When determining freelance copywriting rates for your e-commerce marketing campaign, there are several variables you should consider. If you do a quick search on the Internet, you'll see that many other publications begin to answer this question, but fail to list any strict guidelines.
With that being said, negotiating freelance copywriting rates can be difficult. Sometimes there’s a disconnect between how much you value a copywriter, and how much they perceive themselves to be worth. In order to bridge this gap, both parties should address these concerns early on.
E-commerce is the modern trend when it comes to sales. Take Amazon, Kijiji, eBay, Shopify, or any new emerging e-commerce website for example. They only have one goal in mind, and that is to sell their products to their customers.
A research study done by eMarketer concluded that global e-commerce sales are expected to top $27 trillion in 2020.
That’s a lot of money. However, you don’t need to be a big player to earn a ludicrous amount of money. What differentiates a good e-commerce store from a great one is their ability to raise awareness through their marketing campaigns. However, many brands fall short on their delivery.
Estée Lauder, American businesswoman and entrepreneur said, “If you don’t sell, it’s not the product that's wrong, it’s you."
The online market is a busy place. Regardless of what business you are in, you understand the value of getting your brand in front of your customers. Moving forward into the new year, you can no longer afford to follow the traditional methods of marketing. You need to reap the benefits of marketing to those who are in the mindset to buy by creating emotion and making connections.
The value of hiring a copywriter is clear. But how do you determine how much they are worth? In this article, we will be answering this question. Here are seven variables you should consider when determining freelance copywriting rates for your e-commerce marketing campaign.
When negotiating freelance copywriting rates, an important factor to consider is the size of your marketing campaign. In an imperfect world, there is no one-size-fits-all. Once a rate has been determined, discuss how this rate would be affected if the size of the marketing campaign changes.
Increasing the workload for a copywriter doesn’t necessarily warrant an increase in pay. However, it’s important to remember that when the workload increases, it becomes increasingly more difficult for a copywriter to deliver quality work.
Sometimes increasing the workload for a copywriter doesn’t come in the form of physically writing more copy. Think about a long term marketing campaign. As it progresses, you may start to develop a relationship with your copywriter and begin to trust them. This means you can now provide your copywriter with less guidance and free up some more time for yourself. This signal of trust comes with a price, and it is crucial if you want to scale your marketing campaign.
As Michael Jordan, world renowned basketball player said, “Talent wins games, but teamwork and intelligence win championships."
Even though the scope of the campaign may not seem like the most important variable, this sets the playing field for the entire project. So when discussing freelance copywriting rates, remember to accurately define the size of your marketing campaign and explain how you would approach potential changes.
The second factor to determining copywriting freelance rates is what industry you are writing for. Certain industries are easier to write for than others. In order to produce a successful marketing campaign, you must hire a copywriter who understands your industry and tone.
Let me ask you a personal question. How important is this marketing campaign to you? Somewhat important? Or is it very important? So would you hire a copywriter who doesn’t even write for your industry?
Good copy that is persuasive requires lots of characteristics, such as excellent writing skills, research, passion, patience and empathy. But above all of these characteristics, good copy requires a copywriter to speak in a tone that matches who they are writing for. When your customers read your copy, the goal is to resonate with your brand. If your copywriter does not speak in a tone that represents you, then your marketing campaign will not reflect your vision and long term goals.
A recent study by Status Labs concluded that 90% of searchers haven’t made up their mind about a brand before starting their search.
Why am I telling you this? Hiring the right copywriter who understands your industry and tone is pivotal for your marketing campaign. So when discussing freelance copywriting rates, consider how your budget will change if you can hire a copywriter who specializes in your industry.
The third factor for determining freelance copywriting rates is who you are writing for. When a prospect reads one of your advertisements, what do you want them to take away from it?
Let’s say you are promoting a limited edition NBA basketball for your e-commerce website. Who is your target audience? The way you write copy for a 60-year old woman will be very different from the way you write copy for a 21-year old man.
When promoting your product, your primary goal is to entice emotion and drive action. This is why some marketing campaigns see higher conversion rates than others. Well-crafted campaigns tend to create a memorable experience, resulting in more opportunities to close sales. So what should you look for in your target audience?
Yes, this is a lot of work. But this is what it takes to have a successful marketing campaign.
Bill Bernach, American advertising creative director said, “Nobody counts the number of ads you run; they just remember the impression you make."
You see what I mean? Lucky for you, a dedicated copywriter can handle the research, writing, and delivery of the work with your guidance. So when discussing copywriting freelance rates, remember to brief on the amount of work required to deliver compelling copy to your target audience.
The fourth factor for determining freelance copywriting rates is whether or not your copywriter is specialized. I have no doubt that you are an expert in your field, and can successfully run a great marketing campaign. But hiring a copywriter who has experience writing in your field can significantly improve the reach of your campaign.
Many copywriters start their career by trying to get as much variety in their work as possible. After a few months of writing, they find one particular area they really want to focus on. This does not mean they only understand one specific industry. Instead, it means that they’ve found their passion and want to focus their time into expanding their writing skills in that field.
Why am I telling you all of this? Let’s say you are looking to put together a landing page for a limited edition NBA basketball. Hundreds of copywriters will come to you saying they can easily put together a landing page for you. However, only a handful of them specialize in landing pages, and very few specialize in writing copy for sports fans.
Copywriters who specialize build expertise, credibility, and results in the field they write for.
They bring in more money, drive stronger campaigns and can manage an entire marketing funnel. With that being said, with expertise comes respect. When discussing freelance copywriting rates, an important factor to consider is whether or not your copywriter is specialized in the field they are writing for.
