Small Business Marketing

Blogging for business, blogging tips, professional writer
 by Lyndall Guinery-Smith

Blogging for Business – 5 Pro Tips for Success

If you have a company website, have you been blogging for business without much success?

Did you know? There are a few key strategies that will help your blog posts – and website – rank in search engines such as Google, increasing traffic to your website and supporting the growth of your business.

Despite what many people think, your website is not a “set and forget” marketing tool. If you want to be found by search engines, it’s important to know that Google loves fresh content. It’s been said that blogging for business is as essential to your marketing success as the Yellow Pages used to be!

One sure-fire way to drive more traffic to your website – and generate sales, is through blogging for business. Writing and publishing blog posts is the simplest and most cost-effective way to ensure regular, fresh and informative content is added to your website.

Case Study: Blog Post Reaches No. 1 in Search Results!

Some time ago, Lyndall wrote a blog post titled: How to Write a Winning Capability Statement. This blog post is the highest-ranking page on our website and we’ve achieved the Featured Snippet, which appears at the top of page 1 search results, the absolute top result you can get. If a reader searches “How to write a capability statement Australia”, we rank no. 1 of 62,500,000 results!

Notice how the search term specifically targets the prospect’s question? Also, we only target Australian-based businesses. This post drives loads of enquiries our way and, as a result, capability statements have become a huge part of our business.

5 professional tips to enhance your success when blogging for business:

1. Build Your Business Blog Library

Did you know? The more pages you add to your website, the greater your chances of ranking on Google and other search engines. Every new blog post creates an additional page on your website and another opportunity for potential customers to find you.

When you add blog posts to your website, it forms a library of content that can help inform and educate your prospective clients. This library is your opportunity to showcase your team’s expertise and build your business’s reputation as a thought leader. Each blog post has the power to influence your readers.

  • HOT TIP – Write your posts in batches. This is the most efficient way of producing a library of posts and it ensures you have numerous posts ready to publish on a regular basis.

2. Choose a Central Theme and Keyword

Be sure to build each of your posts around one central theme and keyword. If your topic is very broad, we suggest mapping out the potential sub-topics and writing a series of posts, rather than trying to cover everything in one long post. 

When you’re blogging for business, it’s a good idea to plan out your posts by listing all your company’s products or services, then map out the problem/s each one solves. Try using the 5 W’s & H of journalism – Who, What, Where, When, Why and How in relation to each of your products or services. This will give you a ready-made list of themes for upcoming posts.

3. Highlight the Benefits

Let’s say you have a new product you wish to promote. It can be tempting to write a post outlining all the features of your new product and why you think it’s so awesome. But is that what will interest your potential customers? Nobody really wants to read a sales pitch, they’re searching to find a solution to a particular problem they have.

Instead of writing a “salesy” post about the product’s features, try writing a post that demonstrates how your new product solves the reader’s problem. Remember they want to know “WIIFM” – what’s in it for me, so be sure to clearly state how they will benefit from using your product or service.

4. Target Long-Tail Keywords

Writing your blog posts around keywords is important, but targeting long-tail keywords is often more effective in helping your posts rank well in the search engines.

A long-tail keyword is a more specific statement or question which readers type into a search engine.

For example: Your keyword might be “dog food”, which is a highly competitive search term, so you’re less likely to rank highly for it. The long-tail version might be “grain-free dog food for golden retrievers” or “what type of dog food is best for golden retrievers”, for example.

While long-tail keywords aren’t searched as often as the primary keyword, when a series of words is combined, such as in the above example, long-tail keywords make up the majority of search traffic.

Take a look at auto-complete suggestions in Google. Type in your primary keyword, “dog food” and watch what Google comes up with.

 

Blogging for business, long tail keyword example

You can then try adding question modifiers, such as what or how ….

blogging for business, long tail keyword example

People who search via long-tail keywords are often more qualified prospects than those who use the more generic shorter keyword searches. The keyword for this post is “Blogging for business” rather than just “blogging” because it specifically targets our ideal audience – people interested in using blogging to promote their business.

There are a number of free and subscription keyword tools available online where you can type in your main keyword and see long-tail terms which are related to your keyword. You can also see the volume of posts and competition for each particular long-tail keyword, which can be very helpful in choosing your blog post topics. 

5. Write to Engage Your Audience

Knowing who you’re targeting with your blog post is vital. For example: Is your ideal client male or female? What age group are they in? What problem do they have that your product or service solves?

By gathering this important information, you can write in a way that demonstrates how you help your audience. You want the reader to feel as though you’re having a conversation directly with them. Use inclusive language, such as we, you, our and your, rather than they, their or any other terms which may cause the reader to feel distant. Through using inclusive language, you’re building trust and starting a client relationship, which is a positive step in establishing long-term clientele and enhancing your business success.

 

We hope these “blogging for business” tips have been helpful to you. If you need help with writing your blog posts, we have some great packages available.

You may also enjoy reading:

9 Expert Tips on Blogging for Business Growth

How to create an Ideal Client Profile

How to set up a simple blog post schedule

 

Please feel free to share these tips with your business associates or LinkedIn connections. Go ahead and connect with me on LinkedIn.

