Combining copywriting and social media to convey clear messages
WITH more people than ever before using the internet and online tools to research products and services, businesses need to ensure that their online platforms are in line with their marketing goals.
Rich Sutherland is the Managing Director of sobananapenguin, a digital marketing agency in Hull that provides copywriting, social media management and PR campaigns to companies across the Humber region and beyond. Having worked in the sector for over a decade, he has seen huge changes in how consumers discover and explore information:
“Millennials are people who were born between 1981 and 1996, and those who are categorised as Gen Z were born after 1996. At the moment, these groups account for 38% of the workforce, which is set to increase to 58% in the next decade. GlobalWebIndex shows that social media is used just as much as search engines by these generations when researching products and services. It’s crystal clear that digital communication plays a leading role in both brand growth and retail transactions, which is why businesses need to effectively incorporate it into their marketing activity.”
Keeping a company’s social media channels active, relevant and engaging is easier than it sounds, as there are multiple skills required as part of their management:
“I often see posts that are badly worded or use poor imagery,” says Rich. “Then there are those that lack a call to action or go completely the other way, coming across as blatant adverts that many users will simply ignore. The key is to convey the company’s voice in every post and open up conversations, all while sharing a combination of messages that promote services and celebrate the human side of the business.”
Over the years, Rich and his team have delivered blog content, social media activity and PR campaigns for a wide variety of local organisations, including Hull Trains, Hull Truck Theatre, Hull University Union, Airco Training, Hull Jazz Festival and Atom Beers. He believes that blogs and social media will continue to rise in popularity, further increasing their impact on lead generation, customer acquisition and brand advocacy.
Image: Emmerson Films