Most people jump to this stage of the process first. This is the equivalent of placing a first order of 100,000 widgets based on a design on the back of a napkin. Yes, there's a chance they might do the job but you're risking losing a lot of money in the process. (Read 'Turning your marketing upside down' for a more detailed explanation)

First, you need a robust marketing function in your business that leads your customers comfortably through their buying process. You need to make sure you've designed your marketing to be effective and you've tested it out and are confident that it is converting customers with a good return on investment.

The process of doing this will almost always result in an upturn in sales, but if your sights are set higher and you want to grow your business more, you have two choices:

1. Increase the marketing activities you're already doing that are proven to work
2. Add new traffic sources

The order of these is important: it is far easier and more efficient to increase sales from existing, proven marketing activities. People often shy away from doing this because they're not confident their activities are delivering ROI. If that's the case, go back and put measures in place so you know whether they're working or not. 

The aim of marketing is to support customers through their buying journey. Therefore every single piece of marketing should have a call to action that leads your customers on to the next step. If you're not clear on why, read my previous blog, "Have you planned your customer's next step?"
 
Crafting an effective call to action is easier said than done. Here are the three things to keep in mind:

I’m often asked, “what can I do to speed up my customers in their buying decision?”
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In very considered purchases it might take 6 months or more from when your company first appears in front of a prospective customer to them actually buying from you. In a small business, it can be excruciating to wait patiently while your perfect customer considers whether they want to buy from you.

It’s tempting to want to try and rush them when you know they’d get so much value from what you have to offer, but it’s crucial that your customer is allowed to buy in their own time.
Here’s why: