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9 persuasive copywriting techniques that’ll boost conversions

49% of marketers report that increasing customer acquisition is their top priority. Therefore, you need a competitive advantage. In this article, we list 9 persuasive copywriting techniques that engage leads and convert them.

  1. Write conversationally

When you write conversationally, you’re talking to your prospect, giving a more personable touch. Use words like “I” and “you”, as well as simple words and sentences to create a light atmosphere. Always make your copy easy to read.

  1. “What’s in it for me?”

It’s an undeniable fact: readers don’t particularly care about you or your company. They care about what you can do for them. Show your readers how you meet their needs and the benefits they get by purchasing from you.

  1. Highlight a unique selling point (USP)

Your USPs are what you have to offer above your competitors. They are your edge. If your offer is unique, it stands out. It should be highlighted and promoted in your marketing to boost conversion.

  1. Provide social proof

People care about other’s opinions, which is why testimonials are so persuasive. The more you can cite customers and anybody else who uses your business, the more compelling your copy will be. Words from a customer’s mouth are much more trustworthy.

  1. Identify with the reader and target emotions

When it comes to making a purchase, people are heavily influenced by their emotions. Speak directly with the reader’s problem, struggle, or pushback. Show you understand their hurt, apathy, confusion, or other emotion. The more rapport you build with the reader, and the more you explain the emotional appeal of your product, the more desirable and persuasive you’ll be – they’ll think “They get me!”

  1. Raise objections

Readers are looking for an excuse to click off your page or move your email into their spam. Raise their objections before they do. Show readers both sides of the coin: the handful of weaknesses to your argument and how you address them. Studies show that two-sided arguments are more persuasive to readers than one-sided.

  1. Be as specific as possible

It’s easy to make general claims about your business, but specific proof is much more effective. General numbers and claims are too perfect to be believable – “double or triple” is an estimate that’s easy to make up. Be as specific as possible, by telling people that your service has increased conversion rates for a customer by 67%, or saves your customers an average of £492 per year. Those numbers are way more effective than making general claims.

  1. Create a feeling of exclusivity

The goal is to make prospects feel special by being a part of something exclusive. This is one reason why words like “secrets” work well. We’re sucked in because we like to feel like we’re on the inside, getting offers and information that others aren’t.

  1. Offer a guarantee

By offering a guarantee, you convince the reader to step across the line and use their hard-earned money to buy your product or service. A guarantee can be one of the most powerful tools in your copywriting arsenal.

(SEE MORE: Build brand awareness with these clever tips and tricks)

20 digital marketing terms you MUST know

The digital world is full of marketing terms and acronyms like CPC (cost per click), ROI (return on investment), SEO (search engine optimisation) and so many more.

It can be quite overwhelming. You start to feel like you’re reading in code. But we’re here to decipher the code and put it into your terms. We’ll break up the digital marketing terms into three different categories – search engine marketing, email marketing and social media marketing, although some of the terms can be applied to all three.

Search engine marketing terms
SEO

Search engine optimisation is the organic way to move your website up in search engine results. There are many ways in doing this such as incorporating keywords into your site, writing blog posts and acquiring backlinks. This method of search engine marketing takes time as the search engines will need to crawl your site to pick up on any changes you make. If you want to rank higher at a faster page, it will cost.

At Belluber, we are experts in optimising our clients’ websites!

PPC

Pay Per Click are paid ads that run on Google. This is an instant way of improving your Google presence. As soon as you set up your ad campaign, you can begin ranking. To be at the top of search results, this may require a big budget.

PPC also involves keyword research but instead of optimising webpages, you’ll need to create ads.

SEO and PPC work great individually, but together they can skyrocket your business.

Bounce rate

A bounce rate in terms of search engine marketing is when a user lands on your website and leaves just after a few seconds. Google Analytics will show you the bounce rate for your website. If this number is high, you’ll need to make some adjustments, such as looking at the speed of your site.

The more pages a user views and the longer they spend on your website, the greater the chances are for you to appear higher in search rankings.

Above the fold

Content that is “above the fold” is anything that appears on your website before the user has to scroll. So what should appear above the fold is your most important content. When landing on your site, your audience needs to know immediately what is going on, to prevent them from pressing the back button.

Email marketing terms
List segmentation

Segmenting your email list can work wonders for automations. You can break up your lists by industry, new and returning customers, networking contacts… The list goes on. These can be used to create automations – if you need some help creating automations to move your leads through your sales funnel, talk to us! However you want to segment your lists, there should always be a strategy in place.

Bounce rate

A bounce rate in the email marketing world is the percentage of emails that weren’t delivered in your campaign. If you have a high bounce rate, there might be an issue your email, so always check your bounce rate each time you send out a campaign.

CTR

While open rates look great on paper, the click through rate is the most important metric. The goal of most email campaigns is to keep subscribers engaged and to follow through to your website. Engagement is measured by the open rate, while the click through rate is what’s measured when people click through to your website.

This is also used in social media marketing.

Social media marketing terms
CPA

Cost per acquisition is a metric used to determine how much acquiring one customer costs. You can calculate this by dividing the cost of your campaign by the number of conversions. This metric shows you how much you are actually spending per conversion. If this cost is too high, you should consider reworking your marketing campaign.

A/B split testing

When running any type of advert, it’s best to split test. This means you will have 2-3 similar ads that run at the same time to see which performs best. You can switch up the featured image, text, header, etc. A/B split testing will help to show you which advert people liked more.

This can also be applied to email marketing.

Lead generation/Lead magnet/Lead nurturing

Lead generation is exactly what it sounds like – how your business generates leads. A lead magnet can be a free e-book, small giveaway, etc. that you offer to customers in exchange for their email addresses. This tool will help your business capture those potential customers. When they become a lead, you will need to nurture them until they become a customer.

Businesses typically nurture their leads through a sales funnel. This can be in the form of sending emails, retargeting them on social media, or following up with a telephone call.

Engagement rate

Posts, tweets, blogs and photos all have engagement rates – how much users are interacting with your brand. How many shares did that blog receive? How many comments did you get on that post? The higher your engagement rate is, the better your content is.

Pixel

This is a piece of code that is inserted onto your website to track. It gathers analytics and data on your customers and their movements on your website. You can also use pixels on Facebook to retarget customers. By having a pixel on your website tracking your customers who visit, you can target them in future Facebook ads.

If you’re unfamiliar with HTML, your pixel will look like random words and symbols. But all you need to worry about is copying and pasting it in the correct place on your site. Facebook provides great tutorials on how to do this for most major website platforms. Or we can help!

If you have further questions about these marketing terms, contact us. We can help you create your social media strategy, manage email campaigns and even build you a new website.

The key elements of content marketing

This seven-step guide can be used for anybody who needs inspiration on any type of content for their business.
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The 5 biggest digital marketing trends that will dominate this year

The digital marketing industry is complex and constantly developing, but is exciting for anybody who is interested in modern trends. 2016 looks like another great year for online marketing, and these ­­­5 trends are likely to shake up the industry:

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