Scot Ennis

How to get your client to say yes, get promoted, earn more money, become famous.

I see it all day. In my own agency. A passion for digital? Yes. Ability to perceive what's actually really important to a client? No. Somehow it's always the clients fault. "That client is so dumb, can't they see that my idea is the way of the future?" Sound Familiar? Read on.

So here is the drill. If you are the digital guru, the way to get promoted, the way to get your client to say yes, the way to get famous, is simple:

Put forward a business case. Yep. That's it. What's that? "It's all about the community?". Not true. What you are really thinking is, a business case sounds hard, and i don't know how to do one. That's ok. let me show you.

It will save you time as well. The amount of time you check researching the latest trend, putting together your slides, talking about the brand, the technology, the community, the competition, the "likes", the promotion.Gee, that takes a lot of energy. Surely you'd like to make your life easier, and just get the client to say yes. Right?

digital strategy

Your client, however stupid they may seem, is typically measured on one key thing. Driving incremental profit. That's it. Yes, it may be called this, it may be called that, though when it gets measured by a CEO, which it always does, eventually, you are going to be canned pretty quickly if the work you do is not contributing to incremental profit.

"How on earth am i meant to work that out?" i hear you ask. Here is a cheat sheet. Open an excel spreadsheet. Answer these questions:

  1. How many visitors does my marketing, whatever it is, drive to the clients website or facebook page?
  2. What does that visitor actually do once they arrive? How many of them "Convert" to something meaningful (Sign ups, whatever)
  3. What is that sign up / lead / conversion / whatever, worth to my client? Don't know? Ask them.
  4. Apply their profit margin. Don't know what is? That's ok. Chances are your client won't know this either. Google their annual report. It's always in there. You might start to feel uncomfortable at this point, that's ok, After all, you are a digital guru, this stuff hasn't mattered to you until now. Trust me, go with it, after all, it's about getting you promoted.
  5. Then, ask yourself, did i make more profit for this client, then what i charged them?
  6. If the answer is yes, tell your client and everyone else about it, ask them for more money, make it bigger, become famous.
  7. If the answer is no, have some nuts and tell your client. "Hey, this isn't working, we need to try something different." They will love you for it. Either way, you win. You look smart. It shows the client you care about your business and they will trust you more than ever.

There you have it. The way to get promoted. The way to get your client to say yes. The way to impress your client, however dumb they used to seem. Happy to sit down in person with anyone that wants me to help them with this. Send me a smoke signal.


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CHAMPION IN FOCUS

Scot Ennis Switched on Media Scot Ennis
Company: Switched on Media
Position: Founder and Joint CEO
After 5 years at P&G and 3 at eBay, I co-founded Switched on Media 5 years ago. My current goal is to continue to rapidly grow Australia's best Search Engine Marketing and Social Media Marketing agency - Switched on Media. Specialties: Our company has deep expertise in Search Engine Optimisation, Pay Per Click Advertising and Social Media Read Scot's full bio

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We are a unique digital marketing agency and we'd love to work with you. Call us on 02 8248 5025.  More info & Contact Details



 

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