Sales Cycle Conversion or Lead Generation
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Getting a search engine user to click on your pay per click link is just the start of the battle to gain a customer. As the saying goes, “That and 50 cents will buy you a cup of coffee.” Salient Marketing can help you turn that coffee into a feast – or the best 50 cents you’ll ever spend.

You have just paid for a targeted search engine referral to your web site. Will you be able to maintain their interest and finally convert the visitor into a customer? Does your web site address their specific needs? How much investment does that visitor have to make in your web site before finding the information they are looking for?

First, where does that click take them? Does it go to your home page or does it take them to product information or does it take them to an inquiry or form page to capture information for a call back, or a page supported by an analytics program that can track visitor data or start visitor interaction? Most web sites are built to address the general needs of their customers or potential customers. However, web personalization can serve to increase the conversion rate of web visitors by decreasing their time investment of searching for the information they need, and by emulating that 1-1 relationship required to influence their buying decision.

There are numerous online selling systems that help to identify the anonymous web visitor and help to personalize any page that a visitor may land on. These customer relationship management systems work on business rules and general customer behavior patterning, but can be costly. An alternative solution, at least for search engine advertising, where you can control where you drive visitor traffic is to create landing or ghost pages. Landing pages can be tailored to contain your value proposition, additional information and links pertaining to the search engine ad they originated from and various ways that a visitor can contact your company. A pay-per-click interaction should be so powerful that the visitor and that page are the only two things that matter at the moment of the click.

Read more on our Pay per click management process:

1. PPC Overview
2. Achieving Business Objectives
3. Choosing the Right Keywords (Market segmentation)
4. Customer Sales Cycle Conversion
5. Pay per click (PPC) Campaign Management -- Campaign Comparisons
6. Pay-per click PPC Reporting

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