We're all busy. We know customers come first and it's normal to give priority to the people who pay the bills and focus on the work that brings in revenue. However, what if a small investment could make that work much more profitable?
It's hard to take a step back and look completely objectively at your own business, particularly if you're too busy being busy. Perhaps you've already got a great looking website with lots of information and you're blogging regularly, but even then it's likely that, with a bit of strategic thought, you could make those assets work much harder for you and help you bring in more of the customers that you really want.
As always, any marketing strategy has to start with an in depth understanding of your ideal customers. Once you know who you are targeting, what their goals and challenges are, and the questions they want answered you can figure out what content to create, what to prioritise and what route you want them to take through your website.
Without this knowledge, it's very easy to create the content you want to write, rather than the content that's going to attract, engage and convert your ideal customers.
And Without defining your objectives and understanding who your ideal customers are, it's impossible to know if what you are doing is helping your business or not. By establishing your goals, developing buyer personas and creating a strategy, you are giving yourself the best possible chance of success.
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