SEO Copywriting: Got the Lead, Now What?
When you attract a lead through SEO copywriting you need to be able to convert it to a sale. Some companies focus so much of their marketing efforts on attracting leads that they don’t know what to do with them when they have them. Conversion solutions such as email, analytics, case studies, and images can help you not only win the lead, but also win the customer.
Conversion should be the main goal of any marketing effort, but conversion to what? Do you want to convert a casual reader to a brand follower? Do you want to turn a brand follower into a customer? Or are you looking at making a first time buyer into a lifelong relationship?
The first aspect of conversion with SEO copywriting has to be defining your goal. When you are crafting marketing content, what do you want the person to do? And how do you convince him or her that performing that action is in their best interest?
Once you have defined your goal and determined the next step you want the person to take, there are many different solutions to encourage follow through.
Analytics are a great way to help determine which marketing strategies succeed, and which ones fail. Website analytics help you to see what people do once they land on your website. You know where they travel and how long they stay on each page. You can also determine what actions they perform while on the site.
All of this information is valuable, but there is so much more available for you to help fine-tune your copywriting efforts. Social media sites all have analytics available, and you can obtain analytics from your email campaigns. Depending on your goal and where the contact is in the sales funnel, you can tailor specific calls to action and increase the chance that you will convert your lead.
Email campaigns are effective in converting leads. You can create multiple campaigns for targeted conversion needs. They provide contacts with additional information in increments, offer people an opportunity to view targeted web pages that fit their needs, and encourage them to take the next step in the sales process.
Email campaigns need to be as targeted as your marketing strategies are. This way, you aren’t offering information a contact doesn’t need or isn’t ready for. You also need to make your email campaigns easy to unsubscribe from so that people who aren’t interested won’t feel stuck with junk mail.
Case studies are a great way to encourage conversion. They offer detailed information that helps to support your claims. Case studies have long been the way technical companies relay complicated information to individuals who aren’t so tech savvy.
The way that case studies are presented has evolved over the last few years. While they originally took the form of a report and were very dry, new case studies are designed with the idea of entertaining and informing.
That is because more individuals are looking for case studies as a part of their research. This helps people learn about the product and the company, so they help people make an informed decision.
With this transfer of case studies into main stream marketing, they have also dropped their academic pretenses. Many case studies are now in video or slide show formats to make them more appealing. Consider how your company can best utilize case studies for your market.
Blogs are another conversion solution that companies do not utilize properly. Blogs aren’t just an advertisement for the business, nor are they a way to only relay current events for a company. Marketers have found that blogs help increase traffic and conversions while decreasing overhead costs.
It is important for companies to use blogs properly to leverage this asset fully. Blogs should be seen as an opportunity to help contacts at all levels of the sales process and to open the door of communication between the organization and its market.
Infographics have proven to be another useful tool to increase conversion rates. They help present complicated information in a compact and entertaining way. Infographics have also been proven to be shared heavily.
But a company needs to have the right type of information to convert it to an infographic, and this information needs to be targeted to meet company goals. If a company doesn’t have an individual who has experience creating effective infographics it may want to outsource this position to increase leads, links and conversions.
Videos are another effective conversion solution. Whether it is a case study, an advertisement, or an ongoing video channel, videos have proven to attract viewers, increase links, and support the conversion process.
Many businesses avoid videos because they don’t believe they have the experience and equipment to make this strategy successful. You don’t need to purchase high-end equipment to create effective videos. Some basic and even free tools are available for Macs and PCs so that companies can create simple but effective videos.
Once the company has started to see success from this strategy it can then decide whether to invest in more sophisticated equipment.
Drawing attention to your website is only the first step in the sales process. When a company uses inbound strategies, it can attract qualified leads from many different areas of the web. By using analytics, email subscriptions and case studies, you can provide the information the contact needs to make an informed decision about your organization. You can use videos, blogs, and infographics to fill in the details about your offerings and create an open dialogue with those in your market.
By determining your goals for different leads you can determine which of these conversion solutions you will want to utilize, and what form each of these solutions will take. Then you can apply the strategies and use analytics to determine how successful your strategies are. Use your blog to communicate with different leads and learn what additional information they want to make a decision. These strategies will help you increase your lead conversions.
More Business articles from Business 2 Community: