Forget about leads – worry about traffic.
Lately the technology business leaders I talk with tend to be in one of two camps. They either want to generate more leads or they want to generate more traffic. The traffic guys tend to be those who sell online. Those who don’t sell online still think in terms of generating leads.
It’s time for that to change.
Today it’s virtually impossible for any business-to-business company, especially a technology company, to survive without a website. That possibility isn’t even worth discussing.
Traffic is nothing more than the beginning stages of a lead. Thinking in terms of traffic also makes you think in terms of online marketing tactics, which are the ones you need to perfect first.
In a previous article titled Your Best Prospects are Looking for You; Can They Find You and in numerous conversations with clients, I’ve preached the gospel of the 80% rule: 80% of your prospects are looking for you. It’s been confirmed in the MarketingSherpa Business Technology Marketing Benchmark Guide 2007-08.
80% of your prospects are looking for you, and you know these people are looking for you online.
Adhering to the 80% rule means focusing first on being visible and easy to find – online. And “online” begins with the search engines.
If filling the marketing and sales pipeline is your priority, think first about search engine optimization and pay-per-click advertising. How can you get more traffic from these tactics?
In Pay-Per-Click Advertising: 4 Actions that Boost Results I talked about testing ads, tracking conversion rates, using landing pages, and expanding your key words. Adding a PPC campaign or improving an existing one is the fastest way I know of to increase your traffic.
Search engine optimization is another game altogether. Bernie Borges has written extensively about SEO on his blog Find and Convert. It’s worth a read.
[tags]traffic, leads, seo, search engine optimization, ppc, pay per click, technology marketing, business-to-business marketing[/tags]
This article was first published January 30, 2008 on the Tatum Marketing blog
Lately the technology business leaders I talk with tend to be in one of two camps. They either want to generate more leads or they want to generate more traffic. The traffic guys tend to be those who sell online. Those who don’t sell online still think in terms of generating leads.
It’s time for that to change.
Today it’s virtually impossible for any business-to-business company, especially a technology company, to survive without a website. That possibility isn’t even worth discussing.
Traffic is nothing more than the beginning stages of a lead. Thinking in terms of traffic also makes you think in terms of online marketing tactics, which are the ones you need to perfect first.
In a previous article titled Your Best Prospects are Looking for You; Can They Find You and in numerous conversations with clients, I’ve preached the gospel of the 80% rule: 80% of your prospects are looking for you. It’s been confirmed in the MarketingSherpa Business Technology Marketing Benchmark Guide 2007-08.
80% of your prospects are looking for you, and you know these people are looking for you online.
Adhering to the 80% rule means focusing first on being visible and easy to find – online. And “online” begins with the search engines.
If filling the marketing and sales pipeline is your priority, think first about search engine optimization and pay-per-click advertising. How can you get more traffic from these tactics?
In Pay-Per-Click Advertising: 4 Actions that Boost Results I talked about testing ads, tracking conversion rates, using landing pages, and expanding your key words. Adding a PPC campaign or improving an existing one is the fastest way I know of to increase your traffic.
Search engine optimization is another game altogether. Bernie Borges has written extensively about SEO on his blog Find and Convert. It’s worth a read.
Tue, Nov 10, 2009
Conversion Rates, Traffic
Written by: Susan Tatum