Client Login

Contact

Backstage Digital – Top Digital Marketing Agency in Texas

Category: Content Marketing

Posted on

Creating Compelling Content That Converts

Creating Compelling Content That Converts

When I first started helping brands grow online, I realized quickly that there’s a huge difference between content that fills space and content that actually works. At Backstage Digital Agency, we don’t just write fluff, we create purpose-driven content that aligns with your audience, your message, and your goals.

In this guide, I’ll show you how to write content that converts by focusing on your audience, integrating SEO, and using clear calls to action. This resource is built to give both new and experienced marketers practical insights and a proven strategy they can put into action right away.

 

Understanding the Role of Content in Conversion

When I first started crafting marketing strategies, I quickly learned that good content is more than informative, it’s persuasive. The role of content in any conversion strategy is simple: guide your reader to take action. That could mean signing up for a newsletter, requesting a consultation, or purchasing a product.

 

But what makes that happen? It’s the combination of:

 

  1. Clear messaging
  2. Value-driven storytelling
  3. A deep understanding of who the reader is
  4. Strategic call-to-action placement
  5. Emotional and logical appeal

At our agency, we focus on creating conversion-driven content that not only educates but motivates.

 

Knowing Your Audience

Before I write a single sentence, I always ask: “Who am I talking to?” Because if I don’t know the audience, I can’t connect with them. For instance, if I’m writing to a time-strapped small business owner, I know they need clarity and quick wins, not a 20-page report.

 

To truly reach and convert your audience, you need to:

  • Create detailed buyer personas
  • Understand their pain points and motivations
  • Know where they are in the buyer journey
  • Align your language and tone to their expectations

Audience targeting isn’t just about demographics it’s about speaking your reader’s language and answering their unspoken questions. This is how trust and relevance are built.

 

Mastering the Art of Storytelling

One of the most powerful tools in a marketer’s toolbox is storytelling. Facts tell. Stories sell. I’ve seen even the most skeptical readers lean in when a story reflects their own struggle.

 

Here’s how I approach storytelling in content:

  • Start with a hook – something that immediately connects or surprises.
  • Identify a problem the audience is facing.
  • Introduce the solution your product, service, or idea.
  • Show transformation through examples, testimonials, or case studies.

When you frame your message as a story, it sticks. Readers can picture themselves in the situation and feel compelled to take action.

 

Choosing the Right Content Formats

Not every message belongs in a blog post. Sometimes a video, infographic, or case study performs better. One of the most important things I’ve learned is to choose the content format based on the audience and the intent.

 

Here are some formats I use regularly:

  • Blog posts (like this one) for thought leadership and organic traffic
  • Landing pages for focused conversion
  • Emails for nurturing leads
  • Whitepapers and guides for in-depth education
  • Social media posts for engagement and visibility

By diversifying content formats, I make sure the message reaches people in the way they’re most likely to receive and act on it.

 

Using Call-to-Action Strategies That Work

Let’s be honest, a weak call to action (CTA) can ruin great content. I always build my CTAs to guide the reader with clarity and confidence.

 

Here’s what I’ve found works best:

  • Use action-oriented language (e.g., Start your free trial, Get your custom plan)
  • Create urgency when appropriate (Limited slots available)
  • Make the CTA relevant to the content topic
  • Test CTA placement sometimes the right spot is halfway through, not just at the end

I’ve seen significant performance improvements just by changing how and where I place CTAs. It’s all about meeting the reader at the right moment with the right message.

 

Integrating SEO Without Losing the Message

Too many times, I’ve seen content written for search engines but not for people. That’s a big mistake. My approach is always human-first, SEO-smart. Remember, people don’t search for keywords—they search for solutions. That’s why SEO should never come at the expense of clarity.

 

Here’s how I integrate SEO:

  • Start with intent-based keywords, like “how to write content that drives conversions”
  • Use headings to structure content clearly
  • Write compelling meta titles and descriptions that entice clicks
  • Internally link to relevant services (like our content marketing services)
  • Avoid keyword stuffing use natural variations and focus on clarity

When SEO is done right, your content ranks well and connects with the reader.

