Why Content Marketers Fall Behind on Their Own Marketing

Some people say that teachers have the most unruly children and that doctors make the worst patients. Sometimes content marketers fall behind on their own content marketing. In 2017, we’re going to change this and we want to share with you how.

We’ve Been Busy Content Marketing for Clients

Triassic Media Group completed 200 to 300 client projects a month for every month in 2016. For a company that spends so much time ensuring our projects are top notch and our “smedium”size, this is a HUGE number. Like many of the business owners we meet, we’ve put our own internal content marketing campaigns on the backburner.

We Know This is Not an Excuse

Confession time? We’ve kept up with our Write Bytes Blog because it’s a great lead tool for us and we’re being syndicated. We know this isn’t an excuse for not focusing on our own marketing. As a team, we decided that if we can get stellar results for clients with content marketing, we need to show our future clients why they should choose us not only based on word-of-mouth advertising and our existing client portfolio, but on our own content marketing efforts.

We’re Revamping Our Content Marketing for 2017

We’re really excited about what’s coming in 2017 for our clients and us. You can expect:

  • Revamped website copy that more clearly articulates what we offer and why you should care.
  • New free guides, resources, and tools for our existing and future clients on topics you routinely pay our team for guidance on.
  • More consistent email newsletters, since we know you want to keep better tabs on what’s going on here.
  • and more…we can’t share everything right now. We want you to be surprised like it’s your birthday.

Thank you for continuing to support Triassic Media Group and relying on us to write the stellar content your company needs. We’re excited about our shared future.

Positive and Negative Language in Advertising

In copywriting, there are often multiple ways to deliver the same message. By highlighting either the positive or negative, marketers can position their products as they want to. Highway billboards offer great examples of positive and negative language can strongly influence how successful an advertisement is.

When to Use Positive Language

Businesses should try to use positive language in advertising whenever possible. They should highlight why their product or service is the best and avoid the negative angles. This is for two reasons. First, consumers may misunderstand the negative message and attribute that message to the brand. Second, people want to know why they should choose your brand.

For example, if a college offers online classes, there are many ways to say this. All of these are technically true:

  • Enjoy flexibility to take classes when you want to
  • Avoid drama with your fellow students by not seeing them
  • Save money with online textbooks

Of these three, the first is the most powerful. Taking classes online gives you the flexibility to complete work when you want to, despite working a full-time job or parenting. There’s nothing negative about this. This is why so many schools use advertising campaigns with this thought.

Avoiding drama with fellow students is probably true, too. However, it highlights significant weaknesses within online programs. There’s not going to be a classmate you can get coffee with. That’s kind of sad.

In terms of saving money with online textbooks, saving money is almost always good. However, there are a few aspects of this to consider. First, are schools with online textbooks respected as brick and mortar universities? Second, what kind of money do students need to spend for textbooks? In general, you want to avoid advertising that pre-empts these types of questions.

When to Use Negative Language

Charities and PSAs routinely use negative language to influence emotions of their target audience. These advertisers know that they need to make their point in a way that drives people to act. In some instances, negative language works the best.

For example, “Feed the World” is an okay advertisement, but its language is too positive to generate any action. The consumer thinks it would be nice to feed the world, but they don’t feel motivated to do anything about it. A billboard that reads “4,000 of your neighbors didn’t eat last night” with instructions on how to donate food items works much better. People can quickly see it’s a problem close to home that they can fix.

How you use language in your advertising campaign matters. Contact us today if you need a second pair of eyes for your current advertising campaign before it goes out.

3 Tools to Make Content Marketing Easier

Unless content marketing is your job, odds are good that you have to try to fit updating your social media platforms and blogs around your other responsibilities. It’s easy to let your content become out of date. Here are 3 great tools you can use to make your content marketing efforts easier.

