How to find the profit opportunities already in your business. - Clare Tebbett

Website: www.claretebbett.com

Instagram: www.instagram.com/ClareTebbettOnline

00:01 Hi, you didn't start your business to become a marketing expert.  

00:09 But let's face it, marketing is the lifeblood of any business. Without it, people won't know who you are, what you do, how you can help them, why they should choose you over and above anybody else. But often marketing has a habit of taking over and you end up spending more time marketing your business than doing the work you're actually known for. And I want to help with that today I'm Claire Tebbit and I help service based business owners turn more of their audience into buyers time and time again with strategic data LED marketing. No gimmicks, no hacks, no throwing more and more money at ads, no trying a bit of everything hoping something works, just sensible, tailored strategies that get you to your goals quicker.  

01:00 Now I work with brilliant founders who are already making sales but maybe aren't seeing the consistency that they'd like. Or they just know that they could be working smarter and achieving more, but without having to add more to their workload. And I do that through strategic support and partnership and a process I call the Clear system, a.  

01:26 Process I call the Clear system, which is collate review. Sorry, Collate, learn, evaluate, action review. It's a practical framework that helps you make decisions based on what's really going on in your business, not just what you think is going on. And today I want to show you how you can uncover profit opportunities that are already sitting in your business. Because we're all time poor rights. We don't want to add more to our plates. We just need to know where to focus our time and our efforts.  

02:04 So why working harder isn't the answer? When sales slow down in our business or whether we want to grow, there tend to be kind of three default responses. One, I need to be more visible. So cure churning out more and more content, applying to speak on every podcast and attending every event that we possibly can number two i need more leads. So more of the above, plus probably throwing some money at some ads or number three i need a new offer and then quickly throwing out an offer that we think our audience wants. But more visibility and more leads aren't always the answer.  

02:47 Whether you've got 10 people, 100 people, or a thousand people looking at your sales page, if no one's buying or if they're not as not many people as buying as they could, then it doesn't make any difference how many people see that page, that sales page and a new offer won't fix marketing that's not working as well as it could. It's not the smart way to grow your business. More often than not, the real opportunity is sitting right under our noses. We're just too close to see it.  

03:23 So what if the answers already in your business? You've already got traffic, you've already got leads, you've already got offers, and you've already got sales. So the real question is, where are people falling through the cracks? Because you've already done all the hard work, you've already got their attention, they're already engaging with you on social media, they've already signed up to receive your emails.  

03:50 You don't want all that effort going to waste. So where did they lose interest? Where are they dropping off? Why haven't they bought? Why haven't they bought again? And why aren't they recommending their friends? And that's what we're going to look at today. Because when you know where the issues are, you can fix them. And I work with so many business owners who tell me, oh, I know where my leads are coming from. I know where my buyers are coming from. But when we actually look, the answer is nearly always different to what they thought.  

04:20 So they're focusing their marketing efforts in the wrong places. And it's time to stop guessing and start knowing what's going on in your business with confidence. Because when you look, you start to see what's working, what's nearly working and what's not working at all and is a total waste of your time, effort and money. Now this doesn't mean rewriting everything doesn't mean starting all over again doesn't mean starting from scratch. Sometimes just one small fix can unlock thousands and extra sales and profits. So let me show you what I mean. Because the power of optimising what you already have is the best way to grow your business.  

05:05 So this is a typical marketing funnel a marketing funnel, by the way, is not about tech the tech just aids it. A marketing funnel is about the journey you take your customers on or potential customers on and the conversations that you're having to move them from A to B. So we've got awareness at the top where they first get to find out about you, go through data action where they actually buy from you, and then loyalty and advocacy, which are two parts of the funnel, which often get missed, but are actually 2-2 very key parts of a marketing funnel.  

05:43 Now your online businesses, let's say you're launching a 1000 pound offer. We've obviously starting here's your marketing funnel again. You're doing some social media posts, I don't know, you're talking on some podcasts and you get a thousand people landing on your challenge landing page. 20 % of them go on to sign up to take part in your challenge. So you've got 200 people sign up, 75 % of them actually take part in the challenge so you've got 150 taking part in the challenge. 33 % of those go on to purchase, which is a very big conversion rate. So you've got 50 people buying your thousand pound offer fifty thousand pounds happy days.  

06:25 Great, great. But you're ambitious. You want to improve that, So what do you do next time you do what most people do and try and improve this conversion rate here. So let's see what happen. When I say here, I mean take actually going ahead and buying. So let's see what happens when you do that to your bottom line. So if we increase this conversion rate here, the number of people who are buying, we get 60 people buying so we made 60.000 thousand pounds, which is a very nice increase it's a 20 % increase from the previous time.  

07:01 But where the real growth and the real profit is, is what happens if you look at the conversion rates at every stage. So you get more people to your challenge landing page because more people have clicked on the link on your social media posts, more people have been compelled by listening to you on your podcasts more people are clicking through on your ads. And then we've increased the conversion rate to the number of people who land there who actually sign up to 25 %. So now I've got 375 people as opposed to 200 We get more people to actually take part in the challenge because we increase that by 3 %.  

07:44 So we now have 293 people taking part in the challenge and the conversion rate goes from 33 to 35 again, same as it did last time. So we now have 103 people take who've gone on to purchase, which means a three thousand pounds which is a, one hundred and six percent % money generated from the first time just by making small tweaks at every stage.  

08:15 Just small tweaks, 106 % increase in money generated. Think of all the extra things you could do with that money.  

