A Guide to Increasing Conversions Across All Channels


A Guide to Increasing Conversions Across All Channels

Conversions represent the very essence of marketing because they are proof that marketing really matters. The term “conversion” defines a percentage of a group of website visitors that performs desired actions, and this actually adds more value to your business overall.

It is a well establish methodology of modern marketing with a goal of making a design or system that you are using as effective as possible. There are several ways to measure the conversion rate and unlimited ways to achieve the desired outcome. Here are some guidelines to improve your conversion rate.

Best On-Page SEO Practices

seo magnifying glass

There are numerous strategies that you can use on your website today to bring more search engine traffic from each piece of content you publish:

Make URLs short – The first few words in a URL have more impact on the Google search algorithm, and you will get more credit.

Make sure to use keywords in your title – The best practice is to use a keyword at the start of the title; if you cannot think of such title, make sure to put the keyword as close to the start as possible.

Define headings in your HTML code – Some CMSs out there do this automatically for you. But, it never hurts to check your code and see if you have at least one <h1> tag on each html page of your website. This tag defines the most important heading and it can go up to <h6>, which defines the least important heading.

Utilize the usage of keywords – Make sure to drop a keyword in the first 150 words of your article. This way, Google will know what your article is all about. A good practice is to use your target keyword in at least one subheading; these ones you can wrap in the <h2> tag. You should make sure that at least one image file name has your target keyword and that keyword is also part of that image’s Alt Text.

Optimize your website so it’s mobile-friendly – If you want to drive more traffic to your website, it has to be optimized for mobile platforms, as it is optimized for desktop use. Google prefers Responsive websites; there is no better incentive than that.

Stepping Up Your SMM Game

smm

There are a few basic things you can do to boost your social media marketing efforts:

Target marketing – Layering your targeting options can prove very powerful when it comes to making better conversion rates. Compiling demographic data can provide you with an idea on how to plan a relevant campaign. Knowing all the data from the previous purchases made can help you launch perfectly targeted ads for a narrow and relevant audience.

Increase Relevance Score or Quality Adjusted Bid of your ads – This can be achieved by using the best converting ad copy from your PPC ads. If you didn’t launch a PPC social campaign, you can always go with a picture/ad that you used in any form of marketing; the best choice is the one that is most recognizable to your customers.

Start using hashtags – Hashtags are very useful when it comes to helping users find relevant content, but hashtags can also be used to build communities of brand advocates and loyal customers. The idea is to use the same hashtag across all social media platforms because, this way, you will be offering the same experience, regardless of the place your customers may be browsing from.

Creating the Best Landing Page for Your PPC Campaign

The sole purpose of a landing page is to entice the viewer to take action. That’s why creating and optimizing a landing page is very important. Here are a few useful tips:

Consistent keywords and phrases – You can lose a lot of customers if you don’t give them what you’ve promised. Relevant information on your landing page boosts your ads Quality Score.

Work on trust – If you add social media motions and media coverage, you can build your brand’s much-needed reputation so that people start trusting yours adds. Building more trust can be achieved by adding social media buttons on a landing page. Before deciding, people may want to look you up on social media; by providing them with this option, you can easily get their trust after they get the information from your social media profile.

Optimize your landing page – Landing pages are some of the most effective pages to test. Testing and optimizing your landing page directly influences conversion rates because it is the stage in the campaign funnel that is most vulnerable to abandonment. Consult Google Analytics and check your Bounce Rate and Average Time on the Page to estimate your engagement score.

Writing Killer Emails that Grab Attention

Writing compelling and catchy emails is certainly going to help you get some loyal customers, but there are a few things you need to be mindful of:

Segment and targeting emails – You want the person who receives your email to assume that it is about something they are actually interested in. Segmenting email lists is not a difficult task and it can greatly increase the click-through rate. Segment your emails by gender, job title, shopping history or location.

Come up with a compelling email title – This is the first thing you see, and therefore, the deciding factor. The subject of the email should clearly state what is included. Make sure that the title in the mail body stands out from the text. Add some color or simply bold the font.

Implement welcome/reminder email – Send an email to a new subscriber to thank them for signing up. Make them familiar with what to expect and how often they will be receiving an email. Coming up with special offers for new subscribers as a special reward is a good way to increase conversion rates. Make sure that you understand the customer’s buying cycle, since this will help you time your email before they decide to renew or unsubscribe. Always make it easy for them to renew by including a link in the email.

