Virtually every company today already knows that their audience is in the digital world on a daily basis. But they still have no idea how to find them or communicate with them.
This happens every day to companies of all sizes and industries. And if this is also happening to you, we are going to show you how to fix it.
First, it is important to understand that digital marketing is not just about “digital tools”, let alone “sales funnels”.
Those things are the “how” you achieve your results and sales, and they can change at any moment: a new social network, an algorithm, a bot or a better tool…
But they are not actually the “why” behind you achieving those results.
That is precisely what we will address here…
After training and developing 251 CEOs, Executives and Marketing Managers across 3 cohorts, we noticed that virtually all of them make the same 3 mistakes:
1 — They do not (truly) know what the customer wants
Just because you have a product or service does not mean it offers the solution your customer needs. In some cases, your customer is not even looking for a solution because they are not aware they have a problem.
And that can change everything about your marketing strategy.
There will always be 3 types of potential customers for your business: (i) those who already know you, (ii) those who do not know you but are searching for what you offer, and (iii) those who neither know you nor are looking for what you have.
80 percent of businesses sell only to type 1. The major players in your niche (15 percent) sell to types 1 and 2. And the remaining 5 percent know how to engage all 3 types — and become multi-million or billion-dollar companies.
2 — They have a target audience, but do not know who their persona is
Most of the professionals who attended our immersion program had a fairly clear picture of their target audiences:
Male, 45+, residents of large metropolitan areas, South/Southeast region, executives.
That is just one example. But when asked who their persona was, everyone stumbled over the answer or became confused.
When your customer comes across your offer or your website, they don't want to know whether they fit a specific demographic profile in order to use it.
They are thinking only about “what do you have for me?”
And to answer that, you need a clearly defined persona.
You don't want to speak to a man aged 45+ from São Paulo. You want to speak to Marcos, an executive, father of 2, who enjoys going to the cinema and theatre on weekends.
But who can't stop thinking about how great it would be if he didn't have to worry so much about his company's marketing. About not having to sit through those tedious Monday morning meetings with the agency, barely understanding a word they say.
Feeling like they're just stringing him along with technical jargon and a certain lack of drive… Looking at his company's Facebook and Instagram, seeing that some posts perform exceptionally well and his audience loves them. Yet not a single cent or budget request comes in after all that effort.
Do you now understand the difference between a persona (Marcos) and a target audience (Men 45+)?
Once you clearly know who your persona is, they will never slip through your fingers and you will always know what to offer them and when.
3 — They test too little out of fear of making too many mistakes
This may be the most serious mistake of all. I don't know how, or I don't have the budget to test that much…
The thing is, you don't need to spend an outrageous amount of money on this. You simply need to test the right way.
Test creatives (images), headlines, new approaches…
With a small budget on Facebook you can test different approaches within your campaigns — and scale the one that delivers the best results.
You can test with your email list, or even post something organically on social media at zero cost.
A simple test can increase your revenue two or three times over, almost like magic — just by changing a few words in a piece of copy…
Sometimes your conversion rate can jump from 0.5 percent to 3.00 percent — meaning more people are buying while you're putting in less effort to make it happen.
If you manage to correct these 3 simple mistakes, you will already notice a tremendous improvement in your company's marketing efforts — and your revenue will grow along with it…
Source: Startse