January 2025 - Stevens & Tate Marketing

Creating Advertising Strategies That Work

January 28, 2025/in Advertising, Advertising Agency, Articles, Blog, Brand Development, Brand Story Telling, Marketing Strategy /by Mark Beebe

Advertising is an integral ingredient in marketing for building a successful business. It’s how you make your business, products, or services known to your target audience. You must devise creative advertising strategies if you want your customers to choose your products or services over the competitors’.

While there are many ways to advertise, your chosen strategy must fit your brand objectives. This post looks at some advertising strategies in marketing and guides you on creating one that works for your business.

Defining an Advertising Strategy

An advertising strategy is an action plan that aims at the following:

Building brand awareness
Attracting new customers
Inviting existing customers to make multiple purchases
Increasing sales.

Your advertising strategy is part of your comprehensive marketing plan. They must align with your company goals and objectives and can be a mix of digital and traditional marketing channels. These are the two broad categories of advertising strategies. Traditional marketing entails using media like:

Television ads
Billboards
Prints ads
Direct mail
Street teams

Digital advertising tactics include the following:

Social media marketing
Email marketing campaigns
Content marketing
Search engine optimization
Pay-per-click advertising
Social media marketing
Influencer marketing

Steps to Creating Effective Advertising Strategies in Marketing

Having the most effective advertising strategy in marketing takes time to achieve. You must continually fine-tune your approach to determine the advertising methods that best engage your customers.

If you’re starting or want to overhaul your current advertising strategy, here’s a template you can use:

1. Identify Your Target Audience

Your advertising strategy should be about reaching out to the people interested in purchasing your products or services. Consider the specific demographics of this target group, including the following:

Their gender
Age
Attitudes
Personal values and attitudes
Income levels
Occupation.

With this information, you can create a buyer person or a fictional representative of the target customer base that your business wants to reach. The consumer profile of your target audience can give you an abstract idea of what your customers want. You can use this to shape your advertising message.

2. Determine Your Advertising Objectives

Once you identify your target audience, ask yourself why you want to advertise. There could be different goals to achieve through advertising, such as boosting sales, promoting newly launched products, or increasing website traffic. It could also be to create awareness about a product’s benefits.

Having clarity of purpose is a crucial step forward in the direction of creating an effective advertising strategy. Your marketing objectives can also inform your choice of advertising platforms, as different channels have varying outcomes.

3. Create Your Advertising Content

Once you determine what you want to achieve through your advertising strategy, it’s time to create content that helps you achieve this goal. Some factors to help in your content creation strategy are the following:

Having an SEO strategy such as voice or video search for local and mobile SEO
Keyword research for more insights into what your customers want to see
Having a blog or website that you regularly update with relevant, educating, and engaging content
Creating attractive landing pages that trigger a sales funnel for your business.

Influencers and content marketing agencies can help you craft relevant content that enables you to put your brand message out there. Forging partnerships with these professionals can help you reach your target audience in ways that automated content advertising strategies cannot.

4. Choose Your Advertising Platforms

In choosing your advertising platforms, consider those most helpful in reaching your target audience. In this digital era, only a tiny percentage of businesses will consider traditional marketing channels as their primary platforms. Digital advertising platforms are more likely to reach a broader audience and have a greater return on investment.

Consider incorporating a mix of advertising channels to test their viability for your business. Online marketing provides an array of advertising strategies, as previously mentioned. However, if you’re new to advertising, you’d rather stick to a few channels first.

Once you accumulate enough analytics and data from the channels, you can determine their effectiveness and consider branching out to other platforms. After testing the results, you can create a vibrant mix of responsive media for an effective advertising strategy.

5. Audit the Results and Keep Improving

Launching an advertising strategy is only the beginning of your business promotion strategy. You must also analyze and refine the various advertising methods you use. A/B testing is one of the approaches you can use. It entails showing different types of ads to similar customers. Then, you can gauge the messages with better click-through rates. Investing more in ad messages with higher click-through rates can yield better returns for your business.

Your marketing team should constantly be on its toes to review marketing campaign metrics. Consequently, it should engage in relevant targeting to reach a broad audience. Assessing and refining advertising strategies is an ongoing process as long as your business operates.

