The short answer is you steal market share. And..it’s not illegal!
How do you do that? Glad you asked.
First, I want to say with complete transparency that I am one of the world’s worst salesman.
I took a short career hiatus to sell mortgages (actually…ATTEMPTED to sell mortgages). My family darn-near starved. I made like $2500 in 6 months. A colleague actually said to me at one point: “Hey – your performance is embarrassing to this company.”
And…my in laws talked behind my back at family reunions about what had come over me (as in what was I smokin’). TRUE STORY!
So how is it that I’ve managed to grow sales demand at SoccerPro by 800% in an 18-month period?
Well – because I suck at sales, and I like shortcuts, I decided to learn an internet marketing strategy that makes even the worst salesman HIGHLY, HIGHLY effective.
It’s called “search marketing”. Search marketing puts you on the cool side of the 80/20 rule.
IMAGINE THIS:
You sell fresh squeezed lemonade in 32 oz. plastic containers. Your prosepect walks into your store and says – “Excuse me, do you sell fresh squeezed lemonade in plastic containers? Because I’m in a hurry and I could down 32 oz. right now.”
Could not even the worst of salesman close that deal? Of course they could!!!!!
That, my friend, is search marketing.
If you want to know more about how to measure search marketing demand, and some of the intricacies in doing so, I made this video for you.
In this video, I unfold the basic principles of keyword research that I use to build search marketing campaigns. This 13-minute presentation is a crash course in using the Google Keyword tool, and understanding:
- the search continuum and why it affects conversions
- not all keywords are as they seem, how every letter matters…literally
- which types of matching in Google’s keyword tool are pesky & misleading
- two types of keyword research and when to use each
NOTE: Video player opens in new window for larger viewing
