In a previous post I talked about the need to listen in order to produce an effective web marketing campaign. This goes both ways. Both the client and the SEO have to spend a good deal of time listening to the needs/requirements presented by the other.
But listening requires asking the right questions. And that also goes both ways.
While a large part of SEO is technical, a good portion of it is implementing the technical in a personal way. To do that, SEOs must have seek out details regarding:
- the business’ values
- their audience
- any hot points that help them sell
- objections the business often fights against.
But in order to get that information, specific questions must first be asked.
On the client side, having the right expectations is a significant part of whether or not the web marketing campaign is deemed successful or not. Expectations never change the facts, but when a client assumes certain things about results, that will drive their perceptions. When results don’t line up with expectations, it doesn’t matter how successful the campaign is, there will always be a sense of failure. Only because something was assumed.
This can be negated significantly if the client truly understands what their expectations should be. To do that, they should ask a number of questions, including:
- What results will I see in 4, 8, 12 months?
- How much does my budget affect results?
- How much is success depending on my input and involvement?
- When will I see a return on my investment?
These are all important questions to ask because they are all hugely relevant to the markers of what is or isn’t a success.
Failure of either web marketers or clients to ask the right questions leaves much ambiguity in the campaign. In the absence of answers,and we ALL know what happens when you assume 😉