This was my challenge a few weeks ago when I was hired by a reptile, amphibian, and dinosaur sculptor, Liz Beavers.

Liz, a working artist for over a decade, never had a website. Here’s a peek into a portion of the strategic web communication process we developed, and the immediate results.

Challenges

• Another “Liz Beavers” is a prolific writer, a byline which could squeeze our sculptor out of first-page name search results.
• Although a sales site, Liz needed to be respectful of her existing retail outlets (galleries, stores) so not to undercut them.
• Liz also needed to leverage her existing social circles, many of whom are just joining social media such as Facebook.

Content and Marketing Strategies

Strategy 1: Blogging Filled with Keywords & Phrases.
We first focused on creating content that references ten highly targeted, and competitive, keywords and phrases relating to the kind of sculpture produced by Liz Beavers.

Content Strategy response: Since my client is a good writer and understood the challenge we made her blog the central feature of her website. Her posts contain reference to her work and to the key words/phrases she wants to “own”. Frequent updates make the blog relevant to search results, pushing down competing “Liz Beavers”.

Content Marketing response: Liz’s blog allows her audience to get to know her personally and connect with the thought and process behind making her sculpture. This, in turn, underscores the unique character behind every clay dinosaur, frog, or other highly personalized creature.

Strategy 2: Simple User Interface.
Visitors to Liz’s site should be able to find the information they seek in two clicks or less. We mapped out paths for the top three audiences: those seeking artist biography and background; those browsing available sculpture inventory; and those interested in purchasing off-line in galleries and stores.

Content Strategy response. Content is clearly communicated so navigation is a snap.

Content Marketing response. Liz can effectively speak to all three audiences while maintaining positive relations with her gallery representatives.

Strategy 3: Establish Professional Facebook Profile
Most of Liz’s current patrons tend to be older – which is fine, because this represents the fastest-growing demographic of Facebook adopters. Her Facebook profile automatically updates with the latest entries in her “Studio Journal” blog.

Content Strategy response. Integrating a professional social media profile allows patrons and collectors to connect with Liz on a daily basis via Facebook.

Content Marketing response. By being active on Facebook Liz provides social proof that her work is appreciated, and collected, by others.

Results

• We “soft launched” the website to coincide with local newspaper coverage – resulting in first sale traced to website.
• Liz now has first page Google search results in half of our highly targeted key phrases in less than four weeks. Additionally, she has also pushed down competing “Liz Beavers” entries.
• She now has a 24/7, strategic marketing piece.
• Most importantly, Liz has online sales capability for the first time.

My only regret? That Liz charges so little for her unique clay sculpture. I’ve recommended she raise the prices in 2011.

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My friends at Deena Warner Design have hired me for an interesting, albeit, “odd” project: being the voice of their pet project, “Odd Staunton” – the “Officially Unofficial Guide to Staunton, Virginia.”

Matt and Deena started the blog as a hobby when they moved to Staunton from Northern Virginia in 2005. They are quirky, creative types and their view on the city reflects that. In fact, finding the “Odd Staunton” blog is how we met.

I’ll be writing a regular feature for “Odd Staunton” that highlights weird and wonderful things in the area. (I mean, what other cities greet you with a large watering can sculpture, seen here?) The first is a profile on Montgomery Hall Park.

Strategy-wise, this project has several objectives:

• showcasing the city’s unique personality
• using seo techniques to build on existing web traffic
• highlighting cool things, people, and events around the city

I think the Warners’ project provides a great community service, and, has already resulted in convincing another set of friends to relocate to the area.

I’m happy to be a part of it.

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If you want to improve your online content strategy, here’s the first tip: embrace conflict.

Safe content is boring content.

Conflict is beneficial. It engages your customer and firmly establishes your point of view.

As the saying goes, “you can’t please everyone, so why try?”

Inserting conflict into your content isn’t a free pass to be nasty. Rather, adding conflict is an opportunity to rise above the slush of the quickly forgotten, and painfully predictable, content found practically everywhere online.

One of the best examples I’ve found on the topic of using conflict in business writing is by David Meerman Scott. He tells the (humorous) story of working as a male model in Japan in the 1980s. Read it yourself here.

Choose a side. If you have the stamina, and the nerve, avoid being boring — it’s a life lesson as well as content strategy.

This scares a lot of people because choosing a side means you’ll inevitably find those that disagree.

