Semi-weekly AMA: Starting with a New Client
How to make it sell, and sell good.
Question: A client asked me for a list of “suggestions on how you would start with us.” What should I include in this list? It’s a local client who has never had a social media manager. I’m thinking graphics, posting in local groups, organic engagement, etc. Anything else you think I should add? Should I start with a social media audit?
It seems like they’re looking to get a handle on your process, so maybe anecdotally walk them through a S.T.A.R. (Situation/Scenario, Task, Action, Result)… whether it’s a hypothetical or something you’ve done in the past. That could look something like:
A client of mine launched a new brand of tea and wanted to kickstart sales ahead of the winter months. We sat down and workshopped some ideas with the client to introduce a special promotion that would entice locals to try the product, and we also set up a revenue sharing program with nearby cafes so that they could make a percentage on product sold from their location. We launched several social media campaigns to promote the teas and gave social media templates to our revenue sharing partners to post on their own. The result was that we were able to sell X number of tea bags and had Y return customers.
In general, I would steer clear from social media audits. I’ve done a number of them in the past, and they’re almost always a post-mortem on what was great and what could have been done better. What a downer! Clients always fixate on the worst parts of an audit; they end up feeling a certain type of way about how things were previously done, and if their socials were handled by another manager, then you’ve hurt their reputation, too.
Audits are time consuming for you, too, and—at least in my case—rarely help in the way of forward-thinking. It’s too enticing to find something that worked extremely well several months ago and get so fixated on trying it again only to find that the audience’s expectations have changed.
Instead, I suggest you wipe the slate clean and start by listening to your client. Hear them out. Learn about their story. Get the story from their clients. Take it all in, then repeat the story back to them. Put your spin on it, and I guarantee you'll have the foundations of a fantastic brand journey ahead of you.
Hi friends. Dave here. You may have noticed a few changes. First… I’ve changed the name of my publication because—heck—I just wanted to. :-) It seemed less formal. Second… I’ve changed the format from a monthly collection of Q&A to a semi-weekly AMA highlight for 2022. I really hope you enjoy reading it as much as I love writing it and helping others.
Got a marketing question? Come leave a comment on the article on the web and I’ll try to answer it.
If you liked this answer, why not give me a thumbs up or share my publication with a friend or colleague? Just a minute of your time to tap the button below goes a long way in helping me grow. Appreciate y’all. Peace.