• Irene Ross

BE SURE YOUR COPYWRITER KNOWS THESE THINGS...

Updated: Jul 27, 2018

There’s so much chatter on The Internet these days, it can be pretty hard for someone to even know where to look.


That means you need to stand out, so be sure your website and all communications are in top form.  Be sure your copywriter is knowledgable about both web and print, as well as search engine ranking and social media.




It wasn’t so long ago that the Web was still considered the “Wild West,” and businesses relied mainly on direct mail, but technology has changed the way everyone does business.


The Web is now king.


Yes, direct mail is still important, but it’s just no longer the dominant player.


E-Commerce In 2018: Trends And Predictions

In a recent Forbes article (“E-Commerce In 2018: Here's What The Experts Are Predicting”), it was said that content will remain king in 2018--but skilled copywriters know it’s a lot more than just coming up with pretty words.

Now copywriters need to know about search engine optimization (SEO) and social media so that you stand out from your competition.


51 PERCENT OF AMERICANS PREFER ONLINE SHOPPING

According to an that same Forbes article, 51 percent of Americans prefer online shopping, with ecommerce growing 23 percent per year.

If you still need convincing, chew on these stats:

  • Four billion-plus pages per day are indexed on Google.  (That number changes frequently).

  • Live Stats estimates we’ll see 5.5 billion Google searches per day in 2018 alone-- --that’s 63,000 per second

  • It is estimated that there will be 2.19 billion active monthly users on Facebook,by the end of 2018.

  • There are currently 330 million monthly users on Twitter.  Many are global, with 40 languages represented, and that number represents a four percent increase from last year.

  • Instagram, the highly visual mobile sharing network owned by Facebook, reported 800 million users in Sept. 2017.

  • YouTube, Google’s video-sharing platform, boasted 1.5 billion monthly users in 2017.

JOURNALISTS AND SOCIAL MEDIA

When Indiana University School of Journalism conducted a survey in 2014, it was revealed that almost 80 percent of U.S. journalists used social media, either to share or look for ideas, reported the Washington Post.




HOW TO HIRE A COPYWRITER

  • Rule #1:  Look for value, not just price.  Good sales isn’t about “hammering people with your product.” Rather, it’s about educating--about the need, how the products answer that need--and why they should buy from you.

That takes research, understanding and listening.  They need to know your buyer’s shopping habits, so they can deliver relevant content at the right time. They know YOUR business goals.

  • Rule #2:  Hire a copywriter who knows it’s as much about SEO and Social Media as just nice words. The skilled copywriter knows how search engines “think,” and how to attract on social media. They know how to increase both traffic and conversions.

  • Rule #3:  Find someone who can work with the team.  To quote a cliche, there’s no “I” in copywriter, whether staff OR freelance.  For example, I have one client who gives me suggested keywords and goals every week--then it’s my job to weave them naturally into the copy so it flows well, and to check on keyword density.  

...Speaking of keyword density, did you know that too many keywords can be just as harmful as too few??


Sources


1. https://www.forbes.com/sites/tompopomaronis/2017/12/15/e-commerce-in-2018-heres-what-the-experts-are-predicting/#39f1320a6deb


2. https://www.cnbc.com/2017/09/25/how-many-users-does-instagram-have-now-800-million.html


3. https://techcrunch.com/2017/06/22/youtube-has-1-5-billion-logged-in-monthly-users-watching-a-ton-of-mobile-video/


4. https://www.washingtonpost.com/news/the-switch/wp/2014/05/06/three-charts-that-explain-how-u-s-journalists-use-social-media/?utm_term=.64711f54527d

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