Marketing, especially content marketing, is an ongoing process. Chances are, you’re not going to wow your audience with a single piece of content–nor is that single piece of content going to get the engagement or conversions you’re looking for. You need a series of thoughtfully-planned, carefully-executed communications. Since the bulk of marketing has gone digital, are you planning your online conversion series for best results?
What is an Online Conversion Series?
Think of an online conversion series as a roadmap for your customers to take. In order for your customers to get to the destination (repeat purchases & brand loyalty), they have to be on the road. With that said, you need to give them a compelling reason to pay attention. Whether that’s a new way to solve a problem, a low price, or a more accessible product, your hook has to draw their attention and interest.
Once you’ve piqued their curiosity, you need to deliver on value and close the point home. Establish a deadline, set up personalized communications, and show them who they have the potential to be. Bring it full circle by treating them like family, thanking them for their business and interest, and standing by them every step of the way going forward.
One of the best ways to implement an effective online conversion series is by offering a free trial of a product or service. A landing page might have a link where the prospect enters their email in exchange for a free trial of said product or service. Once they’ve provided that contact information, the online conversion series is set up.
A typical series of emails might go something like this. The first email, which would likely be automated, would thank the prospect for requesting your content and establishing its value. Next, a few days later, another email would follow up with more in-depth value, including highlights and unique benefits. The next email would explain how the prospect can and should take advantage of your free offer. The fourth email might remind them the offer has an expiration date or limited quantity available and should be accepted quickly. Finally, resell them on your content and encourage them to act today.
How Many Pieces of Content Does it Take to Convert a Customer?
Again, you’re not going to make a customer for life with a single piece of content-gated or ungated. Instead, you build and strengthen that relationship over time by consistently giving the customer what they want. Like any relationship, the stronger the communication, the stronger the relationship. In other words, the more feedback you get from your customers, the more you can create the content they’re looking for. What’s more, feedback–and engagement metrics–will give you insight into whether or not you have the right quantity of quality content.
How many pieces of content it takes to secure a conversion largely depends on the channel in question. You might get some folks into your store with a catchy social media post, but that’s not long-term value. A compelling email might convince some folks to buy while the price is low, but again, that doesn’t create long-term loyalty.
What creates long-term loyalty is a series of content that goes full circle in the customer journey. You don’t want to just attract their attention. You want to set up a continuous funnel that works as a full-time salesperson for your brand.
Setting Up a Conversion Funnel
Setting up a conversion funnel starts with your website. For best results, consider creating specific landing pages for each noteworthy product or service you want to push. As mentioned, if you can get your prospects’ contact information (email), you can set up an automated conversion series to market for you. Keep it simple; you don’t need more than your prospects’ email addresses and names. The more layers you ask for, the more you’re asking the visitor to bounce to another page.
Not every piece in your conversion series has to attempt to make a sale. In fact, much of it can be free-touch content, like videos, blogs, and social media posts. Anything that represents your brand, what you stand for, who you serve, or why you exist can help others establish a kinship with your brand.
Once you’ve built up that rapport with free-touch, start securing the sale with conversion content. Provide opportunity and incentive to buy, as well as exemplary and transparent customer service. A “money-back guarantee”, for example, shows customers you’re not in it for the money and you stand behind the quality of your product. The more you show your customers you want their business–not that you need it–the more likely they are to give you a chance.