10 common Google Ads mistakes to avoid (Part one)

Google Ads is a popular and highly effective way to drive traffic to your website or campaign landing pages and content assets. Not convinced? Well, approximately 75% of the world’s desktop and laptop searches come through Google search. Apparently, that works out at around 70,000 searches every second (stats courtesy of, you guessed it, a quick Google search). If you want to get your campaigns in front of your target audience, avoiding the most common Google Ads mistakes is essential.

Recently, I sat down with Fifty Five and Five’s two longest-serving PPC specialists, Laura and Maria, to pick their brains and – a quick confession from me: although I write a lot of copy for Google Ads, I know little about what actually goes into setting up and running the campaigns. So, this proved a great opportunity to learn more about what Laura, Maria and the rest of our busy paid media team do to make sure our clients’ campaigns are a success.

We had a long discussion, and I learned a lot about common Google Ads mistakes. To share our knowledge, we’ve compiled a list of ten to avoid. Here they are:

Google ads mistake 1: Ignore negative keywords at your peril

Negative keywords are the search terms you don’t want people to have used to get to your ads. If you set up a campaign to promote your managed services, you don’t want people who are looking for jobs in managed services to click on your ads.

To make sure this doesn’t happen, set the right negative keywords. Choosing ‘managed services specialist salary’ or ‘managed services job roles’ as a negative keyword would ensure you don’t attract the wrong attention.

Laura’s advice: “We recommend putting your negative keyword list together at the start of the campaign. But, during the campaign, you may become aware of certain keywords you want to add to this. When you are in Google Ads looking at a campaign, you can go to ‘Search terms’. Here you have a list of all the keywords, including both negative keywords and search terms, that are associated with your ads. We suggest checking these on a regular basis during the campaign – sometimes every day, maybe three times a week.”

Google ads mistake 2: Poor keyword research and unsuitable keywords will derail your campaign

According to Laura and Maria, poor keyword research is one of the most common mistakes that marketers make.

Laura’s advice: “This is a tricky one because sometimes a short tail keyword, for instance ‘digital transformation’, might at first seem like the right choice. But on closer analysis, it’s simply too broad. You would get a lot of impressions, probably a lot of clicks, and end up spending a lot of money. It’s highly likely that users won’t be interested in what you’re offering or will not stay on your site for long. That’s because this keyword could draw in people who are just searching for ‘what is digital transformation?’.

A short tail keyword, for instance ‘digital transformation’, might at first seem like the right choice. But on closer analysis, it’s simply too broad.

“A better option would be to use ‘digital transformation solutions for HR’, for instance. Or, if you are promoting a whitepaper, use that in the keyword.”

Maria’s advice: “It’s more sensible to use a mix of short tail and long tail keywords – and then to monitor the results to see which keywords are working and which aren’t. You might have a broad keyword, but if it’s driving clicks, and the clickthrough-rate (CTR) is high and the cost per click is good, then it could be worth keeping. But normally broad keywords are expensive.

“You should also look at the bounce rate and the average session duration. For instance, a keyword might be producing a great CTR, but the average session duration is zero or ten seconds. This strongly indicates that whoever is clicking on your ad is not engaged with what they find when they get there. In that case, it’s worth pausing the campaign. Time to try a different approach.”

Google ads mistake 3: Keyword Planner is a fantastic tool and not using it is a crime.

Google Ads is full of useful tools to help you run your campaigns and set them up to be effective. Keyword Planner is one of the most relied upon – and there’s a reason for that.

Laura’s advice: “It’s a good idea to use Keyword Planner, which provides insights for PPC and also helps you discover new keywords. It provides lots of useful data, such as the competition and the average monthly searches. Most importantly, it gives you keyword suggestions. You can define the location, the language, the search network, the time your ad will run and much more.

“What’s more, Google keeps improving Keyword Planner. Now you can include the URL of the page you want to promote, so Google can scan that page and tell you exactly how the keywords you have chosen are working for you – a huge help. It’s a big mistake not to take advantage of these features when researching keywords.”

Google ads mistake 4: If you don’t test different variations of ad copy, results will suffer

You can set up your ads like a pro and do everything right, but if your ad copy doesn’t speak to your target audience in language that grabs their attention, your ads will fail. Therefore, you need to test your ad copy. The mistake here is to fail to write enough ads to test.

If your ad copy doesn’t speak to your target audience in language that grabs their attention, your ads will fail.

