Content is the foundation of your digital presence. It touches every aspect of your business, from customer acquisition to sales pitches and everything in between. Therefore, it is obvious that improving the quality of your content can help you optimize and improve various aspects of your business.
Content’s primary role in your marketing and business strategy is to inform your customers and prospects about your business. Content can be the key force driving up customer acquisition and retention since it essentially defines how consumers perceive your brand. This also means that content can be optimized to drive conversations; while it’s good to have traffic and views, it’s even better to have sales from your content!
That’s exactly what leading content marketing and branding firms do for your business; they leverage the power of content to improve your online presence in a way that maximizes conversion. To help you achieve the same results within your business, here are five content tips that drive up conversion:
When curating content that drives conversion, we need to ensure the content speaks directly to the customers in a concise, credible, yet creative way. The aim must be to build a growing trust and relationship with your audience and prospects.
Throughout your sales channel and at every content-based customer-touch point, you’ll have the opportunity to convert a prospect into a customer. The key is to convey your understanding of customer needs and pain points. You’ll have to communicate that you understand exactly what your consumers want; only then can they trust you to deliver a solution that can help them.
Imagine having the best product within your niche but struggling to secure sales because your audience doesn’t really understand what your product can do for them. Content can bridge the gap in times like these. Optimizing your content, especially at customer touch points, is the key to such a situation.
At the level of content, companies can address pain points by asking the right questions. These questions need to be precise and relevant, cutting straight to your customer’s needs. For instance, if you sell life insurance, you want to be asking questions like ‘Are you and your family secured?’
You need to structure your content around direct questions like these. Brief, customer-facing content like social media posts, ad copies, and opening pages on your website can be geared towards asking these questions about customer pain points. These can help build curiosity and pull your audience’s attention, getting them one step closer to conversion.
Another major point worth considering when curating conversion content is that businesses need to be mindful of customer journeys. Your customers are likely to have different doubts and emotions at different stages within your sales funnel.
For starters, the prospects who’ve recently discovered your product or service would like to know more about what your company does and your pricing model. At the same time, someone on the verge of buying from your business would prefer content that inspires buyers’ confidence.
Businesses, therefore, need to invest in user-centric content that complements the customer’s journey across all platforms and channels to make the most out of their content marketing efforts.
Your content is only effective if it is readable. Your audience is likely to struggle if they are provided with content that is either irrelevant or unreadable. Digital marketing companies are usually good at this; they leverage the data that is available to your business and use it to curate personalized, well-structured content that your audience will love.
Just as your product line has different versions of the same product to cater to a wide range of users, so does your content need to reach out to a wide audience with different needs and priorities. Personalizing your content, therefore, is a great way of gaining credibility in your users’ eyes.
Personalized content works even better when presented in the appropriate format. Web content, for instance, needs to be detailed and informative, but at the same time, it also needs to be crisp, easy to understand, and entertaining. Making your content easy to read and relevant to your audience is the best way to turn interested prospects into loyal customers.
Customer acquisition isn’t easy. Building a customer base takes both effort and time; therefore, businesses shouldn’t be afraid of playing the long game. Leading branding agencies advise companies to invest in creating evergreen content that adds immense value to their customers. That’s because trust takes time to build, and content designed to aggressively convert prospects into customers the moment they interact with a brand seems pushy and shady.
Brands, therefore, need to prioritize content that helps them build lasting relationships with their customers rather than merely focusing on conversions and sales figures. On top of that, companies also need to be aware of the changing trends and themes within their niche. Keeping up with upcoming trends while maintaining a familiar brand image is a real challenge that requires thorough planning on the content side of things.
Businesses need an in-depth understanding of their niche to create timeless solutions that their users can depend upon. Taking the time to create evergreen content can be incredibly rewarding as it can help users perceive your brand as an authority within your space. Digital marketing companies suggest starting with strong keywords with persistent traffic potential and producing detailed, fresh, and relevant content that provides more value than anything else available. Creating evergreen content is a tedious and long process but certainly worth the effort.
The final tip to help you create content that converts is to focus on trying to deliver your brand’s value using content marketing. Above, we’ve talked about curating content that complements your customer’s journey, which is perhaps the most relevant before making a purchase.
Typically, a sizable number of your customers are divided before making a purchase. They’ve known your brand for a while and have developed a reasonable amount of trust in your business. All they would need is a bit more validation or confidence to take the leap. Here is where user-generated content can save the day.
Relying upon user reviews, testimonials, and even customer-focused case studies is a great way of inspiring buying confidence in your customers. These content pieces demonstrate your brand value and can be incredible assets to your business. Being primarily user-generated adds to their credibility, making them a great example of content that converts.
Bonus tip: don’t forget that content that is not SEO optimized will not be found on Google Search. So no matter how good is the content, it is imperative to be well SEO optimized. Of course, you can ask us to offer our quality SEO Services, no matter what market do you want to target.
Creating relevant content for your business isn’t easy, nor is getting high conversions using your content, but trying to create content that converts is certainly worth the effort. Hiring leading digital marketing firms to create the right content for your business can work in case your business is struggling to convert visitors. If not, following the tips mentioned above can go a long way for your business too. How do you think content marketing can help you convert more prospects into customers?