New Breed Marketing was a traditional marketing agency specializing in branding and website design, though they would take on any creative marketing project that would come their way. They lacked clear specialization in one field, and the inability to prove long-term ROI left them without the retainer clients they desired.
Content marketing is undeniably one of today’s hottest marketing strategies, with companies from Anaheim to Atlanta cranking out content and sharing it on social media. But is that enough to get results? Let’s look at some numbers.
In the fourth quarter of 2013, conversion rates averaged just 3.06 percent across desktop, mobile and tablet devices. That means that 97 percent of the work you’re doing is not having the desired impact on your prospects.
Brands today are creating content that’s tailored to the position of a buyer in his or her journey toward a purchase or conversion. Such content, which focuses on consumers’ varied needs and concerns as they progress through the “buyer’s journey,” is the product of a new content marketing strategy that looks a lot like a conversion strategy, according to Conductor’s Director of Research Nathan Safran.
Getting your target audience to click on your website links or open your emails can be tricky. Fortunately, there are proven techniques and certain words and phrases that can boost your content marketing results.
Consider when, where, and how you can incorporate the following methods and specific words to increase your conversion rate.
1. Make it Personal
Personalize headlines and links by using the words “You” and “Your”. If your reader feels like they’re being spoken to directly, they’re more likely to click on links, open emails, and connect with your content in general.