The Beginner’s Guide to Starting a Client Relationship in Paid Media
Starting a client relationship in paid media can be both exciting and daunting, especially if you're new to the landscape. Setting a strong foundation from the beginning is key to managing expectations, building trust, and delivering successful campaigns. Here are essential tips on how to onboard new clients, set expectations, and craft an effective strategy for their paid media campaigns.
Understanding Your Client’s Needs
Before diving into the specifics of paid media, it’s crucial to understand your client’s business, goals, and challenges. Begin with a comprehensive discovery call or meeting where you:
Ask about their business objectives.
Identify their target audience.
Understand their previous marketing efforts and results.
Discuss their budget and expectations.
This initial step offers valuable insight into what they hope to achieve with paid media and lays the groundwork for a tailored strategy.
Setting Clear Expectations
Clear communication is the cornerstone of any successful client relationship. Early on, establish:
Communication protocols: Outline how often you’ll update them, the format of these updates, and who the point of contact will be.
Timeline expectations: Set realistic timelines for when they can expect to see results. Remember, paid media often requires testing and optimization.
Budget clarity: Ensure there’s a mutual understanding of the budget and how it aligns with their goals.
Developing a Custom Strategy
With a clear understanding of your client's goals and a framework for communication and expectations, you can now develop a tailored paid media strategy. This should include:
Channel selection: Based on the target audience, choose the most effective platforms (e.g., Google Ads, Facebook, LinkedIn).
Creative direction: Decide on the messaging and creative that resonates best with the target audience.
Measurement and KPIs: Define what success looks like by selecting key performance indicators (KPIs) that align with the client’s goals.
Educating Your Client
Educate your client on the basics of paid media. This doesn’t mean they need to know every detail, but an overview of the process, what the chosen metrics mean, and why certain platforms are selected, can go a long way in building trust. This transparency helps manage expectations and fosters a collaborative relationship.
Leveraging Templates and Tools
To streamline your process and ensure consistent quality, consider using templates and tools for:
Campaign planning and execution: Utilize templates for campaign structures, ad copy, and creative briefs.
Reporting: Use reporting templates that highlight the most relevant KPIs in an easy-to-understand format.
Communication: Draft templates for regular updates, meeting agendas, and review sessions.
Regular Review and Optimization
Paid media is dynamic; regular reviews of campaign performance with your client are essential. Discuss what’s working, what’s not, and how strategies can be adjusted. This openness to change, backed by data, strengthens trust and demonstrates your commitment to achieving the best possible outcomes.
Starting a client relationship in paid media is an opportunity to set the stage for a fruitful partnership. By understanding your client’s needs, setting clear expectations, crafting a custom strategy, educating your client, leveraging templates, and committing to regular optimization, you’re well on your way to delivering successful campaigns and building lasting relationships.
Remember, the key to success in paid media isn’t just in the numbers—it’s also in how you manage relationships and communicate value. With these tips, you're equipped to start strong and make a lasting impact in your client's business growth through effective paid media campaigns.
