There's a non-trivial audience of visitors coming to your site that are further down the funnel, but still need to be engaged digitally before they convert. They're aware of the problem & solution, competitors, and what's being said about you in various "dark social" places.
So make sure you have content on the site that is more than just the superficial top of funnel stuff and gets them the information / trial / whatever they need.
Talk to your customersTalk to your customers
Learn what's unique about your customers:
If you don't know what motivates your customers, you have to find out
If you don't understand your customer's buying process, make that you... to confirm this. And If you don't understand your customer's buying process, make that your priorityIf you don't understand your customer's buying process, make that your priority
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