Before I was copywriter here at Clear Peach, I sold things.
Lots of things. Motorcycles, software, timeshares, wooden ducks; you name it. I’ve sold things on street corners and in mall kiosks and conference centers and boardrooms. I’ve attended dozens of sales training seminars and a have a decade’s worth of books, blogs, and articles in my head.
As a copywriter and content strategist, the more that I became familiar with the principles of online marketing, advertising and SEO, the more parallels I drew between the concepts of old school selling and the process of connecting businesses with customers in the digital marketplace.
Fundamentally, sales is about matching your products or services with the needs of potential customers. And every sale, no matter how big or small, starts with a pitch. In the real (offline) world, this pitch is usually a short summary of your company, product, or service – called an elevator pitch. It’s called an ‘elevator pitch’ in reference to the hypothetical scenario of a salesperson bumping into someone important on an elevator and needing to make their pitch quickly.
An example of an elevator pitch for our company, Clear Peach, would go something like this:
Clear Peach is a full-service online marketing firm dedicated to helping match businesses with the customers who are searching for them. Since 2008, Clear Peach has been committed to providing creative, efficient, and cost-effective online marketing strategies designed to turn visitors into customers.
(In the sales world, this type of pitch would be made during a cold sales call or to potential customers at a trade show booth..)
In the digital marketplace, your landing page is your sales pitch. It’s within that first impression where potential customers will decide whether you might have what they are seeking, or if they should keep looking elsewhere. Having a good pitch (landing page) is critical to converting lookers into buyers.
How important is this first impression?
- 44% of online shoppers begin by using a search engine. (Hubspot.com)
- According to a study by Conversion XL, it takes 2.6 seconds for a user’s eyes to land on the part of your site that will leave an impression.
- 68% of B2B businesses use landing pages to gain new sales leads for future conversion. (Marketing Sherpa)
- Companies with 40+ landing pages get 12 times more leads than those with 5 or less. (via HubSpot)
From the perspective of a salesman, the tremendous benefit of having this digital sales pitch is that potential customers are constantly searching the web at all hours on multiple devices, so whereas in the old days of sales you’d hope to land a decision maker on a cold call at their desk on a Monday morning, they might now be reviewing your digital sales pitch from home at 10pm.
And just as all good salespeople practice, refine, and perfect their sales pitches, investing time into your landing pages is a guaranteed way to increase your leads and sales. Having bold and provocative headlines, eye-catching graphics, and relevant, SEO optimized copy is crucial to converting visitors into customers.