 

Aligning Content With Business Goals

Every piece of content I create is built around a core business objective because without a clear purpose, even the most well-written content can fall flat. Before I put pen to paper (or fingers to keyboard), I ask myself: What is this content meant to achieve? That single question shapes everything that follows.

For example, if the goal is driving leads, I focus on persuasive messaging, strong calls to action, and clear value propositions that guide the reader toward conversion. If the goal is educating customers, I dive deep into explaining concepts, offering step-by-step guidance, and providing real value that builds trust and positions the brand as an authority.

 

When it comes to increasing brand awareness, I prioritize storytelling, voice consistency, and shareable formats that resonate emotionally and expand reach. For content aimed at supporting the sales team, I create assets like case studies, product comparisons, and objection-handling guides that can be used throughout the sales funnel. And if the objective is client retention, I focus on helpful resources, success stories, and nurturing content that keeps your brand top-of-mind and builds long-term loyalty.

By always starting with the end in mind, I’m able to reverse-engineer the structure, tone, format, and CTA of the content. This ensures every word serves a specific function and contributes directly to a larger business outcome. That’s the difference between content that just exists and content that performs.

I know it’s tempting to create content just because it sounds good—but if it’s not tied to a business goal, it’ll only collect digital dust.

 

Measuring and Optimizing for Better Conversions

Once content is published, the work isn’t over. I constantly measure content performance to learn what works and what needs to improve.

 

Key metrics I monitor:

  • Bounce rate
  • Time on page
  • Scroll depth
  • Conversion rate
  • Engagement (shares, comments, replies)

With tools like heat maps and user recordings, I can see exactly where users drop off or engage and make smart improvements over time.

 

Common Mistakes to Avoid

I’ve made every one of these mistakes myself—and occasionally still do. The key is being willing to step back, analyze what went wrong, and make the pivot. Some of the most common content marketing pitfalls include:

  • Writing without a clear goal
  • Ignoring the reader’s journey
  • Using weak or generic CTAs
  • Overlooking the power of visual content
  • Forgetting internal links to relevant services
  • Focusing only on keywords, not on substance

Avoiding these will save you time, budget, and lost leads.

 

Final Thoughts

At the end of the day, content is about people—connecting, helping, and building trust. The conversions are just the proof that you did it right.

At Backstage Digital Agency, that’s exactly what we offer through our content marketing services: results-driven, business-aligned content that does drives results.

 

If you’re ready to build content that works harder for your business, contact us today. I’m here to help.

Let me know if you’d like to hyperlink contact us or connect it to a specific form/page.

 

FAQs

Q1. What is conversion-driven content?
Conversion-driven content is designed to motivate readers to take specific action, such as making a purchase, signing up, or booking a service. It blends storytelling, value, SEO, and persuasive CTAs.

Q2. How do I create a strong call-to-action?
Use action-based language, align the CTA with your audience’s intent, place it strategically, and create a sense of urgency or value.

Q3. Can SEO and storytelling work together?
Absolutely. When done right, SEO helps your content get discovered, while storytelling ensures your message resonates with readers and drives engagement.

Q4. Why isn’t my content converting?
Common reasons include lack of clear audience targeting, poor CTA placement, irrelevant content format, or misaligned messaging with business goals.

Q5. What types of content are best for conversions?
Landing pages, blog posts with strategic CTAs, case studies, and well-segmented email campaigns are some of the highest-converting content formats I use.

Get Help Today

Nemo enim ipsam voluptatem quia voluptas lorem aspernatur aut odit aut fugit sed quia.






    Latest Blog

    Subscribe to our newsletter

    Posted on

    The Ultimate Guide to creating Content that Engages and Satisfies your Customers

    creating Content

    When it comes to creating content that engages, it all comes down to your audience. Understanding the problems, pain points and needs of your target personas will help your business build engaging content that converts. 

    creating Content

    Creating content takes time, resources, and a strategic approach. Did you know that 81% of marketers view content as a core business strategy? (CMI)

    Competing online takes a strategic content strategy approach across all marketing channels. 

