Marketers can sometimes obsess over engagement, while lead generation and increases in sales are ignored as metrics. An infographic from Clearvoice provides 11 tips for keeping your content marketing focused on the ultimate goal.
When creating content, it’s important not to simply focus on top of the funnel messaging. As critical as awareness and interest campaigns are, creating content for each phase in the customer journey is equally valuable. For example, including testimonials informs potential customers during the consideration phase of the funnel, and expanding on popular posts can provide details for customers in the evaluation phase.
Promoting content effectively allows it to reach more potential customers. Consider using niche marketing to reach the audience most likely to convert, forge content partnerships with others in your industry to take advantage of audience overlap, and leverage industry experts to promote your content to yet another engaged audience.
The job of content marketing does not end once it’s reached the audience. To increase the chances of conversions, include call to action messages, and use your blog or website to offer potential customers value to encourage signups or purchases. Retargeting is also very useful during this phase, as customers seeing retargeted ads are 70 percent more likely to buy your product or service.
And finally, don’t forget to actually close deals. Clearvoice notes that 35 to 50 percent of sales go to the companies that respond to customer queries first, but it’s important to use this communication to open a dialog, and not to just send another marketing message. Nurture qualified leads not yet ready to purchase, and you could see long term returns increase.
For more advice, check out the infographic below.