Visitor, Lead, Prospect And Client

Hence the importance of content marketing  to be visible at lower cost (or even free). It will first have to be useful, explain, even educate. For the visitor to say “oh yes, I also have this problem” or “it’s nice this thing, I want”! Except that often:

he does not trust you

he does not have the budget or the time yet

If you do your job well on the web, he’ll see an article from your company and tell himself that he’s really useful, that you know what you’re talking about or that he likes the tone. He will follow you on the blog or via social networks, put you in favorites.

Little by little, a link is created: he gets to know you, checks your skills, looks at what is said about you, etc … The visitor has become what is called a “lead”, ie a contact qualified , interested at least a little by your services or products.

Then one day, he says to himself I really need that, and I know that person has a solution for me. I like what she offers and how she does it. And he will become a prospect and then contact you. With high chances of becoming a customer if your offer suits him,  because he is already largely convinced and confident.

And Google in all this? He did not intervene. Because this customer knew you on a group of social network, thanks to a site which mentioned favorably your blog, etc …

It takes a while to create this mesh. But then he works 24 hours a day for you. For example, as far as I am concerned, I am the typical hopeless case via Google: all the keywords that I could target are less than 10 searches a month. So I never counted on Google, and I do not remember that it brought me only one customer! They all come:

by recommendation

via the blog and social networks, intimately linked

And The Pub?

Here we are in web marketing more than in the communication. While, for products mainly, you can use tools such as the famous Google Adwords (keyword purchase). These are the commercials you see at the top right of the search results.

Now You Have To Do This Type Of Campaign Knowingly:

check that your potential customer is going to find your solution on Google

study the competition: many keywords are saturated, and it will take a huge budget to be visible

check that your product/service will not suffer from such an approach: depending on your positioning, you “sell” in this way will only tarnish your image

With this ad network, you can expect to make yourself visible on Google, but especially on the partner network of blogs and sites that displays these ads ( Adsense ). Evaluate carefully:

what investment will be needed to be visible in your specific market

what real visibility you can get, including on the partner network

what is the ROI (return on investment)

Let’s be clear: this is not within reach of everyone because an effective campaign is trying to implement. It is usually necessary to use a provider, in addition to the cost of the campaign. Targeting must be of high quality to obtain convincing results. Test, try, but above all, check the actual returns because a click costs money but does not necessarily bring a sale, far from it.

So if you use this tool: concretize your offer and your site/blog, so that the clicks have a maximum return (that is to say they convert the visitor into a customer). It’s not expensive and straightforward enough in general, better to be warned …

Conclusion: understand how the system works, not to be made attractive by offers, but unfounded. They will be pure losses for your business.