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Search Engine Marketing - The Importance Of The "Easy Sale"
Written by: Rich GaasenbeekArticle Overview: In our previous post, we discussed the concept of the Search Engine Marketing (SEM) two-step, and ended by introducing the concept of the “easy sale”. What’s the easy sale? That’s the offer on your Website that allows your prospect to sign up for an e-newsletter / request a whitepaper / complete a scorecard – anything that allows them to learn more about your company without the risk of having to speak to a live human being – or worse – the dreaded “Sales Representative”. In return, you capture their contact info (email address minimum) which now allows you to continue marketing to this prospect on an ongoing basis and puts you in control of the sales cycle.
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Search Engine Marketing - The Importance Of The "Easy Sale"
In our previous post, we discussed the concept of the Search Engine Marketing (SEM) two-step, and ended by introducing the concept of the “easy sale”.
What’s the easy sale? That’s the offer on your Website that allows your prospect to sign up for an e-newsletter / request a whitepaper / complete a scorecard – anything that allows them to learn more about your company without the risk of having to speak to a live human being – or worse – the dreaded “Sales Representative”. In return, you capture their contact info (email address minimum) which now allows you to continue marketing to this prospect on an ongoing basis and puts you in control of the sales cycle.
For products or services that are fairly complex or sophisticated (quite common in B2B), the easy sale is key. People don’t buy what you sell on first contact. Rather, it’s the beginning of a communications and sales cycle that could last weeks or months. But if you don’t get their contact info when they visit your site, the conversation is usually over forever the moment they click away from your site.
For simpler products and services (think B2C), the concept of the easy sales still applies. It just happens to be the same as the REAL sale. But your Website still needs to make the visitor’s purchase of your product or service, easy, intuitive, low risk and pain free.
At this time, SEM is probably the single best marketing investment most SMBs can make. It’s relatively low cost, delivers a high ROI, and is easy to measure.
So to summarize:
Step #1: Use SEM to get found by those looking for what you sell.
Step #2: Use the easy sale to convert visitors into identified prospects.
In future posts we’ll look at the components of SEM in more detail, and discuss the Do’s and Don’ts of effective SEM for SMBs.
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About the Author: Rich Gaasenbeek RSS for Rich's articles - Visit Rich's website Rich Gaasenbeek's passion is helping small and medium sized businesses grow faster and make more money through better marketing. Marketing that is integrated, cost-effective and most importantly, lead generation driven. Through his company Marketing Leads Inc. http://www.marketingleads.ca, Rich helps clients to increase sales to existing customers, generate new leads, enter new markets, and introduce new products and services. Rich is known by some as “the sales reps’ marketer” because of his deep empathy with sales reps and his understanding that any marketing that doesn’t produce a lead doesn’t mean a thing to the average sales rep trying to make his or her quota. Rich's clients appreciate the time he takes to get to know their business, the creativity and commitment he brings to the table, and his overall business savvy. Click here to visit Rich's website Marketing Effectiveness |
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