Let’s say your website is now officially older than dinosaurs, and you need one built in the 21st century.
Or perhaps you need a wizardly wordsmith to whip up some blog pieces such as a case study or a set of ads designed to drive traffic and leads.
You just realized Insta-something-or-other isn’t going anywhere, and you need an expert to handle your social media.
Marketing is an ever-changing world, and we’re big believers in hiring the experts so you can stay focused on your core business. Before you find your next SEO superstar or Ad-writing Aficionado, however, it’s important to take a moment to clarify what you need, why you need it, and what you envision the final result to look like.
Why? You’ll have a final product that builds your business and allows your marketing team to meet your expectations from the very beginning.
Enter: the 5-Question Qualifier Checklist.
#1 What’s your goal?
What do you hope to accomplish with your project?
Spend the time to clarify your goal. Define what success looks like in metrics (leads, traffic, email signups, impressions). Share this information with your agency—and keep it handy to remind yourself of why you’re doing this.
If you are not sure what the most effective metrics are, that’s ok. Your marketing team can help you define them.
This is number one on our list for a reason. Without a direct, clearly articulated goal, outcomes are rarely on-point leading to disappointment and dismal results. Yes, you’re busy. And yes, making this a priority makes all the difference in going from “meh” to remarkable.
#2 Who do you want to reach?
In marketing lingo, who’s your target audience? Are you looking to reach business owners? Moms of toddlers? People who need your solution to help achieve their business goal?
Clearly defining your audience will help ensure your messaging resonates. The more specific you can get, the better.
#3 What kind of reaction do you want readers to have when they see the new content?
Buy the product? Have a laugh? Sign up for a newsletter? Remember your brand the next time they need what it is you offer? Identify that gut feeling, action, or takeaway you want your audience to have —and lean into it.
#4 What makes you stand out from others in your industry?
Get specific here. What makes you do what you do…better than anybody else? Try to jot down at least three differentiators that help you stand out (dare we say, like a blue flamingo?)
#5 What are some examples of existing websites/blogs/social/projects you like?
Having a few examples of websites or images you like (or really don’t like) can save a multitude of editing rounds before arriving on a style or tone that feels like you.
The next time you’re ready to make a marketing move, print out this checklist and take a few minutes to add a few bullet points. You’ll be amazed at the quality and efficiency of your project if you do.
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