Marketing Budget,
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If you've been wondering how to spend your marketing dollars for maximum effectiveness, listen up. The study showed four key areas as marketing musts to effectively sell to the business consumer.
The first finding of the study is that over 86% of respondents said they would use a search engine to research purchasing a product or service. In particular 82% selected Google as their engine of choice. Further, 76% said they would visit sites in the search engines' organic listings rather than the sponsor links. And of the organic listing the top 3 links pulled in 60% of clicks.
After seeing these statistics, it is obvious you must invest in search engine optimization. In particular, you should focus on optimizing your site for the highest placement possible in Google.
The second finding of the study evaluated the way people look at search results. The majority, 63% were found to be scanners. These individuals review the page quickly looking for words that grab their attention, rather than reading the entire page carefully. With the scanners, decisions are made in a few seconds and then a link is clicked.
To get a visit from these scanners, your search engine title and description have to be great. Your copy has to jump out. Start thinking of your listing as a classified ad and use the AIDA principle. You have a second to get the Attention of the searcher, make the searcher Interested, build Desire in the searcher and then ask for Action - the click.
Invest in your search engine listing copy. A few well stated key words in your listing can improve your search engine results.
The third finding of the study revealed there is a purchasing process. Business people do not research and buy the same day. In fact, most business people spend a lot of time researching before purchasing. 22% said their research takes between 1 - 2 weeks. While 54% indicated their research phase could be anywhere from 1 - 3 months. And others said they spend between 4 months to a year researching.
With such a significant research phase in the buying process, it becomes obvious that you have to capture the contact information of visitors to your site. Your site has to make an offer which encourages visitors to leave their email address. You could provide a white paper, a newsletter, an ecourse, a coupon or really anything of interest. But make sure you require the visitor to leave his/her email address to access the information.
Once you've acquired visitors' contact information, you have a prospect list that must be followed up with. Do not sit on the list! These are individuals who are in the buying process, use email to keep your product or service in front of them. Send emails which provide additional information, teach prospects how they can use your offerings or explain features of your product or service.
The critical point is that you keep following up by email. Because as shown in the study in most instances it will be a month or more before a purchase is made. By following up you increase the likelihood that your product or service will be the one purchased.
Invest in your email collection and follow-up strategy. An autoresponder service will make the process easy and inexpensive. (And of course, I recommend our autoresponder service at http://www.sendfree.com .)
The fourth finding of the study was the importance of your web site. Close to 19% of business people said that they began their research for a product or service at the seller's site. Even if they're months out from actually buying, they go to your site for information. Should your site lack quality content and details about the product or service your selling those individuals will then move on to search engines for other options.
Your site has to be ready to take advantage of these potential buyers who are coming to you first. In addition to fully explaining what you sell, how to use your product or service, etc., consider adding in comparison information to your competitors. This tactic will keep the buyer on your site rather than having him/her go to a search engine to do comparisons. You might also make available other buyers' reviews as this feature is a common tool people use when making buying decisions.
Keep in mind the more information your site offers the better. Not only will having all the details assist with buyers who access your site first, it also will satisfy those buyers who started their research at a search engine and found you.
Invest in developing a quality web site packed with information. Think of your web site as your salės staff, make sure it is knowledgeable, friendly, easy to use and of course a good seller.
The key point to understand from the study is that marketing is not made up of just having a web site, or just focusing on search engines or just doing email marketing or just placing ads. Effective selling require the integration of numerous marketing element. Every piece works together to persuade the buyer to make a purchase.
Remember marketing is a philosophy not a single department or tool. Think through how you can have a marketing philosophy integrated into every aspect of your business.
Abbie Drew
Editor DEMC E-Magazine
http://www.demc2.com
Email address: mail(at)demc2.com