The proverbial ‘holy grail’ of digital marketing would have to be a steady increase in traffic on a day to day basis. However, here the key issue is not so much the importance of generating hits, but whether the said hits would be able to eventually convert into sales.
A high conversion rate is of paramount importance when it comes to creating an entirely self-sustaining business. Yes, generating leads is very important, but the far more critical goal of eventually making sales remains critical to the success of any business.
However, such success is only possible if the website in question is able to attract relevant traffic in the very first place. This is why a large number of hits are so important. The more the hits, the more the potential for the kind of leads that will eventually lead to outright sales.
This can only happen when the site is able to ensure that the right traffic not only comes to the site but also stays there long enough to enter the ‘marketing funnel.’ This is where a highly effective content marketing strategy comes into the picture, the kind that is able to deliver a sustained and impactful message to the target audience in a manner that helps them make a purchase decision. Let us see what such a strategy entails:
Understanding the target market
Any content generation strategy has to come from the target audience itself. That is, what are the psychographics as well as the demographics of the audience you are targeting, for example. If you are into sports shoes in London, it would not make sense to pepper your articles on the Vietnam war (for instance).
You have to tailor-make your content to fit in with the audience’s own likes and dislikes. (An interview with the current Wimbledon champion for example will be able to generate a lot more interest in your products then if you were to simply pick up random news items.
Headlines are important
When it comes to understanding the seminal importance of a headline, the odds are that many ‘digital marketing content specialists’ love to write reams and reams of their favorite articles without really understanding the fact that it is not the content that catches the eye, but the headline. In other words, if it captures the imagination the reader will be hooked enough to read the whole thing and in the process, enter the marketing funnel as well. So always try to go for an eye-catching headline if you can.
Ultimately, the content of your site will go a long way in making sure that you can retain the interest of your target market in manner calculated to generate a sale not just once but again and again.
April Salsbury, MBA is a strategist, an analyst, an operational guru, a recognized leader and C-suite global healthcare executive with drive and focus for competitive markets. Co-host of The Business Forum Show and regular contributor to various business journals, she possess multi-functional and multi-national competencies with more than 15 years experience in business and healthcare. Her expertise is in invigorating revenue growth and infusing value of lean practices in growing companies through improvements to cash flow and operations management.
Fueling revenue, growth and profit, Salsbury & Co. is a consultancy firm focused on helping businesses and healthcare organizations achieve excellency. Our specialists have executive experience combined with deep functional expertise to provide our clients with services that drive real impact and results.
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