Try Online Directories, e-Newsletters, Banner Ads landing page deep within your site containing relevant content. Now
Other strategies helping drive qualified prospects and not just traffic the other half of the equation comes into play: You need to convert
to your site include having a presence in relevant online directories, these visitors into qualified leads.
advertising in appropriate e-newsletters and showcasing your Accomplish this by offering valuable content that qualified prospects
capabilities with banner ads on targeted Web sites. will register to obtain. In other words, exchange something of value
A robust, visible presence — not just a link to your Web site — in (their contact information) for something of value (a white paper
online directories provides branding and messaging capabilities to or Webinar offer). Your lead-focused landing page should include
motivate qualified prospects to visit you. Look for directories that are a simple form, plus an e-mail address and phone number for you
geared exclusively toward your B-to-B audience. They offer multiple to capture.
options for showcasing your company and products. Conversion of site visitors from nameless, faceless clicks to
Purchasing ads in e-newsletters can also change the focus from traffic identifiable prospects also gives you a way to accurately measure
to qualified leads. When determining an e-newsletter advertising the effectiveness of your marketing initiatives. This allows you to shift
strategy, consider both the size of the audience, and the mix of dollars to the programs that perform the best.
readers. Ask the publisher for both the number of subscribers and Follow these suggestions and you’ll never again incorrectly focus on
a subscriber profile, preferably by industry and job function. Review “driving traffic” to your Web site. Your focus will be exactly where it
the subscriber profile and you’ll know if you’re targeting the right needs to be: on customers, not clicks.
audience.
Finally, don’t forget online banner ads that appear on targeted Web
sites. Seek out a partner that offers a banner ad network allowing you
to reach targeted audiences across multiple sites with a single buy, ABOUT THE AUTHOR:
helping to save media research, program management and tracking Chris Chariton is Vice President of Marketing Services and Product
time. and Product Management for GlobalSpec (www.globalspec.com)
Converting from Visitors to Leads , a leading specialized search engine, information resource and
These strategies drive prospects to your Web site, usually to a specific e-publishing company for the engineering, industrial and technical communities. Chris can be reached at cchariton@globalspec.com.
9 marketingtimes
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22