Everybody knows that content is king, but what they do not understand is how all pervading is its rule. But this does not mean that all your landing pages must have reams of typography – it just means that the more you tell, the more you sell.
A moving picture is worth ten thousand words
Videos are the most popular way to attract and retain eyeballs and convert the browser into becoming a buyer. It is easy and simple to create a how to video about your product and embed it in your landing page. If you are not video-web-savvy, then use You Tube to obtain a simple, sharable video code that you can place in your website.
Blog to flog your products online
Your blog is a great place to start demonstrating facts that make your product different from the competition. What’s more, blogging is a great way to better your Google rankings by incorporating strategic keywords. A higher ranking is directly proportionate to better conversions and higher visibility.
Use E-Books to book sales
E-books are an excellent way to promote sales, but most people tend to think that they don’t work as well in the B2C framework. It is time to start thinking of e books as a detailed brochure or pamphlet. E books are also an excellent alternative when you want to share a wealth of information that you cannot accommodate on a blog. They can also help establish you as a thought leader in the industry.
Use Customer Reviews to tell and sell
Always give your customers to tell about their buying experience online at your store front. Ask for and coax testimonials and product reviews. If you have done your job well and have satisfied the customer, he or she will definitely consider sharing this experience. On the flip side, if you have put of the customer for whatever reason, that will be enough motivation for him or her to complain online. In such an instance, take remedial steps and work your butt off to assuage hurt or unsatisfied sentiment and regain the trust of the customer.
The best part of user generated content is that you do not have to work towards generating it. It is publicity that customers generate for you and it works better than sponsored advertising or publicity. Incentivise customer feedback with discounts on their next purchase, offer them easy to use interfaces to log on their experiences. You will earn SEO points for all this content without having to strike a keyboard!
Evaluate your Content Marketing Strategy to see if it works
You have placed your CPC ads, and they drive traffic to your landing page. Now what? How do you deal with them, make them stick around, take a look at the products and brands that you offer and convince him to buy? Firstly your CPC ad is the beginning of your communication to the prospective client. It should be driving the conversation. Populate your landing page with enough information that will make the prospective buyer linger on, and browse. Features like Video demonstration and user generated reviews will help in convincing the browser to turn into a buyer. Finally check your results and see if enough number of people who land on your website turn into paying customers. Otherwise you are hunting well, but are poor on gathering.
- Is your content interesting, relevant and engaging enough to convince the customer to become interested?
- Does the content on your website compare favorably with what the competition offers clients?
- Does your content and presentation differentiate you from the competition?
- Are you using more than mere product descriptions to fuel the buyers movement in the decision making funnel?
If any of these questions resulted in a no or a maybe, it is time for you to re-assess your content management. After all, given that content is king, it is imperative that your content on the landing page should grab the attention of the prospective buyer, create interest in your products, generate a desire to shop at your store and make him act on this desire and buy!
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