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What’s new with AdWords in 2019

 

People love hearing the latest and greatest technology advancements in the digital world, but you can offer more. For example, you could let people know about exciting new possibilities with Google AdWords. 

“What’s new with AdWords?” 

 

Engagement is at the top of Google newness. Why does it matter that Google can now customize ads to mobile devices and by the time of day? Why do you care? 

“What kind of online advertising does your company do?” or “Do you ever struggle to find the right audience for your services?”

Insight-

First set up a meeting with the sales team and marketing team.

When opening the meeting, make an agenda statement following this acronym.

  • P = Purpose. State the purpose in a customer/benefit orientation. Why are we having this meeting, and what’s in it for them?
  • O = Outline. Outline the topics you expect to cover to accomplish the meeting’s purpose.
  • In = Input. Solicit feedback. Make sure you understand your customer’s priorities before you begin.
  • T = Transition. Once you confirm priorities, the transition to the first topic of the outline.

 

Make an agenda with a PoInT P – Purpose.

State why you’re having this meeting and what’s in it for the customer.

O – Outline. Outline topics you expect to cover to accomplish the meeting’s purpose.

In – Input. Solicit feedback and be sure you understand your customer’s priorities.

T – Transition. After confirming priorities, the transition to the first topic of the outline.

 

 

The value of a customized recommendation

You can explain a lot about yourself, your company, your product, and your services. But if you don’t connect that information to the customer’s problem, it will make little difference. 

 

Your products and services become meaningful when customers understand how they will use them and the positive changes they will see.

 

Help your client understand the value by explaining in a simple way to understand. 

Think-

Mr. X, earlier in our conversation you mentioned it’s been tough to invest in marketing because you haven’t been able to justify the cost and track the investment. Correct?”

 

A big reason why I have been successful working with owner-operated businesses is that I’ve been able to help determine a budget that makes sense for the business and what they want to accomplish.

 

With Google AdWords, you’ll be able to track using our analytics.

 

The benefit to you is that being able to measure results makes it much easier to see how well your marketing investment is really working for you. In addition, you’ll know which successful campaigns to repeat so your business continues to grow.

 

Your products and services become meaningful when customers understand how they will use them and the positive changes they will see.

 

It’s always good to leave time and effort in a proposal to continually check in on your customer’s business. Monthly or quarterly business reviews (MBRs or QBRs) are a great way to do this.

 

These regular meetings help to ensure that marketing objectives are still relevant and that you’re always gaining a better understanding of what’s important to your clients.

 

 

While you work on your proposal, you might want to create strategic roadmaps for your client at the same time.

 

A roadmap is like a training plan. You don’t just sign up for a marathon a week before you’re supposed to run it. You have intermediate steps planned months in advance.

 

Plans help commit people to action. Developing a roadmap creates opportunities to engage with your client and commits them (informally, at least) to a long-term relationship with you.

 

It’s best practice to have two roadmaps for each client: A 6-month one and an 18- to 24-month one.

 

  • High level
  • Looks at the different groups of things you’ll eventually need to be doing
  • Organized by dependency (what has to happen first)
  • Also organized by resources (when you might have the appropriate budget/resources/ skills / etc. to take on new initiatives)

 

  • Based on the 18- to 24-month roadmap
  • These are the things you’ll be doing in the near future
  • Breaks out first 6 months with a little more specificity
  • Exactly WHAT has to be done, by WHO, and WHEN

 

 

In a fast-paced industry like marketing, it can be easy to slip into an “order-taker” role where you’re just trying to get work done as fast as possible, with no one looking at the bigger picture. Avoid this trap. Building and maintaining a roadmap with your client frames your relationship as a true partnership, where your client looks to you for guidance in planning their marketing strategy.

 

 

I really appreciate having your team as my client or working remotely as a team. What advice would you give me if I wanted to meet more business owners like you?  Leave a comment below.  Like or share with a like-minded individual that finds this info valuable. 

 

 

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