Marketing orientation of the business and the website. Product and sales
These days, the main channel for simply and quickly finding any information about your business, product or service of interest is the website.
Your customers are online, using search engines, browsing articles and downloading applications. The task of the website is to attract as many users as possible, keep them interested in the content, make it memorable and eventually make a purchase.
Developing, filling and maintaining a website depends entirely on what marketing objectives the business sets for itself. You can focus it on product or on sales.
None of the existing business models can not be said that it is the only correct choice and will bring maximum results. It's all individual and depends on which marketing model you are focusing your business on at the moment. For example, product-focused marketing is used by Ford Motor and Apple. Amazon and Google promote themselves by focusing on sales.
Product orientation
A product is the connection between a service and a customer's problem, emotion and need. It is impossible to sell a product without a product.
In a product-oriented company, the product itself promotes itself. All the obligatory work that is done on the website is aimed at promoting the product. In order for a customer to want to buy your product, he must not only be interested in it, but also feel its specialness by using it.
Product-based growth is a strategy that is based on experience and the 'try the product before you buy' proposition. Product orientation can be a good idea if it is: intuitive, quick to add value, needed in the marketplace and competitive.
A product-focused company outperforms a sales-focused business model. It attracts more customers, can scale very quickly and gather a large user base. Offering a "free trial" stimulates interest even in people who have never thought they'd want your product. It widens the entrance to the sales funnel.
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Unique selling proposition and product
If you decide to implement a product-oriented strategy, you must make sure that you can offer the consumer something unique and different from the competition. However, organising a 'test' or 'free' period can be quite difficult. You will have to anticipate and calculate a lot. You will need to systematically track customer needs, adjust advertising, updates and the entire site. The customer must become both a follower of your product and a regular visitor to the site. You will have to work on this all the time: do a mailing list, set up contextual advertising to suit the interests of your target audience, and optimise the site.
Promoting a product-oriented business
A product-oriented business focuses on innovation and quality, which often increases the price of the product. Advertising should emphasise the uniqueness, exclusivity and unusualness of the product being promoted. When setting up contextual Google Ads and targeting ads on Instagram and Facebook, not only should consumer interests be taken into account, but the audience should be more accurately 'segmented' by age and behavioural factors.
Sales orientation
In a sales-oriented business, the user first shows interest, enters into negotiations, and then makes a decision and interacts with the product.
A sales-oriented business, giving priority to its customers, devotes most of its resources to generating a need, motivating them to make a purchase. Try different promotional channels to raise awareness of your target audience: social media, website content, email, SMS as well as webinars and other online events. Content should be attractive, personalised and relevant.
Sales process
Gone are the days when the sales process focused on the seller and how he sells. With increasing competition, the consumer, his desires and satisfaction have come to the fore.
In this case, much depends on the professionalism of the sales and marketing staff. Very often, in the pursuit of a "plan" and approval, they go overboard, impose the product, act aggressively and are overly persistent. Focusing on sales and profits can sometimes have the irreversible effect of causing a loyal customer to leave.
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Inbound sales methodology Halla Systems Co. Ltd.
Halla Systems' inbound sales methodology allows you to build a profile of your ideal customer, selecting interesting cooperation options using a proven and reliable partner base.