Navigating the landscape of digital marketing can be tricky, as can knowing which keywords and phrases are going to attract your customers. Just as language evolves, so too does the way we communicate with our customers — and the ways they want us to communicate with them.
What should you keep at the top of mind when writing communications to your customers?
We’ve gathered 5 copy trends we think will be vital to helping your business stay ahead of the pack and keep your customers engaged with your brand.
And remember, if you need expert help and advice, then you can always hire a marketing agency specializing in digital content marketing and copywriting. Trust the experts!
Consumerism is circling back to the days when people wanted to know who they were buying from. Whether you’re a local shop or a big name brand, consumers want to know who you are and what you stand for. They want to feel a connection.
Your copy — and any means of communication — must reflect the authentic voice of your company and the people that work there.
Think about how you connect with people in real life. When you talk to them face-to-face it’s relatively easy to see who is being their authentic self — as opposed to someone who is insincere and talking to impress.
We tend to make better connections with people who are authentic because we can find common ground. We can feel an attachment, and empathy.
You can think of your brand as trying to be friends with each potential customer. Whether it’s ads, emails, or Snapchat find a tone of voice that’s real and reflects your brand well. Use that voice to engage customers.
Because of social media and various market research tools out there, it’s very easy to find out very specific information about your customers.
Customer-specific copy is all about delivering a message to different customers, specific to their tastes, interests, and needs. The things that encourage a 20-year-old male in university to buy a product aren’t the same things that encourage a 30-year-old mother of two. The same message isn’t necessarily going to attract both of them.
So while taking the time to know your audience is important, so is taking the time to talk to each of those audiences. While it’s slightly more challenging to split your customers into targeted groups on social media, you can achieve this with personalized email campaigns, and online ads. You can also tools like Beamer to segment your customer database and deliver them customized updates, or targeted messages.
Take time to personify each of your customer groups. Think about their interests, the language they relate to, and even the amount of copy they would want to read. Tailor some of your copy specific to that group.
Clusters vs. Keywords
SEO is getting way better at actually providing users with the content they are looking for. Early SEO would allow you to put in keywords, completely unrelated to your content to target absolutely everyone.
However, Google is now starting to look more at the content of the pages themselves and content clusters. What this means is not just the singular page on that topic, but if there are other pages linked to that page with similar topics.
For example, if you’re an online electronic store specializing in wireless headphones, then having multiple pages around electronics and headphones will increase your relevancy and the chances of showing up in a Google search. You can also target keywords that rank well for your niche — in this situation, keywords like ‘wireless headphones for TV’, wireless headphones for running’ or ‘best wireless headphones’ — having landing pages, tutorials, and in-depth product guides that make the most of the keywords.
You can also map keywords to pages: assign keywords to different pages on your site to make your pages more relevant for searchers and search engines. Check out this post for more information on keyword mapping.
Shooting off from the need for content clusters is the need for blogs. Blogs help you to balso related to authenticity and allowing consumers to connect with your brand.
There are a lot of great things that a blog can do for you. They give you content to include in a weekly, bi-weekly, or monthly newsletter. They create those content clusters so your pages are more likely to show up in search engine results. They establish you as the expert in your industry, your customers come to you for the latest information. They give consumers a reason to come to your website, even if they’re not buying.
Often it can feel difficult to fully showcase your brand on pages that are selling a product. This is where your blog comes in.
Your blog becomes that space where you can open up and expand your voice. It provides an opportunity for the team members of your company to connect with the consumer. And it allows you to say more than you can on social media.
One of the biggest trends we’ve seen over the past year that is just going to continue to grow is the need for quality copy. Having poorly written copy or grammar and spelling errors affects your brand.
While it’s great to have a well-designed website and apps that are easy to navigate, it’s also super important to have well-written copy. Gone are the days when it’s okay to have the developer or designer write copy or assuming that ‘nobody reads it anyway’.
Larger brands have been doing this all along — having a marketing team responsible for ad and website copy. Now, smaller companies and startups recognize that their brand is affected by the words they present to their audience. So having a professional writer on staff (whether full-time or freelance), really ups the level of professionalism they present to the public.
The writer can also provide that level of authenticity by customizing the voice that is used, creating consistency in language, tone, and voice. Investing in a writer pays off.
When it comes to creating copy for your brand, the way to stay ahead of your competition is to create quality content that’s authentic.
By using existing customer data you can connect on an almost one-on-one basis with each customer to target their needs and desires.
Leveraging a blog allows you to expand your connection to customers, showcasing your personality and establishing yourself as an expert and industry leader.
By thinking about these 5 copy trends and planning ahead, you can start using them right away to get ahead of the competition and ensure your brand succeeds in 2019.