About Websites and Marketing

marketing

Much has happened since I first wrote, a year ago, about marketing my proofreading business, so this is the update. How I told the world I was open for business.

Building a website, social media and content marketing were the essential strategies I used, back in 2017, to proclaim my arrival about my new services as a proofreader.

In a previous episode, ‘Business Plan and Training’, I detailed how I became a freelancer offering proofreading services after decades as a Primary school teacher. In this tweaked blog post, I describe how I decided on my marketing strategy and how it has evolved.

As a freelance business owner, I know some folks who still cringe at the thought of putting any personal details ‘out there’. Or haven’t got the interest or skills in building a website. But, in my opinion, how else are you going to advertise your services or get business unless you are a presence on-line? There is also plenty of support out there if you need guidance.

A ‘shop window’

A website is essential: you need a ‘shop window’ to display your business”. These were the words of my Business Mentor at my local Job Centre when they helped me set up as a self-employed proofreader. So, the process of choosing a website domain, a host, designing my website, plus researching the content marketing world of social media was a steep learning curve.

But I have come far over the last two years!

Also, in recent months, I have seen many people entering the world of editing and proofreading who are asking all the questions I asked then.  So this might help. What follows is what I did.

Build a website

By January 2017, my NEA (New Enterprise Allowance) Business Plan (with People Plus) had been approved, and I was told by my mentor to go away and build a website. The only domain name which was available and that I liked the sound of was Proofnow. So that was the easy part. Proofnow Proofreader was born.

“How do I build a website?” My only experience had been editing my class page on the website of the school where I taught.

I chose my first website host. Fair enough, the building of each page was fairly straightforward: I added Services, Pricing and About pages, with a few photographs for variety; I emphasised my previous career as a teacher with efficient marking skills – this would be my USP. I could add a couple of testimonials after getting some proofreading work.

Tweaking

Although I was pleased with the look of the site on the desktop of the PC, it looked dreadful on my mobile. One tip I had read was that your website must be viewable on all devices.

At the end of my first year, I knew I had to find a different host. So, I did some fairly intense research to find my next website host. John Espirian (relentlessly helpful technical copywriting for B2B websites, LinkedIn nerd) gives good advice as well as offering discounts on his website. One such offer is with Siteground for hosting, amongst others, WordPress.

New website

I copied everything over, probably using old-fashioned techniques, and not how a website designer would do it … But, after a couple of phone calls to Siteground customer service to solve the odd glitch – they were very supportive – I was up and active with my new host. What a relief!

Over time, I read and researched more about how your website should be less about you and more about how you can solve problems for your potential client. This gave me the courage to tweak the theme and wording.

Basic website tips

  • easy to read, clear font
  • your headshot and/or logo
  • your services – what you can do for your client
  • contact details – how does a new client get in touch with you?
  • Say less of what ‘I’ can do but what ‘you’, the client, needs. How can you (the freelance) can solve their (client) problem?
  • match the branding on your website with that on your social media sites where you will publish and market your website. In other words: same headshot, same banner, same headline/tagline for consistent marketing. (A JE tip.)
  • Designing your brand is made easier by choosing prepared designs from a free app.  Canva is a design programme for those who have basic technical skills. I found it really useful when ensuring consistency in designing the banners for marketing my website and social media profile pages. This represents ‘joined-up marketing’.

Everything I tried with my website involved trial and error, with the undo button at hand. Also, with sheer surprise if something worked first time!

Visibility

Now, having been with WordPress for two years, I am now happy with my website and proud of what I have achieved so far. It is easy to self-manage and looks good on a desktop, tablet and smartphone. Statistics show that mobile devices are used more for browsing websites than any other. Indeed, smartphones mean that websites can be viewed immediately when a link is shared. So, it is essential that your website works, and looks good. Anywhere.

