Atlantic Business Technologies, Inc.

Author: Atlantic BT

  • How to Convince Clients to Like Your Creative Ideas

    [pull_quote]Would I rather be feared or loved? Easy, both. I want people to be afraid of how much they love me. -Michael Scott [/pull_quote]

    Creativity in the tech world is an interesting beast. Everyone wants to use it and claims to love it. But it also causes a great deal of fear, leaving creative employees struggling to be heard. If you are that person, this post, by an experienced marketing writer, will speak to you. 

    When I first decided I wanted to be a writer, I imagined the hardest part would be coming up with good ideas. Back then, creating a new idea meant summoning elegant words, phrases, and story out of nothing more than my daydreams and boredom. Where did the really great creative writers get their ideas? It all seemed like an impossible mystery—which didn’t stop me from wanting to try.

    Times are different now. For one, I’m a marketing writer by profession, so I mostly write for hire. Two, finding ideas worth writing about is easy. There is a tsunami of shared information on social media to mine from. Plus, I’m lucky enough to have knowledgeable colleagues and clients. They always have something interesting to discuss. Then there is the remarkable surplus of quality marketing websites available. And three, I no longer imagine great ideas simply appear out of nowhere. They show up from making connections between people’s wants, fears, and every sticking point between.

    Then there’s the fourth thing that I know now. The hardest thing about being a successful writer for hire is not coming up with a good idea. It’s not even executing on that good idea to make a quality product (though that does take time, effort, and practice). No, if I had to name the hardest thing about writing for hire, it’s getting your client to like your idea and pay you to produce it.

    The Trouble with Good Ideas: Risk

    You know how the pitch process goes. You enter the room with the perfect concept for a client’s new project or campaign—it’s inventive, compelling, and will drive lots of sales. All you need to do is convince the client this idea is worth their investment—which can be really, really hard.

    Why? If you like the idea enough to champion it, shouldn’t that alone speak to its quality? If it inspires you enough, then it’s likely creative, different, and promises to actually be fun to carry out. The trouble is, words like “new”, “creative”, and “different” are all dangerous trigger words to most clients. These words all suggest that the idea lacks a proven track record. Clients may also not immediately recognize the idea. This is most likely intentional on your part. You designed the idea to not be like what the client or their competitors did in the past.

    Here’s the dilemma: you’re proposing something risky, and your client has been trained for years to avoid risk unless it’s proven to be minimal. If you want to sell a client on your idea, you need to prove your potentially risky idea is not that risky after all.

    So, how do you do that? Here are my favorite strategies for how to present your good idea and win your client’s approval so you can actually execute on it.

    How to Pitch Your Ideas So Clients Will Actually Listen

    1. Connect your idea to your client’s brand

    It’s amazing how often creative workers come up with imaginative, unique ideas without thinking about the client’s brand. They present the work with little regard for how well it actually matches the client’s style and voice. The simple truth is that not all great ideas are great fits for any client. Consider a cybersecurity company that prides itself on being no-nonsense, cover-all-the-bases, serious experts. They won’t be happy with a snarky campaign that uses a lot of funny one-liners. On the flip side, a slick 3D animation that never shows a person’s face is not going to work for a brand that focuses on personality.

    As any good writer knows, it’s vital you consider your audience when pitching an idea. Show them how your idea honors their work. Make it clear that it captures their company’s tone, history, and style. This helps your bold new plan seem less like a departure. It now looks like a natural extension of what your client is already saying and doing. In fact, bonus points if you can point to a past campaign of your client’s that links to your idea.

    2. Support your idea by linking it to good ideas that have come before

    This point can seem like compromising your creative vision. After all, what’s less imaginative than pushing an idea based on something another company is already doing? My advice is not to copy someone else’s approach but rather support your idea by showing how it might perform. To mitigate risk in the mind of your client, you need to show how your idea not only will work, but that it has already worked in other situations.

    Before you present your idea, look for examples you want to use from similar brands or industries. While you’re unlikely to find a campaign or ad exactly like your brilliant idea (if you do, your idea might not be as original as you thought), it’s not too hard to show examples that match the tone or style of your big idea. If your client likes your examples, they’re that much closer to agreeing to your creative pitch of a related idea.

    3. Show how you will verify this idea is successful

    If the first two points are about mitigating risk, this tactic is about proving your idea works. In the age of big data, it’s essential you can describe how you will analyze and measure the success of your approach. Provide details about the assets you propose to make, the way you will monitor user engagement, and how you will adjust or alter your approach based on how your client’s customers respond.

