How to connect with association executives on LinkedIn

To grow your association business you would be wise to spend 30 minutes a day on LinkedIn connecting with association executives and staff. Sometimes a LinkedIn direct message is the only way to get through. It is really quite easy if you are connected to someone that has a large association LinkedIn network like me.

When I present at chapter meetings of the National Speakers Association and when I host my two-day “Selling to Associations Intensives,” I always tell the attendees to connect with me on LinkedIn which will give them second degree access to thousands of association executives and staff. This is truly a no-brainer!

If you pay for the Premium version of LinkedIn and have access the number of second degree connections, that being connected to me gives you, you can grow your association executive connections exponentially. This makes selling to these executives much easier. The paid Premium version of LinkedIn simply allows a greater number (per-month) of searches which is necessary.

I use the “all filters” mechanism to do my searches. Put in the industry “non-profit” and put in the job title “CEO” or “Executive Director” and you’ll be amazed how many association executives appears in the search that you will be second degree connection. To connect to even more association staff like director of communications and others, simply fill the executive director’s or CEO’s association name into the standard (top left) LinkedIn search box. Then when the company’s page (not group) comes up, click on it. When at that page, click on the “company employees” and you’ll see how many you are already second degree to and connect with them—using your pre-written standard request to connect.

I have a standard request to connect (for second degree connections) in a Word Doc that I simply cut and paste. I always type their first name in to personalize it:

I’d appreciate connecting with you. I’m the CEO of a small non-profit & the author of several books including “The ROI of Membership” & “Developing Strategic Alliances”. Growing our connections, I believe, will be mutually beneficial. Thanks, Ed Rigsbee, CAE

After the association person connects with me I follow up with:

Thanks so much for the connection. If I can ever be a resource, please let me know what I can do for you.

If you are interested, and/or would like to share access with your board… articles adapted from my book, “The ROI of Membership” are available at http://rigsbee.com/articles/association-growth/ and articles from my several books on developing strategic alliances are available at https://rigsbee.com/articles/strategic-alliance-success/

Please feel free to help yourself for personal use or publication.

And, if you ever need a speaker on the topics…please keep me in mind. All the best, Ed Rigsbee, CAE

The key is to notice that I’m not directly selling but rather making relationship bank deposits and the very last line above is a soft-sell letting them know I’m a speaker. From this point on, I have several different strategies based on a number of factors. However, this method should give you a jump-start and is to be used in conjunction with my telephone calling strategy—not in replacement of calling.

EDITORS NOTE:

If you want to really grow the association side of your business – you really need to check out Ed’s Selling to Associations Intensive in Las Vegas. 

He gave me a code for you to save $200 off the registration. Just use coupon code: Web200

Use Instagram Stories to Get More Followers

Without the shadow of a doubt, one of the most important social networks on the internet is currently Instagram. With more than 1 billion monthly active users, Instagram is a great chance to attract people and increase your sales.

Thousands of tricks, tips, advice, etc. have been published for social media marketers to grow their customers. But, Stories is an exception among all applications and features for this purpose. With this user-fiend feature, more than 500,000 people can catch up with their friends each day and also follow their desired brands.

So, please follow this simple instruction below to be able to gain more followers via this free feature.

Use Analytical Data

You should track your followers’ behavior and analyze the numbers if you want to attract more audience. There are some applications like Instagram Analytics that can help you to find your strengths and weakness. 

So, via these analytical data, a brand can choose the best advertisements to pay for and use the best tricks to attract followers.

In addition to tracking your users, you will be able to adopt a compatible approach with your likes, engagement, audience, etc.

Use “Sticker” and “Hashtag”

Stickers are like wildfire which can open the obstacles and easily bring to you many more followers, likes, and comments. 

You should set aside enough time to choose various kinds of stickers that can attract the target audience. Remember that there are millions of stickers on the net, and you had better avoid using them carelessly.

Consider these tips to select better stickers and easily boost your followers:

Locality: People always like the city and country where they are born in. So, be sure to tag where you are when making a story. Also, mention the local, national, or even international events in your stories to attract different people.