Social media

LinkedIn, Facebook, Twitter, …? What kind of social media do you prefer? Where are you going to share your website? What kind of content marketer are you? I know some folks who steer well clear. They’re just not interested. I know some folks who do it ALL. Is that a good idea? Does it work? Does it GET you work?

Facebook

The first thing I did on Facebook when I started my business was to advertise Proofnow Proofreader as a business Facebook page because I understood it.

This year I have joined more Facebook support groups. Anything you need reassurance for, it’s there, whether you are a freelancer, editor, proofreader or tutor.

Here are some of the Facebook groups I enjoy which you could try:

LinkedIn

I was fortunate to attend a workshop on LinkedIn run by fellow SfEP-er John Espirian at the SfEP (Society for Editors and Proofreaders) annual conference in 2018: ‘How not to be a LinkedIn Loser’. I learnt A LOT. He gives results of methods he has tried to make the algorithm work for him, then passes on the tips. In fact, I’m going to see John talk on this very subject at the Cambridge Social Media Day (#CSMDay2019) just up the M11 from me, in November, when I will undoubtedly top up my social media skills.

LinkedIn tips

He recommends liking and commenting on the posts of others to engage in conversation, rather than sharing (which is a Twitter algorithym). This raises the visibility of your profile. To some, LinkedIn is where important contacts can be followed, and serious business connections can be made. Work may even follow. This is my favourite way to post my blog posts where colleagues  can engage. Here is my LinkedIn page. Judge for yourself. Why don’t you try personalising your invite to connect? Then I will understand how we can help each other.

LinkedIn is also beneficial as recommendations can be made. After doing a proofreading job on a punctuation book for children, I was able to send the author a link where she could write a testimonial. It’s impactful because the focus is on the client to write it for you.

Twitter

On Twitter, retweeting (sharing) posts of those you follow, and your own posts improves engagement. I engage on Twitter because a lot of SfEP members are there. An educational author even got in touch and offered me a proofreading job! Here is my Twitter page.

Like, comment, share

Having read a HUGE array of tips about content marketing, everything I have learnt has been by osmosis, by watching how others do it. However, it IS an effort to stay on top of content on social media.  When following those you subscribe to for tips and advice, it is imperative to be selective. Take control and make your inbox manageable. Or it can become addictive or overwhelming. And you never get any work done.

Content marketing

If you want to share content, planning is vital. Blogging, for instance, is far more effective if subjects are planned for the long term. Then fit in spontaneous posts when giving a reaction to situations. I try to publish a blog post monthly – it’s scary how quickly those months go.

When I share a #TallTartanTells blog post, I aim to do it on a day when I am at home and have the time to like and comment on the engagement. This is timetabled in my diary.  As a result, when I engage, my website viewing statistics improve rapidly.

Others prefer to use scheduling tools (like Buffer and Hootsuite) so that the timings of content posting are automatic. The worry of manual posting is removed.

Next …

In my next blog post I will return to the subject of Primary tuition, and how it links to educational publishers as clients. You can read my introduction to this theme in my blog post here.

 

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Tall Tartan Tells Episode 3 – Website and Social Media

marketing

This episode describes the stage with my new proofreading business when I proclaimed my arrival! Building a website, social media and content marketing are skills I used to announce to the world my services as a proofreader.

In previous episodes, here (1) and here (2), I detailed my voyage towards becoming a freelance offering proofreading services after decades as a Primary school teacher. In this blog, I describe how I decided on my marketing strategy.

As a newbie freelance business owner, I know some folks who cringe at the thought of putting any personal details ‘out there’, on the interweb. But, in my opinion, how else are you going to advertise your services or get business unless you are a presence on-line?

A website is essential: you need a ‘shop window’ to display your business”. These were the words of my Business Mentor at my local Job Centre when they helped me set up as a self-employed proofreader two years ago. So the process of choosing a website domain, a host, and designing my website, plus researching the content marketing world of social media has been a steep learning curve. This is what I did.

