In this article, I want to tell you about a copywriting tactic that I applied in my work, and that allowed me to optimize lead generation and customer acquisition activities.
As far as I’m concerned, copywriting is not a mere exercise in style, on the contrary, it is a precious support tool aimed at our audience. The goal is as simple as it is complex: to help the audience orient themselves, disambiguate complexity, and respond to the needs of the target audience. Writing must always be related to the expectations of potential customers and not to our desires.
The only way to achieve this is to be guided by the data and set in motion an analysis process capable of integrating the opinions, opinions, and suggestions of the users we want to address.
Below, you will find the process I followed and the resulting practical applications that you can use right away to improve the generation of qualified leads and the profitability of your actions.
How to do data-driven copywriting
I work for a SaaS brand that offers social listening, monitoring, and analytics solutions, and (unsurprisingly) many of the software purchases come from the free trial we provide.
The process began with an analysis phase that involved two key dimensions:
- Evaluation of performance data of the landing page in relation to the profiling metrics of CRM,
- Qualitative copy audit.
The first point highlighted a non-optimal performance of the landing in terms of subscription rate (the relationship between the number of page views and actual subscriptions) and at the same time an increase in unskilled prospects (based on the characteristics compatible with the sale) inbound. The second emphasized the lack of a uniform and consistent style. Over the years, several people have worked on the copy of the site and a lack of stylistic uniformity was evident.
The action plan
The next action was to listen to the voice of current customers through questionnaires shared via email. The questions were structured to bring out some key dimensions to be classified and weighed later:
- Technical features and strategic benefits perceived as of greater value within the overall offer,
- Challenges and criticalities related to the development of an effective online and social strategy through the tool,
- Product development expectations and desires,
- Key information sources for judging the suppliers in the market.
- Segmentation and evaluation
The responses were ranked using a weighted average. That is, greater weight was associated with the most profitable accounts or with a higher potential for upselling and customer lifetime value. To learn more about content marketing and ROI, I refer you to my previous article.
Subsequently, the analysis of the most recurring words and the most impactful themes returned the following evidence:
- The acknowledgments by authorities in the field, for example, Forrester and G2 Crowd, were decisive elements in the choice of the instrument;
- The integration of multiple functions (analysis, profiling, engagement, and benchmark) in a single tool is perceived as a key to improving the work team’s operations;
- Source coverage and data availability are technical features that heavily affect judgment.
Writing and structure
Finally, the inputs were declined in the processes of writing and organizing information in the wireframe created by the designers. The design has respected a precise and concatenated hierarchy to highlight the order: the awards obtained, the opportunity to carry out multiple activities with a single tool, the availability of options that expand the scope of the tool, the presence of testimonials from operators of the sector. In addition, the copy has been aligned to the overall tone of voice definitively adopted on multiple channels (website, social media, blog, etc.) and media (for example product presentations). If you want to know more about writing and online communication, I recommend this podcast by Alessio Beltrami.