Tag Archives: marketing

Editors and social media: YouTube

In the second instalment of our ‘Editors and social media’ series, Denise Cowle explains why and how she uses YouTube for her business, and how that fits in with her use of other social media.

Screenshot of YouTube home page

Photo by Christian Wiediger on Unsplash.

When and why did you start?

In 2015 I went to a conference run by the Content Marketing Academy, where there was a workshop by Marcus Sheridan. It showed me that there was so much more I could be doing to promote my business online. I was full of enthusiasm and started blogging regularly and using social media to promote it and engage with lots of people, both editors and potential clients.
Since then I have embraced lots of new things, most recently taking part in a challenge which saw me produce one video each week for 13 weeks.

I’ve only been using video for a few months, but the results have been very positive so far.

What do you share?

I share my latest blog or video every week, plus I rotate through older content which still has value. Most of the stuff I create doesn’t date (it’s evergreen, to use a buzzword!) so it’s still relevant months or even years after it’s written or filmed. People aren’t necessarily going to find it directly from searching, so it’s good practice to put it out there at regular intervals to show what you have.

I don’t just share my own content – I read other blogs and websites, and there is a lot of really useful information worth sharing. I think if you share the good stuff it goes a little way towards pushing the useless stuff further down people’s newsfeeds!

When do you share?

Depending on the platform, I’ll share/post every day or several times a day, using a scheduling tool (Buffer) to automatically share my own content and other links that I’ve spotted but don’t necessarily want to share when I first see them. But I also spend a little time every day engaging with other people, liking, sharing and commenting on their posts as they appear in my timeline.

I find blogging quite time-intensive. It can take me four or five hours to write a blog, edit it, find or create the right images, and then do all the behind-the-scenes work for SEO, like adding links, meta-description, social share buttons and the sign-up buttons for my newsletter.

I’ve been surprised at how quickly I got into a rhythm for video production – it doesn’t take nearly as long to produce, as I can now film, edit and upload a five-minute video in around two hours, including all the SEO and techy things (like creating a custom thumbnail and choosing the right tags for that post) and the on-screen titles, cards and subtitles.


Screenshot of Denise's YouTube channel

Why do you do it?

It’s actually given me a lot of confidence – the first few videos I created were pretty dodgy, but I kept going and picked up advice on improving the technical aspect of it and the presentation skills needed for talking to my iPhone while it’s balanced on a pile of books on a stepladder (you can manage perfectly well without high-tech equipment!)

Generally, I keep motivated by the feedback I get from people who enjoy what I produce and share it. More importantly, when clients tell me they read my blog or saw my video, that tells me that I’m doing the right thing. Writing or creating videos about editing-related topics shows people I know what I’m doing, rather than me just telling them that!

The videos have been incredibly effective, particularly when I upload them natively to LinkedIn (natively means publishing the video directly on that platform, rather than posting a link to the video on my YouTube channel). I got several new clients directly as a result of them seeing my videos. One was a global publisher I hadn’t worked with until now, and another was an edtech company who asked me to reshoot one of my videos for them, so they could use it in one of their courses! Now THAT was something I didn’t see coming!

Getting concrete results like that is all the motivation I need!

What about other social media platforms?

Although my videos are created for my YouTube channel, that’s not primarily where people will go to look for them, so I upload them to LinkedIn, which has far and away been the most effective platform in terms of engagement and actual sales, and I share on Twitter and my Facebook page. It sounds like a lot but only takes a matter of minutes to do.

Any advice?

I would encourage anyone to have a go at video. If you have a decent phone and somewhere quiet to record, that’s enough to get started. I dipped my toe in the water with some Facebook Live broadcasts last year, just to get used to speaking to camera. I also watched quite a few online tutorials about getting started, which gave me lots of helpful tips, particularly about setting up my YouTube channel.

And it doesn’t have to be perfect – I’ve left bloopers in and made a feature of them. Video is a great way of showing your personality – you know you’re fabulous, and now your prospective clients can see that too!

Denise CowleDenise Cowle is an editor and proofreader based in Glasgow. She specialises in non-fiction, particularly education and business, and edits for a variety of global publishers, companies and organisations.

She has an interest in continuing professional development and content marketing, and when she’s got spare time she loiters on social media and writes her blog.

Denise is an Advanced Professional Member of the Society for Editors and Proofreaders and is also its Marketing and PR Director.

 

Posted by Abi Saffrey, SfEP blog coordinator.

The views expressed here do not necessarily reflect those of the SfEP.

Wise owls: freelance business goals for 2018

This month, the SfEP wise owls share their tips for setting realistic goals that match your individual ambitions, and consider how small changes can have a big impact on your career in 2018.

Being motivated to set goals to boost your career in the new year can be difficult. Many feel compelled to set over-ambitious resolutions to make this THE year they achieve a high-flying freelance career, regardless of their personal circumstances or goals. If you are feeling overwhelmed by the expectation of planning for the new year, don’t worry, the SfEP parliament is here to help.

