It always comes down to the dotted line, after all, it’s your conversion rate that counts, right? Well, yes and no.
Granted maintaining and improving your conversion rate is an integral part of your digital strategy, but that’s just the tip of the iceberg. There’s much more to marketing, digital or otherwise, than just closing a sale.
You need to cultivate a reputation, develop a following. People should be visiting your website not just to buy, but when they need to find information.
The modern generation relies heavily on research. Its a long haul, and if they come to you for information, it means they trust you and are more likely to come to you when they finally decide to make a purchase!
So if you want to boost your conversion rates, here are some tips to get you started on the right foot!
Measure your Conversion Rates
Before you can make any good decision you, like your potential customers, need to collect data and measure it.
How are you calculating your conversion rates? Turns out, there is more than one way to measure it. But, as a general rule of thumb, your conversion rate is the proportion of visitors to your website who take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators.
If you work in online retail, a successful conversion might secure the final sale of a product. If you create content then your success would be a registration or a download. Once you and your team have found what you would classify as a conversion rate, you can focus your efforts on achieving your conversion rate goals. Regardless of your type of business, your clients will be going through a conversion funnel.
Follow the Conversion Funnel
The conversion funnel acts as an indication of the psychological steps people take before making a purchase.
Some may go through those stages in a second, and they’re great for conversion rates. But most people spend time thinking about their purchases.
Your digital strategy needs to cater to these people, as it is going to inevitably take longer for those people to reach the end of the conversion funnel. You can use a variety of tactics, such as SEO, content marketing, social media marketing or paid ads to complement your digital strategy.
The most important point is to give people the information that they want, the information they’re looking for. If they find the right content, they’ll continue down the conversion funnel. If not, they’ll move away.
Every one of your clients has a different approach, as a result, you shouldn’t try to push all of your prospects through the same funnel. Some may enter your website directly, other’s might be guided there through Google’s search results (this is where SEO comes in very handy), others might click on an ad and others still might find out about your site through social media.
Every one of these approaches requires a different conversion funnel. Prospects who have found your site through a Google search result already have awareness and interest covered and sit comfortably in the intent section.
While those who have found out about your site through social media have only just entered the awareness stage.
Just like the funnel starts broadly and narrows down, you should reserve your broader content for those who have recently discovered your brand and reserve your more technical broadcasts for the narrower part of the funnel, such as intent. This brings us to developing your content marketing strategy.
Develop a Content Marketing Strategy
Remember that boosting your conversion rate is only one of your goals. You also want to develop a relationship with your audience, one which places you firmly as the authoritative industry figure in their minds. Whenever someone thinks of one of the services you provide, they need to associate your brand (and not one of your competitors) to it.
How do you do that? Content.
Casting your broader content to generate awareness, and the more technical to foster and facilitate intent. People on social media don’t need to know and don’t want to know about the nitty-gritty.
That’s not what they go on Instagram and Facebook for. Short, but effective calls to action are enough to ensure that you’ve generated awareness. The more memorable your CTA, the better!
The internet has become accustomed to having bucket loads of information at our fingertips. Google receives 63,000 searches every second, your digital strategy needs to ensure that you’re coming up on those searches.
By creating content which is not just about your service, but also about everything around your industry, you’re creating frequent content that engages with clients. You could do that in any number of ways as you go further down the conversion funnel.
You could take the professional approach by showing people that you are serious about what you do. You are the go-to place for anything regarding your industry. So you’d create content which informs people about specifics, this is perfect for a fast-moving industry such as cryptocurrencies or I-Gaming.
Struggling to create content that delivers results? We are here to help!
But what about other ways of diversifying your digital strategy?
Out of those 63,000 searches per second, not all of them relate to your specific industry.
But the people that search for them are still potential customers, each with their interests and who might one day need your services.
How do you target them in your strategy?
Shoulder Keywords. By creating content which shows how your product or service forms an integral part of their everyday life.
This is where your broader content comes into play. People who are interested in sports are also likely to be more health-conscious. So if you’re selling sports equipment, you should also be engaging with your potential customers through their other interests as well. In this way, you’re increasing awareness about your brand (which translates to increased traffic) and can begin to generate interest. Here‘s how you can improve your brand awareness.
The better you know your target audience, the more nuanced your digital strategy can be.
Let’s dig deeper. We’ve established that people take different approaches, and that means that they respond differently to different means of communication. Some might look for written reviews about a product, while others might prefer video content, such as unboxing videos.
The more you diversify your approach, the more likely you are to engage with a variety of demographics.
Realistically though, its quite hard to reach everyone, but some approaches that tend to work quite well all-round such as; Video Content, Social Media Posting and articles. The downside is that most companies are already doing all three. If you want to stand out, you’re going to have to innovate your digital strategy, or you could reach out to us.
The world of content marketing is as diverse as the 3.2 billion people who use the internet. Finding the right approach can be a daunting challenge. However, with your knowledge of your respective field and our savvy content marketing, we can develop a digital marketing strategy that will not only boost your conversion rate but also help to establish you as a leader in your industry!