Most companies don’t realize the power of creating content for their target audience. What these companies so easily forget is that people buy when they hear or read words that make them want to buy.
In a landscape where a growing number of people “find out'' online before they make a purchase, it’s crucial that your company has a strategy for producing content. Think of it this way, your company is already using words in an attempt to sell or educate your audience. Copywriting is simply organizing those words strategically and putting them on the internet.
Not convinced? Here are three reasons to invest in copywriting.
1. Develop an Audience
Most people think that if they haven’t been creating content until now, they’re probably not going to be on the first page of Google anytime soon. And if your target audience doesn’t find you when they search for industry-related questions on Google, then what’s the point?
While it certainly takes time to start ranking on search engines with your content, remember that you likely have a pile of contacts that already know you, and, in that case, trust you more than a stranger would.
You could send truly helpful content right to their email. Most people are afraid of turning off their contacts. But if your content answers the questions they are already answering, they will love hearing from you.
Here some facts that show how much marketers are investing in content right now:
- 55% of marketers say blog content creation is their top inbound marketing priority
- 70% of marketers are actively investing in content marketing
- 72% of marketers said that having a good content strategy was a major key to their success
By developing helpful content, you’ll build an audience of people who see your company as a trusted guide.
2. Stay In Front of Your Contacts
Before someone buys from you, they’re going to need to realize they trust you. And it will take 6-8 times for most customers to observe that you know what you are talking about (before they buy).
If your target audience finds out about your industry predominantly online, you will also need to “know what you’re talking about” online. This should look more like empathy than arrogance, and you accomplish that by writing what your customer finds truly helpful.
On the bright side, if it takes 6-8 impressions before a visitor becomes a customer, you can accomplish that in just one email campaign that showcases your content.
Tip: Ask your favorite customers what kind of content they would like to see more of from you. Creating that kind of content will help you attract more of the same clients.
3. Create Results with Content Marketing
If you know your customer is slow to buy your product or service, and you aren’t providing content, you need to rethink that. If your company is producing content, but it isn’t bringing you any results–you need to rethink that too.
Just by sharing valuable content on your website with your current contact list, and on social media channels such as Linkedin, you will greatly increase your chance for more revenue.
In fact, take a glance at this 2018 content marketing study for B2B companies in the US. It gives a statistical look into what B2B companies did to successfully increase revenue with content marketing.
The words you use to talk about your company are either your biggest asset or biggest liability. Copywriting (as part of a content strategy), is how you tell your audience the right thing at the right time. This will help build trust with your audience, and when they are ready to buy, they will buy from you