Providing Valuable Content When Guest Blogging

keyboard typing thinking

There is an art and a science to guest blogging, and you’ll need to keep the following points in mind if you want to use this tactic to your advantage:

Finding just the right place to guest post – Before you start, you should find out which blogs your target audience visits. Spend some time reading popular blogs, so that you can get an idea of where to guest post. Getting familiar with  the readers’ interactions can help you in this task.

Coming up with the right topic/content – This may prove to be the hardest part of all because you need to provide value to the reader and appeal to the publisher. Avoid looking like you’re only there to sell something in the process of linking the article back to the content you are trying to promote. The type of blog you are targeting determines the topic you will select. Staying flexible is important and it can ensure that both you and the publisher get something out of the deal. Keep in mind that you are creating quality content for their audience. Search for the most popular and most commented articles on their blog to get an idea of the topics their readers are interested in.

Positioning of the link – Providing a link at the end of the article can prove better because it provides better quality leads.

Making the most out of your best-converting guest post – Always explore more ways of pushing additional visitors through the post. Inform the visitors of your website that you are publishing on an authoritative website.

Micro-Commitments

Micro-commitments represent a great way to optimize conversion rates. What they actually stand for are the means of persuading visitors to do something in exchange for what you are offering them. An everyday example is when some website asks you to share their link on social media so that you can continue accessing their content. To improve conversion rates, get your visitors to take action by asking them to provide certain pieces of information upfront, in order to gain access, a free trial or a monthly membership.

A/B Split Testing

split ab testing

A great way to increase your website’s conversion rate is by using split-testing software. An A/B split test  compares two versions of a webpage and gives you information on which one is performing better. It helps you understand your existing traffic better. You can test anything that affects a visitor’s behavior: headlines, sub headlines, links, call to action texts, images, etc. You should always have at least one test running at any given time on your site.

Revenue is the most important success indicator. If you can increase the percentage of people who end up becoming customers through conversion rates, you will increase your revenue. This is why you should always keep your eyes open. Get familiar with the conversion rate on your website and the ways of improving it.

4 Content Marketing Mistakes Every Business Should Avoid

Every business owner works towards turning their organization into a successful business that will help them earn money round the clock and they try and do their best in order to achieve their goals. However, many of them make quite a few mistakes down that road and, more often than not, they don’t realize it until it is too late to fix them.

What happens to be the most common reason for failure is linked to content marketing. Namely, a number of business owners fail to develop a proper content marketing strategy upfront and they go and invest quite a lot of time, money and effort into trying to market their products or services through channels not related to their business field, or to an audience not actually interested in their business.

Content is king. You have certainly heard it at least a hundred times and the term does not even begin to emphasize just how important content is and how big of an impact it can have on a business. That is why you must have a proper content marketing strategy in order to promote your business in all the right ways and, more importantly, to the right audience.

It is one of the most effective ways of attracting a number of prospective clients and engaging them in your brand, and one of the best ways for building strong relationships with your customers and improving your online reputation, eventually generating more revenue and growing your business.

Without further ado, read on to have an insight into some of the most common mistakes business owners make when it comes to content marketing and, if you happen to be making the same mistakes, learn how to effectively avoid them.

Not Building Your Business Case in Advance

Strategy concept with creative light bulb idea

This has already been mentioned in the previous section, but the importance of avoiding this mistake can never be stressed enough. This is definitely one of the most common mistakes a growing number of marketers continues to make and, more often than not, it is the main reason behind many businesses failing to market their services or products to their target audiences and failing to make a positive ROI.

Therefore, you need to set clear goals and determine exactly what you want to accomplish with your content. Do you want to generate new leads? Are you trying to attract new customers? Is your ultimate goal increasing your online visibility with the purpose of raising awareness about your business? Are you trying to increase your sales and generate more revenue?

These questions are the essential ones you need to ask yourself and, once you know the exact answer to all of them, put them on paper and start working towards achieving each and every one of your goals. Clear goals are the foundation of every successful content marketing strategy and, without them, you will only struggle to make your every invested effort pay off.