Laura’s advice: “Some marketers have two versions of their ad copy and think that is enough; some only have one, which is not good for testing. We normally try to have three different versions at least, normally four or five. This provides the room to test different descriptions and headlines.

“A/B testing is essential, as it helps you see what’s working best and what isn’t.”

Maria’s advice: “It’s also good to make use of Google’s responsive ads. When you use responsive ads, you can implement all the headlines and descriptions you have, and then Google uses machine learning to organise them so that they have a greater impact. We find that responsive ads usually perform better – at least that’s what we see most of the time.

“This automation seems to be part of a wider trend. And it is a mistake not to embrace it. Google and Facebook are trying to bring users towards an approach where they take greater control of how your ads perform on their platforms. The thinking goes that if they can help customers improve their results and ROI with paid media, then these customers will keep coming back with more business – a win-win scenario.

“With responsive ads, you don’t have control over which ad will be shown or the specific structure (i.e. the combination of headlines and descriptions). But you have full control over the headlines and descriptions submitted in the first place, before Google’s machine learning works its magic. I think this is something some marketers are against. But if the results are better, why would you not go for automated optimisation?”

Google ads mistake 5: Neglecting to take daily budget in consideration can be costly

As Google optimises your ads for your target audience, it will change certain aspects of your campaign, based on what is performing and what you are trying to achieve. If your daily budget changes, it can have expensive consequences.

Maria’s advice: “When you create a campaign, you set up certain parameters (e.g. daily budget, audience, keywords etc.). Google then goes into a phase called Learning where it ‘learns’ your settings. This can last 48 hours, so it’s always good to set up early and schedule in advance, to let Google perform its magic before your campaign goes live.

I’s always good to set up early and schedule in advance, to let Google perform its magic before your campaign goes live.

“But it is important to check this daily. Because in the process, Google can do some strange things sometimes. For instance, it can double your daily budget.

“For example, if you have a daily budget of £20, optimised for clicks (the bidding strategy that is), and if your campaign is doing well, Google may take your daily budget and spend up to twice as much. Suddenly you have £40 of daily spend. In that example, it’s not too much of a worry because the spend is small. But when the campaign has a big budget, in which the daily spend might be £200 or £300, then waking up in the morning and seeing that your campaign has spent £600 instead of £300, it can give you a heart attack. So, you need to be aware that this is a possibility and keep checking daily.”

Laura’s advice: “It depends on the bidding strategy. If it is being optimised for clicks, then Google has a limit. It will only raise the budget by double. If it’s for conversions, there is no limit. It can be 3 or 4 times more. So that’s something else to be wary of.”

 

… to be continued.

We can help you avoid these Google Ads mistakes

That’s end of the first half of our list of ten common Google Ads mistakes. To learn more, make sure you check back for the second part, published soon. If you can’t wait till then, you can go to our services page to learn more about the paid media services we offer.


Storytelling in B2B marketing

Once upon a time, on commercial premises far away, there was a business. It had lots of products, services and even products that were a service. The business needed to market those to other businesses. But it had a problem. In a crowded marketplace, it was hard for the business to differentiate itself. There were many similar businesses, all with their own products and services, targeting the same businesses and people within them. But one day, the business found a way to connect with sales leads much more engagingly and effectively and stand out from the competition. This is the story of storytelling in B2B marketing.

Not just tall tales

It’s easy to associate the term ‘story’ with fiction: a narrative far-removed from reality. But true stories are everywhere, from biographies and history to news stories. Think about the stories that resonated the most with you or evoked the biggest reaction. Was that because they brought the situation they described to life? Could you relate to it?

That’s good storytelling. Telling a story – whether it’s pure fiction or an argument for a product or service – in the most effective way possible. There’s been a lot of hype around ‘storytelling’ in marketing over the last few years, but rather than being a trend or a methodology or a buzzword, it’s more a principle to be considered in your B2B content strategy. And it’s definitely not a principle that should only be applied to the consumer sphere. In fact, good storytelling in B2B marketing might be even more important – and I’ll explain why.

Bringing business stories to life

B2B companies – especially tech ones – have a problem with abstraction. In their haste to address all the high-level needs or concerns a buyer may have, such as overall cost or efficiency savings, marketers and businesses neglect to ground business benefits in the minds of the audience. There’s a tendency to make bold, intangible claims like ‘Our solution will raise efficiency and productivity in your company’. How? And what does that specifically mean, in the working lives of Joe and Jane Employee?

