It is no secret that most people search online to get information, make a purchase, or find a service. A potential customer may arrive at your site through your marketing efforts, but that hard work goes to waste if you don’t convert that visitor into a sale.
This is why it’s crucial to make your website and online presence SEO-friendly. People expect a 24/7 source of information and will leave if they don’t find what they are looking for. You can’t afford to let them scroll past you and into the arms of your competitors.
If you have good content, it will help your marketing efforts. Ideally, you’ll want to put your content in front of as many potential prospects as possible and then act on those who show interest by nurturing that lead.
Hiring a good marketing agency to create this content and help you develop a strategy to grow your online reach will increase your conversion rates.
If you’re still struggling to see what benefits content marketing could provide for your business, this guide might help shed light on the subject. Read on to see how a content marketing agency can benefit you by linking content and conversions.
What Exactly is a Conversion?
In marketing, a conversion refers to a potential customer taking a desired action in response to a call-to-action (CTA). This desired action could be making a purchase, filling out a form, subscribing to a newsletter, or any other action that aligns with the marketer’s business goals.
Conversions are important metrics for marketers. They are used to measure the effectiveness of their marketing campaigns. By tracking the number of conversions generated from a particular campaign, marketers can evaluate the return on investment (ROI) and adjust their strategy to optimize for better results.
In essence, a conversion is the ultimate goal of any marketing campaign. It represents a successful outcome in the effort to attract, engage, and persuade potential customers to take action.
What are Good Conversion Rates?
What constitutes a good conversion rate depends on a number of factors. These factors include the industry, type of product or service being sold, the marketing channel being used, and the specific goal of the conversion.
Generally, a conversion rate of 2-5% is considered average across industries, but the top-performing companies in any given industry can have conversion rates upwards of 10% or more.
It’s important to note that conversion rates can vary widely depending on the context. For example, a high conversion rate for a low-cost product may not necessarily translate to success for a high-ticket item with a longer sales cycle.
Therefore, it’s more meaningful to track your own conversion rates over time and look for trends or changes in response to different marketing tactics or improvements to your website or landing pages. By consistently monitoring your conversion rates and making data-driven decisions, you can optimize your marketing strategy and improve your ROI over time.
Do Conversions Equal Sales?
No, conversions do not always refer to sales. While sales conversions are a common type of conversion, there are other types of conversions as well.
For example, conversions could include:
- Filling out a contact form or a lead form
- Signing up for a newsletter or other email list
- Registering for an event or webinar
- Downloading a whitepaper, eBook, or other resource
- Creating an account on a website
- Subscribing to a service
- Adding a product to a cart or wishlist
Typically, a conversion refers to any desired action that a marketer wants a potential customer to take, regardless of whether or not it involves a sale.
Why Are Your Visitors Not Converting?
A poor conversion rate can be an indication of several things:
Poorly targeted audience: If your conversion rate is low, it may mean that you are not reaching the right audience with your content marketing efforts. It could be that your message isn’t resonating with your target audience, or that you’re not targeting the right channels or platforms to reach them.
Weak offer or value proposition: A low conversion rate may indicate that your offer or value proposition is not strong enough to persuade potential customers to take action. This could mean that your pricing is too high, your product doesn’t meet their needs, or your messaging doesn’t clearly communicate the benefits of your product or service.
Poor user experience: If your website or landing pages have a confusing or frustrating user experience, potential customers may be less likely to convert. This could include slow page load times, difficult navigation, or a lack of clear CTAs.
Issues with your sales funnel: A low conversion rate may also indicate issues with your sales funnel. This could mean that your conversion funnel is too long or complicated. Or that potential customers are dropping off at a certain point in the funnel.
In order to improve your conversion rate, identify the root cause of the problem and make data-driven improvements to your marketing strategy, website, and sales funnel.
First Step to Take When Improving Your Conversions
The first step to improving a conversion rate is to identify the areas of your marketing strategy and website that may be causing potential customers to abandon your site without converting.
Here are some steps you can take:
Analyze Your Website Data
Use website analytics tools, such as Google Analytics 4, to track your website traffic, user behavior, and conversion rates. This will help you identify the pages with the highest bounce rates, where potential customers are dropping off, and which pages have the highest conversion rates.