Sue Browning

Sue Browning

Around the turn of any new year there’s always a plethora of advice on reviewing the year just past and setting goals for a brave new you in the year to come. And it’s always good to take stock and review what worked for you and what didn’t, what you enjoyed and would like to do more of, and what you never want to do again. It’s also good to review your fees, check out software and other tools, and look over your processes and see if they can be streamlined.

I’m going to say something heretical now. I’m not much of a one for setting goals and, with a few exceptions (CPD, holidays), I don’t make hard plans. Instead I try to make incremental changes in my behaviour that work towards increasing my overall efficiency and enjoyment of my job and life as a whole. The thing with incremental changes is that they are achievable and sustainable; the ambitious goals one tends to set under the influence of inspirational advice quite often turn out to be neither of these.

So why not resolve to learn some (more) keyboard short cuts – not just for Word, but for Windows/OS, your email client, Acrobat/PDF-XChange. Start with maybe one or two of the commands you use most frequently, learn or make short cuts and use them until they become second nature, then learn another one or two. Do the same with Find & Replace commands and maybe macros. Start simple and work up. If you do this regularly, you will soon accumulate a good arsenal of tools and techniques, you’ll be more efficient and your mouse-clicking finger will thank you.

Many of us will have just paid our tax bill, so it’s also a good time to start planning for the next one. If you can, consider setting a percentage of your earnings aside every month so next January (or July, if you’re in that bracket) isn’t such a worry. Put it in a high-interest account and try to forget about it. If you can afford it, also put some money aside longer term, to help tide you over those times when you are ill, or even as something for your retirement.

Hazel Bird

Hazel Bird

My suggestion for setting New Year business goals is to make this an opportunity to really focus on the one, two or perhaps three things you want to do with your business this year, or maybe improve on from last year. It’s all too tempting to look at all the interesting courses, self-development and business development ideas out there and want to do all of them. However, by spending some time thinking about what you want your business to look like by Christmas 2018, drilling down to find the key actions that are most likely to get you there, and then making sure you actually have time to carry out those actions, you’ll be more likely to see some real results from your efforts.

 

 Abi Saffrey

Abi Saffrey

Setting goals when you run your own business can be harder than doing it as an employee – there isn’t anyone else looking at the bigger picture for you. You’re the strategist, the business development manager, the marketing master, the holder of the purse strings and the person who has to make the results happen.

Whatever goals you set, consider how you are going to achieve them, by when and, just as importantly, why you want to achieve them. The hardest goals to meet will be the ones that are there just for the sake of having goals.

Break goals down into what you need to do to achieve them: your income won’t rise, your costs won’t fall, your skills won’t stay relevant, you won’t have a new service to market if you sit around waiting for some magical, mystical external force to make it happen.

Whatever goals and actions you decide on, there should be some training or CPD in there – it might be to learn a new skill, refresh or improve an existing one, or deepen relevant knowledge. You don’t know what you don’t know, and even training that revisits what you already know will keep you and your business on track.

Review your progress against your goals regularly – put reminders in your diary – and it’s okay to revise them, add to them or get rid of them if you realise they aren’t working for you or your priorities change. Keep records on progress or changes so that you can monitor your actions and decisions – and it’ll help you to keep the things out of your next set of goals that, it turned out, gave you nightmares.

Sue Littleford

Sue Littleford

Starting the year with a blank sheet of paper for your business new-year resolutions can be a bit daunting, but don’t overwhelm yourself with an impossible wishlist, or the feeling that this year you Must Be Perfect. Who needs that stress? Just aim to be better in some areas.

Review your financial records and decide on a training and development budget and an income goal, and think about what training you want to undertake. What do you need to upgrade? What do you need to fill in gaps in your knowledge or to consolidate what you already know and boost your confidence? What do you need to keep abreast of new developments in publishing or to add a new service to your offering? Must it be paid-for training with a certificate at the end, or are there YouTube tutorials you can do? Can you afford it this year, or can you at least save some money towards it, and do the training in 2019?

Think carefully about timing for best results. If you’re looking to expand your client base and one of your selling points is that you’re available throughout the summer, start cold-calling/writing two or three months before the main holiday period when many clients are wondering how they’re going to cope with their freelances taking time off.

Are there any clients you need to fire, who pay too little, or are more trouble than they’re worth? Make time to find and work for new, better clients.

Do you want to engage more fully with the SfEP? Do you have the capacity to volunteer? Or do you want to go to your local group meetings consistently? Perhaps your resolution will be to read all the SfEP emails and see what the Society is hoping its members will help with.

Maybe you have a hitlist of little niggles – procedures you want to nail down, documentation and templates you want to develop, a Word hack you want to find. Log them and tackle them.

