David Jenyns walks through building a scalable marketing department using systems thinking. Start with a clear dream outcome: predictable lead generation. Then identify what's blocking you (no plan, no time, no skills, no systems). The foundation is a website that converts, traffic channels, email sequences, and remarketing to capture and nurture leads.
So if we think about you now, where you are, and then think about the future, where you want to get to thinking about the dream outcome of the future, if that's what we're working towards, what would a dream outcome look like for you? What is. If your marketing department was firing, what would that look like? What are some of the qualities here? A waiting list. Perfect. So people ready to go. Consistent lead flow. Yes. Reliable numbers. Yes. Predictable. We want it automatic. Reliable leads. Money on ads equals more leads. Yes. So we want it to be scalable.
Perfect. Scalable marketing funnel. Reliable brand recognition. Excellent. So we want to make sure that you've got this predictable machine that can create high quality leads, that builds trust, that positions you as the expert. That works 24 7. I think that's where a lot of business owners go wrong or struggle with their marketing is it's just not consistent and it's a little bit up and down. But you need the marketing machine to be working 24 7. So I suppose the next question is, what are the roadblocks? What are the challenges that get in the way of you achieving that? If I think just about everybody here I can see through all the chats was very clear as to what it is that they want their marketing department to look like. Let's talk about what's getting in the way. What is stopping you not really having an action plan, Budget, time, distraction, Overwhelm. Perfect. No plan, no time, no skills. Inexperienced. Lack of systems, manpower. The systems. Yes. Mark, you are 100 right there. So I think it's quite consistent. I think that overwhelm is another big one that pops up. Especially with all of the new tools and technology and things popping up, it can feel a little bit like you're chasing your tail or chasing shiny objects. I think some of those points that have been identified, some of them are real challenges. Probably some of them might be false beliefs that we can turn on their head. Some we're going to be able to fix, some you're going to fix. I think just know that the dream outcome, the marketing department of your dreams, is on the other side of all of those challenges. So these are worthy problems to solve and we're going to work on those. And in my eyes, I think Mark hit the nail on the head there. I think the systems solution really is the answer because systems are always the answer. It's just about finding what works, making it repeatable. And you'll often hear me say all problems in business are systems problems. If we look through the systems mindset or with A systems mindset and thinking. If these are just problems that are system based, what is it that we need to do in our marketing department to build out this lead generation machine? There's a few things. Firstly, we need to get very clear on who you're marketing to, who you're looking to attract into your business, who your dream client is. We need to know what is it that they want and have something that they actually want and then we need to be able to put it in front of them. We need to show them that this is what we've got and then we need to be able to communicate with them until they buy because sometimes we might be clear on who we can serve, know what it is that they want, but they might not want it right now. So we want to be able to stay top of mind if we understand it's that who want, show and communicate. If your marketing isn't working, then generally we can find the answer within that getting are you clear on who you're marketing to and what is it that they want and have something that they want, Are you showing it to them, are we putting it in front of them through some sort of marketing channel and are we continually communicating with them to people build up trust and stay top of mind until the point at which they're ready to buy? Firstly, we just need to get some of these basics down and step number one in this process, as we work through the initial foundations, if we understand the purpose and we understand the direction that we're going, we really want to then have a look at, well, what do you currently have in place? And I'll go through some of the basics now and I want to make sure that we plug any holes that you've currently got or at least identify them as things that you need to go back and do some work on. Because before we start adding in these systems and processes that will help you to scale, we need to make sure that you haven't got a leaky bucket and that you're going to make the most of the traffic spend and all of that work that we're going to put into place by squeezing every last drop we can out of the traffic that you've got. So I just want to show you this graphic here. This is probably what I consider the basics of your website and there's some notes in the workbook that you can work through on this. But I'll. I'll talk it through now and then I'll identify the most common issues and then you can think about your own situation. And then create a bit of an action plan on what you'll need to fix. So when we think about your website, that's pretty much where it starts in the middle. We need to make sure that you have a solid website that's clear, you know who your target audience is, so the message can speak to that person. There's clear call to actions, it's easy for people to navigate and find what it is that they're looking for. That's the first thing. Then we need to be aware of where your existing traffic is coming from. For a lot of people it starts off with word of mouth, but you'll probably have some other channels as well. Some of these you may be using, some you may not. But you might be doing organic Google or maybe you're doing AdWords or Facebook or there's LinkedIn. There's tons of different channels. But just be aware of what channels are currently driving traffic into your website. Once we get them to our website, we need to have some reason for them to want to give you their name and email and phone number, like to opt in so that way we can continue to communicate with them once they've opted in. We want to make sure that there's a, we call it a drip sequence, but a series of emails that get sent that helps to position you as the expert and the authority and answer frequently asked questions. And then we want to make sure that we send regular communication through to them through broadcasts and things like that. And then lastly we want to make sure that we make the most of the traffic that we've got through what's called remarketing. We recycle that traffic. So the flow is people are going to come in through our website through a different traffic source, get to our website hopped on, hop onto the opt in list. We help to educate them on who we are and what we do and we regularly communicate with them and we remarket to them to keep them coming back to the website and keeping our offer front and center. I hope you enjoyed that clip. Just a heads up, it was a snippet taken from the Business Systems Accelerator program which is the world's first training for systems champions to help you build a systems driven organization. If you'd like to find out more about the program, head over to systemology.com BSA and I'll see you in the next video.
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