How to reach more customers online using multichannel catalogs. Reaching Social Networks like Facebook, Pinterest and Twitter. How to get customers from marketplaces like: Amazon, Rakuten or eBay. How to keep catalogs updated everywhere easily.

1. 10 TIPS
HOW TO INCREASE
YOUR INTERNET SALES
Álvaro Verdoy
CEO Sales Layer

2. BEFORE
the Internet, the market
was more focused:
We could define it as
"100 % offline"
Just one sales channel:
Commercial Strength and
hitting the road.
Image: Bert Kaufmann
MARKET
“100 offline”

3. NOW
the customers can be found in many different channels:
Offline
market
eBay
Corporate
sites
Facebook
Google
Shopping
Android
Pinterest
Amazon
Twitter
Rakuten
Image: Mato Rachela
iOS

4. If your company works only with a channel,
YOU HAVE A PROBLEM
You're reaching only these
customers
You're missing
the rest!
Image: Tanja Scherm

5. 10 TIPS
HOW TO GET TO
ALL THE CHANNELS

6. #1
USE DESCRIPTIONS IN
M U LT I P L E L A N G U A G E S
Internet is an international market and by speaking more
languages, you’ll be able to connect with customers from
other countries.
Moreover, other languages will improve your SEO positioning
in search engines, attracting more visitors.
Example: If you sell mattresses, you will attract visitors
with keywords like "colchón", " mattress ", " matelas "...
and not just " mattress ".

7. #2
TA K E C A R E O F Y O U R
PRODUCT IMAGES
In the virtual environment, there’s no physical
display of your products.
The images you use must be able to show values
such as texture, quality, color or warmth.
Example: if you sell blankets, your images
should highlight its softness, texture and colors.

8. #3
O F F E R A L L T H E D E TA I L S
Users do want to know the full experience, to know every
detail.
Every user is different, so each one will be searching for the
characteristics or details that are of special interest to them.
Example: if you sell organic foods, the information
sought by a final consumer, a restaurant chef or a
nutritionist will be very different.

9. #4
C O N S TA N T LY U P D AT I N G
The life cycle of products becomes shorter and this requires more
frequent catalog updates.
If you stop updating your information on one of your sales channels,
you’ll jeopardize the effectiveness of that channel.
Example: Many companies are counting on catalog apps on
tablets. In most cases, the information is outdated on these
apps, and the trade men are simply using their paper
catalogues to show the products and place orders. What
purpose serves the application?

10. #5
A D D C U S T O M E R G E N E R AT E D
CONTENT
To make your products more credible, let your
customers speak about them. Encourage to add photos
and comments and you’ll make the catalog more social
Example: If you sell furniture in your company, ask
customers to add images of how they have
improved their living spaces with your furniture and
feature those images on product pages.

11. #6
EMPHASIZE THE UNIQUENESS
OF YOUR PRODUCTS
Emphasize those aspects that differentiate your product
from the competition’s products, clearly explain them on
your data sheet.
Example: if you sell baby clothes made of special
cotton that does not cause allergies, be sure to place
special emphasis on this differential feature that will
attract attention and the search of parents with
allergic children.

12. #7
MAKE IT EASY TO
C O M M U N I C AT E E R R O R S
Among thousands of references and products, it’s a
question of statistics how many errors will there be:
content that doesn’t display correctly, typographic
errors, misplaced references, non translated text, images
that don’s show...
Example: allow people who often visit your product
sheets, such as commercial agents or clients, to
easily report the bugs they find.

13. #8
U S E M E T R I C S A N D A N A LY T I C S
If you want to improve the conversion rate of your
product sheets (finding the formula that makes your
products sell better) you should measure the results and
know which products sheets sell more for each customer
visit.
Example: try to change the image of your product
and see which one sells better. Measure the
conversion before and after the change.

14. #9
TA K E Y O U R P R O D U C T S
E V E RY W H E R E
When you’ve found the way your product sheets
sell best, start getting visitors to your product
sheets.
Example: if you have an online store, use the
social media to attract more visitors. If your
product sheet converts 1%, you get 10 sales
per 1,000 visits.

15. #10
TA K E Y O U R P R O D U C T S
E V E RY W H E R E
If you've got a well-detailed, attractive products catalog
and above all, one that converts, take it to all the
possible sales channels.
Example: If your products go well on your website,
why not reach the public also through Amazon,
Rakuten, eBay...? These are marketplaces with
millions of daily visits where you can take your
products and convert even more sales.

16. WHAT MAKES A GREAT
BRAND DIFFERENT?
Do they have a better product? No
Do they hire better people? No
Are they more likeable? No
Image: Enrique Fernández

17. A GREAT BRAND
IS EVERYWHERE
How to reach everywhere?
in saleslayer.co you can find some
answers...
Image: Enrique Fernández