To give up, or push forward through the resistance

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Struggle with digital marketing

I met with a client yesterday.

They have a sales funnel in place that isn’t working. No one is buying. They’ve made a big investment and it isn’t paying off.

Their new venture is hanging by a thread.

They made a decision. 8 weeks to turn it around, or they pull the pin and leave that market and go into something else.

Right in that moment – right then I said “Now is the time most people quit. It’s too hard. You’re out of ideas. You can’t seem to make it work. But right now is the point of real opportunity. It’s where you’re now open to try anything to make it work. Right now is the precarious place most business owners don’t want to be, but it’s the very place where breakthroughs happen.”

It was then that they declared they’re willing to try anything to make it work. Whatever ideas I have, they’ll implement. They want it to work and so do I.

I sat with them, with the harsh reality of a sales funnel that isn’t working and said “I think we can do this.”

Here’s what they’re looking at right now.

Sales Funnel Stats

This is a 4 step sales funnel consisting of a landing page, a program page, the checkout page and ultimately a thank you page.

We recorded a small sample size (worth noting, we had a bigger sample before the clients approved us recording and visually tracking conversions – of which there was only one). The visual recording is often much easier to interpret than charts of data.

This recording allows us to track what visitors are doing in the sales funnel.

Our job as the agency was to drive targeted visitors to the landing page and convince them to purchase. If they were convinced, they would click the buy button and get taken to the program page where they could start the purchase sequence.

Unfortunately what I see, over and over again, is a lot of business owners don’t ever get to this point.

What I see, over and over again, is a lot of business owners don't ever get to this point. Click To Tweet

They launch a website. They turn on some traffic source or focus on SEO. Then, crickets.

They think that this is it. The best they can do. But here is the opportunity they miss. The chance they have to break through and make online work for them.

This blog post isn’t about sales funnels. It’s about persistence. It’s about trial and error. It’s about realising launching a website doesn’t mean you’re done.

It’s about showing some resilience in that moment when you want to throw your hands in the air and scream because what you thought was good enough isn’t.

This is what I call “getting fucking real with your marketing”. Standing in the uncomfortable truth that what you launched doesn’t cut it – your offer isn’t good enough. What you do isn’t attractive enough. The language you’ve used isn’t convincing enough.

It doesn’t mean you aren’t ever going to be good enough – it just means you’re not quite there yet right now, at this moment in time.

But don’t quit.

Don’t give up.

Don’t stop pursuing the vision you had because you’ve hit a speed bump.

Take a look at what is and isn’t working. Use all the tools available to you to analyse WTF is going on. Then ask for help if you need to to work out where to go from here.

Right now my client has a plan. In the next 14 days we’ll execute that plan with their web developer. In 14 days, we’ll see a breakthrough. That breakthrough will give us more insights. More actionable ideas.

Persist. If it were easy, everyone would be doing it.