Landing pages, the written offer, split testing messaging, no matter which is your marketing weapon of choice all contingent on one simple prerequisite: traffic.
In the movie Field of Dreams, when Kevin Costner layed out his baseball diamond – he literally bet the farm that his effort would yield fruit. As online marketers, we don’t need to take the same risks. We can flood our online presences with targeted traffic. We don’t need to wait months or years for PR, SEO or Social Media to magically take off. If we build it, they will come!
With marketing automation tools like Pardot, companies are producing targeted landing pages and offers at an increasing pace. From a marketing agency perspective, so many marketers we work with are trying to interpret trends and make adjustments based on data that is – to put it gently – sparse due to the miniscule number of visitors seeing their pages and offers. If this sounds familiar, more emphasis needs to be put into driving visitor count with PPC.
Online visitors can come from many sources, including: direct visitors, referral traffic and search engine traffic. One specific type of search engine traffic is pay-per-click (PPC) traffic bought from search engines like Google and Bing. For many B2Bs with maturing online marketing programs, the nexus between landing pages, testing messaging and offers and a successful, fully trackable web presence flush with visitors is PPC traffic.
PPC traffic is completely trackable and doesn’trequire much lead time to begin reaping the reward of increased visitors. Because you will be paying a market rate on platforms like Google AdWords, which is determined by the competition and the relative quality of your advertising, things can get expensive fast if you are not careful. However, the cost-benefit analysis of paying for hyper-targeted visitors to your website, while steering them away from your competitors, should quickly prove the logic of paying the market rate for a targeted visitor.
Typically, PPC results improve over time. The close study of real results and regular adjustments create a trajectory of postive, linear improvements.
In a recent survey among companies seeking PPC assistance, we found nearly 75% of the companies that approached us were getting hammered by their competition – hemorrhaging market share, money and visitor count by not paying attention to the one activity that can bring more visitors immediately. These same companies were overypaying for PPC traffic by nearly 130% based on the quality of their advertising.
With so many B2B companies utilizing PPC so poorly, it is not a surprise that PPC represents a significant opportunity for those companies that get this right. Flooding those newly created Pardot landing pages and thought leadership articles with high quality traffic will give you more chances to generate better leads. Avoid the common pitfall of focusing only on landing page creation or content creation, and ensure you are effectively driving targeted visitors to your marketing assets.