tylie eaves, Author at Vertū Marketing

Customers Unable to Find Your Website? Your Keywords Could Be to Blame

April 21, 2015 by tylie eaves

A well-written piece of copy that accurately represents a product to the target market is one of the most important aspects of a business’s website. But, exactly how useful is that copy if no one can actually locate it? This is where keywords can change the game.

First, make sure that your keywords are actually relevant to your product. Adding unnecessary keywords simply to draw in more traffic can lead to confusion among your customers and can even leave some feeling frustrated and fooled.

Let’s take another look at our fictional tablet. We can even go back to one of our previous articles (“Do you really know your product?”) to find some useful keywords. For now, we will use these:

Lightweight
Transportable
Durable
Customizable

When used alongside other significant keywords like “tablet” and “technology,” we can hope that searchers are driven toward our website.

However, is there any way to be certain that our website will actually pop up and not be buried 10 pages deep during an online search? The popularity of individual keywords plays an enormous role in whittling down a long list of potential keywords to only one or two viable options. While this may take a bit of time to research, it can actually be accomplished quite easily with the right tools.

Google Trends is an invaluable resource for copywriters. By searching keywords individually and in pairs, you can view the popularity and number of matching results. Typically, an ideal search term would include keywords that yield a high popularity alongside relatively low-matching results. If lots of people are searching for customizable tablets but there are only a few hits, there is a good chance that your copy will make it to your customer.

If you have already written and published a piece of copy on your website but have been receiving relatively few visits, consider if your keywords are playing a role in the low number of hits. If necessary, be sure to update to more optimal and focused keywords.

Positive Response To Negative People

April 15, 2015 by tylie eaves

Criticism is a normal part of doing business. In fact, some of the most successful business leaders have found themselves under intense scrutiny at some point or another. When dealing with negative people and criticism, it is vital to respond correctly, as your response can have a direct impact on the health and future direction of your company.

In our technology-rich culture, almost everyone has an Internet connection and immediate access to various social media platforms. While this can be positive, instant connectivity gives a voice to everyone—which means that everyone can proclaim their opinion and express their frustrations to the entire world in a matter of seconds. It is not uncommon for an unhappy customer to tweet about their experience, tagging the company, individual or business in a public airing of grievances. In a sense, this publicly pressures the company to respond, or at least acknowledge the situation.

How should you, as a business owner and representative of your product, respond when negativity is directed at you online? First of all, it is important to acknowledge that some people are simply impossible to please. Charles Barkley, the basketball legend, said, “I don’t do the Internet…that’s where fools go to feel important.” This statement is simultaneously hilarious and accurate. Twitter and Facebook give negative and destructive people a public voice, but it is very important to remember this: you do not have to acknowledge it.

When dealing with negative people online or public criticism, asking yourself the following questions can help you determine the proper way to respond:

Can I fix this problem?
Is this a legitimate complaint?
Is this person being inflammatory?
Can I control this situation?
Are my employees doing their job correctly?
Is it possible to graciously respond?

In some cases, it may be appropriate to respond publicly and address concerns. If a public response is not possible or appropriate, send a private message. If the person is simply attempting to cause trouble, it is completely reasonable to refrain from responding.

It may seem counter intuitive, but it is important to remember that in business, you cannot please everyone. This fact frees you to be open and honest with clients and customers, without feeling the pressure to fix every single problem in the way that the complainant desires. Criticism is an inevitable part of business and life, so choose your responses wisely.

The Power Of Perception

April 7, 2015 by tylie eaves

One of the most valuable aspects of success is reputation. Regardless of whether preconceived notions or ideas are based on fact, what people think about your company will determine sales, growth and profitability. If your company is known for erratic customer service or pushy sales representatives, it will eventually affect your bottom line.

Small businesses should be especially concerned with customer perception. Consider the many versions of the following phrases you have heard or have said yourself:

I haven’t shopped at that department store in six months because the store is always disorganized and there are never any employees available to help me.
I won’t go to that gas station anymore because they tried to overcharge my neighbor a few years ago.
Don’t eat at that restaurant any more. Two months ago, my co-worker’s son got sick after eating there.
I heard that the owner of that coffee shop said he only wanted to hire waitresses who were blonde and pretty.

No matter how ridiculous the claim may be, once it becomes a part of the public perception, there is little that can be done to reverse it until it eventually passes with time. One bad experience can ripple through a potential customer base when just one unhappy individual shares his or her feelings with friends, families or neighbors. The truth about your company is irrelevant if it is not in line with what the majority believes to be true.

Can you change a reputation? Is it possible to change the perception of your company and generate more sales? Fortunately, there are ways to reverse damage or build a solid reputation from the very beginning.

