Tips to Attract and Convert Leads to Conversion through Content
Are you looking to attract more leads for your business? Do you want to raise your website ranking and traffic? Do you want to convert your visitors into paying customers through content?
If the answer to the above is yes, then you should read our tips for boosting your web conversion rates with an effective content marketing strategy.
Market to the Right Customer
Mass marketing is great for boosting the business brand, products and services. However, there is a down side as well. Marketing can often attract visitors who will never buy from you because they just don't need your product or services.
To remedy this, consider advertising your products and services to the right customers who are interested. Your goal for writing marketing content should be to raise awareness and make sure that your offering can meet the buyers' needs when they're ready to make a decision.
Choose Content That Will Convert
There are various types of content that help you achieve different goals. We can divide them into three types here.
- Traffic Generating Content
- Lead Generating Content
- Conversion Content
Traffic generating content is informative, humorous or entertaining in writing style. The purpose of this content is to attract people to come to your website. Good examples of traffic generation content are blogs, articles, podcasts, social media posts, and videos. You are not asking your visitors for anything in return, just providing some content that adds value for them.
Lead generating content is used to get emails or contact details so that you can pitch products and services to these leads. It can include blogs, articles, research reports, eBooks, webinars, quizzes and free trials. This type of content is more promotional in nature and emphasizes the value of signing up for services.
Conversion content is the most promotional with a huge emphasis on selling. Product and service pages, landing pages, comparisons, blogs, shopping carts and email marketing are good examples of conversion content.
The first and second types of content are used early in the sales process to build your brand and potential customers. Conversion content is presented once you have gained the trust of your visitors and looking to close sales.
Create a Content Writing Plan
The content writing plan determines the content you will publish, how frequently you will write and who will do the writing. If creating content is not your forte you can recruit an in-house writer or work with content writing services. Some businesses work with established content producers to market their products and services.
Make sure that your content always includes a call to action (CTA) even if you are just writing it to educate or inform your readers. A CTA is generally a two liner that softly reminds customers about your offerings, without forcing any sales. You can design it as a popup window or side banner on your website.
Write Blog Posts that Convert
Blogs are powerful tools for getting good, consistent conversions. Unlike your website pages, blogs can be updated frequently and allow you to cover more topics that relate to your products and services.
They offer several benefits in your quest for conversion.
- You can add relevant visuals to blogs such as images, moving graphics and videos to boost their appeal and convert readers into customers more effectively.
- Blogs offer a good mix of selling products and providing information to your audience.
- You can add appealing titles and great headlines to your blog posts that get clicks to your website.
- You can use links to other interesting posts on your website in your blog. For example, if a particular section in the blog really drives home the usefulness of your offerings, you can insert a direct link to the product's page to start the sales process.
- Use facts and testimonials in your blogs to convince readers on why they should buy your products or services.
Use the AIDA Principle for Creating Content
AIDA stands for Attention, Interest, Desire and Action. It is a marketing strategy that has proven quite effective for selling products and services.
For digital content it starts with creating an exciting title that grabs the readers' attention. It must attract people into clicking and reading your content. The first few lines of your post must be great and hook the reader into reading the whole piece.
You can maintain your readers' interest by using a simple, conversational tone. Content writing services suggest using short sentences with paragraphs that are no bigger than 2 to 3 lines. The central topic should be reasonably covered within the body of your content and build up to generate a desire for your product or service.
You should place a clear and easy to follow CTA within your content to get the desired action from the reader. Good places for the CTA are within the content and near the end of your topic.
Add Urgency in Your Content
One great marketing tactic is to tell your customers that your offer is for a limited time only. This creates a fear of missing out and your readers are more likely to make a purchase decision.
Limited offers can be added to your post at any time. For example, suppose you provide online art and handicraft classes for users. You can make an offer that the first 100 people to sign up would get a 25% discount on the next course.
Another example is businesses that sell gift boxes or flower baskets online. You can inform customers that stocks are running low and you have only 500 gift baskets left to sell.
The point is, get your readers to act ASAP if they are interested in the product or service you have to offer.
We shared some tips for getting more conversions online. It isn't very difficult to get conversions if you have the right knowledge and tools to do the job. If you dedicate time and resources to it, you can get great results, guaranteed!
This guest post was written by Dave Brown, a senior editor at Content Development Pros - a leading inbound marketing company that provides comprehensive content solutions, ebook writing services, web design and development, SEO, and content writing services to small and mid-sized businesses. He also leads a small army of content writers that help business get results through amazing content.