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It has been 6 years now since I started off as a copywriter in a digital agency. During this period, I have seen the industry evolve substantially, dealt with many types of clients and honed my craft to deliver the best service I possibly can. If you're at all interested in a career in copywriting, digital marketing or online business, read on and I'll share my wealth of experience with you.

What Does it Take to be a Good Copywriter?

There is a huge gulf between a good writer and a great writer. And likewise, there's a difference between being a great writer and a great copywriter. What's the difference? Well, as a copywriter it's important to focus on results.

Here's what you need to know to write excellent copy: most clients aren't that interested in your writing.

That is to say that they want your writing to be exciting, engaging, entertaining and informative, sure – but ultimately this is a means to an end. What's most important to them is that your writing makes their business sound professional, thereby leading to increased sales of their products or services. If you've been hired through a digital agency, this applies to an even greater extent.

So when you start writing for any new client, the question should always be: what are they trying to achieve with this copy? How does the brand want to portray itself online? What's the right tone to go for? If you get these right and can show to the client how professional copy for their campaign means more profit, then you will have no shortage of business. In essence, you need to earn your keep by offering solid ROI for the client.

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Did you ever set foot on a digital agency? If so, were you fazed by the fast paced atmosphere? Typically, staff slowly trickle in from 9am to 10am, getting to their desks with a cup of coffee in hand, all ready for the start of a new day. There is one noticeable group of people that come in on the dot, smartly dressed with briefcases in hand. Another will only start to arrive from 930am, dressed in casual attire. Such is the difference between client facing staff and creatives respectively; welcome to the world of digital marketing and advertising.

the fast paced environment of a digital marketing agency

Today, we will bring you through the 5 key roles within a typical digital agency. Despite the differences in job scopes, staff within an agency come together for one obvious purpose - creating digital/interactive experiences to fulfil a client’s marketing objectives. 

1) Business Development 

Everything starts from here. As the name suggests, such staff serve the marketing role for the digital agency. Yes, they get in touch with prospective clients through a variety of means, follow up with them and seek to close as big a deal as possible. They constantly collaborate with the creatives for the creation of concepts and collateral for pitches. There are usually not many people dedicated to this role, yet they are extremely crucial to any agency for its continued survival and possible expansion.

2) Account Servicing

Upon closing of a deal, or winning of a pitch, the client will then be handed over to the account servicing staff that will take it from there. They work with project managers, designers, developers and digital marketers to execute a client’s project on a day to day basis. In a way, account servicing staff can be seen as middlemen as they are constantly squeezed between all parties. At times, you’ll see them stay in office till late with staff from some other department in order to meet the deadlines of a project.

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Now that you’re aware of the reason for our existence, here’s a practical guide we put together so you can efficiently kickstart your initiatives in digital marketing. It covers only the most recent of techniques that you can actually get done by yourself without the help of a digital agency. Those that were present (such as text messages in the early 2000s’) but have faded away in recent times will, without a doubt, be left out of this article. Also, some of the suggestions here hinge on the assumption that you already have a proper web and social presence, specifically an optimised landing page for your campaign’s purpose.

Getting on Social Media platforms

This may seem pretty obvious, but yes it is absolutely crucial. If you are a B2C business, platforms such as Google+, Facebook, Instagram and Pinterest will be bread and butter to bringing awareness to your brand. While you can take advantage of Google+ local that integrates perfectly with maps, Facebook will bring your brand incredible reach due to the sheer number of users they have. Instagram on the other hand, is a photo sharing platform with increasing popularity that caters to a younger audience (namely those from 16 to 30 years of age).

As you will realise, B2C platforms allow for a very visual approach to reaching out. This is less applicable to B2B businesses as they rely on trust, reliability and ROI for decision making. Hence, we’ll opt for a professional network like LinkedIn to connect with potential partners and prospective clients. Be sure to create not only an individual profile on LinkedIn, but also a company page that will allow you to regularly post updates and gradually gain a following for your organisation.

Regardless of the type of business, you can certainly consider setting aside a budget for paid advertising on the various platforms. Being pretty straightforward to setup, you can create ads on these platforms quite quickly without professional help and instantly bring awareness to your brand or business.

Friends on social media

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There are loads of digital marketing blogs out there. Some feature the latest trends in ad campaigns, websites and social media, while others talk about the developments in the world of digital marketing and advertising agencies. One thing that is in common for all of them though, is that they mostly bring you viewpoints from a third party’s perspective (consisting authors, public speakers, former tech company employees). 

So what exactly is so different about Yoursite.net Digital Marketing Blog? Simply put, we bring you stories from an insider’s perspective. Insiders we refer to those that hone their craft on a daily basis for brands and business all around the world. You probably got it by now, we are referring to Digital Strategists, Business Development Executives, Art Directors, Copywriters etc from the current digital ad world. We have contributors worldwide, namely from Asia and Europe. They choose to remain anonymous though, due to proprietary industry information that could be released at times for readers’ benefit.

Typical day in a digital marketing agency

Next, we’d like highlight the naming simplicity and domain extension of Yoursite.net (that was in fact registered well before the dot-com boom) - we hope it sends the all important message that we are natively digital. Hence, do not come here expecting to find news about traditional media such as print or broadcast as that is not our focus. If you are looking for that kinda stuff, feel free to check something like this.

You’re probably forming your own conclusions by now, such as what is so great about getting news from an agency’s perspective? Well just as a preview of what is to come, topics we will cover include the difference between digital and traditional marketing agencies, types of digital agencies and even the workings of one. Occasionally, lists such as the most ‘competent’ or ‘up and coming’ agencies will be compiled and categorised into specialisations. Hence if you happen to be an in-house marketer or entrepreneur, such information is absolutely crucial in the decision making process for your choice of a digital agency partner. Without a doubt, you may say that such a process revolves around reviewing marketing pitches. What we offer though, is an unbiased head start on where to look and what to consider. 

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