One of the challenges of being a new startup trying to do something different is the fact that you are different. This makes it difficult for business owners to identify with what you do and how it relates to things they already know. When we talk to prospective clients about what we do, they often come back with the response, “So you build websites?” Although this is a service we offer, it is not the core of what we do. So naturally, the next step was to work on our messaging so potential customers could more easily grasp what we do and at the same time highlight how we are more than just another web design company.
At first we brainstormed with the team to identify what makes us different. We quickly realized it was time to get some professional help from someone that does this for a living, and that’s where Todd Ramsey came into the picture. Todd has a strong background in helping businesses identify their brand and messaging. He left Greteman Group late last year to start his own company and later helped co-found The Labor Party, which is where we office. The net result is our new descriptor and messaging:
Descriptor: Online Marketing Strategists
Message: We provide online marketing strategies to help local business find new clients by making every aspect of their online presence measureable, targeted and, most importantly, effective.
Although this message is still more marketing-driven, it has helped our clients better identify with what we do. In general, now their response has changed to, “Oh, so you do search engine optimization (SEO)?” — which is much closer to our real focus. The next step is for us to begin incorporating our new brand and messaging into our website and other marketing materials over the next few months.