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What to Expect from a Discovery Session

Friday July 17, 2020

Reading Time: 8 minutes

As digital marketers, our strength lies in fully understanding your business. Once you decide to work with Webconsuls, we’ll kick off that relationship with a discovery session. If you’ve never partnered with an agency before, you may have some questions about this process. Today, we’ll walk you what to expect in a discovery session.

What is the Purpose of a Discovery Session?

Our primary concern is developing a deeper knowledge of your company. Specifically, a discovery session helps us to unearth your current challenges, what you’ve tried in the past, what has and hasn’t worked, and your overall goals. With this information, we’ll know which of our services would most benefit you.

The other key function of a discovery meeting is to identify your target audience, unique offerings, and business situation. 

Who is Your Ideal Customer?

Identifying your target audience is an important goal of the discovery session. By dividing each set of clients into their own demographic categories, it becomes easier to cater advertisements to each group of potential customers. This applies to all marketing efforts; even if you’re a B2B company who works with large organizations, you will be discovered by individuals. What do those people look like? Demographic considerations include:

  • age,
  • gender,
  • location,
  • income level,
  • occupation,
  • marital status,
  • religion/values,
  • family size,
  • opinions/attitudes,
  • hobbies,
  • shopping habits, and
  • company size.

Having this information helps us to tailor advertisements to your audience. It also enables us to find them where they are. For example, younger people may see your ad on Instagram, while their parents are more active on Facebook. During this process, you can explain which markets you would like to expand into; we can change our digital strategy to capture leads from these individuals as well.

What’s Your Unique Offering?

After identifying your target audience, we need to know what sets you apart from the competition. We may ask questions like…

  • Who is your main competition?
  • What makes your business unique?
  • Why have you lost deals to competitors?
  • What do you offer that your competition does not?
  • How does your pricing differ from your competition?
  • Which objections do your prospects have during the sales process?
  • Do your competitors have any successful marketing tactics?
  • Why should a potential client choose you over other businesses in your industry?

Why is your unique offering important? It is likely that many of your potential clients have a hard time deciding which option within your industry is the one for them. Some choices, such as the selection of an addiction treatment facility, are especially difficult to make for the average consumer. The industry itself is challenging to understand, and a layperson may not know the signs of a legitimate organization.

That’s where we come in. Through this discovery session, we assist your customers by making your unique offering obvious and memorable. We will highlight your outstanding service or superior product while also using differentiation to create a competitive advantage.

What’s Your Business Situation?

Finally, we need to understand your business’s strengths and weaknesses in order to develop a concrete strategy based on your best assets. For example, we don’t want to build a campaign boasting about your customer service if your team is unable to handle a high volume of questions and requests. Instead, we tailor your marketing to your biggest strengths, whether that’s a specific product offering or a niche service.

To more fully grasp your company’s situation, we will use the discovery session to ask several questions, including:

  • What are your goals, mission, and vision?
  • Which areas of your business are performing well?
  • Which parts of your company are underperforming?
  • Do you have any plans for expansion? If so, in which areas?

Once we know what you want to emphasize, our team will work with you to build up your business’s strengths through a comprehensive marketing effort. 

Invest in a Discovery Session

After a discovery session, you will have an improved understanding of your company’s goals, audience, and competitive advantage. This meeting serves as a powerful tool that creates an efficient working relationship between client and agency. Are you ready to incorporate a discovery session into your marketing efforts? Our team is standing by.

Webconsuls is a full-service marketing agency with offices in Los Angeles, California, and Nashville, Tennessee.

Reading Time: 9 minutes

Ah, the age-old question of internet marketing: should I focus on PPC or SEO? When brainstorming about your digital marketing strategy, you’ve probably asked yourself this more than once. Pay-per-click (PPC) ads, like Google Ads, pop up in relevant searches, promoting your company to a wider audience, while SEO can boost your ranking in these same results, free of charge. So what should you spend more time on? It’s not quite as complicated as it seems. We’ll guide you to online success in today’s blog.

What’s the Deal with SEO?

SEO, or search engine optimization, refers to the practice of putting relevant content on your website. This content helps to boost your site’s visibility to search engines and the people using them. For example, if you’ve got an online portfolio with a small amount of text and alt-tag-less images, search engines probably won’t know much about your products and services. By writing keyword-rich, long-form content, like pages and regular blog posts, you educate Google, Bing, and other search engines about what’s on your website. This incentivizes them to raise your ranking and send visitors your way.

SEO Pros  SEO has a lot of benefits. First, it’s free. If you take the time to educate yourself on SEO best practices, you can handle this entire process in-house. We recommend writing clear, descriptive, and helpful content that’s easy to read. Try to use keywords – terms you think people would search for – when putting together pages and blogs on your site. Avoid the temptation to “trick” the algorithm. Google and other search engines have evolved to punish scammy or sketchy sites that are stuffed with keywords or nonsensical language. These deceptive pages will be buried in search results.

SEO Cons – There’s one major drawback to sustained growth via SEO: it’s time-consuming. Setting up baseline SEO is simple. Continuing to improve is a bit more challenging. If you want Google to see you as a dynamic, exciting place to send searchers, it’ll take some regular writing. Long blog entries, ranging from 800 to 2,000 words, are a staple of killer SEO strategy. There are also some more technical components of SEO, like backlinking, with which you may want expert assistance.

In summary, SEO is a long-term strategy that requires a bit of elbow grease. By writing great blog posts and doing some keyword research, you can expect a boost in your ranking (and an increase in leads).

Google Ads Explained

Google Ads represent a pay-per-click advertising strategy; you and your competitors can bid on the chance to show ads on relevant Google searches. You can customize the goal of your campaign. Do you want potential clients to call you for a quote? Would you rather they visit your site to complete a contact form? This customization is available to Google Ads users.

PPC Pros – Google Ads don’t charge for exposure; instead, you’ll only be charged when a person clicks on your ad. Additionally, they involve a great amount of flexibility. You can modify campaigns to reach new audiences who may not have heard of your services before, or to promote a timely offer. This can be an incredible boost for smaller companies who don’t have time to update their SEO to reflect promotions and seasonal changes.

PPC Cons – Unfortunately, Google Ads aren’t a magic bullet. They cost money, and they don’t improve your organic search rankings. This means that you’ll need to do the work of SEO in addition to your advertising efforts; otherwise, you’ll be stuck paying for traffic instead of receiving any organically. However, they are a quick, exciting solution for businesses who are just getting started or who are short-staffed.

Basically, PPC is a tool for specific advertisement. If you’ve got a sale to promote, or if you’d like to reach new people, this is the path for you. Google Ads can help you to get eyes on your business, even if you’re in the earliest phases, while you build your SEO strategy from the ground up.

Finding Your Strategy

As we promised, the answer to SEO or PPC isn’t cut and dry. Both of these methods can help your business in different ways. By investing your time in creating helpful, descriptive content, you can boost your company’s organic search ranking. This helps you to be found more often and build your reputation online. Through campaigns on Google Ads, you can reach new audiences, promote seasonal sales, and reach new customers more immediately. By combining these two approaches, you can bring traffic to your site and enhance your chances of long-term success.

If you need help setting up stellar SEO that moves the needle (or Google Ads that draw more clicks), we’re here to help. Contact us for more info.

Webconsuls is a digital marketing company specializing in SEO and Google Ads.