If you ask any of our clients what it’s like to work with us, there’s one thing that most of them are likely to say.
They’re likely to remember that in the first month or so of working with us, they heard from us more than they ever thought they would.
You may remember that we shared with you some questions that are worth asking yourself as you build out a marketing strategy. As we mentioned then, those are some of the questions we ask new clients during the discovery and onboarding process. Emphasis on some.
The truth is that our onboarding process is quite extensive. First of all, that list of questions goes on for about another page or so. Single spaced. We also spend time getting to know many members of your executive, sales, and marketing teams. We ask a lot of questions, jump on a lot of calls, and request a lot of information. It’s thorough to say the least.
The question is why. Surely one representative can adequately convey any necessary information on behalf of the rest of the team? Some questions can be answered on the go, no? Why do we spend so much time getting to know you, your business, your strategies, your history, your employees, etc. from the get go?
The answer is simple. In our role as your marketing partners, we are representing you and everything you stand for. Every marketing effort we execute is in pursuit of your goals, and subsequently must resonate with your brand, company, and voice.
And in order to achieve that, we need to be as well informed as possible.
That manifests itself in several ways.
First of all, it allows us to write with authority, and communicate your brand effectively across all platforms, specifically content. In short, we use you as a source of research for content efforts and community engagement.
After all, you’re the expert in your field. We’re just conveying that in the right way and to the right channels, but it helps to use your actual expertise to do that. Who can better answer questions about your product, your company, and the industry that you’ve been part of for years? Going into the content development process with a wealth of information gleaned from our initial research takes us quite far in effectively conveying your voice and experience.
Similarly, being well versed in your company helps us establish that all important inbound marketing principle: thought leadership. We’re working to establish you as an authority, not just on your website but throughout the internet–or at least throughout relevant industry sites. To effectively represent you, we need to know the ins and outs of who/ what we’re representing.
In addition to being able to write content that speaks to your expertise and highlights your individual voice, we need to know what you consider your areas of authority, and what makes sense for you to put your stamp on. Further, understanding what sites you’re comfortable sharing on, where and when you’re comfortable giving interviews, what relationships are worth building for you and the company–all of those data points can really capitalize on our thought leadership efforts.
But the main reason it’s so crucial for us to get to know your business is that we consider our client relationships to be true partnerships. We are the experts in marketing, you are the experts in your business, and there is so much value in merging that. There is a circle of trust and reliance that is only fostered through transparency and open communication.
Not only does that openness allow us to build a stronger, more effective strategic marketing plan; it builds a stronger relationship between the two of us, which will allow each of us to be more effective in this partnership.
So if you’re thinking about working with us, prepare for a bit of an interrogation. We’re not nosy; just meticulous…and effective.
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