Digital Marketing For eCommerce Businesses—The Essentials

The good news: Your eCommerce business is part of a massive industry that continues to prosper as consumers trends shift online. The bad news: You are but one fish among many in the same pond, competing for fickle customers with short attention spans… just a click from being snatched away.

These days, many retail brands have no option but to take their store online at the same time as new ecommerce brands join the fray. And it’s easy to see why: Canadian retail e-commerce sales increased by 70.5% in 2020.

To become successful in this highly competitive environment, your eCommerce business needs to focus on the right digital marketing strategies. You need to capture the attention of customers looking for the type of products you sell. You need the proper strategies to get them to find you, and you need these from the get-go. 

To boost your eCommerce business, make sure you’re following these basic digital marketing strategies.

Checklist For Success

Today’s consumers are extremely savvy when it comes to ecommerce. They have developed a full set of standards that they expect to see when they do their online shopping. It’s a language that has been refined by successive generations of online retailers. And now, you must speak it too.

Essential elements of any successful ecommerce website will include:

  • A shopping cart system to allow customers to select items as they browse.
  • A search box that allows for direct manual searches.
  • A login box where for your registered users.
  • Voice chat/phone number to allow for direct customer service.
  • A range of payment options clearly displayed as icons.
  • Social media links where you can engage with your customers.

This may seem like a tall order for a new business, but customers have come to expect this as the industry standard. And, if you won’t comply, your competitors will. 

A Brand to Believe In

Some people think that a brand is just a logo, but there’s much more to it than that. A logo serves as the symbol of your brand, but without the meaning and value behind it, a logo is an empty gesture.

As an ecommerce entity, your clients will largely experience your business through your website. That’s why an important digital marketing strategy is to establish your brand early. In addition to a logo, you need to provide your customers with a comprehensive experience that inspires their loyalty.

Make your website easy to recognize by establishing guidelines for brand colours, fonts as well as language and tone. Use on-brand messaging and formatting for a consistent experience. Provide an ongoing level of customer service that your customers will come to rely upon and trust.

As its most basic, a brand is the promise that a business makes to its customers. For this reason, it’s something that every ecommerce business needs to establish right from the start. To distinguish yourself from your competitors and build your own customer base, make your branding known in every part of your website.

The Buyer’s Journey

To get customers, you must think like a customer. You need to understand their wants if you’re going to fulfill their needs. That’s why it’s important for your website to cater to all parts of the buyer’s journey.

The buyer’s journey is a marketing concept that looks at the various stages a customer goes through during the entire process of making a purchase. These stages are individually known as Awareness, Consideration, and Conversion:

  • Awareness: The customer becomes aware of a problem that needs to be fixed.
  • Consideration: The customer looks for ways to solve their problem.
  • Conversion: The customer finally acts on a solution, thereby ending their problem.

If you’re unfamiliar with this concept, the important part to remember is that your customers are unique; not only do they have different problems, but they are at different stages of their respective journeys. As an online retailer, you can’t treat them the same way. 

To be an effective ecommerce retailer, you need digital marketing that caters to different stages of the buyer’s journey. You need a strategy that takes these matters into account:

  • Are they ready to buy? You need to present yourself as a great solution that is easy to find and simple to do. 
    • Try offering a website with responsive design that is powered with great search engine optimization (SEO).
  • Are they looking around and comparing you to the competition? You need to present products and services that are high in value and competitively priced. 
    • Try lead generation, email newsletters, and offering promotions.
  • Are they searching for answers about something that has come up in their life? You need to provide answers and info that provides value and builds trust. 
    • Try content marketing by writing blogs and engagement on social media.

Remember: Your customers require a nuanced approach. Through the buyer’s journey, you can gain a proper understanding of your clients and give them the customer experience they are looking for.


Shopping over the internet certainly is more convenient, and yet the experience has become less personal than the in-store experience of old. 

Gone are the days when customers preferred to walk into a brick-and-mortar store to inquire about products. Now, with the focus shifting online, ecommerce businesses need to provide sources of validation that can assure customers.

Boost customer confidence with these important strategies:

  • Online reviews: Customers put a tremendous amount of trust in online reviews. Be sure to encourage your customers to leave a review, and don’t forget to respond when they do. 
  • Customer testimonials: Do you have loyal customers that love your business? Feature their words as a customer testimonial on your website. 
  • Industry certifications: Demonstrate that your ecommerce site is safe to use by displaying industry certifications. These “trustmarks” icons can feature third parties such as Network solutions, McAfee, Verisign, BBB, TRUSTe, and GeoTrust.

