Achieving sales success in today’s fast-paced and competitive market requires a strategic approach. The marketing trifecta approach, including visibility, conversions, and ROI is significant for driving your sales much higher than ever.
Any successful sales campaign is built on brand visibility, conversion optimization, and a good return on investment. However, the real question is how you can use these three components to successfully increase your sales?
Let’s dive deeper into this article to learn more about the marketing trifecta and how it impacts the success of your sales.
Brand visibility
If there’s one factor that makes your marketing campaign successful, it’s having brand visibility in today’s competitive online landscape. Visibility is increasing brand awareness and your product and service visibility to your target audience. The higher your brand’s visibility is, the more customers will come to you and consider buying your product or service.
That being said, let’s dive deeper into learning which strategies help you scale your brand’s visibility and positively contribute to your sales success.
- Search Engine Optimization (SEO)
Investing in Search Engine Optimization (SEO) for your website is essential, especially when it comes to increasing your online presence. Here are the main reasons why you should consider integrating SEO techniques into your marketing campaign:
- Increases organic traffic: SEO improves your website’s visibility on search engines. Doing keyword research and choosing relevant keywords helps increase your chances of appearing on the first page of search engine results, attracting organic traffic.
- Builds credibility and trust: Your sales success will strongly rely on how trusted you are by users. Being at the top of search engine results builds your brand’s credibility.
- Competitive advantage: Competitors are most likely investing in SEO and if you aren’t, you are most likely falling behind.
However, when optimizing your SEO ranking, it’s important to know whether you’ll be focused on B2B or B2C SEO.
Business to Business (B2B) SEO campaigns focus on generating leads that will turn into sales via sign-ups, downloads, newsletters, and more. It’s more focused towards selling a product or service to another business, but is much more complex compared to B2C, and we recommend Hiring a B2B SEO agency that can help you with your B2B SEO strategy. B2B SEO agencies already have a built network and a team of experts that can help you build your professional network and optimize your SEO strategy to increase your sales success.
Business to consumer (B2C), on the other hand, is focused on directly selling a product or service to the consumer. It’s less complex and focused more on optimizing your website and creating high-quality content to increase your organic search traffic and SEO ranking. The buyer journey, target audience, and keywords you use for B2C completely differs from B2B SEO.
- Social media marketing
Leveraging the use of social media marketing channels like Facebook, Instagram, LinkedIn, and other channels to engage with your target audience is important if you want to connect on a deeper level with your audience.
More than 70% of people who have a good experience on social media will recommend your business to others on their networks. Word of mouth is the most powerful marketing tool, and in order to make sure you leverage social media channels to their maximum potential for driving up sales, here are some tips to follow:
- Create diverse content: How to’s, quick tips, polls, questions, updates and announcements.
- Stay consistent: Using social media marketing allows your business to showcase your brand’s image across different social media channels. Each platform has its own uniqueness, tone and voice, but remaining consistent is what drives engagement and allows your business to reach a larger audience.
- Treat social media like a community: Social media should be treated like a community, and it’s important that you pay close attention to who’s engaging with your content and engage with them back. This can be done by replying to comments, encouraging users to share, increasing likes, running live streams, and engaging in real-time discussions.
To measure your results and the success of your social media campaigns, you can use Google Analytics as a tool that will help you measure your social media campaign results and determine which strategy is better for you.
- Paid advertising
Utilizing a mixture of pay-per-click (PPC) ads, social media ads, and display ads, can significantly help in increasing your brand’s visibility by a large margin. With the marketing world becoming extremely competitive, it’s becoming much more challenging to rely on non-paid organic traffic to deliver the results you want.
Paid ads are great for reaching a wider audience much quicker, and there are two main paid ad categories you should know about:
- Display ads: Triggered by someone who fits a certain target criteria such as demographics, interests, and are shown when someone is browsing through the web or through an application.
- Search ads: These types of ads are triggered by those looking for certain keywords. These ads will show on Search Engine Results Pages (SERP) for answering certain questions.
