A Conversation with Kate Toon

kate-toonA chortle-inducing conversation with the queen of SEO, Kate Toon, on good karma marketing and being a misfit entrepreneur.

Kate is an award-winning SEO copywriter and SEO consultant with almost two decades of experience in all things advertising, digital and writing.

Originally from the UK but now based just outside Sydney. Kate has worked with big brands such as eHarmony, Curash and Kmart and she’s helped countless small businesses produce great content and improve their copywriting and SEO.

Kate is also the founder of The Clever Copywriting School and The Recipe for SEO Success eCourse, the co-host on the Hot Copy Podcast and the host of The Recipe for SEO Success podcast. Kate recently published her popular business book, The Confessions of a Misfit Entrepreneur - which also has its own podcast. She presents the Write for Business show for the Dale Beaumont’s Brin.ai app and is the founder of The Copywriting Conference – Australia’s first dedicated Copywriting Conference (which, apparently, I am attending in Melbourne next year!).

From my perspective, I have had a copygirl crush on Kate since I began my own entrepreneurial journey in 2009 as Kate was one of the few non-agency copywriters I knew in the wide world. A shining light in my freelance existence back when I was a newbie.

You can find out more about Kate Toon on her website.

Listen to the Podcast:

Reprieve in sight for Spearmint Leaves?

 

Photo credit: larrykauffman23 via Compfight cc

Reprieve in sight for Spearmint Leaves?

I've heard it more than once.

Client: "Create a campaign that will go viral."

Marketer (witheringly): "It doesn't just happen like that."

Client: "Make it happen."


Meanwhile... in the meeting room of Allen's creative marketing agency a plan was hatched.

A plan so sinister that it would see the public up in arms.

A plan so shocking that it would garner national media coverage.

A plan that would see the ever-professional morning news teams falling over themselves to come up with most ridiculous lolly-related stunts.

A plan that would, most importantly, mobilise the lolly-eating public to lament and share their lolly woes on their social media profiles while rushing out to their local supermarket to stock up on their lolly favourites.

But... before you go and spend your hard-earned lolly, think about this: do you believe everything you read?

While I think Allen's do have every intention of downsizing some of its products including Killer Pythons, Violet Crumbles and Red Skins; this bad news was overshadowed by what was perceived as far worse news: the killing off of the not-so-popular Green Frogs and the old favourite, Spearmint Leaves.

Spearmint Leaves: the staple of Australian Women's Weekly birthday cake decorating. Who will think of the children?

Hands will be wrung, breath will not be freshened and jungle cakes will not be decorated; creating mass public- and social-media-hysteria.

Call me a marketing cynic but I see the possibility of a reprieve in the future of spearmint leaves. Is the axing of spearmint leaves merely a marketing stunt by Allen's Australia?

Perhaps Allen's will play knight-in-shining-armour to their beloved (and newly-engaged) public, laughingly saying they felt compelled to act under the mounting public pressure and that our beloved Spearmint Leaves have earned a reprieve from the lolly chopping block. The Australian lolly-eating public will feel triumphant in their lolly-saving social media engagement.

Perhaps Allen's care not and this truly is the death knell for our beloved Spearmint Leaves (as it does say on their social media page the products were discontinued in 2014?!).

Regardless Allen's have achieved thousands of dollars of free media coverage: a win for Allen's social media and sales teams.

Dream big start small with PR: 5 key things to consider before embarking on a DIY PR campaign

PR QUOTEAs entrepreneurs, we all dream big. Without aspiration and self-belief we would not be where we are today: faced with marketing a business we know is fabulous to a world that doesn’t know we exist (yet).

Few marketing tools are as impactful as an engaging public relations campaign. Targeted at the right media outlet, a simple media release can garner huge exposure for your business, develop meaningful connections with your target audience and boost your bottom line.

With minimal outlay, the rewards of PR can be huge but there are no guarantees. Here are five key factors to consider before embarking on your campaign.

  1. Know your audience

As with all marketing, audience is key. Not only who you’re ultimately talking to (the outlet’s audience) but the journalist you’re pitching to. Make sure you’re contacting the right person; if you’re pitching a lifestyle product, for example, find the health and lifestyle journalist and communicate directly with them.

