What comes to your mind when you hear conversion rate can be a massive increase in your sales or ROI. This can be achieved greatly by following these tricks.
Think of a story you can tell a customer that will make him buy your products without directly telling him to do so. You tell the same story to another customer on and on and you make more sales.
Content marketing is not a blog, website, Facebook, or Twitter as you may think, it’s simply storytelling.
Your blog, website or social media channels are just a means to tell your story and a means to bridge the gap between you and your prospective customers.
You don’t need a Ph.D. in marketing before you can be a successful marketer. You must have learnt how to tell a story somehow, which is enough to make you a successful content marketer.
But if you don’t know how to tell great stories, you’ll have your headway reading this post till the end.
This post is an overview of content marketing, which I hope will walk you through a long distance in your marketing career.
My aim is to show you how content marketing can help you generate leads and massive conversion rate.
First of all, let me remind you of something you were accustomed to when you were a kid, which you didn’t know would be useful for you now.
How do you think the bedtime stories you learnt from your granny when you were a kid will be a good approach to sell your stuff now?
Then, they told you stories, but now it’s about time you start telling others your stories.
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What You Will Learn in this Guide
What’s Content Marketing?
When you tell a story to demonstrate a problem which a set of people are facing and the story proffers a relevant solution for the problem, that’s content marketing.
Content marketing, according to Content Marketing Institute, is a:
…Strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.
This definition spells out your goal as a content marketer. It includes your efforts to determine whom your audience is and ability to build a very strong relationship with them.
Based on this definition, if your target customers are movie enthusiasts, it would be unproductive to distribute yoga or sport related content to them. There’s no way such irrelevant content can attract and retain your target customers.
Movie enthusiasts are interested in fashion trends, behind the scene, paparazzi, gossips, trailers, now on cinema and so on.
Content marketing, however, is a long-term marketing strategy through which you can reach out to your customers by solving problems related to them.
In this way, you have content that inspires your audience then you can build a very strong relationship with them.
By the time you succeed in converting them into potential customers, you have their loyalty and each action they take on your content boost your ROI.
Your consistency at solving your customers’ problems makes them stick to you.
This is like fulfilling a promise to feed someone. The more you feed the person, the stronger your relationship with him.
You can’t get this kind of loyalty with product pitching.
Why Content Marketing
Unlike content marketing, advertising can easily break your consumers’ heart because it doesn’t indicate you care about your customers but rather about profit.
The time that business is strictly business has long gone. Now, consumers are interested in businesses that give them close attention.
If you have a good relationship with your customers, they become loyal to you.
When a customer says “good morning” and you can’t say the same or even ask further about his or her well being, it means your competitors who do better in this regard can have your customers.
That’s why it’s hard for a business to excel nowadays if its customer relations service is poor.
Most businesses that are aware of this shift in the marketing environment are now working hard to create and distribute relevant stories that can illustrate how their products and services can effectively solve the needs of their customers.
There’re many game players in the industry and if you don’t give as much attention as your customers need, it tells on your business.
Against this roadblocks, content marketing emerged to help you build a very strong and effective relationship with your customers.
Content marketing, however, shows that your product or service is not about you but your customers. And you have to say that consistently in your story.
How Storytelling Works
Some stories could be fiction. They worked on you not because you were a kid, but because they have a massage which was relevant to you that time.
Your grandmother wanted you to sleep, she told you a story and you slept.
It’s possible you still take a certain action when you hear a certain story now. That’s if the storyteller strongly considers your need and tells you a story that gives you suitable answers, you’ll definitely do as it says.
A simple story such as the ant and the elephant or the lion and the heir may not move you again.
But when you hear a story that says how you can transform your life, you’ll definitely draw your seat closer to your computer desk and make sure you don’t miss a line in the story.
Jack Ma, Steve Jobs, Tony Robbins, Tom Cruise, Tim Ferris and so on have said a lot of such stories. They worth listening to and act as the message contained thereof directs.
Great Storytellers Worth Emulating
There’s this story about Jack Ma that says, Harvard denied him of gaining admission into the school. He applied ten times and was rejected ten times.
KFC also didn’t give him a job when he applied. Out of the twenty four applicants who applied for the job, he was the only one that didn’t get the job.
He learnt English by giving free guides and tips to tourists for good nine years.
And yet Jack became the CEO of Alibaba – the wealthiest man in China today.
How did he do it?
So when you tell a story that says what your target customers think is impossible in their lives is possible, they’re eager to buy your product.
That’ll be a great story because it’ll forever be relevant for any customer that fits in the category.
Anyone that needs to boost his or her enthusiasm can find the story highly relevant to his or her life.
That’s how Tim Ferris’blog became one of the best of its kind in year 2017.
Out of telling a great story, a movie called Titanic would forever be relevant in the context of love and romantic relationship.
And that’s also an important area in everybody’s life, which makes content marketing the best way to sell your business.
So, the big deal in content marketing is that each story you tell has an impact on the way the consumers behave. Your story must have a specific message and a specific audience.
When you’re telling your story, be innovative in the way you want your audience to behave after reading your content.
The emotion you instill in the story will let the audience take a certain action. For that reason, content marketing can be used to convert an audience into a potential customer.
Now that you have the understanding of content marketing, the next thing to consider is how to improve your conversion rate and increase your ROI.
As a digital marketer, your success isn’t the traffic or leads but conversion which your website generates.
Having thousands of readers visiting your website isn’t enough to measure your success if the visitors don’t engage with your content and take a certain action you expect.
The type of action you want your readers to take after reading your post, however, depends on your business niche or your marketing objectives.
If you’re into fashion, then your marketing objectives may include creating content that showcases new designs or guides to shopping deals.
By so doing, you’re not asking your readers to buy anything and that’s a difference between content marketing and advertising. While visitors shun advertisements, your content has the potential to make them buy your stuffs without telling them to do so.
In order to achieve this, you have two tasks to accomplish.
First is to generate leads – bring people that have the tendency of being converted into customers to your website or blog. Secondly, convert the leads into sales.
Your effort at lead generation is to make your content get to your target customers. And you have three ways to do that.
You can reach your prospective customers through online, offline or when you combine both, which is called hybrids.
Taking your business online is the cheapest and most effective way to build relationships with consumers. In fact, your online presence can give your business a global exposure.
When your content is online, people can have access to it from any part of the world.
Instead of spending so much on television, radio or print advertisements, you can have your content on any digital channel without a dime and watch your leads and engagement increasing.
If you must have a website, it’s possible you have one running without paying a domain registrar or host for it.
There’re scores of registrars and hosts that offer free services for beginners. You can explore the internet to find the one suitable for you with a little or no cost.
Read to learn more on how to leverage your online presence and double-increase your customers.
You can base your online presence on social media if you don’t want to use a website. That’s, you may not need to have a website before starting content marketing.
Your target customers are on Facebook, Instagram, Twitter, LinkedIn, Whatsapp and so on. All you have to do is to sign up on any social media of your choice and start engaging your customers.