Episode 7: Improve your Conversion Rates and Scale Faster

Make your marketing profitable by subscribing to Marketing Sucks:


Show Notes

👪Join the Marketing Sucks community on Facebook: Click here to join
Team Skills Matrix: Grab your copy of the Matrix here

Once you have a marketing and/or sales campaign that works for your business, you’ve gotta scale it. But before you scale, you need to Get BUSI!

In this episode, I share a tool that has created a ton of financial success for our clients (adding MILLIONS in revenue) without spending a dollar more on traffic.

That tool is called the Get BUSI™, which stands for Bottoms Up Sales Improvement. Learn how this tool works and how to apply it to your business for more money in less time.

Transcription of the Episode

All right. Today we’re going to be talking about how you can improve your conversion rates and scale your marketing campaigns. If you’ve been following along since the first episode, you know that the core foundation to any successful marketing campaign is understanding who you’re selling to, what your offer is, what makes it unique, what your proof elements are. You also have to pull together marketing campaigns that make sense for you in your business, for your lifestyle, for your goals. You have to then assign those to people, those marketing campaigns and those outcomes, and then you have to check in with them regularly. Okay? There’s no one size fits all approach. I’m not here to, to stand on a soapbox and tell you that you’ve gotta be running a Webinar because maybe your business doesn’t need webinars. Maybe you need to be on Amazon. Maybe your business needs B2B cold calling.

Maybe your business needs cold emailing. Maybe you’re right. There’s so many possible possibilities, uh, of, of what the campaigns could be for you. The truism here is that you have to understand emotionally what your customers are feeling, what they’re facing or they’re frustrated and you have to then position your product or service in a way that resolves their pain. Okay? Full Stop, full stop. That has to happen and marketing is salesmanship multiplied, which means in order to be a marketer, in order to market your products and services, you first have to sell. So quit hiding behind marketing if you haven’t sold right and selling a, as I mentioned in episode five, is as easy as picking up the phone and calling your prospects. If you haven’t done those things, you must do those before you move forward. Okay? All this other stuff might sound fun.

It might sound shiny. It might sound like a cool thing to do. You’re not there yet. Pick up the damn phone, call your prospects, okay. And then start figuring out the right marketing campaigns for you that are unique, that are like bespoke and take some pride in the fact that you’re figuring out what’s right for you and you’re not letting someone else tell you what you gotta do. Okay? The only things here that we can agree on that are, um, uh, uh, equally, uh, applicable for all businesses is the total number of leads that you have and the engagement of those leads. Okay? Marketing campaigns can support in those things, but engagement is also as easy as just picking up the damn phone and it doesn’t require any fancy campaigns or ad spends. Okay? So hopefully you’ve called people, you’ve got some feedback, you’ve got some marketing campaigns ideated and you’re ready now to improve your conversion rates and scale.

Why now are we talking about scaling? Because before we talked about doing things that don’t scale, I don’t want you to scale your marketing campaigns until they’re proven otherwise you’re going to scale something that sucks. Here’s an example. You’re going to Google ads campaign and you just pumped in 100 bucks a day, 50 bucks a day. Do you know that it’s working? Do you know that the leads that come and actually buy and those buyers actually are the right buyers for you? If you don’t know that as a fact, you have no business scaling that campaign. Your marketing team may say, Hey boss, we could increase our budget. We could double our budget and double our leads. Oh, is it right to do that? Right? Are you really ready for that? Do you know that those leads are great? Have you also called those leads? You know you had marketing that drove the leads in, but then have you called them to make sure those that didn’t buy could buy right?

Oh, but I don’t have their phone number. Figure it out. Email them, ask them for it, email them, ask them to schedule an appointment with you. You have to kind of squeeze everything you can. Not all you got. That’s such an important like mentality you have to have before you scale. It’s so easy to blow so much money on marketing. He can give me an unlimited budget and I could blow it today for you and show you all these great things, right, that we could maybe do and bunch of tests and they could all flop and you could be totally screwed. That is not inappropriate way to handle your marketing. You must be conservative. You must be dedicated to the data. You must be testing, uh, and you must be like ready to throw things away that just aren’t working and just not be emotional about it, which sucks.

You spent a bunch of time in there. There’s the whole sunk cost fallacy. I spent so much time building this thing out. It’s got to work. Well, you got to have a date where you’re going to throw it away and then move on. All right? But you also have to know when you haven’t stuck around long enough. So this kind of a dance there. All right. To move forward on this episode, on increasing conversion rates and a scaling, you have to have at least one successful marketing or sales campaign. You’ve got to have it. Okay? Do you have it? Good. All right. You also have to be focused on your prospects pain, not focused on some cutesy marketing message, right? You’ve got to be focused on pain, pain, pain, pain. When I hear you talking to my pain, I feel so connected to you. I feel like you hear me, I feel like I’m not alone in this, you know, big, crazy world and that pain could be a subtle pain like in business.

