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A sales strategy is a deliberate approach to increasing revenue. It includes goal setting, target market analysis, sales channels, and techniques for customer acquisition and retention. By combining market research, sales methods, and customer relationships, the strategy optimizes the sales process and maximizes business success.

Salesforce is a leading Customer Relationship Management (CRM) platform that provides companies with tools to manage customer relationships, sales, marketing, and customer service. With cloud-based applications, Salesforce enables the automation of business processes, analysis of customer data, and improvement of collaboration to increase efficiency and revenue.

Second Moment of Truth (SMOT) – The Real Product Experience After Purchase

The Second Moment of Truth (SMOT) describes the moment when a customer actually uses a product – that is, after the purchase. This term also originates from the marketing concept of Procter & Gamble and represents the second decisive phase in the customer journey. While the First Moment of Truth (FMOT) determines whether a product will be purchased, the SMOT is about whether the product meets or even exceeds expectations.

In the Second Moment of Truth, it becomes evident how good a product really is. Does it deliver on its promises? Is the quality convincing? What is the user experience like? All of these factors significantly influence whether a customer is satisfied, purchases the product again, or recommends it. A positive SMOT experience strengthens trust in the brand and increases the likelihood that a first-time buyer becomes a loyal customer.

Especially in times of online reviews and social media, the SMOT is a critical point. Customers who are satisfied (or dissatisfied) often share their experiences publicly – through reviews, recommendations, or posts. This, in turn, influences the First Moment of Truth for other potential buyers.

For companies, this means: The work does not end with the sale. Product quality, user-friendliness, customer service, and after-sales communication play a crucial role in the SMOT. Only if the product convinces in everyday life will brand loyalty be sustainably strengthened.

Conclusion: The Second Moment of Truth is the moment when a true customer relationship can develop from a purchase – or not. Those who purposefully design this moment create customer satisfaction, trust, and long-term success.

SEO stands for Search Engine Optimization, which means search engine optimization. It involves measures that aim to make a website more visible in the organic (unpaid) search results of search engines like Google. The goal is to appear as high as possible for relevant search queries – because the higher the position, the more clicks and visitors the page receives.

SEO is divided into three main areas:

On-Page SEO

This involves everything that happens directly on the website. This includes:

• Content: High-quality, relevant, and well-structured content that answers user questions.

• Keywords: Important terms that users search for are targeted and integrated.

• Technology: A clean website structure, fast loading times, mobile-friendliness, and a secure connection (HTTPS).

• Meta Tags: Optimized titles and descriptions that are displayed in search results.

• Pillar Page: Gateway page for overarching SEO content

Off-Page SEO

This involves external factors, mainly backlinks – that is, links from other websites to your own. These are considered recommendations and strengthen the credibility and authority of the page. The higher quality and more relevant the linking page is, the better.

Technical SEO

This includes measures like optimizing crawlability by search engines (e.g., with an XML sitemap), clean URL structures, or avoiding duplicate content.

SEO is a long-term process. It requires continuous maintenance, analysis, and adjustment. The advantage: Compared to paid advertising (e.g., Google Ads), good SEO consistently brings organic traffic – that is, visitors without additional costs per click.

In short:

SEO ensures that your website is well understood, evaluated, and found by search engines – thereby gaining more visibility, trust, and reach.

Visibility – The Key to Digital Success

Visibility refers in the digital context to the perceptibility of a company, brand, or person on the Internet – especially in search engines, social networks, and on relevant platforms. Those who are visible online are found. And those who are found can grow, sell, or exert influence.

A central goal in online marketing is therefore to strategically build and continuously increase digital visibility. This is achieved through various measures, such as search engine optimization (SEO), social media marketing, content marketing, paid ads (SEA), or through good placements in industry directories and on review portals.

Visibility is particularly important on Google: For those who rank on page 1 for relevant search terms, they receive significantly more attention and clicks than the competition on later pages. To achieve this, high-quality content, technical optimization, good user experience (UX), and a well-thought-out keyword strategy are necessary.

But visibility is more than just a Google ranking. On platforms like LinkedIn, Instagram, YouTube, or TikTok, it also determines how strongly a brand is perceived. Likes, shares, comments, and the number of followers are visible indicators of relevance – and they, in turn, influence reach and trust.

Offline as well as online it holds true: Those who are not seen do not take place. Especially in today's flood of information, it is crucial to be present – at the right time, in the right place, and with the right message. Only in this way can target audiences be reached, leads generated, and customers retained.

Conclusion: Visibility is not a one-time measure, but a continuous process. It requires strategic thinking, creative content, technical know-how, and persistence. However, the effort pays off – because high visibility means more opportunities, more impact, and more success.