Wonder why you aren't winning more customers online?
You've invested a lot in your digital presence, but the return hasn't been great.
You never set out to frustrate buyers
But the problem is many websites and inbound marketing approaches do just that - we make the buyer do all the work to understand how our solutions solves for their problem.
Clunky or self-serving content frustrates the buyer.
Trap or Value Add?
Buyers have caught on to what happens when they click online buttons or download a checklist. The truth is - they don't want to be treated like a lead or a marketing target.
The clever marketers that built your "funnel" didn't intend to put you in this position, but it's a sore spot for future customers.
It's painful, but they are voting with their feet clicks
At great cost to your business you've purchased digital ads in search and social. But to the buyer, they are all an interruption - and buyers have revolted. Ad blockers and email filters are taking over because buyers don't want to be marketed.
Ads aren't a sustainable way to grow - buyers don't see them as a service, just a frustration.
Help people make better decisions & win the heart of the customer.
Whether you are actually valuable (and memorable) to new customers or employees depends on if you are reaching them in ways that matter to them, because people buy to solve for their own needs.
If you want to rise above the crowd, you have to be more than just a low-cost option. You have to share how your solution uniquely solves their need.
What does it look like?
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They see themselves in your website |
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You build trust by serving their needs to solve problems |
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Your messaging connects with what they are thinking and feeling |
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You create a clear path to their goals and a seamless experience |
1.
Brochure websites and endless self-promotion
Brochure websites have just one focus - self-promotion. They take a buyer through page after page that speaks about what you do, but it fails to help the buyer solve for the reason they actually came. They are searching because they have a challenge or a need - they want someone who proves that they understand.
The Promise: Make your business look good online with better graphics and presentation
The Delivery: Buyers have to sort through pages of information and then compare it against your competition so they can figure out how it solves their problem. They really can't tell the difference.
2.
Digital Ad Addiction
For a fee you can rent access to someone else's audience. The ads interrupt whatever the individual was actually doing (connecting with friends, reading an article, or watching a video), so you can tell them about yourself.
The Promise: Great visibility and lots of new customers.
The Delivery: New customers trickle in (low conversion rates) and you get an ever-increasing advertising bill you can never stop paying.
3.
Generic Inbound + Social
The usual offering consists of a fresh website, along with lots of mediocre online content and regular social posting. If all you want to do is be like everyone else, that might be great. But it won't take you to sustained growth or market leadership.
The Promise: Check the boxes of standard online activity.
The Delivery: You become another brand that sails into the sea of sameness, without anchoring your story in the hearts of your audience or increasing the speed-to-close or quality of your leads.
Your marketing investments simply have to deliver more customers
You need marketing that speaks to the real challenges that buyers face.
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