The main goal of any online marketing strategy is to get more leads for your business. And as a small startup, you can greatly benefit from the brand visibility it affords you. A digital strategy consists of many different components that make it successful as a whole.
First things first, you have to develop a great user-friendly (and preferably mobile-responsive) website that clearly defines all of your products and services. In the digital age, if you’re not online your target audience most likely won’t know you exist – and would be less likely to trust you. Once you have your website up, you need to utilise it to drive people to you. One of the most powerful tools in the digital marketing sphere is content, gated content to be more specific. Gated content consists of conversion assets that provide your potential customers with value in return for their details (which they give to you willingly).
In this blog we look into the different types of conversion assets you can use and how they help you to drive more sales as part of your online marketing strategy.
The types of conversion assets and when to use them
It’s important to understand that different conversion assets are effective at different stages of the buyer journey. Think of this journey in terms of when a lead first becomes aware of your brand, to them realising they need a product like yours, and eventually need to decide whether or not to choose you based on the quality of your offering. When it comes to conversion assets there needs to be a fine balance between providing too much or too little information.
The main forms of assets you can use as part of your online marketing strategy, include: eBooks, whitepapers, case studies, videos, products brochures and any other piece of content you can leverage to gather a lead’s details. These assets can then be assigned to a stage in the buyer journey. The more topical and less product-specific the content, such as eBooks and videos about your target audience’s general needs, the earlier in the journey it’s presented. Content that is more industry in-depth and centred around your product benefits – such as brochures and informative white papers – should be offered towards the end of the journey.
Before you dive right into creating new assets, carry out a content audit. You might find that you have some product brochures, industry research or case studies of work you’ve already done on hand. These can easily be digitised, designed and then put behind a form on your website.
Align conversion assets to help support your online digital marketing
When creating conversion assets, you need to have a clearly defined strategy to help them successfully convert leads. By creating campaigns that run across your offline and online marketing strategy and are supported by the content on your website, you increase your chances of getting attention from your target audience. Your campaigns should be based on the the pain points and needs of your target market and should provide them with valuable insights to address these i.e. convince them to fill in the form and download your asset. The better you know your customers, the more likely they are to find you online. You can get as close as possible to providing them with value by creating a buyer persona – a representation of your ideal customer complete with their unique product needs, supplier concerns and interests.
Use the right assets that align with your business goals
It’s understandable that you’d want to jump in head first and create as many assets as possible to increase your chances of garnering leads, but if you're not 100% certain of your business goals you run the risk of missing the mark. Make sure you have your strategy down first and then start planning campaigns that will guide the assets you create. Your online marketing strategy is organic and will continue to adapt to your target audience’s requirements and the new products or services you provide, so ensure that you continually update and optimise your conversion assets to stay relevant.
Creating assets that resonate with your customers is only one ingredient in the small business marketing mix. Find out what else you need to optimise your chances of success by downloading our SME Marketing Guide http://www.sageonlinetools.co.za/Content/Home/marketing-guide-for-smes.html .