CLIENT DISCOVERY & CONTENT GUIDE - C3 Media Network
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CLIENT DISCOVERY & CONTENT GUIDE
CLIENT DISCOVERY & CONTENT GUIDE
Benefits of an Agency
Marketing plays a crucial role in the success of the pressure on yourself to stay up-to-date. Not
your business. The information communicated to to mention, the access to technologies that you
potential consumers about who you are, what you wouldn’t get from an in-house hire!
stand for, what you’re selling, and why they should
Despite all these benefits, you may still be
give your business a chance makes the difference
indecisive whether an agency can ever be as
in whether or not they walk through your doors, or
integrated within your business and knowledgeable
they seek out a competitor. So, when it comes to
of your industry as an employee can be. To solve
marketing efforts there is no room for mediocrity or
this problem, we have created the ultimate Client
failure. After all, if you’re putting the energy, effort, Discovery & Content Guide. This document is
and money into being the best at what you do, don’t aimed to help agencies gather certain details,
you want to hire someone who is the best at what pieces of content, and information that are
they do in an effort to help your business succeed? necessary for setting up and creating deliverables
for your marketing efforts efficiently and effectively.
Outsourcing to a marketing agency means you
will be partnering with an experienced team of Reviewing these topics and answering the
professionals at a fraction of the cost it is to hire discovery questions will help your agency help
an in-house employee. This will allow you to invest you by better understanding your business and
more time in other areas of your business and marketing goals. Using this in-depth information
increase productivity. Your marketing agency team and content gathering tool can yield higher quality
will also share information on the latest marketing of content, reduce time on revisions, and increase
advances, trends, and changes so that alleviates trust in the work your agency can provide you.
2CLIENT DISCOVERY & CONTENT GUIDE
Web Services
Website Technical Background Do you have access to a high-res logo?
What is your website url? Keep existing copy or is new needed?
What CMS platform is your website built on? Keep existing images or are new needed?
Wordpress, Squarespace, Wix, other? Photo shoot and copy writing needed?
Where is your website hosted? Do you have samples of websites you like?
Does your domain name live in the same
account as the website? Website Marketing Background
Do you use the domain name for your email? What does your budget look like?
Do you have access to your hosting account? What does your current audience look like?
o you currently have 3rd party connectivity to
D efine age, gender, income, location, repeat or
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your website? referral customers
PayPal, Bloomerang, other? Who is your target audience?
Do you have forms to collect information? hat service do people contact you for
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Mailchimp, Constant Contact, other? the most?
Do you have Google Analytics installed?
Website Design Background Are you currently investing in SEO?
How old is your website? ho is your competition? Client provides
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competitor website list.
as your website been re-designed in the past
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3-5 years? o you have email sign up areas on
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your website?
What do you like about your website?
Do you want to promote a cause or an event?
What don’t you like about your website?
Preserve a specific way of doing business?
Does your website match your current branding?
Email list?
olor swatches, fonts, tagline and brand
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guideline available? Membership database?
3CLIENT DISCOVERY & CONTENT GUIDE
Website Design Process
Meet with Client:
Define the Problem
Website
Quote/Proposal
Website Setup:
Templates, Wireframe, Content & Hosting
Website Development: Revisions: Website Goes Live
Design & Content Feedback Second (v2) &
Implementation from Client Third (v3) Proofs
Grace Period
4CLIENT DISCOVERY & CONTENT GUIDE
Creative Design Services
Print/Digital Ad or Flyer hat do you like and dislike about the
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current logo?
Do you have high resolution logos?
Why are you looking to change the logo?
o you have brand guidelines? (colors, fonts,
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photos, graphic elements) What do you want the new logo to accomplish?
o you have an example of existing pieces so
D o you have a slogan that goes along with
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we can see how your current brand looks? your logo?
o you have finalized/approved content for the
D hat words describe how you feel when you
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new piece? look at your current logo and branding?
o you have finalized/approved content for the
D hat three attributes would you like your target
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new piece? audience to think of when they look at your
new branding?
If it’s an ad, do you have the publication specs
and deadline? hich of these words is a better fit for your
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brand? Traditional or modern? Friendly or
corporate? High end or cost-effective?
Logo Discovery hy does your current branding use those
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hat is your company/organization/product/
W colors, fonts, etc.?
service name? hat colors or color palettes do you like
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How long has your company been established? and why?
Can you describe your business? re there any elements from the existing logo
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that you’d like to keep and why?
Who are your main competitors?
In your opinion, what defines a successful logo?
hat sets your company apart from
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the competition? re there any restrictions to consider when
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designing the new logo?
What are the strengths of your company?
Is there anything that must be included, like
What are your weaknesses?
existing brand elements, words or icons?
hat is the target demographic? (age, male or
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ooking at other people’s branding, what logos
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female, location)
do you like or dislike and why?
hat are the values and/or mission statement of
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your company?