Scatter your resolutions through the year – don’t try to start everything at once. And put review points in your diary when you’ll evaluate how much you’ve already achieved and decide the next steps. Resolutions are for life, not just for January.

John Espirian

For those new to the editorial profession, the best place to start is by taking good quality training. Without this, most people will lack the skill and confidence to do a good job for their clients. Thorough training should be a minimum requirement – so put that top of your agenda if you’re just starting out.

My goals for business success in 2018 are based on improving my marketing so that I can be better known in my space. That means continuing to post relevant and helpful content on my blog and looking for opportunities to enhance my profile via other streams.

One method I like is to appear as a guest on podcasts, as this is a quick and easy way to introduce yourself to new audiences. I’m aiming to make it on to 10 podcasts this year.

I’ve also decided to dedicate a little more time to in-person networking, so will be attending three conferences in 2018, including the SfEP’s annual conference at Lancaster University in September.

Liz Jones

I find it helps to have a clear understanding of where I’m at to see where I want to take things in the future. It’s worth spending some time analysing your business to find the answers to questions like ‘where does my income come from?’ (by client and by sector), ‘which clients pay best?’ (and worst) and ‘what do I spend most of my time doing?’. I did this last year, and the answers were illuminating – and in some cases quite surprising. Finding out what was really happening in my business enabled me to make some big decisions about who I wanted to keep working with, who I didn’t, and the type of work I wanted to spend most of my time doing. As a result I’ve streamlined the types of work I take on, but increased my income, and have also found time for creative pursuits on the side. Without taking the time to understand at a very detailed level what was happening in my business, I might not have felt able to make such changes for the better.

 

The views expressed here do not necessarily reflect those of the SfEP

Why blog?

Freelancers seeking advice on marketing their business online may well be advised at some stage to write a blog, and many SfEP members do already blog regularly (see our monthly round-ups for some of the great content that members share). But what if you are busy running your business and are concerned that writing a blog isn’t the best use of your valuable time? Or you are a newbie and feel you have nothing to write about? Or, astounded by the sheer volume of editorial blogs already out there, you feel you have nothing to add. These are all legitimate concerns, so here we examine some of the benefits of blogging for editorial pros – and others. Perhaps we can encourage you to take the plunge.

Increase website visibility

If you have incorporated a website into your marketing strategy, a blog hosted on the site is a fantastic way to improve the visibility of your business and establish your professional online identity.

In addition to demonstrating your editorial skills, each blog post will generate a new indexed page on your website for search engines to find, and this will increase the volume of traffic to your site. Your content may also generate what are known as long-tail search queries by search engines and your blog will appear when someone searches for information on that specific topic.

A blog can also generate inbound links when others use your content as a resource by generating referral traffic. The SfEP shares recent posts published by members on their business websites via Twitter, Facebook and the monthly social media round-up, and Book Machine republishes SfEP blogs (with the author’s permission, of course!).

But I don’t have a business website…

Don’t worry if you don’t currently have a business website as you can still raise your online profile. You could set up an independent blog on a site like WordPress or Blogger. Another option is to be a guest blogger for an established site. The SfEP blog relies on contributions from members and guest writers, and is a wonderful opportunity to share your ideas, expertise and contact details with a wider audience, which may lead to new business opportunities. Don’t be afraid to ask blog coordinators if there are any opportunities for guest writers or to contact other editors about collaborating on a piece for their site (many already publish guest posts). This can be a great opportunity if you have something specific you want to share but don’t have the time to commit to writing a regular blog of your own.

Showcase your expertise

A blog is a great way to share your editorial skills with your current client base and attract new customers by reaching a wider audience. If visitors to your blog find engaging content and valuable professional advice they will see that you are up to date in your field and have fresh business ideas. Regular blogging will also enhance your reputation with current clients and build trust with potential new customers. They are also more likely to check out your website in the future, potentially leading to the formation of new long-term business relationships.

Many blogs by editorial professionals are aimed not at clients but at other professionals. Publishing helpful advice and tips establishes you as an expert in the field and can lead to very fruitful long-term collaborations.

If you find you are answering the same questions again and again, from customers (what’s the difference between editing and proofreading?) or from other editors (what training do you recommend? How do I find my first job?), you could write a blog post on the subject and simply direct enquirers there.

Develop new skills

In addition to demonstrating existing skills, blogging can also help you develop new highly valuable ones. As well as practising your writing skills, you may also improve your knowledge of website design and digital marketing when you share your blog on social media. Before you know it, you will be creating infographics or sharing video blogs on your own YouTube channel…

Writing a blog makes you think about your business more deeply, opens your eyes to what’s going on in your field and generally increases your awareness. In conducting research for your blog, you will learn new things, discover different ways of working and other ways of looking at problems. While you may start out thinking ‘what am I going to write about?’, if you blog regularly and engage with others both there and on social media, you will start to see ideas for content all over the place.