Lyndall Guinery-Smith, owner of The Professional Writer, business writerWant to know more?

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content – we LOVE writing About Us pages, business award nominations, capability statements, company profiles, team bios, blog post packages, and more. We happily work with clients all over  Australia. Email us to arrange an obligation-free discussion about your latest project. 

in Article writing / Blogging for Business / Grow your business / Small Business Marketing 0 comments
Connect with your target audience, professional writer
 by Lyndall Guinery-Smith

How to Connect With Your Target Audience

Being a professional writer is all about writing to connect with your target audience. This is a skill you can learn. In fact, writing persuasive text is now taught in schools. There may be a whole new generation of copywriters coming along soon 😊.

If you want your marketing to have maximum impact, it’s vital that you have identify who you’re aiming aim.

Just like archery, if you want to hit the target, you need to know exactly where you’re aiming your arrow.

Here are 3 simple steps to help you connect with your target audience…

  1. Identify your ideal client

Identifying your ideal client is important because we need a clear picture of who we’re writing for. Your ideal client is not your ONLY client – it’s unlikely this demographic will be the only people to respond to your marketing. However, they are the ones we really want to respond.

In an ideal world, who do you want to do business with? Think about the delightful clients, the ones who make your business life a dream. They’re the opposite of those PITA (pain in the a**) clients you’d rather not deal with.

If you need more guidance on identifying your ideal client, check out this earlier post.

  1. Clarify what your target audience wants

By getting to know your target audience, i.e. by actually talking to them and asking them questions, you’ll get to know exactly what they want and expect from your product or service.

For example, let’s say you sell birthday cakes. Your target audience might be parents, in particular, Mums with young children. Let’s call our ideal client Samantha (it really helps to give them a name). What does Samantha (and other Mums like her) want from you? Obviously, you’d need to ASK her, but let’s make a few assumptions for the purpose of this exercise.

In a recent survey, Samantha and other Mums said they wanted:

  • Easy online ordering or the ability to speak to an actual person to order
  • The ability to personalise the cake by ordering particular coloured icing, their child’s name, and/or a particular theme
  • It is vital to have the cake match the picture on your website or in-store – and to get the child’s name right!
  • As Mums are busy people, they would enjoy the option of having the cake delivered to their door.

  1. Aim your content squarely at what your audience wants

Continuing with the cake maker scenario, let’s look at how to connect with your target audience.  An example of non-targeted content:

ABC Cake Shop. We make cakes. All types of icing and popular themes.

You’ve seen the rest, now order from the best – www.ABCcakes.com.au

Does that ad/content make you want to buy a cake? Notice how the content is all about ABC cakes, there’s nothing in there that appeals directly to the customer.

How about a more targeted approach?

Want the perfect cake for your child’s birthday party? (We’re specifically targeting parents here)

We make and deliver themed cakes, personalised with your child’s name. (The target audience is thinking – that’s exactly what I want)

Check out our beautiful cakes on www.XYZcakes.com.au and order online – or call us to discuss your individual needs.

(The target audience is thinking – great, I can check out their options and call them if I have questions)

While the text is a little longer in the second sample, can you see how much more effective it is to engage and connect with your target audience by knowing what they’re looking for? It’s all about the reader and what the cake maker can do for them, not just the cake maker. The reader feels you are speaking directly to them.

The second ad is simply more appealing, and you could potentially charge a slightly higher price by knowing your audience, what they want, and providing it to them.

Now you know where to aim, are you ready to fire?

I trust this helps clarify the importance of identifying your target audience and writing content that connects with them. After clarifying who your audience is and by doing research into what they’re looking for, you have the information you need to appeal to your ideal client.

If you found these tips helpful, please share them with your business associates or LinkedIn connections. Go ahead and connect with me on LinkedIn.

Lyndall Guinery-Smith, owner of The Professional Writer, business writerWant to know more?

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content – we LOVE writing About Us pages, business award nominations, capability statements, company profiles, team bios, blog post packages, and more. We happily work with clients all over  Australia. Email us to arrange an obligation-free discussion about your latest project. 

in About Us pages / Grow your business / Small Business Marketing 0 comments
How creating a digital product helps win business, digital products, professional writer
 by Lyndall Guinery-Smith

Creating a Digital Product for a Service-based Business

If you have a service-based business, you might think you’re limited to selling your service rather than a product. Of course, it depends on what your service is – we probably wouldn’t want a health professional productising their service. But did you know, you can boost your profits and raise your profile by creating a digital product that caters to clients you would otherwise lose?

A digital product can complement, rather than replace, your service.

For example: Let’s say you’re a graphic designer. Your ideal clients are medium-sized businesses with healthy a marketing budget, yet you’re often approached by individuals who want you to do smaller jobs, such as designing wedding invitations for them. While their projects aren’t the type of business you’re chasing, you sometimes feel like saying no to these potential clients is a missed opportunity. Then you come up with a great idea.

