The marketing landscape is changing, and as sales professionals we have to stay ahead of the curve.  But where do we start?  For many of us, our marketing expertise begins and ends with e-mail.  Though this is a start, it is important that sales professionals are expanded to social media and the smartphone, two interfaces which are becoming increasingly important in the sales and marketing world.  I had the pleasure of interviewing Jennifer Schulman, Founder and CEO of Fortune Web Marketing, during The Krista Moore Talk Show and learned these 3 MUST HAVE tips and tricks for digital marketing. Think about how these tips can apply to you as a sales professional and new ways you can interface and communicate with your prospects and customers.


#1 Mobile Friendly Website

A mobile friendly website is a website that is “responsive” and coded to resize in order to fit a desktop, laptop, iPad or mobile phone. It is one set of website code and content that adjusts to fit the device that someone may be using to access your website.  As smartphones are now the most popular way to access content, when going from the desktop to phone, consumers now expect a seamless experience.  If your company does not have a mobile website, you will appear outdated and eventually not be picked up in google searches.

Jennifer Says…

Use WordPress to create an inexpensive and easy mobile-ready site. It has hundreds of themes and is very customizable with built in blogs, and all the content management tools you need!




 #2 Content and Inbound Marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action. Sales professionals need to begin including content marketing to touch prospects, and position themselves as the subject or industry expert.

Jennifer Says…

  1. Build a content marketing strategy outlining the type of content you want to post on a given day.
  2. Outsource help from others, or hire an intern with a relevant major to assist with creating blogs, videos or white papers. Then, partner with companies to share content and information.


Once you have a content marketing plan, it’s time for an inbound marketing strategy.

Inbound Marketing takes the content you are producing and gets it out to the right audience, your prospects. This can be done through email and social media, and one often uses  “gated content.”  Gated content is a helpful piece of content such as a case study, a guide or an eBook,  with a web form in front of it that often asks for an email.  This will allow your business to track who is interacting with your content,  so you can nurture the leads and further segment your database to further target your messaging. This is a sales professional’s ultimate lead generation system.


#3 Social Media

Your goals with social media should be to increase brand awareness online. Your messaging should humanize you and your business and not be all about your products and services. As a sales professional you can increase your own brand through social media.  Try using lifestyle pieces such as community based information, and nonprofit events. Your audience wants to enjoy what they see socially, so make it light hearted, funny, and engaging.

Jennifer Says…

It’s important to note that your business may not see the effects of your social media immediately.  To recap the benefits faster, consider using paid advertising in Facebook to target your message to your audience.  This is a low cost, highly effective method.



Don’t be afraid, jump in!

Get your message and brand to your audience with the digital assets you need. This should be a mobile friendly site, with shareable content and targeted, active emails and social marketing programs. Take what I learned about digital marketing and use it in your sales process and approach.

To watch the full interview with digital marketing expert, Jennifer Schulman, visit The Krista Moore Talk Show website.



Krista Moore, president of K.Coaching, Inc., an executive coaching and consulting practice that helps hundreds of companies maximize their full potential through enhancing their sales strategies, sales processes and sales leadership.