Last week I touched on brand storytelling for businesses. Conveying the ‘why’ you are in business – and how you got there – to your target audiences. This ‘why’ for many companies is core to their business internally as well. Not just in their outward facing sales/marketing/recruitment pitch.
Converting that ‘why’ into strategic digital marketing goals is paramount for an affective web presence. Knowing what success looks like enables you to define key metrics to validate success. It can in most cases influence tactical decisions as well. Guiding your design and execution.
Today we sat in the castle grounds and I’m pretty sure from this shot, even blurred, you can tell it’s a castle. Understanding it’s a castle you know what is needed or entailed in the creation of a good castle. Turrets, fortified, gate, maybe a moat, and 9 times out of 10 made of brick or stone. You also know what you don’t need and potentially after building a few, know what works and what doesn’t.
Product owners and their clear vision
Your strategic goals should have a similar broad stroke definition. They should tell you it’s a castle, but not how to build the windows or the finer details of execution. If your site is about new business generation, it should be highly optimised and proportionately text rich. If it is about sharing images it will have a whole different shape. As a lead in digital marketing or product owner for digital, this story belongs to you.
The vision should be well articulated, regularly, to the team.
The clearer the vision, the easier it is for those working on the website to make decisions and proceed. This also extends to epics, and then individual stories or groupings of work.
The vision and prioritising the most important features to users (internal or end users) means that even for release one your website is providing value to users. Much like the journalists inverted pyramid.
From there the vision will dictate your next iterations and the success of the site.
A few extras on evaluating you tactical adjustments and refinements against your core goals.