03. ALIGNMENT
OK now we know the destination and we have a plan. To start with, let’s get our people and digital assets set up for success and ready to receive. This will maximise results in the next stage and leverage our effort.
Your site needs to be setup to receive enquiries and establish trust and confidence in your ability to deliver on what you promise. Websites are still the key place for enquiries (phone calls and emails). Organic search is still the top direct response channel and your website is where potential customers go to gauge your credibility.
Your brand is incredibly important when it comes to building trust and recognition. Your brand is not just your logo and colours, it’s every part of the experience you deliver at every step along your customer journey.
Google Analytics and Search Console provide data that is extremely useful for decision making and gauging the effectiveness of your marketing. So we want to get this set up and tested to make sure that we know exactly what’s working and direct our efforts to the most efficient use of your time and resources to provide the best outcomes for everyone.
Are you creating a collaborative environment with your internal and external resources? Does your team understand your brand and what you’re trying to achieve. Can they deliver content and can they pass on feedback. Do they know how to turn a lead into a customer?
The path from awareness to enquiry and sale with a new and/or returning customer is different for each business. For some the journey will be quick and transactional whilst others will be dealing with months long conversion times that require supporting collateral to educate and stay top of mind while customers explore options.
Your customer data is valuable information that helps you serve so it needs to be easy to access for service and communications. Getting this set up early helps you customise your messaging and communication and collect feedback that can assist with marketing and product and service refinement in future.