Advice on content marketing always talks about getting people to your blog.
But, what about once they’re there — how do you get them to then buy from you?
That’s the conversion half of content marketing, and that’s what I’ll cover: converting your readers into paying customers.
When visitors arrive on your blog, three things should happen:
Demand Curve’s data shows that when readers complete this full chain of events — as opposed to skipping step #2 — they’re more likely to ultimately buy from you.
Why? People trust your brand more after they’ve consumed your content and deemed you to be high quality and authoritative.
We’ve optimized tens of millions of blog impressions, and we have three novel insights to share in this post. Each will hopefully help compel readers to stick around and buy.
Let’s conquer high bounce rates — the bane of content marketers.
First, some obvious advice: Getting visitors to read begins with having a strong intro.
A good intro buys goodwill with readers so they keep reading — and tolerate your boring parts.
There are three components to a good intro:
Many small businesses understand the importance of converting sales leads, but far too often, businesses don’t engage in an effective sales process. A shocking number of businesses fail to even follow up with potential customers who show an interest in their products. According to a study by the Harvard Business Review, 23% of businesses never followed up with web-generated sales leads. Another 24% took more than 24 hours to follow up with those leads. Nearly 50% of businesses in the study either didn’t follow up with web-generated sales leads or their sales reps took far too long to reach out.
A business offering quality products or services shouldn’t fail because of a flawed sales process. When it comes to following up with sales leads and potential customers, there are a few best practices to follow. We spoke to experienced marketers and salespeople to learn how to follow up on sales leads, and why you should follow up on sales leads to maximize conversions.
According to the HBR study, firms that followed up on sales leads within an hour of getting them were seven times as likely to qualify the lead than companies that waited more than an hour. Following up within an hour also made those businesses 60 times more likely to qualify the lead than companies that waited more than 24 hours. Clearly, it pays to respond quickly.
If a customer fills out an online form, there’s a benefit to following up within the first hour. Following up within the first five minutes can be even more valuable. This can be difficult as a small business juggling other responsibilities, but utilizing a live chat solution, in addition to any sales reps you employ, can be a cost-effective way to quickly respond to …Read More