If you have tried to optimize your web site so it appears at the top of a search engine page when a prospect searches
your product or service, then you know it is a competitive jungle out there.
The new "pull" marketing operates very differently than the "push" advertising of old. We used to blast the masses
with millions of direct mail packages and hope that 1% of them opened the envelope and a portion of readers actually replied.
Today, customers have more power.
They are "pulling" advertisers towards them when they want to, for whatever they desire. Search "purple pantyhose"
and you will find some. But display a "purple panthose sale!" banner on a web site and you may find no one comes to
buy.
So, is your company there when a prospect types into the Google box, exactly what he wants? If it is, great.
Then you just need to lift your response rate to achieve a better return on your investment.
If you're not there when prospects want you.......
Then you have some work to do. Changes to your site, adjustments to your marketing, the addition of search engine
advertising to your budget, stronger selling copy at your site....can all change the results dramatically.
Put yourself in your prospects shoes. What are their problems? Emotions? When they type their desires into the search
engine page, imagine what words they type? They may not be the terms you and your employees use at the office.
They may not type "mutual fund" but rather "retirement panic!"
The process of search engine marketing is so engaging because it forces you to get inside the prospect's psyche.
It's no longer rhetoric at the management table. You really need to understand prospects.
The task is not challenging but there is a learning curve and there are some rather tedious steps along the way.
Why not let me help you get started faster?
