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      "title": "Fiduciary Responsibility of a Digital Marketing Agency - The #GutsGo way!",
      "body": "@@ -1845,24 +1845,26 @@\n g up to our \n+**\n FIDUCIARY re\n@@ -1877,16 +1877,18 @@\n bilities\n+**\n  as an o\n@@ -2846,16 +2846,18 @@\n ith the \n+**\n Pareto P\n@@ -2877,16 +2877,18 @@\n 20 rule)\n+**\n  that st\n@@ -2896,61 +2896,81 @@\n tes \n-roughly 80%25 of consequences come from 20%25 of causes. \n+that 80 percent of results will come from just 20 percent of the action.%0A\n And \n@@ -3036,16 +3036,58 @@\n  certain\n+, to the client and as well to the agency.\n .%0A%0AIf we\n@@ -3201,18 +3201,31 @@\n lminate \n-as\n+ourselves to be\n  a succe\n",
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      "title": "Fiduciary Responsibility of a Digital Marketing Agency - The #GutsGo way!",
      "body": "@@ -1959,19 +1959,49 @@\n n which \n-one\n+a client, mostly represented by a\n  person \n@@ -2111,16 +2111,17 @@\n matter.%0A\n+%0A\n We, the \n@@ -2302,16 +2302,17 @@\n vicing t\n+e\n am to ta\n@@ -2543,16 +2543,24 @@\n through \n+curated \n KRAs and\n@@ -2654,16 +2654,16 @@\n annels.%0A\n-\n 3. It wi\n@@ -2726,16 +2726,61 @@\n  general\n+ in delivering the digital marketing services\n .%0A%0AIf we\n",
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      "title": "Fiduciary Responsibility of a Digital Marketing Agency - The #GutsGo way!",
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      "author": "ratankk",
      "permlink": "fiduciary-responsibility-of-a-digital-marketing-agency-the-gutsgo-way",
      "title": "Fiduciary Responsibility of a Digital Marketing Agency - The #GutsGo way!",
      "body": "Hello,\n\nAs a digital marketing agency, it is a high to win a client to provide the digital marketing services.\n\n(I have written about what a digital agency needs to for a client here - \n![image.png](https://cdn.steemitimages.com/DQmZ6aAmjshogCtUzVBQLYz5ea1VrHUL1WH4ERFyi5EAemk/image.png)\nSource: https://steemit.com/digitalmarketing/@ratankk/give-more-to-your-client-ms-digital-agency).\n\nIt is our FIDUCIARY responsibility as a digital marketing agency towards our client.\nSo, what is this responsibility?\nPlease allow me to elaborate!\n\nWhenever we have a client, we need to identify businesses (may be, direct competition or indirect competition) that we can benchmark our client's business.\nWe need to measure various KRAs and KPIs.\n(KRA = Key Result Areas,\nKPI = Key performance Indicators).\n\nWe drive all our agency's TIST (time, intellect, Sweat and Tears) do better then these benchmarked business on all our KRAs and KPIs.\n\nWhen we are doing BETTER than them, we know we are delivering better performance for our client.\nThe chosen benchmark criteria, aka KRAs an KPIs, will help us to get our digital marketing act better.\n\nSo for the client, we need 3 benchmark businesses each for the following digital marketing channels.\n1. Website\n2. SEO Practices\n3. Social Media Practices\n4. Paid Ads - Google Ads\n5. Paid Ads - Facebook Ads\n6. eMail Marketing - Lead Management and Nurturing, Marketing Automation\n7. Over all RoAS and ROI Practices.\n\nNow, who in the agency is responsible for this exercise?\nIs it the client servicing team?\nIs it the Delivery team?\n\n![image.png](https://cdn.steemitimages.com/DQmbe6Z2hAaCfSSSzB6KujBNNk5TDg9pCifKRTUUU5Se5VG/image.png)\nSource: https://www.pinterest.com.au/pin/286330488780121254/\n\nMy take is that - this responsibility is for the Client Servicing team.\nThe team has to ensure that we are living up to our FIDUCIARY responsibilities as an organization and as a business.\n\nFiduciary applies to any situation in which one person justifiably places confidence and trust in someone else and seeks that person's help or advice in some matter.\nWe, the digital agency, is that some one FIDUCIARY to the client.\nThe client Servicing team, is that team that will lead this Fiduciary responsibility.