We’ll be the first to say that traditional marketing campaigns still have their place in the modern technological landscape. In conjunction with this, however, a clear understanding that quality content rules the internet is vital. The attraction and eventual conversion of leads to sales is made much easier with content marketing. You will also find that customers who find your business organically will stick around for a lot longer if you’ve offered an excellent service.
So how do you leverage content to boost traffic and sales? These seven tips should point you in the right direction.
Tip 1: Where possible, create video content
Video is a medium that is becoming increasingly more effective in the online space, especially on social media. Either housed on your website or running YouTube ads in conjunction with Google AdWords, video is a to-the-point form of communication that is easily digestible and understood. You can get super descriptive, offer tips and demonstrations and build hype. A great example if the immense popularity of unboxing videos, especially with children.
To really get the most out of your video content, ensure that everything is tagged so that people can find it easily. This also helps with your search engine rankings. Add captions to your videos whoever possible for higher engagement.
Tip 2: Use high-quality images
Just look at the popularity of Instagram and its many influencers for proof that people respond well to quality imagery. Once again, ensuring everything is tagged (with keywords for blogs) helps your rankings and sales. A lousy photo will actually do the opposite. It’s 2018; camera phones are amazing so your professional shots should be even more so. If you can’t muster up a quality image, people will not take you seriously. Product photos can be the deciding factor on whether or not consumers complete a purchase.
Images can also be explanatory and informative. Infographics effectively describe a process or facts in a way that people enjoy reading, in turn holding their attention.
Tip 3: Offer detailed product listings
Product listings serve two purposes:
They give shoppers information about their potential purchase
They show how knowledgeable you are about the product, making people confident in buying from you
The second point is key as people feel safe with someone they deem an expert. Go over and above the basic product information that people can find everywhere and offer valuable insights that will assist the buyer. This will not only once again help with your rankings, but push you out in front of the competition.
Tip 4: Make the most out of blogs and posts
Consider blogs the fishing hook and tackle that will lure in the big fish (customers). It is essential however to ensure that whatever information you put out is beneficial and informative to your potential buyers. Your goal should be to help them answer whatever questions they need answering. Perhaps take note of the enquiries you get on a daily basis and look to answer them in a blog?
You can even write a post on social media asking people what they need help with, then tailor some content around solving the issue. It’s a safe bet that if one person has the question, others will as well.
Tip 5: Send emails of value
The classic email list is still a great way to keep in touch with your existing customer base while letting them know of new developments with your products and services. If, however, that is the only thing you talk about, you can watch your unsubscribe numbers skyrocket.
People will switch off if they are not getting anything from your communications, just as they will if they all look and sound the same. So, make them interesting! Tell a story, inject humor, engage with your customer base and offer interesting information. If you wouldn’t want to read it, they won’t either.
Tip 6: Make the most of user-generated content
There are two significant benefits to user-generated content:
You don’t have to create it
People are engaged by something they have had a hand in making
The best example of this is user reviews. Sure there is the risk of getting bad ones, but we assume you are amazing at what you do, so good user reviews help spread positive word of mouth that cannot be bought. Another great way to get people included is running a completion through social media asking them to share pictures with your products.
Tip 7: Consider your content to be data
This point does not affect quality, but strategy. Your strategic approach should understand how your content is working. This ensures that your output is effective and is often guided by analytics.
Monitor, track, watch and report so you can refine and adjust your content appropriately. Understanding your audience’s preferences, interests, and behaviours is a constant necessity
Quality content is key
The most important thing to remember is that content alone will not suffice. It needs to be of a high-quality. It would help if you always were offering a service to your customers, both potential and existing. Inform them, add value to their lives and you will not only increase your traffic but create quality customers who keep coming back.
To ensure you do this, create a strategy before you start pumping out content. Once you begin, make sure you review your progress, taking note of what is working and what isn’t, adapting your future output accordingly.
If you begin to see results, don’t become complacent. Marketing is never set and forget, especially in today’s ever-changing world. You also don’t need to create a strategy or the content alone, after all, you are busy making sure those reviews stay positive, and your customers are being provided the value they deserve.