In a world full of Buzzfeed and other content mills, it’s important to stand out from the crowd. Even more importantly, you need to appeal to your ideal buyer and provide a satisfactory experience to them so that they’ll remember you and your business when they need something.
While it’s important to have a good story and engage with your audience, the reality is that, at some point, they’ll hit the back button and choose the next attractive Facebook pitch over your message.
To beat the Buzzfeeds at their own game, you need to stand out from the crowd through superior content that will keep your ideal buyer engaged.
What is direct response copywriting? It’s the art of crafting a compelling message that will compel readers to take a desired action.
While all online marketing is designed to trigger a purchase, direct response copywriting is focused on getting a person to act quickly and without delay. That could be something as straightforward as converting someone into a registered user or supporter of your cause, or it could be as complex as convincing someone to buy a particular product or service.
Let’s take a closer look.
Increased Traffic and Conversion
According to HubSpot Blogs research, ‘top performers’ in terms of lead generation and conversion have a clear focus on crafting compelling content to attract, inspire, and engage their ideal buyer.’
The study, which encompassed over 500 online businesses, including Shopify, Gumroad, Hello Fresh, HP, and many more, found that businesses who utilized direct response copywriting techniques saw an average of 12% lift in traffic and a 35% lift in conversion rates compared to those who used other content marketing methods.
Why is quality content so important to drive traffic and conversion?
As a business owner, you’re often bombarded with content from every direction. From your social media channels to newsletters and emails, there’s always something competing for your attention.
Quality content drives more engagement and builds credibility, which in turn, attracts more leads and customers. When someone encounters a company that they know and trust, they are more likely to be able to navigate their way around the site and make a purchase or sign up. This is especially important if you’re a B2C company (business-to-consumer) as they may not feel the need to be as wary of your marketing ploy as they would if you were a C2C (consumer-to-consumer) business. More people are discovering the benefits of CBD oil for various conditions, which is why many people are finding their way to hemp and cannabis-related websites to learn more.
Higher Click-Through Rates (CTRs)
When a person clicks on a link or opens an embedded item, such as a YouTube video, they’re entering into a very specific transaction with you. As a business owner, you strive for a positive experience for your customers, which is why you want to ensure that every step of the way they feel empowered and comfortable enough to take your business seriously.
You want to make sure that every marketing technique, including SEO (search engine optimization) and paid advertising, is performed in line with the goals and objectives of your business.
Having a high CTR is essential for gaining Google’s trust, and consequently, driving more qualified traffic to your site. Studies have shown that higher click-through rates result in an exponential increase in traffic and business.
Increased Conversions With Subsequent Engagements
When someone comes to your website and makes a purchase without having reached out to you first, that’s called a ‘conversion.’
To maximize your conversions and make the most of your investment in content, it’s important to consider how to keep your audience engaged with new and interesting material.
Crafting compelling content doesn’t end with a single hit piece. You should be expanding your lead generation and conversion efforts to continually attract and engage with your ideal buyer. That way, when they do come back for more, you’ll be ready with more valuable content that they’ll find useful and, hopefully, convert into a purchase or lead.
Reduced Churn
Reducing churn, or the amount of people who cancel their subscriptions or fail to renew, is crucial for businesses. In a world full of content, people are constantly seeing new content published every day, resulting in an endless stream of distractions and information that can easily make your customer experience less valuable.
The good news is that by creating compelling content, you’re increasing the value of your customer experience and making it more likely that they’ll want to stay engaged. Additionally, having a steady stream of engaged customers means you’ll have fewer customers who have dropped off or are about to drop off your list.
Longer Time On Page
According to HubSpot Blogs, top performers in terms of lead generation and conversion were found to have a significant increase in the amount of time their customers spent on their websites. In other words, the longer someone stays on your site and engaged with your content, the more likely they are to make a purchase or take another action, such as subscribing to a newsletter or following a tip or trigger.
While longer visit times can be a result of having high-quality content, it can also be a byproduct of you focusing on creating a good user experience by tailoring your content to appeal to people’s interests and needs. For example, if you’re writing about fitness, your content might include videos of people sharing their workout routines as well as interactive guides that give people instructions on how to do the same.
As a business owner or marketer, your goal should be to build a relationship with your audience, which is why you want to make sure that every aspect of your content – whether it’s written, multimedia, or otherwise – is serving that relationship and purpose.