I know what I’m looking for so I begin to search for it. My friend on Facebook tags my name in the comment section of a post that I’m unaware and I discover something. Discovery and Search are completely different experiences.
When designing an ad campaign for Google Adwords I think about how most would search. Which keyword phrases shall I bid on? When designing a Facebook campaign I think about how best to tell my purposeful story to a few. Which small audience do I target?
When I search, I start my experience with a query. When I discovery, I “encounter” information almost by accident. I say almost because of Ali. Ali is the machine learning artificially intelligent software agent that decides what you “encounter” on Facebook and in what order. You do not start a Facebook experience with a query.
Your prospective customers may search for you or they may discover you. Your job is to be both a search result and the treasure chest they discover seemingly by accident.
If you need help with DISCOVERY please contact me. It is my specialty. It is my purpose. If you need help with SEARCH, I’d be happy to recommend to you several consultants that I find extraordinary (but it’s not my area of expertise).