Knowledge methodology

Why Your Businesses Marketing Is Failing And How To Fix It

Everyone tells you “your business needs to be online – that’s where business is today, that’s where you need to go”. So you went out there and you got your business online. You got online, you found some different services and you actually took those next steps to take your business in the digital direction…

Why your marketing is failing and how to fix it. [Transcription]

Where you started

So everyone tells you “your business needs to be online – that’s where business is today, that’s where you need to go”. So you went out there and you got your business online. You got online, you found some different services and you actually took those next steps to take your business in the digital direction. But now you’re feeling like you’re not getting the returns you wanted. You ask why your marketing is failing and why you’re not getting that money back, and you’re definitely not getting the leads that you expected to drive the sales that you need to be able to continue to put more money online, as well as to actually just be able to grow your business and take more money home at the end of the day.

Why your marketing is failing

The entire world is thinking wrong

  So often, a lot of people go out there and invest in different services. Everybody says “hey you need to invest in SEO”, so you go out there and you purchase SEO, you purchase social media or you go out there and you get a new fancy website. But the problem is none of those are solutions in and of themselves – they’re all just services that may or may not get you a result. Your situation is common and it’s really what’s wrong with a lot of people when it comes to internet learning. They’ve gone all services and no strategy, and the numbers really back that up. ‘SEO’, for example, is a service that gets over 800,000 searches a month whereas ‘marketing strategy’ only gets 100,000. When you go to the actual subcategories of that you get ‘SEO tools’ that fit at 50,000 searches, ‘SEO services’ at 40,000 searches, ‘SEO company’ at 33,000 searches, whereas ‘marketing strategy plan’ only gets around 8,000, ‘marketing strategy types’ comes in at 6,000 – and it continues to drop below that.

Why marketing services are failing you

 Now when you really think about it, this makes sense. If you just go out there and you’re just purchasing random services, you shouldn’t actually expect great results. It would be like going to whoever manages your investments and telling him “I want to buy these six stocks” and then wondering why those six stocks haven’t got you the return that you wanted. Well, it’s because you aren’t a specialist.

You aren’t the professional in investing. You should have left that up to him and gone “hey, this is my retirement plan, this is how much money I make, this is what the risk I’m willing to accept is, these are my goals, this is what I’m trying to pin to”. Then the specialist would have worked with you to actually evaluate those goals, figure out what it was going to require for you to reach those goals, and what your actual budget is to be able to invest with. He or she would have decided on the stocks and mutual funds that you would need to invest in to be able to reach the goals you need to reach.

How to do marketing right

Strategic solutions over services

That’s really what we’ve done as a team here at Reenvision to be able to get maximum growth for our clients. We start off by analyzing what they need and understanding what their goals are; and we’ve built an entire methodology that really is for the purpose of driving growth. What that looks like, very simply, is figuring out what the weak points are in your marketing and then working to strengthen those so that all of the pieces work together.

So many people come to us exactly like you probably did and said, “Hey, I’m looking for social media” or “I’m looking for SEO” or “I’m looking for a new website”, and the biggest question we always look to ask in response is “why?”. Why is it that you really feel that you need those things? That those are going to drive you the results? Most often, people come back and say that a lot of people are recommending they take their business online, or “I was at a conference and they said in my industry this is where my people hang out so I need to be there”.

Those are all great things, and those fall into a category that we call awareness. Awareness is everything that drives a person from “I have no idea who you are as a company” (they’re a complete stranger to you you’re a complete stranger them) to “I now know who you are”. You have everything from content, SEO, social media, pay-per-click ads, all online. If you’re looking at traditional marketing, that could be anything from billboards to newspapers to radio to TV – any of those things that give you that initial awareness. However, there are three other pieces that actually make a marketing strategy work.

The Growth Engine: Foundation, Awareness, Conversion, Retention

Foundation: Strategy, Brand, Website

The core part is what we call the foundation. The foundation is made up of your website, your go-to-market strategy, and your brand. Those three things really define who you are as a company – especially online. The reason that we consider those the foundation is because we look at the website as the hub of your business. It’s not just another place to advertise – it actually is your business presence online. In this day and age, people don’t often just walk into stores that they’ve never heard of, or make calls to businesses that they’ve never experienced before. They want to do their research first.

So where do they do that? Well, it’s usually on a company’s website! Whether they have seen you in any of these different awareness techniques that you may be may be utilizing, or they met you at a networking event, or they got a phone call from when your sales teams or they got your business card from wherever you happen to leave it, chances are regardless of where they heard from you or how they met you, they are going to go to your website before they actually talk to you.

If your website is just a billboard that says “here’s a couple of my services and what I do”, chances are it’s not going to convince them that you are the best person to actually solve the problems that they have. So we want to set that foundation up strong so that it accurately talks to them about your brand – so it identifies the problems that the potential customer is trying to solve, outlines how you address them, why you’re experts in your field, why you’re trusted with your current clients, and how we can really help new clients.