Use Hashtag: This feature can easily be used to make your page and messages more famous and in the public eyes. Hashtags (#) have been used on Twitter at first. But now, they are more prevalent on Instagram. Try to create new Hashtags that are unique and also a symbol for your brand. 

Use Mention Sticker: If you mention people especially youngsters in your stories, others will try to interact with you to be seen as well. 

Create Original Multi-Media

You have to be able to present something new and attractive if you like to encourage your followers to check your page frequently and also catch new followers.

Multi-Media contents are the best way to show your creativity to your audience. Stories is one of the best features which allow you to release these contents as fast as you can.

Pictures, videos, and gifs are the most interesting types of content on Instagram or even other social networks. There is a linear relationship between your visitors and the numbers of these contents you share.

For example, there are numerous influencers on Instagram who have been able to gain millions of followers by carefully using this technique. Some of them sell their page to other businesses in the same niche.

Of course, never forget to be creative and always use the feedback from your followers to make more attractive multi-media.

Use Polls

A recently added feature to Instagram will provide you with polls in your Stories. Using this interesting feature you can get feedback on any content you want. Subsequently, you have the opportunity to prevent wasting money, time and energy on your product and services.

Remember that many people do not like long questions and polls. So, you can set aside a weekly period to ask questions or get polls that followers can easily take part in.

Take Advantage of Available Content

To be honest, it is hard to invent diverse texts, pics, videos, etc. to satisfy the needs of your followers. So, use paraphrasing techniques to regenerate contents from other relevant social media pages. You should abide by copyright and refer to other pages in your post. 

You can see high-quality content that matches your product with a simple search on the internet. Also, numerous available apps can download Instagram images and save them to your camera. It will give you the chance to easily reposting them.

More easily, you can use your own followers’ content to share and kill two birds with a single stone. First, having more diverse content on your page which are user-friend and subsequently can attract more followers. Second, making your followers happy about having a significant contribution to your page.

Conclusion

Successful companies on Instagram are prosperous because they are not the same as yesterday. Change during time is inevitable and Instagram and your Stories are not an exception.

To encourage your followers to keep visiting your stories, you should have brand-new ideas. Bear in mind that none of the above techniques can help you if you stagnate. So, be active and creative in using new ideas.

Evergreen Webinars: Turn your old content into new business

Have you ever hosted a webinar? Whether it’s for a current client, or for a vast pool of potential clients, if you are a consultant or trainer webinars are one of the simplest ways to convey value, demonstrate your expertise and market your business. 

According to GoToWebinar 76% of B2B buyers have used webinars in the past 12 months to make a purchase decision. And people who sign up are willing to give you almost an hour of their time. That’s a huge window to make a case for your business. 

But running a new webinar every month can be exhausting – especially if you don’t have a huge list to market to. So how do you get past the heartbreak of 5 registrants for an event you’ve put a lot of effort into creating and promoting?

Why not turn your amazing one time webinar into an evergreen event that will perform for you morning, noon and night 24/7, 365 days a year?

Not every event has to be a live event

That’s right, you don’t have to deliver your webinars in real time. You can record them. 

Last year I delivered a webinar to a local chapter of the National Speakers Association. My intention was always to record it and post it to a landing page with some Calls to Action to catch the folks who couldn’t make it. About halfway through I realized that I hadn’t hit record. 

When the Q and A portion was over and the webinar ended – I didn’t have a recording to share. So I used my trusty MacBook and went through the webinar again using the screen recorder on Quicktime. 

Maybe it was because everything was still fresh in my mind or maybe it was because I wasn’t worried about screwing anything up or dropping an f bomb in front of a large group – but the recording turned out better than the live presentation. 

I’ve used that recording many times since then as a way to promote my business. 

So how does that story work with creating your evergreen webinar? I recently started working with a client who is using EasyWebinar.com to host evergreen webinars to present canned programs as if they were live events!