Schedule Social Media Posts with Social Pilot

If your company markets on multiple social media platforms, such as Twitter, LinkedIn, and Facebook, you’ll waste time if you try to schedule posts using the social media platform itself. Instead, invest in a tool like Social Pilot to schedule posts across all of these different platforms at once. You don’t necessarily want to post the same exact thing at the same time on every platform. However, sometimes it makes sense to share something on multiple platforms.

Make Sure Your Grammar’s On Point with Grammarly

If you write your own posts, invest in a tool like Grammarly. It’s better than normal spellcheckers and lets you know where your writing can be improved. There’s a free edition that points out problems with contextual spelling and grammar. For around $100 a year, you can get the premium edition that lets you know about advanced grammar issues in your posts.

Check on SEO Performance with Yoast

The goal of most business blogs is to generate traffic, engagement, and increased readership. To accomplish this, the post should be written with search engine optimization (SEO) techniques in mind. Yoast is a free WordPress plug-in you can install to see how you can improve your own SEO. It gives you pointers on keyword density and tactics you can use to help with SEO.

Always remember that marketing tools aren’t infallible. You want to still write stellar content that engages with your readers. If you need help with that, email us at info@triassicmedia.com and we’d be happy to help.

The #1 Business Mistake You’re Making

Even if you think you’re doing everything right to grow your business, there’s one mistake most businesses make and don’t even think about it. They don’t return emails. Whether they’re unsolicited emails or offers you’re not interested in, ignoring emails can make you seem less than professional. Plus, you’ll miss out on potential opportunities.

Why We Ignore Emails

As business owners, you get so many emails it’s hard to manage them all. In some cases, you may get hundreds of emails. Many business owners only respond to emails they feel are urgent or from contacts they already have. Others intend to respond to an email, only to forget about it.

Consequences of Ignoring Emails

When you don’t respond to an email, there are several things that might happen unintentionally. First, you overlook the amount of time the sender took to write that email to you. Maybe they want to buy your product or service, or would, if you responded. Maybe they could solve an issue you’ve been dealing with for awhile.

If someone came to your business’s door, you’d talk to them and not completely ignore them. You never know where you’ll see the person again. Maybe Jose Smith emails you and you ignore it. When you need something from Jose Smith’s company, he might ignore you or fail to give you a great deal.

Your New Email Policy

You want to preserve possible business relationships into the future, so it’s critical you don’t outright ignore emails. You want to be professional. Here is a new email policy worth considering:

Don’t:

  • Respond to newsletters or automated campaigns that have an “Unsubscribe” button.
  • Lash out at unsolicited emails. Don’t let your negativity be in writing.

Do:

  • Respond to emails that don’t have an “Unsubscribe” button, even if you’re not interested.
  • Create a template to quickly respond to these emails to express that you’re not interested, politely.
  • Use the opportunity to market your business. You never know who might need your services and when. They started the conversation, so it’s not unsolicited.

Here’s a version of our template we use to take advantage of the contact opportunity:

Hi there,

Thanks for taking the opportunity to contact the Triassic Media Group, where businesses get the professional copywriting and marketing services they need at a fair and flat price.

While I appreciate your reaching out, I don’t think your proposal is a great fit for our company at this time. I’ll definitely keep your information on file in case I ever need this or someone needs a referral to a company like yours. I’d love to send relevant work your way. We’re all in this together, right? 

If you or someone you know ever needs copywriting services, have them check out our website at: http://www.triassicmedia.com. We’d love to help.

I hope you have a great day.

Thanks!

The Writing and Editing Team at Triassic Media

If you need help crafting your own email response, contact us at info@triassicmedia.com. We’d love to hear your ideas and help you with all of your content writing needs.

How to Evaluate Competitor Marketing Efforts

You should always know what your competitors are doing if you want to stay truly competitive within the market. If you sell soap, you better know what scents your competitors use, who they market to, and how they reach your customers. It’s not that you want to mimic their efforts, you simply need to know what’s going on. Use these steps to keep an eye on what’s going on with your competitors in the marketplace.

