“Why aren’t my leads converting to buyers?!”
Yes, I know, this is a scenario that no one really wants to experience.
But, if you find yourself in this situation, don’t run or feel bad about yourself and your business!
This is a very common problem with very tangible solutions.
There is always room for improvement on these things because you can always go deeper.
In this episode, I’m sharing the four main reasons why your leads are not converting and why the last thing you should do is just throw your hands up and say, “this isn’t working!”
I’m going to help you:
- Find where your leads are not converting
- Figure out where you need to put your time and attention
- Find out how to improve your customer journey
Just remember, this isn’t the time to give up!
It’s the time to commit to finding out where the holes in your strategy are and the best way to fix them! Commit to improving and you will create the success you crave.
Tune in – and then let me know what you think over on Instagram (@emilyhirsh)!
If you’re ready to work with a Team that delivers exactly what they say, head to HelpMyStrategy.com to apply!
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Hello, everybody. Welcome back to the podcast. How are you all doing? I hope you are enjoying this summer somehow, even though maybe it’s not the way you envisioned it. It’s starting to get very hot here in Texas, which if you know me from last year, I really hate that part of living in Texas. I’m a California girl born and raised and moved to Texas, a year and a half ago and the summers are rough. So I go back to California. So almost when this episode comes out, I’ll be leaving with my kids for five weeks to California. I’m so excited. I haven’t been there since Christmas because of COVID and everything. I’m going to get my three kids to California. My husband is going to come for part of the time, but I mean, escape the heat for as much as I can.
I love Austin, like all other months out of the year, but from like June through, honestly, September it’s so hot and it kills me because you can’t even go outside. And I just don’t like to live in air conditioning. I need my walks. I like to be outside and it doesn’t cool down. It’s like 80 degrees at night, 105 degrees in the day. And it’s so hot. If you live in Texas, you’re from Texas. You’re probably like, yes, we know like you signed up for this moving here. I know. I know. And I love Austin all the other times of the year, like spring, fall. It’s gorgeous. Summer is just too much for me. And the scorpions, I had a scorpion in my kitchen like a couple of weeks ago and I was freaking out. It was a huge scurvy. And I was like, I almost stepped on that. Oh my gosh, we had a snake on our front porch. We live out there. So that is, that is Texas for me. And I am very excited to head back to California with my family and be there for a while this summer.
So I got asked this question literally three times in the last week between our Facebook group live training, conversations I saw with people and it’s, “why are my leads not converting to buyers?” And anytime I get asked a question multiple times, I’m like, Oop, gotta put that on a podcast because a lot of people might need it. And this is a common question because this is a common problem. So many people have this problem. So I want to go through this with you so you can diagnose this self-diagnosis in your business. If this is currently happening to you.
So why are my leads? My email leads with their webinar challenge, opt in, whatever. Why are they not buying from me? And there’s really four main reasons that that would be happening. That we’re going to talk through today. The biggest one that you may not even be totally thinking about, but it’s oftentimes the most common, well, these are all common, but this one’s very common. And this is why I’m so obsessed with the Hirsh process, because it does build your warm audience. But the reason is that the leads are not warm enough and they haven’t built enough trust with you. And that’s an easy one to fix. So if you think that’s the problem, that’s easy. This is basically that you sell it. This is especially true for higher ticket sales, anything over really, I even want to say a thousand dollars, but I consider that high ticket, anything over $2000, I consider high ticket because it usually requires a call.
Anything over, a thousand though, can be hard to sell if somebody’s never come into contact with your brand, doesn’t have that trust with your brand yet. So if that’s happening where people are coming in, everything’s working, let’s say it’s a webinar funnel. You’re getting the registrations. It’s a good cost per lead. People are coming to your webinar, they’re watching it. They’re engaging on the webinar. They seem like the right people. And then you’re not selling either enough or at all of your offer. One diagnosis could be that your leads are not warm enough and they don’t have enough trust with your audience. So how do we fix that? Well, we go to the visibility brand awareness stage of the Hirsh process. And we warm that audience up before they get to your webinar, whatever it is, that’s one way, the other way is we nurture them on the back end.
