As a seasoned copywriter well knows, writer’s block is a nightmare. You’re on a deadline, you have three articles due by the end of the week, and you’re desperately trying to find another way of saying ‘engage your audience’, for risk of sounding like a broken record for the fifth time.
At Make Happy, we get all kinds of questions from business owners who are just dipping their toes into the confusing and often contradictory world of digital marketing. For the last couple of years, the online advertising industry has been in a bit of a tizzy as reports of fraudulent metrics, from click wars to spambot followers, have flooded our newsfeed.
The average small business today, globally, spends 46% of their budget on digital marketing. Most businesses and marketers prioritise driving traffic to their website to impact sales, bookings or other conversions. According to a study by Forrester, Google Search ads will make up the largest proportion of ad spend by 2019.
When it comes to social media, companies often take a spontaneous approach: they have a product or service and post things that are relevant to said product or service. Now, it could be worse, i.e not being present on social media at all, but it could most definitely be better. Social media is a powerful tool which, when harnessed properly, can be used to drive more potential clients to your brand. And more clients = more potential sales or a larger network.
Running a successful business is largely about keeping your pipeline of new and repeat business filled. One of the best ways to do this is through an inbound marketing system. Why? Because it can give you the greatest reach for your cost. This is especially true for startups and small businesses that may not have the budget to hire and train an effective sales team.
Close to two-thirds of US adults are now gamers (Nielsen, 2015) – a finding shared by Peter Jonas at this year’s film music and technology festival South by Southwest (SXSW) in Austin, Texas (March 11-20). The head of North American games and mobile app sales at Facebook told us the reason the number is so high is because it includes casual mobile gamers, who would not consider themselves to be in the same category as hardcore console players.
When I started my very first marketing job, many moons ago, social media was a hot topic. What should brands talk about on social media? Is it worth it? What on earth’s a hashtag? In the years that have followed, social media has gained widespread acceptance and is considered a mandatory part of the marketing mix.
It’s a terrifying thought, but I have spent the last decade of my life writing copy for the web. Mountains of emails, legions of webpages, volumes of blogs. Along the way I like to think I’ve learnt a thing or two. And one of these things is to always ask myself these five questions when writing web copy:
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