- DOWNLOAD – 27 Reasons Why Your Marketing Plan is Failing PDF Then, continue to read online below & leave a comment.
All business owners seek an elusive marketing plan formula that brings in truckloads of prospects and clients on a weekly basis for next to nothing.
Unfortunately, they’re not aware that it is the accumulative total of a number of marketing strategies working in-conjunction with one another that is the real secret to achieving a tipping point in their business – in which prospects convert to clients with greater ease.
The challenge is in knowing where your marketing is failing and how to pinpoint key areas that need immediate attention that can turn a struggling business around overnight.
So, today we explore the top 27 reasons why your marketing is failing. Based on over ten years of my experience working in the field with many business owners from all types of industries and walks of life, you’ll quickly discover ways to attract new clients and create marketing strategies that work time and time again without fail.
Let’s dive straight in with number one.
1. Targeting prospects at the point in which they are doing research, not at the point in which they are IMMEDIATELY ready to buy.
People who are researching a purchase are in a completely different state of mind to those that are ready to buy this second. These two segments must be marketed to very differently. You must have prospects who are in your pipeline being educated on the benefits of the ‘outcome’ that you offer, whilst others must be given direct offers that entice them to purchase immediately because they are considered an ‘educated’ market. Separate these two segments clearly and run separate campaigns. The results will astonish you.
2. Your marketing plan fails to engage your audience and draw them in.
Copywriting is king when marketing. People base their decision to act on the words and style of communications you are using. If it isn’t working – try varying approaches for your target markets and test the responses until you find one that hits the nail on the head.
3. You’re not pre-selling.
Pre-selling is the art of building the need for your product or service to the point they must take action. This should be done through articles, social media, conversations and the marketing copy on your website. When you’re always pre-selling, you’re always going to have future prospects ready to convert.
4. Online research shows that websites convert on average 2.3% of visitors to paying clients (i.e. 23 sales out of 1000 visitors).
If you’re not making enough sales online it’s simply because you do not have enough people visiting your website or they’re not the right people, and secondly, you’re not converting above the industry average. Drive more traffic to your website immediately by utilising a mix of social media and search engine optimisation techniques.
5. The message is out of alignment with your customer’s wants and desires.
Always sell your customers what they want and give them what they need – this will instantly make your business more appealing than that of your competitors and create talking points for social media.
6. You’re regurgitating the same marketing messages that your rivals are using.
Print out the website pages of your top ten competitors and look at the angles in which they promote themselves. Now, find a clever new way to say the same thing but differently. Do it with a twist and get people excited about what you do.
7. You have less than 9 points of contact with each prospect.
Consistent contact in varying ways will establish trust with your prospects and allow them to put their faith in your business. Anything less and you will come across as another ‘fly by night’ enterprise, not a serious contender ready to meet their needs. Ensure your marketing plan consists of multiple channels to come into contact with your ideal audience.
8. Points of contact with prospects are inconsistent and ad hoc.
Dropping in and out of someone’s world only when you want something, i.e. their money, creates mistrust. Consistent communication significantly reduces the amount you will need to spend on marketing in the long term. This can be done via, email, telephone, social media or a mix of face-to-face interactions. No matter what, keep it consistent and it will pay big dividends in the long term.
9. Your offers do not compel them to take IMMEDIATE action.
If your product or service is always available it means that there is no impetus for people to BUY TODAY! Especially when they could put it off until tomorrow. Give reasons for immediate action and your sales will reflect the sense of urgency you create in your marketing campaigns.
10. Your personal brand fails to seduce and stand out.
Your personal brand is one of the most valuable assets you have as a small business owner. The only thing your competitors can’t copy is the ‘essence’ of who you are. Let that ‘essence’ shine and the competition will be distracted by your newfound confidence, throwing them off course.
11. Your website is about your ‘business’ not about your ‘customer.’
Take a look at your website now. Does it talk about the benefits that your customers can enjoy when using your products / services / formulas / methods / strategies, or does it speak about who you are? Shift the focus to them and you’ll notice an immediate shift in their responsiveness and your conversion rates.
12. Your headlines are failing to engage and sell benefits of purchase.
Headlines across your email campaigns, on your website and throughout your social media strategies are vital to drawing attention. Brainstorm 20 options before selecting your final one, then test and measure each one to find which is most responsive. It could mean the difference between hundreds of dollars worth of sales or tens of thousands.
13. Your ‘packaged’ offerings do not clearly state the ‘reasons’ as to why your prospect will benefit from buying them.
A coach or consultant must ‘package’ their information in such a way that it clearly states the ‘reason’ for engagement within the package ‘title’ itself, i.e. Business Builders Package.’ This turns it into a no-brainer and makes it easy for them to remember and then purchase immediately or at a later stage. Create names that state clear benefits and capture immediate attention.
14. Vision of what your prospect’s life will be like after they purchase from you is unclear and/or, your competitors paint an even more vivid vision in comparison.
Vision is everything in a standout marketing plan. If your prospects can’t see their ‘future’ self’s benefiting from what you have on offer – they won’t purchase. Take time to paint the vision for them clearly as to how you could change their lives and I guarantee you they will convert quicker than ever before.
15. You’re competing on price not on value.
If you decide to compete on price you are forever going to be in a war with your competition. When you compete on value, i.e. the value of the interaction with your business, the price fails to become an issue and it becomes about the relationship with ‘you’ the key influencer, not how much it costs.