5CLIENT DISCOVERY & CONTENT GUIDE
Creative Design Process
Meet with Client:
Define the problem
Creative Design
Quote/Proposal
Research
Sketches Revisions:
& Design Feedback
Concept: Second (v2) & Final Proof
from Client
Initial proof (v1) for third (v3) proofs for Approval
client to review
Final Files:
Sent directly to printer/
publication or client
6CLIENT DISCOVERY & CONTENT GUIDE
Logo Design Process
Meet with Client:
Define the problem
Creative Design
Quote/Proposal
Discovery/
Creative Brief
Research
Revisions to Final
Logo Presentation: Feedback
Favorite Concept: Presentation
3 Concepts from Client
Sketches Second (v2) &
+ Their Variants
& Design Third (v3) Proofs
Files Delivery:
Print & Digital Use
7CLIENT DISCOVERY & CONTENT GUIDE
Digital PPC
Advertising Services
Business Insights If ‘online purchases’ are considered a
conversion, do you have a ‘Thank-You’ page?
What is your company/organization?
o you have certain product lines you would like
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What is your company’s mission statement?
to promote?
What is your product/service offering?
re there promos already in place in
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How does the product/service work?
your POS system available to use with the ads?
If there is a program/subscription, how do you
an we implement new promo codes into the
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recruit participants? Are there requirements?
POS systems?
Do you have an exclusive membership, loyalty
eographically, how far out would you like to
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program, referral program or other programs
promote your ads?
you try to promote?
If you are a brick-and-mortar business, please
hat problem does your product/service solve?
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provide a mile-radius from your business’s
What are the unique benefits?
address - consider how far you would deliver
hat are the values of your company you
W to or expect customers to drive to you for your
promote internally and externally? products/services. Or, provide the city/county
ho is your target audience? (Demographics,
W limits, states, or countries you would like to
interests, lifestyle, behaviors?) promote to and do business in - consider how
If you sell to other businesses/groups, who are far you would be willing to travel, if necessary.
examples of leads you have?
ow do customers find out about your company
H Technical Questions
and offerings / what is your current marketing What platform is your website built on?
strategy?
Wordpress, Squarespace, Shopify, HTML, Wix,
What are examples of your competition? other?
Do you have a budget? Who manages your website?
e will need to implement tracking code into
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Campaign-Level the header of your website to track conversions,
hat are your business goals? (We will help
W onsite behaviors, and to build audiences. What
determine the marketing objectives to help is the username and password to be able to log
satisfy the business goals). in to the backend of your website?
hat is the goal, or desired action of a visitor,
W o you have a Google Analytics, Google Tag
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AFTER someone clicks on the ad and lands on Manager, Google My Business, or Google
a webpage? Search Console set up? If yes, which ones?
ake a call, schedule a meeting/discovery
M ill you share “Admin” access to your Facebook
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call, fill out interest form with their contact info page, access to the website’s backend, access
submitted, make a purchase, download PDF/ to any existing Google Analytics/tag Manager/
ebook, sign up for emails/newsletter, other. Ads accounts, Instagram login details, and credit
card info to put on file?
8CLIENT DISCOVERY & CONTENT GUIDE
PPC Process
The Structure of a Facebook Ad Campaign
Each campaign can include multiple ad
sets. Each campaign corresponds to a
Campaigns single objective, such as Reach, Traffic,
or Web Conversions, etc.
An ad set defines who your target
Ad Set Ad Set audience is, your budget, schedule,
placement and bid settings.
Each ad set can include multiple ads.
Ad Ad Ad Ad Each ad can have a different image, text,
call-to-action button, link or video.
1. C
Your ampaign
Testing Options Are Exponential
The campaign in the overarching container that defines the objective of your Facebook Ads. Knowing
your business goals will help determine the right objective to use. The objective is what you want people
to do when they see your ads. For example, if you want to show your website to people interested in
Campaigns
your business, you can create ads that encourage people to visit your website. Below are three broader
categories, or goals, that your objectives may fall under:
• AWARENESS: Objectives that generate interest in your product or service by increasing
brand awareness.
•Audience 1
CONSIDERATION: Audience
Objectives that2get people
Audience 3 your business and seek
to think about
more information.
• CONVERSIONS: Objectives that encourage people interested in your business to buy or use
your product or service.
Ad Set
2.
An ad set defines a particular target audience. It is used to define your budget, schedule and bid type. A
campaign can contain multiple ad sets and each ad set can target a different audience, but it may also
target the same one. Most campaigns will contain multiple ad sets targeting multiple audiences.
Ad
3.
The ad is the creative that people see on Facebook or Instagram. It’s possible for each ad set to contain
multiple ads. There are several components to a Facebook ad: the image or video, the headline, the
body text, and a link description.
