Do you have trouble figuring out why your marketing is not working?
As I’ve coached solopreneurs, this comes up time and time again, and understandably, it’s a source of major frustration.
You are networking, writing emails, managing a Facebook group, posting to Instagram, doing coffee dates – and none of it seems to be working. When it comes time to get a client, you hear crickets.
So, how can you tell where the problem is?
Truthfully, many factors can affect the effectiveness of your marketing.
In this week’s marketing strategy, I’ll break down the biggest of these factors. My intention is to teach you what to ask and analyze so you can market smarter, not harder.
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Why isn’t your marketing working?
It’s important to know what is working – and what is not working – so that you can constantly improve your marketing.
It’s often easy to spot what is working, but you may be tripped up on determining what’s not working.
Many variables are at work when you’re marketing your business – and any of these could be the trouble spot. Let’s take a look at each one.
#1: You are not visible enough
Lack of visibility is almost always the reason why your marketing is not working.
Remember, sales and marketing is a numbers game. You have to get in front of a lot of people. And I mean, a lot.
Money mindset expert Denise Duffield-Thomas cites that she has a 1% conversion off a landing page. This is an entrepreneur who has thousands of people on her email list.
I don’t mention this to scare you. It’s the reality of being an entrepreneur. Know who your ideal client is and move mountains to be with them (in great numbers!).
If you need ideas on increasing your visibility, check out this marketing strategy (I list 24 ways to increase your visibility).
#2: Your messaging isn’t digging into the pain points
When you are selling something, it’s your job to convince your ideal clients to buy it. Many of your ideal clients will hesitate on the purchase – mostly because of their own mindset issues.
To get them over the hump, your marketing messages must drill into the pain points of your ideal clients. And I hate to say this, but you have to stick your thumb in their wounds (even just a little).
Lightworkers and purpose-driven entrepreneurs, I know this can be uncomfortable. I don’t want you to think that you are exploiting your ideal clients’ pain for your gain. You are illuminating their pain points to help them fix the problem – once and for all.
Before you sell another thing, make a list of your ideal clients’ pain points. Be sure to ask them. Then use that list to help you write marketing copy. And do this unapologetically. It’s how you are taking a stand for your ideal clients!
#3: You had an unclear call to action
Look at your marketing. Were you crystal clear about what you want your ideal client to do? Was it written so that a second grader could understand what to do next?
We often get caught in listing the features and benefits of what we’re selling – that we forget to make crystal-clear calls to action.
A confused buyer never buys. Don’t tiptoe around what you want your ideal client to do.
If you want them to buy your program, then say “buy this.”. If you want them to fill out a form, then say “fill this out.” If you want them to join your Facebook Group, then say “click here to join.”
Now that you know the three biggest factors affecting your marketing effectiveness, it’s time to look at your last campaign and determine which of these factors affected you. It could be just one or all three.
The good news is that all of these variables can be fixed. Don’t give up, okay? I am rooting for you!
Need more marketing inspiration?
If you need more ideas on how to get clients, check out my Magnetic Marketing Checklist (it’s a free download!). It’s packed with ideas on how to authentically attract more customers to your business.
ABOUT JILL
Hi, I’m Jill Celeste. I teach purpose-driven entrepreneurs (just like you) everything you need to know about marketing so you can become the Director of Marketing for your business.
Because when you put your Director of Marketing hat squarely on your head, marketing is your number one priority (which will result in more clients!).
When I am not teaching about marketing, you’ll find me hanging out with my husband or my teenage boys, or taking a nap with my basset hound, Emma. I also like to play with my two kittens and feed the backyard ducks (much to my neighbor’s chagrin).
If you’re feeling alone in your entrepreneurial journey, I invite you to check out my monthly membership group, The Celestial Circle. Affordable, loving, supportive, informative, and fun – that’s how we roll in The Celestial Circle. We would love to welcome you!