08:27 And that's what I mean by tiny tweaks, big leaps.  

08:33 So what to track and why it matters. Now, if you don't currently measure anything in your marketing or in your business, I recommend that you start with conversion rate. But as you've probably guessed from just seeing those funnel diagrams, I don't just mean at the bottom of the funnel, IE the sail, I mean all the way through the funnel. And here's where to start if you want to pinpoint quick wins. So if you haven't already got analytics installed on your website, that's your first thing to do. And then you want to look at how much traffic are you getting to your lead magnet pages, Whatever that lead magnet is, whether it's a challenge, a webinar, PDF quiz, whatever it is, how much traffic are you getting there? Which platform sends the most traffic? Ok, not all leads are created equal.  

09:33 I had a client who told me that all her leads came from Facebook ads. Sorry, all her buyers came from Facebook ads. When I did some digging, the vast majority of the people into her challenge funnel into her challenge came from Facebook ads, but the majority of buyers came from organic social media. So each launch, she had been spending more and more money on Facebook ads because she wanted to improve the money she made at each launch. But in actual fact, she was damaging her launch because she was obviously taking away the profitability by spending more money on people who 'd come into the challenge but wouldn't buy.   10:16 Sorry, that was a little aside. So yeah, which platforms are sending the most traffic and how much of that traffic is going ahead and downloading the League magnet?   10:27 What's happening, for instance, with your emails?  

10:34 Are people opening them? Are they clicking through or are they ghosting you? How many of your leads turn into sales? How many of the people who buy your lead magnets are then sorry, who get your lead magnets are then going ahead to buy? How much traffic are you getting to your sales page? Where is that traffic coming from? How many people are booking a discovery call by traffic source? How many people are buying from traffic source Now i'm willing to bet that a large majority of you have got or have had at some point, a Fitbit, an Apple Watch, a Garmin, an Uro ring, a fertility tracker, a sleep tracker, bathroom scales, kitchen scales.  

11:22 And the reason you've had these or got these is because you want to make better choices you want to sleep better, you want to change your appearance, You want to bake a better tasting cake. So you track these things so you can improve it. The same goes for your business, because if you don't measure it, you can't improve it. That's that's kind of one of the key takeaways I want you to take away to see if you don't measure it, you can't improve it.  

11:55 So now you know where to look and what to track. The next question is, what do you do with this information? Because we don't want to just track for the sake of it. We want to use it to make smarter, more strategic decisions so we can stop wasting time and start focusing on what actually works and living our lives really. So you found the league, Now what? Your lead magnet, for instance, is Page, sorry, is getting traffic, but no one's signing up.  

12:30 Don't create a whole new lead magnet, which is what you might be tempted to do. But first of all, just look at the copy you're using to promote that lead magnet in your social media posts or wherever you talk about your lead magnet. Are you using that same language on the opt in Page? Because if you're not, there'll be a disconnect and that might be why people aren't taking action once they get there.  

12:53 Are you asking for too much information in exchange for the lead magnet? Are you asking for their birth date their first name, middle name, last name? Their social media URL their phone number are you asking for too much? Have you got your photo on the page? Does it look the same are you using the same colours have you got any social proof on that page? Another leak you might have found. Let's say people have signed up to your master class, but they're not attending or or even watching the replay. How long was that between the time they signed up to the master class and the master class actually taking place? How many times did you remind them about the master class? Did you schedule it at a good time for the majority of your ideal clients? Did you nurture them between the sign up and the master class taking place?  

13:47 Working smarter? What does that mean? We hear it a lot in the online industry. It means doing what actually works. It means making informed decisions so you're not constantly second guessing or gambling with the success of your business.  

14:06 Should I post more should I make a new freebie? Should I launch again? Often the answer's no. Just optimize what you already have and you'll spend less time wondering what to what to do next. Because if you're looking at these numbers, that allows you to stop guessing, which means you can have confidence in the decisions that you're making because they're backed by data. Quite often as entrepreneurs will have a gut feel and our intuition and that will take us some way to success to our, to our definitions of success.  

14:41 But

 when they're backed by data, that just gives us so much more confidence because we know that we're taking the right decisions.   14:50 You do less because you're not wasting your time on things that don't work, but the actions you are taking having a lot more impact. You have a lot more clarity around what steps to take next and you achieve your goals because you make one small tweak and you see a real result. You stop reacting and you start leading.  

15:17 Now you might want some help with this so I have put together 2 tools for you, a conversion tracker and a marketing metrics calculator because I know some of you will be scared about maths involved. There's no maths needed with the calculator at all. Everything's precalculated you just have to put your numbers in and then it will do the maths for you. So the conversion tracker, you just plug in your key numbers and then you'll see where the leaks, where the leaks are in your business, where the gaps or where the opportunities are to for you to make more profit.  

5:53 And as I said, the calculator, you don't need any math skills at all really so it's completely free to you and it's the easiest way for you to find the gold in the business. And you can get it from scanning that QR code or going on to cletevit dot com forward slash event. Now, you are going to be listening to so many great talks this week, so I want you to commit to doing this before you forget. I want you to download these two tools and I want you to put half an hour in your diary to fill in just one section of that conversion tracker because you will see so much benefit from doing so, right? Thank you so much for being here.   16:38 I hope this helps you uncover the opportunities that are already sitting inside your business. I hope you've enjoyed this and I look forward to seeing you soon. Thank you.