Digital marketing is an ongoing strategy for all ecommerce businesses, but you’ve got to start somewhere. Once you’ve got these essentials down, your website is well on its way to getting the business you deserve!

Are you an eCommerce company looking for ways to expand your business? Are you looking for an agency to meet your digital marketing needs? Operatio Marketing is here to help! Contact us now to set up a discovery session!

Top 4 SEO Tips For Real Estate

The Real Estate industry is one that is driven by brand reputation and consumer perception. Real Estate agents are dependant on their consumers- consumers who are tech savvy. These days, potential new home buyers are doing an immense amount of research online. In fact, 90% of homeowners are using online sources to find their next home. This means a realtor’s online presence must be phenomenal, so does their SEO.

Check out our list of reasons on why SEO is important for the Real Estate industry.


What is SEO?

SEO stands for Search Engine Optimization, it is the process of improving a website in order for it to appear higher on a search engine page. SEO involves increasing traffic through various methods. Increasing organic search traffic can be achieved through many tactics such as: creating informative content, having a user-friendly website, secure website and on-page SEO. In 2019, every realtor should be aware of the importance of SEO and learn how to optimize their website to gain more traffic and leads.


Step 1) Keyword Placement

Keyword placement essentially defines a list of keywords you want to rank for in searches. When the client conducts an online search, they are inputting certain keywords, your goal is to target the words that you want to be searched for. Without targeting your keywords and seeking to rank high on the search engine, you are in the dark. How do you expect to be found if you’re hiding ?


Step 2) Optimization Through Content

Blogging plays a vital role when it comes to SEO for the real estate industry. A blog that is consistently released, of high quality and relative information can make a huge difference for your website. Not only do blogs attract viewers to your website, they also keep them online longer. Blogging also helps target long long-trail keywords, according to Search Engine Land 70 percent of all searches performed online consist of long-tail keywords. These searches are more targeted and come from potential buyers who know what they’re looking for.


Step 3) Google My Business

Google My Business is your best friend. Embedding a Google Map on your website is one of the most effective tools to help customers find you. Having a map allows Google to recognize that your business is legitimate and know where it is located. This allows the search engines to find your company faster. Another important thing to take note of is having the proper number and format up online. Make sure your phone number uses a dash or parentheses to divide the numbers for an easy one dial call.


Step 4) Localized SEO

Localized SEO helps realtors promote their business to local customers. According to Google, 46% of searches have a local intent in them. For these types of searches it is important to integrate keywords that target a local area or neighbourhood. Localizing your website, targeting a specific city and releasing content pertaining to that area are all wonderful tactics for localized SEO.


Ready to take on SEO and be the leader in the Real Estate industry? The key is to stay creative. Implementing these SEO strategies will allow you and your company to dominate the search engine pages, increase traffic and generate more leads.

Top 4 Ways to Use Video Marketing in The Construction Industry

Video marketing has revolutionized marketing content for the construction industry. Not only does video marketing attract a larger market, it also engraves the information in their minds in a timely manner. According to a study conducted by Cielo in 2019, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. Construction companies have a large market, targeting contractors, developers and distributors, thus they need a medium that attracts a wider audience. Video marketing is a tactic used to increase engagement and exposure.

Take a look at these top 4 ways you can use video marketing for the construction industry.


1. Live Videos

A huge benefit of live videos in the construction industry is that they aren’t as costly and can be broadcasted on numerous platforms such as Facebook, Instagram, Periscope and YouTube Live. These videos facilitate an interaction with vendors, stakeholders and customers. Customers want to see the authentic behind the scenes, as well as they prefer to watch a video than to read an advertisement. Instant gratification from videos increases your audience and will thus increase your ROI and overall profits, hence why it is a good investment.


2. Tutorial Videos

This form of digital marketing strengthens a construction company’s relationship with its clients. For example, How-To and FAQs videos are a great way for your clients to learn more about your construction company for free. These quick videos are great when it comes to demonstrating how to install a product, or answering common questions surrounding your products and services. Educating your clients is a wonderful way for them to ensure trust in your brand and company. Many potential clients use YouTube as a search engine, in fact a study conducted by Oberlo, in 2019, reveals that YouTube is the second largest search engine, which receives more than 1.5 billion users per month and plays over a 1 billion hours of video each day to users. These statistics demonstrate the strength in numbers when it comes to video marketing.