    Volumes of blogs and guides have chimed in about how to digitally measure success. However, as you decide between click-through-rates or downloads or new sessions to verify success, keep this in mind: the metrics that most matter to your client are how many leads and sales your campaign generates. You might not be able to directly prove your big idea drove sales without an actual consumer survey about your campaign, but you need to be confident your idea will improve the client’s bottom line.

    4. Emphasize how your idea will stand out—positively

    Consider this a counterpoint to linking your big idea to past successes. If your idea begins to feel too similar to other campaigns, you will need to describe details that set your idea apart. The best way to do this is by doubling down on how you link the client’s brand to your approach. Your client will want to feel like you’ve crafted a custom campaign that’s tailored to their company, so be specific about how your idea will represent their brand well.

    5. Demonstrate enthusiasm and commitment to your idea

    As the creator of your big idea, it is up to you to be passionate about your vision and make that passion infectious. Tell the story of how you came up with the idea. Share the reactions from your teammates. Paint a picture of what this successful campaign will look like. This is the kind of enthusiasm that’s essential to creating truly memorable and effective campaigns—and the same kind of enthusiasm you should present in your pitch and elicit in your client.

    More importantly, you need to communicate to your client that you are invested in this idea’s success. No one wants to partner with “an ideas guy” who proposes grandiose schemes then becomes suspiciously absent when tough challenges arise or the idea needs rework. After all your research, data, and imagination, you must show your client they can count on you to own your big idea and put in the work to help it succeed.

    It’s not risky, it’s just new

    Let this be your underlying mantra as you present your ideas. While these tactics aren’t guaranteed to win your client over, each one represents a different tool to show your client that your potentially risky idea isn’t that risky after all.

    If you want to hear more about the power of creative ideas and how they can best serve you, we have plenty to share. If you have a plethora of creative content you’re struggling to get out into the world, we’ve got your back.

  • You’re Leaving Out the Best Parts of the Story

    Why Storytelling Is More Than Plot

    In the beginning, there was a business. The business made a profit, and saw that it was good. But there was a problem, and the business did not like it. And lo, our agency descended from on high to face the problem. Together with the business, we solved it. And then everything was fine and that’s why you should hire our agency too. #storytelling

    We’ve read-and written (guilty as charged)-way too many case studies and content pieces like this. And while we know how shallow this content sounds, it’s understandable why it so often gets written this way. It’s simple, easy to follow, and has a clear Call to Action at the end. So, even if we don’t love this style, we don’t hate it either. But, if someone uses this style as an example of great storytelling in content marketing? To that we say NO NO NO, THIS SHALL NOT STAND.
     
    Great stories are more than a basic plot. It’s not only about what happened first, what happened next, and what happened last. But, most (bad) case studies are like this. They’re simple plots where one special fix appears and everything becomes magically awesome. Of course, the miracle fix is being sold by the relevant company publishing the case study. Shocking.
     
    That is a story, but it is not a good story. Let’s take a closer look at three strong storytelling methods. Then we can explore how you can weave these elements into your content. You’ll be able to create narratives that actually resonate with your audience. Your content shouldn’t inspire users to close the browser and forget what they read. You are capable of crafting a meaningful connection with your readers that inspires them to stay and learn more. (And thus, the hero’s journey began). 

    Characters: Include Actual Humans in Your Case Studies

    It’s remarkable how many case studies try to use Joseph Conrad’s Hero’s Journey to tell their tale. The intrepid multi-national corporation, bold and brave, boosted its profit margins! A generous description would call this “efficient” storytelling. Sure, a business-owner might read the case study and relate to the fact that she too owned a business. But, there’s nothing in this simplistic model that elicits actual empathy. There is no emotion involved in connection with the story.
     
    No one reads their kids a bedtime story about a company or an organization. (Except for that one guy…with that one kid…). We read stories about characters. We seek out believable people with dreams, feelings, and worries we can actually relate to. The most direct case study story ever, dodging any emotional resonance, might be what you want. Ok, you do you. But, if it’s not, then there is no excuse to erase the people behind a project or client engagement.
     
    Our case studies always include at least one quote and picture from the team who worked on the project. These simple visual additions do a lot to remind readers of the human stakes in these stories and blogs. And don’t limit this to your internal team! It may take more time to secure a quote and profile image from your clients. But, seeing the human face of collaboration makes your content easier for readers to relate to.

