You’ve Grabbed Them – What Then?

February 1, 2010 at 12:42 PM Leave a comment

Google still rules paid search marketing, says Marketing Sherpa in this article (open access till 26 Feb 2010):

Google continues to separate itself from the field in terms of both the quality and quantity of leads generated by a paid search marketing provider. But the secret to optimizing paid search results obtained through any provider is the sequential relevancy of the search term to ad listing to landing page.

My only reservation is with the word “leads.” Yes, when a user enters “plumbing supplies” they’re trying to solve a problem, but you’re probably getting them early in the customer conversation, and they may not yet be a sales-ready lead.

What do they get when they click? Does your capture mechanism treat all visitors as if they’re ready to buy? If not, what is your strategy to nurture a prospect until he or she is sales-ready?

Remember, it’s a conversation – and half of conversing is listening.

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Thompson Morrison

Thompson Morrison

About Thompson

As CEO of FUSE Insight, Thompson Morrison uses powerful new web interviewing technologies to help businesses better align their brand with the needs and aspirations of their customers. Learn more at www.fuseinsight.com

 

"The single most significant strategic strength that an organization can have is not a good strategic plan, but a commitment to strategic listening on the part of every member of the organization." -- Tom Peters

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