It’s an exciting time to focus on how marketing and advertising online can increase your sales and help your business grow. Nevertheless, closing sales is easier said than done. In an oversaturated digital marketplace, your marketing and sales teams need to be sharp and on the same page in order to succeed.
We want to outline 3 key ways to help your team increase your digital sales using the smartest and most strategic tactics possible.
1) Emphasize your company’s selling point online
Why it’s important:
Capitalizing on your point of difference as a business is a sure way to increase sales. Be aware of how the layout of your website adds to or detracts from your sales pitch.
For example, if you offer any kind of design services, you need to be especially cognizant of how your website’s visual appearance reinforces your keen attention to detail in a unique way.
Highlighting what makes your company unique is a great way to grab people’s attention. Perhaps more importantly, it’s much easier to gain trust and close sales when your selling point is crystal clear.
What to do:
No one knows your product or service’s best selling point as well as your current customers. Pay attention to their feedback as you evaluate areas for improvement. Thoughtful and genuine testimonials are important in our age of inflated or downright artificial customer reviews.
There’s also a theory that your competition won’t be as much of a concern if you “change the rules of the game”. Set out to do something better by doing it in a way that isn’t often done. It’s better to be specific.
Although one benefit of marketing and selling in a virtual space is getting to cast a wide net for a lower cost and effort than before, that doesn’t mean it’s your best solution. Having a niche audience pays off when that smaller, extremely loyal group of people consistently follow through with purchases provide a steady base for future sales.
2) Review the Key Touchpoints in Your Path to Purchase
Why it’s important:
If you want to maximize your sales, it’s imperative to have a clear understanding of your customer’s journey to finally making a purchase. Google points out that there are many kinds of micro-moments a consumer can experience. Touchpoints are what can create these micro-moments. You can think of your touchpoints as points of contact between your company and your target customer.
Since your target customers have the Internet at their fingertips because of the prevalence of mobile devices, you have to factor in the mobile experience of your brand. If you focus on improving your product or services’s online visibility and accessibility along each step of the customer journey, you’ll gradually see an increase in sales.
Here are some touchpoints that Google outlined in their Digital Sales course:
What to do:
Since there are so many possible triggers to generate interest in your products, you need to focus on the micro-moments that make the most sense for your ideal customer. For example, let’s say you’re a surf shop and you want to take advantage of the summer rush of tourists to increase your sales.
You might want to dedicate more of your advertising budget to focus more on this target demographic using Google Search Ads, specifically mobile ads. If you hone in on making your ads appear at the exact moment your ideal customer is looking for your product or service on his or her smartphone, the natural result will be more sales.
When your company fulfills a need in a convenient and timely fashion, you are automatically proving yourself as valuable to consumers. The more valuable you are to individuals with purchasing power, the more you can boost revenue and enhance brand reputation. How do you precisely pinpoint the prime opportunities to serve your customers and improve sales?
Digital behavior data is a gamechanger. When you have access to data that informs you of the interplay of marketing channels, touchpoints, and micro-moments, you can understand the path to purchase on a deeper level. Thankfully, with tools like Google Analytics (which is now a part of the recently rebranded Google Marketing Platform), you can systematically track and measure customer behavior and digital interactions seamlessly to guide your actions.
3) Prioritize on-page optimization
Why it’s important:
“Content is king” is old news. Focusing on the right SEO keywords is a given. Marketers for B2B and B2C businesses understand that providing free informational (and/or entertaining) online content and resources maintains and increases sales.
Everyone knows that rich and valuable content is important to engage with and retain a loyal customer base. Maintain a solid content strategy, but also keep in mind how the technical structure of your website could be affecting your sales process.
It’s critical to have search engines indexing your website properly, but for the sales process, website loading speed is just as important. Web page load speed has been shown to have a direct effect on sales conversions, and affects search engine rankings.
When 47% of consumers expect a page to load in 2 seconds or less, it’s clear that not meeting these expectations could have negative consequences. You could be losing sales due to having a slower-than-average website load speed without even realizing.
What to do:
To increase sales, approach your on-page optimization strategy with a renewed attention to detail. Unfortunately, mastering the simple basics of on-page SEO is not enough.To take your SEO efforts to the next level, you have to hone in on technical SEO tasks that you otherwise might not have been prioritizing, such as structuring data.
Bringing a professional on board to help audit and correct any on-page optimization issues is so imperative. There are also plenty of free tools for monitoring page load speed that are only a Google search away. Google’s PageSpeed Insights tool is frequently used.
To Wrap It Up…
To increase your sales in a sustainable way, you need to follow best practices when it comes to conveying your selling point, recognizing key touchpoints along your customer’s path to purchase, and prioritizing on-page optimization.
At Chainlink, our team can help your business improve your sales funnel and increase digital sales. We guide ecommerce brands that are struggling to increase their sales to improve their paths to purchase and refine their lead generation tactics.
Our team of experts will ensure every web page on your site sets you up for sales success. With our guidance, you will understand what is involved to guarantee that your technical SEO is where it needs to be. The part of our blog that’s dedicated to SEO articles highlights a ton of tips and tricks for setting up your business’s website for maximum visibility in search engine results pages (SERPs).
Reach out to us below to learn more about how we can help your business thrive. Also, don’t forget to sign up for our newsletter for more exclusive tips and strategies that are both effective and easy to follow.
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