Start new conversations

Linking your blog to social media will not only increase the volume of traffic to your website, it will also generate new conversations that will build your professional network. This gives you resources to call on when you need a skill you don’t already have or want to refer a customer to someone you trust. Conversely, being seen as knowledgeable in your field makes you a go-to person for those looking for help on a project or someone to pass a job on to.

But what can I add to what is already out there?

A quick rummage around the internet will reveal a staggering number of high-quality blogs from editorial professionals bursting with useful content, so you might legitimately ask what you can add. Surely it’s all been done before? Well, a lot of it has, but each of us has a unique take on aspects of our business, whether it’s a novel way to chase up unpaid invoices, a new skill you’ve acquired, or something in the news that has made you think, there’s always something new that can be said. Also, just because you’ve seen it all before doesn’t mean your audience has.

Newly qualified copy-editors and proofreaders shouldn’t be afraid to write a blog either. Newbie blog topics could include training courses, conferences or resources you have found useful; sharing your enthusiasm to learn and expanding knowledge will help to establish your business. Your blog posts will become part of your online portfolio that demonstrates your developing editorial expertise.

A word of warning

Regardless of your editorial experience, any blog you publish must contain original high-quality content that you can update regularly. It is also a good idea to have your blog posts proofread by someone else. After all, aren’t we always telling customers how difficult it is to proofread your own work? Perhaps you can arrange with another editorial blogger to proofread each other’s posts. If you can’t do that, leave a freshly written post for as long as you can and give it another critical read-through before hitting ‘Publish’.

Bear in mind that a professional blog requires commitment to reflect positively on you and your business, and a blog from an editorial pro needs to be correct and to read well. Of course it can be informal and friendly and reveal your personality, and most people appreciate that blog posts are sometimes produced very rapidly in response to breaking news, but a post littered with typos will not reflect well on an editorial business.

Share knowledge and experience and engage with your community

In sum, a blog is a great way to share information and experience and to enhance your online profile. It allows you to express your personality and build your brand. Engaging with other professionals helps establish you as a serious player and broadens your network of trusted individuals who can provide mutual support. There’s no doubt that blogging demands time and effort, though, and if, after reading the benefits, you still decide it’s not for you, then that’s good too.

Sue Browning

Written and posted by Sue Browning and Tracey Roberts, SfEP blog team

The views expressed here do not necessarily reflect those of the SfEP

Wise owls: how to market your business in 2017

January is an ideal time to reflect on your freelance goals and identify new ways to promote your editorial business. In their latest blog post, the wise owls provide advice on how to build your business in the new year.

Liz Jones

‘Marketing’ can seem like an intimidating concept, far removed from our usual work as editors, so it can help to think of it in terms of things we can do a little of every day, or every week, rather than a separate task. For me, it’s about keeping myself ‘out there’ in people’s minds – existing clients, clients I would like to attract, and also colleagues who might recommend me. I do this across a range of channels: through my regular interactions with clients (I am quick to respond, helpful and polite); by making contact with potential new clients (by my presence in online directories like the SfEP Directory, LinkedIn or social media, or by targeted emails); and by keeping engaged with what’s going on with my colleagues (via the SfEP forums or other online groups, chipping in when I have something helpful to contribute). I blog too, and it all adds up to what I hope is a positive and helpful online presence, with the overall professional image I want to project.

I don’t do all of these things every day or very aggressively, but rather little and often – the effect is that my marketing builds up to a useful level without my having to put in a massive one-off effort. Having said that, one of my tasks for 2017 is to undertake a more targeted direct marketing experiment, with the aim of achieving specific measurable results for my editorial business.

Abi SaffreyAbi Saffrey

An SfEP directory entry is a great place to start if you don’t have one yet. It’s included in the subscription cost for Professional and Advanced Professional members and we can now edit our own entries – a great way to add in that new software you’ve got to grips with, or include that new client you’re excited about working with. Put a link to your entry in your email signature and it’s like a taster CV for potential clients.

Once that’s sorted, get talking. Make connections. Thanks to the miracle of the internet, this is easier than it’s ever been before. Get talking on social media, through forums, in groups on LinkedIn. Treat people as respected peers, whatever their role, and see what happens. Create relationships – some people may become clients; others could end up being your rock when times are tough. As freelancers, we need both.

Sue BrowningSue Browning

Marketing your business is much more than sending emails or making calls, or even writing a blog or ‘doing’ social media, it’s how you present yourself in all outward-facing situations, and it’s probably unconscious. Wherever you interact – in forums, on LinkedIn, Twitter or Facebook, on your blog, or even face to face – you are expressing your personality and values and, by extension, those of your business. Be courteous, knowledgeable and helpful and, if it suits you, witty or provocative. Ask and answer questions, sympathise and laugh with others, share useful information and stories. Above all, be yourself, and people will notice you for the right reasons. Not all of them will ever want to use your services, but it only takes one… and you may even have some fun in the process.