Through producing a series of customisable and downloadable templates for customers to DIY their wedding invitations, you create the product once and sell it many times. Ka-ching!

How creating a digital product helped us diversify our offering

Here at The Professional Writer, we’ve been writing all types of content and documents for our valued clients for over 20 years. We were providing a service-only business until recently.

Around 2017, due to popular demand, we started writing capability statements for tradies. A capability statement is precisely what the title says: A document outlining your company’s capabilities. It’s similar to a company profile but usually includes more specific information about your recent experience and completed projects. Capability statements are often used by tradies to secure work with Tier 1 or Tier 2 construction companies.

Most of the capability statements we write are multi-page documents, ranging from 2 to 22 pages. The process includes research, a comprehensive interview with the business owner to learn about their business, and writing the document in a way that helps the client win more business, which sometimes requires several drafts.

We were receiving enquiries from potential clients who just wanted a single-page document and they needed it in a hurry – often on a limited budget. We do write single-page documents, but the work involved is very similar to the amount of work to write a multi-page document, so the price is comparatively high. Also, we currently have a 2-3 week waiting list to start new projects, so these clients were going elsewhere. How could we assist these clients in a profitable way?

That’s when we created a DIY capability statement kit – one which contained samples, complete instructions, and a template, so most people would be able to create their own capability statement in a short time.

Will the idea fly?

As a member of the TradieWives Facebook group, we posted about the idea and received overwhelmingly positive feedback from fellow group members. So we went ahead and created the kit.

Once completed, we asked for volunteers to “test drive” the kit in return for honest feedback and a testimonial. We sent the kit out to 10 people, with 6 of them returning feedback and a testimonial. Based on the feedback, a few minor tweaks were made and the kit was ready to be released to the market.

Most digital marketers will tell you that you need a mailing list to sell a product. While this is essentially true, if you don’t already have a mailing list, there’s no time like the present to get one started!

Selling the capability statement kit

We wrote a landing page/sales page which went onto a single page website for the kit. Next, we set up an account with Stripe, an app that collects online payments, then set up the kit, including the samples, instructions, template, and an invoice for same, to be easily downloadable via our CRM. We were ready to roll.

Again, most digital marketers say you must “launch” your product, with a pre-sale campaign that builds anticipation, etc. etc. Yes, we know this is true, but without a mailing list, it is impossible to do this. So, we once again used the Facebook group to promote the kit, with remarkable results.

Since the recent “soft launch” of the kit, we’ve sold dozens @ $97 + GST each. Sales of the kits occur overnight, on the weekend, and even while we were on holiday! We receive a notification that another kit has been sold and our payment is on its way to the bank account.

While our digital product doesn’t replace our service, it’s an alternative to clients having the document written for them. Facilitating the buyer to DIY allows them to prepare the document quickly and simply at a fraction of the cost, while we still get paid, so we all win.

Want to see what the capability statement kit is all about? Click on this link to see it for yourself.

What’s great about a digital product?

  • You can capitalise on your knowledge and expertise
  • They provide a “passive” income – some work is required
  • They’re low maintenance
  • You don’t have to hold stock
  • You can deliver value that isn’t directly tied to selling your time
  • Digital products help diversify your income streams, raise your profile and bring in a wider range of customers

What type of digital product can you create?

Digital products to consider:

  • Write an eBook
  • Set up an online course to teach the basics
  • Tutorials and guides
  • DIY product
  • Downloadable document templates – email sequences, client letters
  • Shortcuts/How to guides
  • Webinar series
  • Video instructions

How to get started with creating a digital product

OK, so you’ve got a great idea for a digital product. But will it sell? Is it something people really want to buy? How do you find out?

  • Identify a problem your target audience has
  • Brainstorm ways to solve their pain point – think outside the box
  • Think of the best way/s to charge money for solving their problem
  • Shortlist your ideas
  • Interview current customers and/or potential buyers to validate your product idea – ask open-ended questions to gain as much information as possible about the way they want the information presented and the price they’d be willing to pay
  • Create a quality product based on the feedback you receive
  • Ensure your product delivers good value to the consumer
  • Have a great sales page that answers the prospect’s questions and converts to sales

Got a great idea for creating a digital product?

If you have a great idea and you’re thinking of creating a digital product, but you need help putting it together and writing the content or your landing page, we can help.

If you found these tips helpful, please like and/or share them with your business associates or LinkedIn connections.

Want to know more?

Lyndall Guinery-Smith, owner of The Professional Writer, business writer

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, business award nominations, capability statements, company profiles, team bios, blog post packages, and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

 

in Capability statements / Digital products / Small Business Marketing 0 comments
Stand Out from your competition with business storytelling, professional writer
 by Lyndall Guinery-Smith

How to Stand Out from Your Competition

Are you happy to blend in with other similar businesses or would you prefer to stand out from your competition? You want to stand out, you say?! But how….? By tapping into the power of business storytelling.

Stories have the power to captivate, engage and connect with the reader. They can often move us to tears and may even persuade us to change our behaviour or opinion on a particular topic.