\n\nSo, let's task our CLIENT Servicing tam to take this task up.\nAnd that team leads the FIDUCIARY responsibility of our digital marketing agency towards our client.\n\nAnd what will the client servicing team will do?\n1. It will identity the success criteria for the client through KRAs and KPIs.\n2. It will identify 3 business to benchmark for each of the digital marketing channels.\n3. It will feed the delivery team, in specific and the agency in general.\n\nIf we do our FIDUCIARY responsibilities, we will get align with the Pareto Principle (80/20 rule) that states roughly 80% of consequences come from 20% of causes. And aligning to the pareto principle kicks in profitability for certain.\n\nIf we do our FIDUCIARY responsibilities,  we will not only have a successful happy customer, but we will also culminate as a successful happy team.\n\nLet's get to it!\nShall we?\n\nPS:\n## The #GutsGo way:\n2. Aiming High is Excellence.\n3. Soaring High is happiness.\n4. Hustling adds meaning to the present moment.\n5. Utilizing 'what is' let's us FLOW our higher self.\n6. Being at it, wins!\n7. Let's be at it!",
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      "parent_permlink": "beingprofessional",
      "author": "ratankk",
      "permlink": "are-we-professionals-or-an-amateurs-the-gutsgo-way",
      "title": "Are we Professionals Or Amateurs? The #GutsGo way!",
      "body": "Hello,\n\nMost of us are driven by a purpose, on a daily basis.\nHowever, most often we mistake the nature of that purpose.\n\nHaving clarity of the PURPOSE that we are daily engaging in, is absolute necessity. \nIf not for our success, at least for our mental peace.\n\nOur purpose could be professional or amateurish.\n\n\n![image.png](https://cdn.steemitimages.com/DQma8bAAXBgmJZXG32ZewNY7S4hxFh3hUiCjctyC6cwtimr/image.png)\nSource: https://www.adzuna.ca/blog/2017/03/16/5-ways-to-be-confident-during-your-first-job-interview/\n\nTo use the dictionary, professional means being a person who works in a particular profession that requires special education, training, or skill.\n\nAn amateur means one who engages in a pursuit, study, science, or sport as a pastime rather than as a profession. An Amateur lacks experience and competence in that profession to deliver to the standard expectations people have from that profession.\n\nSo, how do we see your purpose, being professional or being an amateur?\n\nIt might be possible that we might be driving multiple purposes in a day. \nGiven our technology usage and adoption and the daily demands of others and the society, each one of us might be multi-tasking our purposes.\n\nI humbly request you to know the nature of your purpose and align your TIST (time, intellect, sweat and tears) accordingly.\nIf not, you are worse than not pursuing those purposes.\nPlease allow me to elaborate!\n\nA Professional excels, no matter the circumstances.\nAn amateur needs perfect conditions for him/her to perform, if not s/he can not perform, and excellence will be a very far cry.\n\nWould we go to a professional surgeon or an amateur surgeon?\nBy the way, we will NEVER find an amateur surgeon.\nSo there!\n\n![image.png](https://cdn.steemitimages.com/DQmSAhKNCJhWHttmDtWXVh5BEtUqaeGhuD4WKtYHyiasMf2/image.png)\nSource: https://resources.instahyre.com/blog/professionalism-in-the-workplace/\n\nWe need to be professional if our effort has the possibility of fatality, either our or others.\nWe need to be professional if our purpose is to help others get better at themselves, health wise, wealth wise, happiness wise.\nWe need to be professional if our purpose is to meet the expectations of others, that we have actively encouraged them to have. More so, when the services are paid for.\n\nA professional is committed to the expectations they have set for others.\nA professional makes a promise and keeps the promise regardless of what they feel like doing it or not.\n\nOn the other hand an amateur gets to be authentic.