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Marketing Strategies

Every company’s goal is to close sales, that’s no secret. But there are lots of strategies to get there. So I am thinking… what’s the best way to get those sales today?

The answer to this question will depend on your company’s structure, your target audience, your product and many other smaller considerations.

Young companies often have this question already answered. They are born in the digital era and have a clear sales target and strategy in place where companies that have been around for some time already need to keep evolving every time their target audience changes generations because interest changes with them.

Lets use a practical case to get deeper into this thought:

Imagine your company offers product X and you’ve got an e-commerce on your website. All your marketing force is trying to get potential clients to your site to sale this product or in the worst case scenario Leads.

If sales are close inside the e-commerce then HOORAY!. But most likely people get to the site guided by your targeted adds and their curiosity drives them there. Once on your site, something may not close the deal for this person due to the price, variety, UX (user experience of your site), etc… so this person now becomes a Lead, which is a good thing. You now have a potential client data.

This scenario now usually have to ways to go. The oldest one in the book, which is proven to have a really good success rate, is having one of your sales representatives call this potential client and try to close the sale using all their persuasive skills.

But the world is constantly evolving and so do people, every day the central generational audience target for companies is changing to millennials or younger. This is happening because people in their mid 30s now a days seems to be the predominant audience for digital commerce.

This is where our second scenario gets stronger. Digital Re-Marketing. Assuming our target audience is somewhere between millennial and centennials, we can say, this audience is not using their phones as phones anymore but as a multimedia centers  and that is where we should focus our campaigns.

There are severals digital channels to reach our potential new clients, and it is of vital importance to know your customers at this point.

Do they like to be reached out by FaceBook messenger? WhatsApp? instagram DMs?.

Most messaging services try to ensure that their clients are not bother with sales people unless they specifically give their consent. So these are not likely the best starting points for your remarking strategy.

Email marketing comes to play as a key role in this scenario for one specific reason.

It is easier to get your website visitors to leave their email information than their phone number.

Now a days email marketing has gone super sophisticated and customizable, which means it can always adapt to your needs.

Going back to our hypothetical scenario and lets say the sale was not close, we can divide Leads in to two groups. The Hot ones, which means the potential client that showed interest in your product but for some reason won’t go all the way and leave your site (on an e-commerce scenario we can see this as an abandon cart situation) product is there in the cart ready to be taken home but the purchase is not made.

The second group or type is the Cold ones. People who show almost no interest in any specific product. It could just landed by mistake in your site or just don’t get enough incentive by their first glance of the site and leave.

Now that you have gotten your Leads and correctly segmented the database you can start building your Digital Re-Marketing strategy. Lets see a simple example:

Hot leads show interest in purchasing your product but didn’t buy it. That seems to me that they needed a little push to close the deal. An aggressive emailing campaign would be a good strategy here.

Five days of emails alternating the subject and content of the email bases on the Leads behavior on the previews email (opens, clicks, landing page actions, etc…). one email per day for five days should do the trick.

Cold leads are different and more difficult to convert to a sale. this is where the strategy should be more passive and easier on the potential client. Branding emails or newsletters to remind them of your company are a good strategy. One email per month or week with your company news or new deals on your products will keep reminding this potential client that you are still there and one day they may need something that your company can deliver. Then you will be on their potential providers list.

So, as you can see e-mailing strategies have the potential to close deals for you, if you mix things up with social media and targeting adds you will see a great increase in your sales for sure.

We at www.integralnode.com are here to help you move to this new and more efficient sales strategies. Visit our site to how we can help you with this and make sure to check Firehub our all in one sales platform that would help you to create this audience segmentation to reach them in a more efficient way.