Creating content has become crucial to being visible on the Internet and attracting new customers. Content allows you to be referenced on Google, feed your social networks and attract the attention of your target audience by addressing their issues. Here are my favorite tips and tricks for creating addicting content your audience will fall in love with!
To generate traffic on your website, you’ve created a blog where you regularly post content. Yes, your traffic increases, but sales have remained stagnant. What’s the problem? All content is not created equal. Some content actively generates leads and sales, while other content dies on impact. Want to produce content that will convert?
Know your Target Audience
Content that converts is content aimed at the right audience. Before you start writing, shooting, or editing, you must know your ideal target customer like they’re your little brother or sister. Obviously, you can’t personally know all of your potential buyers, but you can create semi-fictional representations of those ideal clients. These are called buyer personas. Think of a buyer persona as an imaginary best friend that you would love to hang out with. Make up everything you’d like this person to be, to have, and to believe. Create their likes, dislikes, where they live, type of family they have, etc. These characteristics will give you great insight on what type of content you should make for your “best friends” to engage with.
To win new customers digitally (internet and social media), it’s important to define and implement a strategy in 4 steps:
- Attract visitors to your website
- Turn them into prospects
- Convert them to customers
- Retain them
In order to attract more visitors to your website and then move them from one stage to another, you need to create quality, relevant content that they can get addicted to.
How do you do that, Justin?
How to create quality content that converts
Put these into practice now!
Define your objectives
The first thing to do to create content that attracts customers is to specifically define your goals in terms of customer, prospect, and traffic acquisition. These are your KPI’s or key performance indicators. Determine the number of prospects needed to reach the volume of new target customers. In other words, how much monthly traffic do you want to have? How many new leads do you want this month? How many new customers is a “win” for the month?
So, depending on the conversion rate you already have on your website, you’ll be able to determine the number of visitors needed to acquire this volume of leads. You can then have a better idea of the job to be done to achieve your goals and the actions you need to take. You’ll also be able to identify performance indicators to regularly check so you can see if the content you’re creating is working.
Make your content more personal
To create quality content that attracts customers, it’s important to know the expectations, interests and issues of your target audience. If you’re like me, your customers have very similar lives that compare to your personal life/story. With that being said, make content that is transparent. This gives you a high chance that your content is relevant and hits home for your audience. Opening up about past failures, bad days, and secrets all have the possibility of going viral and really ‘sticking’ with them. Further, you need to know how your target is informed and what format of content they prefer. Create content that is relevant to them and place that content where they hang out.
Analyze your competition
Analyzing your competition is an essential point in your content strategy. It allows you to identify the best practices to follow, the bad ones to avoid and define the topics to address on your website. Competitive analysis also lets you know how to stand out.
Don’t sell anymore, provide help!
Important point: The Digital wave has completely changed the buying behaviors of your consumers. Today, we prefer to look for our own information on the internet rather than having it forced onto us in “adsy” ways. Think about it, when you search on Google, don’t you skip right over the Paid Ads section at the top and go straight to the organic search results? It’s in us to skip over obvious ads section and get to the organic, authentic stuff. It’s important to understand this paradigm shift: your target doesn’t want to see your pushy promotion, he or she wants you to help them solve the problems they encounter. They want you to provide free, relevant education first, then and only then will they be open to hearing your offer.
Note* Remember the 80-20 rule. 80% of your content is giving away free, relevant, quality edutainment, and only 20% asking to click, download, or buy.
Create web content at the right frequency
To create content that attracts customers, you should publish it at the right frequency: not too much or too little. If you create content too sporadically, your target will most likely visit your competitors. If you’re too aggressive in your content creation, you risk overwhelming your potential customer with too much information.
Segment your content
The other important point to consider in attracting new customers with your content is that your target’s expectations differ according to their progress in their purchasing process. Ultimately, a buyer follows 3 steps in their purchase process:
- They become aware of their problem (Awareness)
- They evaluate the solutions at their disposal (Consideration)
- They validate their decision (Decision)
Understand that a buyer who is only aware of the problem they encounter won’t have the same expectations as a buyer who wants to validate the best solution for their issue. This is why you should segment your content to maximize your return on investment.
Use the right keywords
Ok so you just wrote the best blog in the world. Guess what? If it isn’t visible in the search engines, no one will read it. Creating web content that attracts customers is all about creating content that will be found on Google. To properly reference your website on Google, optimize it by using popular keywords your audience uses to find a solution to its problems. For example, if you are a graphic designer that just wrote a blog about Graphic Design Tips for Non-Designers, be sure to include common keywords like “graphic design tips”, “freelance graphic designer”, or local graphic designer” that normal people with google.
As I have mentioned earlier, it’s important to stand out. Your customers are overwhelmed by content so you should provide them exceptional, unique information to hold their attention. To create content that attracts customers, it’s important to position yourself as the expert in your industry. If you just copy / paste what you find among your competitors, your target will have no interest in investing their hard-earned money with you.
