S T O P P US H I N G P I X E LS . BECOME A DIGITAL STRATEGIST.

MICHELLE MARTELLO / MINIMADESIGNS.COM

• Designer // 1998• Minima Designs // 2006• WordPress // 2007• Worked with hundreds of

clients designing websites, online museum exhibits and interactive e-learning products

• Got known in one industry, then evolved

Michelle Martello

• Old vs. new approach• What is digital strategy? • The mistakes every designer makes• How to make the transition to strategist• How to build your audience, create raving fans

and where to focus your energy• What’s possible & real life examples

What we’re going to cover

Old vs. new approach

GET NOTICED ONLINE

• Typical project cycle• Find client, design site, dev site, launch, repeat• Little to no follow-up or maintenance• No marketing • Constant hustle to find new clients • Feast or famine cycle (too many projects or too little)• Flat fee basis / hourly• Hard to project yearly income and plan project timelines

• What I called myself• Pixel pusher, web designer

Traditional Freelancer Model

Old Approach• Clients aren’t computer savvy and

need us to do everything for them

• Clients don’t know anything about running online businesses, marketing, e-mail newsletters or conversion rates

• The client shouldn’t have access to the website or make changes

• The website is static and won’t need to evolve over time

OLD MINDSET

Online marketing not in our job description

We fear losing the “hourly” work if the client knows they can DIY

Design static sites that look good in PS, but don’t plan for future needs

Negative Effects of Old Approach• Clients feel “burned” by

designers if something happens to the site

• Gives the profession a bad name – and makes clients wary of hiring designers

STORY TIMEHow many of you have “rescued” sites of your friends or clients when they’ve gotten compromised because someone didn’t take care of them?

GET NOTICED ONLINE

• Long-term client engagement• Work with client to develop goals & objectives• Create, plan and implement strategy, design and dev• Plan for ongoing work (including maintenance)

Acknowledge that websites are never really “done”• Work via a variety of income models – percentage-based,

performance-based and flat-fee• Easier to project income and attract high-end clients

• What I call myself now• Digital strategist and designer for modern entrepreneurs

New Model

New Approach• Recognize that clients can make

and update simple sites using SquareSpace or WordPress – my value extends beyond that service

• It isn’t enough to just be online – clients know they need advanced marketing techniques and sites that convert visitors into buyers

• Clients feel empowered when they know they can update and manage their own site

NEW MINDSET

Prove my value to clients – why they should choose me over a DIY solution

Emphasis on maintenance and future planning from the project start

Stay on top of the latest marketing and online techniques so I can inform and educate my clients – this often leads to new projects and work

Benefits of New Approach• Clients feel like you’re a part

of their “team” – easier to retain a client than keep starting over with new ones

• Potential to create, test and explore new ways to generate revenue

• Helps prevent burnout and client fatigue

• Generate amazing testimonials > social proof that helps you get more clients

What is digital strategy?

• Cohesive business plans that utilize digital assets• Identifies unmet needs, goals, opportunities and

challenges of the business

What is digital strategy? (and what the heck is a digital strategist)?

What is a digital strategist?A digital strategist creates and oversees execution of a plan to meet the outlined objectives through the use of specific tools, techniques and methodologies.

• Set website goals and reviewing analytic reports

• Social media planning and implementation

• SEO testing and review• Testing newsletter open and

click-thru rates• E-commerce attraction,

retention and conversion• Make regular strategic

recommendations based on testing and analysis

What could digital strategy include?

• What metrics should you be tracking?• How can you improve website copy? • Are conversion rates improving or declining?• What content is performing well?• What else is their audience asking for? • Can you create a product or service to meet those

needs?

Test, refine, analyze

• Meet your clients where they’re at – and anticipate their future needs. Hold regular meetings to review (and explain) analytics and other reports – and what impact it has on their business

• You can partner with (and / or hire) experts in related fields (SEO, social media, conversion, etc.) – and then use that knowledge for your clients

• Stay on top of industry info – keep clients (and potential clients) informed with regular blogs, newsletters, meetings

• You don’t have to offer everything – and it doesn’t have to be complicated – start small and grow from there

What could you offer?

Common mistakes designers make

• No matter the skillset, relying solely on referrals• You could be the greatest designer or

developer, but if no one knows about you, how will they find you to hire you?

• What are you doing to market yourself (besides actual client work)?

• How are you “getting known” in and outside of the industry?

• Do you have a wait list?

Mistake #1: Ignore marketing

• How often do you follow-up with former clients and let them know about new offerings?

