High-quality, accessible, relevant and up-to-date content is what Google looks for in highly-ranked websites. Creating great written content for your site is mission-critical. So too is refreshing and adding new content. Customers notice when nothing has been added to a site in some time. The layer of dust accumulating on once-flashy websites is a red-flag for search engines and your market alike. Wordsmith Consultants can help you find and maintain a communication style that suits the human and electronic audiences for your site.
A website visitor is not a customer, not yet. Somewhere between landing on the site and doing business together contact needs to be made. One popular way of capturing contact details for customer leads is to make high-quality content available for download. This so-called gated content is provided in return for an email address or phone number. The potential customer receives a useful product, such as a how-to guide and your marketing team gets a qualified lead to chase. The strategy only works if the material available for download is better than what they can get for free.
Communicating with your ecosystemin a blog or via social media helps to raise your profile. It also serves to keep the website fresh and worth visiting multiple times. Blogging enables a business to stake out an area of expertise, communicating with customers without a heavy sales focus and promote new products or services. A blog may be written in the tone of the company or specific staff may develop their own style and voice, creating a human face for the business. A good blog will start a multilateral conversation with an opportunity for customer feedback and informal market research.
Sales presentations, infographics, newsletters, promotional flyers and brochures, pamphlets, guides, case studies and sales sheets, whatever the documentation required, Wordsmith Consultants cabn help. Marketing collateral might be designed for widespread distribution and written for diverse audiences or it may be highly targeted, pitched only at a small subset of your customers. Every decision from marketing channel to tone of voice will influence who reads it and what action they take thereafter.
Bids, Tenders, Grants
Requests for Proposals and grant applications can be lengthy exercises often dragging valuable resources away from core business. Wordsmith Consultants can help you find and pitch for new contracts and chase government funding for R&D, exporting or other subsidised activities. Over time, a business should develop a set of pro-forma documents that go in most of these documents so that the process of tendering for new work gets more streamlined and less costly.
Thought leadership or niche expertise are a strong position from which to approach a customer. It offers a chance to promote services based on something of greater utility than just low prices and availability. Staking out an area of expertise requires subject matter depth and a clear area of practice. Particuarly for sophisticated customers, technical papers, whether use as gated content, circulated on line or made available only to specific stakeholders, enable companies to really showcase their credibility.