We’re always hearing that we should be optimising our site for sales. Fine tuning our keywords and meta pages, page titles and urls to include keywords and phrases that your prospective client would like. But what about those evil clients you don’t want.
We all know that type.
The dreaded indecisive client who: changes their mind on the goals of the engagement mid project; thinks prices can be haggled; suffers from death by committee; or analysis paralysis.
But there are ways to keep them at bay and out of that well tuned sales funnel of qualified leads.
Have you ticked off the web marketing basics?
With SEO – stick to the medium to Long Tail range. Towers Watson consult to insurance and investment companies on risk. There is no way we should be battling with conparethemarket.com or gocompare.com for the keywords insurance or investment.
With PPC – Use the superpowers of negative keywords to exclude people looking for something you don’t do. For example – cheap – discount – compare are in our list.
With Social Media and SMO – please use context
“fantastic blog by @nickwallen http://bit.ly/totally-awesome-dude”
That tweet might be correct, but it tells me nothing! Speak like you would to a potential client. If you’re humourus with clients that’s fine, but engaging with people you value the opinion of. This will be a major hint to potential clients.
Here’s some simple content false friends to also consider
There is a fine line to balance between saying something to attract attention to your brand and saying something to add value for your clients.
Today #MayTheFourth is trending – I could quite easily make some silly remark and grab some eyeballs with a witty storm trooper image on Pinterest or quote on twitter but what’s the value in that. At least without mentioning my xwing fighter cleaning service
Sure you’ve said something to catch the eye, but valuing your users time and using a title that’s relevant to them is something to admire. Again discretion here please.
Now depending on the size of your organisation simply mentioning base consultancy rates on your site might help to weed out those that think you can “fix their problem for a fiver”.
For larger organisations a more subtle approach could be to mention multimillion dollar implementations and large organisations if that’s our target.
How We Work
Never be afraid to lay out your terms of engagement – plain for all to see. Talk of your Agile methods or well defined proceedures but make sure they have the least chance to be surprised later on.