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Discovery

Discovery
Session 1 Client's Business
Products/Sales
Tell me how would you define your business?
Tailor made travel to South America
Columbia to Antarctica
Groups, couples, families, individuals
Incentives: As an incentive for
sales team for example
Talk about the categories of
products you offer
What's your yearly sales cycle
like? Busy, slow times etc?
Busy
Slow
Describe a customer journey
through your sales funnel
Funnel 1
Funnel 2
What are the products that are
most profitable?
If you could increase sales of one product category, what would be the first priority?
Goals
How do you measure success
within your business?
What metrics do you look at
daily/weekly/monthly/quarterly?
What reporting tools do you use?
Who else evaluates success within your business?
Revenue
Current Revenue Targets?
Revenue from past three years?
Structure
Stakeholders/Titles/Responsibilities
within the business
Key stakeholders involved in making the
decision to for a marketing/sales
project?
If they are not in the meeting with you...
"It might make sense to involve them
at certain parts in the process, is that
ok?"
Homework for ME before session 2
Fill in notes from Session 1
1 to 2 twenty min interviews with staff
that has most contact with current
customers
Create whatever Customer Profiles I can from the interviews
Session 2 Client's Customers
Different customer segments
Who are their customers?
Do different customers buy different products?
Are different customers in different
funnels/workflows with the business?
Create avatar
For each customer segment...
What pains/problems do they have?
What is the solution that you provide?
What market do you consider this customer in?
What is their annual income/revenue?
How old are they?
What other products and services do they use?
What are their spending habits?
Are there any personality traits that
uniquely identify them?
CURRENT Customer Avatar #1
CURRENT Customer Avatar #2
POTENTIAL Customer Profile #1
POTENTIAL Customer Profile #2
Homework for ME prior to session 3
Collect competitors list
Do competitive research and try and
identify "unknown" competitors in the
online space
Any market research (Hoovers.com,
LinkedIn, FreshKey, SpyFu etc)
Who's performing well in a organic
and paid search in this space?
Use Moz Open Site Explorer to
evaluate SEO profiles
Session 3 Client's competition and market
Market
Approximate market size
Are you focused on...
Local
Regional
National
International
Industry Associations or Groups
Industry Publications
Are there publications that are more
'customercentric' than
competitorspecific?
What would you consider the
biggest opportunity is in the
market?
Competition
Review existing competition
In the physical world (usually supplied by client
In the online space (bring found competitors
Review brand reach, website, SEO profile, engagement levels
What do your competitors do better than you?
What do you better than them?
Do you have any type of relationship with them?
ie. Friendly, competitive, archnemesis...
What do you think your biggest
opportunity is to beat your
competition?
Homework for ME prior to Session 4
Market
Research each association
Are there content marketing opportunities?
Are there opportunities for links?
Research each publication
Are there content marketing opportunities?
Are there opportunities for links?
Competition
Do the "existing site" research from above on
each of the competitors that were mentioned by
client.
Do the "existing site" research on each competitor you
find that ranks well for competitive/trafficked keyword
terms.
Session 4 Client's strategies and tactics
Current strategy
Explain the difference between Strategy and Tactics
"What is your current growth strategy?"
Do an informal SWOT analysis...
Strengths
Weaknesses
Opportunities
Threats
Strategy Options
Use a traffic + conversion strategy to...
Get more leads/sales/donations
Grow an email list
[Everything below also supports a T + C
master strategy]
Use email to increase the amount of interactions
your client has with their existing and potential
customers.
Newsletters
Promos
Autoresponder/nurture series
Use social media to publicly engage
with your existing/potential customers.
Fish bowl
Syndicate out content marketing...
Facebook
Twitter
Linkedin
Yelp
Foursquare
Youtube
Vine
Use content marketing to illustrate expertise,
establish credibility, drive traffic, and increase search
net.
Articles
White papers
Blog
Guest posts
Webinars
Seminars
Research
Find examples
Don't reinvent the wheel.
Find examples in the industry, related industries, or related
business models where there is someone executing on your
recommended strategy well.
The best example would be an existing
client / past success story.
Create a "Swipe File"
Homepage screenshots
Search traffic screenshots
Email autoresponder samples
Workflow mindmaps
Session 5 Solution Presentation
This is what we heard you say
This are some strengths we've identified
These are the problems we identified
Here are our solutions for those problems
Did we understand you correctly?
Yes
Attach price and timelines to
solution and present proposal
No
Adjust scope doc and send for
approval, then move to proposal
41
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