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Category: SEO

How to Build a High Velocity Sales Team: Inbound Lead-Generation Tips for the Beginner or Startup (Part 4)

[This article is part of a multi-blog series on how to build a high velocity sales team. Click the following links to view Part 1, Part 2, or Part 3. To the view the original 5-part webinar training series on how to build a high...

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SEO – A Bad Web Offer Can Kill Sales Before They Start

Can you lose a sale simply by having a bad Web offer?

I think we’ve all had the experience of following a link someone sent us on Twitter or Facebook only to discover that it’s just another poorly disguised attempt at hucksterism.

You land on the page and get bombarded by a long, endless page of marketing drivel, punctuated with flashing neon sign graphics, and a late-night infomercial vibe.

While most B2B Web marketers are much more professional in their approach than this, it doesn’t mean that the concept of “the Bad Offer” can’t apply.

No matter the context, a Bad Web Conversion Offer slows down the sale, gives potential buyers a bad taste, puts them off, or even sends a good buyer to a competitor.

So what makes a Bad Web Offer?

  • It doesn’t provide any value to the visitor.
  • The process to get the perceived value (the whitepaper, webinar, free trial) takes too long, or requires too much user input.
  • There’s no compelling difference between your offer and what they could get elsewhere.
  • The presentation is sub-par, unprofessional, difficult to navigate, or just plain boring . . . .
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The #1 Priority of B2B SEO Content

Lots of great resources have addressed the question,”What, if any differences exist between the style and content of an SEO versus a PPC landing page?”

SEO.com states that a typical SEO and PPC landing page should serve the appropriate purpose, contain the right mix between content and call-to-action, and provide links to outside information and to the main home page of your Web site.

SEOBook.com says the only major difference between an SEO and PPC page is that the call to action should come early, and much more often on a PPC page— but that otherwise the concept is the same.

But how does this formula change from a B2C site, where the goal is typically an instant transaction, to a B2B company site, where a prospect’s buying decision may still be weeks or months away?

An outstanding article by Proteus B2B states that B2B decisions are “driven by risk and the avoidance thereof.” As a result, a B2B landing page must be more complete, holistically-oriented, and must present a clear, competitive, consistent message through content, style, and feel . . . .

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SEO and Lead Conversion – Hubspot’s Fatal 6 Web Design Flaws

I’m going to share a little secret about a mistake we made about a year and a half ago when we redesigned our Web site.

On the surface it was a beautiful redesign. Oh, so very beautiful.

Slick, shiny, “the new hotness,” slick, and slick (did I mention it was slick?).

And it killed our Web site conversion rate.

After two months of awful performance, we finally bit the bullet and furiously rolled the old site back out, and started from scratch . . . .

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Sales 2.0 – Psychology, Self-Selection, and “Getting There First”

RockStar-small

I’ve read, heard, and studied lots of talk about the psychology of sales and marketing.

What makes buyers tick.

How decisions are made.

Prestige, Pleasure, Pain (relief), Profits, or Preservation.

But I was reminded today of another key psychological aspect of sales:

Get there first.

“Getting there first” is a simple rule that Paul Castain’s Sales Playbook talks about.

Want to be a budding (sales) rock star?

Get there first.

When it comes to lead management and generating new sales, showing up last is often worse than not showing up at all . . . .

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