At lunch the other day, I eavesdropped on this conversation between marketing professional and client:
Client: “I’m getting lots of web site traffic, but nobody’s buying anything.”
Consultant: “Let’s examine the site to find the problem.”
Client: “I personally built that site; there’s nothing wrong with it!”
This snippet of conversation told me there are two problems in this company’s marketing efforts: the web site and the client.
Marketing is a funnel that leads to the sale. You use social media, advertising and the like to drive traffic to your point-of-sale, where you try to close the deal.
But you must know at the outset that not every prospective customer will immediately convert into a buyer. Some will purchase from you later, others will shop with competitor, and the rest just won’t commit.
Meaning a certain percentage should buy from you providing you get the word out, have fair prices, carry quality merchandise and have a good reputation.
Let’s assume the client’s definition of “lots of traffic” is realistic, meaning he’s getting the word out. We’ll also give him the benefit of the doubt regarding his company’s reputation, which simultaneously covers the quality of his merchandise.
In this case failure to make the sale means his prices aren’t enticing enough to persuade people who, with the click of a button, can check competing offers. He can solve this matter with a sales promotion (Buy one, get one, etc.)
But there’s a larger issue regarding his attitude. Mr. Owner shouldn’t care who wrote, designed or coded that site. If it’s not making sales, it’s not working.
Rather than immediately becoming defensive, he should have demanded an analysis of every stage of his marketing process to determine why customers aren’t going to their shopping carts and handing over their credit card numbers.
Potential issues that should be carefully examined in this situation might include fonts, design and imagery, along with products and pricing.
Because obviously, somewhere along the line there’s a blockage and he needs someone who’s not emotionally vested to determine and solve the problem.
My years of experience tell me he wants to grow his business. However, unless he’s willing to set aside his ego and really examine the predicament, he’s just going to frustrate every professional marketer he ever hires.
With that said, I wish you a week of profitable marketing.
Get an outsider’s perspective at www.marketbuilding.com.
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