Digital marketing has provided many businesses with opportunities to showcase their products and services in this digital age. And with the accessibility of applications like Facebook, Twitter, Instagram and LinkedIn, anyone can now become a marketing guru in their own business. Life is getting easier for small and medium business owners as we become more educated on the tools to use for social media, the clients to use for our email marketing campaigns and the topics to blog about.
However, whilst we become educated about digital marketing that doesn’t mean to say that those activities are helping business owners achieve their end goal – sales. Whilst some business owners partake in many digital marketing activities for the sheer joy and pleasure of interacting with like-minded people, the majority of business owners are engaging in digital marketing activities in order to increase sales performance; as another marketing channel to exploit. So if business owners are seemingly doing all the right things through digital marketing, why are sales not reflecting the effort?
One possibility is that the foundation of a good sales process on a website is the reason that digital marketing activities are failing to have the desired impact. If your digital marketing activities are not leading people to explore your website and eventually become advocates of your business, perhaps you’ve got the balance of activities and content wrong. Of course, every business model is different, and there’s certainly no one size fits all methodology, but if your website isn’t the digital hub of everything you do, maybe you need to revisit the balance of activities in your business and lay the correct foundations first.
Your website is where your digital story starts and ends. If you think about it, a potential customer might be able learn a little bit about your business by navigating around your About page; they might learn a bit of the company history, how the business was founded and who works there. The customer might read a number of interesting articles in your Blog section that inspires them about the industry you operate in. He or she might read some of your testimonials and customer reviews to confirm their theory that your business is reputable and shares similar values with them. That customer might then visit another part of the website and browse through your products and services; if they are compelled they might purchase something. They might then share their experience on social media to tell their friends about it. If your website doesn’t facilitate that type of journey it doesn’t mean you are doing something wrong, but it might mean you are missing an opportunity. That process is merely a simplified example of a customer journey and in many industries it just doesn’t work like that, but you might be able to extrapolate that process to make it applicable across numerous industries. If your sales process requires a face to face meeting, is there a mechanism on your website to help make that happen? If the sale only takes place when someone books an appointment, is there a process to make it easy to do that?
You should gear your digital marketing activities around a sales process that is applicable to your business and your industry. Make it easy for customers to do business with you. Are you a visual business or do your potential customers need information and detail? That might influence whether you decide to invest more effort in social media marketing or email marketing, for example. Whichever forms of digital marketing activity are applicable to your business, be clear what process you are sending your customers in to when they click on your website, so you can turn interested browsers in to customers and advocates.
And if you need support in defining your sales process and the marketing activities that should support that process, then get in touch with us on 01604 779035 or click on the big red “Work With Us” button at the top of this page to book a consultation meeting.
Author: Tom Jullings
I work with clients to improve the digital marketing experience they present to their customers – from web design and SEO to outreach marketing and social media.
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