Wednesday, 8 September 2010

I think I'm going to like working with you...

I met with a prospective client today to talk website content and it was one of those great meetings where you think: "yeah I like you guys!"  Actually, I am lucky enough to like an awful lot of our clients, but here's what this particular prospective client said that I particularly liked in particular:

We want to take social media and search engine optimisation (SEO) seriously, but in a measured way.

You'd be amazed how many people/companies don't want to participate in SEO or social media. They know they ought to, they might even feel they have to, but they often don't want to. And what I find even more surprising, is how few care about measuring the success of their forays into SEO and social media.

We are looking to acquire new customers, engage with the customers we've got and improve retention rates.

Excellent. Now I know what the vision is... I like a vision. A vision is important. It's the old adage: if you don't know where you're going, how will you know when you've got there?  It's really useful to know overall what a client wants to achieve. It means we can clearly explain how what we do will fit in with that, it allows us to work with them to achieve their goal and helps us to manage their expectations.

We are driven by analytics, where we can demonstrate success we'll invest further.

Absolutely.  Have some clear objectives in mind, start small, and when you demonstrate the success, look to increase what you're doing.  There are a surprisingly large number of big companies who don't measure their analytics.  Excuses range from:
  • We can't measure our analytics because our website is being host in France/Africa/India (delete as applicable).
  • Our agency doesn't share the figures with us.
  • We've got some figures but we don't really understand them.
Seriously, Government departments, large banks, charities and associations - all not measuring their website analytics.  Don't they want to know where their customers are coming from and how they behave on their website?

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