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Watching the number of visitors climb on your website is fantastic. You feel like all the work you’ve done is finally paying off. But visits are just vanity metrics and these don’t necessarily equate to success. A retail store would fold if hundreds of people wandered in and out each day but never purchased anything.
You need to work on converting more of those visitors into customers, and there are plenty of ways to use content to transform a popular site into a profitable one.
Here are ten ways to use content to boost customer engagement and turn your visitors into buyers.1. Produce High-Value Offers for Free
You’re in business to make money, so it might seem counterproductive to give things away for free. Some companies offer product samples or promotional items, while others give away content designed to help visitors with a problem.
High-value content like e-books and reports work very well for getting opt-ins and trial sign-ups for subscription-based services, but they can also work for virtually any business. Every audience has at least one problem. A comprehensive content piece, offered for free, can address that issue and even entirely solve the problem.
A free content offer:
Builds a great deal of trust
Answers other questions a visitor may not have considered
Knocks down barriers that prevent someone from making a purchase
Demonstrates experience and confidence in the solution you provide
Tack it onto an opt-in, offer it as a call-to-action in blog posts, send it out via email or as a bonus free offer with a purchase. Whatever you choose, make it bold and simple like Tim Ferriss from The 4-Hour Work Week does:2. Build Social Proof with User-Generated Content
There’s a herd mentality prevalent among consumers. Consumers prefer to buy what other people are buying, especially when popular opinions indicate that something is good or worth their time. Reviews and testimonials are some of the best ways to use social proof to this end and inspire other visitors to buy.
I also leverage images and videos in content when marketing my services or my clients. User-generated content in that form is highly engaging and encourages viewers to take action.3. Post Product Demo Videos
Selling anything online can be challenging, but technology helps us bridge the gap between brick and mortar retail and e-commerce.
You can’t replicate the in-store experience of physically handling a product, and that can be a big barrier in the online shopping experience. According to InlineVision, the most important parts of creating engaging product pages online are the images you use. But don’t just settle for images; create videos that show off your product as well.
If you can fit in user-generated videos that show your products being used, then that’s even better. A quality video can increase the chances of a conversion by as much as 85%.4. Create a Comparison Guide
The online market is getting a lot more competitive. With easy access to mobile technology, more customers are comparison shopping from the comfort of their own homes. As many as 90% of consumers comparison shop on their phones while visiting a brick and mortar business.
You can hook your audience on your solution by creating content that does all the comparisons for them. This kind of comparison report can be presented in a number of ways:
An infographic showing statistics for different technology and features
A “You vs. Them” landing page or blog post with a direct comparison of features, benefits, and pricing between your brand and the competition
A buyer’s guide that includes high-value information and direct comparisons, which could serve as an educational piece to make them feel more confident about their decision after they’ve finished reading
Remember, if you use an infographic or a chart in your content, it can’t be indexed by search engines. Be sure to add textual content around it to make it easier to find organically.5. Make Your ‘About Us’ Page Awesome
Most ‘About Us’ pages contain generic, uninteresting content about what the company does, why they do it, and a list of the staff or executive leadership. There’s nothing really wrong with that, but it lacks a compelling story and it’s not contributing to sales.
This is a great page to get creative on. The team at Moz uses a timeline, images, and text to make learning about them insightful and fun.
While you should still include the basic information, your ‘About Us’ page is also a great place to emotionally connect with visitors. Along with a story, you can leverage the most impactful testimonials and social proof, as well as a call-to-action that will encourage passive visitors to actively make decisions.6. Design Custom Landing Pages
This will help you craft a message that most accurately matches visitor intent and the issue they’re trying to address while promoting a specific product or offer.7. Show Success with Case Studies
Case studies can be highly effective for product and service companies alike; it really just comes down to your offer and your ability to gather the information. A service-based business has the greatest opportunity to succeed with case studies.
Referral Candy hooks their reader with a great review followed immediately by a link to a case study. Genius!8. Build Engagement Through Email Content
Conversions don’t always happen on your website. Visitors may opt-in to receive information and updates from you via email, or perhaps they’ve made it partially through the checkout process before abandoning their carts.