The fifth factor for determining freelance copywriting rates is your budget. Why is it important that you outline your budget early on? When running your business, it’s easy to get overwhelmed with your day-to-day problems. Often, many people forget to look at the bigger picture.
A recent study by IT-Cortex concluded that, 31 percent of project managers cite meeting their budget as a criterion of project success.
Having a structured plan can make all the difference in the growth of your marketing campaign. It will help you allocate resources, reduce costs, and increase sales. This is especially effective in an unpredictable market where you may have to make changes to your campaign as it progresses.
Your budget defines what type of copywriter you want to hire. Factors such as project research, specialization, deadline, and experience can increase their pay. Additionally, consider how you will structure the contract. Will the copywriter be paid by the hour, by results, or by a fixed rate?
By nature, every project is going to be different and there are going to be many variables that could change the scope of it. Because no two projects are the same, you should sit down with your copywriter and brief them on your goals and timeline. Even a ballpark price range is better than leaving it open ended.
So take the time to define the budget of your marketing campaign when determining your copywriting freelance rates. This critical step removes any inconsistencies that may arise between you and your copywriter.
The sixth factor for determining freelance copywriting rates is your return on investment goals for your marketing campaign. A good marketing ROI will look different for each business.
When someone asks you, “was your marketing campaign successful”, what do you think they are really asking? Are they asking if you closed more sales, raised awareness about your brand, or generated more traffic? While all of those factors are important, the goal of your marketing campaign is to effectively generate business in a profitable way.
This is why return on investment is such an important metric to know up front. While this performance measure may just be an estimate at the beginning of your campaign, it can lay the groundwork for what type of copywriter you are looking to hire.
Kimberley Walsh, English writer and actor said, “The modern marketer is: an experimenter, a lover of data, a content creator, a justifier of ROI."
So what does this mean for you? It doesn’t matter if you hire a copywriter who can read the market, write an incredible email, or even manage an entire marketing funnel. At the end of the day, you are only interested in measuring your return on investment.
So when discussing freelance copywriting rates, make sure you outline your desired ROI so you can hire the best copywriter for the job.
The final factor for determining freelance copywriting rates is how time sensitive the work is. It may seem intuitive that the quality of a copywriter's work is compromised when they have a time limit but this is rarely ever true. Instead, this should spark creativity within the copywriter and encourage them to exercise their time management skills.
Allen F. Morgenstern, industrial engineer said, “Work smart, not hard."
However, this does not mean they should not be compensated for their hard work. As mentioned earlier, producing great copy isn’t just about the act of physically writing. There are many more components to the story.
Now you may be asking, “What if I can’t afford to increase my budget?”
Here are three things you can do to help brief your copywriter on a time sensitive marketing campaign.
Make sure the project and objectives are clear and mutually understood. It’s critical that both parties understand how you would like your e-commerce marketing campaign to look like. This will remove any discrepancies early on.
Provide consistent guidance and feedback. This can help drive direction and encourage your copywriter to pick up the pace if they are falling behind.
Encourage collaboration and teamwork. They say that “teamwork makes the dreamwork”, and that’s absolutely true. By doing this, you will have a much easier time communicating with your team.
A smart leader is great, but a smart, working team is better. So when discussing freelance copywriting rates, brief the copywriter on how time sensitive the work is and what your expectations are for the project.
Once you have a clear vision of how you want to structure your e-commerce marketing campaign, you will need to employ the services of a professional copywriter to make it all happen.
If you feel confident that you are ready to take your business to the next level, consider hiring a copywriter from copywriters.com today.
As you can imagine, the market is very flexible. But lucky for you, so are we. The rates at copywriters.com reflect the scope of the project. For example, maybe you are looking to hire a copywriter to work on an individual project, or you’re looking for a copywriter to work on a long-term campaign.
While there is no one size fits all, I encourage you to hire a recurring writer for your ongoing marketing campaign. It can be for a weekly, monthly, or even quarterly basis. By including one of our copywriters in your ongoing campaign, you will build a relationship, get consistent work, and build a monster e-commerce marketing campaign.
Trained by leading industry experts, the copywriters here at copywriters.com have the ability to entice emotion, work under pressure, and rank #1 on Google. You can’t find this kind of talent anywhere else.
So when putting together your e-commerce marketing campaign, consider including us on your journey. While freelance copywriting rates can be a vague topic, we keep it simple and to the point for you.
Determining freelance copywriting rates is not easy. That being said, there are seven factors you should consider to help you make the process easier:
The size of your marketing campaign
The industry you are writing for
Your target audience
Outline of your budget
If there’s one thing I want you to take away from this article, it's that these factors don’t always warrant for an increase in the amount of physical copy required. Remember to think about the scope of the copywriter’s responsibilities, and how your involvement in the project can help your marketing campaign run more smoothly.
By using these seven factors, you will be able to craft and execute a successful e-commerce marketing campaign. If you’re ready to make 2020 the best year yet for your brand, book a consultation with us today.
This will streamline the hiring process and ensure you hire the right person for your project. And above all, it will feed results to your e-commerce marketing campaign. We look forward to hearing from you soon.
Matthew Nanan is a freelance copywriter and blogger from Toronto, Ontario. He is a resourceful young adult who has been trained and mentored by industry leading copywriters. He writes unique and research-driven content that is strictly focused around providing his clients with results. When Matthew is not writing, he enjoys reading and teaching martial arts.Hire Matthew