It seems simple enough. If you are busy and business is growing, then your marketing must be working, right? That’s not necessarily the case. One of my clients has a steady stream of leads but her business is not what she envisions. The problem is her marketing is not attracting the “type” of leads she is looking for. For your marketing to be considered effective, these three elements must be present:
Your Marketing is Constantly Keeping your Sales Funnel Full
The whole purpose of marketing is to educate your market about what you do, and convince them why they need your product/service. If you do not have prospects you are conversing with on a regular basis, then something is wrong. It could mean your marketing message needs refining, you are talking to the wrong market, or your marketing platform isn’t reaching your customers. Go back to the drawing board and rework your marketing plan.
Your Marketing is Attracting Your IDEAL Client
One major reason you are in business for yourself is to work with people you love and make a difference in the lives of your tribe. If you have a business serving customers you hate working with, your life will be filled with stress and dread. Get out a piece of paper and describe your ideal client in detail. How old are they? What is their personality? What is their income level and where do they live? What are their values? Once your ideal client is well articulated, design your marketing materials and message to reach those individuals. And don’t be afraid to turn away potential business if a prospect is not an ideal fit. The Universe will deliver more of your favorite clients.
Your Marketing is Converting Leads to Solid and Repeat Business
If you talk to 10-20 leads and none of them become customers, ask yourself why. As of right now, I convert 90% of my leads into clients. And my service level keeps them coming back. Sometimes your leads don’t convert to clients because they are the “wrong” leads for you. Other times it might be a failure to adequately sell them on your product/service. Look at your sales process and if you are communicating how your product/service solves your customer’s problem. How are you different and why do they need YOU? Be confident about your business, your service level and yourself. Your prospects will sense your energy and feel positive about doing business with you.
Wouldn’t it be wonderful if you had a constant flow of your perfect customers willing and waiting to do business with you? It’s totally possible with these three magic bullets.
3 Magic Bullets to Test Your Marketing Effectiveness
May 25, 2017