Only 5% of users convert
On a great day, ninety-five percent of the traffic that hits a landing page for is leaving. Only 5%. convert.
Usually less but we'll say five percent. We're talking about like a targeted campaign. Two months, three months, three weeks, whatever it is. You're trying to get people to a landing page, you want them to then click, buy something, convert. Five percent people are converting. On a good day. That's a good campaign.
So then after that, what what happens to the other 95%? They leave. They're back in the market, and that's okay. That's fine and normal.
Content can engage the other 95%
The idea is that content can help engage that other 95 percent. Because they're just not at that point in the funnel yet right? They're not ready to buy right? Yeah. Not everyone's ready to buy at the exact moment that they go to the landing page. Yeah okay. Okay.
Campaign Aligned vs Always On
We also talk about content that that supports a campaign ie Campaign Aligned as well as Always On content.
Campaign Aligned content can help with that conversion rate and get it up to that 5%, maybe higher. It's out there when it's aligned with the campaign supporting it.
Always On content is going to build and engage that audience, so that that 95 percent don't disappear into the ether they're hanging around as part of your online engaged audience for the next campaign when maybe they are ready to buy.
Build engaged audiences
Hundreds of thousands of dollars have spent on a campaign, and only 5% have converted. Where are these people going now? They're back out into the world. They're researching, they're seeing other ad campaigns across other platforms. Content can help keep them close to the brand.
Maybe they'll sign up to their email list or follow on socials or take some other action. Content gives the to opportunity to engage the user instead of losing them after that huge cost of short term campaign.
Content allows us to keep them as part of an engaged audience.
Timing is everything
What most don't understand about the Google Ads and social media ads algorithms is that it's not all about what ad is shown to whom; its about when.
The greatest ad of all time isn't going to convert if a user isn't remotely in the market for that product or service. Say a carpet cleaning ad hits a user who's child just kicked over a glass of red wine in the living roo:, that user is far more likely to convert, not because of the ad, but because of the timing.
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