It could be, um, just how annoyed I am that it’s difficult to track sales and you sell a CRM solution so sweet. Like you’re solving that pain or maybe it’s because, uh, I’m a woman in my late forties and my husband is having a wandering eye because, um, I don’t feel like I’m in shape, right? Like that’s a pain. How you solve that right is maybe your product. You have to understand the pain of the prospect. The next is you’ve differentiated your product or service with a promise and proof that you can actually do deliver. And again, proof is the one thing that we can’t manufacture. A had a client the other day share a website that was looked like a direct competitor to them with a ton of reviews, like hundreds of reviews. And I was like, wow, that’s wild. I haven’t heard of them.

We hadn’t seen them before. How, how did I miss that? So as I look through all these proof elements, right? Um, I was just like flabbergasted. And then I just did a reverse image search and some of those images, cause they looked a little too good to be true and they’re all fake. Like all of the reviews were fake. All of their promise was fake. And as I poked through their website deeper and deeper, I realized that it was just like a shell and it was just a lie and it was a scam. I don’t know how else to say it. They manufactured proof and it was a scam. And I found out. And you know that you can’t manufacture proof. You can just get testimonials and case studies and put it on your website and that’s going to differentiate you better than everyone else.

If you go to our website, [inaudible] dot co you’ll see our fractional chief marketing officer service and you’ll see a punch list of some of the results we’ve had, like how we took a a beverage company from just over $700,000 a month to over $1 million a month in 35 days. You can also see how we helped a, um, an author launch a Kickstarter that raised just over a million dollars in again, 35 days. You can see how we doubled website visitors or doubled conversion rates in an ecommerce cart, like all sorts of really cool, punchy things that are defensible that make us different. And you need something like that on your website. True proof that what you’re doing works. All right. Now you get to the fun part, which is called getting busy be USI. And that stands for the bottoms up sales improvement. So this is really fun. I think this is like, I get excited about this stuff.

So in your mind, think of a funnel. Okay. And whenever I think of a funnel, I think of changing the oil in my old jeep. Um, and my folks’ place as a kid, right? Just the funnel, just the funnel pointing, uh, with the, the big end up in the small end down, okay. That’s how your business works and your business works by having leads that turn into, excuse me, they have suspects, website visitors, you know, potentials that then turn into leads. I define a lead as someone who’s given us some information then turns into hopefully customers. And then that customer lifetime value increases. Pretty simple. You could have a million leads, excuse me, a million suspects, um, a thousand leads and 10 customers southern like that, right? Hopefully you have more customers on a conversion rate, but that’s the general idea. What I want you to do is I don’t want you to think about taking that funnel and making the top wider.

I want you to think about making the bottom wider. If you hold your hand out and make a v with it, your two hands with your palms touching and your, you know, middle fingers kind of pointing 45 decrees, uh, you know, to the right into the left, I want you to just take your palms and I want you to pull them apart. And I want you to straighten your hands. So it goes from a funnel to a tube. You want a tube, right? You want all the leads that come in to turn to all the customers. That’s the goal. So how do you do that? Well, you’ve got to focus at the bottom of the funnel. Everyone focuses at the top. That’s wrong. Focus at the bottom. Here’s what I mean by that. If you have an ecommerce website and industry average is a 1% conversion rate, I’m not saying it’s a great conversion rate, I’m saying that’s like kind of minimum acceptable.

Maybe you have less than that 0.7%. We worked with a company who had a lot of, um, earned media, uh, which means they were in the paper and, uh, Kinda like PR that way. And they were also on TV. They were all over the place. They had so much traffic coming to the website and that traffic converted at about 1% we worked on a campaign that took that traffic from converting at 1% and grew it to 2% that’s not a 1% improvement. That’s 100% improvement for every visitor that came in, right? Every hundred visitors that came in and said, have one sale. We got to, this was an enormous growth in the business. We focused on the last step of the sales process, not the first step. The last step, bottoms up sales improvement, so want you to just graph out a funnel. Just do a big V on a piece of paper and at the bottom I want you to write the last step that people have when they take payment.

