eBusiness Blog

Marketing vs. Sales

Sales & Marketing business signpost

Why You Can’t Measure Your Marketing Results with Sales Metrics

Many business owners seem confused as to the difference between marketing and sales.  Both activities are important but serve different roles.

Are you putting all your eggs in one basket?

Or are you creating a healthy mix of marketing and sales activities that build relationships with prospects while effectively driving sales?

Let me explain the difference between the two…

The Marketing Function

The purpose of marketing is to build visibility and relationships with potential customers.

Marketing activities include activities like blogging, social media, webinars, and newsletters (and even off-line activities like networking, holding workshops and being a guest speaker.)  The goal is to keep regular and consistent contact with potential buyers, which allows you to stay top of mind for when they are ready to buy.

The Sales Function

Sales activities on the other hand are designed to directly elicit a sale.

For instance you may write an email marketing campaign that directly guides the audience to a buying decision. An example of this is buying a Facebook boosted post or Google Adwords advertising that takes leads directly to a sales page.

Other sales tactics would be:

  • Offering a free consultation during which you educate your leads on the paid services you offer and upsell them of those.
  • Having a well-written, compelling sales page on your website for a product or service.
  • Making follow-up phone calls to people who attended a free webinar or live event to upsell them to your paid services.

Avoid Confusing the Two As The Same Thing

Sometimes I see business owners be frustrated with why their marketing is not driving sales.

The biggest distinction to make is that “marketing” is responsible for the visibility of your offering and “sales” is responsible for actually selling it.

When measuring the success of each of these two distinctions, it is critical to understand what needs to be checked and tweaked to get ideal results.

In marketing, one item to look at is the calls to action that you are using in your marketing efforts.

For instance if your social media campaigns are using promotional posts to drive traffic to your website, increase newsletter subscribers, gain more Facebook Likes, or get more LinkedIn connections, then measuring the increase in those terms would be a relevant measurement of your success.

On the other hand, if you are looking to drive sales with your efforts, then be sure that the calls to action for your campaigns are designed to do that.  For example, offer a featured product with a discount or a free consultation for your services.

Plus, once someone buys a lower-end product, you can provide incentives to enroll them in your higher ticket programs.

So try sprinkling your promotional posts with direct calls to action that have compelling offers like discounts, bonuses and upsells.  Those are actions that will drive sales.

When it comes to social media, it’s very important to not focus all the time on the sales tactic.

The general rule of thumb is to follow the 80-20 rule where 80% of your posts should be in the spirit of giving and sharing – this develops not only the building of relationships (and therefore fans) but also your credibility as an expert in your industry. Then 20% of your posts can be sales related – this way your followers won’t mind being “sold” to if they are getting a lot of value from you in between.

If you try to just follow the “sales” tactic, you will turn off your followers and they will unsubscribe from receiving your posts, blogs or newsletters… essentially losing that potential raving fan from ever buying from you.

And Just because you send them there, doesn’t mean they’ll buy…

Finally, while it’s easy to drive traffic to a website, that doesn’t always mean they will buy.

Many people falsely believe that search engine optimization (SEO) will directly drive sales. You can lead a visitor to a website, but you can’t ensure that he will buy.

If you are not getting an effective sales conversion, it may be time to review your website to see how you can make it more effective.

Do a quick site analysis:

  • Is the navigation simple?
  • Do you take orders on a secure server?
  • Are you capturing lead information so you can follow up with new visitors and build a rapport that leads to future sales?
  • Do you have a thank you page with additional offers (or at minimum an invitation to connect with you on social media)?
  • Do you have an exit page that gives a special offer to people who abandon your shopping cart? Or have a follow-up email system in place asking those that did abandon if they need any assistance?

If your website is not getting the sales conversions you want,  it may be the weak link in your sales chain.

Creating the right balance of sales and marketing is the key to driving sales.

You need to establish a market presence that creates awareness of what you do, then present yourself as a reliable provider of information and solutions.  Once you build that know, like, and trust factor with your followers, then they are ready to buy from your sales tactics.

