Phil Lauterjung

Posts Tagged ‘internet marketing’

When I first started in sales – in the dark ages – buyers had to contact us if they were interested in our products.  Not any more!  All they do is hop on their favorite search engine and start clicking away.  Gaining a clear understanding of this new buying cycle is critical to reaching buyers at an optimum point.

Online buyers tend to take their own sweet time doing research before settling on a product to purchase.  Studies have shown that these wandering buyers conduct as many as a dozen or more searches over many weeks before deciding.  These are not usually the same searches over and over.  Most are multiple searches on the same topic.  Read more... (640 words, 2 images, estimated 2:34 mins reading time)

I don’t claim to be an SEO (Search Engine Optimization) expert or guru; however, I have spent a lot of time learning about it and I intend to continue.  One thing I have found is that there are way too many who do claim to be experts or gurus on the subject.  Some of you may have hired one and lived to regret it.  But SEO, as I explained in the series on Integrated Lead Generation, is an integral piece of the process.  Read more... (588 words, 2 images, estimated 2:21 mins reading time)

If you’ve been following along in this series (if not, why not?), you have hopefully started what you need to in order to get more leads.

Now you’ve got to decide which are the HOT leads?  Remember, we mentioned before that only 20-25% of your leads will be “sales-ready”.  How do you figure that out?

Start with lead scoring.  A process that should be done before you start getting leads, but if you haven’t yet done that don’t worry.  No time like right now to get it done.  You’ll want to take that exercise you went through earlier in developing a typical buyer profile and use that to develop a lead scoring process.  Read more... (608 words, 2 images, estimated 2:26 mins reading time)

What’s a Landing Page you ask?  Well, if you have done what we’ve talked about in the previous parts of this series you will have people clicking on your listing in the organic search results and/or your pay-per-click ads.  Where are they going when they click?  Do they all go to your home page, or maybe to your “contact us” page?  Why do you want them to go there?  Read more... (674 words, 3 images, estimated 2:42 mins reading time)

I mentioned in the last post, Integrated Lead Generation – Part 3: SEO Basics,  that Pay-Per-Click (PPC) is a cousin to SEO (Search Engine Optimization).  While that is true in one sense they are also very different from each other.  The first major difference is that with PPC you see results sooner than with SEO.  However, over the long term the results will be better with a good, solid SEO program.  Before we get into explaining more of the differences we need to clarify what a potential buyer would see when they start a search.  Read more... (568 words, 3 images, estimated 2:16 mins reading time)

A few years back I was head of sales for a $70 mil./yr. manufacturing company.  The Executive VP for the company and I had an ongoing debate over metrics to use in evaluating our leads.  His primary measurement was cost-per-lead.  While I felt it was good to know that number I also argued that it was rather meaningless unless we knew how much sales revenue, and over what period of time, we were getting from those leads.  Read more... (751 words, 2 images, estimated 3:00 mins reading time)