High funnel keywords (and the visitors searching them), are a tough nut to crack! They’re searching for something that you offer, or similar to what you offer, and so you want to take this as an opportunity to educate, inform, and generally win them over. That said, if they’re higher up in the funnel, they’re nowhere near ready to buy. In this situation, the question becomes “how do I give them what they want while getting what I need?”
Enter: Conversion Content Marketing.
I’m not going to write an entire post about this, because our co-founder, Scott Brinker, described it in his recent webinar far better job with it than I could ever hope. You can view the slides here, and I highly encourage you to do so, it’s really good stuff:
By combining the content that you have to feed to high funnel visitors with the best practices associated with conversion optimization, you can finally create the win-win situation. This is the power that this concept can bring to your paid search campaign.
With these type of landing experiences, you’re giving your visitors the content they need to educate and inform while still providing your marketing and/or sales team and opportunity to capture data that can be used now or later to convert even that high funnel visitor into a customer.
Interested in learning more about conversion content marketing?
Download our free conversion content white paper and learn how to turn your content into more leads and more revenue through 6 proven conversion-focused principles.
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