Email has the highest conversion rate (66%) compared to other engagement channels like social media. Use email as a way to recapture and build interest with a mix of occasional promotional emails and a lot of high-value content.
Similar to articles and free offers, this boosts credibility and keeps you top of mind. You can slip in calls-to-action to drive them back into your checkout process later on down the road.9. Tell Stories
Most marketers know they should be telling stories, but since the majority of marketers admit to struggling with engaging content, it’s clear that effective storytelling isn’t always happening.
People have been telling stories for thousands of years because they put things into perspective, make emotional connections to ideas, and captivate audiences. Every marketer should be doing this, too.
95% of cognition occurs within the subconscious, emotional part of the brain. Stories activate and engage these areas of the brain to make us feel like we’re experiencing something. That emotional part of the brain also contributes to our decision-making when it comes time to make a purchase.10. Craft Strategic Calls-to-Action
Every piece of content you create should have a purpose. The content should address a problem, answer a question, or provide some measure of value at a specific stage in your sales funnel.
You're reading 10 Expert Tips For Using Content To Transform Passive Visitors Into Engaged Buyers
One question is on just about every SEO’s mind as we confront the New Year: “What strategy will protect me from updates in the future?” Finding the right balance between sustainability and immediate impact is hard work. How do we move forward?
It’s our opinion that we need to start shifting gears in this industry. Links are important, crucial even, but sustainability means brand comes first. Some will argue that branding is impossible for small businesses, and others will claim that we’re stepping outside the bounds of SEO.
That doesn’t concern us.
We’re concerned with results for our clients, and labels have never done much of anything when it comes to making that happen. Here’s our strategy for broadening link building into brand building in order to maximize results.1. Put the Focus on Brand Recognition
When we build links, there’s one criteria we want to meet with every single one of them. We want to get people saying, “Oh yeah, I remember those guys.” And that means:
We focus on channels with traffic
We get our content on all the most popular channels in our niche
We use our brand name frequently enough that it sinks in
When possible, we choose a brand name that’s unique and easy to remember, rather than descriptive or keyword-centric
We send a consistent message with our content, our design, our logo, our bios, our material, and so on
We make enough of an impact that people will want to hear from us again2. Use Press Releases for Exposure
As you may have already heard, Matt Cutts, the head of Google’s web spam team, recently said that links from press releases won’t help you get exposure in the search engines. Some are calling nonsense on this, while others are saying that press releases are now officially obsolete.
We’ve always felt that press releases had little or no value as a direct source of links, but we still feel that they can be very valuable when handled correctly. A press release can get your brand and certain pieces of content in front of a large audience.3. Comment Marketing for Familiarity 4. Forum Marketing 5. Q&A Sites
The same goes for these. We’re especially big fans of Quora, since the questions never close up and it’s much more permissible to mention you or your client’s site. But don’t just seek out questions that your blog posts can answer directly. Get involved and offer answers as helpful as blog posts in and of themselves.
Of course you want to drop a link, but not for the search engines. Q&A sites only offer no-followed links, so there’s no direct search impact. Instead, use it to build exposure and get the name out. And, once again, be sure to use your brand name to build familiarity. Answers on Q&A sites often show up prominently in the search results, because of their domain authority. This makes them an excellent source of traffic which can lead to social sharing, occasional links, and eventually search engine benefits.6. Guest Blogging for Traffic
There is a tendency to rely excessively on guest posts, which is one reason we recently shared 7 alternative link building methods here on Search Engine Journal, but when done properly, guest posts can still be incredible sources of traffic, brand awareness, and search engine authority.
The key is to focus on high-impact blogs, the real noise-makers in the industry that anybody who’s in the know has heard of. No, not every single guest post needs to go to a blog like this, but we recommend that a large portion of them do.
