“Copywriting is the secret behind every six-figure product launch, every Kickstarter campaign gone right and every groundbreaking, game-changing business on the planet.”
Joanna Wiebe at Copy Hackers couldn’t have said it any better.
Copy is what makes the marketing world go round. Without copy we wouldn’t have websites, blog pages, and Google would be out of business.
So what exactly is copywriting?
Copywriting is an essential tool for raising awareness of your brand.
It’s also an effective tactic for urging prospects through the buyer’s journey - with nurturing email workflows, captivating landing pages, and informational blog posts.
Copywriting can also be used to create:
- White papers
- Social media posts
- Ad campaigns
- Product descriptions
- Brand stories
- Video scripts
- Marketing materials such as catalogs and brochures
Every business with the hope of being successful, regardless of industry or location, needs compelling copy that inspires a reader to take action.
Whether you run a B2C online store or a large B2B company, copywriting plays a significant role in getting your brand visible to the public eye and adding prospects to your customer base.
In this blog post, we’ll dive deeper into why copywriting is a crucial part of any marketing strategy by uncovering two of its key benefits.
How Can Copywriting Benefit Your Business?
Improve Your Website Visibility
We live in an age where it’s shocking if a business doesn’t have a website, or at the very least, a presence on social media. Since more and more brands are taking their business online, there’s been an explosion of content on the internet, especially blog posts.
In 2015, HubSpot released a statistic stating companies that publish 16+ blog posts per month get almost 3.5X more website traffic than companies that publish four or less monthly posts.
Why? This is because copy that is search engine optimized with the right keywords ranks higher on search engines like Google and Bing.
Copywriting is not just an art - it’s a science.
Keyword research has become a fundamental part of the content creation process, and it’s now at the core of most editorial calendars.
Marketing agencies can be a huge help in finding which keywords searchers are using that could lead them to your product.
For example, you might think your potential customers are searching something like, “how to fix your boat engine,” when in reality they’re searching for a specific boat engine model to replace their old one with.
Keyword research includes discovering terms your buyers might be interested in, then using a keyword tool like Moz to gather metrics and related keyword suggestions. Moz shows a “Potential” metric that sums up if a certain keyword is a good opportunity for you to pursue.
Once you find out what high potential keywords your prospects are searching, you can more effectively target your soon-to-be-customers with relevant, optimized copy that Google loves.
The more high quality content you create on a certain subject, the more Google will recognize your company’s website as an authority. When that happens, your website will have a higher ranking and increased traffic.
Get More Qualified Leads
Copywriting is not only a huge advantage in marketing but also in sales.
Intrusive cold calls aren’t nearly as effective as a piece of carefully crafted content that speaks directly to a consumer’s pain point.
The same goes for most cold emails. Just look at this cringe-inducing example via Kopywriting Kourse.
If this type of email sounds like something your business recently sent out, it’s time to consider incorporating more strategic copywriting into your sales plan.
Only 29% of people want to talk to a salesperson to learn more about a product, while 62% will consult a search engine (HubSpot).
Rather than pushing unwanted sales pitches onto your prospects, copywriting (especially blogging) can be a more relationship-centered way to start the conversation.
It starts with knowing your target audience, then providing them with valuable and helpful content.
Good copywriting is about giving, not taking. This kind of nurturing content moves prospects down the sales funnel faster.
It’s no wonder why companies that blog get at least 5X more leads than companies that don’t.
When copy is done right, prospective customers come knocking at your door - whether that’s by subscribing to your email newsletter or signing up to download an eBook.
Your sales team will save time and resources when these qualified leads are simply handed over to them.
Now you’ve realized the necessity of copywriting in your marketing strategy, but copywriting isn’t a task you can just assign to a part-time intern. There are many different facets of quality copywriting that require a high level of expertise.
Although they can be freelancers, copywriters are usually employed by a marketing agency. We highly recommend partnering with an agency for your copywriting needs as it’s much more cost efficient.
If you want to be sure your marketing plan includes a comprehensive content strategy, or need help finding a copywriter that gets your brand and vision, contact EYEMAGINE today.