With the evolution of digital media, content has moved from being something you consume in a physical format to being something you experience on-demand, digitally.
This shift requires a different set of skills. In particular, it requires you to possess the ability to write persuasively for digital consumers. In this article, you’ll discover 5 ways that copywriting for digital media can benefit your business.
1. Content Strategy
With the explosion of content options and delivery platforms, consumers have vastly different needs and expectations of what content should deliver. One of the most important roles of a copywriter is to map out a content strategy for the organization.
A content strategist can help you identify the content needs of your target audience, decide on the format and schedule for your content, and establish metrics that will help you measure the success of your content strategy.
For example, if you’re a brand builder who wants to raise your client’s conversion rate, you can develop a content strategy that emphasizes high-quality content that is published frequently. Alternatively, if you’re a corporate lawyer who wants to increase brand loyalty, you can develop content that will make your clients feel like attorneys are listening and acting in their best interest.
The strategist will also help you identify content pieces that fit with your existing marketing and social media campaigns, and vice versa. For example, if you’re already running a social media campaign on the platform of TikTok, you can develop content to share on the platform to build on your existing campaign.
2. Brand Awareness
In today’s digital world, consumers are increasingly likely to be aware of brands and businesses even before they engage with those brands or businesses. In a world of information overload and unprecedented access to knowledge, it is more important than ever to develop a strong brand identity that will stick in the minds of consumers.
In the same way that your brand identity sets the standard for your organization, your brand awareness raises the bar for those you interact with. When customers and audiences perceive your brand to be reputable, it will encourage them to engage with you in a positive way. Conversely, if they perceive your brand to be cheap or of low quality, they may have reservations about your products or services. They may also choose to avoid your brand altogether.
The better your brand awareness, the stronger your bond with customers and audiences. To build brand awareness, consider using some of the following tactics:
- Create buzz about your brand through word-of-mouth
- Build a reputation for the quality of your products or services
- Establish yourself as an expert in your industry
- Make your experiences unique and unforgettable
- Adapt and refine over time
- Do some research to find out what your target audience wants
- Make your content consistent across platforms
- Use long-form content to establish a narrative about your brand
- Make sure that your branding is represented in all areas of your business—from your website to your email marketing campaigns to your product labels—and that it is consistent
3. Product Awareness
Products are a crucial part of any business. While you may believe that you are providing a service, you are, in fact, selling a product that will solve a problem or fill a need. As a business owner, sales representative, or marketer, it is your responsibility to ensure that consumers are aware of your product and are compelling them to try it or purchase it.
The better you do this, the stronger your connection with customers and the more revenue you’ll generate. To make sure that people are aware of your product, consider using some of the following tactics:
- Create demand for your product by talking about it
- Use digital marketing to attract and retain customers
- Inform your customers about specials, new products, and upcoming events
- Use social media to engage with and inform your audience about your product
- Establish your product’s advantages over competing products
- Reward your customers for acting or being patient enough to learn about your product
- Make sure that your product is accessible and easy to find
- Evaluate your product’s sales funnel to see where you can make improvements
4. Customer Awareness
Customers are often the lifeblood of any business. Your customers are the people that your business exists to serve. Becoming familiar with and understanding your customer’s needs and expectations is essential to maintaining a long-term profitable business. This is why developing a good rapport with your customers is so important. It will help you identify areas where you can provide the best possible experience for them.
To create a memorable and valuable customer experience, you should consider using some of the following tactics:
- Establishing the right pricing
- Offering special deals and discounts
- Providing customer service that is both effective and memorable
- Making your products or services accessible to all customers (e.g., adding a delivery option)
- Personalizing your interactions with customers
5. Performance
In today’s digital world, the definition of performance can vary from website visitor to app user, but it usually includes the following:
- Getting the desired results you want (e.g., landing on a specific page, making a purchase, joining a mailing list)
- Having an experience that is positive and memorable
- Increasing efficiency and effectiveness of how you operate
As a business owner, sales representative, or marketer, it’s your job to ensure that your performance meets or exceeds your goals and objectives. To help you assess the effectiveness of your content and campaigns, consider using some of the following metrics:
- Website conversion rate (e.g., the amount of visitors to your website who purchase a product or subscribe to a newsletter)
- App store conversion rate (e.g., the amount of downloads of your app who purchase a product or subscribe to a newsletter)
- Social media engagement rate (e.g., the amount of engagement your content receives on social media platforms like Twitter or Instagram)
- Website traffic (e.g., the amount of website visitors to your site)
- App store traffic (e.g., the amount of people who download your app)
Final Takeaway
Even in the context of a retail business, your customers are not only the people who stroll in the door. They’re also the ones you’ll miss if you don’t treat them well. This is why you need to invest in customer retention. The better you do this, the stronger your business will be in the long run. To ensure customer retention, consider using some of the following tactics: