Nothing comes from a poorly matched client-agency relationship except a whole lot of wasted time, pent up frustration, and a laundry list of lessons learned.
Most agencies get fired because they shouldn’t have paired up with a client in the first place. The relationship went sour because expectations weren’t properly set during the sales and onboarding process.
Luckily, there’s a way to prevent an impending client-agency breakup: conduct a proper assessment at the very onset of the engagement.
A proper inbound marketing assessment combines:
- an audit of the prospect’s current marketing efforts
- a conversation that allows your agency to both educate them on the benefits of inbound marketing, and ask them the probing questions to uncover their marketing goals and challenges
Combining these two elements — educating and probing — helps your prospect understand where their current marketing program falls short so they can begin to view you as the expert equipped to help them seize opportunities to improve their visibility, authority and likeability online.
Of course this is not all. First of all you have to ensure that you know everything about the current marketing efforts of the company and the second thing is to get to know the future targets.
To make a good impression you should also give something from you: the tailored Insights about how to get more traffic, how to reach the targets and how to rank higher in serach engines. Colibri- Inbound Marketing and Growth Hacking Tool can help you with this task.
Here are just four reasons why your agency should learn how to conduct an inbound marketing assessment if you don’t do so already:
1. You Can Diagnose Before You Prescribe
Just as a doctor wouldn’t prescribe medicine without first assessing a patient, agencies shouldn’t prescribe a marketing plan without an informed diagnosis. Agencies can’t always trust a client’s self-diagnosis either; just because they think they have an inbound traffic problem doesn’t mean they need to redesign their website.
The inbound marketing assessment serves as the series of exams that help the client and agency identify and agree upon marketing goals, needs, obstacles, timelines, and budget. The inbound marketing gameplan that follows is the prescription — the strategic and tactical roadmap that will cure the client’s ailments.
2. You Can Distinguish Whether Clients Really Know What They Need
The customer (client) is not always right. Some clients actually can claim they need to “do social media”. Why? Because “everyone is doing it”. But this doesn’t mean that it is necessary for every business. And even if it is, it’s not a task with clicking a few buttons, uploading a photo or two, copying and pasting a few blurbs about the company’s background and mission statement into the About section, and rallying 25 agency employees to Like the brand new page so I could claim the company’s vanity Facebook URL.
3. You Can Weed Out the Clients Who Aren’t a Good Fit
Many agencies are quick to onboard any client willing and ready to fork over money, and by doing so, they sacrifice long-term prosperity because chances are, without proper vetting, the relationship is doomed from the get go. Feeling like you’ve found the perfect partner is just as important for your agency as it is for your prospective clients, and the inbound marketing assessment is the perfect opportunity to discover whether you can really jive with this client for the long haul.
Just ask the folks at Kuno Creative, an agency that used to have over 300 clients. As they transitioned from a web development and print shop into a full service inbound marketing agency over the years, they whittled that number down to about 20 enterprises who could make the commitment to an ongoing retainer-based marketing endeavor. Kuno’s monthly cash flows grew while they minimized the headaches associated with working with clients who didn’t understand or value the services they provide.
4. You Can Set Your Agency Up For Longer, Retainer-Based Relationships
The ultimate goal for any marketing agency is an enduring client engagement. You get there by becoming invaluable in solving the marketing challenges your clients can’t solve on their own. But first, your client has to realize just how much they need the services you sell.
That’s exactly what an inbound marketing assessment intends to do: create an opportunity for your agency to give away a bit of expertise in order to get more information about what’s plaguing your prospect’s marketing success, ultimately allowing your services to sell themselves.
Found on Marketing Pilgrim. Read more.