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With your client's avatar/persona in mind. Think deeply about the customer journey as they go from a stranger (awareness) to a raving fan (advocacy). Consider:
What actions are they taking - or we hope they take - at each touchpoint (ads, blogs, landing pages, forms)?
What emotions may they be feeling?
Pain points that prevent the customer from moving from one stage to the next. Examples include forms that are too long, do not have the right information, have no budget, don't know you well enough, etc.)
Look for ways to reduce or eliminate pain points those pain points via education and better processes—automations, etc.
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