2020 permanently changed the marketing model by forcing businesses, including your competitors, to shutter their storefronts in favor of a digital model to continue to serve their customers. If you wish to capitalize on this trend in 2021, READ ON.
Are you prepared to keep up?
If you're reading this, you want to maximize your brand; you want to reach oodles and oodles of prospects; you want to keep pace with advancing technology to stay ahead of the competition. With online media being the fastest growing source of information, sales and marketing, businesses are more compelled than ever to establish and maintain a dynamic online presence. Once upon a time, all you needed was a good website with some automation and boom, your customers had all you they needed at their fingertips.
Now, this same business needs:
Carefully crafted keywords
Sophisticated SEO resources
An active email campaign
A blog with regular fresh, relevant content
A robust social media presence on Instagram, Facebook, LinkedIn and Twitter
AND - This landscape is evolving at the speed of light, so if you want to stay on top, increase your Google ranking and maintain the flow of hot and cold running customers, you need to keep up with every new twist and turn! You’ll need to stay up to date on the newest information, tools, and techniques.
AND - Not only are you required to know all this, but you’ve gotta be GREAT at it!
How can you do all of that AND effectively run a business? (Spoiler alert…you hire a copywriter!)
Imagine if, instead of fretting over your web or blog content, your Google search ranking or your number of backlinks, you can dedicate yourself fully to running your business! You have a business to run my friend, so get at it! We've got your back. Leave the copywriting to the professionals. Worry not, your brand is in good hands!
Later, I’ll give you 5 ways to spot a good copywriter, but for now, let’s look at some statistics:
According to HubSpot’s “Not Another State of Marketing Report – 2021”
In 2021 social media pulled ahead of website as the #1 channel used in marketing.
82% of marketers report actively using content marketing, up from 70% last year.
28% of companies plan on newly investing in content marketing in 2021, up 17% from 2020.
According to buildfire’s, “10 Mobile Commerce Trends That Will Dominate 2021”
85% of consumers prefer mobile apps to mobile websites.
Mobile apps convert 157% more than mobile web sessions
Don’t miss out on your share!
E-Commerce and M-Commerce is rapidly changing the way we consume. More than half of all internet traffic comes from a mobile device. It seems every man, woman and child carries a smart phone everywhere they go these days and most spend a large majority of their time buried in it.
What the heck are these people doing
on their phones all day?
According to techjury
86 % of Americans go online daily using their mobile devices.
Americans spend on average 5.4 hours each day on their mobile phones.
Social Media is responsible for 2 hours and 24 minutes per person per day on a global average.
13% of millennials spend over 2 hours a day on their smartphones each day!
Facebook has 1.79 billion (Yes with a B!) Daily active users, Instagram has over 500 million active users, YouTube has over 2 billion daily users, Twitter has over 330 active users. That’s definitely tweetable!
Americans are exposed to around 4,000 to 10,000 ads each day according to Forbes. They are surfing sites, looking for products, services, entertainment, you name it. Everywhere you go, the waiting room at the dentist office, the DMV, the bus stop, everyone is scrolling...scrolling..scrolling. What are they looking at? What are they looking for?
They are looking for you!
With over 300 billion pages on the web, it is a tremendous challenge to get them to stop at your landing page. They scroll on and on unconsciously until something catches their eye and causes them to stop.
Do you know what that SOMETHING is that makes them stop?
Well, I guarantee a good copywriter does!
FIVE WAYS TO SPOT A
GOOD COPYWRITER
1. They are a great writer
Many people looking for a good copywriter make the mistake of putting an unnecessary emphasis on such things as a college degree or years of experience. This method bypasses some of the best talent out there. Writing is an art, copywriting, although it has a technical hue, is still an art. Arguably, any skilled artist can benefit from training and experience, however no amount of training and experience can create a great writer. A great writer can paint a picture with words; help the reader visualize the benefit. The proof is in the pudding! A better tool for choosing a good copywriter is to simply check out their past work and see if it is a good match for your needs.
2. They are immersed in their niche
The niche should be as meaningful to your copywriter as it is to you! After all, a vegan can’t write enthusiastically about the beef industry. A copywriter who writes from their own personal passion will effectively incite that same passion in their readers.
3. They are a master of research
Even though a copywriter is a subject matter expert, their clients may have more targeted information that they would like to impart to the reader. For example, I am a travel writer with a passion for travel. I’ve been around the world several times and know my way around the various destinations, accommodations, travel restrictions, visa and vaccination pre-travel protocols, etc. I know the best seasons for Europe and Alaska. I know when to avoid the Caribbean. I do a tremendous amount of research before going on any personal vacation. However, if my client is advertising a scuba diving adventure in Turks and Caicos, and even though I have personally been on a scuba trip to Turks and Caicos and have first hand knowledge on the subject, I would still apply these same research skills to pull out fresh, relevant content around the client’s specific message. Good copywriters also subscribe to industry publications and compulsively devour all news related to our niche because, first it’s massively interesting, and second because it keeps our info tank full of interesting content that will benefit our copy.
4. They are experts in SEO
SEO or Search Engine Optimization is a critical tool of the trade and compulsory to getting your page/site discovered. No amount of fancy wordsmithing will drive customers to your site if they can’t find you. SEO is a high-tech method of building in features such as keyword optimization, traffic analytics, lead generation tools, brand monitoring and market exploration , just to name a few. These game changing tools provide a distinct advantage in any search environment. With over 300 billion pages on the internet, generating traffic is more difficult than ever before, so a good SEO expert is a must!
5. They understand the target demographic because they ARE the target demographic!
Copy must not only speak to your customer in the language they speak, but it also must understand the customers emotion. Harvard Business Review recommends companies pursue emotional connections “as a strategy”. Consumers buy first from emotion, even above necessity. Capturing emotional motivators converts quicker than any other strategy. A good copywriter knows this and is an integral member of the demographic. They are members of associated social media groups where they get to know the customer even better. They get out there into the nitty gritty! They share content on pages, ask targeted questions and stay on top of the scuttlebutt. This gives their clients the advantage of being able to reach their real customers on an emotional level, find out what they like, what they dislike; what they really want… and that’s where the magic happens!
Conclusion
A good copywriter plays an essential role in helping you to achieve your business goals. They conduct customer analysis, market research, have an understanding of strategy and positioning, create fresh, relevant, up to date content based on trending data, engage your readers, drive targeted traffic, create a strong social media presence, and then PROMOTE, PROMOTE, PROMOTE!
What? Your copywriter doesn't promote your content? Time to get a new copywriter!
Now let's hear from you!
What are your biggest challenges in todays media environment?
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