    Build Engaging Content for Your Website

    Your website serves as the “nucleus” for your business. Every marketing channel drives back to your website and ensuring that your content not only engages your visitors but pulls them through the site to convert is the difference between you and your competition. 

    What Does Engaging Website Content Look Like?

    There are several types of website content that not only engage your visitors but can convert them into paying customers. We have included some of our favorites:

    • FAQs – 9 times out of 10 you are answering different questions for your clients and potential customers. Take those questions, write out the answers and put together an FAQ page on your website. Building the FAQ dynamically also engages your visitor to continue through each FAQ.
    • Downloadable Content – Looking for ways to offer value to your website visitors. Creating e-books, case studies, check lists and more is a great way to engage potential clients on your website. Not only are you establishing trust within your industry, but you can utilize these content types for lead generation campaigns.
    • Webinars & Podcasts – Have something to say? Create webinars or podcasts that your website visitors can enjoy at their own time. This type of content is engaging but also great for use across other marketing channels as well. 
    • Blogs – The blog on your website is an integral part of your content strategy. The blog drives SEO efforts, email marketing efforts, content marketing efforts and so much more. Creating consistent blog content on your site should be a priority in 2023. 

    Create Consistent & Engaging Content for Social Media

    Did you know that video was the primary form of content being created in 2022, followed by blogs and images? (Hubspot)

    Rightly so, as we saw the surge in short-form video content on TikTok, Instagram, Facebook and YouTube over the last 12 months. Video is one of the most engaging forms of content you can create for your business. These can be promoted on many different channels to build a cohesive online presence. 

    We know video is important on social media marketing, but what other types of content are engaging? It always comes down to what your audience is craving, and this will change based on every business. However, we have listed some of our favorites below:

    • Slider / Carousel Content – We live in the age of “swiping” and carousel content on social media is extremely engaging. Offering valuable content within each graphic can help you stand out on social media. 
    • Polls – Including polls and questions on social media will not only engage your audience but help you gather market research from your followers. Utilizing polls in stories and/or feed posts is a great way to get your audience to take action. 
    • Relatable Content – Anyone else have a best friend that they send the funny videos and posts to everyday? Surely it can’t just be us! Creating content that your audience can relate to is an undeniable way to engage your audience on social media. 

    Build A Cohesive Content Strategy

    If you feel like you are running in a circle with your content marketing, we understand. Content marketing takes an enormous amount of time, energy and resources. We have outlined some tips below for executing engaging content for your customers.

    CCohesive Content Strategy

    Tips for Creating Engaging Content for your Customers

    • Create a content plan

    Put pen to paper and draft a content marketing plan for your business. Always start with your business goals and objectives and then begin creating strategies that will bring you closer to achieving your goals and objectives. Don’t skip this step, it is essential to being successful online. 

    • Build a List of Content Ideas

    Research and put together a list of content ideas. This can range from short videos to imagery to blogs to email and more. 

    • Create Quarterly Content Calendars

    Creating content by each quarter allows you to easily digest the year and put together cohesive ideas and strategies for your content approach.

    • Analyze & Pivot

    Marketing is constantly changing, and your audience is too! Be sure to measure your efforts and pivot your strategy as needed. 

    About Backstage Digital

    Backstage Digital is a full service digital marketing agency based in The Woodlands, TX. Clients work with them to drive results online through a multi-channel marketing approach. If you are looking for a digital marketing partner for your content marketing needs, please contact us here to get started.

    Posted on

    Five Things Your Competitors Know About Authentic Online Marketing

    authentic online marketing
    authentic online marketing

    Authentic: We hear this word often in business, not only when it comes to online marketing.

    • Build authentic relationships.
    • Create authentic marketing messages.
    • Send authentic letters or notes.

