Whenever we begin a working relationship with a client, one of the most important aspects is to understand their needs, and understand what we can do to help them.
The work we’re doing for them is a partnership that can benefit both of us, but it’s not a simple matter of sending them ad copy and leaving them to their own devices. We make sure that they’re helped from the beginning of the relationship to see how we can help an audience better discover their brand.
As the Head of Advertising, my role is to understand the intricate details of what makes a client unique to themselves. With this knowledge, it’s up to us to help them be more noticeable to the target audience.
Caring about the Client
When we begin that relationship with a business, I want to understand what they’ve done so far, and what their knowledge is of advertising overall. From their company structure to the previous efforts of advertising to their audience, it all amalgamates to discovering how we can help them in a catered and concise way.
We also try to investigate what leads we can help for them, as long as it relates to their business. But it’s mainly about building a rapport. That’s the foundation to what constitutes a great working relationship; we find our common ground and hit the ground running with what we can provide to them.
To put it plainly; there’s a reason that we are brought on board, and it’s up to us to see what our size and shape is to fill this knowledge gap, and slot in as if we’ve always been there.
One common question I find from clients is; ‘What do you think is best?’
This is something that myself and the team answer in different ways, and on an array of different subjects. We are the guide to the client in some ways; we want them to make their mark in their industry, so making them feel valued is very important when looking at a campaign and in-turn, showing them the results, however big or small.
Whether that's a high sign-up rate to a newsletter or more views to their new website, a win is a win and they should always be aware of these. With this, communication is a big aspect; they need to be in the loop, regardless of what it could be. It relates to their business and what they also need to communicate back to their bosses, whether that's a board of directors or their own manager. I usually talk to clients in different amounts, and it all depends on their needs. It could be once a week or twice a month; the main thing is that they need to feel like we’re relied upon.
Services We Provide
I mentioned before, but what we provide to a client totally depends on what they want from us; one size does not fit all. It depends on how much help they need for their marketing side, while also being shown another way of being visible to their existing, or new audiences. For example, one client took as on as support to an employee working on the marketing aspect, and two months in already, it’s working out great for them. It’s our job to make the business look good in every aspect.
In some meetings, I will make sure that there is a spreadsheet or a document that shows our collaborative results so far, and this can help a marketing manager show these results as proof to their bosses as well. It shows that work is being down, no matter how invisible it may seem.
But there could be other aspects where they may need to save 10% of their allocated budget, and so it could be up to me to talk to their manager and see how we can help in that way.
It all fits into how we can help them and add value to them. This is the main crux of what our role is to them.
Once the results speak for themselves, it shows the client that our collaboration is working well, and it can lead to a fruitful and long-lasting relationship that can benefit both of us.
However there will also be times where a pivot on the marketing campaign will be required, be it from a change in audiences’ tastes, or even something in the world that has changed how people are using certain services or buying habits. It’s this level of collaboration that is important in having faith in one another; it could be a pivot change that is required to be shown to the audience in a very short amount of time.
As long as the marketing manager, or the directors of the board are all in agreement, we can make sure that the tasks required can be fulfilled in a short amount of time.