3. Time Lapse Videos

The construction industry is one that involves time for the process to be completed. Ever imagine the time and details associated with building a new plaza? The time lapse video technique allows you to fasten the evolution of a slow moving process from building skyscrapers to installing new hardwood floors in residential home, without compromising any valuable necessities to the project. This technique is ideal for the construction industry because it allows each firm to display their success, advertise their skills and engage a larger audience. These videos accentuate the complexity of construction projects and definitely generate buzz.


4. Testimonial Videos

Nothing reflects a construction company’s success and reliability like testimonial videos.

Testimonial videos are great for industries where a reputation is critical. The reason why specifically construction companies benefit from this sort of digital marketing is because they authentically highlight compelling success and increase customer satisfaction while simultaneously showcasing the construction. Sutherland Weston conducted a study in 2019, which highlights that 90% of respondents who recalled viewing online reviews claimed that positive online reviews influence buying decisions. Testimonial videos automatically increase credibility and help convert leads into buyers.


Implement these video marketing strategies to have your clients clicking “Play” faster than you can imagine.  The construction industry needs to adapt to new digital marketing strategies in order to be a leader in the industry. Increasing exposure, strengthening credibility, educating the consumer and converting leads are all benefits of video marketing in the construction industry. So what are you waiting for? Camera, Rolling and action.

Top 4 Ways to Leverage Digital Marketing in Real Estate

The real estate market is heavily premised on one’s network and connections. This is why the real estate industry has shifted dramatically, from traditional outreach to digital networking. The best way to generate leads, connect with a larger market and increase awareness is through digital marketing now, no more knocking on doors and cold calling. Adapting to, and embracing the shift in the marketing landscape is a prerequisite to succeed in the real estate industry these days.

Take a look at these strategies to learn how digital marketing can help navigate the real estate market and surpass your competition.

1) Search Engine Optimization (SEO)
With quick google searches dominating the real estate market, paying attention to SEO is imperative for success. Optimizing your website is necessary for your search engine results page (SERP) to gain more visibility and exposure. More home buyers/ sellers are using their online resources to search for their realtor and new homes. An improved online presence not only exposes you to more clients but also assures them of your reliability and commitment to professionalism. According to a study conducted in 2019, 48% of home buyers start their research online on search engines. Concerning yourself with your SEO also involves optimizing your website, improving your social media and will have a better impact on your Search Engine Results Page (SERP).

2) Pay- Per- Click Advertising (PPC)
One of the most effective digital marketing strategies is Pay-Per-Click (PPC) advertising. PPC targets a specific market through paid advertisements. This is a cost effective strategy to increase ROI and generate local leads. Geotargeting your advertisements are an impressive and efficient way to narrow down a specific market in which you are buying/selling homes. Another great trick is adding an advertisement extension. There are different types of ad extensions such as location extension, which provides the users with a number that shows the distance to your location, a call button and the address. You can also add a price extension, this is a relatively new feature which provides users with a quick look into your prices.

3) Increase Exposure Through Content
As a realtor, you represent your own brand, with that in mind you must concern yourself with your digital presence. Digital marketing offers many tools which allow you to expose your name and get into contact with a larger market. One of those tools involves creating content like releasing blogs, infographics and posts. Customers are more likely to trust a realtor that educates them and provides informative news. Lyfe studies proved that 70% of internet users want to learn about products through content versus traditional advertisements. Releasing relevant content makes you a leader in the real estate industry, with long term results in digital exposure. Curating content develops an audience of potential clients and will help capture more leads.

4) Videos are The Next Big Step
As more clients reach for their phones to find their dream home, video marketing is becoming one of the most promising strategies. Video marketing helps increase lead conversion rates and can be done through virtual tours, going live on social media or videos for PPC. The real estate industry is one that thrives off video engagements with clients, one study proves that 85% of buyers and sellers want to work with an agent who uses video as part of their marketing efforts. Not only does it facilitate the process for your clients, but it is a cost effective strategy for you and provides clients with a sense of reliability. By harnessing the power of digital marketing, you are driving your business on a faster pace, outperforming your competition.

Click here to read our blog on the benefits of video marketing!

Real estate is an industry which is constantly changing and therefore it is vital to implement digital marketing strategies in order to succeed. Establishing an online presence, increasing exposure and reaching out to a larger market are all advantages and benefits that arise from digital marketing. Branch out on platforms and take advantage of the beauty that is associated with digital marketing in the real estate industry. You’ll be tweeting, SOLD, sooner than later.

A Guide to Marketing in the Cannabis Industry

Cannabis became legal in Canada in late 2018 and has since grown to become a 6 billion dollar industry. Since its legality, the market has been flooded with a large number of retailers, growers, and most importantly, consumers. Like any other industry, in order to succeed in the cannabis industry, a company must plan, create, and execute on a cannabis-specific digital strategy. Before we dive into strategy, it is important to note the guidelines for digital marketing as set forth by the government. Companies operating in the cannabis industry should not engage in the following marketing endeavors:

  • Marketing materials cannot promote people or events
  • Marketing materials cannot contain celebrity endorsements
  • Marketing materials cannot contain promotions of glamour, recreation, risk, excitement, or daring behaviour
  • Marketing materials cannot promote positive or negative emotion associated with cannabis use
  • Marketing materials cannot show cannabis plants
  • Marketing materials cannot show people smoking cannabis

With legislation out of the way we can focus on what works and what doesn’t in terms of cannabis marketing.

1. Organic, organic, organic

No, not the buds, the marketing strategy! Pushing your company via organic mechanisms should always be the first item on the marketing checklist. Ensure your website is optimized for SEO, and backlinks are plentiful. This will help organically boost your site to the top of the SERP without the need for any paid advertising or black hat methods.

2. Use your platform to educate

Good content is the be-all and end-all of digital marketing. With an industry as contemporary as the cannabis industry, you should absolutely use education as a means of content marketing. The demographics of Canada are scattered between age, ethnicity, and gender. This means that certain stigma’s around cannabis may still exist. It is your job as a company in the cannabis industry to use your platform to educate current and potential consumers on all things cannabis.

3. Creative campaigns

As stated before, the cannabis industry is in its infancy. Use creativity as leverage to build and mantain a customer base. Through mediums like graphic design, webinars, rich media and so on, consumers can become more informed, aware, and interested in the cannabis industry.

4. Comply with regulations

Businesses need to be careful when developing and executing on a marketing strategy. Follow all regulations whether they be municipal, provincial, or federal. Undertake legal consultation if you are unsure or have a tough time understanding the rules in place. Failure to comply with regulations could have devastating effects on any business operating in the cannabis industry.

5. Proper agency

If you do indeed plan to outsource some or all of your digital marketing, ensure you are hiring a company who has knowledge and or previous experience in the cannabis industry. This can help save headaches along the way as these companies will have a better understanding of what works, what doesn’t, regulations, and restrictions.

The Importance of Digital Marketing in Financial Services

“Siri Where is The Closest ATM?”

Digital marketing has an immense role in the financial sector, a sector that contributes significantly to the country’s economy. Unfortunately, the financial services sector is quite slow when it comes to modernizing their marketing. The financial services sector encompasses numerous institutions such as: banks, creditors, private lenders, investment banks and insurance companies. Financial marketing acts as the link between financial service providers and both business organizations and consumers in need of those services. Digital marketing strategies open the gates to more exposure, visibility and improved customer engagement- all vital components in the financial sector. In order to compete with tech-savvy startups, it is imperative to implement the perfect digital marketing strategy to grasp a wider market. Here are some tips on how to use digital marketing to your advantage in financial services !

Increase Social Presence

Financial service providers need to take advantage of the fact that everyone is on social media. According to the Social Media Lab at Ryerson University, 94 per cent of Canadian adults have at least one social media account. What does this mean for your financial service company? Easy accessibility to your customers and the opportunity to increase brand awareness. For example, as a credit provider, this promotion can help your customers pick you for their next credit loan instead of your competition. Since financial services are widely used around the country, the competition is strong and full of other providers, an online presence helps mitigate this problem. Because finances are considered a high-risk activity, a great deal of trust must be established between financial service brands and target consumers. Social media is an effective and pragmatic way to promote interactions with a customer and create a more trusting relationship.

Content Marketing

Content marketing is important for financial services since it strengthens the appearance of your brand.Your brand should depict a thought leader, a brand that educates the consumer, which thus leads to you gaining more trust. It permits you to have consistent and constant communication with current customers and attract potential ones as well. Financial blog posts are a perfect strategy to target a larger audience. Since the financial services sector is heavily reliant on personal relationships, content marketing is necessary to strengthen that relationship and establish trust. This bond will thus result in customers picking your company or financial organization over your competitors. Next time someone googles information on obtaining stocks, credit, financial managers or private lenders, your blog post can be the first thing they see. Financial blog posts help attract a wider market and can be transmitted on numerous platforms online.

