April 23, 2019
Improve Paid Media Performance By Optimizing Your Agency Relationship
Most agency marketers have experienced a wide variety of client contacts throughout their career, with varying degrees of direct experience in paid digital media. Taking that into consideration can be the difference between having a really productive conversation, and one that goes nowhere because everyone’s just talking past each other. Here are some ways that we tailor our communication to this audience to build relationships regardless of background, and as we’ve found, drive better client results.
As digital marketers, it’s easy to get caught up in the nitty gritty details of everything that’s happening in the account (we’re all a bunch of marketing nerds after all). While it’s our job to care about all of these details,it’s easy to lose your audience diving into them. And while they may not care about the nuts and bolts, they definitely care how paid efforts are impacting their business. Whether you’re meeting their goals or not, it’s important to discuss the status in getting there. We’ll always explain why we are or aren’t meeting goals, and most importantly what we can do about it if we aren’t. This leads me to my next tip…
Yes, it’s important to provide select details to show a client. Keeping in mind cases where your audience isn’t as familiar with the ins and outs of Google Ads, making small adjustments to your language can make it a lot easier for them to be able to relay updates to other stakeholders at their company. For example, let’s say we launched a new ad copy variation that has a lower CTR than the legacy ads. Instead of leading with the metrics, explain what’s happening in experiential terms: that the new copy isn’t as enticing as the legacy variation, so fewer people are clicking on it, but now that we know that, we can move in another direction! We can always dive into the specifics of CTR and statistical significance when necessary or requested.
Especially at the beginning of a relationship with a new client who’s new to paid digital media, there’s obviously going to be a lot of new information for them to absorb. Give the chance to ask questions, especially in a critical discussion like a performance overview or explaining a new opportunity. This leads to more team decisions, which result in the best client outcomes. We also like to ask specific questions rather than repeatedly stopping to ask if there are any. Is there anything about how this message performed that surprises you? Any thoughts about our audience options on LinkedIn? These provide a platform to start a conversation and a small chance for a client to pick up more of the digital driving their business.
It’s everyone’s goal to do the best work possible for clients and to earn their trust. Clients want this, too, but their bottom line is their business. When they’re new to certain kinds of digital media, they’ll likely have a ton of questions. That’s a good thing! It’s natural to get a little caught off-guard with really direct questions, but if we’re empathizing appropriately in that moment, all they’re looking to do is complete the picture for themselves.
As we say at Metric Theory, we’re experts in digital advertising, but clients are experts in their business – everyone has important perspective to bring to the equation. Taking this approach both draws the client into the conversation, and it allows us to showcase confidence so that the client in turn builds confidence about the relationship and the results we will drive for them.
Following these simple steps will help set you up for success with clients who are at the beginning of their digital media journey. Contact our team if you’re interested in learning more about client communication strategies for success.