  1. Be newsworthy

Journalists receive literally hundreds of media releases a week. Find your “unique selling proposition” and turn it into a relevant, engaging, interesting story. Journos love stories that are transformational, relatable and human.

  1. Be relevant

While it’s tempting to target the big media outlets, you’re more likely to find receptive editors and members of your target audience at specialist publications, websites, etc. Think about your own inspiration and research who they are, where they go, what they do and who they are talking to. Your target audience might be where you are already, you just haven’t spoken to them yet!

Tailor your media release to each outlet you’re targeting: while a blanket media release might save you time, failing to take the time to make your release relevant to the target publication’s audience will diminish its impact.

  1. Realise your capacity

It’s a great idea to hit multiple media outlets at one time, if you get one nibble, great; if you get several, fantastic. Realise, though, that these stories should convert into sales for your business. Make sure you have a plan in place to grow your business while maintaining the customers you already have.

  1. Pick your time

Journalists are busy people and newsrooms tend to become more frenetic as the day wears on: send your release in the morning and if you don’t get a response, send a follow up email in a few days’ time or make a phone call but don’t become a nuisance!

Final points to consider:

If you are reading this and feeling completely overwhelmed, are not confident in your writing abilities or you’re simply too busy to even think about it, ask an expert. While I wouldn’t recommend entering into a huge retainer with a major PR firm, a specialist small marketing/PR business can help you get started.

If your brain was a country what would be the capital city?

Jane McKay Communications on holidayWow, my blog has been quiet lately. So quiet, in fact, it’s been rendered mute! Why? Well, to celebrate the winter solstice I left the sunny climes of East Gippsland and headed to Thailand for a well-earned break with my gorgeous family.

Holidays are a wonderful thing. Time to relax and rejuvenate, reflect and re-energise. That’s exactly what our break did for me and I’m back, raring to go, bursting with ideas.

If you’ve never been lucky enough to go to beautiful Thailand, it is an awe-inspiring place. I have been known to say that if my brain were a country, Bangkok would be its capital city. Full of colour, sights, smiles and smells that hit the senses in a full-on assault of heaving humanity. Always surprising, Bangkok moves at a frenetic pace and can be quite overwhelming, just like my mind.

This trip we stayed near Krabi, a stunning locale on the coast. Far away from the madness of Bangkok but still with the ordered chaos I associate with beautiful Thailand. You know the movie The Beach? Well, that’s where we were: heaven on earth.

Don’t think just because I was on holiday I didn’t have my marketing hat on.

I saw some wonderful marketing executions while staying in Thailand; one in particular near Tup Kaek Beach (highly recommended!), a local Italian restaurant marketed itself on a huge billboard at a major intersection as “Probably the best Italian food in Krabi”.

Oh my how I laughed, I wish I’d taken a picture! The most perfectly non-committal copy ever executed.

The thing about Thai business people is they’re not backward in coming forward.

Walking down the street you will be approached many, many times by business owners beseeching you to view their wares, visit their shop, dine on their food and ride in their Tuk Tuk. I could not believe how forthright some people were! I can be reserved even telling people what I do. Let alone grabbing their hand and leading them to my place of work!

And it got me thinking… As a quite unnatural salesperson I’m rather remiss at chasing leads and being forward at promoting my business in conversation. This might surprise you that as a marketing person I’m not a salesperson but sales and marketing are not necessarily homogeneous.

I used to have a job that gave me a rather severe phobia of the phone: if the phone rang it was bad news. Always. And it was always my problem.

Hence I’ve become quite the passive marketer. I put in place my strategies and wait for the clients to come to me. Not very proactive but then I’m quite busy, you see, and haven’t really had space in my life for more clients… Or so I keep telling myself.

Now the universe has given me a precious gift, the gift every businessperson yearns for: more time.

So look out world! I’ve resolved to be active, proactive and reactive. Quite frankly I’ll be downright forthright.

I might even make a phone call! What’s the worse they can say?

“No.”

I read a beautiful quote today (thank you to the team at the Female Entrepreneur Association)

“The only thing standing in between you and your goal is the story you keep telling yourself as to why you can’t achieve it.”

