content marketing Archives - Kirsty France Writes

Posted on 13th October 2025 by Kirsty France — Leave a comment

How can a copywriter help you get organised?

I don’t do marketing strategy. Except, I kind of do. Sort of. Good copywriting is built on understanding who you’re talking to, where you’ll find them and what you want to achieve. We won’t get anywhere if the language I use to speak to your people misses the mark. I’ll work to understand all of that, even if I haven’t helped you figure it all out. If you have a head full of ideas but no idea how to turn them into marketing content, I’ll help you refine them and bring them to life. How can a copywriter help you get organised? Here’s how I do it.

Choosing a theme

Your head is full of knowledge about your business. Most of the time, you probably don’t even notice, because you use it to serve your customers automatically. You only start thinking about how much you have to say when you plan your marketing, and then it gets overwhelming incredibly quickly. I can help you get organised by getting all the information out of your head, then identifying the themes so you can choose one to focus on.

Breaking it down

Even when you’ve picked a theme to focus on for next month’s marketing, there’s still a lot you could talk about. Some topics are massive, so you can use them more than once if you break them down into smaller sub-themes. Even then, trying to cover everything would lead to mega-long blog posts or social media posts that no one reads, as there’s too much information and it’s overwhelming. I can help you break everything down and get granular enough that your posts are the right length for your chosen platform and easy to digest.

Asking questions

When you talk about things you do every day, you might forget that your customers don’t have your knowledge. In fact, that’s why they need you. I can put myself in your customers’ shoes and ask the same questions they would (or get you thinking about what they already ask). My questions can help you see things from their perspective and find the right angle. Sometimes, a question can prompt new ideas to add to your planning list.

Finding the right format

Formatting can make a big difference to your words’ effectiveness and whether they get seen. Copywriting is about encouraging people to make a decision, so you need to get your words in the right order to lead them down that path. You also need to give people the right information so they trust what you say, and formatting can play a big part in that. If they find a blog post but they’re only looking for one piece of information, using subheadings can help them find it, or ensure your answer (and the link) turns up in their search results or AI search summary.

Repurposing inspiration

Reusing and repurposing content you’ve already created helps it go further and saves you time. (Mainly because you’re not constantly having to come up with fresh new ideas for every post.) You can make the same point in multiple different ways because no one sees everything you post, except for you. I can help you with ideas for things you can create yourself, or repurpose existing posts for you, for example, by breaking a blog post down into social media posts or emails.

Ready for a chat?

If you’d like some help getting your marketing ideas organised and putting them into words, let’s have a chat. When you work with me, I’ll get to know you and your business, and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Please email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.

Posted on 29th September 202529th September 2025 by Kirsty France — Leave a comment

Do your marketing ideas feel messy?

Image shows a woman with brown curly hair and a panicked expression - this is what it looks like when your marketing ideas feel messy!

If your head is full of jumbled thoughts and ideas, and your marketing ideas feel messy, you might wonder how you’ll ever turn them into content that makes sense to your future customers. I generally work with people who have a plan for their marketing, but I’ve realised that I also help them sort through their ideas, refining as we go.

If your head is full of chaotic ideas and you need some help sorting them out, read on.

Do a messy brain dump

When your head is full of chaos, get it all out on paper. Yes, all of it. Get the biggest sheet of paper you can find and start writing down everything you know about your work, even if it seems obvious. Write down your services, why people need them, your conversations with customers and random bits of knowledge. Write down why you do what you do and how your business operates.

You might also start thinking about this week’s grocery shopping and child-related logistics. Write them down too, in a separate notebook if you like. Remember, no one else has to see this unless you want to show them.

Let the ideas percolate

Next, back away from the paper. The important thing is that it isn’t swirling around in your brain, with you trying to grab an idea before it vanishes. Leave the ideas for a few days.

With your mind free from holding onto every bit of information, you’ll probably find that other random ideas pop up. Add them to the sheet as they arrive, but be prepared for the information to wave at you at inconvenient times, like the middle of the night or when you’re out for a walk.

