Start with strategy and insights first……
So we believe you need to get your strategy and insights right first. You can track, measure, follow and target all you want but if you are not clear on your why and the motivations of your ultimate client, then you are throwing mud against the wall and hoping that some of it might stick. The point here is that unless you get clarity and complete understanding of the deeper desires of your clients then all the A/B split testing is not going to help you. We call this the difference between consumer motivation and consumer behaviour. You need to get clear on your clients motivation first.
Then we can look at tactics…….
Once you reach this clarity, then we totally recommend using digital tactics to reach your target clients. There is no point having a brilliant, mobile responsive platform if no one can find you! So once we know your clients motivations we use various digital tactics such as Search Engine Optimisation, Search Engine Marketing, Retargeting and Intent marketing to help people track you down and connect with your brand.