Effective Advertising Strategies in Marketing Are Crucial to Your Business Success

A business without a well-structured advertising strategy in marketing will fail because it lacks a systematic method of reaching its customers. An advertising plan creates brand awareness and tells your customers why they should choose your products or services, not your competitors’.

Creating a strategy that works and withstands the test of time can be complex, but the steps above can help you get started. With time, you can fine-tune the plan to add more steps depending on what works best for your business. You should eventually be able to automate your advertising strategy for marketing and reap from the investment.

SMART Goal Examples That Will Make You a Better Marketer

January 21, 2025/in Articles, Directors, Inbound Marketing /by Dan Gartlan

When creating your inbound marketing strategy, it’s important that you set smart goals for marketing as part of your planning process. Without smart goals, you won’t be able to judge the performance of your inbound marketing tactics. This means you’ll have no idea whether your money is being put to good use. When you have goals in place, you can make adjustments to underperforming tactics. However, one of the mistakes many brands make is to set goals that are vague or too broad, such as “increasing brand awareness” or “building brand authority.” This article will talk about good smart and examples that are helpful in marketing.

What Are Smart Goals?

SMART goals are goals that are (S)pecific, (M)easureable, (A)ttainable, (R)elevant, and (T)ime-bound. They are clearly defined goals that are realistic, quantifiable, and focused. By implementing these goals, you’ll know exactly what kind of results you’re aiming for and how to accomplish them. The following is a more detailed breakdown of SMART goals:

Specific goals – Specific goals are metrics that you want to improve, such as leads or visitors.
Measurable goals – To track the progress you’re making, you need to quantify your goals. For example, a type of event increased the number of visitors to your site by 20 percent.
Attainable goals – It’s important that your goal is something that’s actually possible. For example, doubling the number of visitors to your site in one month is probably unrealistic. Increasing your visitors by 10 percent may not be, especially if you managed to increase your visitors by 5 percent the previous month.
Relevant goals – Make sure that reaching the goals you’ve set will actually have an impact. For example, hitting your goal to increase your website traffic by 10 percent may not mean much if you have a high bounce rate or if none of these visitors are converting.
Time-bound goals – Set a deadline to meet your goals so that there’s some pressure to actually accomplish them.

Examples Of How Smart Goals Should Align With Your Business Goals

SMART Goal Examples

The following are a few SMART goal examples for marketing to give you an idea of how you can implement SMART goals in your marketing strategy:

Bring in more web traffic – Increasing web traffic is a very general goal. The SMART goal version of this might be to increase web traffic by 10 percent within one month. This includes the use of SEO, social engagement and content marketing to increase lead generation.
Increase email subscribers – Email marketing is an excellent way to nurture leads. A SMART goal version could be to increase your email subscribers by 20 percent within one month using your Facebook ad budget on blog posts that have previously captured the most email subscribers.
Gather a webinar audience – If you are planning a webinar, then you can use a SMART goal to help measure its success. Let’s say you’ve already collected 100 signups within two weeks. The seminar is scheduled in one month. Your SMART goal might be to double your signups for your webinar by the webinar date through social, email, and blog promotion in order to close more sales.

These are a few SMART goal examples in marketing. These SMART goal examples take some very basic marketing goals and make them more actionable and measurable. The use of SMART goals in marketing can really help you get the most out of your marketing dollars. This is because you can use the results (whether you end up meeting your goals or not) to set future goals that may be more realistic and impactful.

The Importance of Earning High Quality Backlinks

January 14, 2025/in Articles, Directors, Inbound Marketing, Search & Social, SEO /by Nicole Wagner

One of the major goals of an inbound marketing campaign is to be found online. There are many tactics that you can implement in order to achieve this. One such tactic is through link building, especially high-quality backlinks. Link building refers to getting other websites to link to your content.

Why Are Backlinks Important?

The more high quality backlinks that you earn to your website, the more traffic you’ll receive. Because of the nature of high-quality backlinks, there’s a good chance that this traffic will consist of high-quality leads. Because of this, you should try to earn as many high-quality backlinks as possible.

High-Quality Backlinks Benefits

There are two major benefits of high-quality backlinks. The first is that a website that links to your content is doing so to provide its audience with a quality source that they think will benefit them. This means that your content will be exposed to an audience that is likely going to be relevant to your brand. Backlinks from websites with particularly big audiences are going to result in a lot of web traffic to your site as well, which can result in more potential leads.

