Sales and marketing should always go hand in hand. Especially when it comes to creating an online presence for your business. Sometimes it can be tricky to align your online sales and marketing activities though. Especially if you have different resources and staff for each department. However if you do manage to harmonise the two you could see an increase in sales, inquiries, traffic, interest and more. So how exactly do you align online sales and marketing activities?
Find common ground and share goals or targets
First of all you want to find common ground between sales and marketing. In short this common ground could be to find new customers. Finding new customers benefits sales departments because it means more sales. And this benefits marketing departments because they can use new customers to identify opportunities to market to even more customers. To unify further you could even come up with a shared goal or target. For example this could be to sell X% more inventory online or create X more leads through a new online sales and marketing campaign. This will help focus both departments and make them work together for the common goal.
Research and learn about your customers as one
Sales and marketing don’t often disagree that the customer is always right. However they don’t always agree on who the customer is or which group of customers they should be focusing on. To avoid this get both sales and marketing to create some customer personas together. As a team they can explore the different aspects of what makes up their ideal customers. They can then go through each persona and decide on how to target each group and which group needs more attention. This is a great exercise to align online sales and marketing because they both usually think of the customer in different ways which helps build better personas.
Craft hybrid sales and marketing campaigns
Quite often you will think of certain online activities as strictly sales or solely marketing. However there are many different types of online campaigns that can be a bit of both. For example, you may think that newsletters are part of marketing’s territory. When actually, they can be both. Craft your newsletters in a way that pushes important CTAs for sales but still offers an exciting, shareable story with plenty of touchpoints for marketing to gather data. The same can be said about organic social media posts and social ads.
Create custom Google Analytics reports
To truly align online sales and marketing you need to draw collective conclusions from your efforts. The best way to do this is to create custom reports where you can see clear sales and marketing data side by side. A great way to do this is with Google Analytics. For example if you have an ecommerce store you will want to pick out data like sales revenue and units ordered. However, depending on what kind of hybrid campaigns you’ve been running you’d probably also want to see things like the source and medium of customers who purchased the most. The best thing about custom reports is that you can pretty much pull in whatever data you want so it can be as complicated or as simple as you need it to be.
Make sure your website is linked to your CRM
Ah, the CRM (customer retention management) system – the place where online sales and marketing truly comes together. By pushing all data into one system you can clearly see what is going on with old and new customers. Useful things to record in CRMs vary depending on your business. But we would suggest you pay particular attention to things like the amount of purchases made, which items are purchased the most, if customers are signed up to receive marketing communications, if they submitted an inquiry and if they’ve received any marketing communications from you. All of this works together to enable you to provide the best sales and marketing experience to your customers. After all, the more you know about customers, the easier they are to sell and market to.
We hope you’re now well versed in how to align online sales and marketing activities. If you have any further questions about this or any other online projects then make sure you get in touch with us. We’d love to hear from you. Until next time, happy marketing!