Turning online search inquires to leads
Yes, you know, they know, everybody around knows that people keep searching online whether these are news, information, product reviews, images, product videos, presentations etc. The businesses all over the world run to generate new customers investing millions in events, customer loyalty building activities, emails, inspirational videos, sponsorships, advertising etc. All these are important and contribute directly or indirectly to the sales but nothing can undermine the winning formula of customer acquisition and retention: “to be there first when customer is looking for your products or services”. Building a complicated and poorly navigated corporate website that falls far below in online search engine results gives no credit to digital marketing ROI and company competitiveness ability.
B2B market whitepapers report that the largest quantity of leads is coming from organic search of customers looking for goods and services. Engaging these already “pre-qualified” leads to the sales funnel brings an impressive volume of potential sales opportunities as the company demonstrates the capacity to drive customer searching process to the controlled website where it can easily learn customer needs and offer the tailored solutions.
Of course, before starting search engine marketing (SEM), that covers PPC ads placement or search engine optimization (SEO), first one needs to have a strategy prepared based on web traffic analysis of lead-to-sale conversion results. It will help to understand what keywords and search engines bring more valuable organic traffic to get focused on. And it depends on your short-term or long-term goals, that is to say that PPC ads get your offers straight upfront on the search listings as long as you ready to pay while SEO tactics contribute to better website content indexing by search engines and more time consuming, but these efforts get awarded with a good ROI index and improved business reputation online. When a company claims a market leadership then the top ranking on search inquires is an inevitable challenge for the digital marketing team.
To make it short, don’t ignore customer online search behaviour, analyse your web traffic, and start or amplify search engine marketing to find untapped opportunities for leads generation.