By creating content people find interesting and relevant, you can enhance your site’s visibility on Google’s search results. Doing that will help set you up for some conversions. But just getting people looking at your stuff doesn’t guarantee they’re taking action and giving you a conversion. Follow these seven ecommerce tips for creating content that converts.
Know Your Client
To create content that converts you’ll need to have a pretty good idea of what your client is like. Start by collecting some demographic data on people who visit your page, subscribe to your emails, and follow you on social media. Use analytics to find out data on their age, gender, education, and income.
Google Analytics can give you information on what they’re interested in when they go online. You can also use Twitter Analytics and Facebook Page Insights to find out what your social media followers are like. Request customer feedback about your product, what their most significant needs are, and how you can help them with their problems.
Once you have gathered enough feedback and demographic data you can create a buyer persona. A buyer persona is a model of your ideal client, describing their struggles, motivations, and information sources. Danny Najera, content marketer at StateOfWriting.
Your Call To Action
Before you write that all-important CTA, you must decide how you define a conversion. What are your business goals? Do you want people to take advantage of a discount? Join your email list? Enter a contest?
The product or service that you are selling will determine your CTA. Once you’ve determined this goal, you’ve laid the foundation for your marketing strategy. Clifton Griffis, content writer from SimpleGrad.
Once you’ve determined your target audience and created a buyer persona, you are ready to pick an appropriate topic for your content. One good way to come up with solid topics is to get involved, or at least lurk, in online communities that discuss topics related to your product.
Facebook, LinkedIn, Google+, and Reddit are all good places to start looking. Use the search function to find threads discussing the product you’re selling, and see what people are talking about. To make sure the topic is popular, merely research it with Ahrefs Keyword Explorer or similar tools.
Business Value of Your Topics
Okay so you’ve likely compiled a pretty long list of potential topic ideas, but don’t worry, we’re about to narrow it down. It’s time to reduce that list to the most viable topics regarding their business value. Your CTA will be your guiding light for determining a topic’s business value potential.
Order your list based on how much they align with your CTA, and then take the top ideas and discard the rest. Don’t forget that your CTA and content should be grammatically correct, proofread, and polished by using services like UKWritings.
It’s finally time to create some content. Start by doing some Googling, see what kind of content comes up for your chosen topic, and evaluate what kinds of content worked best. Programs such as Content Explorer can give you some great insight into what articles in your topic are frequently shared, and why they were popular.
Remember that a catchy headline is a huge part of what brings eyeballs in to view your content, so don’t make your title an afterthought. Pluck at those emotional heartstrings to write compelling content.
Where to Put Your Call To Actions
Inserting your CTAs is important, and yes, where you place them matters a lot regarding your conversions. The reason people click on things like your links and CTAs is that they find them relevant. So don’t just stick them anywhere, or try and jam as many in as you can that is not an effective strategy.
Read through your content and add in a CTA wherever it seems relevant to the content being discussed. You’re trying to guide people towards your stuff, not beat them over the head with it. You can use different kinds of CTAs. Insert them right into your text, in exit-intent popups, and sidebar scroll popups.
Know Your Goals and Measure the Results
Have a goal, and make sure you know how you define success, and what your metric of success will be. You won’t know how successful your strategy has been if you don’t measure your results. Find out how frequently your content is shared, how many people saw it, where your traffic is coming from, and how well you’re doing compared to your competitors.
Getting more traffic to your ecommerce site via excellent content is a big first step. But we do not measure success just in terms of the number of visitors; conversions are the real goal. Good content needs to bring people in and also rack up conversions. Follow these seven ecommence tips to maximize your conversions!