If your leads can’t grasp how your product or service can help their business, in an end-to-end sense that starts with the end user and ends with the bottom line, then they’ll be less likely to choose it. That’s a very important story and it needs to be told well, particularly in order to effectively communicate your unique selling point (USP).

The truth well told

There’s long been a sense that business audiences are dispassionate, coldly calculating creatures, due to the responsibility of holding the company purse strings. And there is some truth to that. Heavy is the hand that wields the budget. Decisions aren’t made as lightly as choosing which crisps you feel like eating today. But to suggest B2B audiences don’t respond to evocative, well-crafted stories is a fairy-tale.

People are people, whether they’re wearing their business hats or not. And, whether it’s business or consumer marketing, they can see through attempts to hoodwink them. But they are also drawn to honest, relatable stories that show a clear understanding of their needs and concerns. This is what advertising legend Harrison McCann called ‘the truth well told’ when he founded his agency in 1911. So, you see, storytelling in B2B marketing is nothing new. It’s just that sometimes we need a reminder of the ‘well’ part.

Well-crafted, human stories

How do you tell your brand or product’s story most effectively? Humanising it and helping the audience to relate are a good start. Quotes, case studies and testimonials – especially video ones – can play an important part in your B2B content strategy. Introduce your existing customers, well-known influencers or your own employees and let them tell their stories. They say the proof is in the pudding. Extending that metaphor, there are few things more compelling than happy customers explaining how you made that pudding and how much they enjoyed eating it.

Storytelling is also important when it comes to hypotheticals – probably more so. If you’re giving an example of how your solution would work for a hypothetical company, don’t be afraid to embellish the account with a few more details. Give the business a name and history. Create some personas. Good storytelling in B2B marketing goes beyond business problems – try to understand the frames of mind. What are their concerns? What will make their lives harder or easier? The more you can empathise with them, the more the audience will, too.

Getting started with storytelling in B2B marketing

Discovering the stories that you want to tell is a task in itself. Gaining the deepest insights for the most compelling storytelling often requires speaking to customers or your own employees at length. Don’t skimp on this – you may find it beneficial to enlist a marketing agency which conducts this research, creates personas and tells these stories all the time. Their storytelling expertise, combined with your in-house knowledge of your business and your customers, will result in marketing that will really speaks to your leads.

Want to improve the storytelling in your marketing?

Our eBook gives you all kinds of useful tips and tricks to make your content marketing much more effective. Download ‘A Fool-Proof Guide to Content Marketing’ now.

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Master the art of the blog: how to optimize blog posts for SEO

Microsoft is, to use a cherished phrase, living high on the hog. Thanks to successfully retooling their business strategy with Microsoft 365, they’re dominating the software world. But it’s not just their software that’s doing well. The Microsoft partner ecosystem is a fundamental aspect to the tech giant’s success. But there are 640,000 partners, vendors and service providers all vying for many of the same audience. It can be difficult for your prospective customers and clients to decide who can help them achieve their goals. If you’re a Microsoft partner, you probably already know that in order to attract your target audience, you need to stand out. To do this, you need to rank highly on Google, and that means mastering search engine optimisation (SEO) In this post we’ll focus on how to optimise blog posts for SEO.

The art of standing out

Every business market is saturated with businesses providing similar services – this is why differentiation is essential. You need to set your company apart from your competition so that you become more than just a corporate entity. Creating a memorable brand personality requires unique and engaging content, which will drive more traffic to your website.

Today we will concentrate on how to optimise blog posts for SEO: this is how you’ll get them in front of as many relevant people as possible. This will, in turn, earn your business those all-important leads. Your blog (along with your social media output and website) is where you broadcast your unique voice and is how potential customers get a sense of you as a company and as a brand.

Find your audience where they are

If you want your content to have any chance of reaching your potential readers, you need to optimise it for search engine results. Why is it essential to do this? Well, your potential readers are your potential leads, who are, of course, your potential clients.

The pages on your website are ranked by search engines, who send out bots that crawl the web to assess the quality. So, the idea behind how to optimise blog posts for SEO is making sure the bots can easily parse what they find and index your blog with a higher position on a results page. The better optimised your blog is, the easier it will be to find.