Margaret HunterMargaret Hunter

If you are marketing then, let’s face it, you are selling something. But what is it, and why would people want to buy it?

‘I’d like you to buy my whatsit. I’m not quite sure what it’s made of, or whether it’s the whatsit you really need … and I haven’t made many whatsits yet, so it might not be as good as other whatsits … but I really need to sell some … please!

No thanks. You’ll know, if you’ve done an internet search for proofreading or copy-editing services, that the competition is fierce. So, imagine the task for an author, business or organisation looking to hire someone. It can be pretty hard to know who to pick. You therefore need to stand out. Hopefully that will be because potential clients can quickly see that what you are selling is just what they need, and that you’re qualified to do the job, making it an easy decision to send an enquiry.

You’ll therefore need to take time to work out what it is you do have to offer, what makes you a good person to offer it, and then find the right words to explain that to others. And the right words will depend on who you are trying to reach. Think laterally – what skills and talents have you built up, in work and in your personal life, that will make you better at doing what you do now?

Some general thoughts:

  • If you’re just starting out, don’t try to offer too much, or more than you have been trained in. Focus on what you know you can deliver professionally and competently.
  • Get the proper training (e.g. from the SfEP or the PTC) and then advertise it prominently, along with your SfEP member logo of course.
  • As soon as you can, get meaningful client testimonials. Whenever you return a job, include a feedback sheet or ask permission to use nice things clients have said about your work in emails.
  • Regularly review your sales offering – is it clear, does it stand out, have you added skills or training?

Posted by Tracey Roberts, SfEP blog coordinator

The views expressed here do not necessarily reflect those of the SfEP

Kick-start your freelancing business in 2017

Every year is the year you are going to be your best. Each and every January you vow to make amends and to take your business to new heights. This year, 2017, will be different. Below we have listed 8 ways that you can make it happen this year. With things you can do from the sofa to ways you can expand your current business pipeline – this handy list from BookMachine is all you need.

1. Social media

Successful business owners are not on social media all day long. However, they do know how to use it to their benefit. Allocate a set amount each day to interact with your followers. Share relevant news, and be interested as well as interesting. Set up lists of your key prospects and contacts and head directly to these lists each time you log on, rather than losing hours with mindless online chatter with everyone on Twitter.

2. Re-assess your rate card

If you have been freelance for a while, chances are you have a fixed rate you have been working to for some time. A new year is the perfect time to re-assess this. Are you earning as much as you would like? Could you charge a higher hourly rate? If this isn’t possible, think about your payment terms or your charges for late delivery and payment – there are many ways you can turn your business up a notch whilst working with an existing client base.

3. Contact everyone you have ever known

Perhaps you are happy with your hourly rate and your terms but want to increase your customer base. The new year is the perfect excuse to get in touch with everyone you have ever known! Wish them a happy new year and remind them about your services and let them know how happy last year’s clients were. Don’t leave this until you aren’t busy. As you know, it can take months for a project to come to fruition, and there’s no harm in getting the wheels turning right away.

4. Befriend your competition

As a freelancer, your competition can actually enhance your business. If you work in tandem with someone who has similar skills to you, then you can pass over work to each other and essentially grow as a business – perhaps even co-branded. Similarly, someone who you perceive to be a competitor might actually have different strengths, meaning that a partnership whereby each of you takes on a different role (one copy-editor and one content editor, for example) might actually help you to expand.

5. Sort out your website

Your website is your shop window. Even if you mainly work on print projects, your prospective customers will judge you by your site. Do you have a brand? Is it modern enough? Can you find examples of client projects and is it easy to contact you? All of these things are basic and can be achieved much more cheaply than you might expect. Experiment with templates until you are happy with your design, or hire a professional to make sure you are set to impress.

6. Meet people in person

The benefit of freelancing is that you can work from the comfort of your own home. However, meeting people in the flesh can really boost your business by helping you to promote yourself and your business and by keeping you abreast of what’s happening in the industry. BookMachine events are a good starting point. [As are SfEP local groups – Ed.]

7. Join an organisation

If you join an organisation and commit to attending events and participating in forums, you have the added impetus to do so. As co-founder of BookMachine, my interest here is in letting you know that as an SfEP member, you get £10 off an annual ‘Promoted BookMachine Membership’ (see the BookMachine page in the Members’ area of the SfEP website for details). This gives you free access to all BookMachine events and most book fairs too. Conversely, as a BookMachine member, you would get a waiver of the SfEP’s member admin fee, saving you £32 on your first year’s membership. Please drop us a line to take up either offer.

8. Learn to say no

Finally, if you are in the habit of taking whatever work you can get, then stop it. It makes sense in year 1, when you are establishing your credentials and building a list of testimonials. After that, if a job doesn’t pay enough or you don’t find it interesting, then just turn it down. Your time is your most precious commodity so don’t settle for less, and make 2017 the year you get what you are worth.