Don’t get upset about rejection. More than anything else, the key is to just keep trying and improving your content. Pour just as much into your guest posts as you would for a post on your own site, if not more.7. Infographics as Proof of Authority
We all know infographics are a great way to build links, but they are a tremendous branding opportunity as well. A really solid infographic gets shared across the web and expands your reach. It helps you reach audiences that don’t read too often, and they are very friendly to social networks. They drive a great deal of traffic when executed properly. You can take our infographic about Google’s updates in 2012 as an example.
Perhaps most importantly, they give your brand an air of legitimacy and professionalism that makes you more noteworthy in the eyes of potential consumers, as well as online influencers like power tweeters and bloggers. Infographics prove that you have resources because not anybody put one together that looks right.8. Content Marketing With a Unique Selling Proposition
But, as we mentioned over at ProBlogger, original content isn’t the same thing as “not plagiarized” content. We discussed a few “brain hacks” you can use to boost your creativity when it comes to post ideas, and we recommend you use them.
The key here is to treat each piece of content as though it were a product, and to seek out its “unique selling proposition,” so to speak. It’s not necessarily that your content can’t be a little redundant or copy other sources (ideally with citation). Instead, it’s that your content ought to meet a set of needs that isn’t met by any other prominent piece of content on the web.9. The Rise of Co-Citation
Rand predicts that co-citation is replacing anchor text, and we have several internal reasons to believe he’s onto something. For those who haven’t heard yet, co-citation occurs when a brand tends to be mentioned on the same pages and in close proximity to keywords.
Google also has similar tools, like Google Correlate, which can spot statistical relationships between keywords, and of course Google also has access to search queries, which will often combine keywords with brands.
All of this is going to make branding especially important this year. If you can get people talking about your brand, it’s going to have a positive effect on your rankings, even in the absence of links.10. Leveraging Past Success
This is one of the biggest reasons we’re recommending a shift toward brand building this year. When you focus on big, bold, branded marketing efforts, you can keep leveraging the results.
If a big expensive infographic flops, you can still point to it in your future outreach as an example of the quality of work you do. If a guest post at The New York Times doesn’t drive too much traffic or make as strong an impact on rankings as you expected, you can still say you were featured in The New York times and leverage this as social proof.
If your efforts aren’t branded, you can never leverage them for future success. You can’t brag to your customers that you spun thousands of artic les or use low quality guest posts as an example of the kind of work you can put together during future outreach.In Conclusion
There’s no question that Google favors brands in the search results, sometimes to a fault, and that it generally has commercial incentives to keep things that way. We also believe that marketing efforts are typically unjustifiable if brand building isn’t a part of the effort. Marketing without branding is always short term, whether it’s spam or keyword-centric PPC.
Search Engine Users Convert into Offline Buyers
Late last year Yahoo! Search Marketing (then known as Overture) conducted a study with comScore to capture, among other things, the influence of search on purchases in the Consumer Electronics/Computers category. The bottom line was that search had a powerful influence . . . on offline buying. Ninety-two percent of the conversions ultimately took place offline.
MediaPost yesterday reported more Yahoo! findings (this time with research partner Compete, Inc.) that, in general terms, confirm the trend â€“ shop online, buy offline. This time, the category was financial services.
The survey took place from September 2004 through February 2005. According to the article, the study looked at search queries (e.g., loan, savings account, bank names, etc.) on major engines. The researchers found that 28% of search engine users went on to convert within four to six weeks after their initial searches.
Online vs. offline conversions occurred differently depending on the specific products involved:
In The Kelsey Groupâ€™s most recent telephone consumer survey (n=500), 34% of consumers who ultimately bought goods or products valued at $500 or more started their research/shopping online but 90% of them wound up transacting offline. Purchases included cars, TV, home electronics/computers, exercise equipment, furniture, lawn mowers, etc.â€”a diverse range of goods.
These data and the Yahoo! study show that while consumers are becoming more and more comfortable with conducting certain kinds of transactions online that might have been very unlikely several years ago (i.e., applying for a loan), the majority of transactions will continue to be conducted offline for some time to come.
But whatâ€™s also clear is that, at 70% local reach according to our most recent data, the Internet has a major role in that offline buying process either on its own or as a complement to other, traditional media.
