4 Content Marketing Techniques from Real Case Studies
1) Include Your Call to Actions (CTA) Natively in the Body of Your Text, NOT in the Side Bars.
Imagine for a minute you are going to social clubs or bars to meet new people and to find a date.
Would you hide in a corner? No?
Same applies for your call to action. Is it hiding away in some corner?
Your call to action should be placed at the most opportune time.
Place your CTA where people can see it and take you up on your offer!
Do what Nature Air did, they INCREASED CONVERSIONS 591% by simply moving the call to action so that it was more contextual to the reader.
2) Make Benefit Statements with Your Call To Action
You’d be amazed at how changing a statement form “learn more” or “click here” to “Discover 5 Actions You Can Complete in 5 Minutes to Double Your Engagement Rate” will affect sales conversions.
Which sounds more compelling to you?
Option 1 : “For A Skin Consultation, Register Here:”
Options 2: “I Want an Expert Opinion. Sign Me up for a Skin Consultation!”
A company named Kaya switched from option 1 to option 2, and received a whopping 22% increase in sales conversions.
Yep that’s right, no further investment in PPC. Just a simple 20% jump in sales by changing a few words!
3) Help don’t Sell, Show don’t Tell, and Talk, Don’t Yell
Don’t be a schmuck! Customers are not interested in your solution! They’re interested in “the emotional duress you’re saving them from”.
It’s a small subtle difference with massive implications on your communication strategy.
To engage prospects headline your content with their problems and show them you understand.
“How great we are messages” DON’T WORK! because your audience has heard it all before.
If you’re gonna make sales, then you need to think like a minion! We all think we’re hero’s who can save cats from trees and defeat the shady online marketing villans, but at the end of day, we’re only human.
You’ll gain more from helping someone emotionally than trying to make them buy something.
4) Use Analytics and A/B Testing to Garner Higher Conversions
It’s true that colours, images and language all influence the subconscious.
In fact, colours can release endorphins into the body that allow a message to by pass the reptilian brain function and root into the readers subconscious. Say that 3 times fast!
Here are some tips to help you with call to actions in your content.
a) Test publishing the same article with 5 different images and record the click through rate and engagement rate.
b) Test 5 Different headlines with your article.
c) Test 5 different call to actions.
Collate the best from each area and use them in the final material.
Heck, if you find something that works once, try again! The beauty about A/B testing is that when you find something that works you can use it again, and again, and get powerful results each time you use it.
That’s all I have folks.
My attention span writing this is probably on par with your attention span reading it. So I’m going to click publish, so I can get on with clicking buttons and getting nothing done.
Think your boss could do with some more of these content marketing and copywriting tips? Then check out what’s hiding beneath this link