What's In, What's Out in 2025.
Leads, appointments and sales. That's what we want, right? Seems simple enough.
So, why isn't your website generating more enquiries? Why aren't your paid ads converting like they used to, or why are you spending more ad budget to get same or slightly less result?
Well, it's a cocktail of increased competition, a lack of product differentiation and marketing strategies not being specific enough to solving a problem or answering a customers question.
Add to this a massive market shift towards AI answering everyone's questions, and you have a changing market, where old strategies will not be as effective.
Competition:
Problem: Everyone wants the buyers, and businesses want to do as little as possible to get them for as low a cost as possible. Did you know that approximately 3% of the market are ready to buy, and this is what Google and Facebook thrive on. 97% of the market is still interested but needs more information to move them through the buying cycle. With all this noise, your posting once a week is no longer relevant or effective.
Solution: Engage with the 97%. Provide information that helps customers learn, grow and trust you as an authority. You also need to post every day, interesting, informative post that build authority.
Product Differentiation:
Problem: Businesses all sell their services and benefits the same way. They follow other ads and posts.
Solution: Focus on what is unique about your company. Stick to it and believe in it.
Specific Marketing:
Problem: The worst performing ads and posts tend to be the ones which are too general in message. They lead customers to a general page with general information. The advertisers hope the customer will complete a general enquiry form. This often leads to lots of impressions for your Google Analytics, but low engagement (enquiries).
Solution: Your ads and posts should be specific to a problem which needs to be solved or a question your market is asking Google. A customer should be led to a dedicated landing page confirming your companies authority in this area. There should be a strong call to action which provides value to the customer, enough for them to leave their contact details and welcome a follow up. As above, also post every day.
AI:
Problem: An increasing number of consumers are using ChatGPT and other AI platforms to ask questions and become more efficient. Potentially becoming competition to Google. Getting your business listed or suggested by AI is not yet a thing.
Solution: You must build your audience and community by not relying on renting your market (Advertising on Google/Facebook is renting as you don't have control over the viewers / you can't contact them whenever you want). With a strong social subscriber base on each social platform, as well as strategies to lead them to your website, landing pages for specific messaging (see Specific Marketing above), then you can capture your market, own your market and have control of messaging them whenever you like.
Telemarketing:
TM still works and provides instant results. In Victoria, the government has made it illegal to telemarket residential consumer regarding the VEEU scheme. However, telemarketing businesses for commercial solar is still fine and effective. For the rest of Australia telemarketing for residential or commercial is fine and very effective.
Conclusion:
The market is changing. Don't be left behind. If you start now you can build a great community over the next year or two and own and engage with your audience. Those who invest here will reap the benefits for years to come. It will feed you for years to come - regardless what comes and goes.
If you need help, book a free 30-minute strategy session via video chat. Book here.
