How You're Wasting Money On Search Engine Advertising
It's not that search engine advertising doesn't work. Quite the contrary. It's one of the most targeted, cost effective and accountable forms of marketing available today.
The problem is you. Or better said, your website.
It makes no sense to spend money on search engine advertising if you haven't thought through what's going to happen to that prospect once he hits your website and have optimized your web environment for that experience.
Here are a few of the items you need to think through:
The problem is you. Or better said, your website.It makes no sense to spend money on search engine advertising if you haven't thought through what's going to happen to that prospect once he hits your website and have optimized your web environment for that experience.
Here are a few of the items you need to think through:
- What do you want the end result of that prospect visiting your site to be? (Yes, I know you want them to buy. But is that realistic given your product/service? Maybe a better end result would be for you to get them to tell you who they are and get them to give you permission to form an ongoing relationship with them, so over time you can win their business?)
- Do you make them hunt for what they came to your website for? Don't do this. Most visitors will spend only a handful of seconds before they leave, if they haven't found what they were looking for. This is why shrewd marketers develop custom landing pages and in an "Apple-esque" minimalist fashion, remove everything that's not absolutely necessary to achieving the desired end result.
- The subconscious reaction is important. For someone to buy or be willing to opt-in to a relationship with you, the prerequisite is that they must sense that they've arrived at a place that can help them. This decision is made subconsciously by their "gut", not their brain. You know this for yourself...think about a time where you went to a website and you just had the sense that it was wrong for you, even though all the words on the page were things you were interested in. Mastering the tools of personal influence as detailed by Robert Cialdini in his wonderful book "Influence" will be a big help here.
This article nailed it right on the head. As someone who frequently uses websites for online purchases I can testify to the importance of putting everything in the right place. Put valuable information where users can easily find it. And dont try to "sell sell sell." Realize that not everyone wants to buy right now, but if you catch their eye when they are browsing there is a good chance they will be back again later.
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This approach has two main benefits: 1) Putting out media quality information turns you into Thought Leaders, making prospects more inclined to both do business with you
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