How to: Align your Marketing and Sales Teams

Your company’s sales and marketing teams are separate and have separate responsibilities and objectives, however in order to be successful, they must be aligned with each other. The main responsibility of the marketing team is to determine your company’s target market and attract that target market to your company through promotional materials. The main responsibility of the sales team is to take those attracted by the marketing team and turn them into customers, or, in other words, finalize their purchases.

“Researchers have found that sales and marketing team alignment results in 32% annual revenue growth.”


Forrester Research

There are three main steps to aligning your sales and marketing teams…

Align Goals and Objectives

The first is aligning the goals and objectives of both the sales team and the marketing team. For example, if the goal is to increase the conversion rate of prospective customers to actual customers, the marketing team will improve the specification of their target market consumers and sales will improve their tactics for selling to consumers to increase their sales stats (ie. sales/day). With both teams aimed at accomplishing the same goal, they will both improve their functions simultaneously and therefore accomplish the goals faster and more effectively.

Communicate Consistently

Communication between the marketing and sales team is essential in any company. With the same goals in mind, both teams need to be aware of the progress each team has made and what that means in terms of the other team’s next steps or reaction. For example, if the marketing team has started promoting the product towards a slightly different market segment, the sales team needs to be aware because they need to alter how they sell the product to the customers. For example, if the marketing team decides to market towards a slightly younger demographic, the sales team would need to alter the type of language they use when speaking with customers and accent on qualities of the product that appeal to the younger demographic.

Collaboration is KEY

Lastly, collaboration is of the utmost importance when aligning the marketing and sales teams in your company. Seeing as both teams are aimed at accomplishing the same goal, the marketing team can be an extremely effective resource for new ideas or tactics for the sales team, and vice versa. Collaboration between teams will not only allow for improved strategy and innovation of ideas, but will also improve the alignment of each team’s individual strategies. Both of these teams are extremely familiar with the market segment they are marketing and selling to as well as their universal goals in marketing and selling to them. This allows both teams to be knowledgeable enough to develop innovative ideas for both teams and improve the overall effectiveness of both teams’ strategies.
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SEO: The Recipe to Getting your Restaurant Noticed

If we think back to the last time we searched Google looking for a restaurant, I think we could probably all agree it sounded something like, “restaurants near me..”. No matter where you are located, Google is going to find you at least 50+ restaurants that apply to your search. I’m sure you know by now, no one ever scrolls to the 50th restaurant that pops up. So how do you get your restaurant to the top of that list?

There’s three aspects your restaurant needs to value in improving your company’s SEO…

1) Customer Reviews and Review Site Profiles

2) Company Website

3) Social Media Engagement

Customer reviews and claiming review site profiles is essential in improving your company’s SEO. The more reviews your company has online on sites like Google, Yelp, Foursquare, and TripAdvisor, the higher Google is going to rank your restaurant, and therefore the more people will see your company’s profile.

“92% of consumers read online reviews for local businesses and 84% base their buying decision based on positive reviews.”

Customer Reviews and Claiming Review Site Profiles

It can be difficult to increase the amount of customer reviews your restaurant is receiving, the key to doing so is utilizing your business. What I mean by that is, offer your customers a free coffee or small dessert after their meal if they rate your restaurant online! Customers love free things so they’ll be encouraged to rate you even higher than if they rated you without any incentive! This will greatly increase the amount of customer reviews your company is receiving, bumping up your company on Google search results!

P.S. — Another important thing to keep in mind! 89% of consumers read businesses’ responses to customer reviews! If you need assistance in responding to customer reviews online, click here to check out our MaxExposure Review Response product!

Company Website

The company website is also essential in improving your restaurant’s SEO! Speaking as a consumer, the three most frustrating things I experience when using a restaurant’s website is not being able to access the full menu, online reservation scheduling that doesn’t work, and when incorrect hours listed.

Keeping your website up-to-date is essential in not only improving your SEO, but increasing the amount of click throughs your website receives when it does show up on a consumer’s search. Having a PDF version of your menu linked to your company website is a great functionality for consumers as they can print off your menu and have it easily accessible on their computer! Online reservation scheduling is not necessary and the times available are hardly ever correct seeing as reservations are constantly changing throughout the day. Customers are willing to call if they want to make a reservation and you’d rather they schedule over a call with you rather than not schedule at all because of incorrect availability online.