Laura Summers is co-founder of BookMachine – the community for people who make publishing happen. As well as organising events for the industry, BookMachine manage an online network of professionals sharing advice and knowledge. Laura and her team are also available to manage events, business development and marketing projects for small and mid-sized publishers.

 

Posted by Tracey Roberts, SfEP blog coordinator

The views expressed here do not necessarily reflect those of the SfEP

Banishing the marketing heebie-jeebies – conference session preview

By Louise Harnby

If you’re a new entrant to the field of editorial freelancing, and you’re attending this year’s SfEP conference in Aston, I hope you’ll join me and my co-presenters Liz Jones and Sue Littleford at our speed start-up session: Things newbies need to know. Together, we’ll be rattling through some top tips to help you with three pillars of editorial business building: finance, pricing editorial work, and marketing. I’ll be handling the marketing section.

banish doubtI know that business promotion gives many newbies the heebie-jeebies, and so, with that in mind, I’ve based the presentation around the questions that I’ve been asked most frequently by anxious marketers-to-be. In this way, I hope the session will be as much about what I think you should know as what you think you want to know!

I want the session to be as accessible as possible, so I’m throwing in a couple of promises, too – there’ll be no marketing jargon and you needn’t have any prior experience of business promotion whatsoever. It’ll just be me talking to you – one editorial freelancer to another. If you hear me utter words such as ‘utility’, ‘drill down’, ‘marginal’ or ‘basis of segmentation’, you have permission to throw things at me!

So what are those frequently asked questions?

  • What is marketing? I don’t have a clue where to start!
  • What do I say? How do I structure my marketing message?
  • What promotional tools or activities work best?
  • How do I get noticed and stand out from the crowd?
  • Should I promote myself as a generalist or a specialist?
  • How do I combat my marketing nerves?

Using those questions as my guide, I’ll provide you with one definition and five frameworks to banish those heebie-jeebies and provide you with a structured way of developing your editorial marketing strategy with confidence and even, I hope, a little excitement.

There’ll be a handout, too, that includes a summary of what’s been discussed and a list of useful additional resources to help you on your editorial marketing journey, including the latest combined edition of my business books, Omnibus: Editorial Business Planning & Marketing Plus (all conference attendees will be entitled to a one-off 20% discount voucher for use against a purchase of the PDF).

Liz, Sue and I will be presenting on Monday, 12 September 2016, between 1.30 and 2.30 p.m. We look forward to seeing you there. [There are a limited number of conference places left if you haven’t booked yet, but do it soon!]

Louise HarnbyBased in the heart of the Norfolk Broads, Louise Harnby is a professional proofreader with 24 years’ publishing experience. An Advanced Professional Member of the Society for Editors and Proofreaders (SfEP), she specializes in providing proofreading solutions for clients working in the social sciences, humanities, fiction and commercial non-fiction. Her customers include publishers, project management agencies, professional institutions and independent writers. Louise is the curator of The Proofreader’s Parlour and the author of Business Planning for Editorial Freelancers, Marketing Your Editing & Proofreading Business, and Omnibus: Editorial Business Planning & Marketing Plus.

Visit her business website at Louise Harnby | Proofreader, follow her on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn.

The views expressed here do not necessarily reflect those of the SfEP

Are you the same ‘you’ everywhere – what’s your business identity?

By Margaret Hunter

There’s an interesting discussion at the moment on the SfEP forums about choosing a name for your editing or proofreading business. Should you use your own name to emphasise that your business = you + your particular skills, choose a clever play on editing-related words, or perhaps go for something creative with no hint of what you do to pique interest and act as a conversation starter? Is it better to have a short name that’s easy to spell or go for something that people will remember? There’s a good checklist of things to consider when naming your business in a previous blog post.

That got me thinking though about the other nuggets of good practice when setting up your business that have been shared by fellow editors. What is clear is that it pays to spend some time thinking about your complete business identity – or brand. You may not have thought of yourself as needing a brand before but the businesses that look most professional, however small, are the ones with a consistent look, feel and message, wherever you encounter them.
blank notebook

A strategy for consistency

For starters, answer the following.

  • When did you last update all of your directory entries and social media profiles? Did you even remember that you had an entry in Freeindex or About.me or your local business listings?
  • Do all your profiles use the same photo or logo?
  • Did you perhaps experiment at one point with a quirky avatar that you’ve forgotten about but which still lingers out there on the web?
  • Is your ‘blurb’ consistent – perhaps just tweaked for different platforms?
  • Have you used the same branding on all your business documents – e.g. terms/contract, invoice, style sheet, information for authors?
  • When people visit your website (you do have one, don’t you?) will they recognise you as the same person/business that they’ve seen on Twitter or Facebook or LinkedIn?

