My goal with Tradecraft Writing is to help small businesses to sell their products and services to the general public and other companies. While I could help in many ways, I focus on the following categories:
- Commercial Writing;
- Marketing Strategy and Analytics;
- Search Engine and Social Media Advertisements;
- Search Engine Optimization (SEO); and,
- Website Development.
(See below for detailed explanations of these categories.)
If you need help with these areas, don't hesitate to contact me. I'm here to help.
Commercial writing - also known as copywriting - is my bread and butter. I have done copywriting work for a diverse spectrum of clients, from law firms, to minor league sports teams, to liquor stores and psychologists. Quality commercial writing comes in various forms, such as blog posts, email marketing, trifold brochures, and even scripts for radio advertisements. I can work with you to send a clear message that encourages leads to become customers.
Marketing Strategy and Analytics
Sometimes, small businesses and entrepreneurs know that they need to reach customers. Still, they need a mentor to discover how to reach those customers. I help companies develop a comprehensive strategy that they can execute on their website, social media, ad campaigns, and traditional media. I also help businesses analyze their traffic to know which of their strategies attract customers and which can be nixed. This helps companies put their money where it can do the most work.
Search Engine and Social Media Advertisements
Setting up advertising campaigns on search engines and social media can be challenging for small businesses. They need to target specific audiences, include a way to measure success, and have high-quality content (including video and imagery). Without these elements, businesses cannot attract new customers, nor can they retain existing customers' loyalty. Frankly, I love doing this work. Putting together successful pay-per-click (PPC) ad campaigns for customers on search engines and social media is all about targeting demographics and experimenting. I treat these ad campaigns a lot like how a social scientist would conduct experiments. Once we know which experiment works, I then make sure we make the most of the available budget to target customers who will make purchases.
Search Engine Optimization
When people use a search engine to find something, their search terms are passed through a complicated mathematical formula that determines what results are shown and in which order. Businesses need to be as close to the top of search results as possible because consumers do not typically venture far beyond the first few pages of search results (if they even venture beyond the first page). Search Engine Optimization (SEO) helps businesses in a way that allows them to attract more potential customers than they would normally.
Businesses should not rely solely on social media, such as Facebook or Instagram, to market their business. Social media companies are focused on how to earn revenue from advertisers, not on whether advertisers succeed in reaching customers. Websites allow businesses to develop customized approaches that attract potential customers, gain their interest, and convert them into paying customers. Websites also provide quality customer service so that paying customers end up as repeat customers.