You can even use customer experiences and storytelling to enhance your content since this approach will ultimately lead to more sales.
Research has shown that generating leads and traffic are the biggest marketing obstacles that businesses are struggling to overcome today. 54 percent of marketers report growing website traffic as their main priority while 69 percent believe that converting leads to customers needs to be their biggest area of focus.
Therefore, by simply diversifying your content strategy, you’ll greatly increase the chances of your content appealing to a much wider audience. That’s because it will be relevant to their needs and wants.
3. Track conversions and leads
The most significant question here is, “Where exactly are your leads coming from?”
If you don’t know the answer to this question, that can be one huge problem since this is one of the causes why your content isn’t relevant and driving sales.
Since a huge segment of the customer’s journey is now completed digitally, you can easily figure out why your customers made a purchase if you know how they discovered you in the first place. Based on this information, you can then create content that’s tailored to suit their needs.
The best way to track your leads is by making use of UTM parameters.
Not certain as to what a UTM parameter is? Don’t worry, it’s pretty simple. If you’ve ever clicked on a link from an advertisement, the URL might have seemed to be somewhat complex-looking and long, even when you happen to be on the said company’s homepage.
That’s a UTM parameter. It’s how websites determine where a lead actually came from. Say, for instance, did it come from Twitter, Facebook, Google Ads, an email marketing campaign or a social influencer? Different tags are provided for each distribution platform to know precisely where the lead came from.
Furthermore, you’ll also have tags for each post within a platform. For example, knowing it came from Twitter is great. But from where on Twitter? Which particular post?
The most effective type of marketing at your disposal today is certainly content marketing. However, you need to ensure that you’re not just using content to generate traffic, but also to convert that traffic to sales. At the same time, you also need to ensure that your content is highly relevant if you wish to generate sales through it.
Try figuring how to extract complete value out of different elements at the bottom of the conversion funnel. Then, create a customer journey map to provide you with a better understanding of the consumer’s requirements.
Start using UTM parameters to measure the success of different campaigns and track your consumer’s overall behavior. Promote those ads on social media.
Use tools, resources, and analytics frequently to identify the type of content that speaks to your customers the most and adjust your content strategy accordingly to see your sales numbers progress significantly within no time.