\nAn amatuer will show up when they want to make what they want to make.\nPeople love to be amateurs at some things.\nAn amateur is pursuing a profession as a hobby.\n\nThat is the reason, we  have amateur painters, amatuer musicians, or amatuer chefs.\nRemember, we will not have an amateur chef in a high end restaurant or employed in a holiday cruise liner.\n\nIf our purpose is amateurish, let's not sell it.\nAttempting to sell it, will erode our personal equity/esteem in the given situation. \nSo, let's not.\n\nIf our purpose is amateurish, let's look for an applause and enjoy it if we get it. \nLet's enjoy working for the purpose, as we are doing it as a hobby which is a self centered pursuit.\n\nTo be a professional, we need to have a set of pre-requisites.\n\nIn our domain, we need to understand the state of the art to deliver the promised expectations.\n\nWe need to strive to raise the bar of our performance in comparison to\nwhat we are expected to deliver.\nWe need to be uniform in our performance and delivery.\nAs a professional, it is advisable to avoid Yo-Yo from our performance.\nConsistency is the key. \n\nWhen we are professional, irrespective of the situation and the context, we're expected to behave as if we're in the workspace.\nWe're expected to be available in the appointed hours, the self appointed times in the day that we have indicated to our beneficiaries (aka clients).\n\nHow to keep a track of what is our nature of our purpose?\n\nWhen we're a professional we will never miss a deadline. (if we do, we are amateurs).\nWhen we're professional, we will never go over the allocated budget or costing in delivering to the clients' expectations. (if we go over the budget, we are amatuer).\n\nWhen we're professional, we will never throw tantrums, even if the situations and the challenges are much worse than what was agreed upon.\nWhen we're professional, we will take things in our stride in terms of inputs and deliver the promise of what we have committed to deliver. (if we are throwing tantrums, then by now, we know who we are!).\n\nLet's not commit like a professional and deliver like an amateur.\nIf at all we want to make our amateurish hobby into a (side) business, let's commit to be a professional. \n\n![image.png](https://cdn.steemitimages.com/DQmVSRGzizvzEr84vPVx5oNLZCvo1gq5CyMrgmxECm4YjCi/image.png)\nSource: https://www.cartoonstock.com/directory/f/famous_for_being_famous.asp\n\nAn appeal to you.\n\nI humbly request you to know the nature of your purpose and align your TIST (time, intellect, sweat and tears) accordingly.\nIf not, you are worse than not pursuing those purposes.\n\nTo higher profits,\nProf. KK",
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      "permlink": "are-we-professionals-or-an-amateurs-the-gutsgo-way",
      "title": "Are we Professionals Or an Amateurs? The #GutsGo way!",
      "body": "Hello,\n\nMost of us are driven by a purpose, on a daily basis.\nHowever, most often we mistake the nature of that purpose.\n\nHaving clarity of the PURPOSE that we are daily engaging in, is absolute necessity. \nIf not for our success, at least for our mental peace.\n\nOur purpose could be professional or amateurish.\n\n\n![image.png](https://cdn.steemitimages.com/DQma8bAAXBgmJZXG32ZewNY7S4hxFh3hUiCjctyC6cwtimr/image.png)\nSource: https://www.adzuna.ca/blog/2017/03/16/5-ways-to-be-confident-during-your-first-job-interview/\n\nTo use the dictionary, professional means being a person who works in a particular profession that requires special education, training, or skill.\n\nAn amateur means one who engages in a pursuit, study, science, or sport as a pastime rather than as a profession. An Amateur lacks experience and competence in that profession to deliver to the standard expectations people have from that profession.\n\nSo, how do we see your purpose, being professional or being an amateur?