Research and compare

Today nearly everyone turns to the internet first. They want to compare options, learn more and get comfortable with a buying decision before they make contact.

Google says 70% of the buying decision is made BEFORE someone contacts you. That impacts your organization, your marketing and your sales process.

Although I’ve been emphasizing “your website is now at the heart of your marketing,” I recently found Marcus Sheridan. What a story! Look him up on YouTube (here’s the link to a Ted Talk).

Marcus shares how he used great online (content) marketing to explode his swimming pool business even in a down economy. Wouldn’t you like to do the same?

“They ask. We answer.”

That’s his central philosophy. Be transparent. Answer ALL questions on your website. Give people what they’re looking for. Be straightforward and honest. Even show pricing.

In your sales process, don’t you hear a lot of questions? About what’s provided, options and pricing? Of course. Now … aren’t those the questions people are typing into Google?

Those questions will draw people to your website when your content delivers the answers. Answer on your blog (in the searcher’s language), with videos, in pages on your website, with ebooks or white papers.

Your marketing begins on your website

It’s time to turn your marketing attention and budget to your online message and content. Rather than talking about “here’s what we do” on your website, answer the questions you hear. Give people what they’re already looking for.

When you increase search traffic to your website, provide answers and capture inquiries, you’ll have a fresh pool of pre-qualified leads ready to buy.

How does your website score as a resource that helps instead of sells? Can it be found by those who are looking for the answers you have? Use our website scorecard for a checkup.

One more thing ...

What’s the goal of your website’s home page? Most will say “eye appeal,” or “show our products” or “tell our story.” Marcus says “get a visitor to a second page.” We’ll share more in our next issue.

Ready to talk about your marketing goals? Just reply to this email with “Let’s talk” to schedule a call.