What I like about this approach is:

  1. Folks have to go through and register to watch the content (grow your list)
  2. There are custom scheduling options 
  3. It comes with notifications for both before and after the webinar
  4. It has actual links to Calls to Actions that appear at specific times you choose during the presentation

If you have a webinar that you’ve presented numerous times live – wouldn’t it make sense to automate that content and include CTAs that drive revenue?

You don’t need a huge mailing list

I use my webinar to promote my online course (DIY Marketing for Consultants, Trainers and Professional Speakers). If you get to the end of it there’s a code for 50% off. I’m confident the content is strong enough that most people are going to stick around. 

But what if you don’t already have a huge list to promote your webinar?

This is a huge stumbling block for most people – they simply don’t have a list of thousands of emails to use for marketing. 

The other week I came across an article from my favourite online marketing resource – Neil Patel – talking about how he used a combination of two different kinds of Facebook ads to drive people to his webinars. 

The quick and dirty synopsis is that he has a set of ads that promote content related to his webinar set to increase engagement. Then he used a custom audience built around anyone who had engaged with his FB page or any post in the last year. 

The thinking is that those who have already engaged with your content are already primed for your funnel – so it’s worth marketing specifically to them. 

It’s a great article and it walks you step by step through the process of setting up the ads. Click here to read it (and bookmark it!)

Another trick I’ve used is to repurpose the Ad Inserter plugin on my WordPress site to insert a registration box after the 4th paragraph of every blog post. 

Those posts are shared out multiple times a day to various social media platforms using a tool called Revive Old Posts.

It’s not hard to get started

So what are your next steps?

  1. Record a new webinar with distinct calls to action for your products and services
  2. Set it up in EasyWebinar.com as an evergreen webinar
  3. Create some engaging ads on FB using content related to the webinar
  4. Use custom audience ads to send people to your webinar. 

Your amazing content is the key to building credibility and attracting more business. So having it work for you all day, every day, just makes sense. And an evergreen webinar can really move the needle if you just give it a try.

You Can Do it! DIY marketing strategies to build your business

I recently attended the National Speakers Association’s annual Influence Conference. 

During my time there I had 3 speaking spots. 

As one of my core strategies for clients is to reduce, reuse and recycle content, it would be silly for me not to “walk the walk.”

So I set up my camera and mic before each session to record everything with the intention of releasing it to the world  to build credibility with my ideal clients. 

This first session was called DIY Marketing for Speakers. 

Let’s be clear: Being an expert is not enough to get you hired. This session was created  for speakers, trainers and consultants who want to learn how to market themselves better using free tools and strategies designed to get them in front of more of their ideal clients.

Some of the things I covered in the session include:

  • How to refine your business model based on your ideal clients
  • How to create a compelling value statement
  • Killer content hacks to enhance your credibility
  • Social media advice that doesn’t waste your time
  • Shortcuts to turn your knowledge into products

If you find this video helpful, then please go ahead and share it with your colleagues. And if you want to go a little deeper into your own marketing, book a few minutes with me. 

 

professional-marketing-for-speakers-and-consultants

How professional speakers earn $10,000 a gig


Here’s the short answer: You’ll earn $10,000 when you convince someone you’re worth $10,000.

“So what do you speak about?”

That’s the way I start almost every conversation I have with speakers I meet at National Speakers Association Conventions.

After listening to each speaker give me their elevator pitch, I get down to business.

“I like what you’re saying,” I begin. “It makes sense to me. I would really love to pay you $10,000 to come and speak at my conference. But I need to know what the return on investment is going to be so I can justify the cost to my CFO.”

See what I did there? I immediately asked the tough question. What is the ROI?

I’ve spoken to some really fascinating people about many different topics over the years. But almost without fail when I mention the $10,000 number eyes glaze over.

The point I want to make right out of the gate is that it doesn’t matter how much you believe in the value of your content, you need to be able to prove that value to the people who hire you.

