Evaluate your resources to choose the best sales channels
Each sales channel involves a budgetary cost , as well as an effort in terms of time and resources. The opportunity cost is also essential , i.e. what you have to give up to use each sales channel effectively.
For example, if you create your e-commerce spam database website, you will need to cover hosting costs and develop an SEO and digital advertising strategy to attract traffic. On marketplaces like Amazon, you will avoid these costs but you will suffer greater competition and dependence on prices. Selling on social media requires time, while commercial events demand logistical and human resources.
Free versions and trials of tools can help you plan your resources. For example, Shopify e-commerce can be tried for €1 for the first month.
Select channels based on your target market
Knowing your target audience is essential to your sales channel strategy. You need to identify where your potential customers are and target those sales channels. Furthermore, the target market is not homogeneous: segmentation is essential for your efforts to be optimal.
For example, if you sell technology products, you can use social media like Instagram and TikTok to attract a younger audience, and printed catalogs or physical stores to sell to a less digitally-savvy audience.
Use marketing strategies appropriate for each channel
Each sales channel needs its own specific how to create an effective facebook advertising campaign marketing strategies to attract new customers. For example, within digital marketing, email marketing is highly effective in building and maintaining a good customer base, with an average ROI of $36 for every $1 invested . It is a necessary complement to an e-commerce website, but it can also be used to promote events or announce the opening of a new physical store.
Other important channels in digital marketing are Google Ads and social media ads, as well as local SEO and content marketing. All of this is complemented by other marketing media such as physical store signage and events.
Analyze the sales funnel of each channel
Each sales channel has its own conversion funnel, which describes the customer journey from first contact with the brand to final purchase.
Analyzing the sales KPIs of this funnel will allow you to evaluate the effectiveness of the different sales channels. You will identify which ones offer a higher return on investment and which ones need improvement. Some common KPIs are mobile lead conversion rates, sales closing time, and cost per acquisition. For example, the average ecommerce conversion rate is 3.68% . These indicators will help you make informed decisions to optimize the performance of your sales team.
Ultimately, choosing and managing your sales channels appropriately is crucial to your sales strategy. Don’t miss out on the best opportunities to achieve success in your sales process