Here’s a perfect example: an excerpt of a love letter Jerri (jerrieee@aol.com) sent me for Valentine’s Day regarding an article I wrote for AOL. It left me tickled pink:

“KATIE MC CASKEY, author of this crap, seriously needs a ARROGANCE EXTRACTION. This is the most effin’ snobby article I’ve ever read. [...] Her comments [...] are outrageous, and I’d suggest her bosses give her some time off for the attitude check. [...] Perhaps her focus is usually “hauteur,” but she doesn’t belong in a publication that the “unwashed masses” will read. I’m going to remember this author’s name and deliberately NEVER read anything by her again. [...] Was she born to royalty? I’m not a big Hoff fan, but right now, I like him much better than Katie McCaskey. Send her to Snob Rehab. [...] P.S. I wonder if McCaskey’s store, George Bowers Grocery , which she’s evidently a co-owner of, sells only “hauteur groceries?”

Clearly, Jerri — in all seriousness — was mighty p-o’d that I dared to criticize the interior design choices of actor David Hasselhoff.

I’d like to thank Jerri for such a colorful description and coveted search engine optimization for both my businesses. What a doll.

I don’t have an ax to grind with David Hasselhoff. He is about as relevant to my life as I am to his — with one exception.

I would be genuinely surprised if he were anything less than happy about the debate my article stirred. Had I written something bland and boring who would have cared? Why would anyone have wanted to look at his home for themselves and state their opinion on it, unless there was conflict from the get go? (David: You’re welcome. Hope the house sells quickly.)

Embrace this kind of reaction to any of your content, too. It means they’re paying attention.

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Never hired a writer? Wondering about the process and how it can help you? Here are answers to frequently-asked questions.

What are the benefits of hiring a commercial writer?
As Nathaniel Hawthorne explained, “Easy reading is damn hard writing.” Hiring a commercial writer makes your life easier, whether or not you personally enjoy writing.

Who hires you?
I work on a variety of projects, many associated with facets of the “urban escapee” theme. Yet, all clients have one thing in common: a desire to stand out, be noticed, and inspire action through clear, compelling communication. Partial client list here.

How can you improve my profit margin (or impress my boss)?
By improving your image! Are you coming across as appealing or appalling? Are you communicating clearly and effectively…or do you have the equivalent of “writing b.o.?” You may “stink” if your spelling, grammar, and punctuation aren’t accurate or appropriate.

What happens when I hire you?
Two fundamental things: I listen and I target. Listen, so that your copy accurately speaks using the correct tone. Target, so that the content and its strategy motivate your audience. Oh, and of course: I write.

How do you quote a project?
Easy. Call me for a free ten-minute critique of your existing marketing copy and/or a free estimate.

How do you charge?
A flat rate, per project.

What are your terms?
Once you’ve signed off on the project I will send you an electronic invoice. You can pay online or by mail.

How can I get started?
Call or email me to discuss your project: 540-466-4141 (9 a.m. – 5 p.m. EST)
katie.mccaskey<-at->gmail.com

Wait – didn’t you say something about “the truth about the two-headed space alien shot by farmer?”
Yes, I did. The truth is this: attention grabbing headlines – and great copy – have power. See for yourself here.

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I’ll say, emphatically, that I love the book Six Pixels of Separation by Mitch Joel.

The premise of the book is neatly summed up in the secondary title: “Everyone is Connected. Connect Your Business to Everyone.”

(Perfect example: to the right you’ll see Chris Penn of the Financial Aid Podcast, who is profiled in Six Pixels of Separation. I met Chris while at the financial start-up, Geezeo.com.)  

Six Pixels of Separation is an important book for anyone starting or running a business today. In particular, Six Pixels of Separation should be read by people who do not come from a digital media or marketing background. Why? Well, the book summarizes a variety of practical tools for digital marketing and branding. It also explores current technological trends and how they may impact small business in the near future. The entire book is easy-to-understand and sure to be thought-provoking.

Those who work in digital media and social marketing take these principals for granted. Yet, they are still remarkably new to the general public and many small business owners. My experience talking to other local entrepreneurs here in Staunton (a rural city in Virginia, for anyone unfamiliar) is that some, but very few, are using these tools.

When my husband and I started our corner grocery store last year we immediately embarked on a digitally-based, targeted marketing campaign. Nothing fancy: an email invitation to the store’s opening, a website, and a Facebook presence. This was met with great enthusiasm. We quickly met the handful of other small businesses in town using social media (e.g. Pufferbellies Toys & Books) and enjoy exchanging tips.

