Do you want to be effective at selling your product online? Understand your One Reader’s buying behavior and reduce friction in your funnel. Build a community through digital channels with converting content and promote your product all the time while providing value. You can optimize your funnel for audience and revenue growth.
Increase your conversion rate by starting with social media posts that drive traffic to your blog posts. Exchange a lead magnet (and/or offer a discount) for your One Reader’s emails. And then send your audience offers segmented by their interest. Watch your sales grow.
The key is Dr. Cialdini’s first principle of persuasion, the rule of reciprocity, a classic lead-generating technique. Providing cumulative value will:
Because humans naturally feel obligated to give back when there’s nothing expected in exchange for that favor. After reading this blog post you’ll be able to:
Dr. Robert Cialdini’s Influence: The Psychology of Persuasion outlines the “reciprocity principle” as people feel obliged to return favors when there’s nothing expected in exchange for that favor.
Create converting content with that rule in mind, and you’ll attract the right traffic as your audience comes through your funnel. Establishing trust online can be tricky, but using the first principle of persuasion creates a positive experience because of the value you provide. A simple gesture can go a long way, especially when it demonstrates your authority.
Keep your One Reader engaged with content that solves their pain point and improves their experience. If the experience is memorable, the prospect will purchase from you when the time is right. Doing a good deed without expecting a favor in return is content marketing.
With all the data-driven approaches to everything in life, marketers overlook that their One Reader is a human being. Show your target audience they’re more than a potential revenue source by offering a reward before you ask them to purchase.
Copyhackers is a real-life example of Cialdini’s first principle. The website offers a robust amount of free content including articles, videos, and resources about conversion copywriting. Because they provide so much insightful content, they have no problem selling their courses and bringing in qualified leads to convert into clients.
A good deed can influence behavior and establish a long-term relationship with your One Reader converting them into brand loyalists. Create informative content that gives readers tips, advice, and suggestions with plenty of examples. Carefully curated and crafted content bolsters your credibility in your industry. So keep people returning for more content and they will buy your product.
Marketers who prioritize blogging are 13X more likely to see positive ROI. Base your converting content funnel around the most common problems your One Reader has. Increase your conversions by building trust with your audience through your authority.
Stand out in your industry with valuable content that grabs your audience’s attention and interest. Keep them engaged by speaking to their desires and call to them action by asking for their email address.
Once you have their email address, your One Reader becomes a valuable lead in your conversion funnel. It’s vital to offer something personalized that provides value without coming off as you’re trying to sell your product. Instead, offer something of value first and then tap into their emotions by telling a story.
Your offer is directly related to your One Reader’s finishing stage of awareness for the blog post. Provide the next logical step.
Offer a solution for your One Reader’s problem on social media. Optimize your offer by adding bonuses and making the delivery process friction-free. Reduce their risk and fulfill your promise by having a result they can measure. Think about:
According to OptinMonster, “businesses have lost $756 billion in a year because of poor eCommerce personalization.”
Join the conversation your One Reader is having in their head. Move them from their starting stage of awareness to the next. Personalize the converting content by directly addressing their objections to your:
Move them from maybe to yes by providing value.
Enhancing the value of your offer builds trust and establishes your expertise in your industry. If most of your content is educational, informative, and related to solving your reader’s problems, they’ll be ready to buy when you are selling something related to your expertise. According to Single Grain, the average customer engages with 3-5 pieces of content before talking to a sales rep.
For example, Backlinko’s Brian Dean offers the complete guide for free but offers a downloadable option in exchange for your email. (Take a look at his backlinks guide).
According to Harvard University professor Gerald Zaltman, “9 of 10 consumer purchases are driven by emotion.”
Use the six emotional states to sell with your content. They are:
Empathize the emotions that’ll appeal to your One Reader, and their interest will turn into desire. Make the connection by knowing precisely what your audience needs and showing how your product solves it.
Integrate real-life stories that your One Reader can relate to in your converting content. Use metaphors, anecdotes, and analogies. Use the StoryBrand formula if you need a structure to follow.
Converting content helps consumers make decisions, no matter what stage of their journey they are in. A compelling story engages your relevant audience, making them receptive to each stage of your content conversion funnel.
The Hubspot research found that 79% of marketers believe in the effectiveness of content marketing, but only 6% know how to use it effectively. Create converting content with Cialdini’s first classic principle of persuasion and a solid offer. There are 3 components of your conversion funnel: top, middle, and bottom. You can use the classic copywriting formula, AIDA, to create a high converting sales funnel.
Getting your One Reader’s attention will generate traffic/brand awareness at the top of your funnel. Providing a huge chunk of value specific to your One Reader will hold their interest; a lead magnet will speak to their desires. At the bottom of your funnel is your offer.
