In the world of digital marketing, there is a saying that goes ‘content is king.’ While this may be true, the way we consume content has changed and so has the way content marketers approach their roles. Once upon a time, content consisted of a few blog posts published once or twice a week. Today, with content generated by machine, the amount of content is so vast that engaging with potential customers can be difficult.

In order to increase conversions, businesses must develop a content strategy, determine the type of content their target audience is consuming and create content that encourages visitors to take a specific action.

Here we’ll explain how to increase conversions using digital marketing and what you should be doing right now.

Make Sure You’re Creating Engaging Content

To begin with, you want to ensure that your content is engaging. The best content will draw readers into the action, make them feel something new, and generally encourage them to continue reading. The content shouldn’t just be informative – readers should feel like they’re discovering something new and interesting, and should leave the page, either by taking action or by buying a product.

The problem so many businesses encounter is that they focus too much on metrics like pageviews and not enough on behavior. By generating a steady stream of engaging content, you’ll be able to see an increase in conversions – even if your site doesn’t technically reach its goal, you’ll still see a noticeable bump in the right directions.

Determine The Right Audience For Your Content

To determine the right audience for your content, you’ll need to perform some market research. Simply speaking to a few friends or family members who are active on social media and asking them what they think of your product or service won’t cut it – you’re looking for an audience that is most likely to be interested in your content. A blog post may seem like an ideal place to share your news, but if nobody in your target audience is even remotely interested in the topic, it may be a wasted opportunity.

If your target audience is primarily made up of people in Asia with a mean average of 4.2 feet and a medium average of 5.2 inches, you’ll want to create content geared toward this particular audience.

Choose The Right Action To Motivate Your Audience

The best way to encourage visitors to take a specific action is by demonstrating how that action will improve their life. If you’re selling shoes, you may want to use a blog post to encourage readers to sign up for your email list or to visit your physical store. Offer a free sample of your culinary delights or a discount on your products if they sign up for your mailing list.

If your target audience is more tech-savvy, you may want to encourage them to try out your new product or service by providing instructions on how to use it or a how-to guide. If you’re launching a new website or app, you could provide detailed instructions on how to use it or how to create an account. Giving your audience something new to accomplish, whether it’s signing up for your email list or trying out your product, will encourage them to take action.

Mixing Digital Marketing With Other Channels

If you can’t generate enough interest in your content to drive traffic to your website or blog, there’s always alternative marketing platforms like radio and TV ads or billboards. While these may seem like a quick and easy way to get the word out about your business, the cost can add up and there’s a lot of competition in the space. If you’re looking for an alternative, cheaper way to get the word out about your product or service, consider doing some direct marketing (think mailings and telemarketing) – at least until you can build up a strong enough audience on your blog or website.

Mixing marketing platforms is always a good idea. If you can get the word out about your product or service through an engaging blog post that brings in a good chunk of traffic, you may see a small increase in conversions – even if the revenue doesn’t match the amount of effort you put in.

The Takeaway

As a business owner, entrepreneur or marketing professional, you’ll likely have a go-to source for all your marketing information. Whether you decide to go with a paid search engine like Google AdWords or run your own ads on a social media network like Facebook, you’ll want to familiarize yourself with digital marketing and the tools available to entrepreneurs in this field.