Here’s the thing, this discussion is exactly the same if the number is $1000 or $40,000. People want to know the money they invest in a speaker will show some sort of return.

Shockingly, the ROI question is one that very few people seem to have a good answer for.

There’s usually a lot of soft talk about employee morale, increased sales and happy workplaces – but that doesn’t really differentiate one speaker from another in a crowded market.

It doesn’t matter how much you believe in the value of your content, you need to prove it to the people who hire you. Click To Tweet

What speakers need to have is a strong statement; something that backs up the business case for bringing them in (and earning that $10,000 fee).

Give yourself a minute before going down through the next couple of paragraphs. Think about what the specific ROI will be for a company or conference if it hires you to speak at an event.

I don’t want to pick on anyone in particular. So I’m just going to make up a general persona to run through one discussion I had.

Me: So what do you speak about?

Speaker: I’m “The Communicator.”

Me: Okay. What do you speak about?

Speaker: I teach sales teams how to communicate effectively with clients.

Me: Hmmm? So who hires you? And why would they pay you $10,000 to speak?

Speaker: I make salespeople more effective in communications. That makes them better sales people.

I knew what he was trying to say. But I didn’t really think he was making a good case. So I suggested the following:

Every team has that ONE sales person. He or she is able to have great conversations with anyone in a room. What I do is turn every member of your sales team into “that guy.” Now think about how much more revenue your company would generate if every person on your sales team was producing at that level.

Sounds a lot better than “I’m the communicator.”

What speakers really need is to not only find their value proposition. They need to be able to articulate it in a way that fires up the client’s imagination.

Figure out how to do that and you’ll never be short of work.

5 LinkedIn Tips for Consultants

LinkedIn is a social media platform that’s been created specifically for business people to connect and use as a forum for sharing ideas, prospecting, and finding job seekers. According recent statistics, LinkedIn has 500 million users, with more being added every second.

And, it’s estimated that 40% are active on the site every day. This is one of the reasons that consultants should be taking advantage of LinkedIn, as it’s the perfect place to make sure people you connect with know what you can offer them.

So, the key for consultants is maximizing LinkedIn properly. Below are 5 steps that consultants can utilize to help generate leads and create a positive and strong reputation for their business:

Strengthen Your Headline

Take a look at the line of words under your name — what does it say about you? This is what most people see when doing a search and reviewing profiles, even if they don’t click  into your profile. Use as few words as possible to describe your value.  Do you help companies create a business strategy? Do you advise organizations on how to implement better operations?

This Hubspot post has tips and examples of good headlines that you can use as inspiration.

Tell Your Story

Once you’ve created a strong headline, it’s time to take a look at the summary. This is a chance to tell your story and provide people with information about what it’s like to work with you. A summary can be several paragraphs, but make sure to pay special attention to the first 35 words. The first 35 words are what people see before they click the ‘see more’ button.

“If you have any articles, SlideShares, or blog posts you’re proud of, upload them as media,” says Melissa Williams, a content marketing specialist at Yesware. Her blog post provides tips for making your summary strong and impactful.

Use LinkedIn Publishing

If you don’t have your own content to share yet, you can utilize LinkedIn Publishing. LinkedIn Publishing lets you write and post articles. You can choose subjects that will be interesting to your audience and will position you as an expert. You can also use their publishing platform to repost articles from your own website. “Posting on LinkedIn Publishing gives you exposure to a different audience. And, you squeeze more juice out of your content,” says Michelle Messenger Garrett, a writer and PR consultant. Tip: always include an image when you upload content.

Dive into LinkedIn Groups

LinkedIn groups is a great way to connect with people and build your credibility. Seek out groups that you find interesting and can contribute to. Being a part of groups also makes sure that you’re in the loop with current news in your industry. Don’t forget to like, comment, and share posts that you find important or interesting. These posts will also show up on your profile and add to your activity in people’s feeds.

Share Good News

Besides sharing your own content and engaging with people, you can use LinkedIn to let your network know what you’re doing and creating. Awards, speaking engagements, and even a volunteer work would all make good LinkedIn announcements. Plus, it shows how well rounded you are.

