If you struggle with your content marketing efforts, you’ve come to the right place. Many content marketing professionals have trouble broadening their target audience, especially in the digital marketing era, the competition is huge.
It’s difficult to decide what channel to use to reach potential customers and generate sales. In addition, with various social media platforms and search engine optimization, it’s not easy to use your content marketing efforts correctly.
Why is a content marketing strategy important for sales?
Content marketing is a way of creating various types of media to increase both brand visibility and conversions.
Content marketing is growing in popularity, and most businesses use it to:
- generate leads
- get more customers
- increase brand awareness and visibility
- demonstrate credibility and trust
- engage with an audience
Creating content that engages your audience and showcases your product is a great way to reach new customers.
A content marketing strategy should measure your website traffic, where it comes from, and why certain marketing efforts are working.
You should see spikes in your target audience engagement if you consistently deliver high-quality content. The increased visibility can be monetized and drive sales.
Below, we present tips on using content marketing to increase conversion and make the best out of your content.
Check out How to Improve Your Content Creation Process!
6 content marketing tips to increase sales
Focus On Your Buyer Persona
A buyer persona is a character you create based on your customers’ characteristics. Then, according to market research and information from existing consumers, it is your ideal customer.
When you create your buyer persona, you will better understand your target market and how to direct your content marketing for optimal results.
When you define your target market, you can design your blog and content marketing strategy that would address your customers’ needs.
To create a buyer persona, you need to include:
- Consumer behavior
- Buying patterns
- Customer motivations
- Interests and goals
The more specific the information, the more successful the content marketing strategy. You will be able to deliver valuable content to your existing consumers and attract prospective customers.
Write content for different stages of the sales funnel.
It’s important for a successful content marketing strategy to meet your customer where they are.
This means you need to know your prospects’ stage of the sales funnel. The sales funnel represents customers’ thoughts and feelings when exposed to your product.
The conversion funnel can be broken down into three stages:
The first stage of the funnel occurs when a prospective customer becomes aware of your company. Next, they’re doing their research looking for a specific product or service, and they come across your brand.
Once consumers know your brand exists, they come into the interest stage. They are trying to decide if your product does exactly what they need.
In the end, the customer reaches the decision stage. They want to purchase your product and need a channel or a platform to do that.
This is the area of the conversion funnel you need to focus on the most when creating highly relevant content.
At this stage, you need to show what it will be like for them if they become a customer.
Marketing campaigns that entice customers should include an incentive to buy, for example:
- free consultations,
- free trials, estimates,
Once you understand the conversion funnel and, more specifically, the bottom of the funnel, it will be much easier to adjust your content strategy accordingly to drive sales.
Create evergreen content
When people come to your blog or any different platform to learn about your product, they need relevant information.
Evergreen content covers topics that are always valuable and relevant. It is a sustainable marketing technique that can bring new readers over a long time.
Your readers receive something of value, a memorable piece that they can always refer to in the future. In marketing, evergreen content is used to attract new readers potential customers and convert visitors to leads and paying customers.
Your evergreen content should have a catchy headline. It’s also important your content is optimized for search engines and created with user intent in mind to boost organic traffic.
Track leads and conversions
To adjust your content marketing campaign accordingly, you need to know where your leads are.
Knowing how customers discovered you could help you understand why they made a purchase. You will be able to create more specific content to their needs, and you will know how to convince them your product caters to these needs.
To track your leads, you can use UTM parameters. UTM parameters determine where leads come from.
For example, when you click on a link from an advertisement, the URL will look long and somewhat complex, even if you’re just on a company homepage.
With such a technique, you will be able to track whether prospective customers came from Facebook, Twitter, Google Ads, or an email marketing campaign.
If you have distinct tags for each distribution channel, you’ll know where the lead originated.
Additionally, each article will have tags for the platform it was published. So, for example, knowing where it came from is fantastic. But which Facebook post is this? Which specific post should I be looking for?
You’ll figure this out with your UTM settings. It’s simple to set these up in Google Analytics.
Go to the “Demos & Tools” menu and choose “Campaign URL Builder” from the drop-down menu.
Another reason why UTM parameters are so crucial is that they may aid you in accurately assessing your ROI.
You know how much you’re spending on each campaign, so you’ll be able to evaluate the effectiveness of your content marketing efforts.
After you’ve completed the necessary information, this tool will create a unique URL for you that is compatible with your site.
Create content with a purpose
To make your content marketing efforts count, you should always have in mind the purpose of the content you create. Your solemn purpose should be to drive sales.
Most of the content will not produce any sales, but some types of content do.
Whichever channel you choose, focus on producing these types of content:
Tutorials are great for selling. They are the type of content you can out in a blog post or a youtube video and explain in-depth how to use your product.
In a tutorial, you should detail the product and showcase all its features and benefits.
However, the tutorial should also have an educational part and be useful. You should show readers how to accomplish something with the product.
Tutorials work best for an already established brand of products. They often lend themself to selling products as an affiliate.
A product review is great for convincing people to buy your product. However, it’s important to remember to create really good reviews to see the actual effects of this content marketing technique.
There aren’t many good reviews out there. Most reviewers are biased and don’t include important detailed information about the product. Instead, they are written just to generate sales.
A good product review should include the most important information from a user’s perspective. Ir should be out of the question if the writer has used and tested the product.
