Everyone wants their business to thrive. To do so successfully, you need to engage and grow your business with surprising sales and marketing tools. Therefore, it is crucial that you recognise the pivotal part both of these play within a business and dedicate the appropriate resources to them. As they will be impacting both lead generation and revenue – they are certainly not to be overlooked. 

Many SMEs fail to allocate enough of the budget to sales and marketing activities – the focus tends to be solely on operations. However, if you want to move the business forward in a competitive market, you need it to be visible to customers. There is no better way to achieve visibility than curating a strong sales and marketing strategy. 

Although, focusing on the wrong elements can have the opposite effect and see you pour money down the drain. It’s vital you identify the right tactics to maximise chances of success and a high return on investment. But, many businesses are at a loss of where to begin, particularly as sales and marketing trends are ever-changing. 

Find out more in our ultimate guide…

Engage and grow your business with surprising sales and marketing tools: How can you move forward?

Sales and marketing often fall under the same umbrella, yet in reality, they are rather different. But, when used in combination, they have the ability to propel your business forward. 

Businesses face two difficulties when creating a plan for their sales and marketing. Firstly, they fail to identify their target audience and then secondly, they avoid trying new, innovative tactics. These are often the downfall of a business and they struggle to position themselves in the market against the competition. 

So, what are the first steps to engage and grow your business with surprising sales and marketing tools to ensure you don’t fall trap to common pitfalls? Let’s look at some of the key elements you need to have in place to secure the success of your sales and marketing. 

The sales funnel: Understanding the journey

Sales is really about helping your prospects to source what they genuinely need – you are solving a problem. This means actively listening, understanding pain points and specific needs. The aim is to provide a timely and cost-effective solution, which naturally equates to a win-win situation for you and the customer.

If you don’t have a sales funnel in place, you are seriously missing a trick. A sales funnel can help to automate your business, helping you to move your business forward quickly. Of course, creating one takes time and effort. But once in place, it’s smooth sailing. 

A sales funnel is a term used to describe the journey a potential customer goes through on the way to a purchase. There are several steps to this journey, usually known as the top, middle and bottom of the funnel. Although, these may vary depending on your company’s sales model. 

Just missing a sale can leave you racking your brain for what went wrong. It happens. But, this occurrence is far less likely when you have the right sales funnel in place. Ensure you have patched up any holes in this journey such as forgotten follow-ups, unfinished presentations and missed appointments. 

Before this is implemented, it should be carefully considered and conceptualised. Think about what your customer is doing at each stage of the purchasing journey. These insights will allow you to invest in the right marketing activities and channels, create the most relevant messaging during each stage and turn more prospects into paying customers. Engage and grow your business with surprising sales and marketing tools as you understand your potential clients in-depth.

Buyer persona: Do you really need to define your target audience? 

There are a variety of different marketing channels and for businesses, this can be overwhelming as you try to identify which will work best for you. If you fail to select the right channels for your marketing efforts, you may be wasting both your time and money. Particularly for SMEs, this is something you simply can’t afford to do. 

So, what’s the answer? Creating a buyer persona can eliminate the risk of targeting the wrong areas and can ensure your marketing has a focus. 

Sales and marketing are all about understanding the needs of your audience and catering specifically to these. Whilst tempting, casting your net too wide could see you isolating your ideal customer. So instead, it is essential you conduct thorough research into how your audience responds to specific sales and marketing tactics. Build up a thorough understanding and create a concise buyer persona. 

Crucial points to analyse include: 

  • Location: Where do they spend their time? Online or offline?
  • Problem: What is their no.1 problem and how exactly can you help solve it?
  • Budget: What is their average income and what will they be willing to pay to overcome this identified problem?
  • Consumer lifespan: Will this be a one-off purchase or will it need to be continued? Are they loyal to a brand or likely to move to a competitor?

It’s important to note, a business may have several buyer personas if they have several target audiences. Each should be depicted in detail to reveal valuable information you can use moving forward. 

engage and grow your business with surprising sales and marketing tools

Engage and grow your business with surprising sales and marketing tools

If your business invests in sales and marketing, you can easily fall into the trap of using the same strategies time and again, particularly if you see success with one tactic. But, to continue thriving, you should be trailing new, innovative sales and marketing activities to edge ahead of the competition.

Whilst this can seem like a risk for a business, if you have clearly defined your buyer persona and created an effective sales funnel this risk is significantly reduced. 

The key to experimenting is to ensure every element is measurable so you can monitor the ways in which it is helping you to engage and grow your business with surprising sales and marketing tools. In turn, you will then be able to optimise your strategies as you recognise what has worked well and what may need refining. 

Shooting in the dark with sales and marketing is certainly a gamble. Make smarter business decisions and utilise innovative tactics that you can analyse and learn from. 

So, where could you begin to move your business forward with sales and marketing? 

Prioritise the ‘hero’ sections of your website

Your website should be an ongoing project, adapting to the needs of your customer as you analyse user behaviour. One way to ensure your website is performing well is to prioritise the ‘hero’ sections. This is the first thing a potential customer will see when they land on your page and it, therefore, needs to have an impact.

This portion of the page should ideally include information about four things: what you have to offer, why people should trust you, the benefits of working with you and what action they should take next. Seems obvious, right? But many businesses fail to include this information and it’s a relatively cheap marketing method to begin with.

Test different sales messaging

The way you communicate with potential customers is crucial as it can have a detrimental impact on how they view your business. It could be the difference between a successful sale and a missed opportunity.

Think about your customer and what they want from a business – is it a formal relationship you want to build or more informal? Trial different messaging to find what works for you. 

Trial a new content type

In the last few years, we’ve seen video reign supreme in terms of content. But, this isn’t to say it will be right for your business. It’s important that you experiment with imagery, text and video to determine which type of content appeals to your target audience. 

It’s important that you carry your brand through each of these types of content. Otherwise, prospects may become confused through all the mixed styles.  

Call to action

Call to action is perhaps the most crucial part of the sales journey. Yet, many businesses overcomplicate the process and miss out on several opportunities for a sale. There are a variety of different ways you can include a call to action within your sales and marketing activities so experiment with placements and analyse the results. 

And, that’s just the tip of the iceberg. There are a variety of different sales tactics you can try to engage and grow your business with surprising sales and marketing tools.

Remember, the most important thing is to measure your results, otherwise, you may be left wondering if these tactics are truly moving your business forward. 

With over 30 years in sales and marketing, I can help you to transform your business into one that is thriving through the use of innovative tactics, proven to provide impressive results. Click here to discover more about what I do, or click here to get in touch today and discuss how I can help you and your business grow.

Fancy learning more? Have a look at these:

The top 10‌ ‌need-to-know business to business tools you should be using

What are the exciting benefits of having a clear vision in business?

5 top reasons why social media is not a fad and you need it for your business

4 interesting ways your business can benefit from a business growth consultant

5 simple ways to build human connection into your business

8 surprising methods to encourage repeat business and boost your profits

5 critical reasons why you need the right team for your business

How 90-day planning can see you reach your business goals