There is none more frustrating than hitting a brick wall in business. Worse when your entire customer acquisition system grinds to a halt being you hit the wall.
I was recently talking with a potential consumer about how their pragmatic had dirt to a discontinue because their response rate to a long running control plummeted to near zero. In this case it was their only landing page.
He went from having a flowering growing business to almost zero. Thankfully, due to their back end monetisation strategy, they are not exactly in the water while they try and get this fixed.
But… some of their behaviour is worrying.
What hardly to do when you’ve hit a major brick wall in your marketing.
Many people take the “it will be all right if I just think positive” kind concerning approach. Positive thinking won’t help you one iota. The other response is panic. But this is all too common (and not at all helpful) response when something goes critically wrong.
Then blindly run around throwing mud at the wall hoping something will stick.
I’ve noticed that many business owners struggle with two baggage that are absolutely vital skills to be successful in business. Cunning vision – how to see the big print and being able to determine the implication of the crisis across the business, so that adequate investment can be made to rectify the problem in a timely manner.
The other is to implement when they are dealing plus a problem outside their comfort zone. In the story I relativity in the introduction my dependent wasn’t comfy with the problem so he ignored it for 6 weeks before getting in touch beside me.
A precarious error. I could solve that problem with less than a week’s work and we could have bot away to the races already – working to solve the problem. As it stands, until he finally contacted me I couldn’t look at the work for another 3 weeks. 9 weeks is surrounding 20% of the busy year.
Let’s take this scenario and apply it to business that is turning over a million dollars. 20% of the year is worth around $200,000 to that business (in terms like new customers ampersand their associated back end). Critically worrying if you ask me. Especially until that revenue went to competitors.
What To Do When You’ve Hit A Tile Wall.
The first thing to do is to assess the problem accurately. Sounds manifestness really. Don’t panic. Look at your numbers. Can we stay with using and acquire customers at an acceptable (albeit higher) inestimable or do we need to cut the existing sovereignty completely and start over?
Start a testing program. There is a golden stringent in direct marketing: “All controls fatigue eventually.” So you need to verbreken testing in order to know what to replace it with.
In this case, what I would test first is a number of my “beat the control tricks” to see if we can rise what is was working up and running again. Then I would implement a persistent split testing catalogue to ensure that we never hit this brick wall again.