Written by: Daniela McVicker
There are many things that you can do to increase your conversion rates. Many of them are extremely useful and have a place in any long term marketing plan that you develop. However, if you want to see your conversion rates rise quickly, the first and most important step you need to take is to create and employ a content marketing strategy. It is arguably, the most effective and easy to employ a strategy for increasing conversions that there is.
Here are 5 reasons why this is the case:
1. You Will Identify Your Brand and Your Ideal Customer Persona
Whether you take the time before launching a content marketing campaign to do some research on your customer base, or you simply wait to see which content is a ‘hit’ and which content is not, you will get an education on who your target customer is.
Ultimately, if you pay close attention, this will result in an understanding of your ideal customer persona. Not only will you be able to use this information to make your content marketing more effective, you can also use this information to strengthen all of your marketing and branding efforts.
2. You can Launch a Respectable Inbound Marketing Program for Little to No Cost
If you rely on your own talents to write, otherwise create, or curate content, you can begin a content marketing campaign without incurring significant cost. However, in order to do this successfully, you must have a strong grasp of what your target audience is going to find interesting, entertaining, or informational. If you have a decent following already, you might also consider crowdsourcing some of your content marketing efforts.
By using this method, you will benefit from having additional content to share with your audience, you will motivate your base to share and engage others on your behalf. Crowdsourcing some of your content also increases brand loyalty and makes your audience feel as if they are adding value to your community.
3. Adding Content to Your Blog or Website Boosts Search Engine Rankings
When you begin using content marketing, two things happen. The first is that you begin creating new links on your website or blog. The second is that you begin earning shares of those links on social media. The better your content is, and the more content you create results in even more shares and the development of even more links. This results in an increased number of website visits and backlinks.
All of this is seen by Google’s search engine spiders and by other search engine algorithms, and as a result, your rankings increase significantly. There are other ways to make this happen, but none of these methods are as cost-effective or organic as creating and sharing content.
4. You can Use Content to Increase Engagement and Trust
When you create or curate content that interests, informs, or entertains your customers, you create engagement and you increase trust. Engagement is what happens when your audience is motivated to share or respond to the content that you provide.
This includes responding directly with comments or sharing content back to you, and the discussion that your audience has among themselves. When you become known as a source of great content, you also increase the level of trustworthiness that your audience associates with your brand.
5. Content is a great way to Increase Your Social Media Presence
All too often, business owners set up social media accounts and then fail to use those accounts to attract or engage their customer base. They either create the account, send out a few inaugural posts and then allow the account to go mostly dormant, or they create the account and use it for nothing more than direct marketing. Neither of these things results in increased numbers of followers, conversation, or shares.
This is unfortunate, because all that is needed to increase shares and boost engagement is to create and curate content that you then share on your social media sites. The increased social media presence that results from this is certain to increase the number of visitors to your e-commerce site, and that is going to result in higher conversion rates.
Daniela McVicker is a blogger with rich experience writing about UX design, content planning and digital marketing. Currently, she is the chief contributor Topwritersreview where she helps individuals and organizations improve their web content writing, design, and planning skills. Her posts are always packed with examples and actionable content that readers can put straight into the action.