Part 1: Understanding Your Client
If you’ve been considering working with a white label digital marketing agency in order to scale your business, it’s important to be clear on what they deliver. It’s true that you can expand your capacity and capability by hiring hands to do the work, but you must also have an understanding of the services you are selling, and their benefits to your clients.
At Agency Stack, we want to enable you to confidently recommend the right mix of services knowing that they’ll deliver on your client’s expectations. To achieve this, we recommend starting from the ground up with a deep understanding of your client, their business, their customers and the things that separate them from their competition.
Research Your Client
What is it about your client that would make their prospects choose them over a competitor? What are the promises that they make to customers and how do they deliver on them? Consider industry trends as well as the pitfalls endemic to a client’s industry and how your client overcomes them. The promises your client makes to their audience forms the basis of their brand positioning. With that positioning as the foundation, you can make recommendations on the best way to get that message in front of as many prospects as possible.
Understanding Your Client’s Products and/or Services
Are there specific pain points that your client resolves for their customers? Is there something that their product/service provides that others do not? If you can isolate these things, you are well on your way to getting into the hearts and minds of their target audience. Work with your client to assess competing products, where their products excel and what customers take issue with.
Understand Your Client’s Customers
Understanding the things that are important to your client’s customer when it comes to making a purchasing decision is imperative. It’s also important to take into consideration key customer personas so that you can target these types of consumers individually. Knowing who your client’s customers are and what they expect from your client will help you to inform not only the content you provide but also the channels through which to reach them.
Research Your Client’s Competition
Ask your client about their competition, considering the ones on their level, the ones they are beating and the ones they aspire to be like. Some things to consider with regards to competitors are what channels they are active on and what they’re saying, and how your client can position themselves in the same space whilst claiming points of difference that make them the better choice.
Assess Your Client’s Business KPIs and Goals
This may seem obvious but remember that your client’s goals are the most important thing. Ultimately this will be the yardstick by which they measure your success and therefore their satisfaction with the services you provide. Setting realistic client expectations of achievable results within their budget is the most valuable thing you can give a client. Transparency around this will put you in a much better position than overpromising and under-delivering.
Create a Plan for Success
Once you have all the knowledge you can hope to absorb about your client, the time has come to build the roadmap for their success. Documenting this upfront means no unpleasant surprises for your client. It also protects you from the inevitable miscommunication that can result from a lack of process around the services you offer.
It’s important to recognise that all of these steps complement each other and should be approached as a whole process. By following all of these essential considerations, you’ll hopefully be able to gain a greater understanding of your clients and how they are positioned in the market, as well as what products and/or services they offer, what the competition looks like, and who their customers are.