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When we talk about digital marketing, copywriting seems like an easy thing to do. However, the real challenge is to write an ad that turns people into customers.
A good copy is compatible with the greatest and latest of Google’s machine learning algorithms. Moreover, it reflects the tone your target market is seeking. Your ad copy can be written in a better way if copywriting is data-driven.
Data-driven copywriting uses information from a customer’s profile for creating compelling digital content marketing campaigns.
In this article, we’ll explore the best copywriting techniques that leverage data to help you get more leads.
Data-driven copywriting refers to an analytical strategy utilized in digital content marketing campaigns. You create content with data sourced from either a buyer persona or a customer’s profile.
Here are a few points highlighting the significance of data-driven copywriting:
The following are essential principles of Data-driven copywriting.
Anyone who is struggling with ad copy should look into Claude Hopkins’ Scientific Advertising. According to this principle, “The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood.”
Some ideas that Hopkins shared in his writings are:
Cialdini’s Principle of Persuasion says that power lies in influence. Imagine if influence could be harnessed as a proper skill and utilized according to the situation. Cialdini has introduced six principles of influence that can help you in convincing others.
Give whatever you receive. This is the simplest and the most fundamental principle related to influence. Put simply, if you wish good to be done by others, you must do good to them. This is the principle of reciprocity and quite a powerful one.
There are various ways in which reciprocity can work. A few ways include giving others small presents, treating everyone around you with respect, doing favors for everyone in need, etc.
This principle is founded on the premise of voluntary, public, and active commitments, resulting in people sticking to what they say. Convincing people to commit to doing something is just the beginning. However, when they actively commit to it, they will more likely follow it through.
People tend to believe that their peers are similar to them. They depend on their peers’ social cues regarding how they think, act, and feel in different situations. Known as social proof, this is an important point.
So in case you wish to influence a particular team from your department or people that you recently hired, you will first need to buy them in. When they see a colleague or an employee around them taking a particular action, they will be more likely to follow suit.
The principle of liking entails that people like those who they perceive as their friends or like them. Even though it is simple, it is a strong idea. The principle of liking can be applied in various ways.
One of these is locating a common ground with those whom you meet. When you’re able to connect with their hobbies and interests, it is easier to form a bond with them.
Another important principle is the establishment of credibility and authority. It is evident that when people perceive you as an expert in some area, they are more likely to listen to you. It is because those who are experts can offer a shortcut to great decisions, which may take a lot of time otherwise.
As a general principle, people value that which is scarce. It is a matter of basic supply or demand. When things start becoming less in quantity, people begin valuing them. This principle can also be used to convince others. Offers that indicate limited supply, limited time, or merely a one-time offer naturally ignite a sense of scarcity.
The MECLABS Conversion Sequence Heuristic is used by the research scientists to assess the elements present in a sales funnel that is blocking or hindering conversion. This framework constitutes five factors:
All of these principles bring about rigor, discipline, and consistent success to marketing departments. The MECLABS Conversion Sequence Heuristics framework will enable you to determine what, where, and how to test with a data-driven approach.
The following are some critical steps for a data-driven copywriting strategy:
The initial stage of any data-driven copywriting is to analyze which type of audience looks at particular content pieces, which content types they’re going to respond to, and what content they’ll seek to achieve. Content needs to motivate the reader to “do” something and act. This type of content is goal-directed. This is where data can prove to be truly useful.
Audience research tends to take up several forms. For example, it can help analyze which particular channels resonate well with specific age groups, genders, or geographical locations.
Moreover, specific promotional content may work well on Twitter but not on Facebook. It is vital to consider which consumers look into your blog, organic search, or social media for inquiring about your services.
The next stage in utilizing data for fine-tuning your content creation strategies entails an audit of your website and social media channels. This audit ensures that they have been rightly calibrated for achieving the maximum amount of visibility.
Until your digital assets have not been properly structured, it will not make much of a difference even if you have deeply researched your audience. The same remains the case if you fail to tackle the strategies being employed by your major competitors.
You can begin by carefully analyzing the general traffic coming to your various channels and sites in this stage. Paying particular attention to branded keywords specific to the products that you are selling is also significant. In case these are not performing well, it may pose a serious threat to your digital marketing campaign and needs to be addressed immediately.
Branded keywords hold the center of your digital identity. They refer to the specific terms which the consumers use to find your website. If they send people somewhere other than your website, it will take a considerable toll on your potential traffic.