9CLIENT DISCOVERY & CONTENT GUIDE
Social Media Services
Business Insights Content Discovery
What is your company/organization? ho is the point of contact to receive answers
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What is your company’s mission statement? to questions, updates, pictures, testimonies,
feedback, and other info from?
What is your product/service offering?
o you have a Drive or Dropbox folder with all of
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How does the product/service work?
the pictures/videos stored? Who is responsible
If there is a program/subscription, how do you for capturing pictures and video?
recruit participants? Are there requirements?
re there currently blogs or emails executed that
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Do you have an exclusive membership, loyalty could also be published through social media?
program, referral program or other programs
re there seasonal promotions, offers, or certain
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you try to promote?
product lines that should be promoted through
hat problem does your product/service solve?
W social?
What are the unique benefits?
If so, who is the point of contact to receive
hat are the values of your company you
W updated product info/promotion info from?
promote internally and externally?
If nonprofit, how do you collect donations? What
ho is your target audience? (Demographics,
W is the impact of a donation? How/what are the
interests, lifestyle, behaviors?) donations used for? Do you have a tier-level
If you sell to other businesses/groups, who are sponsorship program? Do you partner with other
examples of leads you have? nonprofits to host fundraising events?
ow do customers find out about your company
H o you currently have written testimonies? If so,
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and offerings / what is your current marketing how do you get them? If not, how can we set up
strategy? a testimony-gathering process set-up? Who are
the users we should go after and how should we
What are examples of your competition?
do that?
Do you have a budget?
re there other organizations you do or can
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ill you share “Admin” access to your Facebook
W do work with? Do you volunteer or give back?
page, access to the website’s backend, and Sponsors, grants, volunteers to highlight?
Instagram login details?
re there internal company events or gatherings
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that could be recorded?
Is there client work that could be used to
highlight as a case study?
10CLIENT DISCOVERY & CONTENT GUIDE
rovide a list of keywords, phrases, and slogans
P If you are a brick-and-mortar business, please
that you would use to describe the business provide a mile-radius from your business’s
and product/service offerings. (Product/ address or provide the city/county limits, states,
service-related, need-based phrases, branded or countries you would like to promote to and
keywords, company slogans) do business in - consider how far you would be
willing to travel, if necessary.
ho is your target audience? (Demographics,
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Paid (Boosting Strategy) Discovery
interests, lifestyle, behaviors?)
ave you ever boosted posts? Do you have an
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If you sell to other businesses/groups, who are
Ads account set up?
examples of leads you have?
eographically, how far out would
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you like to promote your ads / do business in?
11CLIENT DISCOVERY & CONTENT GUIDE
Social Media Process
Meet with Client:
Define the Content Topic
Social Media
Quote/Proposal
Content Strategy
Meeting
Social Media Page Setup Client Review: Feedback Revisions:
& Calendar Creation First draft (v1) from Client Second (v2) &
Third (v3) Drafts
Scheduling &
Deployment
12CLIENT DISCOVERY & CONTENT GUIDE
Traditional Media Services
Campaign Objectives ow far do your customers come from to do
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business with you?
What is the goal of the campaign?
re there other interests, lifestyle features or
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wareness? In-store traffic?
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audience segments that should be considered?
Website traffic? Both?
hat can the consumer expect when they do
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business with you? Ease of experience? Communication Efforts
o you have specific products or specific offers
D What is your company’s tone and style?
that will be promoted?
How will you track those offers? Budget
ho is your competition? How are you different
W hat is the budget you have to
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from them? work within?
hat are your unique selling propositions? Why
W What is the campaign length you desire?
should someone do business with you? ould the campaign need to be flighted to
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target specific weeks that match better with your
Audience Profiles business model?
ho is the target demo that we are trying
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to reach?
Gender? Age? Household Income?
13CLIENT DISCOVERY & CONTENT GUIDE
Traditional Media Process
Meet with Client:
Define The Campaign Details
Negotiate, Leverage
& Evaluate
Traditional Marketing
Quote/Proposal
Campaign Evaluation
Execution
14CLIENT DISCOVERY & CONTENT GUIDE
Notes
15CLIENT DISCOVERY & CONTENT GUIDE
Notes
16CLIENT DISCOVERY & CONTENT GUIDE
Notes
17CLIENT DISCOVERY & CONTENT GUIDE
Call or email C3 Media today.
if you are ready to take your marketing to a whole new level.
Our experienced team of creative design, web design, digital marketing, and
traditional marketing professionals are ready to work with you! We welcome the
chance to earn your business as your marketing partner.
CREATIVE. CREDIBLE. CUSTOMER CENTRIC.
6608 E Adamo Dr • Tampa, FL 33619 • 813.263.7275 • chrisk@c3medianetwork.com
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