Sales Force Automation

The Direct Marketer's Roadblock

By James Atkinson, LLB

Sales Force Automation - The Direct Marketer's Roadblock: The next image illustrates some limitations of the direct marketing automation model. These limitations are embedded within what I call "The Relevancy Regulators" see: What is SEO? and articles following.

A major problem for the direct marketing model is the cost of getting a searcher onto a 'buying' page. I outline the parameters of this problem in the previous article - see: PPC Sales Automation. To reiterate, in PPC, "buying keywords" are usually very expensive when compared to "long tail" or "info" keywords. This causes what I call the “Direct Marketer’s Roadblock”:

  1. Direct Marketers primarily use PPC to acquire leads (through opt-ins) & then make sales via sales letters.

  2. Most Direct Marketers use PPC for the majority of their traffic.

  3. Most Direct Marketers avoid SEO and Social Marketing as too difficult and too slow and too expensive. 

  4. Google's commercial focus (both organic and PPC) is to ensure searchers get results relevant to queries. Direct marketers, even as commercial participants within Google’s business sphere - are not considered important at all by Google:

    In organic searches, opt-in forms & most sales letters don't rank!

    Only sites with good-quality relevant content actually rank.

    For PPC, Google has a Quality Score that assesses relevance. The resulting imbalance of commercial focus causes ROADBLOCKS for Direct Marketers.

    They have to: PAY EXTRA when Quality Score is low (when PPC keywords are not relevant to ad text & landing pages); and their attempts to improve Quality Score often FAIL because that score relies upon social & 'relevant' content.  

 Paying extra for PPC traffic lowers your business viability. In addition, PPC has less traffic compared to organic & social marketing.

Let’s look at a better model...

Sales Force Automation > Direct Marketers' System > PPC and Sales Automation > The Direct Marketer's Road Block > The Educative Model.

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Please leave a comment:

Nike Free TR Fit 3 Breathe Mænd Training Sko Sort Grøn commented on 23-Aug-2014 05:48 PM4 out of 5 stars
Wow! This blog looks exactly like my old one! It's on a completely different topic but it has pretty much the same layout and design. Great choice of colors!

 

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