SEO? Think Of It As Reverse Direct Marketing!
The world of business is forever changing and so is the buying behaviour of prospects. The wonders of marketing and technology have given people more choice in selecting suitable suppliers. The Decision Makers of today are able to approach companies inwhatever manner of communication they choose, very few pick up the phone, in fact most feel more at ease visiting websites and emailing potential suppliers.
It is also very good testing for them and to see how quickly their enquiries and requests are dealt with, better to know whether or not a supplier will act to your sense of urgency prior to the signing of an order, rather than after. Most of today’s business is initiated electronically, and it’s more of a case of being available to people looking for the things you sell, rather than approaching them with the presumption that now is the time for them to buy.
Additionally because work loads have increased, decision makers are reluctant to involve themselves in conversation, lose valuable hours and still be without a supplier. Most companies now havestrict policies in ordering goods and services, these include the requirement for three competitive quotes and initial research to ensure the company can and will deliver to their requirements. Not surprisingly case studies are now a pre-requisite for any supplier.
This is why the majority of initial contact is now started by a web visit, and then an enquiry email, the initial information required can be requested without picking up the phone. So where do future prospects start searching? It’s a fact that 85% of all new web visits start from one of the five major search engines, this is where you need to be listed and visible.
The most effective way to become listed to on the major Search Engines is to employ the services of a Managed Search Engine Marketing company like Vertical Leap.
However it’s amazing to learn that companies of all sizes are still spending
thousands of pounds every year on antiquated finger in the wind practices’ such as Direct Mail. Visit any decision maker, any day of the week and you will discover a bin under their desk fullwith unwanted, unsolicited mail.
Direct Mail works, but very few respond and it no longer fits it with the way that budget holders wish to select suppliers. Direct Mail is also very expensive, both with direct and indirect costs, for example– Design, Copywriting, Database Hire, Print, Postage, the costs areendless, for very little return.
It’s also important to understand that with Managed Search Engine Marketing the sales process is substantially reduced, due to the buying mentality of the prospect. If the prospect is coming to you ‘this means they are looking to purchase now’, as mentioned before ‘they are looking for the things you sell’ rather than you having to create the right stimuli to convince that now is the time for them to buy.
We all know a sale is much easier if the prospect has come to us rather than being approached, this is why we call Managed Search Engine Marketing 'Reverse Direct Marketing.
Also most marketing departments are accountable for any budget spent on practices such as DM, and they have to report accuratereturn on investment, which is notoriously difficult to measure due to the way prospects respond.
Again, this is where Managed Search Engine Marketing scores again, because every historic report is available via Vertical Leap’sclient portal, more costs are saved because marketing departments have all the information at hand.
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About the Author
CIW web designer,Independent IT writer with many years experience in Internet Marketing, SEO optimization, as well as making money on Google Adsense. The owner of this website http://moneyseekers.bravehost.com
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