These two categories can be mixed and matched depending on the platforms you are using. However, it’s important to analyze their performance separately. Keep in mind that search ads will tend to perform better than display ads since they’re less disruptive.
Conversion rate optimization
Visibility alone isn’t enough to help you increase your sales, but converting visitors into customers is the real deal. The higher your conversion rates, the better it’ll be for your sales success.
Statistics show that the global average conversion rate is 1.81%, but the general rule of thumb is to reach a conversion rate of anywhere between 2% to 5%.”
To make the process easier for you, we will show you a few steps to follow so you can effectively optimize your conversion rates:
- Call-to-Actions (CTAs)
CTA buttons have a big impact on your conversion rates. Well-designed CTA buttons will easily grab user’s attention and encourage them to take the necessary actions, but poorly designed buttons will do the complete opposite.
Creating effective CTA buttons is the key to successful conversion rate optimization. Here are the best practices to follow for achieving this:
- Use clear text that communicates the purpose of your CTA
- Use a button that contrasts with your background
- Place your CTA in a visible location
- Use action-oriented language such as “Buy now”, “Subscribe now”, “Sign up now”
- Always make sure to test your CTAs to see what kind of results they are bringing you
CTAs are a great method for showing how interested your users are, and if you are following the right track or not.
- A/B testing
Experimenting different versions of your web page, email, or even ads, allow you to determine what’s best for your sales marketing success strategy. A/B testing is important since it allows sales teams to compare different strategies and determine which one best resonates with their target audience.
There are three main types of A/B testing that are most common for determining your sales success:
- Email efforts: A/B testing your sales emails such as subject lines, body content, CTAs, is an excellent way to determine if you are effectively targeting your audience or not.
- Sales pitch presentation: While many sales managers will still use the same script even if it’s not working, this isn’t productive. You can use A/B testing to test different script variations like the opening statement, value proposition, and call-to-action.
- Split testing demo pages: When someone is interested in booking a demo, this means that they’re already on the right path and if you want to effectively A/B test them, you can do so by testing different headlines, CTAs, form lengths, and page layout. At the end, you can incentivize your demo by offering something valuable like a free e-book or a discount for those who are booking the demo to see how effective it’s.
A/B testing lets you see what’s working and what isn’t, so never stick to the same practices if they aren’t effectively working and let’s not forget that successful conversion rate optimization will rely on
- Server-side tracking
Server-side tracking gathers data straight from the server instead of being dependent on the client’s browser. This helps in increasing data accuracy, and improves website performance.
It’s always important to be compliant with The General Data Protection Regulation (GDPR) when using server-side tracking. GDPR server-side tracking works by obtaining consent from users for their data and activities undertaken with it. After all, complying with the GDPR is important since it is a worldwide data privacy regulator and those who fail to do so will face penalties that can potentially harm their business reputation and sales success.
Moreover, if you’re using a Google Tag Manager, you can pair with Google’s Consent Mode to make your tags GDPR compliant. This allows websites to communicate a user’s cookie consent choices to Google tags.
- Landing page optimization
Landing page optimization is improving the web page design and layout that contribute to higher conversions, improving the user experience, and turning your visitors into long-term customers, which strongly affects your sales success.
If you want to fully optimize your landing page, make sure that you are following these tips:
- Define your landing page purpose: This helps you know how to optimize your landing page to fit target audience needs. Landing page conversion goals include convincing users to purchase a product, sign up for your newsletter, start their free trial, and fill out a form to contact your sales team.
- Identify potential problems: Try conducting on-site surveys to find out what is the problem behind low-conversion rates. Also, track website visitor behavior to see what isn’t working. You can do so by using a heatmap, showing you where visitors are clicking the most on your landing page.
- Optimize for search engines: Your landing page needs to be optimized for organic search, that is, for SEO. People can find your website much easier this way. It’s always best to find the keywords that match your landing page and incorporate them into your meta titles, descriptions, URL, and landing page copy.
