Wesconnex Ltd

How blogging can engage potential customers?

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When producing marketing copy, an intelligent and culturally-sensitive understanding of the buyer’s emotional state is critical. Good content can make a huge difference to the conversion rate of websites and marketing material, so have a real effect on the bottom line of a e-commerce business.

Drawing form my own experience, here I summarise my top 7 tips for content teams writing copy for European audiences:

Increase relevancy
Keep in mind holidays, seasons, sporting events, and anything else your reader could possibly be thinking about in their real (offline) lives.

Add urgency
Here are a few blog titles that show what I mean:

Before It Closes: The loophole that means you can get X

“Stop making these buying mistakes now”

Give advice, not sales pitches
If your entire content stream is promotional, no one will trust what you say. But if 90 percent of your content stream is educational, informative, and related to solving the problems of your readers or leads, those readers or leads are far more likely to believe you when you say, “our product meets this need”. You can still generate vital inbound links with your content, and promote outside the articles

Use emotional triggers
Self-improvement: People want to be the best at what they do. Try framing content in terms of, “10 Things you Don’t Know About…“, “Things you Missed About…” or “Ways to Make You great at …“.

Fear of missing out: Fear is advertising and marketing’s great motivator — particularly the fear of missing out on an opportunity. Fear elicits a desire for insight, secrets, or loopholes. Consider the success of articles like, “How I saved hundreds of pounds and a got a stylish product my friends envied’

Peer pressure: In this increasingly socially-conscious online world, knowing that people are engaging in things you aren’t, or are “liking” things you should be aware of is very powerful.

Reduce buyer anxiety
Great content reduces the anxiety of the reader – convincing them that the words they’re reading come from a credible, experienced source who understands their needs and wants – preferably a person just like them. This kind of trust seems to grow stronger every day (according to the Edelman Trust Barometer, trust in people like me has grown by 15% over the last 5 years)

Here are keys to creating blog content that communicates trust

Empathize, Describe how you overcame the issues buyers are facing. Perhaps talk (subtlely) about how your company’s tools, product, or business helped you (or a current customer) address similar problems.

Tell a story: Use anecdotes, fun metaphors, and analogies when creating content. Share personal experiences your audience can relate to.

Show yourself: Ask for feedback, and be open to questions.

Add other voices, endorsements, or testimonials
Work with name brands while your own is not famous.

-Bloggers / experts / fashion leads -Push for a podcast, interview, or webinar with a well-known influencer (after you woo them for a while). -Give a well-known influencer access to your tool or product for free in return for an honest testimonial or endorsement (or, better yet, a how-to guide).

Finish with the right call to action
Not every CTA should be a link to the product page. But the “right” CTA makes the difference between someone being inspired to return or trial, or to move on.

“For more on X, check out my Pinterest page”

“Start receiving weekly insights from dedicated experts. Sign up for our RSS feed today!”

“Check out our guide to Y”

Keeping an eye on these principles will I hope help you to improve your marketing KPIs. Let me know what you think and of course share any other thoughts you have. Meanwhile, if you’re interested in improving the effectiveness of your marketing activity in European markets, do get in touch and we’ll talk about your particular needs.


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Suite 3.1, 21 Bennetts Hill, Birmingham B2 5QP, United Kingdom

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Where are we?

Suite 3.1, 21 Bennetts Hill, Birmingham B2 5QP, United Kingdom

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Work with us: TikTok Live Presenter

JOB: Part-time Freelance TikTok Live Presenter Freelance Presenter Company: Wesconnex Part-time Freelance position (Evenings, Saturdays and Sundays) with potential for the role to grow. Do

Jackie Ho

E-Commerce Executive

Graduate of BSc Finance and MSc Marketing with exceptional experience in consulting firms and large FMCG businesses like L’Oreal. Strong analytical abilities and high sensitivity to data allow me to undertake in-depth market and industry research. Fast-paced workplaces have taught me to be ready for challenges and changes, which is exciting!
As a self-motivator, my passion is actively seeking out new solutions and pushing myself beyond my comfort zone. It’s fascinating to be responsible for live streaming performance analysis and product management while adopting supply chain management since working as an EC executive pushes my multitask and time management skills to the next level (I absolutely love my job).

