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The Hayley Osborne Show

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Episode 28: The killer ripple effect of marketing VS sales

July 19, 2022

Did you know the amount of energy you spend on your marketing and your business strategy will ultimately determine the success of your business? In today’s episode I talk about the killer ripple effect of marketing VS sales and what it means to want one of these things, but not doing a very good job of the other. Listen in for a great episode that will open your eyes and ears to the reality of what you need to be doing in the second half of 2022.




Hi guys, welcome to another episode of The Hayley Osborne Show. Thanks for tuning in and listening wherever you are today and whatever you are doing.

I had a totally different episode mapped out for this week’s podcast, however this topic just kept coming up again and again and again, especially going through the launch of my membership Superhero Marketing. I just couldn’t go past sharing this with you.

But first, let’s pause for a minute.

What’s going on in my world right now?

Sooooooo actually A LOT! Gahhh

I closed the doors to Superhero Marketing, my signature membership last night. What a previous 7 days – ahhh maaaa gawd. It was jam packed, exciting, and created so many opportunities. That’s what happens. When you put yourself out there, stay consistent and get loud, those around you start to notice. I’ll get more into this in a minute.

I’m still baking my little, (actually getting BIG), watermelon nicely and everything is going well. I am officially 37 weeks pregnant. So not long to go now, but it needs to stay in a little while longer to fatten up nicely as they say.

I want to say thank you to everyone who attended my FREE masterclass last week! “My 3 best marketing strategies to increase sales” What a turnout yeowwww! Loved it. If you think this is something you would like to hear in a podcast episode, just send me a DM on Instagram @hayleykosborne and I will create something especially around that.

Which all in all, leads me into this week’s episode:

The killer ripple effect of marketing VS sales

Marketing and sales go hand in hand. The amount of energy you spend on your marketing and your business strategy will determine the success of your business. FACT.

It really is as simple as that. Your business is a business. It’s not a hobby. Hobbies don’t make sales and you’re not here for a haircut (my most favourite saying of them all!).

When you spend the time being strategic about the things you do that are outward facing, a few things start to shift within your business.

People start to notice what you’re doing and who you are. Because the reality is, if you’re quietly plodding along and not talking to your audience at all, you’ll slowly become less top of mind to your ideal clients and your broader audience. It’s a simple fact. Those that scream the loudest get heard.

Momentum creates momentum.

But it’s really about the HOW you do this that causes that killer RIPPLE EFFECT. Because it’s all in the how.

My first question for you to answer to yourself honestly is:

Do you have a marketing sales funnel STRATEGY?

OR are you simply flying blindly because it feels like the right thing to do? This flying blind will only get you so far and then you start to have the guilts creep in. Those marketing guilts where you’re just doing the things to show up and be seen. But you’re not doing them strategically.

Is your content attention-grabbing? Attention grabbing enough so you are standing out in a sea of marketing noise. Marketing studies show you as a business, need to reach someone 22 times before they will even consider you in their repertoire. That’s a-lotta times! So, you need to be true to you and serve your audience very thought-out attention-grabbing content. THINK: educational, inspirational, and entertaining. The perfect mix.

Does your website have all the right ingredients to tell people who you are and what you do in a sentence? Can your audience easily access your landing pages and pricing throughout your content? This is something I go through with my private coaching clients as more times than not, people come to me and think they need a social media strategy to get sales. But this is just the tip of the iceberg. Usually, it’s much bigger than this and it becomes a marketing problem. A sales funnel problem. A website problem.

You can be as good as good on your social media, but if your website is not set up to take your customers on the perfect journey all the way to your shopping cart, then your shopping cart will be empty. This is the perfect sales funnel when it works seamlessly.

This is something I am so excited to be taking the members within my membership, the Superhero Marketing membership through as well. Exactly what the right mix is and what the marketing sales funnel looks like.

Information about your service needs to be found quickly and easily. One hundred clicks is not the answer and being everything to everyone is also not the answer. You will have far more success when you are solving a very specific need.

My second question for you to answer yourself honestly is:

Have you broken down your CUSTOMERS JOURNEY in order for them to buy from you?

Again, more times than not I bet you’re listening to this shaking your head saying no…or worse…saying “Hayley, I wouldn’t even know where to start with this”.

OR worse: you run a business and you’re sitting here saying: WHAT EVEN IS THIS!! Strap in, hang tight, take a deep breath, it’s going to be ok.

This is the marketing vs sales ripple effect.

Ok, so here’s a how you need to start to break down your customers journey through these 5 steps:

  1. Your brand awareness. What does this look like, where are you positioning yourself and where are your audience seeing the most of you?
  2. Interest. How much interest do you have across your marketing? Is it the right type of interest? Are you targeting the right audience and would they be inclined to buy from you in the future?
  3. Evaluation. Have you had a look around your assets to see where the drop offs are happening. There are such great tools you can use to be able to do this and some of them are free. Send me a DM on Instagram @hayleykosborne if you’re listening to this and want to know more.
  4. Commitment. At what point are you asking for a commitment from your ideal customer? Do you make this easy? Have you got multiple touch points throughout your website or is this not clear enough?
  5. Sale. YAY you did it! Was this easy for you?

Now you need to be getting together a great lead generating pipeline funnel to make this all worthwhile. This is something I will be teaching inside my membership, Superhero Marketing.

My third question for you to answer yourself honestly is:

Are you being CONSISTENT on your social media?

By far the biggest, most lucrative marketing platform that currently exists. Are you using it to its full potential? Answer this in your head carefully.

The answer I hope is a big YES!

Do you know the social media assets you need in order to step into your brand? And if so are they in your head or actively playing out across your accounts already?

Did you know 80% of Instagram users follow a brand account? Pretty cool right! So, knowing this, you have the most incredible opportunity to connect with your target audience and build on this at a global level! Even more COOL RIGHT!

This is the marketing versus sales ripple effect yet again!

Posting about your product or service for those who already follow you is also another key part in the marketing strategy. Just because you think your audience has heard about what you have to offer time and time again, I guarantee you, they haven’t. You need to keep repeating yourself over and over again in different ways to get on the different levels of everyone within your sphere. Not everyone takes in information the same. Nor do they respond the same to the information you are giving or asking for comments and questions. Finding this mix lies within your strategy.

Remember: by nurturing your audience, you’ll convert them into loyal customers

Use your marketing sales funnel strategy to really capture your audience and if you need a little help figuring out what this is, I am a simple DM away over on Instagram.

That’s all for todays episode my awesome friends.

I do hope I’ve inspired you to start marketing your business to it’s fullest potential and really step into becoming the NUMBER 1 in your local community. Now is the time, don’t wait and let yet another day, week, month or year pass you by.

If you have any questions about anything I’ve said, feel free to drop me a DM on Instagram @hayleykosborne which is where I hang out the most. I’m always up for a great chat.

A big thank you for loving on this podcast, it means the world to me, if you wanted to share it with your biz friends that would be amazing which is how the word spreads and if you feel kind enough I’d love you to leave me a review.

xx Hayley

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