How I quit my job to become a successful entrepreneur with no clients lined up

How I quit my job to become a successful entrepreneur with no clients lined up

Leaving my job in 2016 didn’t feel brave at the time. I’d saved up a bunch of money and I was looking forward to 6 weeks’ worth of Scout camps and volunteering. I was going on an adventure! Winning my first clients felt easy as well. I just had to email 10 people I knew (many of them also through Scouting) to see if anyone needed help with their social media or their website. I got a gig writing Facebook content for one small business and built a Wix website for another one. A few weeks later I started copywriting for an agency where the graphic designer had a kid in my Cub Scouts.

The network, experiences, and sense of adventure I gained through Scouting were fundamental resources to help me leave my safe, sensible job and enter the world of self-employment.

A taste of what life might be like

Back in 2014, I applied for a role in the International Service Team at the World Scout Jamboree in Japan in the height of summer. Based on the skills I had, and my general distaste for extreme heat, I put myself down to work in the media team – mostly an indoor job – and was assigned to be a sub-editor on the Newspaper team – result!

Then I started looking at how far it was to Japan and wondered if there might be more adventures to be had if I extended my trip beyond just the 2 weeks of the Jamboree. I messaged an Aussie friend and a few weeks later, I had a plan. Australia’s not exactly on the way to Japan, from Edinburgh, but it would still be less flying than if I made two separate trips. Only one small issue remained – I’d need to be off work for almost the entire summer. I wanted to take a full month of annual leave from 10 July to 10 August 2015.

Fortunately, my team at work were reasonably accommodating, and my leave request was granted, on the condition that I promised never to take more than 2 weeks leave at a time for a very long time.

Time flew by and in July 2015 I arrived fresh faced and excited, ready to start work on the Jamboree newspaper as part of a team of 25 other volunteers – photographers, reporters, graphic designers and other editors. That very first day I also made friends with a stick insect, although that’s only incidental to our story.

 

The editorial team (That’s me on the bottom left with the ridiculous headband)

Every day I got up at 5.30 (it was too hot in the tents to sleep any later), and queued along with thousands of other volunteers for breakfast. By 7.30 I’d be ready for my 20-minute ‘commute’ across the enormous jamboree campsite into the media centre (which had shade and fans and WiFi, and was my idea of heaven compared to the rest of the Jamboree site…) We had a team meeting every morning where Ger, our fearless leader, would assign task to everyone for the day.

We had goals, we had plans, we had deadlines. We made our own decisions, we solved our own problems, and we ate a lot of ice cream on the patio in the shade. And by the time we got to issue four, we were a tight knit team, and I was having the time of my life.

And that’s in spite of the fact, I was working about 14 hours a day (with the occasional ice cream break). I’d gone to the Jamboree along with more than 100 other Scottish Scout leaders, and only spoke to any of them for a few minutes each day. We worked so late each night on the newspaper that the canteen delivered food to us because we were never finished in time for the dinner service.

I said to my friend Kay one evening as we sat scoffing our bento boxes, waiting for final proofs to read over, “I wish my real life was like this.” I’d been in the world of work for 4 years at that point, and none of the jobs I’d had so far had brought me anything like this much satisfaction. I knew it was time for a change.

The moment I realised what I was meant for

By issue 8, poor Ger, our fearless leader, was getting burnt out. While I sat with the other editors sat on the patio eating ice cream, chatting, and waiting for the reporters to get their articles out, he had to go to meetings with the other team leads and talk about grown up things. He needed a break and I wanted a challenge.

Enter Katie, Lieutenant Editor!

Standing in front of the white board that Tuesday morning, I was so happy. I felt like I was doing exactly the thing that suited me. I loved leading the team, I loved helping people figure out their articles, I loved making the decisions and solving the problems with everyone’s help.

When I got back from the Jamboree, and back to my grey office walls and fluorescent lighting, it took me all of 8 seconds to start planning my escape. I was going to take my writing skills, my creativity, and my love of the internet and I was going to get me a job in Marketing.

