Visits to your website are great, however, the number of visitors to your pages doesn't necessarily equal business. An important part of creating content is making sure that you turn passive visitors into potential customers.
But how do you do this?
Provide Free Content
Content of high value can improve your content marketing success hugely. Content such as reports, articles and case studies offer valuable content for visitors. Providing visitors with the answers to problems within your sector will build a great deal of trust between you and your readers. While providing free answers to difficult questions may seem counterproductive, it will help visitors trust your business by demonstrating your expertise and confidence in the solution you provide.
Address Specific Questions
Similar to the previous point, addressing specific questions within content marketing will show your knowledge within the sector. Although specific articles may filter out some viewers looking for more general information, the traffic you know that the visitors you do get will be interested in what you have to say.
Use Social Proof
Using social proof such as testimonials and reviews show to other potential customers that you are a business they can trust. Showing that other individuals or companies view your products or services as something that they think is good and worth their time can inspire other customers to invest more time into researching your company.
Design Custom Landing Pages
Creating custom landing pages on your website allows you to address a specific problem that customers are searching for. This allows you tailor your messages to engage your viewers better, rather than them landing on a page that is only partly useful to them.
Show Success with Case Studies
Show off your success! Show your visitors that the services or products you provide have helped other customers. Putting case studies on your site allows visitors to read how you can help them. For visitors who are unsure, it might be what they need to make a decision about your business.
Watching the number of visitors climb on your website is fantastic. You feel like all the work you’ve done is finally paying off. But visits are just vanity metrics and these don’t necessarily equate to success. A retail store would fold if hundreds of people wandered in and out each day but never purchased anything.