The Quartz Effect

the quartz effect  //  Quartz Marketing is an innovative business service that helps companies develop a strong brand presence through developing strong marketing plans and running simple and effective marketing programmes and campaigns that you understand with you.

Apr 11 / 12:07am

Online Credibility and Closing Deals

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When most people think about SEO, the goals they have in mind are more sales leads and better sales leads thus increase in revenue. As a Marketing Consultancy, we tend to think that way ourselves. However, SEO has another role that gets right to the heart of closing sales - establishing credibility.

Suppose you seek to bid on a large construction project. As a preliminary step to vetting your firm, the prospective client may do a quick Google search to see where you rank for highly relevant search terms.

If you have links on the first page or two of results, what does that say about your firm?

If you're invisible, nowhere to be found - what does that say?

B2B firms in particular are prone to think that SEO isn't for them because they're not playing a numbers game. Since their universe of prospects is relatively small, they figure SEO doesn't pay. What's the point of optimizing a Web site in pursuit of a relative handful of leads?

Well, if your average sale is £5000 or £50,000, a handful of leads is very valuable indeed. But even more valuable than acquiring a new lead is closing the lead you already have. It's disappointing to spend a day fishing on the lake and not getting a nibble. But how much worse is it to be reeling in the biggest catch of your life, only to have the line break when it's just in reach?

A well optimized site, which showcases your dominance, is a powerful influencer, sometimes even a deal closer. For some organizations, the credibility-building power of search engine optimization is more critical than SEO's lead production capacity. People trust organic results. And while trust is a critical factor in online shopping, it is even more critical in online - and off line - buying.

If you would like to discuss any of the above or just your online presence in general please don’t hesitate to get in touch on info@quartzmarketing.co.uk.

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