michelle marketing.qxp__ 09/01/2017 16:16 Page 1
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WHY GREAT COPY CONVERTS INTEREST INTO A BUSINESS OPPORTUNITY WORDS: MICHELLE B. HARRIS
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he calibre of your content whether online or printed, should engage your target audience and then convert interest into a genuine, business enquiry.
MARKETING TIP: Top copywriters and digital marketers strongly recommend incorporating strategic and effective content marketing into all promotional campaigns. is includes websites, PR material, brochures, leaflets and to consider your branding message and image. ere are hundreds of pages on Google reiterating the importance of content. WHERE DO YOU START? • Understand your target audience • Research your competitors and ideally, prepare a chart of your company by comparison • Be sure and clear about your USP, branding and mission statement • Consider your overall plan and appropriate budget • Brainstorm ideas and develop a truly unique approach to engage your audience • Compile a report with a strategic plan and objective • Discuss with your team or business partners, so everybody can work collectively • With respect to the content, write in a professional format that is appropriate to the medium. For example how you would write a leaflet is very different to a website • Be realistic with the time a potential reader would invest to look at your material. For a website, readers will normally only allocate three seconds before deciding to continue reading or to click out • Consider all your marketing material and how it will ensure a drive of traffic to your website or preferably a call to your office or mobile, to discuss business • Social media. It’s powerful and gives you unlimited opportunities to promote yourself and company. 2 2 J A N U A RY 2 0 1 7
CALIBRE OF CONTENT Content should be compelling and informative. In addition, your website will receive more hits if the content is constantly updated and interesting. In order to really boost traffic to your website, it is essential to have marketing material such as brochures and leaflets and to regularly post blogs on both your website and via social media. It is important to be seen as a trusted source of information who is prepared to share their knowledge. …And the ROI… Keep track of your content marketing campaigns and record the ROI. (Return on Investment). All marketing material should have a purpose and its results tracked. If it’s good it will be shared, found on the internet and circulated. Monitoring success will help you to plan future campaigns. e internet facilitates multiple opportunities however it is worth considering what is appropriate, rather than wasting precious time and money on anything and everything. Be selective in order to maximise the value of your time and budget. Finally content has to be well-written. How and what you write is indicative of the calibre of your product or service so take ample time to draft, thoroughly edit (allow at least two/three versions) before the final proof. Also consider the appropriate word count necessary to complement the graphics and design. e aesthetics are your company’s first, visual impression and opportunity for an impact. With all this time and effort, you want it to be perfect. n
THE DETAILS
If you have any comments about this feature or would like to discuss a marketing, website, speech or copywriting project, please contact Michelle Harris direct: Michelle@starcopywriting.com Mobile: 07949 556 294 www.starcopywriting.com