Are you, a digital producer, struggling to find the best platform to market your product or service? There are so many options for sales channels that it is sometimes challenging to find out which option is best for your company, isn’t it?
In this article, we’ll talk about the main sales channels and help you find what best suits your service and target audience, through a strategic decision. Come with us!
Every company, whether online or offline, needs a platform that connects with its audience.
When it comes to a business relationship, sales channels are used, which are the means, platforms, media or places that allow the customer to have contact with the product or service offered.
These channels work as a kind of showcase for the public to know everything the company has to offer. This helps to build customer loyalty and attract potential customers.
Choosing the best sales channels is not always an easy task. You need to know and understand your audience’s behaviour.
Today, with the digital expansion and the social isolation caused by the coronavirus pandemic, online sales have become popular and, with that, the sales channels have multiplied.
Among so many options, it is important to know how each platform works, the particularities and tools to apply the best strategy on and off the internet.
Currently, every company looking to grow has a digital presence. Both on social networks and online sales channels, which are responsible for taking products and services to their audience through the internet.
With the online sales channels, the customer has the agility and convenience to know and purchase products without leaving home and at any time of the day. Geographic barriers are also broken down. Consumers have access to items from within and outside their country.
In addition to the customer’s control to make the purchase, another advantage of these channels is the possibility for your company to increase the reach and exposure of your products on the internet.
Now that you know what these channels are, check out which are the top 7:
As the name says, it is an e-commerce platform. The website is used for the sale of products and services, to provide its users with agility and convenience of access.
Using e-commerce, you have security and control over your business, with customized platforms to create a virtual store with your company’s identity.
Unlike E-commerce, where you create a virtual store for a specific brand, the marketplace works like an online shopping mall. With this sales channel, several brands can advertise and market within it.
With this, the reach of these brands is greater, since the platform brings together a variety of products and services for the most different audiences.
If your company seeks greater visibility, using the marketplace is the best strategic decision. With it, it is possible to create a large network of suppliers, seeking a joint strength.
It is a sales channel that uses as a strategy the firing of emails to a specific audience. Your efficiency depends on a good base of leads, which are contacts that have shown interest in receiving your messages. These leads are obtained through marketing actions on social networks and actions outside the internet, such as events and campaigns.
With email marketing, you can send exclusive content, present your brand and update your customers with the company’s news.
The platform also gives you the possibility to make a personalized segmentation of your audience, based on the interests and behaviour of your customers, thus creating more effective communication.
A good alternative to maximize results with email marketing is to use email automation systems, which save the work of manually segmenting and triggering emails. See how it works at HeroSpark:
Previously known as Google Ad Words, Google Ads is one of Google’s top advertising tools.
With the platform, you can create ads using keywords that are relevant to your company’s audience. Your customers get access to these ads when they search for your keywords on Google, Google Maps, and other partners.
There are two categories of ads in this tool: display network and search network. In the first, they are displayed on carousels and banners on partner pages or those that address the research topic.
In the second, they are displayed in the top positions in Google search results.
Because it is linked to this search engine, Google Ads is a great strategy for companies working with e-books and online courses.
It is a sales channel that works as a showcase for products advertised on Google Ads. With Google Shopping, the customer has access to the image, product name, price and store where it is being offered.
Ads are also displayed in carousel form with a prominent position in search engine results.
One of the great new features of the platform is that it now functions as a marketplace, with personalized recommendations according to the behaviour of users on the internet.
Affiliate is when a person promotes third-party products and services on their blog, website or social media, generating income through commissions.
This is also a great strategy for companies that sell infoproducts such as online courses and e-books.
In practice, the affiliate program works using an online platform, where your company provides product promotion links for the affiliate to make the sale.
With this, the company expands the reach of its products and the seller does his work without having to leave his home.
One of the best channels for brands to present their work and talk to their audiences is through social media.
Much more than an entertainment network, they are related and business tools. Through them, it is possible to integrate other sales channels, such as e-commerce and the marketplace.
In addition, users can buy directly from Facebook and Instagram.
The tip to make social networks a successful sales channel is to use them in the right way, creating informative and creative content that promotes the involvement and engagement of users.
Even with digital growth, non-web sales channels also play an important role in the marketing of services and products. Check out some of them:
Physical stores and sales points
These are the most popular traditional sales channels. For many entrepreneurs, these channels can be costly.
However, with a differentiated strategy, you can transform the most inviting environment for your customer, providing a unique experience, which is often not possible online.
They work as a business model for companies that are already established in the market, based on replicating other brands.
This marketing channel has a license sales system, in which the trademark holder assigns the right to use his patent.
Companies like McDonald’s and Hawaiians are some examples of famous franchises.
It follows the same affiliate program model, but off the internet. With it, the salesperson works as a sales representative who receives commission on his sales.
Most of the time, this seller does not have an employment relationship with the company
O Boticário and Avon are examples of companies that use direct sales to sell their products.
In this channel, the seller offers products and services based on a sales strategy through phone calls. The goal is to contact potential customers and generate leads.
Even with the growth and popularization of the internet, television is still a strong sales channel that reaches a large audience, especially in Brazil.
It receives large marketing investments, but it is also one of the most expensive channels to get ad space.
This sales channel has the business model of bringing products from different companies to the market. The distributor can act as an intermediary between the producer and the consumer, selling products with the aim of strengthening the brands.
Distributors work in retail, wholesale and stores.
Now that you know your sales channels, you can take an important step in your strategic planning and expand your commercial reach.
Much more than mastering each sales channel, it is important to understand and dialogue with your customer. Study and determine the target audience.
Analyze the age group, location, behaviours, needs, purchase intentions of those who already like your brand and the audience you want to reach.
Also, study your competitors. See their dissemination channels, their strengths and weaknesses.
With this data, it is easier to find the best sales channel that makes sense for your company and for your customer.
Often the answer to expanding the commercial reach lies in the combination and diversification of sales channels, both online and offline.