Client Rapport in Marketing

Digital Advertising Campaign Solutions: Client-Partner Rapport Is Job One

Kelly Kleinman

An Oldie But Goodie!

22 articles

June 1, 2015

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Directing a digital advertising campaign for one or multiple clients requires the ability to set up achievable goals, properly attract and track all visitors as they are taken through the site sales funnel, expeditiously follow-up, and include the addition of assorted other touch points such as blogs, emails, and newsletters to the mix. You should never lose contact with the customer.?

At Dig8tal Partners, we say; "Once a customer, always a customer", and without doubt, the most important “conversion” in e-Commerce is when the “Buy Now” button is pushed. How to treat an online shopper will be the subject of my next article. Today’s brief blog is how to treat the person who has invested in your company (the client) with proper client-partner etiquette.

Before you launch your client’s digital Ad campaign, I urge everyone to wedge themselves into their client’s shoes.

Fully understand that the client may need their hand held every step of the way before they feel comfortable with the investment they made in you. You only have to do this once if you do it right. Lead them through the site and show them how the traffic flow is pushed through the sales funnel, explain to them the importance of social media not only for branding but for incremental sales as well by creating an opt-in multiplier effect within each social platform. Espouse the importance of letting your social networks do their own heavy lifting because nothing beats relatively free advertising by influential people in your target market preaching to their peers.

Analytics are the lifeblood of any campaign and although no one expects you to deliver a free 101 course in GAs, take your client through the KPIs and explain in simple terms why those are important, don’t dazzle them with tech talk.?

The idea is to create an overall understanding of the process, not to make you look smart and the client confused. Granted, having full grasp of the industry lexicon is important, but not in this phase. Make sure they see how every aspect of the campaign is linked and why. Everything you do as a digital marketer is a cause with a desired effect and you should explain “why” for example, you chose to allocate 30% of the "Search" budget on shopping campaigns and what you expect to gain out of it.

Transparency and honesty are the two most important elements in creating a positive, trusting client/marketer relationship. I’ve directed many campaigns over the years, and I’ve always granted my clients full access to calls, emails and texts when they have concerns or questions, over-serving is part of my DNA and treating the client's investment as mine has always been standard practice. There are platforms and tricks of the trade that work and some don’t, make sure your client understands the risks involved at every turn or you’ll be in for a bumpy ride and stormy Mondays can stretch into Tuesday, Wednesday and beyond.

The key to happy clients is to understand their goals, set their expectations firmly in reality, over-deliver, over-serve, and NEVER wait for them to call you when an issue is at hand. To learn more stop by our website at http;//www.dig8talpartners.com

Always happy to serve!

Kelly Kleinman/818-448-5915