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.
Gwen North, Lake Rabun Hotel
Related: Sales copywriting 101: Five rules for writing high-converting copy
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.
Jon Schneider, Recruiterie
Related: 9 reasons your sales emails are getting caught in the spam filter (and what to do about it)
You're Not the Hero, the Client Is
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.
Katherine Orton, Chamber Associates
Create Content to Attract Traffic
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.
Kayla Centeno, Markitors
Related: Marketing is your wingman: 6 things salespeople should know about inbound marketing
Take a Risk With Your Subject Line
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.
Layton Cox, Marketing Consultant
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