Search Engine Marketing - The Importance Of The "Easy Sale"
Search Engine Marketing - The Importance 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.
Search Engine Marketing The Importance Of The Easy Sale - To learn more about this author, visit Rich Gaasenbeek's Website.
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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.
Search Engine Marketing The Importance Of The Easy Sale - To learn more about this author, visit Rich Gaasenbeek's Website.
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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