More traffic ≠ more sales.
Because traffic is only the beginning of your customer’s purchasing journey.
What you’re really missing is a marketing sales process – that consistently works to drive conversions.If you’ve invested in growing your website traffic, whether with SEO, Facebook or Google Ads then you’re probably already getting enough visitors. Some of them will convert to a lead or a sale, but of course you want more. You want growth. So you throw more money at awareness building, ie advertising, because more traffic = more leads and sales. Right? Yes, but no. I get the thought process – after all sales is a numbers game (technically). But that’s far too simplistic. There’s a very big difference between someone doing sales (and using numbers) and doing marketing (and using numbers). Because sales people take prospects through a buying process. And marketing needs to do needs to do this as well. Yet awareness or advertising, which is the primary focus of most marketing efforts, is only the tip of the proverbial iceberg when it comes to driving sales. And the real reason you think you need more traffic is because you don’t have a marketing process (or funnel) in place that actually moves a prospect through the buying process. Similar to how a good sales person would if talking to a prospect 1 on 1. Think of it this way. Imagine if a sales person knocked on the door of a business and said: “Hi John, I’m from Smith & Co. and we sell a range of widgets, could I interest you in buying them?” Now if John had a need for that exact widget at that exact time, you might get a sale. Although even still, unless it was an urgent need, he’d probably want to look around, compare some other companies that sell widgets and see which was a better choice for him. Because all our sales person told John was that he sells widgets – a thing, a product. And this is what most marketing does. It simply says ‘Hey there, look over here, we do this product/service – just in case you need it, we’ll be here waiting’. And the extent of any marketing sales system ends up looking something like the process below. But good sales people would never approach selling like this, because they know better. They know two important aspects of selling.
- They know that people don’t buy things, they buy solutions to their problems. And they sell those solutions only after they’ve identified the problems that they are solving.
- People buy from relationships. The more a prospect trusts you and feels a relationship with you or your business, the more they’ll be likely to buy. But this takes time to build.
- want to close the gap between where your sales are now and where you want them to be,
- want to get more out of the marketing you’re already doing or feel frustrated that no matter what you spend on advertising, nothing seems to grow your conversions,
- and are committed to investing in a process, because you’re not looking for a ‘magic bullet’, but want bona fide marketing improvement,
We thought step 1 was getting customers to rock into the business, but we weren’t aware that was step 5 until Michael showed us everything we weren’t doing that needed to be done before it. Now our members get tailored ideas about what to expect, and by the time they walk in the door, they are well equipped with more than enough information that it makes the conversion easier.
Bryce O’DonoghueMarketing Manager
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