Online Reputation Management

For the financial services sector, one of the strongest benefits that appears from digital marketing is the ability to engage with your customers and react to their reviews. Numerous financial planners have reputations that are often tainted with a bad image. Being aware of your online reputation and responding to negative reviews is imperative in order to proceed in this field. Reviews can be written anywhere online, but can luckily be responded to in a professional and prompt manner. It is important not to respond in a confrontational way, so your future potential leads can be assured in your professionalism. Customer loyalty is yielded by customer satisfaction. In order for your customers to stay loyal they must build a relationship with their provider. In financial services, the customer must feel that their services are being customized for their specific needs, and that if their needs are not met, the provider will always be willing and able to help them. The financial services sector is shifting to allocate more attention towards client care and the overall customer experience which can be managed better through digital marketing.

Use SEO to Your Advantage

Search Engine Optimization, or in other words SEO is a pivoting discovery in digital marketing. SEO helps financial companies be aware of their marketing and their competition. The majority of people are always searching for things on the go from their tablets or smartphones. For financial institutions, especially those with multiple locations, it is vital that this information is consistent for every location. Quite often, people use the aid of the cell phone software like Siri in order to find what they’re looking for. Thanks to SEO, you can make sure that siri suggests your bank the next time someone says “ Hey Siri, where’s the closest bank?”. A specific study on data analysis conducted by Deloitte found that millennials prefer doing their own research on google when it comes to their wealth management. This depicts how financial sector service companies should be relying on SEO to be on the top of search results.

Video Marketing

VIdeo blogging is one of the most popular ways to interact with your customers, especially with the younger demographic. Various financial institutions are utilizing this tool in order to gain more attention. Video marketing has endless amount of promotional possibilities, such as: sponsorships, partnerships and public campaigns. Videos help tell a story and express emotion and are much easier to relate to than a simple newspaper advertisement.

Press Releases

Various industries in the financial services sector use press releases to transmit messages. Before digital marketing, these press releases were hard to circulate. Now, whether you’re sharing information on the latest stock developments or accounting and compliance, your information is accessed much faster. Through the help of social media, these press releases can be shared with anyone anywhere. Whether it is on Linkedin for stockholders or on facebook for the everyday crowd, your press releases will be read faster and by a larger market which helps push volume for your stock.

The financial service sector is in dire need of a marketing makeover. Luckily, digital marketing offers so many tools to boost traffic, increase brand awareness and engage in customer interactions. There is a shift from just selling a product/service to selling and focusing on the customer experience. The financial services sector is a competitive industry, and what makes one provider stand out above the others to a client is the client’s assurance that they can trust their provider, and the perception that their provider is willing to support their specific needs and expectations. If you’re a financial organization, embrace the advantages of digital marketing in order to stay ahead of your competition.

How Digital Marketing Helps Franchises

As marketing shifts to the online world, competition amongst companies becomes fierce. In order to tackle this rivalry and become successful, it is vital to utilize digital marketing strategies. Fortunately, there are so many tools and strategies available to overcome these obstacles. As the franchising landscape is getting more competitive, businesses need to develop tactics to help attract potential franchisees. Luckily there is a vast array of digital marketing strategies created to help businesses attract new franchisees.

It is vital to be aware of and understand the various digital marketing platforms available for your business. These channels promote better communication, more localized ads, brand awareness and an improved relationship between the franchisor and the franchisee. Digital marketing has a wide spectrum of opportunities and tools. Whether it is a reply to a tweet or a new website, digital marketing directly impacts and promotes franchising. Here is a list of just some of the awesome ways digital marketing can be used to your advantage when it comes to franchising!

1) Digital Marketing Helps Increase Franchise Leads

Digital marketing has expanded for both franchisees and franchisors. New digital marketing now focuses around search engine optimization (SEO), pay-per-click advertising (PPC), search engine marketing (SEM) and various social media networks. In order to capture the attention of potential franchisees it is important to have an online presence. This online presence will help gain company exposure. SEM and SEO is used to grow the amount of visitors and keeping your site high up on the search list. Search Engine Optimization is crucial considering that the top 5 results on search engine results page (SERP) receive 75% of user clicks (Hubspot). Moreover, the various channels of digital marketing promote better communication between franchisors and franchisees which increases the amount of leads coming in. Have the ability to get in front of more eyeballs to get your brands value and message across.

