Every business, whether a mom-and-pop shop or a multinational corporation needs copywriters to craft web content and create promotional materials. Copywriters get you “hooked” on the page you are reading, and cultivate the relationship between the company and the buyer. Businesses are built on relationships, and making the customer feel valued is a necessity to keep your customer from the competition. According to Yahoo, about 543,000 small businesses are started each month, and employ 57 million people on average. Small businesses drive out capitalistic economy, by providing jobs and creating value for their loyal customers. However, content is king, and customers must be attracted and converted into the sales and retainer process.
1. Writing Website Copy
Roughly 80% of prospective customers research a small business before visiting or making a purchase from them. Furthermore, 93% of small business owners believe a clear digital marketing strategy is the the most way of establishing a customer base. Let’s put it this way- the job of your website is not to look pretty- it’s job is to convert curious buyers into repeat customers through a sales funnel. Writing web-page copy, or digital copywriting, tells the customer the EXACT next steps in the buying process. Contrary to popular believe, the customer does NOT always know what to do next and can be overwhelmed and/ or nervous on making the buy. Luckily, you hired a good copywriter- and this what you get.
- Keyword rich blog posts (to give the brand a personality)
- Descriptive about pages (to showcase your company)
- Email Marketing Sequence (to walk your customer through the process at various levels).
- Sales pages and landing pages (to create exposure for your brand).
- Company newsletters (to maintain customer relationships).
Copywriting is the heart and soul of small business exposure.
2. Ebook Writing
Every small business owner wants to be considered an expert in their industry, and ebooks are a great promotional material for this- they give the customer value while establishing and proving credibility. Ebooks can serve as a lead magnet, which can be obtained after the customer has taken the desired action, such as supplying an email address or mobile phone number. This indirectly builds the company email list, which can then be used to craft an autoresponder email sequence. This builds trust, offers value, and can be used to market more promotional materials to create a loyal and long-lasting customer base. Although ebooks are generally free and relatively short, they are often that first step when customers arrive at your website and are greeted with a squeeze page.
How your ebook can impact your business:
- Brand yourself as an industry expert
- It’s a long term investment that becomes an asset (takes time to write, but can be used for months to years)
- Increase website traffic
- Work as a lead generation magnet
- Enhanced credibility
- Establishing relationships with your target audience
3. Product and Service Descriptions
Copywriting is NOT academic writing- boring writing will turn away potential customers in a heartbeat. It’s not necessarily you, its the digital age- people have significantly less attention spans from being bombarded by excessive content on the web and all around us. People have developed resistance to ads and messages on the web.
Why? Because it can be annoying. To be honest.
It gets to be a distraction to our daily lives, and people are becoming tired of it. Granted, small business market to create needed goods and services for our consumption, but the problem is that there is a lot of fraud and get-rich-quick schemes that will take your money for nothing. The reality is that scams and dishonest marketers have flooded the marketplace and have corrupted people’s trust. The other reality is that the digital marketplace has swelled into everyone competing for each other’s attention, causing a race to the bottom at times.
To beat this, you have to have compelling copy to prove you are the best available.
These are not pushy sales techniques, but rather using compelling copy to brand your business in a way that provides the best value to your target audience. Let the words do the work for you by having clear call-to-actions that guide your customer through the process.
4. Effective Online Ad Copy
As stated above, roughly 93 percent of small business owners agree that a clear digital marketing strategy is the backbone of success in the current digital marketplace. 3 out of 4 small business owners surveyed planned to increase their investment in social media to promote their business, including with online advertisements. Google Ads (formerly Google AdWords) is a paid advertisement platform which showcase ads through the search and display network, based on keyword searches. Copywriters write the head and descriptions on these advertisements through the allotted space. Google Ads users have 3 headlines with only 30 characters each to captivate the readers attention- the write copy will receive a click on the ad and get your product or service viewed.
YouTube (Also part of Google Ads), Facebook, Instagram, Twitter, and LinkIn are also popular ad networks to display your company’s offerings as well. Whichever platform you choose to use, whether a couple or a strategic combination of all of them, your ad copy must be clear, concise, and motivating to cut through the noise of your competition and get your business the clicks it deserves. The advantage of paid search are you can set and adjust your advertising budget, and have relative control over who views your ads via advanced targeting parameters and features. The downside, however, is that it can be quite costly, it can be time-consuming to perfect your targeting methods, and you must actively monitor your campaigns at all times, which can be time-consuming as well.
5. Compelling Status Updates
Social media is used to have conversations with your audience, as well as for social monitoring and advertising purposes. Social media can be used for indirect marketing, as well as PR campaigns to keep your audience engaged. When small businesses are active on social media, status updates read more like commercials than conversations. When a company claims “As we enter the new year and wish everyone well, have updated our inventory and have the best (whatever) available for you” it is an indirect manner of interacting with the customer without employing pushy sales techniques to drive sales for your business.
This is not to be confused with social media ads, which are more direct in their nature and drive your visitor to a landing page. Status updates are friendly posts that tell your company your doing well and want to continue the relationship with your buyers. I mean, who doesn’t want more customers? Think of a status update as your “we’re open” or your “come on and visit” sign. Their friendly and welcoming and make YOU feel valued. Social media is a massive world all by itself, from company facebook pages to contest announcements to instagram ads, but they all do the same thing- empower the customer by giving them a voice to engage with your brand at a mass level.
How can copywriting help your business?
What will you do to get more customers?
Good copywriting pays for itself multiple times over.