    The reason we hear this word throughout all facets of our business is because authenticity stretches across every person in your company.

    But how can brands show their audience that they are authentic without coming on too…inauthentic?

    Let’s see what consumers think about authenticity and brands online.

    • 86% of consumers say authenticity is important when deciding what brands they like and support.
    • 81% of surveyed consumers said that they need to be able to trust the brand in order to buy from them.
    • 66% of consumers think transparency is one of the most attractive qualities in a brand.
    • 77% of consumers buy from brands who share the same values as they do.
    • 79% of people say that user generated content highly impacts their purchasing decisions.

    These numbers are astounding. And for a business owner like yourself – they should impact how you position your brand online.

    What Exactly is Authenticity?

    Webster defines authentic as “not false or imitation: real, actual” – which sounds simple enough. But how do we translate this throughout your online marketing.

    Here’s Five Things Your Competitors are Doing that You Should be Too!

    Do you watch your competitors online marketing and wonder why yours is falling on flat ears? Keep reading.

    1.      PEOPLE Are the Heartbeat of Their Business

    online marketing employees

    One of the best ways to build authentic marketing campaigns online is to show the backbone of your business, your employees.

    Your employees not only serve your customers but they are the difference in a thriving business and one that well, isn’t thriving.

    Likewise, consumers want to support businesses that care and support their employees. Pulling down the sheet to show the back-bone of your business and integrating your employees throughout your marketing messages builds authenticity online.

    2.      Understand How to Serve Your Audience

    Authentic online marketing stems from the understanding of your audience. Answer these questions before creating content online:

    • Who is your audience?
    • What do they like/dislike?
    • When they make purchased, what do they value the most?
    • When it comes to your brand, what means the most to them?

    By identifying what matters to your audience your brand can build authentic, relevant content that inspires, educates and helps your audience.

    3.      Humanize Your Tone of Voice

    Do you know what drives a consumer mad online? Seeing the same generic, bot responses to any questions that are posted to their brand.

    Allow your social media managers to craft responses that are both authentic and human. Not only does this humanize your brand on social media – it builds great customer service and leaves a lasting impression.

    Automated, generic responses are one of the most inauthentic things your brand can do online.

    4.      Consistent Content Creation & Publishing

    Whether you content is on social media, YouTube, blog content or Podcasts – having consistency builds authenticity online.

    Why?

    The content your brand creates and publishes should serve your audience. But, if you go MIA for a few weeks, it leaves “some not-so-good tastes” in your consumer’s mouths.

    Your audience follows you on these channels because they are interested in your brand. When you provide inconsistent content for them, it shows where your priorities are.

    5.      Support Non-Profit Causes

    Does your business support non-profit organizations? This is a great way to build authentic messaging and get your audience involved.

    Consumers want to feel that they are doing good when they spend their money. Showing them how you support different causes and organizations is just one way they know your brand is one they want to support.

    However, inviting them to support the organization with you builds a human connection with your audience that drives an authentic approach.

    Cut Through the Noise

    When it comes to cutting through the noise in today’s online marketing arena – be authentic. Transparent companies that are considerate, compassionate and honest with their consumers build authentic online marketing campaigns.

    Brands that are authentic in everything that they do seeps into their marketing messages online.

    About Backstage Digital

    Backstage Digital is a digital marketing agency specializing in lead generation for their clients. We create custom digital marketing campaigns that generate results for our clients. More importantly, our clients have a 24/7 dashboard to review the ROI of all digital marketing campaigns. Contact us to learn more.