2) Analytics and Reporting

When it comes to franchising, being aware of your business progress is crucial. Many tools are available in order to remain on top of your progress, your leads, strengths and weaknesses. Analytics and reporting help answer some of the pertinent questions related to franchising: how many of my clicks are transferring to leads? How are these franchisees reaching my website? Where in the marketing funnel do I need to improve? Analytics and reporting provide the necessary data that is vital to franchise growth. These tools also permit you to stay aware of your competition and their strategies.

3) Attracting Franchisees Through Social Media

Social media is a powerful tool that helps promote brand awareness. Digital marketing includes various social media outlets that help create an online presence. This online presence increases brand awareness for franchisors, increasing the value of their company. Social media helps gain control in the marketing and makes your brand appear valuable. Moreover, social media formulates a platform for communication amongst visitors and franchisees. Utilizing specific targeting methods, helps localize the right franchisees and make your ads more relevant.

4) Franchise Marketing Through Emails

Email marketing is a fantastic way to attract potential franchisees. It is an extremely effective method of communicating with numerous customers, partners, vendors and leads simultaneously. Opt-in emails allow you to engage with the clients while strengthening the image of your brand. The versatility of email marketing is a huge advantage as it permits you to send newsletters, blogs or quick updates. With email marketing it is important to remain communicative, consistent and professional.

As digital marketing becomes the primary form of obtaining new franchisees, companies need to be aware of the strategies and tools accessible to them. Being aware of these strategies provides numerous benefits to your business. Each company needs a unique and strategic marketing approach which will help conduct consistent communication between both the franchisor and the franchisee. Digital marketing is vital to franchise growth and if done properly, can be fun and simple!



Top 3 Benefits of Video Marketing

With all the different types of ways that businesses relay messages to consumers, it is incredibly important from the business side to be unique in how you convey your message. Ensuring your product and/or service stands out to consumers is crucial to your digital marketing campaigns. In fact, 51% of marketing professionals worldwide name video as the type of content with the best ROI. The power of video marketing is clear, consumers overwhelmingly prefer to watch videos in lieu of reading an article or post 9 times out of 10. If you need some more convincing, check out the top 3 benefits of video marketing below.

1. Video Marketing is linked to higher Conversion Rates

With any marketing endeavor, your ROI should reign supreme. ROI is single handedly the most important factor when considering one marketing campaign over another. According to Unbounce, including a video on your landing page can boost your conversion rate by up to 80%.

2. Improving email marketing campaigns

Email marketing can be an incredibly effective means of marketing and communication. It can help in increasing your number of customers, retaining your current customers, building rapport with customers, etc. When videos are used in email marketing campaigns, consumers are more engaged and this can be shown through the drastic increase in open and click rates. According to HubSpot, using videos in an email campaign can increase click rates by up to 300%.

3. Professionalism

Practically all industry leading companies use videos as a mechanism of communicating, marketing, and educating their core audience. It’s no surprise to anyone that businesses as a whole are apart of a copycat league. Beyond that, if your competitors are using videos to increase their ROI, why wouldn’t you? Notwithstanding, good content and professional videos may increase your ROI, but poorly done videos and content may have negative implications, so be cautious in the kind of content you release.

4 Common Mistakes Between Marketing and Sales

It’s no secret that the sales and marketing teams of a business are the first two points of contact that most companies have with their customers. With this being said, sales and marketing teams must work together to make sure that the customers journey starts off on the right path. That’s exactly why we’ve put together a list of 4 common mistakes that marketing and sales teams do for you to avoid!

1. No goals or objectives

“There are only two ways to influence human behavior: you can manipulate it or you can inspire it.” – Simon Sinek. Companies need to understand why their doing what they’re doing. A clear goal and objective are incredibly important. Having both your sales and marketing departments establish both short and long-term goals and objectives allows for your company to follow the same path, and when everyone is on the same path, magic happens.

Now, you need ways to measure these goals and objectives on a regular basis. Make sure you have regular follow up meetings to make sure the goals and objectives aren’t shifting off the set path.

2. No customization

Every customer is different. This means that every customer needs to have what we call in the industry as a “unique customer journey”. Say for example that you are selling SEO services. A potential customer who owns a painting business will have a different customer journey than someone who owns an accounting practice. Businesses are different, customers are different and thus the messaging and sales journey that they are going through should be unique. The more customized it is, the more likely they are to close.

