Got a new social media client? And now pissed off after thinking about what to ask them to deliver the best services? Here we have mentioned some questions that discover your client’s need.
Start with D.I.S.C.O.V.ER. will get you on the right page faster.
- D Brand Differentiation
- I Current Infrastructure
- S Social media past performance
- C Customers and target audience
- O Objectives for social media
- V Vision for the brand
- E Expectations for an agency partner
- R Roles and Relationship of the agency
Take a deep look…
Difference and positioning: What makes their brand different?
What story you will tell on their social media. Dig for the characteristics that make your client different from their competition and the brand associations, your customers value most.
That informs your content strategy, paid campaign messaging, personality, and visual look/feel.
Some questions we may ask to understand point-of-difference better:
- What makes your services, capabilities, and team unique?
- What separates the product or service from the direct competitors?
- Why do your clients (or users, customers, members) choose you?
- What are operational talk triggers do the customers reference most often?
Current Initiatives on Social: What does your existing SMM program look like? What is platforms does their brand have a presence on?
They sit on the social brand roadmap, want to go; how successful have efforts they have done in the past, and where has it fallen short? Also, it starts to get us thinking about what the social goals really should be.
This phase is one part interview, one part audit. The audit will uncover the historic posting consistency and frequency. The questions we have mentioned below should help make sense of competency and process.
- What tactics or content have worked, and what has not?
- What experiments have they tried in the past year?
- How much are they spend per month on paid amplification?
- How are they track success on a monthly as well as a quarterly basis?
- Do you have a Facebook pixel (and any similar tracking tags) installed on your site?
- What is the biggest hurdle to SMM (social media marketing) growth with your current team?
Customers (and Audience): Who are their target audience segments and most valuable customers?
Once we agree on who we are looking for (in your words), it becomes a whole lot easier to target their audience and plan content they will care about. Use social media platforms to reach anyone, but that does not mean you should appeal to everyone.
As the next step in your strategy, it would be wise to use the audience to define which social media platforms genuinely make sense to reach them.
Some questions you can ask to understand target audiences better:
- What are the demo, backgrounds, and geographic profiles of the target customers?
- What are the online preferences, purchase decision pain points, and interests?
- How do they evaluate, research, choose, and buy your product or service?
- What would they find funny, practical, beautiful, and inspiring
Objectives: What are your measurable goals, specific, for social media marketing?
The measurement and focus for your social media marketing
In a startup, small business, or non-profit, it is common for social media programs to start without defined KPIs (Key Performance Indicators). Talk about what success “feels like” helps you understand what to prioritize for this year’s success: audience growth and organic awareness or customer
acquisition?
It is essential to understand if leadership would be most satisfied hitting branding goals (recognition, awareness, reputation). Also, the community engagement (customer referrals, audience growth), sales-
driven goals (registrations, sales, leads), or a little bit of everything. Mostly than not, the answer is the latter.
Some questions that will help you to define primary and secondary social media goals:
- How would they measure the brand’s social media presence a year from today as a “success?”
- What are the measurable goals for sales, marketing, and customer service?
- How would they define the success of each social media channel?
Expectations of the Relationship: What they look like in a social media agency partner?
Setting the expectations is the name of the game. An answer of, let’s say, “Go beyond and above what we are capable of executing internally.” Or maybe “Double our leads come from the social media” helps articulate the genuine wish in an SMM partner. Nobody likes the miscommunications or surprises. Get
honest feedback at step zero puts the right combination of done-with-you (training) and done-for-you (outsourced) programs into perspective.
Some questions that will define how to structure an engagement:
- Are they looking for a long-term partner or short-term support
- Which aspects of society would you like to own in the short term? Long-term?
- Where would you most value outside support?
- What budget range are you able to allocate to social (or this initiative) this year?
Of course, these questions may be the tip of the iceberg. A follow-up conversation can cover the industry, market, competitive landscape, company history, favorite colors, internal policy nuances, and other nitty-gritty details on the business and product.
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