Pick out themes

When you’ve left your ideas alone for a few days, go back and look at them again. What themes can you see? When your marketing ideas feel messy, it’s generally because you haven’t focused on one theme. It makes it harder for you to focus, and it’s more challenging for your audience to follow and understand whether you can help them.

It’s a good idea to pick out the big themes first and then work out what comes under each umbrella, but you can also write down whatever you see and group them later. When I do this, my bigger topics are usually content marketing and copywriting, but it breaks down into things like website copy, blog writing, social media and email marketing. Choose the categories that work for you.

Break it down

When you’ve identified your themes, break them down into smaller segments. For example, when I talk about blog writing, I include ways to generate ideas, post structure, writing techniques and headlines, among other things. Write down every idea you can think of for ways to approach each segment. Then, choose one to focus on as your weekly or monthly theme so you can plan all your content around it. Refining your plan can be trial-and-error – you might pick something you think is relatively small, only to find yourself writing ‘War and Peace’ in blog post form.

What’s the idea for?

If you’re a one-person business, your marketing should let people get to know you as well as tell them about your services. When you understand the purpose of each theme or idea, you can find a good balance between the two. Examine each idea and ask yourself how it helps your customers get to know, like and trust you. Does it show them that you share the same values or that you have the knowledge they need?

Ready for a chat?

If your marketing ideas feel messy and you’d like some help putting them into words, let’s have a chat. When you work with me, I’ll get to know you and your business, and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Please email me to arrange a chat or book a Zoom call to find out more.

Posted on 28th August 202528th August 2025 by Kirsty France — Leave a comment

What does your marketing voice sound like?

What does your marketing voice sound like? It might be a bit like your mum’s phone voice when you were a kid. You knew she was talking to someone important if her voice edged towards Lady Bracknell. The way you speak probably changes for different audiences, but how does it work when you’re writing for potential customers? If you’re a one-person business, sharing your personality helps you build a connection with your audience that makes it more likely they’ll buy or work with you long term.

Of course, there are a lot of factors that influence the voice you use in your marketing. In no particular order, here are my tips to help you think about what you want your marketing voice to sound like.

You are your business

When you’re a one-person business, you set the tone in terms of how you work and treat people. As customers, we make buying decisions based on our values and whether we see them reflected in the businesses we choose. Your marketing should show people what you stand for and how you work, which can also help you attract the right people. For example, I talk about structuring my working hours around family life, which means I often attract business owners with children because they know we work in the same way.

If your work involves meeting or talking to clients, ensuring your marketing voice matches the way you speak in person gives them a seamless experience. Equally, if someone meets you at a networking event and then looks you up online, they’ll feel as if they’re talking to the same person.

How professional do you need to sound?

Your profession might create expectations about the way you come across in your marketing. If you’re a financial adviser or lawyer, your clients will expect you to take their work seriously. However, they might also worry that you’ll use technical language they won’t understand, and want reassurance that you’ll communicate clearly. Your marketing voice can find the balance between the two, demonstrating your knowledge while also being approachable and friendly. Using informal language in some contexts doesn’t mean you’re unprofessional.

What experience do you offer?

Your marketing voice and writing style need to evoke the kind of experience your customers can expect when they come to you. You could write in a reassuring way, especially if you help with something that could be causing your customer stress. Think about the experience you offer. Is it calming, exciting or entertaining? How do you want your customers to feel when they work with you? The way you write can evoke those emotions and help people understand what to expect before they decide to buy from you.

Who are you talking to?

Getting to know your audience helps you understand what they need, which is one of the foundations of good marketing. It also helps you write by allowing you to imagine having a conversation with a potential customer.

When you write, think about who the post is for and what you want to achieve, then tailor your marketing voice to the person you’re speaking to. It’s a lot better than trying to talk to everyone, as you end up speaking to no one.