So it could be as simple as this. The bottom step is payment received. The step before that is waiting on payment. The step before that is signed contract. The step before that is contract negotiation, right? We’re working our way up before contract negotiation. It’s contract delivered before that. It’s a sales conversation before that it’s a prospecting. Uh, let’s say it’s a cold, a outbound, and then before that it’s pulling a database of leads. Those are your different steps from the bottom to the top. So what’s the best thing to do is to look at how do I take people who have signed the contract and haven’t paid? How do I get them to pay? How do I add automation to that? It’s a simple problem to solve, right? It’s like you just have this process that you defined, which is we call everybody every day until they pay.

That’s an easy one. And if they don’t pay within five days and we don’t really know why, then we send this direct mail package or we stop into their office. That’s an easy one to solve. Work your way up getting them to sign the contract or the proposal. How do you get that to happen? What’s your process to make that happen? That’s a sales process, right? If that’s, if you’re working in the B2B space and your work your way up and you solve those problems and your goal is to just marginally improve it month over month over month, the bottoms up sales improvement is not like I’m going to solve this whole thing right now and it will be good forever. It’s how do I solve each component of this marginally. So the question that you take back to your team once you have this, you know, get busy idea in your brain is you go back to your team and you say, hey guys, I want you all to focus on this stage and I want you to take it from this conversion rate to that conversion rate.

How long is that going to take you? And you just ask them and they tell you and then you challenge them and you know, if you like what they say, then you accept it and if not you challenge and push them to do it in less time or, or you know, with less resources or whatever and then get it to happen. Let’s talk about on the B to c space. It’s maybe a little more straight forward. So you’ve got people coming to your ecommerce website and you’re selling a vitamin. So the last step is not the purchase. The last step I would say is the one click up sell for the additional purchase. Right? So it’s a upsell and before the upsell it’s the thank you page. Uh, no it’s not before the upsell. It’s the um, credit card processing page cause the upsells, the thank you page.

And then before that it’s the product page. And then before that it’s the marketing that brings them in. How do you increase the conversion rates all over the place? Well, the first thing is do you have a OneClickUpsell post transaction? Which means if someone buys from you, can they easily hit a button to buy more from you? Post transactional upsell refers to letting someone buy and then storing the credit card data for a short amount of time, typically like an hour that allows them to just click a button and then they’re billed again without having to enter their credit card information. If you don’t really get what I’m saying, a call into QVC, call into HSN and buy something and then they’re going to ask you if you want to buy something after that. And then if you say yes they’ll offer you something up after that.

But it’s not like every time you say yes you’re also giving them your credit card information cause you gave it to them once and they just keep billing you. The term post transactional here refers again to the transaction being complete, that credit card information staying. So the person who’s going to be charged twice to their card, not once with all of it. And the reason for that is you don’t want to charge someone and kind of like hold off on finalizing that charge before you add more and add more because you could reach a point to where they don’t have the money for it and they said yes to a bunch of things. Then ultimately you can’t process any of it. So that’s why you want to do individual transactions. So back to the funnel. If you’ve got a funnel, you need a one click up sell, why not?

What’s what could be your upsell? Simple upsell. It’s priority service. It’s um, get an extra bottle at a discount. It’s get this coaching, it’s um, get this sweatshirt right? There’s something that you can offer on the backside that could be a OneClickUpsell if it’s a B to c before that, it’s the whole cart page. How are you optimizing the cart page to get people to buy a cart page is more than just in order for them. It’s like the last step that someone has to have confidence in for them to buy. Test stuff. Test your language, test reshowing your offer. Put a guarantee on there. Put overwhelming proof. There’s all sorts of things that you can do to your checkout page. What about before your checkout page, your, um, your sales page? What’s on that? What’s your headline? What’s your time on page? Are people watching the video that you have on there?

Is there enough information? Is there enough proof? Is it unique what you’re doing? Test elements, right? The more you test on those things, the the, the wider, the bottom of your funnel gets the get busy process is how you focus this. So you identify as the business owner where you want the funnel to widened, and then you go back to your team and say, hey guys, here’s our current conversion rate at this step, this nuance step. And it’s the click through from sales page to checkout page. Maybe that’s where you want to focus. And you say, we’re currently converting that at 25% 25% of people have said, hit our sales page, move over to the checkout page. What do you guys think? We can get that do in 30 days? And they’re like, oh, we can go from like 25 to maybe 30% hell yeah, that’s a 20% lift.

That’s a 20% lift in your sales. That’s enormous to put them on it. All right? Get them to work on that. That’s how you kind of never endingly improve your sales funnel and you’re not looking for them to, again, boil the ocean, do something enormous. Go from 25% to 90% 25 to 30% 25 to 28% 25 to 27% that’s still a 10% improvement, right? And that 10% improvement might then lead to 10% more sales. So start looking at your conversion rates in that way. Don’t just go get more leads, sell your leads better.