    Conflict: Be Honest about the Pains of the Process

    As anyone who has ever participated in a big tech project knows, transformative new technology is never simple to implement, nor does it magically fix everything. Yet you wouldn’t know that from reading the average technology-driven case study. Too often the implementation of new software or systems gets summarized as “after a quick on-boarding” or “with this solution in place.”

    Leaving out conflicts is a surefire way to make your reader disbelieve your story and stop reading. Instead, write content stories that do justice to the real, meaningful conflicts that happen when you introduce a new digital platform in a business or organization. Is the company losing anything worthwhile in this changing process? How hard was it for people at the company to learn the new system? What would they have done differently had they began the implementation from scratch?

    We’re not saying readers want to read angry Slack transcripts between your IT and marketing teams. Instead, we’re saying your readers want to believe your story of success. Nothing makes a reader roll their eyes like seeing all the work of an implementation, or other conflicts, summed up in less than a sentence.

    Themes: Ask Better Questions, Inspire Better Choices

    Too often case studies and scenario-driven content read like badly-written parables. These shallow stories end with some cliched or pithy adage like “design is more than just pictures,” “cybersecurity can save your business,” or “that’s why customers trust [insert your company name here] with [problem].”

    These conclusions aren’t necessarily wrong, but they’re boring. The best case scenario, as a result of these simplistic parables, is that your audience shrugs at the end. The worst case is that the audience feels insulted because you treated them like children who need an easy, clear moral at the end. One sentence takeaways can make the audience feel lectured to or “taught a lesson” rather than engaged and moved. In contrast, quality storytelling asks interesting questions and inspires smarter choices in an audience.

    For example, let’s say you were telling a story about a company detecting a data breach and adopting a new cybersecurity strategy. A simple version of the story would conclude with “And that’s why you need end-to-end security.” A better story would embrace the thorny theme of how security strategy is essentially a question of Control versus Freedom. You can secure your business by forcing employees to change passwords every day, never carry a personal smartphone, and authenticate every email they send. However, that strategy drastically limits how much freedom and agility your employees have to do their best work. This in mind, the best security strategy for your company is a combination of technology and processes that fits your culture of trust and empowerment, while also protecting essential data from breaches.

    This conclusion is more complex than “Security good, breaches bad,” but that’s the point. You want to engage your readers as thoughtful agents of their own destiny, not children who need simplistic morals to do the right thing. Offering meaningful themes shows your audience you want to partner with them rather than just sell them something and move on.

    It’s Time to Tell Stories that Matter

    Content storytelling isn’t some mysterious art that can only be practiced by award-winning writers. Instead, any marketer can adopt proven storytelling methods to make their content more engaging. From memorable characters, to relatable conflict, to meaningful themes and questions, good storytelling shows respect for your readers and inspires them to want to connect with you.

    If you’ve got questions about how to implement these ideas or want to argue about how preposterous this all sounds, we’re game.  

  • 4 Questions That Matter for the Mobile App You Want the Most

    Mobile apps are all the rage in the digital marketing world. At this moment, you are most likely rolling your eyes at such an obvious statement. But there’s a good reason apps have only increased in popularity. They help businesses make direct connections with their audience. There are mobile apps that help you do everything. You can manage your social media presence, book a hotel room, or even place an order at a restaurant. But how much do you actually know about mobile apps? Have you been pondering creating an app for your business? Is that the right call?

    What Do We Know About Mobile Users?

    Smartphones and tablets are seemingly everywhere. Since 2011, smartphone ownership has risen 35%. Now, 77% of the American population uses a smartphone. When it comes to apps, the numbers are intense. The average smartphone user has 80 apps downloaded on their phone and accesses at least 40 of them a month.

    It is not too much of a stretch to say that Americans are tightly connected to their smartphones, as users spend about 3.5 hours a day on them. So, it looks like you have a ready-made audience for your mobile app idea. But hold on. There are a few questions you need to ask before you begin building your mobile app.

    4 Critical Questions to Ask Before Building Your First Mobile App

    At Atlantic BT, we’ve had the good fortune of working with clients in a wide variety of fields, helping solve both marketing and IT challenges. Lately, many of our conversations with clients have been focused on the creation of mobile apps. We’ve noticed several recurring questions needed to define the scope of the project. To help you develop the best app possible, and do it quickly and efficiently, we’ve gathered these insights for you.

