said 1 year, 2 months ago:
@cherelleleong Good outline from the client perspective, Cherelle. Though most new clients don’t have a clue as to how social media and internet marketing differs from traditional offline marketing. So I would add another step… Find a good analogy or word/picture to describe any abstract concepts that I need to understand in order to make competent decisons regarding my account. In other words, help me understand what I don’t already understand, without making my head explode!
One analogy I use is comparing traditional offline marketing strategies to the sport of football, where competitors are clearly seen, with clearly marked goals, within defined timelines, with a recognized point system, and a clear winner at the end of the game.
Online marketing and social media goals, however, are more like the competitive team sport of Track & Field. There are recognizable teams vying for the few top spots, with numerous individual events with their own scoring systems, all competing at the same time so you can’t watch them all at any given moment to see how well your team (company) is doing without a complicated system of tracking results and a good coach to help interpret the results in real time so strategic decisions can be made before the meet is over. Bottom line… you’re the coach, you’re the real-time expert concentrating on what matters at the moment while balancing all the various needs and demands of the myriad events that must happen in a coordinated fashion, and you’re the saviour who willingly takes on this insane, demanding, repetitious, multifarious coaching job of bringing new customers and new profits to your client so your client stays stress and worry free all through the game, knowing their team/company will win in the end once all the internet scorecards are tallied.
Kinda long-winded, but the Football Game vs. Track/Field Competition is something they can easily picture in their mind. Seeing you as their coach calling the shots for the big win over time also helps them understand that for every moment they waste of your time, they’re really shooting themseles in the foot. Also makes them NOT want to play this game alone.