No matter what stage or process you’re focusing on in your marketing campaign, converting leads into paying customers is always the underlying goal. It’s the act that will define the success of your business and will pay for you to expand and profit.
However, saying ‘converting customers’ is much easier said than done, especially when it comes to content. Yet, the content marketing industry has been about for several years now, and it’s clear that are certain rules and guidelines you can follow to boost those all-important conversion rates.
So you can apply these need-to-know tactics to your business, here are twelve super simple tips you can follow when creating and editing your content to make sure you see those conversion rates pop through the roof!
Be Direct & Concise
One of the most important things you need to remember in content copywriting is that you need to be precise in everything that you say and write. Internet readers only have a short attention span, and if you start to wander off subject or prolong a certain point, they’ll simply click the back button never to return.
As a rule of thumb, set a word count for each piece of content you’re going to write and then use tools like Easy Word Count to make sure you stick to it.
Utilise Power Words
Marketing copywriters have been using power words since the 70s/80s when marketing copywriting was first being used by the advertising industry. Power words are simple words that help to create a visual image of what’s being said in that sentence or to captivate the reader into doing something.
“For example, instead of saying ‘we offer some of the nicest holidays you’re ever going to have’, implementing a power word changes the sentences to ‘We offer some of the most luxurious holidays available’, which is much more likely to convert” – explains Marshall Heatherly, a Content Marketer at Best Australian Writers.
For a list of and more information on power words and phrases, as well as dedicated grammar information, check out State of Writing.
Learn About Using Headlines
The headlines of your articles could be considered the most important part of any content piece. The headline of every piece of content you write is going to be your reader's first impression and the only aspect of your content that’s going to make them want to read on.
This is why it’s vital that you understand the importance of investing a proper amount of time into your headlines to ensure that they’re powerful, speak to your target demographic and make people want to click.
Mastering the art of writing captivating and engaging headlines can be time-consuming, but there is a tonne of information to get you started which can be found on websites and blogs like Grammarix and Big Assignments.
Use Visual Media
As the saying goes, an image can speak a thousand words, and this is evident in content marketing. Statistically, the human brain can process an image in about 13 milliseconds. So, if you’re looking for ways to instantly grab your readers attention to pull them into your content, using video content or photos is one of the best ways to do so.
Provide Your Readers with Value
Calls to action are obviously important factors of your content (see below), but they’re a great way to see which type of marketing you’re using. In short, there are two unique types; process marketing and value marketing. If you’re not using the latter, now is the time to start.
For example, process marketing would be saying something like ‘Boost your social media engagement rates with my free eBook’. However, by providing value in your statement, such as saying something like ‘Boost your social media engagement rates by 60% in two weeks, you’re given your reader clear goals to obtain by converting.
Link & Share to Authority Figures
One of the most persuasive things you can do in your content is to link and reference at authority figure and is a key tactic you should be using when trying to get your readers to convert.
As the iconic philosopher, Aesop once said; ‘Persuasion is often more effectual than force’ which couldn’t be more on the mark. Using authority figures allows your readers to rank the credibility of the points that you’re making in your content. The more credible you are, the more likely the readers are to convert.
When adding authority references into your content, be sure to quote them properly and professionally. If you’re not sure how to do this, check and use free online tools like Cite It In or My writing way.
Be Precise with Information
The more precise and accurate you can be with the information you can provide, the better and more effective your content will be.
For example, if you’re talking to an accountant and they say, ‘your savings account is going to have an improved interest rate of around 4%’. This is great, more money in the bank.
However, if you go to accountant #2 and they say ‘we can improve your savings account interest rate by 4.8%’, this accuracy in the information you’re being provided makes the source far more credible and reputable, and you’re much more likely to go with this brand, service or business.
Ask the Right Questions
Using questions, rhetorical or otherwise, is a great way to divide up your content while keeping your readers engaged in what you’re saying as well as thinking about the message that you’re communicating.
How often do you use questions in your content?
Asking the right questions in the right places in your content is a sure-fire way to guide your readers into what you’re saying and therefore into converting by the end of it. Websites like Essay Roo and Academadvisor have a tonne of information on how to create captivating questions to draw in your readers.
Format your Content Professionally
When was the last time you considered the format of your content?
Let’s say that this article you are reading now was just one big block of text with no sub-headings, no broken-up paragraphs or anything of the sorts. The chances are that you’d immediately feel overwhelmed by the amount of content and you wouldn’t bother reading it.
This is why formatting your content is so important. Even a block of 300 words not broken up can seem overpowering and something your readers won’t want to read.
Don’t Wander off Subject
Sometimes when you’re writing your content, it’s easy to get caught up in what you’re saying, even if what you’re saying is leading onto other points that aren’t really relevant to the main topic of the piece.
Obviously, it’s essential to provide your readers with information and valuable content, but if what you’re writing about doesn’t directly relate to the headline of your article or post, your readers are going to switch off and leave, meaning the chance for conversion is 0.
Write for the Appropriate Age Range
Of course, every business is different when it comes to writing content and will have their own set of terms and phrases that are only used in those industries.
However, as a rule of thumb, you’ll want to make sure that you’re writing for a five-year-old in your content.
Feel free to take this literally as you’ll want to make sure that everybody who reads your content can understand it, rather than trying to figure out what the jargon and industry-words means, dramatically increasing the risk that they’ll just leave the page rather than converting.
Even if you’re writing a piece of content that could be considered quite complicated, use websites like Australian Help and Assignment help for advice and guidance on how to adapt your language, as recommended in Huffington Post “Write my essay” article.
Make Use of Calls to Action
One of the most important and most effective content tactics you can use to make your readers convert is using the right call to action in the right place in every single piece of content that you write.
Calls to action guide your reader on what to do next and failure to include them in your articles and posts means that you’re missing out. Using a mixture of direction and power words, even something simple along the lines of ‘Click here to subscribe today’ can be effective in getting what you want.
As you can see, there is a tonne of guidelines and rules you can follow to increase the conversion rates of your content. Most of the above might be considered relatively simple but by failing to include them in your content means that you’ll be missing out on what could be a sky-high conversion rate for your business.