Last week I discovered that the link to my Strategic Direction Call in one of my email campaigns was wrong.

I'd been running Meta ads to introduce people to my work. They were downloading my Marketing Guide and entering my email sequence. But when they reached the point where I wanted them to consider working with me... I was sending them to the wrong place.

Even though every piece of my marketing was working, my funnel was broken.

A marketing funnel is simply the path someone takes from discovering your practice to eventually becoming a client.

Most private practices already have one, even if they've never intentionally built it.

You may have created a Psychology Today profile when you first opened your practice. Then you built a website, started networking, worked on your SEO, created a Google Business Profile, collected reviews, or tried social media.

Over time, these individual marketing activities inadvertently became your funnel.

But for that funnel to work, it needs to accomplish three basic things:

1. People need to find you.
2. They need a reason to consider you.
3. They need enough confidence to contact you.

The problem is that when marketing is built one tactic at a time, those pieces don't necessarily work together.

You can rank well on Google and get plenty of website traffic, but if people don't understand why they should choose you, being more visible won't necessarily produce more clients.

Or you can have a beautiful brand and a compelling website, but if nobody finds it, your message will be lost in a void.

You can even get plenty of inquiries, but if most of them can't afford your fee or aren't a good fit, you'll end up spinning your wheels in frustration.

That's why "my marketing isn't working" doesn't tell me very much.

I first need to understand where it isn't working.

Depending on the answer, I can determine if you need more visibility, stronger positioning, better messaging, more trust, or something else entirely.

So adding another marketing tactic before you know that, can simply add another disconnected piece to a funnel that already isn't functioning well.

That's why the first thing I do during a Strategic Direction Call is diagnose what's actually happening. I look at my clients' current practice, where they want to go, and the marketing they already have in place to identify where the problem is and what deserves attention next.

Otherwise, the funnel that's built by doing many marketing activities is simply leaking resources. Just like my Meta ads.

If you're wondering what type of funnel you accidentally built and where it may be leaking, let's talk. Book your Strategic Direction Call here.

See you next week,

Avivit