    Posted on

    5 Great Questions to Ask a Digital Marketing Agency Before You Hire Them

    hire digital marketing agency

    5 Great Questions to Ask a Digital Marketing Agency Before You Hire Them

    Written By Brittni Castilaw When it comes to hiring a digital marketing agency partner, there are several things to consider. If you’ve interviewed a potential agency, you probably have certain questions you’d like answered. We’ve outlined a few to add to your list to ensure you find the right fit for your business. How Long Has Your Digital Marketing Agency Been in Business? Learn more about the agency’s background by asking about their history. While there isn’t a magic number of years that gives you a hard yes/no during your interviewing process – what you’re looking for is expertise in the digital marketing field. Even agencies that are newer have the potential to bolster your business. Use this question to learn about the expertise of those who will be working on your project and what they can bring to the table. What Type of Clients Does Your Digital Marketing Agency Work With? Most often, digital marketing agencies work with specific niches. It is important to understand if this partner has experience in your business area. This can give you assurance they will be able to meet the objectives of your campaign. This question also opens the conversation to allow the agency partner to expand on what type of results they have garnered for businesses like yours. How Quickly Can Our Project Get Started? There is likely lead time for most digital marketing projects. This will depend heavily on what type of project (website, SEO, Social Media, Etc.), how quickly contracts are signed and access is given to the agency. Lead time could be 1-2 days or a couple of months. Understanding the timeline helps keep everyone on the same page and under the same expectation. Digital marketing agencies work with several clients so understanding how your project aligns with their timeline is important when deciding.
    Do you have any case studies? We like to call it “the proof is in the pudding” – because that is exactly what this is. Ask them for previous work results. You want to see that they have delivered results for their clients in the past. This will build trust between you and the digital agency partner which is essential prior to jumping into a business relationship. How Often will I see Results? If an agency does not provide any type of reporting, this should be a red flag. Having monthly reporting should be the minimum. What’s better is when a client offers technology that delivers 24/7 digital marketing reporting for their clients.
    Backstage Digital’s client dashboard giving you 24/7 access to your digital marketing results.
    Transparency in your digital marketing spend is a factor when seeing results. Having a digital marketing agency partner that delivers results and timely reporting is an important factor. Learn more about how to track ROI for your digital marketing efforts here. Digital marketing agency partners provide valuable strategies, deliver impeccable results and can serve as a right hand to your business. Selecting the best fit is essential to having a successful partnership. Contact us to see if we can help propel your business forward with digital marketing solution.

    About Backstage Digital

    Backstage Digital is a full service digital marketing agency based out The Woodlands, TX serving clients across the US. Our goal is to be an extension of your business while delivering leads utilizing online marketing channels like social media marketing, SEO, paid advertising (Google Adwords, YouTube and Social Media Advertising) and Content Marketing. If you are interested in partnering with our team, fill out the form here and we can jump on a quick call to see if we should work together.
    Posted on

    Email Marketing: 4 Tips to Launch Successful Email Campaigns

    email marketing the woodlands

    Email Marketing: 4 Tips to Launch Successful Email Campaigns

    Did you know that 49% of consumers would like to receive promotional email marketing from their favorite brands? (Oberlo.com)

    Sometimes you might wonder, “what do I have to say to my list of contact?” There are so many things that are email worthy when it comes to your business like:

    • Product / Services Updates
    • Sales, Promotions or Specials
    • Upcoming Events
    • Educational / Helpful Content
    • Internal Behind the Scenes or Happenings

    Here’s Why You Should Consider Email Marketing

    I know what you are thinking, great…another marketing channel I need to figure out and keep updated. But let’s look at the data.

    Conversion Rates

    Get this, conversion rates for emails are higher than social media, direct traffic, and search (Smartinsights.com).

    Wait – go back and read that one more time.

    Conversion rates for your email campaigns are higher than several of your current digital channels. Meaning, investing time, resources and energy into delivering consistent and strategic email marketing campaigns will amplify your business.

    Cost Effective

    Email marketing is one of the most cost effective ways to market your business. Platforms like Constant Contact and Mailchimp offer plans for SMBs that allow you to grow and won’t break the bank.

    Most email providers charge based on the total number of contacts in your database, so you have the power to control your costs associated with this marketing channel.

    Email Marketing Automation

    You might have heard about automation and wondered if it was worth it?

