Before you can find the right solution you have to successfully identify the problem.
Way too many businesses fail to get the results they want because they don’t fully understand what is broken in order to fix it and get the results they want.
When it comes to paid advertising, all of the problems you could possibly have with your marketing can fit under two broad categories:
1) Traffic problems.
OR
2) Conversion problems.
Sounds simple right?
The problem is, most business owners are not great at identifying which one of these they have.
I have seen people spend thousands and even tens of thousands of dollars trying to fix something that isn’t broken, while the real cause of their problems is left unaddressed.
To help you identify what to fix next, I am going to show you how to know whether you have a traffic problem or a conversion problem.
Then we can take the first steps toward fixing them.
Table of Contents
How To Tell If You Have A Conversion Problem
Most businesses start out with a conversion problem.
What this means is that you are not successfully taking someone on the full journey from viewing your ad to buying your product.
Something in your conversion mechanism, the offer, the webinar funnel, tripwire funnel, the sales process is not performing up to par.
Conversion problems are pretty easy to identify.
Ask yourself one question: “if I put 10,000 of my ideal customers through the sales funnel tomorrow, would it be profitable?”
If the answer is no then you my friend have a conversion problem.
That volume of targeted traffic should put ANY business in the black.
The easy part is understanding that you have a conversion problem.
The difficult part is digging deep and figuring out exactly what is causing it.
There are a few usual suspects when it comes to businesses who aren’t converting leads:
- Your ideal customer avatar is poorly dialed in.
- Offer is positioned wrong
- You messaging is not compelling.
- Lead magnets are not relevant.
- Your funnel is leaking opportunity all over the place.
The solution to this is to dig into the data and discover the weak link in your chain.
Where is the offer not compelling?
… are people clicking on your ad but not opting in for your lead magnet?
… are people opting in but not watching your sales presentation?
… are people watching the video but not taking action?
Find out where people are hitting this friction point and not moving to the next step.
Then go fix that part of your funnel.
Rinse and repeat until you get your numbers up.
It is not easy to build a well-converting funnel, but once you have it set up, it will keep on working month after month.
You can just keep on feeding a well-oiled funnel leads with the expectation that sales (and profit) will come out the other end!
If you have a converting funnel in place and you still aren’t getting enough customers with all this in place, then there is a good chance you have a traffic problem.
How To Tell If You Have A Traffic Problem
Most people try to solve their conversion problem with more traffic.
They think if they just throw more traffic at an underperforming funnel eventually it will convert.
(Hint: It won’t.)
But the great news is that once you have a funnel with solid conversion metrics and you still are turning a profit, then you have a traffic problem.
What you need is more eyeballs on your offer.
And that is the best problem to have these days, because paid advertising makes it easy to get a lot of eyeballs on your offer fast.
Well, it is for me at least, because getting you more traffic is what I specialize in!
Once your funnel is converting you could consider some advertising options like:
- Conversion focused campaign on Facebook
- Primary search keyword campaigns on Google Ads
- Video campaigns on YouTube
- Content amplification campaigns on social media
- Retargeting campaigns on every platform
Each one of these can deliver a lot of traffic to your sales funnels.
When stacked on top of each other they work even better.
Clarity About The Problem is Key
In business asking the right questions helps you figure out where you need to focus your attention.
Once you know what your real problem is, you can focus on fixing it.
Hopefully this distinction between a traffic problem and conversion problems helps you understand where you should focus your resources.
The most important thing to remember though is that before you go looking for professional help, you should have clarity about the problem you need to be solved so you know exactly what to ask for.
Solving Traffic Problems
So, do you have a traffic problem?
The good news is that you can start working on your marketing campaigns right away and start to fix the problem.
Once you know what your real problem is, you can focus on fixing it.
Hopefully this distinction between a traffic problem and a conversion problem helps you understand where you should focus your resources.
There is a wealth of free content available here that can help you get started.
If you have a traffic problem – check out our free case study on how we generated over $1,400,000 in sales using Facebook ads.
That should give you a good idea of how to get started a solid process to use.
Question? Drop them in the comments below!
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