The Logistics of Logistics Digital Sales Strategy: Overcoming the Barriers to Growth with Tony Verre
Joe Lynch and Tony Verre discuss the importance of having a digital sales strategy. As an SEO expert and ecommerce strategist, Tony has significant experience working with clients who are growing their online sales.
About Tony VerreTony Verre is the Vice President, Ecommerce at The Integer Group. With over 11 years of SEO, ecommerce, and multi-discipline digital marketing experience (paid search, social, analytics, and UX) under his belt, Tony is helping to pave the future of ecommerce and digital at Integer. He is currently building and executing strategies to connect, parallel, and intersect the consumer journey at multiple touchpoints to accelerate commerce. His passion, knowledge and relentless quest for "better" in digital marketing and ecommerce are the driving forces behind the work. He spent his career bridging and blending the gap between the art and science of digital marketing. Tony is a US Army veteran who was deployed as part of Operation Iraqi Freedom. Tony earned a BA, Comparative Literature from the University of Wisconsin-La Crosse, and an MA, Creative Writing from the University of Wisconsin-Milwaukee.
About The Integer GroupThe Integer Group is one of the world's leading commerce agency, relentlessly focused on delivering Great Work That Works. The Integer team believes in creativity that is fueled by data, informed by culture, and delivered to the touchpoints that create connections and ultimately drive a transaction. The firm focuses on retail marketing, ecommerce, brand communications, media & connections, and data & analytics, that accelerate conversion and build a brand's lifetime bond with its consumers. A key member of Omnicom Group Inc., The Integer Group has more than 1,100 associates in 25 offices across the globe, including locations in Africa, Asia, Australia, Europe, the Middle East, and North and South America. The Integer Group's clients include AT&T, FedEx, Mars/Wrigley, Michelin, Nestlé, P&G, PepsiCo, Starbucks, and more.
Key Takeaways - Digital Sales Strategy: Overcoming the Barriers to GrowthWhen it comes to digital sales strategy, the common barriers to growth are as follows:
- A solid website is the foundation of a digital sales strategy, but many firms launch sites that do not represent their company well and are not easily found by potential customers. A company's website should be constructed on one of the top platforms (WordPress, Drupal, Joomla, etc.) and meet all development best practices. The website should also be SEO optimized and updated on a regular basis. Lastly, the website should contain reasons to believe (RTB) in the company's brand. Prior to any website development, the company leadership should develop a solid brand that sets it apart from the competition.
- The second barrier to growth is not developing great content for the website on an ongoing basis. To be successful, companies must continue to create great content that will attract customers.
- The third barrier is not adopting a growth mindset. Companies treat their digital strategy as a cost rather than as an investment in their sales growth. Creating great content (websites, podcasts, videos, articles, social media, etc.) costs money, but not creating that content will result in lost opportunities.
- The last barrier to growth is becoming overwhelmed by the omnichannel content strategies. Omnichannel refers to cross-channel content strategy that organizations use to improve their user experience and drive better relationships with their audience. Many companies are intimidated by the omnichannel options and the associated investment. One strategy to avoid the overwhelm and investment is to employ very targeted campaigns that reach your prospective customers where they are. In other words, if your customers attend specific conferences and or websites, focus your marketing investment there rather than spreading your marketing investment across all the marketing channels.