By telling the story of your business, your team and your customers, you can create and nurture relationships with your ideal clients. When written well, stories can help your prospective clients to know, like and trust you … then do business with you #winning.

Good stories can provide a significant competitive advantage because no-one else has the same story as you.

What makes a great story?

A story which details your or your customer’s journey is more likely to engage the reader and help your business stand out. In any compelling story, the main character – that’s you or your customer – needs to progress through several stages. It’s a good idea to provide some basic background information about the main character, the reasoning behind their choices and the conflict/problem resolved or the outcomes which occurred through using your product or service. It’s important to emphasise the resolution.

People like to emulate the success of others. So the story of how you helped a customer succeed will persuade other customers to come to you. That’s what business storytelling is all about.

How to Stand Out with a Great Story

Sit down with paper and pen – or a new document on your device – and jot down some information about your business and your team. Here are some suggestions to get you thinking:

  • How your business got started or why you bought the business
  • Tell the story of your brand and how it was developed
  • Describe your business philosophy and core values – and why they’re important to you
  • Tell how a customer used your product, step-by-step then how they benefited from it
  • The story of how you launched a new product (and why) – not just features and benefits
  • 5 facts about each team member (so customers get to know them)
  • The story of how you helped a client overcome a particular problem
  • A client success story
  • How a mentor changed your life
  • How you helped change the life of a customer
  • Anything new or different happening in your business
  • An event you’re hosting or have recently held – or a charity you support
  • Tell a story about any media mentions you’ve received
  • Build a story around a testimonial from clients
  • Talk about your first customer and how they supported you
  • Tell the story of your biggest sale ever and how it came about

A Few More Tips to Help your Story Stand Out

Focus on one theme for each story.

Even though it’s business storytelling, be sure to always include the human element in your stories. If you’re telling a client success story, incorporate a comment from them about why they engaged your service or bought a product from you, or ask them to provide a testimonial (and get permission to use it in the article or post).

You can publish your story on your website, as a blog post or perhaps share it with the media as an article for external publication. You could also use your story as part of your About Us page or in promotional material for the business.

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

Want to know more?

Lyndall Guinery-Smith, owner of The Professional Writer, business writer

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

If you need further guidance on creating a compelling story based that makes your business stand out, we can assist with your storytelling requirements.

 

in Article writing / Article writing help / Building authority / Small Business Marketing 0 comments
Write an authentic About Us page, website writing tips, Professional writer
 by Lyndall Guinery-Smith

How to Write an Authentic About Us Page

Have you read your own website content lately? Can you confidently say your business has an authentic About Us page… One which truly represents your business and engages your potential clients? Does your content clearly show the outcomes you achieve for your clients?

Hold on a minute … isn’t the About Us page all about OUR business?

Well, yes .. and no.

Your About page is About US – referring to your business AND your ideal customers. If your page only outlines your company history and solely talks about your business in a “Me, me, me” way, you’re doing it wrong!

Why do you need an About Us page?

Who is reading your website? Prospective customers? The purpose of your website is to inform the reader and begin to establish a relationship with them. An authentic About Us page is the most important first step in building those relationships.

People do business with people they know, like and trust. Writing an authentic About Us page calls for the business owner to look a little deeper. Your reader wants to read more than just a boring company history.

When prospective customers land on your website, they will click on the About page to find out who is behind the business. But they don’t just want to know about you and your team, they want to know how you solve their problem/s.

How do you write an authentic About Us page?

Firstly, think about your audience. Who is your ideal customer? Who are you targeting with your content? Once you know who you’re speaking to and what their needs are, you can write your content to connect with that particular type of customer.

An authentic About Us page will truly engage your prospective customers. To achieve this, your page must detail:

  • The PEOPLE behind the business – provides transparency (be sure to include photos of your team)
  • Your experience and background in the industry – helps establish trust
  • The core values of your business – helps you connect with readers who share those values
  • How you help your customers – WIIFM?
  • What’s your customer experience? What should people expect when dealing with you?

Being authentic is about knowing the core values of your business and targeting customers whose values align with your own.

How can an About Us page facilitate business success?

It’s a fact – relationships are the cornerstone of long-term business success. Building connections and quality, authentic relationships is key. To achieve this, you’ll need a well-written, authentic About Us page which outlines your story and clearly demonstrates the benefits in dealing with your business.

Trust is the basis of all relationships. If you’re overselling yourself and not being authentic in your About Us page content, readers will quickly identify this. If you want to establish a genuine connection and develop an enduring relationship with readers, be truthful and be human.

One of Australia’s top business coaches, Angela Henderson, talks about “Human to Human Marketing”. H2H marketing is all about the art of making a legitimate connection between the people behind your business and the people you serve. H2H suggests seeing your customers as humans first and then as customers. People come before transactions.

What type of interaction do you offer your customers? Is there an opportunity to have a conversation with you? What’s your customer journey?

Your ability to connect with your readers will help you stand out and start to build those quality relationships. And it all starts with an authentic About Us page.

