Have you ever received an amazing promotional email from a brand that really made you stop and pay attention? An email so eye-catching that you were actually excited to click through and possibly make a purchase?
Well, now imagine if you tried to click on that link only to find the link didn't work.
F*ck?!?
These are the moments that marketers and founders totally dread.
A dead end.
A lead lost.
You see, marketing is all about taking prospective clients on a journey and moving them towards a purchase.
It's fairly straightforward.
The journey, which is called the Client Value Journey, happens whether you know it or not. Regardless of if you’ve intentionally crafted it or not and the last thing you want is a dead-end, especially once you’ve caught someone’s attention.
Dead ends are referred to as leaks in your funnel. It is a place where leads escape never to return again.
There are many places where leaks can hide.
For example, you could have a flawless marketing funnel and deliver an amazing experience. But there's no way for clients to leave you a review.
Or, you have reviews and testimonials but you don't use them or know what to do with them.
How to find the leaks in your funnel?
Data is a great way to start. In episode 68, I shared my ”best marketing scorecard on the planet” template. You can grab it for free.
It is important to track your data and understand the stories those metrics tell you. My perfect scorecard makes it easy to track. Quarterly planning is the perfect moment to revisit your marketing strategy and analyze your client value journey.
Any leaks should be fixed immediately and prioritized over other projects for the quarter. Crafting and taking care of your Client Value Journey funnel is important. Don't get distracted by shiny objects. Master the basics of marketing and make sure your funnel is tight and converting well.
Then all you need to do is be consistent and success will come.
Lastly, if you're looking to jump-start quarterly planning. Join me for my free quarterly planning challenge and the links in the show notes here. When you join, you’ll receive a quick 5 min audio and downloadables to walk you through the planning process. It is the perfect way to get through goal setting in quick, bite-sized chunks each day.
Hope you’ll join me!
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Victoria is a Marketing Mentor to early-stage founders. She has built compelling brands around the globe and has worked as a marketing director across several verticals. She is passionate about helping women think BIGGER about their businesses and giving them the tools to grow. She'd love to connect on LinkedIn or email her at hello@ugliboss.com.