\n\nIt might be possible that we might be driving multiple purposes in a day. \nGiven our technology usage and adoption and the daily demands of others and the society, each one of us might be multi-tasking our purposes.\n\nI humbly request you to know the nature of your purpose and align your TIST (time, intellect, sweat and tears) accordingly.\nIf not, you are worse than not pursuing those purposes.\nPlease allow me to elaborate!\n\nA Professional excels, no matter the circumstances.\nAn amateur needs perfect conditions for him/her to perform, if not s/he can not perform, and excellence will be a very far cry.\n\nWould we go to a professional surgeon or an amateur surgeon?\nBy the way, we will NEVER find an amateur surgeon.\nSo there!\n\n![image.png](https://cdn.steemitimages.com/DQmSAhKNCJhWHttmDtWXVh5BEtUqaeGhuD4WKtYHyiasMf2/image.png)\nSource: https://resources.instahyre.com/blog/professionalism-in-the-workplace/\n\nWe need to be professional if our effort has the possibility of fatality, either our or others.\nWe need to be professional if our purpose is to help others get better at themselves, health wise, wealth wise, happiness wise.\nWe need to be professional if our purpose is to meet the expectations of others, that we have actively encouraged them to have. More so, when the services are paid for.\n\nA professional is committed to the expectations they have set for others.\nA professional makes a promise and keeps the promise regardless of what they feel like doing it or not.\n\nOn the other hand an amateur gets to be authentic.\nAn amatuer will show up when they want to make what they want to make.\nPeople love to be amateurs at some things.\nAn amateur is pursuing a profession as a hobby.\n\nThat is the reason, we  have amateur painters, amatuer musicians, or amatuer chefs.\nRemember, we will not have an amateur chef in a high end restaurant or employed in a holiday cruise liner.\n\nIf our purpose is amateurish, let's not sell it.\nAttempting to sell it, will erode our personal equity/esteem in the given situation. \nSo, let's not.\n\nIf our purpose is amateurish, let's look for an applause and enjoy it if we get it. \nLet's enjoy working for the purpose, as we are doing it as a hobby which is a self centered pursuit.\n\nTo be a professional, we need to have a set of pre-requisites.\n\nIn our domain, we need to understand the state of the art to deliver the promised expectations.\n\nWe need to strive to raise the bar of our performance in comparison to\nwhat we are expected to deliver.\nWe need to be uniform in our performance and delivery.\nAs a professional, it is advisable to avoid Yo-Yo from our performance.\nConsistency is the key. \n\nWhen we are professional, irrespective of the situation and the context, we're expected to behave as if we're in the workspace.\nWe're expected to be available in the appointed hours, the self appointed times in the day that we have indicated to our beneficiaries (aka clients).\n\nHow to keep a track of what is our nature of our purpose?\n\nWhen we're a professional we will never miss a deadline. (if we do, we are amateurs).\nWhen we're professional, we will never go over the allocated budget or costing in delivering to the clients' expectations. (if we go over the budget, we are amatuer).\n\nWhen we're professional, we will never throw tantrums, even if the situations and the challenges are much worse than what was agreed upon.\nWhen we're professional, we will take things in our stride in terms of inputs and deliver the promise of what we have committed to deliver. (if we are throwing tantrums, then by now, we know who we are!).\n\nLet's not commit like a professional and deliver like an amateur.\nIf at all we want to make our amateurish hobby into a (side) business, let's commit to be a professional. \n\n![image.png](https://cdn.steemitimages.com/DQmVSRGzizvzEr84vPVx5oNLZCvo1gq5CyMrgmxECm4YjCi/image.png)\nSource: https://www.cartoonstock.com/directory/f/famous_for_being_famous.asp\n\nAn appeal to you.\n\nI humbly request you to know the nature of your purpose and align your TIST (time, intellect, sweat and tears) accordingly.\nIf not, you are worse than not pursuing those purposes.\n\nTo higher profits,\nProf. KK",
