To get more Web traffic and leads, you need to continually optimize your visit-to-sale conversion rate. The more effective your company’s sales process is, the more marketing options you have. If all other things are equal (average revenue per sale, gross margin, etc.), a company that converts twice as many Web visits into leads can afford to pay twice as much per click or visit. Being able to pay more per click or visit allows you to bid higher in the PPC listings and spend more on SEO—both of which ultimately result in more traffic and leads. And this has been true for well over a hundred years. If you look at advertisements like the one that David Ogilvy had to do for Rolls-Royce in the 1960s, he sat down and he thought, "Well, let's see. "I'm selling a car for wealthy people "and I'm selling to wealthy people "who like peace and quiet in their cars." Right, 'cause some people may like loud cars, some people may like convertibles. And by putting those two together, he found this unique audience and he put together and ad that talks about how quiet the Rolls-Royce is and it was very successful. Now there's lots of different ways to achieve weird, right? You can do weird and just make huge waves and just do really strange stuff that's over the top. All 100 of the top global brands maintain at least one company YouTube channel, and more than half (27 of 50) of CEOs in top global companies have appeared in a company video

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