Need help writing an outstanding About Us page? We collaborate with you to learn about your business and then write content which captures the true essence of your business while engaging your ideal customers.

Want to know more?

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

Lyndall Guinery-Smith, owner of The Professional Writer, business writer

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

 

If you enjoyed this post, you may also enjoy these:

How to write an engaging About Us page

How to write an About Us page which wins more business

About Us page tips for Startups 

 

in Building authority / Grow your business / Small Business Marketing / Web writing tips 0 comments
Update your website content, web writing tips, professional writer
 by Lyndall Guinery-Smith

Update Your Website Content to Win More Business

When did you last update your website content? Was it last year? Or when the website was set up?

At the start of a new year, we often think about goal-setting, new beginnings, updates and upgrades in all aspects of our business. That’s why now is the ideal time to refresh or update your website content so that it becomes, or continues to be, a lead magnet for your business.

Here are some simple ways to update your website:

Do a Website Audit

Believe it or not, your website is not a “set and forget” marketing tool. your website content DOES need updating on a regular basis. There are some easy ways to do this. But first, do a website audit.

Spend some time taking a critical look at your current website content. Or ask an employee or friend to do this if you wrote the current content yourself. Look for any spelling or grammatical errors, or anything at all which needs updating.

Read the content with these questions in mind:

  • Is the content of each page clear, concise and targeted to our specific audience?
  • Is our Unique Selling Proposition clearly stated?
  • Do you have a clear Call to Action on each appropriate page?
  • Can your “brand voice” be heard through the content of the site?
  • Does the site capture the essence of your business?

Is your About Us page current?

Research shows the About Us page is the second most read page on a website (after the Home Page), so it’s vital to keep the information updated and relevant to your audience.

  • Have you updated your About Us page with information about any new products or services you offer to your clients?
  • Are your staff profiles up-to-date?
  • Does your site display recent photos of your team members?
  • Is the essence of your business and your brand story adequately portrayed on this page?
  • Does your About Us page clearly state the outcomes you deliver for your clients and how you help them?

Is your website mobile-friendly?

With such a larger proportion of website visits now taking place via mobile devices, it’s vital your site is optimised for mobile.

View your website (or ask someone else to view it) on a tablet and mobile phone. Check the user experience on different types of mobile device, as opposed to desktop.

If you’re not a tech guru, you may need to speak with your web designer or developer to check which enhancements are required.

Is your SEO working for you?

Search Engine Optimisation (SEO) defines the online visibility of your website in “organic” or unpaid search engine results. So, how’s your site’s SEO working for your business? Do you have an SEO strategy? Does your website generate qualified leads for your business? Yes or no?

As SEO is an ever-evolving topic, perhaps this aspect of your website needs to be updated. If you’re not an SEO expert, you may wish to engage an SEO consultant.

Write and publish a series of new blog posts

Publishing a blog post is one of the easiest ways to refresh your website content. Blog posts can become an integral part of your SEO strategy and can also establish or reinforce your position as an authority in your field.

What should your blog posts contain? Here are a few ideas to get you started:

  • Answer your prospective client’s burning questions
  • Offer potential solutions to the issues that keep them awake at 2 am
  • Outline or review of any new products or services you’re offering in 2021
  • Write a case study, complete with client testimonial, about one of your recent success stories
  • Demonstrate a “before and after” scenario using your product/s or service/s

If you’d like more ideas for your blog posts, check out this article.

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

So, do you think it’s time to update your website content?

We hope the above tips have inspired you to take a fresh look and successfully update your website content. If you’re in need of professional assistance, we specialise in partnering with small business owners to create quality content for your website. Let us know if you’d ready to chat about how our services can help portray your organisation in its best light and win you more business.

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

Lyndall Guinery-Smith, owner of The Professional Writer, business writerHi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

 

in Grow your business / Small Business Marketing / Web writing tips 0 comments
2021 Australian Business Awards, professional business awards writer
 by Lyndall Guinery-Smith

The Best 2021 Australian Business Awards to enter

If you want to boost the profile of your business, there’s nothing like winning or being shortlisted as a finalist in a prestigious business award. To achieve this, you’ll first need to decide which 2021 Australian Business Awards you wish to enter.

Whether you’re new to business or more established, there’s an award and category to suit you.

Don’t be daunted by the application process. Just be sure to start early and take your time when preparing your entry.

The rewards of entering are great

  • Networking opportunity with industry experts and important contacts,
  • The opportunity to benchmark your business amongst your industry
  • Awards help you build trust and credibility with customers and your community
  • Becoming a finalist or winner gives you bragging rights
  • Being shortlisted as a finalist or winning a business award is a very newsworthy way to gain media coverage
  • Receiving recognition as the business owner
  • Demonstrating how much you value your team.

Where to start

To get you started, we’ve compiled a list of the best Australian Business Awards on offer in 2021. Compile a shortlist, then research the individual awards and categories you wish to enter. Select your categories based on your strengths and eligibility.

Firstly, ensure you fit the criteria for the award. Check you’re able to answer the questions fully and accurately while highlighting your achievements.