And this then goes back to sales. Marketing is sales. Maybe your offer sucks. Maybe you’re not talking to the pains. Test different pains. I worked with a client years ago. My first, the first client I ever worked with, this is back in 2008 who was selling a digital product. And we ran the same offer, same sales page, except the headline had one of three words in it.

We kind of rewrote the headline based on, um, let’s just say, um, uh, we were selling something that helped with sleep, energy and mood. The same product solves all those things, but we had different leaders to see what people would respond to. And the URL was a little different. It was like .com/sleep .com/mood, right? We were testing different elements to see what people had, the pain, where the person’s pain was, and then how to get, um, how to resolve that pain in a way that made sense to them. And we might’ve changed our proof elements to, to talk more about whatever that pain was that we were discussing. You don’t have to be crazy here on testing a ton of elements using to test the major elements, test the headline, test the main image, test the offer, test the price, you know, test adding more, a social proof to the checkout page, um, that kind of stuff.

So get busy, right? Bottoms up, sales improvement. And this is just a commitment that you have to have. All right. And the last component here is how can you make more in less time? This is how you can improve your conversion rates in scale, right? So one way that you do that is you get busy. The other way is that you bring in maybe overseas folks. You can hire people overseas to do a lot of the Labor that you might hate doing or it might be taking you a lot of time. You can go to South America. If you’re in the states and find developers that can work really inexpensively. That’s a great resource. UPWORK as a place for that. We’ve got a private resource that we offer to our clients, um, for finding um, great resources that are at a low cost that are highly predictable.

Um, I love using those people. They’re just good solid workers and they’re able to turn out a lot of labor for a little amount of money. The next is you can scale by using your team and their remnant time. To do that you have to make sure that you have the team skills matrix. That’s a document that I have that you can grab at https://cmox.co/matrix and this document lets the team self select what their skills are and it allows us your, it would allow you to see, um, what’s unique about them, what skills do they have that you didn’t know about? Are they secretly great at Google analytics? Are they great at copywriting? Do they have a BFA and love content writing and you never knew that about them? Right? The skills Matrix will help you find that and then the last thing you can do is once your offer is really set and you went through the got to get busy and you’ve improved your sales funnel, then you can drive more traffic.

Only then can you drive more traffic. You can think of it this way. Why would you pour water into a leaky bucket? You’re going to lose it. You should just patch that leaky bucket and then drive traffic. So do these things. Make sure they have one successful offer. Focus on the prospect’s pain. Differentiate your offering with a unique promise and proof. Then do the bottoms up sales improvement. This is a regular cadence that you hold with your team on getting things improved. Use your team’s remnant time. Get the worksheet at https://cmox.co/matrix outsource labor overseas so you can get that arbitrage of cash or maybe get people to work while you sleep. If you want people like a, if you’re in the states, you know maybe someone in Philippines or India and then finally finally the last step is driving more traffic but you are not allowed to drive more traffic until your offer is so tight and so predictably converting that you know that the traffic will beget profit.

Okay, lot of work to do here but this is how you set the foundation for success in your business. I believe in you. I know you can do this. The next episode we’re going to be talking about how you can streamline your business and this is about call cadences and kind of the magic of pulling this all together so make sure you listen to the next episode to grab those worksheets. Can’t wait to hear your results. You can tell me at https://cmox.co/community jump into our Facebook group and just tell me what’s going on. I would love to hear from you. Last request here is please, please, please, if you’re getting value out of this, leave me a review on the podcast app of your choice. I’d love it on apple podcast or Google play. Just leave me a review from marketing sucks podcast. Tell me what you think about this.

Tell me what you’re learning. Tell me what the value is. I want to get this message out to more people because we are at this precipice of, I don’t know, I don’t, I hate to be dooming gloom, but our economy could tank. Right? Right now our president is telling us that, you know, the economy’s great. I’m worried that it could all fall apart and if it falls apart, it’s more important than ever to make sure you have a solid foundation in your business. If the bottom falls out of the economy, you can’t be fast and loose with marketing. You can’t just be throwing money and praying that it works. You have to know and you have to follow a process that produces predictable results. That is the functional marketing framework. That’s what I’m walking you through. You got to be on top of this stuff, so please leave me a review and tell me what you think. I can’t wait to hear from you. Take care.

💬 Join the Conversation at CMOxLab

Come join the CMOx Lab Community to comment and talk with other business owners and marketing managers about what marketing campaigns are working right now, and which you can apply to your business.