In the last post, we ran through the first two steps toward better client communications, beginning at your initial meeting. So far, you've talked in-depth about their business
and gained an understanding of exactly what they want to acheive online.
Today, we're looking at how you can start talking strategy
, and set business targets.
You need the business owner (your potential client) to see that what you're talking about is of strategic value to their business.
We've talked with them about what they want to achieve, so now we'll take a step back and paint a bigger picture. Show them that it's about more than a website, explain to them how they can use Twitter, comments on products, email marketing, or SEO to help achieve their goals.
At this point, we're aiming to make it clear - a simple website doesn't cut it anymore.
A website is an integral part of their overall business strategy
As part of this strategy, their website requires a marketing plan.
Websites need thought put into to how they will convert their visitors, meet business goals, capture leads, and make money. Expressing this truth to your client is what makes the difference between them seeing you as overpriced vs. them believing your services are worth every cent.
A business owner who treats a website launch just like they would treat the opening of a new office or branch is almost sure to be successful. Just like their brick and mortar store, their online store is a business that needs on-going attention, planning and strategy development.
The two goals here are to:
Help the client perceive how important a website really is
Make them to see you as an expert, offering a valuable, strategic service which will help them succeed.
Set Business Targets
On a piece of paper in the meeting, try and draft 3-5 basic and easy to understand business oriented goals
for their Online Business.
Try for a short term, medium term and a long term goal. Here are some example of great goals that will excite clients:
10 new customer leads from the web per week
$300 of online sales per week
Building a marketing database - 1000 subscribers by years end
50 entries in their online competition
It's important here to avoid setting a goal for site traffic
, as it's not meaningful. Always relate goals to something with meaning for their business - leads, revenue and costs.
You need to make sure the targets reflect what the client said they want to achieve
, that they are buying into these goals and they don't feel like you're rushing through the process.
So you've opened your client's eyes to the need for stategic thinking
in doing business online and set some solid business targets.
The key here is to establish yourself as an expert in what you're offering and show the client where you can help take their business.
In doing so, you're building the trusting relationship needed for better client communications well into the future.
In the next post, we'll be capping off the series by looking at how you can create an action plan for acheiving the goals you've just set and stick to it in the long-term.