While it’s great to have a web site optimized and performing well in the engines, you need to build out content on a consistent basis. Managing growth without upsetting your existing SEO efforts can often be a challenge. With these challenges in mind, here are my top ten tips for building site content while focusing on SEO opportunities.Tip #1 — Identify New Keyword Markets
If you are pleased with how your existing content is performing, you need to tap popular databases and see what other markets exist. Using tools like WordTracker and Keyword Discovery, you can quickly locate new areas relative to your industry or niche that also have a search history associated with them.Tip #2 — Exploring Analytics
SEO is as much about delivering targeted traffic as it is about rankings, right? If you’re with me on that, start checking your analytics. In particular, explore site paths and conversions relative to referring search phrases. Many times you will find that what you think are your money terms, are actually just pushing in unproductive traffic.
The information available in your analytics package can make or break everything for you. Building new content is always a great idea; When you go about it blindly, your efforts are often un-concentrated. If you take the time to identify visitor trends and habits on a keyword level though — you can then focus on building new content that puts more visitors to work for your business goals.Tip #3 — Maintain Your Approach
Have you ever been browsing a company’s web site reading up on various services, when suddenly you’re slapped in the face by content that just doesn’t “fit”?
As more content is written, it becomes critical for the tone and approach of your writing to be consistent. Managing this in groups can be difficult at best, so if your content is scaled in this manner — consider having one consistent editor.Tip #4 — Write for People, not Engines
And don’t be an idiot with over formatting your text either… 🙂Tip #5 — Pace Content Creation
The most important tip I would offer up here is that you need to pace yourself when adding new content to your web site. I am often guilty of taking dozens of new pages at at a time, and placing them all online at once.
As a result, my returning visitors are overwhelmed, and I can’t effectively measure or improve any one page with consistency or care.
Better still, as you begin to pace the release of new content you will also find yourself developing new patterns of work. An article will go live, it will be submitted to social networks, you’ll develop links to it, etc. Understanding and improving that process is critical if you plan to get a lot done in minimal time.
“Growth is never by mere chance; it is the result of forces working together.”
Yes, there are many driving factors and the forces that act as a base for any person or a thing to reach success. These powerful forces are what helps the minute things grow to its best potential.
The corporate business works in a similar pattern, it’s not unusual if the business owners feel stuck to find a way to grow. Stagnant sales numbers, lower employee retention rate, failed small business strategies gives the clear sign that the business needs to detoxify its old patterns and need a third eye view to make some refreshing growth strategies.
Find ways to generate more customers
The first and most important sign of business growth is the growing number of customers. In order to make your business successful, exploring and finding new clients on a regular basis becomes important.
The inflow of new clients will ensure some new sources of money and will help in the growth process. This is only possible if continuous digging and approaches are made through different mediums. Try to see opportunities where others see an obstacle.
Be very active on professional websites like LinkedIn and Upwork where the chances of getting new projects are high. Make a strong online presence, such that you can influence people to contact you. Collect as much data as you can through your online platforms to use this information to market your business directly into your prospective customers’ inboxes.
Also read: The 15 Best E-Commerce Marketing Tools
Improved communication pattern
The second thing that comes down the list of 2023 business growth strategies is the way of communication.
As we all know that the way we communicate has a great effect on the work, whether it’s about talking with the clients or with the contemporaries that work together under the same roof.
Having a good way of communication will help your business become more efficient. A well-communicated team has a sense of clarity that makes them work in coordination and produce some extraordinary outputs. Plan frequent team meets, come with some innovative ideas that break the ice in the cubical to understand each other’s work process well.
Keep a check on your expenses
Money acts as the most important factor for any business to grow further to make a business big. But during the growth process, there are many factors that can strongly act negatively and disturb your cash flow.
Having a proper cash flow can only be possible if you keep a check on your expenses. Make sure you don’t spend where it is not necessary. Doing good work and making profits are must but what is more important is how you use that profit for your daily expenses and save some for your future business development.
Like if you think that the energy consumption (electricity) of your office is high, find a way to reduce it. Employee merriment is a must, but make sure you spend on those things in your budget. These small things will make all the difference.
