Questions you should ask to a new digital marketing client (professional template I use)

Summary

The video script recounts a failed pitch for a significant client due to a misunderstanding of the brief. It emphasizes the importance of the first client interaction and provides a template for an advertising brief to ensure all crucial questions are asked, including business details, digital assets, required services, objectives, metrics, audience, and budget. The speaker shares insights on educating clients about digital media and clarifying expectations to avoid miscommunications and unsuccessful campaigns.

Takeaways

• 😀 Always clarify the client's business focus (B2B vs B2C) to avoid presenting the wrong solution.
• 💡 First impressions matter; your first meeting with the client is critical for setting expectations.
• ❓ Always ask the client about their business, competitors, and unique selling proposition (USP) to tailor your strategy.
• 🌐 Verify the client’s digital assets (website, apps, landing pages, analytics setup) to ensure smooth execution.
• 📋 Clarify the exact services the client expects from you to avoid misaligned expectations.
• 🎯 Understand the client’s objectives and North Star metrics (e.g., leads, sales) to deliver focused results.
• 👥 Ask the client about their target audience to accurately translate demographics into media strategy.
• 📊 Ensure the client specifies their budget or deliverable expectations to create an actionable media plan.
• ⚠️ Be cautious if a client hesitates to provide a budget, as this can signal indecisiveness or window shopping.
• 🛠️ Use a detailed project brief template with key questions to streamline the client onboarding process and avoid misunderstandings.

Q & A

What was the main reason for the failed pitch to the cooling company?

The main reason for the failed pitch was that the brief was misunderstood; the team prepared for a B2C business pitch instead of B2B, which was the actual requirement.

How long did the team work on the marketing page for the cooling company pitch?

The team worked on the marketing page for more than three to four weeks.

What was the outcome of the cooling company's request for a revised pitch?

The cooling company never provided the team with another opportunity to present a revised pitch.

Why is the first interaction with a client so important?

The first interaction with a client is crucial as it sets the first impression, which can significantly influence the client's decision to work with the agency or freelancer.

What is the first question one should ask a client during the initial interaction?

The first question to ask a client is about their business, including what product or service they are promoting and if there are multiple products or services.

Why is it important to ask about a client's competitors during the initial meeting?

Asking about competitors helps to understand the market landscape and how the client perceives their competition, which is vital for developing effective marketing strategies.

What does the presenter mean by 'USB' when discussing a client's business?

The 'USB' refers to the client's unique selling proposition or what makes their product or service special in the market.

Why should a client's digital assets be reviewed before starting a project?

Reviewing a client's digital assets is important to understand their current online presence, identify gaps, and avoid duplication of efforts or missing critical elements in the strategy.

What kind of services should one ask a client if they need during the initial meeting?

One should ask if the client needs services like web development, performance marketing, creative development, social media management, or any other specific digital services.

Why is it essential to clarify a client's objectives and their 'North Star metric' at the beginning of a project?

Clarifying objectives and the 'North Star metric' ensures that the agency or freelancer focuses on the client's most important goals and can measure success accurately.

What should a client provide regarding their audience during the initial discussions?

The client should provide information about their ideal customer, including demographics and interests, to help in creating targeted and effective media campaigns.

Why is discussing the budget early in the client-agency or client-freelancer relationship important?

Discussing the budget early helps in setting realistic expectations, aligning goals with financial resources, and avoiding misunderstandings or wasted efforts later in the project.