Want your business or website to succeed? Then you need to know what’s content marketing about and the 7 ways it improves conversion rates.
Since the pandemic, more than 53% of buyers have shifted their spending to online. You need to capture these buyers’ interest if you’re to stay competitive in your market. The way to do this is through high quality content marketing!
In a nutshell, high quality content marketing delivers valuable and relevant content to your audience. Excellent content that is informative or engaging to potential buyers is the essential key to successful marketing!
Quality content marketing helps establish you as an expert in your field and helps promote brand awareness. It helps establish audience trust.
Content marketing helps you to keep your business at the top of your customers mind when it comes time to buy. As a result, this improves conversion rates.
Thinking of improving your bottom line? Now’s the time to find out what’s content marketing about and how it can improve your conversion rates! If you are interested in boosting sales, read on!
- What’s Content Marketing About?
- 7 Ways Content Marketing Improves Conversion Rates!
What’s Content Marketing About?
Every day we are bombarded with information that is irrelevant to our lives. Too much useless information can result in burn out. This is especially the case when you need to search for hours to find useful information that can solve your issues.
You know how frustrating useless websites and platforms can be! If your content doesn’t meet your audiences’ expectations, then your visitors might also feel these same frustration levels.
The focus of content marketing is to create, share, and publish content that is perceived to be valuable to a targeted audience. It’s the process of targeting visitors so that they convert into paying customers.
Content marketing must be aimed at a clearly defined audience. Generating high quality content that informs and engages a defined audience will attract and retain the right customers to your website.
As a business entrepreneur, your ultimate goal is to convince visitors to convert into customers. For your business to survive, people must subscribe or purchase your goods or services. To achieve this, your content needs to solve problems for your customers, or aim to improve their lives.
Provide your customers with high quality content marketing. Content that’s relevant and useful to them helps generate leads that can ultimately drive profitable customer action!
7 Ways Content Marketing Improves Conversion Rates!
What’s content marketing about? Content marketing is about attracting, engaging, entertaining and retaining your audience. This can be through many forms including websites, videos, podcasts, webinars, e-books and social media.
Below are 7 ways quality content marketing can help you attract and retain the right audience for your business. Following these 7 steps will help to improve your conversion rates!
1. Who Is Your Audience?
Before you invest time or money into content marketing, you need to know who’s interested in what you’re selling. Identifying your audience allows you to tailor your content, so it matches their needs.
Knowing your audience helps you discover what challenges they face and what motivates them to buy.
You can determine who your audience is based on the persona that’s interested in your products or service. Your persona or niche target audience can be grouped by:
- Problems/pain points
Once you know who your target niche audience is, you need to discover what these people search for in relation to your industry. You need to know their interests, what excites them, and what their pain points are.
Below are some ways to find out what your niche audience search for.
- Check your website’s Google Analytics
- Scan customer questions on your website
- Look up Google trends
- Place a survey on your social media page
- Find what’s trending on social media
- Scan the comments on your competitors’ websites
- Look up Quora
Use multiple sources to help you verify trends, ideas, behaviors, and motivations. Once you have identified your audience’s pain points, create content that match those queries.
Content that provides your audience with solutions to their specific problems, helps you to gain their trust. Then offer your product or services as a solution to their problems.
Consumer buying habits change as new products or trends appear. My advice is to stay flexible. This way you can to adapt to new ideas as they arise and create content that is on trend. The more in tune you are with your audience’s needs, the higher your conversion rates!
2. Relevant Information
Now that you know who your target niche audience is, you can begin to create content that is relevant to them.
For example, if you sell acne lotion, your target audience is most likely a teenager or young adult. Your content should therefore have a strong presence on social media. Quality content marketing would reflect things that are important to them, such as appearance and social acceptance.
DON’T create content that only pitches the benefits of your products or services. Instead, create high quality content that is beneficial to your audience. Content that’s informative, helpful and engaging helps them to make a purchasing decision.
Your content can include information relating to your product or service such as:
- Comparisons between different brands
- Benefits for the consumer
The most helpful content is the kind that builds customer confidence in your expertise. You can increase customer confidence by addressing common questions. If you can address any sore points that customers have about products or services within your niche, then you’re on a winner!
