How to define a digital sales strategy

A 23% of purchases made in 2020 in Spain were digital. Online sales are becoming the norm for a large number of consumers around the world and therefore a great business opportunity for companies of all sizes. Against this backdrop, it is vital that suppliers of products and services equip themselves with a digital strategy that enables them to sell online easily and effectively. 

At Izertis we are focused on improving our clients' profitability, digital presence and go-to-market strategy

But developing a digital sales strategy is not easy. You need to carry out a thorough analysis beforehand and be aware of the latest digital marketing trends to avoid wasting time and resources. That is why it is advisable to have an experienced travel companion to help you with the task. 

Improving the reach of your digital marketing strategy

At Izertis we are focused on improving our clients' profitability, digital presence and go-to-market strategy through four pillars: Data, Technology, Multichannel and Customer Experience. For them we have developed a workflow that will help optimise the investments of any company that wants to boost its digital sales through six steps: 

1. Defining objectives and strategy. It all begins with a question: "what do you want to sell?” In this first phase, through dialogue and listening, the business objectives that will govern the strategy to be followed will be detected and agreed upon. This is also the time to take a closer look at the products, audiences and monitoring KPIs, although these will be nuanced in the following phases.
2. Building the buyer persona. If you want to sell a product, the first thing to do is to know your potential buyer as deeply as possible. The more characteristics you know about them, the easier it will be to create a strategy and a creative concept that will arouse their interest. The buyer persona is the fictitious representation of the ideal customer and includes the definition of specific aspects such as socio-demographic characteristics, personality traits, interests and objectives. To define this profile, Izertis carries out an analysis of historical data, considering investments, channels, sales and customers, among other aspects. With the information obtained, we define the target audience for each type of product, both for the first sale and for cross-selling and upselling actions.
3. Development of the creative concept. In this phase, the specific visual and narrative concept is created for each of the defined buyer personas, appropriate to each product and aligned with the brand. This approach will be applied to all the necessary creative materials.
4. Improving channels. The digital channels used for sales must be optimised to achieve conversion. The purchase process must be simple, avoiding any element that generates confusion in potential buyers, such as, for example, a poorly placed price or the lack of visibility of the button that allows the order to be processed. It is therefore necessary to carry out an analysis of the current situation to detect areas for improvement and implement the necessary actions, with a focus on user experience and CRO (Conversion Rate Optimisation) to improve the performance of the channels and, therefore, the ROI.
5. Martech integration. Most companies use multiple tools for sales management, many of which act as silos. If we only have complete visibility of the data obtained separately by each of them, it will be very difficult to assess activity and detect trends. Therefore, in this phase, we integrate all the technologies necessary for media management, data extraction and business exploitation, such as Google's analytics and marketing tools, Salesforce, Big Query, the acquisition channels, Adserver, the call centre, etc. In this way, unified data can be visualised in a single dashboard that provides a global vision, in a simple way. Thanks to this, predictive analysis can be carried out and informed decision making can be promoted.
6. Execution of the strategy, acquisition and measurement. In the last phase, the defined actions are implemented, using the appropriate channels for each target audience. For example, online advertising; paid search, which allows advertisers to appear in prominent places when a user performs an internet search; programmatic advertising to automatically acquire advertising space on the internet; SEO to rank first in search engines such as Google; Nurturing to accompany the customer with valuable information throughout the purchasing process using automatic interactions, etc. All the results obtained are measured and optimised to improve conversion. 

In the end, the aim is to create a technological ecosystem that ensures greater efficiency at the media level and better information at the data level. In such a way that it is possible to attract customers, build customer loyalty and boost business growth in the digital environment. All this thanks to end-to-end optimisation strategies that will increase the volume of business, increase brand positioning and improve the return on investment.