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      "title": "Let's 'Use Less Campaigns, More Creatives' in a #digitalmarketing campaign",
      "body": "Hello,\n\nThe last few weeks have been pretty useful for me.\nAs I got an opportunity with an associate to audit the Google Ads, and Facebook Ads of a large Indian brand into consumer packaged goods.\n\nWe audited the overall customer journey that the company has adopted in their digital marketing campaigns.\nWe audited the marketing funnels that the company has deployed to create awareness, to engage and to convert.\n\nTo cut the long story short,\n- we went through about 167 campaigns in total across the Google Ads and Facebook Ads,\n- we saw about 40 creatives for banner ads,- we observed about 20 landing pages,\n- we saw 2 funnels (the visit >> Viewing Product Page >> Adding to the cart >> Completing the transactions >> Thank you Page).\n\nThe overall analysis is that they have more campaigns set up in both Facebook Ad Platform and Google Ad Platform.\nThey had very less number of creatives being deployed per campaign.\nThey had implemented 'more campaigns, less creatives'.\n\n\n![image.png](https://cdn.steemitimages.com/DQmSqNTyPYCsaYtkAzN1XpfVz2Mc756J4WoRc3YYEwuobG2/image.png)\nSource: https://marketoonist.com/cartoons/page/4\n\nLet me illustrate that for that point.\n\nFor one specific campaign, they had 12000 impressions, 98 clicks (0.8% CTR), 7 Leads (Conversion rate of 7.1%).While the conversion rate is good, the CTR is pretty low.\n\nWhat did they do for this campaign?\nThey did not not optimize the campaign.\nThe impressions obtained are good.\n\nThey should have used more creatives, that is banner ads, to increase the Click Through Rates.\nWith the landing page converting at 7.1%, they would have got more leads.\n\nIf the creatives of the banner ads were improved to a CTR of 2%, they would have got 240 Clicks, and at the same conversion rate of 7.1%, they would have got 17 leads.\nThat is 242% more uptake at the lead generation stage.\n\nHow could they have improved the CTR?\nBy using more creatives at the banner ads that get the click from the online user to visit the landing pages.\nThat is why we need 'less campaigns, more creatives'.\n\nWe can use more creatives at each stage of the funnel.\nWe can use more creatives at the stage of landing pages.\nBy using more creatives per funnel (which itself is a metric to measure how a campaign is optimized), we can get more 'bang for the ad buck'.\n\n\n![image.png](https://cdn.steemitimages.com/DQmWDyvLgqLMsDqFCkQp8DZ92nfn8mRcaoP83kmcUz882Lb/image.png)\nSource: https://marketoonist.com/2012/06/your-ad-here.html\n\nHaving the devilish persistence to optimize each campaign, the brand could have got more people into their funnel.\nThat would have increased the return of ad spend, return on investment and the overall profitability of the business.\nSo, let's do 'less campaigns, more creatives'.\nLet's do more creatives per campaign to manifest that elusive marketing objectives, Captain!\n\nShall we?",
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      "title": "Anatomy of an YouTube Video Ad - Let's GutsGo It!",
      "body": "@@ -173,32 +173,46 @@\n  peek into their\n+ advertising &\n  targeting strat\n@@ -281,16 +281,30 @@\n to their\n+ advertising &\n  targeti\n@@ -1015,17 +1015,18 @@\n orm \n-in\n+for\n  their\n-%C2%A0\n+ \n YouT\n@@ -1039,16 +1039,28 @@\n rategies\n+ & campaigns\n .%0ASquare\n@@ -1116,16 +1116,17 @@\n re hole!\n+)\n %0A%0ABecaus\n@@ -2086,17 +2086,16 @@\n eting. (\n- \n \n+\n Cue: 'EM\n@@ -2519,16 +2519,45 @@\n  of the \n+insights that I learned from \n tested d\n@@ -2572,25 +2572,16 @@\n rketing \n-insights \n and dire\n@@ -4420,16 +4420,156 @@\n udiences\n-\n \n+.%0A8. When they buy your product be the brand that they expect you to be. (Branding - 'Delivering the stated promise consistently over time')\n .%0A%0AGo li\n",
