The Strategy Call will be conducated via Zoom screenshare and is effectively your first interaction with the client. During this meeting your objectives are as follows:
- Introduce yourself the client and answer any preliminary questions that they may have
- Review any questions from their 'Marketing IQ Form' that you were unclear on
- Discuss and develop an initial plan of attack for one or two Facebook or Google campaigns (90% of the time, it will be Facebook) and finish the call with a clear outline of what that plan of attack entails and what is required from the client to get rocking!
Sample Strategy Call
[need to add video here with a sample strategy call]
To Review During the Call
Listed below is what the general flow of the conversation should be
- Introduce yourself
Review their Marketing Discovery Form
Ask them to clarify anything you're not sure of.
IF they aren't currently using a CRM - you should mention 'LionDesk' and include it in their client notes
IF they are using a CRM and it's not a good one, you should still mention 'LionDesk' and made a note of that in their client notes.
IF they have run their own campaigns, you should ask them to provide you with examples - once they provide acess to their Facebook and Google accounts you will be able to take a peek at these.
IF they have competitors that are doing particularly well, make sure to note this in the client doc - we can use Spyfu later on to run a competitor analysis to get an idea for what campaigns that competitor may be having a lot of success with.
Ask them to provide you with information on what they've tried in the past that both has and hasn't worked
This is a great question to ask for a number of reasons. First of all - if they've had success with stuff in the past, you definitely want to know about it since this is information that can be used to help fast track our results. At the same time, if they've tried something (whether it be another service, or their own failed campaigns) we want to know about it as well because it's either stuff we can improve, or stuff that may need to be avoided. Generally speaking, we can have success with any sort of campaign - but we absolutely want to focus our initial efforts on the campaigns that we will bring in the best results - the more data we have, the more sure we can be that a particular campaign will be a winner for us - this includes our own data as well as information that the client provides us with.
IF they mention other services etc, always get an idea for how much money they were spending. This will give you a better idea of their overall budget.
IF they have used other services, ask for which services and get information as to what these services did that either worked or didn't work. If they mention a new service that you haven't heard of that's doing something interesting, or anything you think is worth sharing, share it in our Slack marketing channels :)
Summarize their Goals
If it's not already clear, ask them to give you an idea of what their goals are with the campaign. Let them speak and take notes.
Revisit the 'Dream Campaign' Question
The goal with this question is to get clients to basically list everything that they can possibly think of that they would want to have in their 'dream' campaign - the vast majority of our clients are not experts in Facebook ads and so are not aware of all of the different ways there are to target specific audiences - so when they tell us what their 'dream campaign' is we want them to be as specific as possible, as we may get some gold here in the form of them mentioning something specific to the market or niche that they want to target that may be very useful for us when we're building the campaign!
**Figure Out the Plan of Attack!!**
Covered in a later section - this is the most important thing. By the time you've finished the call, you will want to have identified at least one target niche & campaign that we should start with.
During the Call - Creating a 'Client Notes' Doc
Remember the folder and doc we had you create in the last module after you received the Marketing Discovery Form? During the call you're now going to be taking notes, in realtime with the client. Once the client joins the call and after you've introduced yourself, let them know that you're going to be creating a Client Notes doc (which you will keep open during the call and continue to add new information to, all during the call so that the client can see - you should also let the client know that you're going to be sharing the doc with them, and you should make sure to share this doc with the client and give them the ability to edit it.
1. Creating the Client Doc
Find the folder you created for this specific client in the [Onboarding] folder in our Google Drive. Go ahead and create a new doc and title it Client Notes: [Client Name]
So the first part of the call is basically where you want to gather as much additional information as possible before you start to make recommendations for the initial campaigns that we should be starting with.
Ideally, we want to start with a campaign within a niche that we've already had success with. Some of the most common are
*Internal Note 9/2/17 - the below should link to information on each of these indivdual campaigns once we have that information available.
Finishing the Call
Let them know that it was a pleasure meeting with them and that they should review the Client Notes doc that you made for them to review all of your notes and potentially make changes / additions if they think of anything that may be useful.