The second benefit of earning high-quality backlinks is that they indicate to Google that your content is of high quality. After all, a reputable website wouldn’t send its audience to your page if the content wasn’t helpful or relevant. As such, Google factors the number of high-quality backlinks that your content earns into its page rankings. This means that the more high-quality backlinks you earn, the higher your page is probably going to appear on their SERP. As a result, you’ll gain more exposure and more organic web traffic.

Also Read: Content Marketing Misconceptions

How to Earn High-Quality Backlinks

Earning high-quality backlinks might seem like a matter of luck. After all, you have no control over whether another website decides to link to your content. However, this isn’t necessarily true. There are several ways that you can increase the chances of being linked to. The following are a few tips on how you can earn more high-quality backlinks:

Create high-quality content – The first thing that’s required to earn backlinks is to have content worth linking to. This means that you should focus on creating high-quality content that is relevant to your target audience and that is helpful or informative in some way. Be sure to get your content out there too by promoting it. For example, link your content to your social channels and add social share buttons so your readers can help expose it to more people. The more exposure the content is, the more likely it is that another website will stumble onto it and link to it.
Optimize your content for SEO – The higher your content ranks on Google’s SERP, the more likely it is that another website will find your content when doing research for their own blog content. If they end up referencing your content, they will link back to it.
Build your brand authority – The more brand authority you have, the more you’ll be trusted as an expert in your field. As a result, websites will be more willing to link to your content as a valid source that they can use to strengthen whatever argument they’re making or information they’re providing in their own content.
Build relationships with influencers – Find the influencers within your industry on social media and begin building relationships with them. Once they know you exist, they may link to your content. Not only can you earn backlinks this way, but the additional exposure can result in more backlinks in the near future.

Also Read: The Power of an Influencer Marketing Strategy: How and Why It Works

Write guest blog posts – When you write a guest blog post on another website, that website will link your guest post back to your own blog. This means that you’re automatically earning backlinks for every guest post your write.

Also read: Blog Vs. Vlog: Why Your Business Should Begin Vlogging

Link to other websites – Link your content to other high-quality websites. Doing this can result in them returning the favor.

How Businesses Can Use a Blog To Strengthen Their Online Marketing Efforts

Avoiding Low-Quality Backlinks

The thing about backlinks is that they only help in SEO if they come from a reputable website. A low-quality website isn’t going to send you a whole lot of traffic, after all. Additionally, Google will evaluate where your backlinks are coming from to ensure that they are from a reputable source. The reason they do this is because websites would try to trick Google into providing high page rankings. They did this by buying backlinks from websites that sold them, known as link farms. This was a common blackhat tactic that is now very difficult to get away with. If you buy backlinks, Google will penalize you by either lowering your page ranking. Or they’ll kick your page off of their SERP.

Understanding why backlinks are important, the importance of earning them should be a key tactic in SEO that everyone invests in. Doing so can help to increase the exposure of your brand and your content. Help bring in traffic from other websites, and help boost your SEO rankings, thereby attracting more organic traffic from Google.

Emotional Advertising: How Brands Use Feelings to Get People to Buy

January 10, 2025/in Advertising, Articles /by Dan Gartlan

What is Emotional Marketing?

Emotional advertising uses emotions to connect with consumers and encourage them to buy a product or service. This type of advertising appeals to the heart rather than the head, and it can be quite effective in leaving a lasting impact on customers. Informing your audience is important. You want potential buyers to understand what their problem is, and how your products or services can solve that problem. Unfortunately, people don’t generally make purchases based on information alone. It turns out that people are more prone to making emotional purchases than informed purchases. It’s why commercials consist of much more than an explanation of a product’s use. Instead they use emotional advertising to target the viewer.

It’s effective, and it’s why connecting with your audience on an emotional level will benefit your marketing strategy.

The Benefits of Emotional Advertising

Targeting your audience’s emotions through your advertising efforts makes it easier for your audience to connect with your brand on a personal level. Purely informational advertising can be difficult for people to connect with. One of the issues with that kind of advertising is that the audience might remember the information you’ve provided, but not the brand itself.

Connecting to your audience using emotional appeal in advertising is important. Whether you’re pulling at their heartstrings or making them laugh, this makes your brand more memorable. Your audience is more likely to trust you if you appeal to their emotions because it makes your brand more relatable. It means that they’re more likely to engage with your brand, resulting in stronger customer loyalty even after you’ve closed the sale.