Keywords are key

A keyword is a word or phrase that you know or expect potential readers will be searching for. When you include them in your content, this will lead readers to you. As a Microsoft partner, you’re competing with many companies for MPN specific keywords. The way to handle this is to identify more tailored, unique keywords – finding words that return search results without putting your blog in competition with too many other partners. It can sometimes be best to focus on longtail keywords, which means using specific, key phrases.

It’s important to remember that you’re identifying words that your audience are using, not the words you use. For instance, while ‘digital transformation’ might be a relevant keyword for your business, it won’t get you noticed. Your specific audience needs something that aligns with your USP – so you must understand what problems they have, and how they’ll search for the solution. This requires research.

The right tool for the job

There are many tools that can help you put together the right keywords. For example, Yoast is a plugin for WordPress that is used to optimise blog posts. It allows you to select a keyword or phrase for your posts and shows you how many times they appear. It also shows how popular a keyword is with competitors and customers, among other metrics.

If you’re still not feeling confident about how to optimise blog posts for SEO, Yoast in WordPress gives you a checklist which indicates how well your post is optimised.

In short, remember:

  • Resist the urge to go after ‘trophy phrases’ – they won’t get you the visibility that properly tailored keywords will.
  • Good keywords are the ones that return search results, not the most exciting sounding ones
  • Put your keyword or phrase into the title of your blog post, the first paragraph, at least one header and at least three times throughout the copy
  • If your keyword sounds unnatural in the blog, you need a stronger keyword

It’s a popularity contest

One of Google’s many criteria for SEO has historically been outbound links. By linking other websites to your posts, Google recognises you as ‘popular’ and your search ranking goes up. For example, a good number for outbound links is between three and six links per post. Recently it has been suggested that outbound links are not a ranking signal any longer. However, linking to other sites brings value to your content and that in turn becomes a relevant factor for your blog SEO.

The value of both outbound and internal web links in your posts cannot be underestimated. Creating a ‘pipeline’ for your content – i.e. a website you are linked to, a place where people can subscribe to your blog – is fundamental to making a strong connection between every aspect of your digital presence.

Be more social

Your social media presence is more important today than ever. It helps you increase brand awareness, drive traffic to your website and boost your organic search presence. We’d recommend that you:

  • Tweet at least once a day
  • Link your blog post to your Facebook page and LinkedIn profile
  • Provide internal links within your blog post to your Twitter
  • Promote links and news items that are relevant to your brand or what your company does

Being online isn’t really an option in our digital age, but if you do it effectively, it doesn’t have to be a time-suck. Using tools to schedule posts and cross-post on different platforms can be an enormous time-saver. You can also discover the best time to post across your social media here.

How to optimise blog posts for SEO: hard work

Of course, there’s plenty of work to do when it comes to digital marketing best practice. In addition to making your blog content SEO functional, you also make sure you’re promoting your content. Share it on your social media channels, keep fresh content coming at regular intervals and develop a unique voice that your customers trust. These are all increasingly important aspects that will allow you to rise above the business brand banality that so many tech companies face. After all, you need to stand out to potential customers as well as current clients.


Life or death: how to choose the right marketing agency for your business

Did you know there are over 4 billion internet users today? If digital marketing can help you engage with even the tiniest fraction of this global audience, it will play an integral role in your company’s growth.

So, why would you ever leave something with so much potential to chance? Knowing how to choose the right marketing agency for your business is not exactly life or death, but it can have some serious ramifications for the growth of your business. And, isn’t that the same thing?

Digital marketing? I thought that was free

Digital marketing is free. What you need more than anything is time. Time to write blogs, time to post them in the right place for the right people to see. Time to monitor your results. And not just blog posts. The same goes for any content, social media, etc. You need to know what to write. And how to optimise it. And when to post so it’ll be seen by the most people. And you need to do this regularly, month after month.

Digital marketing is free. But for it to work you need time and consistency. And that’s where a good agency can help.

Choosing a marketing agency

There are plenty of ways of deciding which agency you want to work with:

  • Formal request for proposal (RFP)
  • Getting agencies to pitch for your business
  • Seeing sample/small projects up front
  • Conducting informal meetings and using an ad hoc approach
  • Getting a recommendation
  • Basing your decision on cost

Finding an agency is easy. The hard part is finding an agency that is right for your business. You should keep the following in mind when you’re trying to decide.

Trust

Digital marketing is continuously changing, so it’s natural that strategies will change over time. Do you trust your agency to keep up, while keeping you informed?

