The Art of Managing Expectations

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    Expectations: we all have them.

    Whether we’re anticipating a favorite food to taste a certain way, pulling for that promotion at work, or hoping to build a successful new brand from scratch – expectations are found everywhere.

    Managing expectations in business is necessary in order to function with effectiveness and consistency.

    A website build consists of multiple moving parts and, thus, managing expectations is a huge factor in whether or not that build is successful. There are constant adjustments and alignments during the proposal and build phase that ultimately must occur in order to properly run a well-oiled machine.

    Communicating in real-time is the key to running a successful digital marketing campaign and promotion of any brand – new or already established.

    The Art and Science

    There’s one definitive scientific trick in the field of managing expectations to master all others: be concise, consistent and to the point. Setting immediate team and client expectations is an art within itself. Remaining laser-focused on project details and documentation will help to curtail misunderstandings and, in turn, will help make the team and the work environment flow more smoothly.

    Below are a few tips on how to master the art and science of managing expectations.

    • As soon as a website contract is signed, the scope of individual and team responsibilities will widen, making it even more important to stay on the same page.
    • With each meeting of the minds, be sure both parties are clear on next steps and documentation.
    • Meetings should be planned and executed at predictable times so that each team member knows their duties and can prepare to report back to the group.
    • Assigning one person to a certain task will outline specific roles and responsibilities so that there aren’t any gray areas needing extra attention.

    Stages of Expectations

    Let’s face it: we all operate from what we know best. Therefore, it’s understandable that our expectations are personal and intermingled with emotion. So when working with a team, it’s best to try to leave these emotions and preconceived notions outside the meeting door.

    We bring our lives to work with us each and every day. Sometimes we carry stressors that react with our day-to-day, including:

    • Juggling school-age children
    • Dealing with illness
    • Taking Care of elderly parents
    • Dealing with disappointing job experiences
    • Not having enough technical background and training to complete the task

    Being self-aware and constantly communicating needs and timeline restraints with others on the team will thwart off any derived issue at hand and make the end goal that much more attainable. And if your team member needs extra training, plan for that, too.

    The Importance of On-Boarding

    On-boarding is a critical step within GlobalSpex. It’s the hallmark of web design expectations.

    It’s important we review each stage of a website build. As project requirements and tasks move and shift, so should expectations.

    Setting up a good base at the beginning of the project and re-evaluating throughout the timeline will help with delays so that our team can focus on what is truly important – the build and developing strategic digital marketing plans.

    We try to take time in weekly meetings to discuss event highlights, such as milestones, deadlines and, you guessed it, expectations.

    Expectations Web Design

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    Christina Hawkins

    Christina Hawkins is CEO of GlobalSpex, Inc. and a Fractional CMO for her clients. A seasoned digital marketer since 1999, Christina has designed and built exceptional websites partnering with small businesses to help them grow and increase revenue. She understands that digital marketing is a constantly evolving technology and works to stay on top of the latest changes. She is always looking for the best route for clients' lead generation needs and revenue. In addition to her ability as a digital marketer, Christina is a coach and mentor with Agency Mavericks to other digital marketing freelancers, helping them grow their businesses. She is also a sponsor and co-leader of Houston's WordPress Meetup.

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