“What do you do in that office behind those computer screens everyday anyway?”
Every online marketing firm wishes they could answer that question simply. The fact of the matter is that the answer is anything but simple. Since online marketing is a continually shifting and evolving industry, it can be a struggle for an online marketing firm to effectively educate their clients.
General communication with clients can also become difficult. Of course, there is no lack of reports or emails sent back and forth, but there is often a lack of face-to-face communication.
Email is a great communication tool, but, let’s check out the reality:
Face-to-face communication is important in every business. A study by the MPI Foundation revealed that approximately 40% of prospective clients convert to clients as a result of meeting in person, and about 28% of current business may be lost due to the lack of face-to-face meetings. These face-to-face meetings help create value. If someone does not see the value in what they are paying for, then they will not want it. Companies that do not provide that face-to-face connection with their clients are losing out in their profit margins.
AOL provides a short video on a study by Government officials that shows emails cause elevated stress in about 83% of people. If a client associates stress with their online marketing firm, the effects cannot be positive. This emphasizes the fact that email should not be the only form of communication used to communicate between a firm and its clients.
Online marketing firms that provide services such as SEO, PPC, website design, and content creation, typically use industry jargon that does not make sense to their clients. Relaying information to clients in a language they understand is imperative. It is important for clients to understand the concept of what they are paying for, but it is also just as important that communication does not result in confusion. As a client, don’t worry about an online marketing firm “dumbing down” the material. You hired them to do the work, so you don’t need to fully understand all of the technical details; just the results.
How does an online marketing firm handle not being able to communicate face-to-face with clients outside of their location?
I know this can be tough because many online marketing firms service states, and sometimes even countries, far away from their office’s location. There is not much of a choice but to conduct a meeting by phone or video. I have found that video meetings often have poor connections, so it may be best to conduct meetings by phone. That way you will not get cut off during the middle of conversation.
Stay tuned for part two of this article, coming next week! I will provide communication tips for online marketing firms and their clients.
