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February 14, 2013   Posted by: Dale Underwood

Technology Marketers Losing Leads to Google

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Is Google taking your leads?

You may be missing out on untapped keywords that could dramatically increase your inbound traffic and set you up for high-quality conversions.

Technology Marketers at dozens of leading data storage companies are discovering untapped keywords that not only drive more traffic to their sites but, more importantly, convert those visitors into sales ready leads once they arrive.

Here’s an example for Storage Marketers selling Storage Area Network (SAN) gear.

We accessed the Google Adwords Keyword Tool and entered these SAN terms based around pricing:

san cost
san price
san prices
san pricing

Here’s what we got:

Here are the totals:

Global (Worldwide) – 590,100 per MONTH

United States – 372,100 per MONTH

That’s just for these four terms!

Can you imagine how much traffic you could drive if you simply integrated these terms into your messaging and blog posts?

What’s sad is that most B2B marketers respond with “but we don’t want people who are looking for pricing, we sell on value”.

We agree, B2B companies should NEVER publish their pricing!

We aren’t talking about publishing pricing, that’s not an option for most technology companies that sell complex solutions. We’re talking about using the prospect’s need for pricing to your advantage so you can engage them first. Simply start including keywords with “cost” and “pricing” for your particular industry in your blog posts and watch your inbound traffic soar.

It won’t be long before thousands are visiting your site …. :)

Now the big question becomes, “How do I convert this fresh traffic that is looking for ‘cost’ or ‘pricing’ without displaying my pricing? I already have a Request a Quote/More Information form”.

Here’s what you don’t do. Please, please, please don’t put a vanilla “How to Buy” or “Request a Quote” form on your site. That is why you are losing so many good prospects to begin with (remember our Keyword numbers?).

Offer TWO options like this (click to enlarge):

There are several strong features of this page.

First, note that we are giving the visitor 2 options: Self-Service and Full-Service. That is key because 5-7 times as many people will choose the Self-Service option over Full-Service. Imagine how many of your visitors are leaving your site when you show that same, tired Full-Service form.

Second, the Self-Service option text is very important. Just the “No Salesperson will call you” text alone will increase conversions by 10-20%. Read this list of funny Do Not Call Me phrases we’ve collected over the years.

Tap those keywords and win!

If you still aren’t convinced that these “cost” and “pricing” based keywords will work for your company, check out MarketingSherpa’s study of what B2B buyers REALLY want (hint, it’s not product information).

Now get tapping and have fun!

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Comments Off posted in: IT Manufacturers   |   Lead Conversion   |   Sales Ideas   |   Storage Marketing
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