Are you creating content for the wrong target markets?
Are you receiving steady or even growing traffic to your website but wondering why people aren’t contacting you or buying from you?
You’re not alone; it’s completely normal.
In fact, unfortunately it has become an epidemic!
Debby is just one of many who has recently reached out me and shared that her business is doing well offline but online she is generating very good traffic but she can’t understand why people aren’t filling out the forms, emailing, calling her or scheduling consultations.
She has been told over and over again from local internet marketing companies that getting leads online is easy if you just do a few simple things.
Debby was in medical sales for years and was highly successful. As successful as she was there came a point when she decided she wanted a different lifestyle.
Three years ago she married the man of her dreams and just last year they had their first child. Going back to work on someone else’s terms was hard for her. The days were long and as her passions shifted so did her sales.
Working for a company just wasn’t in her heart any more. She needed and wanted more time for her family and she wanted to work on her terms.
She loves hard work and she doesn’t mind putting in the time. But she wants the flexibility to put in the time on her terms.
So she talked with her husband, created an exit plan, saved up some money and in March of 2014 she started her consulting and training program for medical sales representatives on how to improve their sales.
Whenever you start a business there is always the unknown and a lot of that is learning where to spend time and money to make the business successful.
Debby joined her local chamber of commerce and a number of associations where she thought it would help.
She spent thousands of dollars on a website, began blogging several times a week and is active sharing her business on social media; plus she has a small email list that she is sharing with regularly through.
What’s the problem?
She has been told for the last year that if her business is going to thrive she just has to do a few things:
- Build a stunning website
- Social Media
Here is the problem; she is doing two things:
- Talking way too much about herself and how wonderful she is and why someone should buy her when they don’t know her.
- Focusing too much on giving value that they can take and use themselves without understanding why they need her.
In the last year she has done a lot of good things including hiring an assistant to help her, but she has nothing to show for her online marketing efforts and it is showing up in the checkbook.
But it is worse than that.
Many businesses don’t think about man hours in terms of dollars.
So when you consider the amount of time that Debby’s business has invested in website copy, content creation for the blog, social media participation, video creation and posting, and creating and sharing email the numbers don’t add up.
Her return on investment is actually negative when she considers her time with a dollar value, and her staff’s time as well, and determines how many leads and sales come from her online efforts.
Debby is earning a lot of traffic for her efforts, but that traffic isn’t translating into new prospects or sales.
What is the Value of Debby’s Website Visitors?
Like Debby, many of us are building the traffic to our sites through great content. She has read as much as she possibly can about content marketing, email marketing and social media marketing.
In fact she has read countless “how to” articles that actually left her feeling confused and conflicted. One “expert” says “do this” and another says “do that.”
She tries it for a few weeks and nothing. No results for her efforts.
When she first started reading all these articles from highly reputable online marketing websites she was inspired and encouraged.
“I can do this” she told herself.
But no matter what she did people were still not contacting her.
The Classic Mistake
Debby made a very normal and understandable mistake. She assumed the technology could do for her what she couldn’t do for herself.
What do I mean by that?
Marketing and sales is a function of messaging, relating, demonstrating and earning.
Marketing and messaging a learned skill. Debby has a great demeanor, personality and excellent networking and sales skills. This is why she was so successful in medical sales.
But, she doesn’t understand marketing and it is a completely different entity than sales; although they complement one another.
If you don’t know and understand your business inside out and your consistent message isn’t in everything you do then the technology cannot help your readers, watchers or followers understand you either.
What Debby was doing was writing content that appealed to the wrong audience because she didn’t understand who her real audience was; she didn’t fully understand “what business she was “really” in.”
As a result two problems were created.
Problem #1 – She was writing content that wasn’t appropriate for her blog.
Problem #2 – Her content was written in such a way that she was attracting the do-it-yourself (DIY) crowd who never had intention of paying for her services or she wasn’t giving her prospects a reason to buy from her.
Why should they?
- Her advice was so practical and step-by-step that they could follow her information and implement it without her.
- This audience never has intention of paying for something they can get for free.
- Her message wasn’t structured to give the right value that incentivizes people to buy from her.
In short, Debby’s message wasn’t you have a problem and I have a solution in a way that was compelling, interesting, inspiring or relevant.