So after they come to the webinar, if they don’t buy, we don’t just throw our hands up and say, this isn’t working. We figure out how do we nurture them? How do we have more touch points with them so that we can then offer them something in the future again? So those are the two ways that we would warm up our audience. And so we should do, we should be doing both. So you should, you, you know, you’re leaving money on the table. If you’re not doing both, you should have a very strong brand awareness, visibility strategy that you’re implementing, which means you’re putting out consistent content, you’re promoting that consistent content so new people see it. And then you’re retargeting the people who are consuming that content to your lead generation, to the next steps in your funnels. Then when people go through your funnels and actually don’t buy, you are then nurturing them and reselling to them or re-offering them whatever it is that you offer.
And especially if you leave that on the table, you’re missing out because those people like I have so many people who have been on my list for a year plus, and then come around and sign up as a client. And that’s why marketing is the long game. That’s why you have to play the long game and why people who do are winning, like hands down. So a very common thing is your leads aren’t converting because they’re not warm enough. They don’t have enough trust with your brand. And you’ve got to fix your, your backend and your front end brand awareness, visibility, and trust that you’re building with your audience. And if you fix that, you’ll get more sales, most likely there’s room for you to improve this even if your leads are converting.
The second super, super common reason that your leads aren’t converting, that most people have to tweak and improve even if it is working a little bit is messaging. How you’re positioning your offer, how you’re talking to your leads, how you’re addressing their problems, how you’re addressing their common objections, the language you’re using, like there is always, always room for improvement on these things because we can always go deeper. And this is one of the reasons I just did, if you didn’t listen to my episode that I said the importance of knowing your customer, where I talked about, I was doing avatar. So I was interviewing all of our, not all of, but a huge handful of our ignite students, because I want to improve our messaging. We’re going to launch again, probably in the fall and I want to improve it. And so it’s working, we filled a little over a hundred ignite courses and enrolled that many people into that course, but I want it to be able to go deeper.
And so there’s always room for me to improve our messaging and how I’m speaking about my offer, making sure I’m really addressing the way my audience is talking about their problems. I’m talking about the objections that they might have. And I truly know what those are on a deep level, the way I’m positioning my offer, that it solves that problem for people and using language that they resonate with. And they connect with and they really, you know, want like that. There’s constant room for improvement, but a lot of times that is a reason why your leads aren’t converting is there’s a disconnect in your messaging. When you talk about your offer, that’s just not getting people to take action. It’s not making them feel like they need what you have. It’s not addressing their biggest problems in the way that they need it to, or it’s also not knocking down the objections they have to buying it. The way you could solve this is what I’m doing. Talk to your audience, get on calls with them, learn about them, know them better than anybody else in your industry. And talk, then you’ll talk to them better than anybody else in your industry, which will bring you success and results with your marketing and actually selling your offer to your leads.
The third reason why your leads don’t convert is a disconnect in your customer journey. So here would be an example of this. The way you’re bringing your leads in is actually possibly bringing people in, either the wrong people or solving the wrong problem. That there’s a disconnect once it gets to your offer. So if you’re bringing your leads in, in a way that they think you’re solving this one problem. So let’s say you’re a female mom, entrepreneur, and you sell health services too. Like, that’s what you want to sell. You sell health coaching. Let’s just go with that. But you’re also a female mom entrepreneur, and you maybe bring people in on that note and on that messaging of being a female entrepreneur and how to run your business as a mom. I mean, that’s a pretty big disconnect, but let’s say you had even like a little disconnect like that. Then you’re going to go say, okay, I want to pitch health coaching. Well, you don’t even know if those people would be interested in health. So that’s like a, like a drastic example of a disconnect and also disconnect of, of your leads, not converting in your offer with your, with your disconnecting, your customer journey. Could be, they’re not actually consuming the content you need them to consume to get to your offer. So if you had a challenge or a webinar, and there was a disconnect in the content or the way you’re presenting it, they’re too busy to come to webinars or they are not going to participate in a challenge.
