If you’re new to internet marketing, then the following situation may sound familiar: Your business is seeing user engagement and is covering all the other important aspects of digital marketing, but your websites and marketing emails are just not converting. How did we know? Unfortunately, it’s a concern that we hear pretty frequently from business owners when it comes to creating content that converts.
Luckily there is a ton of research available that can help with writing optimized content for your website, social media, and even email marketing. There are even some content formulas that you can follow to increase your email open rates, response times, and even overall conversions. We are going to cover one of the basic examples in this article so that you have an outline to create content that converts.
Why its helpful to use a content strategy
There is a simple rule when it comes to content: Your information/post should evoke emotions in your readers. The emotion itself will depend on the product or service that you’re offering, however triggering that response is important. Emotional responses can be one of the strongest sales tools when it comes to your digital content strategy. After all, this emotional response will help you increase your click-through rates and social media likes/followers. At that point the customer has ‘realized’ that there is something that you have enough in common for a connection.
What is the problem?
If you’re selling a product or service, then is there a specific problem that the customer may be experiencing? It might be something that they’re not even realizing until you point it out in the first place. This is where its important to do appropriate market research before attempting to write content. You want to understand need or concerns that you’re trying to target with your product and/or service. Once the customer realizes that there is actually a pain point, then we can move into the next section.
What could the future be like?
Give a few examples of what their life could be like without encountering the current problems that they have. This is also a great opportunity to present your reader with customer success stories or any reviews that preview buyers have left. You want to try to inspire trust in your reader, so that there know that there is a person who can empathize with their problem. Studies show that this type of response can actually increase the overall sales conversion by almost 3 to 1
What they can gain from using your product or service
This is going to be the section where you really want to shine. Don’t be afraid to go into some detail of what your product or service has to offer. The more information that you can provide, the more you can try to drive value for the customer. You’ve already made them aware of the problem that they’re experiencing, but now you want to be sure that you’re the solution.
Give them re-assurance that this will solve their problem
Give your reader a re-cap of all the previous information in this section. It should cover everything from their pain points and problems to how life could be if they purchase your product or service. This will work as a reinforcement of the previous issues and solutions that we have presented them, before you want to try to close the sale with the next section.
Your call to action helps create content that converts
If you have any kind of specials or time restrictions for your offer, then this is the section that you want to offer those in. Your customer already has all the information that they need to realize that there is a problem, but this section is what will make them commit to going through with the solution (your product). That may be because of a more affordable price, time restrictions or inventory limitations. Either way, you will want to give the customer a reason to react now, while you’ve brought up those previous buyer emotions.
So can this formula be used for all content strategies?
Even though this sales formula is widely used, we do not recommend having one universal sales letter that you send out to every customer. Especially if you’re trying to engage with your users and increase conversions through your content strategy. You will want to try to customize each sales copy. You may not need an individual copy for each customer; however, you should at least do some market research. This should help you separate your audience into groups. That will also give you the option to integrate a/b testing as you try to optimize your sales copy. Either way though, using this kind of tips will help you to increase user engagement and sales.