23 Sep Your Marketing Strategy Is Nothing Without Solid Copywriting
Because we are about to turn the calendar over to Q4, it’s time to start thinking ahead to kicking ass next year. As you review and update your marketing strategy, don’t forget about the critical role copywriting plays in your success. An intentional strategy coupled with on-point copy will propel your business to new heights.
I have worked with some amazing companies over the years who were at risk of failing because either their strategy or copy (or both!) was not in place.
There was tech startup with a solid product, but no idea which target markets to focus on. Without that in place, they couldn’t write relevant marketing copy.
Then there was the established company with a new product, clear target market and right message, but zero strategy.
All my marketing and copywriting knowledge can’t close the gap if a client doesn’t have a marketing strategy in place.
I often refer to marketing strategy as a roadmap. It provides clear directions so you can get to your destination. No guessing, no wrong turns, no random detours.
Great copywriting helps you execute the strategy. It ensures you connect with your audience, build trust and establish relationships with your ideal clients so you can meet your business goals.
One note before we go further:
Every strategy must include a competitive analysis. You need to know what your competitors are doing well and where they’re falling short. This knowledge will help shape what channels you use.
I don’t cover the competition, auditing your current strategy, marketing channels or measuring success in this blog post. Just keep in mind that all four elements are critical to a successful strategy.
How Solid Copywriting and Marketing Strategy Work Together
All your copywriting and messaging revolves around your target markets, so spend a lot of time identifying who they are. Start by looking at your YTD sales and profits from your clients.
Who generated the most money and highest margins? The least money and lowest margins?
Who did you love working with? Who made your life miserable?
What projects were the most fun? What projects were a slog?
You might find it’s time to fire clients, stop marketing to a certain demographic or increase marketing to a particular target market. I am doing the latter.
Now that you are clearer on who you are trying to reach, it’s time to think about their biggest challenges. List them.
Now, list all the ways you solve those challenges.
This simple exercise will inform all your messaging, which will affect your copy.
Speaking of messaging ….
Your messages and copy must speak directly to your audience. Don’t talk about yourself. Ever!
Talk directly to your audience about what they care about. I guarantee it’s not what you do. It’s what you do for them.
Instead of “We are a financial planning firm,” say, “We help our clients maximize the money they have so they can live the lifestyle they want.”
What a huge difference, right?
Keep this in mind every time you write copy, whether it’s a new landing page for your website or a post for Instagram.
The customer journey is a roadmap within your strategy. Understanding the road people travel towards becoming a client is worth the effort. You’ll know what message and content to deliver when and where.
How do your target markets first engage with you? Word of mouth? Social media? Online ads?
What messages are the most compelling? You want to break through the clutter and grab their attention. Copy that clearly and concisely states, “We can help you with X,” will do that.
This is where testimonials, results and statistics can help. It shows you’re an expert and you do what you say you will.
But of course, one message in one place isn’t enough. What else can you share as you continue to build trust? What channels do they prefer?
I wish I could answer these questions for you, but it’s highly individual to each business.
They’ve pulled the trigger!
You want them to feel great about their decision to work with you. How can you help them feel welcome and appreciated?
It could be as simple as a short email with a heartfelt thank you or a small “welcome” package in the mail. But if your product or service is costly or complex, you’ll want to step it up.
A lot of companies (B2B and B2C) send out a series of welcome emails. You could create five, such as:
- Short welcome video from our CEO
- Introduction to your primary point of contact
- Check in (how’s it going so far?)
- Refer a friend
- Don’t forget to follow us on social media!
Now it’s time to show your clients the love. It’s common knowledge that it’s cheaper, easier and more lucrative to keep the clients you have than to continually find new ones.
Plus, happy clients will turn into your brand ambassadors and do the selling for you.
Once a client comes on board, you need to create content that is relevant and valuable. What questions do they have? What kind of support do they need? How can you highlight them in your marketing?
Write blog posts, email and social copy for them. Send them tips or create guides that will help them make the most of your product or service. Turn their success into a customer story. Bonus: they will most likely share it with their networks.
Set aside time to work on your strategy for next year! Because doing it all at once is overwhelming, block out one or two hours per week for the next few weeks.
I create super detailed content marketing strategies for my clients to ensure they understand the rationale behind suggestions. If you’ve never created a strategy before, this blog post on putting together a basic strategy is a great start.
Need help putting the strategy together or executing all that copywriting? Give us a shout. We’d love to help.