Why your marketing fails: there's one thing you're probably missing
You think everything's on point - but is it?
You’re creating content, defined your ideal client and use their language, solved a pain point, maybe even have a reasonable amount of traffic - but still no or few conversions.
What’s wrong?
If you also removed all the friction from your entire sales funnel, my best guess is it’s the one thing I’d like to talk about today.
Of course, since I don’t know your exact situation, it can only be an educated guess.
A look into your analytics, checking all your conversion rates and data would tell the story quite clearly.
So therefore, I’ll give you a quick overview first on how to figure out the leaks in your sales bucket before I tell you the one thing you’re probably missing. That way you can make sure your foundation is stable.
How to analyze your sales funnel
Your marketing has the job to raise awareness for your offer and to convert the interested people into paying customers. So far, so good.
Let’s take a look at the top of an example funnel:
you post content on social media
the link in your bio, below or within your posts funnels interested people into your sales funnel
maybe you even do giveaways to build trust via lead magnets
or you do DMs to start the conversation
There’s a conversion rate involved here:
{how many people click on your link}*100%/{how many people see your content}
This will tell you if your content is on point.
If it’s low, it can have many reasons: like you’re speaking to the wrong audience, you’re not using their language, you’re too salesy, your content is off etc.
This was step 1. Let’s assume they clicked on your link and are now on your landing page.
Landing page conversions
In principle, we’re looking at the same formula for the conversion rate again:
{how many people click on your link}*100%/{how many people see your landing page}
But the input is different. The entirety of people who’re checking out your landing page already expressed interest in your offer. Else they wouldn’t be here.
This is the middle of your sales funnel.
Analytics like:
time spent on page
which parts they spent the most time on
if they click on links you want them to click
Tell us if the communication of your landing page is on point, if your offer attracts them and generally their interest.
If they bounce immediately that could mean they feel that the place where they came from originally promised something entirely different.
Or the elements of your landing page are confusing. Check out this article to fix that.
Or maybe even a technical problem prevents them from seeing your page. I talked about this here.
Ok, so let’s assume this step is fixed too. Your ideal client is on your landing page, spends a lot of time there, seems very interested as you can see in your analytics - but they don’t buy.
It could be the one thing that I promised to reveal.
That one thing is timing.
Why timing matters
Think about it: are you meeting them in their moment of pain? The pain that your offer solves?
The kind of content you post should resonate with them in the exact moment of when they have the pain your offer solves.
So by making a list of pain points they have, and then creating content that highly resonates with them in their moment of pain, makes sure you get them in the right moment.
Else they might visit your landing page, are very interested, bookmark it since they plan on doing this at a later stage and then forget about it.
But making sales is about speed: get their attention, let them discover your sales funnel and invite them to take action as soon as possible.
In the right moment.
Hope this helps,
Mira