Take a minute to think about your brand. No, really, go ahead and do it: close your eyes, take a breath, and think deeply about your brand. What’s the first thing that comes to mind? If you’re like most, it’s probably a big, bright mental image of your company logo.
Logos are a wonderful part of a brand strategy. Some are so cherished that people are actually willing to get them permanently tattooed on their body (think Harley-Davidson, Apple, heck…some guy even had a full replica of a McDonald’s receipt tattooed on his arm)!
But let’s be clear. Your logo is not your brand. Your logo is one piece of your brand. Your brand is the culmination of all sorts of different touch points you have with consumers. All of the ways in which they interact and form an opinion about your business, same as they would a person.
For instance, take your company website. Sure, your logo is likely featured prominently in the header. But what makes up the bulk of what people see? Copy. That’s right, those beautiful words across all the pages of your site are as much a part of your brand as your logo. Some Copywriters (like…ahem…yours truly) would argue that in cases like these, copy is more important to your brand than a logo can ever be.
However, I’m not looking to start a war with the Savage & Wiser Graphic Design Team, so I’m going to save that argument for another day…
It’s true though that Copywriters play a crucial role in the development of a well-rounded digital marketing campaign. And if you currently work with a Digital Marketing Agency (or may be looking to work with one soon), you’ll want to be sure that they have a strong stable of Copywriters ready to be put to work on developing your brand.
Why is having a Professional Copywriter on your Digital Marketing Team so important? Here’s a look at a few of the key reasons:
1. Copywriters Understand the Importance Copy Plays in Your Overall Brand Strategy
As mentioned, copy plays a huge role in establishing your overall brand. Trained copywriters are absolute masters when it comes to leveraging words to build your brand strategy. From style and tone of voice, to understanding the nuanced differences necessary to write effective copy across different marketing channels, Copywriters can ensure that all your writing is optimized to enhance your overall brand.
Once you’ve worked with a Copywriter to develop your written channels, your brand will no longer be just a logo. It’ll be a living, breathing entity, complete with its own personality that resonates deeply with your target market.
2. Copywriters SAVE You Money
Every second of your day costs your company money.
From your salary and benefits, to your share of the electricity and office perks (that free coffee is never really free, is it?), every tick of the clock matters. The most successful businesses are the ones that optimize their resources, and ensure that each second you spend on the job is providing a positive return on investment. And a positive ROI is most likely when businesses allow their employees to focus on the job they were hired to do.
Like the way some people believe they are a Grammy-worthy singer in the shower, some businesses want to believe that everyone on their team can write great copy. But the truth of the matter is this: writing your own copy is literally costing you money by the second, because it keeps your employees from generating their absolute highest ROI.
3. Copywriters EARN You Money
What if I told you that you could hire a trained Sales Person that is willing to work 24 hours a day, 7 days a week, 365 days a year? Well, you’d probably call me crazy. But this is exactly what you get when your Digital Marketing Agency utilizes a Copywriter to build out your campaigns.
Copywriters create a sales force that never sleeps.
In this digital, always-on society, you never know when a potential customer might be searching for your business. And whether they come across your Facebook page, your website, or any other number of marketing channels you’ve released out into the world, effectively-written copy can ensure that the prospect is engaged, informed, and ready to learn more about your business.
A Copywriter can guarantee your business is always selling, even if it’s 2 a.m. and your real sales staff is at home sleeping!
4. Copywriters Get You Found
Every single day, over 5.5 billion searches are conducted on Google. 5.5 billion! This translates to over 2 trillion searches per year.
Yet even with all this searching, an astounding 91.5% of searches never advance beyond the first page of results. Meaning that unless you’re one of those first few businesses shown, that beautiful website [blog/sales page/webinar/etc.] will just be sitting there collecting dust.
Any Digital Marketing Agency worth their salt will have a team of Copywriters obsessed with search engine optimization (SEO), because they know the true value of their work is judged on both style and effectiveness. And so, these Copywriters work diligently to generate copy that not only looks and sounds great, but does its job in getting you found too.
In addition to the SEO benefits a Copywriter can bring to the table, they are also instrumental in working with your agency’s Search Engine Marketing teams to develop effective copy for PPC ads across Google, Bing, and more. The difference of even a single word can have a profound effect on the click-through rate of your ads – and ultimately, the price you pay to reach your prospects. By learning on Professional Copywriters, your Digital Marketing Agency will be able to develop much more effective campaigns on behalf of your brand.
5. Copywriters Think Like a Prospect
Have you ever been to a wedding where the Best Man was telling some anecdote about the Groom, and halfway through they’re both laughing their heads off, while the rest of the audience is left scratching their heads in confusion? I guess you had to be there…
When a business writes their own copy, they run the risk of leaving readers with that same “head scratching” feeling. The closer you are the material, the easier it is to omit important details. Details that, while may seem like common sense to you, are of vital importance for outside readers (AKA new business prospects).
But by working with a Professional Copywriter, you ensure that all your copy will be written with the intended reader in mind. Of course, well-trained Agency Copywriters will always do their due diligence on the client’s business and industry, but they are still distanced from the source, meaning that they’ll naturally include all the pertinent details someone reading about your company for the first time might need.
6. Copywriters Tie Your Brand Together Across All Its Marketing Channels
No two marketing channels are alike. From informal (e.g. social media channels) to formal (e.g. industry whitepapers and case studies), your brand communicates across a vast range of mediums, each with their own unique standards for tone of voice.
Similar to how a parent adjusts their tone from when they’re speaking with a colleague at work to when they’re playing with their two-year-old toddler, businesses need to adjust their voice to make it channel-appropriate. Because Copywriters do nothing but write across different channels all day long, they have a unique understanding of exactly what tone a brand should be taking based on that channel’s audience. They can leverage this knowledge to ensure that, no matter where your business is communicating, it’s hitting right on target with that community.
As you can see, the effects of hiring a Copywriter for your business can be profound. From the time you’ll save, to the increase in search traffic, brand consistency, sales conversions and more, skilled Copywriters are an essential part of your digital marketing strategy, and a core member of any strong Digital Marketing Agency.
Interested in learning more about what a Copywriter can do for your business? Give the Savage & Wiser team a shout today!