Websites that use content marketing get 6x higher conversions and sales than those that don’t ( OneSpot, 2015 ).
That content can sell…
..not just as entertainment, guidance, or information.
When used correctly as a marketing medium, then — like the numbers above — sales will increase drastically.
Is that true?
Not necessarily.
In practice, there are also those who do not feel the benefits. Many.
Already created content, visitors come, but it turns out that special database sales are still the same. This often happens.
It’s not the system’s fault,
But the content is wrong…
Because your content is not selling.
In this article you will learn why people don’t buy from you, and how to create content that sells.
Why don’t they buy from you?
There are various reasons, of course.
Let’s discuss some of them without looking at whether the product/service being sold is worthy or not. And only in terms of content.
This is important:
To create content that can increase sales, you must truly understand what makes website visitors decide not to buy.
These 3 things are the main reasons…
…all three are obstacles that you must break down one by one before visitors will convert into customers.
1. Because I don’t believe it yet
Online or offline, people will not buy from sellers they don’t trust.
But there is a difference.
If offline, we can see directly. The seller has a physical store and he can directly show what is being sold in front of your eyes.
Not so online.
Everyone can create a website, even scammers.
But that’s still trivial…
Convincing others that we are not frauds is easy.
The problem is, even if you are not considered a fraud, they may not want to buy. You must be able to gain trust as the best .
So, 2 levels.
That’s why to gain trust from other people you need extra effort compared to making offline sales.
Luckily, (the right) content marketing can be the solution. More on that below.
2. Not on target
This is the most common mistake made by digital marketing practitioners.
Just like what Groove experienced before .
Groove is a help desk software. So their target market should be entrepreneurs who have problems with customer service.
Well, the problem is that their blog used to only talk about business development:
Blog business growth
Even though they are both about business, people looking for business development information don’t need their software.
So the content is not able to increase conversions.
Even though the quality of the content they create is extraordinary. I myself also subscribe to their blog…even though I have no intention of using their software.
Therefore, they then created a special category discussing customer service.
Blog customer service
After launching the blog, their conversions increased drastically. The revenue for each content published on the blog reached $1,657.25 .
3. Visitors are still in a passive state
An object at rest will remain at rest, unless some force changes it.
That’s part of Newton’s 1st law.
Interestingly, humans are like that too.
When we are in a passive state, we will continue to be passive…until something makes us active.
what are the most popular wordpress themes? People who are browsing the internet have their brains in a passive state. Read articles, look at pictures, watch videos, open new tabs – then close them.
Not moving.
So, the content we create must be able to make them move.
Otherwise they will remain passive.
Creating content that sells
Before continuing, I recommend that you read this series of content marketing guides.
There are 2 main functions of content in online marketing:
1) Bring in visitors, and 2) increase sales.
The first is still easy…
…as long as the content is interesting, visitors will come after the content is promoted.
But the second one needs extra attention.
In online sales, we have to overcome the 3 obstacles mentioned earlier. Therefore, content that is merely “interesting” is not necessarily able to increase sales.
Here are some things to watch out for:
1. Provide content for each stage in the sales funnel
Sales funnel or sometimes called marketing funnel is every stage that each person goes through before deciding to make a purchase.
Let’s take another look at the sales/marketing funnel image:
Marketing funnel
If you search the internet, each website will display a different picture of a sales funnel. However, the essence is the same.
In general there are 3 parts:
TOFU (Top of the funnel): Awareness
MOFU (Middle of the funnel): Consideration/Evaluation
BOFU (Bottom of the funnel): Purchase
Top, middle, and bottom.
Before someone decides to buy, everyone will go through these parts.
First, they will be aware of the problem. Then they will weigh the gambling data options. Finally, they will decide to buy.
Remember:
The content for each section is not the same.
2 things that often happen are only focusing on the top funnel (TOFU) and only creating content for the bottom funnel (BOFU).
As a result…
1. Focus on TOFU – lots of traffic b