As I mentioned yesterday, I’ve had a client and their biggest issue has been closing sales at the bottom of the funnel.
Yet he was being pulled towards all of these other activities, and it got me thinking.
When it comes to marketing “there’s never a shortage of things to focus on.”
The question is, where are you on the chess board?
I read the Art of War recently and one of the things that really struck me is actually UNDERSTANDING our TERRAIN.
So for instance if we use that WAR metaphor…
If you got heaps of forces and you’re on top of the hill up against a small force, the way you fight is very different than if you’ve only got 5 or 6 men and you’re fighting against 30 or 40.
If we look at the Vietnam war for instance, the Vietnamese used some very clever strategies with underground tunnels – fighting based on what their terrain was.
That’s what I want you to think about when creating your marketing priorities list.
What’s my terrain, where am I situated right now?
One way of doing this and breaking it up is you want to look at in terms of your funnel.
Is your problem right now at the top of the funnel? Is it getting awareness, do not enough people know about your product or service?
If that’s the case, then things like Google Adwords, Facebook Ads, etc. are very, very useful.
Is it that you’re not building enough trust?
So perhaps you’re getting lots of visitors to your website, but not enough leads?
If that’s the case, then what you want to be doing on your website is creating lead magnets so people can collect email addresses? Then follow up with email marketing.
Or is your problem with actually closing the sale? If that’s the case, maybe you’re sending out proposals and not following them up…
Or maybe there’s an issue with your sales process. You’re getting qualified leads, but not actually closing them.
What I would encourage you to do right now is have a real think about where in the funnel you are weak.
Then base your marketing priorities on that.
It’s not to say you can’t do it all, you’ve just got to prioritize it over time and say:
What are my resources?
Am I working with a very small marketing budget or do I have a sizeable marketing budget?
Think of the terrain.
If you’re playing chess and you’re a few pieces down, you’re going to play the game differently than if you’re in attack.
Need help clarifying your marketing priorities?
(follow me at https://www.linkedin.com/in/scottbywatercopywriter/)
Marcus’s story is based around the fact he had a swimming pool company in the middle of the GFC.
A lot of swimming pool companies went out of business, and he moved into the content marketing side of things.
So anyway, what he found which was quite stunning is not only did his advertising costs go down and his sales go up, but in addition to that, what he also discovered was that when he went to a sales meeting, his conversion rate was so much higher.
So while the average conversion rate of a swimming pool company was around 10%, he found his conversion rate if someone had viewed 30 or more pieces of content jumped up to 80%…
Eight times the conversion rate.
So let’s look at how this applies to email.
So what email marketing allows you to do, it allows you to build trust, it allows you to build credibility, the same as content marketing does, because essentially it’s the same thing.
But what you can also do is you can look at, if you’re using the right customer relationship management software, you can look at who’s opening and clicking on your emails and then you can do further follow-up.
What I mean by that is if you are collecting phone numbers as well, you can integrate outbound.
Yes, you can do all these fancy things like lead scoring and that sort of thing, but from a very simple perspective and simplistic perspective, what you can just do is look at who’s opening and clicking on your emails.
And you might say, “Once someone’s opened 10 of my emails, flat me to jump on the phone and call them.
What you’ll find if you do this is because you’ve taken that time to build that relationship via email, they will be so much more receptive to your phone call, and then you can move them deeper into your sales funnel, to the appointment stage.
Try it, and let me know how you go 🙂
So Buzzsumo analyzed 100 million headlines, and here’s what they
So go use them.
But be careful, because your headlines could still flop.
In the meantime, you can check out their full article here: