Marketing Not Working?
Marketing Not Working?
Do you have a website?
If so you've probably spent a ton of time designing and building it before launching it with high hopes. Only to find that nothing happened. No visitors came. And you did not take on a flood of new clients either.
The fact is, Google and Facebook don't exist to send people to your site for FREE.
You have to pay to attract new visitors.
Either in time (content marketing) or money (paid ads).
The problem is that paid Ads won't work on a simple website. The return won't be there.
And content marketing 'done the old way' takes an age to bear fruit. That is why getting results using conventional marketing is so hard... And why B2B experts struggle to get new clients.
There's a solution, of course.
It's a 4 step process to help them successfully (re-) launch their business and start attracting the high-quality clients they so desperately need... In a systematic and consistent way.
The first thing to do is to go through an exhaustive process...
- Fundamental Marketing Strategy discovery
- Develop their Big Idea and Push Button Offer
- Build their story-driven content campaign
- Create systems and processes
Once they have completed this sequence, they have a real chance of increasing their revenues from 4 to 5 figures a month.
I'll go into those 4 steps in detail in a minute...
For the moment, be aware that their marketing changes 100 times more lives than their one-to-one coaching/consulting ever will.
I say that with a ton of love and respect.
We can talk more about the ‘why’ when we meet.
For the moment let’s dive into those 4 steps...
Step 1 - Fundamental Marketing Strategy Discovery
Building a durable business starts with developing a fundamental marketing strategy.
To do so requires going back to basics and becoming a 'first principles thinker'. There's a lot more to it than writing a mission statement (although that may help). We think about what really makes a durable business in the era of digital privacy.
No matter where they are in their business development, they always benefit from stopping to do a thorough strategy review to (re-) launch their digital marketing strategy.
There are 3 parts to this...
- Define their unique unfair advantage
- Identify and define their ideal customer
- Positioning themselves for success
Step 2 - Your Big Idea and Your Push Button Irresistible Offer
Back in the day, Steve Jobs was faced with a challenge. He saw a vibrant analog mobile phone market with plenty of competition. Nokia was the leading brand. The mobile handset business was super profitable but how could he grab some of that business for Apple?
He had to come up with a big idea. Something that was unique and powerful. Something that was innovative that would disrupt the existing market. And, reduced the friction consumers had to put up with when using an old clamshell mobile.
Something that made the user's life easier.
That big idea was the iPhone.
With a Nokia clamshell, you could make calls and send text messages too. Steve put a computer in your pocket which could access the internet. He then added a simple user interface that did away with the old keyboard and, for good measure, he threw in a camera.
The rest is history
Without an innovative big idea, creating a push-button offer is hard. You will go the same way as Nokia which is now just a footnote in the history of mobile appliances.
Step 3 - Leveraging the power of stories
There are two things that set homo sapiens apart from other animals.
- The first is that we have the power to imagine things that don’t exist.
- The second is that we can all tell stories.
No other animal can do both of these things.
The first allows us to dream big dreams like colonizing Mars or achieving our business goals. And the second allows us to tell inspiring stories that attract others to believe in the same dream... Then work together to make it a reality.
In a digital world, leveraging the power of stories is just as important as it ever was... perhaps more so
The internet is just a delivery mechanism as was a newspaper. We used to buy them to read the stories of the day. Now We go to Facebook, Twitter, or Linkedin to read those stories and check out what our friends are doing.
Stories give facts the context they need to become memorable. They help folks understand their feelings.
We can tell stories that attract, engage, motivate and inspire people to work with us... And we can do this in a strategic way by writing belief-shifting posts.
Climate change is a concept that we believe in more and more. We are inspired to take action by the stories that Greta Thunberg tells us. Some love what she is doing. Others do their best to discredit her and reject her calls.
That push-me/pull-you concept is important.
You cannot be all things to all men.
Polarize your market.
In Step 3, clients learn how to tell powerful stories. They test the market response to their big idea by creating narratives drawn from life. Universal human experiences build engagement and start a conversation.
They don’t have to be Hemingway to do this.
And they don’t have to write a book.
You can write a story in a Tweet, if you have time.
Step 4 - Create systems and processes
Websites are great.
You certainly need one.
But these days a website is not enough.
The online world has moved on. It is more sophisticated now.
What you need is a story-driven funnel that recreates the buying experience - when you, the founder, sell it to someone 1-on-1. This is where video works best. Create one that takes your prospects on a story-driven journey.
Remember that a funnel is just a mechanism for automating the delivery of your message. if you haven't been through the 3 previous steps and proven your offer converts, it won't work.
So focus on proving your message engages your audience, attracts your ideal client, and converts them into paying customers before going anywhere near a sales funnel.
There is a whole load of drag-and-drop software to choose from. I would suggest you check out SanityDesk. It's free for those just starting out and includes a lot of other integrated systems to help you manage your business.
Once you have built your funnel, you have 2 choices to get traffic.
My advice is that you should validate your fundamental marketing hypothesis using content marketing however large a budget you have available. It's time well spent IMHO.
Marketing experts might suggest you spend money on paid traffic but this would be a mistake if you are launching a new campaign.
When you are ready to start buying traffic do not stop your content marketing. It is important to continue to nurture your audience because very few of your potential clients will be ready to buy from you there and then.
Your funnel will need improving and tuning, just like an engine.
If it covers your ad spend costs right out of the gate, you're doing well. The optimization process takes time which is why it's best to start with an offer that converts.
So now you may be wondering…
Is this really possible?
Can I really do this?
These 4 steps are not rocket science.
They are based on proven strategies & tactics that have everything to do with human wants, needs, and desires. Natural human expectations, in fact.
If what you have read, makes sense and you want to dig deeper, I suggest that you go to Amazon and buy my book, Story-Driven Digital Business Strategy. It covers what we have been discussing in a lot more detail.
If you're in a hurry, the next step is to find out more about my 60-Day Digital Business Strategy Workshop in which we work 1-2-1 to put your fundamental marketing strategy in place.
Then ping me a DM on Messenger and we’ll have a chat and decide whether you and your business are a good fit. If we both think so, you can get started almost immediately.
Thanks for reading thus far.
I look forward to connecting with you...