Why Marketing is a numbers game

When it comes to growing your business, being seen is half the battle won. There’s a reason restaurants hire people to dance on the side of the main road wearing a costume and waving a sign, or big businesses spend millions to get their name flashed across Times Square. It all comes down to numbers. The higher the volume of leads entering into your marketing funnel, the higher the number of sales at the other end. If you feel like you’re doing all the “right” things but your business is still stalling, it could be a simple case of poor visibility. So, let’s talk about how you can quit being a best-kept secret and become a valued household name!

Why Marketing Is A Numbers Game

The marketing puzzle has many pieces, and they all work together to create the big picture. But the vital overarching element in any marketing strategy is numbers.

Think about it: you want your business to be profitable, which means you need people to purchase your goods or services. To make a sale, you need people to connect with your brand and desire what you offer. To get to that point, you need people to know about you.

The more people that know about your business, the higher the chance of making a sale.

The Numbers Example

Let’s look at the (very) big picture and inflate the numbers a little so we can see it all in action. Imagine 10 from every 100 people that come across your brand end up visiting your website. From those 10, let’s say that 2 are converted and become customers. So, 2 percent of every person that hears about us makes a purchase.

In the simplest terms possible, if we want to increase our sales, it makes sense to expand our reach by getting our brand in front of more people.

If we can ensure our business is seen by 1000 people a week instead of the original 100, we have successfully increased our sales from 2 per week to 20. Or if we can reach 10,000 a week, perhaps 200 sales!

Obviously, this is an overly simplified way of looking at it. There are other ways of increasing conversion rates along the marketing funnel to get more sales, but this shows in a nutshell the importance of being visible and putting your business out there.

Many Eggs, Many Baskets

You have probably heard that Facebook Ads are one of the best ways to reach your audience, or that email marketing provides the best return on investment. Both these things are true, but neither of these channels is the standalone answer to being seen.

If you are having trouble getting new leads and attracting customers, it may be because you have put all your eggs in one basket and neglected the other channels.

While we can target our audience to a degree, they don’t all hang out in one place online (or in the real world, for that matter), so we need to diversify our marketing and cover our bases. By all means, rock that email newsletter, but make sure you are posting regularly on Instagram, targeting ads on Facebook, and posting awesome SEO friendly content on your website (don’t forget to share this on your other channels too!)

But Don’t Forget To Target!

But wait! Before you rush out and saturate every possible platform with your content – we still need to do our research and make sure we push our branding out in the right places!

Yes, spreading the net wide can help you catch more fish. But, you still need to know where the most fish are hanging out, or you are just wasting your time and energy.

To get that high volume of leads into your marketing funnel, you should be seen where the most likely leads are. That’s where our love of numbers comes back into play. Study your click-through rates, do AB testing on your website and email campaigns, offer customer surveys to understand your audience better, and use this data to figure out precisely where to put that flashing neon sign (literally or figuratively).

How To Gain Omnipresence

At its core, marketing is the simple act of using your available channels to their best effect to get your business and products seen. This is why we say it comes down to being a numbers game. Reach as many as you can to connect with the few who make it through your funnel to the fun part (the buying part, of course!)

Work on being omnipresent – be everywhere your potential customers are. Make it easy for them to find you. Keep your branding consistent so that they recognise you no matter where they bump into you, and publish relevant, useful content regularly so you stay top of mind.

Getting Visible

Remember, you don’t necessarily have to spend the big bucks to get your business seen. Billboards and dancing chickens are optional, but simple things like improving SEO to help people find your website or creating kickass social media accounts can boost your visibility immensely.

The key is to know who your ideal customers are and what channels they are using. Then you can invest in the right places and ensure you are being seen.

It can be overwhelming trying to make sense of all the numbers to optimise your marketing campaign. If you need a little help with being seen, chat with us!