How To Improve Sales With Online Marketing

How To Improve Sales With Online Marketing

Top sales pros offer expert tips for using online marketing tools to attract, nurture and convert leads into paying customers for your small business.

Many small business owners do some or all of their business in person, whether in a brick-and-mortar storefront or out in the field. Yet as more customers turn to the internet to find answers to their problems, you simply can’t afford to neglect digital marketing.

Good news: You can support the real-world sale of tangible goods and in-person services with internet and social media tactics. In fact, social media and search engines are great ways to generate leads.

In fact, social media and search engines are great ways to generate leads.

If generating online leads are a challenge for your small business, follow these expert tips and from top sales-focused pros.

Optimize Your Online Presence

Every small business should have a strong online presence, even if you don’t sell products online. Your potential customers use the internet every day to find local businesses, research products and reviews, and make purchase decisions.

Great places to start include:

  1. A user-friendly, mobile-friendly website;
  2. Active social media accounts on Facebook, Twitter, Instagram and/or LinkedIn;
  3. A blog with great on page SEO;
  4. An email newsletter;
  5. Up-to-date Google My Business and business directory listings.

“These online touchpoints enable customers and prospects to engage with content, and sales teams to follow-up accordingly,”

Explore Targeted Digital Tools

Once you establish your basic online presence, get creative and strategic. Less traditional content like podcasts, niche sites like Pinterest or interactive events like webinars are all good ways to engage customers and share expertise with potential customers.

“Once an initial connection has been made, people on the sales team can easily follow up with them to understand their needs and how the company may be able to help,” Rodoni said. “Understanding a customer’s pain point and identifying the solution in an easy, quick and affordable way will help to transition a lead to a paying customer.”

Connect Before Closing

Content and context are key when marketing to sales leads. Tailor the message so it’s more engaging to the recipient, organize communication based on common needs and priorities. All sales and marketing should be educating and nurturing the customer along their journey.

The ways a business engages online will often look different at various points in the sales funnel. For instance, search engine optimization and social media marketing are effective for attracting new leads, while your website, marketing emails and CRM are typically more effective closing tools.

The engagement shouldn’t end once a lead becomes a customer however, surveys, social media monitoring and analytics as post-sales tools to learn more about how to keep customers delighted.

Follow This Rule To Get The Best Keywords For Your Google AdWords Campaign

Follow This Rule To Get The Best Keywords For Your Google AdWords Campaign

Knowing the difference between long-tail keywords and short keywords is critical to setting up paid search ads for your small business.

If you’ve decided to spend money on a Google AdWords campaign, it’s important to understand what type of keywords will be most effective for your business. Knowing the difference between long-tail keywords and short keywords is critical. It’s also important to decide what type of words you will target. Check out a helpful list of categories as well.

Long-tail keywords are three or more words in length and usually more specific than shorter keywords.

“They typically signal a user with the higher intent of conversion or purchase than someone searching with a broad, one- to two-word query,” he said. “Long-tail keywords are valuable to target because the user is asking more specifically for what the business is offering. The tradeoff is that search volume for these queries is usually smaller.”

For example, a short keyword search would be “plumbing repair.” Bidding for a broad, common keyword like this would be expensive due to all the competition. Plus, it might not be very effective. If someone uses this keyword, you don’t know where in the world they need plumbing repair or even what type of repair they need.

Consider instead a long-tail keyword like “emergency toilet repair Ottawa, On.” The user of this keyword has let you know exactly what service they’re looking for and where they’re located. Not only would this be an effective long-tail keyword target, it would actually be cheaper! There are fewer plumbers in Ottawa bidding for “emergency toilet repair” than there are plumbers in the world bidding for “plumbing repair.”

When deciding what type of keywords to target, we recommend focusing on keywords that have “commercial intent” first. “Look for keywords that have phrases like ‘[product] for sale’ or ‘buy [product],’”.

One easy, low-cost way to identify these types of long-tail keywords is by typing the broad “main keyword” into Google to see the suggested searches that auto-populate in the search bar. Google’s auto-populated suggestions are a good indicator of how to focus your Google AdWords campaign.

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