When marketing isn\u2019t delivering, the usual response is to do more.<\/p>\n\n\n\n
More posts. More ads. More emails. Maybe a new website for good measure.<\/p>\n\n\n\n
Sometimes more activity is needed. But I\u2019d rather find out what\u2019s getting in the way before asking a business to spend another pound.<\/p>\n\n\n\n
Here are seven things I\u2019d check.<\/p>\n\n\n\n
\u201cAnyone who needs our service\u201d is usually too broad to guide a campaign.<\/p>\n\n\n\n
Which customers are most valuable to your business? What problem sends them looking for help? What matters to them when choosing a provider?<\/p>\n\n\n\n
You don\u2019t have to refuse everyone else. You do need a clear idea of who your marketing is speaking to.<\/p>\n\n\n\n
Try this:<\/strong> Look at your last ten good customers. What do they have in common?<\/p>\n\n\n\n A visitor shouldn\u2019t need to decode your website to find out what you do. Can they quickly understand the service, who it\u2019s for, what makes you a sensible choice and how to take the next step?<\/p>\n\n\n\n Try this:<\/strong> Show someone your main service page for five seconds and ask them to explain it back to you.<\/p>\n\n\n\n You don\u2019t need to track every possible number. You do need a reasonable picture of which channels bring people to you.<\/p>\n\n\n\n Ask new customers how they heard about you. Check your website and campaign data. Look for patterns, while remembering that someone may have seen you in several places before enquiring.<\/p>\n\n\n\n Try this:<\/strong> Review your last 20 enquiries and note what you know about their source.<\/p>\n\n\n\n A high enquiry count can hide a problem if most people want a service you don\u2019t offer or can\u2019t afford what you sell.<\/p>\n\n\n\n Look at the questions people ask and the reasons they don\u2019t proceed. Your ads or website may be setting the wrong expectation.<\/p>\n\n\n\n Try this:<\/strong> Write down the three most common reasons an enquiry isn\u2019t a good fit.<\/p>\n\n\n\n How quickly do you respond? Is the next step clear? Who follows up if someone goes quiet?<\/p>\n\n\n\n Businesses can spend heavily on generating enquiries while leaving the follow-up to chance.<\/p>\n\n\n\n Try this:<\/strong> Submit an enquiry through your own website and experience the process yourself.<\/p>\n\n\n\n The next sale doesn\u2019t always have to come from a stranger.<\/p>\n\n\n\n Could past customers use another service? Would they recommend you? Do they hear from you after the work is done?<\/p>\n\n\n\n Try this:<\/strong> Identify one useful reason to contact a past customer that isn\u2019t simply \u201cAre you buying again?\u201d<\/p>\n\n\n\n If the only goal is \u201cmore visibility\u201d, it\u2019s difficult to judge whether your marketing is helping the business.<\/p>\n\n\n\n Choose a few measures that matter: suitable enquiries, appointments, sales, repeat business or something else tied to your goals. Give them enough time to show a pattern.<\/p>\n\n\n\n Try this:<\/strong> Ask yourself what result would make the next three months of marketing worthwhile.<\/p>\n\n\n\n You don\u2019t have to tackle all seven at once.<\/p>\n\n\n\n The audit is there to find the biggest gap. Perhaps your ads are reaching the wrong people. Perhaps your website is unclear. Perhaps good enquiries are arriving and then sitting unanswered.<\/p>\n\n\n\n Fix the part most likely to make a difference, measure what happens, then move to the next one.<\/p>\n\n\n\n A marketing plan shouldn\u2019t be a longer list of things to do. It should help you decide what\u2019s worth doing first.<\/p>\n","protected":false},"excerpt":{"rendered":" When marketing isn\u2019t delivering, the usual response is to do more. More posts. More ads. More emails. Maybe a new website for good measure. Sometimes more activity is needed. But I\u2019d rather find out what\u2019s getting in the way before asking a business to spend another pound. Here are seven things I\u2019d check. 1. Who […]<\/p>\n","protected":false},"author":1,"featured_media":405,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"class_list":["post-404","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-strategy"],"brizy_media":[],"_links":{"self":[{"href":"https:\/\/digitaldan.expert\/index.php?rest_route=\/wp\/v2\/posts\/404","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitaldan.expert\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/digitaldan.expert\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/digitaldan.expert\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/digitaldan.expert\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=404"}],"version-history":[{"count":1,"href":"https:\/\/digitaldan.expert\/index.php?rest_route=\/wp\/v2\/posts\/404\/revisions"}],"predecessor-version":[{"id":406,"href":"https:\/\/digitaldan.expert\/index.php?rest_route=\/wp\/v2\/posts\/404\/revisions\/406"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digitaldan.expert\/index.php?rest_route=\/wp\/v2\/media\/405"}],"wp:attachment":[{"href":"https:\/\/digitaldan.expert\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=404"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/digitaldan.expert\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=404"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/digitaldan.expert\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=404"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}2. Is the offer easy to understand?<\/h2>\n\n\n\n
3. Where are enquiries coming from?<\/h2>\n\n\n\n
4. Are they the right enquiries?<\/h2>\n\n\n\n
5. What happens after someone gets in touch?<\/h2>\n\n\n\n
6. Are you keeping in touch with existing customers?<\/h2>\n\n\n\n
7. Do you know what success looks like?<\/h2>\n\n\n\n
Find the first fix<\/h2>\n\n\n\n