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Learning to Flow: How Content Marketing Leads to Conversions
Posted on April 1st 2014
It can be hard to predict what goes through the mind of Internet users. What can you do to appeal to them? In finding a way to generate leads and turn each visitor into a client, companies strive to make their sites more user-friendly, while facilitating the visitor’s attention through the sales funnel. Oftentimes, the answer lies in the content they can offer each visitor. When it comes to content, here are a few frequently asked questions that leave marketers baffled:
- We’ve got great content, but where do we put it to make sure the customers become interested in reading them?
- Should we have a blog within the site or should there be a standalone publication for each blog post? How does this affect the way visitors get exposed to our brand?
- How can I tell which content would lead to buying a particular product?
All of these questions may have different answers, depending on the nature of your product and the type of content you have. But here are some general guidelines that could help convert a one-time visitor to a frequent client:
- Map out your products into a hierarchy where you determine the order that visitors buy certain products. For instance, in the case of a shop for film cameras, the first-time visitor may buy a standard camera. Afterwards, he or she may start choosing different types of film. Then, they may begin browsing through the basic accessories before heading off to the section with more expensive accessories.
- When browsing through free content, the visitor may find his or her way to other parts of the site. It’s important that they are led to parts where the content is relevant to the page they just visited. This flow can be facilitated by sidebar links that say “You may be interested in…” or a popup box where they can see the other material that they may find interesting.
- Sales messages that suggest a purchase may also be put before the visitor while browsing different pages with related content. In the example of the film camera shop, if the visitor reads through a series of articles and blog posts about camera lenses, a sales message about lenses can show up at each page.
- It may seem trivial compared to the actual content of your site, but the overall appearance of your website matters a lot. Your site’s appearance has a great impact on how well you can keep a visitor in your site for long enough to facilitate them through the sales funnel. The visitor’s experience must feel natural, but at the same time it should hint at a purchase in the end. Too many popups, ads and sales pitches may deter the visitor. However, smooth transitions between pages and easy to read content may keep your visitor’s interest.
Generating leads is one thing, but keeping those leads interested in what your site has to offer is another thing. Your content should be able to keep your visitor interested enough to make a sale. But even when they don’t purchase during their first visit, constantly updated and relevant content can keep them coming back for more information until they feel they are ready to order a product.
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