If they’re not engaging in and consuming during that experience, it’s going to be a way lower chance that they will actually purchase your offer because they needed to engage in that to purchase it. They need to come to the webinar here, the pitch to purchase your offer in most cases. They need to engage in the challenge, see a micro result to then get to the offer that you have at the end of the challenge. And so if you have a disconnect in your customer journey, that can cause leads to not convert in your offer. And the way that you figure that out is you really hone in on that ideal person that you’re trying to target. And you look at that journey you’ve created for them to go from a cold lead to a paying customer, and you make sure it really fits what’s best for them, and that it really fits how you should take them from, you know, through that journey from a cold lead to a paying customer. And that you’re clear and connected on the problem that you solve from A to Z.
So from the free thing that you offer that they’re signing up for and becoming a lead to the time you pitch your offer, it’s very clear that you solve this problem. And you’re building that trust the entire time. A lot of times you will have a disconnect in their customer journey because they took a templated offer or a templated funnel not offer, but a template, a funnel, template, and strategy that they saw somebody else do. And then it doesn’t work for their audience. And they kind of got out of alignment there, and then it didn’t, you know, it doesn’t convert their leads. And so you’ve got to every business, every marketing is custom and usually needs to be tweaked to your audience, into your offer and if you’re lacking that you might have a disconnect in your customer journey.
The last reason your leads aren’t converting in your it to your offer is one that you probably won’t want to hear, but is something that needs to be said and that could be the offer itself. If there is an issue with the offer itself, in the sense that people don’t actually want it like straight up, like that’s my, my talk to you guys. Like, hopefully that’s not the case, but if there’s a disconnect where people don’t actually want what you’re offering and you’ve kind of missed the Mark there, people aren’t going to buy. And that I have to say it because that does really play into the success of selling. And it’s something you have to look at and make sure people want what you’re offering, what you’re selling, whether it’s a service, a product, a physical or digital product, and that it actually is what people want and that they will buy. And that’s why we have to prove offers, like we have to prove it to market that people actually want things all the time.
And sometimes they take tweaking. Could just take tweaking and changing in the messaging and how the offers being positioned OR it could take tweaking and changing in the actual offer itself. And the delivery. An example could be, people don’t want, sometimes don’t want, or your audience doesn’t want digital training. They want actual live coaching, or, you know, maybe the actual problem that you have said that you solve with your offer isn’t big enough to get people to buy, to, to have that urgency, to have that need and that want to buy what you have. So if that’s the case, you have to look at your offer. You have to look at the way you’ve positioned your offer, and you have to figure out how to get it, where you need it. The way you do that is again, talk to your audience, get on the phone with them, talk to them about what they need. Talk to them about how to solve their big problem that you’re trying to solve so that you can craft and customize and position your offer in the way that you need to in order to have it be successful.
So those are really the four ways that would cause your leads not to convert to your offer. And a lot of these can be solved by knowing your leads and your ideal customer on a deeper level than anybody else. And can also be solved by creating a complete, customized, and thought out customer journey that builds trust, that builds awareness of your brand, and that plays the long game. And so, go through your business. If this is where you are, if you’re in this bucket where your leads are not converting and figure out where you need to put your time and attention, whether it’s messaging or creating more nurturing, or improving your customer journey or the offer itself and do that work, and don’t give up, commit to that process, and you will create that success.
If you want support with this, through the strategy, through the marketing, through figuring out and diagnosing what’s wrong and exactly how to fix it for your business, you can go to help my strategy.com to see if you qualify to work with team Hirsh.
Thank you so much for tuning in today guys, I have always so much fun answering these questions and trying to give you basic layouts of how you could go and take this and implement it in your business and have an idea in your business of what you need to fix. I appreciate all of you who tune in and hang out with me on here. We’re coming up on almost 200 podcast episodes, which is SO COOL. This is my favorite way to connect and communicate with people. And I have not missed a day since I launched my podcast of releasing it every Tuesday and Thursday. So I love being here with you guys, and I appreciate you being here with me. Let me know if any of these were helpful, I always love to hear feedback, um, in my Instagram or commenting on our podcast. And again, if you want to see if you qualify to work with team Hirsh, you can go to helpmystrategy.com. Thanks so much for tuning in today. Guys, I’ll see you on the next episode.