Make the same mistake – common funnel drainage errors that can be fixed over just a few weeks or maybe months.
From my experience, these three are the most common snafus.
first You ignore the facts (AKA data)
Perhaps no industry changes as quickly as the marketing industry. The psychology of why people buy does not change, but the methods do. Not long ago, only excluded marketers would have secured their efforts on LinkedIn's lead-generating ability. Now it's a platform that represents 500 million members with tips that come from every corner of the web with a quick "generate leads on LinkedIn" Google search.
Facebook advertising, SEO best practices and even up-and-coming Up-to-date Ticks have changed and consistently change the marketing environment.
If you stop paying attention, you fall behind.
But this applies not only to the marketing area as a whole, specifically to your market – the people who are most affected by your products.
Every company is different, and it is also every market. And if you don't notice how your prospects interact with your marketing points, you convert less people than you could – it's that simple.
Unfortunately, 74 percent of marketers state that they do not know how to track their data. Not one of them. Install and fully understand Google Analytics, use a heat map and A / B test tool such as VWO or CrazyEgg, and use UTM to track link clicks. Your leadership volume will thank you.
2nd People go into your funnel for the wrong reason
The bottom of your marketing funnel will leak like the Titanic after a long journey unless you put the right people in that funnel.  From my experience, the reason why people sign up for your email list should be very similar to the reason they buy your products, or at least related. If they sign up for your email list because they want to win a free trip to the Caribbean and then try to sell them IT automation software with IT quality, it may not be the best fit.
Likewise, I have found using PR to find out websites that are relevant to your target market (ie where your prospects spend time) and to work with influencers who already have the following full of your ideal clients are two good ways to make sure you attract the right people to your funnel.
This point is well illustrated with the power of the Facebook pixel, as explained in this case study. Paleo Bakehouse was a modest home business based in Miami.
To increase sales, the couple behind the business sought help from Juice, a digital advertising agency, which changed the way that Paleo Bakehouse ran their Facebook ads. By switching campaigns to the conversion ad target, adding a Facebook pixel to the client's website, leveraging the lookalike audience, and visitors with retargeting, they were able to ensure that their paid media reached people who already showed interest in Paleo Bakehouse products. This change alone resulted in an increase of 260 percent in purchases and over $ 311,000 in revenue.
Of course, this is just an example of what can happen when you focus your time and energy on converting people who have signaled interest in your products. But this simple truth applies to all your marketing efforts and your neighborhood as a whole. Attract the right people to your funnel in the first place, and they are much more likely to buy your products when the time comes.
3rd You do not understand your ideal market (but you think you do).
It's easy to assume that you understand your target market – that with some quick visualizations and inference creation, you create a useful customer avatar.  And to some extent it is true. There is really something to say because you put yourself in the target market shoes.
The problem is that 80 percent of consumers do not feel understood by the average brand. That means you have to be the one who really gets them. But you know the most surefire way to understand your market?
Ask them what they want, what they fear, who they are, what they do, how many children they have, why they are on your list and lots of other revealing issues. The more you really know about your market (instead of just think you know), the better you will be able to meet your marketing materials specifically for them and their needs.
Surveys work great. Then you call your customers and spend time in forums where your target market hangs out – even if you look at competitors trying to communicate with a similar market, you can understand the people you are trying to convert.
ConversionXL is proof of this. After launching the CXL Institute, the company saw that purchases and commitments fell month after month for a whole quarter. As a final hail Mary (before calling it ends), CXL used surveys to try and figure out why people were not involved with the new product they were expecting. Eventually, they discovered that people didn't buy for two primary (and easy-to-read) reasons: the price was too expensive and they didn't have time to actually use it.
With this, they changed their focus on the product focusing on larger companies with more generous budgets and now, according to a case study from Hotjar, the CXL institute's activities are healthy and sustainable. But they would never have known how to fix it if they didn't take the time to understand their market.
Fixing your leaky tranel
The reality is that most trains leak for just a few reasons – the same reason. And it is seldom because of a bad product (even a terrible product can sell as a hot cake with the right marketing) or a lack of product market passing. Often it is because you ignore data, people enter your funnel for hide reasons, or you do not fully understand your ideal market.
Fortunately, it is easy to connect these holes. Pay attention to the data (and set tracking if you don't already have it), create interest consistency across the customer experience and send questionnaires to your previous customers.
With that, you become the boss and shoulders of most other marketers.
This entry is part of our grant series. The views are the author's own and are not necessarily shared by TNW.
Published April 17, 2019 – 15:47 UTC