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You’re absolutely correct: search should be seen as just one component of a (hopefully) seamless marketing plan that takes customers/clients from acquisition to final sale and even after in a way that makes them feel valued. The psychology isn’t all that difficult to figure out.
What marketers might want to consider is something called “transition marketing,” during which there’s a transition from prospect to ongoing customer through special communications, new member-only information and sales, introductory rates and adding an educational component to the whole so that by the end the customer feels understood and understands the company’s offerings to him or her as well. This works best when the company is engaged in emarketing as well as simply offering a product or service off the website, and it’s well worth considering doing.
Jeannette Cezanne
I absolutely agree. Your “toothpaste squeeze” metaphor is brilliant! Many businesses need to realize that spending so much on keyword campaigns without “following through” for the customer when it comes to their landing pages is a huge waste of money. Spend money on making the whole funnel effective and your ROI will improve significantly, not only boosting profits but allowing you to continue to grow your search advertising campaigns. Focus and test every piece of the funnel and increased conversions will follow.
-Billy Shih, Optimization Analyst
Widemile