I'm sure you get lots of spam emails, we do. About 90% of them start with the hackneyed term "Greetings of the day!" followed by "Hope you are doing well". If our email service allowed us to block emails based on the content I could cut out a ton of unwanted emails simply by looking for those phrases, but it doesn't.
The people who send these emails, often from low cost economies, don't understand who they are trying to sell to. They use the wrong language, the wrong messages and, most importantly, they don't understand the problems we, as a business, need to solve.
They're not alone. Not taking the time to understand customers, by developing buyer personas, is extremely common, in fact I'd go as far as to say most businesses don't do it, although because we're a digital marketing agency I can only really speak with any authority about all things digital.
Back in the mists of time buying stuff was really simple. You walked into a shop and a salesperson, working on commission, told you why their stuff was the best and you bought it. Anyone see the flaw in this system?
There used to be saying in the early days of the web. It went something like "Build it and they will come" and it pretty much worked. In those days, when there was only a few hundred thousand websites and it was easy to stand out. Not so today.
Our website attracts around 500 visitors a day. Some of those visitors engage with us and some of them become clients. It's not a difficult concept to understand. The bit that people do seem to struggle with though is how to attract the numbers in the first place.
When you boil it down, there are basically two ways.
I'll expand on that.
There's nothing wrong with using tools like Google's Adwords platform, in fact, it's fantastic. In a nutshell you buy clicks from Google, you buy people's attention. It's quicker than using SEO but obviously you keep paying, always, you never stop.
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