LinkedIn can be overwhelming to a new user, but don’t let it intimidate you. There are so many ways to use it as a tool to help growth your network and connect with other professionals and prospects. With a little effort, your profile will act as a billboard and start funneling leads into your pipeline.

Do you want to build a huge list? Here’s how you do it.

If you put time and effort into creating valuable content, it makes sense that you want to have an audience to share it with. Having a strong and quality list allows you to cast a big net every time you send an email.

But growing your list, and maintaining that growth, is not something that happens without getting your hands dirty. You need to put in the time — just as you do with content creation — if you want to build a list with quality subscribers.

There are a few reasons why it’s important to have a strong email list:

  • It’s something you own
  • Having access to someone’s inbox is an easier way to get their attention over social media
  • It’s a cheap and proven way to stay in front of leads while also building a following
  • You can organize lists so that it’s easy and simple to send the right kind of messages to the right audience

Those are just a few of the many reasons why email lists are beneficial. In a nutshell, it’s a list of people who want to receive your content. They tend to be loyal, and a loyal foundation of readers can go a long way in building your brand.

Here are 10 proven methods of growing and maintaining an email list:

  1. Make it simple to sign up: allow interested people to sign up for your list easily, with a basic form that’s available on all pages of your site.
  2. Offer something valuable: give them the information they want as well as additional resources they didn’t realize they needed.
  3. Personalize the experience: send a welcome email to new subscribers and code the email so that it uses their name. Let them know you’re excited to have them and look forward to being able to communicate.
  4. Use CTA’s: you can use a call-to-action at the end of blog posts, social media media, and more to remind people that they can continue to enjoy your content by signing up.
  5. Allow people to Opt-Out: nothing is more frustrating than wanting to unsubscribe from a list but not being able to. Or, having to take many steps to do it. Allow people to leave if they want to, and make sure it’s an simple experience.
  6. Make it easy to share your emails: include social sharing buttons and ‘email to a friend’ button in your email templates, so that readers can share without putting in too much work.
  7. Add a CTA to your Facebook Business Page:  let the CTA button take interested followers to a place where they can subscribe.
  8. Test different copy: also called a split test, use different versions of content to see what generates the most subscribers. You can test different layouts and graphics as well.
  9. Guest blog: if you provide content to other sites and outlets, always include a CTA that will lead people to subscribe. Chances are, if they liked reading your article, they will be interested in keeping up with you.
  10. Collect emails: it’s a bit old school, but collect emails from events, trade shows, joint marketing efforts, etc. As long as you collect the email and interested parties know they are agreeing to be added to a list, this a good way to get people you meet offline to become online connects.

So, go forth and list build! It doesn’t happen overnight but it’s worth the effort you put in. You never know when someone will be ready to reach out and utilize your services, so stay top of mind and in their inbox!

Simple Ways to Promote Your Webinar

So you’ve created and planned a webinar around a topic that you feel passionate about. You might want to pat yourself on the back, but there is still some work ahead of you.  Now it’s time to get the word out and have people show up. Without the proper marketing, you won’t achieve the audience you deserve.

Step one is to get people to register for your webinar, and that means you’ll need a place for them to go. Before you start promoting the webinar, create an optimized landing page with all the necessary points, including:

  • Information about what the webinar will be about and what participants can expect to learn
  • Date and time of the webinar
  • Who will be presenting and speaking
  • A form where people can register

Once your landing page is setup, you have to make ensure the rest of the funnel flows smoothly.

What should happen after they register? Well, it’s mostly up to you, but having registrants receive a thank you page confirming that they’ve successfully registered for their spot is a recommended next step. And, if you’re plans can honor a little flexibility, ask if they have any questions that they would like you to cover. Besides taking them to a thank you page, make sure you also send a confirmation email with the time, date, and link to join the webinar. You want to make it as easy as possible for registrants to remember the information.

