Helping Client to Identify SMART Goals
helping your client to identify smart goals, getting alignment with your client is key to your success as someone who's partnering with them and servicing their business. You'd be most effective if you're clear on what they want to achieve in their marketing efforts, as well as what you can provide to help them to achieve this. Some ways that you might want to do this is to set up a 30 minute phone call or an interview to dive deeply on maybe what's worked before for them, what hasn't worked other initiatives that they might have that aren't directly related to what you're doing that are also out in the marketplace. Some other questions you might want to ask them are whether or not they are coming up with new products, whether or not they're looking to target a different audience. One thing that I do is I actually send a form for them to complete so that I can get everything in writing and that becomes the basis of a creative brief. So I have my own questionnaire of 10 to questions th...
at I typically send to the clients. It's a form that's downloadable, that you probably already have as you're following along. But it includes these types of questions and there are some examples of questions that I include in my questionnaire, The first section is about their clients current marketing activities and it's asking them about what they've already been doing to promote their product or service, what has worked and what hasn't worked really well. A lot of answers that I typically get from clients are that they've tried social media ads before and it hasn't worked for them and sometimes it's because they're trying to run the ads themselves. So that's usually the problem. It's not that facebook or instagram ads aren't working for the business. It's typically just because they're, they're not experts themselves on how to target or how to even how to even create a campaign on these social media platforms. Some other things I hear are that clients have had a really hard time generating leads or are paying too much poorly that they acquire as well as their generating leads that aren't converting. So you'll get to know a little bit about. Typically the activities that they have engaged with, but also it will give you a sense of what sorts of marketing activities tends to work, asks for this kind of business or this type of industry and as a marketer that allow you to be more strategic and more efficient with your recommendations to ensure that you're setting your client up for success. Some other questions I ask are about their competitors and who they determined to be their top 3 to 5 competitors. Sometimes I learn that who they think are their competitors, aren't necessarily exactly what their customers are considering to be their competitors, meaning if they're a smaller brand many times I hear that their competitors are already very well established, well known brands and sometimes what clients don't understand is that when a customer comes to them, they're not necessarily comparing them to the big name brands like Nike or you know, or Macy's as their competitor, customers typically thinking about some other company or another product or service that's within the same realm in terms of size and scope and service as that current customer. So it allows you as a market or to to take a look at who truly are this brands, competitors and what other services the customer might be looking at as they're considering your client's business or service. Other things that clients tend to not think about in this realm are what other substitutes a customer might be considering as a competitor. So, meaning it's not a direct competitor in terms of a product, but it might be just something else that's, you know, competing for their time or competing for their resources. So these are all great things to be discussing as you're gathering information from your client to really get a sense of the marketplace and the industry as well. The second section of the questionnaire talks about targeting, it asked the client to identify their current clients or customers in terms of demographics and age and interests. And it also asked them whether or not they're continuing to want to engage with these people or if they're looking to target a different group of people. This is a really key question, especially if you've been brought in as a marketer to help the client to pivot from one market To another, or to help the client to launch a new product for the first time or maybe to launch a new line of products that they never launched before. So for example, if you're working with an athletic wear company that primarily has only sold men's products, but now they are launching a line of women's products, they might tell you that well, they know that their current clients are male, 18-24 and whatever cities that they live in. But now with the new female collection and a female line, you'll need to help them to find that new audience. So these are all great questions to be talking about as well as you head into goals as it's very important to set that foundation and set the expectations so that you're both working in partnership to move the goals forward. And then the third part of the questionnaire is about creative themes and content. So asking the client themselves what makes their brand or their product different and special, asking them what campaign themes they may have used in the past and whether or not that message resonated with their audience and also asking them how they would like customers to see their brand, some things I hear a lot here about what makes the brand product or products special sometimes relates back to product features, which is interesting because as a marketer, unless the features are completely innovative and unheard of. There are actually other ways that you can think about what makes a brand or product different or special more from an emotional perspective or an engagement perspective. And pulling those things out of your client and kind of digging deeper into those insights are going to help to inform campaign strategy as well as content strategy as you think about rolling out the campaign. So after you've identified that, it's important to also note some common errors when it comes to setting goals and to work with your client to be able to avoid these errors.