Faster conversions: the Holy Grail of online marketing.
Of course, you cannot hope for any improvement in your conversion rate if you don’t find a way to boost your website traffic first. Without a constant influx of new visitors to browse your offer, you’ll have fewer new leads to convert. It’s as simple as that. Luckily, content marketing can help you find a way.
According to eMarketer, a staggering 84.5% of US companies with at least 100 employees will utilize digital content marketing strategies this year. Content must be doing something good for them, right? Otherwise, they wouldn’t be bothering with this technique. Chances are, they are already using these quick and dirty tricks
1. Write Better Headlines to Get More Clicks
First impressions count. When it comes to content marketing, it’s all about making your audience click at first sight.
Having a clickable headline can mean the difference between nailing this strategy and letting the opportunity pass you by. Here’s what constitutes an attention-grabbing headline:
- Specific solutions to specific problems.
- Action verbs and strong adjectives.
- Addressing the reader.
- Expressing facts with numbers.
- Asking a question.
Consider our headline: 8 Quick & Dirty Content Marketing Tips for More Traffic & Conversions. It doesn’t include action verbs, nor does it address the reader by asking a question.
But it does offer a specific solution (quick and dirty content marketing tips) to a problem you, as a reader, have (traffic and conversions). And just like that, it identifies and attacks your pain point.
2. Create Your Content for the Average Reader
There are three things you should never assume about your reader:
- That something you find obvious is obvious to them too.
- That they will keep reading even after they get bored.
- That their attention span is any longer than it is.
Always write with your average reader in mind. In practical terms, that means:
- Explaining everything in detail.
- Directing the reader to the material for further reading when you’re short on space.
- Keeping the content engaging throughout.
- Staying within the 2,000-word limit (a 10-minute long post).
Ideally, your article should be around 1,600 words.
3. Reveal the Most Valuable Information First
Pay extra attention to your intros. The first sentence should deliver upon the promise made in the headline. If it’s not gripping enough, the reader will shift tabs and leave for good. Use the “in medias res” approach and go straight to the point by providing a useful stat, a question, or an intriguing thought.
4. Keep Them Engaged with Bucket Brigades
Nobody’s told you the secret of bucket brigades? What is this strange new concept that you’ve never heard about?
Let’s explain it with an example:
In real life, a bucket brigade is nothing but a synonym for a human chain – a method of transporting items where they are passed from one person to the next. So, there’s an uninterrupted flow that gets a certain item from point A (the beginning) to point B (the end).
In content writing, the bucket brigade technique aims to achieve the same. Only this time, the flow has another purpose – to keep a reader engaged. Go and read the beginning of this section again. We used two questions and a short phrase with a colon to introduce a new paragraph. That way, we’ve piqued your interest, again and again, thus maintaining the flow between different sections. And that’s not all.
See what we mean? Bucket brigades work like a charm.
5. Use CTAs to Provoke Emotion or Enthusiasm
Your blog posts have a specific job to do. They need to convince your readers to convert into customers. Though content is crucial for keeping them engaged, it’s the CTA at the end of the post that needs to deliver the punchline. It stands for “call-to-action”, which means that it must be an invitation for the reader to do something. A CTA has to be actionable.
More than anything else, it needs to provoke a response.
- Use action verbs to inspire action.
- Give readers a reason why they should click.
- Take advantage of FOMO.
- Speak to their emotional needs.
6. Combine Content Marketing with Live Chat
Yes, your blog posts have a specific job to do. Sometimes, though, and despite your best efforts, your readers will have pre-purchase insecurities and dilemmas that will need to be addressed on-the-spot.
If you add a live chat option to your website, they will be able to seek guidance from your customer service in real-time, before they change their minds and bounce.
Live chat can boost your conversion rate by 45%!
7. Generate Hot Leads with Alternative Content
Blog posts are not the only type of written content you can use. To catch more leads, create quizzes using online exam software, start offering ebook guides and case studies, and write a quick “thank you for subscribing” email copy.
8. Keep Tracking Your Content Marketing Campaign
Content marketing automation tools and trackers allow you to monitor traffic on your website, but not only that.
They also generate detailed reports and provide invaluable insight into how your blog posts resonate with your readers-turned-customers. Use them to determine the most effective posts on your site. And then, model the rest of your content marketing campaign after your best posts.
Use all these content marketing tricks or use only one or two of them. The results will vary, but your traffic will certainly get a boost. Higher traffic leads to better opportunities for conversion, so act quickly and don’t be afraid to get your hands dirty.
Author Bio: Kamy Anderson is an ed-tech enthusiast with a passion for writing on emerging technologies in the areas of corporate training and education. He is an expert in learning management system & eLearning authoring tools – currently associated with ProProfs Training Maker.