Why strong copywriting is essential in marketing to riders
In the competitive world of motorcycle marketing, using an authentic voice to speak with your desired audience makes a huge difference. In this article we’ll explore how strong copywriting should sit at the heart of your marketing mix and why your copywriters should know motorcycles inside out, if you aim to communicate with credibility.
Motorcycle riders are a knowledgeable bunch, so connecting with a defined sector of the rider market requires a level of expertise around specific motorcycle model types and riding culture.
There is a clear difference in the type of messaging you would use to communicate effectively with French off-road riders compared with British café racer enthusiasts – and this applies not only to qualified translation but the core message itself.
Authentic copywriting plays a pivotal role in attracting and retaining audiences, as well as influencing consumer behaviour at various touchpoints of the marketing journey. Bikers know when the authors of a piece of content are not bikers themselves.
Strong social media copy makes all the difference
Social media is often the first point of contact between a motorcycle brand and its potential customers. Whether on Facebook, Instagram, TikTok, YouTube or another social channel the quality of the captions and the wording used in graphics and videos will make or break a brand in terms of engagement rate, visibility and growth.
When you look at the social content of well-established brands such as Ducati or Dainese you can immediately observe that the captions on their social media posts – and the photo + video content itself - has been crafted with specific audience segments in mind, be they commuters, adventure riders, scrambler riders or sports bike enthusiasts.
Social media also allows brands to showcase their personality and values. For instance, Royal Enfield's social media channels often feature inspirational quotes and stories, reinforcing their commitment to adventure, celebrating Indian culture and a passion for riding.
The way Yamaha curate their social media content varies significantly on their global racing focussed Instagram account, compared to their main US focussed account (very off-road themed) and then their main European Yamaha Instagram account (which features a wide variety of off-road, street bikes, e-bikes, scooters and other products). For each account, someone who knows the market intimately is managing the visual output and writing perfectly tuned copy to accompany each post.
Engaging video content for riders
The scripts and content of videos aimed at riders on YouTube and other social platforms enable the presenter to deliver engaging and informative content, keeping viewers (future customers!) hooked and eager to learn more. A well-structured and caringly written script ensures that the brand's messaging remains consistent across all video content, reinforcing key brand values and product information.
Check out Revzilla’s YouTube content for a fantastic mix of product information (they are an e-commerce platform for riders) and storytelling (they’ve built a credible editorial channel with riders at the heart of their script writing and narration).
Informative website copy matters to site visitors
Strong copywriting on a motorcycle brand's website is also essential for several reasons. It allows them to share their history, values and mission with riders, creating an emotional connection that goes beyond the products.
That is certainly true when you look at the content of a brand such as Norton. Their website features refined copy which highlights their colourful story, from James Lansdowne Norton founding the company in 1898, to victory at the inaugural Isle of Man TT, the collapse of the firm and its rebirth with its new state-of-the-art facilities in Birmingham.
Meanwhile, engaging product descriptions not only inform potential buyers but also spark their desire to own a particular motorcycle. Again Norton’s website provides vivid descriptions that highlight the unique features and heritage of their bikes.
Blog posts are also an excellent way for motorcycle brands to establish authority in their niche. In-depth blog posts can provide valuable information about motorcycle models, maintenance, riding tips, and more, building trust and loyalty.
SEO-optimised content will help improve a brand's Google rankings, ensuring that their content reaches a wider audience. SEO content is focused on specific keywords (for example, ‘Best off-road helmet’) and aims to rank higher in search engine results. In contrast, in-depth blog posts provide comprehensive information on a particular topic, offering value beyond targeted keywords.
In ads, newsletters & media relations - copywriting lifts your brand
In both online advertising (such as Google Ads and Facebook/Instagram Ads) and email marketing the importance of concise, attractive copy, featuring an effective call-to-action, should not be underestimated. Strong CTAs encourage users / browsers / recipients to take desired actions, such as visiting a website, applying for discounts or making a purchase. Good copy can significantly boost conversion rates and improve return on investment.
Effective copywriting in press releases ensures journalists are more likely to cover a topic with a well-written, attention-grabbing headline and an article which reflects positively on a brand.
In conclusion, strong copywriting is a linchpin of successful motorcycle marketing. Whether it's on a website, in brochures, press releases, emails, Google Ads, blog posts, social media, or YouTube videos, effective language and storytelling are essential to building a rapport with riders.
At Motorcycle Marketing we set the highest standards in terms of the copywriting work we produce on behalf of our clients. Every member of our team is an experienced motorcycle rider. We ride frequently, we spend time with other riders and we continually attend meet-ups, ride-outs and festivals.
We 'speak the language' of the motorcycle community in specific niches, with decades of combined experience between us. If you need help with any aspect of your copy writing or content creation from our team of riders and creators, contact Motorcycle Marketing today for a free consultation session.
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