Content is at the heart of online marketing

Online marketing is an interaction between you and your prospective customer. If you were feeling poetic you might call it a dance, but it’s really more like a conversation between a tradesman and a homeowner.
At the start you’re just getting to know each other: the customer is telling you what they want, while you’re explaining what you can do for them. As the conversation develops you discuss more details with them, such as the price and when they can expect delivery of the service/ product. Even after the transaction is complete, the lines of communication stay open, as chances are there’s something else that they’ll need in future that you can provide.

Just as a playwright needs to know his characters when drafting his latest masterpiece, to make this conversation work for you, you need to know and understand how both sides of it will go.

Know yourself

How can you portray your business as the one with the solutions to all of your customers’ problems if you don’t know what makes it tick? Sure you can reel off all the specifications of your latest product, but could you say what it is that makes your company special and different from all the rest. A web copywriter or copywriting agency can help you to ‘find yourself’. They can work with you to reveal such things as:

  • Your overarching brand story
  • Your unique selling proposition (USP) – what makes you special
  • The brand ‘voice’ that will work best in your content

A copywriting agency can take a look at your business from an outside perspective and identify what distinguishes you from your rivals. They can then use that to build up a distinctive online persona to represent your company on your official website and on social media platforms.

Know your audience

Because online marketing is a conversation though, it’s not enough to just understand one side of it. To communicate effectively and actually make sales, you also need to know and understand exactly who you’re talking to.

Clearly you can’t know every individual who visits your site, but you can make generalisations about your customers that will help you to hone your content for them specifically. There are a variety of questions you can ask yourself to build up an overall picture of your customers, including:

  • What is their approximate age range?
  • Are they single/ married? Do they have a family?
  • What level of education do they have?
  • Are they wealthy or less well off?
  • Do they value quality or convenience

Often the answers to these questions will come not from the customers themselves but from the products or services that you sell. For example, if you’re offering a five-door estate car, there’s a good chance that your customers have families. If it’s dresses for partying in, then you’re likely catering to a younger audience. These are of course generalisations but they are necessary to identify your core demographic.

It is possible to carry out market research via email surveys or focus groups to really get to know who your customers are, but this is by no means essential.

Once you’ve got a good idea of who your customers are, your web copywriter can begin tailoring your content towards them. As well as influencing the tone of voice and the style that they use to write your copy, who your audience is may also influence the type of copy that you want to produce.

Keep checking the Big Star Copywriting blog for more tips on all things relating to online marketing and copywriting.


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