To create a stellar product review, follow these tips:
- Pick a type of product from your specific niche
- Buy the products you’re want to review
- Test the products for all their possible features
- Quantify the results, list the features, pros, and cons, and create the most detailed review possible.
Case studies are a great way to lure new customers in and potentially help the existing customers.
A case study should describe how one of your customers used your product or service successfully, and it helped them achieve certain results or solve a problem.
Case studies work best for complex products with various features, where potential customers don’t know if they will have the most use out of the product.
Case studies are difficult content to produce, but they can pay off big time.
A content marketing strategy depends on having high-quality content.
Having high-quality content is critical to a successful content marketing strategy. High-quality content can drive sales, increase brand recognition, boost website SEO, and generate leads.
With more individuals working from home, increased social media usage, and the globe becoming a smaller place, content marketing is more critical than ever. The conclusion of the content production process is conversion.
Your content marketing should successfully convert browsers into buyers, much like big-box retail chains aim to do.
You may already have heard of the benefits of user-generated content (UGC). It’s a technique many marketers use as a part of a content marketing strategy. However, if you haven’t heard of it, it is any form of publicly available content produced by consumers.
There are several types of user-generated content used in content marketing:
Customer testimonials are a type of short review or a comment on a product. When using testimonials and comments, be sure to use the most helpful for your future customers.
Companies often put testimonials on their landing page as a persuasive technique.
Social media posts
When customers share a photo or video of their new product on social media, they create UGC. For example, when a hotel guest shares a photo of the sunset from the hotel pool at the hotel, that’s visual content that counts as visual UGC.
Social media chat sessions can provide tons of ideas for content material from your target audience. Other ways to collect user-generated content are through branded hashtags and encourage customers to share their experiences.
When you employ UGC in your content marketing plan, don’t forget that each piece of it might be utilized for a different goal. For example, one client may have created excellent top-of-funnel awareness UGC, while another customer has the ideal video for bottom-of-funnel conversions. Determine which UGC components belong in specific parts of your funnel so you can be sure to utilize them at the appropriate time.
UGC is effective because it enables business owners to better understand their buyer persona. Moreover, user-generated content can be used as social proof technique and bring you more leads.
Because the content pieces are coming from satisfied customers, it’s proven that they are happy with the results.
Here are more advantages of using user-generated content:
- Boost website engagement
- Increase dwell time
- Build brand trust and credibility
- Improve sales
There is no better way to get more buyers than to see real people give evidence of the uniqueness of your products or services.
Provide information people look for
Content marketing aims to demonstrate your expertise in a specific niche and establish an active online presence through social media and blogs.
You should focus on providing considerable value to the audience in your content marketing efforts.
You’ve probably heard it before: communication is key. But unfortunately, many websites online don’t have content marketing strategies or are trying to do all their content management on their own.
They might have some garnished illustrations and headings, but not much to keep the reader engaged.
You don’t want to produce information that isn’t relevant and doesn’t solve problems. Instead, you should build your content marketing strategy around evolving and staying familiar with what’s relevant today.
Communication is about engaging with listeners and earning an emotional response.
When individuals are on the road to making a purchase, having the appropriate content marketing plan can significantly reduce decision-making.
Communication that is clear and to the point may help your firm find new audiences.
To evaluate the success of your marketing campaigns, look at how many visitors you’ve had and how much money you make. Then, look into Google Analytics to examine traffic components and see whether your tactics work. You may make more informed judgments as a result of it.
Take advantage of Facebook Page Insights and Twitter Analytics for social media content creation. Use these sites to engage more directly with your target audience and develop targeted connections.
Use different formats of content.
While it’s important to be consistent with reaching the biggest possible number of prospects, keeping your content interesting is also important.
Don’t just stick with one type of content. You have more chance of reaching new customers when you use different channels and content types.
Some different strategies to consider include:
- video content
The type of content you choose depends on your platform and the audience you’re trying to target.
Considering you’ve researched your audience, you’ll have plenty of information for each type of content channel.
The best type of content is personalized. You can even use tricks such as storytelling to make your content more engaging. This method will ultimately lead to more sales.
Generating traffic and leads is one of the most burning problems of businesses in terms of marketing.
If you diversify your content strategy, you’ll increase the chances of your content appealing to a wider audience. This is because it will be relevant to more people’s wants and needs.
Check out The Ultimate Guide For Content Distribution!
Promote diverse ads on social media
It’s now time to take things a step further. I’ve covered what you need to know about UTM parameters, but now it’s time to put them to the test. Because you have so many alternatives on social media, this is an excellent opportunity to put them to the test.
Paid advertisements may be used to target specific audiences. All you have to do is come up with commercials that include a variety of media.
Start by proposing a theory. What do you believe will have the highest conversion rates? This is determined by your industry, business model, target market, and other factors. But make certain that each campaign is distinct.
Don’t get me wrong. You don’t want to spend money on irrelevant advertising, but you must exclude useless content early on. We’re focusing on relevance here, so keep that in mind.
Then you’ll use the UTM parameters you’ve previously established to measure how well various advertisements performed.
You may now adjust your content plan based on which advertising had the greatest success rates and converted customers.
No matter how you choose to market your business, it’s important that the content you produce is relevant and solves problems. By considering which cognitive neuroscience principles are applicable in your situation, create a stellar marketing plan that drives sales by unlocking how customers think. Let us know how these tips have helped increase product sales for your company!