What happens when you launch a campaign and all you hear is crickets?
There is nothing more frustrating than spending weeks – if not months – putting together a new campaign and getting zero response.
It can feel disheartening. And discouraging.
But it’s not the end of the world.
There are usually only two reasons why campaigns fall flat … either you missed something important in your market research or you have failed to capture your audience’s attention.
The good news with both of these issues, though, is that it means you have the power to turn the situation around. Ask yourself:
- Are you sure the topic is of interest to your website visitors?
Perhaps your audience wants an introductory ebook and you are offering something more advanced. In this case, you will have to re-work your lead magnet to be a better fit for your audience. Luckily, the details of your automation – the download form, workflows and follow-up emails – should only need minor adjustments.
- Could your title be more exciting?
If you are sure your content is of real interest to your audience and you know they like the format you are using (ebook, checklist, template …) then consider trying a new title. Sometimes creative, catchy titles can make it hard to understand what your offer is all about. By the same token, while it’s good to be clear and direct with your title, you want to make sure you didn’t stray into the weeds with something too boring. Happily, it is pretty simple to swap out titles on your offer and automations.
- Can a brand new website visitor discover your offer easily?
Way too often, a client will come to me about a lead magnet that isn’t working – and I discover it is buried deep in their website. So deep a visitor would never find it. This is the easiest fix of all because it just means embedding the form on a different part of your site. Try the homepage header, which is your most prime real estate. Pop-up offers can also be useful if they are not overdone. And, if you have some very popular blog posts, try placing your form there, too.
I often help my clients figure out why their campaigns aren’t working. If that is something you would like a little help with, sign up for a free consult and we’ll talk.
Photo by Stephen Walker on Unsplash