Marketing supplies leads. Sales converts those leads. This is the difference between marketing and sales. Internet marketing, specifically search marketing, can provide very well qualified leads but it takes quite a bit of care and planning to use the information gleaned to improve a business’ approach to sales.
What does it mean if search marketing brings in a significant increase in leads but sales sees little or no increase in client interactions, be they inquiries or sales?
Keyword problems? If the keyword that is most used by searchers reaching your website isn’t increasing actual interactions there are a number of possibilities that need to be sorted out. The keyword may mean something different than what it means to your business. Some people use the phrase “wedding band” for music and other use it for rings.
Branding problems? Does your brand name suggest something other than what your business actually does? The word “imports” could mean anything from automobiles to zebra print blankets. If your brand name suggests some other product in any way you need to make perfectly clear what your point of distinction is.
Copy problems? Your website needs to clearly state your benefit to a potential customer. They need to be told quickly and clearly what is in it for them. It’s probably not significant to them whether or not you graduated magna cum laude from Harvard if you don’t make it clear that you will get their carpets really clean.
The process of sorting these issues out is something we do with every client but it takes a team effort because, we are marketers and don’t really have direct control over the sales process. We will get you leads and refine exactly how qualified those leads are.
For more information contact us!