Step 1. Read through their website

You can get a lot of information about your competitors from their website, so make sure to take a regular look. Who do they market to? Do they talk about their company as an I, Us, or The Company? Do they post regularly to their website’s blog? Use their website to see how they present themselves to customers.

Step 2. Signup for their newsletters and freebies

While you’re on their website, go ahead and sign up for their email newsletter. If they send out a freebie, such as a free guide, get one and read it. In many cases, companies give the illusion that they have a newsletter even if they don’t have time to write one and send it out. Some companies use automated marketing funnels after you sign up. All you need to do is sign up for their free newsletter to know. If they send out a regular newsletter, you can find out about their specials and promotions.

Step 3. See what websites they advertise on

Most companies advertise on other websites to drive traffic to their own site. See what websites they advertise on. What does this say about their target market? How do they portray themselves?

Step 4. Do a quick Google search

When you do a Google search, you can see if they come up in results or if they pay for Google AdWords. (Hint: It says “Ad” next to the ones they pay for). Search their company name and see what comes up. Search relevant terms for your industry with your city and see what comes up. You might find that customer reviews come up before anything the company puts out about themselves. What do their customers say? We find that Triassic Media Group is referenced a lot in conversations on message boards and not review sites. When we ask our clients how they found out about us (which you should always do), they often say that someone recommended us on a message board. For this reason, it’s worth doing a thorough search to see where else your competitors are.

Step 5. Talk to them and create partnerships

Do not let competition keep you from becoming strategic partners with your competitors. At Triassic Media Group, our most prolific clients were once our “competitors.” Once we talked to them, we realized that we are positioned in the market differently and didn’t work with the same types of clients at all. We refer clients to each other that offer better fits.

For instance, we’re friendly with a few web developers. We offer website packages, too, right? Yes, but Triassic Media Group works with the copy and marketing, first and foremost. We use templates we can modify and that work for most businesses. We write all of the content, set up free-forever email hosting, write newsletters, and list our clients on reputable directories. We only work with other businesses, so someone starting their own blog about genealogy would not be interested in our services. Maybe they want a custom site they want to write the content for, with interactive elements such as a large, clickable tree. We’d refer this to the right web development guy because we’re the wrong fit.

Each business is different. Just because your competitors use a certain marketing strategy, it doesn’t mean that your business would benefit from the same or that it’s really working for your competitors. That’s why it’s important to test any new marketing strategy to determine whether or not it works for your business. If you need help creating a winning marketing strategy, email us at info@triassicmedia.com. We’d love to help.

The Cheapest Marketing for Your Business

If you’re a small business owner, you want to maximize your marketing dollars to get the best results with the least amount of cash. They’ll look for promotions and buy content in bundles to save money. However, many business owners miss the cheapest opportunity around.

Your Social Media Bio

Most people don’t think of their personal social media account bios as a place to market their business, but it is. Sure, you don’t want to be that person who fills up their feed with promotional content or spam message all of your high school friends. However, you can and should use your social media bio to succinctly say what it is you do and why people should care. People are naturally curious about other people’s jobs, so make sure to use it wisely.

What Not To Say

Do not say “business owner” at a company they don’t recognize or simply “Self-Employed.” It might be cute but it says little about who you are and what you offer them. You want to maximize this opportunity to say what you do in something they recognize.

What to Say

Find how to translate what it is you do into what they understand and need. If you own a soap company, don’t say you’re the owner of a soap company. Say you’re an artisan soap maker with products available at this website. If you sell IT services, the word consultant means nothing. Use your bio to say what type of products you sell or have expertise in. Let them know.

You should never harass your friends to be your customers. Many of them won’t be. But someone might know someone that might.

marketing plan

How Business Owners Fail Marketing 101

Working on 1,500+ marketing projects this year gave us an indispensable look into how the business owners of small to medium-sized enterprises make decisions about how they market their business. We uncovered certain aspects of marketing they struggled with and how certain marketing tactics performed in the “real world.” We made this list of the most common ways business owners fail in marketing so you don’t have to make the same mistake.

