We’re good at answering questions. We get them all the time, from prospective and active clients. We’re often asked, of course, what we can do to get a business’s phone to ring. During some initial consultations, though, it’s clear the client isn’t wholly concerned with the how of the process but more of the when. Depending on the technical savvy of the person involved, they either have some understanding of our search engine optimization and digital advertising techniques, or they feel confident we’re on a first-name basis with Google and can put in a good word.
Well, we do quite well for our clients in PPC and social media management business, but today’s piece isn’t all about us. It’s about you, and what any marketing agency requires from you in order to succeed. When you sit down for a consultation with a digital advertising team you may expect to offer up the basics of your business – what you do or sell, and where you do it. A reputable firm will come into the conversation with this foundation anyway. Take us, for example – we do homework before each meeting. We check websites and social profiles to get an idea of a prospective client’s online presence, and before they ring our doorbell we have a plan.
Sometimes, though, it’s not enough. To give a client a clear picture of our process and its cost, we may need more information. You’ll expect to answer some questions about your line of work, and to make the process simpler for you we’re happy to share what we look for in a client. Here are a few questions we’re bound to ask in an introductory meeting:
Who is your target audience?
You may think we would already know the answer, or else you’ve satisfied us by naming the communities you serve. There’s more to this question, however. The owner of a spa in Norfolk would suggest they cater to people who live in the area. It makes sense, but what more could the spa owner reveal to help us create effective ads? Does the spa tend to serve an older clientele, a specific income bracket, more women than men? If yes to the last demographic, do they want advertising to draw more male clients to take advantage of special packages? Have they welcomed clients from Virginia Beach and even Richmond, and want to consider ad campaigns that reach beyond their city’s limits?
What is your goal?
The obvious response to this, of course, is customers. When you prepare ad campaigns for PPC and social media, though, you’ll find more than one option to promote to these customers. On Facebook alone, you can choose up to ten marketing objectives, all of which are designed toward success of the common goal. You know you want more people to come to your business, but do you want foot traffic to a physical store, installs of your shopping app, or increased orders on your eCommerce site? Would you prefer to test the waters with an awareness campaign that gets your brand out to a wide audience? Maybe you want a combination of different options on the advertising menu.
What is your budget?
To make money, you’ll spend some. One advantage to digital marketing is that its reach stretches beyond those of radio and television. With mobile ads, you can target customers anywhere in the world at nearly any time. Unlike traditional media, digital spends can go a long way. You can set a fixed monthly budget of $50 for a Facebook ad or $500 for Google Adwords. The end result is based on a number of factors – ad relevance, competition from other advertisers – but a good digital team will work with you on the best plan of action for your money.
What are you willing to change?
The state of your business, and web site, can affect your ad’s performance. When we confer with clients we may suggest changes to a website or social profile, like the creation of a special landing page, in order improve your visibility. The spa owner interested in attracting male clientele will have better success with ads that lead people to a special page designed to showcase those services, rather than taking people to the front page.
If you already know you want to use digital advertising to raise your profile, your next step is to find the right team to optimize your budget. Ciniva has helped clients in Virginia and across the United States get the word out about their products and services, and we’re ready to help you. Contact us today online or call 757-499-1990 to learn how we can help.