Remember that next time you’re delaying executing your marketing plan. I know I will.

Who's your best customer?

In my line of work I hear (and talk) a lot about target audiences.

The target audience is king. It's who we're talking to when we're doing the marketing talk. It's who we want to motivate to walk when we're doing the marketing walk.

I developed a successful TV/radio campaign last year. Customer numbers (it's a service industry) went up 5% which, when you extrapolate over the market I was in, equalled a lot of people. The client was happy. I was not.

They were the wrong type of people. They were small potatoes. Quantity, not quality. They weren't the people who were going to make the company the most amount of money from the fewest transactions.

Sounds cold, I know, but this is the business I'm in.

I want bums on seats, clicks on mice, eyeballs on screens. I want people to hear/see/read the message and take action but I don't want everybody to do that, just the people who are going to be the most profitable.

It's the very basic tenet of marketing: return on investment (ROI).

So, who is your best customer? Not the most loyal, or the most regular and certainly not the one who bends your ear for 20 minutes only to leave after buying from the bargain bin; or (in my industry) the one who demands full artistic control and myriad changes on a small, one-off job..

Your best customer is the one who represents the highest value for the lowest effort.

While you can make your money with lots of small sales; regular, high value sales are the ones will keep you busy and make you money.

Your best customer who repeatedly buys high value goods/services, is low maintenance and recommends you to their friends!

Define your best customer, write down this definition, draw a picture of that customer and make sure their framed portrait is at your side when you're doing your marketing plan.

After all, you love that person and they mean the world to you and your business.

Marketing 101

Do you have a marketing plan for your business? Is it a brief paragraph thrown into your overall business plan? Or is it a well-thought-out, strategic document informed by your business plan?

Marketing can make or break a business and a detailed marketing plan is crucial when approaching what can be a high expenditure item in your business' budget.

You hear people say "oh I don't do marketing". Really? Marketing covers everything and anything that promotes your business, be it a website, brochure, event, even your brand. All of these items fall under the marketing umbrella and if you're not marketing your business you're not doing business!

You need to market your business to gain more customers, communicate your products and/or services and, most importantly, grow your business which is what we're all about: building a high growth business, improving performance and increasing profits!

So, what are the elements of a great marketing plan?

Primarily it's, well, a plan! You need to work out where you are, where you want to be and how you're going to get there. However you measure your business growth: bums on seats, eyeballs on screens or dollars in the bank; define the measurable milestones (that relate to your mission and vision, if you have one) that you want to achieve over the next 12 months. These milestones are the foundation of your marketing plan (easy, hey?).

How are you going to get there? Strategy. It can sound complicated but strategy, in a nutshell, really is simply defining how you're going to achieve your aforementioned milestones.

Who are you talking to? Your strategy is based around your target audience (and don't say "everyone"). Your target audience should be clearly defined - who are your most frequent customers and who are your most profitable customers? Often there is a big difference. Your marketing plan is about attracting the right type of customer for your business.

What are you up against? You know who your competitors are! What do you do that's different to them? What makes your customers choose your product or service over theirs? What makes your business unique? Write your answer down, it's your Unique Selling Proposition, a key element of your marketing plan and the message you should be promoting in all your marketing collateral.

Where do your customers find you? Online? Print ads? Networking? Trade shows? PR? Work out your marketing mix to find the most profitable kind of customer for your business, invest percentages of your marketing budget into various channels. What's going to make it easy for your customers to find you?

How much are you willing to spend attracting the right type of customer to your business? Work out how you're going to spend it and where and you have a marketing plan. Don't forget to factor in the services of a consultant if you think you will need one and find the right fit for you and your business.

How will you know if it's working? Those milestones again. Work out when you'll achieve those milestones if your marketing plan is working for you. (And if you find your plan isn't working be prepared to change tack in an informed and strategic way.)

And if you need help, contact me!

Even though I've never met you, I couldn't do it without you

Essential baby

Credit: Tulip Flare photography

This is a (very) personal article I wrote that was published on a Fairfax site today.

Photo credit: Tulip Flare photography

It started with conception, and although we’d never met, three years on I considered this group of amazing, inspiring and beautiful women to be some of my best friends.

