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How To Get Senior Executives To Your Website

September 2nd, 2010 admin Leave a comment Go to comments

One of the largest issues advisors and coaches ask about getting clients online is how to get decision-makers to their website. And indeed it’s one of the most important they are facing.

With offline marketing particularly outbound marketing we are able to be more targeted in our approaches. We will write directly to decision makers. We can ensure the networking events we go to have a good attendance from senior clients. When we are running a seminar we are able to invite only senior decision makers and possible purchasers.

But with inbound marketing we cannot stop junior staff and other non-decision makers clicking on links to our site or finding us via search engines.

We can, however, maximise the chances of enticing key decision makers to our site.

When we write our articles and blog posts we are able to focus on topics that are only relevant to senior staff and decision makers.

For instance, instead of writing about specific selling techniques, I could write about the best way to build the selling capabilities of your organization.

The 1st topic is of general interest. The second is only useful if you’re in a senior role.

You may write about the choice that has to be made itself. An article on what to search for when hiring a leadership coach, for instance, is only really interesting to senior decision makers looking to hire a leadership coach.

You may also optimise your site for purchasing related keywords instead of just information seeking keywords.

How do you know the difference between a purchasing keyword and an information seeking one? Look at how many PPC advertisers there are for the keyword and how long the ads have run for.

A sizeable number of Pay per click adverts that’ve been in place for an extended period of time indicates that somebody must be earning from that keyword. If what they are promoting has similarities or identical to your services then the possibilities are that it’s also a buying keyword for you.

** To spy on what ads have been live for what length of time and who’s been running them I would recommend the Keyword Spy tool. The free version permits you to check adwords adverts for keywords or sites and see how long they’ve been active and whether they are profitable. The firefox toolbar also gives a host of handy seo info.

If you get a lot of visitors to your sitefrom inbound links, try to get links from the kind of sites your target decision makers visit: sites that focus on leadership issues, as an example. Or if you use pay per click on google’s content network prohibit your adverts to those types of sites too.

You may even target an older demographic, or managing director / president / Manager type profiles if you’re using facebook ads.

Also, don’t overlook the value of visits from more junior folks. It’s often the situation a senior decision maker will ask a more junior person to analyze potential suppliers for them. Or a raving fan of yours lower down in an organisation may refer you up to a rather more senior executive. I’ve personally won a bunch of clients where the initial search has been performed by a rather more junior person.

Finally, you want to recognize that to some degree it’s a numbers game. If for every hundred clicks you only get Five from senior decision makers, then your most simple route to getting more clicks from senior folk may be to just increase your overall traffic. Double your traffic and you are likely going to double the quantity of senior clients who visit your site. Often this brute force approach is the best to take.


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