How do you present your Digital Marketing Strategy to Clients that have minimal, or zero, idea what you're actually doing?
As a Full-Stack Digital Marketer with elite skill sets in content creation AND digital marketing, you have the unique ability to not only create robust eCommerce channels with mission-driven content but to also troubleshoot any issues that arise.
So from your perspective, you're awesome (Congrats!)
…But, this IS Client work after all.
Your Clients' perspectives matter a lot!
Setting Client Expectations is important from the get-go so everyone's on the same page about what can be accomplished given real-world restrictions (timelines, finances, etc.).
Not only do you have to do your job well, you also have to make sure that the entire process, from start to finish, for a Client is WORLD-CLASS.
They must leave their interactions with you FILLED-TO-THE-BRIM with confidence and EXCITED to tell other people about you. Remember – a Service Provider’s best marketing tool? Referrals!
At the same time though, you don't want to overwhelm them with information.
Confusion does not lead to a happy client.
If they wanted to be overwhelmed, they would've saved their money and tried to do the whole project by themselves!
There's a lot of material here so to make things a bit easier, you can either read the entire article from top-to-bottom or jump to any desired section with the Table of Contents below.
Table of Contents
- 3 Steps to Ensure your Clients Feel Heard and Respected
- 3 KPI-Reporting Categories
- Pro-Tips for Client-Focused Progress Reports
Step 1: Interview your Client about their current Digital Marketing strategy (if they have one)
First things first, set Client Expectations.
Get a very good (and by “good”, I mean “detailed”) idea of what your newly, onboarded Client has already done in terms of what they understand to be “digital marketing” – any differences in opinion here between you and the Client should be resolved immediately.
Ask why they weren't happy with the results and what they're hoping you can do for them.
Know the Starting Line, otherwise you won't be able to tell it apart from the Finish Line.
Step 2: Work your Digital Marketing Magic!
Now that you know the status of your Client's current Digital Marketing Strategy and have agreed that the results they want to achieve in the amount of time they want to achieve it is realistic, it's time to roll up your sleeves and do the work.
We won't be diving into the technical aspects here, but this shouldn't be a problem for any seasoned Digital Marketer out there.
Step 3: The Results are in! How to frame and execute Progress Reports
The name of the game here is TRANSPARENCY.
I recommend that you think of all the KPIs (Key Performance Indicators) that you know (I term these “Sub-KPIs” here) in three broad categories and use this as a mental framework to describe how your Digital Marketing Strategy is progressing.
These 3 KPI-Reporting Categories are: Engagement, Cost, Conversions – each informed by their own, more-specific, Sub-KPIs.
This is the biggest category; it essentially encompasses all metrics that describe how any member of your niche audience interacts with your content.
The ways they can interact with your content will change depending on the platform.
All “Analytic Data” that you encounter native to your Platform or by Third-Party (Hootsuite, Buffer, etc.) aims to find a way to describe to you, the Digital Marketer, how successful something you're doing is.
Is your niche audience even interacting with your content?
- Likes, Shares, Comments – Considered a “vanity metric” by some because it doesn’t directly tie to conversion rates, it’s important to know these values
- Why? They act as a proxy indicator of how well your Brand is resonating with your targeted niche – if your ads aren’t doing well, you either don’t understand your niche well enough or the ads aren’t properly reflecting what you know – troubleshoot this!
- Not just Social Media engagement metrics! Bounce rates (when discussing Landing Pages on your website), etc., fall into this Category as well
Know Where Your Leads Are Coming From
- Knowing the lead origins (social media, website, etc.) will inform you and your Client where your advertising dollars should be placed
- This info is especially useful for big Campaign launches where you’re expecting a big uptick in sales (i.e. helmets are bought year-round, but you could expect more for Christmas because you’re also selling them with toboggans either by themselves or part of a package deal)
- Every time you run an ad, it costs the Client money as measured in Cost-Per-Click, Google Ad spend, etc.
- The better you are at running ads, the less money it will cost the Client in the long-run, and the easier it will be for them to justify continuously working with you.
(Say it with me now, “Client R-E-T-A-I-N-E-R”. 😉)
- In other words, a Campaign that’s showing success often sees the Cost-Per-Lead decrease as it progresses because Cost-Per-Lead is a reflection of the trust the Brand's built with its niche over time
- At the end of the day, are your ads compelling enough to entice action from your niche audience ?
- How many customers that click through to your Landing Page actually make a purchase? Sign up to your email list? Whatever you and your Client decide that the ultimate result from your partnership should be.
“Ultimate Result” depends on the stage of your Client’s business and whether you were hired to help generate Awareness of the Brand, or Convert, etc.
3 tips here:
1. Describe any trends in percentages.
- e.g. “Last week we had a conversion of 30%, after tinkering with the sales copy, we improved it to 40%.”
2. Mention any changes in CPL and possible next steps.
- e.g. “Your Cost Per Lead has been going down steadily. We observed it at $3/lead – down from your previous $10/lead. You should be getting about 3x as many leads for the same budget. If you can't handle that many leads we can reduce the budget accordingly.”
3. Graphs or infographics will always get your point across better than just words.
- Self-explanatory 😛
- Also check out this article from Neuroscience News.
Are you driving traffic to a wordpress site? Increasing that follower-count for the gram? Tinkering with FB ads to improve conversions?
Whatever the day calls for and no matter the platform, as a Full-Stack Digital Marketer, your job is to take a Client’s potential customer from “Never heard of this Brand” to “TAKE MY MONEY!”.
If you can do that in the fastest and most-efficient way possible while making your client feel like they can spend their valuable time worrying about other parts of their business rather than the job they hired you for, even better.
Hopefully, this article helps you achieve that.
Until next time,
FARE THEE WELL, fellow Marketer 😉
*Want to learn the ins-and-outs of becoming a Full-Stack Digital Marketer? Apply to our Academy for consideration! 🙂