Digital copywriting is an effective marketing tool in its own right, with the ability to enhance your client’s virtual presence and strengthen their brand overall. That is if it’s done strategically and stays true to the brand’s voice and tone. To achieve both, copy needs to be unique amongst the rest of the clutter on social media networks like Facebook. It needs to be quick to convey messaging, efficient in reaching end consumers and appealing enough so that your clients’ ads are clicked.
These are our suggestions on improving your digital copy for your client’s next marketing campaign.
Create Cohesiveness With Unified Messaging
Staying relevant online can be tricky, especially with competitors moving to stay on top and the influx of new trends online. Between managing keywords and maintaining how attention-grabbing copy is, it’s essential to ensure that all copy is delivered in the brand’s voice. Often keywords take preference in terms of importance and that impacts the quality of copy presented to potential customers of your clients. Changing the language to suit keywords will result in copy not being perceived in the manner your clients hoped to achieve.
Stay Space And Time-Conscious With Copy
While a major advantage for your clients using digital copywriting in their marketing campaign is that conveying messages becomes a quick exchange. This does not always work in your favour, because with limited space and time to deliver messaging, copy is restricted. A balance needs to be maintained in managing how much copy can be used due to character restrictions. Instead of conveying the same information over and over again, prioritise what potential customers of your clients will find useful. While contact details and CTAs are important, your next Facebook post may not need to describe your client’s company origin story.
Take Into Consideration For All Devices
An often-overlooked consideration, when working with digital copy on Facebook, is how it visually is presented to potential customers of your clients. Copy must be optimised for smart devices and different screen dimensions. Large amounts of text can become hard to read by customers using their phones to log onto Facebook. Too few words can seem incomplete and leave customers puzzled if the post was erroneously uploaded. Visibly exhausting or anemic copy can affect how your advertising is read, impacting future conversions and possibly deterring away those potential customers.
Copywriting online requires a certain urgency, because it needs to immediately attract potential customers of your client’s and then persuade them to take action. Whether it’s to enquire further about a product, make a purchasing decision or enter a competition – accomplishing this before potential customers lose interest and scroll away, can be increasingly difficult. Simply because of how fast-paced the internet is, there’s always more advertising to engage with and more competitors reaching customers before you do. Hence, good copywriting needs to build up excitement and read well on Facebook, instantly.