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Lead Generation Marketing

5 Signs You’re Attracting The Wrong Customers — And How To Fix It

July 15, 2020 by Michael Sanders Leave a Comment

5 Signs Wrong Customers Reading PA

Understanding your ideal customer(s) is paramount to your digital marketing success and the growth of your business. Many organizations attract the wrong type of website traffic, leads, and clients. Narrowing your focus and refining your buyer personas will help you stop wasting valuable resources on the wrong types of people and enable you to bring in more ideal customers for your business.

One key factor is to ensure you are targeting not your current customers, but the customers that will drive your business forward. Chances are, you are attracting more potential clients who will not be profitable or engaged. In this article, we examine five signs that your business is attracting the wrong customers — and how to fix the underlying issues so that you bring on more of the clients your business wants in 2020.

1. You Still Haven’t Defined Your Customers

If you still haven’t defined your current and ideal customers and shared that knowledge among your employees, you’re firing blind. The most critical attribute to discover about your customers is their buying intent. Knowing why the people who buy your goods and services chose your product or service is paramount to understanding both what is driving the marketplace and your key differentiator within it.

2. You Haven’t Defined Yourself

If you truly believe in something, someone will probably disagree with you and get upset. And that’s ok. If you aren’t upsetting anyone, it’s likely that your brand is so vanilla that it doesn’t mean much of anything, to anyone. It’s impossible to gain the vocal champions you need among clients to spread the word about your business if you don’t stand for anything. Your goal should be to have a clear vision and mission statement and attract clients that share your values. Check out our blog to learn how to find your brand voice.

3. You Compete Primarily On Price

There are only a few valid ways to compete — and if you are Walmart, go ahead and compete on price. Are you Walmart? I didn’t think so. If you don’t have the lowest cost structure and compete on price, eventually you’ll go out of business. That’s just how numbers work. Stop chasing low value clients who prompt you to do 80% of the work but 20% of the profits. The ones worth your while aren’t the ones who talk about price until you’ve established your value. And once you’ve established your value, you have the flexibility to charge more. It’s really that simple.

4. You Don’t Do Enough Discovery During Sales & On-Boarding

Before your marketing team can effectively do anything, they need to intimately understand the pain points and goals of your new clients. If your customer service, project management, and/or salespeople don’t have the right tools or exert enough effort to have a firm grasp on the motivations of new customers, it will be next-to-impossible for your marketing team to consistently deliver value-driven solutions.  

5. You Have A Disorganized Sales & Marketing Process

If your company doesn’t continue to put energy into re-establishing your brand, over and over again, you will find that your brand value erodes over time. A disorganized brand will attract disorganized clients, and that spells death for your business. You want a firm brand (again, it’s ok to alienate some folks) that evokes a belief in everyone on your team — and by extension, it will evoke a belief in the people with whom you want to work.

Fixing The Issue

Now that we’ve established the “wrong” customers, how do you go about attracting the right customers? Everything boils down to a strategy that aligns your brand, profit model, and target buyer persona with each other. Try these three fixes for starters:

  • Create Your Target Persona 

Note: the operative word here is “target”. That means you need to stop being all things to all people. You have to drill down and discern what is the core audience your business aims to serve. It may be a role, an industry, or a service — it might even be some combination of all three. Either way, focus on a narrow niche and get to know it better than anyone else in your market. That will lend credibility to your offering and allow you to earn a better profit for your services (see below). Here is a previous article to help get you started on writing to target personas. 

  • Create Your Profit Model

When businesses attract the wrong types of customers, it’s often due to a bad pricing strategy. If you price too low, you’re going to attract bargain shoppers who bleed your time and resources. We are not advocating that you overcharge: we’re just saying you should reframe your business and brand story so that it focuses on the value that you can bring to customers. Sell them on your unique ability to solve their problem and you’ll be surprised what they’re willing to pay. 

  • Create The Right Story

Your brand narrative acts as a beacon to attract and retain the right (or wrong) types of customers. Creating the right story typically involves the following elements: 

  • Distill your core values and your brand purpose
  • Create a mission statement if you don’t have one
  • Dig deep to understand why you started the business in the first place 
  • Find elements that make your brand unique

When telling your story, try and visualize the ideal customers. Craft your story to appeal to them. Introduce story elements that would filter out customers that are wrong for your business. For this, you need to go back to the buyer persona creation step.

