Instagram Is Not Your Marketing Plan [PLEASE Do This Instead]

Lifestyle Business School

“My launch failed”, she wrote to me one Sunday evening.
Weird, I thought.
I’d seen the funnel — it was good. So, I asked to dig into the stats.
“What was your conversion rate?”, I asked.
She stared at me blankly.
“You know.. the percentage of people in the launch that bought?”
Oh. There was six days of silence, and she emailed me back.
“5.4%”.
Well, I thought.. the launch didn’t fail. Actually, it converted GREAT. There just wasn’t enough traffic.
It was EASY for me to see the issue. And, to objectively see where the opportunity was to improve.
But, she couldn’t see it, and subjectively, in her mind it was a big fat flop.
It’s kind of the industry’s fault that this sort of thing is a HUGE issue.
We EXPECT fast success. Knock it out of the park wins in two seconds. And when it doesn’t work out like that? We scrap the WHOLE thing, and go and build something else from scratch.
But, that is a story for a different day.
For today? Let’s talk about HER, and how this scenario can be avoided with ONE thing.
This scenario is common:
GREAT launch.
HIGH conversion rate.
But, low traffic, so it's perceived as a flop.
It is a very common and vicious cycle that occurs when someone decides to start trying to build a more leveraged business model, and it looks like this:

1. Person builds offer;
2. They promote it on social media to a small audience;
3. They launch it and due to very small registrations, perceive the WHOLE thing as a flop (it's not, the LAUNCH worked great) despite a high buy rate;
4. Even if they DO realise that it was just more traffic that was needed, they have NO idea how to get it;
5. So, they try to haphazardly invest in Meta ads, or pitch podcasts with crappy angle and poor pitch game so nothing works;
6. They launch again with the SAME amount of traffic as the first launch;
7. They get even smaller results because everyone bought the first time, and eventually they give up altogether.

I've seen the cycle too many times, and here's what I've realised.

There is ONE thing missing, and it's letting down their WHOLE game.
That one thing?
A simple, effective marketing plan in place to drive the amount of traffic they need to sell their scalable offers with (relative) EASE.
And that's what we'll be talking about in today's podcast episode.

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