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/

If you don't know how your customers find and interact with your brand, you're leaving money on the table.

Today we're exploring one of the most critical and often misunderstood aspects of marketing and that is understanding your customer's journey.

How do your customers really find you?
If you are not clear on this process, you're not alone. Many businesses focus on individual marketing tactics, running ads, posts on social media or even launching email campaigns but they fail to see the bigger picture and the result ends up in missed opportunities, wasted time, and most definitely customers falling through the cracks.

Today's customers expect way more than ever. They want something personalized. They want seamless experience that guides them effortlessly from interest to purchase and if your marketing doesn't meet those expectations, someone else and their their business will.

In this episode we go back to the basics and start with the path your customers take as they interact with your brand. But here's the twist, it's not a simple straight line. Forget the idea of a traditional funnel where customers move neatly through from awareness to purchase. Today's customer journey is more like a spider's web.

I'll teach you the five stages that guide your customer's decisions and how to map your customer path so that you build the relationship with you.

Understanding your customer's journey is the foundation of building better relationships, improving conversions and delivering exceptional experiences. So let's recap. The customer journey, it matters so much. Every step your customer takes from discovering your brand to becoming an advocate shapes their perception of your entire business. Without a clear understanding of this journey, you're operating in the dark, the complete dark and missing valuable opportunities to connect and convert.

If you found this episode helpful, make sure to subscribe to Marketing Unzipped and leave a review. I’d also love to hear from you. Drop me a message on LinkedIn or Instagram, or share your thoughts in the comments.

LinkedIn: https://www.linkedin.com/in/robert-curtis-the-pursuit-agency/
LinkedIn Page: https://www.linkedin.com/company/the-pursuit-agency
Instagram: https://www.instagram.com/pursuitagencyuk/
Website: https://thepursuitagency.com/

https://thepursuitagency.com/

https://thepursuitagency.com/

On this episode of Marketing Unzipped I'll be sharing the key metrics that every marketer should track to ensure they're getting the right performance from their material!

If you’re not tracking the right metrics, you might as well be throwing spaghetti at the wall and hoping something sticks. Metrics help you:

- Understand what’s working and double down on it.
- Identify what’s not working so you can stop wasting time and money.
- Prove your ROI—especially important if you’re justifying budgets to clients or stakeholders.

At the end of the day, marketing isn’t about guesswork. It’s about making decisions based on data. And the right metrics are your compass.

In this episode I share the 5 key metrics and what they are. These metrics are Website Traffic Metrics (GA4), Conversion Metrics (GA4), Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV) and ROI (Return on Investment).

You'll leave this episode with an actionable plan to start leveraging these metrics for better results. By the end of this episode, you'll be able to

Review your CAC and identify where your costs are too high,
Calculate your CLV and compare it to your CAC, taking action when needed,
Calculate your ROI and see if it's meeting expectations - making changes if needed
Create yourself a Metrics Dashboard to monitor your CAC, CLV and ROI regularly,
Use your metrics to make informed decisions in relation to your goals!

If you found this episode helpful, make sure to subscribe to Marketing Unzipped and leave a review. I’d also love to hear from you. Drop me a message on LinkedIn or Instagram, or share your thoughts in the comments.

LinkedIn: https://www.linkedin.com/in/robert-curtis-the-pursuit-agency/
LinkedIn Page: https://www.linkedin.com/company/the-pursuit-agency
Instagram: https://www.instagram.com/pursuitagencyuk/
Website: https://thepursuitagency.com/

https://thepursuitagency.com/

Welcome to the first episode of Marketing Unzipped!

On today's episode, I'm talking about defining your goals for your digital marketing campaigns.

We cover why goal setting is the foundation of all successful campaigns, the five sets to creating clear goals that are actionable and align with your business objectives and ensuring that your team stays on track throughout the year!

The key takeaway from this episode is that staying on track with your goals requires focus, flexibility, and frequent reflection. By building in regular check-ins, celebrating progress, and keeping your team accountable, you create a culture that not only achieves goals but thrives on them. Remember, the path to success isn’t always a straight line—it’s the adjustments along the way that make the difference.

If you found this episode helpful, make sure to subscribe to Marketing Unzipped and leave a review. I’d also love to hear from you—what’s your number one marketing goal for this year, and what’s your plan to stay on track? Drop me a message on LinkedIn or Instagram, or share your thoughts in the comments.

LinkedIn: https://www.linkedin.com/in/robert-curtis-the-pursuit-agency/
LinkedIn Page: https://www.linkedin.com/company/the-pursuit-agency
Instagram: https://www.instagram.com/pursuitagencyuk/

https://thepursuitagency.com/

Ever wondered why digital marketing feels like trying to zip up a tent in a storm? The strategies never quite fit, the jargon makes no sense, and you’re left wondering if anyone really knows what they’re doing.

Well, good news—you’re not alone. And you’re definitely in the right place.

Welcome to Marketing Unzipped.

This is a podcast where we take digital marketing apart, piece by piece, and figure out how to zip it back together in a way that works for you.

Some episodes will be just me—sharing honest insights, actionable strategies, and lessons I’ve learned from years of trial and error. But I’m also lining up some absolutely incredible guests. Business owners, marketers, and thought leaders from all sorts of industries—people who’ve been in the trenches, built campaigns from scratch, and, yes, made plenty of mistakes along the way.

We’ll be diving into their biggest successes, their facepalm moments, and the hard-won lessons that shaped their marketing journeys. I want you to walk away from every episode with actionable advice, fresh ideas, and the confidence to try something new in your own business.

https://thepursuitagency.com/