Let’s see if you can relate to the following statement:
As a marketing strategist, you’re looking to crack the code on what it is that turns potential buyers into paying customers.
It’s an everyday struggle for you, right?
Well, it’s actually pretty simple to accomplish. The key here is to understand that today’s consumers are intent-driven, keen on getting immediate answers, and can purchase basically any commodity with a few clicks on their smartphone.
So what’s the golden path to conversion increase?
Here it is, step by step:
Step #1 – Get ‘Em While They’re Hot – Market for High-Intent
Today’s consumers are obsessive researchers.
They already know what product or service they’re looking for. They’ve decided exactly which features they want to be included in their smart TV and what type of mortgage is suitable for their needs. Heck, they even know the frequency response of the Bluetooth headphones they want.
But, as Google’s research shows, 90% of them are not sure who to purchase from.
A quick search on Google is all it takes for your potential clients to start comparing brands, swiping their card, and completing the transaction.
Here’s an example:
Natural Intelligence found that review pages, guides, and informational articles enjoy the highest conversion rates among high-intent users looking for a personal loan provider.
Moreover, pages that include a definitive call to action, such as “Get my rate” also lead to a better CTR (click-through rate).
So it’s not only sufficient to target smartly via PPC ads. You must also offer relevant information, rates, and deals at the moment users intend to buy.
Which leads us to the second step:
Step #2 – Invest in Savvy Content
As a seasoned marketer, you probably also had, at some point, a desktop wallpaper that says:
But, give the wrong kind of content to a person who’s ready to purchase, and your reign is over…
So, what type of content is going to ultimately sway buying decisions?
Here, again, it is critical to first know your customers and understand their intent. It’s much easier to deliver the right content at the right time for that specific audience.
Here’s the perfect example:
A user is searching for the “best meal-kit delivery.”
Not only does this show that they’re not tied to any specific brand, but it also indicates that they have a high intent to purchase based on whatever they decide is really the best meal-kit service for their needs.
At this point in their buying journey, they expect to see a side-by-side comparison of the top companies that provide this service, with the various pros and cons of each one, along with menus, subscription terms, and pricing.
Content marketing should focus on helping to guide the consumer. It’s less about building awareness about your brand; it’s about wowing the potential customer with what you have on offer and giving them a reason to choose you.
Read more on crafting the suitable content for your audience here.
Step #3 – Create a Spill-Free Marketing Funnel
“If content is king, then conversion is queen.” This phrase, coined by Bizzuka CEO John Munsell back in 2008, has been echoed numerous times since.
Yet, what has changed dramatically in more recent years is how leading marketers look at their conversion funnels.
Back in 2008, they used to view it as a linear process.
Today’s “funnel” is much more dynamic. In fact, Allan Thygesen, Google’s President of the Americas, says that most customer journeys don’t look like funnels at all. Due to the prevalence of mobile devices, “we all now expect an immediate answer in the moments we want to know, go, do, and buy.” Every search is an expression of intent. It is what’s shaping the customer journey and redefining the marketing funnel.
In a similar line of thinking, Neil Patel offers a glimpse of what a contemporary funnel might look like.
This is the traditional conversion funnel:
And here is the 2019 version:
There’s no other way around it. In order to address the unique and dynamic journey of each customer and keep them inside the funnel, marketing strategies must focus just as much on keeping and “growing” customers as they do on initially getting new customers. Growth and retention activities could include things like referral incentives or loyalty programs, contests and events, or cross-selling and up-selling. The key here is to continue delivering the right content and offers that turn new prospects into repeat customers.
Step #4 – Track, Analyze, Tweak, Repeat
So you’ve set up the perfect spill-free funnel, with crafted content that’s smart and can convert leads. It’s up and running.
How can you be sure that your marketing funnel is working and that high-intent leads are actually converting into paying customers?
This is where analytics plays an important role. You should be sure to measure conversion rate optimization, taking into account both new visitor conversions and return visitor conversions. You should examine how engaged your website visitors are and how they’re interacting with your content.
- What does the user want and what are they looking for?
- What would the user be most likely to convert on?
- What sort of action might the user take next?
Conversion success will hinge upon recognizing customer intent and meeting the customer at the appropriate place in their journey. If you are not achieving your targeted conversion rate, go back and examine which part of the funnel is weak and make the necessary adjustments to your content, outreach, and retention programs.
Step #5 – Put it All Together
Recognize user intent. When a user conducts a non-branded search, this is the perfect opportunity for you to deliver relevant information, rates, and deals, and to present a compelling reason for the customer to buy.
Once your customer is hooked, it’s time to switch gears into growth mode, offering new incentives and offerings to ensure long-term loyalty.
Throughout all of this, make sure that your content is targeted at the specific audience you’re trying to hook, and that it offers value to the reader.
And, of course, don’t forget to set KPIs and take stock of whether your conversion rates are meeting or even exceeding your goals. If not, it’s time to tweak the funnel.
So, are you ready to convert leads into customers?
Start creating a smarter marketing funnel today with the help of our marketing specialists.Convert more leads