Lead generation is essential to the growth of any business, but you can only benefit from it by converting those leads to sales. In contemporary marketing, content and copies drive lead conversion campaigns for companies.
According to Demand Metric, 90% of companies rely on content marketing strategies to generate leads. With this figure in mind, your company should choose the best writing approach to convert those leads to sales.
This article covers up the best writing practices to boost lead conversion. You will also discover how to make a lead generation campaign work effectively.
⦁ Use clear headlines
The content headline or title determines whether a consumer will engage with your content or abandon it.
According to CopyBlogger, 80% of internet users don’t make it past the headline. This staggering stat means that your headline must convince the remaining 20% of users to read your content.
So, you need to write concise and straightforward headlines for every email or blogpost. Keep your titles short and relevant to the topic. Avoid sensationalized content titles because it affects consumers’ trust in your brand.
To get the most impactful headlines, use tools like CoSchedule’s Headline Analyzer to measure the title’s score.
⦁ Offer value
Your content can lead to conversion if you have a convincing unique value proposition. Companies and young entrepreneurs always make the mistake of discussing their ‘cool factor’ instead of highlighting the value they can offer.
“Hey, we are good at this. Hire us.”
Unfortunately, this is a failing strategy because you don’t know what the consumer needs. Instead of discussing what you are good at, focus on the potential benefits of the cooperation for the client.
In that same manner, fine-tune your content strategy to outperform the competition. Publish only well-researched content with links to authority sources. This strategy builds trust with your audience, increases content traffic, and leads to conversions.
⦁ Identify your audience
As part of your dedication to clients, you should identify their demographics and needs. This is the only way to offer the ultimate value.
Don’t adopt a one-fits-all approach when writing content or copies. Modern consumers crave a personal attachment to brands, and they lean towards businesses that offer that personalized touch.
So, use questionnaires to gather information about your audience. Focus on demographic data, like age, location, and relationship status. With these consumer insights, you can generate a persona to which you can tailor your writing.
⦁ Adopt a conversational style
Gone are the days of formal, robotic-sounding content: consumers find this kind of writing boring. The new era of short attention spans demands engaging and conversational content to decrease the bounce rate on your platforms.
Use questions to maintain that conversational vibe when writing. But don’t ask questions for the sake of it. Direct your leaders towards a particular train of thought and provide an answer immediately.
Even in your email copies, you can easily insert short product-relevant anecdotes to the piece. This strategy reduces the chances of your email ending up in the recycle bin.
⦁ Go straight to the point (and stay there)
Clarity is an essential part of marketing because users don’t have the patience to follow different stories at once.
Don’t ramble about different aspects of the company and other unrelated issues. Pick a topic and focus on it throughout the email. Instead of worrying about the ‘quantity’ of words, prioritize the ‘quality’ delivered in every text line.
Keep it short; keep it simple.
⦁ Use clear CTAs
State the purpose of every content in a clear call-to-action in the end. If you want the reader to “Sign Up” after reading, use a CTA that directs them to perform this action.
Vague CTAs leave consumers thinking: “Okay, but what should I do next?”
As a result, you end up losing leads and decreasing sales. So, emphasize your CTAs with contrasting font weights or colored buttons. This way, they will attract the reader’s attention right away.
⦁ Write error-free content
Imagine sending a pitch in writing to a potential client that contains multiple grammatical errors. That would be an automatic rejection.
Regardless of the target audience and platform, always proofread your content before making it public. Check every fact twice and include links to validate it.
Here are the reasons why error-ridden content is a marketing taboo:
⦁ Content with errors shows your lack of professionalism.
⦁ Grammatical errors confuse the reader.
⦁ False information erodes customer trust.
Therefore, use automated grammar checkers to detect some of these mistakes before sending out your mail or publishing content on your blog.
⦁ Provide a consistent content calendar
According to Yesware, most customers won’t react to your first email. But the more emails you send, the more likely you are to get a response. By this logic, maintaining a consistent content calendar can boost lead conversion.
Besides, social media platforms like Facebook require regular updates to establish a solid consumer base. You can also take advantage of Facebook marketing features to schedule posts and gather user data.
⦁ Don’t forget to follow up on leads
Persistence is the only way to convert your cold leads to hot ones. Sometimes, consumers end the product journey without visiting the product page. Maybe they forgot to complete a purchase, or they simply changed their mind.
So, you need to write follow-up emails to remind them of your existence. However, you should never start the email by telling them to check out your site again. You need to offer them an incentive to give you another shot.
Here are effective lead follow-up techniques to increase conversion:
⦁ Offer freebies or lucrative discounts
⦁ Announce new products
⦁ Send abandoned cart reminders
Applying well-crafted writing strategies can help your business convert leads to sales. But you must use clear messaging to express your intentions. Identify your company’s unique value proposition and prioritize it in the content.
Your marketers should also engage the audience to identify their demographics and interests. Ensure to highlight CTAs in your emails. Use simple language and conversational writing to engage your audience.
Which other writing practices does your company use to connect with its audience? Mention them in the comments.
Amanda Dudley is a part-time academic writer at a college essay writing service. She is a qualified academic instructor with a Ph.D. from Stanford. Nowadays, she works with graduates and undergraduates, providing academic assistance with History-related courses.