Improve Your Results
It can be incredibly frustrating to know you’re doing your best… but just aren’t seeing results.
When that happens, the first thing to do is to re-evalute your marketing funnel.
The Three Key Parts of Any Marketing Strategy
Usually, when a business is investing a lot of time and effort into marketing but isn’t seeing results it’s because they are missing a step in their marketing journey.
There are three core pieces to any marketing strategy, and you need all three to get results.
First, people need to be aware your business exists. Then, you need to convince them that you’re a good fit for the job; that is, that you can successfully solve a problem they have. Finally, you need to convince them that they want to solve that problem now, and badly enough to spend money to have you help them fix it.
The first step in the digital marketing funnel is to attract people to your website. This is where social media, SEO (search engine optimization), and even your business cards come in.
Then, since people rarely buy on their first visit to your site, you want to create content that convinces them to trust you enough to leave their contact details — usually for an email newsletter.
Finally, you need to actually stay in touch and gradually convince them to give up their hard earned money and pay you to do what you do best.
In order to successfully market your business you need to move people smoothly between these three steps. They need to become aware of your business, convinced you can solve their problems, and then convert them into paying customers.
How Each Step in the Marketing Funnel Works
Think for a moment about the last purchase you made. Where did you make it? Why? What led you to buy that specific product or service?
Most likely, the answer is complicated.
Maybe you were in a rush and forgot to grab your coffee on the way out the door this morning, so you stopped at the coffee shop down the street after dropping your kids off at school, before heading to your first lesson of the day.
Maybe you’ve been looking for a new puppy and after a long search, finally found a breeder you loved enough to commit to.
Maybe you’ve got a chewer and are looking for a new dog toy that can hold up to strong jaws and sharp teeth.
The first step is making them aware that you exist…
In each of these cases, “you” had a problem and then needed to go looking for a solution.
In the case of the coffee shop, you probably pass it on your way to teach often, so the location means you see the storefront often, which made you aware it existed. For the puppy, you likely asked around for recommendations, maybe attended a few shows, carefully watching dogs in your chosen breed. When searching for a dog toy, maybe you typed “tough chew toys” into google search.
The key takeaway here is that there are LOTS of ways people learn about businesses and products or services that they then decide to buy. But you, as a business owner, can’t possible do all the things. There just aren’t enough hours in the day.
That means you need to make some choices. Where are the best places for the people you want to work with you find out about you and your business? Where does it make sense to invest your time and money?
…Then you need to build trust and keep in touch.
Once you’ve determined where you’re most likely to get your business in front of the right people — whether that’s Facebook, dog events, or something else — you need to realize that most people don’t buy the first time they meet you, anymore than they would get married on a first date.
You probably didn’t buy coffee at that local shop the first time you passed it; you didn’t immediately make a deposit with the first breeder you found; and you probably at least read a few reviews before buying that dog toy.
That means as a business you need a mechanism for collecting information from people who are exposed to your business and then staying in touch with them until they are ready to buy.
Finally, it’s all about staying in touch.
Once you’ve got someone who has expressed interest, consistency and staying in touch become crucial.
While people may not be ready to buy the first time they “meet” you or come across your business, if they have a problem (even if that problem is just wanting higher scores in the obedience ring or lower times in agility), at some point that problem will become bad enough that they decide to do something about it.
When that happens you want to be the first person they think of — and the first place they turn to try and actually solve the issue.
From there, it’s a matter of measuring your results, tracking the right things carefully, and weaning out which things work…and which things don’t. Then you invest in more of the first and less of the second.
Today, I want to share a hard truth. Here it is — are you ready?
Not everyone who visits your website is going to become a customer.
in fact, not everyone who visits your website is going to fill out a form or call you. Not everyone who fills out a form or calls will decide they want to work with you. And not everyone who decides they want to work with you will be ready to do that right now.
That’s why you need a marketing strategy.
Upcoming Online Class
Do you run your own pet-related business?
If you’re a dog trainer, groomer, or another pet professional with your own business and you struggle with marketing your business, this class is for you.
If you’re new and trying to figure out where to start, together, we’ll create a marketing strategy that’s right for your business.
Over the course of 6 weeks, we’ll work through the process of getting that plan up and running so that you can begin to see real results.