COMPANION GUIDE
Why Your Marketing Isn't Working (And How to Know)
This episode is about the question I get asked more than any other, why isn't my marketing working, and why the honest answer almost never has anything to do with your ability. Five things I want you to walk away with, below.
See where you're really at
The Readiness Quiz shows you where the gaps are before we ever get on a call, so we start from what's true for your business.
Take the Readiness Quiz01
SECTION 01You're looking at the end point, not the journey
An empty inquiry inbox isn't proof your marketing is broken, it's one number in a five step journey.
Never heard of you
Clicking around
Gets your freebie
In your nurture
Books with you
Each step gets smaller, that's why it's called a funnel
A client of mine had rebuilt her website and fully optimised her Google business profile, done everything, and 90 days in she was asking me where her results were.
Before somebody finds you, they don't know you exist, they find you through a Google search or, increasingly, through AI, and that's the first checkpoint, not the last.
From there they spend time clicking around your website and your socials, top of funnel, before they're ready for anything else.
The missing booking isn't proof nothing's working, it's just the one number you can see, while every step before it stays invisible unless you're tracking it.
THE TAKEAWAY
No inquiries yet doesn't mean nothing's working, it means you're looking at the wrong number.
02
SECTION 02Your freebie needs to be good enough to sell
If it wouldn't stop somebody who's never heard of you, it's not doing its job.
Discover Your Outcome Creator Archetype
Take the Assessment
My own quiz, discover your outcome creator archetype, is good enough that I could sell it for $47, and I want every freebie of yours held to that same bar.
Name the freebie after the result, not the problem, a title that tells someone what they'll get, not where they're currently stuck.
Have five to seven free things, not one, because people want a few samples before they decide you're the right fit, the same way you'd try more than one wedding cake flavour.
Follow up with a real email, not an automated drop, I check in and ask if the assessment worked for them, that's the safe space I promised, delivered for real.
THE TAKEAWAY
A freebie that would be worth paying for is a freebie that's doing its job.
03
SECTION 03Eleven touch points, close together beats spread out
Once a week takes 11 weeks to land. Daily gets there in 11 days.
11 touch points in a 90 day period, minimum
Somebody needs 11 short touch points with you across 90 days, that's one a week at minimum, but weekly makes you forgettable against everything else she's seeing that day.
Gary Vaynerchuk built his family's wine business by going live on Facebook every single day, five minutes, one wine, and the business exploded because he was seen constantly.
I used to show up with videos and free things most days, even at capacity, and prospective clients would tell me they didn't know the other names I gave them, they only knew me.
What gets seen gets paid, the less you're in front of your audience compared to your competitor, the more likely she works with someone else.
THE TAKEAWAY
The same 11 touch points land faster and stronger when they're close together, not spread thin.
04
SECTION 04Track the metrics, not the feeling
Benchmarks give the number somewhere to sit, instead of just meaning you're failing.
2%
website conversion
12%
AI conversion
20%
email open rate
35%
community engagement
A standard website conversion rate sits around 2 percent, Google sends more people but they're tyre kickers, while AI sends fewer but converts closer to 12 percent.
Email open rate benchmark is around 20 percent, so if you're above that, your subject lines are working, and the problem is more likely what happens after the open.
My own Skool community sits around 100 members, retention at 100 percent, engagement at 35 percent, which is strong, even though barely anyone's posting or commenting in there.
Without a benchmark, an empty inquiry inbox becomes proof you're bad at this, with one, it's just a number that tells you where to look next.
THE TAKEAWAY
The numbers tell you what to fix, shame about the numbers tells you nothing at all.
05
SECTION 05Your goal comes from your own numbers
Not the industry benchmark, your actual conversion rate, from your actual calls.
100 calls booked
→
50 became clients
→
4 bookings needs 8 calls
If 100 of your discovery calls became 50 clients, that's your real conversion rate, and it's the number that tells you exactly how many calls you need booked for the result you want.
Want four new bookings this month at a 50 percent conversion rate, you need eight discovery calls booked, minimum, I'd say aim for ten.
I ask every client of mine in Practice Momentum to show me the numbers every 90 days, because I can't hand you the next strategy without knowing where the bottleneck is.
Change one thing at a time and measure it for 30 days, if you change five things at once, you'll never know which one moved the needle.
THE TAKEAWAY
A goal built from your own conversion rate is a target, a goal built from a guess is just hope.