With traditional marketing, it is tempting always to contact a lot of people, and  by process of elimination the leads will eventually fall out the bottom of the funnell.

Yes – the sales funnell is deliberately upside down, and you don’t need to read it. Starting with awareness and ending up with a deal is the old way.

Starting with your best prospects and working outwards is the new way, at least it is for us here in marketing newtown (milton keynes).

Search marketing visualisation

The reality of the search marketing world is that it’s flat. Time starts as soon as you press the ‘go’ button.

Advertising on the most specific of terms, those best describing the product or service you offer, the more likely you are to get contacts.

So, widening the search, so to speak, as per the diagram above, can result in potentially less hits for your money. The balance is to keep juggling factors to keep the return on investment.

In other words, the less you spend initially, the more likely you are to get good value. (why not start then?)

Broad search terms could still be desirable, because you may still influence people earlier in their buying cycle. But the key is to reduce the non-relevant clicks as much as is possible. Negative keywords, restricting location or keeping phrases and adverts very specific are good examples of digital marketing to the niches.

Spend less, get more with PPC marketing -

I did chuckle at one stat they used to support the Adwords business case.

Marketing is more important than ever. Ninety-four percent of CMOs believe that “a tough economic period is precisely the time when marketing plays a key role.”

Source: Epsilon, “Epsilon CMO Survey,” September, 2008.

What I want to know is, which 6 percent of CMO’s don’t think marketing will play a key role.

Google's tough tactics for tough times -