    It is no shocker that custom automation workflows have the highest click-through rates. (Omnisend.com)

    Email automation can be as simple or complicated as your business requires. Typically for an SMB, a simple 3-step email automation campaign will benefit your business. Build out campaigns that align with your customer’s journey and where they might be in the buying process.

    Pro Tips for Launching Successful Email Marketing Campaigns

    Make a Plan

    email marketing plan

    Don’t even open your email software without already planning out your email campaign. Put your pen to paper first to plan. What are you going to say and who are you going to say it to? We recommend drafting email content in a Word Doc with the goals listed at the top for easy reference during your planning.

    Take this a step further and align your email marketing plan with your other marketing channels to keep messaging consistent across social media, website, email and any direct marketing you are executing.

    Pro Tip: Brainstorm a list of topics and keep it running for your email marketing campaigns.

    Automate Your Email Marketing Campaigns

    If a prospect from your email database opens your first email, have emails in place that send out within a few days to continue the conversation surrounding that topic.

    This not only builds efficiencies with your email campaigns, it allows consumers to flow through your marketing channel from awareness to conversion with the help of educational, promotional and sales content throughout your email campaigns.

    Pro Tip: Several email software platforms have this capability in place for 2 or 3-step email automation campaigns.

    Video, Video, Video

    Adding videos to your email can increase click rates by 300%. (Oberlo.com)

    Keep video first when putting together your email marketing campaigns. In today’s digital landscape, we expect video content from the brands we purchase from. Videos can be a simple explainer video or some shots of your product “In action” – it depends on the overall message of your email campaign.

    Focus your target persona at the forefront of your video strategy when combining video and email marketing for the ultimate win!

    Keep it Consistent

    Can you believe that your customers want to hear from you? Keeping things consistent is essential to keeping your brand at the top of their minds.

    49% of consumers said they would like to receive promotional emails from their favorite brands on a weekly basis. (Oberlo)

    When we talk about consistency with a brand, we always recommend starting small and building from there. Starting with a monthly email campaign, then increasing to a bi-weekly might be the perfect fit for your audience.

    Whatever you do, keep things consistent vs the “every-now-and-then” approach.

    Email marketing can seem overwhelming because there are several factors to executing a successful email campaign. These are just a few short tips to ensure you launch a successful email campaign for your brand!

    Posted on

    Should Your Business be on Social Media?

    Businesses on social media

    Is your audience made up of humans?

    If you answered yes, then social media isn’t just an option for your business, it’s essential. However, being stretched across every social media channel to market your business isn’t what we recommend either.

    Social media is a channel to communicate and educate your audience. It has extremely targeted capabilities to allow you to promote your content to those who are more likely to be interested in your products and services.

    From Instagram to Pinterest to Facebook, choosing the right combination of outlets is important. Here’s what to consider:

    Your Audience

    Always consider your audience when choosing any marketing channel, digital or not. Certain social channels are great for reaching the 12-20 age group while others lean towards women 25-45. No social media channel will hit all of the groups, so always consider the best combination to target your efforts towards.

    Bandwidth

    If you are tackling your social media marketing alone – bandwidth is important. Being “present” across 15 social media channels, yet lacking consistency, powerful content or responses to comments hurts your brand more than helps it. Don’t stretch yourself thin when it comes to social media, devote the energy and resources needed to each individual channel to be successful.

    Budget

    The days of growing a social media audience for free are way back in our rear-view mirror. Facebook algorithms, privacy settings and changing audiences have made competing for eyeballs easier said than done.

    Facebook, for example, looks at the quality of the content, the engagement after a short period and several other factors to decide if the post is worth showing to more people. Boosting posts and running ad campaigns are not only effective, they generate quality leads when done right.

    The short answer to asking if your business should be present on social media is yes, but to impact your bottom line, you’ve got to be more than present on those channels. Social media gives brands a platform to tell their story, humanize their brand and engage with their audience to not only build a stronger brand, but build revenue across these platforms.

