The Art of Copywriting

Copywriting is the one of the most important jobs in marketing. But what is it exactly? Copywriting is the act of writing for advertising or publicity material. It sounds simple, but in truth, it is much more complicated than jotting down a tagline. 

Copywriting requires creative strategy. It is estimated, that nine out of every ten businesses today utilize content marketing in tandem with their sales force to generate awareness and increase their profits. And the foundation of content marketing is good copywriting. With all the latest digital tools out there, like keywords for SEO, copywriting makes a significant difference on analytics tracking. So, what counts as 'good' copy? 

Here's some advice on how to think like a successful copywriter: 

1. Method acting-put yourself in the readers shoes. Get in the mindset of the consumer and your writing will improve. 

2. Be inquisitive, like a child-it's important to maintain an outlook of curiosity and in most cases, keep things simple. 

3. Research skills-regardless of your profession, research skills always come in handy. Educate yourself on the product or service you're trying to sell and build a strong foundation of research to assist you in your creative work. 

4. Write for robots-remember when I mentioned SEO before? It's important to consider the platform your copy will go on, and the digital objectives it'll have. 

5. Practice!-Write often and channel your inner copywriter. Keep it short and punchy. 

Your copy goes a long way in terms of return. If your copy is dull or misses the mark, you'll see it in your sales report. Creative aspects of marketing campaigns are so important and must be treated as such. Never skimp on creative because in the long run, it'll cost you greatly. 

References: 

Image-https://expresswriters.com/copywriting-services-the-ultimate-list/

Dallman, Dean (Nov 2016) "Digital Copywriting in 2018: What You Need to Know", Red-Fern, Retrieved from: https://www.red-fern.co.uk/blog/insights/digital-copywriting-in-2017-what-you-need-to-know.html

McCoy, Julia (July, 2015) "The Power of Copywriting & Content Marketing Today (Case Study)", Express Writers, Retrieved from: https://expresswriters.com/the-power-of-copywriting-content-marketing-today-case-study/

How Effective is Video?

Content can make or break your marketing strategy. But how do you know which content will be most effective? Honestly, it'll depend most on your audience, but video isn't a bad place to start. Video has proven to be one of the most effective elements to add to a marketing strategy as it is well received by the audience, and is shown to boost ROI. 

Adding a video to your landing page can increase conversion by 80% and it's been found that 74% of sales are made by consumers who watched the landing page video. Videos encourage social sharing and engage consumers by their sheer visual appeal. 

There are plenty of ways to make a video compelling, and once again, it'll depend on your audience, but here are a few suggestions from Hubspot that may help:

1. Demo Videos-show how a product works. 

2. Brand Videos-showcasing the company's high-level vision, mission, or products and services.

3. Event Videos-produce a highlight reel of a recent company event. 

4. Expert Interviews-Capture interviews with internal experts or thought leaders in your industry. 

5. Educational or How-To Videos-Instructional videos can be used to teach your audience something new or build the foundational knowledge they'll need to better understand your business and solutions. 

6. Explainer Videos-video used to help your audience better understand why they need your product or service. 

7. Animated Videos-Animated videos can be a great format for hard-to-grasp concepts that need strong visuals or to explain an abstract service or product.

8. Case Study and Customer Testimonial Videos-create case study videos that feature your satisfied, loyal customers. 

9. Live Videos-Live video gives your viewers a special, behind-the-scenes look at your company.

There's significant response to video and it can be an incredible asset to almost any marketing campaign. Do your research and find out which video strategy would work best for your business! 

References: 

Image- https://www.lyfemarketing.com/blog/video-content-marketing/

Collins, Alicia and Conley, Megan (2019) "The Ultimate Guide to Video Marketing", Hubspot, Retrieved from: https://blog.hubspot.com/marketing/video-marketing

Kallas, Priit (July, 2018) "8 Powerful Reasons You Need to Use Video Marketing [TRENDS]", Dream Grow, Retrieved from: https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/ 

Rise of Mobile

You'd really need to have lived under a rock if you aren't aware of the growing use of mobile devices over the past 20 years. There's no doubt, we are living in the digital technology age, and it affects all of us. Did you know there are billions of smart phone users around the world?

Since essentially everyone has a mobile device, marketing professionals target mobile assets, like apps to reach their audiences. 51% of customers say that they use mobile devices to discover new brands and products, and marketing professionals use that to their advantage. So what do mobile users find most important when it comes to mobile marketing?

According to marketing blog, 99 Firms, here's what users find most important:

1. 57% of users say they won’t recommend a business with a poorly-designed mobile site.
2. 91% of users say that content is very important.
3. 60% of users want fast loading websites.
4. Access problems are reason number one for 40% of users to visit a competitor’s website.
5. 90% of buyers who had an excellent mobile experience would buy from the same vendor again.
6. A delay of one second in page response can reduce the conversions by 7%.
7. 61% of users would choose to buy from a site that has location customized marketing material.
8. Organizations are experiencing as high as 3x ROI for personalization efforts.
9. 39% of companies create a mobile responsive email template.

