I was talking with one of our account executives about a site we recently launched. We were reviewing the analytics and noticed there was a significant jump between now and the last time I pulled the numbers. I had not noticed the jump initially, but when it was pointed out to me I did a little digging and was able to pin point the cause.
I am a planner. I make lists. I think about what can go wrong, what will go wrong, and how I am going to deal with it. In just about all aspects of my life, this is how I approach things. It is probably the personality trait that Zac loves and simultaneously hates about me, but it’s how I can make sure I am doing what is needed to get the job done.
Two seemingly random paragraphs that I hope to tie together before finishing this up. That’s the point of this whole thing, I have a plan to make this all make sense AND that’s what you have to do. You have to have a plan on how to take the next step, regardless of what that step may be.
Regardless of what you are working on, you need a plan. Here is why…
When it comes to an interactive project, we start early. We take the time to get to know you as a client. What are your goals in general? What is your goal for the website? How will you measure that goal? We need to know what is on your list of to-do’s or what’s important to you, because we want to help you manage that list of to-do’s. The questions I mention above are the first steps. Outlining what needs to get done and what has to be done allows us to focus our efforts on that area.
However, knowing goals is just the start. We are partners with you and that means we will take over now that we know your goals. The next step is to sit down and figure out what is important to the people who will visit the site. What are the key things that will cause them to make a decision in your favor and how can we tailor the site to match those? Where are the areas of the site that the analytics (and YOUR FANS) say are important? Can they be improved, cleaned up, or even combined? As we go through our discovery we analyze your current site and make sure the recommendations we make about that site, tie into the goals we already discussed. We make sure the look of the site is one that fans will find appealing and we make sure that they will be able to find the information that we KNOW is important to them. It is all part of the plan…
The programming side of any website involves a lot of planning, but once we get to this point in our process, we know the plan and are simply executing the things we know we need to do. This is typically where I end up losing people because I will go on about coding and how that is done, but for this blog I am saving the nitty gritty for another day.
Having studied your analytics, worked with you to learn about your fans, analyzed your content; the plan for launching the site usually comes a bit easier. By this point, we know you, we know your fans, and we know how we’re going to reach them. Whether through emails, ads, press conferences, or even marketing automation, we will have a plan.
With marketing automation, we will create a detailed plan that takes care of itself and that’s what happened in the instance from my first paragraph. We built out a detailed automation plan that was executing emails at key points in the client’s month. The spike in traffic happened because of two emails we had set the system to send months ago, went out at a point when fans would be most engaged with the brand and IT WORKED!
I am a planner. It’s just the way I am. It can get annoying but it helps. What do you have on your plate? Need a plan? Need some help with that plan? Let me know, I can help.