On today’s episode of Marketing Unzipped we’re diving deep into that mysterious black box of Search Engine Optimisation – more commonly known as SEO. Whether you're a business owner who's been putting off dealing with SEO, or someone who's dabbled but never quite cracked the code, this episode is for you.

SEO has its complexities but at its core, SEO is about making your business more visible to the people who are actively looking for what you offer. And who wouldn't want that?

We start with the basics of SEO which is essentially the practice of optimising your website and online content to rank higher in search engine results. Think of it as making your business more discoverable in the digital high street!
I’ll share with you the mysteries of the two main types of SEO that every business owner should understand:

On-page SEO: This is everything you do on your website itself - from the words you use in your headlines to how you structure your content. It's like arranging products in your shop window to catch people's attention.

Off-page SEO: This involves activities outside your website, like building backlinks - think of these as digital recommendations from other reputable websites.
Search engines have evolved dramatically over the years. They're no longer just matching keywords; they're trying to understand user intent. When someone types "best coffee shop near me" into Google, the search engine isn't just looking for pages with those exact words - it's trying to understand what the person really wants and provide the most helpful results.

I share the three key reasons why SEO matters:

• Increased Visibility and Organic Traffic
• Cost-Effectiveness
• Trust and Credibility

Listen on as I break down the important aspects of SEO and how it will help your business to perform better online!

https://thepursuitagency.com/

In today's episode of Marketing Unzipped we'll find discuss what you can do if your campaigns aren’t connecting the way you expected or you’re struggling to attract the right customers.

The issue might not be your product or service—it could be that you’re focusing on the wrong audience. Many businesses assume they know who their customers are, but when you scratch beneath the surface, the reality often looks very different.

So, how do you build a customer profile that helps you create content, ads, and messaging that actually convert?

That’s exactly what we’ll be covering today.

We’ll explore why understanding your ideal customer is essential to marketing success, how to collect meaningful data instead of relying on guesswork, and how to apply those insights to everything from content creation to ad targeting.

We’ll also look at some well-known brands that missed the mark with their customer targeting—and the lessons we can take from their mistakes.

Many businesses make the mistake of defining their audience too broadly—thinking that by casting a wider net, they’ll attract more people. But the truth is, if you try to market to everyone, you end up connecting with no one.

A well-defined Ideal Customer Profile helps you:

• Create messaging that resonates. When you understand your audience’s challenges, goals, and motivations, you can speak their language instead of pushing generic sales messages.
• Improve engagement and conversion rates. Customers respond when they feel like a brand truly understands them.

Spend your budget wisely. The more targeted your approach, the less money you waste on people who were never likely to buy in the first place.

We'll get into the process of actually building a profile that helps you attract the right audience and increase conversions.

A strong Ideal Customer Profile isn’t just a list of demographics—it’s a detailed snapshot of who your best customers are, what drives them, and how they make decisions.

There are three key steps to getting this right:

1. Gathering the right data – so you’re basing your profile on facts, not assumptions.
2. Defining the characteristics that actually matter – separating useful insights from noise.
3. Creating a profile that your marketing and sales teams can actually use – instead of just filling out a template for the sake of it.

Together we'll break those steps down and more to create your Ideal Customer Profile.

https://thepursuitagency.com/

Welcome back to Marketing Unzipped!

In today's episode I'm talking about how useful AI can be in your business if you use it to support you with your automation. When used correctly AI can free up some of your time and help your business to run more efficiently.

AI has many functions that can be brilliant including the ability to have a 24/7 chat bot function on your website meaning that your customers can be helped even when you're not available.

It's important to be transparent with your customers so that they know that you're using AI and how their data is used by your company. There also needs to be a function that allows them to opt out of their data being used.

Listen on as I share my tips on the platforms that you can use and the ways in which AI can become an agent of your business!

https://thepursuitagency.com/