Review Your Website Design and User Experience
Analyze your website’s design and user experience to identify any potential issues that may be causing visitors to leave. Look for slow page load times, confusing navigation, or a lack of clear CTAs.
Review Your Messaging and Value Proposition
Review your messaging and value proposition to ensure that it is clear, compelling, and resonates with your target audience. Make sure that your product benefits and unique selling points are prominently displayed on your website and that your messaging is consistent throughout your site.
Optimize Your Conversion Funnel
Review your conversion funnel and identify any areas that may be causing potential customers to drop off. For example, make sure that your checkout process is streamlined and easy to use, and that your forms are simple and easy to fill out.
By taking these steps, you can begin to optimize your website and marketing strategy to improve your conversion rate over time.
How Content Impacts Conversions
Content plays a critical role in driving conversions as it can help to attract, engage, and persuade potential customers to take action.
Here are some ways that content can impact conversions:
Attracting Potential Customers
Creating high-quality, informative, and engaging content such as blog posts, social media posts, and videos can help to attract potential customers to your website or social media pages. By providing value to your audience through your content, you can build trust and credibility, which can increase the likelihood that they will take action.
Educating Potential Customers
Providing informative and educational content can help potential customers better understand your product or service and how it can benefit them. By helping them make informed decisions, you can increase their confidence in your brand and make it more likely that they will take action.
Persuading Potential Customers
Well-crafted and persuasive content can help to overcome objections and persuade potential customers to take action. For example, using customer testimonials, case studies, or product demonstrations can help to demonstrate the value of your product or service and make it more appealing to potential customers.
Optimizing for Search Engines
Creating content that is optimized for search engines can help to drive more traffic to your website and increase the likelihood of conversions. By including relevant keywords, meta descriptions, and title tags in your content, you can improve your search engine rankings and attract more potential customers to your site.
In order to use content to drive conversions, you must create a content strategy that aligns with your business goals and target audience. And you should continuously monitor and optimize your content over time to ensure that it is effectively driving conversions.
What is the Best Way to Link Content and Conversions?
Inbound marketing is an effective way to target new customers on your site. Marketing funnels help you navigate between the different stages in the buyer journey and understand where certain paths could lead.
It starts with attracting the right prospects to your website, moving them through your sales funnel, and ends with converting them into paying customers.
It’s all about turning people into customers. So, how can content marketing agencies accomplish this? They have several tactics for inbound marketing:
Email Marketing Campaigns
Email marketing is one of the most effective methods for keeping in touch with your customer, and it can hike up your company’s search engine results page (SERP) ranking.
Consider adding links to your blog posts or other content in your regular newsletter. If you have an email list of potential customers, this could be a great way to get their attention and easily grow your traffic.
SEO
A content marketing agency should be able to create great content and ensure that it is optimized for search engines. This includes everything from keyword research to headline optimization. Your content needs to be SEO optimized, just like your website.
For instance, long-tail phrases are less searched for, but they answer many of your customers’ deep questions, so they are essential to include. A content marketing agency can weave long-tail keywords into your content so that you connect on a more personal level with more prospects.
Think of your blog post or graphic as a way to connect with people. Without SEO, those people might have a hard time finding you. But with a few easy steps, you can get to the top in search engine rankings, which means more people will see your website, so it’ll be easier for you to sell.
The key is to create quality content with valuable information for the reader – like video content, interactive guides, white paper, or lists of resources.
Google’s web crawlers need rich, relevant content and quality to rank it on the search engine. The only way to get this is by producing SEO-friendly, quality content for your industry and target market.
Use Social Media Tactics
Social media is one of the most accessible places to link your content, yet it often gets overlooked. Yes, it’s very easy to simply post text or images on your social media pages, followed by a link to your content – and this a great way to show your current followers about any news or content you share. But don’t stop there.
To make the most of an audience, you’ll want to introduce additional formats that are more interactive and sharable, like infographics, for example. And you will want to promote your content.
You can expose more consumers to your content through social media marketing on platforms like LinkedIn, Facebook, Instagram, Twitter, TikTok, and even Pinterest- for free.
These platforms allow you to target your posts or ads specifically to different users based on where they live or their interests. However, for any social media app to succeed, it needs to be integrated into a broader marketing strategy and not just a standalone approach.
