How To Increase Content Marketing Conversion Rates

Improving Content Marketing Conversion Rates
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Jessica Ainsworth

March 7, 2021

Creating compelling content that promises high conversion rates is essential if you’re aiming for a successful digital marketing campaign. Online articles, blogs, or web copies that convince readers to embark on the journey of conversion are convincing and engaging – they are the backbone of brilliant content marketing. They constantly make them think about your product or service and turn them from a visitor to a loyal customer.

But with that said, a research study by Hubspot showed that while 79% of marketers believe engaging content can effectively bring conversions, only 6% of all marketers truly understand the crux of this unique marketing channel. Good content focuses on the readers’ problems and reinforces your business as the solution.

Sure, convincing CTAs (calls to action) are important to close the deal, but the content, on the whole, should be convincing enough to drive conversions altogether. Fortunately, optimizing your content marketing strategy isn’t too difficult.

Here are some helpful content marketing tips that can increase conversion rates.

Creating content is easy, is simply an understatement. The quality of the content can be debatable. But one thing is for sure, creating compelling content is not for everyone. Many businesses fail because they focus on all other aspects of their business, but their content. When you launch a product or service, the first-ever interaction is on your website or whatever you give them to see or read. Many marketers believe that once a reasonable conversion rate is achieved, you gain status in the market.

Your content is the real projection of what your brand represents. This is the first and foremost important aspect of any business. As we say “The first impression is the last impression”. So it is important that this impression lasts forever. The end-goal of any content should be conversion. If you are not converting leads into customers, loyal customers, then you are missing something. The Hubspot research found that 79% of marketers believe in the effectiveness of content marketing, but only 6% know how to use it effectively. As you can see using content marketing is not as easy as it sounds. Therefore it is crucial to focus on taking steps to improve your content marketing.

What is Content Marketing?

Content marketing is a process of marketing used to create and distribute relevant, informative, and share-worthy content to gain and retain customers. Which then turns into revenue. Content marketing is the use of content to market your product or service to your desired audience.

What is the Conversion Rate?

Conversion rate is the percentage of visitors to your website that are converted into leads and then into customers. The conversion rate is indicative of how well your business is doing. A high conversion rate is what businesses desire.

Now we will discuss how to increase the conversion rate through content marketing.

In order to achieve high conversion rates through content marketing, you need to optimize your content. There are many ways to optimize your content. It depends on what are your needs and who your audience is. So let’s discuss how to optimize content for high conversion rates.

Include Authority Figures

Several of your customers will easily trust an authority figure on a topic because their name has value. Therefore, influencer marketing can also be an excellent tool that you can use with your content marketing strategies. Because of this reason, several brands collaborate with influencers to advertise their products and services. Generally, people value the opinions of experts more than others. But it is equally important to work with an influencer who aligns with your brand’s personality and with your nature of work.

Nike collaborating with Roger Federer for their tennis gear makes sense. Likewise, take advantage of this persuasion technique by approaching industry leaders and get them to have a say about a certain topic you’re posting content on. You can put a quote from them or publish a testimonial from an expert. This page is a great example of how industry influencers can be used to make an impact to achieve high conversion rates.

Customer Satisfaction Surveys:

When it comes to content, it is tricky. The quality and quantity of content matter. But one thing that is even more important is the nature of the content. You may have written a piece of high-quality content, but will it resonate with your audience? Content marketing is only effective when it is engaging to your target audience. If not there will be no conversion.

Now the big question how to determine if the content is going to connect with the audience or not. The answer is simple. Ask the customers. Yes what better way to know than asking them. You can ask the customers what they want and basing on that you can create compelling content. Again how do get feedback from customers? It can be complex. With so many choices, the whole process can be overwhelming. The best choice is customer satisfaction surveys. Through feedback surveys, you get to know what is it that your customers want? The most common ways to obtain customer feedback are:

Customer satisfaction survey Apps:

Customer Satisfaction Surveys for

Customer Satisfaction Surveys

There are many Customer Satisfaction Survey Apps in the market to obtain feedback from your customers. The crucial thing is to choose the right one. You can analyze your business model, compare all your options and then choose the one that is best for you. Some of the most commonly used Apps are Mopinion, InMoment, Smiley, and Qualtrics.

Follow-up emails:

A follow-Up email is one of the simplest yet highly effective ways to get customer feedback. Follo-up emails are sent after a customer buys a product or uses any of your services. This can also be used to distribute newsletters, vouchers, the latest news, and other news about your business.

Social Media platforms:

With more users than any other method. Social media provides a wide audience for your business. You can communicate with all sorts of demographics. You have access to a wide range of audiences so you can collect an extensive amount of data.

Inserting persuasive CTAs:

Content call-to-action button

Content call-to-action button

If you’re trying to ensure that the reader takes action at the end of the web copy, you need to make your CTAs persuasive. The reader must always know what they can expect when they take action and click on your contact details. Whether a person is signing up for a free trial, downloading an eBook, watching a video or subscribing to your service, always try to clarify what’s in it for them.

For instance, try including a small detail about your business to tell people how you’ve helped other businesses or customers. Here’s an example:

“Since 2002, ABC Lawyers have helped thousands of stressed people receive money for their injuries. Everyone deserves a fair shot at compensation.”

Additionally, several factors of your content marketing strategy also depend on the goal you are pursuing.

When someone visits your website, the goal is to gain a conversion. CTAs play a vital role in engaging customers to do that. In order to make customers take action, you have to convince them. The best way is CTAs. (call-to-actions). The CTA is designed to attract people and make them inclined to take action. Whether you want them to signup, buy something, subscribe to anything, or watch a video. CTAs are the part of your content that forces them to do it. Therefore it is important that you optimize your CTAs. You focus on catchy taglines, persuasive language, and appealing design to catch the attention of your customer. There are several key points to keep in mind when optimizing CTAs. let’s discuss some of them.

