To write persuasive web copy, copywriters need to think like customers. It makes it easier to figure out what benefits and features the targeted audience cares about, and build key messages to motivate them to take desired actions.
Websites Need to Accommodate ‘ROPO Customers’
While it’s obvious websites drive online sales, business owners need to recognize the Internet also influences purchases made offline.
In fact, 97% of consumers use the Internet to research products or services in their local area, revealed a Kelsey Group Study, which was released in March 2010. Marketers label these consumers research-online-purchase-offline customers, or ROPO customers.
Using PR to Drive Traffic to Your Website
You want to grow your business, and raising its profile in the community seems like the perfect strategy to get more visitors to your website. But, be warned, if you launch a public relations campaign prematurely you could be doing more harm to your business than good.
Before you start pitching to media outlets and bloggers, there are a few things you need to consider:
First Impressions Matter
Studies show you have just a few seconds to make a positive first impression on the Web. Your website must have engaging web copy a friendly, pleasing design. Anything less and you’ll lose potential visitors. Installing a user tracking system like Google Analytics will help you determine your visitors’ behavior. Heed the results. Pay attention to how long people are staying on your website. If your current visitors aren’t engaging with your website, why would media outlets and bloggers bother to stick around?
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Fully Leverage Your Professional Web Copy
When you get professional web copy on a website, you can also leverage it in other places in a bid to:
- Reinforce your brand identity
- Establish consistent messaging
- Increase customer recognition
To get the best possible ROI from your online marketing investment, here are 10 ways to repurpose your web copy so it works overtime for your company, online and offline.
Service Seekers More Loyal than Price Seekers
Service seekers are excellent customers to target, reports Forrester’s Bruce Temkin.
In previous research, Forrester created four segments of consumers based on their interest in low prices and good customer service: service seekers, price seekers, price & service seekers, and others. The research firm examined the loyalty of these segments across 12 industries.
“Across all industries, service seekers were more likely than price seekers to buy more products, stay with their current provider, and recommend their provider to friends and colleagues,” noted Temkin.
It validates our belief that merely positioning your product on the lowest price is a slippery route. There’s always a business that will come in and undercut you, and swiftly steal your marketshare.
Alternatively, the more reasons you give people to choose your brand, price becomes a less important purchase decision factor. As a result, you’ll attract people that value quality, are willing to pay for it, and will stick around for the long haul.
10 Tips to Increase Your Sales
Here are some valuable tips to help increase your sales, compliments of business consultant Mark Wardell.
1. Up-sell to your customers
For starters, they already know and trust you, plus they have demonstrated a willingness to buy. So if they are given the option of a volume discount, for example, they just might jump at the opportunity to buy more.
2. Cross-sell to your customers
People appreciate convenience and choice. Be sure to provide both by making additional products or services available that complement and enhance your customers’ buying experience. For example, if a customer buys a product from you that requires batteries, be sure to offer him batteries at the time of purchase. Otherwise he’s likely to be frustrated when he gets home and discovers that he needs to head back out to get some batteries… possibly from someone else’s business.
Marketing Angle: You’ve Got a Lot to Lose
When developing web content, the web writers at Webcopyplus often draw attention to the benefits of our clients’ products and services. It’s upbeat, and it’s effective.
But there is another avenue. Web content can also convey what the perspective customer stands to lose in a situation. It plays on, and builds, fear.
“Don’t miss the chance to get the Website Optimization Package for half the retail price.”
You’re applying pressure. It works. But it can also hinder trust and strain loyalty.
A time element can increase the pressure, and conversions. For instance, you could add: “This deal in only available until midnight tonight.”
It’s persuasive because people are afraid to miss opportunities.
Selling Luxury to Penny-Pinchers
Consumers are cutting down on excess, forcing marketers to take a new approach to selling luxury.
It’s time to be more rational, notes Bert Helm in a BusinessWeek article: “Forget the usual talk of indulgent luxury. Instead companies from General Electric to Lexus are employing sober, left-brain pitches – special deals, useful features, long-term savings.”
Indeed, during these trying times, marketers must focus on value, practicality and durability.
Why Online Marketing Makes More Sense Than Ever
For more than a decade, sales strategists have been advising businesses to take their marketing online. Forward-looking companies have heeded this message.
However, many businesses still prefer traditional media such as TV, radio and newsprint. So while typical consumers might spend 25% of their media time surfing the Web, these companies might only be investing 5% or so of their marketing budgets on websites and other online promotions.
These businesses need to get with the times and accelerate their investments on the Internet, especially during the downturn. Here are a few good reasons why.