Unemployable?

The problem was that all the marketing agencies looked at my official experience – writing informational web pages with little room for imagination and innovation – and decided that didn’t count. I didn’t have the experience they were looking for in the roles I wanted to do. I got offered a couple of roles where I’d be copying and pasting other people’s content into Buffer, day in day out. I’d be just as frustrated and bored as I was in my existing job, but on half the salary. I figured there had to be a faster way to get where I wanted to go.

By Christmas time I’d decided I’d go freelance for a while and do some marketing for people who I knew. Six months or a year of marketing experience, tacked on to my previous career history, seemed like it would be a better offer, and a chance to demonstrate that my skills really did transfer. I figured I’d show that I could walk the walk, as well as talk the talk, and would get hired on the back of my results.

So I made the New Year’s Resolution in 2016 that I would leave my job that year by my birthday (in July) and start freelancing. Went to my first ever Business Gateway workshop on the 14th January (and met the wonderful Andy Johnston), and started working on a website, and a brand.

At the same time, I started signing up to Scout camps for every week of the summer. I booked in 10 days with my own troop, then two weeks at Blair Atholl Jamborette right after. When I booked a third Scout camp, another 10 days over in France at an event called Roverway, that I knew I really would have to had in my notice. I knew if I didn’t book those camps, I might never have had the guts to meet with my boss and resign, because I found it hard to explain exactly what I was leaving for.

Quitting without a job lined up

It felt really hard to justify my decision to leave when I didn’t have a single client, another job or anything at all lined up. All I had was a few grand in savings and a lot of enthusiasm. If it hadn’t been for those first two guys who took a chance on me when I was all brand new, I’m not sure where I’d be now!

And of course, when I did start freelancing, I realised how much I loved deciding my own schedule and working on my own terms. I learnt so much so quickly, figuring out branding and pricing and managing my time. I realised I didn’t like copywriting, but I loved making websites. I didn’t like Twitter but oh boy did I love Instagram. I certainly didn’t know back in 2016 how much time and energy I’d come to invest in training myself, and getting help from others.

Everything was going grand until January 2018. I’d just started working with Digital Boost clients through the Business Gateway and I was going to deliver my first workshop the next month. I’d met a start-up founder in November and had just invoiced for a piece of work we’d done together. I was working with Andy on designing my new brand – The Whin – and had paid a good chunk of the cost already. And then the first Digital Boost project hadn’t finished and the payment terms on the start up’s invoice were so long and all of a sudden, I realised I was as skint as I’d ever been in my life. I had to borrow £100 off my parents so I could afford to buy groceries for a couple of weeks.

For a few days it really felt like I might have messed it up. Maybe I hadn’t worked hard enough, or networked with the right people, or charged enough for my services. I wondered if I wasn’t as good at marketing as I thought, despite all the time I’d spending researching and learning and working on my skills. By that point I’d realised I didn’t ever want to go and work for a boss in a marketing agency after all. I needed to find a way to stay independent, and carry on working for myself, but I was struggling so hard for every half-day workshop and 4-page website. How on earth was I going to turn it around? It felt so grim. But then I got lucky.

I’d been chatting back and forth with my old manager about coming in on a contract to work on some specific online forms. I’d worked on online forms in my old job and really enjoyed the aspects of user experience and service design. It was only three days a week for three months, but it was a gift, and it came at the exact right moment. After those first three months, my contract was extended, I was promoted to project manager and I got a pay rise, and most of July off. And about 5 months, as much as I was enjoying having reliable income, I was SO ready to be done again.

Even though this time it was on my terms, I still wasn’t really happy. I didn’t have the authority to make decisions and have a real impact. And if I had the authority, I wouldn’t have got to spend time on doing the user-focused stuff that I really loved. I have the utmost respect for all my colleagues there, but the contrast between working there and working with a solo-business owner could not have been more stark.

