We all want to make money, right? To do that, we need lead generation and we need to convert those leads into sales. We all want to grow our businesses in the most profitable way.
In my last blog post, we talked about what’s working in 2022. In this post, let’s look at what’s NOT working in 2022.
Moving a little bit away from funnels, we’re going to look at a paradigm shift I’m seeing right now in the industry itself.
The Paradigm Shift
I see a lot of coaches and online course creators out there struggling to get leads. I believe this is because they are not stepping into this new paradigm.
About two to five years ago, there existed the ability to successfully sell to cold leads. What this looked like was posting ads, getting someone you didn’t know (or didn’t know you) to hop on your webinar, and then you sold them your course or service. It took sixty minutes in that webinar and you had a new customer.
When this was working, people were making tons of money!
That is still possible in 2022, but I want to caution you if you think this is going to happen on a regular basis.
Cold selling marketing does not work anymore. It does not work in 2022.
The reality is that it used to work because it was new. It’s not new anymore. People have become very aware of this marketing tactic and they are tired of it. It has stopped working.
What does this mean for you and your business?
Look at it as something exciting! We get to change how we market to our ideal clients. We get to do things a little differently than we have in the past.
I talk about dating all the time with my clients. It’s kind of my thing. The old paradigm was like going from the first date straight to marriage. The shift that is happening right now is a more intentional dating and “wooing” period intended to warm up your audience.
The Solution
Look at your list building as a long-term strategy!
When you get people on your list, assume it is for the long haul. Sure, there are people who may get the first few emails and know immediately that this is right for them. However, the majority of people will need to be wined and dined, so to speak, before they’re ready for that type of commitment.
Now, once they are on the list, you need to continually provide valuable content and ways for them to interact and engage. Nurture them. Warm them up. Help them get to know and love the authentic YOU!
If you do this, once you are ready to open the doors to your program or launch a product or service, you have a list full of people who are warm or maybe even hot.
The new paradigm calls us to patience. We cannot expect any longer to immediately make two dollars for every dollar we spend. It will generally take you three to six months (or maybe even longer) to create brand awareness and begin to see that type of return on your investment.
Remember: Every big-time influencer or guru you see on Instagram spent time developing their process. It did not happen overnight (or even in 90-days.) Lose the mindset that any of your marketing strategies will immediately turn you into a millionaire.
When you look at where the industry is going, the most important thing you can be doing right now is making sure you are being seen and heard by the RIGHT people. When you are seen and heard by the right people, you are better able to create effective, high-quality lead generation.