• Your website is one of your most powerful marketing tools. If it isn’t building relationships, getting clients and making money there really isn’t a reason to have an online presence.  At the same time having a website is not all it takes to succeed online.  When creating an online presence there are three foundational marketing pieces that I recommend.

    These core components are essential to creating a successful marketing plan and succeeding online.  I’ve found that having just one of these in place is not enough.

    1) Your Copywriting Action Plan determines what you need to write. It’s where you outline the content you need and plan the creation of your content (you’ll also want to be familiar with copywriting tips and techniques to truly connect with your ideal clients).

    2) Your Content Strategy Plan (this is how you’ll strategically use your copy to reach your business goals and create your Internet marketing editorial calendar and beyond).

    3) Your Publicity Plan (or a press release strategy and this should be a regular part of your efforts not a fly-by-night – hit or miss attempt) to help you spread your word and get the recognition you deserve. BUT, before you’re ready to move beyond the big picture of your Copywriting Action Plan to create your Content Strategy Plan and ultimately your Publicity Plan, you’ll need to make sure your website is REALLY working for you.

    There are three ways your website can really become a money making machine and success hinges on the clarity of your copy and strategy.

    1. Create a clear pathway to build relationships online ( Hint: If you are not requesting that your website visitors take action, chances are you have a static, brochure relationship and that’s a waste of money).

    2. Get clients by continuing the relationship online so they know, like and trust you and move on to the next step.(Hint: make sure you have a clear strategy in place for continued communication and added value).

    3. Connect with clients so they’ll invest in your products and services and you’ll ultimately make money (Hint: provide high value content and information and clearly tell people how they can work with you).

    If your website is missing any of the three foundations to a functional website it’s time to carefully review your web flow and your copy. Often coaches, speakers, authors and entrepreneurial women need copy, have copy that needs help or you want a DIY (do it yourself ) quick fix. For solutions click here

     

    Lisa Manyon

    Lisa Manyon is "The Business Marketing Architect" a content and copywriting strategist for mission-driven entrepreneurs. She's the creator of the NEW marketing model for success (as seen in Inc. Magazine) that's changing the way people market today. She specializes in powerfully communicating your marketing message to increase results via Manyon Marketing Web Makeovers, website copy packages and content strategies to effectively market your business. She offers a free Copywriting Action Plan and marketing resources on her award winning blog. Her consulting and coaching is known to help produce million dollar results www.writeoncreative.com/blog

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    17 responses to “Why Your Copywriting Action Plan, Content Strategy Plan and Publicity Plan Matter and How Your Website Can Help You Build Relationships, Get Clients and Make Money”

    1. Great points, Lisa! I especially love the reminder: “provide high value content and information and clearly tell people how they can work with you.” ? Katherine.

      • Lisa Manyon says:

        Katherine,

        Yes, high value content is a must. When you’re truly in business everything you offer must be high value, even the free stuff. :) It’s just the right thing to do.

        Write on!~

        Lisa

    2. Sue Painter says:

      The “step” approach you outline here makes good sense, especially for too-busy entrepreneurs. Great points!

      • Lisa Manyon says:

        Sue,

        It’s funny you should refer to it as a “step approach”. So many people don’t know where to start. I’ve found if the website isn’t truly representing who you are and what you do and there isn’t a sound strategy in place to convert prospects into paying customers you’re just wasting your time and money. When I work with clients on the Manyon Marketing Web Makeovers I’m often shocked to find they have no strategy in place to drive traffic to the website. That’s why I feel really blessed to have the opportunity to help so many people create web and copy strategies to build relationships, book more business and ultimately increase income.

        Write on!~

        Lisa

    3. Dave Albano says:

      Great points Lisa! Your idea that a website exists to create a RELATIONSHIP with your customers is spot on. So is adding value. Far too many businesses out there literally spend thousands on a “pretty” brochure website because they feel a legitimate business has to have an online presence. Typically they focus far too much on building their “brand” through their image they portray on their site, at the expense of building relationships. But if they throw something up in cyberspace that i) isn’t adding value and ii) isn’t drawing in customers or money, then it’s a wasted effort. As you rightly point out, connecting with your clients is so important. Studies have shown that it takes 7-10 times exposure to something before people buy in to it. Lead generating websites are the key here so you can capture names and emails to build that ever-important “know, like, and trust.” I like to focus on them instead of pretty brochure sites. I love your take on this!

      • Lisa Manyon says:

        Hi Dave,

        FANTASTIC points. The know, like and trust factor is key as is lead generation. It’s entirely possible to create attractive and effective websites that look good, build relationships (with stellar copy) and ultimately generate revenue. That’s why it’s called business… we do want to make money while being of service.

        Write on!~

        Lisa

    4. Kiyla Fenell says:

      WHOA! My head is spinning. I may have to read this article again. Content-rich about how to make money with your message. Obviously you’re the EXPERT. ROCK IT OUT!!
      Kiyla Fenell

      • Lisa Manyon says:

        Thanks Kiyla,

        I do love helping savvy entrepreneurs, coaches, speakers and authors create marketing messages to help promote their message on the web. It’s all about developing relationships, providing high value content, cultivating the relationships to help more people and ultimately making more money (this part often makes people uncomfortable but it is what it is).

        Write on!~

        Lisa

    5. Lisa,
      I am impressed with your concise, committed pathway to create wealth by preparing and planning the website & marketing. Great information.
      Dr. Robert Fenell

      • Lisa Manyon says:

        Thanks Dr. Fenell,

        Don’t hesitate to let me know how I can help support the savvy physicians you are coaching. I’d love to help them create strategies for websites that build relationships, book more business and ultimately increase income.

        Write on!~

        Lisa

    6. Lisa
      Like Katherine this really resonates with me … “provide high value content and information and clearly tell people how they can work with you.”
      Very helpful outline overall – thanks
      Trudy

      • Lisa Manyon says:

        Trudy,

        It’s vital to offer high value content even if it is “free”. The point of the exchange is to create a relationship and be of service first and foremost. From there prospects will decide if they are ready to become paying clients.

        Too many people fail to realize this.

        Write on!~

        Lisa

    7. Mitch Tublin says:

      Lisa,
      Short and sweet and filled with quality tips. Just curious what you say when someone says, “Yeah, I do that, I know that, etc. ” Meanwhile you go look at their site and how they write and well, you know, it is horrible!
      Mitch

    8. Hear, hear to this: Provide high value content and information and clearly tell people how they can work with you! So important that high value and clarity are emphasized… :)

    9. Jenny Fenig says:

      Your tips are always so clear and to the point. Love that about you. My fave reminder is this: “If you are not requesting that your website visitors take action, chances are you have a static, brochure relationship and that’s a waste of money.” You hit the nail on the head! Appreciate you sharing your expertise so freely …

      • Lisa Manyon says:

        Jenny,

        Often we become so passionate about our mission we forget to invite people to take the next step and invest in themselves by investing in our products and services. It’s important to let people know how they can access you. By forgetting, we are actually doing a disservice.

        Write on!~

        Lisa

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