Search Engine Marketing: Is Your Website Stuck in the 90s?
When many businesses first get a website, it’s usually little more than a company brochure in web form. In fact, that’s where the term, “brochure site” originates from. While this may have been sufficient a decade ago, marketing on the web is so much more complex now.
In fact, it’s critical in search engine marketing to treat your website as a salesperson. What we mean by this is to arm it with all the tools it needs to be a successful salesperson for you, just like you would invest in and train a new salesperson that you’re paying a salary.
To that end, following are a couple of things your website should have to successfully compete in the B2B search marketing arena; for, you can bet that if you aren’t investing in these measures, your competition is.
A Way to Capture Prospects:
Again, your website should be more than a static brochure. It should be a way to start building a relationship with potential customers. How can you build a relationship if you don’t capture some type of contact information?
Just like asking someone out on a date, you need to know how to contact them to be able to call and see them again. So have something on your site (eg, sign up for a free gift, register for our newsletter, etc.) that can capture contact information.
Capturing Contact Information Tip:
Ask for as little info up front as possible. B2B search engine marketing statistics prove that the more info you ask for initially, the less likely prospects are to sign up (subscribe). So start with basics like a name and email address.
Engage the Senses:
Prospects are accustomed to being engaged when they come to a website nowadays. Some like to view virtual tours, others like to view interesting graphics, still others prefer downloadable reports.
Give your information to prospects in as many ways as possible. It subliminally demonstrates that you care about how they like to receive information because you give it to them in various forms.
A side benefit of doing this is that it makes your website search engine rich with content across many mediums. This means you’ll show up higher in search results.
Search Engine Marketing: On Converting Leads into Prospects
Converting leads into prospects is a process. You have to woo and court to turn a lead into a purchasing customer. If you arm your website with the tools it needs to act like a professional salesman, it will be reflected in your bottom line.
This is search engine marketing at its best!
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