Laurel Carpenter

One of the biggest challenges we face is finding the right tool to use to get the right SEO keywords. SemRush is the most popular tool, but it's very expensive. We prefer to work with an SEO strategist and follow that person's advice to integrate the keywords into the copy rather than become SEO experts ourselves.

Many networking groups such as BNI offer at least one free visit. Take advantage of that to see if the people in that group are like-minded, and talk to people in complementary industries that could be good partners. For example, as copywriters, we often partner with web designers who have a similar client base. Also, make sure that you have a clear elevator pitch with your unique value proposition - what you do, who you do it for and your differentiator -and practice it before you go. Always stay within the introduction time limit, following any given format that the group adheres to and you will make a good impression. Avoid rambling on or appearing unprepared, as that's a sure sign of someone who is new to networking.

One good way to help define your niche is to get a third-party perspective. Ask previous clients, trusted colleagues or even friends/family for feedback. Ask them to share an anecdote with you about what your superpowers are, including how you specifically help. Others can often see what we cannot.

Telling readers to use the AIDA formula first in website copywriting puts the cart before the horse. Clear brand messaging that's informed by client and competitor insights must come before using any copy formulas like AIDA.

Use your unique value proposition and taglines throughout all of your marketing consistently and repeatedly. A unique value proposition is usually a one-sentence statement that consists of what you do, who you do it for and what differentiates you. And, build your audience on targeted social channels to promote your brand rather than trying to use all of them. For example, many B2B and service-based business professionals can build an audience on LinkedIn, but if you're selling consumer goods to a primarily millennial audience, you may want to use Instagram instead. It's better to build an audience on one targeted channel than to try to use all of them, especially at first.

Make sure that you have a 30-second elevator pitch that is clear about your niche and your unique value proposition. Test it out to see what resonates. Business networking groups are often good places to do this. See what questions you get after presenting your elevator pitch - often, those are clues as to what you might want to improve upon for the future.