WordPress and marketing are a powerful combination for online business promotion. Together, they make up an effective strategy that’s easy to implement, even to new entrepreneurs. When done right, sending engaging content to potential customers out there (and the existing ones, too) leads to 6x higher conversion rates and a 19.7% year-over-year growth in unique site traffic. In short, this type of digital marketing strategy leads to better lead generation results, higher lead conversion rates, and higher sales output for businesses.
We’ve discussed in our previous article the five biggest reasons why you should learn WordPress and marketing. In this post, we’re going to delve deeper into the benefits of implementing a good content marketing strategy and how it has helped businesses grow. We’re also going to discuss tips in running this strategy and how to enhance your results. So let’s get right into it.
Five Proven Benefits of WordPress and Marketing
1. It helps businesses drive sales growth
As mentioned above, using WordPress and marketing leads to an increase in leads generated by the business, better chances of conversion (leads making their first purchases, thus, becoming customers), and overall, results in an increase in sales.
There are various ways to explain how this happens. But the common route that most customers take is this:
- The customer looks for answers online and the search results come up.
(e.g. they type in “best shampoo for dogs” and a list of links that contain content about the best shampoo for dogs come up in the search engine results page or SERP)
- The customer clicks on a link with a catchy title. It then leads them to the website of a company.
(e.g. the customer may click on a link with the title “top 10 best shampoos for dogs” over “can you use human shampoo on dogs” as the former may be more relevant to the customer’s question)
- The customer will then browse the website for answers and they are then led to a Call-to-Action (CTA) button.
(After the customer reads the blog containing information about the top 10 shampoos for dogs, the blog’s CTA button may lead the customer to make their first purchase.
CTA buttons can lead to different landing pages depending on the goal of the company. Aside from making a purchase, it can lead them to sign up for a newsletter, create an account, download a catalog, book a demo, or check other websites.)
- The customer then clicks on the CTA button, and is led to a landing page where they make their first purchase.
When the purchase is validated, the transaction is then complete. This becomes part of the sales output of the company for that month.
2. It helps build relationships with customers
Regularly sending out content that is relevant to the public helps establish authority and credibility on the part of the brand. When the brand is credible, it makes it easier for customers to trust the brand and makes it easier for the brand to build relationships with potential customers.
In short, content builds trust and trust builds relationships. When the brand’s relationship with its customers is good, chances for repeat purchase are high— a strategy that heavily contributes to sales success. In fact, according to estimates, around 80% of a company’s sales output can be attributed to repeat purchases.
More than that, when customers are loyal, they are also highly likely to refer your business to friends and family. And when they do this, generating leads becomes an effortless task for the business.
3. It reduces marketing-related costs
Running a content marketing strategy using WordPress may lead to a decrease in costs as they are 62% cheaper than traditional marketing. While native or traditional advertising, such as paid ads on social media or webpages, may sometimes be effective for some businesses, they are costly and may not be effective in generating leads compared to content marketing.
Content marketing also leads to improved brand awareness and customer retention as top-notch content generally makes it easier for leads and customers to respond positively to the brand’s messages and engage with the business. Moreover, WordPress in particular is free to use. Its paid version is also comparatively cheaper than other content management systems.
4. It helps businesses connect to leads and customers with varied preferences
There are several ways for you to convey your brand message to website visitors. You can do this via written text, videos, audio recordings, infographics, or a combination of these. The reason why this is critical is that potential and existing customers may have different preferences when it comes to content. Some prefer watching videos, while others prefer just plain reading.
When targeting a specific generation, take note of the following:
- Baby Boomers – Consumers from this group prefer desktops over mobile phones. They are also most active between 5 am and noon. Members from this age group like reading over watching videos.
- Generation X – Prefer desktop and laptops and are most active in the evening, between 8 pm to midnight.
- Millennials / Generation Y – Prefer mobile phones and are active in the evening.
- Generation Z – Prefers smartphones over anything else. Marketers should also use video to connect to audiences from this age group.
Regardless of the age group, marketers should also note that the average attention span of a person has now dropped to 8 seconds. This means written content should be short, straightforward, and concise. According to studies, all age groups prefer articles written with approximately 300 words, although recent trends show that there is an acceptance of longer, more in-depth content, especially when dealing with important subject matters such as health, business, and policies.
5. It helps your sales team too
Content marketing, when done right, can help businesses equip their potential customers with the correct information before engaging with their sales team. This accelerates the sales process— customers are left to ask questions that weren’t addressed by the brand’s content. So the next time a potential customer comes up, the business’s sales team won’t have to be bombarded with boring, repetitive questions.
Content marketing can be fully automated, too. Tools such as Marketo, Eloqua, Customer.io, Constant Contact, or HubSpot let sales teams send content on schedule using the software. They also let them track engagements and generate analytics using the software in just a few clicks.
Tips in Running a Content Marketing Strategy
When using WordPress and marketing, take note of these tips:
- Put your best content forward – Write well-researched articles concisely. Include all the materials needed to make the content the best out there. Remember, you’re competing against 7.5 million blog posts a day.
- Assess and evaluate – Just like everything else, a strategy needs to be assessed and evaluated. Actions that lead to good results need to be repeated. Eliminate those that didn’t.
- Repurpose content – Repurposing content is all about efficiency. Maximize your efforts by reusing content that you’ve published before and producing it in different formats.
- Experiment – Don’t be afraid to try new things. Do things that others haven’t tried before.
- Find ways to improve – There is beauty in perfection. Learn from the work of other people.
Learn more about WordPress and marketing
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