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.
Here’s a brief explanation of the difference between the two…
The Marketing Function
The purpose of marketing is to build visibility and relationships with potential customers.
Such activities include blogging, social media, webinars, and newsletters (and even off-line activities.) The goal is to keep 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 are designed to directly elicit a sale.
For instance, you may write an email marketing campaign that guides the audience to a buying decision. You might use Facebook ads or Google AdWords that take 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.
- Having a well-written, compelling sales page on your website for a VIP coaching 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
The biggest distinction to make is “marketing” being responsible for the visibility of your offering and “sales” being responsible for selling it.
In marketing, one item to look at is the calls to action you are using.
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 the calls to action are designed to do that.
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.
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. 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 receive orders on a secure server?
- Are you capturing lead information so you can follow up with new visitors and build a “know, like and trust” rapport that leads to future sales?
- Do you have a thank you page with additional offers or an invitation to connect with you on social media?
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.
About the Author
Susan Friesen 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 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"