The internet plays a significant role in the way people find information these days, which means that good quality content has become more critical for marketers. More and more people are turning to blogs, videos, and social media channels to find information about the products and services they are looking for.
Content strategy is no good, however, without focusing on conversions.
Understandably, every business needs content of some kind on their site or social media pages, but the most successful companies are those who put out quality conversion-driven content.
This article will provide you with some pointers on how you can identify low-hanging fruit for conversions using content marketing. It will help you understand how to create content that targets conversions.
Regardless of the industry, you’re in, if you know what your prospects want to see, creating content geared to this will convert them into paying customers.
What is Conversion Rate Optimization?
Conversion Rate Optimization (CRO) is the process of optimizing a website to improve the number of leads or sales that result from it.
A lot of companies are using CRO to increase their conversion rates. They employ various techniques like A/B testing, Google Analytics, and heat maps to optimize their websites.
A conversion rate is the percentage of visitors who purchase during a given time frame, such as a month. CRO involves analyzing and optimizing elements of a website design to increase the number of people who make purchases.
How to Identify Low-Hanging Fruit for Conversions in Your Content Marketing Strategy
The first step in a conversion optimization strategy is identifying low-hanging fruit in your content marketing strategy. You’re looking for something that doesn’t take much effort to achieve and takes no more than a little bit of energy. With content marketing, a so-called low-hanging fruit will take very little time to complete yet still might have a significant impact on your SEO and site performance.
For instance, to highlight important keywords, it’s best to use catchy headlines.
We all know that blog post headlines are massively important. They’re the first thing people notice when scrolling through many different posts. You can use some common phrases to draw more people to click on them. Some words have more impact in your headlines, such as Free, Insider, Tricks, How to, Tips, You, and Why.
Formatting blog posts for easy reading is essential, and there are many ways to do it. For instance, using bullets, subtitles, headings, and lists makes navigating your content more accessible. Users can skip ahead until they find something interesting and read that section more in-depth.
Don’t overlook a FREE promotional opportunity: resharing your blog posts on social media! You can use this as a great way to gain attention from new readers and keep people who have shown interest in your content around. You may find diminishing returns in posting the same blog multiple times, but it’s still worth promoting content that has had a lot of engagement. You can even add this to your calendar as extra content for days when you’re too busy to come up with new material.
If you’ve posted something but now know more about the subject, why not share that information? Blog posts that provide updates are a great way to keep your readers in the loop about what’s going on with industry trends, your products or services, or your company. Blogs predicting future trends can be updated with a blog post evaluating the successes of your predictions vs. the failures and maybe sharing what you learned from either or both.
Your blog posts should end with a question that invites readers to comment. A quick, simple question, such as “What are your thoughts on (the subject)?” helps you learn what your customers prefer, sparks engagement, and can even lead to an increase in sales.
People want information delivered quickly and concisely and it needs to be presented briefly to capture their interest. You have mere seconds to make an impression on your reader, and in that time, they will decide whether your content is worth reading—or move on to your competitor.
Content for Every Stage of Your Marketing Funnel
Achieving marketing success requires content for every stage of your marketing funnel. It would be best to create awareness and educate your audience, later converting the prospects into leads and finally into buyers.
Top of the Funnel
You might think there is enough content for people to watch on the internet with so many how-to videos these days, but videos are one of the most effective marketing strategies out there.
Openness about what your business is about will show our audience you offer solutions for them.
If you’re keen to find out how internet users interact with your brand, you can play around with offers or exclusive deals to attract people. You can even encourage them to sign up for your newsletter or follow you on social media platforms. This approach works well because it’s less aggressive and helps you gain leads without being too pushy about your branded messages or sales offers.
More ways to convert those leads from the top of the funnel are targeting your social media ads, making sure keywords are optimized for paid search and display ads, creating search-engine-optimized blogs, guides, videos, infographics, eBooks, and optimizing social media ads.
