Posts by Trish Medwell
Create Content That Sells
Create Content That Sells
Communicating your business successfully entirely depends on the success of the content you create.
The goal is to produce a varied mix of content to entertain, educate and resonate with your target audience.
When you include a variety of styles in your strategy, you can create a more engaging experience, help your brand stand out and ultimately encourage action.
Content marketing builds customer awareness, generates leads, increases conversions, and is an essential part of a marketing strategy.
What is Content Marketing
Think of content marketing as a form of nurture program, that is creating relevant content that will help to guide your target audience through the awareness, education, consideration, conversion and advocacy cycle.
A good rule to follow when creating content is the 80/20 Rule.
80% of your content should serve to educate, entertain, and inform your audience and only 20% should be dedicated to directly selling your service.
This essentially equates to EDUCATE FIRST AND SELL SECOND!
Creating Content
Content Pillars help to create a content framework to ensure you’re posting a varied mix of content.
- The key objective is to generate content that speaks directly to your target audience, addresses their pain points and provides solutions.
- The purpose is to humanise the brand in an authentic way, assert authority, and build credibility and trust with your audience.
Content pillars should ideally fall within each phase of the marketing journey:
- Awareness content pillars – should share your story, your values / beliefs, and provide a glimpse into what it’s like to work with you, as well as showcasing what you actually do.
- Consideration (growth) content pillars – these focus on education and building trust, credibility and expertise.
- Conversion (promotion) content pillars – these are about selling your services.
Below demonstrates how you can segment content into different themes and topics to create content for your website, email marketing and for use on your social media. This is a useful tool to use when planning your weekly / monthly content.
Awareness (brand)
- Who you are
- What you do
- Why you do what you do / values
- Unique selling points
- Mission
- What you stand for – social conscious
- Testimonials / Client success stories
Services (consideration)
- Profile each Service
- Objectives and benefits of your services
- Outcomes delivered
- Showcase your work
- Showcase your customer service model
- How the process works
- Behind the scenes (insight into how you work)
- Calls to action
Education (consideration)
- Share industry news & relevant articles
- Also consider a broader type of education in relation to Solar:
- Residential
- Commercial
- Battery storage
- Maintenance
- Etc, etc
- Content can be delivered via:
- Blogs
- How to’s / tips
- Infographics
- Fact sheets
- Case studies
- Videos
Promotions (conversion)
- Campaign marketing
- Creating special offers for limited periods of time, tailored to each audience group
- Objective is to create urgency and encourage action (and sales)
We can help create a Content Marketing Strategy for your business…
Solar Victoria Mentoring and Support is a free service funded by Solar Victoria, delivered by Aerium.
This support offers up to four x 90 minute FREE one-on-one confidential sessions.
For more information and to apply visit Solar Victoria or call us on 1300 237 486
Essential Elements of a High Converting Solar Website Homepage
Essential Elements of a High Converting Solar Website Homepage
Your website is the most valuable digital asset you have and provides a destination for all digital and non digital marketing efforts.
Purpose of the Homepage
Keep in mind that the goal of the entire website may be different than the goal of the homepage.
The homepage is an entry point, and while the overall goal of a website may be to sell your Solar products and services, the goal of the homepage is to provoke curiosity, compel visitors to dig deeper, and ultimately encourage action.
Its purpose is to convey what you offer, why it matters, and how users can benefit.
The objective is to incorporate elements that:
- attract traffic
- educate
- and invite action
Homepage Structure
There is some science behind structuring an effective homepage. When designing the type and flow of content, put yourself in the shoes of the visitor (potential customer) and deliver the information they would want to know. NOT what you want to tell them!
It’s human nature wanting to know “what’s in it for me” first and foremost – leave the majority of content about your business to the “About” page.
Your homepage should feature:
- Compelling Value proposition
- Differentiation (unique selling points)
- Proof points (back up your statements)
- The offer
- Clear calls to action
Example of a Solar Business Homepage Structure
Main Menu Bar
Your site menu bar is where visitors find links to the important pages on your website. Having the right site menu bar design is critical – it affects traffic, conversions and user-experience.
Everything important on your website is connected to the site menu bar. Ensure menu tabs are clear and make it easy for site visitors to find what they’re looking for quickly.
Above the fold
This is the section where users land on your website before scrolling. Above the fold is vitally important as you have approximately 3-5 seconds to capture user attention right here before visitors decide to stay and look around or leave your site straight away.
Maximise this area with a relevant image(s) or video featuring a compelling Value Proposition. Learn how to create your unique Value Proposition here.