Along the way, your relationship will be tested and it’s essential that you know you can overcome difficult moments through open communication. Can you trust them when things go wrong? Will unexpected invoices hit your inbox? When deadlines are fast approaching and something’s not right, can you count on honesty, even if what they say is the last thing you want to hear?

Value

When you choose to move forward with an agency, it’s usually because of the abundance of new marketing tactics and tools that pop up every day. You need an expert partner to stay on top of the latest trend; one who knows how to make the best use of different platforms.

Transparency

Transparency plays back into trust. For example, the question of pricing must be clarified up front. It’s no secret that some companies will tell you what you want to hear just to win the contract, so be wary of this. Starting a relationship with a lie speaks to the likelihood of further deceptions down the line. You’d be working on shaky foundations.

You be the judge when choosing an agency

Size doesn’t matter

You might not want to be the biggest client, or the smallest, which is fair, but the days of judging companies on the number of desks in their office are gone. Bigger teams don’t guarantee work will be done faster or to a higher quality.

Look at the company’s expertise, calibre and culture. Does the team communicate well, work in tandem and demonstrate an understanding and dedication to your mission? Often, the people pitching to you won’t be the ones doing the work, so check who you’ll be working with. In large agencies, your projects could be handed down to less experienced or junior members. Would you want that?

You need more than a case study

Before you hire new employees, you conduct interviews and check references. But does the same happen with your marketing agency? Past work is a strong indicator of capabilities but only to a degree. Ask to speak with some of their clients who can tell you in their own words what the agency is like to work with on a practical, day to day level.

Price isn’t everything…

…but expectation is. Ask for a clear explanation of the work you can expect, the deliverables the agency will provide and what you will pay for them. Transparency and trust play a big role here, as the costs can fluctuate based on the products or services you use for your campaign. Armed with the true estimate, you can prepare accordingly.

Pay attention to the agency’s own marketing efforts

How do they market themselves? ‘Practice what you preach’ is pertinent to marketing, so look at their content and question whether it’s engaging, educational and well-edited. How effective are their ads? Does their website load quickly on all platforms? Does their social media voice their brand clearly and do they interact with comments reliably?

Of course, how agencies promote their own business will differ to how they market yours. But when choosing an agency, you want evidence they can do for themselves what they have promised to do for you.

How to choose the right marketing agency

Aimlessly running any marketing campaign without a strategy or delivering content (regardless of how impressive it is) without SEO is a recipe for failure. You’re an expert at what you do. The right marketing agency is expert at taking what you’re great at and bringing it to the right people. Repeatedly.


Mouse pointer outage – the dawn of Everything as a Service

Technology tends to creep up on you. Bit by bit, if you’ll excuse the pun. Little innovations appear all the time, added conveniences that barely register in your mind’s eye, part of the gradual tectonic drift that is our shift toward new technologies. It seems to me that our ascent into the cloud has been a journey so smooth that we don’t even realise we’re moving. Rarely do I actually stop and think: where are we right now, and where are we headed? It took an earth-shattering incident recently to make me take stock and think seriously about one particularly prevalent tech trend: Everything as a Service. Things I never would have imagined now live in the cloud. And sometimes they go offline.

The Great Windows 10 Search Bar Fault of 2020

OK, so maybe in twenty years people won’t be asking each other: ‘Where were you when Windows 10 Search Bar went down?’ But it seemed like a pretty big deal to me at the time. My younger, less grizzled colleagues took it in their stride, but my generation grew up on MS-DOS and 3.5-inch floppy disks (aka 3D-printed ‘save’ icons). Technology years are like dog years, which makes me a tech boomer to them.

I reacted to the Great Windows 10 Search Bar Fault of 2020 like an eighth century serf would to a total solar eclipse. A fundamental part of the operating system abruptly stopped working, because it was connected to something out there, in the mysterious and uncontrollable off-premises world. To me, this was akin to suddenly encountering a mouse pointer outage and discovering that I’m now living in a world of Cursor as a Service. An odd moment of technology vertigo, when you look down and realise just how high we’ve gone.

Old man yells at cloud

You may be thinking: ‘OK tech boomer, get with the times.’ But I assure you, this isn’t just a case of resisting the future: I love the cloud. I love the fact that I’m writing this article in Warsaw, Poland (dzień dobry!) on Office 365, storing it in Fifty Five and Five’s cloud platform of choice, using Microsoft Teams to stay in touch and share stuff with everyone back home while I’m away from the London mothership. I love the fact that this kind of tech-enabled flexibility is becoming the new normal.