- DOWNLOAD – 27 Reasons Why Your Marketing Strategies are Failing PDF Then, continue to read online below & leave a comment.
16. Your opt-in offer is for a newsletter and not a report, guide, article or audio that upsells into your various product or service offerings.
Make your opt-in offer for your website compelling and by doing so you create a resource that demonstrates your knowledge and paints a picture of what you’re like to work with compared with others.
17. You’re not talking with enough prospects.
You must constantly be speaking with new prospects on a weekly basis. Look at your conversion rates and work back from there as to how many people per week you ‘HAVE’ to speak with to get the sales and profit margins you wish to make. Do not guess. Look at past results to predict future outcomes and outline ‘realistic’ marketing strategies.
18. You’re solely relying on your website to generate and convert leads and there is no offline strategy working in-conjunction with your online one.
What happens to those individuals that enquire on your website but never go on to buy? Pick up the phone and call them to find out why. It’s a great opportunity to improve your services and potentially get new clients quickly.
19. You’re not asking for the sale at the end of a presentation or consultation.
It is critical that you always ask the prospect to take the next step if appropriate that it is done with you or refer them onto somebody else that is more in alignment with their objectives. If you’re not, you’re doing them and yourself a great disservice, especially if you believe that you or someone you know could have helped them reach their goals – whatever they may be.
20. You have no deadlines on your proposals.
When pitching to corporate organizations you must always put a deadline on your proposal before it has to be revised and re-quoted. If not, there is no urgency or reason for them to book you immediately and it will sit in their inbox for months to come and eventually be forgotten about.
21. Your marketing strategies do not go into a funnel that contain a series of processes that educate, inspire and sell your prospects.
Map out your entire marketing process and have it on the wall for you and or your team to see. You must know the journey people go on when they engage with your business and what steps must occur for them to make a purchase. Without it, you’re simply guessing.
Successful business owners don’t guess. They make a solid strategy and stick to it and evolve with it as they test and measure their campaigns along the way.
22. You’re selling features instead of benefits.
For example, a feature is that the tyre has grip technology that works in the wet. The benefit of that is that it will keep your entire family safe. Whenever sharing a feature, you must share the benefit of that feature with it or your prospect cannot see how your product or service will benefit them.
23. Your campaigns aren’t targeted.
The more targeted you are when implementing your marketing campaigns the greater return on investment they will generate. Get incredibly specific. Break it down to; age, location, state of mind, interests, where they are in their own personal or business evolutions, gender, time of life, lifestyle, number of children etc. Create an avatar of your ideal client and they’ll be easier and cheaper to find than ever before. Anything less is guessing and a waste of time.
24. Your marketing material lacks testimonials and proven results that influence the buying decision.
Testimonials are one of the best ways to influence someone to purchase. It allows your prospect to paint the vision for your product or service without you having to do all of the hard work for them. Distribute testimonials throughout all of your work and watch your conversion rates soar.
25. Your presentations educate but do not build a need and desire to take the next step with you because of the way in which they are structured.
Even if you are speaking at an event in which you are not allowed to sell, you must still build the need for further information to be acquired otherwise you will walk away from an opportunity that could have yielded thousands in sales. Structure each presentation in a way that gives them pieces of chocolate but not the full block. That way, they’ll want even more from you and will go on to purchase.
26. Your social media campaigns aren’t drawing people into your online sales funnel to convert.
Your YouTube, Twitter and Facebook accounts must direct people back to your website and into your sales funnel constantly. They are one of the quickest ways to generate new traffic, prospects and sales. Leverage them effectively and reduce your marketing costs immediately.
27. AND, THE BIGGEST ONE OF ALL:
You’re not selling the outcome to your prospects. People purchase a promise, if you are not promising anything they will not buy. For example;
Feature: 12 weeks coaching
Outcome: Generate 100 new prospective clients
Feature: 60 minute keynote presentation
Outcome: More productive and cohesive team
Feature: 60 minute coaching session
Outcome: Overcome stumbling blocks and outline a plan for reaching your goals.
The benefits of your products or services may be obvious to you, after all you’re trained in your area of specialty and can see the potential they can offer clients – but I can assure you it is not obvious to them – otherwise you would be booked solid right now.
Your role is to ALWAYS without fail paint the benefits of what you do and how it will impact them. It is never-ending.
- DOWNLOAD – 27 Reasons Why Your Marketing Strategies are Failing PDF Then, continue to read online below & leave a comment.
Over the years I have educated thousands of business owners around Australia. I come across many that allow their ego’s to get in the way of developing a long and lasting business that consistently brings in regular streams of income.
If you have been reading the marketing strategies contained within this article and heard yourself at any point say, “I know!”
As Stephen R. Covey famously said, “To know and not to do is really not to know.”
If your bank account is flushed with funds because your business is profitable then ‘yes’ you know your strategies.
However, if it’s as bare as the Sahara Desert and you’re in dire needs of funds to survive and pay your bills, I urge you to take the steps to get the education required to make your business profitable.
It is simply not enough to ‘know,’ you must apply diligently and consistently.
So, if you’re ready to address all 27 issues, plus countless others that can have a dramatic impact on your business, get a copy of my FREE marketing book below.
What are your top marketing challenges?
Post them in the comments below so we can keep this post up to date.