如何提高SEM销售线索转化率？5大实用技巧（上）

如何提高SEM销售线索转化率？5大实用技巧（上）

How to Improve SEM Lead Conversion Rate? 5 Practical Tips (Part 1)

作为营销人员，你以为给销售部门输送有效的、大量的销售线索就高枕无忧了吗？不！当你发现花费了那么多的成本与精力赢取的销售线索被销售人员浪费掉，最终转化为订单的线索寥寥无几，会是怎样一种感受？

Marketing professionals, do you think your job is done after delivering effective and numerous sales leads to the sales team? Think again! How would you feel when you realize most of those hard-earned leads are wasted by the sales team, with only a handful converting into actual orders?

我常常听到身边的CMO、CEO有这样的抱怨："通过搜索引擎带来的销售线索都不错，但转化率却很低，因为我的销售团队根本不懂如何转化这些线索。"因为销售团队转化销售线索的能力可能会对你的营销传活动的投资回报率起决定性作用。

I often hear CMOs and CEOs complain: "The leads from search engines are good, but the conversion rate is low because our sales team doesn't know how to convert them." The sales team's ability to convert leads can be decisive for your marketing campaign's ROI.

为什么销售团队会觉得转化线索如此困难？

Why Do Sales Teams Find Lead Conversion So Difficult?

付费搜索是寻找高针对性、高质量线索的一个绝佳方式。但是，付费搜索线索又跟很多其他种类的线索有所不同。

Paid search is an excellent way to find highly targeted, quality leads. However, paid search leads are different from many other types of leads.

怎样处理付费搜索线索？

How to Handle Paid Search Leads?

大概了解了付费搜索广告的心理效应后，我在这里列举作为营销管理者的你以及你公司的销售团队必须了解的关于付费搜索线索的5件注意事项。

After understanding the psychological effects of paid search ads, here are 5 things you as a marketing manager and your sales team must know about paid search leads.

1. 回访时间很重要

1. Response Time is Crucial

记住，付费搜索线索是一种主动性搜索。这意味着他们有可能也正在观察研究你的竞争对手公司。

Remember, paid search leads are active searches. This means they might also be researching your competitors.

根据InsideSales.com网站数据显示，50%的买家都会选择那些回应速度最快的供应商。

According to InsideSales.com, 50% of buyers choose the vendor who responds fastest.

2. 保持通话联系

2. Maintain Communication

一般来说，如果你想要达到90%的互动率，那你的销售团队需要在10天至14天间至少尝试8到12次联系。

Generally, to achieve 90% engagement rate, your sales team needs to make 8-12 contact attempts within 10-14 days.

问题在于，大多数的销售人员尝试着联系线索1.3到2.1次就放弃了。

The problem is, most salespeople give up after just 1.3 to 2.1 contact attempts.

本文未完待续，更多精彩，请看明日内容。

To be continued, stay tuned for more insights tomorrow.

注：本文内容由九枝兰团队翻译，转载请加上今日头条号：九枝兰或微信ID：jiuzhilan。对于不署名者，九枝兰将保留追究的权利。

Note: This article was translated by the Jiuzhilan team. Please include the source when reposting. All rights reserved.