Search results
I come across this subject just about daily in my work, so I thought I would take a second to pose this question here. In most business models the objective is usually sell the product. All other objectives are typically more like supporting objectives of the sell the product objective. But when the subject is the web segment of businesses it seems that the objectives sometimes become less clear. No longer is the objective selling the product. It becomes being tops in some guessed at keyword combination rather than finding the most qualified prospects. Why is that?
Let me run back through this a little differently. How is it you know that "Podunk Real Estate" is a good search term to persue from a standpoint of obtaining either buyers or sellers? Do you have an actual reason or just a feeling that this is a good thing? Have you considered that there may be other terms that are used more often by serious buyers and potential sellers? Is it possible that what works for one business type does not work for others? Of course a company selling copies of "Microsoft Office" are mainly price competing, so that term nearly qualifies their customer. The customer is looking at a commodity item thus he will almost never require any human interaction or any of your time. In this model the sales cost is a fixed cost regardless of the sales volume. In a real estate transaction the field of play is quite different. From beginning to end this is a personal contact intensive process.
Let me cut to the chase here. Would it not be better to target more qualified customers rather than set the net for everyone with even the most remote interest in your product? If not, I'd like to understand why not.
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