Social Media Engagement

Social media engagement is also extremely important in improving and managing your restaurant’s SEO. Not only can this help get the word out more about your restaurant, but it can even provide content for you to publish to your restaurant’s social media accounts as well as your restaurant’s Google profile. Social media engagement is like free marketing for your company. Every time someone tags your restaurant’s location or social media account in their post, they are marketing your restaurant to every single one of their followers, which can be thousands of people.

Making sure to like and comment on posts that your restaurant has been tagged in, or reposting a customer’s image on your company’s social media is a great way to not only market your restaurant, but show your customer that you care about their experience. The more your restaurant is mentioned on social media, the more online engagement your restaurant will receive, and the better your restaurant’s SEO.

If your restaurant could use some help with its social media engagement and postings, click here to check out our MaxExposure social media products!
To check out our SEO products, click here!

HOW TO MASTER INSTAGRAM POLLS

This past fall Instagram came out with a cool new feature to add to your Instagram Story. Along with the many fun stickers you can place on a picture or video, Instagram also lets you have the option to add a poll sticker. I’ve mostly seen this sticker used on personal profiles to ask followers “which ice cream flavor should I get”, but businesses can also take advantage of the poll feature to help gage a better read on the audience they are reaching.

What is the hype over Instagram Polls?

Instagram polls are strictly available on the Instagram app when you make an Instagram story. They encourage followers to be more interactive and can provide important feedback no matter what the question is. This direct feedback can help you learn specific things about your audience and can even assist in making future decisions.

How does it work?

Setting up a poll on Instagram is extremely easy and quick.

  1. First, you take a video or picture of something you would like to put onto your story.
  2. Once you are happy with your photo or video footage, you can tap the sticker button on the top of the screen (Photo 1, Above) and add any text, drawings or stickers, including the “Poll” sticker. (Photo 2, Above)
  3. Now you can type any question you’d like and edit the two different choices to vote on. You are unfortunately limited to only two choices but you have up to 26 characters per choice box to craft some witty answers. (Photo 3, Above)
  4. Once you have finished writing your question and answers you can drag the poll anywhere on the picture and resize it however you’d like, just like any other sticker.
  5. Then all you have to do is post it and wait for the results!

To look at your results simply tap the viewers listed at the bottom of the story and then swipe up to see the post analytics. The poll will be available for 24 hours along with your story so make sure you set a timer right before it expires so you can see all of the responses.

How can businesses take advantage of Instagram Polls?

Gain audience insight and feedback

Depositphotos_45107933_original

Although these polls do not provide the most in depth consumer analytics, they definitely can shed some light on important topics that you want to get a general consensus on. You also get the answers quickly (within 24 hours). About to i ntroduce a new product? Ask your followers which color they would prefer, or ask which feature from an old product they would change. You won’t know unless you ask!

Ask the right kinds of questions

To gain the best results, make sure your questions on the poll are clear and not biased towards one answer. The best kinds of questions to ask are “yes or no” questions, and “this or that” questions.

Check out how engaged your followers are

This feature is also a great way to see how engaged your followers actually are on social media. If you have 300 followers, but only 100 of them are watching your story and voting, then maybe you need to switch up your content or find a way to appeal to the other followers who might not be as engaged.

Youth culture. Four young people sitting close to each other and looking at their gadgets

Grow your mailing list

Another way to utilize this sticker is by adding people to your mailing list and seeing how many people are interested in learning more about your company. Try positing a Yes or No poll asking “Would you like to receive emails to learn more about our business?” For the people who vote yes, you can then direct message them on Instagram asking for their email.

Polls can help plan events

Polls work great for any event that you may be having including a major sale or an opening party for a new store location. Add some hype to the upcoming event by asking if people will attend or not. Clicking “yes” might give them a sense of accomplishment and clicking “no” might make them feel like they are missing an awesome event. Let your followers help plan your event by asking simple choices like color theme or what flavor cake to have at the event. When the event is over you can post a poll that gages feedback to make the next one even better.

Make it fun and personal

Your polls do not always have to be strictly business related. Adding polls every now and then that show a more personal and fun side of your business can make your audience feel like they have a sneak peek behind the scenes, which can strengthen your relationship. Ask them “Who in the office wore it better” or “Which team in the super bowl are you routing for”.

It is important to make sure your customers feel like they have a voice that gets heard. These Instagram polls are the perfect way to get to know your consumers and help improve future choices by incorporating their feedback.

If you feel like Instagram might be beyond your skill set, we’re here to help you! Contact us at www.maxexposuresocialmedia.com or email us at support@maxexpoemail.com 

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