We follow a certain procedure when we encounter a particular problem. This problem can be anything from a setting up a specific campaigns with specific goals & optimization of certain digital campaigns, to planning of advertising strategy or something similar.
This procedure, or should we say "flow", has several stages. Sometimes it happens that certain stages are not required - but it depends on the task with which we are confronted. As a rule we try to fulfill all stages because it gives us greater confidence in the success of achieving the goals that have been set before us.
Listening & researching
Making or Changing
Repeat (if necessary)
"Research is creating new knowledge."
- Neil Armstrong
Listening & researching
Sometimes it is very important to listen to what your client exactly tells you. Because, sometimes he is not skilled enough to explain his problem with the right words. We could also say that he does not have enough experience in marketing to exactly explains what he wants to achieve. Therefore, it is very important to listen to your client.
It is very important for us to understand what the client actually wanted to say (even if he did not say it in exact words). It does not hurt that we repeat to the client what we understood from his demands. This ensures that there is absolutely no lack of clarity in the initial setting up of the task.
After "listening" part we head towards the research. This research may consist of several parts - from researching keywords and phrases that will be used in campaigns (or in cases of on-site SEO) to researching the client offer of services or products. We take our emphasis on what are client advantages over the competition, what type of people are interested in his offering, etc.
“A goal without a plan is just a wish.”
- Antoine de Saint-Exupéry
Based on results we got from first stage we are continuing to planning stage. This stage can contain several different parts by which every one of them can influence the final results. Sometimes we are doing this stage relying only on our experience (in resolving similar problems in the past). In other words, sometimes the research stage didn't provide us with enough information because there are no information that can be researched. Also there are situations when research stage didn't come with any usable information.
Of course, when "problem" is actually optimization of clients campaigns - we should have enough information on which we can proceed with planning. But, sometimes, other agencies are not giving access to clients PPC campaigns. In that case we are looking at Analytics data and data from agency reports.
During this stage we must always have on our minds the best possible solution for a client according to his needs and available budget. Having that on our mind, we are using the best possibilities we can come up for best possible return of investment for client.
It can be said that having any plan is better than not having any. Having this on our mind we are always trying to have plan for resolving any client's problem.
"Change is the end result of all true learning."
- Leo Buscaglia
Changing or Making
Based on planning stage (and research stage) we are now continuing with “making” stage. This stage can be very complicated and can take a lot of time. If we are talking about setting up internet marketing campaigns from a scratch - it can take a lot of time. But this is only during this first set up and if it is done properly we can say that all later changes or optimizations are done very easily.
But, if we are talking about optimization of your digital campaigns - sometimes it can take even more time than first set up of those campaigns. This is because we have to look at how this campaigns are made, are all rules implemented in right way, is strategy OK and is it showing good results, what can be done even better, what are achieved results from all aspects of the campaign, etc.
Generally, some primary rules needs to be obligated throughout this stage. But those rules are often neglected by other agencies. Those rules can relate to some of the basic principles for setting up a PPC campaigns or basic principles for setting up a analytics and its measurement.
"Knowledge is power. Information is liberating."
- Kofi Annan
This stage is very easy and quick. But only if all previous stages are done properly. We are collecting all results from our campaigns and also from all statistical programs that we have at our disposal. We must be very careful to not miss any potential important data.
How many data do we need? As much as possible! The more data we have - the greater certainty we have when going to next stage.
"Sometimes you make the right decision, sometimes you make the decision right."
- Phil McGraw
Based on collected data we are making decisions. For example, was a PPC campaign successful and what was working in that instance, did we have a good search engine optimization campaign and what part of it should be done better, was message correctly delivered to social followers and can it be done better.
It is very important to draw some conclusions from results of our campaign but it is also important to see where mistakes have been made so we can do an even better job than before.
If previously stages are done correctly then we can base our conclusion on correctly collected data. If only one of previously stages is not done correctly then there is a great possibility that we can come to wrong conclusion or theory based on wrong data.
"There is no harm in repeating a good thing."
Based on analysis we can come with certain solutions which we can than implement in our campaigns. Sometimes, we can see that some of the results that campaigns are delivering needs to be additionally researched. Based on all that data we are again going through all stages in a goal to additionally optimize clients campaigns for best return of investment.
The quest for ever-better ROI (return of investment) is never-ending.
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