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      "author": "ratankk",
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      "title": "Anatomy of an YouTube Video Ad - Let's GutsGo It!",
      "body": "Hello,\n\nI had the opportunity to listen and to look over the shoulder of an agency that is helping a couple of clients in the eCommerce Space in the Indian Market.\n\nI had a peek into their targeting strategies that deployed in Facebook Platform.\nI also had a peek into their targeting strategies that are being used in YouTube.\n\nBeing at a self rating of 7 on 10 for driving traffic with Facebook platform, I found the agency is a lot better at it.\n(I had my AHA moments).\n\n![image.png](https://cdn.steemitimages.com/DQmNratmKY8xC8TvxPsUe7Q1XUx5pv6PP6Ps6fkBnYC4UsU/image.png)\nSource: https://www.linkedin.com/pulse/conscious-incompetence-enemy-organizational-change-dr-elisa-chavez/\n\nBeing at a self rating of again 7 on 10 for driving traffic with YouTube platform, I found the agency falling short and probably wanting.\n(I had OUCH Moments!).\n\nThe OUCH moment that I had is that - \nthe agency is using their successful advertising strategies and targeting strategies on Facebook Platform in their YouTube strategies.\nSquare Peg in a round hole!\n(Or the round peg in a square hole!\n\nBecause of this they are struggling to scale the traffic and engagement.\nThe conversion from the engaged traffic is not getting into the desired upwards trend.\nThis is resulting in increased cost per click, cost per Mille and cost per acquisitions.\nYes, the campaigns are failing.\nYes, this is getting them completely frustrated.\n\nThe danger is that they continue to be think they are in the \"Conscious Competence\" stage when they are actually in the \"Conscious Incompetence\" stage. \nSome of the team members are actually in \"Unconscious Incompetence' stage.\n\n![image.png](https://cdn.steemitimages.com/DQmbtB8ECqKHnEUgfubABmmJKmfEvk9wsUBCDc2Qj7GeyUT/image.png)\nSource: https://www.businessballs.com/self-awareness/conscious-competence-learning-model/\n\nSo, got into a thoughtful conversation with the team and helped them have a working plan to make the YouTube campaigns have\n1. FIRST, unlearn the Facebook strategies in relevance and context to YouTube Marketing. ( Cue: 'EMPTY the cup', Captain!)\n2. Concentrate the campaign on the qualified viewers (who see the ad beyond 30 secs, if not the impression is free) from the word go from the start of conceptualizing a YouTube Campaign to the last bit of execution.\n3. Since you are concentrating on the qualified viewers, build brand awareness in the first 30 sec of the video ad.\n\nThat gets me to the anatomy of a YouTube ad.\nI am using some of the tested direct marketing insights and direct response styled ads run on TVs.\nLet's get to that YouTube Ad.\n\nFor capturing the essence of the anatomy of the YouTube ad, let me enumerate them.\n1. The Video ad is 2 - 5 minutes long. (Please SCRIPT it!)\n2. First Five Seconds - You are prospecting. You want to say something that will hook the prospects. So, share (textually, visually and as a combination) a promise that is intriguing or a statement that is provocative. The benefit is - if someone is not hooked to what you said, they will SKIP or drop off. And you will not pay for that ad impression, Savvy?\n3. First 30 Seconds - Now tell who will be benefited from what you are going to say in the Video ad and what they will get if they engage with that video ad. Now magic happens. You have people interested in going beyond 30 secs of the video ad, for which you will be happy to pay. You will also have people not interested in what you are offering. They will drop off. You got a free impression. That will get you a better Click Through Rate (CTR). The overall ad spend will be reduced.