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Lead Generation
Contrary to what is promoted on the web, see our blog on Internet marketing myths, doing business on the web is not about traffic or ranking. It is about marketing research and marketing strategy that produces a functional web site which in turn generates quality sales leads. Apart from web sites that are informative in nature, business web sites must be visible to customers, must contain relevant and attractive content, and must turn a sizeable portion of the visitors into buying customers. This requires the systematic engineering of a web site geared towards quality sales lead generation.
First things first, a market analysis is performed to assess the viability of the market to receive your products and services. You may not want to sell ice in Antarctica or sand is the Sahara, i.e. it is good to know if there is a potential interest and/or a need among buyers. The next step is a difficult one: linking your product to the intent of the searchers via a set of keywords. That is, figuring out what keywords people type in so that it will lead to your web page. This is a non-trivial task and requires a labor intensive keyword analysis.
From here on things are much easier. First, you need to analyze your online competition as a function of the selected keywords. Once the top competitors have been identified, their web sites are analyzed to see how they managed top ranking. The web is a competition space, i.e. there is only one rule to get better ranking: you need to do better than your competitors. Armed with the knowledge of the competitive sites, it is time to prepare your web site for search engines. This means your site needs its content arranged in such a way so that search engines favor your site over the competitors for better ranking. Since search algorithms are unknown, this is a trial and error process to reverse engineer how the algorithm ranks web sites, what parameters are used, etc. Assuming you managed to obtain high ranking, it is time to design and put in place a video based lead system. This is system that attracts clients to your site, via an attractive and highly ranked video, with the intent to buy. Contrast this to the pay-per-click (PPC) method where you would pay for each click no matter what. Your competitors would love to click on your link just to make your ad budget disappear. Once the video based system is working, i.e. your phone is ringing, it is time to monitor the traffic and to establish some sort of conversion metrics. That is, this is the phase of the lead program where you figure out which converts to sales and which does not. For example, does video convert better than text? How about music, pictures, articles, etc? Demographic data as well as historical analysis could be of great help.
The core of all businesses are qualified leads so let us do marketing research for you to increase your revenue.
Last updated: 7/22/2011