To keep your prospects’ attention and win new customers, you always have to make an effort to attract the eye of your target. Pay attention to how your content looks visually. Think about what you like to see. When you’re scrolling on your social media feed or reading a blog, you’re naturally attracted to the images and videos. So, you have to provide the same. Be sure to consistently add eye-catching images and videos that will keep your audience interested.
Speak in the language of your clients
This is one of the most common mistakes I see with businesses. Being passionate about your job, your products or services probably permits you to talk for hours. This is good only if you’re talking at a level your audience can comprehend. Be careful using vocabulary only understood by you and your team. To get the attention of your target audience and turn your visitors into customers, you have to make sure you present things in the most understandable way. This is what I try to do when I write, speak and create. I can talk about Inbound Marketing and Funnel Creation all day, but if a client has no idea what I’m talking about, I have to “dumb things down” in order for them to comfortably understand. This isn’t because they’re stupid but, it’s just not their job. Stay in a common lane and be sure your vocabulary fits the audience you’re talking about.
Think about conversion
Creating content to attract visitors to your website is good. But if your visitors leave as quickly as they arrived, your return on investment (ROI) will be nonexistent. To retain your readers and get them to provide their details, then convert them into customers via personalized communications, you should think of your website as a conversion conveyer belt (aka funnel). For this, you should use Strong Landing Pages with prominent call-to-action buttons that push leads through your funnel. Always be thinking about conversion when you create content. Whether it’s getting an email or a purchase from your audience, makes your content conversion-focused.
The advantage with the internet and content creation is that you can analyze in real time the performance of your actions using tools like Google Analytics. You may not start out with a great strategy to create content that attracts customers, but constantly testing will help you get closer to hitting your business goals. To maximize your ROI, it’s important to test things and especially analyze all the statistics to determine what works, what needs to be improved, and what should just be trash.
Repeat, repeat, repeat.
Did you know that a person typically needs to see a message seven times before comprehending it?
This also goes for your brand conversions. Someone needs to see your brand offer around 7-10 times before they are comfortable buying. So, don’t be afraid to repeat yourself. To create content that attracts customers, don’t hesitate to regularly focus on your messages and strategic hooks. Focus on the issues of your target audience in your content so it becomes undeniable they can solve this important problem through you! Finally, never get tired of pushing your brand message because each time the public is different. If you analyze the statistics of your website, you’ll usually notice that 80% of the visitors have never come before. There’s very little chance that they’ll consider your content redundant.
I’ll close with a tip that stems from common sense, but is all too often forgotten by brands. Don’t try to copy what you see elsewhere without asking if this is relevant to your target audience.
I have to remind my clients often that every brand has its own unique characteristics: consider your story, your values, your customers and collaborators to build a relevant digital communication strategy and create content that attracts customers. Don’t try to be something you’re not. At the very least it creates bad buzz, and at the worst it could be fatal!
Provide answers to the problems of your target customers
When building your buyer personas, identify not only the characteristics of your target customers but also the problems they encounter. It’s tempting to make bold claims that you can solve all of your customers’ problems. But would you believe bold claims just because you read them? No, we always want proof. And we want to come to our conclusion on our own time. That’s why you should focus on using your business expertise to educate your target customers. Before any solution, there’s first a problem. Before the drill, there’s: “How am I going to make a hole in this wall?”.
Have them advance in your conversion funnel
Customers need a path that starts from point A (their problem) and leads to point B (their solution). The transition to action can take various forms. Depending on the position of your persona in the purchase cycle, it may be an early conversion step (free download just for an email) or closing a sale (monthly subscription to an online service, for example).
Optimize your Call-to-action buttons
To consistently convert leads, the expected benefits should be immediately felt. Not only should your content be constructed so the call-to-action (CTA) appears prominently obvious, but your conversion elements should also be optimized. Want to know the secrets of an effective CTA?
-Be clear (like water of rock)
-Give the desire (to want)
When reading your content, your CTA should be obvious. In a short article, it’ll usually be located at the end, but if you produce longer content, don’t hesitate to include a CTA somewhere in the middle or as an exit pop-up. In any case, it should stand out, by its colors, its size and its design with the body of your content. For a CTA to work, your reader should immediately understand what you expect from them. Your call-to-action will only have a few seconds to create the desire to go further. Also, you should play on human psychology to increase effectiveness: the sense of urgency(“only than X hours left for …”), the group effect (“More than 100,000 individuals have already bought…”), and immediate gratification (“Do this and you’ll also get that”).
Want to generate leads and sales with your content? Get to know your target customers better. Educate them by answering their problems. Design your content from a conversion perspective both in the background and in the information form. And, of course, refine your call-to-action so that your offer appears irresistible.