\n4. Next 10 Seconds (that is 31 second to 40 seconds) - Present your call to action (CTA) and ask for the SALE or engagement. Don't wait to put your CTA in the video ad. Note the people are super busy. Get them to get into the Deep Rabbit Hole Of Customer Engagement (Dr. Hoce, aka marketing funnel or buyer journey).\n5. From 41 seconds up to the penultimate 10th second - Provide nuggets of helpful and actionable insights. Kick in the reciprocity feeling in the viewer to engage for the insights shared. Tell them in a compelling way that they want more.\n6. Last 10 Second for the video ad - Present your call to action. Show the next steps that they have to do.\n7. Target your audience with filling in relevant and contextual details in the demographics, the keywords and the audiences.\n\nGo live with that video ad!\nYour YouTube Advertising will have a bump in its performance.\nSince I expect 'more from less', I wish you experience a WINDFALL of great leads, sales and revenue.\n\nNow create 4 more such video ads.\nI can guarantee that in each of these iterations, you will force yourself from 'Conscious Incompetency' to 'Conscious Competence'.\nSurge ahead, Captain, with your YouTube Campaigns!\n\nWhat is expected from implementing these specific details in your YouTube Campaigns?\n1. Your Lead Quality will improve. TAO this!\n(TAO = Track, Analyze and Optimize! Remember, what you measure improves.)\n2. Your cost per conversion should come down.\n3. Your conversion rates will improve.\n4. You will save your ad budget as you are avoiding uninterested viewers.\n5. You can scale the campaign at will. (If you do this, you are definitely in the 'Conscious Competent' stage. More power to you!)\n\nLet's #GutsGo it!\n(GutsGo = Genuine Urge. Thrive. Succeed. Grit. Onus)\n\nPS:\nI offer a Hands-on Digital Marketing Course (HDMC) to help you get employed in the digital marketing domain. If you are interested, please book an appointment with me here - https://gutsgo-digital.mailchimpsites.com/book-online. Speak then.",
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      "title": "Give more to your client, Ms. Digital Agency!",
      "body": "Hello,\n\nI had the opportunity to hear a long and convoluted discussion on what should a digital agency give to a client.\nThere were thoughtful conversations.\nThere were useful and workable suggestions.\nBut very few agreements. :-)\n(All of those participants are so high on IQ and EQ. Yes, so unique perspectives!)\n\nHaving heard them out and I made a list of GIVING I would like MY DIGITAL Agency to give me, if I were the CLIENT.\n(What kind of a client I will be, definitely an ideal client. See more my post on that here - \nhttps://steemit.com/idealclient/@ratankk/an-advice-given-to-me-which-clients-to-have-or-avoid)\n\nAs a digital marketing agency, a client would need two parts.\nOne, Consulting. The other, Delivering the Digital Marketing.\n\nThrough Consulting you, should give -\n1. Marketing Strategy for the next 36 months.\n2. Digital Marketing Strategy for the next 24 months.\n3. A Digital Marketing implementation plan for the next 12 months.\n\n\n![image.png](https://cdn.steemitimages.com/DQmac9RHuaDLurRMz9fm79oKX3AANJZ4g8Ezy8btgPhcYVX/image.png)\nSource: https://marketoonist.com/2018/08/roiofmarketing.html\n\nThrough delivering the digital marketing campaigns, should give -\n1. Traffic Generation\n2. Traffic Engagement.\n3. Lead Generation,\n4. Lead Nurturing,\n5. Revenue Generation\n6. Repeats, Referrals and Cross Sells (increase the live time value of the customer),\n7. Improving trend of RoAS (Return on Ad Spend) and \n8. Improved RoI (€Return On Investment) and\n9. a higher probability of improving EBIDTA (earnings before interest, taxes, depreciation and amortization).