What’s Your Client’s Perfect Path?

Don’t you love it when you visit a new website and immediately find what you’re looking for, the answers to all your questions? It’s like the company saw you coming. The website was written with you and your priorities in mind. Unfortunately, that just doesn’t happen as much as we would like.

Too often our path to finding the information we want or even to purchasing a product is cluttered by companies talking about themselves, their history, or their super-advanced technologies.

The fact is those perfect paths to finding the information or answers you’re looking for don’t happen by accident. It requires research, understanding specifically who your customer is, and what problems they have that you can solve.

Once all that is defined, it requires diligence to stay laser-focused on those important foundational elements, not giving in to your temptation to deep dive into speeds and feeds. Your target customers should easily see themselves and the problems they are trying to solve in your Marketing materials.

Perfect Path Examples

Over the past year, we were fortunate enough to help over 80 different clients attempt to create the perfect path for their customers through website designs, tradeshow booths, printed brochures, videos, digital ad campaigns, and ongoing Marketing Strategies. Here are a few paths we enjoyed traveling with our clients.

1. ResourceTek

   https://resource-tek.com/
   ResourceTek is a new client based in Nashville with offices throughout the country. Much more than a traditional staffing firm, ResourceTek has 2 primary audiences in need of 2 clear paths.

   They work closely with large corporate employers, like Bridgestone, Nissan, and Adtran (audience #1) to provide teams of technical professionals (audience #2) fully equipped to work on major projects. The two clear paths seen on ResourceTek’s website and new video assets are built to guide both Employers & Job Seekers.

    

2. Intuitive Research & Technology Corporation
   

   https://irtc-hq.com/
   Intuitive is a long-time friend and client. We love working with their in-house Marketing team on projects to support their incredible growth over the last several years.

   In today’s hiring climate, finding great talent that fits with Intuitive’s strong people-first culture is imperative for continued growth and success. What better way to connect with prospective employees than with a video of existing employees explaining what it’s like to be a part of the Intuitive family?

    

3. Palapa Bar & Grill
   

   https://palapabarandgrill.com/
   Welcome to the Palapa Bar & Grill! How hard is it to create the perfect path to this iconic over-the-water landmark on Ambergris Caye in San Pedro, Belize? Enough said about this one.

   

4. Alabama Metal Art

   https://alabamametalart.com/
   Wouldn’t you love to turn your brand into a conversation piece? Alabama Metal Art creates unique interior and exterior metal signs for businesses.

   In this simple social media video, Lee Holland of Freedom Real Estate blazes a path for any business in the area looking to stand out and turn its brand into a conversation piece.

    

5. First Stop

   https://firststop.org/
   First Stop does critical work with the homeless in our community. As our wonderful city grows, so will the homeless population. It has been a pleasure to be involved in the Largest City. Biggest Heart. Capital Campaign from the beginning, working with the First Stop team on naming and logo, website updates, event support, video assets, and ongoing Marketing and Communication programs.

   Just like First Stop creates the perfect path to lead homeless individuals to independent housing, we love playing a part in creating a path for donors, volunteers, and supporters to become involved in this great work.

   

    

6. ManTech

   https://www.mantech.com/

   ManTech is a 2 billion dollar company that’s been in business for over 50 years with locations throughout the world. While ManTech has had a presence in Huntsville for many years, they have plans to grow their team here considerably.

   We were happy to develop a video for this great company that emphasizes its commitment to our community and the great opportunities to develop and grow your career with ManTech. Did you happen to see it played at a Trash Pandas game last season?

    

Throughout 2022, we enjoyed helping over 80 different clients work on the perfect path for their customers.

It’s not easy. Even when you have the perfect path outlined, there will always be temptations and distractions that might cause you to make the path more complicated or confusing. It’s a great practice to never forget to put yourself in the hiking boots of your customer.

We’re looking forward to next year and continuing to work on many of these paths, including our clients’ perfect path.

Active8 Your Brand

You don’t just need a marketing agency to work on your message; you need a marketing partner who clarifies it with you. Get clear on your message and grow your business in 2023! Contact us for more information.