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.