Over the past 9 years I have had the opportunity to work with many different SAP Business One partners around the world on their marketing strategy.

For those of you that have attended my marketing workshops you’ll no doubt remember that step 1 in building your marketing strategy is the focus on your ideal target customer and part of that process is about identifying what it is that that customer is looking for, what motivates them to buy, what are the specific issues that they are facing in their organisation and importantly, how your company can help them achieve their goals and deliver solutions to their problems.

You’ll also recall we discussed building a profile of your customer and the example I give of how consumer packaged goods profile their customers and create persona’s with names, profiles and often , even a picture or a cardboard cut out of the person to remind everyone in their teams that they are building and selling products to real people.

To help you with that process I recently shared a great template for building those persona’s put together by the guys at internet marketing company Hubspot (one of my favourite companies that really “get” the concept of content marketing) which simplifies the process of building the picture of your ideal customer – heres a link to the document – http://t.co/A8dLabLU  .

So once you have that picture of your ideal target customer, the trick is to then use it and refer to it every time you build any kind of customer facing marketing asset – like your web site for example.

Is your web site as effective as talking to a brick wall?

Is your web site as effective as talking to a brick wall?

So many web stes are built as giant advertising billboards, except that in the internet world, folks dont always have to drive past your billboard…you have to change the way you view the web design process and make sure that everything on your web site, from content to crerative,  is designed to help your ideal customer solve their business challenges and see that you are the right people to help them do it. and then get that information out on to the search engines so they can find you.

Take a look at your Google Analytics as well – what are the search terms that bring traffic to your site, ask your existing customers the question, what information did you go looking for when you were choosing a new solution and then design your web site (and content) to put that information front and centre on your site with big clear graphics that take your visitors to the information they need within 3 clicks maximum.

When it comes to your website, I am a big believer that less is more – a simple clean design that gets your prospective customers to the information they need quickly will help you build know, like and trust faster than almost any other asset in your marketing arsenal.

If you need help to achieve that or you just want to bounce some ideas around, please feel free to contact me – my job is to help you be successful and your web site is a key component of doing that – it is the central point of your digital marketing efforts so you need to get it right.