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How Are You Not Using Growth Driven Design?

Use Growth Driven DesignHello Mr. Prospect, this post is directed towards you.  You’re thinking about doing a website redesign huh?  That’s really great, your site is getting a little long in the tooth.  That image slider was super cool… 36 months ago.

A Very Common Mis-Step

Here’s a common mis-step I see from companies like yours time and time again.  You think that redesigning your site and marketing your company online are two different things.

Too many companies (believe me, way too many) decide that they want to refresh the look and feel of their site, they find some design inspiration, get a great development company, invest thousands and thousands of dollars into the project then they finish the site. Whew!  “Great job team!”

But then all you hear are crickets

You hear the silence of no traffic to your new site.  Or at least not any more than you had before.  What’s the solution?  “Well now that we have a site, we need to start MARKETING online.  Then everyone can see the fruits of our hard work.

But here’s the problem, you needed to think about how you were going to use your site for marketing SIX months ago, when you were in the design phase of your sexy new website.

Inbound Marketing and Website Redesign are Inextricably Linked

Your success in online marketing is based on the foundational concept of creating great content that attracts visitors and entices them to share their contact information with you so that you can continue the conversation online.  We typically do that through email communications, customized content and social media.

If you’re creating all this great content doesn’t it make sense for it to look like it was created as PART of your website rather than it looking like something that was bolted on later?  It makes it very difficult to make your site look beautiful if your blog and content offers are afterthoughts vs. incorporated into your redesign.

Enter Growth Driven Design

The fundamental idea behind Growth Driven Design is that you build what we call a launch pad site.  In many cases, the launch pad site strips away many of the bells and whistles of a full website redesign and allow you to focus on surfacing high value content to your visitors quickly and without a lot of noise.

If your offers resonate with your users, you stick with them and add more.  If they don’t convert, you develop new offers with different angles until you have some campaigns that really resonate with your target personas.

Once you know what resonates with your visitors…

then you can continue to utilize the concepts behind Growth Driven Design to evolve your website, by focusing on creating the kinds of content that your best prospects find interesting and engaging.

It’s not a two step process

If there’s one big takeaway here its this: Redesigning your website with a goal of driving more leads or increasing sales is not a two-step process.  It’s not 1) Design 2) Market.  Your team needs to think long and hard about how (and who) you’re going to be marketing to during the design process and you’ll end up with an infinitely more powerful lead machine.  Using the growth driven design methodology will also help you to not make any major mistakes while your new site is evolving.

Download the Growth Driven Design Ebook Here

I Don’t have the Time to Motivate You….

Hiring a self-motivated staff is one of the most important things you can do as a business leader. Jim Collins, the author of Good to Great, says that the companies that achieve the highest levels of performance focus on finding the right people before anything else. They build their team even before defining their business… Continue Reading

Hubspot Alternatives – Landing Pages, Social, SEO and Hosting

This is part 3 of our deep dive into tools that provide an alternative to Hubspot. Landing Pages The folks over at Copyblogger have created a tool called Premise which makes creating landing pages in WordPress dead simple.  Not only does Premise make creating landing pages easy, it also contains a site membership component that… Continue Reading

Hubspot Alternatives – The Deep Dive

Recently I broached the subject of piecing together Lower Cost Hubspot Alternatives.  I was curious about what it would take to replace Hubspot’s centralized marketing software by combining some best-of-breed digital marketing tools that excel at performing a smaller subset of the complete Hubspot feature set. For example, Hubspot’s marketing platform offers an integrated platform… Continue Reading

Build the Right Team Around You

We’ve lately been talking a lot about building your team.  Building a team is HARD.  When you are part of a small company, it’s like finding a mate.  It takes a while.  Picked people who share your passion and that you like. The following principles will help you build a team that you can hold… Continue Reading

Hire Slow, Fire Fast, Fart Often.

Sometimes, it’s easier to attach an ROI to your Facebook cat photos than it is to properly identify the people who will help make your business a success. You have to be able to reliably match what is important to you and the organization with what is important to the prospective employee. For example, if… Continue Reading

Hubspot Costs – Training and Content

We’ve covered how we calculate the monthly costs of Hubspot by combining the costs of Hubspot service package with the costs associated with you contact database in Hubspot, but we’re not quite finished with your Hubspot total cost of ownership equation (sorry!). Inbound Success Training from Hubspot or From Partners Hubspot’s start-up costs start at… Continue Reading

How Much Does Hubspot Cost – True Cost of Ownership

How much does Hubspot Cost?  That’s a question that we get all the time and as often is the case when asking technology and marketing questions, the answer is “it depends”.  Hubspot has a pricing model that incorporates three primary elements into the mix to ultimately determine the price of your Hubspot software. The three… Continue Reading

Lower Cost Alternatives to Hubspot

Looking for Hubspot’s competitors?  I’m wondering if you are looking because of Hubspot’s pricing or because Hubspot’s features don’t fit your needs?  We have a plan for you if your looking for Hubspot Discounts. If you like the features of Hubspot but can’t quite commit to the price tag, well frankly, we think you’re probably… Continue Reading

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