Once the project participants have been identified, it is worth creating an in-depth marketing brief. This is a key tool for defining the expectations of all project participants and creating a common understanding of the company’s image.
Since a website is a digital representation local marketing email list of a business, it is important that all stakeholders agree on its positioning and goals. Without a brief, project participants may perceive tasks differently, which leads to misunderstandings, delays and revisions.
The main objectives of the marketing brief:
- Bringing a common understanding of the company’s mission, values and USP among all project participants.
- Defining the target audience and its pain points so that the website meets its needs as accurately as possible.
- Identification of integrations with internal systems (CRM, ERP, warehouse and accounting systems) for the correct collection and processing of leads.
- Analysis of interaction with partners (dealers, sub-dealers) to adapt content to different user groups.
- Assess competitors and their digital presence to identify strengths and weaknesses.
For example, in one of the projects of Completo, the Client planned to present itself as an innovative leader, but within the company, different departments had different visions of this concept. The conducted marketing brief helped to build a unified positioning, which then became the basis for the entire structure and content of the site.
Step 3. Pre-project research
Pre-project research includes digital how to find trending keywords for seo (8 top ways) analysis of the market, competitors and audience, as well as the structure of the future website.
This allows:
- identify current trends and user needs ;
- identify the strengths and weaknesses of competitors and related niches;
- identify key sections of the site and elements that are important to users;
- check the company’s positioning and its USP in comparison with market expectations.
Without research, it’s easy to miss important details, which can cause your site to fail to meet user expectations.
The company, which initially analyzed competitors only from its niche, conducted an additional analysis of related segments, and it allowed it to identify customer acquisition mechanics that competitors did not use.
As a result, she implemented new elements on the site and became an innovator, since the target audience was accustomed to using these elements when searching for other products.
Another example from our practice: in a certain turkey data niche, no one used industry solutions. The client was also initially against it, but when we studied the websites of B2B companies that work with this target audience and saw that this is considered the norm, we managed to convince him otherwise.
It is important to understand that each niche has a degree of maturity of “digitalization”, and taking the best practices from other niches will allow you to be one step ahead of your competitors.