Every person goes through its own unique customer journey. They have their own questions and problems, and comes through other channels to their purchase. You want to make sure that this purchase is at your organization.
By discover what your focus group is longing for, in every unique step of their journey, you can use this to create an experience. And that's exactly what they want!
To not lose any relevant leads, you've to make sure to personalize your content, so you communicate to every person in the way they desire. This way, you guide every visitor through their experience journey, so they'll turn into customers, and, after that, into true evangelists.