Showing the human or personal side of your business can benefit you in many ways. Most people prefer to give their business to companies that have personality and human tone in their writing style. Whether your business is B2B or B2C, developing and retaining a consistent brand voice across all facets of your digital marketing plan is vital to to constructing long lasting user relationships that will amplify customer lifetime value.
It’s never a good idea to make assumptions about a general demographic for your business, nor try to convert them with a generalized or scripted sales pitch. Doing research on your ideal audience, down to a consumer profile level, and identifying their affinity category is necessary to understanding their wants and needs. By connecting to them with content that specifically addresses their questions or needs, effective content-writing will help facilitate the conversion process.
In addition to content being relevant to your audience, you also need to make sure your content is delivered in a way relevant to each platform you distribute it on. The wording and style of a whitepaper case study would not work if shared directly as a Facebook post; its will lose its effectiveness. Potential customers are at different phases of your conversion funnel based on where they interact with your brand. Content across your digital presence needs to have a consistent theme, while also exhibiting versatility to take advantage of the attributes each unique digital platform offers.
Organic traffic generated from search engines is still the most effective way to generate leads for your business. Having content written with SEO and highly ranked keywords in mind will vault your business over your competitors and help get your website ranking accordingly. By creating valuable content that will garner links from websites with high domain authorities, your website will see an increase in ranking, traffic, and more interested, qualified leads.
Landing pages are an integral part of a user’s point of entry into a business’ conversion funnel. To get users to convert on them, landing pages must have a concise, informative header, a persuasive call-to-action, and explain why your product or service is better than your competition’s. The content on your landing pages can be the deciding factor between a successful conversion and a lost potential lead.