Dividing Your Marketing Time

If you are having a hard time executing or if you are executing a lot without getting results, you need a plan. A plan gives you the direction and steps needed to start moving your business forward.

Herb Jenkins is one of the executive board members at Ramsey Solutions. Herb speaks to small business owners with 50 employees and less all the time. One of the biggest problems he sees is that too much of the small business marketing team’s time goes into tactical work.

This resonates deeply with how we see digital marketing. We all have a lot to get done but executing random tactics leads to random results. To win online you need to take the time to plan well.

Herb talks about how he is successful in marketing Ramsey Solutions which has over 600 employees and is growing quickly in the digital arena. Some of his keys points are:

  1. Marketing directors need to spend much more time on planning and analysis.
  2. Churning and burning on the tactical can prevent you from hitting your marketing goals.
  3. Get out of the business of just executing.

This is why we always work a plan. Simply making a website, newsletter, or social media campaign is not going to create the results you need to grow your business well. This is not to say that tactical work is unimportant. Tactical work is very important. However, tactical work without a plan is the problem.

by Kevin Dees on May 25, 2017.

Analysis: Review the Data

One of the key steps we take in the discovery phase of our analysis is to review and evaluate any piece of data we can get our hands on. Usually the data supports our already festering viewpoints on the prospect or client issue, but sometimes it guides us toward a more refined viewpoint of an issue.

Design data and content data are big components of our discovery phase. How the content is displayed—whether it is a more modern aesthetic, responsive to smaller and larger device screens, supportive of the brand’s key messaging—and what makes up the actual content are typically major factors in uncovering the issue.

Data will also tell us if functionality is operating properly. Items such as site search, shopping carts and product features must act quickly and efficiently to keep users engaged. Functionality failures frustrate users and give them reason to try a different brand.

Be wary of a web company that sells you online products or services without explaining why you need them. A client should be able to ask questions around real data and facts and the web solutions provider should be able to intelligently explain the recommended solution.

by Jeff Carver on April 13, 2016.

Analysis: Uncover the Real Issue

The objective of initially conducting an analysis for a prospective or a client is to discover the actual issue the web will resolve. Skipping this planning step and taking a tactical approach by selling a prospect or client just a website, some SEO services or a new app fails to address the central issue.

Robojuice provides a more refined experience for its clients through a partnership and relationship model. We start our client relationships with consolation through a discovery and analysis process. It’s like going to the doctor for health needs or to the mechanic for car issues. You tell the expert the issues you are experiencing, and they use their proficient knowledge to provide a recommended path of next steps. This is also true online. Talk with a team that listens for the real issues and provides a personalized, well-thought-out plan that addresses those specific issues.

by Jeff Carver on April 4, 2016.

The Refined Analysis

At times, a company will approach Robojuice about responding some type of Request for Proposal (RFP) document for their web needs. This document is typically a long, intensive outline with requested information about what the company team collectively feels are necessary web tactics or possibly solutions for their company online. The intentions are good and they have spent a lot of time preparing this document. However, there are several key issues in this approach. Here are a few for starters:

  • It would be arrogant and unrealistic of the responding web firm to say they could provide a real solution to the requesting company without actually knowing the real goals, objectives and challenges being faced in this specific company and even the company’s industry.
  • Knowing the true goals, objectives and challenges in order to make the proper diagnosis and provide a solution is a very high value to be provided by a web firm to a requesting company. It could be argued it is the highest value to actually uncover the real issue, so why would they do it for free or with the chance to get some work or some compensation for all their valuable, strategic efforts.
  • Like most commissioned work, web projects and web retainers are decided on outside of the RFP document. Relationships, reputations, shared beliefs and referrals are really what decides what web firm will partner with the requesting company.
  • With this approach, the web firms are bidding to get the work from the requesting company, not provide a real web solution. Discussions with the requesting company are centered around the cost, shortest timeline or other select variables versus discussing the proposed solutions to the real web issues and then selecting the best option(s) based on the company’s uncovered goals and objectives, then the budget and the timeline.
  • Almost always, you get what you pay for. If a company is requesting free proposals the web firms responding will simply provide proposals to get the money. If a company pays a fee for the analysis and proposal, they value it more and are more comfortable and confident with the proposed solutions.

Make it easier and get real solutions on the web. Meet with a firm like Robojuice and also other firms and determine a fit. Then commission and engage one of them to uncover the real goals and objectives so the web firm may provide actual web solutions. This is all part of a more refined experience for web.

by Jeff Carver on February 4, 2015.