For marketing professionals, the ultimate goal of their efforts is to convert.
Your definition of conversion and your definition of success depend on what it is you’re trying to accomplish. Conversion is a funny and often open-ended buzzword in our industry, mostly due to its flexibility.
In the end, it’s a marketer’s goal to drive traffic, gain leads and make a sale.
Instead, conversion is better assessed by trial and error. Over time, marketers can hone in what works best for them, for their business.
Let’s take a look at conversion tools, examples and statistics in a complete A-to-Z list. This conversion content marketing guide contains industry terms (e.g. Pop-ups) and recommendations (e.g. Make a strong first impression).
In terms of conversion content marketing online, API’s (Application Programming Interfaces) offer IT staffs and marketing professionals the ease of allowing software programs to interact with each other. This technological advancement in the industry has pushed the envelope for developers to work hand in hand with marketers on specific campaigns.
APIs are generally invisible to the end users. APIs are crafted pieces of code created by programmers for their applications. They allow other applications to interact with their application and are specifically programmed to include only the components they wish. Google lets you get started with some really good APIs for a variety of purposes.
Conversion works best when your consumer feels a time crunch. A good strategy is to make your supporters feel as if they need what you’re offering at that very moment.
You need to make good use of that fear of missing out. There are certain instances where it’s appropriate to steer your potential leads into a pressured scenario. Offers of discounts are just one way to turn leads into new acquisitions.
For recurring customers, it’s essential to let your best supporters brag about your organization. Place testimonials on your site, next to your products and give potential leads the comfort they need to purchase or take that leap of faith with you.
Reviews and testimonials are everywhere nowadays. From Amazon to eBay, feedback and customer support is a must for your business.
It is critical to address the needs and pains of each individual customer directly with your content. A one-to-one conversation is the key to personalization. Answer customer questions in a timely fashion and diligently follow up with inquiries.
Are you facing a difficult question or negative feedback? It’s important to still address the situation. Potential leads and customers are watching how you respond to others. If you leave a conversation one-sided or open-ended, it forces others to question your dedication.
Email campaigns are a direct way to communicate with your supporters and an easy way to loop your content marketing efforts to those prospects you wish to convert. Email, too, comes in the form of building on relationships individually.
Sure, mass emails are great to target, but if you can, you should try and get as personal as possible.
When in doubt, there’s no need to fluff your content. If you stick to facts, it adds credibility. Consumers are savvy these days and it’s difficult to push claims by someone and not have them question you. The fact checking onus is on you and not providing it means you did not do your research beforehand.
For a quick turnaround or a speedy way to generate some conversions, a timely giveaway is an option. Consumers flock to the word “Free!” Giveaways are a great technique to showcase a new product or unveil the latest must-have item.
Content begins and unfortunately ends with headlines. Eight out of ten people read headlines. On average, only two out of ten will read the rest. It’s imperative to be useful to the reader and provide him or her with a sense of urgency. Also, convey an original idea. This will make a consumer feel the “need” to read the whole article.
Include a Call to Action
Goals that you have set out for yourself aren’t fulfilled until a user is finally asked to do what you want. This is your time to shine. It’s the time for you to direct. Make the call specific to your intentions and goals. A vague ask or a call to action that doesn’t address your goals is a waste of time.
Justify the Price
Present the price points in justifiable terms, whether you’re comparing your prices to your competition, breaking down the value of the purchase, or working on an up-sell. Adding context to the prices will give your customers a reason to buy. In other words, it’s OK to explain in more detail. This is especially true when you’re selling a service. The process needs explanation relative to the cost.
Keep Your Content Relevant
Repetition keeps people returning. A regularly updated Web presence builds brand-loyalty and can turn a viewer into a buyer. If you continually update your content, people will tend to follow your social channels and opt-in into your e-newsletters and other content channels.
Remember to follow up until you can hook potential customers. Some leads fall through the cracks, while others tend to show more desire from the outset. Recognition of varying degrees of leads can save you time in the long run. Spend the most time with people who seem more invested. It’s also imperative to not leave any lead un-turned.