Focus on Cost over Expertise

Recently at a vendor event, we spoke to the owner of a small retail store. He confessed that blogging was a major part of his business strategy but a real pain. Evidently, he bought 500-word blog posts on Fiverr from overseas writers who receive $4 before PayPal fees to write the post. He confessed they were so poor in quality he spent a few hours cleaning them up before finding a royalty-free photo and scheduling it to go out.

Triassic Media Group charges $100 for a blog post. On an initial comparison, this is more money. However, in many ways, it’s not. First, there’s the time of the original writer working for less than $4 an hour. (What kind of writing expertise does that kind of money buy? We’ll let you make your own conclusions here). Second, there’s the three hours or so the business owner spent re-writing the bad posts at around $33 an hour. Surely the business owner’s time is worth more than that. Third, the business owner is not a writing or marketing expert. Wouldn’t the business owner’s time be better spent working on their business or own area of expertise?

Our blog posts are 500 words that you won’t have to re-write. They’re written by a writer who’s earned a Master of Fine Arts in Creative Writing and who writes professionally 40+ hours a week. They have the expertise to know what performs well and how to engage readers. We find royalty-free photos for our clients and create the meta data they need to keep up with SEO rankings. Plus, we schedule the post for you.

Try to Do-It-Yourself Marketing

When business owners try do-it-yourself marketing, I can’t help but think of the time I thought it was a brilliant idea to lay down laminate tiles in my living room. It looked so easy and think of all the money we’d save! Let’s just say, it took us 2 weeks to lay down the flooring and it looks goofy around the edges. We’re saving money up to replace it because every time I pass it I only see the issues with it.

Do-It-Yourself marketing is the same thing. It’s true eventually you may get it, but at what cost? The loss of a lot of time and a giant learning curve.

Post Inconsistently on Blogs and Social Media

Blogs and social media accounts can be great ways to reach your customers. Many small business owners heavily create content for these channels in the beginning when they have time. When they get slammed with work, they stop posting regularly if at all. The problem with this strategy is that it negatively impacts your business. Don’t start something you can’t keep up with.

If you visit a business’s website with a blog that hasn’t been updated in 3 years, do you think they’re still in business? If a social media page you liked a year ago posts something randomly for the first time, do you unlike the page because you forgot about this business?

Put All Your Marketing Eggs in One Basket

Some marketing techniques work for one business but not yours. Some take a long time to pay out. Some work for a period of time before not working. In many B2B businesses we’ve spoken to, they feel that their existing technique is SO GOOD they don’t need a blog. A few months later, they’ll reach out because sending catalogs out isn’t working anymore. This is why you need to diversify your marketing efforts and not rely solely on one strategy.

Marketing can be expensive, time-consuming and overwhelming. If you’re ready to invest in a strategic partner that relieves some of this pressure, contact us today at info@triassicmedia.com. For $1,000 a month, your marketing is done at much less than the cost of an employee.

professional writing

Why Your Business Needs Better Content

Content is, and will always be, king. Why is that? The answer is simple. It’s the attention grabber; it is the one thing that people want more than anything. Therefore, any organization regardless of size will benefit immensely by well-written content. It doesn’t matter if your business is online or not. What matters is that your clients have access to quality content that can benefit from.

Businesses need content to grow and change as a business. Clients need to have regular access to content that can assist them in some way. It can answer questions for them regarding a new industry trend or showcase something of interest. Content is a fan-service and it will keep them coming back. High quality content can also entertain and do lots of other things. Individuals seek out content for solutions, answers, and advice. With that being said here are 5 reasons why you should use content marketing techniques.

  1. Grabs your clients’ attention.
  2. Distinguishes you from competitors.
  3. Generates heathy buzz for your business.
  4. Keeps communication with your clients open.

