Improving Internet Marketing Client Relationships
Posted on Tue, Apr 20, 2010 @ 01:56 PM
I recently coined a new term the "Abyss of Mistrust". It truly sums up the challenge we face with every new client for the first 2-3 months or so; when the client bought into our program, but can't see an immediate return on their investment. At KeChange, we have learned to set expectations that there is some turnaround time to often "crushing" prior internet marketing performance, but we still spend a lot of time thinking how to give the client a comfort level during those first couple months.
Here are some tips that you can use to set and meet expectations during the initial phase of your Internet Marketing program.
Make sure they buy into the program - Before you commence a large Internet Marketing program, regardless if it's a website, social media or email initiative, make sure it's well thought out with objectives, annual goals and a strategy that everybody involved is on board with. Start with the annual goals by determining website leads, visits, links and pages. From there, work backwards in each category to set month-to-month and quarterly benchmarks.
Internet Marketing Program Example
Getting a "buy-in" to the long-term digital plan is the best thing you can do to give your boss or client a comfort level during the first couple of months. You can vary the plan accordingly, to show a slower ramp-up on results-oriented metrics like leads. For instance, maybe you start with closer to 10 leads and then adjust the numbers accordingly.
Have weekly communications with the client - It's critical to keep the client's mindshare and engagement while you are cranking away on delivering your Internet Marketing program. Out-of-site can often times mean out-of-mind. Secondly, you may need deliverables (company information to bulid those web pages) from the client during this stage. At the beginning or end of every week, you should send a simple bullet-point style email that outlines what you did last week and what you will do in the upcoming week. Again, always over-communicate your activities.
Weekly Communication Example
Host monthly results meeting - Every month host a monthly meeting for all relevant stakeholders of your Internet Marketing program. This meeting should be in person or in the form of a web meeting, so you can share activities and data. Keep the meeting simple and to the point. Here is the agenda:
1. What activities you accomplished last month (roll-up your emails)
2. Results - Show projected vs. actual results
3. Finally, simply state your activities for next month
These simple steps in communication will help put your client or boss at ease and ensure the long-term success of your Internet Marketing program. If you do these things you will help yourself stay clear of the early stage "Abyss of Mistrust."
By Stephen Polinsky, CEO
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