The best content marketing is based on honesty. If your niche is weight loss, don’t lie about your product. Don’t tell your audience that your product will help them lose weight in three days, if weight loss results usually take longer.
Being dishonest will result in negative feedback and your business will suffer the consequences!
Honesty on the other hand, helps your customers to trust you. Building trust assists customers to overcome any buying qualms they may have. Audience trust is essential if you want to increase conversion rates!
3. Use Lead Magnets
What’s Content Marketing About? It’s about getting your content noticed. Once you have created your content, you need to attract potential customers. You do this by creating lead magnets.
A lead magnet is a free item that is given away to your site’s visitors in order to gather their e-mail details. Lead magnets can be in the form of an opt-in for a free subscription. Or an opt-in for a free e-book, newsletter, check list, webinar, cheat-sheet, toolkit, swipe file, template, consultations or product samples.
Quality lead magnets offer an opt-in for free content that is perceived to be valuable to your visitors. It should be helpful, informative, entertaining or desirable to your visitors.
The free content offered should be of high quality and relevant to your niche target audience.
For example, if your niche is dog grooming, your lead magnet should focus on dog grooming. Offering freebies for something else, such as a free holiday, will attract people that aren’t interested in what you’re selling.
Lead magnets that provide downloadable files or PDFs are better options than physical products. The reason for this is that downloadable files can be fully automated on an auto responder such as Mailchimp.
Downloadable files or PDFs, unlike physical products have the advantage that they arrive instantly. Furthermore, they don’t require you to action them, and they don’t attract postage costs.
Lead magnets that provide desirable content helps to compel your visitors to opt in and join your e-mail mailing list. An email list is essential to the growth of any business. Building up your e-mail list is the best way to acquire new customers and connect with existing customers.
Don’t overlook the power of lead magnets! Lead magnets can be the deciding factor in attracting new leads and improving conversion rates!
4. Nurture Leads Through the Sales Funnel.
What’s content marketing about? It’s about attracting visitors and leading them through your sales funnel, with the ultimate goal of making a sale.
The sad fact is that only 3% of visitors to your website, social media platform or video channel are ready to buy. You can increase this statistic into your favor by understanding the different stages of a customer’s buying journey.
People may have a problem, but they don’t know how to fix it. So, they search Google or other search engines in order to find a solution that best suits their circumstances.
The amount of time and energy they put into researching solutions is dependent on the product or service. If it’s an expensive purchase, they could take days, weeks, or months to find on a solution.
It’s your job to convince visitors to choose your company’s product or service over those of your competitors. Do this by providing them with the right content for each stage of their buying journey through the sales funnel.
Knowing the different stages of the sales funnel helps you to create quality content for your customers at every stage of their buying journey! Each stage needs to lead your visitors to continue through the sales funnel.
Create content marketing for potential customers that haven’t made up their minds. This might include “how to” guides. Create different content for customers that are ready to buy.
Build a relationship with prospective customers at whatever stage they’re at. Content in every stage of the sales funnel must convince visitors that your products or services are a better fit than your competitors. It should lead them through every stage of the sales funnel until they finally make a purchase.
What’s Content Marketing About?
The 5 Stages of A Sales Funnel
Sales funnel come in many forms but ultimately, they consist of 5 stages.
I. Discovery or Awareness. The 1st stage of the sales funnel is when a person recognizes that they have a particular problem or need. They start to search for products or services that will solve their issues. Create content so that they can discover your brand.
II. Curiosity or Research. Once customers discover your brand, provide them with content that is informative and value-based. Do this with content that helps the customer solve the pain points that brought them to your site.
III. Desire and Evaluation. Your content marketing must develop a desire in the potential customer to have the product. At this stage some customers may decide that your product or service can fulfil their need. Others may require more convincing before they buy. E-mail them to keep your brand in the top of their mind.
IV. Action or Purchase. If your products or services are good quality, then customers that reach this stage of the sales funnel will be ready to buy. Make this buying stage as easy, safe and as painless as possible for the customer.
V. Grow Relationship. Once your customer makes a purchase, don’t leave them there. What happens after the sale is key to the growth of your business. It’s important to grow your relationship with customers by keeping in touch with them. This is because it’s easier to retain a happy customer than to start again from scratch.