Wrapping it Up

Being prepared for the post-COVID world means knowing whether you are attracting the right — or the wrong — customers, and why. Understanding where you’re going wrong from among the five common errors is a start. From there, narrowing your focus and refining your buyer personas will help you stop wasting valuable resources on the wrong types of people and enable you to bring in more ideal customers for your business. If you still have questions, contact DaBrian Marketing Group Today.

Filed Under: Marketing Strategy Tagged With: brand development, Inbound marketing, Lead Generation Marketing, Personas

How To Do Lead Generation Via Pay Per Click?

December 12, 2018 by Justin Miller Leave a Comment

Let’s be clear PPC ads don’t (primarily) generate leads. Ads get Clicks and generate traffic. [A few exceptions, which will be covered later, include call-only ads, call extension and message extension.] However, PPC is more than just Ads. From a customer’s journey perspective it starts with their search query which triggers your ad via your keywords and other targeting settings. Finally, assuming your ad gets their click, the Landing Page and experience on your website. If you really want leads it is important that this journey is clear and painless, otherwise your potential leads will be leaving you for one of your competitors.

While the customer journey starts with a search, the marketer’s building process should begin with the desired outcome (Goal/Conversion) and work backwards.

Step 1: What is a PPC “Lead” for You?

Great, you want to generate Leads! What is a “Lead” to you?

  • Form Submission
  • Contact Us
  • Phone Call
  • Subscriber
  • Social Media Follower
  • Other

Step 2:, Why should People Become a Lead for You? (Enticing Valuable Offer, Feature, and/or Benefit)

  • Free Offer/Trial
  • Downloadable Content
  • Discount Offer
  • Unique Feature/Benefit
  • Other

Step 3: How Are Users Becoming Leads? Create A Great User Experience

Let’s say you decided that your Leads are Trial Request and you are offering a 30 Day Free Trial. This answers the “What” and and “Why” in Steps 1 & 2. Now is the How? This includes the information needed to start the free trial (your form) and the content (contextual and visual) on your landing page.

A few things to keep in mind to boost your Conversion Rate:

  • Optimize for Keywords (will help with PPC Quality Score)
  • Design for Mobile First
  • Only Ask for Information that is Truly Needed (less form fields = more submissions)
  • Keep It Simple – Build for Fast Loading

Step 4: Drive Traffic & Get Clicks (Not the Same Thing)

Finally diving into Ads. If you want form submissions focus on Ads that lead to your landing page. However, if your desire is phone calls, make sure to create Call Only Ads. These Ads will only show on devices that can make a phone call and a click will open their phone/call app with your phone number ready to go. While this counts and is charged the same as a Click the user is never sent to your site.

Tips for writing Lead Generating Ad Copy:

  • Use Your Customers Words (Not Industry Jargoon)
  • Focus on the Problem You Solve
  • Highlight Features & Benefits
  • Use Clear Call To Action (this is for Ad Copy and Landing Pages)
    • Call Now
    • Request Info
    • Claim Offer
    • Download Content

After your Ads are ready to go, make sure you are using all the appropriate Ad Extensions (call, message, location, callout, site links, etc.) that will help you not only get additional Clicks, but help capture the lead

Step 5: Target Your Ads - Keywords and Intent

Last step – get you Ad in front of the correct audience. Yes, this includes more than keywords (learn more about all ppc targeting options), but for simplicity let’s use keywords to uncover intent. Since this blog is focused on Lead Generation, you will want to focus on keywords that reveal that the customer is in the research phase of the purchase process. Include search terms such as “reviews”, “best”, or “how to do…”.When it comes to keywords, Negatives are wonderful. Searchers for Brand Names, discounts, deals, or unrelated terms will help you prevent wasting your marketing budget on Clicks that are doomed from the start.

As a quick review, make sure that throughout the entire set up process you stay focus on your goal which is to generate leads. This will ensure that your message to the future customer is consistent from keyword to ad Copy through to the Landing Page.

Quick Backwards Review of the PPC Lead Generation Steps:

5. Use Keywords that show user intent that aligns with a lead generation goal

4. Highlight Problem Solving Features & Benefits in Ads with Clear CTAs

3a. Lead Searchers to Landing Pages that are User (and Mobile) Friendly

3b. Short Concise Forms that Only Capture Required Info

2. Promote an Enticing Offer that cannot be refused

1. Know Your Desired Outcome!

Seems simple try Google Ads or Bing Ads for yourself, or if you have any questions don’t hesitate to ask via comments.

What action do we want them to take? This is where we are falling short. We are just conveying info. Let’s direct them to subscribe for future blogs or something with more meat on the bone.

Filed Under: Paid Search (PPC) Tagged With: Lead Generation Marketing

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