At the heart of every business is this term called 'marketing'.
The downside is that most people don't understand what marketing really does, or how if truly utilized can skyrocket a competition. But before we get into what marketing is, it's important to start off defining what it isn't.
Marketing is a way of amplifying a brand, a product, a service, a business to acquire more attention. But one thing we find most business owners believing is that marketing means more sales. It's easy to see where they have drawn that conclusion but there's a very important assumption in there that is destroying a lot of companies.
Yes marketing should lead to more sales but there's two factors at play.
The first is the acquisition of attention. Drawing more eyes and more potential sales.
The second is the actual conversion of a lead to a sale.
I can get a website a million visitors, but if the product or service they're offering sucks, they're not going to acquire many more sales.
And as an inbound marketing agency, the one thing we never guarantee is an increase in sales because that is up to the sales team, or the product engineer. We can guarantee an increase of leads, but we can't close the sale for you.
We've had to send away a lot of potential customers because they offered a product that we knew at the current stage, just wouldn't sell. Unfortunately most of them disagreed, went to another agency who were willing to take their money and wasted it all.
Marketing should initially be used for validation. The first test is to see if people want to find out more. If you can't get anyone to become curious to learn more, then it might mean your message isn't resonating with them.
If they are interested, the second test is getting people to buy your product or service. If a good percentage do, then you should scale and use marketing to grow. If not many do, it's time to question. It's time to see why they're not buying your product.
If you don't have any key metrics on conversion rate, how much traffic your website is getting, what's the current return on investment from your marketing activities, you need to get that sorted first. And that's exactly something we can help with.