No matter how good your landing page gets, there’s always room for improvement, so it’s always important that you create an engaging and effective user experience.
Calculate your return on investment (ROI)
If you want to learn more about your long-term success, it’s important you measure the effectiveness of your marketing efforts. ROI helps you measure how profitable your marketing investments are, and this is something to pay close attention to if you want to know whether you are on the right path or not.
- Customer Acquisition Cost (CAC)
This includes the cost of acquiring new customers. If a business invests too much in sales and doesn’t reach their goal of acquiring the customers they want, things won’t look too good. The cost of acquiring a new customer all adds up based on marketing and sales expenses. The CAC formula is = (cost of sales + cost of marketing) divided by the number of new customers.
Costs you need to include in your CAC formula are:
- Employee salaries
- Ad spend
- Creative costs
- Tech costs
- Publishing costs
- Production costs
- Inventory upkeep
Once you’ve calculated the CAC formula, you’ll see if what you’re doing is going down the right path or not. However, you’re better informed when you have already set your goals. For example, if your goal is to make your CAC reach 2,000, but you reach 1,000, consider the need to improve.
- Lifetime value (LTV)
This calculates the total revenue a customer will generate over their lifetime and maximize it through retention strategies. The customer lifetime value is created by calculating the customer’s value and multiplying it by their average lifespan.
Initially, you need to calculate your customer value which is your average purchase value times the average number of purchases. After, it’s now time to calculate your average customer lifespan (AFL), which is done by calculating the summation of customer lifespans divided by the number of customers. Now, you are ready to calculate the lifetime value of the customer.
A higher customer lifetime value will increase long-term revenue (sales success), reduce the customer acquisition cost, and help you better understand customer behavior and modify your budget.
- Leveraging marketing attribution models
Marketing attribution is the practice of evaluating marketing touchpoints a consumer encounters throughout their purchase journey. Sales managers will always leverage attribution models to evaluate which tactic or channel is helping them increase conversions and sales success.
There are three main marketing attribution models that help sales managers evaluate where the value-driven touchpoints are coming from:
- Single-touch: These models aren’t as popular as they once were, especially considering the fact that customer interaction with brands isn’t singular, meaning that purchases aren’t happening because of single touchpoints. Right now, brands are using a combination of channels and efforts that highly influence complicated purchasing decision processes.
- Multi-touch: Assign values to each touchpoint that will lead to a sale, allowing marketers to better understand where the value is coming from the most out of the marketing mixes. There are different types of multi-touch attribution models, which are either linear, time decay, or position-based. Linear attribution distributes conversion credit equally across touchpoints. The time decay attribution gives the most value to the most recent engagement. Lastly, we have the position-based attribution which assigns 40% credit to the first touch and the last touchpoint before a conversion is made. The last 20% are distributed amongst the other touchpoints that are located between the last and first touchpoint.
- Data-driven attribution: Data-driven attribution uses statistical modeling and machine learning (ML) to determine the most common conversion points in the marketing funnel, adding value to each conversion-driving touchpoints. Data-driven attribution models require conversion data to training and refinement.
Leveraging marketing attribution models allows marketers and sales managers to better analyze and assign credit to each marketing touchpoint that occurs in each step. This helps you know more about which touchpoint is giving you the most value, and allows you to shift your focus where needed.
The marketing trifecta is the best approach for giving you sales success
By improving brand visibility, optimizing your conversion rates, and improving your ROI, you are integrating all three elements into a perfect marketing strategy that will help increase your sales success. Using one approach is never enough, so the combination of visibility, conversions, and ROI are what will help you increase your sales success.
Therefore, take some time to analyze all three components of the marketing trifecta, and make sure you are following all the steps we mentioned to help you succeed in increasing your sales.
The Author:
Tony Ademi is a freelance SEO content and copywriter. For roughly four years, Tony has managed to write more than 500 SEO-optimized articles and most of them have ranked #1 on Google. When writing, Tony’s main focus is to carefully do research and make sure that his content is high-quality.