You are a (small) business owner and you’ve realized you need to market your products or services in order to get the number of sales you want in order for your company to be successful. You’ve learned you need content to put out there for people to see – a nice video explaining how your product works and the best way it can be used, a blog post about why your service is THE solution to their problems or could be in the future. Maybe, you’ve even tried your hand at making such a video, but found you don’t really know how to best express your thoughts, or you’ve started writing the blog posts, but don’t know how to incorporate all those SEO elements you hear about all the time into your content.
Well, if that is “all” that’s plaguing you, you need a digital marketing agency with a talented and experienced copywriter in their midst to write your content for you. Here is the solution to YOUR problem (see what we did there?) and what they can bring to the table.
1) A professional copywriter has a marketing strategy in mind when writing
Before creating any kind of content, the copywriter (with the rest of the marketing team) makes a comprehensive marketing strategy with a particular goal in mind. Depending on your needs as a client who has hired a digital marketing agency to handle their marketing, the hammered-down plan will have a certain time frame of execution, content format and purpose, channels of content distribution, target audience, and specific goals that need to be reached in order to be considered successful. And it needs to be SEO backed up so that it will be visible to search engines and people who use them to find information – or half the battle is already lost.
All of this is something that the copywriter has in the back of their mind when creating the content – careful to meet the given parameters and to provide results. For a simple example, take this into account. A blog post is considerably longer than email copy, the language used is different but within the brand parameters, it is styled differently and will be delivered differently, it will target a different segment of your target audience and will have a different goal in mind which needs to be reflected in the CTA formulation. Even 2 blog posts can differ depending on what you want to achieve through the content you are sending out – to inform or to persuade. These are all the subtle differences that a professional pays a lot of attention to in order to bring in the results as defined in the overall marketing plan.
2) A copywriter writes content with a specific purpose
An extension of the previous point – every professional copywriter knows they need to write content with a specific purpose in mind in order for it to be successful. Marketing is a very goal-oriented industry – and the goal for every marketing activity should be crystal clear before content creation. Do you want brand awareness? Do you need sales leads? Or is the goal to make the sales? Achieving every one of these goals begins and ends with a good piece of copy – whether it’s webpage copy, blog post, white paper, press release, or email.
This is where quality work can make or break your marketing efforts – a good copy will sell as much as the salesperson (only stealthier), while a bad one will turn customers the other way. In today’s world where people are constantly bombarded with marketing messages, effective copy with impeccable grammar, spelling and punctuation is what is getting noticed. On the other hand, sloppy work leaves the aftertaste of unprofessionalism in the mouth of the consumer and turns them away from your brand.
3) Quality copy is direct and stealthy at the same time
It’s quite simple – good marketing copy is – for all intents and purposes – invisible. Of course, that’s not actually the case, don’t be too literal. But what people don’t like is a pushy salesperson speech, hence the need for subtlety in sales communication in the form of copywriting. The way you address the people reading the copy should show the respect you have for them as your present or future customers – as their needs are what you want to take care of.
Good copy is direct, but not aggressive. It doesn’t sell explicitly – it tells people why your product or service is the solution to a problem they have. And not just a solution – it’s THE best solution on the market because it’s designed with their specific needs in mind. By addressing the peculiarities that are seen as big issues or small annoying bugs, you are hitting the nail on the head. Take the time to explain what your product or service is bringing to the table that others aren’t, but don’t wander off in your train of thought – everything said has to be to the point. Also, the copy cannot clash with the medium and the tone of voice should be adjusted to the target audience to maximize the effect. A little bit of personality infused in copy can go a long way.
4) A good copywriter will create a bond between your brand and consumers
All copy used in marketing efforts is a reflection on your company – an extension of your brand and the tool in your toolbox for reaching out to consumers and connecting with them. Initially, it’s there to gain consumers’ trust, and afterward, it will help in keeping their loyalty. Whether it’s by using humor, evoking emotions or posing questions to spark the conversation and keep the audience involved – the technique must be in keeping with the brand tone of voice.
The important thing is to capture the attention and get to know the people who will be or already are buying your product or service. An experienced copywriter (and the rest of your marketing team) knows what makes the audience tick, and the copy will reflect that. If the customers need a quick and precise auto repair service – that’s what they will get – and the copy will say exactly that. That way, they will get a sense of importance and involvement and keep coming back to the conversation and your store. It’s the ultimate goal, right?
Seeing as copywriting permeates every aspect of doing business, especially in direct contact with customers, it must be planned, purposeful, clear, nonintrusive and involving. However, achieving that sweet balance is not easy, so having a helping hand by a professional copywriter within a digital marketing agency could make or break your marketing efforts.