The work that I do allows me to come into contact with different types of companies in terms of products and organization. It is a point of pride for me to learn about the clients' business, their interests, goals, and particularly, their ways of working.
My clients find me when there is a need for structure and organization in their digital efforts. They've likely already had consultants telling them to put money on every channel, particularly social, and watch the results 'roll in' into the future. There's of course Google and Bing, and, depending on the type of product and customer, Instagram and some of the other, less well-known networks.
Their efforts look coherent, but they are not. Most of the time, once you look into them, you see that their messaging is 'off' in some networks and 'on' in others, while the timing of the messaging has fallen apart under pressure to keep up artificially urgent schedules.
I've learned that one of the most important messages my clients give me is that the stuff they've been doing does not seem to be working the way they thought it would and that they do not understand why this is the case.
This is the main reason why, when I engage with a new organization, I have some questions that need to be answered to make the engagement worthwhile for the client. Particularly as to what's been tried in the past and whether it has worked.
Sometimes, clients will tell me that they've already spent all their budget on this or that network effort and that it did not render any results worth looking into. Usually, the Network is to be blamed for the failure.
In those cases, it is helpful to look back and understand precisely what the client sees as 'unworthy' about the effort, and perhaps learn from the first attempt at attacking a particular network. A good post-mortem for a campaign is a way to open everyone's eyes as to what a success will look like in the future.
I like to guide those efforts with management and with the relevant members of the organization.
My clients find that those discussions open the way to more structure, improved marketing within their limited resources and that the work that we do together improves their odds of success.
And those are some of the things that get me out of bed in the morning and keep me interested in working with multiple organizations.
Daniel Loebl is an experienced Marketer focused on expanding the recognition of customer value inside a business and keeps a 'beginner's' mind approach to business problems.