What Are You Trying to Accomplish with Your Marketing?

I was listening to a speaker the other day, who I’ll call Frank. Frank is the owner of a webdesign firm and he was talking about how he was sitting in a meeting for an hour listening to his sales guys and a CEO of a company and their sales team talk back and forth about what they wanted to accomplish from their website.

“Well we want it to do ‘blah,’ and we need it to do ‘X’,” the sales team said.

Finally Frank said to the CEO, “What do you think so far?”

Unimpressed with any of it, the CEO said, “I don’t know, what do you think?”

Then Frank said, “I feel like I’ve been sitting here for an hour and not one person has said what they want to accomplish from this site. Do you want it to be informational, drive sales or collect people’s email? What do you want this site to do?”

Immediately the CEO said, “I need this site to drive qualified leads to these guys!”

Sometimes you have to sit around and listen to people go on and on about what they think they want and the features they want, but they aren’t getting down to brass-tacks.

Other times you’ll have someone say, “What is it that you really want to happen here?” And there will be some wise person sitting in the back that says, “We need it to do ____.”

Hopefully one day this will be you with your own project. If you don’t have a team to help you stay on track, remember this question, what are you trying to accomplish?

Answer that and you’ll be on the right track.