    Posted on

    Building Content for where your Prospects are in the Buying Cycle

    content marketing funnel

    Your clients move through a funnel every time they look to purchase your products or services. While the acceleration can vary greatly between each person, the steps are typically the same.

    So how can you meet your audience right where they are with the exact message that they need? Using content marketing, you can generate content and promote that content to specific segments of your prospects based on what stage they find themselves in.

    Awareness

    Prospects are just starting their journey of needing something that you provide. They go through their typical steps of finding a company to work with. They might do a Google search, post on their social media profiles or even discuss with a close friend.

    The awareness stage in the buyer journey is all about high level insight into the product they are looking for. Some of the best types of content include:

    • Educational content – Videos, blogs, social campaigns and events are great channels to distribute your educational content to this audience.
    • Data – This could encapsulate several different areas of your business, but think “big-picture statistics” that you can incorporate into your content that reinforces your messaging.
    • Opinions and Insight – During their research, they might have stumbled across your website (thanks to great SEO) and begin digging through your resources. Keep the insights high and make it easy for this audience to find this type of content on your website.

    Consider implementing these content examples in your awareness campaigns:

    • How-To’s
    • Infographics
    • Webinars
    • E-Books
    • Checklists
    • Tip Sheets

    Consideration

    When your audience gets to this stage, they are asking questions, looking for pricing and perhaps have already reached out to your team. This is your chance to show them your business is the best option for them, opposed to the competitors they might also be considering.

    Trust – Can you do what you say that you can do? If so, how does your audience know that with just a website that lists the services? Build trust through your content that proves that you can help solve a need.

    Service – During this stage, most prospects reach out for more information. How quickly did you respond and better yet, how did you respond? 9 times out of 10 a prospect reaches out to more than 1 company for the same service, you don’t want to lose the business because you took 3 days to respond or came across short and unhelpful.

    Some of the best types of content to plan for this segment include:

    • Case studies
    • White papers
    • Testimonials
    • Product Demos
    • Fact Sheets
    • Samples
    • FAQs

    Intent

    One of the best stages for sales reps and business owners. A prospect found you (likely online), researched your business, might have a quote and is basically ready to move forward. Now, it’s closing time. Here is what this specific audience is looking for:

    Free Trials – If you sell software, own a facility that charges a monthly fee, you can give them a taste of what they get when they purchase. This is a great time to offer this type of content because they are primed to move forward with a purchase.

    Contract Negotiation – From a B2B standpoint, you might have more of a contract based business, so this is when you are able to add things on, give a cut in pricing or a slew of other things that benefit both parties to seal the deal.

    PRO TIP: At this stage, your audience is talking to you, analyzing final questions and getting ready to sign. Customer service is a large part of this stage – so keep that top of your mind.

    47% of customers would take their business to a competitor within a day of experiencing poor customer service (24/7)

    Purchase, Loyalty and Advocacy

    When your prospect becomes a client and purchases your product or service, it’s not the end. You want to generate positive word of mouth, loyalty and repeat business from that client. So what can you do? From a content standpoint, here are some ideas:

    • Email Campaigns – At this point, you have their email address so use it. Do you have a monthly or weekly newsletter? Stay in front of your previous buyers and offer them education, give them incentives to share and spread the word about your business.
    • Client Video – Shoot a short video of the client and have 3-5 short questions that they can answer. This video content is great for testimonials and building trust across your brand.
    • Social Campaigns – If you are a B2C business, generating social media content using the same information from the above helps nurture your followers as they move through the buyer journey.
    • Referral Programs – Build advocacy with a referral program for your clients. Depending on your business, you can tailor the program to benefit both your company and the client.

    Make your content relevant to your audience, based on where they are in the buyer’s journey. Nurture them through the funnel and deliver timely, relevant content that converts into revenue.

    Taking this a step further, delivering this content through a marketing automation platform like Marketo, Infusion Soft or Pardot gives you a wealth of control, analytics and ROI from your efforts.