Introduction
Today, I want to discuss the concept of "blimplementing."
Yes, you read that right - blimplementing.
For those who haven’t encountered this term before, it’s a combination of blueprinting your strategy and implementing it simultaneously.
And while it sounds like a good idea, it’s often more chaotic than efficient.
Big credit goes to Brad Martineau of Sixth Division in Phoenix, Arizona, for coining the term and for his insight into this approach.
I’ve adapted it for the English market, and I’d like to share some lessons from both the successful and disastrous instances I’ve seen.
Blueprinting and Implementing Together: The Pitfalls of Blimplementing
Brad explains that many businesses jump into creating digital campaigns without a solid blueprint first. They might get an idea, like launching a birthday campaign, a lead generation drive, or a customer survey, and dive straight into the software to build it.
But this approach often leads to confusion.
You end up blueprinting and implementing at the same time, and that’s where mistakes happen.
It's not the right way to approach marketing or any other project. You can’t effectively build and plan at the same time without missing crucial steps.
Software Providers and Campaign Creation
This is something I see happening a lot with software providers. It’s not just a HubSpot issue, either.
Many software platforms encourage users to jump right into the campaign-building tools without providing adequate guidance or a structured approach.
Sure, many of them offer help centers, onboarding support, and resources, but far too often, businesses ignore the foundational work that should be done before opening the automation workflow tool.
What ends up happening is that you end up with poorly planned campaigns that cost you more time, money, and effort than necessary.
The result? Subpar outcomes and frustrated teams.
The cost of rushing into software without a clear strategy is substantial.
Think about what can go wrong when you send out a campaign with broken links or poorly executed content.
If your landing page link leads to a 404 error, or your paid traffic takes customers to the wrong offer, you’re throwing money away. Not only are you wasting your advertising spend, but you’re also losing credibility with potential customers.
How to Avoid Blimplementing
So, how can you avoid blimplementing?
First, start by using tools to map out your strategy before you implement it. Software like Lucid chart, this can help you visualize your funnels and marketing pathways before you start building.
But before even diving into tools, you need to get clear on your goals.- What do you want this marketing campaign or funnel to achieve?
- Do you want it to convert leads, book sales calls, download resources, or drive sign-ups for webinars?
Get your goal crystal clear before proceeding.
Once your goal is defined, use a tool like Lucid Chart to map out the entire journey from the entry point (the start of the funnel) to the final goal.
What does the process look like when someone goes through your funnel?
- Brad Martineau also talks about “exits” and “detours” in the funnel.
- What happens if someone doesn’t take the desired action?
- How will you exit them from the funnel or re-engage them through another strategy?
Think about the car salesman example: a car salesman doesn’t just say
“I want to sell a car” and leave it at that.
He breaks it down into multiple stages: qualifying the lead, setting up the showroom appointment, assessing the trade-in, doing a test drive, applying for financing, and so on.
Every stage has a clear action, and if any stage goes wrong, the salesperson knows what to do next to keep the process moving forward.
The 30,000 Foot, 10,000 Foot, and 1,000 Foot Strategy
At our company, we use a framework called the 30,000-foot, 10,000-foot, and 1,000-foot strategy.
It’s a simple way of breaking down complex processes into actionable pieces.
- The 30,000-foot view is the overall strategy: What’s the goal of your campaign?
- The 10,000-foot view focuses on the details: What specific collateral do you need? Will it be a landing page, an email, a video, or a checklist?
- The 1,000-foot view is the execution: The graphics, the copywriting, and everything that brings the campaign to life.
Avoid the temptation of jumping into campaign creation without this thorough planning.
It’s crucial to take a step back, map it out on a whiteboard or flipchart, worst case and think through every stage, from start to finish. You’ll thank yourself later when your campaigns run smoother, faster, and more effectively.
Conclusion
The key to avoiding 'blimplementing' is taking the time to blueprint and plan before you implement.
It may seem like it takes longer in the short term, but it will save you far more time, money, and frustration in the long run.
By breaking down the stages of your campaigns, anticipating exits and detours, and using the right tools to map your process, you’ll be on track for successful, well-executed marketing initiatives.
So, next time you’re building a campaign, take a step back, plan it properly, and avoid blimplementing.
It’ll make all the difference.
Always here to help you start, grow, and thrive. Let me know how I can support your next big move.
