80/20 Internet Lead Generation: How a Few Simple, Profitable Strategies Can Lead to Marketplace Domination by Scott A. Dennison

Author:Scott A. Dennison
Language: eng
Format: mobi
Tags: Marketing, Business
Publisher: LifePath Books
Published: 2015-04-18T14:00:00+00:00

PPC Landing Page Concepts

In this chapter, you will learn:

• When less can be more

• Sending prospects to the right page

• The elements of a solid PPC landing page

• Avoiding Google’s “stupid tax”

• Why WordPress is your PPC friend

• One page will never do

“In Judges 15:16, Samson said, ‘With a donkey’s jawbone I have killed a thousand men.’ Ten times that many sales are killed every day with the exact same weapon, across this country alone.”

Those were the words of my sales manager, in response to my question, “How did I do?”

It was the first time he’d gone with me on an appointment, to see a customer.

Needless to say, I didn’t make the sale.

Perhaps you can remember a time when something like that happened to you. I bring this up because, if your main website is part of your sales process, I’m certain this is happening to you regularly. You might not have to stare into an online visitor’s eyes while you hear the word “no,” but they’re still saying it – more often than you think.

Like – every day. Perhaps even right now. And you don’t even know it.

They’re saying it because, on your site, you’re saying the wrong things or – worse – making statements on your lead generation pages that go beyond what’s necessary for maximum conversions. In short, talking too much.

This is even more important for you to keep in mind as you start planning and designing lead generation pages for PPC campaigns.

I’ve already talked about the importance of attracting ideal customers or clients while simultaneously repelling those who aren’t ideal for your business. I’ve also gone over developing an “avatar” of an ideal client and I explained how this exercise will make you much more effective in your marketing.

I’ve taken you through this process to show you the importance of studying your best clients and truly understanding what specifically makes them ideal. This is a vital exercise when it comes to determining the best search terms on which to rank with your SEO. It’s life-or-death when you start paying for PPC traffic. However – it’s equally important that you pay attention to who your less-than-ideal clients are, so you can develop an approach that helps fend them off as you attract your ideal.

You need to do this because less-than-ideal clients can make your life more miserable than you might ever imagine. They generally haggle over your going rates and will tend to nickel-and-dime you to death on every billing – or they consistently demand more attention than other clients for the money they do pay. Or both.

Consider what these less-than-ideal clients are really looking for, as opposed to those you’d most like to attract. There are subtle differences and, sometimes, you’ll need to climb into both ways of thinking to ferret them out.

For example, if you focus only on low prices or discount offers, you’ll find you tend to attract clients and customers focused on price as the main benefit they’re seeking. These are rarely the easiest customers to work with.

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