Content marketing truly is an effective way to promote your brand. However, one element that is somewhat elusive to most marketers is how to successfully calculate ROI...
Marketing has a lot of moving parts, but when it comes down to it, there are some core concepts to it. And relevancy and personalization are some of the most-implemented ones. In fact, targeted, personalized messages are proven to increase customer engagement by at least 74%. The same thing goes if you want to improve lead generation. It's a great way to nurture specific needs and interests of a brand's target audience. As well as providing incredible value.
Personalization has this amazing way of humanizing a brand. Which means that they can be more authentic. Personal touches are everything. Believe it or not, there's a world of content that goes far beyond adapting your blog topics or a personalized subject line in an e-letter. Best of all, the *other* world can improve your customer's experience.
How To Increase Your Conversions With Dynamic Content
Say hello to dynamic content! Dynamic content is pretty similar to personalization, but A LOT more powerful. Personalization lets you make tailored changes that are fixed (like e-letter subject lines). Dynamic content is HTML content that changes depending on who is viewing it. It's based on data you've gathered on that particular user.
You have the ability to show a particular piece of content to one user while also displaying a completely different piece of content to another. This top-class level essentially guarantees increased conversions. But first, you need to know how to make the most out of dynamic content.
Strategy #1: Personalized Product Recommendations
You can easily increase your online revenue through relevant product recommendations. In fact, you can increase your store revenue by 300%, and conversions by 150%. You just need to focus on enhancing your customer's experience. The trick is to start with customers that have already interacted with your brand, instead of creating new ones.
You can up the chances of a repeat purchase by using data such as purchase history, a customer's browsing history, shopping cart, or demographic info - like their location. This helps you create a highly strategic, personalized product recommendation. And it works: recent research shows that personalized recommendations were clicked on were 5.5 times higher than the conversion rate of non-clicking site visitors.
Here's the thing to remember, recommender systems work great for e-commerce. Especially if your brand features a large number of services or products. Just make sure you research the following options before you dive in. The goal is to make sure one of the following suits your brand best...
Once you're ready to implement, it's time to think about limiting the number of product recommendations your website displays. The goal should be a clean, streamlined user experience. Anything that takes away from that vision should be scratched. It's best to limit your recommendations to only product pages. That way you can make sure they complement the product in which your visitor is already showing interest in.
Strategy #2 Up Your Email Game with Precise Targeting
It's easy to combine dynamic content with your email marketing strategy. It's one of the best ways to create a marketing approach that can properly increase your conversions. Dynamic content in e-letters can be product promotions and shopping cart abandonment. You can use your email service provider's geolocation feature to segment your subscriber list and change your content based on your audience's country.
If you're interested in cart abandonment e-letters, it doesn't hurt to give them a whirl. Mainly because this type of email has a 29% success rate for recovering those abandoned conversions. All you need to do is personalize the subject line or pre-header text (using the recipient's name) within the email itself.
You can then use dynamic content as a way to remind customers of the products they left behind. Below are a few ways that you can do just that...
- create an incentive by offering a discount
- offer free shipping based on the value of the product
- let them know if there's limited stock left as a way to create a sense of urgency
Another way to add dynamic content is to add personalized content chock full of reviews or testimonials. This content can be based on the pages the users have visited or demographic data. When you use dynamic content, make sure the email marketing strategy aligns with the recipient's activity on your site.
Strategy #3 Create Unique CTAs
A good CTA (call to action) is critical. The goal is to create CTAs that are clearly defined because you want to maximize their impact. The same thing goes for CTA buttons. These buttons have the ability to create seamless website conversions. However, their effectiveness depends on creating the perfect copy. It doesn't hurt to conduct a split test. It'll help you find the best phrase. But thankfully, dynamic content offers a convenient workaround.
Dynamic button CTAs can help speed up the conversion process because it confronts customers with the incentives that directly relate to them. Button copy is strategically tailored based on a customer's stage in the sales funnel. It's a great way to enhance their experience by providing them with appropriate touchpoints.
For example, you can encourage new leads to download a brochure with a clear "download now" CTA. If they've already downloaded the brochure, you can direct them to view a testimonial or maybe even a free trial. Certain CRMs like Hubspot and SharpSpring incorporate this valuable dynamic functionality. A properly used CTA button on your site's homepage can really be a gamechanger. It's the personalization that makes adopting a product easier to take.
CTAs Don't Need To Just Be Buttons
When it comes to CTAs you aren't limited to only using buttons. You can use popups to display dynamic content and still get the same results. Another way might be to use geolocation data as a way to engage visitors from different countries whenever they get to your site. This might be a location-specific offer or a simple acknowledgment as to where your customer is coming from.
You can even follow up by converting your site's prices to reflect their local currency.
Other CTA tactics include:
- If a site user has browsed a lot of blog articles on a certain topic, you could display a popup asking them to download content that is similar to that topic.
- If a user is trying to leave a particular product page, you can even convince them to stay with a popup that offers a discount. It also doesn't hurt to show them similar products that they might be more interested in.