I was done. I was ready. It was time to launch The Whin.

3 easy steps to set up your Instagram Business Profile

3 easy steps to set up your Instagram Business Profile

Switching your Instagram profile from personal to business is pretty straight-forward, and absolutely necessary. This 3-step guide will lead you through everything you need to know to get yours set up.

Why do I need an business profile on Instagram?

There are some clear benefits to switching from personal to Business on Instagram.

  • You get access to Insights data which shows you who your audience are and how they interact with your content
  • You can add contact and location information to your profile that help people to find you
  • You can run promotions direct from your Instagram account, without having to use Facebook Ad manager.

Each of these elements is essential to running a successful Instagram account for your business and each one is only available in an Instagram Business profile.

Step 1 – Select ‘Switch to business profile’ in your settings

To access your settings menu, go to your own profile, and click the 3 bar menu in the top right hand corner. A little bar will pop out over a section of your screen, with a ‘Settings’ button right down at the bottom.

Scroll down this menu until you see ‘Switch to business account’. If you’re starting from scratch, using the link to ‘Sign up for a business profile’ to create a separate profile from your personal account.

Step 2 – Enter a business category and contact details

First you need to choose a top level category – probably ‘Local business’. Then choose from the second drop down menu to find a more specific business type to suit what you do. I chose ‘Business service’ but there are lots of other options.

The next screen asks you for your email address, phone number and business address. Adding these details here means people can email, call and get directions to your business. If you work from home, you don’t need to put your full address, you can just include your area, and the first part of your postcode. Although you’re not expecting people to drop by and see you, they may like to know if you’re near to them.

Step 3 – Connect to your Instagram to your business’s Facebook Page

The last thing you’re asked for is to connect to your Facebook Page. If you’re signed in to the Facebook app on your phone, it should pull across the information there and give a list of Pages. You need to be an Admin user of the page you want to connect, so if you’re not, you can choose ‘Don’t connect to Facebook’ and add the right page later on.

If you don’t have a Facebook Page at all, you can also choose to have one set up along with your Instagram. It will have the same name as your Instagram account, if its available, and it can just sit there in the background if you’re not ready yet to start using it. Remember, just because you then have a Facebook Page, doesn’t mean you’re required to start posting content right away. It can sit dormant for a few months whilst you focus on your Instagram page and growing your following there. Be strategic in your choice of platforms and how you spend your time, if you want to see the biggest return on investment.

Your Instagram Business Profile is now ready

That’s it! As you’ve seen, it’s quite a straightforward process to follow, and once you’re set up you can go back and change details like your address and your bio, so that your Profile page looks exactly how you want it. Make sure you get to grips with Instagram’s insights, where you can see who your followers are and how they’re interacting with your content.

Using Social Media To Reach Young People

Using Social Media To Reach Young People

98% of 16 to 24 years olds used social media in the last 3 months. This is higher than any other age group.

Data from ONS 2017. Designed in Piktochart

“The youth of today are the leaders of tomorrow”

– Nelson Mandela

Social media isn’t just a helpful tool for the younger generation. They live and breathe it, in a world where a WiFi connection has become as necessary as running water or electricity. Who are the youth of today? In a nutshell, your potential customers and certainly your customers of the future. Businesses who fail to engage with young people on social media platforms risk being left behind.

Many a time I’ve battled with a client over the benefits of their social media use when the return on investment is much clearer for search and display advertising. With an ad like that, you’re targeting people who are actively engaged or trying to buy, which is brilliant! But young people spend most of their time in a passive state, especially on social media. So you need to use the platform to engage them, and let them get to know you. Then when they do switch on and they’re ready to buy, your products and services become their obvious choice. This is especially the case when they need to involve their parents in their buying decisions.

What Social Media Platform to Use

Source: BBC Newsbeat

Young people use social media very differently to their parents. They’re not on the same platforms, and actively try to avoid spending much time in the same places. If Mum is on Facebook all the time, the young person will not be.

