Being noticed is great, but if a potential customer finds your business through your content marketing campaign and doesn’t buy what you’re selling or start following your site, you’ve got a problem.
Increasing awareness without having an effective conversion plan in place is pointless, but very few marketers realize this. Instead, they think they can flood the marketplace with their brand, draw customers to their site and pat themselves on the back.
The only way to actually have a successful content marketing campaign is to measure a significant rise in ROI, whether it’s through increased sales, social media followers or blog subscribers. This may seem like a tricky, and expensive, process, but it’s actually a lot easier than you think.
Reach refers to how many people have access to your content. Before launching your content marketing campaign, it’s important to have a baseline of followers for your blog, website and social media pages. After you launch your campaign, check these numbers regularly so you can see exactly how many followers you add at each stage.
It’s also crucial to check how people are accessing your content. If your campaign makes a big push for your new tablet-friendly website but the majority of your readers are accessing your content through their laptops, either your campaign isn’t as effective as it could be or you targeted the wrong audience.
Getting potential customers to your site is only part of the battle. Interesting them enough to read through your content and purchase your product is the real challenge in any content marketing strategy.
You can use analytics tools to measure stats like bounce rates, headline impressions and overall time on the site. This helps you determine what visitors think of your website and what content is most popular. Using this knowledge, you can develop a stronger content marketing strategy for your next campaign targeted to what your followers want.
Ok, so this isn’t technically a word, but you get the idea. Crafting compelling content is great, but not giving your followers the ability to share your posts on social media is like curling your hair and immediately taking a shower. Why would you do all that work and not show it off?
Share your posts on your social media pages and encourage your followers to do the same. You can even take advantage of the social media share icons that let readers post your content to their followers without even having to leave the page. They will have to make minimal effort and you can keep them on your site longer.
Creating a dynamite content marketing strategy is a lot of work, but it’s not all you have to do if you want it to be a success. Take the time establish a measurement system for conversion rates so that you can actually see what you’re getting back for your efforts. This will help you in the long-term because you can learn from your mistakes and focus on what your customers really want in future campaigns.
Taylon is the editor of Bikini Marketing and a digital content writer at Idea Grove. When she’s not baking or playing with her puppy, she’s writing blog posts, shooting videos or sharing on social media for Bikini Marketing. At Idea Grove, she’s responsible for CRO content, including CTAs, landing pages and email newsletters. Follow her on Twitter or Google Plus.