Below are some other ways to market your webinar once you have your landing page in place.

  1. Promote it on a Hello Bar: A Hello Bar has been proven to be very successful in increasing lead generation. It usually enters your site across the top of the screen and spans the full width of your browser. Depending on the setup, you can even put a sentence or two with a link or CTA to the page you want the prospect to visit. It’s highly recommended to test this out.
  2. Webinar Listing Sites: There are webinar listing sites that let people promote their webinar. Some examples are tellonline.org and webinarbase.com. They only require a few steps to get your webinar up on their sites for free.
  3. Email Signature Promotion: This is super easy and you should do it anytime you are promoting an event.  Add your webinar landing page URL right into your email signature. If you email a lot on a daily basis (which we’re assuming you do), this is a great way to spread the word.
  4. Write a Blog Article: You’re reading one now, so you know the power first hand. Write a blog article about your webinar topic, and provide just enough information to get people interested. Include a sign up form on the page, or link them to your landing page. Blog articles are easily shareable on social media too.

Here are a few more ideas to successfully promote your webinar and gain a larger audience:

  • Attach a Lead Magnet
  • Start an Email Campaign
  • Build Interest on Social Media
  • Use the Help of an Influencer
  • Use Paid Ads

You took the time to create a webinar in an effort to teach people and build your reputation as an expert, so make sure you put in the time to market it properly.

With a little focus your podcast might actually work

“I want to start a podcast”

I hear that a lot. I suppose it makes sense. As far a content goes, podcasting is second only to blogging as a democratic medium for distribution. Anyone with a half decent smartphone and the ability to ramble for a few minutes can declare themselves a podcaster and claim a certain level credibility – even if they are only talking to themselves.

The truth is most podcasts you find on your favorite app have very few listeners and often fewer episodes.

Like blogging it’s very easy to start a podcast. The hard part is keeping it going once it stops being the shiny new thing and becomes an obligation. That’s especially true if you don’t get a huge following right away and find yourself howling into the digital wind.

For every successful podcast there are thousands that simply shrivel up and die on the vine. But with a little planning you might actually beat the odds and find an audience who cares enough to subscribe – and maybe even buy some of your products and services.  

Successful podcasters know who their ideal audience is, have a goal for what they want that audience to do, and have guests that attract that audience.

2018 Podcast Statistics
source: podcastinsights.com 

I was recently speaking to a client who has a podcast with almost 50 episodes. He’s committed.

But after doing the podcasts for over a year, he is struggling to find a reason to continue.

He’d been given advice that he should focus on finding “influencers” with large followings as guests – even if those influencers had nothing to do with his key messaging and their followers were unlikely to help him with his business.

In short he was given a strategy to boost numbers and not revenue.

If you want to start a podcast – that’s awesome. But as a professional, you need to look at the business case for spending your time creating something that’s going to take a while to find an audience.

Define your audience

If you’ve read any of my previous articles you’ll know how much value I put on defining who your ideal audience is. It’s important when you’re writing a blog and it’s important if you are deciding to start a podcast. Who do you want to listen? Obviously “everyone” is not the right answer.

Ideally you want to attract the audience that’s most likely to push your business forward. There’s no point in having a million punters who won’t ever make you a dime. So define who it is you NEED to be listening. Who are the people who are going to hire you or buy your products and services?

What are you selling?

Next you need to have a plan for what you want these “ideal clients” to do. Do you want them to hire you to speak? Buy your books? Bring you in as a consultant? Whatever it is, this is important.

When starting a podcast most folks will put a significant amount of effort into creating intros and outros. If only that put that much effort into their calls to action. For most the only mention of their own products of services comes at the end of the episode.

But if you listen to podcasts like Slate’s Political Gabfest, The Gist or others produced by major league producers, you’ll find that their sponsors are promoted within the episode. I particularly like how on  Political Gabfest David Plotz, the host/moderator, drops ads in mid-discussion.

