As you expand your firm and continue to produce organic leads and referral generating vehicles such as a blog, social media, newsletters and nurturing emails, it’s likely you will want to work with a copywriter.
Maybe you are a person that likes to write, and that’s fine; you can write your own copy. But here’s the problem with that. You are the leader of your firm, and your hourly worth is higher than anyone in your practice. Consequently, the activities you engage in should be at higher level than copywriting. If you like to write, write your monthly article in the newsletter. Look for a reliable copywriter to produce the rest of your content.
You will need someone capable of kicking out copy on a regular basis. One of the best places to find a copywriter experienced in good content writing or sales writing is either through an online service called E-Lance.com or Fiverr.com — unless local is important to you, then run an ad on Craigslist. If you are using a vendor for your social media campaigns or newsletters, the company will have its own copywriters.
The amount of copy you need is going to change and grow as your firm continues to grow. And the way that you use it, the skills of your programmer and your SEO person, will make a difference in your ability to write copy. There are so many different things you can do with copy content, such as spinning the copy and blocking it. What I mean is: if an article is written for your newsletter, portions of it can be used for blogs, posts on social media and your website. To help you keep track of all of this content, store it by categories based on key words and topics.
An effective system for utilizing copy to help generate leads and provide value to your current funnel is essential. A planned strategy will not only drive prospects to take action as they learn and gain trust in your expertise, it will also cement the relationship you have with former clients that are still reading your material. Naturally, this organically leads to more referrals.
Identify key words that are searched most often for your practice area and be sure not to forget geo-specific words depicting your target market areas. When this list is provided to your copywriter, he or she may pepper them throughout your copy and include links that will direct the reader to learn more about your firm online through your website.