I like to use a toolbox metaphor to describe how I work. Over time I’ve earned experience with a variety of online marketing techniques and have developed a broad skill set. “Copywriter” is the quickest way to describe what I do, but I’m not just a copywriter. At my best, I work to fulfill a business’s digital marketing needs in a holistic manner, choosing the most appropriate strategy. Not every tool is what any given site needs at a given point in time. Here are the specific ways I help:
- Copywriting supported by user research: Putting words on paper or screen is a small part of the process of creating copy that makes a difference. Most of the work of copywriting is not writing at all, but rather listening closely to your audience. (Want feedback on a landing page or other copy? Check out this offer designed to make it easy to start working with me.)
- Content marketing: I believe that for many businesses looking for the most cost-effective marketing over the long term, content marketing is the way to go. Those who have invested in it find that after a year or two, these efforts bring them the most traffic. I’ve helped sites with blog posts, ebooks, hiring writers, and developing strategy and an editorial calendar. I also hold badges from the Academy of Digital Business Leaders’ Dot Native program in content marketing and inbound marketing (issued in conjunction with HubSpot).
- Google Analytics: If you don’t know what your visitors are actually doing, you’re stumbling around in the dark when it comes to your marketing. Most small businesses have Analytics set up but don’t know how to make full use of this tool. I am certified in Analytics Fundamentals and can help you get much more out of the data you’ve already collecting. I have also worked with other Web Analytics tools like Mixpanel, and as an AdWords Specialist I can show you how to use data from this platform to make decisions that will help you maximize organic traffic.
- Content strategy: Isn’t this the same as content marketing? Not quite. Many are unaware that content strategy is a specific discipline with its own well-honed tools and processes for the planning and management of content (this is a simplified explanation – for more on the definition of content strategy I recommend starting with usability.gov’s overview and then checking out their excellent references). True content strategy is a big investment that many small businesses aren’t ready for, though some are starting to realize its importance. I frequently attend content strategy talks and workshops and bring these lessons to my work as much as possible.
- Google AdWords and other digital advertising platforms: I have over three years of experience helping clients with AdWords, and have been experimenting with it on my own as far back as 2003. I sometimes qualify as a Google Partner depending on my clients’ spend, and have gotten certification in both search and display at different points. I’ve also managed paid traffic on the following platforms: Bing, Facebook, LinkedIn, Twitter, SiteScout, and Taboola.
- Retargeting: Retargeting is a powerful way to maintain connection with those who already have expressed an interest in your business. I’ve worked mainly with the retargeting options in AdWords and Facebook, but have helped clients consider and experiment with many of the platforms available, like AdRoll and Perfect Audience.
- Conversion optimization: Too many sites spend a lot of time trying to get traffic, but haven’t planned the site itself to get visitors to take desired actions once they’re there. I can help you identify why your audience isn’t engaging the way you want, and help you develop a testing program so that you have a system for continuous improvement.
Other Ways I Can Help:
- SEO: While SEO was once seen as a crucial piece of online marketing, I believe with many of SEO’s own thought leaders that today “SEO is about more than SEO” (see Rand Fishkin’s post on why his company Moz dropped the SEO from their name in 2013). Yes, keywords still matter, but not in the way they once did. I direct clients away from focusing on getting a particular rank and instead on developing organizational processes that will help them build strong, sustainable relationships with their target market – relationships that will be unaffected by the whims of Google. While I don’t consider myself an SEO expert, I have helped clients in this area and participated in projects led by SEO agencies, and I still today work to develop my knowledge and keep tabs on changes in the field.
- Social media: When used correctly, social media can be a powerful tool for reaching your audience, especially for new businesses. As with SEO, I don’t consider myself to be a true expert, but I have helped organizations build an organic following and get dramatic increases in engagement. I can also help evaluate whether or not your social media efforts are bringing results. I hold a badge from the Academy of Digital Business Leaders’ Dot Native program certifying my knowledge of this field.
- Email marketing: Are you set up to collect email addresses from your site visitors? If you are, have you optimized your opt-in offer so that you’re getting a steady stream of sign-ups? Your email list is your most valuable asset – more crucial than even your website. The biggest regret of many successful online business owners is that they did not start building their list sooner. I can help you with getting started with tools like Mail Chimp, crafting a opt-in offer that will excite your audience, and building strong relationships with your list.