YouTube – This is one of the most popular platforms for reaching younger people. Teenagers especially are avid YouTubers.  A report from Cisco predicts “by 2019 online video will be responsible for 80% of global online traffic”. You should be creating some video content yourself, and filling it with engaging and youthful personalities, when you can. You can also engage with other YouTubers, sending products or offers to carefully selected influencers to help promote your offer. Make sure you ask the YouTuber about their viewer numbers and demographics before deciding who to work with.

Instagram – Is very popular with young people, 59% of young people engage with this medium. It appeals to their creative side and you can quickly capture millennials’ attention with stunning visuals.  Instagram Stories are also a great way to connect with younger users. The marketing benefits of using Instagram are dramatic, according to Hootsuite “75% of Instagram users take action, such as visiting a website, after looking at an Instagram advertising post.”

Snapchat – In March 2018 a Pew Research Centre survey reported 78% of 18 – 24 year-olds used Snapchat, many of them multiple times a day.  Although they’ve been facing stiff competition from Instagram, and have harmed their own user stats with an unpopular redesign, the platform is still incredibly well used. It’s main appeal is how befuddled ‘grown ups’ are by the platform, meaning their parents are unlikely to be notified of their every move! On the other hand though, it’s marketing tools are challenging to use effectively, and users respond less well to branded content. Snapchat is a tough nut to crack!

Facebook – This is an easy to use, relatable platform.  There has been some debate about whether Facebook is falling out of fashion with young people.  The older generation are increasingly using and seeing the benefits of Facebook but it is still an established platform and remains popular with younger people too.  Facebook Live has helped keep it relevant and this is where it’s at if you want to reach the biggest audience. If you’re running a Facebook Page already, have a look at the demographic stats in your own Insights page. Are you reaching the people you want to? If not, it may be time to rethink your strategy.

Twitter – Half of the younger generation use Twitter and in the UK the majority of users are under the age of 34 (Hootsuite).  If you consider the 3 most followed Twitter users are Katy Perry (109 million ), Justin Bieber (106 million) and Barack Obama (102 million) it gives you a good indication of the demographic engaging with the medium. It appeals because the information is up to date, newsworthy and it’s a great platform for sharing opinion. It’s less popular with teenagers than some of the other options here, but if young adults are your target audience, and you have a regular feed of news-worth content, it can be a great medium for you!

Pinterest – This platform is significantly more popular with women than men.  Users post aspirational lifestyle tips, how to guides, recipes, pictures and shopping galleries. It is a growing platform for businesses and a good way to increase your presence.  If you pin something appealing and of value to your target audience this could increase brand awareness. You can combine your products and services with content from other users into Boards which appeal more broadly and can help get you noticed. Content on Pinterest often continues to be viewed and stay engaging over time, so it’s a great one to use if you can’t reliably produce new content week after week after week.

LinkedIn – LinkedIn is widely regarded as a professional setting for older people.  It may not appeal to the younger generation, you may engage them if they are considering working in your field but are unlikely to attract younger customers through this medium.

How to use Social Media?

You don’t need to be on every social media platform – that’s a great way to get overwhelmed and struggle to do make any progress at all. My preference is always to start with your ‘best bet’ platform – where are you and your audience both most comfortable. Work really hard on that one platform for 3 months, and see how quickly you can grow your followers and engagement through focused efforts. Once you’ve got the hang of it, you might think about trying something new, but get really good at working with one platform before you start branching out all over the place.

You need to think about who your audience or target customer is then find a way to appeal to them. Tell stories of people similar to your target audience.  Everyone loves a story, especially if it resonates directly with them. Engage with people by showing them you know and understand them. Use young employees or previous customers as examples and tell their story so the content is relevant for the audience you’re aiming it at.