Welcome and intro
Objective: humanise the brand to help connect with your audience – the introduction is where you begin a dialogue with your visitor. The general rule is to keep copy brief, informative and friendly.
Consider delivering your welcome intro via a brief 30-60sec video alongside a paragraph of text. If a video is not a feasible option, replace with an image (eg of your Team).
The intro should include:
- Brief history + years in business
- What you do for who and why
Benefits of Solar
Objective: highlight why what you do matters
Keep the web visitor interested by introducing the benefits they can expect high on your homepage. Benefits for example could include:
- Installing Solar can help a typical household save up to $1,073 a year on power bills.
- Save up to $1,400 on your installation with the Solar Victoria Rebate PLUS a further $1,400 interest free loan option (repaid over four years).
- Add value to your home.
- Power price increase protection.
- Help reduce carbon emissions – a typical 5kW solar system will save approximately 8.6 tonnes of CO2 emissions per year.
Services
Objective: provide information about the type of work you do to highlight how you help with problem solving
Segment your services in accordance with your different audience groups. Rather than featuring “Solar Services”, consider “Solar for Homes” and “Solar for Business”.
This will help the web visitor find the information that relates to them more quickly – it’s all about the user experience!
Why Us
Objective: assert credibility via your unique points of difference
This is the section where you showcase various USPs – think about your brand promise and how you differentiate. For example:
- Experience
- Customer service
- Price beat guarantee
- Free Quote
- Accredited
- Quality and performance
Resources
Objective: educate, educate educate!
In this section you can direct visitors to a “Solar Resources” section that provides various articles and education material. Arming your visitors with relevant information will help with their decision making and increase the likelihood of making contact.
Need help with your Solar website?
Solar Victoria Mentoring and Support is a free service funded by Solar Victoria, delivered by Aerium.
This support offers up to four x 90 minute FREE one-on-one confidential sessions.
For more information and to apply visit Solar Victoria or call us on 1300 237 486.
Solar Victoria Business Mentoring & Support Success Stories
The Solar Victoria Business Mentoring and Support Service has thus far helped more than 70 business owners across Victoria make informed decisions about the future of their Solar business.
Hear below from some of the participants to learn about their experience, learnings, outcomes achieved and positive impact the service has delivered.
Aerium is delighted to be the official provider of this service, offering up to four x 90 minute FREE one-on-one confidential sessions.
This service is funded by Solar Victoria to provide independent business mentoring and support. For more information and to apply visit Solar Victoria or call us on 1300 237 486.
Regenerate Electrical
Incredible Solar and Energy Solutions
Going Solar
If you need help for your Solar business, APPLY TODAY! Solar Victoria Business Mentoring and Support Service
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What is a Value Proposition & Why your Business Needs One
First things first – a Value Proposition is NOT a slogan or a tagline. Instead, it focuses on the promise of value to be delivered to your customer.
Let’s take Nike as an example to highlight the difference between the two. “Just Do It” is their globally renowned slogan as opposed to their promise of value, which is “To bring inspiration and innovation to every athlete in the world”.
Why your Business needs a Value Proposition
Business has to work hard to differentiate from its competitors. Creating a meaningful and effective Value Proposition makes it easy for customers to understand how your product and services meet their needs.
- A compelling value proposition is one of the most important conversion factors.
- It’s the #1 thing visitors should see on your web page and reiterated in all communication touch points.
- Stronger value propositions lift conversion rates and sales.
Purpose of a Value Proposition
An effective value proposition clearly explains:
- How using your services solves problems/improves situations.
- The specific benefits customers can expect.
- Why customers should buy from you over your competitors.
It’s important to note that statements like “great customer service” is not an effective value proposition on its own. While it may be true, is it very credible to just say you have great customer service? Very few customers who haven’t experienced your product or services probably won’t believe it.
How to create a Value Proposition in 3 Easy Steps
The process of creating a Value Proposition:
- Identify customer benefits – make a list of all the benefits your products/services offer to customers
- Link benefits to value offering – identify what value your products/services deliver to the customer
- Differentiate and position yourself – make it clear who your customer is, what you offer and how you are different.
Tips to help get you started
The elements that make for a great value proposition include:
- Make it easy to understand.
- Communicates specific results the customer can expect/receive.
- Explains how you are better and different.
- Can be read and understood within 5 seconds.
Define your target audience. If you try to appeal to everyone, you could end up not appealing to anyone!
Consider the added value you can provide and showcase it. For example: free quote, free shipping or extended warranties.
How to present your Value Proposition
There’s no hard and fast rule however, if you follow these basic guidelines you’ll be able to create an eye-catching proposition for your website.