Be kind and respectful. You do not have to give into every customer demand or compromise principles in order to show respect. A little kindness can go a long way when handling uncomfortable situations.
Above all else, be honest. It is vital that businesses be open and honest with customers. Be truthful about deadlines, return policies or the ability to provide a service in a timely manner.
Use social media. Do not let others speak for your business. Instead, let customers and clients know what you offer by having a strong presence on Facebook, Twitter, Instagram and other social media platforms.
Consider a new marketing plan. One of the fastest and most effective ways to communicate with potential clients is through a carefully planned and executed marketing plan. When done correctly, marketing is one of the most powerful ways to change client perception, showcase services and attract new customers.

Fighting public perception can be a tricky, complex process, but it is not an impossible task. Instead of navigating it alone, get support from a team that is experienced in all of the above suggestions and more. If you would like to learn how you can harness the power of public perception to increase sales, we can help.

Not Acting On Your Purpose? You May Want To Reconsider.

March 27, 2015 by tylie eaves

So you know what your purpose is, that is great! Now, what are you going to do about it? If you have not asked yourself that question yet, it may be time to start thinking about how you can put your purpose to good use — for yourself and others.

Say your purpose is to help others lead the best lives that they can. You can begin to act on it right away by integrating it into your daily life and your business model. Make sure that the services you provide are actually useful and that they will improve the quality of your customers’ lives. No one wants to shell out hard-earned money for something that will do little, if anything, to benefit them.

If your skill set rests in your ability to design new, innovating products, but your purpose lies with helping people, make sure those products add value to the lives of the end users! If directly serving others is more up your alley, then dedicate your efforts toward not just fulfilling a service but toward enhancing the lives of your clients. For example, a house cleaning can be more than just another service; it can bring joy to the lives of the people who live there because they can focus on attaining their own goals and living their own purposes.

When your services are secured on the foundation of your purpose, your clients and customers will be able to feel and experience the same joy in utilizing your services as you do in providing them.

Never be afraid to question whether a new goal, product or service is aligned with your purpose. Your purpose should always act as a navigator, steering you and your business toward the most fulfilling and rewarding path possible.

Coming Back From The Brink

March 24, 2015 by tylie eaves

Every business owner has toyed with the idea of giving up. Owning a business, whether big or small, is fraught with challenges and frustrations. On many occasions, there is no way around the difficulty; it is simply an inevitable part of business.

Frustrations come in various shapes and sizes and may involve issues such as debt, employee motivation, low sales, high overhead and competition. Despite the overwhelming nature of challenges, many business owners have been able to bring a business back from the brink of failure. It has been said that entrepreneurs are willing to work 80 hours per week just to avoid working 40 hours per week. This determination, among other practical steps, may be the reason for the following back-from-the-brink success stories of these companies:

Disney
Apple
Best Buy
GM
Continental Airlines
IBM

These are just a few of many world-famous businesses that have teetered on the edge of collapse at some point in their history. In many of these success stories, the turning point came with just one good idea, one wise financial move or one smart marketing maneuver.

Few businesses will expand into an international conglomerate, but every business deserves a second chance. For you, this chance may come with a boost of energy in your marketing strategy and a fresh approach to your online presence. At Virtue Marketing, we offer practical services for businesses of all types and sizes. We assist business owners in many ways, including marketing and website copy.

Every entrepreneur has been discouraged and overwhelmed at some point in his or her career. What is important is how one responds to the challenges and moves forward. Find out how we can help rejuvenate your business, instead of throwing in the towel, by contacting us today to get the support and help your business deserves.

Essential Questions For Copywriting

March 20, 2015 by tylie eaves

Your product or service is good enough to speak for itself, right? Well, not necessarily. Although word-of-mouth and a solid design might have worked well enough in the past, the age of the Internet has changed the rules of the game.

The ultimate goal of well-written copy is to convince consumers to take some sort of action. Should they try a new brand of herbal teas or switch to a different Internet provider? If the copy is compelling enough, they just might.

Before copywriting ever goes live on the web, an enormous amount of thought, care and critical research needs to be put into the piece. For some products, keeping it short and sweet is the most effective route to a successful piece of copy, while a lengthier piece is more appropriate for other situations. To help determine the most effective way to approach copywriting for a specific purpose, try asking yourself these questions:

• What is my product and how is it useful or needed?
• Who is the target audience and what do they care about?
• Are my keywords unique and identifiable?
• What feelings do I want to convey?
• What is my call to action?

These questions are mostly straightforward but surprisingly easy to overlook. Copywriting is not about waving your arms in front of consumers and pushing your product in their faces, but is more about inviting them in to have a look around and learn about how they can benefit from what you are offering.

