Most of your clients will take advantage of PPC to get more traffic onto their site. However, it can become expensive and ineffective, and may not actually convert leads into sales if the strategy is misdirected and not well thought out – which is the end goal. There’s a time for PPC, and a time for an effective marketing funnel that changes your web traffic to paying customers. Join our white label PPC management program.
PPC, or pay-per-click is a form of paid advertising. This type of advertising may initially increase the number of visitors to your client’s site. However, this is not effective when trying to attract customers organically with the foresight to keep them as long-term customers. Without an effective sales funnel and SEO strategy, your clients will be relying on paid advertising to get sales – instead of growing their brand to gain loyal, paying customers who are keenly interested in their business. This means that solely relying on paid advertising is often an unsustainable way of converting leads into customers.
Paid advertising may be a great way to attract an influx of previously unreached visitors (to promote an upcoming event or in an effort to clear some unsold stock for example), but your clients must be careful not to get confused between gaining traffic and making sales. They may have a compelling deal advertised, yet more traffic does not necessarily mean they will also have a sales boost. Achieving more traffic is the first step, yet their sales funnel needs to turn visitors into leads with incentives, appealing ROIs and effective nurturing.
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There are three easy steps which you can take on behalf of your clients to improve this situation:
- Create a compelling offer that will attract customers – such as a subscription to their newsletter or to download a free ebook.
- Fill their website with well-written, benefit-laden copy that is specially created for their target market. When the content on their site starts to get stale, freshen it up with new material that is interesting and relatable to their readers. Your client wants prospective customers to keep returning to their website because they are interested in, or enjoy, reading it.
- Create targeted PPC adverts to increase web traffic. This gets your client’s business out there more often and attracts new viewers who may be interested in what they’re offering.
Relying solely on paid advertising is a great way to boost traffic and create awareness of your client’s brand, products or current campaigns. Remember though: traffic does not guarantee sales, so your client needs to have an effective sales funnel to convert leads into lifetime customers.
Related Tag: White Label PPC Management
