Contact Us
Bumblebee LLC

facebook     twitter     linked in     rss feed

Discovery, Strategy and Scope – Getting Your Marketing and Website Right

January 20th, 2013 by Mardy Sitzer

(warning: this is the first post of a two part post)

It goes without saying that launching a new website or a marketing campaign can be a stressful if not scary thing for entrepreneurs and managers alike. Will it work? Will it deliver results? Will the investment of time and money be worth it all?

While there are never guarantees, you can improve your odds by investing up front in a thorough discovery project, working through a strategy process, and developing a detailed scope of work.

Invariably, business owners and managers come to the table with an idea of what they want and how they want it – they are confident that they know their company and their clients. They often have preconceived notions about how they want campaigns to run and what they want on their website. This ‘knowledge’ is often accompanied with an excited state of wanting to dig in and get going. Something like going to the dentist – you know you need to have that cavity filled, you know what you want it filled with, and are prepared to take the pain to get it done — so let’s get it over with.

STOP – this way you risk winding up spending your time and money and achieving lackluster results.

Personally I find Discovery the most exciting phase as my experience has been that with each and every client a real discovery occurs. I am thrilled when there are those ‘ah ha’ moments and when my clients see something different or potentially deficient and where an opportunity exists.

But, if you are like most managers or business owners – patience with, or belief in the value of this work is often challenged at the start – questioning the value of the time and money to be invested.

So here’s the skinny – you are probably basing your ideas and judgments on intuition and not facts. You are also too close to your company and more than likely focused on ‘telling’ people what you think customers and prospects need to know. I find entrepreneurs and managers often are stuck in the features end of the pool and not swimming deep enough in the benefits or emotional driver side of the pool. When you are inside looking out you see the world one way, but through a Discovery Project you gain a perspecitve and insights from the outside looking in – and this is what separates the average or mundane project from a great one.

“A strong strategy and effective tactics are born from solid insight.” – me

DISCOVERY:

“What we see depends mainly on what we look for.” ― John Lubbock

So we start with a Discovery Project. This is a time consuming and often a painful process for clients – especially for those who are anxious to get their project rolling. But Discovery Projects answer some pretty important questions:

  1. What’s happening in the market place?
  2. What’s the competition doing?
  3. What do existing customers see and experience and what was the real reason why they chose to become your customer?
  4. Exactly who is the target audience(s) and what motivates them – what problems we can solve for them? (Known as persona building.)
  5. What are the barriers of acceptance (fears and concerns that need to be addressed or doubts put to rest)?
  6. What patterns and insights does your historical data reveal?
  7. What worked before and what didn’t?
  8. Taking inventory of existing collateral.
  9. Researching keywords.

STRATEGY:

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu

Stay tuned – coming in the next post is Part 2: Strategy and Scope of Work…

Leave a Reply

Valid HTML 4.01 Transitional       Valid CSS!

Technorati Profile