It’s been just over a year since I packed my bags, moved to Tampere, and switched from being a full-time entrepreneur to a role in a marketing agency. I wanted to gain a fresh perspective on the marketing industry and refine my skills further, and so far, it has been an enriching journey. Now, after more than a year, it’s a good time to look back and reflect on the lessons I’ve learned so far. I probably can’t articulate everything I’ve learned over the past year at this moment, let alone list all the smaller technical details I’ve picked up. However, here’s a list of the key lessons and insights that have stuck with me during my time working in the marketing agency.
Copywriting is an Underrated Skill
Although copywriting is appreciated, it’s only in the past year that I’ve truly realized how crucial a skill it is. The majority of content consumed on business websites is in text form, just like this article you’re reading. Despite the talk about the power of video, in my experience, effective text snippets on websites are the best way to convey information between a company and its customers. Text is easier to skim through and navigate compared to scrolling back and forth through a video. Good copy is written with the reader in mind, smoothly guiding them through the text line by line. Additionally, good text is enjoyable to read and doesn’t disrupt the reader’s flow. Clunky text is a turn-off.
I’d like to draw a distinction between copywriting and general content creation. Copywriting involves crafting concise, persuasive sales text, whereas content creation refers to producing longer written content. In this context, content creation plays a crucial role in providing in-depth information. Every sentence in lengthy content should offer the reader something new.
Deepening Knowledge of B2B Industries
I’ve had the opportunity to work with clients from various industries, including various sectors of the industrial field. As an entrepreneur, I mostly focused on marketing for B2C clients, but my perspective has been turned around. In B2B marketing, the emphasis is more on promoting product and service features than appealing to emotions, as is often the case in B2C. In B2B, marketing revolves around fact-based product information and successful references rather than stirring emotions in the buyer. However, both approaches share the common goal of selling a solution to a problem rather than just showcasing product features.
Moreover, B2B purchase processes are significantly more complex than B2C processes. When products or services cost tens of thousands of euros, potential buyers naturally take their time to consider the purchase. It requires patience and a different approach to prospects at various stages of the buying journey to get closer to the desired outcome.
Even though emotional sales tactics take a back seat in B2B, it’s still essential to have a deep understanding of the needs of your client’s customers. This understanding helps in highlighting the aspects of the product or service that resonate most with potential buyers. It’s been fascinating to explore new industries and dive into the needs of client companies and see the challenges they face in their marketing.
Google Ads – A Valuable Tool for Almost Everyone
Search intent is an unbeatable aid in sales. While digital marketing offers various channels to reach your target audience, Google Ads still reigns supreme. I want to specifically mention Google Ads, not just search engine optimization, because Ads can quickly bring results. Search engine optimization works over a more extended period and certainly complements paid search engine advertising.
The best part about Google Ads is the ability to direct people to your website who have just typed the name of your product or service into the search engine. The quality of traffic from search engine ads shines through in the results. Click-through rates and website conversion rates are often much better than traffic from social media channels in my experience.
Of course, there are products and services that may not be explicitly searched for, and where search engine advertising might not be as effective. However, rarely do you come across businesses for which valuable website visitors or conversions couldn’t be generated through Google Ads. But if it seems that Google isn’t yielding results, then it’s time to try something else.