Asking Smart Digital Marketing Questions

It can sometimes be quite tough for digital marketing experts to handle irrelevant questions, especially when they come from the CEO of a company. You may have to bite your lip to keep from laughing, and avoid giving answers that a client may find rude. In fact, digital marketing professionals need to understand what the client wants to know, and redirect them to an intelligent conversation, where they can be properly educated about the performance of their campaign.

Here are some of the common questions which clients ask digital marketing specialists, and how to transfer their focus in the correct direction.

Question 1: How much do my rivals spend on search?

Clients who previously conducted television or print campaigns usually ask this question, to know how much funds they should set aside for digital marketing. A smarter question would be 'how many queries are there for a certain keyword set?' For example, if there are around 100,000 monthly searches for a term like 'dental implants', why should you care if your rivals are spending funds on that keyword or not?

Question 2: How to prevent my rivals from appearing in searches for my brand?

When you run a brand-centric search like 'Adidas shoes', you will also see results for Nike and Reebok pop up. In the offline world, this does not happen. If you visit a store for Adidas shoes, the salesman would generally give you the shoes you want, without recommending another company. Hence, the smart question to ask would be 'how can we capture as much of the market share as possible?' In the ensuing conversation, digital marketing strategies like videos, feeds, reseller strategies, SEO and online transactions can be discussed.

Question 3: How are the keywords doing?

All digital marketing experts know that the performance of each keyword can fluctuate erratically for a variety of reasons. Clients who ask such questions should be ready for a disappointment as expectations are very rarely met. Instead, you should encourage clients to ask a smart question like 'how profitable are our search groupings?' Good digital marketing strategies are grouped into segments, allowing for customized messaging and better management. For example, if your 'garden equipment' category is doing well, it shouldn't really matter if 'London lawnmowers' is doing poorly.

Question 4: Why is my website not the number one search result for keyword X?

Rather than focussing on the ranking of the website as a parameter to measure success of a digital marketing strategy, it will be smarter to ask 'which keywords should be given more attention?' If your website analytics are configured properly, you will soon get an idea of which key phrases are sending you the traffic you desire. You can use this list of keywords to create a better digital marketing strategy for your website.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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