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- Website Design and Development: Conversion Content Marketing
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- Media Type - Direct
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Website Design and Development: Conversion Content Marketing
03/29/2009 - By Vicki Garcia
Make Your Website a Selling Machine
Everyone in business is busy cranking out websites. But, a website is only useful if it turns visitors into customers. Writing content that converts visitors to clients and customers is a relatively new specialization.
The Strategy
The strategy seems simple -create content that is useful or entertaining for your target market...not to overtly promote your business, but to build a relationship with the reader. Content marketing is about romancing prospects, rather than slam-dunk sales efforts. Slam-dunk sales get annoying and prospects don't want to be sold anything.
On the other hand, constantly posting blog content without a call to action or a compelling offer is like the shy guy who never asks for a date. "You don't ask, you don't get." It's a fact as old as dirt.
Step 1- Take it Easy
Start by engaging your prospect as a starting point for a relationship. Your content can be a downloadable white paper, a recorded webinar, or a video. You give it away, like a sample at the bakery. Find a ghost writing if you don't happen to be a good writer.
Step 2 - Ask for the Relationship
The conversion comes as an extension of the content. Want more? More content, a newsletter, alerts, get a free one-on-one conversation or make a purchase...all moving the prospect closer to a profitable relationship (for both the business and the prospect)
Step 3 - A Call to Action
If all else fails, try sincerity. Today's kind of call to action is more subtle. Present it as a way to help the prospect genuinely achieve their goals, but only if they want. If they don't want to buy you right now, leave with a great brand impression. Come back anytime.
Testing is Critical
Not everything you try is going to work. Every effort can benefit from improvement. Tracking is essential. You can't manage content if you can't measure the results. The number of visitors, SEO rank, social media sharing, number of page views, downloads, video views and so on are an indication of success. Go ahead, be compulsive about watching what is happening on your website.
Keep the Call to Action Format Flexible
Conversion content doesn't have to be in the form of a standard landing page or blog template. The format can include innovative ways to make the content more consumable. Think call-out boxes, a wizard to guide the visitor through steps, click here buttons. Make it interesting, not pushy, to take a step toward a purchase.
Make it Interesting
The old saying "bore a person to death" shows how deadly boredom can be. If you want to make more sales, keep your website bubbling with new activity. Certainly, blog posts help. Address specific target niches, new issues, and new changes in the environment. If you have your website set up on a WordPress platform so you can manage it yourself, this is easier.
Show Your Smarts
One of the things that impresses a prospect the most is that you really know your subject. You do this with insightful content. No call to action is going to work if you don't sound like an authority. We like to include testimonials and recommendations from happy customers. As much as possible be friendly and human. Show you can relate to your market and don't talk over their heads. Find a voice that is all your own. Don't imitate others.
Produce More Than You Think You Need
Content that converts prospects into customers may need multiple versions of each piece of content. You might need specific headlines, images, offers and tailoring to the niche. The basic message is the same, but personalizing the message is key to high ROI results in content marketing for conversion.
Vicki Garcia is an expert in website content writing. It is her job to stay ahead of the curve on all the new marketing trends. Her methods work. She can prove it. Visit Vicki for more information at http://www.marketing-impressions.com
Article Source: http://EzineArticles.com/6487028