Choose your hashtags carefully on Twitter and Instagram, but give them a miss on Facebook. The best tags to use are the ones which your customers are using themselves. Follow tags relevant to your customers to see the type of content that’s there, and work out how you can fit in. Make sure to link and comment on posts by other users in the hashtags you want to stay relevant to. If you are engaging in the community around a hashtag, not just broadcasting to it, then your posts will be shown more amongst other people in that same community.

Need a hand?

If you and your team need a workshop session to figure out your strategy, you can grab a copy of the slides I use to deliver this to clients. That’s right, you can have them for free!

If you need a bit of support to deliver the workshop or you want to get into the details, just send me an email, and I’ll be in touch.

3 types of video that will boost your engagement rates

3 types of video that will boost your engagement rates

At the end of last year I asked 12 marketing experts for their thoughts on video, and everyone agreed – it’s now an essential part of any robust marketing strategy.

Hubspot have found that 54% of consumers want brands to produce videos. That’s THREE TIMES more than the number who still want to read your blog.

Video marketing stats 2018

Now, I’m not saying you should stop blogging – especially as I sit here, blogging. Today I want to tell you why adding video will boost your engagement rates, on any social channel.

Show don’t tell with product videos

There’s nothing quite like video for helping you picture something you can’t see in real life. With a description, and even with pictures, most of the detail is left to your imagination. Product videos perform better than pictures because customers get more information. They can see the drape and movement of that skirt. They can see how easy that digital fridge is to set up. They can even hear how quiet a new hoover would be before buying it. As people do more of their shopping online, video helps to bridge the gap between the in-store and digital shopping experience. In person, they can pick up the product, turn it over in their hands, press the buttons, try it on. On your website, you can use video to do all those things for them.

© ASOS.com

Share your expertise with explainer videos

Video is a fantastic tool to complement your blogging strategy, or even replace it. If you write an article, and share it on your social channels, users have to click through to engage with your content. But the team at Facebook don’t want you to click away from Facebook, because you might not come back. Users often prefer scrolling to tapping, meaning they’ll also be less likely to click through to your article than continue on down their feed.

Videos have the highest reach on Facebook, going to 11% of your Page followers on average. They also get the best engagement, with 6% of everyone who sees a video engaging with it. For every 1000 likes, that means you can expect about 110 3-second video views, and 6 or 7 engagements. If you’d posted an article link instead, you could expect to reach about 90 people, and see 3 or 4 engagements.

On all channels, not just Facebook, video plays directly in the feed. People can engage with your content without going anywhere – they just stop scrolling and watch. Users are happy, because the content is easy to access, and the algorithm is happy because people are staying on the app. While they’re watching, people can comment and like the post – they don’t have to switch between your website and their feed. So if you’re going to put time and effort into creating really informative content, video seems to be the obvious choice.

Connect with your audience with Live video

If your goal is to form real, genuine connections with your audience, look no further than live video. Most people find it terrifying to start with, because they can’t edit and control every frame that goes public. But that’s exactly why 82% of people love live video more than any other kind of content. They get to see the person who’s behind the brand. They can put a face to the name. They can even ask questions and see you answer them in real time.

If genuine connection is your goal, but you’re still a bit to wary of ‘going live’, Instagram Stories are THE place to try your hand and get used to talking to camera. You can record and post videos in almost-real-time, and they are only visible for 24 hours. You can experiment to your heart’s content without cringing about it 6 months later.

How to create great videos for social media

Fortunately, you don’t need to order a whole range of expensive equipment and software to create video content. I’ve been using three tools for social video recently – my phone, a mini tripod with a phone holder (affiliate link), and a free app called FilmoraGo.

Stay tuned for a more detailed guide on creating high quality video for social media, without spending all your time and money.