Great messaging and marketing comes from vision, understanding your personal passions, and your target markets.
In fact, because she didn’t know her audience and who she was trying to talk to she just wrote what she knew and unintentionally gave it all away for free.
What is Value and Where is the Line Between Attracting and Repelling?
Debby was unintentionally repelling those who are able, willing and ready to buy from her because they didn’t understand her message. Why pay for something that felt risky when I can just take her ideas that are spelled out and try them for free.
Who is she?
Her about page doesn’t really say.
What is she selling?
Her service pages were very unappealing and confusing.
How is she inspiring, relevant and compelling?
Her blog content and videos give it all away for free so no one really knows…
Simply said she hasn’t discovered her marketing voice.
Great value in marketing is when you can demonstrate that you’re competent without giving it all away. Give some, but not all.
Competency is not a function of pure knowledge. It’s a function of:
- Educating – meaning you can show them how you make a difference for them. You don’t make a difference through your marketing you make a difference through your tangible values; show them why buying you is so valuable through what you have to share.
- Relating – showing them that you understand their situation, circumstance and story.
- Offer “a” solution – don’t give it all away but give enough that they get the point and are excited to talk with you.
Competency is the reason why anyone buys from someone. They idea of “know, like and trust” comes after competency; especially for consultants and trainers like Debby.
It’s even true if you go to a retailer. To make my point, how many times have you gone to a discount retailer (just choose your favorite, lol) and asked a question or needed help and they couldn’t. I don’t know about you but I will go where someone can help me and answer my questions.
That’s a competency issue. It doesn’t matter how cheap your products are or how much I like you if you can’t help me.
The transition from marketing and sales happens when you demonstrate your competency to the individual.
This is why I teach my clients the following formula:
Clarity + Focus = Execution
When spend the first 4 – 6 weeks just building clarity. It’s the foundation of your business and without it you will struggle for a long time until you either stumble upon it or you get so discouraged you close the business.
How do you develop clarity and get to know your business so well that you become an attraction magnetic instead of a repellent?
You have to be able to get of your box and answer the following questions:
- What tangible values do my clients receive for having worked with me and how did they feel about the experience?
- What “specific” problems does each tangible value solve?
- Who am I “specifically” solving each problem for?
- How is my product or service “a” solution
To those of you who think this is easy and can do it on your own. I’m not for you!
I don’t mean to be insulting or rude but I know my audience.
- Know something is wrong and have figured out they don’t have the answers and need help.
- Want to discover how to more deeply resonate and connect with their prospects.
- Have to a reason to contact me and buy from me.
If you think you can do this on your own and you’ve been in business for while and you have no central message or think you have it all figured out then you’re not in my target market.
See, I’m very clear and you should be as well about who your target market is and is not.
According to a recent study in the B2B Web Usability Report nearly 50% of respondents said the number one reason someone left a website was because of a lack of message.
If that’s the case why are businesses spending so much time and money on things that while important are not urgent?
Debby’s biggest issue had nothing to do with technology; it had to do with how and to whom she was communicating to.
She learned through the questions above and she has radically transformed her message and has seen a significant change in how her audience is responding to her.
Now, she is learning how to focus since her clarity exists. By focusing I mean creating the right strategies and goals to execute in order to engage her target market.
Learning your business inside and out is the #1 job requirement of the business owner. Many of us think we have this figured out. But unless the results in the number of actual prospects, customers and what’s in the checking account say different the odds are significantly high that you don’t.
Now that you know Debby’s story and why she struggled so much you may be identifying with her. The question now is what are you willing to do about it?
I want to offer you something for FREE!
If you want to learn the secret to messaging in a way that will change how you and your prospects see and understand your business forever…
If you want to give your audience a reason to be attracted to you instead of repelled by you…
Join me on an upcoming 60 – 90 FREE webinar I offer twice week titled “The 5 Step Formula to Attract Your Audience Online, Increase Revenue and Position Your Business for Success! “
Already over 25 people have attended the first two webinars and as a result two new clients are learning the process to transform their message so that they are attracting the right audience. Learn what they had to say.
Just click on the image below or the link above to learn more about the webinar and find a date and time that is suitable for you. I hope to see you there!!!!!
If you have a thought, idea or comment you would like to share please leave it below and let’s talk. I hope to hear from you!!!!
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