How can PR elevate your brand in 2019? PR is moving fast, and what might have worked brilliantly for your brand in the past might not be enough in the present. While marketing activities like advertising look to achieve direct revenue, traditionally PR seeks to create a positive reputation for a brand in the market. However, PR is evolving into a sales role by some definitions, leading customers to directly shop the products they see online and in physical stores. We take a look at four ways that PR can support your brand. 1. Effective PR creates a positive brand image With new media outlets appearing all the time, many companies are choosing to outsource PR to agencies. These have the media contacts, know what they want and how to package it up. Within the corporate sector, PR frequently sits under sales and marketing to support revenue generating activity. That’s because effective PR comes down to excellent written and visual communication, pushed out through different media channels. The aim is to create a positive image that shapes perceptions, often through story telling and relating of experiences. There are many approaches to create that positive image, all of which hinge on creative execution and a well-planned strategy that looks outside the box to drive a message home. 2. It achieves exposure in multiple places Many will tell you that traditional PR, in the sense of bulk sending a press release to journalists, isn’t enough any longer. Sending information to the media is still important, and so is traditional coverage like a double-page spread in the weekend paper. But newspapers are...
A large part of running a business is the customer experience you create, in every place your brand is accessible. The customer experience starts from the moment a visitor finds you, and continues after they’ve made a purchase. This experience is what can attract the right type of customer – one who returns to buy from you, and talks about your brand to others. Here’s how to maximise the first four steps of your customer experience, from the point of first contact to purchase. Step 1. Look at every place your target customers access your brand We recommend having at least five brand access points. This might be Facebook, Instagram, a website, a mailing list, digital advertising, a podcast, PR, or advertorials. List all of these in separate tabs on a spreadsheet. Then, look at the activities you’re running at each of these points. You might have Facebook advertising set up for example, for which you’ve created a simple marketing funnel using MailChimp. Map activities and stages under each access point in the spreadsheet, so you have a snapshot of what your market sees. Step 2. Review the content you’ve created for each activity Does it meet these criteria? Is it showing enough value, fixing a pain point and creating trust for your market first, without asking them to do anything? You might want to pull out your customer snapshot, a description of your target customer based on research and information you’ve gathered along the way. Does it speak to customers at their level, in a language they understand? Is it on-brand? You might want to revisit your brand...
We all want more freedom and more space to do the things we most enjoy in life. If you crave breaking away from the 9-5, and writing is your thing, setting up a freelance writing business could be your dream. It can offer the flexibility of working the hours that most suit you, from any location you choose. However, when you go freelance, you’re going into business – and if you hope to succeed, you need to be business-like in your approach from day one. Here are 6 tips to help you turn your freelance pipedream into reality. 1. Prepare financially Switching to a freelance career or not, everyone should know their basic cost of living, or the minimum needed to cover the bills and food each week. If you are contemplating leaving a salaried job to start freelance writing, set aside extra savings (if you can) that will cover your living expenses for a period of time once you leave your job. Alternatively, if it won’t cause issues with your employer, start your business and begin engaging in activities to build your client base before you take the leap out of employment. There are multiple avenues for finding regular writing work – we cover this topic in-depth in our freelance course, Build Your Freelance Content Writing Business. 2. Set your business up correctly so you’re ready to trade These are a few things to consider when setting up any business. If you’ve only ever worked as an employee, you’re likely to need to: Register an ABN (Australian Business Number) If you want to trade under a business name...
The idea of working from home as a freelance writer is very appealing – you get to schedule your day your way, be your own boss, spend more time with family, and so much more. Yet many try to achieve the dream and fail – and head back to the safety of full-time employment all too soon. If you’re stuck in that dilemma now, you should know that it doesn’t have to go that way! Working with freelancers for over 10 years, here’s my take on the 5 mistakes that prevent freelance writers earning enough. 1. Not business networking Nothing comes close to topping ‘word of mouth’ when it comes to getting work. If you think ‘word of mouth’ is limited to people who’ve used your service and tell others, that misperception is probably costing you a fortune. Referrals can come from anywhere, and the best way to start them rolling is by networking. Networking is all about connecting and getting to know people. The more people you connect with, the more people will be able to mention you when someone in a room (or a social media group) asks, “Hey, does anyone know a writer?” But that’s not all – enquiries that come from referrals are much more likely to convert to sales. They’re also less likely to try to haggle over your quote. 2. Under-estimating and under-quoting If you have an ideal hourly rate, under-estimating the time involved in jobs you quote will ensure you don’t earn your goal rate. If you typically charge by word-count, chances are you’re not always getting paid for extra time spent...
You’ve started a freelance writing business and put in the hard yards to get it running. You’ve sourced an ABN, secured a domain, developed a glowing brand, set up a website and social accounts. You’ve done everything and you’re fired up and ready to go. And then…crickets and tumbleweed. So, what next? Finding your first paid work can feel down right stressful. You’ve told everyone about your venture, and your worst fear yet is that everything will crumble. However, in startup, you have to put fear in your pocket and keep going. Sorting costs… and pricing No startup is completely predictable, but there are things you can do to prepare. If you’re leaving a stable income to start your freelance writing business, know your basic cost of living. This is the minimum required to cover the bills and the basic necessities each month. Put it all into a spreadsheet and add it up, then triple check you have enough to cover that amount for as long as you feel comfortable. Not everyone will have a cash reserve to support them through startup, and some freelancers begin when they’ve lost a regular income, and have almost nothing in reserve. While talking finance, it’s important to mention that almost everyone new to freelancing struggles with pricing, and it’s a topic we cover in detail in our online course for Aussie freelancers, Build Your Freelance Content Writing Business. As a new kid on the block, starting at a lower price point might help you to attract new clients, get the income flowing, and gain more experience. The down side of a low price...
Want to know how to build an email marketing list, and why you should? Successful marketing is a mix of so many things combined, but if your email list isn’t way up there in terms of priority, you should reconsider. What is an email marketing list? An email list, or an electronic mailing list, is a database of subscribers who’ve signed up to receive email content from you. Under the Spam Act 2003, there are three rules which email marketers must stick to: Consent from the recipient to opt-in, Identification of the sender; and A clearly visible option to unsubscribe in each email. Advantages of email marketing As Facebook’s organic reach has steadily declined, email continues to be a direct line to subscribers without the noise, or the clutter, of social media. While posts attracting comments and interaction are more likely to show up in followers’ feeds, the catch is that fewer followers seeing posts equals less visibility and interaction. The fact is, it’s more difficult for brands to reach their market on social media, which is why they shouldn’t only focus there. Asking followers to continue the conversation on email can let you control your message and its reach. Email marketing list building strategies These six strategies can help you build your email marketing list. Ask existing contacts to join you. Email existing contacts and explain why you want to stay in touch and what they can expect to receive from you – whether it’s industry insight, tips or personal experience. Customise every email to each recipient, and include a link to subscribe. Make it easy subscribe. Add the...