Once you’ve selected the award, make a note of the nomination and closing dates, then work back from there, but don’t leave it until the last minute to enter…

For first-time entrants, we suggest you start by researching your local or regional business network or Chamber of Commerce. Depending on your industry, this can be a great way to get shortlisted as a finalist or win an award at the local level.

List of 2021 Australian Business Awards

Local/Regional Level Awards

  • NSW Business Chamber Awards – winners at local level go to the State level
  • City of Sydney Business Awards
  • Brisbane Lor Mayor’s Business Awards
  • Melbourne Business Awards
  • Tasmanian Community Achievement Awards
  • The Local Business Awards

General Business Awards

  • Australian Small Business Champion Awards
  • Telstra Australia Business Awards
  • The Australian Business Awards
  • Australian Small Business Awards
  • Better Business Awards
  • MyBusiness Awards
  • SmartCompany Resilience Awards
  • ABA100 Business Innovation Awards

Women’s Business Awards

  • Telstra Businesswomen’s Awards – National
  • Women in Business Awards
  • Cartier Women’s Initiative
  • The Stevie Awards for Women in Business
  • Queensland Resources Council Awards for Women
  • Women in Technology Awards
  • Rural Women’s Award
  • Women in Construction Awards
  • Women in Engineering Awards
  • Zonta International Awards

Industry Awards

  • REI Awards – NSW, QLD, WA, SA, VIC, TAS
  • REB Awards
  • The AREAS for Real Estate Excellence
  • UDIA Awards for Excellence – QLD
  • Mortgage and Finance Industry Association of Australia Awards
  • Australian Retailer Awards
  • Publishers Australia Excellence Awards
  • Australian Marketing Institute Awards

Young Achiever Awards

  • Business News – 40 Under 40 Awards
  • Brisbane Young Entrepreneur Awards
  • B&T Under 30 Awards
  • Young Entrepreneur Awards

*NOTE: This list has been compiled based on 2020 information. Some of the above awards may not be running in 2021. We strongly advise you to check the relevant Awards website for the most up-to-date information.

Writing a winning awards entry

Decided on the award you’d like to enter. Read the questions THOROUGHLY. Don’t be daunted by the questions or the application process. You can’t win it unless you’re in it!

Need help? Yes, we can assist you with the process. We collaborate with you to write your submission, tapping into our expertise as we coach and guide you through the entire application process.

We’ve compiled and written dozens of successful business award submissions. In fact, we have a 93.75% success rate for clients being shortlisted as finalists or becoming winners. We’re pretty proud of that – and we’d love to help you join our winner’s list.

Will you win one of these 2021 Australian Business Awards?

Contact us today to arrange a complimentary 10-15 minute discovery session and let’s make 2021 the year you bring home the trophy!

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

Lyndall Guinery-Smith, owner of The Professional Writer, business writerHi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

 

in Award nomination writing / Business Awards / Small Business Marketing 0 comments
Australian capabilty statements, how to write a capability statement, professional writer
 by Lyndall Guinery-Smith

Australian Capability Statements – Grow Your Business

When it comes to Australian capability statements, many business owners are surprised to learn how these documents can help to land a raft of new and bigger clients. A professionally written capability statement (basically a company profile on steroids!), can be just the “foot in the door” you need to secure more business and increase your revenue.

While many clients come to me to get their Australian capability statements written, most are initially unsure exactly what needs to be included.

I work with electricians, plumbers, builders, transport companies, building inspection companies and many other business owners across Australia, who have been told they need a capability statement by their potential clients. Australian government agencies, large corporations and major contractors are increasingly requesting a capability statement to be submitted before they will consider working with your business.

Following are answers to the most frequently asked questions about capability statements …

What is a capability statement?

Quite simply, a capability statement is a document outlining information about your company, its strengths and your track record.

What makes Australian capability statements different from other countries?

In the USA, capability statements seem to generally consist of only one page and contain basic, factual information. They are often used by large organisations to ‘compare apples with apples’ when it comes to potential contractors or sub-contractors, so the single page layout is ideal for this purpose.

However, in Australia, most organisations require more detailed information so they can assess your company’s suitability for a project or contract. Depending on your business’ history and the requirements of your prospective clients, Australian capability statements generally range from 2-4 pages up to 24 pages or more, and everything in between. The vast majority are around 3-6 pages long.

What should I include in my capability statement?

While the exact topics and content is different with every single capability statement and the variations are endless, the basic contents remain the same. They are:

  • Business overview
  • Mission/vision/values
  • Services you provide
  • Core competencies
  • Contact details

Of course, a more comprehensive document will contain greater detail, including numerous case studies which clearly demonstrate your organisation’s ability to solve a particular problem and produce positive outcomes for your clients.

If building long term relationships with your clients is important, you may also wish to include a profile and photo of each key team member to initiate the “know, like and trust” factor.

It’s also a great idea to include your USP/UVP – unique selling proposition or unique value proposition. This is the one thing which truly sets you apart from your competitors.

How do you know what to include and what to leave out?

