How can a copywriter help my small business?
There seems to be some resistance amongst the small business community when they hear about what I do. In fact, I was surprised when I called some local small businesses in my area recently of their reaction. I’ll tell you what happened.
When I called, I wasn’t asking for work. My aim was to find out how small businesses dealt with their content marketing. I went in with a brief introduction to who I was, and then asked them a couple of simple questions.
The first question was “Who is responsible for your web content?”. Some of them said they were part of a larger group of companies, and it was them who took responsibility for the web copy. Fair enough.
But the rest, mostly said, that they either;
a) Had someone in the company who wrote the content – and in most cases that was an ordinary administrator.
b) Didn’t really write any content at all.
My second question was “Do you have a dedicated marketing department, or someone who looks after your marketing as a whole?”
The answer to this one, I found shocking. A large proportion of the small businesses I spoke to DIDN’T HAVE ANYONE DOING ANY KIND OF MARKETING.
I did a little bit of digging into these companies. I searched for their websites. I looked them up on social media. I came back with some varied, and sometimes very worrying results.
Some of the companies didn’t have a website at all. Instead, they relied on either a Facebook Page, or a placement in a business directory, or on Google.
Some of them did have a website, but in all honesty, they were badly designed, hadn’t been updated in the last couple of years, and were badly written.
I find it surprising. Presumably, these companies (some of which had been around for years) were ticking along, getting enough business in, and making money. But are they growing? Are they thriving? I doubt it.
So, where does a copywriter come into it?
When I see these companies online, I feel a bit sad. Why? Because I know the power of having a great online presence, a website that works, a vibrant social media community. I’ve seen it in action, getting new customers in to the company, increasing their growth and income.
Having regular, written content for your small business WORKS. Done right, it drives new people to your website, and gets them buying from you.
But here’s the thing. Getting Annie the Receptionist to update your social media, or write your blog posts, unless she absolutely knows what she’s doing, isn’t likely to cut it. Yes, she might be a great writer, but does she know about SEO? Facebook algorithms? Google ranking? Does she know how to write headlines in a way that will get you found online? Or how to source and tag images?
I’m sure that Annie is a great Receptionist, but how well is she able to take care of all of your written content, when she has to keep stopping to answer the phone?
Content marketing, and in fact marketing as a whole, is a full-time job in itself. ALL companies need to be on top of it, in order to thrive.
By hiring a copywriter, Annie can get on with her own job, and you get well written content, driving customers to your door.
What can a copywriter do for me?
As a copywriter who helps small businesses, I am often asked to undertake all kinds of projects. Here are just some of them;
- Review existing websites, and re-write if needed.
- Write the words for newly built websites.
- Write regular blog posts – advise on how to start a blog, and create a content plan.
- Write articles for LinkedIn and other online media.
- Update social media posts.
- Write email marketing campaigns.
- Write brochures.
- Write guides/instruction manuals.
- Write product descriptions.
I’m a small business, I could never afford a copywriter!
Think about it – if you’re pulling Annie away from the role you employed her for, you’re already paying for a copywriter. Hiring a copywriter like me really isn’t as expensive as you might think – and the ROI id totally worth it. How much extra business would you have to bring in to cover, say, a blog post at an average cost of £60?
I explain in depth the cost of copywriting in my previous blog post, if you’d like to go and read it.
How can I hire you?
If you know that you need help with any of your content, but have no idea where to start, I can help – contact me at firstname.lastname@example.org and I’d be happy to look at your existing stuff and make suggestions, or even advise on how to start creating new content. I don’t charge for advice, and there’s no obligation to take it!