Any sales team requires two components to function: leads and sales people.
The relationship between these two components is the ultimate litmus test of sales efficiency. Of course, the way to determine the effectiveness of any given salesman or team is the number of actual sales made. If there is an abundant number of good leads but sales numbers are low, this indicates an inefficiency of the sales team itself. Conversely, if there are very few leads but most or even all of them are converted into sales, this of course indicates a highly effective sales approach. A highly efficient sales team and a good lead source is bound to produce the highest output of actual sales made.
The website is the salesman of the business and those who visit are its leads. Search engine optimization (SEO) and pay per click (PPC) advertising are the two most powerful ways of diverting leads to a website. As long as a website is operating at peak conversion efficiency, SEO and PPC are invaluable to the sales model.
SEO and PPC are tools that are used to increase a website’s visibility. The more visible a website is, the more likely it is that someone will visit. The more incoming visitors a website sees, the more potential sales the website can make. The key to an effective SEO and PPC campaign is to properly understand their context. These instruments are a means to increase lead flow, not necessarily new business flow. Only when integrated with a commensurate web site can the power of SEO and PPC be realized.