5. Search Engine Optimization (SEO)
Online shopping is growing at an exponential rate with 63% of all sales being made online. As a result, people use search engines such as Google, Bing, Yahoo and others to search for products and services.
Improving your Search Engine Optimization or SEO can help guide more organic traffic to your website, video channel or social media platform. This can generate leads, drive sales and therefore increase your bottom line!
Organic traffic is free traffic! It’s very desirable for entrepreneurs because you don’t have to spend money on advertising. Plus, internet searchers prefer organic searches rather than clicking on paid advertising.
When you improve SEO, you’ll increase organic traffic flow! One of the best ways to increase organic traffic levels is to rank on the first page of search engines.
You can improve your SEO ranking by regularly writing or recording high quality, engaging content that is relevant to your niche target audience. This is because search engines reward sites that frequently publish unique content.
Other ways to improve your SEO is to use high ranking keywords that your niche audience use when searching for your goods or services. Use these keywords in your headings, sub-headings and alt tags. To find high ranking keywords use a tool such as Jaaxy.
In your posts or video channel, make sure that you answer questions or sore points that your audience are actually searching for. Relevant, interesting and engaging content helps keep your audience on your website and reduces bounce rate.
Get into the habit of interlinking your relevant posts as search engines prefer websites with linked posts. Use images, info graphics and/or videos to make your content more appealing to your audience.
6. Call To Action (CTA)
What’s content marketing about? Content marketing is about increasing conversion rates. The whole point of running a business is to encourage your audience to make a purchase or to subscribe.
However, interesting and engaging content won’t lead to a sale if you don’t have Call To Action (CTA) buttons or banners. Call-to-action buttons or banners are like sign posts that instruct the buyer on what to do next.
CTAs should hook visitors with solutions to their problems. They should encourage visitors to click and take the action you want them to take. The action required can be as simple as “Call Us Now”, “Start Your Free Trial”, “Buy Now”’ or “Find Out More”.
Most product pages will have at least two CTAs which appeal to visitors at different stages of the sales funnel. Without CTAs your visitors may struggle to know how to go about buying your product, or subscribing to your e-mail list.
CTA buttons or banners can be placed throughout your content, at the beginning or the end of your page. They can be inserted in a pop-up, or insert them with-in or near a photo of a product. Another way is to hyperlink CTAs to a product page in the product’s title.
7. Use Social Media
Social media channels are gaining momentum and are a great place for any business to establish themselves. More and more businesses are using social media to increase customer awareness of their companies. You should too!
There are many opportunities to increase brand awareness and engage with new customers if you have a strong social media presence. Social media can reduce your marketing costs. This is because it can help you to get your business in front of prospective customers that you might otherwise not attract.
Social media channels such as Twitter, Facebook, LinkedIn, YouTube, Instagram, and TikTok allows you to connect with potential customers. They allow you to share your affiliate links for the products you recommend at the places where you customers spend much of their time.
Use social media to extend your reach and attract new customers through online competitions or through surveys. Use it to advertise new events or to tell your audience more about yourself, your staff, your products and your business.
Customer communication helps build customer loyalty and trust. Communicating directly with customers is easy on social media. Use it engage in conversations, answer customer questions, build relationships or get customer feedback.
Social media can be used to create a community, increase brand awareness, build customer relationships, and drive traffic to your website. If your business isn’t using social media, then you are losing an opportunity to get your content in front of more eyes!
What’s Content Marketing About: Summing Up
Content Marketing is essential for business success! When you create high quality content that’s relevant to your audience, you’ll generate leads and improve conversion rates.
Successful content marketing addresses the issues that your audience is searching for. It also uses the same keywords that your audience use when searching the internet. High ranking keywords improve SEO and help to get your site on the first page of search engines.
High quality content marketing that solves visitors’ pain points helps potential customers to see you as an industry leader. This puts your business at the top of their mind when it comes time for them to make a purchase.
Great content marketing will help to generate a positive buyer journey. It takes the potential customer by the hand and leads them through each stage of the buying funnel.
What’s content marketing about? It’s about keeping your customers happy. Because when your customers are totally happy, you’ll see an increase in conversion rates and your bottom line!