Tag Archives: marketing strategy
How to build an epic agency-client relationship
Ever had the below conversation with your digital agency:
This isn’t what I wanted. You always do this!
Well if you would have clearly explained what you wanted this wouldn’t have happened. I’m not a mind reader y’know
Why are you always late! I can never trust you
Hey don’t blame me. You were the one who kept asking for more. And these things take time. It’s your own fault
Sounds exactly like a relationship doesn’t it? That’s because it is. Both agencies and clients have had the above conversation (albeit worded differently) at some point in time. In my line of work I get to deal with countless digital agencies. And over that course of time, I’ve learnt a great deal on how to maintain an “Epic” relationship with them.
So here are my top 4 tips to keep that honeymoon period going with your respective agencies
1. Clearly establish your goal(s) and know what you want to achieve through the campaign
I see many brands just going into the meeting room expecting the agency to help them define what makes a winning outcome. Agencies are great at being creative and they can whip up a winning concept for your next campaign. But they need guidance. They need to know what it is you see at the finish line and you can’t expect them to know or discover it by themselves. Let there be no mistake about the fact that while your knowledge may be limited in the digital domain, there is (or should be) no one who knows your product or service better than you. So if you’re even slightly unsure of your goal, I say stop and take a moment. Evaluate what your goal is and figure out how you’re going assess whether its being achieved or not. Only when you have done this is the time to call in the agency to do its magic.
One of the easiest ways to engage people who like your brand
Getting people to follow you is one thing. Getting them to engage with your brand is a totally different story. That’s why many brands can get online followings easily. But when they really dive deep into their engagement statistics they realize they don’t even have a 5% engagement rate!
It’s because consumers, including me are fickle. They are loyal to you until you provide them value. Many times this value is provided in the form of promotions and prizes; which is great as long as you run the promotion. But as soon as your promotion is done, so is the conversation with your followers. Result – your engagement rates plummet.
So how do you ensure that you keep the conversation going?
What I’m about to say will sound extremely simple and it really is. But I find it being constantly overlooked – Connect with your consumers on topics because of which they followed you in the first place. Other than seasonal promotions, consumers want to follow you because you provide them with specific information. And when you provide it they feel enlightened. When you don’t provide it or provide it in a blatant sales or marketing oriented manner, they lose interest quickly. This is easily proven. Think about all the times when you’ve put up a simple 10% discount promotion for example. Now think about when you shared news/pictures/videos of new products of your brand or industry. Which one has garnered a more long lasting engagement rate for you? In most cases, it should be the latter. That’s because it’s a topic of interest for your consumers. While the promotion can draw “fans to the stands” it suffers in a way because it is for a limited time. When it’s over no one cares about it. That isn’t the case with quality info about your product and industry . When you post such information you get multiple avenues to catch the consumers’ attention and get them talking. For those who never knew about the topic indicate interest by liking/sharing your conversation while those who are familiar with the topic in question jump in to provide their feedback. And this can continue to happen at any time because such information hardly expires.
There are many other strategies to engage your consumers that complement the above. But what Ive mentioned is a low hanging fruit. Extremely easy to implement and practice because it requires you to talk about something you should (as a company) know lots about.
So get out there and try it out. Im sure you won’t be disappointed
Supporting Online Through Offline Initiatives
One of the things I’ve noticed in the UAE is that our online initiatives, be they for whatever online media platform (facebook, twitter, website etc) seldom tap into how off-line promotion means that can help. Don’t get me wrong. I’m not saying no one does this. But considering the large number of businesses who can do this, there are a very few doing this right… in this region.
There is quite a big chunk these businesses miss out on because off-line initiatives can boost both long and short term online goals. While the above is quite important to consider for businesses that run totally online, its equally important for other established businesses who use on-line as a communication and promotions mechanism.
So here are 3 strategies I think businesses should tap into, to leverage off-line for their online goals
Tap into other media broadcasting platforms
In the UAE radio broadcasting is extremely strong. It’s a means that reaches thousands of people. Sure its above-the-line (ATL) nature may make it seem like its an inappropriate fit due it being impersonal when social is all about making that personal connections. But it’s really strong for brand and offer promotions. We already see numerous companies advertising their events & promos through this channel. But what I don’t see is how their online presence is tied into this. And no I don’t consider the phrase “Like us on facebook at facebook.com/xyzbrand” as an effective tie-in into the online presence promotion 🙂
What I do consider as effective though are things like:
– “Get the promotion details on our website/FB page and enter through there”
– “View the new campaign video on facebok”
– “tweet with the hashtag #heyXYZ to tell us you want to be part of the competition”
– “results and winner info will be posted on our website”
So the general gist as you can see from the above is to incorporate online as a required activity as part of your campaign. The challenge is doing it in such a way that it doesn’t seem daunting. The radio stations here do a great job when it comes to running their own promotion campaigns and are a good example you can look into to get some ideas.