I spent a good amount of time in the final quarter of 2021 getting ready for 2022. I wanted to hit the ground running in the new year. I set up processes and marketing for my own business that will help me grow and scale. And, let me tell you, I’ve got some tips and tricks to share with you!
First, let’s look back. At the end of last year, I also spent some time talking about the biggest marketing myths out there. (You can check out those blog posts here and here.)
Today, I want to share a HUGE marketing myth that a particular client of mine was convinced of before we started working together. I’m going to not only share the myth with you but also exactly what we did that proved this myth wrong and brought in loads of success!
Marketing Myth – BUSTED!
Marketing Myth: I only need to do one thing in order to successfully grow my business.
Now, it doesn’t matter what that “one thing” is. That one thing could be social media, Facebook ads, email marketing, networking, or anything else. It doesn’t matter which one you pick, only needing to focus on one of these for business success is a myth!
When we talk about marketing, know that it is always MORE than just one simple tactic. It is a strategy. It is a multi-layered process that will actually bring you success.
What I mean is that when we focus on only one tactic, it can absolutely bring you success, BUT it creates a situation where a single tactic becomes your entire strategy and that just won’t work long term.
So, Facebook ads, going live on social media, networking, email marketing – they can all be a tactic you use for marketing, but each alone is not a comprehensive marketing strategy.
Myth Busted: A Case Study
A new client approached me in March of 2021. At this time, this client was already running a very successful business. They were consistently bringing in $25K-$30K each month.
However, they had a goal of really becoming a million-dollar business. (If you don’t know, that breaks down to about $80K a month in sales.)
So, the question became, How can we do that successfully?
When we sat down and looked at their marketing strategy, we realized that they were relying solely on Facebook Ads. Now, I’m a Facebook ads expert, so, trust me here, Facebook ads are just one single tactic necessary in a full marketing strategy. They were successfully running Facebook ads that were converting and they were making a nice profit. (I will add, that when we took over their Facebook ads, we knocked their cost per lead in half and astronomically increased their sales in just sixty days.)
The Solution
To create a comprehensive successful marketing strategy for this client, we sat down and mapped out a complete customer journey. We looked at exactly where people were missing information or connection in order to take the next step.
In sales, it takes somewhere between five and twelve touches to convert a cold prospect. That means they have to interact with you somewhere between five and twelve times to buy from you. Of course, there are exceptions to this rule who will purchase immediately, but those are just that, exceptions.
However, when it comes to that long-term strategy and really scaling to those high six and seven-figure numbers, you need to realize that you need to create multiple touchpoints throughout your customer journey. This ensures the prospect has a chance to connect with you and will be ready to buy. Understanding what that means for your customer and your audience is super important.
Next, we noticed they had a massive email list (that was growing quickly.) They were adding new leads to this email list at about 400-800 per month. However, They were only converting about 1% of those leads into paying customers. We figured out that they weren’t doing anything with this email list! There was no nurturing happening in this email list.
From June to August, we created a nurture sequence to re-engage that massive email list, which led to new purchases. And, by September, we had raised monthly sales to about $50K.
Next, we sat down and said, “Okay, this is working, but, what else can we do?”
We strategized new ways to grow and we added another tactic to our strategy. We implemented the next step in November and December. Well, December was their highest grossing month EVER! They closed December 2021 at over $200K in sales for just that month. This was the result of making simple changes to establish a multi-tiered marketing strategy.
This is an example of a sound marketing strategy that relies on more than just one tactic to bring in leads and convert them to paying customers. This type of multi-tiered marketing strategy is exactly what will lead to long-term success for your business!