Refining Our Message
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Defining & Explaining What We Do
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Identifying & Targeting Our Audience
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Staying Focused & Disciplined
OUR CHALLENGES
OUR APPROACH
Build a Buyer's Journey
Evolve our Content Strategy
Refocus our top-level messaging
what is a buyer persona?
we need one to attract, close and delight our ideal customer.
FICTIONAL REPRESENTATION OF OUR IDEAL CUSTOMER
Meet: marketing director melissa
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leads the marketing department for her enterprise software co.
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drives business with wordpress website.
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needs us to keep her site running safely and smoothly.
what is A buyer's journey?
we need it to reach our ideal customer at each stage of the buying process.
STEPS OUR IDEAL CUSTOMER TAKES TO BECOME A CUSTOMER
persona + buyer's journey
= content strategy
content strategy from melissa's buyer's journey:
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awareness (visitor; problems): Developer disappears blog post
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consideration (lead; solutions): developer comparison resource
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decision (mql; providers): project consultation offer
next up
we should keep personas in mind FOR everything we do...
ADDITIONAL PERSONAS:
• STARTUP FOUNDER STEVE
• MARKETING MANAGER MAEVE
LIKE OUR MESSAGING!
WHAT DO WE DO?
Time to read
your answers.
SO WHAT DO WE DO?
We are a wordpress Maintenance & Support Company With a team of Designers & Developers Invested in your Web Marketing Success.
DISCUSS!!!
Refining Our Message
By Philipp Walzer
