I follow Marcus Sheridan’s blog, The Sales Lion.
It’s always a good read, but the other day I just had to push a blog post to my “read later” cue (which is sort of stacking up, but that’s another story).
However, I read the post about content tipping points — and the concept is highly interesting:
What if every website has a magic number?
The Content Tipping Point for Websites
Here’s an excerpt of Marcus Sheridan’s post:
“Then came the beginning of 2011. One night, as I was happily sitting at my kitchen table and comparing all of my leads vs. leads-turned-customers from 2010, an epiphany hit me like a ton of bricks.
To make a long story short, I noticed a simple pattern, and it was this:
If I could get a lead (someone that filled out a form on my website) to view at least 30 pages of my website, I would close said lead about 80% of the time assuming I went out on a sales appointment.
Although these numbers may sound insignificant to most of you, to me it was groundbreaking, as the swimming pool industry average is around 15%.
Once I knew that 30 page views was a magic number, or content ‘tipping point’, I developed my whole sales process around this simple truth.
In other words, I worked doggedly to make sure prospects read 30 pages of our site before they had a sales appointment. And what were the results?
Well, to state it briefly, 2011 has been far and away our best year ever as a swimming pool company. We’ve broken all records in sales, closing rates, profits, etc. We even are booked-out until the beginning of 2012 with pools to install. It’s amazing. And it all came down to a simple ‘tipping point’.”
Reading this, I couldn’t help but think: What’s my content tipping point? What’s my website’s magic number?
Focus on Deepening the Relationship
Isn’t this sort of web analytics something to explore?
My blog is just a hobby and I like to keep it casual. Still, I do examine my Google Analytics dashboards every now and then. I have relatively few readers (not that volume matters all that much), but I’ve noticed how my blogging efforts have impacted my sales positively.
And I do have one particular analytics score that I’m proud of:
My bounce rate lies between 5 and 8 percent. It means most people check out at least one more page or post before leaving.
So it might just be a good question to ask yourself when creating your own tipping point content strategy: How can you allow your visitors to dive deeper and deeper into your content?
Finally, did I find a content tipping point for my website?
I didn’t find a ‘magic number’. However, if my prospects have read my blog and found something they like (or agree strongly with), then I can almost always enter into a client relationship.
Maybe that’s my tipping point? To get a prospect to browse my content until we can find common ground?