You’re months into a client campaign, things are (seemingly) going well. You’ve been executing a strategy and turning in great reports to the client. But then they ask a question or make a statement that suddenly makes you wonder if you’re on the same page.
Even more critical, the nature of the question or statement indicates that the client has a previously unaddressed, but fundamental, knowledge deficit that is now threatening your account retention. Where did things go awry?
Sooner or later every digital marketer will experience a moment like this, and when they do, a few questions often emerge.
How much does client education matter?
And if client education matters, how much do we invest in it, and how do we go about it?
So to address the first question, “how much does client education matter in digital marketing?”
The short answer is, a lot.
The slightly longer answer is that misunderstandings can happen at several points throughout the client lifecycle and education can make the difference between setting your relationship up for success or failure. In this post, we’ll review the various stages of a client relationship and examine the points where education can be pivotal. We’ll also offer some strategies that can be used to help bridge knowledge gaps, improve client relationships and grow retention.
Digital agencies often have a love/hate relationship with client reporting. On the one hand, agency accountability and performance is almost always assessed, at least partially, through data-based reporting. In that sense, the data in reports is essential to account management and long-term client retention. Reports are the lifeblood of agencies and when agencies succeed and can clearly show their value to clients, they love to report on it. Who doesn’t love pointing to a win?
We can now track a single user across multiple devices, channels and through all of the touch points that led up to a sale. But at the end of the month, there’s an odd asymmetry between the types and amounts of data a typical agency tracks and records and the workflows used to gather, analyze and report on it. Simply put, there’s too much button pushing. Data scattered across multiple spreadsheet exports need to be gathered and then massaged together. Charts and graphs are often manually created and then moved over to a document or slide deck. It’s an arduous process that needs to be repeated every 4 weeks.
But there are easier, quicker (and better!) ways for agencies to report. Whether it’s through periodic reports that update automatically or real-time dashboards, there is much promise in automated reporting
and capabilities get better every year. Finally, the sophistication of reporting processes can match the sophisticated technology used to run campaigns!
In this post, we’ll discuss some of the advantages and the value that automated reporting brings to agencies and their clients.
When you read or hear the term “display ads”, it’s easy to immediately associate it with just banner ads. You know – the ones no one ever clicks on, right? And while banner ads certainly constitute one familiar kind of display advertising, let’s be honest, these aren’t your father’s display networks anymore. From traditional text & images to video rolls
to native advertising to in-app ads, the formats, reach and functionalities of display advertising networks have never been richer and more promising.
However, the performance of display advertising
can vary tremendously, particularly when compared to other channels and traffic mediums that clients are more accustomed to. As such, all the cutting-edge capabilities in the world matter very little when you cannot communicate their value to clients.
In today’s post, we’ll review 3 higher-level considerations for reporting on display advertising.
Who is your perfect customer? Where do they live? How much do they make? How do they spend their time and most of all, what problems do they have that you can help solve? All of these questions need to be answered, and one of the main ways a business can do that is through the creation of customer personas.
B2B and B2C businesses alike are constantly looking for new ways to understand their customers. The average client has a fundamental understanding of their own customer base but there are gaps in a clients’ perception of a client and what the actual data tells us.
In discussions with clients, most marketers will inquire about customer characteristics, demographics, and interpreted buying signals. But great marketing plans go further, they include the development of specific personas of individuals who fit into the client’s desired demographic, allowing them to shape their message, guide their channels and choose their best tactics.
Today’s post will walk you through the process of starting the personas discussion with your client, explaining why they matter, and how to guide clients through the process of defining them.
You may have a list of reasons for keeping your marketing in-house. Maybe it’s, “No one knows the business like my team.” True. “Agencies are expensive.” Also, true. Or maybe it’s just that there are so many vendors out there you have no idea how to pick the right one
But every business at some point has to take a good, honest look at their resource allocation and decide if there are some things lacking in-house that are worth the expense of outside help. When that moment comes, an inevitable question becomes, “is it time to hire an outside marketing agency?”
In this post, we’ll cover a few of the reasons and scenarios that are a good sign that yes, it is in fact time to look to an agency for marketing help.