The next thing you need for any business to do well is how eager and excited your team is to get together and implement your thoughts and make it a living reality.
Be careful while you hire new people, look for the qualities in them that release positive energy to help you dream bigger with them. Having a team that is proud to be the part of your success journey and supports you through all your odds is what will help you take your business to the next level.
Build a strong relationship with your team members, incorporate corporate team building activities that help them understand each other better and build coordination.
Make smart use of social media
The last and the most evident way in today’s day that a business could grow is through social media. But most of the business owners focus just on selling their products through social media and also promote the same throughout its page underestimating the fact that its audience might lose interest looking at the same patterned post.
Also read: Best Online Courses to get highest paid in 2023
Business growth is the most important part of any business owner in professional life. The revenue and success numbers that the company earns at the end of the year are what can build the brand image in the industry.
Adopting the above mentioned easy go techniques into your business plans will surely help elevate your business growth. Find ways to get the business, keep up with the trends, know how to communicate and just try to maintain your cash flow so that you have money to invest in the new business growth ideas.James Vargas
James Vargas is an experienced business expert, consultant, and manager at Get Everything Delivered. With the 1.5-decade corporate experience, he is now sharing his guidance to start-ups to grow with corporate team building activities and project delivery solutions.
Many start-up businesses, and even established business owners who’ve decided it’s time their business had a professional web presence, don’t know where to start when it comes to planning their website. There are so many things to consider, and so many choices. Just getting the design and layout of the website can be intimidating. Then you have to determine what will be on the site. It can be mind-boggling.
Sometimes, by the time you get to the content portion of the site, your brain is fried from trying to make the other decisions. When you begin to think about the content, you’re probably asking yourself, “What do I write about” or “Where do I start?” If so, you’ve come to the right place. You only have one chance to make that first impression. If you take your content seriously then your audience will too. You want your audience to visit your site over and over again. If you provide quality content for them time and time again, they will keep returning to your site.
Getting started is the most important step. If you know how to write, you are already 95% of the way there. You don’t need to be an English major to understand any of the tips in this book either. It is written in plain English that everyone can understand.
Writing for the internet requires different skills to those covered in most school writing lessons. If you’ve never been much of a writer, starting writing as an adult may seem difficult. The upside is that as an adult you have more experience, skills, and knowledge that you can share with your readers. This knowledge, skills and experience can be valuable to you and to others. Writing an article, series of articles, or blog posts can be an excellent way to share what you know and what you’ve experienced with your audience.
While the writing you need for your site can be outsourced to professionals, it is very possible, and definitely more personal, for you to do it yourself.
That’s what the tips in this book can help you do. Professional content writers are exactly that, professional. They take their jobs seriously. When a professional writer has been provided with instructions from a client, they read them carefully to get an understanding of what is required. The problem with outsourcing to a professional is they don’t know what you know or haven’t experienced the things that you have. They don’t know how you feel. In other words, they don’t have your heart. They can write in the way you instruct them, but they can’t write with your heart. They can give information, but they can’t give a reader a sense of who you are. They can’t share your personal experiences with the same passion you feel.
Writing your own content can also be a very rewarding experience. It can help you make a personal connection with your readers. It gives them a sense of who you are, because you will be sharing your knowledge, thoughts, and feelings in everything you write. Writing content that connects to your readers is what you want to do.
If you’ve never written anything for a website before, don’t worry. You’re not alone. That’s why you’re reading this book. The information here will help you create that quality content. For your convenience, the book is sectioned into the four main content areas: articles, blog posts, books, and videos. Together, there are 70 great tips to give your website the “WOW” factor.
Who is this course for:
Whether you are already writing a blog or have a website up and running in this short course you will gain new knowledge and understanding of what it takes to publish great content on the internet.Goals
You will gain an understanding of the steps you must follow to write great content.
I will give you tips on writing web articles
I will get you started on writing blog content that gets noticed
And we will even go over tips on creating video for your web or other applications such as YouTubePrerequisites
You just need an understanding of and access to any word processing software.
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