to know food comes from a real place. Consumers want to know how your practices impact quality. Educate and explain your practices with specifics rather than generalities.

On the menu and on your website, answer the question of where your food comes from. Explain what it does for the consumer (environmental or health benefits). Showcase your suppliers. “Consumers want to work with a company that is a good neighbor,” said Barnett. It is increasingly important to show a connection to the community that uses your product.

Don’t forget that authenticity can be conveyed not only in words, but in pictures. Photos of real customers, employees and places, build trust.

As content writers we combines words and pictures to impart meaning. We can review your current website copy and edit for clarity and substance. We will scrap confusing words in favor of more descriptive terms and keywords. It is not enough to be sustainable or organic.

Find the Best Whitepaper Topics

April 12, 2012Joanne CostinLeave a comment

Whitepapers have proven their worth as lead generation tools, but coming up with the best whitepaper topics for your business can be a marketing challenge. A professional whitepaper writer experienced in your industry can not only complete the writing work, but can also brainstorm fresh topic ideas. Start with a clear understanding of the needs of your audience.

Here are some of the methods we use to generate whitepaper topics:

Conduct customer interviews and visit social media forums to hear problems described firsthand.
Review trade magazines and their websites for potential topic areas.
Look at the agendas of conferences in your industry to see what topics are being covered.
Review current industry research related to audience needs and buying practices.

Professional service firms should consider whitepapers that position their firms as industry thought leaders.

Being the first to delve into a new trend or topic can quickly position your firm as an expert. However, be careful not to write an opinion piece. Whitepaper readers expect objectivity. A professional writer understands how to utilize third party data to present a compelling case.

Construction firms might consider from a whitepaper on sustainable building practices or using new technologies.

Food service suppliers might consider a whitepaper on food safety, sustainability or labor-saving best practices.

Case studies can also be effective whitepapers, particularly when they feature high profile clients.

When it comes to finding the best whitepaper topic, the choices are many, but using a professional writer with industry experience to brainstorm fresh ideas is a smart choice– a professional writer already has a good understanding of what your audience is looking for.

Are whitepapers part of your 2012 B2B marketing plan?

« Prev 3 4 567 8 9 Next »