March 31, 2013 (Updated: October 3, 2023)
Content is great for driving traffic, but traffic for traffic’s sake isn’t the goal for a majority of marketers. For that majority, converting traffic into an action that has value is the main goal. There are lots of ways to convert content-based traffic into sales, but you don’t see them being talked about very often. The reason for this is traffic is easy to attain, but conversion takes trial and error. Let’s take a look at how you can increase conversions through content.
Here are 27 ways to leverage your brand’s content and boost conversions:
Content with no direction just adds noise to an already loud blogosphere. When you have a direct purpose in mind (more sales, more click troughs, increased traffic to the website) you can tailor the content to meet your needs.
Another way to increase conversions through content is to take the same goals you set before creating your content and turn them into a call to action. If your goal is to direct traffic to the website, tell your audience that they can learn more there. A call to action that asks readers to comment won’t direct as much traffic as a call to action with a hyperlink to your landing page.
By setting up an opt-in box, you bring the content to the audience, so they don’t actively have to look for it. This also keeps your target base fresh as people continue to subscribe and unsubscribe. Only the people who want to hear from your company or about your product will stay on the list. At the end of the day, they’re the ones most likely to buy.
A difficult or awkward website will frustrate your consumer. If they can’t easily find what they want, they will move on to your competition’s page to see if it’s easier to find there.
This is something small that takes less than 30 seconds but leaves a big impression. Responding to comments and answering questions lets your audience know that you’re listening and not just churning out content. This increases their likelihood of returning to your site to ask questions and look into your products. Plus, what’s the point of having a comments box if it’s just going to rust away unnoticed?
Don’t expect your target market to come to you. Look to see when the most traffic reaches your pages, what demographics they are and how they reached your site. You can use these analytics to tailor your site to their needs which will increase the likelihood of content conversion.
Want to get an in-depth view of where your content stands in terms of traffic, rankings, and top-performing keywords? Get a content gap analysis using our free tool.
Whether you’re looking to increase sales, drive traffic or create buzz, facts will help convert your content. Statistics can convince the consumer that they’re getting a good deal or buying a trusted product. They also make sharing content easier.
A strong first impression when users land on your site is critical to increase conversions through content. If you can’t keep a viewer’s attention for more than a few seconds, you probably won’t drive them to buy your product, share your blog or visit your website. Your best bet at keeping them on your page is through a strong first impression. You wouldn’t be reading this right now if you hadn’t been interested by something we said at the beginning.
Retargeting is when you only target visitors who have previously visited your site. When visitors leave your site, banner ads for your page are featured on other sites. You can target the ads for certain sites and even for certain pages that your audience visits. For example, if your company sells Products A and B, you can set up retargeting ads for viewers who only looked at product B.
Millions of research dollars are spent each year to come to the same conclusion: people like discounts. By creating incentives to take action through coupons, your target demographic will make the jump from on-the-fence to paying customer.
Nothing loses your audience’s credibility faster than copy full of fractured sentences and spelling errors. You spent so long improving your product and designing your website, why throw it all away with a typo?
By regularly updating your content, you keep your audience coming back. They’re more likely to follow your social channels and opt-in to your e-blasts. By keeping your target market on your page, you’re building trust and setting up consumers to become loyal to your brand.
Sure, they seem annoying, but they work. We’ve used them on CopyPress to double the size of our email list month over month.
Case studies inside your content not only give that “show don’t tell” feel, but they also give creditibility to your capabilities. This is a great way to increase insight into your product or service.
Placing quality content near customer testimonials means you can influence visitors directly.
Show them a group of their friends that like your content or product. The Facebook API enables you to manage this type of targeting for logged in visitors.
Use categorization from your content and your product pages to match the two. This will mean that once you have informed the visitor about your product you have that product directly in their view.
Urgency is key. You need to make sure the reader feels that FOMO if they wait another minute to act.
People are not looking to be sold to when they read content, so having a site that looks like it is trying to sell from the get go is not going to grab their attention as easily. You want to grab their attention and move them into a conversion.
Don’t just think, know. You should test, and test, and test some more to make sure you know exactly what converts.
Video is highly coveted by marketers that sell online.
High-quality photos, illustrations, and branded graphics are essential to engagement. And higher engagement can mean a higher increase to conversions through content. Make sure you source quality media if you’re using stock images. Branded graphics are also highly effective at engaging customers, leading to more conversions.
People love a story. The best strategy here is what is known in sales letter writing as the reluctant hero. We have all seen these by way of infomercials. The Proactive commercials with famous celebs are my favorite example. They show young girls their hero’s and that they were “just like them.”
The concept of bringing someone of heroic status down a level, and showing the product that allowed them to take off to such amazing heights is why trained copywriters make big bucks.
Giveaways, sweepstakes and contests are amazing content in and of themselves. On top of that they are a great way to showcase products.
Are you selling servers? Well then a group of memes likely isn’t going to get you the traffic that is going to convert.
Load times cause bounces. Large images or a multitude of images can cause major loading issues. CMSs such as WordPress also have loading issues unless you configure them to speed up properly.
The start of most visits is a compelling headline, and a great headline can mean the difference between someone clicking through to your website or not. By optimizing low-performing headlines and creating effective titles, you’ll have a better chance to increase conversions through your brand’s content.
There’s no one way to approach leveraging your site for conversions. With a combination of these tactics and an effective authority building plan, you’ll have a much better shot at engaging with customers and making those conversions.
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