95% of customers lack this for online marketing

Fine-tuning websites, improving technical nuances, optimizing keywords, writing selling content, publishing glossy stunning graphics, starting a Vlog on YouTube, creating sales funnels, connecting CRM systems, investing in lead generation…
Nothing will help!
All that is useless without a sound meaningful strategy.

The easy question becomes hard

9 of 10 customers are getting stoned when we ask them this question:

"Ok, what is your sales strategy? What exact product or two do you want to maximize sales of?"

Usually, they start to say awkwardly like "All of our products or services" or "I don't know maybe this wonderful rescue facial cream".

Often people even do not know which product from their variety earns them the highest profit margin.

One may ask why all the above said is important. We need to clarify here.

Why an online sales strategy is important?

Any business has to be profitable and normally do its best to maximize that profit.

The maximum profit comes in place when the costs are the lowest and the selling price is the highest.

Sounds logical, right? :)

Good, now online sales are the same but a little bit different.

You get buyers for your products online in two basic ways:
1. Organically - it means for free when customers just find your website on the Internet (most likely via Google or other search engines)

2. Giving paid ads - again Google with its Google Ads, or social networks (like Facebook Ads), or some other paid advertising way. For the sake of simplicity, we are not covering affiliate approaches here. But again, all that is not for free as you have to pay your partner a commission for the sale.

Coming back to profits from your online sales…

Selling products on the Internet via organic search results gives you the lowest costs.

Regular website visitors punching their search keywords into Google’s search bar become your potential customers. And they come for free.

This is what we are aiming for when we do website optimization, called SEO or Search Engine Optimization.
Google search bar. Here the battle for the sales begins
Google search bar. Here the battle for the sales begins
It is really important to know the strategic product which is going to be pushed to the top of SERP (Search Engine Results Page). So the page of this product gets the most of the free organic traffic.
Why so?

Each website page is unique for Google

Because for Google each page on your online shop is unique. You may try to showcase all of your online products but it will require a lot of effort and time to get them up and leave competitors behind.

It can take years to bring a page to the top or a lot of money to pay for professional assistance.

And if you are trying to promote X products to the top, then all your efforts, time, and cost are just multiplied by X.

Which product to focus on sales strategy?

This question is an easy one :)

You have to choose the one which gives you the highest margin. The product that enables your business to earn the highest profit.

“It is obvious!” you might say.

Yes, it is. But not so obvious.

Let’s draw another example. Imagine you are selling apples online.

And those are equal in terms of profitability for you.

But in terms of online sales, the profitability might be very different.

Competition for the keyword “apple” is enormous. You will never rank your apple product page as number 1.

Even just because there is one famous California company that will always be on the top of the search for keyword “apple”.

But if you start focusing on the more detailed keywords like “buy fresh organic apples in New York”, then it might turn out the task is already much much easier.

Look at the picture below. What do you see?
5 apples of different color. Online profitability is different for each color due to different keyword competition.
Photo from Unsplash
Apples, right? But of different colors. And all those are among your products.

You can be amazed by how different costs can be to promote these:
“buy fresh organic green apples in New York”
“buy fresh organic yellow apples in New York”
“buy fresh organic red apples in New York”
3 apple colors - keyword analysis and comparison
And this is how the same apples look when we do keyword analysis - a snapshot from SEMrush analytics tool.
Keyword comparison analysis states:
  • competition for “red apple” is 7 times lower than in “yellow apple”
  • People search for “red apple” more than for “green apple” and “yellow apple”
  • Keyword difficulty is also the lowest for “red apple”
keyword analysis in SEMrush shows the winning apple color
Red apple wins the keyword battle!
“Red apple” keyword makes a KO for the other two. Especially if the profitability for all 3 products is the same for your business.

Now it is a no-brainer to go for the “red apple” promotion.

It will be much cheaper and quicker, than fighting for “yellow apple” rankings in search results page.
Just a side note:
There is a weird thing in the keyword analysis in the CPC column (Average price in USD advertisers pay for a user's click on an ad triggered by the analyzed keyword (Google Ads)).

Looks like if you decide to go for paid marketing, “yellow apple” will be the cheapest one to get paid traffic.

However, it might be just a temporary skew in the SEMrush analytics database for CPC price data.

Work smart, not hard

Before rushing to deal with tactical actions to increase your online sales, have the strategy in place.
Define 3 products that give you the highest profit margin.
Define the customer audience for each of those TOP 3 products.
Define sales geographical territory
Set the desirable sales volumes
Do the research to find the winning product, understand the possible costs and competition (in Google’s TOP pages).
Perform analysis and start drafting the to-do list.
Make a revision and formulate the strategy for your online sales.

Don't overcomplicate with the steps 1-4

Your definitions should be as simple as possible. It should be easy for everyone to understand.

Something like this:
Our top 3 profitable products are:
Product 1 name - margin 520% with retail price X1 EUR
Product 2 name - margin 300% with retail price X2 EUR
Product 3 name - margin 210% with retail price X3 EUR

We are targeting to sell 50 000 pieces per year.
Our audience is females aged 35-60 in the UK and Europe.

The main selling points (and keywords) will be: pure, organic, no paraben, handy brush, healthy for lashes and eyes, not tested on animals.

Then it will be much easier to achieve the results.

Only then we have to hop on to improving technical nuances of the website, writing selling content, publishing glossy stunning graphics, etc.

To sum up:

It is very important to make it clear what you are doing and why.

Do your home-work and draft a strategy for your online sales.

You have to be focused on a specific product and tirelessly drive it to the top of search results. Choose the biggest apple which is on the lowest branch to you and grasp it.

You will save a lot of time and money. Reach the results in your online sales faster!

We wish you luck!

Great news for the lazy ones!

Get a real strategy as a good quick-start template.
We did for our customer.
Study it. Use it.

We do online sales strategy researches for our customers on a daily basis. We know it can be difficult.

So we want to share one with you as a guiding template.

Submit your email address and we will send it to you.

Submitting your data, you agree that we can process your data.

Don't worry about spam. We hate it too.

For the curious ones:

As you saw above we use analytics when we form sales strategies for our customers.

We use many different tools. Eventually, there will be a separate article about them. But now we have to mention this!

When we research the keywords that people are googling products of our customers we look at the variety of different factors like:

1. Keyword Difficulty

2. Competition in organic search results

3. The semantic core size and keyword tail available to drive traffic to the product

4. Market situation for the paid advertising for a specific keyword.

5. Condition of the page with the product

6. Backlink profile condition for the product page

7. Search volume

8. Trends in the search and many more.

All those factors count and have to be taken into consideration.

The strategy is very important if you want to reach more sales quicker and cheaper.