We all know epic content creation is key in establishing and maintaining online presence.
It’s that blend of content that draws an audience in and keeps them engaged with your brand.
Thing is, being successful in converting that audience into actual customers is where the real challenge actually lies.
So what are those little nuggets of vital pointers and best practices that you need to know in order to turn a loyal brand follower into a buying consumer?
Here’s a list of 5 industry favourites and techniques that should see you achieving that critical conversion that you seek in order to attain that ROI your business needs:
1. Know your audience so as to identify target buyer personas
By understanding your audience, you will be in a better position to create the relevant buyer personas you are targeting and you will have the demographical information you need to develop the right kind of target for each persona, including tone, style and delivery.
And as the Content Marketing Institute says, don’t make the mistake that many businesses make in that “they create content that appeals both in language and subject matter to them and to their peers – but not to their audience.”
2. Ensure your content address the needs, problems and concerns of your consumers
Create content that contains information that is useful enough to provide a solution that your customers are looking for. At the same time, as CMI reiterates, “include firm calls to action that entice visitors to learn more or gain further assistance by completing your desired action – whether that’s making a purchase, downloading a freebie, signing up for a free trial, or even just joining your mailing list.”
3. Produce content that is emotive
The truth is, whilst we begin the purchasing cycle with rational and logical intentions, ultimately, what we most often decide to buy is driven by emotions and feelings.
This means that the type of content you need to create has to contain the language that appeals to those positive emotive motivators that will subtly encourage a consumer to buy from you, and that possesses the assurance that makes that consumer confident about their purchase.
4. Keep it simple and don’t make it a sales pitch
Too much of something end’s up becoming a distraction. This means that whether you are creating a blog, a video, and infographic or any other mix of content, make sure that it sticks to its narrative and doesn’t include nonsensical information that will only serve to distract the reader from getting to where they need to get, the point of call-to-action.
And remember, consumers today don’t want to be overtly sold too. Your business needs to earn their trust first because only once trust is earned will a consumer consider buying from you. This means producing content that isn’t a blatant sales pitch. It’s putting out content that will establish you as an expert or influencer in your field based on its quality and informational value.
5. Map your content according to the stages of the consumer buying cycle
There is generally a pattern that people follow before making a purchase. It’s called the buying cycle.
It begins with the consumer becoming aware that they have a need that needs to be fulfilled – a problem that needs solving – but they aren’t sure how to go about it. This is following by the research stage whereby the consumer seeks out information to solve the issue on hand.
Once the research has been concluded, the consumer is generally at a point where they have attained the information they need that provides the answers to their questions – a solution to their problem. This normally leads to the final stage of the buying cycle which is the actual purchase of a product or service.
What you need to do is to provide content that provides all critical information that a consumer is seeking at the research stage which will be convincing enough to lead them through to the point of purchase.