Not only does emotional advertising make more of an impact on audiences, but it also makes your content more shareable. Nobody is going to share a video or a blog post that is purely informational. However, they will share something they find funny or uplifting. It makes it easier to increase brand awareness.

Examples of Emotional Advertising

The following are just a few examples of how different emotions can be used to connect with your audience:

Happiness
Making an audience feel happy is a good way to develop brand association. It also makes them more likely to share your content. They will want to share that happiness with their friends and family. Coca-Cola has been running campaigns that make audiences feel happy for decades. From their iconic “I’d like to buy the world a coke“ to their “open happiness” tagline, Coca-Cola is a great example of this type of marketing.
Pride
Appealing to your audience’s sense of pride makes them feel good about themselves as well as about your brand. A great recent example is of Nike’s Kaepernick ad, the tagline of which read “Believe in something. Even if it means sacrificing everything.”
Fear
You don’t always have to appeal to the emotions people like. In some cases, fear can be a very effective emotion, especially if you’re trying to drive audiences to take immediate action. The WWF created a campaign using fear to drive the importance of stopping climate change. The ad read “Stop Climate Change Before It Changes You” and showed a man with the head of a fish–a terrifying image.
Anger
Anger is an emotion that brands can use to get their audience to side with them over an issue. You’ll notice many political campaigns focus on generating anger for emotional advertising. They highlight aspects of their opponents their audience should be angry about, thereby aligning their audience with them.
Greed
We live in a consumer society. As such, people tend to want the newest and latest of everything. Although greed tends to have a negative connotation, it’s an emotion commonly leveraged by businesses by advertising limited editions and collectible items as well as using short-term promotions and sales. Such a strategy incorporates both greed and fear since people will make a purchase based on both desire and fear of missing out.

How To Implement Emotional Advertising

Getting your audience to feel a certain way can be an effective way to engage customer or audience. However, eliciting specific emotions can be more challenging than you realize. First of all, just because you’re targeting a certain emotion doesn’t mean that your audience will feel the way you want them to.

Secondly, if you go too far (especially when it comes to anger, fear, and sadness), it can backfire. Your audience could end up becoming upset with you as a result. Take for example Pepsi’s infamous commercial with Kendall Jenner. The idea was to elicit feelings of hope and happiness in the audience. Instead, it resulted in controversy and outrage towards Pepsi.

With that in mind, if you plan to use emotional advertising, you should keep the following tips in mind:

1. Understand Who Your Audience Is

You can’t elicit real emotion from someone unless you know who they are. For example, you can’t just go up to a stranger on the street, tell them a joke, and expect them to laugh. You don’t know what their sense of humor is like, after all. The same goes for advertising. You need to understand who your target audience is. It’s why you should develop buyer personas.

Buyer personas help you pinpoint the fears, needs, desires, and demographics of the various segments of your audience. If you know what their specific fears are, it becomes easier to create ads that leverage those fears. Knowing who your audience is will also make it easier to identify what makes them happy, angry, and sad.

2. Use Storytelling To Create Emotional Engagement

For an audience to feel a lasting emotion, they need context. For example, a picture of a baby might make people feel happy, but they won’t know what they’re happy about. As such, that feeling will be fleeting. However, if you tell a story that provides context, it will make a bigger impact.

For instance, maybe the baby was adopted by a couple who have been trying to have a baby for over a decade. Within that story, you present two main characters (the couple), a conflict (inability to have a baby), and a solution (they adopt). Audiences will relate to those characters and their conflict. As a result, they’ll feel an emotion that they understand and that will last.

3. Make Sure You’re Being Authentic

Nobody likes it when someone is trying to manipulate the way they feel. Audiences are smart and they can see through companies that are inauthentic.

Again, consider the previously mentioned Pepsi ad. Audiences immediately felt that the ad’s message of “can’t we all get along” was inauthentic and tone-deaf, especially at the time it ran. If you want to elicit authentic emotions from your audience, you need to be authentic yourself.

As you can see, emotional advertising can be extremely effective when done right. This means using attraction marketing and story branding ensures your audience will emotionally connect with your brand.