With the perfect marriage of sales, marketing, and an effective website, you’ll drive more sales and get the results you are looking for.

After reading this article, are there any areas that you could improve in that will help boost your sales? Share below what comes to mind!

To your success,

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

 

Digging Up Your Buried Treasure

Treasure Chest

In my last article, I wrote about becoming aware of things that are hidden in plain sight, things we’re so accustomed to that we stop seeing them.

That increased awareness of what’s right in front of us is really just the first step. The next step, the bigger step, is to go digging for what’s hidden from sight.

I know this can be a bit scary. There’s a saying that goes, “If you go digging, you’re going to find dirt.”

Yes, you are. But you’ll also find treasure, especially when you’re digging into your own psyche. Because that’s what I’m taking about doing: Digging into your own psyche to find the treasure you buried away.

What is this treasure that you’ve buried away? It’s usually one of your greatest strengths: your creativity, your broad perspective, your turning everything into a story, your ability to spot flaws, your restless innovative spirit.

It may sound crazy that you’d bury away your own greatest strength. But I’ve seen it time and again in my clients and even in myself. Why? It’s usually because this gift that sets us apart is often misunderstood, unappreciated or outright criticized by other people.

When I insisted that a client’s ability to spot flaws is actually a gift, she argued, “How can it be a gift if no one gets it or appreciates it?”

Just because something isn’t understood or appreciated by others doesn’t mean it isn’t a gift to be mastered.

With this client, her ability to spot flaws has saved her company money and embarrassment by getting to fix the flaws before a product launch. Do her husband, kids, friends and colleagues like it that she’s always pointing out what’s wrong? No. In fact, she’s lost relationships over her hyperawareness of flaws. And that’s why she buried this gift.

Rather than keep the gift buried, I suggested that she dig it up and master it. Mastery involves using this gift in a way that allows her to keep and ideally even strengthen her relationships. Instead of always looking for flaws, she is playing with putting a filter on the gift in certain situations, such as in her relationships.

But she has to take that filter off and all the gift to come forward in order to feel happy and fulfilled. She understands this fact because she was deeply unhappy and restless when she was keeping the gift buried.

Digging up your gift doesn’t mean you have to use it all the time. Constant innovation can make you feel unsettled. Turning everything into a story can make people lose interest in what you’re saying.

Keeping a perpetually broad perspective can keep you flying in circles, missing the details and avoiding making decisions.

A more effective way to master your gift is to find the right outlet for it. Instead of pointing out your spouse’s personal flaws, use your gift while editing, doing the books, organizing, or applying Feng Shui to a room. Instead of losing focus by constantly reinventing the wheel, schedule some time during which you can go crazy innovating and creating.

So, how can you dig up your buried treasure, your unique gift?

You may already know what it is just from reading this article. If you don’t, or if you’re still rejecting it as a gift, then journal about these four questions.

  1. What comes easily and naturally to me?
  2. What energizes me and really lights me up?
  3. What has made me feel special and different from other people?
  4. What has made me feel separate and disconnected from other people?

Don’t censor yourself while answering these questions. Just let the words flow, and write down anything and everything that comes to you.

After you’ve answered all four questions (by the way, that last one is key), read your responses and pick out the patterns and the themes. Follow that thread, and you’ll find your gift—or gifts.

Give your gift a name, something that feels empowering and inspiring. The Fixer of Flaws. The Seer of Infinite Possibilities. The Weaver of Stories. This is like your superpower. I call it your Soulpower. So create a name you’d be proud to wear on your chest.

Now claim your gift, your Soulpower (e.g., “I am the Seer of Infinite Possibilities”) and use it. Even if people don’t understand, even if you get criticized, keep at it. Mastery takes practice.

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About the Author, Kelly Eckert

Kelly Eckert is an author, professional speaker, and shamanic leadership coach. She is a graduate of Harvard College with a bachelor's degree in biological anthropology and Tufts Graduate School of Arts and Sciences with a master's degree in biology.

