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Welcome to the second part of my training on the Web Strategy Template.  \nIn the last video (e-book), I showed you how the web universe fits together from the 20,000 foot view. I showed you all the di􀀞erent building blocks and how they fit together to help achieve your commercial outcomes as well.  \nNow when it comes to web marketing, it's really important to have clarity and focus on who it is that you're actually serving, who your ideal buyers and customers are, because once you're clear on that, everything else falls into place because you can be consciously creating a pathway that helps the individual on that buying journey to do business with you.  \nDownload the Web Strategy Planning Template:  \n[bluewiremedia.com.au/web-strategy-planning-template](bluewiremedia.com.au/web-strategy-planning-template)  \n2  \n WHO  \nWe call it a ‘buyer persona’ and uncovering this is a section of my book. As a marketing consultant you’ll be helping your clients work out their buyer personas. If you're a marketing manager or business owner, you should have a fairly good idea of the characteristics of your ideal buyer--your buyer persona. On this side of the template, the idea is to firstly pick a buyer persona, so let's start with the most valuable or important buyer persona to your business. You would put that label at the top of the page. Now when it comes to buyer personas, I do l ike to encourage you to give them a name, for example one of my buyer personas is Joe. I've got a detailed description of Joe who is a digital marketing consultant and I have got that documented so I know exactly who Joe is, what he looks like and what his goals and aspirations are.  \nI have that in mind and I can put that description in this template. I put the description in that top part, the 'who' part.  \nDownload the Web Strategy Planning Template:  \n[bluewiremedia.com.au/web-strategy-planning-template](bluewiremedia.com.au/web-strategy-planning-template)  \n3  \n WHAT  \nNext part down is the 'what'. This is really where you need to be very clear on the problems that you solve for this buyer:  \n-Why are they buying from you?  \n-How are you helping improve their life or their business?  \nAnd specifically, you want to think about those four steps of the journey that I showed you in the first video. That journey where people purchase from you but before that when they enquire, connect with you and download something free from you.  \nDownload the Web Strategy Planning Template:  \n[bluewiremedia.com.au/web-strategy-planning-template](bluewiremedia.com.au/web-strategy-planning-template)  \n4  \nFor example, for us at Bluewire Media, in the download section, we've got all of our free templates. Once people download those, then we connect with them via email and social media. When the time is right, however long that takes, people can enquire via email or calling us and then they can purchase something from our website or they can engage us for services of speaking or what have you.  \nThat is an example of the steps in the journey that we've got at Bluewire Media and we are specifically helping solve the problem for Joe whi","cbCaimF1Q0waKB78","https://ap.wps.com/l/cbCaimF1Q0waKB78","pdf",2012255,"English","# Documenting your strategy\n# Who\n## Buyer persona\n# What\n## Buyer journey steps\n# Why\n# Where","[{\"question\":\"What does the “WHO” section of the Web Strategy Planning Template require?\",\"answer\":\"Identify your buyer persona and write a detailed description of the ideal buyer, including goals and motivations. Place the persona label at the top of the template.\"},{\"question\":\"How should you complete the “WHAT” section?\",\"answer\":\"Clearly state the problems you solve for the buyer and how your offer improves their life or business. Map it to the journey steps: enquiry, connection, and downloading something free, followed by purchase or engagement.\"},{\"question\":\"What is the purpose of the “WHY” and “WHERE” sections?\",\"answer\":\"In “WHY,” show what makes you remarkable and provide credibility through proof such as guarantees, testimonials, and press mentions. In “WHERE,” determine where your buyer persona hangs out online and what channels and communities they use.\"}]","How to Use the Web Strategy Planning Template - Part 2 - A guide | PDF",1789170474]