Nobody likes to make a cold call and more importantly, for the most part, people don’t like to receive cold calls. They are interruptive, imposing, and usually don’t connect. More and more it’s becoming harder to get in touch with people on the phone. If they don’t know where you’re calling from, most will not answer. Voicemails are common and rarely returned. What to do? 

Designing effective search advertising may be exactly what you need. Online search-based advertising is what we call the cure for the common cold call. Not that you will never need to make a sales call again, but in addition to your outbound sales efforts, you need an inbound lead generator that can bring calls to your business. 

Understand online demand

The first place to start in setting up a search engine marketing campaign is to understand how much demand there is online for your product or service. This can be discovered in a couple of ways including what is called keyword research. This helps you understand what words people are searching for online and how often. 

Here’s a great resource to start.

Rather than approaching someone who may not need or want what you offer - interrupting them - effective search marketing campaigns reach your client at a point along the purchase path. Showing up with advertising and web content that solves your prospect’s problems positions you to grow the relationship with your client and win the business. 

Your content on your company’s landing page should provide the solution to the problem they are seeking to solve. Make sure you have a strong call to action and make it easy to do business with you. 

Think less friction whether your call to action is to buy now, set up an appointment, or make a call - make it clear and make it easy to do business with you and you’ll find yourself in a better position to win the business and grow your company.