How direct sales learning's can be applied to digital marketing - Part 2

(Continued from yesterday's article)

Pictures: good pictures of your organisation can help build credibility. Although the exact nature of pictures you should include on your website will depend on the nature of your business, photos of staff, your offices, your products and happy customers who have purchased from you before can all help build trust.

Guarantees: does your company offer any guarantees or assurances? If so these should be highlighted clearly on your website and any other promotional content which you use to advertise online as part of your digital marketing strategy.

Eliciting Needs

Alongside building trust; eliciting customer needs is an essential element of successful selling. Most businesses have a good strategy for eliciting needs as part of their telesales and field sales strategy but tend to lag behind in their digital marketing strategy. Although the exact level to which you will need to elicit your customer's needs will depend upon the specific nature of your business, below are a few tips you can incorporate into your website to do so:

. Ensuring your web copy is good is essential to the success of your website and digital marketing campaign in general. Clearly state in your web content which specific needs your products fulfil.

. Have a clear navigation structure which leads target customers directly to the products and services that fulfil their needs without them having to make the effort to do the search themselves.

. Consider adding a FAQ section to your website which details how your products fulfil the most popular needs of your customers.

. Consider adding messages in the cover fold which help identify how your business fulfils the key needs of your target customers. Split testing the results of adding different messages to your cover fold can be a great digital marketing strategy as it requires little effort and can make a significant different to your sales revenue.

Handling Objections

Like with any form of direct selling your online customers are also likely to have a number of objections which you will need to satisfy to persuade them to make a buying decision. Below are some good digital marketing tips to help deal with customer buying objections online:

. Firstly, to ensure your website successfully deals with customer objections it is important that you know what your main customer objections are. A good strategy to help do this is customer feedback surveys; the learning of which you can incorporate into your digital marketing campaign. Also taking feedback from your telesales and field sales staff can be of great help in attaining information on the most likely objections your online customers are likely to have.

. Include an FAQ section to your website. Once you are clear on what your main customer objections are ensure that your website includes an FAQ section which clearly deals with them in an effective manner.

. Clearly state your contact information if required for your business. Having an instant enquiry form and clearly stating your contact number on your website in the cover fold are essential if your customer objections are likely to require live interaction with your organisation.

Going for the close

In any form of direct sales it is essential to go for the close for the process to have any real significance which is also essential online. This includes your website having clearly visible call to actions and your sales process being as simple as possible with any unnecessary steps being removed.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk

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