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.
Like this article? Share it with your friends
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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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Joe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean 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: http://www.business901.com Web/Blog: http://www.FundingYourNonprofit.com http://www.linkedin.com/in/business901 – Linked In http://www.twitter.com/business901 – Twitter - Visit Joe Dager'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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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) Jay Kubassek is a Canadian born entrepreneur, internet marketing genius, professional speaker, international real estate developer/investor, executive film producer, extreme sport enthusiast and a passionate supporter of several charities worldwide. In 2007, Jay's vision and dedication to help other entrepreneurs and business owners duplicate his marketing success led to the creation of his fourth company CarbonCopyPRO, an internet marketing firm already worth over 15 million dollars that has over 20 employees and contract workers with clients is 12 different countries. Jay resides in NYC with his girlfriend Jamie, three year old son Milo and dog Cooper. As executive producer he recently premiered his first film in the 2008 Cannes Film Festival. As an adventurist he is racing the 2008 Baja 1000 off-road race and is a member of the 2008 U.S. National Elephant Polo Team, The New York Blue who will be representing the US in the 2008 World Championships in Nepal. Visit Jay's Blog: www.JayKubassek.com - Visit Jay Kubassek's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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![]() Rich Gaasenbeek (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. 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.
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