- Start with a short, attention grabbing headline.
- Next, create a few sentences that describe your brand, product, or services in greater detail.
- You can also include a few bullet points that outline some of your top benefits or key features.
- Feature an image or video to enhance your message.
Layout example
Shopify is a great example of an effective Value Proposition:
Headline: The platform commerce is built on
Brand Product/Service description: Everything you need to sell everywhere. More than a million of the world’s most successful brands trust Shopify to sell, ship and process payments anywhere.
Added value: Try Shopify free for 14 days, no credit card required.
If you need help for your business, there are two ways in which you can obtain FREE Business support with Aerium:
1. Solar Victoria Business Mentoring and Support Service
This service is funded by Solar Victoria to provide independent business mentoring and support to registered retailers and installers in the Solar Homes and Solar for Business Programs
2. VCCI Business Recovery and Resilience Mentoring
Victorian Chamber of Commerce and Industry, in partnership with the Victorian Government, offer support to eligible small business owners impacted by COVID.
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Guide: Australian Social Media Trends 2021
Social Media for business is a powerful tool and when used strategically can deliver a range of benefits from brand awareness and increased market reach, to lead generation and customer advocacy.
Identifying which social media platform(s) to use is the first step when creating your strategy. Below we explore the latest trends and usage to help navigate which platform best suits your business objectives.
Australian Social Media usage by age
20.5 million Australians or 79.9% of the total population are active Social Media users. The 25-34 age group represents the highest demographic with 2,583,000 or 26.9% of users.
13 – 17 years old: 348,500 users (3.6%)
18 – 24 years old: 1,681,000 users (17.5%)
25 – 34 years old: 2,583,000 users (26.9%)
35 – 44 years old: 1,804,000 users (18.8%)
45 – 54 years old: 1,353,000 users (14.1%)
55 – 64 years old: 963,500 users (10%)
65+ years old: 861,000 users (9%)
The 5 most used social media sites in Australia are:
#1 Facebook (90.31% of all social media users)
#2 Youtube (87% of of all social media users)
#3 Instagram (47.81% of all social media users)
#4 LinkedIn (34.53 of all social media users)
#5 Twitter (30.81% of all social media users)
Australian Social Media advertising statistics
Australia is estimated to be the 5th largest Social Media Advertising market in the world with 33% of Australians stating they use Social Media when looking for information about a brand.
When selecting which platform to spend your advertising dollars it makes sense to choose those platforms your target audience use.
Facebook and YouTube lead the way in relation to audience reach. The figures below refer to eligible audience reach as a percentage of the total Australian population, (aged 13+):
- Facebook – 90.31%
- YouTube – 97.66%
- Instagram – 47.81%
- LinkedIn – 34.53%
- Twitter – 30.81%
- TikTok – 5.84%
- Pinterest – 1.54%
Social Media global advertising cost benchmarks
Facebook cost per link click: $0.41
Facebook cost per lead click: $0.67
Facebook cost per conversion click: $0.25
Facebook cost per Like: $0.20
LinkedIn Senior Decision Maker click: $6.40
LinkedIn Senior/Junior employee click: $4.40
Interesting facts
- Facebook is Australia’s 3rd highest trafficked site after Google and YouTube.
- Australian Facebook users are some of the most active advert clickers in the world with an average of 22 adverts clicked per month vs the global average of 12.
- LinkedIn is Australia’s premier B2B Social Media platform.
- Australia is the 12 largest LinkedIn advertising reach market in the world.
- 56.5% of Instagram users are Female and 43.5% are male.
- Twitter has an estimated 5% market share of the Australian Social Media advertising market compared with Facebook’s 80% market share.
- Australian Pinterest advertising audience reach has fallen 500k (7%) to 4.30m in 18 months to January 2021.
Summary snapshot
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Source: Genroe
Meet Your Aerium Mentor: Ryan Leslie
Meet Your Aerium Mentor: Ryan Leslie
Business professional and Principal Consultant at Aerium, Ryan brings vast experience and expertise to Aerium’s Mentoring Panel. This includes guiding mentor participants through a Business Health Check to evaluate crucial elements of your business.
Below we get to know more about Ryan and explore the benefits when mentoring with him.
Experience
Ryan has 20+years’ experience in business development and transformation, project management, engineering, product development, innovation, intellectual property, market research and marketing. His career spans various industries including power, mining, professional & technical services, manufacturing, wholesaling and retail.
An accredited Small Business Victoria facilitator specialising in business planning, management and marketing.
