Most businesses we meet are not short of marketing. They have a website, a social account, some ads and an email list. What they are short of is a path: a way for someone who sees a post to end up as an enquiry, and for that enquiry to be followed up. Each piece was bought separately, so each one stops at its own edge.
The four gaps we see most
They are nearly always the same:
- Social posts that link to the homepage, not to the page about the thing in the post.
- Ads that send people to pages which were never designed to convert.
- Content written for the business, not for the question a customer is asking.
- Enquiries that arrive in an inbox and wait.
Close them in this order
Fix the destination first. Until the pages people land on are clear and have one next step, more traffic just means more people leaving. Then connect the channels to those pages. Then put follow-up in place. Then, and only then, spend on reach. Doing it in the opposite order is how budgets disappear.
A simple test
Pick your most recent social post or ad. Click it. Count how many steps it takes to make an enquiry, and whether anything would happen to that enquiry after an hour. That is the state of your system.