Consider the following: Facebook users share over 1 billion stories a day, 89% of people use Twitter to find new products, and 2 billion people use Instagram per month. That is a lot of eyes that could potentially see your content on social media.
How Does Content Marketing Drive Conversions?
Content marketing drives conversions by putting your content in front of more people who are more likely to purchase from you. Your goal with content marketing is to drive traffic, grow brand awareness, and convince people to act.
A content marketing agency will do the following:
Create the Right Content at the Right Time
Timing is crucial for any marketing campaign. Give your customers relevant content quickly, especially if it is a trending topic.
Similarly, you should consider content scheduling. You’ll want to post at the right time of day and on days when your followers are most online.
To anticipate the needs and wants of your target customers, it’s essential to stay up to date with Google Analytics and other data. Using data and marketing tools to guide you, you’ll be able to meet customers’ needs and schedule content accordingly.
Attract the Right Buyers to Your Business
Because the global pandemic has changed how many people shop or procure services, businesses must keep a solid online presence.
Many people spend time researching what they’re buying and often use search engines or social media. Since many people do this before purchasing, posting your content in different marketing channels is crucial to gaining conversions.
Marketing videos are a great way to show potential customers that you are an expert in your niche. You can offer inside information, how-to videos that solve a problem, show how your product or service is used, or introduce your customers to you, your team, and your brand.
The content strategy for your company will depend on what kind of business you are in and your size. Finding the best way to reach customers is a complex but essential decision.
Your company might be more popular on social media sites like LinkedIn than in other places. It could be because customers are most likely to find you there because of your company profile. The opposite could also be true, and you might work best by improving your SEO; in this case, clients will find you by looking for your business on search engines.
It is fundamental to focus on the channels your target audience spends the most time on, and those you have more space to engage with.
Nurture Your Sales Leads
Many people online are not ready to buy anything. They might be unsure about a product, service, or business and may need someone to convince them that it’s worth their time and money.
Content marketing can help you convert these customers by connecting with leads who already know about your product, proving that the customers can trust you, your superior product, and your knowledge.
Customers need to trust the business they are interacting with. Today, customers want to be able to find as much information about a company as possible before making a purchase. Make sure people can find your content on Google and social media, and you’ll be ahead of the game.
A good content strategy must consider all of the phases in the marketing funnel. A content marketing agency needs to cover branding to increase brand awareness, create conversion-focused articles, and help you decide which channels are best for your target audience.
Once an effective strategy is in place, your company will be distinguished from others and have a better chance to succeed.
Setting Yourself Up for Success: Content Creation for Conversions
It can be hard to plan content ahead of time when you’re too busy. But few things as necessary in digital marketing as good content. Most creators don’t take into account how to market their content after they’re done creating it.
This can easily lead to marketing struggles and, ultimately, a failed campaign. While it is easy to say that you can try again, this can hurt your business in two ways:
- You have wasted time and energy on the campaign
- You are losing potential sales
There are a lot more websites to compete with out there! High-quality content is being produced at an incredibly fast rate, so you can’t expect people to find your work instantly and want to share it with others.
To get your content effectively promoted to the people who would be interested in it, you should figure out who your audience is and plan accordingly.
A content marketing agency can take the guesswork out of identifying the best channels for promoting and marketing your content using the most up-to-date marketing channels. A robust content strategy can decide what networks will help boost your content ahead of time through platforms such as Facebook, Instagram, or paid advertisement networks like Google Ads.
Finding a Good Content Marketing Agency
A good content marketing agency will help your business create and distribute high-quality content and digital marketing campaigns that get you noticed online. The main aim of a content marketing agency is to increase the visibility of your products or services and provide your business with engaging, relevant, and valuable content.
Content marketing is not just about creating something that people want to consume. It also includes how channels distribute content and its promotion once published. And once you have determined your target audience, you will want to guide them on the buyers’ journey through the sales funnel to get conversions.
A content marketing agency will provide content marketing services that include developing content strategy and content writing, website design and development, social media management, email marketing, and search engine optimization.
okwrite can cater your content marketing strategy according to your budget and time constraints. Reach out to us to see what our skilled marketing team can do for your business.