What’s already working?

If you’ve already been writing content for a while but haven’t looked at your analytics, start now. Reviewing what’s working helps you understand the type of posts your readers enjoy and which ones help you get results. Review your social media and blog posts to see what gets good engagement or prompts people to buy a product or book a call.

Taking this approach can help you plan what posts to create, but it can also help you work out what language people prefer. Think about whether your more successful posts use a particular marketing voice so you can replicate it in future content.

Ready for a chat?

If you’d like some help finding your marketing voice, let’s have a chat. When you work with me, I’ll get to know you and your business, and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Please email me to arrange a chat or book a Zoom call to find out more.

Posted on 4th August 20254th August 2025 by Kirsty France — Leave a comment

Have you ever got bored of marketing?

Image shows a woman lying on a sofa with her eyes closed and a book in her hand. It's how I look when I'm bored of marketing.

There are times when I can’t be bothered with my marketing. There might be other things going on, like the school holidays, when I’d rather spend time with my kids. Sometimes I feel as if I’ve said it all, and writing anything new feels like a tick-box exercise with content that will put everyone to sleep. If you’ve ever got bored of marketing too, there is hope. Here are my tips to help you keep going.

What’s the minimum?

Even if you’re bored of marketing, you need to keep going so people know you still exist. The key is to focus your effort on the platforms that will have the most impact. If you’re exhausted from scheduling on lots of channels, cut it down. Where can you best showcase your skills, and where will you find the people who are most likely to need what you offer? For me, it’s my blog, emails and LinkedIn, so I’m focusing on those at the moment. Don’t stress yourself out with work that won’t help you in the long run.

Do you sound like yourself?

Marketing that sounds like you helps you engage with your ideal customers. You might find that trying to use your voice in your marketing brings on an attack of imposter syndrome. If it does, remind yourself that your customers choose to work with you because of the relationship you’ve built. Also, trying to sound like someone else is tiring, so if you’re bored of marketing, that could be the reason. Take time to reflect and find your voice. If it helps, try talking to yourself and recording it instead of sitting down in front of a blank screen.

Lower the frequency

There’s loads of guidance out there with recommendations about how often you should post on social media to grow your business. I’m not a social media specialist, so I’m not going to add to that, save to say this. The frequency that works for you is the one you can maintain. If you’re fed up or exhausted, cut down the number of times you post or get some help. Check your analytics to see what’s working and adjust your approach as you go.

Repurpose everything

Constantly writing new stuff can get tiring pretty quickly, and your followers will only see a fraction of it anyway. Create one thing and reuse it in multiple ways so you’re not constantly reinventing the wheel. You might get déjà vu doing this, so keep a record of how you’re reusing your content to keep track. Try breaking your blog posts down into social media posts, use them as inspiration for Reels and videos and tweak them to send out as emails.

Remind yourself why you do this

I’ve been reading ‘Start with Why’ by Simon Sinek, which emphasises that people care why you do what you do more than anything else. Taking some time out to reflect on why you started your business and how you can share that with your audience will give you renewed enthusiasm for your marketing.

This approach is especially useful if you’ve been juggling, so you can take time off. Use your break to give your brain time to reset. If you’re going on holiday or spending time with your family during the school holidays, be honest. I used to believe clients would think less of me, or that I wasn’t serious, because I’ve tailored my business to work around my family. Guess what? The ones I actually want to work with don’t because they take the same approach.

Ready for a chat?

If you’re utterly bored of marketing and would rather hand the writing over to someone else, let’s have a chat. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Email me to arrange a chat or book a Zoom call to find out more.

Posted on 9th June 20259th June 2025 by Kirsty France — Leave a comment

Your business isn’t boring!

(So you need to talk about it in your marketing.)

Have you ever described your work as boring? I’ve heard variations of it so many times, where people describe their business as being ‘not very interesting’. It often means you avoid talking about your work in your marketing, so you could be missing out on new customers. You might not be an acrobat or rescue people from burning buildings, but you still have something of value to offer. So, I’m here to let you know that your business isn’t boring and share the reasons why you need to talk about it in your marketing.

