Hey there,
Welcome back to our newsletter.
In this edition, we're going to cover a very important topic - one we like to call "clearing the bottleneck".
This framework is the most straight forward way to identify the reason why you're not generating consistent sales, and focus your efforts on the areas that will drive the greatest impact.
Ultimately, to create a well-oiled machine that consistently delivers new customers and growing revenue for your business.
Let's get into it...
Clearing The Bottleneck
Let's paint a picture of your marketing funnel.
At the most basic level, it goes like this:
Traffic -> Interest -> Conversion
For example, you may be driving traffic to your website from social media, ads, or direct outreach.
When those website visitors engage with your website, explore your sales content, or opt-in to a lead magnet, they're expressing interest.
When a percentage of those interested users end up buying your product or service, we call it a conversion.
The bottleneck is the part of your funnel where users get stuck.
If you're not driving any traffic, you can't expect anyone to engage with your content or convert into a customer - this is clearly the bottleneck in your funnel.
If you're driving traffic, but users are only spending 30 seconds on your website before they leave, then you know that the interest phase is the bottleneck.
And if you're driving traffic, they're engaging with your stuff, but they're not buying, then you know the bottleneck is happening at the end of your funnel - the conversion phase.
The quickest, easiest way to generate consistent sales is to focus on clearing the bottleneck.
Here's your action plan:
- Identify the bottleneck - where are users getting stuck on their way to becoming a customer?
- Focus all of your efforts on clearing the bottleneck - if you need more traffic, put all of your effort into reaching more customers, if your traffic isn't engaged, put all of your effort into creating better lead magnets and content, and if your engaged traffic isn't converting, work on making your offer more compelling.
- Move to the next phase - after you've cleared the bottleneck in one phase, it'll likely pop up in the next phase. Keep moving down the line and clearing the bottleneck until your funnel is flowing smoothly.
It sounds simple, but this idea is lost on 99% of online business founders.
You need to have a focused, intentional plan to create a consistent marketing funnel and thinking about it in terms of "clearing the bottleneck" is a great way to do so.
Break down each segment and keep clearing roadblocks for your users.
Until next time,
Avery
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