How do you measure the impact of your branding copy?

Before writing anything make sure what your marketing agenda is, what do you want to achieve. Then create copy based on your goals.

Clearly establish the goals you want to achieve with your branding copy. Objectives could include increasing brand awareness, driving website traffic, improving customer engagement, or generating conversions. Defining specific objectives helps guide your measurement strategy.

It's crucial to set up a content strategy where you outline your goals. You have to ask yourself these key things: - What do I hope to achieve? - Who am I talking to? - What do I want my audience to DO? Honing in on these answers will help you define your strategy.

Always make sure the objectives for any content align with the rest of your marketing goals and company vision. For instance, it would probably not be helpful to publish content on learning how to drive if your business sells shoes.

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Identify key performance indicators (KPIs) that align with your objectives. Depending on your goals, you may track metrics such as website traffic, click-through rates, conversion rates, social media engagement, brand mentions, or customer feedback. Choose metrics that directly reflect the impact of your branding copy.

Using analytical apps is so important to your content strategy. Having all of the analytics in one place, so you can clearly see what content is working and what content isn't is so helpful. Once you've gained these metrics, you can then craft your content to fit what is succeeding and you can continue to succeed and grow you ideal audience base.

Implement tracking mechanisms to gather relevant data. Utilize web analytics tools, social media monitoring platforms, customer surveys, and other data collection methods. Regularly analyze the data to measure the impact of your branding copy against the chosen metrics. Look for trends, patterns, and correlations that provide insights into the effectiveness of your copy.

It is important to review existing and former copy the client has worked on over the years. Ask them what works and what doesn't. This typically doesn't come to mind when marketers think of data, yet these examples are incredibly valuable. In a conversation, could you ask the client what resonates and what can be improved upon? Sometimes, organizations still have print materials. It's fun to comb through their creative and develop a fresh perspective. Of course, quantitative data truly matters, yet I encourage marketers to consider these simple and effective approaches as well.

Summarize your findings in a clear and concise manner. Create reports or dashboards that present the data and highlight the impact of your branding copy. Communicate the results to stakeholders, such as marketing teams, executives, or clients, and provide actionable recommendations based on the analysis.

Conduct A/B tests or multivariate tests to experiment with different versions of your branding copy. Split your audience into different groups and compare the performance of each variant. Test various elements like headlines, messaging, tone, or calls to action. Continuously refine your copy based on the test results to optimize its impact.

I love working with small clients where I can go out in the field and have actual conversations with their prospective customers. I can test messaging and get real-time feedback in just a few conversations. I love seeing the instantaneous facial expressions and knowing something resonates when someone lights up and asks questions. Similarly, I get to be out in the field regularly, so I can easily see when some messaging or topic is tired, allowing me to try new things. It is so refreshing to get this real-time feedback.

Take a class every few months or once a year. There are so many copywriting how-to's and classes out there - it's always a great idea to learn from everyone and everything in order to keep up on trends, learn new skills, and hone in on your technique. Building and expanding on what you already know is always the best way to develop yourself and your content.

Regularly evaluate the results and learn from them. Identify successful strategies and tactics that have produced positive impacts. Also, analyze any shortcomings or failures to understand what went wrong. Continuously educate yourself about current branding trends and techniques to enhance your skills and stay ahead of the curve.

What has helped me is trying new things and being vulnerable. I like working with clients who really care about messaging and also take the time to help me understand the technical side of their products and services so I can translate them into engaging copy for their prospective customers. In addition, I always look at other copy when I am going through my day-to-day life as a consumer or researching the best practices of brands that really know how to connect with their target demographics.

It's always great to revisit the things you read earlier in your career. They are totemic and stand the test of time. Keeping a beginner's mind after you have a few years or decades of success can be difficult, and a few pages from the masters can work wonders. Take an evening and re-read The Elements of Style, Ogilvy on Advertising, The Book of Gossage, and the like. It's refreshing, fun, and productive.

My strategy is NOT to focus on the analytics, use the data for information of course but not to conpletely relying on them. At the end of the day, share your thoughts, share what you love doing, pay it forward in engagenent will help drive the brand mission of who we are. I think the hardest part is to have so much faith in your personal branding goals, you consistently practice and sprinkle brand message mosels in the entire internet.

It's important to test these messages in real, face-to-face conversations with consumers. It is quick and cost-effective. It's also very important to listen and incorporate what you are hearing in your messages. Effective copy should connect; taking time to test it in the real world will help you validate it and likely help you develop many new ideas.