Therefore, you need to build your business case in advance and know exactly what you want to achieve, since only then will you be able to develop a proper content marketing strategy and craft content that will be of highest quality and, more importantly, that your target audience will find relevant.

Ignoring Your Customers

Customer Satisfaction Concept

One of the most basic and crucial principles of every good content marketing strategy is communicating with customers. If you think you could merely publish a piece of content and it will immediately start driving traffic and generating new leads, you have never been more wrong. Communication with your existing and potential customers is absolutely essential and you should never take it lightly.

Whatever field of business you are in, it all comes down to satisfying your customers and meeting their every desire, since that is exactly what will generate profit and help you grow your business. Therefore, never ignore them. Respond to their feedback, even if it is negative feedback, in which case you should always offer a solution and try and resolve the potential issues.

If you don’t do that, you cannot expect your content marketing to yield positive results, because it will lead to your every effort, along with your money, going down the drain. Therefore, communicate with your customers in a positive manner and you will succeed in building strong relationships with them and making a number of life-long clients.

Focusing on Quantity Over Quality

Quality/Quantity Tips

Many marketers focus on quantity over quality nowadays and it is something that can backfire in a number of ways and cost you not only your money, but also your business reputation. Constantly publishing content that is designed around your keywords and focused only on being optimized for search engines is not nearly enough to appeal to your target audience and result in a positive ROI.

If you happen to be making this mistake, you need to start focusing on quality over quantity as soon as possible. You need to create content that will provide high-quality information to your target audience, since that way, you will become their go-to resource whenever they seek information about the services or products you offer. You need to provide them with useful and relevant information that will be truly helpful and make them always come back for more.

Perhaps you are not familiar with this, but Google uses algorithm that prioritizes high-quality content over content that is packed with keywords. Google indexes the user experience when determining the ranking of websites in search engines so, if you provide your target audience with the content of the highest quality and relevance, your SEO ranking will be higher, which will help you increase your online visibility and drive more traffic to your website, ultimately generating more leads and making more profit.

What’s more, if you focus on quantity over quality, you will lose your customers’ trust and, with it, your credibility. Eventually, that will diminish your content’s conversions altogether and you will be back to square one in your content marketing efforts, not to mention the struggle you would have to face in order to rebuild your reputation. Therefore, be smart about creating your content and always create it with your target audience’s pain points in mind.

Not Adding a Personal Touch

Target Audience

Personalizing your content should be one of your top priorities since it will definitely help you develop a content marketing strategy that will bear fruit. You should incorporate a voice that shows you are a professional, while at the same time showing that you care about your customers and their needs.

Therefore, you should have a friendly stand and a friendly tone of voice, as that will help you create content that your target audience can easily relate and connect to. Use the terms they will understand and try and be funny and interesting when the context allows it – why not? It will engage people in your brand more and make them actually want to stay on your blog longer to find out more about what you have to say.

People want to read content that is interesting and that entertains them. They don’t want to read only about hard facts – they want to hear about the story behind them. Make no mistake, they can smell a sales pitch a mile away. Therefore, don’t try and oversell your brand, but instead create content that will showcase all the benefits your customers will experience if they decide to use your products or services, while at the same time having an interesting and engaging tone of voice.

You should have a voice that is consistent, as that will enable you to create momentum that will help you enlarge your customer base and turn casual browsers into your most loyal customers. More importantly, you should establish your style and tone before you even start crafting your content and before you start distributing it on various social media channels.

Speaking of social media, you should know that content marketing and social media marketing go hand in hand, so never overlook the importance of a good social media marketing strategy and the impact it can have on your content marketing efforts. In the day and age we live in, social media has become extremely important for promoting content and reaching out to target audiences, so make sure you combine both your content marketing and social media marketing efforts in order to achieve your goals.

Conclusion

Content definitely is king and it will remain such for many years to come, so you need to make sure your content marketing strategy is carefully and thoroughly planned upfront in order for you to be able to achieve your ultimate goals and lead your business to the success you strive for.

More importantly, you must make sure you don’t make the aforementioned mistakes, as they can not only negatively affect your content marketing strategy, but also your entire business. If you manage to steer clear of these and any other mistakes, you can be certain that you will hit the bullseye and turn your company into a lucrative and influential business, and you will be counting the money round the clock.

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