How To Explain Marketing Strategies | Answering Common Client Questions
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How To Explain Marketing Strategies | Answering Common Client Questions


Hey guys. Adrienne here and today I’m gonna
be talking to you about how to interface with your clients and show them how your
activities as a digital marketer are going to help benefit their business and
move them towards their goals. To facilitate this video I’ve invited Allie
to join us. Allie is on our team here at Hiilite
and she’s gonna ask some of the common questions that we get from clients about
our digital marketing. So thanks Allie welcome no problem. so in my interactions with clients, several questions have come up so we
just want to take this opportunity to answer them for you. One of the questions I definitely get is ‘how do we go about getting the results that we promised
everybody’ when it comes down to that they want more leads and I look at a lot
of the work that we’ve done and I wanted to pick apart certain campaigns or
certain clients we’ve been able to do that for. Plan B we were able to
generate 300% more revenue for them because they’re able to generate 300
percent or three hundred fifty percent more website traffic could you take me
through how you’re able to do that? Yeah absolutely
and this is what I explained to the client when we first pitched our
pay-per-click campaigns that we wanted to run for them. So they had a website
but they weren’t necessarily utilizing any Google Adwords and we suggested that
we start an AdWords campaign that was largely what drove the numbers that
you’re talking about and here’s how we did it. So we started off by setting up a
general AdWords campaign in the AdWords dashboard and we focused on all of the
keywords that are related to their business. So plan B headquarters is a
salon and barbershop this is a perfect business for a Google AdWords campaign
because it’s a local business and people are searching for this service they’re
going to search they’re going to find what they’re looking for and then
they’re going to contact. So we set up a campaign that included all the
keywords related to their business so haircuts in kelowna, you know barber shop,
every different variation that you could think of that’s pretty standard right
like everybody kind of generally knows that about AdWords. Some of the ways that
we dialed it in though is we actually made sure that the campaigns were only
running during their open hours so we only
ran campaigns and ads while the business was open this is so that they would only
generate calls or appointments when there was somebody in the shop able to
take that appointment. So we saved them money by not running the campaign during
their off hours because they wouldn’t really necessarily be benefiting from
calls or you know requests that were received when they’re closed. So that was
the first thing. Secondly they have a lot of brand recognition in our community so
their brand is quite well-known so often you’ll see in an AdWords campaign you
might run a branded campaign where you actually target the name of your
business so that you will show up in those ads what we were able to do with
plan B is they had such high brand recognition that we did not run a branded campaign so we didn’t target any of their business name related keywords and
this is because they already have a solid like if people are looking for
them they’re looking for them and we had done SEO for them as well so we adopt
amazing business listing if you were to search for Plan B headquarters they will
come up in the map results and they will come up in the first page results. So
again we saved them the cost-per-click was lower because we weren’t targeting
people that were looking for them specifically by name if you’re looking
for your salon and you type in the name of your salon you’re not clicking on an
ad for another company you’re finding your salon and you’re clicking on it so
that was really useful for them. Basically from there we started to dial
in on what were the most effective keywords for that campaign so we noticed
which ones were generating a lot of click-through and a lot of conversions
so we can actually see in the campaign how many times someone clicked on an ad
and then resulted in a contact through the website either by calling or by
filling out the contact form. So I find it’s really important to clarify the
lingo. If I say conversion sometimes people don’t know what that means. So
I’ll always make a point of saying like okay this is how many conversions you
had meaning, this is how many times people contacted you from your ads so we
were able to generate not only a huge increase in traffic just by virtue of
targeting the right keywords in the right place at the right time of day but
also driving people to the website and them to book an appointment and that’s
largely through where we were sending them. Once they clicked the ad so we
didn’t just send them just to the homepage we sent them for some ads we
sent them to the home page but for other ads we sent them to the contact page
directly. We also set up the ad so they didn’t even have to go to the website
necessarily to contact the business they could just call directly from the ad and
how we figured that out was we looked at the data in Google Analytics and we saw
that the majority of their searches were coming from mobile devices okay and then
how much research doesn’t actually take so when you decided to just run it
during certain days or certain like how much time did it take to get to that
place where you figured it out totally yeah. So when you start running a
campaign you need to collect a certain amount of data before you can start
tweaking that campaign to make sure that it can be its most effective. We like
to run at minimum either a month to three months of gathering data so that
we can look at the trends and once we have enough data to find those trends we
can actually start to manipulate the campaign and tweak the campaign and play
with our bids and our different strategies so that we can really hone in
on what’s working. That’s basically what we did with Plan B. We ran a standard
campaign for the first 60 to 90 days and then we were able to look at the trends
from that information and then keep increasing the end result which was
calls calls and contacts appointments well money in the bank and I feel like
we were able to do something quite similar with a franchise group that we
worked with who was looking to get new franchisees and through our data
collecting processes at the beginning we were able to realize that people that
were clicking on the advertisements this was on Facebook but the people that were
clicking on the advertisements were more active on Facebook on the weekends than
they were during the weekdays. So we were able to save that client actually quite a
lot in ad spend yeah because we figured that out like it wasn’t like that off
the hop we didn’t know that till we actually were able to collect some data
analyze it see it but in the long haul we definitely saved that client money
were able to target the right audience because we had that information up front.
Yeah absolutely and that’s another thing about Facebook Ads
Google ads explaining the targeting capability. So how well you can actually
drill into your customers target audience so not only their geographic
area but also demographic area their age their gender their interests as well and
I think that’s what was really successful with that campaign for
franchisees is that we were actually able to identify people on the Facebook
platform who exhibited certain behaviors and interests that would lead us to
believe that they were the right kind of person that would be interested in a
franchise business. So this was a little bit more or less a business looking for
customers and more a business looking for potential franchisees to join their
franchise company totally. So we sat down and we discussed all of
this with the client they told us the type of person that they were looking
for we documented it and then dialed that in on our Facebook ad campaigns
again collected data for a period of time and noticed the trend of when they
were most active and decided to target them during that time period. So just
really collaborating on these things I find is what leads to the best success
it’s drawing the information out of the client drawing the information out of
the business owner and then letting them know what tactics we can employ to get
the results that they’re looking for. So to recap basically what you want to
do when you’re talking to your clients about what you do and how you do it you
want to focus on the end result and the goal as they see it so they’re coming to
you for a very specific reason, ‘how am I going to get this’
‘I’d like to achieve this with my business’. So be really specific in
explaining your tactics and explaining your strategies. Stay away from jargon
make sure you explain what you mean by CPC and conversion and all of those
different things because we often forget that that’s kind of a lingo that we
understand but not everybody gets our acronyms. Lastly just continue that
relationship make sure they feel like they are informed make sure they feel
that they’re listened to communicated with and that you’re here to be a
partner in their business. So yeah I just want to say thank Allie for joining me
in this video. If you guys want to see an example
of how we communicate with clients about how we get results I’m gonna put a link
down below to show you one of our pages on our website that really clearly shows
a client how Hiilite gets results and the means that we do it. So if you want
some inspiration or an example of what kind of copy you can use you can just
follow the link below and make sure that you subscribe to our channel so that you
can get more information dates and fun stuff along the way. Thumbs up, subscribe
and click below thanks guys. This series was filmed at Hiilite Creative Group
studio in Kelowna British Columbia and is made with the help of our creative
team. If you like this video subscribe to the channel and check us out at
Hiilite.com

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