10 steps to set up a business Facebook Page in 2018

10 steps to set up a business Facebook Page in 2018

Did you know 2.3 billion people use Facebook every month? You’re probably one of them. For many businesses, having a Facebook Page is just common sense, and you’ll be glad to know it’s easier to set up than you might think. Follow our guide below – just get logged into your own Facebook account and you’ll be ready to go. Once your set up, stay tuned for the other posts in our Facebook series to find out what to do with your Facebook Page when you have one.

The screenshots are from a PC, not a mobile device – the steps will be largely the same on either

Create Page

Step 1 – In the left hand sidebar of every page on Facebook is a long list of links. Right at the bottom, you’ll see links to create several different things, including a new Facebook Page.

Choose your Page type

Step 2 – Select one of the six options which best describes your Facebook Page.

If you choose ‘Local business or place’ you will need to add an address for your business.

If you prefer not to add an address, you can select ‘Company, Organisation or Institution’.

Add a business details

Step 3 – In the box which pops up, fill in all the requested details.

Your Facebook Page name should be simple – just add your business’s name. Although if you’re trading under your own name, you may need to add a tag line after you name. This helps people recognise your business Page when it appears in their feed.

The Category options can be limited so choose the nearest available match.

Finally, make sure you do read the Facebook Pages Terms before signing up. They’re a bit dull, but the information is important.

Add profile and cover pictures

Step 4 – Next, you’ll be asked to add a profile picture to your Facebook Page. The company logo, or a professional headshot, are good options for this.

You’ll also need a cover photo, which could be a graphic, or it might be a photo of your office, your building, your team, a group of your customers, or anything else which lets people know what your business does.

If you don’t have images prepared yet, you can skip these steps, but make sure you do add these in before you invite anyone to Like or look at your Page.

Invite your Friends

Step 5 – the next prompt from Facebook is to invite your friends. It’s probably a little bit soon for that just yet, so cancel the little suggestion box. Once your Page is ready and set up, you can come back to the list of Friends, and select people to invite.

Publish your first Post

Step 6 – If you’re brand new to Facebook, it can be a little daunting to make your first post! But the quickest way to get over that anxious feeling is just to dive write in. Write a brief message welcoming your friends and customers to your page and hit post. You will have plenty of time to craft high-quality content in the future. For now, don’t let perfectionism get in the way of making progress.

Check for Facebook’s own setup tips

Step 7 – Facebook know exactly what makes a business Page successful, and they really want your Page to succeed. It’s great for their bottom line as well as yours. So use their handy tips to make sure you haven’t forgotten anything important. This little menu also gives you super convenient links to complete the next two steps in setting up your page.

Add your business hours

Step 8 – You need to let people know when your shop is open or when your service is available.

If you have an e-commerce store, then you can be open all the time.

On the other hand, if you provide a service online, it makes sense to add the typical hours that you’ll be working, so people have an idea of whether you’ll respond to their messages right away.

Add your website address

Step 9 – I have no idea why Facebook don’t put this step earlier in the process, as it’s so important for your business. Actually, I do – they don’t want you encouraging your customers to go and look at your website when that means leaving Facebook to do so.

But anyway, you do still need to add your website, if you have one.

Add any other information

Step 10 – There are lots of other snippets of information you can and should add to your Facebook Page, but you don’t need to do everything at once.

Right under your cover photo, you’ll see a button with three dots. Click this to get the extended menu, and right at the top is the link to Edit your Page info.

Make sure you visit the link and check what other essential info you need to get up on your page.

And you’re done!

Great job. Now that you’ve created the page and added all your details, it’s time to head back to Step 5 – inviting friends to Like your Facebook Page.

Choose people from your friends list who match your target audience – or who know a lot of people who do. Yes, you’d get more likes if you selected everyone, but then you’d be marketing to people who may never become your customers, and that’s not a smart way to spend your time.

You also risk lowering your engagement level, and damaging Facebook’s good impression of you. Higher engagement means they’ll show your content and ads to more people, so it’s not a risk you want to take!

How To Leverage The Sales Funnel You Already Have

How To Leverage The Sales Funnel You Already Have

“I think my business needs a sales funnel.”