What’s the problem with being boring?

When you think of your business as boring or dull, it stops you from sharing your knowledge in your marketing. You might assume that other people aren’t interested in your work. While they might not want to do what you do, they’ll want to know about it if they need your skills.

I also wonder how it affects your self-esteem. Your work has probably become second nature to you over the years, which could make it feel routine. I’m willing to bet you still enjoy it, though. Don’t let your assumptions hold you back from talking about your business, even if you think people know all about your work and the information they need is already out there.

Your customers need you

We all have different talents, skills and experience, and your customers need yours. The first person I ever heard saying their job was boring was an accountant. She knew loads about business accounting, VAT, and tax allowances that went far beyond what most people in the room understood. You could also ask questions, and she’d answer without making you feel stupid.

Even if you think your knowledge isn’t very exciting, other people need it. They might not know the same things as you, or they might just want to outsource their routine tasks to someone with the right skills. Sharing your knowledge in your marketing helps them find you.

You aren’t the same as everyone else

There are probably loads of businesses that offer what you do, and they’re all different. Your customers need your skills, but they might also want someone they can talk to. They might find the idea of talking to an accountant or a legal professional daunting or want someone who understands their situation.

Combining your knowledge and personality in your marketing helps you stand out. You might be a bookkeeper who specialises in working with sole traders and believes there’s no such thing as a silly question. There might be something in your background that gives you valuable insight into your customers’ lives. Boundaries are important, but giving your future clients a glimpse of your personality can make a real difference.

Ready for a chat?

I hope I’ve helped you realise that your business isn’t boring. If it’s been holding you back from marketing your business, I also hope I’ve encouraged you to come out of your shell. If you’d like some help creating marketing that’s far from boring, I can help. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Please email me to arrange a chat or book a Zoom c a ll to find out more.

Posted on 31st March 202531st March 2025 by Kirsty France — Leave a comment

Do you share your knowledge in your marketing?

It’s easy to feel intimidated when you compare yourself to people who know more than you or have more experience. You wonder why anyone would pay you for anything when far more impressive people offer the same service. It holds you back. You think you won’t succeed because there’s always someone better, so you don’t shout about what you do. You don’t talk about what you’re good at or share your knowledge because someone else has already written about it. I know because I’ve been there. On a bad day, I still think like that.

Here are four reasons why you need to stop holding yourself back and share your knowledge in your marketing.

You know more than you think

A couple of months ago, I was at a business expo and was chatting with someone I vaguely recognised on a marketing agency stand. I mentioned I was a copywriter, and he said, “Great, me too! Do you want to do an interview? We can geek out about copywriting.” Then I saw he was pointing to a nearby camera. Gulp. I have to psych myself up to go on camera anyway, but with another copywriter? What if I showed myself up? But I’m in my getting out of my comfort zone era, so I said yes. It was a great chat. There were a couple of questions where I thought of much better answers after it was all over, but that’s life.

I surprised myself, and if you sit down to think about how much you know, I think you will, too.

You know your customers

You’re the boss, and you get to decide who you want to work with and market to. I know that can be hard to hear when you’re starting out and just need to make some money, but over time, you’ll learn who your people are. Then, you can start talking to them in your marketing. Knowledge isn’t just about your work. It’s about people. The way you write and the images you choose can speak to the clients you want to work with and help you attract more of them.

You have skills other people don’t

Once you realise you know more than you think, you work out that not everyone has the same knowledge and skills as you. A graphic designer could explain all the principles of great design to me, but I’d never be able to produce the same quality work as them because my brain doesn’t work that way. Everyone has different talents. You might be great at making jewellery, or photography, or getting people organised and love doing it.

Sharing your skills and knowledge helps you reach people who’d rather stab themselves with hot pokers than do their own bookkeeping or haven’t got time to roam the high street in search of a great gift.

