Discovery Process

[fancy-title type=”h3″]Discovery Process ↗ Web Marketing Services [/fancy-title]

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All great things start somewhere. And it is this starting point that helps shape the direction and eventual success of any project.

The Discovery portion of the overall process is conceived, tested, and refined to adapt to the individual needs of each client/project. It is scaled to the point of easy adaptation and re-evaluation so that every decision is designed with clearly defined goals in mind. The result of the project is to exceed expectations, but that only happens through careful planing from the start.
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Each web marketing project has challenges; whether technical, competitive, or from a budgetary perspective. The initial discovery phase of any project requires that these are clearly defined and mapped out with a working strategy. Success depends on it.

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Content isn’t just text. Content can be graphical features of a website, a social profile, off-page content marketing, or any means of content delivery. Content also relies on the technology that is required. We’ll map this together with the end goals in mind.

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You have goals. You might even have discovered new goals while consulting with me. In order to reach those goals, choosing the right technology to deliver your message(s) is key to your success. From the CMS you use all the way down to data monitoring.

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The discovery process is included in any service that I provide. It’s necessary. If you ask for me to skimp on the discovery process in order to save working hours for some other aspect, there’s a good chance I won’t take the project. Not harsh, just smart.

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Learn & Discover

★ Listen to the client’s story
★ Conduct a thorough discussion
★ Make note of goals, nuances, opportunities
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Research

★ Gather, study, discuss, and evaluate relevant facts and data
★ Review existing content, design (assets), data
★ Discuss brand characteristics and guidelines
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Evaluation + Needs

★ Review and discuss technology needs
★ SEO/Design audit
★ Clearly define roles, responsibilities, and user needs
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Competitive Review

★ Collect, analyze, and discuss competitive data/facts
★ Obtain market research if freely available
★ Strategize the use of competitive technologies & techniques
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Define Challenges

★ Determine problems, challenges, and budget
★ Further refine goals
★ Strategize mediums of delivery (responsive design, mobile, app, desktop, social platforms, etc.)
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Proposal & Approval

★ Compose and deliver a proposal for approval
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Other

There are other areas of web marketing that require planning, research, and discovery, but for the most part these are covered in the SEO Audit & Strategy services I offer. An example would be content planning.

Content planning would be encompassed by:

★ Defining content goals and functionality as it relates to the sitemap
★ Strategize content as it relates to the conversion funnel, project and marketing goals, and optimization from the perspective of the search engines

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That human element helps get granular with the details of competitive ad intelligence and ongoing SEM strategy, something the average tool cannot do. There are just too many variables from one website/business to the other. Automated tools can’t distinguish between niches. Automated tools are narrow-minded, limited, and lack the trend insight and marketing know-how that true experience can offer.
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