Build a website

By January 2017, my NEA (New Enterprise Allowance) Business Plan (with People Plus) had been approved, and I was told to go and build a website. The only domain name which was available and that I liked the sound of was Proofnow. So that was the easy part. Proofnow Proofreader was born!

“How do I build a website?” I was heard to ponder. I asked around. Two years later, this is a question I hear asked many times in freelance forums. My only experience had been editing my class page on the school website where I taught.

“I hear Godaddy are good,” was one response back then. (If I had known then what I know now … isn’t foresight a wonderful thing?) Fair enough, the building of each page was fairly straightforward: I added Services, Pricing and About pages, with a few photographs for variety. I could add a couple of testimonials after six months.

But, although I was pleased with the look of the site on the desktop of the PC, and on the screen of my Android tablet, it looked dreadful on my mobile.

By December 2017, I knew I wasn’t going to renew with Godaddy. So I did some fairly intense research on who would host my website next.

WordPress

John Espirian gives ‘relentlessly helpful’ advice as well as offering discounts on his website for subscribing to his emails. One such offer is with Siteground for hosting, amongst others, WordPress. This option was the cheapest. It may well still be. I’m sure experts will be able to confirm this. (Other website hosts/providers are available.)

I copied everything over from the soon-to-be-expired website, probably using old-fashioned techniques, and not how a designer would do it … But, after a couple of phone calls to Siteground customer service, who were very supportive, I was up and active with my new host. Phew!

Next, I won a website audit with Ahmed Khalifa (a Digital Marketing and WordPress expert). Receiving a friendly critique with excellent tips; followed by more research with other website gurus, including Dave Smyth  and James Devonshire (Freelance Heroes), gave me the courage to tweak the theme and wording even more.

I am now even  happier with my website and proud of what I have achieved so far. It is easy to manage, and looks great on a mobile! I mention this because statistics show that mobile devices are used more for browsing websites than any other. Folks want to look up a linked site spontaneously and even instantaneously. So, it is essential that your website works, and looks good. Anywhere. On any device.

Basic website tips

  • easy to read, clear font
  • your headshot and/or logo
  • your services – what you can do for your client
  • how does a new client get in touch with you?
  • Say less of what ‘I’ can do (me, me, me), but what ‘you’, the client, needs. How can you (the freelance) can solve their (client) problem? *1
  • match the branding on your website with that on your social media sites where you will publish and market your website. In other words: same headshot, same banner, same headline/tagline for consistent marketing.*2
  • Designing your brand is made easier by choosing prepared designs from a free app. *3

*1  This method of your ‘About me’ page not actually being ‘About me’ (ironically) has been repeated by many on social media. It has been a revelation in tweaking how my website is worded. I can’t find the various links at the moment, but if someone can post them that would be appreciated.

*2  Advice from John Espirian and other content marketing gurus.

*3  Canva, recommended by Louise Harnby, is a design programme for those who have basic technical skills. I found it really useful when ensuring consistency in the design for my banners for marketing my website and social media profile pages (covered next). To my mind, this represents ‘joined-up thinking’.

Everything I tried with my website was using trial and error, with the undo button at hand. Also with sheer surprise if something worked first time!

Content marketing

LinkedIn, Facebook, Twitter, …? What a minefield of social media! So, what kind of content marketer are you? I know some folks who steer well clear. I know some folks who do it ALL, spread themselves EVERYWHERE. Is that a good idea? Does it work? Does it GET you work?

Facebook

I have had a personal Facebook page for 10 years: I use it to stay in touch with friends and family, as well as previous and new colleagues met through networking. The first thing I did on Facebook when I started my business was to advertise Proofnow Proofreader as a business Facebook page because that was the medium I understood.

