CONTENT MARKETING FOR CUSTOMER CONVERSION
Defining the Customer Funnel: Conversion
Now that you have demonstrated your value to prospects through generating solid content at the awareness and evaluation stages, it’s time to reel them in and convert them into customers. During the conversion stage, you will need to convince your prospective customer that you provide a solution to their problem. Ideally, these prospects are ready to buy and have been educated about your brand.
If you’ve reached this stage of the marketing funnel, don’t lose solid prospects to avoidable mistakes. Keep the following tips in mind for using content marketing for customer conversion.
Many businesses fall into the mistake of attempting to convert a prospect into a customer right away. Instead of rushing the process, take the time to build a solid relationship. Include valuable content in your email newsletters, engage with your target audience on social media, and create informative blog posts that match what your audience is searching for on Google. This allows you to build customer trust and demonstrate your value in different ways.
Did you know that the average customer needs to be contacted and offered a sale at least seven times within an 18-month time period before they’re ready to make the final purchase? Whether your goal is for your prospect to sign up for a consultation, make a purchase, or engage in another way with your brand, don’t be afraid to ask. Include a sentence or two with your call-to-action at the bottom of communications like email newsletters, social media content, and blog posts, or as part of a pop-up on your website.
Some customers will sit on a purchasing decision for a while before making a final decision. Create a sense of urgency with a limited-time offer that urges them to seal the deal and become an official customer. Consider sending email subscribers an email with a sale or discount that needs to be taken advantage of within a certain amount of time. This can also be done via social media as a targeted ad campaign, or tweeting out a special code. The key is to make this offer enticing and one that needs to be taken advantage of quickly.
Are you making it easy for your customers to make a purchase? Get into the habit of completing tester transactions online to get a feel for how the customer is interacting with your brand at each stage. Are there any annoying bugs that are turning them off, or unnecessary extra steps they need to take? Ask your most recent customers for their opinion on the purchasing process and ask targeted questions about how you can make it easier for future prospects.
Remember that this stage of the customer funnel requires content that makes your buyers feel confident in their decision to make a purchase or utilize your services. Now that they are more familiar with your brand and have interacted with it at different points, keep your content pointed and engaging in order to seal the deal and turn a prospect into a customer.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.