What is the two-fold strategy?

The two-fold strategy refers to a tactical approach in digital marketing and business where the focus is on two primary objectives:

1. Increasing Awareness: This involves making potential customers aware that a product or service exists. If people don't even know about the product, efforts need to be focused on raising its visibility and awareness.

2. Encouraging Purchase: Once awareness is achieved, the next step is getting people to decide that the product is worth purchasing. This can include enhancing the perceived value of the product or service and addressing any barriers between discovery and purchase to facilitate the transaction.

This strategy ensures that both discovery and conversion are addressed systematically to grow the business effectively 1.