Today’s marketing industry is a fast-paced world where things are constantly changing – new technologies, shifting trends and a growing number of platforms you can use to reach your target audiences. Some things never change, though, and essential skills like the art of copywriting services remain vital to everything you do in marketing.
New marketing trends come and go but having a team of quality copywriters on your side is an asset that always proves its worth. Here are five marketing strategies that will always fail without quality copywriting services.
#1: Lead generation
Lead generation is the starting point of everything in modern marketing. The days of chucking ads in front of as many faces as possible and hoping for the best are long behind us in the digital age. Instead, you need to take a targeted approach by crafting specific messages tailored for different target audiences – something you can’t do without quality copywriting.
#2: Search engine optimisation
You can’t optimise for search engines without content and a large percentage of what you publish will require copywriting services that convinces users to take action. While it’s not recommended to write your blog posts in the style of copywriting, there’s a good chance you’ll have calls to action on your blog pages asking readers to sign up to your newsletter, follow you on social media or contact your business.
You’ll also need to write convincing snippets to encourage people to click through to your listing when they search for your keywords. The same thing goes for your page titles, optimising your anchor text and various other on-page SEO essentials.
#3: Paid advertising
This one shouldn’t come as a surprise – copywriting was born for the art of creating ads that convince people to buy into products, businesses, politics and anything else with an agenda. However, today’s digital advertising expands copywriting services far beyond the ads people see.
Take Google AdWords as an example. First, you have the ad itself. Then you have a landing page which is designed to convert users on the spot or generate leads you can guide along the buying process. Then you have other ad campaigns for different stages of the consumer journey, remarketing ads to remind them about your offer and follow up emails to create –all of which requires copy that compels them to buy into your brand.
#4: Email marketing
Despite new technologies coming into the fold, email marketing still boats the best ROI from all strategies used by brands today – especially in the B2B sector. It may not be glamorous like viral video or influencer marketing but it gets proven results – something email has been doing for decades now.
Uber plays on the nature of skim reading in the excellent example of email copywriting (Source: Hubspot)
The problem is that writing subject lines that encourage people to click through and emails that then convince people to take action is a serious challenge. Great marketing emails don’t write themselves; you’ll need a quality copywriter to help you with that.
#5 Conversion rate optimisation
Conversion rate optimisation (CRO) is the practice of testing changes on your website to see how they impact conversion rates. The goal is to increase conversions by pinpointing parts of your site that are preventing users from converting and testing solutions.
For example, you might discover there’s an unusually high bounce rate for one of your new landing pages without any obvious reason for it. Now, high bounce rates aren’t necessarily a bad thing if you’re also getting high conversion rates (user are simply converting on the spot rather than visiting other pages – great!). However, if you’re looking at high bounce rates and low conversions, you’ve got a problem.
The first place to look in this case is the content of your page because the most important factor is what users do once they land on your site. Start with the main message in your hero section because this is the first thing users see, which determines whether they’ll stay on the page or not. Then focus on your primary call to action and any additional CTAs on your page.
If you need help with creating copy that compels your target audience to take action, get in touch with us today to speak with our team of professional copywriters. You can find our contact details at the bottom of this page or reach out to us on social media and we’ll get back to you in no time.