LinkedIn

Then I met fellow SfEP-er John Espirian and learnt A LOT more about how to use LinkedIn. For example, build a profile page using specific criteria as he describes here. He recommends liking and commenting on the posts of others to engage in conversation. This raises the visibility of your profile. To some, LinkedIn is seen as the conference side of social media, where important leads can be followed, and serious business connections are made. Work may even follow from said connections. This is my favourite way to share with colleagues as it feels more business-like. Here is my LinkedIn page. Judge for yourself. Why don’t you try personalising your invite to connect? Then I will understand how we can help each other.

Twitter

To some Twitter is viewed as the cocktail party of social media. On Twitter, retweeting (sharing) your own posts improves engagement. I am least confident with the use of Twitter. But, because a lot of SfEP-ers are on Twitter, and because I suffer from FOMO (Fear Of Missing Out!), here is my Twitter page …

The main advice I have gleaned over the last two years is from content marketers such as Andrew & Pete of Atomic Creative Content Marketing, and MANY others. They say: do what works for you. If you can cover all (and it’s not recommended – unless you have more than 24 hours in your day), fair enough.

I need to do one of them well. Do it with purpose. Do it with meaningful content. But, in my opinion, colleagues have their own preferences when it comes to social media, so sharing your content needs to cover all bases.

Shout it out!

When I was teaching, and was so frustrated that I felt like shouting at the class or an individual, it was generally much more effective to whisper “When I say … I mean it.” Pause. You could have heard a pin drop with the silence and anticipation. I hope that my whisperings of marketing are making a difference. Perhaps I should be shouting. I am certainly anticipating that doing all I can to market my business will result in getting my name out there, which should result in getting the work in.

Family trait

For those familiar with where I grew up – Glasgow in the 1980s – there was a marketing campaign called ‘Glasgow’s Miles Better’. My dad, as an employee of Glasgow District Council and its Industrial Development Officer took Glasgow around the UK to exhibitions, promoting its good points. (I know.)

When I married Tom, my artist husband, in the late 80s, my father asked him to which galleries he had touted his work. “I don’t really work that way,” was my husband’s reply. Dad took it upon himself to go around many galleries in Glasgow (at the time we lived nearby in Ayrshire) to promote his son-in-law’s art. I like to think that I have inherited my father’s skills in marketing. He would be proud.

Help, support, share

Having discovered a VAST array of tips in content marketing, I am still, not by any stretch, an expert. Everything I have learnt has been absorbed so much by osmosis. Much like a lot of newbie freelances I suspect.

Networking

These guides from the highly experienced SfEP members (Society for Editors and Proofreaders) support newbie editors; connections on LinkedIn; Freelance Heroes Facebook page is another gem for tips from website and marketing gurus, plus many other specialist freelances, where you may also find that others are interested in your services.

In summary, whatever medium you use, the algorithms love it if you like a post, comment and share what other small businesses are doing. It can’t help but raise your profile and those of others.

Business cards

Networking IRL (in real life) with local groups is a great way to get out and about while promoting your business. It is incredibly useful if you can offer business cards or leaflets which act as a reminder of who you are and the business services you are offering.

Moo.com was recommended to me as a business card provider. Their website is user-friendly, with professional-looking products. I’m on my n-th set of 50 cards and they are always complimented.

There is some debate as to whether off-line marketing (on paper) still serves a purpose. But I’m old-fashioned enough to market myself in as many ways as possible. All my social media links are on my cards (again, an area for debate is how much detail to put on them). Nevertheless, I am proud to say I give out my cards to all and sundry!

Paperwork

In my next blog, I recall answering my first query from a student. (Just trying to get a sample out of them, while they check if you’re available, when they haven’t actually written their thesis yet.).

Taking tiny steps as I adapted templates to compose my contracts, T&Cs, create invoices for payments and feedback forms.

As a freelance sole trader, you find that you have to be in charge of EVERY facet of your business: admin, IT, marketing, finance, … and that dreaded tax return.

I wish you a healthy and happy 2019!

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Thank you to Lisa de Caux (Intermediate SfEP Member) for proofreading.