Mid-Funnel
The hard part’s over! You’ve managed to catch people’s attention, and they’re on your site now! You just need to give them an excellent experience to keep them there. The middle funnel focuses on building trust with your prospects and teaching them the benefits of your products. It depends on the length of your conversion path. You might need to interact with potential customers a few times before they trust you and make a purchase.
You can insert many different techniques and strategies here: testimonials, product reviews, customer comments or reviews, and engaging content. You may also want to think of different ways to market your product, such as partnerships with businesses or individuals in similar industries that are non-competitive.
If you want to create successful marketing tactics, you need to understand what the customer wants and create them continuously. You’ll also need feedback from your tests for this process to work. It’s a good idea to keep an eye on factors like your CTR, open rates, and bounce rates since they can all help you improve your marketing strategy.
Lower Funnel
Now that your prospective customers have been guided from stage 1—awareness, to final stage 3—conversion, you need to show them other avenues. You can’t just leave them now; you’ve put in so much time already!
Wait until you have a decision-ready customer before you show them informative videos on their device so they can make the right choice. You want to ensure your videos have the maximum possible impact, so be sure to optimize them by including the top searched dialogues and questions. This kind of information will help you target your audience and make sure they fit the criteria outlined in your channel description.
One-time customers don’t offer many benefits to businesses, so businesses that can turn these one-timers into repeat buyers are better positioned for success. The more data you have on customers, the better you’ll deliver a quality experience.
Make sure to generate as much data as possible about your prospects to keep them coming back. Once you have their attention, try nurturing them into repeat customers with targeted sales and marketing offers.
The 5 Key Elements of a Conversion Optimized Piece of Content
Web Design: It might seem odd that your website plays a role in content that will convert, but it does. If your website is not pleasing to the eye, no one will bother with your content. It would be best to make sure the layout is attractive, and the site is easy to navigate when it comes to web design. Readers will trust your brand more if your site looks good. Your product will reach more people and drive them to buy your product, just with the help of your website having good design and being mobile-enabled.
Content: Your blog posts, photos, videos, infographics, social media posts, and other content defines your brand. If you want people to think you’re worth the money and trust, give them good stuff—provide content worth consuming. Check out other sites to see what is popular, and what people are engaging with. Use it for inspiration.
SEO: SEO can put your website at the top of the SERPs and help improve your CRO. Not only is your brand seen as trustworthy with SEO, developing backlinks with related websites and blogs will help you outperform your competitors and boost your SEO efforts. One other strategy worth mentioning is to ensure that your title tags, descriptions, and even your images’ alt texts are descriptive enough of what you’re providing and how it could be of use.
Contact: Highlight a way to leads can contact you or learn more about your offerings. If you decide to add a prompt to contact, make sure the website visitor can easily find it in the top header or footer. You could add your social media username, email, or phone number where they can also reach you.
Call-to-action: You want to create a call-to-action (CTA) at the end of your content, so your readers know how to take action on what they just read.
Conclusion and Key Takeaways for Your Content
Your business is unique to you, but you likely have competitors who have the content game down pat. And, if not, many brands have optimized their content to increase conversions. While you don’t want to steal content, you can get a good idea of what content people want to see by checking out other websites.
You should create helpful content that your customers want, not just content that will sell. Create material that people are interested in and share it with friends. Create content on trending topics that continue to be helpful to the consumer, such as videos.
Share your customers’ achievements and milestones—or just cool shots of them enjoying themselves—to humanize your brand.
Providing excellent, targeted content and fantastic customer service is key to running a successful business. You should engage with your leads by making them feel truly unique and looking for every opportunity to convert them.
At okwrite, we have a vast range of skills and expertise, meaning we don’t just offer writing services but other associated services too. Our team of content marketers stays on top of what consumers want, and they make sure to provide you with the best content possible.
Companies today are looking for the most cost-effective ways to promote their products and services. Our top-ranked content marketing agency can do this for you while increasing sales and boosting your return on investment.
Do you have a marketing topic you’d like to see us cover? Drop us a line below.
