What Is Digital Selling? A Complete Guide with Software Suggestions

by | 24 Jul 23

This is a comprehensive guide to Digital Selling. I give an explanation of each key element of Digital Selling and I give 5 examples of software and resources that can help you get started.

So, let’s start off with ‘What is Digital Selling?’. Digital Selling is a term that’s used to explain the use of digital technologies to market and sell products or services.

When implemented well, every single business will be able to find an element of Digital Selling that will help them overcome their particular brand awareness, lead-generation and revenue challenges. It’s a great way for businesses of all sizes to reach customers, boost sales, increase brand visibility and, therefore, gain an edge in the market! With Digital Selling, you can create customised messages for different audiences, track customer data to see what works best and optimise your campaigns for maximum effectiveness.

That sounds a little daunting, right? Well, I’ll use this blog to break this down and give examples of what you can do to introduce this in your business.

Types of Digital Selling Strategies and Tools

There are a few different types of strategies you can use. Here’s a quick list, then we’ll look at each one individually:

  • CRM platforms are a hub that brings together all customer-related data, information and interactions
  • Lead-Gen Software automates your lead generation process by collecting valuable information on potential customers, such as their contact information and engagement with your content
  • The use of a Social Selling method to leverage social media platforms is becoming the go-to digital selling strategy. This one will have an impact on your lead generation, and the best thing is – it’s free!
  • An optimised website with engaging content will help attract prospects and enable you to move them through your sales process
  • When you have people on your website, Chatbots and Human Chat are great tools to engage one-on-one with the visitors and help turn them into customers
  • Digital Sales Room tools let you create interactive spaces that allow potential customers to browse through your products and services and receive personalised recommendations and information
  • Digital Advertising on Google and Social Platforms like Facebook, Twitter and LinkedIn means you can target that fit your ideal customer profile

How to Get Started with Digital Selling

OK, so let’s look at each of these in turn. I’ll expand a little more on what each of these do, and – where possible – I will give examples of products that will help you.

A little note before we get started though. It’s not recommended that you implement all this. If you’re wondering what will be best for your business, check out the last paragraph in this guide.

CRM Platforms

CRM systems, in my opinion, are an absolute must if you’re getting started with digital selling. These tools make it easy to record all relevant information for each prospect (and customer), track customer data, interactions and preferences, and communicate with them through one-on-one emails as well as fully-fledged email marketing campaigns.

CRMs enable you to create a centralised hub of information that’s accessible to your entire team – for sales, marketing departments and customer success people. The whole of the Revenue Operations team! This means you’ll have a comprehensive view of your prospects and customers, so you can tailor content, messaging and offers to their individual needs. Additionally, many CRM tools give you robust financial forecasting information.

Here are a few links to popular CRM tools:

  1. HubSpot
  2. Salesforce
  3. Zoho
  4. Monday.com
  5. Zendesk CRM

 

Lead-Gen Software

Lead-Gen Software helps you streamline your lead-generation process. These tools provide you with valuable data about your prospects – such as their contact information and the content they are engaging with.

There’s a vast array of tools out there, ranging from overlays on your website to online return on investment (ROI) calculators and pre-recorded webinars. All these tools have one thing in common: deliver value to the prospect in return for their contact details.

Here are a few links to popular Lead-Gen Software tools:

  1. OptinMonster – helps grow your email subscribers through forms
  2. LeadPages – helps grow your prospect list through landing pages
  3. Connect And Sell – helps connect you with hard to reach decision-makers on the phone
  4. OutGrow – helps you increase lead conversion rates with custom-built calculators and quizzes. It’s like gamification for lead-gen!
  5. AeroLeads – helps you find relevant leads by providing the email and phone numbers of businesses and decision-makers

 

Social Selling

Social Selling is becoming the go-to digital selling strategy. It focuses on leveraging social media platforms – such as LinkedIn, Twitter and Facebook – to build relationships with your prospects.

To be successful at Social Selling, you first need to make sure you’ve identified your ideal customer profile (ICP). When you do, you can use search tools on LinkedIn to find the people that fit that ICP. These will be the actual people who would be interested in your product or service.

Once you’ve identified your audience, it’s time to engage with them. First you need to create content that really connects with them, content that speaks about the problems they face. This means sharing interesting articles, liking their posts, commenting on their updates, and providing valuable content that entertains, educates, and helps them.

By interacting in this way, you can build relationships and establish trust. It’s also important to join existing conversations instead of just pushing out content. Don’t be afraid to ask questions, participate in debates, and share your opinion.

The goal is to have meaningful conversations, not just promote sales messages. Once you’ve connected with potential customers, it’s crucial to stay engaged by keeping up with their posts and offering value.

The great thing about Social Selling is – first and foremost, it works. We have many examples of how this has impacted businesses. But another great thing is, it’s free.

That said, there are programmes and tools available that will help you get started and super-size your activities. But if you really want to, you can just get going with Social Selling straight away with zero investment.