When a prospective client asks me to quote on writing their capability statement, I ask them, “What do you prospective clients need to know before they will do business with you?”. Think about your ideal client and those you’re aiming to attract.

Why can’t I just copy and paste another company’s capability statement?

Firstly, all written materials are copyright in Australia, so copying another company’s capability statement would not be a good idea, unless you’re happy to pay a hefty fine and/or potential court costs.

Secondly, imagine your embarrassment if you bid for the same job as the company you copied from … and the prospective client found out you’d copied your statement. Do you think you’d get the work?

It’s important to tailor the contents of your document to your audience. Remember, you must supply all the information your prospective clients require to make an informed decision about whether to engage your services… and this information varies between businesses. Depending on the size of the contracts you’re vying for, you may consider customising your capability statement for certain prospective clients.

Who should write your capability statement?

Savvy business owners engage a professional writer, such as myself, to write their capability statement. I often have clients remark that they lack the level of writing skill or expertise required to make a great first impression. My reply is usually something about my lack of electrical, engineering or building skills, so you wouldn’t want me doing any work in those trades! It’s awesome when we know what we’re good at – and we stick to it.

However, if you do have sound writing skills and/or your budget is limited, you can certainly compile a capability statement yourself. This task is much easier when you have a clear strategy, know what information you need to include and the structure of your document.

All this information is available in my capability statement kit. In this value-packed guide, you get all the information you need, plus some professional tips and tricks to help make your capability statement shine.

The capability statement kit is ideal for start-ups, budget-conscious business owners and those who are confident in their writing ability. Check out all the information here.

Are you a tradesperson? We’ve written a blog post with specific tips for tradies here.

 

Lyndall Guinery-Smith, owner of The Professional WriterHi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

 

in Capability statements / Grow your business / Small Business Marketing 0 comments
Blogging tips, business blogging, boost your website ranking, professional writer
 by Lyndall Guinery-Smith

Blogging for Business Growth – 9 Expert Tips

Growing your online audience is difficult in today’s digital world. But one simple and cost-effective way to market your products or services is by blogging for business. 

Did you know that up to 72% of online marketers describe consistent content creation as their most effective SEO tactic? And it’s no secret that good SEO generates more site visitors, and more site visitors leads to more – you guessed it – sales. Not only that, blogging for business has the power to boost engagement, develop relationships, drive conversions and showcase your knowledge on a particular topic.

So, whether you’re thinking about creating a blog for your business, or you’ve already got one up and running, I’ll be sharing the benefits of blogging and my top tips to help you get started.

Benefits of blogging for business

Nowadays, buyers don’t just search for high-quality products and services. They want to connect with you and your brand – so it will come as no surprise to find that up to 77% of internet users read blogs. It’s a great way to develop meaningful relationships with your target audience. But remember, if you want to connect with your audience, it’s essential that you understand who your target audience is.

Blogging isn’t only a valuable tool for relationship building, it also:

  • Builds authority – showing your audience that you’re an expert on a particular topic
  • Creates shareable content, which then drives traffic back to your website
  • Gives you an SEO boost, through regularly targeting different keywords
  • Creates an opportunity for you to introduce yourself and your team members
  • Allows potential customers to see a library of good quality content
  • Allows you to showcase your outcomes and successes
  • Provides you with valuable content to share on Facebook, Instagram or LinkedIn
  • Creates an opportunity to nurture the people on your mailing list when you share useful information
  • Gives you content to share in your email newsletter – which helps to nurture your audience

So, now you understand why your business should be creating regular blog posts, let’s dive into my top tips for business blogging success!

9 expert tips for creating a business blog

  1. Create a schedule

Deciding when and how to share your content can be tiring work, which is why setting a schedule will help to keep you focused. Whether you choose daily, weekly, fortnightly or monthly blog posts – make sure you keep it consistent. Businesses who publish consistent content get up to 30% more traffic, so it pays to be organised.

  1. Allocate Time

Blog writing for your business can often be pushed aside as more pressing matters come up. One way to avoid falling behind on your schedule is to block out time in advance and write several posts in one go. Depending on your publishing schedule, it’s a good idea to have 1–3 months worth of blog posts ready to go.

  1. Choose a topic 

Select a topic that is relevant to your business, and of course, your target audience. You must research your topic in detail so that you are providing your audience with the most relevant, valuable and up-to-date information. An excellent place to start is by reviewing the frequently asked questions or “FAQ’s” your clients or potential clients ask. You’ll often hear the same questions asked time and again, and that may help you choose a topic for your blog post – or a series of posts.

  1. Decide on a keyword

Choosing a keyword or keyword phrase for your blog post will not only speak to your target audience – but also Google. First of all, you need to identify a good keyword opportunity (ideally one with high traffic and low competition.) Once you’ve chosen one, use this keyword or keyword phrase in your headline. It is also a good idea to identify some synonyms to use throughout the subheadings and text.  

