Adjusting Your Marketing in Real-Time: Mid-Launch Fixes

by | April 18, 2023

Sometimes, our marketing team realizes mid-launch that things aren’t going as planned.

We track our progress by looking at data, including insights on social media, email clicks, web analytics and conversions (actual sales or signups). We assess these numbers in relation to overall goals and evaluate how engagement with our messages and ideas provides us with clues for what to expect in the final days of a sales push.

During an enrollment or registration period, I’m hesitant to get nervous too soon about low conversions – I know people love to sign up for things at the last minute!

But sometimes, the numbers show that it’s necessary to adjust and find ways to quickly attract more interest and add encouragement to take that final step.

If you’re noticing a lot of people are interested in your offer (for example, Facebook and Instagram ads are getting click-throughs, and web pages related to the offer are seeing higher traffic than usual), but they aren’t signing up…

This might mean the offer is piquing their interest, but they don’t feel ready to commit.

They need more education, preparation, and importantly, persuasion to be sold on your offer or service. There are a few things you can ask yourself in this situation.

First, is everything working?

Is the sales page loading slowly, or the button to sign up malfunctioning? Is the layout logical? Are the calls to action clear on my social posts?

 

And second, is the information compelling enough?

It’s important to communicate the logistics of your offering (location, date and time, pricing, etc.), but does the webpage feel cut-and-dry? Could you include testimonials from past participants, the potential benefits of joining, or a quote from you or the facilitators? Your credentials and expertise? How can you let potential clients know what they will take away from this experience?

These components are persuasive — they connect on a deeper level with your potential clients. Keep in mind, persuasion does not need equal manipulation… You can be convincing without being conniving.

 

As you’re contemplating these questions, it’s okay if you don’t have time to implement improvements immediately for this launch.

Keep notes for your next sales period, and in the meantime, there are ways you can mitigate the current lack of signups:

Create a pop-up on the offer webpage encouraging people that are clicking away to sign up for your email list in exchange for a free resource or tip. This way, you’re at least capturing their email and growing your list of potential clients for next time.

Ask direct questions of your audience to collect some anecdotal evidence about why folks who have expressed interest have not yet signed up. Remind them of their deadline and encourage them to get in the door before the offer disappears.

Create even more pathways toward the offer by adding more spaces throughout your website (a homepage banner, a blurb at the top of your services page, etc.) or social media pages (buttons in your link in bio, etc.) that emphasize the importance of this open enrollment opportunity right now. Make it very clear what your priority is in this moment to anyone who comes across your online profile.

Send direct invites if you haven’t already done so. Chances are, you know a few people who are the “perfect fit” for this opportunity already. Take an hour to write them a personal note about why you’re thinking about them for this offer, inviting them to learn more and sign up, and if they’re not interested, maybe they know someone else who might be…

Mid-launch is a great time to think about how you might restructure your marketing plan for a specific offer in the future, considering what potential clients might need from you in order to feel ready to commit.