As technology becomes increasingly integrated into our everyday lives, marketing efforts have shifted accordingly.
Marketing through the digital medium is highly effective, but the barrier to entry is lower than ever. This results in a space filled with heavy competition from other brands and a lot of noise that you have to battle if you are going to capture the attention of your customers.
Regardless of whether you are communicating via email marketing, social media, or digital ads, there are always ways to improve your messaging. To learn how to do just that, we sat down with 11 digital marketing professionals and collected their best tips on how to amplify your messaging and maximize your conversions!
Make the Benefit Clear
In your copy, make sure you describe what the benefit will be for your customer if they purchase from you so that they feel comfortable and certain with their decision. For example, if you are selling an experience, describe how the trip will make them feel refreshed and reinvigorated, ready to return home with new energy. For most goods, explain how that product will make their life better or easier. If you can tell them what’s in it for them, the easier it will be to turn their leads into conversion.
Include a Credible Subject Line From a Trustworthy Email Address
When creating a mass email campaign, stop to consider all the barriers to opening an email in the first place. People tend to avoid emails with spammy subject lines and questionable email addresses. As you set up your campaign, test your subject lines with small groups or ask your coworkers in other departments for their feedback. Choose an email address that is professional and checked frequently as the source of your campaign. These two tips will make you more credible and trustworthy, leading to higher conversion rates.
Leads don’t necessarily care about you, they care about how your business is going to be the right solution to their wants or needs. When presenting copy in an email campaign, blog post, or a landing page, it’s important to build a strong narrative rather than just a sales pitch. Your storytelling must genuinely convince someone that he or she needs your product or service to make their lives better. In the story of marketing, you’re not the hero, the client is.
Content marketing is not a passing trend, it is something that has proven to be successful to the businesses that utilize this technique. Creating engaging content that attracts quality users to your site, who are likely to be interested in your products and services, is a sure way to get those people to convert. When creating content, don’t forget to add links to product pages or a call to action at the end to turn those blog readers into paying customers.
The subject line is the first thing any email campaign is judged by in the eyes of the consumer. If your subject line is boring, uninformative, or just too long, you lose. Take a risk, make a joke, use emojis, do something no one else is doing and you’ll get views no one else is getting.
Be sincere and acknowledge certain limitations of the method you’re using. For example, mass emails will always get a feeling of mass-produced goods. Cheap, copy-paste, made without much love. Rather than trying to cover that and make it look like you’ve “handwritten” each of the messages, be sincere and get to the point without trying to fool your recipients. Acknowledging these limitations and not making your customers feel like dummies can take you far in the marketing game.
I’ve found the more personal you are with your outreach, the better you can expect your conversions to be. It may be more time consuming, but that extra effort goes a long way, especially compared to the endless amount of spammy or mass-written emails marketing professionals have to sift through every day.
The best way to increase conversions is to look at the data and see what your areas of improvement are. If it’s open rate, for example, focus on pithy, curious or even quirky subjects lines to spark interest. If it’s conversion rate, make sure the CTAs on your landing page are visible, compelling, and consistent. And always remember, you are solving a problem for your customer, not talking about yourself. Focus on solutions, not accolades.
Increasing conversions is always a trial process as to what works best. Sometimes with email campaigns it is the time of day or day of the week the email is sent, as well as the subject line. Also, be sure that the call to action is in the center of the email and right at the top so the reader can click without reading through the bottom of it. You may have to A/B test emails to see which headline works best, as well as which day and time it was sent on that gives you the best conversion rates.
Storytelling is hugely powerful. If the medium and the format of the communication is conducive to providing a relatable narrative, then there is a better chance that the audience will pay attention and engage more deeply with the message. Good, positive storytelling causes someone to think back on similar situations in their own lives, creating a powerful connection in the person’s mind. Wrapping a marketing message in a good story makes it more “sticky”—and more effective.
The best marketing communication comes from listening to exactly what your clients have said, in their own language. An investment of time listening to prospect challenges pays wonderful dividends for months and years to come. I have observed when prospects hear their own language in communication, conversion cycles (especially for more complex sales processes) are drastically reduced. Effective marketing communication creates a deeper connection to your prospects wants and needs.