Housekeeping your online presence

When prospective clients search for you online, what will they find? Have you clearly separated your personal online presence from that of your business? Crucially, is there anything from your business or personal past that you’d rather people didn’t now see? Member of the SfEP Julie Marksteiner, who started the conversation on business names, has a good strategy:

‘The first thing I did when I decided to go freelance was to Google my name, which resulted in deleting a lot of old social media accounts and cringeworthy photographs. Would rather prospective clients take notice of my proofreading, not the Myspace account from my “emo phase”!’

Resources to help

Copy-editor and proofreader Mary McCauley has a wealth of tips and resources about branding and marketing yourself as a freelancer on her blog. And if you’re serious about revamping your business identity and marketing strategy you also could get hold of proofreader Louise Harnby’s book Marketing Your Editing & Proofreading Business.

Margaret HunterMargaret Hunter (daisyeditorial.co.uk) is a freelance copy-editor, proofreader and book formatter, and is also marketing and PR director of the SfEP.

Proofread by Advanced Professional Member Liz Jones

The views expressed here do not necessarily reflect those of the SfEP

The value of belonging to a professional body

By Margaret Hunter

quality control assuredThe Chartered Institute of Building (CIOB) has just published a report on how the public view professional bodies. In a survey of over 2,000 people, these are the 3 statements (out of 11) that were most commonly agreed with:

  • Professional qualifications help people to earn more.
  • Professional qualifications raise standards.
  • I would trust a professional more if I knew that they were a member of a professional body.[1]

Does this apply as well to editors and proofreaders as to builders, lawyers or doctors, I wonder? I think it does, especially when we are now competing in a global marketplace. Having an association with a professional body such as the SfEP shows that we care about our credibility, our skills and how we do our jobs. It says to potential clients that we care so much about doing a good job for you that we’ve taken steps to learn how to do it properly, and to abide by the standards and good working practices set by our peers.

In return, our professional credibility raises trust among people who may want to use our services. Awareness of the existence of our training efforts and professional membership creates positive perceptions of the jobs we do. Potential clients can begin to see what we do as a real thing and can start to envisage how it could benefit them.

However, to gain these credibility benefits from our professional membership, the professional body itself needs to have credibility. It’s one of my tasks, as the marketing and PR director for the SfEP, to help make that happen – to raise our profile and get us known for being the go-to place for quality editorial services and training. But all of us have a hand in raising that profile too. When we’re asked what we do, do we take the opportunity to mention the SfEP?

To quote the CIOB report, ‘for professional bodies, familiarity leads to favourability’,[2] so the more people hear about the SfEP, the more they are likely to see it as a professional body that knows its stuff and consequently are more likely to hire an SfEP member rather than an editor who doesn’t have that association.

So, my fellow editors, to mangle JFK’s well-known call to action:

Ask not what the SfEP can do for you, [but also] ask what you can do for the SfEP.

 

Margaret HunterMargaret Hunter is marketing and PR director of the SfEP.

[1] Understanding the value of professionals and professional bodies, The Chartered Institute of Building (CIOB) 2015, p. 28

[2] Ibid. p. 29.

 

The views expressed here do not necessarily reflect those of the SfEP.

10 tips for building a freelance business website

Build your online presenceIf you don’t yet have an online presence, in the form of even a simple website, then it’s time to consider setting one up. It needn’t be anything complicated, but potential clients are increasingly looking to the web to find editors and proofreaders, even if it’s just to confirm that you look like a real person they can trust!

Here are my top tips for planning a simple business website.

1. Do it yourself if possible – you can learn skills that are helpful for your editing…
… such as basic html and good copywriting. If you’re not a techie whizz, use one of the easy free website builders such as WordPress, or a hosted service such as Weebly or Wix (why are they all ‘Ws’?). With the last two you don’t need to worry about all the back-end admin or backing up your site or the software as it’s all done for you. The downside is that it’s more difficult to move your site if you later decide to use a different service.

2. Register your own domain name
It doesn’t cost much to register a domain name (under £10 per year), so get your own. You can use it with hosted services such as Weebly too, and your web address will look more professional than the free option (such as www.[name].weebly.com).

3. Picture yourself!
Add a photo of yourself. It will help potential customers ‘connect’ with you and you will seem more approachable. But make sure it’s a good photo, and nothing too quirky! It’s OK to reflect your personality, but you still need to look professional. Would you do business with the person in the photo?

4. Keep a consistent look
If you have information about your business in various places online – your website, social media profiles such as Twitter, Facebook and LinkedIn, or directories such as FreeIndex – then try to keep the look consistent. Use the same photograph and page header and similar descriptions. It will make it easy for people to recognise you, so getting you noticed more.

5. Keep it simple
Remember that (potential) clients just want the facts or a quick answer to whether you can do a particular job for them, so make it easy for people to quickly suss you out. Don’t be too wordy, and provide clear links to different information about you and your business.

