Post-pandemic we have obtained a boom in prospects, large revenues and a stable pattern. After 4 years, the pieces of the puzzle became more difficult to put together... Don't you think?
The AV sector is a very specific niche that, in addition, there is a lot of knowledge on the part of the end customer in general. Today the search is focused on added value, on valuable information, there is no longer conformity with showing the solution and filling out a form. Today it is necessary to have really necessary information, which shows why they should choose you over other competitors.
On the other hand, the guideline has become much more specific. The target, the segmentation is smaller than before. Did you notice differences in the origin of your organic leads? Because here, when we see the behavior of organic leads, we have a great guideline of what is really happening with our audience.
And everything would indicate to me, at least in my experience and in what we have been noticing through the numbers... is that our lead is less and less in ADS and is more and more in genuine, organic and ant work... called SEO, real faces, real cases, genuine articles, differentiated personalities within organizations with a strong presence in the media...
Do you notice? Do you think that there is really a change in recent times?
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Absolutely true, @Camila Chavarri ! The shift in the AV sector toward an audience that values relevant information and genuine differentiation is clear and challenging. It forces us to rethink our approach—not just to highlight the added value of our solutions, but also to connect with clients in a more genuine and authentic way.
I agree that organic leads are an invaluable compass today for understanding our audience's behavior. They show us what type of content truly resonates with them and where we should focus our SEO and quality content efforts. Articles, real case studies, and the presence of well-known figures in the industry all help to build a solid, trustworthy brand image that better meets the needs of today’s informed customer.
This move toward organic not only strengthens relationships with clients but also helps build a reputation based on credibility and value. A great analysis that undoubtedly opens up an interesting path for our strategy.
It's an interesting and complicated question, I agree with you on the issue of being more organic and seeking to create credibility based on the real experiences created.
Like you said, I think when you're dealing with a highly knowledgeable demographic like AV pros, it's key to know that A. You know what you're doing, and B. They feel confident in your solutions. If you can prove to them that you've got a clean and holistic way to address their client needs while also covering common pain points, that establishes the high trust you'll need to gain leads.
Also, this might be sacrilege to some, but it's also worth being straightforward when you don't have a solution that can solve their needs. It might not get you business right at that moment, but people value honesty, and that may turn into a lead later on down the line who reaches back out to you for another need!