– and –

  1. Turns potential clients into return customers.

There are many reasons why content marketing helps businesses. Make sure your content is interesting to customers in every way. Content speaks volumes all its own. So, if you are not providing quality content, then what’s the point?

If you are having trouble in developing quality content, Triassic Media Group is here to help. Contact us today to find out more about our business and our content development package.

Business Content

Why Content Marketing Is A Must

Content marketing is one of the big buzz words in business right now, but if you’re company already has a blog, sizable email subscription, and active social media marketing plan you may be wondering why you need to bother with anything more. Content marketing works hand in hand with your company’s current online marketing plan to in a way that helps you to more effectively turn prospective customers into repeat clients.

What Exactly is Content Marketing?

While similar to the content writing you’re already using, content marketing is focused solely on providing valuable content for value’s sake. There’s no call to action, no trying to persuade the reader, just information that is interesting and useful. It’s simple, yet amazingly powerful. And your business can’t afford to not take advantage of it. Here are a couple of reasons why your business should use content marketing.

Target Prospective Customers

Content marketing is almost counter-intuitive because it focuses on providing high value information that your prospective customers would find interesting. Naturally, this translates into content that your current customers find informative, too. But in focusing on your would-be customers, your company continues to draw a greater audience, increasing your social media followers, your newsletter subscription, and your blog readership -all of which translate to increased profits.

Build Trust with your Prospective Customer Base

By focusing on the needs of your would-be customer, you better establish your company as an authority in your industry. In doing so, you also create trust between your company and your potential customers. The more an individual trust your company, the more likely they are to sign up for your newsletter and, more importantly, buy what you’re selling.

Increase Effective Word-of-Mouth Advertising

By providing interesting and informative content related to your industry, you encourage greater sharing of your company’s content and website among potential customers -which increases your marketing reach more than targeting the needs of your current customers could. The more people buzzing about your business the better.

If you are looking for the solution to your content marketing needs contact us today and see what all the buzz around content marketing is about!

psychomarketing

What is Psychographic Marketing?

Pyscho- what? If you have not heard of this term , don’t worry, most people haven’t. So, what is it and how does it aid marketing tactics? Most businesses collect market data about their customers; that is common sense. Market data tells you who is buying what and what to sell to whom. Psychographic marketing, simply put, means to think how your customers think, but that’s the hard part.

Many of us are locked in the mindset that our customers will behave like we behave. This can cause business owners to invest in too much of one product, ignoring the true needs of the customers. Myers-Briggs psychology identifies four main cognitive groups in every human population, independent of race, culture and language: traditionalists (47%), experiencers (27%), harmonizers (16%), and cerebrals (10%). Each group should be approached differently when selling your products or services and here is how you should market to each.

Traditionalists like specific and old brands. They are very stubborn when it comes to changing what they purchase and like to stick to what they know. They ask a lot of questions about quality and make sure to look for the best deal, so expect them to shop for price. They will often need a lot of reassurance before they purchase your product since they are skeptical of anything new or unusual.

Experiencers live in the moment. “Buy, buy, buy!” is their cry. They are a salesman’s dream and an accountant’s nightmare. These are your customers that, with the right marketing, will buy just about anything you have to offer. Whether it’s a glamorous product or a simple cleaning service, they will take it. If you set it in front of them, it will be hard for them to resist.

Harmonizers are concerned with others and like to keep things on the same level as their peers. They will usually do whatever those around them do. Marketing directly towards this group may not be the best approach. Instead, look towards those they are with. This group simply either will or either will not invest in your product or service, regardless of your direct appeal towards them. Fads tend to their main purchases.

Cerebrals are very tough to market towards. They think things through and look at things from the business aspect before purchasing. Expect them to know more about your product than your average customer. This group will also be the customers that have done their research on your competitors, so be ready to show them all that you have to offer.

Looking to update your content and make sure you are appealing to all your prospective customers? The Triassic Media Group offers fantastic content development and editorial services to help build your business.

Contact us today!