Help Your Clients Understand You Better
As a digital marketer, how can you create value from something that a client or potential client doesn’t understand? Simplify. I’m constantly on a mission to learn and understand, and have found that the best way to do a job—any job—is to help your clients understand you. As an account coordinator I must be as knowledgeable as my team and as curious as our customer.
It is important to understand both sides in order to efficiently communicate how we can make a difference. As easy as it would be to say, “trust us, that’s why you hired us,” it’s not a helpful answer. The more you can break down what you do, the easier it is for a client to understand and be able to trust you. Pretend for a moment you’re on a date and you have to explain to someone what it is that you do. You can’t use jargon or common industry terms because your date won’t understand you. Let’s say you’re a PPC expert.
You may say, “If you Google ‘Nike Women’s shoes,’ it’s my job to make sure our client shows up as one of the top choices in an online advertisement.” This doesn’t happen overnight, so I work over a period of several months to change a client from being non-existent to their customer to a memorable top choice. The expertise comes in the details.
As long as a client or potential client can understand this, you’re creating value from what you do. If you only confuse them more, they are less likely to feel the need for your business.
A few good ways to simplify:
- Understand your client’s goals
- Present your plan to meet those goals
- Present a timeline (how long it will take to see results and how long it will take to meet those goals)
- Communicate regularly (enough to stay on track and report results, but not so much that it becomes monotonous)
A tip that’s always good to follow is: If all else fails, imagine you’re speaking to yourself when you first learned about digital marketing. How can you get that message across to an audience that is new to digital marketing?