I am also a short video creator. Commitment to bringing happiness to everyone is my purpose in life!

Nana Dembele

TikTok MCN Creator Executive Executive

I have 2 years in Personal and Executive Assistance within creative industries and creative people. Supporting CEOs with the growth of their businesses and teams. I have begun my Talent Management journey with Wesconnex and I am enjoying the journey so far!
My personal interest lies within self-development and continued learning about everything and anything!
Likes: Picking up random hobbies like knitting and painting & Music!!

Madison Travers

Creator Executive and TikTok Live Presenter

I have a background in Social Media and Events Marketing and have recently graduated with a Masters Degree in English Literature.

My skills include: Creator/Influencer Recruitment; Live stream presenting;  Online content creation and Content management.

Archie (cat)

Marketing Assistant (remote)

Working remotely enables me to feed into the team whilst living the life I want to live.

I find I gain most of my inspiration from staring out of the window for hours on end, daily and I am passionate about the benefits of sleeping for 70% of the time, a sleeping mind is a creative one, I always say. I enjoy collaborating in team meetings and I am not afraid to make my feelings known by interrupting meetings unexpectedly.

Likes: Cheese, Sleeping, Attention

Dislikes: Interrupted sleep, Mice, Stupid dogs

Julia Bykowska

TikTok Live Presenter

BA (Hons) Fashion Business and Promotion Graduate with previous experience within marketing and promotion. I am an ambitious, organised and creative individual with specialist adobe skills, as well as creative initiative, attention to detail and a high level of communication skills.

Due to my elevated social media awareness and natural passion, my spare time is filled with running various social media accounts including a fashion styling and a university account.

Corey Brown

Paid Media Manager

Experienced Paid Media Manager specialising in B2C TikTok Marketing. My experience reaches to all areas of paid media management including: Facebook advertising, Google Ads, Microsoft Ads and affiliate marketing.

Phoebe Jones

Content Creator & Presenter

After recently graduating with a BA (Hons) in Event Management from Bournemouth University, I am continuing to develop my interest in management practises. Currently, I’m completing my master’s in Marketing Management at Bournemouth University and am expected to become a post-graduate in late 2021. The experiences I received from working as a volunteer and through Events Management are what have inspired me to learn more in the industry of marketing management.

My education has prepared me with the skills to enter industries of interest by teaching me fundamental principles to succeed in a working environment and make a positive impact on the people around me.

Once I graduate, I am looking forward to what’s ahead of me when starting my career path in marketing or events, so if you have any opportunities please get in contact if you are around the Dorset or Midlands area, I would love to connect!

Olivia Wheeler

TikTok Creator Manager

I am an experienced creative specialising in production and talent relationship management.
I have a proven track record of managing and developing content for companies across all platforms. My experience spans from working at one the fastest growing companies in the UK producing and managing relationships for MCN content to working as an Account Manager for a Non-Profit Organisation helping them to build their following and awareness as well as developing relationships with current and new charities.
I am now helping to find and aid the best-suited talent to grow their TikTok Shop Platforms.

Jon Colen

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In a nutshell, I’m an enthusiastic, ambitious people person, with extensive experience in B2B and digital marketing management. I have a passion for brand, strategy and audience growth.

After ten years of growing my skills and knowledge in the world of B2B marketing, getting great results by developing; strategies, planning, management, budgeting, relationships with suppliers and partners, content, social media, events and communications, I am now excited to have moved into the exploding world of Tiktok and Tiktok live.

I help brands sell more products to engaged communities that we have developed using tested strategies that we are constantly developing to stay ahead of trends.

I’m on a journey with the goal of becoming a go-to guy for marketing strategy for brands that want to sell more of their awesome products.

Mindset | Marketing | Wealth | Fitness …and Bovril connoisseur.

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Since 2009, I have lived in the UK to do network marketing, e-commerce related work. I have served brand landing and digital media implementation across Europe, the United States and Australia.

I have specialist skills in Digital Marketing. I passionate about getting my Clients the support they and their customers need.