Mentoring experience
- Small Business Victoria workshop facilitator (current).
- VCCI Small Business Mentoring Program assisting businesses impacted by COVID (current).
- LEANSTACK Innovation Mentor (current).
- Startup Gippsland Mentor (current).
- Automotive Supply Chain Transition Program and Latrobe Valley Supply Chain Transition Program Mentor (2017-2020).
- Bushfire Business Recovery Program (2019-20)
Mentoring expertise and knowledge
- Establishing your business
- Business planning and growth strategies
- Sales and marketing
- Workflow management, systems and tools
- OHS, environmental or quality compliance
- Risk and resilience management.
What is your mentoring approach and session objectives?
My approach is always with an open mind and listening ear to gain an understanding of current business challenges and goals. This in turn helps to quickly establish the priority areas of support needed.
My objective is to establish key success factors and priority actions in the short, medium and long term, which can then be applied with practical tools and methods for time-poor owners and managers to implement.
What topics are covered in your areas of expertise?
What takeaways can a mentee expect from your mentoring sessions?
A fresh perspective and practical approach to business management and growth.
What are the benefits for the mentee?
- A business Health Check – deep understanding of where their business is at using a score-based capability assessment.
- Industry benchmarking.
- Access to experts & associates.
- Prioritised action plan.
Learn more about how you can obtain FREE Business Mentoring with Aerium
Your Business Needs a Professional Health Check: Here’s Why
Your Business Needs a Professional Health Check: Here’s Why
A key benefit of Aerium’s mentoring and support service is obtaining a fast and accurate measure of how your business is currently performing.
This is achieved via a “Business Health Check”. Aerium’s experienced mentor and business professional, Ryan Leslie, guides you through a process to evaluate crucial elements of your business. The outcomes define business strengths as well as identifying areas where improvement is needed.
Business owners are usually so entrenched in day-to-day operations there is rarely time to take a step back and assess the overall health of their business. We often hear owners say they are struggling to cut through the clutter to determine priorities and the strategies needed to achieve their goals.
Are you ready to find out how your business stacks up? Here is what you can expect from your Business Health Check:
What is a Business Health Check?
A quick measure for time-poor business owners to assess the health of your business in eight key areas:
- Organisational Culture & Performance
- Business Model & Growth Strategy
- Products & Services
- Industry Landscape & Scalability
- Marketing, Promotion & Sales
- Financial Management & Performance
- Governance & Risk Management
- Systems, Innovation & Technology
At the end of the health check process, you’ll receive a report, a summary of strengths and weaknesses, and an action plan template.
How does it help a Business Owner?
The Health Check provides validation of where your business is performing well and where improvements can be made. We can reference benchmark scores in similar enterprises and industries for your reference.
Further, it helps you to set goals and associated actions in those areas requiring improvement.
What’s involved in the process?
- An efficient, fast process to create an overall snapshot of your business in its current state.
- Within each of the eight areas, we work on answering six key questions and assign a performance score between 1-10.
- Your Mentor records notes beside each of these scores.
- Upon completion you receive a copy of the Health Check for ongoing monitoring and goal setting.
What issues are explored and uncovered?
This really depends on each business. However, the most common issues identified during the Health Check process include:
- Lack of medium to long term planning and goal setting due to lack of time and lost in day-to-day operations.
- Challenges managing and supervising employees and contractors when the business is growing.
- Lack of marketing knowledge, capability or strategy.
- Lack of financial planning and reporting.
- The need for systems development and integration for a CRM and workflow.
What outcomes/benefits are achieved?
The key benefit stated by businesses is that they get a quick and accurate measure of how their business is performing and clear direction on where they need to focus efforts to achieve a more resilient, sustainable and scalable business model.
Next steps after the Health Check is completed
Every business receives a copy of the Health Check to use as an ongoing tool and reference point. Think of it as a form of business plan.
The Health Check is performed in the first session of your mentoring – it’s a great way for your Mentor to learn about your business quickly and to establish priority areas for improvement. From here, subsequent mentoring sessions are tailored to concentrate on the areas for improvement. This provides support to your specific needs and circumstances.
There are two ways in which you can obtain FREE Business Mentoring with Aerium:
1. Solar Victoria Business Mentoring and Support Service
This service is funded by Solar Victoria to provide independent business mentoring and support to registered retailers and installers in the Solar Homes and Solar for Business Programs
2. VCCI Business Recovery and Resilience Mentoring
Victorian Chamber of Commerce and Industry, in partnership with the Victorian Government, offer support to eligible small business owners impacted by COVID.
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