A recent study by Ascend2 is Building Relationships for Lead Conversion. During the week of June 8, 2020, they surveyed 263 marketing professionals and they came up with interesting results. Actually, it’s not surprising to me as this is what I write and teach all the time.
Social media (58%), email marketing (49%), and website/SEO (44%) lead the way as the most effective channels for building relationships for lead conversion. Developing an overall strategy of how all of your marketing tactics connect and work together as part of the customer journey is an important step to building stronger relationships.Convince and Convert
And you noticed that content marketing wasn’t too shabby at 34%! But look at paid advertising! 20%! The lowest! That’s because 80% of people ignore paid ads on social media and in Google search result pages (SERPs). People want authentic, organic content. They know that paid media is manipulated. They don’t trust it. This is where your content strategy comes in along with good SEO.
People Buy from Whom they Know and Trust!
1. Clearly define your target audience and create personas. You can have more than one.
2. Do some research to understand their pain points (problems) and how best to reach them.
3. Do keyword research to find out what are the most searched-for keywords and phrases are and the competition. Make sure the top phrases are prominent on your website in H2 and H3 subheading tags.
4. Search for your top phrase and see where you come up in Google compared to your competition. Look at the bottom 2 or 3 results and see how often they are blogging, posting on social media and how many followers they have.
5. Write or record credible content that benefits your target and solves their problems. Educate them on how your product(s) or service(s) may help them. Answer their questions. The frequency of your content production depends on how often your main competition is blogging. If they blog once a month, do 2-3 a week, then once a week and you should bump them off the page.
6. Share all your content on social media. This creates valuable back-links and drives people to your website.
7. Be active on social media. Don’t just share your stuff! Like, comment and share other peoples’ posts — especially those who could be potential customers and/or referral sources. This also gets you noticed. Participate in groups on LinkedIn and/or Facebook. Build relationships.
The more content you produce, the longer they’ll stay on your website and the more likely the chances that they’ll do something (convert).Giselle Aguiar
You have to set goals and objectives before you start marketing. What do you want to accomplish? What’s a lead conversion for you? A sale? If so, how much? Do you just want to grow an email list?
What’s YOUR Buyer’s Journey?
Once a potential customer discovers you, they can be an impulse buyer who is convinced right away that you’ve got what they need or want. Most everyone else will either want to explore on their own or will engage by emailing you with a question. Explorers will read more articles, watch more videos, check out reviews. You have to have the content for them to consume.
Think of the buyer’s journey as a logical progression and you need to walk them through it, gently convincing them that they need what you have to offer. You do that through email marketing automation.
When Your Efforts Aren’t Working
Are your social media organic posts getting good reach/impressions and no clicks? Then, your message is wrong for the target audience. You’re not producing the content they’re looking for or your headline wasn’t enticing enough. Moreover, the post or ad wasn’t appealing to them.
Are you getting clicks, visitors and no conversions? Then your offer or product is wrong for the target audience. It could also be that your call-to-action is too obscure and not enticing enough.
I mentioned above that you need to set goals. That’s after you’ve done your target market research. Like, how many visitors do you need to drive to your website a month to achieve the conversions you want? Figure on a 1-3% conversion rate depending on your product or service.
Next, develop a strategic plan to accomplish those goals and a tactical plan to implement the strategy. Finally, at the end of each month, you need to look at your website analytics vs your conversions. Where did the majority of your visitors come from?
Did you reach your goals? No? Then you need to do a deep dive into your analytics and insights to see what worked and didn’t work. Yes? Great! Keep doing what you’re doing — it’s working! Adjust your strategic and tactical plans for the next month accordingly.
In closing, you can’t skirt any of the essential marketing steps and expect to get the sales that you want. Even big companies have to set goals, do research and plan. Sometimes, just talking to an objective person can help.