Be Concise:

CTAs should be brief yet effective. Long and wordy CTAs are a mood killer. The thumb rule is to not go over four words. So CTAs should be short, sweet, and to-the-point. Some common examples of CTAs are “Join Now”, “Call Us”, and “buy Now”.

Appealing Design:

Looks do matter. At least in this case. If you design your CTAs well, they can catch the user’s attention at first glance. One more thing is to make them responsive. Most people use their mobile phones for shopping and browsing. So it’s crucial to have a mobile-friendly design.

Creating Urgency:

Creating scarcity is highly effective in catching the attention of the user. A sense of urgency can compel users to perform the action you want them to. There are different ways to create compelling CTAs.

  • Having time frame in the CTAs: “right now” or “get today”
  • Using words that emphasize on opportunistic aspect: “limited edition” or “Sale ends in two days”
  • Adding timer or countdown to the end of an offer or sale.

Optimize Content for purchase-oriented Keywords:

When a person online starts reading your content, there can be only two outcomes when they’re done reading the blog:

  1. Customer convinced: Purchase made
  2. Customer still dubious: No purchase

Persuading your reader to go for the first outcome will require conversion-oriented keywords that can increase the chances of converting a customer. Start focusing on long-tail keywords because nowadays, these can bring higher traffic and at times be less competitive. Voice search has become a big factor in Google searches too, which makes long-tail keywords increasingly relevant.

According to research, a person using a long-tail keyword is 2.5 times more likely to buy from you. Some trigger words you can use are “now”, “free” or “new.” This can bring an already interested customer closer to a purchase decision. If you’re still not sure of the words that work, test them out and figure out which keyword works best for conversion.

Here are some additional tips for conversion-oriented content marketing:

  • Put keywords in the blog’s header, within your content and in the sub-header. Try to avoid misspelled keywords and don’t stuff your content with keywords!
  • Try to focus on what the user prefers. Additionally, try to study the demographics of your readers before you start creating content for them. While younger people might prefer the playful tone, business executives might prefer a more professional approach.
  • SERP (search engine result pages) snippets must be optimized! Write an appealing Meta title and description. Your Meta description is a 155 character long sales pitch for your blog – make it count!

When you write any content the end goal is to gain conversion. When someone visits your website the intention is clear. They are looking for something. If you are smart enough to provide that “something”, then you will succeed. If you want your leads to convert into customers then optimize your content for purchase-oriented keywords. You give them what they want. This will encourage them to purchase. There are many ways to do that some of the most widely used ways are:

Long-Tail Keywords:

Long-Tail keywords are specific, long, and concise. Long-Tail keywords are purchase-oriented. As people who search with long-tail keywords are 2.5 times more likely to buy. With long-tail keywords, the intent is clear and normally contains converting phrases or words.

Using Trigger Words:

Trigger words can be the last push needed to convert leads into conversions. Trigger words like “now”, “free”, “limited”, and “brand-new”. These words can encourage customers to proceed to purchase who are already interested.

Optimize your SERP snippets:

Snippets can be a highly effective way to bring potential customers to your website. Optimize snippets according to customers. Use keywords that catch the attention of your customers. This way you can attract the attention of your customers right from the start.

Answer the Questions Your Readers Have

Your readers will consistently have a barrage of questions about your products and services. These questions offer marketers a great opportunity to write conversion-oriented content that has a conversational tone. Your target market loves it when they get their questions answered in great detail. Pick out the questions that seem to be repetitive and start answering to increase the traffic on your website.

This natural curiosity of looking for an answer and then getting it can increase conversion rates because your customer can start to admire your attention to detail. Additionally, questions can also be used as the headers for your content but don’t overuse them!

The Visuals Have to Be Compelling

Pictures speak louder than words. Research has repeatedly shown that 90% of the information that is processed by the brain is visual. Because of this reason, using beautiful images in your content marketing strategy is yet another useful way of increasing the conversions on your website. But with that said, ensure that the images make an impact and stand out.

Including boring images that don’t make sense will be meaningless and your reader will bounce before they even read your CTA!

Bottom Line:

Creating conversion-oriented writing can be difficult at times. If you want more customers, high conversion rates and loyal customers then don’t just write content. Create content that resonates with your audience. To obtain maximum results, try different keywords. Use A/B testing to determine what is best for you. This will help you create an ever-growing system to get more customers. So use these tips and methods to gain new customers. Once you start writing conversion-oriented content, customers won’t be too far.

Creating content that promises high-conversion can be challenging to say the least. On a closing note, we want to emphasize the importance of experimentation. Following the leading blogs that are always ranking on top might seem like a good strategy, but that’s not what the industry leader did to reach the top.

Dare to be different; we promise you it will be worth it!

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Jessica Ainsworth

Jessica Ainsworth, Founder of Pendragon Consulting, LLC, a digital marketing agency based out of Maryland, is focused on helping businesses expand their reach into new pools of potential customers. She has a strong background in research and analytics and has turned that into a passion for marketing. Author of The Beginner’s Guide to Facebook Advertising: Create Impactful Ads and Increase Your Return on Investment and The Beginner’s Guide to Content Marketing: How to Drive Traffic, Provide Value and Increase Revenue, Jessica loves teaching small businesses how to stand on their own two feet to remain competitive without having to pay an agency to do it for them (unless they want to - in which case, give Pendragon a call).

Former intelligence analyst and total nerd, Jessica has a special fondness for research and analytics. Having a strong background in analytics, marketing seemed like an almost natural career transition. She is a veteran, author, marketing professional, philanthropist and board member at 22 March for Life, a veteran suicide prevention organization.

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