When a searcher responds to your ad, article or video, you will be asking them at the end to go and ‘click’ on a link which will take them to the rest of the information about their specific problem, frustration or search query.
The link may take them directly to an opt in page (especially if it is from a paid advertisement where they will be given access to a free report, which is a continuation of the information they were looking for in relation to their specific search query, problem or frustration.)
If the searcher is responding to an article, video or press release you have written, or a post on a social media platform, the transitioning will be different.
What’s the difference with paid advertising vs social media/articles?
When a searcher responds to an advertisement, they are proactive in searching for a solution, and buy a ‘fix’.
Searchers on Social Media sites or reading articles do not have the same intent upfront. Your message is actually distracting them from what they were planning on doing while being online. They are not necessarily looking what you have to offer right in that moment so your headline has to be compelling.
Because of the different dynamic here, you will also not generally send the reader to an opt in page from a post to a social media platform
It is more appropriate (after sharing content of value) to send the reader to your blog, where they can view the rest of the articles/videos you have posted on that topic- this is where the creation of a series is important.
This serves the purpose of allowing them to ‘get to know you’. By reading your story and any other content you have posted.
The reader may then surf your site to find out what else you do.
What is a keyword chain?
This is when you use specific keywords to lead your searcher through your marketing process. It’s considered a chain because its repeated throughout the series to help the reader see the logic on how all the pieces fit together. This means using the keywords in your headline, your introductory paragraph and body of our ad or content, and finally, on your opt in page. If it is not logical or relevant to the searcher, they will not take the next step to become a lead in your system.
How does transition marketing fit in with creating content?
Complete your keyword research for your niche for your new content series.
Write down the points you would like to cover within that topic, using your chosen keywords.
Focus on a series of content so you can cover one point for each piece of content you create. This will give you a framework to work off.
Use the four learning styles in each piece. Cover ‘why’ they need to learn the main point your sharing, ‘what’ is the theory and concepts, ‘how to’ outline the steps and ‘what if’ questions.
Post your content to share. Ask your readers to leave comments.
You need to be conscious of the type of content your creating and how to transition the reader to the next stage because ads have a searcher with a different type of motive in comparison to a searcher on social media. Your keyword chains help keep the relevance in place for your message to flow which will result in sales.