Oct 15, 2019
Today I want to talk about what to do when your marketing isn’t working. Because your success rests on how you handle yourself and the situation when things are not working the way that you want them to.
“Marketing is not always rainbows and sunshine. There are going to be times where you feel like things aren’t working.” - Michelle Vroom
When we feel like something’s not working, our instincts tell us to move into action/problem-solving mode. We start changing things, we shift gears, and we chase shiny objects. And then we never really know what was working and what wasn’t because we changed too many things at once.
Too many times people don’t look at WHY something isn’t working, they just move on to the next thing.
Instead of making a rash decision based on emotion or how you’re feeling, you need to make a decision based on facts. Our feelings lie to us and have us take action that we otherwise wouldn’t have taken.
Work through the following questions to get a holistic view of your marketing and figure out why something isn’t working.
This sounds like such a simple question and your gut instinct might be to answer ‘yes.’ But, I want to challenge you to really think about this. Do you actually believe in the offer you’re putting out there?
If you are trying to market something that you would never invest in, then you’re going to find it difficult to get someone else to invest in it too.
Not only do you believe in what you’re offering, is this something you want to be marketing? Is this how you want to get clients? Don’t promote something just because you think it is what you SHOULD do.
If you’re not behind something 100%, you’re not going to get clients consistently and you’re not going to get the results that you want.
You cannot market to an unidentified group of people. Everybody can’t be your target audience.
There is a group of people out there who ARE the perfect fit for you. But you can’t find those people if you don’t know who you’re targeting. You’ll end up putting out general messages that no one will connect with. So if you want people to stop and take notice, then you need to know who you want to stop and take notice in the first place.
Do you have a good understanding of the challenges your audience is facing in their current situation and their goals, what they want most? Do you know what they are currently struggling with and what keeps them up at night?
You may need to do a little market research to talk with your audience and get their feedback.
You can’t just sit back and wait for clients to come to you. You need to get out there and talk to people to get in front of them.
However, it’s not enough to just get in front of people. It has to be the right people, people you actually want to work with. This involves knowing where your audience is spending their time and going to them consistently.
I see a lot of people trying to be on every social media platform and do everything and anything. This burns you out and makes you look desperate!
When you try to do everything you can’t do any one thing really well. You need to let go of the things that are not serving you or you’re only doing them because you think you should.
You might be putting out great content, but you’re not telling your audience what to do next. Often times this ties back to a lack of goals. So if you don’t have a clear call to action and you fee like you’re bouncing around, you may need to establish some clear goals.
Your marketing should support your business. So if you don’t have clear goals and clear calls to action then people will take no action.
People often ask me how long you should give something to work. And my answer is, “as long as it takes for it to work!” It could take a minimum of 90 days, if not longer.
If you are expecting overnight results, your expectations are part of what’s killing your marketing. Something could actually be working, and you just don’t know it because your expectations are unrealistic.If you already have a questionnaire, maybe you need to revise your questions or include additional questions.
Also known as fear of success, this is widely prevalent in the entrepreneurial world. Is there is some part of you that actually doesn’t want to get clients? Maybe you don’t truly believe that you can get results for your client?
You need to understand the fear before you can work through it. You may need to work on understanding your value. Check out Podcast Episode 22 to walk through an exercise on embracing your value and seeing the transformation that you provide for your clients.
Honestly, this one question is the game changer here. Most people who say that their marketing is not working have not given it enough time to work.
Relationships take time. And when you’re marketing, you’re building relationships with your potential clients. Most of the time it’s just a matter of time.
You may think you already know the answers to all 10 of these questions and want to move right to fixing things.
But if you really take the time to focus on these questions, you’ll uncover things that have the power to completely transform your marketing and completely transform your results if you let them.
So, I’m challenging you to take some time with these questions. And know that it is so much easier to do this with some kind of support. You can always reach out to me at michelle@vroomcommunications.com. I’d love to help you get some clarity and direction to make wise decisions in your marketing.
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