10 Ways To Get Leads With Content

Conversion rate optimization (CRO) is often about improving the sales page and checkout process, but content is essential to improving your sales, especially when the customer needs more information in order to make a decision about whether or not to buy your products and services.

If you sell something that’s complicated, unique, or expensive, you’ll need to be especially informative — and that means providing plenty of content.

Here are 10 easy ways to improve your conversion rate with content.

#1: Expert-Generated Content.

“Expert-generated content,” or EGC, usually doesn’t mean something specific that’s actually made by users, but more of something that is showcasing your expertise and industry knowledge. This typically refers to videos of case studies, or unboxing videos with paid actors that will highlight your professional dedication. It’s not free, but it’s surprisingly affordable, and video has been proven to increase conversion rates on ads and sales pages.

#2: Provide Information, Not Hype.

Good content helps users decide to buy your product or service. It doesn’t coerce them into it. I like to say that “education drives action” these days. Information on performance has always been the goal for our agency, and that’s helped to give our clients more selection in their marketing deployment. When you are providing services that clients/customers are able to fully understand it helps showcase results and build brand loyalty.

By providing honest information about your company, you can improve your sales while preventing clients from being disappointed with you later on.

#3: Make a Lot of Content.

Search engines favor recent content, and the more you have, the more likely it is that you’ll get picked out of your millions of competitors. More importantly, having a lot of content improves the chances that you’ll create something that goes viral. Plus, you’ll give customers more information to review when deciding whether or not to spend money on you.

#4: Create Content that Makes Your Funnel Bigger.

Content doesn’t have to be a direct line to your products. Instead of going directly for the easy sale, try building a bigger funnel: make content that goes a little beyond the immediate scope of your offerings and brings in people who will eventually need your products. People who engage with your business are likely to enjoy expressing feedback and continue the conversation. Build your brand funnel with relevant content to see further engagement growth. REMINDER: We can help you!

#5: Focus on Your Expertise.

While it’s important to catch as many fish as you can, you also don’t want to thin out your brand or lose focus on your core competency. Stay within your realm of expertise so that you can offer the most value possible. At @DotcomMktg, we often research local competitors and see what is working for their content. In your industry, what are you able to focus and elaborate on?

#6: Be So Useful that You Feel Uncomfortable.

When creating content, many business owners and entrepreneurs try to avoid giving away too much. After all, they charge for their expertise, so why give away their best strategies for free? But look at any successful info-product brand or consultant, and you’ll find a wealth of free and useful information. Giving away more value upfront makes customers have more faith in your ability to deliver value on the backend.

#7: Create a Variety of Content.

No one likes to read the same thing over and over again, even if it’s really good info. Create all kinds of content — strategies, how-to’s, UGC, and others — so that your potential customers stay entertained long enough to take out their credit cards.

REMINDER: If you need content marketing, we can help!

#8: Give Potential Customers a Reason to Trust You.

This goes along with offering real value. Think of your content as an opportunity to demonstrate your expertise and prove just how knowledgeable you are.

#9: Make Content that’s Fun to Create.

If you don’t like making it, people won’t like reading it.

And here’s an added bonus: if you like making your content, you’ll be able to stick to your schedule and create plenty of useful content for your customers.

REMINDER: If you need content marketing, we can help!

#10: Give a Clear, Easy Call-to-Action (CTA).

You don’t want people to get to the end of your video or article and think, “that was great. Now what?” Simply by asking people to sign up for your newsletter or subscribe to your channel, you greatly increase the chances that they actually will. No matter what, you must include some kind of CTA, whether that’s filling out a contact form or checking out your paid services.