When you have conversations about a lack of quality leads, or too few converting to sales, it’s easy to feel overwhelmed.
To feel unsure about what’s not working or how to improve. To jump to shiny new tactics or tools. To point the finger at sales (those guys can’t close a car door).
Or to simply run out and create yet another piece of content and think that this time things will be different.
Of course, none of these rationalizations or approaches are likely to produce the end result you’re hoping for – which is systems that attract your best customers and show them why you are the best choice for them.
But the truth is there is a systematic approach to diagnosing the weak points in your funnel.
A process I like to break down into three points of review.
Three Steps to Diagnose Your Broken Funnel
The buyer’s journey has long been seen as three stages – Awareness, Consideration, Decision.
While it’s never quite this linear, viewing your systems through this lens will give you a systemic 3-step way to find leaks and missing pieces and plug the gaps. Here’s how you approach it.
- Awareness. The first stage of any attraction platform is to drive subscriptions which allow you to earn trust, and nurture prospects. To succeed in driving awareness, you must have a sufficient number of assets out in the world, fed by paid advertising (because it’s the most reliable source of traffic), that map back to pains or aspirations, and drive subscriptions and give you an opportunity to build a relationship.
To audit your Awareness stage ask: Am I getting enough new leads (subscriptions to your ongoing nurture programs and platforms) to feed your system? Are they coming from content that directly maps back to pains or aspirations for problems which we solve?
- Consideration. The next step is to earn the trust and show how you are unique. This comes both from automated programs and from ongoing content. To succeed you must have compelling nurture programs in place and must provide enough ongoing value to build a relationship and show those people who have signed up and tuned in how you can help them.
To audit your Consideration stage ask: Are people consistently engaging with our content? Are we consistently providing value that shows how and why we can help? Are leads just sitting in the CRM? Are we getting lots of “not qualifieds” kicked back from sales?
- Decision. To convert the interested into the committed, you must have a place for them convert. This means having friction-free places where prospects who have tuned into your content can take the next step – whatever that next step is.
To audit your Decision stage ask: Do we have lots of people consistently engaged with our content but who never convert? Do we have decision points in place? Are they visible to our engaged audience? Are they converting as well as they could?
The Secret to Success
The key to fixing the big problem, building your system, and actually getting traction is to focus on one problem at a time.
Intensely and resolutely focus on fixing one single step in the funnel. Don’t overwhelm yourself and your team by trying to solve for all three.
The singular focus on fixing one stage will you give the opportunity to optimize the others in time.
Feel Like You’re Lacking in All Three?
Assuming you already have a strong overarching messaging strategy in place (if not, stop everything and do that first) my advice is to start in the Consideration stage.
Figure out the value you want to consistently deliver to your audience. Then start consistently delivering on your promises in a strategic way. This will give you fuel to create lead magnets, and build the engagement you need to drive prospects to decision points.
And will ultimately deliver the results you hope for.