Difference Between B2B and B2C Marketing Automation

January 7, 2025/in Articles, B2B Marketing, Directors, Marketing Strategy /by Dan Gartlan

Marketing automation offers a company the chance to centralize most of its marketing activities into a single software platform and to automate it to an extent. This centralization appeals to both B2B (business to business) and B2C (business to consumer) companies. However, there is a difference between B2B and B2C marketing automation due to fundamental differences between the two groups.

Why Is Marketing Automation Between B2B and B2C Different?

Effective marketing addresses each customer’s individual goals and needs. This remains true whether the customer is B2B or B2C. Because these groups have differing goals and needs, the way you market to them has to be different. As a result, the following differences remain when you use marketing automation:

The marketing focus differs:
- With B2B, the focus is on generating leads and keeping their subscribers engaged throughout the longer sales cycle.
- With B2C the focus is on building the brand.
The tactics used are different:
- B2B marketing delivers content that positions the company as an industry leader, while nurturing the lead in the sales process.
- B2C marketing is about the customer journey and making data-driven recommendations for products or services.
The tone of the messages is different:
- B2B messages are to targeted groups at different stages of the sales cycle.
- B2C messages are more personal and highly relevant to the individual.

Also Read: Top 5 Benefits Of Marketing Automation

Difference Between B2B vs B2C Marketing Automation

With all the differences between B2B vs B2C Marketing Automation, it’s easy to see why their marketing automation needs differ as well.

Communication channels. While both B2B and B2C businesses rely on email for marketing, the B2C use other channels as well. Text messaging, push notifications and retargeting are just a few examples. The B2C marketing automation solution needs to handle these additional channels.
Data used. B2B consumers are businesses that have specific needs. Marketing data for this group would include approximate company size, industry, point of contact and specific needs. B2C consumers are individuals with specific tastes. Marketing data for this group includes age, gender, purchase history and frequently visited product categories.
Features needed. B2B companies need help with nurturing their leads through the sales cycle. They want features like lead scoring and integration with their CRM system. B2C companies want to retain the customers they get, so they want features like reputation management, retargeting and retention marketing.
Marketing focus. B2B marketing focuses building the one-on-one relationship. B2C is more about building the brand and building mass appeal.
Pricing. B2B automation is priced based on the number of contacts managed within the system. B2C automation is priced based on the volume of data. It is not uncommon for B2B automation to have only 100 contacts in the system while B2C has thousands.

Also Read: Differences Between B2C and B2B Email Marketing

The differing approaches of B2B and B2C marketing lead to their different marketing automation solutions. Trying to substitute one strategy for the other is difficult, due to different features and pricing structures. If you need help finding the right solution for your business, contact us at Stevens-Tate.

Powerful Call-to-Action Phrases to Increase Clicks

January 1, 2025/in Articles, Brand Development, Directors, Marketing Strategy /by Nicole Wagner

Are you looking to increase your conversion rate? Call to action phrases are an essential part of the conversion process, but what kinds of CTAs should you put on your website? CTAs should be simple yet effective and catch the attention of your visitors.

The formula for a successful CTA page title consists of combining such sales buzzwords as “free,” “discount,” “offer,” “gift,” and “guarantee,” with action-oriented words like “click,” “download,” “request,” and “send.” Putting together a strand of words to entice clicks sometimes doesn’t get the job done, though. Therefore, as a marketer, think of what strikes you as a buyer: emotion.

Humans are oddly emotional creatures and are the only ones who tie those emotions to money. Hence making many of their purchases subject to the emotions invoked by marketing which is exactly why call to action phrases are so important. This isn’t a secret to marketers either, but leveraging that knowledge and coupling it with your brand’s content can be a little tricky.

The Best Call to Action Phrase Building Tips

CTAs can be as simple as “click here” and “download now,” but can have an infinitely more powerful meaning by adding a few simple words and giving the reader the benefit of what they are getting from the offer.

Include a possessive determiner such as “your.” The possessive aspect of the CTA makes the reader feel as though that piece of content or your offer is already theirs to be had and in their back pocket.
Briefly outline the benefit of the content. Add what your website visitor gets from clicking your CTA. This almost acts as a miniature landing page. For example, instead of saying “click here” use a phrase like “click here for your free white paper.”
Use action words and urgency to encourage clicks. “Limited downloads,” “limited time,” and words such as “now” and “quickly” will enhance the sense of urgency for your users to click on your brand’s CTAs.