Kelly is a certified MentorCoach® and a certified coach member of the International Coach Federation. She is the creator of the Fear Releasing Method™ and Coaching with Animal Archetypes™. Kelly speaks nationally and internationally on the topics of fear and unleashing the animal within. Her latest book, What's Your Spirit Animal?, is now available. Find out more at kellyeckert.com.

 

 

How to Get Rid of Negative People In Your Business Using the Law of Attraction

positive check on blackboard

In my previous two articles ‘An Introduction to the Law of Attraction‘  I explained whatthe Law of Attraction really is and, how whether you realize it or not, it is always in operation.

In my second article ‘How to Attract A Great Business Relationship’ I took you through a step-by-step process showing you exactly how to attract a great business partner, client, strategic alliance or even support team.

In this third article ‘How To Get Rid of Negative People In Your Business Using the Law of Attraction’ I’ll share some tools on how to get rid of negative people or at least change the vibration!

No one likes negative, cranky, whiny people in their business (or in their personal life for that matter!) and we all have them in our life at some point.

Once you learn some of the Law of Attraction tools you can decide which is going to be the best way for you to lessen the number of negative people in your world and/or keep them at a distance.

You may not like what I am going to say next however it is how the Law of Attraction works. The response you are getting is matching the vibration you are sending!

I know you don’t think you are responsible for that negative person in your life but think about this…‘what if’ every time you had a conversation with that person or saw their name flash up on your telephone screen – you cringed or said something really negative in your head or out loud.

When you do that, since the job description for the Law of Attraction is to ‘match

vibrations’ you actually attracted that negative vibration.

That’s the bad news and this is the good news – you can change your negative feeling in a second by ‘resetting your vibration’ to a more positive one. Instead of thinking you really don’t want to talk to them try and think of one good thing about that person to put yourself in a positive vibration.

Another technique that works really well is once they start complaining about something ask them “So what do you want?” Often they become speechless because they just really came to you to complain and now they have to think of a solution to their own complaint!  I know most of us have family members that fall into the category of always complaining so you might just find you connect with them less and less.

Be warned though … you may find some of your business contacts may no longer want to do business with you because they are not wanting to change.

reset vibe

But you can change – you can use your own ‘Reset Vibe’ button as a simple reminder that it’s just that easy to ask yourself or that negative, grouchy fellow worker, employee, contractor or anyone you have business dealings with “So what do you want?”

You are accountable for your own vibration and it’s okay to tell other people to ‘mind their own vibration’! People will treat you the way you allow them to treat you – so you are the one who can change the relationship by changing your words – which lead to thoughts – and those thoughts give off a vibration or feeling that give you the results you are getting.

Remember the original description for the Law of Attraction: I attract to my life and business whatever I give my attention, energy or focus to whether positive (wanted) or (negative) unwanted. So if you want to keep attracting more like-minded positive people then focus on just that.

You are never going to change anyone else however, when people see that you are always positive and upbeat they will ask you what’s making you so happy. Be a great role model for others and they may just want to have some of what you have!

You can tell them that you use the Law of Attraction and focus on the things you want to have in your life. You surround yourself with positive business people and you feel good about yourself and your life!

Expect the perfect business relationships to continue to come your way and they will…and the not so desirable will fade away.

I would love for you to share your thoughts and comments below.

About the Author, Dana J. Smithers

dana-smithers-ewb

Dana J. Smithers is on a mission to inspire and empower women entrepreneurs around the world. At 50 she left a high-paying corporate job and over the years launched 3 businesses earning a 6-figure income.

As a Certified Law of Attraction Trainer she you how to use LOA tools to build a business by working on your limiting beliefs. As a Certified Sacred Gifts Guide she helps you discover what makes you feel on purpose and fulfilled. As an Emotion Code practitioner Dana knows how to release your trapped negative emotions that have built up over the years and are now holding you back from moving forward. She invites you to sign up for her enewsletter for tips, insights and inspiration and her FREE ebook 'The POWER of your WORDS' at Empowered Women in Business. She looks forward to making a real connection with you on www.FB.com/coachdanasmithers. Her NEW Law of Attraction Gratitude Journal is available on www.amazon.com.