Not surprisingly, we also received perplexed, downright indignation from some corners of local traditional media advertising. (What do you mean you don’t want to paper the town with fliers? Why don’t you want to spend money on the radio or Little League jackets?)

It wasn’t that we felt we were better than these outlets. We just knew we were on a strict budget. Like anyone else, we wanted to reach our target audience as quickly and efficiently as possible.

Personally-speaking I was really impressed with Joel’s chapter regarding online reputation. I think it’s interesting to observe what some might call the “over-share shift”. How is it defined, and how is your reputation (as business or individual) managed?

Based on our experience marketing the grocery exclusively via social media, I believe Six Pixels of Separation should be required reading for anyone starting and marketing a business.

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You will receive email confirmation detailing next steps (if applicable). If you have questions, please email me or call me at 540-466-4141

I look forward to helping you grow your business as well as expand your digital literacy.

Sincerely,

Katie McCaskey

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Learn how to communicate effectively and build brand awareness through blogging. We’ll discuss the strategic use of a blog to enhance your online reputation and act as a lead generation tool for your small business.

NOTE: This class is extremely limited due to the personal and direct attention given to all participants.

This class assumes you already have a blog. If you do not yet have a blog, sign up for a free blog at Blogger prior to the class.

You will learn:

• What to write
• How frequently to write
• How to manage comments, spam, and link-baiting
• How to know when your brand is mentioned elsewhere online
• Second-party tools to make blogging faster and easier
• How to outsource blogging responsibilities to a professional blog management company
• How to subscribe to, and monitor, competitors’ blogs

Class is two hours long.

Price: $200
Location: 9 South Augusta Street, Staunton at the Staunton Creative Community Fund offices
Next Session: Saturday, October 10th

Reserve your space now by paying online via debit or credit card.

You may also pay at the door if enrollment space allows.
For more info: 540-466-4141

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Online Brand Management for Small Business

“Your brand is not what you say it is; your brand is what Google says it is.” — so why do so few small businesses manage their online reputation with the same zeal as their brick-and-mortar reputation?

Learn the basics about how a brand is built online through SEO (search engine optimization) and NSO (natural search optimization). We’ll work together to create an online brand-building and/or  brand-management plan for your small business.

NOTE: This class is extremely limited due to the personal and direct attention given to all participants.

WEEK 1
We’ll discuss what affects your brand online. This will include the basic principals of SEO and NSO. We’ll discuss where you’re “located” online and what this conveys about you to an unknown prospect. You’ll leave with a homework assignment.

WEEK 2
We’ll review your homework assignment and begin to outline an online brand-building or brand-management strategy. We’ll discuss practicalities as well as pitfalls. We will also discuss the value of interacting with customers or clients online. I will also show you tools to use to track your online reputation so you can respond immediately. You will have another homework assignment.

WEEK 3
We’ll review your Week 2 homework assignment. Each participant will brainstorm additional methods to increase brand awareness. You’ll be introduced to online tools used to measure and track effectiveness of your efforts.

WEEK 4
We’ll review all the online brand-building and brand-management tools discussed in class. Each participant will leave with access to a collection of tools to continue their online brand management efforts.

Each class is one hour.

Price: $200
Location: 9 South Augusta Street, Staunton at the Staunton Creative Community Fund offices
Next Session: Monday, October 5th

Reserve your space now by paying online via debit or credit card.

You may also pay at the door if enrollment space allows.
For more info: 540-466-4141

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Introduction to Facebook for Business Use

Today, there are more grandparents on Facebook than teenagers. This broad demographic shift reveals the ever-growing trend of connectivity between all of us. Is your small business capturing this trend?

This hands-on class will showcase specific steps you should take to harness Facebook for promoting and marketing your small business. I’ll use our small business, George Bowers Grocery, as a case-study for interacting directly with our most dedicated core customers.

You will learn:

• How to set up a Facebook business profile and its benefits
• When and how to update your business page
• How to send updates to your fans
• How to feature your page on related business pages
• How to connect your business blog to your Facebook business page

Each participant will leave with a detailed to-do list as well as recommended apps to extend the productivity of your business’s Facebook page.

NOTE: This class is extremely limited due to the personal and direct attention given to all participants.

This class is two hours.

Price: $175
Location: 9 South Augusta Street, Staunton at the Staunton Creative Community Fund offices
Next Session: Saturday, October 17th

Reserve your space now by paying online via debit or credit card.

You may also pay at the door if enrollment space allows.
For more info: 540-466-4141

Class: Facebook for Business Use

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