In the world of content marketing, there are no shortcuts: you need high-quality storytelling to build a strong connection with your target audience. But what happens after you’ve built that bond? Do your readers move on to become customers?
This is where conversion optimization comes into play.
Every great content strategy needs an equally strong conversion optimization program—that is, you need to carefully define the path you want your audience to take after reading and being inspired by your content.
The key is to focus on missed opportunities with your audience. Here are three tactics worth building into your marketing program.
Related Content: 4 Simple Marketing Templates for Analyzing Content
“Before You Go” Pop-Ups
Who says all pop-up windows are aggressive and annoying?
If someone just spent 20 minutes reading multiple articles on your blog, they obviously like what you have to say. So when your most engaged readers leave your blog or website, don’t let them leave empty-handed: point them toward an interesting eBook, offer, or your mailing list.
Also known as an “exit intent popup,” this conversion optimization tool is meant to function as a reminder. These days, audience attention spans are very short, and if you want your best prospects to become your best customers—and eventually your best repeat customers—you’ll want to provide some gentle nudges.
Targeted Calls to Action (CTAs)
Have you noticed that only some of your readers are converting into leads?
This could be because your CTAs are only resonating with part of your audience. These days, buyers want information that addresses their specific needs and goals. Like you, they’re time-strapped, so they’re likely to ignore messaging that isn’t in line with their strategic agendas.
Related Content: 6 Ways to Create Calls to Action That Convert
To create more conversions, your marketing team needs to target specific niches. Do this by grouping readers into focused audience segments and creating CTAs that speak to their specific interests and pain points.
If you don’t have a marketing database that tracks information about your readers, rely on your content as a starting point: create CTAs that are tailored to the pain point or theme that you’re addressing in each of your blog posts.
Are your audiences really ready to become customers?
It could be the case that your readers want more time to learn about your company—in which case a sales-centric CTA might actually be detrimental to your content marketing program and overall user experience.
Put yourself in your customers’ shoes for a moment, and give them room to breathe and explore your product without being bombarded by “buy now” messaging.
Most importantly, prioritize the relationships you’re building over the sales you’re pushing. Give your audiences ample time to learn about your company and decide whether or not there’s a strong fit. Case studies are great tools for demonstrating the value that your company provides, and they should be a core part of your company’s content marketing repertoire.
Related Content: Case Study: 3 Marketing Strategies to Copy Right Now
Conversion optimization is just another form of relationship-building. Don’t be hyper-aggressive, but don’t hide the value that your brand brings to the table, either. Focus on implementing tactics that make your audience relationships stronger while also keeping your company top of mind. Look beyond immediate sales opportunities to focus on what matters: helping your audiences solve a pain point.