Are you struggling to find your perfect paying customers on Facebook? You have tried running ads, and they didn’t work for you? Or, you have Page “likes”, but no one appears interested in your offers?
You have something valuable to offer, but for some reason – the pieces you’ve implemented so far are just not generating revenue fast enough. This situation can be very disheartening and frustrating when you see and hear of so many specialists and online marketers producing hundreds of leads a day. If you are struggling, you’re not alone. We connect with lots of entrepreneurs every month who struggle with finding and converting leads into sales online.
Here are the 3 main reasons consultants, coaches and entrepreneurs like you struggle to find their clients online:
Reason 1: Your principal product is “YOU”
Are you trying to help a thousand people with your expertise or ten? If your vision is to serve a bigger audience, you need a product that delivers results without you giving every aspect of that product.
You will never be able to scale your business if the primary product you are selling is your time.
Your main product needs to be highly leveraged and allow you to serve lots of people without a lot of your time. An online course works brilliantly as your “principal offer.” You create it once and then it works for you. And, it leads your clients directly to working with you in the higher end offers such as group coaching, consulting, one-on-one work, membership sites and more.
Here’s what you can do to solve the issue:
Identify a principal offer that…
…is a product your ideal clients want,
…does not involve a lot of “YOU” and
…has enough value to be priced high enough to monetise your marketing efforts. It takes just as much effort launching a £99 online product as a £999 course. Make the return higher for the effort, and you’ll have more capacity to budget for marketing.
Reason 2: Your offer is not specific enough
Being specific sells. To get specific, you have to know the question your audience is asking to market to them successfully.
Your offer needs to address the question your audience is asking.
If you are a wellness coach, your expertise might include “gut health”. Most people are not online searching for a product related to “gut health”. There are probably so many people searching for “How do I get rid of stomach pain after I eat?”
You have to get clear on your client’s question to market effectively.
Here’s what you can do to solve the issue:
Pay attention to the questions your audience is asking you (including your current clients). Look at your tweets, direct messages, Facebook comments, posts and messages, other social channels, emails and more. If you’re still not clear on the primary question your audience is asking, consider running a survey.
Reason 3: You are not being specific enough around the people you are targeting
To determine the question, your audience is asking; you will need to get clear on who you are targeting. The more specific you are with your audience, the more easily you will be able to find them.
Let’s say you are marketing a cooking course. Instead of “women, age 18-65” who like “Mary Berry”, challenge yourself to dig deeper and find niches where your people hang out. A target audience of “women”, “age 45-55” who like “Yummly” and who also like an online blog like “greatbritishchefs.com” are much more likely to be your people.
Here’s what you can do now:
Compile a list of Facebook Pages that your people like, experts they follow, publications they read and more. You can use this data to target them using Facebook ads.
Conclusion
The time to think about how you market to your audience is before you start to create the product.
A mistake a lot of consultants, coaches and entrepreneurs make are to create an offer and then try to decide how to market it. When you design your courses, programs and other offers working backwards from what your people want, you are guaranteed success.