In April 2010 I found out I was pregnant. It was a wonderful new adventure most of my friends had never experienced, so, in a new home town and with a background in media, the internet was the natural place for me to turn for support. I joined the forum at essentialbaby.com.au and found the ‘What month are you due’ subforums. There, you can join a group of women who are all expecting around the same time as you; you form a mini community, just made up of women who are experiencing the same things you are.

It was in those ‘What month are you due?’ subforums that I found the group “Due December 1-15”. That group became a source of celebration and laughter, grief and tears as a group of around 20 women came together under the shared auspice of a common due date. Even when one of the girls’ due date was changed to November she asked to be permitted to remain in the group, as we'd already become such good friends. This friendship group wouldn’t have come together under any other circumstances: transcending distance, social and economic conventions, had we met as a group of strangers in real life we would never have hit it off. But freed of the usual expectations of friendship, we didn't have to worry about forgotten birthdays or trying to arrange catch-ups in packed social calendars. Instead, on the internet, we were free to just be, well … us.

From nipples to nappies, pimples to perineums, we shared everything; these women now know me better than many of my “off-line” friends. Just as social media allows young people to share too much of themselves, it allowed us to openly share all of ourselves and our experiences with our new-found friends.

First-timers utilised the wisdom of the old hands who were on their third or fourth child for advice on all things pregnancy-related. Questions about niggling pains and how best to deal with stretch marks were met with sage advice, as were questions about recommended support for our expanding bust lines and concealing baby bumps.

And we weren’t only there for the light stuff, either; changing relationships with partners, threats of job loss and budget worries were all shared. When one of the women in the group tragically lost her child at the end of the first trimester we were all there for her, offering support, sympathetic words, and, in my case, crying silently in my office. Our only method of physical support was to buy bears in the baby’s name from the Teddy Love Club.

Following that life-changing event, our relationships really intensified. These “girls online” were my go-to people for all of life’s highs and lows: a bad day at work, an argument with a partner, birthday celebrations. Children’s milestones were celebrated with a flurry of online activity.

I was one of the first to “pop”. We’d set up a phone tree so our online friends would be duly informed of our news, so they’d know that our internet silence was due to the heady first days with our new loves and that we were safe and well.

As more babies arrived the online activity slowed, and as December 15 drew near – when we wouldn’t have a formal area just for us on the forums anymore – I felt that my days with these women were numbered. I knew I would mourn their company. What about that person whose child was starting school? What about so-and-so’s husband’s new job? I’d formed a deep bond with these women and wasn’t about to just give that up. Even though I’d never met them, I couldn’t do it without them.

But of course we decided to stay in touch, still using the internet to stay in each other’s lives. There’s now 14 of us in our Facebook group, and we share online just as you would share with your “off-line” girlfriends; recipes, fashion advice, photos and a vent over a wine or two. First kicks became first steps, there were another four babies born, and another two babies on the way – all without even having met in real life.

Finally we decided we needed to meet, and seven of us managed to spend a two days together in July 2012. A logistical nightmare, we had ladies and babies flying in from Sydney and Queensland, trekking with car seats in tow from Adelaide and Gippsland, all to congregate in Melbourne.

It was wonderful, with a lot of wine and a lot of laughs. All of us mums had clearly built up such intimate relationships online that we naturally fell into close girlfriend relationships offline, and it was fantastic to meet all the babies and see their gorgeous personalities in real life. We all helped each other get the overexcited toddlers to sleep, calming them when they cried, helping them share their meals and stop stealing each others' dummies, showering them all together. It was what I imagined village life would have been like, back before we all lived in individual family units.

Our meet-up is definitely something we'd like to do annually. I know the girls who live in Newcastle, Perth and the UK who weren’t able to make it were there with us in spirit, but next time we’d love to include everyone.

Until then, it won’t be goodbye forever …  just until we post the photos on Facebook!

e-newsletters that click

Did you just receive an influx of email newsletters into your inbox?

Coincidence? I think not.

E-newsletters are all about engagement: the aim is to spur the reader into action.

Click a link, view a product or provide an answer; out of every e-newsletter distributed, marketers ultimately want each and every recipient to (please) make a purchase.

