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by Luke Farleyon Jul 17 |
Insider secrets: Developing a compelling online presence
Over the next few weeks and months I will be describing some of the secrets, models and processes behind online strategies and web property production.
If you are a hands-on marketer you can use this 'inside information' to improve your own online communications and marketing. If you are in the industry you can adopt them to improve project outcomes and reduce costs.
The approach that I will be discussing we call ThirdwayWeb (I’ll talk about it in more detail in upcoming posts, but if you can’t wait, you can read all about it over at www.thirdwayweb.com).
I am a big fan of models and processes; over at LCubed we use them all the time. Models allow us to explain how and why we do what we do, so we can:
- Clearly illustrate how we create value and help clients avoid or correct mistakes
- Ensure efficient delivery and maximise our chance of success
- Open clients eyes to a bigger picture – reducing the ‘I don’t know what I don’t know’ problem
So wherever possible I will try to illustrate the concepts using models and diagrams. Here is one to get us started:
Notice how ‘the tip of the Iceberg’ has a name – but we don’t even have a name for the important bit that enables it to be there; ‘The submerged bit of the iceberg’?
The old iceberg problem rears its ugly tip often in website production and online marketing: planning and producing successful websites is much more difficult than it looks, to those who have not tried it themselves.
This happens because we, as website visitors, use the end result (the website) and if it is any good, it is intuitive and looks great. If sites are really good we don’t even need to think about the experience. Conversely, of course when a site is poor, we hate it and usually leave pretty quickly.
So, because good sites are easy to use, we assume that they must also be easy to produce, and we continue to think this right up to the point that we actually try to build one.
Another analogy that I sometimes use is about cars.
I drive, I have experience, I know a car I like, I think I know a good car (a key difference). Could I fix one? And risk screwing it up myself... Worse still, could I build a car? You obviously never saw my go karts and the bloodshed they caused.
In the next few posts we’ll be looking at the bit of the iceberg that the punters are not aware of ‘The submerged bit of the iceberg’. I’ll give some practical advice on what underpins and supports successful sites and how you can drastically improve the end result as well as reduce the time and money it takes to reach your online objectives.
Along the way I’ll also provide some real life examples, mostly LCubed productions as these are what I have direct experience of.
Please get involved and add your perspective; I am by no means only person with experience in this field.
Here is a simple example that builds on the iceberg concept. It includes a very simple breakdown of key elements or facets to the process of website production:
- Planning
- Implementing
- Refining
In future posts, I will delve beneath the surface of website production by exploring more advanced models and some providing practical tips that you can leverage in your projects.
I’ll continue to provide you with models that you can use during your projects. These will help you improve your understanding of the web marketing landscape, plan projects and build strategies.
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1 Comments
- Wrote on 31 Aug, at 05:22PM
