How effective is your web content marketing in converting site visitors to paying customers and clients?
There is no doubt, digital content marketing is, today, a subject that has become a buzz among online marketers as more and more businesses now use content to reach out to potential customers.
Unfortunately, not every one is really getting the results expected. While there is so much talk about what and why you should use
Now, it is definite that content marketing, done well, can help drive website traffic in an unprecedented way. You can literally flood your site with traffic but, in most cases, these are just suspects and browsers who, if not turned into prospects and buyers, will only eat up your server resources and cost you money.
But you really do not want this to happen. The fact is, you want every traffic that comes to your site to make a profit for your business. And if this is so, then you need to have in place a content marketing strategy that is optimized to turn most of that traffic from suspects into prospects; and prospects into profits.
The question therefore is how do you optimize your digital content marketing to convert as much prospects as possible? The following is a guide that is proven to work anytime.
1. Identify Your Target Audience Needs
It is a proven fact in human relations that people bond more easily with those they perceive to be genuinely interested in them. And you cannot show your site visitors that you’re interested in them if you don’t know anything about them and what their needs are.
The first step therefore, to creating website content that is optimized to convert, is to identify the needs of your target audience. Once you know who your target audience is, you’ll be able to optimize the content to speak directly to and engage your site visitors based on that knowledge.
Fortunately, there are online tools and resources that can help you do this with much ease. You can use these tools and build a profile of your target audience. Based on the profile you have built, your content should be written to deliver the most relevant message focused on every stage of their buying circle.
2. Personalize Your Digital Content Marketing
As a business, it is definite that you are using different content based tactics to drive traffic to your site. These tactics may include blogging, article marketing, SEO, search engine marketing (SEM), blog commenting, guest posting, etc. As I’ve mentioned earlier, only a fraction of that traffic is high value. It must be converted into buyers if it is to make any meaning to your business.
Now, to convert a good number of that traffic to buyers, you must learn to categorize your content. This is to help you present your content in such a way that your most valuable traffic sees the content and offers that are most relevant to them once they land on your site.
Doing this is important because website visitors have extremely short attention span and have less time to spend searching for relevant content when they are on your site. So therefore, personalize your web content based on your knowledge of your target audience and deliver it to them in as less time as possible. Presenting generic information to first time visitors will only result in fewer conversions.
3. Engage Using Your Content
Finally, your content must be optimized to better engage the site visitor based on their needs which you have earlier identified. The focus of your content should be on your target audience and how you can meet their needs. You should be able to speak directly, uniquely and intelligently to them using the information you have gathered about them. Besides, your content should be relevant and targeted so that you can engage with them, warming them up to gladly receive your offers.
One good way to optimize your web content is to provide good, authoritative and leadership-type content on your site. This will help you gain the visitor’s attention and trust opening them to more interaction with your brand. This interaction will ultimately position your brand as the company to turn to when they want to buy.
Optimizing your digital content marketing is the sure way of turning website visitors to paying clients and customers. Your content marketing strategy will be of no effect if the traffic generated do not help your business make a profit. Creating content that is authoritative and informative and that answers to the needs of the site visitors will help in converting the site visitors from suspects to prospects and customers.
And so as I round up this piece, I want to ask you again, how effective is your web content marketing? Do you care about optimizing your web content or spend all the time simply pumping content all over the place? Share your views with us in the comment below.