If you’re interested in finding out about some of these tools, I have listed them here:

  1. The Conversation Revolution – learn our tried-and-trusted Social Selling method, endorsed by the Institute of Sales Professionals
  2. LinkedIn Sales Navigator – a really powerful tool that lets you identify and connect with people in your ICP
  3. Dripify – speed up your LinkedIn connection requests with personalised messages

 

Social Selling Training & Coaching

The only ISP Endorsed Certified Social Selling Programme

Our DLA Ignite Social Selling and Influence course stands apart as the only training and coaching programme endorsed by the prestigious Institute of Sales Professionals.

Optimised website with engaging content

It’s important to understand what your target audience’s problems are and make sure your website meets those requirements – this is in terms of design, content and user experience.

For example, you should ensure that the site is user-friendly and mobile-responsive so that people can navigate easily no matter which device they’re using. Additionally, you should optimise the site for search engine rankings – this means ensuring that content is keyword-rich, and all the metadata is up to date (title tags, meta descriptions, etc).

It’s also important to ensure that content speaks to your ideal customer profile – what their pain points are and how they can benefit from your product or service. This should be all over your pages and you should be writing weekly blogs relating to their work and the problems you can help solve.

As with lead-gen software, there is so much out there for optimising your site and creating content. Here are some website optimisation tools:

  1. Ahrefs
  2. Moz
  3. SemRush
  4. Lumar
  5. Screaming Frog

And here are some content-generation tools:

  1. Jasper.ai
  2. Writesonic
  3. Hypotenuse
  4. Anyword
  5. Simplified

 

Chatbots and Human Chat

OK, so when it comes to chatbots, there are actually two types to consider: rule-based chatbots and conversational AI chatbots.

Rule-based chatbots are designed with specific commands or questions in mind. They give automated responses based on pre-programmed instructions. These chatbots don’t have the ability to understand natural language processing (NLP), so users have to use certain keywords or phrases for them to respond.

On the other hand, conversational AI chatbots use artificial intelligence technology to understand what a user inputs and provide relevant automated responses. They engage in two-way conversations with website visitors and get even smarter as they have more conversations.

The beauty of well-implemented chatbots is that users always have the option to switch to human support if needed. They’re commonly used for customer service but are also great at speeding up sales lead times. These chatbots offer a fantastic 24/7 service while keeping costs low.

If you’re looking for a tool that combines both rule-based chat, AI chat and human chat, here’s a few that are on the market:

  1. Drift
  2. Intercom
  3. Qualified
  4. Freshchat
  5. Birdeye

 

Digital Sales Rooms

Digital Sales Rooms (DSRs) are an effective way to use digital technologies to engage with customers and close sales. A DSR is essentially a virtual sales room where customers can interact with sales reps, view product demos, and purchase products or services directly – all without ever leaving their computer screen.

Businesses that use DSRs report that they are able to reach customers with the right offers, at the right time. They’re able to provide a seamless customer experience by using automated email campaigns to nurture and engage customers. DSRs also enable businesses to offer personalised sales interactions and tailor their messages to different audiences – this helps them build relationships and increase conversion rates.

DSRs are easy to set up, track and analyse results in real-time, and they reduce costs by eliminating the need for physical sales rooms.

Here’s a few of the major tools available:

  1. Seismic
  2. Allego
  3. DealHub
  4. GetAccept
  5. Journey DXP

 

Digital Advertising

Digital Advertising is an effective way for you to reach prospective customers online and drive more opportunities. These platforms enable you to create ads that are specifically tailored towards your ideal customer and target them across multiple channels.

With Digital Advertising, you can track your campaigns in real-time, analyse the results and optimise accordingly – this helps you get the most out of your budget.

Here are five popular digital advertising platforms:

  1. Google Ads
  2. Meta Facebook Ads
  3. Instagram Ads
  4. LinkedIn Ads
  5. Twitter Ads

 

Do You Need To Do It All?

No, you don’t need to do it all. When it comes to digital selling, there is no one-size-fits-all approach. Different businesses have different needs, different current challenges and different goals – so take some time to assess which tools and strategies are most suitable for your business.

For example, if you’re a B2B company looking to promote services or products that have a $1,000/£700 plus average order value, then a solid social selling strategy will be a fast and cheap way to generate more opportunities and revenue.

But if your order value is lower, then you would more than likely want to explore a more automated strategy. So, a digital advertising, automated chatbot and digital checkout feature on your website would be a better fit solution.

That being said, the tools I mentioned above are all great ways to get started with digital selling and offer fantastic ROI for businesses of all sizes. So don’t be afraid to experiment and see what works for you.

Social Selling Training & Coaching

The only ISP Endorsed Certified Social Selling Programme

Our DLA Ignite Social Selling and Influence course stands apart as the only training and coaching programme endorsed by the prestigious Institute of Sales Professionals.