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3 Reasons For Education-Based Marketing As A Sales Tactic

Only 3 percent of your ideal customers are actively searching for your product, Healthy Numbers reports.

For both large and small business, this means that you need to constantly come up with new and creative ways to sell your company’s offerings.

Education-based marketing is a growing solution that is seeing brands provide more information and knowledge surrounding their products and services. The aim is to sell the solution without explicitly selling it.

Not convinced?

Here are three reasons why education-based marketing is becoming more effective as a sales strategy.

1. You don’t come across as sales-aggressive

It’s a common trait to get frustrated with salesmen they can come off as pestering, money-hungry people with dishonest motives.

And once that reputation is established, it can be hard to shake.

However, with education-based selling, the sales strategy is so well disguised under the wealth of knowledge you’re providing, customers often come to a purchasing decision on their own, without feeling bothered by sales tactics.

Apple Rubber, for example, provides consumers with information on o-rings, including content about their function and what makes them so useful.

Without any aggressive advertising or promotions, the o-rings ultimately sell themselves by showing the consumer why they need them.

2. You establish yourself as an authority figure

Rather than providing your customer base with blanket statements about how great your product is and then asking them to trust you, you should establish yourself as an expert first.

By educating your potential and loyal consumers, you are communicating that you have a lot of knowledge about the industry and know what you’re talking about.

From there, when you tell them that your product is worthwhile, it holds more weight in the consumers’ eyes and selling becomes that much easier.

Not only will audiences begin to trust your word, but they’ll learn to rely on your expert opinion, creating a much deeper relationship with your customers and making the sales process long-term and efficient.

3. You’ll build your brand personality and provide extra value

These days, with social media marketing becoming such a major facet of any business strategy, consumers are looking for something more from brands over and above what they sell they’re looking for a personality they can relate to.

Education-based marketing is another addition to the strategy of displaying a brand personality, as it gives your company a voice, an opinion and an excuse to communicate with your customers. Whether it’s blogs, seminars, videos or events, the education you provide to your audience is a value-add that can set you apart from your competitors.

Ultimately, in your consumers’ eyes, you’re not only the brand that sells that one product, you’re a unique and engaging entity that contributes to the conversation.

Education-based marketing is an effective method that draws customers in for the long-term.

By eliminating the negative connotations around selling, education-based marketing provides your audience with something extra and allows your products to sell themselves.

Jon Rognerud is well known as the most sought-after SEO, Digital Marketing Consultant and Online Advisor for Finance, Technology, Real-Estate and Health industries. He is famous for building business strategies, mobile websites and integrated marketing solutions that brings process, profits and brand loyalty…without wasting time. Jon Rognerud is the author of the best-selling book (Buy On Amazon), “The Ultimate Guide To Optimizing Your Website” (Entrepreneur Press) and is the Founder of Chaosmap. Get more information about the company here.

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How an Effective Product Page Design Can Boost Sales

Between 2015 and 2020, retail sales will reach $523 billion, Forrester projects.

As e-commerce growth accelerates, marketing departments will prioritize the need to develop content that increases website traffic, with 65 percent of marketers investing the biggest part of their budget in social marketing, according to Gartner.

But while focusing on traffic, it’s easy to overlook the design elements that make product pages sell. Here are some key ways to create effective product pages through design, testing and implementation.

1. Design

There are nine product page elements that have the biggest impact on the user experience and sales performance. Here are a few:

  • The header image helps make the sale by speaking to peoples’ emotions. And, imagery is an especially important consideration in industries like clothing, where detail makes the difference. Accordingly, the Gap’s home page is dominated by images of models posing in various clothing items, with minimal text.
  • Product names can also speak to peoples’ emotions and create a rational appeal to buyers. To enhance emotional impact, include benefit-oriented descriptors in your product name fields.
  • Add buttons for buying items or adding items to a sales cart, followed by prices. In some cases, you might be able to showcase price discounts as well as prices. For instance, a TireBuyer product page for Goodyear Tires highlights a money-back offer in the space above the fold.
  • Use product headlines that draw attention to the overall benefits.
  • Include product reviews, additional photos or gallery photos and full product blurbs or specifications. These elements speak to the shopper who may already be considering a purchase, which can help close the deal.

2. Testing

Testing to improve conversion rates is another important step in page design. Many Internet marketing A/B split tests focus on tweaking details, such as alternating images, colors and fonts.

WordStream founder Larry Kim says these minor tweaks can sometimes boost your conversion rate a few points. But if you want to double or triple your conversions, focus on items that have a bigger impact on sales persuasiveness.

The biggest element you can improve is changing your sales offer. Many industries use offers that sound essentially similar to their competitors. For instance, most software providers offer free trials. You can make a free trial offer more compelling by making it more specific and unique, Kim says.

For instance, to promote his company’s online advertising service, Kim’s team used an online tool to offer visitors a free AdWords campaign performance grade evaluation; the company offered 40 hours of PPC analysis in 60 seconds or less.

Other elements you can adjust include the usability flow of your design and re-marketing to visitors once they leave your site.

3. Implementation

Successful page deployment also requires effective marketing implementation. This includes covering social media promotion and order fulfillment.

Limelight Department content strategist Steve Ference describes how his design team launched a successful T-shirt sales campaign for a client.

After building the client’s social media following and email list, Limelight photographed the T-shirt to promote through social media and email marketing.

Limelight also calculated shipping costs, calibrated the ordering process and coordinated with customer service representatives to ensure a smooth launch from start to finish.

Jon Rognerud is well known as the most sought-after SEO, Digital Marketing Consultant and Online Advisor for Finance, Technology, Real-Estate and Health industries. He is famous for building business strategies, mobile websites and integrated marketing solutions that brings process, profits and brand loyalty…without wasting time. Jon Rognerud is the author of the best-selling book (Buy On Amazon), “The Ultimate Guide To Optimizing Your Website” (Entrepreneur Press) and is the Founder of Chaosmap. Get more information about the company here.