As strange as it may sound, not every web marketer is focused on their client’s needs. Quite often, they focus on web marketing “results” alone. In doing so, they forsake the core messaging that makes the digital marketing campaign more than a superficial success.
In order to align the digital marketing strategy with a company’s core principles and strengths, it’s important for them to get some deeper client knowledge before going full-steam into setting a strategy or executing a digital marketing campaign.
The questions below are just a few of key questions we ask our clients to ensure that we move in the right direction with keywords, content and website messaging. It ensures that we develop the highest quality content that is a match for visitor intent and expectations.
Your digital marketing agency should ask you these questions:
Describe your target audience.
What are your corporate core values, and how do you express them to your customers?
What common objections do people have when they buy from you?
How do you address those objections and convert prospects into satisfied buyers?
What “hot points” help your customers take action?
What information do your customers need in order to make an informed buying decision?
What problems does your product or service solve?
What sales approaches have worked in the past?
What hasn’t worked?
What are your other online and offline marketing efforts?
What tone and feel best resonates with your customers?
Who are your major competitors, and what do you feel are their stronger points over yours?
Of the following metrics, which three are you most interested in improving?
Conversions (i.e. sales or leads)
Return on ad spend
Cost per conversion
Not every digital marketing agency is going to ask the same exact questions, but they should be asking questions that will allow them to tailor the web marketing strategy to your company’s unique needs and goals. It should raise a major red flag for you if your digital agency is not asking these types of questions.
These may seem like ad agency questions, not digital marketing questions:
We realize that you're probably used to being asked these kind of questions when building a brand or executing a traditional marketing campaign with an ad agency. That's certainly true. However the web and digital marketing in 2021 is likely where your customers experience your brand the most. That's why we feel it's critical that we really understand who you are and how you are perceived in the market place before we recommend a digital marketing strategy. Our job is to leverage the strengths of your brand and make them known on the web to draw more customers and clients.
If your digital agency isn't asking these questions and letting them guide their strategy, maybe it's time to consider a different agency.