\n\n\n![image.png](https://cdn.steemitimages.com/DQmXY5UnnJHf3vcLP55XgGf4QVfafUGp99vM2nZfatpxz9D/image.png)\nSource: https://marketoonist.com/2016/10/metrics.html\n\nNow as a digital marketing agency, you have to be good with CONSULTING PART as this forms the KENREL of what you will do in delivering the digital marketing campaigns.\n\nNow, if my digital agency gives me both of these - the consulting part and the delivery part,  in an effective and efficient manner, I tell you, I have no option but be an IDEAL CLIENT to my agency.\n And more so, if they can 'deliver the promise consistently over a long period of time'!\n(Wait a sec, I wrote about that too here - https://steemit.com/buildingabrand/@ratankk/let-s-build-a-brand-on-blockchain-shall-we\n\nEither you are a digital agency or a client to a digital marketing agency, wish you the best of ideal clients!\n:-)\nLet's get to it!",
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      "title": "An Advice Given To Me - Which  Clients to have (or Avoid)!",
      "body": "Hello,\n\nIn the beginning of this week, I had a open and truthful conversation with a set of people who either own a digital marketing agency or provide marketing consulting.\n\nMany of us, including me, got battered due to PANDEMIC.\nSo, we tabled few critical questions that would help us, survive and sustain, probably help us grow.\n\nOne of the questions is how do we handle our CLEINTS better?\nEach one took turns to answer that question as truthfully as per their experiences and observations.\n\n\n![image.png](https://cdn.steemitimages.com/DQmUjB3MvvBqWzqnRSZ2dXVBBetM5VcYPneCHwM2Wk3HYpn/image.png)\nSource: https://www.cartoonstock.com/directory/d/dream_client.asp\n\nThen there is a brilliant discussion happened on the what kind of clients to avoid servicing.\n\nI am just enumerating the list of characteristics of a client we COULD have.\nHere goes the list.\n\n1. The client clearly defines the scope of engagement, the objectives to manifest and the Key performance Indicator to measure the progress.\n2. The client helps and supports us earnestly to do our effort and implementation to best of what we can.\n3. The client accepts and acknowledges a good effort, a milestone and a win.\n4. The client works with us with all support if we have a loosing situation (or we are unable to meet the set objectives) and sees us more as a partner rather then a replaceable vendor.\n5. The client gives time and intellect to understand and to accepts the SCOPE CREEP, should there be one.\n6. The client approves and pays all the invoices as per the agreed payment schedule and helps us have better cashflows.\n7. The client, on a regular basis, entertains (and sometimes encourages) thoughtful conversations and thoughtful disagreements.\n8. The client celebrates the wins on a regular basis.\n9. The client respects the work being delivered, giving the critical business insights where ever is necessary.\n10. The client is compassionate with the team that is working on their project.\n11. The client, when ever requested, gives good references.\n12. The client DEMANDS excellence and matches their side of the game to that higher expectations.\n13. The client appreciates that we are a business too, and we too have our profitability expectations.\n\nAfter enumerating the list of characteristics of an client, we audited our top clients against these characteristics.\n\nThat exercise was a epiphany for me, to know who are my ideal clients and who are my TOXIC clients.\n![image.png](https://cdn.steemitimages.com/DQmYhL3wZLBukB61WyANmyHzbrBBdB6nxBErfHfk5ZwgVkd/image.png)\nSource: https://hyken.com/customer-experience-2/customers-arent-worth-business/\n\nThat was that.\n\nIf we are a bird of similar feathers, I wish you a great number of Ideal clients.\n<i>Tathastu (So Be It!)</i>!",
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      "body": "Just like the way @ety001 has helped you to become a WITNESS, I would encourage you to help others to become Steem Witnesses.\nLet's get to it!",
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