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Why your marketing isn’t working

By October 27, 2022November 1st, 2022Podcast Episodes

Show Notes

Why isn’t your marketing working?
You’re posting content on social, it’s not driving any action.
You’re putting your offer out there, no one is signing up.
You’re sending emails out, no one is clicking through.

In this episode, going over why your marking isn’t working and what you can do to fix it.

Discussion Topics:

  • Understanding your buying cycle stages
  • What types of content to create for each stage
  • Why that’s type of content is important


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Why your marketing isn’t working

EP80 – Transcript

[00:00:00] Why isn’t your marketing working? Your posting content on social, it’s not driving any action. You’re putting your offer out there and no one’s signing up. You’re sending emails out and no one’s clicking through. In this episode, I’m going over why your marketing isn’t working and what you can do to fix it.

[00:00:23] Welcome to the Liquis Digital Marketing Podcast, where each week we’ll be breaking down complex marketing topics into bite size steps you can take now to grow a profitable. For your business, we’ll discuss organic reach, offer optimization, paid advertising, email marketing, content creation, promotion techniques, and so much more.

[00:00:42] I’m your host, Brad Ball, founder of Liquis Digital, a marketing agency that has helped hundreds of clients of every shape and size reach their business goals since 2008. Thanks for joining us today, and be sure to subscribe because you won’t want to miss a beat. Now, let’s grow.

[00:01:01] Hello, and welcome to another episode of The Liquis Digital Marketing Podcast. Today we are talking about why your marketing isn’t working. I expect this is going to be a hot topic. Because I feel like everyone deals with this, including us. I don’t think anyone’s excluded from this group. It happens and it’s something we all deal with.

[00:01:24] So why isn’t your marketing working, right? So you’re, you’re doing all of this stuff and maybe you’re getting some actions, but you’re not getting the actions that you think you should be getting. Typically, the problem is it comes down to creating the right content to meet where your customer is. So we break this down into buying stages and creating content for these different stages, and you can call ’em whatever you want.

[00:01:48] They have different names, but we are calling ’em the buying cycle stages. There are different stages. We have it broken down into four different stages. So we’re gonna talk about those because that’s where it’s typically the front end of where your marketing exist. So before I jump into these, I just wanna explain why this is even important, right?

[00:02:07] So why do we even need to think about these different stages and where people are at? If someone is not aware that they have a problem that you solve, they’re obviously not gonna buy from you. However, if someone is aware that they have a problem and are not aware, Of your solution or don’t feel that your solution is going to fix their problem, or that you are not a trusted source, or they have some other options, then they’re not gonna buy from you.

[00:02:34] Or if they are ready to buy from you, but there’s too many walls or roadblocks or the content, there’s something in the content that kind of like, Wait a minute, that doesn’t seem right. It’s really understanding these different stages. Having content for these stages, and also understand it’s not always linear.

[00:02:53] People aren’t gonna have to go to stage one, to stage two, stage three to stage four. It’s not always that way. People might bounce around. People might just go right into the, you know, third stage divorce stage, right? So it’s not. Always linear, but it can be and is a lot of times, and you should always have the content for each stage.

[00:03:13] All right, so let’s talk about the stages. Alright, we have it broken down into four. The first one is problem recognition. The second one is info gathering. The third one is evaluating solutions, and the fourth one is the purchase phase. All right, so we’re gonna dive into each one of these, starting with stage one problem Recogni.

[00:03:32] In this stage, the potential customer is not aware that they have the problem, and it’s your job to make them aware of this problem. So your content needs to be more problem awareness. So you are just trying to introduce yourself, bring the problem into awareness, and show how you solve that for. So the content needs to focus on them, not about you, right?

[00:03:59] It’s none of this is about you at this point. You’re just trying to point out that, Hey, here’s this issue. Hey, here’s a solution. Here’s three ways that you can solve this problem. You need to hit on the pain points that people are having with this problem and the problem itself, and then do this in a way that connects with them.

[00:04:19] So like, Oh yeah, this person totally understands what I’m talking about. They get the problem and then showing them the solution. Of how you can help them. So that’s problem recognition, creating problem awareness content. So putting that out there. This is great to put out in the cold audience world. So out there in, you know, organic searches out there in, in TikTok and reels and YouTube shorts and places where you’re gonna get new eyeballs, um, you know, YouTube videos, just blog posts where people would search for a problem.

[00:04:54] Social media in general. Putting your content out there and having this problem, awareness content, it’s going to connect with them, right? That’s the goal. So the next stage is info gathering. So here the customer’s gonna want to get, start getting a better understanding of the problems and what other solutions exist.

[00:05:13] So, You know, let’s say I just, I have back pain and now I need to understand like, what is this back pain? What is causing it? What are some solutions? I am gathering info, right? They’re gonna have a lot of questions about what the problem is. So your content really wants to dive deep into the knowledge and just.

[00:05:32] Answering their questions and helping them with their problem, creating this educational content that answers their questions. What this is going to do is start to leverage you as a trusted advisor, especially if you’re answering the questions they didn’t know they had. So let’s say my back pain is what I think is probably, you know, something with a disc, but turns out it’s something in.

[00:05:56] That’s causing it, right? So I wouldn’t have known that. Maybe I did some research and found out, oh, it’s probably my sciatic joint that’s causing this issue. That’s info gathering. That’s me just out there finding information. This content shows up in social. Great for videos, YouTube videos, videos that people are searching for these answers.