6. Use plain English to explain what you do
While you may call what you do copy-editing, proofreading, structural editing, applied linguistics, or whatever, most people won’t know what that means. You can (and should) use those terms somewhere on your site, but also try to explain your services in plain English.

7. Blow your own trumpet (nicely!)
You need to quickly stand out from the crowd these days as you are now competing in a global marketplace. Don’t be shy about pinpointing how you can make a difference to clients. Be creative about how you sell your skills, experience and knowledge. Put up some testimonials from happy clients too. An easy way to do this is to ask for a client’s permission to use something nice or positive they’ve said in an email to you.

8. Make it mobile
Nowadays you must make a website that is mobile-friendly if you want to rank highly with search engines such as Google. If you use the free tools mentioned above then you don’t need to think about this as it will magically be done for you.

9. Don’t pay for SEO
Don’t be lured in by offers of expensive SEO (search engine optimisation) services that guarantee to get your site to the top of the search results. Once you know the ‘rules’, SEO is just common sense. The most important rule is write good copy. Think about the phrases people will use to search for you and incorporate them into your text, but it must sound natural, and definitely don’t ‘keyword stuff’ the pages (or you will be penalised by Mr Google!). Make sure you complete all the ‘behind-the-page’ meta stuff – good page titles, alternative text on your images, page descriptions, etc. The site-builder tools usually have ways to do this built in. (One of the best ways to learn SEO is to use the Yoast plugin in WordPress.)

10. Have it proofread!
Be your own best friend and have someone else proofread your website. You know it’s not going to look good if your site has glaring typos! Maybe offer a site-proofing swap with another member of your local SfEP group?

Margaret Hunter

Posted by Margaret Hunter, SfEP marketing and PR director.

The views expressed here do not necessarily reflect those of the SfEP.

The Judith Butcher Award: recognising our unsung volunteers

Judith ButcherNominations for the 2015 Judith Butcher Award are now open. So what is the Judith Butcher Award and why should you think about nominating someone to win it?

As with many organisations, much of the success of the Society for Editors and Proofreaders (SfEP) is down to the tireless work of volunteers behind the scenes. To recognise these efforts, the SfEP established the Judith Butcher Award in 2011 to ensure individuals who make a valuable difference to the SfEP and its membership are rewarded for their contributions.

Named after our serving president, the Judith Butcher Award was first presented at the SfEP 2012 annual general meeting and is awarded annually at our AGM and conference.

As well as being the SfEP’s first honorary president, Judith Butcher is the author of Butcher’s Copy-editing: The Cambridge Handbook for Editors, Copy-editors and Proofreaders.

The first winner of the Judith Butcher Award was Lesley Ward who was a member of the SfEP’s founding committee, served as the SfEP’s first treasurer and played a major role in developing its training programme.

Since then, the Judith Butcher Award honoured Helen Stevens in 2013 for ‘doing a huge amount of work to bring the SfEP right up to date on social media platforms, especially through the Facebook page’. Helen has previously served as the SfEP marketing and PR director.

Judith Butcher Award 2014Last year, Averill Buchanan received the Judith Butcher Award for being ‘the driving force behind the Northern Ireland SfEP local group’. She was particularly commended for her efforts in organising training courses in the region and promoting these through social media. Averill also set up the SfEP Twitter account and recruited a team of volunteers to help her manage the account and has volunteered as a moderator on the SfEP forum.

One of the best things about the Judith Butcher Award is that the criteria seek to recognise those who have made important, but less obvious, contributions to the organisation, as well as those who have made more visible differences. So have a think about who you have been in contact with over the past year and how they have impacted on you and your experience of the SfEP.

Nominations for the Judith Butcher Award are open until midday on Monday 20 April 2015 and all you need to do is email your own name and SfEP membership number and up to 150 words supporting your nomination to: jba@sfep.org.uk.

You can nominate anyone within the SfEP except yourself, serving council members, existing honorary members or anyone who was shortlisted for the award last year (so, sadly, that rules out Sarah Patey and John Woodruff).

The nominations are then considered by a Judith Butcher Award sub-committee, which is made up of honorary SfEP members and past winners of the Award, before a shortlist is announced in June and the winner decided in July.

Now it’s over to you to ensure our best asset, our members, are duly recognised and celebrated.

Email your nominations to jba@sfep.org.uk by midday on Monday 20 April 2015.

Joanna BoweryJoanna Bowery is the SfEP social media manager. As well as looking after the SfEP’s Facebook, Twitter and LinkedIn accounts and the SfEP blog, she offers freelance marketing, PR, writing and proofreading services as Cosmic Frog. Jo is an entry-level member of the SfEP and a Chartered Marketer. She is active on Facebook, Twitter, LinkedIn and Google+.

Proofread by SfEP entry-level member Susan Walton.

The views expressed here do not necessarily reflect those of the SfEP.