Business View Magazine - November 2016

Business View Magazine - November 2016 27 20 keywords to define a value proposition; implement new homepage content; test and re-test; and they’ll say, “That’s too much work. It’s good enough, as is.” Marie Wiese hears it all the time. People settling for good enough because it’s easier; the same ones who keep throwing everything onto a website to see what sticks. Wiese is Founder & President of Toronto-based Marketing CoPilot, where she uses her 30 years of combined old school and online marketing experi- ence to guide businesses through the enigma of the digital marketing landscape – using a common-sense approach to understanding the buyer’s journey, with optimum results. According to Wiese, these are the six most frequently- asked questions from business owners who come to her for help. They may sound familiar… 1. My website is not generating leads – no one is call- ing me – why? 2. I’m on social media but it doesn’t help with sales – why? 3. How much should I invest in my website, or how do I go about building a better one? 4. What type of content should I put on my site and why? 5. Should I do email marketing and, if so, how? 6. If I just pay for Adwords, won’t that drive sales for my business? The key to answering all these questions is the same: Know Your Customer. Why do they decide to buy a certain product or service over another? Why would they choose another company over yours? If you don’t understand buyer behavior, your marketing strategy is just a very expensive guessing game. The odds are not in your favor.