Knowing who your potential visitors are is a given in any marketing process and unless you address what interests them most you are going to get nowhere fast. Evaluating and tactically inserting your input is the best way to find out if you are effectively reaching your ideal audience. What follows is a list of to-dos that will show you how to best approach creating your material and where to place it in order to maximise the potential for conversions.
1. Create Consumer Personas
Establishing one or several lead actors to represent a certain type of visitor means collating where they live, their age group, motivation, brand likes and dislikes, and preferred means of communication. Give them a name or a face and then add any available data about their preferences such as discount-over-offers or price-over-speedy-delivery, and so on. Comparing keyword research, Facebook insights, and other in-built social media analytics will also give you more info to bulk up your persona's character. Knowing what type of visitor you are interested in attracting is the first optimising step to take in making the most of your conversion-driven substance. It’s also very useful to build a ‘negative’ persona in order to avoid trying to attract visitors that are never going to embrace the brand or the product, thus saving both time and money.
2. Create persona-based Content
Now that you have your very own cast of characters, you can produce material that has a much higher chance of appealing to the diverse groups they represent and will seriously reduce the time it takes to find relevant subject matter, video topics, AR or VR material, trends, and hot issues. Inevitably, a brand will attract a larger proportion of one of your personas because they represent a core customer base but having a wide choice of possible customer profiles at hand is important when searching for new business or when adapting to new developments and avoiding dodgy brand-associations.
3. Map your visitor’s journey
Once you have a clearer understanding of what is most likely to appeal to your ‘ideal’ visitor, the next step is to trace which corners of your site they have visited and, even more importantly, where they lingered the longest. Was it the blog on how to get-rich-quick or was it the video on a particular investment opportunity. Did they look at your info-graphs and how many headers under your main menu did they click? Knowing where they have been shows you how to better place related items where they can be found faster!
4. Strategise your content
By categorising your subject matter into ‘very popular piece’, ‘useful piece’ and ‘converting piece’ and placing it conspicuously at strategic locations on the website creates a hook that will keep them interested throughout. A ‘converting piece’ located on a website’s front page will engage them enough to lead them to your purposefully placed ‘very popular’ material before they are purposely led to another ‘converting piece’ with call-to-action buttons.
5. Audit scoring and Spring cleaning
Before you can spring clean your material stocks, you are best served by creating and using a scoring audit in order to really examine what you have out there. A list or any user-friendly visual of all your available material including videos and various sharing platforms should show an estimate of ‘value’ next to each element. An audit lays the foundation for establishing a model for your ‘very popular’, ‘useful piece’ and ‘converting piece’. It will also show you the duds, the low activity pages and which pieces are ready to be archived but not deleted. An audit should also take into account any proposed changes of strategy or the introduction of any new software which might in fact alter poorly performing material into an asset or vice versa.
Marketing campaigns differ in focus and intent, but each must have, in its own right, a coordinated network of strong storytelling elements. If one of these is a little weak or ill placed, it might not bring the narrative to a halt, but it could deter potential customers from investigating further.