HiRoad Communications

Copywriting that speaks to your target audience

You are here: Home / Archives for Blog

by Leave a Comment

Why you can finish your turkey dinner but not your Web site

Hope everybody had a great Thanksgiving. I sure did. Per usual, the biggest challenge was pushing away from the dinner table and declaring myself officially finished from stuffing my face. But I did and this act led to a very weird, tryptophan-induced thought at how my just consumed turkey dinner was much like a Web site.

Think about it. Most businesses get all geared up to build a site, loading it up with content, images and other items. Then, after the site is up and running, they figuratively plop down on the couch, loosen their belts and take a snooze. In fact, many businesses will put up a Web site and not make any changes or additions for months, even a full calendar year. Probably around the time for your next turkey dinner.

The fact is a good Web site should never be finished. It’s a constant work in progress. That doesn’t mean major design changes, but adding content on a regular basis.

Why? For starters, there are hopefully things going on with your business–new or improved products or services–that you want to share. Not to mention, providing useful content that educates visitors to your site and presents you as an expert in that subject area, perhaps making them want to do business with you. Or it could be a simple announcement of a new hire, an event you’re hosting, a speaking engagement or some sort of accreditation or certification.

Making your site an active site also will help you with search engine optimization. Google is far more likely to notice a site they have previously indexed if there’s a change on those pages than if it remains stagnant. And, to finish off this seasonal analogy, much like you are more likely to have room for turkey leftovers on Thanksgiving night if you take a walk after your meal instead of a nap.

by Leave a Comment

Applause for the cause.

A recent study by strategy/communications agency Cone LLC indicates that “83% of US consumers have a more positive image of a product or company when it supports a cause they care about”. Even more compelling, the Cone study reveals, “The “88% of Americans say it is acceptable for companies to involve a cause or issue in their marketing, 85% of consumers have a more positive image of a product or company when it supports a cause they care about, and 90% of consumers want companies to tell them the ways they are supporting causes.”

Given those statistics, it is truly amazing how few businesses-large or small-take advantage of this opportunity.

Sure, some businesses might prefer their act of charity to be about the charity and somehow benefiting from such a gesture is wrong. And it’s quite possible most businesses don’t realize the newsworthiness or marketing potential of their generosity. Whatever the reason, if you actively support a cause or charity and are NOT making it part, you’re missing out on a golden opportunity to market your company and, most importantly, the cause.

That’s right. While it may seem like blowing your own horn by issuing a press release or adding language to your Web site or collateral material, you’re actually bringing attention to the cause. Perhaps you’re even speaking to people who your chosen cause has affected in one way or another. And that’s a very effective way to attract a new and sure-to-be loyal customer.

by Leave a Comment

The real ROI on blogs, tweets, and e-newsletters

We all have that friend who forwards jokes, jpg’s and other “amusing” e-mails. Some you read, most you probably don’t. Some you may even find annoying. Yet the next time you see him or her, even if it literally has been five years since you saw each other in the flesh, you will feel like you are fairly up-to-speed with that person. Why? Because those e-mails have kept them current in your mind.

In business it can work the same way. By blogging, tweeting, posting, sending either e-newsletters or hard copy newsletters, you’re reminding your network and current customer base that, yes, you are indeed still around. By staying front of brain, your product or service remains relevant because you have successfully remained current in their mind. The key is consistency.

A lot of business owners want to put out a regular blog or e-newsletter and participate in social media. A heavy workload and so many hours in the day often get in the way. Then it becomes easy to say “we haven’t gotten any business from those efforts”.

Truth be told, those efforts are a form of networking. And by staying consistent with those efforts, you make it easier to get down to business when you next meet in person or speak on the phone with your network and customer base.

If you’re interested in starting your own e-newsletter, we can help. HiRoad Communications is a certified Constant Contact reseller. To take advantage of their 60-day free trial period, click here. And if you need content, drop us a line. And don’t forget to ask about our new Social Media Package, which includes one 500-word blog with 10 related social media posts/tweets/updates.