Your ability to master marketing is the one key area that will have the biggest impact on your ability to get more clients and grow your business.
For many businesses, their marketing is broken and they have no idea why yet alone what to do about it.
Unless you can master this area of your business, getting clients or new patients is going to be an endless slog full of stressful months, or worse, feast and famine cycles in your business.
I’ve spoken with dozens of business owners and experts in the last three years and more often than not, if they’re struggling to grow it’s because they’re making one or several of the mistakes below.
1. You Don’t Run Any Advertising Campaigns
It simply defies belief to me the amount of business owners that aren’t willing to spend money on advertising.
If you don’t run any advertising campaigns then you won’t grow your business. The facts are that if you can’t spend money to acquire traffic, leads and clients then you don’t have a real business yet.
You don’t even need to start with a large amount either. For example, you could start advertising using Facebook for $10 per day and start generating leads in less than a week if you’ve got a good funnel set up.
Your advertising is a seedling you plant in the ground for future harvest.
No advertising = equals no harvest.
Pretty simple to understand, but this is perhaps the biggest reason why so many businesses can’t get as many clients as they’d like so they can grow.
You MUST advertise if you want to get more clients and grow your business.
2. You Don’t Have A Systematic And Scalable Marketing Strategy
This ties into this first point above about running advertising campaigns.
If you want to grow your business you need to have a marketing strategy that is systematic and scalable. It needs to be able to generate a consistent and reliable amount of leads and sales for you every single month. And you need to be able to know how much you need to spend to acquire a new lead and a new client.
Then you’ll know how to grow and scale with reliability and consistency. It completely removes the guesswork from lead generation and client acquisition. It also gives you control and stability over your monthly revenue.
This is a major reason why so many businesses in general fail – they just don’t have a systematic and reliable marketing strategy.
If you don’t have this then I can guarantee you that you’ll be all over the place trying to get clients and grow. I would know because that was once me. I never had a clear strategy starting out and was doing a whole variety of different strategies haphazardly and my results showed.
You need to have 100% clarity on what methods you’ll be using to generate leads and get new clients.
You need at least 2-3 CORE methods that you’ll use. Everything else should be secondary.
For me, you can’t beat Facebook, direct mail and Google AdWords.
In terms of consistency, predictability, and reliability they are perhaps the best three methods on the planet. I specialise in Facebook ads so I’m obviously biased when I say I think Facebook is the best out of all three.
Now before you start thinking, ‘Oh, I don’t need this, I’ll just focus entirely on free traffic’, I must warn you against this.
It’s popular to do this because it is free in terms of money. However, it’s not free in terms of time and it’s hardly something you could call reliable and consistent.
I have tried from guest posting, round up posts and more. I won’t say it’s entirely a waste of time to do this but I certainly don’t recommend you make free traffic methods your primary focus.
The stability, consistency and reliability from paid advertising is not something you can replicate with any free traffic method.
3. You Don’t Know Who Your Ideal Client Is
This one is a cardinal sin of marketing in general.
If you don’t know who your ideal client is then you won’t know how to effectively communicate your offer to your target prospect.
All good marketing starts with detailed target market research that covers the demographics and psychographics of your target client. You need to know their pains, fears, frustrations, irritations, and more.
Additionally, you also need to know their hopes, desires, and dreams of the future. The key is knowing them so well that you can put yourself in their shoes and understand the pains they’re going through everyday.
So sit down right now and create a detailed avatar of who your ideal client is and make this avatar the person you communicate to in all your marketing.
I’m not going to go into detail on how to do that here as there are hundreds of blog posts about this topic already.
This post by Digital Marketer is probably the most comprehensive I have seen on this topic. Follow this as they have outlined it and use it to create your ideal client avatar.
4. You Don’t Have A Sales Funnel
You need a systematic lead generation and sales process, call it a system, for attracting your ideal clients, generating leads, and then taking those leads through a series of well planned steps designed to nurture them and convert them into sales.
That is what a sales funnel does and is.
Essentially, this goes back to the old Dan Kennedy principles of lead generation. Going from being an annoying pest to a welcome guest. That is what a system like a sales funnel will do if it’s set up properly.
It does the lead nurturing and selling for you and positions you as an authority.
Ideally, you want multiple funnels for each separate offer as well and all need to be optimised on an ongoing basis so you can get maximum ROI from your marketing efforts.
You sales funnel needs to simultaneously accomplish the following:
- Engineer your desired positioning so you’re perceived as an authority
- Demonstrate to your prospect you can help them get what they want
- Pitch your product or service
- Establish a relationship, goodwill, and loyalty to your brand
- Follow up with leads and turn them into sales
Every successful business has some sort of sales funnel set up to attract their target audience, generate leads, nurture them through a series of careful steps, and then convert those leads into a sale.
If you want to create a simple funnel that relies on Facebook paid traffic you can test with just $10 per day then check out the Facebook Business Growth Blueprint.
5. Your Positioning Sucks
The positioning you deploy will make the biggest impact on your revenue than anything else combined.
And the great news is, it isn’t that hard to create positioning.
First, what is positioning?
It’s altering the perception of your target prospect in such a way that they see you as an expert and an authority that can help them get what they want.
Achieving this is actually not that complicated either.
I’ll just reveal a few things you can starting right now to engineer the desired positioning.
The first thing to start doing is creating positioning assets.
These assets are designed to create the positioning that portrays you as an expert and authority in your industry. You can use any of the following:
- Self-published Amazon books
- Website with content
- Case studies
- Email sequences
And plenty more.
Whatever it is you use, you need to make sure you demonstrate to your target prospect why and how you can help them get what they want.
Do that and they’ll automatically start to perceive you as an authority.
Once you’ve created a few positioning assets, got your funnel created, you can combine your new positioning assets with your advertising promotions for super results.
6. Your Copywriting Sucks
I remember once hearing direct marketing consultant Joe Polish say this about copywriting,
“Copywriting is the oxygen in all of your marketing.”
Call me biased seeing as I’m a copywriter but it’s true. The words you use to communicate your offers need to invoke an emotional response in your reader so they take the action you want them to take.
If your words fail to inspire any kind of action then you’ve got fat chance of getting the conversions you’d hope for.
This applies to all your ads (online and offline), landing pages, emails, sales pages, brochures, print newsletters and more.
The copywriting is the juice that will inspire your prospect enough to make a sale, pick up the phone and call you, or opt-in to your list.
If you use direct response copywriting in combination with everything else I’ve mentioned in this post then I promise you you’ll start seeing more leads and sales.
If you don’t know how to write direct response copy then I recommend you start here.
And if you can’t be bothered doing that then it’s best you seek expert help because you can’t take a half-arsed approach to the copywriting you use.
This is by no means a definitive checklist of common marketing mistakes but in my experience, these are the most common I have encountered.
If you now realise that you’re making one or several of the mistakes I mentioned above then make sure you do something about it.
Get expert help if needed. Don’t waste time trying to figure everything out on your own because it’ll make you go even crazier.
You can start now by downloading the Facebook Business Growth Blueprint, which will show you how to create a simple client acquisition system in your business that fills your business with leads and high-value clients.