But, after the Windows 10 Search Bar fault event, I can definitely understand why some business leaders still have a degree of nephophobia. There is a lingering sense of risk in relying on services that exist only in the intangible ether of the cloud. Nobody likes the idea of losing control, and events like last year’s huge Capital One hack haven’t helped to assuage cloud security concerns. But, the cloud is here, and we all need to get used to it.

You can’t hold back the tide

The simple, unavoidable facts of the matter are that the cloud isn’t going anywhere. Everything as a Service is only going to become everythinger and the majority of businesses are going to have to confront it head on, embrace it and make it work. Otherwise, you’re selling cassette tapes in the age of Spotify. Let me know how that turns out for you.

For some, digital transformation to keep pace with this technological sea change may be a hard sell. But it’s a necessary one. And it requires getting into the mindset of a cloud-sceptic: understanding their concerns, their worst-case scenarios, but also the crucial, unique business benefits that motivate them to make the change.

How I learned to stop worrying and love the cloud

So, maybe the search bar outage was a blessing in disguise. I needed a reminder of how much I rely on the cloud and what I’d be missing without it. I’ve grown as a person. It’s made me a better writer. Thanks, Microsoft. Just please, don’t take away my beloved search bar ever again. I’ve learned my lesson.

Get in touch with our team today.


How to effectively communicate your USP

What makes your business stand out? In the world of B2B technology this question is particularly important. Yours is a world where a lot of businesses provide similar services or promise the same results. Being able to communicate your USP and showing how you’re unique could be the difference between business growth and stagnation—or worse.

This is where your unique selling point (USP) comes in.

If you don’t have a USP, you can create one. If your USP doesn’t quite nail what’s special about your business, you can improve it. The first step is to understand your organisation and the value you provide your customers.

You need a good value proposition to communicate your USP

A value proposition helps you define the purpose of your business, the relationship with customers and the benefits of your product or service. Your value proposition plays an instrumental role in helping you to effectively communicate your USP.

Here’s what should make up your value proposition:

  • Competitor analysis

When defining your organisation’s USP, it can be helpful to understand how your competitors communicate theirs. Competitor analysis should include a high-level look at the positioning of two or three (or as many as you want) companies that provide similar solutions to your own. Learn what to avoid and look for elements you can adopt.

  • Personas

Personas help you understand your customer. This means you can put yourself in their shoes and more effectively communicate with them.

  • Brand slogan

A brand slogan helps people identify you in a few short, snappy words. More than a supporting statement to your product or service, it encapsulates who you are, what you do and how you do it.

  • Twitter/elevator pitch

Long before Twitter, an elevator pitch was a popular way of verbally summarising a product or service into a 30 second statement. Though still important and worth doing, a short, pithy (let’s say 240-characters) statement offers an invitation for potential customers to engage with you.

How to write a value proposition

When building your value proposition, you need to embark on an information-gathering mission. I’ve taken inspiration from the classic ‘Five Ws and a H’ questions to give you a good place to start.

  • Who is your audience?

Who are you talking to? You’re targeting the people involved in the purchasing decision, so you must research their industries, define their needs and their motivations and understand their pain points. This is where your buyer personas come in handy.

  • What do you do?

Seems obvious, but consider what your business does and distill it down to a few concise sentences. What do you do differently from your competitors? Determine your niche and explore it. It could be your technology, service, people, cost, etc.

  • How do you help customers overcome problems?

You identified the problems your customers face in question one, and here you’ll determine how you’ll solve them. Don’t restrict yourself to just the product. Think about the intrinsic value you can offer and the factors that set you apart from your competition.

  • Why should the customer choose you?

Avoid simply listing the features of your product or service. Skip the technical jargon and jump straight to the business value. Customers deal in value, and many aren’t interested in the jargon-heavy ins and outs of your solution.

  • How do you want your customers to perceive you?

You cannot underestimate the power of a nailed-down marketing voice. It creates consistency in every piece of content you produce and resonates with your audience. Contemplate how you are perceived, how you want customers to see you, and spend some time studying how other companies project themselves.

You’ve got this

When you can effectively communicate your USP, people take notice. You set yourself apart from the competition. And your target audience tends to be more receptive to your big picture message. So, sit down and work out what makes you special. You might just open up doors to prosperous relationships that will see your business thrive.  If you want to find out more about how we can help you, get in touch today.