A Copywriter is Born.

It wasn’t all that long ago I was navigating my way through the world as a self-dubbed “Creative Writer”. It wasn’t exactly lucrative, but it wasn’t exactly a choice either.

My inherent passion for storytelling and lust for wordplay had branded me a “writer”. What kind of writer that was exactly… I wasn’t so sure. I had a head-turning list of random day jobs to pay the bills but I reconciled my foibles through minimum wage gigs by referring to it as an in-depth ‘anthropological study’.

I’m sure plenty of writers can relate.

It was a series of case studies, I told myself, and I hoped all my weird jobs would reveal their worth eventually. Here are just a handful of environments I studied:

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How do you monitor and analyze your Social Media Campaigns? You probably check in on your posts’ reach or clicks, likes, retweets, shares or new followers. And sure, those are good indicators to evaluate your social campaigns…

However, are those posts valuable to your website or blog? When you think about it, do your posts on social media really drive valuable traffic, such as new and non-bounce users to your website? Did those users take the actions you intended them to?

If you use your social media to bring new users to your website, you should know how many of those new and non-bounce users came to your website through that channel. As a heads up, clicks on your social media might be from the same people, and it doesn’t guarantee they’ll be exploring your website. So, how can you know what it is you need to know?

The answer is Google Analytics. With this trusty tool in your back pocket, you can even see what time and which day of the week you should be posting on social media to acquire more traffic from your chosen social media platform. Even I, an SEO specialist, am well aware of the importance of timing a post on social media.

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You’ve probably heard a lot about A/B testing already – so perhaps you’ve noticed the following recommendations:

• Change your Call-to-Action (CTA) Button Colour!
• Reorganize the Position of Your Contact Form!

 
Would you think something as simple as changing the colour of a CTA button could actually boost your business? Even strategic changes that seem minor like these, have the potential to grow your website. But based on my experience, I don’t think these changes are making any dramatic improvements…

Before you call up your neighbourhood developer and begin changing colours and contact forms, let us try and capture – or articulate – the concept of A/B testing.

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In industries across the country, companies are looking at the new website of their closest competitor, and realizing how much better that website is than their own. And to add insult to injury, their sales teams are reporting back that their competitors are stealing sales because of that very website.

That’s typically when clients seek out marketers for help, because they want to emulate their competitor’s new website. The problem here, however, isn’t that their competitor has a new website – no, it’s because the competitor has done something to improve their customer experience, which is something every business with a website should keep at the front of their minds. To truly succeed, businesses need to start building their position as a leader in their industry, and sometimes, the best place to start doing that, is on their website.

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The origins and purpose of the universe may forever remain a mystery, but when it comes to the Twitterverse, the Snapiverse, the Netflixiverse (or any other digital marketing media) we have to acknowledge intelligent design.

And no, we don’t mean a philosophical quandary about how life came to be. That’s best left to visiting the in-laws, where booze and political tensions are plenty. Just kidding.

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