Truth Bomb - Why sales might not be flooding in
One of my fav analogies comes from a Google conference I was at a few years ago back in my marketing agency days.
They were talking about attribution models and the deeper analytics stuff (which I lovvve)!!!!
Don't worry, I'm not talking about deep analytics stuff here. I know that's a yawn fest for most people.
The analogy was around how most people attribute a sale to the 'last click' on an ad. (I'm also not talking about ads in this believe it or not haha - I'm talking about sales and how to get them!)
You know when you click on an ad and buy something? That's how most people measure an ads success. How many clicks led to that sale!
However... there's usually HEAPS more that goes into a customers decision to buy, than just 'clicking an ad'. And FYI, when you are selling something by putting a post up on Insta or sending an email... that's still an ad. You are advertising your product! Even though I'm talking about paid ads here, this still applies to sales posts as they're still essentially ads!
If you're measuring the performance of your ads based on that last click and focusing your marketing on posts/ads/emails that are direct sales that lead to a sale, you're likely missing out on a LOT of sales.
Stick with me here... I'm not even at the analogy part yet haha!! And trust me it's alllll going to make sense soon and you're going to be like OMG!
See... When a lot of people click on a sales ad/post/email and do go ahead and purchase/book, it's not always the first time they've heard of the brand. The person is often already a warm audience (I talk more about warm audiences in The Experience). The people who bought from the ad (or post/email)...
Might read the brands emails
Might have lurked their website
Might follow them on social media and like and comment on their posts
Might own a couple of items from that business
Might have gone back to that website to look at the thing they're keen on
Might have a really strong relationship with the maker and LOVE watching their behind the scenes videos
Might have THEN seen the ad and decided that was the time to buy.
Was it the ad that made them buy the product? Partially.
But mostly, it was alllllllllllllllll of the many other touch points/experiences/interactions that that person has had with the brand over the time they've been following that led to it.
It was the relationship and trust and love of the brand that made them buy.
Not the ad/post/email.
The analogy that Google used to explain it was this:
When you go to a bar and you and your friends are doing shots right?
Say you're up to your 10th shot (crikey).
You do the shot and end up passing out. (Yep, this was an actual analogy at a Google conference haha)
Was it that last shot that got you so drunk you passed out?
Or was it alllll the shots combined that got you there?
That's the same concept as making a sale.
See where I'm going here?
SOOOO many small businesses are analysing their individual posts or emails as if it's the 10th shot. They're doing launches and smashing out sales posts and analysing them wondering why many people aren't buying.
But they've been completely ignoring the other 9 shots that were required to actually make the sale.
Sales don't come from
The ad
The shot
The post
The email...
Those things are all just the final piece of the puzzle that gets people to make the final decision about whether to buy or book. Or the last shot that gets the person to pass out.
If you don't have a plan on how to do the other 9 shots that lead people to take the final one, you're leaving so much money on the table! Because it's very rarely one email or post or shot that gets people to buy.
So your task for today is: to start to focus on nurturing your audience, followers or email subscribers so that later, when you DO launch or want to sell something, they are SO ready to buy.
If you want to learn all about the parts of marketing that are, well, pretty much essential if you want to make a bucket load of sales/bookings because you're nurturing and creating content that people LOVE on the lead up to when you have things to sell, click the links below.
Learn more about The Chromatical Marketing Plan Experience
(PS: If you aren't sure if it's right for you, send me a DM on Instagram @chromaticalclub or you can ask me through the VideoAsk option that pops up in the bottom right of my website, and I’ll respond via text, video or audio).
And just a side note: You absolutely can have a marketing strategy that focuses on just targeting the 10th shot people. The people who have never heard of you before, or the people who are not warmed up to your brand yet. They're called a cold audience and you absolutely can market yourself to them. But that usually comes with an ads budget, and the cost per conversion (sale) is usually significantly higher than if you have a solid marketing strategy and warm juicy brand loving audiences.
So if you want warm juicy brand loving audiences... I reckon you're going to love the CRAP out of The Chromatical Marketing Plan Experience.