    1. Should You Build a Mobile App or a Mobile Friendly/Responsive Web Site?

    Sometimes, you don’t need a mobile app. Instead, a mobile friendly version of your site (or a responsive website) will do just fine. Mobile friendly and responsive sites are great options if you simply want to optimize the display of your existing web content on mobile devices. By contrast, mobile apps work best for specific, targeted actions you want your audience to take (i.e. make a reservation at a local restaurant). Mobile apps also take advantage of functions on your phone, such as the GPS, camera, microphone, and more. Knowing what you want your users to accomplish is an important question to answer before you jump into building a mobile app.

    2. Android, iOS, or Both?

    For mobile apps, there are two leading platforms: iOS (Apple) and Android. In today’s mobile environment, you need to develop apps for both platforms. Only developing for iOS is a sure-fire way to tick off your Android audience. Then, you’ll be stuck saying over and over again “Yes, we are currently working on an Android version and hope to release it soon.”

    3. What Will Your Users Do With the App?

    The most successful mobile apps are focused on helping users solve a specific problem. Your app should be no different. Ask yourself what kinds of problems you want to solve for your users. Then build your app to solve that problem. Applications that attempt to do too many things are often not as well received as highly focused apps. A good user experience (UX) process will help you identify the core needs of your mobile app and ensure that those needs are addressed during the building process.

    4. How Will You Update Content in Your Mobile App?

    Mobile app development isn’t a one-time activity. You will need to keep your content up-to-date and make improvements in the app as the platforms grow and change. Build apps on open content management systems using technical frameworks that can adapt over time. Anything less puts you at risk for a dead app as conditions change.

    Get Started with Mobile App Development

    There are many factors to consider when creating a mobile app. At Atlantic BT, we’ve helped companies create innovative and engaging mobile apps that benefited both them and their customers. Our team of consultants, UX strategists, mobile developers and marketers will work with you to help you build the mobile app of your dreams.

  • 3 Payment Processing Security Measures You Need to Take Now

    Attacks on our sensitive business and personal information are becoming increasingly common. It seems as though everything is now available online or managed through an app. It is important we do not become complacent, no matter how often these major data breaches happen. We should all be taking every precaution to secure data. This is especially true if our business relies on eCommerce payment processing.

    eCommerce security is complex. Security standards should undergo testing on a regular basis. On top of that, you should also be monitoring user activity and customer behavior. That said, your website could be the online equivalent of Fort Knox. All your vulnerability scans consistently reporting green. But, payment processing best practices for credit card validation (CCV) must be active. Without them, your company is at risk of supporting credit card fraud. This could halt your revenue for months and months. At the same time, you’re trying to recover your losses with credit card companies. It’s a terrifying beast to manage. 

    Paying attention? Let me explain a few of these payment processing best practices you should consider.

    1. Credit Card Validation

    You might think this is a common sense approach, but validation means more than checking the number, expiration date, and CVV of potential customers. In addition to those 3 aspects of validation, incorporating Address Verification System (AVS) is another method of credit card validation. Configuring these validation fields can change based on which payment gateway (PayPal, Authorize.net, Stripe, etc.) and eCommerce platform (Magento, WooCommerce, etc.) you use. Despite these differences, it should be easy to incorporate these validation fields into your payment processing.

    2. Behavior Monitoring

    For a crook, credit card testing isn’t a one shot and done approach—it takes multiple attempts to verify a card number. To spot these suspicious users, look at the transaction and visitor history for your site. Pay close attention to these red flags:

    • The same IP address has multiple failed transactions.
    • Again, the same IP address has multiple purchases from different credit card numbers.
    • If you see a spike in sales for low price items.

    This last point is indicative of someone testing a card number with a small price item and potentially using that card number for big ticket items elsewhere or increasing the value of that number for other hackers to purchase and use. If you notice this kind of suspicious activity, you would do well to flag that credit card and not process any transactions with it.

    3. Guest Checkout

    If you want to incorporate this feature into your online business, you should weigh the pros and cons. The pros can mostly be summed up as simplifying the purchasing process to drive more sales. This is great for customers who want to buy products without going through the steps of creating an account.

    Cons include significant security considerations. A crook would be able to use guest checkout to test a stolen credit card (purchasing small ticket items to verify a credit card is valid) with minimal amount of information to tie them to that transaction. If you decide to enable guest checkout, in addition to validating the card number and expiration date, be sure to validate the name and address as well.

