Problem: I handle the marketing for a healthcare app, I’m getting tons of people to sign up but only 1% are converting into paid users. Either I improve this or start looking for a new job.
Solution: Two parts.
Part 1: Micro-Consulting gives the client a strategy and an implementation guide.
Part 2: Client takes the guide, pushes at the office to bring changes to life and grows the base of conversions to 7% within 3 months.
The problem above is not uncommon. There is a situation where you are able to attract the right audience but you are not able to get them over the line to convert.
On the surface the solution is simple.
Improve your marketing funnel by optimizing the MOF and BOF communications to convert audiences.
But if messaging was that easy to “figure out” the conversion problem wouldn’t be rampant in the world of marketing.
Important notes for your marketing funnel
The truth is that figuring out a set of new messaging requires a multi-point approach (which is no particular order):
What is the current messaging?
What resources do you have to send messaging to people in the funnel?
How diverse is your target audience?
What are competitors using in terms of messaging?
What is your company/department’s process for approving new comms approaches?
What are the pain points your ideal customers would love to have solved?
Once you have clear answers to the above can you start to put tactics together (new messaging points, briefs for creatives, channel by channel automation and measurement frameworks). Having a good tactic is just part one of the way forward. What most managers don’t appreciate is that bringing a tactic to life is easier said than done.
You need to:
Sell the tactic internally so that you can use the department’s resources.
Get on average 2 - 3 different teams working in sync to bring the tactic to life.
Start to measure the impact on potential customers and adjust as you go.
Continuously manage the expectations of your stakeholders so that your bosses don’t panic and pull the plug prematurely.
This is a lot of work.
Ask yourself:
Do you have the time to figure all of this out?
Will you still have a job by the time you have figured all of this out?
If the answer is “no” then you need to think about using Micro-Consulting to fix the problem for you. The purpose of micro-consulting is to analyze your problem, figure out the highest impact area to solve and then produce an implementation guide for you. The implementation guide being your answer to the four things you need to do above.
The goal is that you take the guide, make results come to life and take the credit.
The first rule of micro-consultancy is you don’t tell people you use micro-consultancy. It’s not really the first rule but at the end of day there is no reason you should not take the credit for making growth come to life.
Save this article and make sure you don’t lose the points above when you’re coming up with the solutions for the company's marketing strategy.
And if you need help figuring out how to fix your funnel, book a slot with our team and we will work with you to get your implementation guide made in under 90 minutes.
Comments