  1. Draft and revise

Finally, you’re ready to start creating your first draft. Combine your research, keywords and creative flair to write a clear, engaging and informative blog post. Use subheadings and bullet points when necessary – as this breaks up the text and keeps it interesting for your audience. And remember – write as if you’re speaking to your dream customer!

  1. Proofread

When it’s time to publish your blog post, you want it to be flawless – and that’s where proofreading comes in! Whether you do your own proofreading or outsource it – this step should not be overlooked. Having proper grammar and error-free content shows your audience you’re professional and meticulous – and it also makes it a pleasure to read.

  1. Include a Call to Action

After you educate and nurture your audience through a blog post, it’s an excellent opportunity to present your Call to Action. Decide on a goal and encourage the reader to take action at the end of the post. This could be enticing your visitors to contact you, sign up to your mailing list or book a consultation.

  1. Publish and promote

Finally, it’s time to share your blog post with the world! Once you publish your work, it doesn’t mean you should forget about it. The best way to gain traction for your post is by sharing it around. Post a link to your post on social media channels such as Facebook, LinkedIn or Instagram to encourage your audience to visit your site. Share a link to your post in FB groups too.

  1. Repeat!

Be sure to follow up with further regular blog posts on a variety of topics related to your business. This will build your library of articles and demonstrate your expertise.

 

By following these 9 expert tips on business blogging, you will be well on your way to building more brand awareness, driving traffic to your site and attracting a flurry of potential buyers. This, in turn, will facilitate the growth of your business.

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

And if you’re looking for more business blogging tips, you might also like: https://www.professionalwriter.com.au/generate-blog-post-ideas-business/

https://www.professionalwriter.com.au/know-your-clients-win-more-business/ 

 

Lyndall Guinery-Smith The Professional Writer

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

in Article writing help / Building authority / Grow your business / Small Business Marketing 0 comments
Business awards for Australian businesses, enter business awards, award winning tips, professional awards writer
 by Lyndall Guinery-Smith

Business Awards for Australian Business Owners

Which Business Awards will you enter this year?

Want to explore a new way to make your business stand out this year? Entering a business awards program is a great way to:

  • Be recognised for your efforts
  • Showcase your business innovation and
  • Acknowledge the success you and your team have achieved

Becoming an awards finalist or winning an award certainly raises your profile!

Will this be the year you enter and win an award?

The process of compiling your entry can be quite illuminating. It presents you with the opportunity to thoroughly review your business achievements and potentially highlight some areas which may require innovation or future development.

Now is a great time to identify which awards are the best fit for your business and industry so you don’t miss the application deadline.

Check out these awards for Australian Small Business Owners

Start local?

If you’ve never entered your business in an awards program, you might like to consider starting in your local area. There is a raft of local and state awards, many of which start with Chamber of Commerce or local Council awards for business excellence. The winners of some of these awards then go up to complete at a state level, such as the NSW Business Chamber Awards – https://www.businessannualawards.com.au/Home.

There’s also the Local Business Awards, which cover Greater Sydney and some regional areas such as the Hunter and Central Coast regions – https://thebusinessawards.com.au/

Industry awards

You could also consider entering industry awards which are specific to areas such as real estate, engineering, insurance, construction, IT and many more. Your industry’s professional body is the first port of call for industry-specific awards.

National awards

The Telstra Business Awards are seen as Australia’s most prestigious awards for business. These awards help small to medium-sized businesses to gather, explore their dreams and celebrate their achievements. Entries usually open in March, but check their website for updates – https://www.telstrabusinessawards.com/

Telstra Businesswomen’s Awards celebrate outstanding, successful and inspiring women who do business differently – https://www.telstrabusinesswomensawards.com/

The Australian Business Awards recognise businesses which demonstrate the core values of innovation, employee engagement, customer satisfaction, experience management, business sustainability, product and technology innovation via a set of comprehensive award categories. https://winners.australianbusinessawards.com.au/

The Australian Small Business Champion Awards recognise the achievements and hard work of Australia’s most outstanding small businesses. Entries usually open in November and close in early February  – https://businesschampions.com.au/about

My Business Awards celebrates small to medium business owners, showcasing their talents and the level of excellence they have achieved in their industry. Entries for this award usually open in August or September each year, but please check their website for updates each year – https://www.mybusiness.com.au/my-business-awards/

Need help writing your business awards entry?

You know you’ve achieved a great deal in your business, but perhaps the awards application process seems a little daunting… Need help? Check out this post – How to Write a Winning Business Award Nomination – https://www.professionalwriter.com.au/winning-a-business-award-9-professional-tips/.

Once you’ve decided on the award you wish to enter, be sure to register and check out the awards criteria. Note the closing date (don’t leave it too late to get your entry in!).  It’s a good idea to tackle one question at a time where longer answers are required.

Email us if you need help with writing an application which truly underlines your success, celebrates your achievements and stands out to the judging panel. We offer a combination of coaching, helpful tips and writing or editing your entry. We currently have a 93.75% success rate for clients becoming either finalists or winners in their chosen award.

 

Lyndall Guinery-Smith The Professional WriterHi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

in Business Awards / Small Business Marketing 0 comments
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