Internet Marketing Digital_marketing_for_dummies | Page 192

CONVERTING PROSPECTS TO CUSTOMERS
Don’t fall into the trap of thinking that the goal of your search marketing is to get better rankings in search engines. Also,
don’t make the mistake of thinking that search marketing is just about getting traffic. The goal of search marketing, as with
all marketing, is to move your customer from one stage of the customer journey to the next (covered in Chapter 1).
For every searcher who visits your blog, YouTube channel, or Pinterest home page, you need to provide a call to action
to take the next step.
Suppose that a searcher types a query indicating that he’s looking for a demonstration of your product. He lands on your
product page and finds a product-demonstration video. Great job! You anticipated the intent of your ideal customer and
created a page that satisfies that intent on an appropriate channel. Don’t squander this visit by failing to make a call to
action to the next logical step in the customer journey. In this case, the appropriate next step is to buy the product. Failing to
make a clear call to action to this logical next step isn’t just bad marketing but also a bad user experience. This person is
looking for a demonstration of your product, which means he may also be looking to buy it. Provide a call to action that
will help to move him to the next step in his customer journey with you.