Nurtured leads make 47% larger purchases compared to non-nurtured leads (Marketo). So that means, to convert your leads into better customers you must provide your audience with the information and content needed to make a buying decision and develop deep, trustworthy relationships. In order to start a relationship, your customer first needs to be interested in what you’re saying.
Implement these best practices into each blog post, email, and social media post to ensure that your content leads to higher conversions:
Your tone and voice must be relevant to your audience. Through interviews with your customer, you can gain customer insights, and use the words that they use. Most importantly, tie these customer insights together and create content that they want to read. Don’t know what that is? Figure it out by checking out this blog post breaking down your customers’ core motivations.
Easy on the Eyes
A big block of text is daunting, people simply don’t read it. Your content must be scannable, easily broken down, and bold where necessary. Since nearly ⅓ of B2B content being consumed is through a phone, your website must be mobile-friendly, or else you’re losing a significant portion of your audience.
Social proof increases your credibility and is more likely to convince a lead that you are the right choice. It’s the heuristic that people are more likely to follow the actions of others like themselves. In the B2B realm, examples of social proof are testimonials, case studies, thought leadership, and guest posting. Testimonials and case studies from past customers show that other people had a positive experience and saw success with your help. Similarly, thought leadership and guest posting give a stamp of approval from Subject Matter Experts (SMEs) and platforms that your customer already trusts.
Clear & Concise Call-to-Action (CTA)
More options are not always better. A single, concise call-to-action is a necessity in each and every piece of content you have. Remember that you’re the compass guiding your audience to the sale. With this in mind, tell them exactly what action you want at the end of your email, blog, or tweet. Otherwise too many CTAs can confuse and overwhelm your reader. Stick to one. A solid CTA will lead to higher engagement and more people who will “LEARN MORE” and “DOWNLOAD NOW.” Read more about CTAs that convert here.
Optimize for Algorithms
Social media algorithms like content that the audience likes — literally. LinkedIn, Facebook, and Twitter all favor content with high engagement, so we recommend having colleagues Like and comment soon after you post to raise you up to the first in the feed. Get your marketing teams, colleagues, and friends to engage with your posts immediately after hitting publish. Also, actively listen to your customers tell you what they want to consume. Utilize the analytics feature in your social media to see what topics are getting the highest engagement and adjust your strategy from there.
90% of information transmitted to the brain is visual, and visuals are processed 60,000x faster in the brain than text (HubSpot). For this reason, it’s crucial to use infographics in your content to transform complex data into understandable, digestible stories. Since we’re in an increasingly visual, virtual realm, high-quality infographics provide higher social engagement, lead generation, and brand awareness.
Stand out from the sea of content with these effective content tips.
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