You can define digital marketing copywriting is the writing of copy for digital marketing campaigns. But what does that entail? I have found two resources that will help financial services marketers understand what is digital marketing copywriting. And I would like to share them with you here.
The first resource is an article from Outlook Business Solutions. “The importance of copywriting in digital marketing” highlights three benefits of digital marketing copywriting and why businesses should outsource a digital marketing copywriter or have one on the payroll. By reading this article, you get to know how a digital marketing copywriter can help your campaigns stand out, boost your SEO efforts, and improve your users’ experience.
The second resource is also an article. It comes from Copify, and it was titled “What does a digital copywriter do?”. Written by Gill Fernley, this article goes a bit deeper than the first one into what is a digital marketing copywriter. Gill goes over more benefits that come with working with a digital copywriter, as well as the skills that you (as a financial services marketer) should look for when going into business with a DMC.
I highly recommend reading both articles to get a better understanding of the role of a digital marketing copywriter within your organization.
3 Digital Marketing Copywriting Facts
Drawing from the articles I mentioned above, as well as my experience as a direct response copywriter for financial services, I have produced three facts that financial services marketers should know about what is digital marketing copywriting.
Digital Marketing’s Dual Purpose
Your digital marketing campaign should carry two missions: to connect with your market and to generate the type of interest that leads to conversion.
When you put out a digital marketing campaign, you should want the prospect to a) want to know more about what you offer or b) take whatever course of action you are offering. Any other result makes your marketing efforts futile – unless you learn a lesson from experience, of course.
If I offer you a FREE white paper on a landing page and you come back telling me that the page looked great, and it was easy to read, I should consider the effort a failure. Because – while appreciating the design compliment – I was not able to captivate you enough to download a FREE information package. All I did was to make my landing page look pretty. And that doesn’t conduct much in the sales world.
Suppose your digital marketing campaigns are not helping expand your audience and generate more leads or sales. In that case, you need to reevaluate your offering and present something more appealing to your market.
Cost-Effective and Measurable Marketing
The greatest thing about digital marketing – in my estimation – is that you can measure every single step that you take. And at the same time, you measure the effectiveness of your copywriter.
This means that you can figure out (almost) at once what works and what doesn’t. What you should put more money into, and you should cast aside. Who should be writing copy for you, and who should not.
There are many ways in which you can measure the effectiveness of a digital marketing campaign – including page views, downloads, acquisition and retention metrics, and bounce rates. You can use those metrics and many others to know what’s bringing attention to your offers, and what’s just taking up space.
That’s the beauty of digital marketing – it helps you understand how to bring in your market – at the same time, saving some money in the process.
The Formats for Digital Marketing Copy
If you think a digital marketing copywriter only produces copy for AdWords, think again because there is more to digital marketing than pay-per-click advertising.
You can hire a digital marketing copywriter to write a copy for a variety of digital formats – in both long and short forms.
Among the different assignments you can have for a digital copywriter, there’s:
- Standalone emails and autoresponder series
- Landing pages and microsites
- Social media ad campaigns
- Product and services web pages
- And much more
Digital marketing copywriting goes beyond PPC ads. You use it on every promotional piece you present to your audience. Therefore, make sure you are offering the best information you can give your market. Always.
What is Digital Marketing Copywriting?
Starting today, you must understand that you use digital marketing copywriting on any platform where you promote your products or services. You can make the most out of your copy by keeping a constant eye on your campaign metrics. And remember that digital marketing copy has a dual purpose: to connect with your audience and increase sales volume.
Do you have a question or suggestion on what is digital marketing copywriting? Leave a comment telling me your side of things. Also, if you find this article useful, feel free to share it with people you think would receive help from reading it. I would appreciate that very much.