    Payment Processing Is Only One Part of Security

    eCommerce security is more than just good business practice—it’s also vital to protecting the customers you serve. The basic steps laid out in this post are only part of what you should consider when it comes to ensuring your eCommerce site is secure.

    If you’d like more information regarding eCommerce security, contact our security team. And if you’re thinking of starting a new eCommerce site or modifying an existing eCommerce site, we have the experts you need to guide you through that adventure, as well. 

  • How to Ask Better User Research Questions

    Research is an invaluable tool in any area. It can give you insights and unexpected inspirations, identify problems and potential solutions, and guide you through your development and design process. However, when research isn’t focused, it can also lead you astray.  This is because research by itself doesn’t solve problems—it provides more information about a problem.

    This in mind, the key aspect of any research you conduct is the question you ask. If the question your research tries to answer is precise, clear, and something that can be tested, perfect! You have a solid foundation for a great research study. But if your question is broad and vague, you’ll get a broad and vague answer. This is not useful when trying to solve a problem or design a product.

    Since the underlying question is such an important aspect of research, how do you make sure you ask the right one? What things do you need to keep in mind when designing a study to make sure you get the answer you need? In the spirit of asking good questions, here are five pivotal ones you should consider when developing your main research question.

    1. Why are you doing research?

    Deciding what you want to know is the first step to designing any study. Why are you doing this research in the first place? What information do you need to move forward with your project? Write this research goal down, phrasing it as a question if possible.

    For example, say you’re starting a research project to evaluate the navigation of a new website. You want to make sure the navigation makes sense to your users and they can find what they need on your site. In this case, your starting question could be as simple as, “Does my website navigation work?”

    2. Can you make your research question more specific?

    You have your original idea written down. Now, see if you can make it more specific.

    Take our example question: “Does my website navigation work?” What do you really want to know about your website’s navigation? What does the navigation need to do in order to work? How will you know if your navigation doesn’t work?

    When considering all these supporting queries, you’ll be forced to focus on the most important aspects of your research. Perhaps your more specific question is: “Are my navigational terms clear to new users?” or “Is my visual design clear and navigable for new users?” or “Can new users attempting to complete a specific task navigate to the correct page quickly and efficiently?” The new question could even be a combination of all three.

    The goal here is to give yourself a research question that includes details about how you are going to answer it.

    3. How will you find your answer?

    Now you have a question describing the true purpose of your research. How are you going to answer it? The specific question you developed in the last step forces you to consider what you need to know. This is important when creating a quality study design.

    Your specific question should already tell you some of the research aspects your answer needs to address. The question “Are my navigational terms clear to new users?” tells you your study will include participants who are new to your website. You will be assessing how easily they can navigate your site. Therefore, your research focus is on the navigational terms.

    In this case, a tree test could be a good testing method. Tree tests allow users to focus on the navigation outside the context of the website’s design and functionality. It shows you where users are interpreting navigational terms differently than anticipated.

    However, a tree test would not be a good way to answer the question “Is my visual design clear and navigable for new users?” In that case, usability testing could be a better option as it allows users to experience the navigation design in the context of the entire website.

    Before deciding on a testing method, consider the kind of information each one provides, and whether it will answer your core research question.

    4. What will you do with the answer?

    You have a question and a plan to answer it. But what will you do with the answer once you have it? Knowing how you will use the answer can inform how you design your research. Maybe one piece of information would be really interesting to know. However, it couldn’t actually be implemented into any design changes or solutions. Therefore, any method design probably shouldn’t prioritize collecting that information.

    For example, in our navigation study, you know you will use any information gained to improve the website navigation. During testing, it may be tempting to ask users about other aspects of the website, such as features or solutions that would be helpful for them when they’re attempting to complete a task. But because this study is focused on navigation, make sure anything you ask your participants will help answer questions about that topic and that topic alone.

    If those feature questions are really important to ask, start back at the beginning with the new focus in mind. You don’t have to try to answer every question with one research study.

    When dealing with surveys as a method of research, you will face the challenge of analyzing open responses. You may consider tapping into tools to assist with NLP survey analysis.

    5. Does your plan need revising?

    Sometimes when reviewing your question, testing method, or how the results will be used, you realize your original research plan wasn’t quite right.

    Maybe the best testing method isn’t possible due to resource constraints. Perhaps the results wouldn’t have been useful anymore based on new changes to the project. These things happen even to the best-planned projects. Before you go ahead with your testing, you need to pause to make sure all your planning still applies.

