Interesting Article About Client Education
But It Misses A Very Important Point
The article was intended "to help marketers be more successful with their clients...." by "...stick[ing] more to the business or relationship side of things."It makes sense that the point of the article is "to help marketers". I found the "intro" article from a link in an email from Marketing Land and the full article on Search Engine Land. And the author has years of experience in his subject ("local SEO").
What he said about the "key to local SEO success" hits the bullseye: Client education.
He nails what we see as the biggest problem when he writes that "We all know the concepts and the lingo", but that "most of the general public doesn’t ... know what the acronym stands for..." and "...that the average person has no idea what we’re talking about." That problem crosses ALL lines when it comes to digital marketing.
But we see "client education" as a two-way street. Following his lead to "Think about the best client you ever worked with...", how well did you know that client? Because it's important that marketeer (yes, that was deliberate) and client each have "... a really solid understanding..." of each other, and each other's business.
Yes, "business owners know they need to show up high in Google", and need good marketing. to succeed.
But they’ll hire you as much because you took the additional time and effort to understand them, their business, and their goals as "because you tell them you can get them there". (He gives some very good examples of understanding those potential clients before "educating them". He just doesn't elaborate.)
As Steven Covey put it: "Seek first to understand, then to be understood." That way, both marketeer and client align expectations and goals.
He nails what we see as the biggest problem when he writes that "We all know the concepts and the lingo", but that "most of the general public doesn’t ... know what the acronym stands for..." and "...that the average person has no idea what we’re talking about." That problem crosses ALL lines when it comes to digital marketing.
But we see "client education" as a two-way street. Following his lead to "Think about the best client you ever worked with...", how well did you know that client? Because it's important that marketeer (yes, that was deliberate) and client each have "... a really solid understanding..." of each other, and each other's business. Yes, "business owners know they need to show up high in Google", and need good marketing. to succeed.
But they’ll hire you as much because you took the additional time and effort to understand them, their business, and their goals as "because you tell them you can get them there". (He gives some very good examples of understanding those potential clients before "educating them". He just doesn't elaborate.)
As Steven Covey put it: "Seek first to understand, then to be understood." That way, both marketeer and client align expectations and goals.
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