You know, it’s pretty standard to stumble upon articles preaching what clients should get about what you do for their business in the digital universe. We’re always demanding them to hop on the marketing train and dial down their sometimes wild requests.
I’ve been guilty of this too, even writing about how their company can fail if they don’t catch up with certain digital truths.
But let’s flip the script for a sec.
I’ve been all ears and eyes lately, tuning into the real headaches our clients face when they think in the word “Marketing.”
So, here’s the rundown on what your clients are really hoping you’ll get about Digital Marketing:
- What’s Digital Marketing Anyway?:
Break it down for me, will you? Not everyone has a clear understanding of this concept. I know it’s important for my business (kind of), and the pandemic made this even clearer, but I’m missing the full picture.
- Show me Results, the money:
Understand that I need to see results, even with a limited budget. So far, I only see many risks. How about we start talking about hundreds instead of thousands? And as things progress, we can reinvest.
- Weekend Communication:
I swear I’m not trying to bother you after hours, but sometimes stuff slips through. A little flexibility would be ace. I’ll listen to your processes, and you are right, I’ll make an effort not to make it a habit.
- Dream Audience vs. Reality:
I’ve got this ideal crowd in my head, but reality begs to differ. Help me bridge that gap, will ya? We need to think about solutions because all my shortcomings were highlighted from our first meeting.
- The Goal is to Sell:
Bottom line – I need more sales. I need you to guide me on how to achieve it. I understand there are processes, but I don’t know what they are or how long each stage takes.
- Limited Time:
Marketing is not my day job: That’s why you’re here! I hope you take the reins. Maybe if you send me all your questions together or bring them to a monthly meeting, I can collaborate more effectively. Sorry that, for now, I also don’t have someone I can assign to this role.
- Confusing Jargon:
SEO, PPC, CPM… Speaking Alien. Could you simplify it? Maybe at first, you can use the full definition until I manage to understand the acronyms. Between the technicalities of the operation and how new all this marketing stuff is to me, I don’t catch what you’re trying to say. Too much new information on a topic I never believed was 100% necessary for my business.
- The Value of Personal Effort:
My current clients are the result of my work, not just marketing. It’s important that you recognize this. I grew up understanding that word of mouth is what works and was what I had access to, I know that now there are many channels, customer demands, and that digital marketing is necessary to stay afloat in the dynamic world of business, but don’t deny that there are traditional methods that are functional and can be combined with this digital stuff.
- Trial and Error:
I understand that experimentation is part of the process, but I believe it’s a luxury that only established companies can afford. Trying things sounds riskier. Trial and error are luxuries for mature companies. A mistake means not having a return (new customers, new billing) having taken the money out of your account. It’s very difficult to recover unless external investment is sought, and it can take months to cover the generated gap.
- Multidisciplinary Expert:
I need you to be a jack-of-all-trades: social media, web, advertising, blogging, even consumer psychology. For now, I need you to understand everything I need because I barely understand what needs to be done to have to talk to multiple people.
- Research and Differentiation:
I know I should have a market study and a unique value proposition, but I haven’t done it. I need you to work with what there is. I can tell you the whole story and provide the information we have generated, but the truth is that there is still no document that collects it all.
- Branding and Presentation:
The topic of branding sounds sophisticated, but so far, my logo only exists in a Word document. How can we work with that? I don’t have money to develop everything from scratch, my clients only know this logo, and I don’t think it’s that bad.
- Effective Communication:
I prefer to respond to your emails, but WhatsApp is more direct and faster for me. There are some messages that I need you to accept to receive by short messages and without so much bureaucracy. Then you can confirm everything by email if you want, but please, don’t leave me on read.
On the eve of a tomorrow dominated by technology, our more traditional clients really want us to be understood beyond metrics and strategies.
They want us to be partners who not only boost their digital presence but also understand their unique challenges, specific markets, and the evolution of their needs.
It’s essential to recognize that, although it may seem counterproductive, they seek tangible results with tight budgets. Since they are experts in other areas and not in marketing, they need us to demystify technical jargon and guide them through a clear path to the success of their businesses, respecting their times and valuing the effort they have already invested.
Effective communication, flexibility in processes, and continuous education are key to aligning their expectations with the realities of digital marketing. On this joint path, they expect empathy and a strategic adaptation that respects their identity while embracing change.
Furthermore, and this may be burdensome (because it is), clients wish that the professionals they hire be multidisciplinary and proactive, capable of handling everything.
If they’re knocking on your door or already sitting at your table, it’s because they see the value in going digital, but don’t think for a second they’re ready to quit the old playbook that has contributed to their current survival.
Therefore, they appreciate collaboration that combines innovation with a deep respect for the legacy of their businesses.
Wrapping it up, understanding these desires will not only improve the relationship with clients but will also enhance results, creating more effective and personalized strategies.
I’m not saying you have to accept inconsistencies or skip your processes,It’s about recognizing that a bit of a marketing blind spot comes with the territory for some business owners, and it’s time to take it very seriously in your modus operandi.
