Do you have trouble figuring out why your marketing is not working?
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 blog post, 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.
Why isn’t your marketing working?
It’s important to know what is working—and not working—so 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 look at three big opportunities for improvement most common among women entrepreneurs.
#1: You are not visible enough
Lack of visibility is almost always the problem.
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, read this blog post where I list 45 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).
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: Your marketing isn’t working because of 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 membership 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!
Here are some other resources that will help you with your marketing and mindset:
My mentoring program, the Loud Woman Marketing Strategy Session, where we create a marketing plan that will increase your visibility and confidence to market to your ideal clients
My book, That First Client, which will teach you how to create an effective marketing system that will always attract clients to your business
My book, Loud Woman, which will inspire you to get Louder in your life and business
Check out my latest blog post about marketing, getting clients, and the Law of Attraction
Virtual Networkers, my global virtual networking organization for women entrepreneurs
Get More Clients Track, a year-long program that will teach you how the fundamentals of marketing so you’re always attracting clients
Manifest More Clients Track, a year-long program that will teach you how to use the Law of Attraction in your marketing
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