Develop an understanding your demographics by:

• Reviewing your website analytics data
• Interviewing or surveying current & past customers
• Meeting with your sales & marketing team to get their feedback

Using your target audience information gathered in stage one, we will create buyer personas and document the journey they go through when deciding to buy your product or service.

• What is the pain point or reason they first decide they might need your product or service?
• How are they feeling at this time and what can you say or do to demonstrate compassion and understanding?
• What questions do they need answered when researching your product or service?
• What might be the deciding factors, the lynch pins, in making the decision?
• How can you demonstrate you are better than your competitors in these deciding factors?

one we really understand your customers, when we can walk in their shoes, understand why they are looking for your products or services, how they are feeling & speak their language, we can develop content to relate to them. Relating creates a connection and trust.

Develop a flow of information for visitors to follow, based on buyer journeys, to cover:

• Education: I have this problem, how do I solve it?
• Solution Understood: OK, I know what I need, who can help me?
• Decision Time: Who best understands me or has the product/service most closely aligned to my wants and needs?
• Ready to Buy: How can I contact / sign up / purchase?

Having content to support each stage of the buyer's thought process (buyer's journey) shows that you get them and helps create trust.

Design and build, or optimise your current website to convert more visitors to customers by making sure it:

• Loads fast
• Works well on mobiles
• Funnels people to specific content based on who they are
• Makes contact effortless
• Demonstrates understanding and humanity
• Showcases great branding & memorable design
• Uses thoughtful content presented with real voice

Offer great content in exchange for a name and email address, then use automated marketing tools to stay in touch with these prospective leads.

Use Google and Social Media Advertising to display online ads to visitors who have been on your website (and not purchased/enquired), to encourage them back to your website.

Create and share new content regularly to mailing lists and social media to drive traffic back to your website.

What's working? Let's do more of that.