In the digital marketing realm, there is a massive problem. As marketing planners, copywriters, graphic designers and UX specialists all over the globe strive to produce results for their clients, initiatives tend to fall into one of two camps.
- Reactive marketing.
- Proactive marketing.
Many business owners feel as if reactive marketing is a necessary obstacle. They also view proactive marketing as ideal, but out of reach. As sales funnel architects, we can confidently tell you that proactive marketing is not just the preferable alternative. It’s necessary to save you time and investment dollars.
The Danger of Reactive Marketing
Reactive marketing boils down to a fill-in-the-blank strategy. You’d design a sales funnel and solve problems as they happen. This equates to sending a boat out into the ocean knowing that there are holes.
You may not know where those holes are, but you are aware of their existence. While solving a problem is the core of business functionality and profitability, it’s common to forget about your resources.
As someone with very an undoubtedly long to-do list, you have two resources. Time and money. When you repair flaws in your sales pipeline, you lose both of those resources.
Money is renewable, sure. But time is not.
Is this to say that you can avoid reactive marketing all together? Emphatically, the answer is no. However, we’re going to show you how to cut down on the time you spend patching holes in sinking ships.
Before we do that, it’s important to know what reactive marketing looks like and how it impacts your bottom line.
Reactive Marketing in Action
Imagine it’s the beginning of 2017. You’ve spent 2 weeks designing a robust marketing strategy that spans 6 months.
- You’ve developed a lead magnet.
- You’ve written a nurture sequence.
- You’ve outlined financial goals.
- You’ve worked up social media ads.
- You’ve constructed an SEM strategy.
- You’ve built landing pages.
All the while your goal is to attract ideal clients who will learn more about your services through email marketing. You expect that, after 6 months, many will purchase a high-ticket item.
And then, come June 2017, you realize your sales numbers are slim.
Even though your lead magnet converted website traffic into email subscribers, you’re not seeing financial results.
Even though you’ve had your fair share of traffic on your landing pages, the content does not convert. You’ve realized that no one is going to buy a five-figure item if they’ve never spent money on a lower-ticket service.
This happened because there is a giant hole in your plan, which causes you to engage in reactive marketing. To rectify this, you place a modestly priced but valuable service in your marketing funnel—a $25 consultation.
The problem is solved; however, you’ve spent days crafting new emails, rearranging your schedule, and preparing to offer a service that wasn’t on your radar.
How to Avoid this Scenario
With a proactive marketing funnel, you’ve set your audience engagement and conversion rate on autopilot. You’re far less likely to waste investment dollars or precious time repairing costly issues.
But what does a proactive marketing plan look like? As you craft your long-term sales plan, keep the following pillars in mind.
Realize that entrepreneurs can’t do everything themselves.
You don’t have time to be everywhere at once. So pace yourself with a marketing funnel that focuses on the long-term customer journey. Give the audience plenty of information to digest, so you don’t have to waste hours chasing leads who aren’t ready to buy.
While the marketing plans we design often involve one-on-one time with clients, we make sure that this step leads to a contract.
But it’s not only the nitty-gritty details that slow you down—it’s the planning itself. To save yourself time and money, work with a marketing planner who has a proven track record.
Know your audience. Study your audience. Adapt your content.
If you know your buyer persona, you remain aware of what engages her or him. When you’ve done enough split testing and market research, you’ll have your finger on their pulse.
You’ll know their problems and where they are in life. But even if you fully understand the intricacies and nuances of your target market, you still run the risk of falling into the reactive marketing trap.
The world changes. And so does your audience. If you’re marketing to prospects the same way you were three years ago, it’s time to return to the market research phase and adapt your content to the needs of the present.
Map out a plan based on one principal goal.
And don’t confuse that goal with details. Reactive marketing happens when your plan focuses on multiple commitments. Every email and landing page must build toward the big-picture.
Let’s say your goal is to bring 10 people into a $1500 program by July 2017. Don’t get that goal confused with how many marketing emails you have to write or consultations you have to book.
Make data-driven decisions.
But understand data is not carved in stone. The numbers provide you with a guiding light, but keep watch on how the tides are turning.
Reactive marketing is sometimes necessary. And the sooner you repair flaws, the fewer hours you waste.
Our suggestion is to check the data and behavioral patterns a day after traffic starts hitting your website and landing pages. See where people are clicking and how long they’re engaging with the content.
In this way, you can make proactive adjustments before you’ve lost engagement.