Understanding your client is critical to delivering great service. Through looking at their online presence, you’ll get to know their strengths and also where they could use more assistance. It also puts you in the shoes of their customers, which is useful in determining whether you would buy from them or work with them, and why or why not. Once you identify strengths and weaknesses, you’ll be better equipped to handle their requests in the best possible way for them.
To start, it’s important that you understand your client’s industry and company. You probably have multiple clients in multiple arenas, and you don’t have to be an expert on every one, but a little effort goes a long way. Keeping an eye on their company in the media and following along with the latest industry news helps you jump on opportunities and mitigate disasters. If you know the background, you’re better able to step in at any given moment and help more efficiently and effectively.
Next, spend time on your client’s website and social media spaces. This is where you can see their style and what they want to convey about their company or product. As a marketing professional, you probably have more experience than your clients in pushing out a message. Look at their website to see if their mission is clear, their product well-placed, or their site easy to navigate. Help them with little things, like making pages easy to click around, opening links to other sites in new tabs, and making the contact form easy to reach. On your client’s website, it should be clear what they’re offering, why a customer should want it, and how to obtain it.
Are your client’s social media links easily found through their websites? And what are those social media pages saying? By looking at how your client talks about their business on facebook or twitter, you’ll get an idea how they want you to talk about it. Look for keywords and phrases they use often to help you relate to your client next time you speak. The links they share and the people and companies they connect with are another key to realizing what they value and the type of businesses they associate with. All of this information works together to help you know your client and deliver the best, most relevant service possible.