Most of our clients would cite “excellence in project management” as the main reason they would never work with anyone else. From the initial bid, to the iterative design process, to architecting your next viral campaign – we’re a “measure twice cut once” kind of shop.
Web Development
With the right project management, “rounds of revisions” and crazy bugs should never happen. Here’s the way we do it, based on 20 years of experience and great communication skills!
Wireframing & Page Concepts
Our process begins by listing each page to be built, then using SlickPlan to draw a sitemap and attach a page-by-page summary of ideas, content, functionality, and media items to be included. The client is asked to sign off on the annotated wireframe.
Build & Test Content Blocks
Some agencies improvise on a page-by-page basis, leading to bugs and copious revisions. We’ve found that even complex websites are usually comprised of 10 to 15 distinct types of content blocks. By building all of the blocks first and testing them comprehensively, we won’t have to debug often – saving you time and money.
Build Empty Pages
By the time we’re building pages, most of the coding is already done – freeing us up to gather feedback. It’s crucial at this point to leave all of the copy & images blank, except for headings. Determining the appropriate SEO structure also happens in this phase. We request your sign off on this phase as well.
Integrate Copy
By framing the site first, we will know which word counts and headings to use for each content block. Whether we write the copy or you do, never work on copy first. There’s a disciplined art to copy uniformity within a predetermined design structure.
Final Images & Video
Photos, video, charts, icons, infographics – this is the 5th and final step. By now, each page should be nearing its final form, and since code & copy have already been tested and approved, site launch will happen on schedule!
Measuring Results
Key performance indicators (KPIs) refer to a set of quantifiable measurements used to gauge our overall performance in a long-term client relationship. Blink has developed four dimensions to set KPIs: Setting the Goals, Choosing our Tools, Planning our Steps, and Assessing our Progress
Setting Our Goals
In order to understand whether we’re successful, we must first identify the nature of our goals. Goals can be financial, intangible, technical, or formative. Financial goals related directly to sales & donations. Intangible goals usually involve aesthetics, design, or anything that can’t be measured empirically. Technical goals might suggest a Salesforce integration or website migration. Formative goals deepen our understanding of clients and their audiences.
Choosing Our Tools
As a full-service digital marketing agency, we are prepared to offer a full spectrum of creative, technical and data analytics services. Once we’ve determined the nature of our goals, identifying the tools to be used is the next, crucial step. From web development to TV ads, Blink Digital is well equipped to improvise, adapt, and overcome all obstacles.
Planning Our Steps
There are three spheres of responsibility in almost any marketing endeavor: the agency’s (ours), the client’s (yours), and scenarios involving 3rd-party vendors. In order to fulfill the project timeline, discussing who will “own” each task is crucial. For example, if we’re waiting on a 3rd party to produce images for a website build – we can’t finish on time if your vendor cancels the photoshoot. By planning meticulously in advance, we avoid communication breakdowns.
Assessing Our Progress
At every meeting, we ask our clients to rate the success of each project goal, with “10” being the most desirable outcome and “1” being the lowest. Blink will also offer an assessment score of our own. This communication is particularly helpful when projects pivot or move in another direction. These assessments efficiently summarize any concerns that either party might have, and open the door for productive discussion and discovery.
Getting a Quote
While we’re willing to work within your bid guidelines, a 4-meeting pre-engagement sequence is recommended in order to ensure a seamless and cost-effective onboarding process.
Introductory Meeting
In order to create value, we must first understand your audience and your value proposition. For nonprofits, this includes a deeper dive into your mission and organization culture. From there, we can determine applicable KPIs (key performance indicators), and craft solutions to meet our agreed upon goals.
Second Meeting
We want to review your existing marketing collateral, beginning with your website, and extending to any materials that your customers or donors regularly encounter on their purchase journeys. At this time, we’ll also address your target audiences and how the work we’re about to do may impact your messaging.
Third Meeting
It’s now time to review Blink’s data-driven approach to digital marketing. This includes an introduction to analytics and heat mapping. Marketing wins By the Numbers! We can also offer market research options to complement an upcoming website build. Seeking feedback before making decisions is a shorter, more cost effective route to success.
Fourth Meeting
We typically present three pricing options: Good, Better, Best. By developing a comprehensive understanding of what has made you successful up to this point, we hope to present a proposal that is relevant, timely, and cost effective.
Working With Us
When selecting an agency, it’s helpful to know what the day-to-day might look like. At Blink, we have three principles that guide our relationships: weekly meetings, continuous feedback, and continuous improvement.
Weekly Meetings
- Review Current Objectives
- Review New Data
- Determine KPIs
- Consistent Meeting Format
- Don’t Change Goals Between Meetings
- Determine Assessment Score
Continuous Feedback
- Customer quizzes to determine what works
- Analytics, Heatmaps, Confetti Maps
- ROAs, CPC, CPM…
- Avoid making too many decisions without data
- Recognize the difference between hypotheticals and data
- Assessment score for all KPIs
Continuous Improvement
- Willingness to alter our approach based on data…
- Client is prepared to put in the work!
- May need to “reinvent” from the ground up.
- Avoid over-analysis until the concept is proven.
- Avoid working on tangential items if sales is the goal.
- Change KPIs if necessary…