• Do you reach out to people who contacted you previously?

• Are you getting feedback from clients?• Are you surveying your audience on a regular basis?

Mistake #2: Not Following Up

THOUGHT STARTER Do you have any clients that you could create an on-going relationship with?

• Are people aware of what else you offer?• Are you limiting what you can offer by how you talk

about what you do? • What kinds of work are you showing on your site and

in your other communications materials? • What do potential clients think (and feel) about you

based on your current content, imagery and overall experience?

Mistake #3: Positioning

Making the transition from pixel pusher to strategist

• That just having a website is enough• That people will just “find you”• That you have to say “yes” to every project • That you don’t have to take any actions to get traffic• That you don’t have to measure your actions or results• That people know everything you have to offer

Step 1: Stop Making Assumptions

• What are you the “go-to” person for?• Get known for doing one thing really well• How do you do it differently than others in your field?• Infuse your personality into your brand – be memorable• Connect with others and GIVE value to your audience• Doesn’t limit you to talking about that one topic

Step 2: Determine and refine what you want to be known for

• How do people find you? (Google, social search, referrals, other?)

• What do people find during Google / social search?• When people talk about you, do they know what you’re

offering?• Do they know how to work with you / buy from you?• Are you being smart about your social media

presence ?• Are you creating and sharing great content?

Step 3: Outline your current online presence & activities

• Review your analytics to see where people are going (what’s the user flow, what pages are they viewing, where do they drop off?)

• What are you doing to currently engage with people?

• How effective is your advertising? (FB ads, google ads, twitter, etc..)?

Step 4: How can you refine your current online presence to attract and engage?

• Webinars, tele-classes, podcasts, online and in-person seminars

• Partner with your clients to share valuable info with their audiences (this can lead to inquires > future work)

Step 5: What other audiences can you get in front of to share your expertise?

• Gives people a taste of what you have to offer• Easy to create, low barrier to entry• Serve as lead generation tool and revenue generator • Establishes you as an authority

Step 6: Create your own offerings

• Increased awareness of your brand• Multiple streams of income to supplement in-person /

one-on-one• Create a funnel of products and services for your

business• Leads to new creative and financial opportunities

inside and outside of your community• Connect with other influencers

Benefits to your business

How to create mutually beneficial long-term client relationships

• What are you doing to make yourself indispensable? (i.e. “what would they do without you?”)

• Do your clients think you care about their business or just about getting paid?

• How often (and how) are you communicating with your clients?

• Do you have regular planning / strategy meetings?

Give your clients your best

MINIMA TIPIf it takes more than 2 emails to explain something – PICK UP THE PHONE. Tone and voice are very different in email vs. phone calls.

Creating products with clients

• Use your technical skills to create products based on their knowledge

• Can work on a flat fee, percentage or performance basis

EXAMPLES

• Online course• Downloadable

product• Podcast/video • E-book• Online mentoring• Group coaching

program• Physical product

Retainer Offerings

• Project doesn’t have to end when the site goes live• Offer retainer based packages for strategic work

(monthly, quarterly or yearly basis)• Test strategies that are working for one client for other

clients – leverage your knowledge!• Outline key indicators and metrics to evaluate• Plan regular analysis and review meetings

How to build your audience, establish yourself as an expert and where to focus your energy

• Best opportunity to connect with current and future audience• Can offer opt-in freebie• Can segment your list into different interest groups to offer

targeted information, products and services• Use a service like Mailchimp, Campaign Monitor, Aweber that

have in-depth analytics

Your email list

• Home page / sidebar / end of blog posts / contact form / popup

• Link to it on FB/ instagram/ twitter• Test and review analytics• Create follow-up sequence (instant

gratification) • In-person event? (Use an

tablet/phone to capture leads)• Run a contest / challenge• Offer a free telecall / webinar • Give away useful info to generate

interest (download, mp3, video, etc..)

Newsletter Signup

Connect through visual content

• Teach.yoga instagram feed – setup a month before site was ready

• Created an instant audience that seeded the site launch

• Post incentives on account to drive traffic and newsletter signups

Connect on a regular basis

• Teach.yoga newsletter goes out every week with content from the site, exclusive offers and reviews

What’s possible

• Create sustainable recurring revenue streams for your business

• Stay inspired, avoid designer burnout• Ease the stress of having to hustle for new clients• Fill a void in the marketplace• Make your business stand out from other designers• Create unique offerings that only you can provide

What can digital strategy do for you?

MORE INFO:minimadesigns.comdigitalstrategyschool.com