If you’re going to start a podcast to drive your business, you need to think of yourself as if you were a  sponsor and put as much time into your promo spots as you put into those intros and outros. Do this and your podcast is already a more effective business tool.

Why will anyone listen?

Are you  still with me? We’ve defined an audience and also defined what we want that audience to do for us through our ads.

The last thing we need to figure out what  guests will attract the audience you want to reach. Remember that client with the 50 episodes under his belt? He was committed but he didn’t have the right guests to attract the clients he needed to make it worth his while. Random guests = no return.

Instead of focusing on “influencers” he is changing his focus to bring in guests who his ideal audience wants to hear.

When all is said and done, there are plenty of reasons not to start a podcast as a money making venture. But if you put a little thought into things you might find that your podcast is actually a business driver for you in other ways. 

You probably don’t need a brand new website

Remember that time you didn’t like the look of your foyer and decided to knock down your entire house and rebuild it from scratch? Of course you don’t because that would have been a ridiculous over-response to a relatively small problem.

What you probably did was slap on a bit of paint or maybe add a few new features with a minor renovation.

Tearing down the whole structure is one of the last things any of us would do – and only if there were chronic problems that would make it financially ruinous to keep it standing over the long run.  

Paint, Renovate or Rebuild

Your website is the online home for your business. And for most potential clients your site will be the very first interaction they have with you. If it’s dusty and outdated they’ll quickly hop over to a competitor. You need to keep it fresh and up-to-date so visitors see the best version of you.

Fortunately if you have a website with “good bones” you can generally work with what you have and forgo expensive rebuilds every couple of years. That’s right, most businesses can probably get away with some paint and a few functional upgrades that won’t require a second mortgage and definitely not a demolition team blowing everything up .

At this point I should say that my idea of “good bones” is WordPress. Today many businesses are using WordPress to run their websites. And the dirty little secret of most agencies is that WordPress is easier to paint and renovate than it is to tear down and rebuild.

But a lot of marketers and agencies have a business model built on the “knock it down and rebuild from scratch” approach.

If you have a WordPress site that may be overkill – especially when a new theme and some copy tweaks will do the trick.

A little digital paint goes a long way

When making a business case for WordPress I always tell clients that one the best reasons to embrace the platform is how easy it is to change the look and feel. And with millions of different theme templates available for free and for purchase, it really is the equivalent of slapping a new coat of paint or adding a facade to improve your curb appeal.

If you’re looking for a new theme, my go-to lately is the Enfold Theme from Kreisi. It’s clean, simple to use and can adopt virtually any look and feel imaginable.

Add in a few new plugins for functionality and this is the most cost effective update you can possibly have.

The best part is, like painting, you can figure out most of this yourself. Of course you’ll always get a better result if you hire a pro.

Renovation leads to innovation

With an online renovation, you’re doing everything above. But you’re also doing a deeper dive into content and business modeling.

This involves going through your pages to make sure your marketing message is consistent and compelling. It also means reviewing your page structures and looking at competitor sites for inspiration.  

This takes more time – but like adding an addition to your home – the value added is incredible.

The best part is that most of this can be done by yourself or in collaboration with a copywriter – like myself.

Not every website can be saved

Not every site can be saved. I once had a client who maintained a custom html site with over 1000 pages on it. This was a tear-down and rebuild situation from the get go.

It would have cost more to custom build the functionality to replicate what a platform like WordPress does out of the box than it was to copy and paste the existing content into a new WordPress installation and create redirects from the old pages.

For me situations where you would need to go down this road for an existing WordPress site are few and far between. In most cases a new theme and some content tweaks will do the job just fine.

Cost to build vs reno and paint

Many vendors too often see every web job as a tear-down when they should really be looking at less expensive options for their clients.  

It’s certainly a business model. But it’s a model that was more appropriate before sites driven by WordPress became ubiquitous.

Every project is different. But an existing WordPress site with good bones doesn’t always need a bulldozer to bring it up to speed.

If you’re curious about what it would take to improve how your site functions book a 15 minute consultation and I’ll be happy to tell you.