Give everyone on the call a chance
to introduce themselves and explain what his or her role is. The project team
includes both your agency’s staff and the client’s team, so you better get to
know one another. This should also give you insight into each person’s
expertise, which will come in handy when creating content. The ultimate goal is
to build rapport with the group and establish a relationship of collaboration.
While you may have heard about the client’s goals during the
sales process, you will now want to actually set goals that are SMART, meaning
they need to be:
Determine the type of goal and get specific. Increasing traffic is not a goal —
increasing organic traffic is.
Establish how you will track the goals. The client might want to increase brand
affinity, but you need to develop a process for measuring and reporting the
success — or failure — of a specific goal.
out the client’s previous efforts. Try to benchmark what has been done before
so that you can showcase growth.
expectations. The client may want to see 5,000 leads per month generated, but
if his retainer only covers two blog posts per month and he has never had a
lead come through his website, then this goal might not be in the realm of
Establish a deadline for achieving these goals. Discuss the amount of time it
will take to create and deploy marketing activities and how long it will take
to see the benefits of those activities.
Based on the goals you’ve established, you can then begin to
work out what the tactics for accomplishing those goals will include.
Attract X unique visitors per month
Increase visitor-to-lead conversion rate by X
Convert X visitors into leads
Increase lead-to-customer conversion rate by X
Obtain X customers from inbound marketing
Plans for reaching
Increase the publishing frequency of the blog
Developing top of the funnel (TOFU) ebooks and whitepapers
A/B testing calls-to-action for display ad campaign
Using email to nurture leads effectively
You shouldn’t develop a concrete and exhaustive plan during
the call, but you can start to outline some tactics that will help the client
reach his highest priority goal as soon as possible.
The challenges section of the call will simply be a starting
point of a task list. If you need to increase organic traffic, then you need to
develop a keyword strategy. If you want to capture leads from existing assets
or offers the client has, then you need to create landing pages and thank you
pages. You will refine and hone this list during your post-meeting reporting.
Using this information, develop a chart that outlines the findings and insights
from your conversation with the client. Use this when developing your inbound
Based on the challenges and goals, you will want to identify
high priority items that your team can begin to implement immediately. If the
client had a large list of leads, but doesn’t know how to qualify them, then
the first step might be to set up an email nurturing campaign.
You will also want to discuss if the client has any
company-wide goals it needs to meet. If he has quarterly reporting, then you
will want to adjust the pace of your projects to reflect this. You need a clear
understanding of the results the client wants to see and when he wants to see
6) Marketing Overview
From here, you will want to understand the client’s previous
Discuss what marketing efforts the company has tried in the
past and what successes or failures he saw. Understand both the traditional and
inbound marketing tactics the client has tried, the challenges faced when
executing on these, and any return on investment.
You will also want to briefly discuss the company’s target
customer. A longer discussion to establish or refine the client’s buyer
personas will be necessary. The main objective is to understand if the client’s
customers fall into one group, two groups, or many unrelated groups. If his
customers fall into more than one group, you will want to add profiling
questions to any existing or new forms to begin to segment the client’s
audience and better understand his buyers.
7) Roles & Responsibilities
This is a partnership, which means that there are certain
things your agency needs to deliver on and there are also some responsibilities
on the client end. Who is approving work? Who should your agency contact if
there is a problem with billing?
Who will create content and how frequently? Get to know the
internal structure and processes the client has in place and determine where
your agency’s work fits in. And don’t be afraid to set expectations for the
client. You need to show results, which means you will need information,
support, and approval from his team.