In client service and account management roles, it's critical to know your client's business and to be able to help their business overcome challenges and exceed marketing goals. It's also about setting your clients up for success in their roles internally.
THREE simple steps to set your clients up for success.
- Bridge knowledge gaps: It's likely there is a gap in expertise between you and your direct clients, specifically if they've hired or retained you for niche or specialized work. You can start to eliminate that gap by equipping your clients with marketing knowledge that relates directly to their business. By educating clients with case studies, presentations, and the like, you are providing them with the knowledge they need to better market their product or service. You have the best-practice marketing knowledge, and they have the insider company knowledge.
- Offer industry insights: Show your value to direct clients by going above and beyond. You don't have to confine your education efforts to campaign-specific information. Exceed expectations by showcasing your knowledge of industry trends, for example.
- Show your unique expertise: You could simply deliver on the project. Or you could go the extra mile and provide more value by thinking broadly about how you can develop a stronger, more cohesive campaign. Are there other channels that will provide more ROI that the direct client hasn't thought to use? You might suggest organic social media and a new landing page that can work in tandem with the direct mail campaign, for instance.
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