Digital Marketing & Allbound Strategy to Help Your Sales Conversion Rates - SkaleUP

How Can Digital Marketing & Allbound Strategy Help Surge Your Sales Conversion Rates


Tanja Kvrgić

Let us start from the obvious question, what is Allbound Strategy? It is a bit longer to explain, so let’s dive in.

It is quite clear that, nowadays, marketing and sales cannot do without each other. 

We can look at it in a very simple way: the better your marketing, the better your sales, and the more successful your sales are the more positive results and facts that you can use to improve your marketing. So we can’t do it without each other.

However, let’s stop for a moment and think about the very perception of sales and marketing. Where does one begin and the other end and vice versa? When you think about it, they are in constant synergy. Today largely lies in the digital world, so let’s say we stick to a website, your sales start right there.

Attracting as many people as possible to the site is not difficult, but it is not the only solution, because the number of visits to your site, although it is a positive fact when the number is high, does not solve the problem.

Inbound vs Outbound strategy - Allbound Strategy - SkaleUP

The point is in the specific activities that are happening on your site, so how many of them clicked “Buy a product,” “Add product to cart,” “Sign up” or fill out a form?

So consider who your potential customer is, what he expects from your site, what keeps him there, what motivates him to generate as much traffic as possible on your site, and, finally, what is the call to action on your site that will result in concrete action.

Conversation Rates Optimization

Here we are talking about conversation rates optimization (CRO), i.e., increasing the percentage of users who perform a specific action on your site that you want.

How does it count? So divide the number of conversions by the number of visitors and then multiply that number by 100 to get a percentage.

However, don’t be discouraged by the data of, say, some other sites when we talk about the effects of CRO, because it varies a lot from site to site, from who your target group is and what its characteristics are, to what your ultimate goal is, whether it is, for example, subscribing to a newsletter or a specific sale, etc.

What is important to know is that CRO can be applied to any of your pages on the site.

I am thinking primarily of the home page, which means CRO because it is the first page that potential clients meet and that leads them further down the site, or wherever you want.

Not every page on your site needs to be CRO, but it is very important that when calculating the number of conversions, you do so only based on the data from the page where CRO was applied on your site.

In addition to the home page, other pages that can trigger a potential client to take a specific action include, for example, a page with information on prices of services and products, but which offers site visitors some discounts or payment benefits, where they can find more detailed information. Clicks can purchase a product and not pay for it all at once, but rather in installments, for example.

Then an important page that promotes CRO is, for example, the experiences of other clients, with whom you already have great cooperation, so there is their word about you on the site or different types of texts that through interesting data, statistics on the widespread use of a particular product, positive effects or products, etc.

All this, of course, implies your commitment to the preparation of content. Then it implies clear messages, relevance, and, of course, timeliness, because you cannot expect a large number of visits to the site and take concrete reactions if you are not active and timely on your site.

What is Allbound Strategy?

An increase in the sales conversion rate can certainly be influenced by the allbound strategy, which includes inbound and outbound sales strategies.

And what is that?

The simplest way to explain an inbound sale is that it is one where they are looking for you, and an outbound sale is one where you are looking for them! So, we called it allbound strategy, using both outbound and inbound attraction of potential customers.

The better your marketing the better your sales - SkaleUP

Inbound sales are one in which a potential buyer finds you through various channels that you use in promotion—SEO site optimization, social networking, advertising material, advertising through the media—where he starts the process, i.e., shows interest and seeks more information about the product or service you offer.

Outbound sales refer to the strategy in which you initiate this process and target potential customers whom you then call through the cold-calling strategy, emails, and other communication channels, and it is just a part of proper allbound sales & marketing strategy.

At first glance, it seems that inbound sales are an easier process, but both require a serious strategy, and in fact, the most important thing is to apply both inbound and outbound sales.

SkaleUP offers allbound strategy for a very simple reason that is primary these days, and that is that marketing and sales are no longer separate, as we stated at the beginning of this text. Just as marketing and sales cannot function without each other, it would also be good for inbound and outbound sales not to be without each other.

Outbound sales seem more demanding, but look at it this way: in inbound sales, you focus your efforts on how your site will look, for example, what information it will offer, how accessible it will be, how much it will retain users. Then how it will be connected to social networks, how active and up-to-date you are on social networks, who follow you and when you follow, etc. In an inbound sale, you are the one to who the customer comes when they are looking for a solution; in other words, they come to your door. However, don’t forget that this does not mean that they will consume your service or product until the end.

On the other hand, outbound sales involve researching the target group, who your potential customers are, then researching specific customers, who you need, and whose demand you can respond to with your services or products. This is a more detailed approach that involves developing a research process, which can be very useful, then moving and upgrading your presentation, gaining contacts, arranging cooperation, and most importantly, outbound sales is actually something that means longer and more direct cooperation based on trust, and in fact, it is still considered a “tool” by which big deals are negotiated, which implies greater control over marketing and sales.