    If you find that your plan needs to be adjusted, try starting again at the previous step. For example, say you realized that using a tree test to assess your navigation wouldn’t tell you what you need to know. Instead of rushing to pick another method, take a step back and look at the specific question again. What is it that you’re really looking for? Does the question mention that information?

    If the question needs revision, fix it before you fix your method. Make sure you’re always grounding your research by knowing what you’re asking and what the answer will tell you.

    Test Your Research Question

    You’ve got your question, you know how to test it, and how you’ll use the answer. The first part of your study is complete. You’re ready to test!

    If you’d like to learn more about the testing process or are ready to take the next step in architecting your project, contact our team of research analysts. We’re ready to help you get started.   

  • Every Buyer’s Path Leads to the Stronger Content You Need

    Imagine for a moment that you could step into a meeting with a potential customer or client and know exactly what they were thinking. Wouldn’t that make it a lot easier to close the deal? Can’t you imagine how magical it would be? Oh, the content you could throw their way. Every word tailored to their specific needs. The look of shock and joy on their faces. What divine bliss is this?

    Alas, we haven’t invented a telepathic helmet here at Atlantic BT. We did try but in the end, we don’t know what we were thinking. We did hope to be the first to make a pair of glasses that gives you ESP. But, Mark Zuckerburg already has those and is now using them to great aplomb. We digress.

    Despite the lack of these fantastical tools, there is a way to predict what your users need and want. Customers follow a predictable thought pattern called The Buyer’s Journey. This happens every time they visit your website. Once you understand it, you can create content that leads them from one step to the next. Guiding their path can result in sales or an appointment.

    Naturally, different buyers are going to move at their own pace, with their own unique quirks. However, they will almost always follow a three-step process that begins with awareness, moves to research, and ends with a decision.

    To show you how this works in the real world, let’s give an example. We have an adult who is searching for a dental solution. Here is where The Buyer’s Journey might take them.

    Awareness

    The first thing that happens on The Buyer’s Journey is a realization. The buyer discovers they have a need. This could be for themselves, their friends and family, or even an entire organization. One way or another, they suddenly find themselves on the search for information, and possibly a product or service.

    In our example, we have an adult who has noticed pain in their mouth. So, they might start searching for things like: “symptoms of sensitive gums” or “why does sugar irritate my teeth?” They know they have a problem, so they start looking for answers.

    Research

    In the research phase, potential buyers begin looking at companies, products, and services that can solve the problem they are having. In other words, they are looking at possible solutions without committing to any of them.

    Our adult with dental concerns may begin comparing different dentists, or checking out specific mouthwash or toothpaste products. They’ve moved beyond the source of the issue and have started investigating potential answers.

    Decision

    The decision step in The Buyer’s Journey speaks for itself. But, it’s still worth pointing out that people like to be reassured that they’re doing the right thing. So, they’ll read testimonials, check out reviews, and look at things like money-back guarantees. They’ll also want to know if there are any big obstacles (like high prices or restrictive terms) that may get in their way.

    Assuming they want the solution strongly enough, they’ll decide to move forward and make a purchase.

    How to Use The Buyer’s Journey for Stronger Content

    Once you know what your customers have on their minds, it’s easier to create content that appeals to them. First and foremost, you must understand your audience. Recall our adult looking for answers about their own mouth pain. The questions they have, and the solutions they would find, might be different compared to a parent who needed the same thing for their child.

    When you know the person and the problem, you can tailor your blog posts, landing pages, and even social updates accordingly. You want to guide buyers through each step of their journey. Here’s how that might look:

    • For buyers who are in the awareness stage, you’ll want to talk about the “pain points” associated with their current condition. This spurs them to keep looking for solutions.
    • During the research step, you can compare your services with your competitors. Now, potential customers are more informed (and amenable to buying from you).
    • Finally, you can help them make a good decision by providing social proof in the form of strong reviews, industry certifications, and other supporting materials.

    Put all these together and you have everything you need to move buyers through your sales funnel. In the end, you will have helped them find the solution that best fits their needs.

    Is Your Digital Marketing Strategy Speaking to Buyers on Their Terms?

    At Atlantic BT we build great websites. More importantly, we generate online marketing plans that get real-world results because they move buyers to action. If you could use that kind of focus on your company website, now is a great time to contact us and schedule a free consultation.