Business folks pat themselves on the back for adding numbers to their followers on social media and building email addresses to their marketing lists. But the critical force that drives the sales engine is about more than numbers, it is the level of viewer engagement within that population.
It is grand to have a large group of equine aficionados signed up to track along the path that the ‘herd leader’ business is cutting through the swath of marketing, but not much use if their interest is idle at best and dormant at worst.
“Waking up your existing audience is a good place to start revving sales. Good content is great but great content is better. Writing is a creative process and frankly it is one that not everyone is that brilliant at doing. Grammar is important in content writing but don’t get hung up on it. Knowing the rules and breaking them is O.K. Having a unique voice is essential. A one tone website for example, sends everyone to sleep. It is obviously essential to know how to convey knowledge and education about a product or service, but it is also important in publishing material on any platform not to spirit away the personal notes, “explained Nikki Alvin-Smith at a recent seminar for equestrian business owners, hosted by her company Horse in a Kilt Media Inc..
How does a savvy business owner increase engagement from their audience and increase sales as a result without paying through the nose for sponsored ads, expensive influencers and adwords? Nikki explains it this way:
“The answer to that question varies depending on the type of business, the scalability and size of that business and its current consumer base. Marketing and content writing in general has changed monumentally in the past decade as everyone is aware.
Back in the day, I worked at an international air and ocean freight forwarding business at J.F.K, airport. I helped open the first U.S.A office and participated from its inception through its growth to a successful medium level company in a very aggressive and renowned cutthroat industry. I personally developed an additional division for the company in international equine transportation. During that time, I attended Dale Carnegie courses as part of my education. It used to be sales were conducted person to person and you could ask questions and identify a client’s objections before hitting the alternate close. Not so easy to do for an online sale.
When I was in my late teens my father sent me to Fleet Street in London to meet with a renowned PR/Marketing company executive to gain some advice on career choices. The gentleman explained to me the world of difference between advertising copy and sales techniques and that of the PR/Marketing industry. Today these avenues have morphed into one large multi-lane highway.
To be successful today businesses large and small need a driver that knows how to blast up the on ramp onto the highway and navigate lane changes to reach the desired destination. Their vehicle needs to be quick off the mark with a manual transmission full of gears that can be switched between smoothly at a moment’s notice.
Writing talent, recognized authority on topic and even more importantly, knowledge, about how to drive that content from lane to lane as well as how to offer a steady ride to those that want chauffeuring along are all vital tools needed for the journey.
The driver and the vehicle must be reliable. The vehicle must never run out of gas, so it is important that the driver continues their education as the road signs change and doesn’t fall into the trap of blindly following the taillights in front of them.
Throughout my career in both marketing and as an international level Grand Prix competitor and more commonly now, clinician, I’ve always enjoyed travel and the opportunity to listen to my fellow riders and love to meet and engage with people from all walks of life.
There is no better way to keep your finger on the pulse of what is going on in a marketplace than to be in it. When that experience crosses continents and cultures it is even more valuable. Folks that exude good energy attract other people to want to know them. This is not just true in person. It is also true in content writing and marketing. You want your targeted audience begging for a ride in your car and wanting to go along for the ride to your destination.”
If you would like to commit to making your marketing productive in 2022, then give Nikki a shout. Call or text 607 434 4470 or shoot an email to Nikki directly at Nikki@NikkiAlvinSmithStudio.com and visit her website at Horse in a Kilt Media to learn more about the unique services on offer.
There really is, no time like the present!
Internationally published writer, content creator, PR/Marketing specialist, photographer and equestrian Nikki Alvin-Smith offers “Engaging Content that Engages Riders to Read, “with unique and fresh material for your horse or pet related business, magazine, website, newsletter, blog and email blast sales machine. Her portfolio of works is extensive and includes equestrian and pet features that have been published worldwide in over 230 different magazine titles. Her clients include equestrian and “B” list movie celebrities for whom she regularly ghostwrites and provides PR services; manufacturers of equine and pet related medical devices, feedstuffs, supplements, grooming supplies, fencing and barn equipment, horse transport, horse structures and professional equine service providers; profit and non-profit initiatives and organizations; and non-equestrian related businesses/publications in the pet industry, investment, real estate and international travel and rural lifestyle. Please note all services (plus many others) are provided through Nikki’s corporate entity HorseinaKiltMedia.com
Nikki Alvin-Smith is a British international level Grand Prix dressage competitor/trainer/coach/clinician. Together with her husband Paul, who is also a Grand Prix dressage rider, Nikki operates Willowview Hill Farm in the Catskill Mountains of New York; a full- service horse training facility. The duo provides ‘team’ clinician services to clients worldwide to riders of all levels and many riding disciplines.