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This isn’t about just slapping together regular-grade copy and pushing it out to the world via your blog, email or social media pages. If you’re going to lead more people down the path to becoming paying customers, you’ll have to convince them with something that’ll make them believe that your offering is worth trying out. Here are eight steps you can take to achieve that:
Understand Your Audience and their Pain Points
Unless you know who your audience is and what they want, you will struggle to get their attention. When you understand their needs and the psychology behind their buying decisions, you’ll be better able to craft messaging that truly speaks to them. If you have this figured out, you’ll find it easier to create content that attracts them to your business.Clearly Define Your Goal
You need to clarify your goal before planning and executing your content marketing strategy. That goal could be to have more visitors come to your website and hang around there longer. It might be getting them to sign up for a webinar, download an e-book, or renew a subscription. Be sure that your aim is something you can understand, measure, track, and realize.Start with an Attention-Grabbing Headline
The first part of your content that readers are likely to see is its headline. And it will either make them eager to view the rest of the material or leave them unimpressed and ready to move on to something else. Try to fashion a headline that immediately grabs your target audience’s attention. It should be something that they can understand at the first go and mirrors a problem that they have (or its solution) in words.Sign up for the Connect Nigeria daily newsletter
Make Your Content Easy to Digest
Your content will do well with readers if they find it easy to understand. Break relatively long articles into smaller pieces with subheadings. Make your audience’s reading experience smoother with shorter paragraphs and sentences. And do all you can to avoid jargon; strive for clarity, and ensure that your written material appeals to as many people in your target market as possible.Write to Stir Up Emotion
Humans aren’t just beings of pure logic. We’re also driven by emotions—perhaps more than we’d care to admit. This is true of the people you’re intending to convert with your content. To draw them closer to your business, try to trigger emotions that’ll make them take actions that you want them to. Depending on what your product is, the right emotion to spark could be a determination to improve their lives, a fear of missing out, or a desire to fix their environment.Aim to Educate and Inform
Don’t start out by pitching your products to your viewers or readers. That’ll make you come off as ‘salesy’. And most people won’t want to engage any further if this happens. Instead, provide information that they’ll value, and educate them with each material you share with them. When you do this, you’ll win their trust, and they’ll be more open to trying out the products you recommend.Use Testimonials
Your content should include testimonials when appropriate. Refer to customers who have used your product or service and are pleased with it. If you can, include their actual words—quotes or video recordings in which they express their satisfaction with what they’ve purchased from you. Testimonials are known to be quite effective at converting people into paying customers. That’s because they trust product reviews from persons who have used that product more than they would the words of its seller.Register to attend the CN Business Mixer
Employ an Effective Call to Action
Your content’s Call to Action (CTA) is where you ask your readers to take the action that you want from them. It’s the point of conversion, and (therefore) typically comes at the end of the content. A good CTA is clear about what action is required of the reader (whether it’s signing up for a newsletter, subscribing for an initial free product trial, or making an actual purchase). It basically makes that action easier to take by providing a button or link that enables them to take the action immediately.Final Words
The web is swimming with almost infinite content, so it’s often a challenge to get seen or heard in the midst of it. But you can rise above the noise and connect with your audience if you work with the right tactics. We’ve shared those steps here. Follow them to create content that’ll set your leads on the path to becoming your customers.Did you find this article useful? Contact us: editor@connectnigeria.com