If you have ever tried any sort of marketing for your business in today’s digital world, there is no doubt you will have heard keywords such as content and conversion. The big questions are: What do these words actually mean? How exactly can content convert consumers?
Content in a marketing sense refers to any kind of information, data, or material that you are putting out into the world. This can be for a business, a product or even a personal brand. Content may be shared on social media platforms, websites or various other mediums.
If used properly, content can convert consumers. Having effective content will not only help you reach a wide audience, but can also help turn that audience into your customers or clients.
First and foremost, the focus in content creation should always be value. What kind of value can you bring to people before they even become your customers or clients?
Providing high-quality content that gives something useful and significant will communicate that you truly care about people and their needs. The goal of content is not necessarily to sell, sell, sell straight off the bat. The goal is to give.
Coming through as genuine and with an attitude of service will convert potential customers more times than not. Gaining the trust and respect of a consumer will go a long way in turning them into paying customers and clients. Better yet, this can lead to long-term and repeat customers as well.
Keep It Relevant
Going hand-in-hand with value in the content conversion equation is relevance. In order to provide value through content, the content must be relevant to your audience. If you are a medical clinic, you might want your content to be health or wellness related. If you ran a women’s boutique, you may want to feature the latest fashions and trends on your social media. If you are a lawyer running a firm, you may consider lawyer content writing for your website or blog.
You need to understand who your audience is and what they will be looking for from you. If you can, try to stay one-step ahead and anticipate the needs of your followers before they even know what their needs are themselves. For example, if you are a personal injury attorney and there is a large snowstorm headed towards your area, you may put out informational content about how to drive safely in snowy, icy conditions. You might also let them know what to do if they are in an accident during inclement weather and provide helpful resources. Relevant content is effective content.
One of the most important aspects of converting a consumer once you have reached them with your content, is to include some sort of call-to-action. A call-to-action is something that urges and motivates the consumer to act.
For instance, if you share a post on social media or maybe create a video, include important and useful information but also include some element that keeps them gravitating back to you, your products and services. Offer your users the link to your website to find more information. You can let them know you are accessible and here to help by offering an e-mail address or phone number to reach you with questions or comments.
Conversion does not happen without action.
Putting It All Together
Providing people with high value, relevant content that motivates them to take action, is key to converting them from audience to customer or client. It is essential to figure out who your target groups are and what is important to them. Being genuine and employing empathy in your content will win you the conversion game all day long.