I had this conversation with a fellow business owner recently. She was finding her regular efforts in content marketing – blogging, Twitter, and email newsletter –  were not producing the consistent flow of customers she needs.

As I explained, every business has a ‘sales funnel’ already. The funnel is just a metaphor used to describe and measure the way customers find out about your business, and decide to buy from you.

What does a sales funnel look like?

Here’s an example, from a local green grocer.

Diagram of sales funnel for a small business

 

Each stage of the funnel matches up with the buyer’s journey from Awareness to Consideration to Decision.

Fill in your details below for a copy of the Sales Funnel template. Then read on to find out how to map out your own sales funnel.

Audience

The top of the funnel represents your total target audience. So this is everyone who you want to reach with your service, whether that’s businesses or consumers.

Awareness

Then then next step is everyone who finds out about your business. Broadly speaking, it’s all the people you reach through social channels, PR, and in person. This can be hard to measure, but useful metrics include

  • ‘viral reach’ on Facebook
  • website traffic through referrals
  • website traffic through search.

Consideration

After that you have people who stay aware of your business and think about using your service to solve their particular needs and challenges. At this stage, people tend to

  • subscribe to newsletters
  • follow on social channels
  • come to free webinars
  • revisit your website
  • spend a lot of time browsing your content.

Decision

Then the penultimate stage is people who are at the point of making a buying decision. They

  • look for pricing information, and case studies of people like them,
  • reach out to ask questions or for a quote.

Usually they can be tracked through visits to specific website pages, like pricing information, or through behaviours like ‘add to cart’ or ‘request a quote’.

Customers or Sales

Then finally you have actual customers, which you can track through invoices, sales, or whatever records you keep.

How do you measure your sales funnel and conversion?

Once you’ve thought through each of those stages in the funnel, find some metrics which work for each one. They don’t need to be the most perfect measure of absolutely every single person; you want things which feel like strong indicators and are accessible. You can also talk to your current or past customers and find out about their buying journey to get more ideas.

Set up a dashboard, or a custom report, in your website and social media analytics tool, so that you can pull out exactly the data you need, with a minimum of fuss. The easier you make it for yourself, the more likely you are to review the data regularly.

Conversion rates

To calculate the conversion rates, you can break it down by specific channel or take a broad picture.

You might look at your conversion rates from a series of Facebook posts. Say your posts reach 1000 people, and 25 of them click through to your website, that gives you a 2.5% conversion ration.
You take the number of people at the late stage in the funnel (the smaller one) and divide it by the number from the earlier stage. Then you multiply by 100 to make a percentage.

How do you improve your conversion rates?

The strategy you implement to improve your conversion rates depends on a number of things.

Gather data

Firstly you need to be gathering reliable data so you can understand which parts of your funnel are performing below par.

Play to your strengths

Then you want to identify your strengths, and see how they line up with your customers needs and preferred channels. If you are good at cranking out high-quality video content, then you should look at how you can leverage that across each stage of your funnel, for example. Or if you know you’ve got a large audience on Facebook, you might decide to start there when you’re looking to increase the number of people seriously considering buying your products.

Because you have your measurement plan set up already, and a baseline for it, then you will be able to tell quite quickly when things are working.

Predict and test

The funnel data also lets you predict useful things. For example, you can see ‘If I get another 2000 Facebook followers, that will probably translate to 2 new clients over the next 3 months, which is worth £3000.’

Then you can decide whether or not the estimated cost of gaining those followers through Facebook Ads will be worth the pay off. Or you might decide you need to improve the conversion from Facebook followers to new clients before you invest the money in growing your follower count.

How can I map my own sales funnel?

I’m glad you asked! Fill in your details below to download the template and start filling in your own funnel.

Are you a bit befuddled by Google Analytics, or your Facebook Pixel, and need a little help to get started? Get in touch for your free marketing audit and we can take a look at it together.