In an age when customers have more choices, more control, more ways to connect, and more access information, the customer should always be at the center of every marketing effort. However, many marketers have gotten so caught up in the creation of content that they have forgotten how important it is to match marketing content with the customer buying journey and lifecycle.
An American Express 2011 survey found that 75% of customers think they get better service at small businesses, and an overwhelming majority say small local businesses are key to their local economy. The conclusion: at least three-quarters of your customers want that "small business" feeling.
When creating content for your website, the difference of one word can make or break your website conversion. Copywriters see it all the time… a simple tweak of a headline can mean a 500% difference in conversion.
The only real way to know if your content is converting at maximum potential is to continually test your headlines and content. We found a terrific article called Top 10 Ideas for Testing Your Headlines.
In it, you’ll find out the easiest ways to tweak your copy… and increase sales. Here’s an example:
Which of these headlines do you think will work the best?
*Nine out of ten children in Sub-Saharan Africa have HIV
*90% of the children in Sub-Saharan Africa have HIV
*9/10 of the children in Sub-Saharan Africa have HIV
The only way to find out? Test, test, and test again.
