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They say content is king—but not all digital content is created equal. While most digital content will help construct awareness of your brand, the most beneficial content is designed to draw prospects who’re able to buy from you.
Of course, even one of the best content doesn’t necessarily result in a purchase order on the primary contact. Marketing Rule of Seven states that on average, consumers must see your messages a minimum of seven times before they determine to make a purchase order. While this may increasingly often be the case, compelling digital content goes a good distance toward reducing this number.
Related: 5 Types of Digital Content Potential Buyers Love to Interact With Online
1. Email campaigns
Email marketing stays one of the crucial effective ways to speak with prospects and stay in contact with existing customers to make sure they buy from you again. Not only are emails much more more likely to be read than other varieties of content, but their average return on investment outperforms other options.
According to the HubSpot blog, most marketers see on average Opening rate of 46-50% and a click-through rate of two.6-3% – numbers that far exceed the engagement rates of social media and other popular types of content.
Even though they’re mostly made up of past customers, email lists are a vital marketing tool because they’re made up of people that have agreed to receive additional messages from you. That fact alone makes them much more qualified leads than someone who happens to come across your blog.
2. Personal engagement in social media
While the general engagement and reach of many social media platforms has declined, there continues to be lots to be said concerning the potential of those platforms to drive personalized interactions along with your most promising leads.
When marketers strategically comment on other people’s posts, actively take part in relevant groups and conversations, and reply to the comments and messages they receive, it helps construct meaningful dialogue with their audience.
By combining this personalized engagement with relevant, authoritative content (including videos, surveys, and more), you should utilize social media to nurture warm leads.
3. Cost calculator
Most businesses have a minimum of some form of onsite content marketing strategy, which normally revolves around blogging. A blog can undoubtedly be helpful for constructing search engine optimisation and domain authority, but depending on the style of content you create, it won’t all the time generate warm leads.
However, for those who focus your website content on customers who’re able to buy immediately, you’ll be able to significantly increase your personal sales potential – and among the finest ways to do that is to make use of a price calculator.
From calculating the associated fee of transporting a automobile across the country to determining the associated fee of Create your personal websitethese tools are inherently targeted at warm leads who’re able to make a purchasing decision. In this case, providing useful budget and planning information directly influences the user’s purchasing decision and is a robust option to reach warm leads.
Related: 4 Steps to Writing Content That Converts
4. Webinars
Webinars have gotten increasingly popular in digital content, and for good reason. When presented to the appropriate audience, webinars might be much more interesting and interesting to prospects than a blog post on the identical topic.
Simply presenting content in an audiovisual format helps the webinar feel like a standalone event. With an interesting topic and skilled presenters, you’ll be able to construct a big audience. And if the subject of the webinar itself is tied to what you offer, you’ll be able to create a natural transition into the way you will help viewers solve their most pressing problems.
Webinars might be even more practical when combined with other content, similar to an eBook or follow-up video lessons. Done appropriately, webinars might be an ideal resource for collecting email addresses and other information from warm leads who’re most probably concerned with your services.
5. Software demos
Admittedly, this digital content option is not right for each industry, but there are a number of corporations that supply software services that cover every little thing from tracking logistics and customer relationships to managing the backend of an internet site.
A software demo gives potential latest customers the chance to check out the service before they determine to purchase. Direct interaction and experience with the software is ultimately much more convincing than a series of sales pitches, because it gives buyers a transparent indication of whether or not a specific product is true for them.
It should subsequently come as no surprise that opt-out trials have an incredible 48.8% conversion rate. It’s also price noting that corporations that do not sell software may offer similar “trial versions,” similar to a two-week trial of their services. Trials and demos appeal to essentially the most passionate buyers, who often use them to finalize their purchasing decision.
Related: 5 Steps to Creating a Content Marketing Strategy That Drives Business Results
While usually updating a blog or social media profile might be useful as a part of your content marketing strategy, it is vital that brands in every area of interest concentrate on the varieties of content that can bring the best return.
By specializing in the varieties of content most probably to draw latest prospects, you’ll be able to convert more leads into sales and maximize the success of your content strategy.
