How To Create Content That Improves Your Conversion Rate
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Your content is important. It is the primary focus of a big chunk of your marketing, entering into every facet of the process (blog, social media, inbound email marketing, etc). There is no overestimating the power of well-written, relevant, targeted content.
So why aren’t your conversion rates reflecting the efforts you are putting in?
Don’t worry, you are probably doing everything right. But that doesn’t mean you can’t push your efforts a bit more, and really get those conversion rates sky high.
Here are some methods of improving your content and making your conversions soar.
Optimize for the Brand-Associated Keywords
Keywords are an important element to any marketing strategy, as we are all aware. Most of us use it to drive our content creation, advertisements, and even to plan new products and promotions. But you can use keywords that establish a pattern that leads to more conversions.
The results that come up when your brand is searched are a fantastic starting point. Using a random example, let’s look at KissMetrics. When you start searching their brand name you get their name alone, [KissMetrics blog], [KissMetrics pricing], and [KissMetrics competitors].
What can we glean from this? One thing is that their brand is strong enough thanks to their keyword marketing to make the name alone a result. Another is that people are interested in learning about pricing, and so KissMetrics may benefit from transparency on their website or potential customers. We also see that their blog is a highly valuable source for conversion, because so many people are searching for it. That shows brand trust.
If you try searching for those suggested phrases, you’ll see that KissMetrics ranks #1 for each of them. That is where highest conversion happens: When a user is interested in the brand, clicks through the top result and lands on the brand official asset covering the topic in much detail and offering a solid call-to-action leading them further the conversion funnel. In this case, this searcher is
You can get similar insights into your brand by monitoring keywords associated with it. Try creating a list of keywords like “[brand name] login”, “[brand name] alternatives” and “[brand name] reviews” to keep an eye on. It shows you what areas you need to work on, and where your customer’s interest is focused. It is amazing how this can influence your strategy and increase conversions by letting you fix the issues that are keeping you from gaining those conversions.
If your brand name is being searched a lot, this tool will help you dig into keyword suggestions from Google, Bing, Amazon and Youtube to expand your initial keyword list.
All of this is going to inform your content strategy, as it will give you a more targeted direction to take.
Find Better Converting Keywords
Keywords are so important for content creation that I have two sections dedicated to them here. Finding the right keywords is key to your conversions!
Here are two more tips on how to discover keywords and understand what users need based on that research.
Keywords with Informational Intent
If people are searching for information, there’s very little chance to get them to buy anything right after the click. That is, if they need information, give them information and make that article so good that they will want to return.
Serpstat offers an easy way to discover keywords with informational intent by allowing you to filter keyword suggestions by “People also ask” and “Answer boxes”. These are search queries Google has found informational because it gives instant answers in search results:
You can sort Serpstat results by “Keyword difficulty” to understand which are easier to rank for:
This research will also help you understand how your competitors optimize content to get featured in Google’s info boxes.
Which questions do people ask in your niche? Knowing the answer to this question will give you lots of content ideas and let you better serve your customers needs.
Bloomberry is a free tool that crawls hundreds of forums and Q&A answer boards (including Amazon Q&A section) and lets you see most relevant discussions on your specific keyword as well as closely related topics:
Optimize Your Info-Based Pages with Secondary Calls-to-Action (CTA)
What is a secondary CTA? It’s a call-to-action that doesn’t drive a direct sale but ties the customer to a brand giving you another opportunity to sell when the moment is right, e.g. you can announce holiday sale, give them a birthday deal or invite them to your giveaway.
Secondary CTAs build your email list and they are more effective for people who do not intend to buy just yet. Colorlib offers a step-by-step tutorial on setting up your newsletter with Mailchimp which is my preferred email marketing software too because it’s the easiest to figure out. Social Media Examiner lists various ways to integrate “Subscribe to Newsletter” calls-to-action into info-based pages without being too intrusive. And here are even more tips for B2B content marketing.
Mine Customer Data Like Crazy
Companies will spend millions of dollars trying to answer a single question: What do customers want? But the answer is right there at their fingertips, just waiting to be noticed. Customers – and potential customers – are incredibly vocal. They are leaving little breadcrumbs all across the web, and much of it is coming right from your own screen.
Let’s say you are selling a platform for freelancers and small business owners to track their projects. On Twitter you find people within those customer bases talking about features they wish competing apps had. That tells you right away that there is a need that isn’t being filled by other applications within the market.
Likewise, emails, support tickets, and even reviews can let you gather data on everything from customer acquisition and retention, to targeted marketing within a brand new demographic you hadn’t considered before. The Internet is a goldmine of information just waiting for you to plunder, and it doesn’t cost you anything but time.
Talkwalker is a great social media analytics solution which will open your eyes on what your potential customers like and dislike and how they engage with your competitors:
Make (Future) Customers a Part Of Your Content Creation
“Straight from the horse’s mouth” is a common phrase in the business world. You don’t want to take recommendations from an ad agent looking to sell a product. You want it from a real person who has tried the product themselves. Word of mouth has been a powerful form or marketing since long before the days of the Internet, and the digital age has merely widened the playing field.
Any way to get content from actual customers is going to really pay off. Reviews are probably the best way to do this, and so you should be offering every opportunity for those reviews to get out there. That includes cultivating keywords that lead to review sites where your brand is being talked about.
You can also do paid reviews, and these can be very helpful. Just make sure you are getting honest feedback, from someone who has had a chance to use and enjoy the site. Providing a free lifetime account, or a free product sample, is a better way of getting a review. This ensures you aren’t accused of buying a good word.
Set up a collaboration process between your content team and sales people for your writers to better understand what triggers a sale and how to best optimize your content for your customers’ needs. Salesmate Sales Pipeline feature is the best way to visualize the sales process and provide your content team with the necessary insight which is easy to digest:
Optimize Your Page for Better User Experience
Last but definitely not least, apart from optimizing for best-converting keywords and secondary calls-to-action, your content-based pages should be usable to be able to convert. This one part of the puzzle is the most important one, yet it’s often overlooked. If the page is impossible to use, there’s no a chance for conversion. Diagnose your blog and resource pages for common performance issues:
- Uptime. If the site is often broken, conversions will not happen. According to this uptime stats, even best-known hosting providers have terrible uptime numbers.
- Mobile Friendliness. Your articles don’t just need to look well on a mobile device. Your calls-to-action should be visible and usable there as well. Use Google’s tools to preview your inf-based pages on mobile devices.
- Load time. Did you know that 47% of consumers expect a web page to load in 2 seconds or less and 40% of people abandon a website that takes more than 3 seconds to load? Use a website crawler to diagnose the load time of separate sections and pages of your site and identify the biggest offender. Netpeak Spider is a great option here.
Do you have any other ideas? Let us know in the comments.
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