There are many more elements to consider when diving into the realm of mobile marketing, but there's no doubt, it's an important area of marketing that cannot be ignored. After all, people carry their smart phones with them everywhere they go, and I mean everywhere! A recent survey found 75% of Americans bring their phone into the bathroom. Keep that in mind as you formulate your marketing strategy.

References:

Image-https://richtopia.com/strategic-marketing/mobile-marketing-strategies

99 Firms (March, 2019) "60 Mobile Marketing Statistics for 2019 to Reach Your Customers Better", 99 Firms, Retrieved from: https://99firms.com/blog/mobile-marketing-statistics/

Abramovich, Giselle (April, 2013) "15 Stats Brands Should Know About Mobile", Digi Day, Retrieved from: https://digiday.com/marketing/15-stats-brands-should-know-about-mobile/

McLeod, Betsy (Oct, 2018) "75+ MOBILE MARKETING STATISTICS FOR 2019 AND BEYOND", Blue Corona Marketing Solutions, Retrieved from: https://www.bluecorona.com/blog/mobile-marketing-statistics

The Power of Influencer Marketing

Influencer marketing is on the rise, but what is it exactly? Influencer marketing is a branch of marketing that narrows consumers based on a common "influencer" who has potential influence over them. According to Forbes, an influencer is someone who has reach, contextual credibility, salesmanship. A few years ago, influencer marketing could be considered the equivalent of a celebrity endorsement, however the scope of influencers has changed significantly since the rise of digital media. 

Today, influencers are usually considered Youtubers, Instagramers, Bloggers, and others who've developed online communities. They tend to be normal people with large social followings based on the particular niche they've infiltrated. Consumers trust these so-called influencers more than they would celebrities due to the reliability factors involved. It may not seem like a big deal but, 

74% of people trust social networks to guide purchasing decisions. As a communication professional, this statistic simply cannot be ignored! 

References: 

IMG: https://neilpatel.com/blog/become-an-influencer/

Forbes: https://www.forbes.com/sites/forbescommunicationscouncil/2017/11/14/what-is-influencer-marketing-and-how-can-marketers-use-it-effectively/#4e9341823d13

Last Statistic: https://digitalmarketinginstitute.com/en-us/blog/20-influencer-marketing-statistics-that-will-surprise-you

Create Content that Works

With digital marketing on the rise, it's difficult to know what content will be most effective for your particular audience. Here's a step-by-step guide to creating content that works:

1. The best place to start is with a goal. What are you trying to achieve with the content you create? It can be a loose goal or specific, but make one! Don't create content for the sake of content. You'll be wasting your time.

2. Next, take a look at your audience and do some research. Don't know who your audience is? Define it. The more specific you can be, the easier it'll be to create content that works. Look for trends among your audience and find study cases similar to your business model.

3. Hold a focus group. Send out a questionnaire. Research is vital and often overlooked. Creative content tends to be the more interesting part of marketing for most, but without the proper research, you won't see the return you hope for based on the research-less content you create.

4. Now that you've got a structure, thoroughly define your strategy and begin planning content. Planning and scheduling content is essential. Consistency is an important factor of your marketing overall strategy and it's just as important as the quality of your content.

5. Speaking of which, the quality of your content is important, which almost goes without saying, however, be sure you obtain content through legal means. If you are repurposing content, give proper credit, use reliable sources, and be sure to secure IP approval. If you're creating your own content, protect it with copyright.

According to HubSpot, content marketing brings in 3 times as many leads as traditional marketing and costs 62% less. If that doesn't convince you, I don't know what will!

References:

IMG: https://www.hotelspeak.com/2019/02/why-your-hotel-needs-a-content-marketing-strategy-and-how-to-start-building-one/
Hubspot: https://blog.hubspot.com/marketing/content-creation

Traditional vs. Digital Advertising

It is no secret, the advertising industry has evolved significantly over the past 25 years. With the rise of the internet, traditional means of advertising have been replaced with digital alternatives. 

Traditional mediums include: 

• Print (magazines, posters, newspaper ads, etc.)
• Radio
• Television
• Billboards
• Direct mail

Digital mediums include: 

• Email
• Social media
• Mobile
• SEO/SEM (Search engine optimization/search engine marketing)
• PCC (pay-per-click)

Due to these exceptional changes, communication professionals have been forced to adapt to a revised business format. To give you a better perspective, in the United States in 2016, companies spent $15 billion more on online ads than television ads. That's huge. 

Communication professionals are expected to have certain skills that weren't required, or didn't exist before. For example, it's generally required that communications professionals have a working knowledge of digital programs such as, the Adobe suite, Microsoft products, analytics tracking tools, and many more. Arguably one of the largest benefits to digital marketing is the ability to track ROI (return on investment). The advertising world has developed notary positions that weren't on the radar less than 25 years ago, such as social media manager, digital media buyer, UX designer, and many more. It's clear digital advertising is on the rise, and will continue to effect the professionals who work in the ads industry. 

References: 

IMG 1: http://fypjdma.blogspot.com/2016/04/digital-vs-traditional.html
IMG 2: https://blog.ladder.io/small-business-marketing/
Statistic: https://www.huffpost.com/entry/technology-has-changed-advertising-forever_b_599c64d4e4b09dbe86ea3764