5 ways your marketing can help to fill the sales funnel

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A simple and easy way to distinguish the difference between sales and marketing is to remember that sales is about “one to one”, whereas marketing is about “one to many”. There’s five key areas where marketing activities will make a big difference to your sales potential. We’ll look at each one in turn.

1. Understanding your target market

Who are your customers? What do they want from you? Where are they? How do they want to hear from you? These are all essential questions to clarify in order to ensure that your marketing and indeed your sales efforts are fully effective. It’s down to your marketing team to help you determine this clarity and identify ways that your target market can be reached.

2. Building awareness in your target market

You might be ready to sell your product or service, but without building up some awareness, you’re somewhat alone. This is the job of marketing. It’s important to understand what your key messages are and who your target market is, then marketing can get to work for you. Ideal tools to help build awareness include:

  • Creation and development of your website
  • Search engine optimisation for your online presence
  • Public relations, both with offline and online press contacts
  • Advertising
  • Social media
  • Company literature
  • Company branding and signage
  • Exhibitions

3. Informing and engaging with prospective customers

Starting those important early conversations can be helped greatly by marketing. Unless you have just a handful of prospective customers, it would be impossible to initial speak directly to them all in person. So, how can marketing support this?

  • Development of an email marketing campaign
  • Direct mail marketing
  • Telemarketing support

4. Keeping your customers coming back for more

Existing customers are extremely valuable to your business and maintaining an ongoing relationship with them is vital to maximise sales. Marketing can assist in many ways to achieve this, whether you have just a few customers or a large number. Encouraging two away interaction will allow you to learn from your customers, understand what they like and dislike about your company, allowing you to finetune your message when working to attract new customers. Relevant marketing activities might include:

  • Customer satisfaction surveys
  • Loyalty campaigns
  • Telemarketing support
  • Nurturing the relationship with email campaigns, telemarketing, social media etc.

5. Learning from your competition and other market sectors

Whilst your competition is not necessarily doing a better job than you, it’s essential that you commit to some work that will monitor their activities and help to assess what you can learn from them. They always say to keep your enemies close. It might be as simple as regularly reviewing their website, advertising and communication material, or it might demand some more complex work. With online search so powerful, many companies can benefit from assessing competitors’ keyword effectiveness and tools such as Google alerts can also pull out important information to be aware of. All of this work can provide huge support to your sales team. You might consider:

  • Market research
  • Keyword tracking
  • Competitor tracking

And so, it becomes clear to see how sales and marketing should work together for best effect. Neither can replace the other and whatever your company size, both should have a part to play in the success of your business. Cantaloupe is here, should you need any freelance marketing support in any area.