[00:06:18] A lot of times we’ll just go right to videos and to, they just wanna get some visuals and they wanna get some deeper knowledge. So creating YouTube videos is a great way to do that. Creating blog posts. And then actually, if you can kind of combine those two together, a blog post with a video embedded the same topic, now you’re really gonna start getting good SEO in that.

[00:06:37] But the content should be about. Answering the questions, deep answers, deep knowledge of what the answer is to these questions. This is where people are just gathering information. Okay? The third stage is evaluating solutions. So now the person knows they have a problem, they’ve researched it. Now they’re evaluating who else can solve this problem for them?

[00:07:01] What are other solutions? So let’s say, let’s go back to the back. Let’s say you are, you know, a chiropractor or a physical therapist, or you sell a product that helps with back pain or maybe some medicine that helps with back pain. Well, guess what? You’re not the only one. So they’re going to be looking at all of these things, right?

[00:07:21] So you are possible competing with all of these things, So you need to try to position yourself to be the right choice. Content that should highlight why you are a better choice with testimonials, case studies, how you’ve helped people in the past, you know, what makes you different, why would they wanna choose you?

[00:07:42] What makes you better, What makes you unique? You know, how can you build trust and provide that credibility? Maybe it’s, it’s things that you’ve done in your industry or people you’ve worked with. Testimonials, social proof case study, and, and this also removing any buying objectives is another thing that a lot of times people forget about is a lot of times there’s these common objections people will have with things.

[00:08:11] So maybe it’s in chiropractic and people are afraid of getting adjusted or, or that it doesn’t work. Or maybe it’s, you know, it’s a pill or, or something. They don’t think that it’s gonna work. So you have to start like, you know, shooting down these objectives or answering these objections that people are gonna have.

[00:08:29] And then really honestly, just showing that you are the best choice. So they’re evaluating you amongst others. Right. So this is the evaluation stage. And then the lastly, the last stage that we’re gonna talk about is the purchase space. So this is where the person is ready to make the purchase, right? They know they have a problem, they’ve looked into it, they’ve learned more about it, they’ve researched their options.

[00:08:51] Now they’re ready to buy. They’re ready to make a move. And maybe it’s to sign up for your services. Maybe it’s a free strategy call, maybe to buy your product. Whatever it is, they’re ready to take that action. So this stage should, it seems like it’s the. Stage and easy. What do you need to do in this stage?

[00:09:10] They’re ready to buy, but this is where most people fail. So the thing is, is you need to have a clearly stated call to action. So people need to clearly understand what step to take next, and you wanna make it as easy as possible. So if someone needs to book a call with you, don’t have some big, long, lengthy form.

[00:09:29] Make it as easy as as possible to book with you or to have a consultation. If someone’s gonna buy something online, make sure that the checkout process is super easy. As easy as possible. Make it clear on what action you want them to take and what to do. And then once they do it, make sure they know what’s gonna happen next.

[00:09:51] Because once someone buys something or signs up for something or does something, it’s usually right then where they have the biggest objections. Buyer’s remorse. You know, like, Oh, what did I just do? Did I make the right decision? Right. It’s just natural, right? We made this decision, we executed it, and then we all, all of a sudden have this like, God hope that was the right decision.

[00:10:13] So give ’em some quick feedback. Something that is going to give them like, Okay, yep, I made the right choice. So there you go. Dialing this in is gonna definitely help with your marketing, right? It’s gonna help you get that messaging right. Hope you start creating content that people wanna see, people need to see in order to move forward with you.

[00:10:33] And a lot of times, you know, we have content, but it’s all kind of in this one area. Maybe it’s all in the, you know, problem. We’re just talking about the problems. Talking about the problems, but we’re never. Giving the credibility of what we do and showing that we’re the right solution. So we’re help educating people for them to go to our competitors, or maybe we’re missing it all.

[00:10:54] We’re doing all this work, but no one knows that we even, they even have the problem that we’re solving for. So we’re missing that problem recognition, Right? So it’s really going back into these different stages and making sure that you’re creating content on a continual basis around these different stages.

[00:11:11] All right, so if you have any questions on this, please let me know. We’re here to help and we would love to have a review. If you are listening to this podcast, uh, would love for a review from you as a dedicated listener. We’re here dedicating our time to you and giving you as much as we can. And if you’re watching this on YouTube, please subscribe.

[00:11:31] We are coming out with weekly videos and more, so subscribe to get notifications for our next one. And then also I’d like to invite you to. Private Facebook group where it’s full of motivated business owners just like you. I’ll leave a link to it in the show notes. It’s filled with business owners that are looking to grow their business.

[00:11:51] I go in there and I give lives that are deeper dive of these podcasts, additional trainings and other things related to marketing, web design, lead gen, business growth, whatever. We’re in there connecting one on one. It’s a place for us to connect outside of these podcasts. I would love to see you there.

[00:12:10] And until next time, have a great day. Thanks for listening in today. I hope you enjoyed the show. And hey, if you did, please take a second to leave a review and share this episode with someone who you think might also benefit from it. I appreciate you so much, and as always, we’re here to help. If you have any questions about this episode or wanna talk strategy with us about your own project, just shoot us an email to info Liquis Digital dot com and we’ll catch you in the next episode.

Brad Ball

Hey there, I’m Brad, the design and development director here at Liquis, and I can say without a doubt that I am living the dream. The best part of what I do is knowing that I am actually helping people bring their own dreams to reality.

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