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B2B Technology Marketers Losing Leads to Google

Is Google taking your leads?

You may be missing out on untapped keywords that could dramatically increase your

inbound traffic and set you up for high-quality conversions.

Technology Marketers at dozens of leading data storage companies are discovering

untapped keywords that not only drive more traffic to their sites but, more importantly,

convert those visitors into sales ready leads once they arrive.

Here’s an example for Storage Marketers selling Storage Area Network (SAN) gear.

We accessed the Google Adwords Keyword Tool and entered these SAN terms based

around pricing:

san cost

san price

san prices

san pricing

Here’s what we got:

Here are the totals:

Global (Worldwide) – 590,100 per MONTH

United States – 372,100 per MONTH

That’s just for these four terms!

Can you imagine how much traffic you could drive if you simply integrated these terms into

your messaging and blog posts?

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What’s sad is that most B2B marketers respond with “but we don’t want people who are

looking for pricing, we sell on value”.

We agree, B2B companies should NEVER publish their pricing!

We aren’t talking about publishing pricing, that’s not an option for most technology

companies that sell complex solutions. We’re talking about using the prospect’s need for

pricing to your advantage so you can engage them first. Simply start including keywords

with “cost” and “pricing” for your particular industry in your blog posts and watch your

inbound traffic soar.

It won’t be long before thousands are visiting your site ….

Now the big question becomes, “How do I convert this fresh traffic that is looking for ‘cost’ or

‘pricing’ without displaying my pricing? I already have a Request a Quote/More Information

form”.

Here’s what you don’t do. Please, please, please don’t put a vanilla “How to Buy” or

“Request a Quote” form on your site. That is why you are losing so many good prospects to

begin with (remember our Keyword numbers?).

Offer TWO options like this: (See next page)

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There are several strong features of this page.

First, note that we are giving the visitor 2 options: Self-Service and Full-Service. That is key

because 5-7 times as many people will choose the Self-Service option over Full-Service.

Imagine how many of your visitors are leaving your site when you show that same, tired

Full-Service form.

Second, the Self-Service option text is very important. Just the “No Salesperson will call you”

text alone will increase conversions by 10-20%. Read this list of funny Do Not Call Me

phrases we’ve collected over the years.

Tap those keywords and win!

If you still aren’t convinced that these “cost” and “pricing” based keywords will work for your

company, check out MarketingSherpa’s study of what B2B buyers REALLY want (hint, it’s not

product information).

Now get tapping and have fun!