Over the next several weeks, we will examine and discuss each of these questions in more detail and discover how even the smallest factor can affect the strength of your copywriting skills.

3 reasons Why Saying “No” Is Not Always Bad

March 20, 2015 by tylie eaves

Embarking on a new adventure as an entrepreneur can be one of the most thrilling times in your life. More likely than not, you are setting the foundation for a fulfilling career based on providing services or products that you love and feel passionate about. As the cogs begin to turn and your vision of a successful business begins to become a reality, staying on track and being true to your vision and purpose is crucial for keeping projected goals and profits on point.

This may seem easy enough because, after all, it is your business, right? Few people, if any, ever create a successful small business without having to make a few tough decisions, including saying “no.”

So, in which circumstances should you not be afraid to stand firm for your business and its purpose?

When others want to change your product’s purpose. If your goal is to keep things simple and easy to use, even well-meaning suggestions or requests to stray away from your product’s design can hurt your business and its image.
When you know that you are unable to complete a request. Accumulating more business and customers is likely a dream that most entrepreneurs share. However, do not be so quick to make promises that you cannot keep. There is much more respect in declining an order or request to do business until your business is equipped to handle a particular request than there is in committing to a project and then failing to deliver.
When it just does not feel right. A deal with a supplier or an offer to outsource some of your services or jobs might look appealing on the surface, but do not discount any uncomfortable feelings on the matter. While none of these types of agreements should be entered into without a serious amount of consideration and reading of the fine print, if your gut feeling is that something may take your small business in the wrong direction or just simply is not appropriate for your business, do not hesitate to just say “no.”

Perhaps one of the most exciting aspects of owning a small business is the ability to guide it and mold it based on your vision and purpose. There is little denying that being the decision maker is an exciting title! However, before agreeing to anything, make sure you understand that business requires the ability to decline bad decisions or offers with just one, simple word — no.

Overcoming Fear

March 20, 2015 by tylie eaves

Everyone is afraid of something. To deny that fact is to lie to oneself. Unfortunately for business owners and entrepreneurs (and probably everyone else, too), fear often manifests itself as procrastination. This is as true for me as it is for anyone else. I have worked hard to overcome perfection-driven procrastination (fear of not being able to do something perfectly, thereby choosing to simply do nothing, because doing nothing is the easiest way to avoid failure) and it’s a battle that continues to rage. This kind of fear-cycle will kill our dreams and will keep us from fulfilling our God-given calling in life.

I don’t know if fear can be totally mastered this side of Heaven. I think it’s a battle we fight daily; the fight against fear.

I am guilty of letting fear-driven perfectionism and procrastination slow my progress. I have let fear stop me from going all-in many times. I have faced the fear of what people will think, what others will say, of letting people down, of not living up to my own hype and even the failure to live up to my own expectations. Over and over again I have delayed the release of programs, services, books, blog posts and messages out of the fear that I couldn’t produce perfection.

None of us want to let others down. Nobody says, “hey, today I think I want to disappoint everyone I know.” So, in many cases, we choose not to try. Because not doing means not failing —

Oh, but how wrong that is.

After being in business for myself a good while, and letting fear slow me down over and over again, I began to realize that my fear was my failure! The only time we truly fail is when we let fear keep us from taking a step of faith in the first place.

Most of us know this in our heads, but we neglect to live it out. We read great quotes, like a million memes, we post fantastic inspirational posts on Instagram, but we CONTINUE TO FEAR and we continue to fail.

Why? What can be done?

To overcome a fear-driven failure to act, we must take it one step at a time. I know it sounds simple, but anything that is accomplished through mindset is rarely easy. We must purpose within our own minds to simply ACT for the first time; just one time.

When our efforts and our hearts are in the right place (meaning we are truly trying to do good for others, and not trying to swindle people or be shady little turds) and we finally take the first action, we soon learn that criticism will not kill us, and we see that most of the time we get more praise than criticism for our efforts, and we learn that even when we make a mistake the world doesn’t end.

Once we’ve taken the FIRST action and learned the lessons that go therewith, it becomes easier to take the SECOND action, and then the THIRD, and the FOURTH and so on. Eventually, we will find ourselves acting despite our fears!

And guess what happens after that, slowly but surely, the fear dies.

Like I said, fear is an ongoing battle. Just because we overcome one fear doesn’t mean we won’t be challenged by another. But, if we’re diligent, and we keep taking one step after another, fear and fear-driven procrastination become non-issues in our lives.

I challenge you to take that first step DESPITE YOUR FEAR. All it takes is one step to start a journey.

With Love,

Tylie