A Simple Question
What do we (Workshed) do? The imprecise answer is that we build websites and help businesses with marketing; it’s also an oversimplification of what’s really going on. The reality is that these are just outcomes – solutions to a challenge, but not really what we are actually doing. If you were to start asking why we do various things, you’d quickly realize that the why, is what Workshed is all about.
Asking this one question (why) over and over allows us to understand the core issues facing our clients; even if they don’t. In the day to day running of a business, it can be difficult to discern areas of inefficiency. Our objectivity allows us to observe operations without the biases that come from years of experience.
In addition to understanding the how’s and why’s of your business, we also have to acquaint ourselves with your customer. During this get-to-know, you phase of a project we are (among other things) seeking to understand your customers. Who are they, why do they buy, what need are they attempting to satisfy, and how you can optimally serve them (taking into account your own goals and values).
Once we know what you do and whom you should be doing it for, we start to craft solutions to bring the two of you together. This is where the websites, social media, and marketing come in. They are specific methods crafted to connect you with your ideal client. The outcome is the focus, not the tool. We are solution agnostic.
When you’re a hammer, all you see is nails.
When the tool takes precedence over the objective (to sell stuff) it’s easy to waste time and money. If you start with a clearly defined objective, the probability of success is dramatically increased.
What’s the Difference?
It all boils down to perspective. You might be tempted to assume that because our process usually ends up in a website that our websites are just like that of any other web design firm.
You’d be wrong.
I Thought You Built Websites for Business
Workshed is a team of passionate problem solvers who help businesses succeed as a way of expressing that passion. Contrast what we do with the typical web design company who build websites as an expression of their interest in technology. The technology might be cool, but if it doesn’t attract paying customers it isn’t getting results.
We get results because we focus on them.
The Simple Answer
So what does Workshed do? We get you the right kind of customers and more of them!
How do we do it?
By focusing on the solution rather than the tool.
Do you need more ideal customers?
What do you do?
Part of what we do at Workshed is help our clients distill their value to potential customers into bite-sized chunks that are easily understood. It’s a lot easier to do for other people than it has been for our own business. In truth, we do a bunch of different things that are all intended to do one main thing – make you more money (not in the Ebenezer Scrooge sense, but in a healthy, sustainable sense). Communicating that succinctly has been challenging.
In nearly all of our initial meetings, the question of the cost comes up. While this is perfectly normal question, it’s not very helpful in making a decision about retaining our services. In reality, we perform our services and build websites that cost nothing. No, we don’t work for free, but the additional revenue and cost savings we create more than pays for what we charge.
Enter the analogy
Imagine the revenue of your business as a delicious pie (or a pie chart if you have no imagination). To explore the cost issue in this scenario, we’d essentially be asking you to give us a slice of pie. For some businesses, $5-10k might be a significant chunk of that pie, and with pie being so delicious, they don’t want to share. We understand your aversion to pie sharing in this situation…we are businesses owner too and have been asked to share our pie many times. That’s why we became bakers.
Rather than ask for a piece of your existing pie, we help you bake a bigger one. A pie large enough to give us a slice and still have more leftover than the pie you started with.
We bake bigger pies
What’s our recipe? Simple, we focus on the result rather than just one or two ingredients like the flour or baking soda (which are not delicious on their own). We combine our ingredients (websites, design, photography, marketing, social media, video production) to bake a delicious pie for your customers.
Now you know what we do. Anyone hungry?
Order a Pie
You are at the heart of your business. Your company most likely began with a dream and your willingness to work hard to make that dream a reality. Your passion was channeled into creating logos and an identity to define who you are and what you will be contributing to the marketplace.
However, more than likely, when you began to run your business, dreaming quickly became a thing of the past and the day to day tasks became the true reality. Sometimes, in order to be successful we have to push our dreams and desires aside so that we can manage the nuts and bolts of business. Once business begins to get busy, that becomes the most time consuming part of each day because the finished product or service is what will pay the bills.
Although time passes and your company evolves, your days are filled with goods and services, orders, management tasks, financials and more. You know the website that you created six years ago needs to be updated and the logo colors don’t reflect who you are anymore. Even though you know it is important, you aren’t able to make this stuff a priority right now.
Then you call Workshed…
We come in and reignite that passion in you. We put you back at the heart of your business, but take care of the work. Now, it’s our job to make your dream the reality so that your business can catch up with your imagination. Relax, you’ve earned it.
Superstar or Slacker?
If your website was an employee, what type of an employee would it be? Would it be a superstar or a slacker? Fortunately, great websites (unlike employees) can be built.
Simple not Easy
Creating an awesome (a technical term describing effectiveness) website is one that compels visitors to take action and contact you about a service or product. To build a superstar employee style website, you have to understand the company you are making the site for , their customers, and a whole slew of other disciplines ranging from accounting to psychology; not to mention graphic design and web development.
Connect the Dots
At Workshed, we’ve individually and collectively spent a lifetime exploring the different elements of successful businesses. We know what it takes to create not only a superstar website, but how to leverage the information we gather into improving other areas of your business as well. One of the most interesting aspects of what we do is learning about a new business for the first time. To hear your successes, challenges, and goals with objectivity allows us to gain an understanding of your strengths, weaknesses, opportunities, and threats (yes I just worked a SWOT analysis into a post). From their the challenge is to translate that raw information into words, images, and code that accurately represents the personality of your company.
Fire the Slacker
If your website and marketing isn’t routinely bringing in new business and making your life easier it’s time to cut your losses and hire a new one.
HIRE A NEW WEBSITE
We believe in using inbound marketing to attract clients rather than ‘interruption marketing’ where you pester customers to buy from you. Think of inbound marketing as Connection Marketing. You connect with your ideal customers by helping them.
How does inbound work?
It starts with knowing your goals.
- Who are you hoping to attract? (Ideal customer)
- Where do they live on the internet/social media? (Demographics, gender, lifestyle, etc)
- How do you deliver meaningful content to them? (Content strategy)
- How is that content created and distributed? (Who does the work)
Next we create a plan for meeting the defined goals. We determine when and how the content will be delivered then create the infrastructure to deliver it to our target audience. The keys to effective infrastructure are:
- A robust, mobile-responsive WordPress website typically built on a supported framework that complies with web standards (search engine friendly)
- Social Media platforms used by your ideal customer/clients with links to and from your website
- Email marketing campaigns with great analytics like MailChimp
- Website analytics and reporting
Content is King
With the right infrastructure in place, it’s time to create content. Our agency makes awesome content that connects with your ideal customer. We determine the best medium to communicate your message; video, photography, articles, e-books, white papers, newsletters and more. Then we distribute it via our infrastructure and continually measure the results.
That which is measured improves
Next, we measure and report the results. Since the data is gathered in real-time, we can quickly see what is working well and what isn’t and make adjustments fast. Being nimble ensures that our client’s marketing budget is being maximized and that we’re generating a real ROI (return on investment).
Nothing in life is a sure thing (except death and taxes perhaps), but inbound marketing is pretty darn close to a sure thing when it comes to bringing in more business from the customers you want. We’re ready to help you grow with inbound marketing. Let’s talk.