Then it goes into the services that you offer to be able to solve those problems and clearly communicates that would love to get in touch with them – a consultation i.e. jump on a call with us or grab a coffee. Whatever that that CTA (call to action) is, we want to be able to drive them through there – to that final destination, which is them actually talking to you. So you need to make sure the website is set up for all those things and the brand accurately reflects that and your marketing strategy actually pulls all those things together to correctly talk to those people. Now that we have a solid foundation and you’ve built the website right, meaning that it’s talking to the right people, you can then look at the awareness category.

Awareness:

At the awearness stage, you’re trying to drive more people into your website. You’re starting to get traffic, you’re starting to have people show up, and that’s all well and good. They’re the right people because you’ve built the right foundation, but that doesn’t actually mean that you’re getting leads. This brings us to the third piece. You now have the foundation in the center, awareness up at the top, and now you’re getting to the third piece, which is conversion.

Conversion:

What is conversion? Conversion means that these people are actually coming to talk to you and become clients. We can consider a conversion anything from a purchase on a website, to a lead that comes in, to a phone call, and at a lesser level, even somebody signing up for an email list. Once they have converted, you now have the ability to contact them. They have given you their information and put the ball in your court. So that is the primary goal on the website – to get the users on your site to a spot where they have now converted.

If your website doesn’t do those three things at least i.e. have a solid foundation that speaks to your users, have a strategy for driving people from strangers to being aware of your company, and then having them go through a proper user flow on your website (to go from “I’m now aware of this person” to “I actually want to talk to them”), then you’re never gonna actually get the leads that you want. You need percentage conversions in all three of those categories to be able to actually get a lead at the end of the day. 

Retention

Now we come to the final piece at the bottom that connects this whole Growth Engine together – that’s what’s called retention. What are you doing to continue to drive the people who have now experienced you as a business back to you?

  • How do you make them repeat clients?
  • How do you upsell them as clients, and how do you make them evangelists for your brand?
  • How do you actually make them go and tell other people?
  • How do you get them to refer you?
  • How do you get them to leave reviews for your company online which ultimately drives more people back into the awareness?

This is what makes it a Growth Engine and not just an old-school marketing funnel – you’re not just trying to get people in the top as a stranger and spit them out at the bottom as a client. You’re actually trying to work them around the circle from a stranger into awareness into conversion and now you’re trying to drive them back into awareness again.

That final piece is what allows the system to double-down, triple-down, and quadruple-down on itself, and actually grow your business so you’re not always spending $1 on marketing to get $10 of results. With proper retention, you’re spending $1 on marketing and getting hundreds of dollars of results now, but it’s also going to get you another $10 of results later and another $10 results after that, so every time you go around it’s actually doubling up. You add another dollar here, it adds another $10 here – but you still have the $10 coming back around at the top to 10x your growth.

How do you upsell them as clients, and how do you make them evangelists for your brand? How do you actually make them go and tell other people? How do you get them to refer you? How do you get them to leave reviews for your company online which ultimately drives more people back into the awareness? This is what makes it a Growth Engine and not just an old-school marketing funnel – you’re not just trying to get people in the top as a stranger and spit them out at the bottom as a client. You’re actually trying to work them around the circle from a stranger into awareness into conversion and now you’re trying to drive them back into awareness again.

That final piece is what allows the system to double-down, triple-down, and quadruple-down on itself, and actually grow your business so you’re not always spending $1 on marketing to get $10 of results. With proper retention, you’re spending $1 on marketing and getting hundreds of dollars of results now, but it’s also going to get you another $10 of results later and another $10 results after that, so every time you go around it’s actually doubling up. You add another dollar here, it adds another $10 here – but you still have the $10 coming back around at the top to 10x your growth.

What you need to do next

That’s really how your methodology needs to be working and how that strategy needs to fit together for you to grow. If your marketing structure isn’t set up like that, it’s never going to actually get you the results that you need. So that’s where we come in.

We work with a lot of our clients to take them through that process, to help them understand what we do better but also more importantly, what they are trying to accomplish better. That’s what allows us to gain success at the end of the day – us knowing our clients, knowing their vision, knowing their growth plans, where they expect to be and where they want to be in three to five years. We identify what part we play in that and how we help you actually achieve those goals. Not just your goal being “I need an extra thousand people on my website because that’s going to be awesome”, but actually “I’m looking to grow my business by another million dollars”, or maybe another 10 million dollars, or maybe you’re just starting and you know that passing that $100,000 mark is going to be everything for you.

That’s where we come in. Obviously each of those goals have a totally different scale of what techniques can be utilized, how much content marketing you can be doing, and what kind of depth of foundation you are building i.e whether you’re putting equivalent of a two-story house on top of this foundation or you’re trying to build a hundred story skyscraper. All of those things need to work together to be able to drive the goals that you’re looking for.

Get In Touch!

If anything we talked about today sounds like something that you’re going through and you want to chat more about how Reenvision can really help you with the marketing of your company, hit me up at the link below. I’d love to chat more and really help you work through that Growth Engine for your business.

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