Make a Strong First Impression
Your online content needs to strike the user as fresh, original and insightful. A first impression begins with a user-friendly website and content built to support its aesthetics. Show expertise in whatever industry you fall. And openly showcase facts to support your content’s claims.
Every company and every organization has a story to tell. Make sure your story is told the way you want it. Let others know of your struggles and successes. Your story adds a human element to an otherwise bland idea of a company.
It’s important to stay open-minded in this regard and craft your stories, your content with your voice. Your company should embody its narrative and carry it out throughout subsequent content. In other words, set the tone and maintain the course.
Opt-in and opt-out methods are ways to give the people power to decide. It’s important because it builds trust and provides freedom to the end user. A pushy salesperson is a turnoff. Besides, don’t you want leads who openly and willingly tell you where they stand?
Annoying? Maybe so. But they are also effective. According to a recent Content Marketing Institute webcast, 120 subscribers a day come to their site via a sign-up form generated by this pop-up form.
Of course, it’s highly debatable whether that will carry on, but the numbers suggest pop-up ads, while annoying to some, are producing new leads and more potential business.
It’s imperative to produce content people crave, not content to slap on a homepage because it’s mandatory. Resist the urge to stuff your content with extra, unnecessary fluff. Quality incorporates accuracy, but it also requires a certain level of attention to detail.
Producing quality content guarantees it is found on the Web and found easily. Quality content means you improve your visibility considerably in search results.
One of the best ways to gain traction for your content, as well as make sure it reaches the whole of your target audience, is to pay for your message to be put in front of those who have already visited your website.
Typically, you enter your budget, ad copy or content, and targeted customer profiles into a demand-side platform (or bid management tool) such as Bidable or adCore. The tool then accesses ad inventory on publisher sites and puts your content in front of a user who is reading about that specific subject at that specific time.
Facebook, Twitter, Pinterest and all major social networks are built on the principle of showcasing and sharing. A social experience is a shared experience. The more people you can connect with in your industry, the more people see your product being used and recommended by their friends and family, the more likely they will buy into what it is you’re selling.
Once an established plan is in place, you need the tools to complete the job. Set up a content schedule and use Google’s analytics to assess and diagnose your audience’s behavior. Let social media accounts tell you what your audience craves.
There are literally hundreds of tools at your disposal to help you create content in various formats, curate content in your industry, schedule it to be published at a time of your choice, and market it to the right audience.
User Generated Content
The onus of creating great content does not lie exclusively on you. You can get your content created by your customers by asking them to review and rate your products. Readers of your blog also have a say by expressing their thoughts in your posts. Google tends to give special importance to UGC, by displaying it in its local results as well as rich snippets.
If available, video production can seal the deal. High quality video is a visual way to fully encapsulate your product or service. It’s a demonstration that can’t be replicated with words (or even images). What’s great about video is its flexibility in terms of the different types of videos that can enhance your brand message.
Your website is your content’s hub. All your content, product information and calls to action begin and end at your website. That’s why it is so important to construct your site (both desktop and mobile) according to the psychology of your customers.
Your content and your design need to lead them through the funnel from awareness, research, buying intent, and finally purchase. It doesn’t mean you need to spend a ton of money on design. Tools like Spaces with DIY landing pages enable you to insert Web copy, headlines and images at the right places with a few clicks.
Does your content marketing strategy have what it takes to go above and beyond what others expect? Like the show, having an X-Factor or having “it” means you have what it takes to please a crowd. You have the temperament to listen to your audience and willingness to accommodate their wishes. Originality combined with a command of your audience will shape content to fit your niche.
Yearn to Learn
This content marketing business requires continual learning. A teacher needs to stay updated on the latest trends, and this industry is no different. Perhaps we’re the ones who need to change the most. Think about all the latest technologies and to Google’s updates with respect to search. Subscribe to blogs like this one and other resources to keep up. You must have a huge appetite to learn.
Zip It Up!
As much as you think all the “I’s” are dotted and all the “T’s” crossed, give every piece of content another glance over. Mistakes are bound to happen. However, take pride in what you’ve accomplished. Finish the job and make sure you have exhausted all possibilities to make the content work for your customers’ needs. And when you’ve finished, stop. Don’t ramble on.