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Creating Buyer Guides That Help Customers Make Decisions
Customers rarely arrive at a website knowing everything they need to make a purchase. They may understand the problem they want to solve but not the differences between available options. They might be comparing several products, suppliers or service approaches. In other cases, they may not even know which questions they should be asking. A buyer guide can help at this stage. Rather than simply telling customers that a particular product or service is the best choice, a useful guide explains…
What to Fix Before Increasing Your Marketing Budget
When marketing results are disappointing, increasing the budget can seem like the obvious…
A Practical Guide to Setting Marketing Priorities
Marketing becomes difficult when everything feels important. The website needs updating. Social…
Using Customer Questions as Social Media Content
One of the hardest parts of maintaining business social media is deciding what to post. After the obvious company news, project photographs and promotional messages have been used, content planning can quickly become repetitive. Customers can provide a useful source…
Why Your Marketing Channels Need to Work Together
A customer sees one of your social media posts and remembers the company name. Two days later, they search for your business on Google. They visit the website, read an article and leave without making contact. A week later, an email reminds them about the service they…
How to Build a Social Media Content Strategy
Posting regularly on social media is not the same as having a social media content strategy. A business can publish several times a week and still struggle to explain what those posts are meant to accomplish. One day the account promotes a product, the next it shares…