Actionable CTA Phrases

Actionable CTAs leverage words like “now,” “here,” “click,” etc. Meanwhile, using an action word to draw the reader into the CTA gives them that emotional sense of action and satisfies that human demand for immediate satisfaction. Getting content “now” versus “get it in a week” will drive more clicks onto your good CTA Phrases.

Keeping in mind some of the tips above, let’s take a look at how using actionable words can make a simple CTA far more powerful. We’ve bolded some of those key terms, but have a little fun. Remove some of the bolded items and see what that does to the phrase. Keep in mind that you can insert any content type or offer in the brackets to fit your brand. Here are a few examples of actionable CTAs:

Download Your [Content] Now
Click Here for Your Free [Content]
Join Now and [Get 30 Days Free]
Download Your Free [Content] Here
Start Getting Your Free [Content] by Clicking Here Now
Click Here for Details About the Best [Service/Product] for Your Company

Also Read: 5 Types of Landing Pages To Increase Your Lead Conversion Rate

Urgent CTA Phrases

For most of us, the essence of time can very well be the thing that either helps us make a decision or turns our “eventually” into never. Your buyers are the same way, and giving them a little nudge into a sense of urgency. This can be just what they need to click your CTA, capitalize on your content, and ultimately buy what you’ve got up for offer. Adding some personal touches (in the right context) can further drive that sense of urgency for your buyer.

Limited-time offers, limited-time discounts, first-time buyer discounts, and limited supply all tend to push buyers a little closer to the buy button in their shopping cart. This can be a great way to improve your CTAs. In the case of content and CTAs where the downloads themselves are free, your prospective buyer has virtually nothing to lose. Here are a few urgent CTA phrases that are sure to light the proverbial fire under your buyer and increase clicks:

Download Your [Content] While Supplies Last
Act Quickly Limited Downloads Available
Hurry, This Free [Content] Offer Expires Soon
Secure Your Spot Today! Limited Spots Available
Only X Days Remaining to [Sign Up, Download, Attend]
Take Advantage of this Limited [Content] Today Only
I Urge You to Download this Limited Time Offer

Want to attract more leads? Also Read about Attraction Marketing!

Exclusive CTA Phrases

Adding urgency to a call to action phrase can sometimes seem a little pushy, especially to some C-level managers and business owners. Meanwhile, another equally crafty way to make your CTAs appealing to your target audience is: exclusivity. Exclusive offers give readers the feeling that they are a part of or at least offered a deal that no one else is in on.

We see these sorts of lead-generation tactics across multiple retail platforms. These deals are both confined to time and exclusive to members only. Whether or not your particular brand is a retailer or not we, as consumers, have been trained to jump on those exclusive offers available only to the elite. This can work with your best Call to Action Phrases as well. Here are some useful exclusive CTA phrases:

Join Our Mailing List and Get Exclusive Content
This Offer is Only For Our Subscribers
Sign Up for Exclusive Offers only Available to Subscribers
Request an Invitation to [Join, Sign Up, Get Content]
This [Content, Offer] is Only Available to [Subscribers, Members]
Download Now for Exclusive Access

Responsive CTA Phrases

Naturally, every call to action keyword should aim to generate a response from your target buyer. While practically any of the CTA phrases we’ve outlined could be categorized as either “actionable” or “responsive,” we think it’s best to separate the two. Actionable CTAs lead users towards a specific action, such as clicking, downloading, subscribing, etc. At the same time, responsive CTAs invoke a sense of two-way conversation.

With that said, the CTA phrases below will elicit a response from your potential lead: think feedback, a reply, or a point of contact. These types of CTA phrases should hopefully open up a dialogue between you and your potential buyer and allow them to start the conversation. Here are a few examples of responsive CTAs:

Talk to One of Our Experts About…
Get a Free Consultation and Talk About Your Business Goals
We’d Like to Hear from You: Talk to a Specialist Today
Let Us Know What You Think
Contact Us Today
Contact Me
Don’t Hesitate to Get in Touch With Us

Craft Your Own CTA Phrases

As we’ve mentioned, the sky really is the limit to crafting attractive content-focused best Call To Action phrases. Experimenting with them is one of the great ways inbound marketing can help marketers learn more about their tactics. What’s important to keep in mind is that your buyer is the focus of any CTA or piece of content you craft. Without a doubt, targeting those CTAs is crucial for the success of your content initiatives.