The implementation of a digital sales strategy

After you have defined the basics for your digital sales strategy and the buyer journey, it’s time for implementation. Since the implementation is often individual and depends on your target group/product, I would like to give you some general tips here:

1. Define your value proposition

On your sales materials (website, flyers, newsletter headlines etc.) you want to show your customer directly the added value of your product.

Defining your value proposition is therefore critical, as it is the core of what makes your product or service valuable to your target audience. Here’s what you can communicate with a good value proposition:

• Customer Focus: A clear value proposition shows that you understand the needs, problems and desires of your target audience. It shows what benefits your solution offers to your target group.
• Differentiation: A well formulated value proposition helps you to clearly differentiate yourself from your competitors.
• Conversion Optimization: a well-defined Value Proposition on your website or in marketing materials can increase conversion rates by providing immediate clarity on how your offering improves customers’ pain points.

Tip: Tools like ChatGPT can help you define different Value Propositions. Just have them suggest 10 Value Propositions for your problem/target audience!

2. Define your Call to Action:

Depending on the Stage the potential buyer is in, the Call to Actions (C2A) can be different. They can go from “Learn more” “Sign up now” to “Schedule an appointment now” or “Buy now.” Especially for longer sales cycles with higher deal volumes, it’s unlikely that your buyer will make an impulse purchase directly. Instead, you will need to build a connection with your potential buyer over several days/weeks/months by repeatedly showing your expertise by adding value to your buyer. Especially in the beginning, it’s not about selling at all, it’s about building trust.

Tooltip: ChatGPT can be a help for you here too!

Where do we go from here?

By now you will probably have a good overview of what your target group deals with and when, and how you can help them. Before you start with the concrete implementation, you should be aware of whether your product should rather be distributed inbound or outbound or marketing-led, product-led or sales-driven. Furthermore, you have to choose the right channels. Your buyer journey should help you with this. This is now also a good tool to find out where you still have too little content.

Your digital content should initially aim to deliver added value and thus build trust. From the Awareness with Urgency stage, you should focus more on conversion and then on closing. Customers will only buy if they trust your brand or you, which is why the first step should not be underestimated.

The next task is to build it into your external communication and place it where your target audience is.

2 tips to get the most out of your content

• Build different landing pages for different buyer personas and even different value propositions/C2As if necessary.
• Try to recycle your content as often as possible. Here’s an example of how you can use your content:
  • For example, the core piece could be a Search Engine Optimized blog article that ranks well on Google and drives traffic to your site.
  • A blog article should be a very specific value add for your buyer at a specific stage:
  • For example, it can be informative at the beginning of the buyer journey and then provide your added values or comparisons to competitors.
  • From this you can make content for a newsletter, a social media post, email outbound or a QR code for a flyer.

Lead magnets

Not every format will work for your target audience. However, I want to give you some ideas that you can use to capture and convert traffic:

• Webinars
• White papers
• Free Demo
• Newsletters
• Free analysis/first consultation
• Cheatsheets
• Checklists
• ….

Analytics

To know what is happening on your site, you should use different analytic tools. Depending on the use case, there are different tools:

• Google Analytics: see how often which page is clicked, how often people stay on it and much more. This will also tell you how well your content is performing and what people are interested in in particular.
• Google Search Console: Monitor how well your page is ranking for which keywords and where you’re getting your clicks from.
• Hotjar: Hotjar creates anonymous digital screen recordings for your website, so you can track how the user experience of your website is and where more information is expected.
• CRM: a CRM well integrated with your website allows your users to convert: To newsletters, white papers, webinars, appointments, requests, etc….
• Google Tag Manager: to be able to see in your CRM which users have been on which website or who might interact with your digital ads, you can use the tag manager to link everything together in the back end. This will also make it easier for you to launch retargeting campaigns.

Why the tools behind your website are important?

If you have all the tools set up properly, you should be able to measure/implement the following things, for example:

• How many people are on your website?
• How much organic/direct/social/paid traffic do you have?
• What are your most popular landing pages/blog articles.
• What google searches are you being found on?
• Are you even ranking for the right keywords?

Once users have been to your website:

• Retargeting with ads: All users who have read a certain blog article should be served a certain ad.

Once users are converted on your website (i.e. they have become visible to you):

• When was the first time a user was on your website?
• How long did it take him to build enough trust to convert?
• What pages did he look at?
• How many times did the person come back?

All of this is valuable information that you need to further optimize your conversion rate to implement your digital sales strategy. You can see that in addition to pure communication, search engines such as Google & Co. are often involved in the background. Since the discipline of Search Engine Optimization (SEO) is a completely separate discipline, I will not discuss SEO further in these blog articles.

Bastian Maiworm

Bastian is the Co-Founder & CRO of the enterprise search tech company amberSearch. Me and my Co-Founders recognized the need for a state-of-the-art information management solution and now help companies and their employees to find access information as easily as possible within enterprises.  I primarily write about the latest developments relevant to enterprise search and start-ups. I look forward to growing my network on LinkedIn and meeting new people at different events. If you think, that there might be an opportunity or if you'd like to dive deeper into my topics, please reach out to me.