Over the last few years generating leads for clients I have recognized three key trends relating to the Pay Per Click form of Internet marketing (i.e. Google Adwords).There is a psychology connected to how people respond to online advertising.

Deals and Sales
People are attracted to deals or sales. Potential clients respond to your ad over others because there is an attractive offer. This can be a free trial, free download, first 25 free or some similar offer compelling a potential buyer to click through. Once the client clicks through the landing page, the offer should be short and to the point. A key is to have the client register  – and to an email list to send additional future offers.

Brands
Online brands have proven to sell and have greater conversion rate than a little known brand. If your brand can associate with a more sginificant brand do it. The brand may ask for for a royalty as part of the partnership but you will notice a definite increase in click throughs and conversions with the brand. If you are selling a branded product – send them directly to the shopping site. The customer wants to buy – they have clicked and interested – get the them to the buy screen as quickly as you can.

Selling Services
Selling services online can generate many leads if done effectively. In a previous company that I have since sold – all the leads were generated through Pay Per Click and the sales team did little if any cold calling. Setting up effective Landing Pages with a clear call to action and ability to register for a free demo, webinar or white paper worked well. Even thogh the bounce rate was high those registering where leads we wanted and followed up on.

Stay focused, track results and do no give up. An effective online lead generation program will work for your company.