People need you

At some point, you’ve assumed your knowledge isn’t worth sharing anywhere because it’s too basic and obvious to bother writing about. Either that or someone who’s more of an expert has covered it already. The thing is, it isn’t obvious to the people who need you. You’re comparing yourself to other people in your industry and not to your clients. People buy from you because of who you are and not just what you know. It doesn’t matter if they can get the same information somewhere else. Hearing it from you lets them know that you have the knowledge to help them and that you’re their kind of person, and that’s what matters.

Ready for a chat?

If you need a copywriter to be your cheerleader and help you share your knowledge, let’s have a chat. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you.

Posted on 2nd December 20242nd December 2024 by Kirsty France — Leave a comment

Can you share technical information with your customers?

The image shows a model chimp, a Lego stormtrooper and glasses, which can all help you share technical information with your customers.

How much of a geek are you? I’m willing to bet that if I asked you to talk about your business and why you love what you do, you could talk both my ears off. Business owners like us do what we do because we love it, which gives us an excuse to be a bit geeky. Unfortunately, that can cause problems when we try and share the details with our potential customers. So, can you share technical information with your customers? You can if you do it right.

What do your customers care about?

The brutal truth is that your customers don’t care about how clever your latest widget or whether I use fronted adverbials when I write blog posts. Those details aren’t what make them buy anything. The first step to understanding what technical information to share with your audience is knowing what they care about. What problem do you help them solve? How do you make their lives better?

Once you know what their priorities are you can write marketing that speaks to those concerns.

Focus on the benefits

If you’re bursting with excitement and want to tell everyone about your latest product and all its clever features, take a breath and ask yourself what’s in it for your customers. Focus on the benefits for them rather than the feature itself. Using specific language helps with this too. For example, a flask with a heating button isn’t that interesting. A travel mug that makes a busy mum’s coffee in 90 seconds so she can finish making packed lunches and get to school on time is much more appealing.

Think about how your product or service helps your clients and fits with their values and talk about that.

Before and after

Case studies show your audience the results you’ve achieved for other people and you can drop in some technical information as well. Prospective customers can see themselves in the people you’ve helped and imagine their future after working with you. You can present technical details as part of the story if they’ve helped. For example, if you’ve come up with a system that makes a process quicker or a gadget that’s more accurate you can mention using it.

It gives people evidence to support your claims, which builds trust.

Use an analogy

If something techy is at the heart of your message, be creative with how you share it. Using an analogy that your audience is familiar with can help. I heard a presentation recently about cyber security and how to protect your computer systems. The speaker compared system security to a medieval castle that needed to be protected from invaders. I could picture the castle and understand how different forms of protection worked when they were compared to walls, moats and guards. The only thing missing was a dragon!

Could you compare your services to something people already understand?

Where you should share technical information

Sometimes, technical details are essential information. However, they’re generally best kept in a clearly marked section, such as ‘product specifications’ or something similar. These details are vital if you sell something that needs to fit, such as clothes or a piece of furniture.

Other details might go into a section on specifications but are worth mentioning elsewhere too. For example, you could say what a product is made of but also highlight how easy it is to clean.

If you want to share technical information in your marketing in the right way, I can help. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and you could win a free copy makeover.

Posted on 11th November 202411th November 2024 by Kirsty France — Leave a comment

Are you scared to put your personality into your content?

Images of me encouraging you to put your personality into your content

When you’re a one-person business, you might not think of yourself as having a brand identity, but you probably know that your personality matters. Your character and values affect how you work, sell, and treat people. If you’re scared to put your personality into your content, you risk blending into the background and losing out on the right customers.

Why does putting personality into your content matter? I’m glad you asked.

It builds trust

People need to trust you before they’ll hand over their money. Putting your face and voice into your marketing shows your audience you exist beyond a Facebook page or website, so they’re more likely to click a link to buy a product or send you a message to book an appointment.