Strategy #4: Maximize Your Content's ROI
When it comes down to it, you need to figure out the best way to maximize the ROI of your content. Valuable and relevant content works wonders when it comes to targeting and engaging a specific audience. It also enhances a brand's visibility and online presence, while generating high-quality leads. Seriously, content marketing really can support every stage of any brand's sales funnel - no matter what products or services you offer.
But sometimes brands can fall flat when it comes to creating powerful content that maximizes leads, conversions, and ROI. In fact, a lot of marketers struggle when it comes to positive impacts. For example, 87% of marketers surveyed by Forrester say they have difficulty producing content that truly engages their buyers.
How To Maximize Your Content's ROI In Two Easy Steps
Here's the thing, content ROI doesn't have to be difficult. You just need to make sure that your content is informative and relevant. It's honestly one of the best ways to convince your audience. Below are two easy steps that you can use to optimize your content so you can convert your audience.
Step 1: Be Strategic About the Amount of Content You Produce
Sirius Decisions claims that between 60 and 70% of the content organizations produce goes unused. But what does that really mean? It means that even though brands KNOW they should be incorporating content into their marketing plans, they are unaware of how and when they should even produce it! That's pretty insane when you think about it.
Producing one piece of content a day isn't any better than producing content once a month. No matter how excellently crafted the content is. If you don't target a specific audience persona (or distribute it strategically) it will be absolutely useless to you.
I get it, internal content production resources are often limited. Especially if you are a smaller brand. It makes sense as to why creating fresh content regularly seems like a chore. But the main thing to remember is that in order to maximize the ROI of your content, you need to be able to optimize how you approach creating content. Thankfully, there are ways to make it easier.
Research Your Topics
One of the best ways to maximize audience engagement with your content is to write about topics they WANT to know about. You can use a social listening tool such as Buzzsumo. Or you can analyze the performance of your site's content using Google Analytics - this will help you identify your current top performing content. Another thing to note about Buzzsumo is that it can help you carry out competitor analysis.
This is great when you need to see what is working for your competitors. It can also identify trending topics by industry. Plus, these insights can truly help you engage your target audience. And as a result, it increases the odds that your content will convert and ultimately positively impact your ROI.
Quality over Quantity
You've heard the old adage before, less is more. This particularly rings true when it comes to the content you create. If it isn't relevant to your target personas it isn't worth it. You need to make sure that your content is evergreen. This type of content will definitely serve your brand for years to come. Because Evergreen content has a long lifespan, unlike those fleeting news stories that are only current for a little while.
With evergreen content, you have the opportunity to repurpose your content in a variety of ways. Like different formats and contexts - which have a significant impact on ROI.
Step 2: When It Comes To Distribution, Consider Lead Generation
For the most part, brands view content marketing a place to boost brand awareness. And it's true that this type of awareness does bring in about 8 times more traffic than those without brand awareness. However, a lot of these brands are starting to notice that content marketing is actually a lot more than just awareness. In fact, it can also generate high-quality leads and help to close sales.
Content really is rather cost-effective, especially when it comes to generating leads. Even when it's compared to paid digital advertising and traditional outbound methods. Since content marketing has an incredibly low cost per conversion, your ROI benefits as a result. However, the impact on your ROI depends on how well your content converts. Below are a few ways that you can take to optimize your content's conversion potential.
Use Organic CTA's
This is one of the easiest ways that you can use content as a conversion tactic. The trick is to use clearly-defined CTA's. Most people tend to include a CTA at the end of a blog post, video, or eBook. Think of it as a last resort when it comes to converting your audience. But this type of CTA relies upon a user consuming your content to the very end. Unfortunately, this rarely happens.
The best way to seamlessly add a CTA is to place it organically amongst the content. This tactic makes it seem less like an ad, which consumers definitely appreciate. So, if you're writing a blog post about content marketing, you can reference your eBook on the same topic. This organic approach to CTA's will generate leads whenever your consumers download that eBook. Plus, it provides them with valuable information on a topic that actually matters to them.
Consider Gated Content
Gated content is when you showcase a piece of content on a landing page, but it can only be accessed once a site visitor has entered their email. Whenever you put content behind this kind of "gate" it can create a lot of direct lead generation. Not only does it collect potential customer emails, but it can also be used as a way to define the quality of your leads.
The fact that a user takes an extra step by sharing their contact details means that they are genuinely interested in the content's topic. If you are strategic in your content production, you can create content that relates to your target audience's interests and needs. This means you can subtly show your consumers how your product or service can fulfill their needs. So when a user downloads that content, you know that they'll be more inclined to consider purchasing.
The fact that a user will take the extra step by sharing their contact details means they are sufficiently interested in the content topic.
If, as previously discussed, you are strategic in your content production, you will be able to create pieces of content that relate to your target audience’s interests and needs and subtly demonstrate how your product or service can fulfill those needs.
Whenever a user downloads that content, you can be confident that they will be more inclined to consider purchasing from you. Instead of from someone who simply landed on the blog article without taking that next step.
Your Final Step To Content ROI Maximization
After you follow the two steps listed above, it's time to measure its effectiveness. You can use analytics as a way to monitor the performance of your content strategy. This will help you identify its strengths and weaknesses. Afterward, you can refine your efforts.
We hope this article helps you figure out some of the best ways to maximize your content's ROI. If you have any questions or comments, let us know down below - so we can discuss.