A lot of time, energy and resources are invested in the science of garnering the highest "click through rate" via email marketing.

When I was at school (in the early noughties) the interwebs was in its [relative] infancy and the convention was that Tuesdays and Wednesdays around 11am was the best time to contact people via email for the highest reader engagement.

This is no longer the case. In fact, Tuesdays have the highest unsubscribe rate of any day of the week, read: e-newsletter suicide.

With the advent of smartphones and tablets, Saturdays and Sundays now have the highest click through rate - who'd have thought?

So, when you're crafting your latest email newsletter, think about scheduling the distribution for a Saturday or a Sunday (I'm assuming you'll schedule it as you won't actually be in the office on a Saturday or Sunday, will you?).

Hubspot are an amazing online marketing resource and all my stats have been sourced from their research on The Science of Email Marketing.

I'm not inspired and that's OK: 5 ways I overcome creative block

Gippsland blue skies.

So, as the headline suggests, I'm not feeling inspired today and I'm OK with that.

Creative block happens to all of us (especially on a Monday) so I will continue with the mundane formatting and editing (annual report, yes, still) that I've been attending to for the last few weeks.

It's a challenge to be creative on demand, day-in, day-out but when your livelihood relies on your creativity sometimes you just have to press on. Some days it takes an hour to write what would normally take 30 minutes. It happens.

What would I do if inspired creativity was required today? What depths would I plumb to get my groove back? It's not always easy or straightforward to overcome creative block.

Here are some techniques I apply to re-inspire the deflated creative soul:

1. Pinterest. Did you hear me correctly? Yes, Pinterest isn't just for time-wasting. It can also offer some fantastic creative inspiration to get the juices flowing again.

2. Drawing. I'm not a hand drawer, I'm a computer drawer but if I am feeling at a low creative ebb I "play" in Illustrator for 10-15 minutes on a project that is completely non-work related. Crazy colours, textures and effects can get out some of that "so sick of the same colour" frustration.

3. Fresh air. I find it very difficult to stop and take a break but now the weather is turning into spring, a glimpse of blue sky and a lung full of fresh air can work wonders.

4. Clean up. I rarely notice the items that clutter my peripheral vision but the process of disposing of unwanted items can free up some brain space.

5. Make a list. Creative block can be caused (in my case) by too many ideas, thoughts and to-dos competing for attention in my brain. Writing them down (in no particular order) can help me feel more ordered.

Webalicious websites

lolcat-ninja-catMy goodness there are  a lot of ugly websites out there.

Doing research on social media and internet marketing (as I constantly am) I come across loads of websites that have that greasy, snake-oil salesman feel about them.

You know the ones I mean? They reek of synthetic suits, cheap aftershave and knock-off watches.

They use A LOT OF CAPITAL LETTERS in Lolcats font.

[FYI, it's Impact, if you've accidentally stumbled upon this post searching for a "How to" on creating lols.]

I'm not saying I'm a world expert on creating beautiful websites although I am a great appreciator of them.

Just for us website-style enthusiasts, the peeps at Styleboost have created an online gallery of the hottest little sites getting around on the interwebs.

Some of these sites had me gasping in awe at their craftily created beauties, their beautiful balance of images, text and negative space and their fantastic fonts matched with gorgeous graphics. (I'm having an alliterative kind of day).

As a bonus, there's some fantastic copy on these sites too. Copy + design = match made in internet heaven.

The simple combination of aesthetic and functionality is what makes these pages so beautiful. There's no need to crowd your page with images. A well-balanced website will have more impact [read: click-through, which is what we're all here for] than one loaded with images and crowded with multiple, confusing calls-to-action.

Some websites make me feel I'm being shouted at when really I'd prefer my groovy new-found web friend to huskily say, "You're new around here. Come on in and make yourself comfortable".

This page from Wilson Miner encouraged me to have a QR tag tattooed on my wrist to save me printing business cards; Cloudberry's site I adore and their style is something I will endeavour to emulate for my own business website (when I actually get the time to re-do my web page) and I love love love the colours Big Noise have used on their site (a lot of "Tangerine Tango" on here - see my previous post Colour me happy! on the use of the Pantone Color of the Year).

What are some of your favourite, most beautiful websites?