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Search engine optimization (SEO from now on) is usually thought of as attracting eyeballs to your website at the top of the sales funnel, where prospects are just searching for information. But SEO can offer powerful returns at the bottom of the sales funnel, and help convert prospects into new business. As you probably know, SEO is a technical process that aims to make your website receptive to web traffic. At its most basic, you’ll want to add keywords and phrases to your site and its content that you think your prospects are searching for, so you’ll show up high in their search results. Sure you’d love to attract lots of visitors to your site, but it won’t mean much if a good number of them don’t become customers at some point. Let’s examine a few best practices to move this process along. Long-tail keywords. SEO entails more than adding solitary “head” keywords or short phrases to your searchable content. You also want to craft longer phrases and even sentences that anticipate …

Most of us work well in a chaotic environment. We thrive off of the uncertainty and excitement of jumping from one task to another. Let it rain! Let it rain! Let it rain! So long as things are fast-paced, we are in gear and able to keep up. But… When things start to slow down and we have done a poor job of preparing for those quiet days, this same group of people who thrive in chaos, flounder in the calm. Unable to get excited about doing anything, we do nothing. Coming up are a unique few days on the calendar. Typically, Thanksgiving week is one of preparing for travel and Black Friday shopping. This year, to the surprise of no one, will be different. You are likely not traveling. As such, let’s talk about what you can do during that week that will help you “sharpen the saw,” as Stephen Covey would say. How about inkjet? If on the list of reasons why you were not selling more inkjet, or any at all— is that you don’t understand it, the crash course is a great use of your time. Make an …

Your website is your window to the world. Your social postings and blogs let people know of your existence, and attract them to your landing pages with additional content to consume. But when trying to convert prospects into customers, at the so-called bottom of the sales funnel, you should re-evaluate your website to assure it really supports reeling in the business. Let’s look at a handful of website features and actions that can boost your chances of snaring new customers. Test, test, and test . There’s no reason for a one-and-done website. You want to continually assess its ability to gain new business. You can do this through split, or A/B testing , where you change landing page elements to see which is more effective. It’s easy to send  one version to half of your email campaign or social media link, and the other version to the rest to see which one performs better. This will inform your outreach to your hottest prospects. Keep it  simple. Don’t change more than one or a few …

You’ve talked about Inkjet with a client or prospect. So, now what? As you have heard us say in these tips and in other content we’ve created, follow-up is key. However, how do we stay in touch and deliver a relevant sales call each time? The last thing we want to do is to make the Verizon-style approach: Can you hear me now? Can you hear me now? Can you hear me now? Make certain you stay in front of your prospect by communicating messages that are relevant and interesting. Make it worth their time, or risk being deleted or ignored. One possible path to take is to show that you understand their world and send them helpful information such as trends regarding their industry. This not only gives them pertinent information, but also lets them know you are paying attention. Another option would be to send information showing successful inkjet print examples.  If you choose to do this, understand that inkjet printing is not nearly as exciting to them as it is to you. So, spare them the …

Hey Kelly, I Have a Question… Bill: Hey Kelly, right off the top of your head, can you give me two sources for inkjet printing leads? Kelly: Absolutely! The newspaper and the Google. Bill: Okay, which newspaper and what am I looking for? Kelly: The Wall Street Journal and trends. Bill: Trends? What are you talking about? Kelly: The Journal does a great job of identifying companies and industries which are not just surviving 2020, but thriving. Once you become a steady reader, it gets very easy to know which markets are experiencing the kind of opportunities you want to be a part of. Bill: Okay. And what exactly should I be Googling? Kelly: Simple. How about, “Which industries are doing well during COVID?” Or how about, “Trends in banking, colleges, hospitals, etc.” Bill: Is it really that simple? Kelly: Yes. But remember, looking for inkjet print prospects does not have to be radically different than looking for any good prospect. You want to find a strong industry. You want to work …