In the simplest sense, making a sale is reliant on three factors. First is getting a potential customer to the point of sale. What happens when they get there is the second. The third factor, which is often overlooked, is reaching an audience that is actually motivated to make a purchase. For example. if a restaurant attracts no diners, it’s an issue. But if a restaurant manages to get 100 customers to the door, but 99% of them have already eaten, it’s just as significant a problem.
High levels of traffic and sales point optimization are of no use when the audience is not on the market for the specific product or service a business is offering. So, first and foremost, to increase conversion rate, it’s necessary to ensure that content reaches the right audience at the right time, either through in-house or partner-published content.
Higher Chance of Attracting Loyal Customers
Where third-party reviews are concerned, content should inform and be designed to incentivize action by making the prospect of purchasing attractive. Informed users are better customers because once they fully learn about a product or service, they can truly understand its intended purpose.
Suppose a lead progresses through the sales funnel to download a free trial for a video editing software, only to discover it doesn’t offer the desired editing features. In that case, they’ll likely discontinue their subscription. Meanwhile, if they’re informed about the services’ features beforehand (which meets their requirements), they have a higher chance to sign up and stick with it. This is how informed consumers are more likely to become loyal over time.
Target Interested Consumers Over Non-Believers
A third-party endorsement is always more trusted. This applies to the reputation of brands and businesses in the same way as individuals in social settings. An endorsement from a peer is far more reliable than a self-proclaimed one.
Unbiased reviews delivered by experts are extremely valuable in instilling trust and authority. Most often, this level of authority and quality of content cannot be achieved through in-house content teams. Partnership-coordinated content offers the opportunity for organizations to have content created by an extensive team of collaborating experts (Writers, Editors, SEM Specialists, etc.).
Outsourcing content to media outlets like Best Reviews offers brands high-quality traffic. This traffic is embodied by an audience built over a decade through publishing top-quality written and video content in the form of reviews, blog articles, newsletters, guides, and more.
Incentivizing Action With an Optimized Delivery
The combination of content to best promote a brand is based on various factors, such as the intended audience, budget, and nature of the product or service itself. For example, when Best Reviews considers the prospect of targeting an audience interested in video editing software, it’s clear that video content is the most appropriate means of communication.
Once in front of the target audience, content should incorporate tried and tested calls-to-action through optimized landing pages, helping make the visitor’s journey through the sales funnel smooth and inviting. This is possible by running a consistent analysis of the content’s performance that allow for informed content decisions. A long-term collaborative relationship between Best Reviews and its partners is also instrumental in improving that performance. For instance, a media outlet may understand how to design content with the appropriate keywords and industry-specific language, but the partner’s Marketing Manager can help significantly by offering a deep insight into the company’s unique customer base.
Increasing conversion rates is the holy grail for every sales team, marketer, and advertiser. Before considering techniques intended to make a purchase simple and seamless, such as landing page optimization, businesses would be wise to consider the fundamental influencing factors in the first place, such as publishing content that targets motivated consumer groups.