Align your content strategy with your sales funnel to increase your conversion rate. An example of a content conversion funnel is a social media post that drives traffic to your blog posts and asks them to download a lead magnet to get a series of emails that’ll lead to a landing page. The best thing about email is that you can automate it with detailed targeting.
Example of an email series:
At the start of the customer journey, figure out what they need and speak to it directly. Put yourself in your One Reader’s shoes and keep in mind they:
For example, use a social media post about a new “How-to” guide at the top of your conversion funnel because it generates attention and interest. The blog post provides value transitions their interest into desire. Offering the “How-to” guide as a lead magnet converts the desire into action as you exchange their email address.
Stage one of your funnel is the awareness stage. Find out where your audience hangs out, and then find out what converting content will attract their attention. For most companies, this is on social media or SEO. It’s challenging to stand out when over 4.4 billion active Internet users create over 4 million blog posts every day on WordPress alone.
Get in the habit of sharing your converting content on social media platforms and engaging with your audience.
Social media is the quickest, surest way of getting prospects and customers to engage and eventually become brand evangelists (Twitter, LinkedIn, and just word-of-mouth marketing).
For most companies driving traffic to their blog starts with social media/SEO. Build your converting content around keywords.
Create a social media post that transitions your One Reader’s attention into interest. Attribute a specific goal to each social media post.
As your One Reader enters the interest stage, a skilled content writer/copywriter will be able to blend educational and entertaining content. In this stage, the visitor becomes a lead. Create a blog post with a lead magnet.
Bridge your audience to the value of your product with content that aligns with the consideration stage of their buyer’s journey. Solution-focused content pushes the One Reader to the next step in your funnel. Blog posts that show your audience how to solve their real-life experiences using your product can help convince visitors to buy from you. Blogs are the 5th most trusted source of information.
Blog posts can help double or even triple your conversation rate. Establishing a detailed blog that helps answer users’ ongoing questions is the key to keeping them engaged and building more trust. HubSpot found:
Use BuzzSumo to find top-performing content in your industry and create a post with more value than your competitors. Use Moz to find out which blog content performs best on their website regarding backlinks, organic traffic, and social shares.
To make your converting content more reader-friendly:
Turn your best-performing blog posts into an infographic highlighting the main points.
Bottom-of-funnel content relates directly to your core offerings. Measuring micro-conversion like social media shares, views, and downloads reveals what content your One Reader likes. But the most critical metric is your conversion rate. You’ll have much more success if you offer your buyer a freebie along the way.
Offer a lead magnet that showcases the benefits of your product. The highest converting lead magnets are:
Refine your lead magnet so its value is unique to your audience. It must attract qualified leads by solving an ultra-specific problem with a solution they’ll receive within 5 minutes of opting in. Deliver on your promise with your blog post, and your visitor is likely to move to the next stage.
Demonstrate your expertise with a more in-depth lead magnet. Creating a lead magnet that speaks to your “One Desire” can connect the benefits of exchanging their email address for it. Focus on creating instant gratification for your One Reader to get their desired result.
HubSpot’s e-books continually get thousands of shares because of their value. Informative lead magnets have the following characteristics:
Although it is free, make it the highest quality. You can repurpose your highest-converting into a lead magnet.
For example, let your audience know you have a comprehensive ebook that breaks down more about (your blog topic). Shift them from a visitor to lead so they become customers. Get their contact information by calling your One Reader to action.
Be smart and tailor the call to action to your One Reader. Tell your one Reader what specific action to take next, so they enter the next stage of your sales funnel. Smart CTA’s convert 202% higher than other CTAs, so don’t use generic messaging. Use power words and words that convey emotions.
Using words like “submit” in CTAs decreases conversions by 3%. Personalized call to actions speak to your One Reader by connecting them to your free One Offer (lead magnet). Examples of calls to action:
Once your One Reader has exchanged their email address for your lead magnet, your content conversion funnel will pass the baton to a drip campaign.
Nurture your leads with emails to drive your One Reader to a landing page, product page, etc. Customized your lead nurturing drip campaign with personalized emails mapped to engage your One Reader to buy your product. With your lead in your pipeline, prime them with relevant content like details about the benefits of using your solution.
Continue to build the relationship with your One Reader with a series of emails that work to persuade them into a sale. Each email should increase the value of your “One Offer” by sending the right messaging at the right time. A must is adding value through information, so the One Reader can decide to purchase.
Build credibility with useful emails that address objections with proof of how your solution will help them achieve their desired results. Segment your drip campaign based on what lead magnet they downloaded. Measure what emails do the best to get higher converting drip campaigns.
The content conversion funnel moves your One Reader throughout your funnel by providing educational, actionable, and entertaining content until they are ready to purchase. Everyone’s conversion funnel looks different because their One Reader, One Promise, One Big Idea, and One Offer are all based on their product.
To define your conversion funnel:
Your content should connect your One Reader’s pain point to your solution by providing helpful information without expecting anything in return.