It can also quell nerves about contacting someone they’ve never seen. Remember, you’re a real person (did anyone else hear that in Hagrid’s voice?), so let your audience know.

It helps people get to know you

Your content shows your audience who you are and what you stand for. You might offer a similar product or service to lots of other businesses, but when you put your personality into your content, you show people the difference. In the face of many options, people often choose your business because you seem like their kind of person. You might share the same values or have a similar sense of humour, so don’t be afraid to share it.

It helps you stand out

Writing with personality can help you stand out, but images do too. I hate having my photo taken, so using images with my face on them in my marketing is challenging, but it is worth it. If your followers are scrolling their social media feeds, they’re much more likely to stop if they see a photo of someone they know and like than another stock image.

You can filter people out

You don’t have time to spare on calls with people who’ll never work with you, so putting your personality in your content helps you pre-qualify people. If you’re not for them, they can scroll on by. If they like what they see, that could lead to a call, a message or a new subscriber to your emails. The filtering process works in two ways.

Images

Looking at my photos, you won’t see a young, trendy fashionista, a beach babe or a sharp-suited city dweller. I look like someone’s mum, mainly because I am someone’s mum. You’ll see me with a cup of tea, walking in the woods or working at my laptop. If you visited the website for a corporate company or surfing brand, the images would be very different. Working with a good photographer can help you decide how you want to appear and give you photos that reflect that.

Words

The language you use in your marketing works alongside your images. Your words tell your readers what it would be like to have a conversation with you and whether they’d get what they need. Put simply, if you like how I write, you might like me. If you think I sound weird, maybe not. I can still adapt my style to suit your business, but how I write can help you understand whether I’m your kind of person and care about the same things as you.

If you’re scared to put your personality into your content, I can help. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list here, and you could win a free copy makeover.

Posted on 30th September 202430th September 2024 by Kirsty France — Leave a comment

Do you want to tell a good marketing story?

Image shows a blank page waiting for a good marketing story

Once upon a time, our ancestors gathered around fires to tell stories that kept them alive. It bonded the tribe so they’d all look after each other and know to watch out for that scary-looking tiger that came ‘this close’ to eating the storyteller. (I imagine it as the prehistoric version of ‘the one that got away’ after a fishing trip.) Sharing stories still helps us connect with other people, and that’s what marketing is all about. So, here are my tips on how to tell a good marketing story.

Choose a structure

Good stories have a structure that helps you understand what to expect. Starting a story with ‘once upon a time’ can be comforting if it’s a bedtime story or unexpected if it’s a LinkedIn post. Your story structure depends on whether you share a case study explaining how you solved a problem and the process or a post about a personal decision.

Jumping in at the most dramatic part of the story hooks your reader, and you can fill in the details later. Writing bullet points can help if you’re unsure where to start.

What does your story say about you?

A good marketing story shares your expertise but can also let your customers get to know you. When you write, ask yourself what the story says about you. You don’t have to be perfect; it’s better if you aren’t. Telling your audience about a mistake or a challenge and what you learned from it makes you more relatable because we all slip up sometimes.

I once agreed to work with a client because I needed the money, ignoring the alarm bells that told me they weren’t trustworthy. After several stressful months in which I did far more work than we’d agreed, they disputed my invoices. It taught me to pay attention to the red flags and do better research into potential new clients.

The ‘so what?’ test

It’s a harsh truth that your customers care more about themselves than they care about you. You might tell a highly personal story in your marketing, and the response could be a resounding ‘So what? Before you start, ask yourself what your audience will get from your story. Do you have shared experiences that will resonate? Have you solved a problem like theirs before? It could simply show them that you’re easy to talk to.

Start gathering stories

What stories could you share from your own life? They could be personal or business-related, but you should be able to create a business link to pass the ‘so what?’ test. I once set the satnav to take me to a shop on the outskirts of town. I’d visited before but was approaching it from a different direction. The satnav told me I needed to go straight on, but that felt wrong. Then, I looked up and saw a massive sign on the road to my left. It reminded me that sometimes, in business, you should follow your gut rather than a road map someone else has created.

