From headlines to calls to action on your landing pages, compelling copy is necessary across all platforms that your company engages in to convey a brand personality that connects with your target audience.
People prefer companies that have personality and a human voice in their writing. Regardless of whether your business is B2C or B2B, developing and maintaining a consistent brand voice across all facets of your digital marketing strategy is essential to building long lasting relationships that will maximize customer lifetime value.
It’s not enough to assume a general demographic for your business and try to convert them with a general sales pitch. Researching your niche audience to a consumer profile level and identifying their affinity category is paramount to understanding their needs. By connecting to them with copy and content that specifically addresses their expectations, effective copywriting will help speed up the conversion process.
The wording and style of a whitepaper case study should not be identical to that of a Facebook post. Potential customers are at different phases of your conversion funnel based on where they interact with your brand. Copy across your digital presence must retain a common theme while also exhibiting versatility to take advantage of each unique digital platform.
The last place businesses want to lose potential customers is at a user’s point of entry into their business’ conversion funnel, otherwise known as the landing page. To get users to convert, the landing pages must have a descriptive, succinct header, explain why the product or service is better than the competition, and have a persuasive call-to-action. Landing page copy can be the determining factor between a successful conversion and a lost potential sale.