Content marketing is a way companies successfully spread their message through awareness, expand their reach, and generate and nurture leads. According to B2B Marketing Insider, marketers on average spend over a quarter of their marketing budget on content marketing and that is expected to grow. As marketers continue to invest in content marketing to create and distribute relevant and valuable content to attract, acquire, and engage their target audience(s), they must think of the next step – converting their traffic from content marketing.
If marketers can succeed in capturing their target audiences’ attention – drive them to their blog or website, they need to respond in real-time, with relevance to customers and prospects – live – on the main channel where they interact.
Whether a B2B or B2C marketer, a website should engage and educate visitors, and encourage them to convert. It should respond differently to visitors if it’s their first or fifth visit, depending on the referring site, or based on the actions they take or content they click on. With real-time web marketing, marketers can personalize the digital experience for each customer, based on what you know about them or their behaviors. They can show knowledge of those visiting the website and relate to them in real-time over time, responding in a contextually helpful way. With the right technology in place to deliver dynamic, personalized content, marketers can make their website the best consultative salesperson or helpful customer service rep with these steps:
Give a warm and relevant welcome and establish a rapport before starting each sell. For example, Gardener’s Supply Company greets shoppers with international IP addresses with information on secure and cost-effective shipping to more than 200 countries and provides details about what to expect at checkout and beyond. Their carting rate has increased 162% since launching this campaign. They are showing relevant, helpful info to the consumer, right off the bat.
Guide people to take another look. So often a buyer will take a look, think they know what they are looking at, and move on. But because the sales rep believes in their product, service, or company, they say, “No, wait. This is relevant for you. Take another look.” They give the visitor a clear and obvious action to take, with a compelling message or offer. When the visitor’s cursor starts heading for the navigation bar to leave the site, a personalized message pops up offering related, relevant information.
For example, when a person visits the Evergage blog, reads a post, and then tries to leave – a pop-up with related content will appear. It’s used to serve relevant content based on what the visitor was interested in. In the case below, the visitor was interested in Demand Generation:
Build trust over time. After welcoming the visitor and getting them to take a second look, a sales rep would build trust over time. Like the rep, a website should educate and inform, prove claims, showcase relevant content, and add value at every touch point throughout the site. MIT Technology Review reduced their bounce rate by 10x on their website when they added real-time dynamic content to their site to help engage visitors, keep them on their website and prevent bounces. As the mouse pointer approached the navigation bar or “X,” visitors see the message below. The content included in the message is entirely based on what they have done on the site during their session, or a past session.
Take advantage of the opportunity! A good salesperson will always be closing deals. But they do not say the same thing every time or they will turn off the prospect. So they’ll present progressive calls-to-action. Similarly, prompts on a website may ask a visitor to sign up for its blog. Now a relationship is building, so when the consumer returns to the site, don't ask him to sign up for the blog again. If your site has the technology in place to identify that visitor, offer him relevant content instead.
Evergage has a blog subscription call-to-action on its blog:
If a visitor fills out the form, leaves, and then later returns to the Evergage blog – they are shown a different message in this same space:
As marketers continue to invest in content marketing they should also be thinking about how their audience finds their content. Usually, a website is their first touch point – and static content will only take the web experience so far. It’s important to create a great impression with every visit, like a salesperson would do, create a custom and personalized experience based on the visitor’s interests, and serve dynamic and relevant content. Give people what they want or what they’re looking for – at the right time! This will keep visitors on a website longer and ultimately increase conversion rates.
This blog post was originally posted on the Percussion Blog.