1. Write about information related to your product or service
Writing web articles about things related to your product or service is different from writing about your product or service. Most people can’t stand others who constantly talk about themselves. It’s the same thing between the market and your brand.
You have to give people more value with your website content. It is okay to mention your brand. After all, it is your website. However, it is ideal to write beyond the attributes of your product, and focus more on the consumers. You can try starting off your articles with a problem that is common to your target market; end it with a suggestion on how your brand could be of help. Most likely, your website will be seen as a helpful website (instead of just a sales pitch) and your brand as something relevant (instead of just another product).
2. Set higher standards for copywriting
Good writing is not tantamount to technical or “expert” terms, jargon, or ostentatious language. Effective writing means that the material is received by the correct audience and understood as it was intended to be.
In your case, the audience is your target market. The best way to make sure you will be understood is to get to know your market as best as you can. Make use of scenarios they’re comfortable with. Employ their humor. Use examples they can relate to. If you must refer to current events, make sure the issue is something they already care about. All these will make them feel good about your brand allowing you to nurture a mutually beneficial relationship.
3. Stock up on consumer insight
As mentioned, good copywriting requires you to know the personality of your market. This in itself is already information about how your consumers think. Another aspect of interest is how your market behaves towards other players in your category.
Get to know what the market thinks about your competitors and how much affinity there is between the market and the other brands. This information will give you an idea how the market receives your brand compared with others in your category.
Find ways to improve on weak relationship points and continue building on the strong relationship points that you already have. Make sure you consistently keep track of your market’s behavior as trends could vary periodically.
4. Build links within and outside your site
Building links within your site allows you to guide visitors towards pages that you think are more important. It could be the page that has your online catalogue or the troubleshooting page. Figure out which page your market will most appreciate and lead them there. However, don’t lose focus on creating information-rich articles because these are what hot leads will come back for.
The goal of building links outside your website is for you to build and maintain your credibility. The nice things that other sites or experts say about you will mean more to undecided prospects. Be careful on which sites you want to be affiliated with; make sure they don’t have a bad reputation.
5. Update content regularly
Take care of your best customers by giving them a reason to come back and visit your website. Continue giving them articles that they find helpful. Updating your website is also a good way to attract new prospects.
Updating tells people that you know your business and that you continue to make your product relevant to them.