How to attract, convert, and retain customers without a big budget.
- Own Your ICP (Ideal Customer Profile)
Document industry, company size, buyer roles, pains, and success metrics.
- Create 3 Conversion Paths
- Low intent: Blog → checklist → email.
- Mid intent: Comparison page → demo video → trial.
- High intent: Pricing page → book a call.
- Content That Compounds
- 4 pillar pages (problems, solutions, pricing, comparisons).
- 12 supporting posts answering specific “how much/how to” queries.
- One signature case study with outcomes and numbers.
- Channels That Work on a Budget
- SEO + Google Business Profile for local queries.
- LinkedIn for B2B; Instagram/Reels for visual B2C.
- Email nurture: 6-part sequence (welcome, problem, solution, proof, offer, FAQ).
- Measure What Matters
- North Star: pipeline from organic + direct.
- Input metrics: click-through rate, conversion rate, cost per qualified lead.
- Run monthly experiments; sunset what doesn’t move the North Star.
