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 Work at Home Moms > General Internet Marketing Articles > All Marketing and No Sales?

All Marketing and No Sales?

Online marketing, network marketing, viral marketing, email marketing, target market, guerrilla marketing……..

With the current emphasis on marketing it may be easy to overlook the fact that without a good sales strategy, the best marketing strategy may be wasted. Good marketing is essential to business success, but you must also have a strategy for closing sales. Even if you are extremely skilled at one, your business will not survive without the other. Success requires the right balance of marketing and sales activities and skills.

In its simplest terms, marketing is all of the activities that generate interest in a product or service and sales is the one-to-one activity that leads the customer to actually make the purchase. For an online business, you can think of marketing as the activities that generate visits to your website. Sales is what convinces any one visitor to make the purchase.
 
Your online marketing strategy may include good website content, search engine optimization, publishing a newsletter, advertising, contest promotion, and link exchanges. All of those activities promote branding, name recognition, and increase your website traffic.

A good sales strategy is what influences your customer to make a purchase once they are at your website. Your sales strategy must address the reasons people shop online. You must convince a customer that your product or service is the best choice for her. Your sales copy must provide all of the information needed in order to make the decision to buy. And you must ask the customer to make the purchase immediately.

Sales Strategy Tips

Address Online Shoppers
Online shoppers are looking for convenience, price, or availability. If you sell a unique or hard to find product or service, that may be all the sales strategy you need. But if you are one of many sellers, make sure you don’t inconvenience potential customers with poor website design, slow loading pages, hard to find order buttons, or cumbersome order forms and be sure you are price competitive.

Write Convincing Copy
To convince someone that yours is the right product or service for her, you must know your target audience and address their needs and wants. Make sure your descriptions answer all potential questions about usability, size, color, taste, scent, availability, desirability..…. all the factors that go into deciding whether to purchase a particular product or service.

Ask for the Sale
Sometimes simply directing someone to “don’t delay, purchase today,” is all it takes. More often, an extra incentive, no matter how small, will convince someone to make the purchase. Whenever possible offer a free gift, reduced costs, or some other incentive to persuade a potential customer to make that purchase before they leave your website.

Provide Quality Customer Service
Be sure your shipping policies, return policies, and contact information are readily available and clearly written. Repeat sales will depend on quality product, prompt delivery, and excellent customer service. When problems do occur, how you handle those problems is the crucial factor in whether you retain that customer and possible referrer or gain an unhappy detractor.

Do you have the right balance?

How do you know whether you have the right mix of marketing and sales? If your  site has a great deal of visitor traffic but not many sales you’ll need to evaluate two things. First, does your marketing target the right audience? It’s difficult to know who is visiting your site, but you can make good judgments about where you are likely reach your target market. If you’re fairly sure you are reaching the right market, you’ll need to evaluate your website and copy for good sales techniques.

If you have little traffic, but most visitors buy, you know your sales strategy is working and you will need to improve your marketing efforts.

Resources to help with your marketing strategy:

Resources to help with your sales strategy:


Linda Stacy is General Manager and Newsletter Assistant Editor for InternetBasedMoms.com. She works from her home in Massachusetts where she lives with her husband and son. Visit her virtual office, Another Day Specialties.

 

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