When you
simplify the entire effort of increasing website traffic, it boils down to the
following strategic objectives:
1. Increase
the quality of traffic sources
2. Increase
the number of links and mentions
3. Increase
the click-through rate
Anything you
do should contribute to one of these objectives. If it doesn’t, your efforts
are likely going to waste.
Priority #1:
Target audience
There are
five major components of any good customer avatar:
1. Their
goals and values as they pertain to your product or service.
2. The
source of information they use (where do they hang out?)
3. Demographic
information (age, gender, marital status, location, job title, income,
education, etc.)
4. Their
challenges and pain points (what compels them to take action?).
5. Their
potential objections and role in the purchase process (why would they NOT buy
your product/service?)
Priority #2:
Keywords and topics
Your second
priority is to work on identifying topics with a good return on investment
(ROI).
Why content
marketing? Because…
Dollar for
dollar, content marketing is the most cost-effective way to generate new leads.
Just consider these facts:
• Content
marketing produces three times more leads than paid search and, generally, outbound
marketing. It has both smaller up-front costs and bigger long-term benefits.
Furthermore, as time goes on, content continues to perform with no extra
expenses required. Meanwhile, paid search needs a continual cash flow to
maintain results.
• Content
marketing drives six times higher conversions than traditional marketing for
converting people into leads and leads into customers.
• Generating
leads through content marketing costs 62% less than outbound marketing.
• 61% of
U.S. online consumers have made a purchase based on recommendations from a
blog.
If you are
still not convinced, this infographic should help:
Bottom line:
content marketing works. It is efficient, compelling, less expensive and
persuasive without being intrusive.
So, how do
you find content topics that have the best potential for driving the highest
return on your investment (ROI)?
First, ask
yourself the following question: “What issues, problems or questions do my
ideal customers face immediately before, after or while they are using my
product or service?”.
Try to spot
commonalities or patterns that might indicate the existence of broader topics.
Once you
brainstorm a list of potential topics, open the AdWords Keyword Planner tool
and type in your topics, one by one, while matching the targeting settings as
close as possible to your ideal visitor avatar.
Priority #3:
Content
To convince
someone, who has never heard of you, that you are the best choice for them –
especially when they might not even know they have a problem – is a tall order
at best.
For an
ice-cold prospect to become a customer, they will need to travel through three
stages:
1. Awareness
– They must first become aware that they have a problem and that you have a
solution for it.
2. Evaluation
– Next, they must now evaluate the various solutions available to them,
including your competitors’.
3. Conversion
– Only then comes the purchase and, ideally, the prospect becomes a repeat
customer.
To move a
prospect through all these stages, you will need to give them content
specifically designed to satisfy their needs at each stage.
In other
words…
• They need
content at the top of the funnel (TOFU) that facilitates awareness.
• They need
content in the middle of the funnel (MOFU) that facilitates evaluation.
• They need
content at the bottom of the funnel (BOFU) that facilitates conversion.
Priority #4:
SEO
As you work
on your content, optimizing it for the search engines should become second
nature.
You don’t
need to become an SEO expert. Nor do you need to hire one. But, you should have
at least some grasp of the SEO basics.
At a
minimum, you need to master title tags and meta description tags.
For more details on our products and
services, please feel free to visit us at Internet Marketing
New Delhi, Internet Marketing Company New Delhi, Online Marketing India, Online Marketing Company India, Social Media Marketing
No comments:
Post a Comment