If you want to tell a good marketing story, I can help.

When you work with me, I’ll get to know you and your business. I’ll suggest topic ideas if you need them, and we’ll spend half an hour a month (or longer if you prefer) chatting about your business and our latest topic. Then, I’ll write a post that sounds like the best version of you and that your audience will love. To find out more, email me to arrange a chat or book a call here.

Alternatively, sign up for my mailing list here, and you could win a free copy makeover.

Posted on 2nd September 20242nd September 2024 by Kirsty France — Leave a comment

How can your marketing look after your existing customers?

Image shows a guest guidebook, which is one way of creating marketing to look after your existing customers.

You know that good customer service is vital to your business. You might think that marketing is all about bringing in new people, but it can also look after your existing customers.

It’s about going above and beyond basic information, like your delivery updates, booking confirmations and contact details. Here are my favourite ways to use your content marketing to look after your existing customers.

Product tips and tricks

Showing customers how to get the best out of a product they’ve already bought shows them you’re interested in more than their money. You want them to get the best results. Instructions on product use are essential, but you can enrich the experience with advanced tips or alternative uses. This could help you attract new customers and support existing ones with the same content.

Sudocrem did this in a recent advert. It’s famous as a nappy cream, but they showed how it can be used on injuries or for skin conditions.

Getting ready

Sometimes, the best way to support your customers is to help them prepare in advance. If they’ve booked a beauty treatment, you should provide safety information, but you can also offer advice on how to make their spray tan last longer or maintain their hair between appointments.

Holiday packing lists can reduce their stress, or if you sell meal kits, you could let them know what kitchen equipment they’ll need. You can use all of these as blog posts to give your audience a taste of the customer experience you offer. It’s even better if you recommend things you don’t sell, as it shows you’re not just looking to make another sale.

Destination guides

I love planning holidays and looking for fun things to do while I’m away with my family. We’ve had some holidays with Eurocamp over the past few years, and they send destination guides via email. Eurocamp design the guides for their customers, so they include details of the facilities and activities on site. However, they also tell you about other things to do in the area, how far away they are and what age group they suit. If I’d written something like this I’d put it on the website too, to attract people who haven’t chosen their destination yet.

I used to write blogs for a holiday park, where customers owned their static caravans. We got great feedback; customers felt the owners cared and wanted them to enjoy their time away.

User-generated content

Big brands often use user-generated content, which is a great way to generate social proof with minimal effort. Encourage your customers to use your product, take a photo of themselves and share it on social media with a hashtag that’s specific to your business.

If you’re sending a physical product, you could include an extra treat, like some sweets or a bar of chocolate, with their order. Alternatively, ask them to showcase the results they’ve achieved with your product by sharing before-and-after photos. You can offer an incentive, such as a discount or entry into a prize draw, for anyone who posts.

Repurpose everything

There’s more than one way to use your content. User-generated before and after photos can go into your emails, website and sales pages, as well as social media. Start with a simplified version of your destination guide on a sales page and create a longer one for customers who’ve already booked their holiday.

You can use almost anything in an email and a blog post. For example, if your customer’s meal kit is on its way, you can let them know what kitchen equipment they’ll need. It could also encourage people who are reluctant to try your product because they’re worried they’ll need lots of fancy kitchen gadgets.

If you want to create marketing content to look after your existing customers and speak to your target audience, I can help.

When you work with me, I’ll get to know you and your business. I’ll suggest topic ideas if you need them, and we’ll spend half an hour a month (or longer if you prefer) chatting about your business and our latest topic. Then I’ll write a post that sounds like the best version of you and that your audience will love. To find out more, email me to arrange a chat or book a call.

Alternatively, sign up for my mailing list here, and you could win a free copy makeover.