In addition to all this, it is also imperative to pay particular focus to whatever your competitors are doing. It is important to remember that you are not the only one owning keywords and certainly not the only one to deserve high page rankings.
Other competitors in the market are also aiming towards dominating the search space just like you. Under such circumstances, it is extremely vital to know which methods are being used and which ones are coming out to be successful.
The last stage in utilizing data for improving digital content strategies is related to keywords. Keywords have a central place in the realm of digital advertising. However, they can impact you negatively if they aren’t used correctly. Keyword research is important to process to meet the end customer intent.
By efficiently utilizing data, you’ll locate the exact keyword that can bring your content up in the Google rankings. They may even tap the areas which may have surpassed your target audience.
Recall your audience analysis over here. You can utilize the data that has been collected regarding your consumers and website visitors. Also, remember your tailored keywords, particularly for different sections of your audience.
The better you know your audience, the easier it will be to create relevant content, which is also Google-friendly. This process can help you arrive at a smooth combination of relevant keywords and engaging content.
Carolanne Mangles M IDM explained very well in her post, you must convert your qualitative consumer research data into quantitative data. Unless this is done, anything you do would be similar to throwing wet towels on the wall hoping for them to stick. This can be achieved by employing pivot tables and message mining to create UVPs (unique value proposition) and message hierarchies.
Good copywriting holds great value when we talk about marketing your business online. Its significance cannot be underestimated. Here’s why data-driven copywriting is important:
If you’re trying to get your business ranked and found in search engine results, you’re going to need a lot of online text. Sure, pictures and videos are important too, but research shows that the best-ranking websites in some of the predominant industries have an average of 1000 or more words of content per page.
Google is always active at work to ensure that it’s able to provide its users with the best possible experiences. It’s continually tweaking its algorithm to connect searchers with the most authoritative and relevant version of the information they’re searching for.
Many websites today are getting removed from the search page’s first results for engaging in the following activities to get their website ranked.
Having good content on your website has several advantages. Not only does it place your website high up in the SERPs, but it also converts your website visitors into potential leads.
You can use your site to attract links from the outside. For many consumers, your site may be the only representation of your business they’ll ever view. So keep it relevant and updated with good content.
Regardless of which industry you may be in or which target audience you serve, those consumers have issues for which they’re seeking quick solutions. Your website is where they will look for answers.
Your potential clients will most likely have thousands of questions regarding your services and products, and your website should be able to answer all of them. An advantage of doing so is that when they finally contact you, you wouldn’t have to sell as your website would have pretty much achieved that for you.
Data is actually what lets the marketers know whether people can resonate with your website content. Your content’s primary goal is to give value to your target audience and build a healthy relationship.
To achieve this, you will need to select key performance indicators (KPIs) that can help you gauge your engagement and value while ultimately tying the metrics to business results and tangible return on investment (ROI).
The following copywriting tips can make a world of difference in how your work performs.
What is the most effective way of convincing someone to do something? Telling them that all of their friends are doing the same! This can be done indirectly through social proof or directly through showcasing your consumers to attract their peers.
Effective copywriters are aware that image placement can make a difference in getting people to pay more attention to the text. If images are intelligently used, you can direct your audience’s attention towards whatever you want them to read.
Is your brand standing up for something significant? A social cause? A charity for a misplaced and unfortunate society segment? If not, then you must do that immediately. Nearly 64% of consumers believe that they can form lasting relationships with brands that have shared values.
Create a contest. People love winning things, and many enjoy competing with others. Have a contest for the cutest dog or the most beautiful dish or the most creative picture. Make sure you give the winner a chance to show off. It works!
The interpersonal attraction also works well as people tend to listen to those who they resemble. Consider having a spokesperson for your company that looks like your perfect customer. It’ll make your business more relatable, and will help you target your content more effectively.
Content creation is a challenge that every organization has to face at one point or another. As the requirement for content increases and more channels are emerging, brands are now turning toward artificial intelligence (AI) for assisting with the process of content creation.
AI is already making a significant impact on online experiences. Brands are under increased pressure to create relevant and personalized digital experiences that can only be possible through AI.
Consider AI as your new creative assistant. Machine learning will further enhance the analysis and marketing of customer data.
A transition toward data-driven copywriting isn’t exactly a simple process. This is why savvy companies take help from third-party content creation agencies for implementing the best copywriting techniques.
By embracing data-driven strategies, you can incorporate valuable customer data to create messaging that is more relevant for cross-selling. This approach will help you focus on customers’ interests so that no time and resources are wasted.
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