When going into a digital client needs analysis meeting it can be hard to determine where to start. There are so many products and options to consider it can be daunting to everyone involved. To avoid overwhelming clients with all the different possibilities, it is helpful to do your homework and research first.
Prepping for the meeting
Take notes and jot down ideas:
- Use K-meta.com and check out some keywords to recommend and talk about keyword targeting.
- Look at the client’s website pages, and check out their products and services. How many locations do they have? Which are their top products?
- Do they have a Live Chat box?
- Do you see some good ideas for conversions to track on their website? What actions do they want people to take on their website? How are they collecting leads?
- Google the client. Do they show up on the first page for keywords related to their business? Do they have a knowledge graph that appears when you Google the name of their business? If not, you may want to discuss search engine optimization (SEO) options.
- Look for brand names and manufacturers they list on their website; they may be able to utilize some co-op money!
Taking the time to walk through these prep steps will give you an edge, and help you zero in faster on possible needs and ideas.
Ask the Right Questions
Next, it is time to ask questions, be a good listener and take more notes! Remember to ask WHO, WHAT, WHERE, WHEN, HOW:
Who is the target audience? Digital can get hyper-targeted, so probe for details. If they say, “women,” you say, “Tell me more about her; what age? What is she interested in? Where does she shop? Where does she dine? Tell me more about how she behaves.” Get as specific as possible.
What advertising do they currently do—traditional media and online ads? This is a brilliant way to narrow in on their marketing focus. If they talk about doing outdoor boards, you can talk about mobile conquesting; if they talk about email marketing, you can discuss using email lists with native ads or Facebook Custom Audience.
Where does the customer live and work? Find out if they want to target zip codes or cities. Will they need to geo-fence some tighter locations? Will there be sufficient budget to cover the state or multiple cities?
You also want to match up the goals of the client with the correct products. If they want to drive people to the store, talk about tracking in-store visits with mobile conquesting. If they want to drive website traffic talk about native, display ads, and SEO.
When would they like to see a proposal? How much budget is available?
You don’t want to cause death-by-Powerpoint, or information overload—the goal is to guide, not to blow minds on all the super cool things you can do.
Asking the right questions is the key to marrying client expectations and goals to a robust, effective campaign that delivers the best results for their needs.
Dana Bojcic (how do you pronounce that? Boy-chich) is a Senior Partner with Vici Media, Inc., a full-service digital advertising technology company. Dana is an experienced trainer and coach of salespeople and managers. Her background includes working for advertising agencies and as a certified Talent Analyst.
© 2019 Vici Media Inc. All Rights Reserved.