Landing pages, calls to action, follow up emails are all examples of ways that you can customize different customer journeys. Now, in general, the more customization the more expensive. So a good tactic here is to create various customer “types” where you make a customized journey for each type.

3. Relying on Quick Fixes

It’s no secret that once sales goals are set, everyone in sales and marketing departments will do everything they can to reach them. At times however, doing everything in the now, might not be the best in the long run.

Let’s say for example that your sales are slowing down, and you want this issue to be resolved. So, you decide to put all your sales resources into a 1-week cold calling campaign to build a good pipeline. That won’t be enough. Now, don’t get me wrong, cold calling is a true art and if mastered can yield incredibly effective results, but it’s not sustainable in the long wrong on its own. It requires a process to work effectively. For example, if you work with your marketing department, and provide them with names of calls that spanned more than 90 seconds and send them a targeted email campaign, this will yield more effective results in the long run.

4. Lack of Analytics

We’ve said this before and we’ll say it again…In god we trust, everyone else bring data. Basing decisions off of instinct isn’t always the best bet. Especially when talking about marketing and sales. With powerful analytics tracking, you give your company a huge advantage, making goal setting and short-term objectives a lot easier to track and accomplish. As per a study done by Zs and EIU, 70 percent of respondents described sales and marketing analytics as “very” or “extremely” important to their organization’s competitive advantage, and 52 percent said their organizations invest heavily in analytics.

Understanding that these issues exist in your business is extraordinarily important. Implementing these tactics will help make sure that your sales and marketing departments become best friends. Results to follow.

3 Reasons You Should Invest in a Professional Website

In the virtual world, professionalism is expected. For companies who rely on their online presence in any regard, having a clean, sleek, and contemporary website is as important as it has ever been. With all the tools available on the market, it is simply foolish to not display your brand positively.

Why Your Business Deserves Professional Website Design

Whether your business is small, medium, or large, it’s one of the most important things to you. You’ve most certainly spent your blood, sweat, and tears building out the operations and business model. In layman’s terms, your website is an attestation of your offering from a virtual perspective. In the modern era, customers will most likely interact in any regard with your website first, and it is their first introduction to your company. You wouldn’t want to scare a prospective client off from a brick and mortar location with an eye soar of a building, and the same thing goes for your website, as in theory, it is your virtual storefront.

When a client visits your website, they subconsciously decide within a few seconds if they will navigate and interact with the website, or if they will bounce. Your goal with your website is to ensure a user or a prospective client has an enjoyable user experience and can simply navigate your site for their ultimate goal, whether it be to purchase a product, inquire about a service, fill out a form, or to find contact information.

The design and functionality of your website plays a key role in ensuring your website visitors can complete the things they came to your site to do in the first place. Beyond this, a professional and thorough website also plays a key role in Search Engine Optimization (where your site ranks on a search engine results page), pay per click advertising, and overall lead generation. Below, we have compiled a list of three high-level reasons that you should invest a professional and functional website.

1. It makes your company look more professional as a whole

As stated above, your website is the ‘storefront’ of your business from a virtual perspective. You want your website visitors to eventually become leads or customers. A professional and contemporary website is the best way to do this. Beyond design, your website must be filled with relevant and thorough information, adequate call-to-actions, and more, depending on what your ultimate goal as a business is.

2. It’s more simple than you may think

In the past, it used to be the general consensus that website design was extremely difficult, costly, and garnered a low return on investment. In the present day, that ‘consensus’ could not be further from the truth. Website design is more simple than you may think, and for a business that does not have in-house means of design and development, there are lots of agencies on the market that can build a professional website without emptying out your pockets.

3. It will pay for itself

In regards to your return on investment, a professional website can have more lucrative implications than other marketing endeavors. The way your new website will pay for itself differs from business to business. As an example, an e-commerce business who re-designs their website would have their increased ROI represented by an increase in sales, whereas a service business may represent their increased ROI with an increase in leads, or form submissions. To help estimate a potential ROI, check out this ROI website calculator, courtesy of Smashing Magazine.

In the modern era, you simply cannot afford to have an outdated and non-functional website that turns customers off. Ensuring your brand can be viewed as professional from a virtual perspective is of the utmost importance in the digital era. For more information on website design, including receiving a quote, click here.