So you have your great looking, informative website but the phone’s not quite ringing off the hook with fresh enquiries from new, prospective clients.
Well, unfortunately, your competitors will probably also have a website, and those who have embraced and embarked on a programme of Content Marketing already have a competitive edge on your business.
In short, they’re pro-actively driving traffic (visitors) to their website, and just maybe you’re not!
The following should help outline some key elements of Content Marketing and hopefully shed some light on why you should be doing it too.
A typical programme will usually focus on key business improvement opportunities such as:
- Increased traffic from search engines and social media
- Enhanced customer experience when using your website
- Increased volumes of customer enquiries originating from your website
- Reporting and analysis of online website performance
Outlined below are strategies and approach that may be undertaken to deliver on these objectives.
Driving significant volumes of visitors to your website will ensure that the related volume of enquiries and associated revenue will be achieved. The components of the demand generation strategy include:
- Search Engine Optimisation
- Email Marketing
- Social Media Marketing
- Pay Per Click Advertising
A Content Marketing specialist will ensure that each of these elements is managed holistically for maximum impact.
Making it easy for customers who arrive at your website to find what they are looking for quickly and efficiently is critical in ensuring the growth of enquiries that ultimately lead to site visits and potential enquiries. The Components of the customer experience strategy include:
Text Optimisation – ensuring the copy on each page is carefully matched with the potential search terms that deliver customers to the page
Image and/or Video Optimisation – ensuring that the images and videos on the site reflect the nature of the client experience and are selling that to the visitors.
Banner Navigation – improve the use of images with text instructions as navigational aids that drive the customer closer to making an enquiry
Your specialist should work to develop the on page optimisation by constantly measuring the effectiveness of the content against their reporting to identify and prioritise poorly performing pages.
A constant focus on revenue performance and the volume of client enquiries achieved is critical to ensuring that you can achieve an effective ROI within an agreed timescale. Whilst this will differ based on the individual mechanics of each site, aim to deploy a number of techniques to constantly develop and improve revenues. This may include elements from the following:
- Connect the cost of SEO and PPC – with the enquiry values in order to measure ROI at a per transaction level
- Implement Goal Tracking – to capture a £ value per enquiry, thus measuring ROI
- Develop the use of Page Value – as a key metric to ensure that all pages are prominently displayed and are delivering higher values per enquiry
- Develop offline marketing – that propels potential clients (and lapsed clients) to visit the site and make an enquiry.
Analytics & Reporting
The success of the preceding content marketing strategies will be measured via effective reporting against a basket of Key Performance Indicators (KPI’s) that should be measured on an ongoing monthly basis.
To discuss all this in more detail please get in touch here