What a time to be alive, aye?
Last month we waved goodbye to what has arguably been the most challenging fiscal year of the 21st century. At the end of last year, much of the east coast of Australia was ravaged by bushfires, taking with it the lives of 26 people and an estimated one billion animals. Then what felt like immediately after, COVID-19 knocked on our doors and insisted it threw us Get Well Soon party. The Australian people were again sent into shock when they were thrust into lockdown, forcing the closure of thousands of small businesses, perhaps for good.
The lucky ones who do survive are left with a new rulebook. In the wake of sudden retail closures, many have decided to “go digital” and are clutching at new ropes in the hope they swing to a bay of safety and wait until the storm passes. Indeed, many have not been dealt with more challenging cards than a relentless global pandemic.
So, how are businesses using content marketing and copywriting to adapt to a new set of challenges, and why is it important?
Here are four ways a Sydney copywriter can help your business during COVID-19:
More and more people are on digital devices.
That’s right, even you! With more people working from home, stuck indoors and effectively without work, many are spending a lot more time in the digital sphere.
To prove it, Apple has recently released data (as reported here on Washinton Post) that shows screen time has grown exponentially in recent months. 33% during the first week in US quarantine, in fact.
What are they spending time on?
Anything, really. News, entertainment, online shopping stores, social media. The list goes on.
What does this mean for online businesses? They have a captive audience of bored customers wanting to spend money. You don’t get that tucked away in a tiny shopfront in a dark corner of a shopping mall!
What an opportunity to engage with customers with thought-provoking and interesting content?! Jump on board, and get those blog posts out, boost your presence on social media channels and rev up those guest posts. Your customers are waiting for you to say something. If you don’t have the in-house capacity to write your own, then consider shifting around your marketing budget to outsource to an SEO copywriter or website copywriting service.
Your customers are bored.
Quarantiners aren’t used to all this free time on their hands. There are only some many puzzles to complete and quarantinis to throw back. They need distractions!
How can you provide your potential customers with a distraction that doesn’t involve global pandemics?
Netflix shows and movies like Eurovision and Tiger King are so popular because they give viewers are front row seat to absurdist, comedic and distracting topics so far from their realm of reality, it’s refreshing to them.
Right now, people are desperate for light topics that take their mind off what’s happening in the real world.
If you send eco-friendly cleaning products, publish a blog on your site about how you can transition from harmful chemicals to natural.
If you’re a mobile hairdresser, post social media tips about at-home remedies for keeping your hair healthy during quarantine.
If you run a construction business, publish web copy about the importance of choosing the right paint colours for your next renovation.
It’s essential to demonstrate your brand authority.
Your customers are frustrated and rightly so. It’s been a good six months since the pandemic ravaged Australia, and they haven’t heard a single word about it from their favourite fruit and vegetable delivery service.
Are you going to keep operating?
What changes are you going make to cope with the resulting challenges?
And, no. They don’t want to hear your political stance, your scepticism and conspiracy theories. They want to know they can count on you when the going gets tough.
A Sydney copywriter will help you take a position on COVID-19.
How do you do this?
- Create a banner for your website and outline how you’re dealing with the pressures of extended delivery windows, new sanitary regulations and staff shortages.
- Create a blog strategy that leads your customers.
- Write a post about what you’re doing to give back to the community.
- Use Facebook and LinkedIn to communicate with your audience directly.
If you’ve waited this long to make a move, it’s never too late. Take a look at how your product specifically helps your customers in times of crisis and pandemics, and shift your focus to that.
Think of content as a long-term investment
We get it; you spent hours drafting up the perfect copy for a blog called How we’re keeping our customers safe during COVID-19. You’ve edited, optimised and published it. But, it’s been three days and still no leads.
What have you done wrong?
Yes, it could be that you haven’t written enough or that you haven’t optimised it properly, in which case, we highly recommend using a useful SEO tool to help you along the way.
It couldn’t be you have the wrong idea about organic content marketing!
A Sydney copywriter will help you to compose blogs, social media, articles and web content as part of a long-term strategy to improve brand awareness, keep your customers informed, engage with new customers and – very importantly – grow your leads at the end of the day.
Do you want hard and fast leads? Organic content marketing’s short-term counterpart – paid advertising – is designed to convert quickly.
Blogs are designed to nurture your customers over 3-6 months. While they may not buy now, they’ll buy – and continue to buy – in months to come! Be patient, keep plugging away and always revert back to your strategy to ensure you’re on the right track.
Don’t have the time to invest in content development long term? We highly recommend approaching local copywriting services or engaging a single freelance copywriter to help you get valuable results from your SEO, blog content and website copy.
Are you looking for a Sydney copywriter?
We’re a Sydney copywriter and content marketing agency who have been helping small business improve their SEO, solidify their website copy and ultimately grow their leads with results-driven digital content.
Speak to us today about how our Sydney copywriters (Sydney NSW) can help you overcome the challenges of Coronavirus so that you can thrive now and in a post-pandemic world!