The Pre-Design Marketing Questions You Need To Ask
A lot of business owners, amateur marketers and so on think that it’s a-okay to design and build a website, and then worry about increasing its organic ranking later. This is a myth! If you don’t keep marketing in mind from the start of the project, you could wind up having to migrate the site or completely redesign the architecture. To help you avoid this hassle, here are some strategic marketing questions to ask yourself before you start designing…
How Are You Going to Communicate Your Mission Statement?
An integral part of both traditional and modern marketing is the value proposition. After you’ve spoken to all the higher-ups in your marketing team and decided on this, the next step is creating a plan as to how you’ll get the message across online. Think of the terms that you’re using to describe the problem and solution your business deals with. Are these being searched for? If your value proposition isn’t enjoying that many searches, you need to create some kind of brand association with the problem and solution that your customers are looking for. When you pin these terms down, you need to check how competitive they are. If there’s a lot of competition, you’ll need to come up with some alternative or long-tail alternatives.
Do You Understand Your Customer Segments?
This represents the most fundamental problems you have to work out when you’re first planning out any given piece of marketing work. How large is your market? Is that market expected to grow or shrink in the future? What are the key personas you’re trying to sell to? What are their demographics? Their motivations? Their roles and their needs? There are a lot of channels for establishing this information, especially with so many active social networks in use. This is becoming a subject that’s getting more and more emphasis within training companies like the Gotch SEO Academy. How do these customers behave, both online and off? Once you’ve asked these questions and found definite answers for all of them, you’ll be able to compose your site architecture based around the exact process your customers go through before hitting their goal.
Who Are Your Online Competitors?
As with anything that’s intended to advance a business, you need to know who you’re competing against. This will inform your big decisions regarding site architecture, UX, outreach and so on. You should start by dividing all your competitors into search competitors, who rank for the product or service you’re selling, business competitors, companies that are currently trying to solve the same issue as you, and cross-industry competitors, who solve your customers’ problems indirectly. Having divided your competitors into these categories, you should be analyzing each one thoroughly, figuring out where each one stands and how much of your available resources it will take to get where they are. The size, the strength of their brand, and how the company differentiates itself all need to be considered.
To ensure your digital marketing efforts are nice and streamlined, ask yourself these questions before you do a smidgen of web design!