Whether you’re a small or medium sized business with a marketing team or a one man band pulling all the threads together yourself, there are always more demands on your time than there are hours in the day, as a result of which, business copy often gets bumped down the priority list. But with the words you use to describe and promote your business being so critical to your image and success and with the ever developing and important impact of search engines, spending time on your copy has never been more important.
I don’t want to add to your list of New Year’s resolutions but dedicate a regular amount of time to the following three very simple steps and you’ll ensure your business and marketing is compelling, powerful and effective:
1. Keep your copy current.
Make a commitment to update your website regularly so that it reflects the seasons, new products or trends and always provides fresh and relevant information. Search engines will love you for it and customers will appreciate you for it. The same goes for your blog, newsletter or social media posts. If you can’t blog daily or weekly, do it monthly and don’t forget to plan your social media posts in advance so they are consistent, regular and above all, engaging.
2. Concentrate on your content.
This may take research and time but always ensure your content is unique and interesting. Try putting yourself in your clients head and write about what they’d like or need to know – which is not necessarily the same as what you want to tell them!
3. Remember to research.
Whether it is spending a little time working out which are the most effective keywords for your business, researching your target client base, learning a little about SEO and what’s trending or giving your copy an alternative angle or edge, a little research can go a long, long way.
Commit to the above and your copy will evolve into something dynamic and irresistible but if all else fails, bear in mind that outsourcing to a freelance copywriter is always an affordable and effective way of making sure your copy is cutting edge.