As an online marketer, your objective is to drive visitors to your website and
eventually convert those visitors into customers. To accomplish this, you may
already be utilizing channels such as banner ads, email blasts, pop-ups and pop-unders.
These are all "push" techniques, whose purpose is to create demand where it may not
yet exist. However, in order to have a fully realized online marketing strategy, you
must also employ "pull" techniques, whose purpose is to generate website traffic by
focusing on what your potential customers want, and are already proactively seeking.
Online, the most effective pull technique is search engine marketing, because with
search, the user is in control. If she comes to your website from a search engine,
it's because she is looking for you, and is therefore, a qualified prospect. But if
your website isn't readily visible in the top search engine results, you have missed
an opportunity to attract her, and thousands of others just like her. That's where
search engine marketing comes in — regardless of whether your online marketing goals
are focused on lead generation, branding, or producing online sales — because search
engine marketing covers all three.
Search Engine Marketing Generates Sales Leads
Perhaps your product or service isn't easily sold directly from your website. Maybe
your business model requires a salesperson to have direct contact a prospect. Or perhaps
you sell your products through dealers or distributors. Regardless of whether your online
marketing goals include persuading a visitor on your site to request product information,
download a demo, contact the dealer nearest him, or ask to speak to a salesperson, search
engine marketing generates powerful results.
Both online and offline, branding is an essential element of creating and building
familiarity, comfort and confidence in your company and your products. For many Internet
users, brand recognition starts with their use of search engines. Over one third of
surveyed Internet users believe the companies topping a search results list to be a leading
brand in the business category they are searching. And when your site repeatedly appears
prominently in the search results, you're creating multiple brand impressions. So, top search
engine rankings definitely enhance brand equity.
According to JupiterResearch, the most sophisticated search engine marketers manage ecommerce
websites for retail merchants. Why? Because search engine marketing techniques attract prospects
who are ready to make an online purchase from sites whose online marketing strategy is to
generate a financial transaction — a purchase. Search engine marketing effectively places your
website content in the path of these highly-motivated, potential buyers — the ultimate qualified prospects.
