If you are a digital manager or a social media manager, you want to read this article carefully. On many occasions, a potential client has surely contacted you to ask you for a proposal to manage the digital marketing of his company. He sent you an e-mail or, in the best case, he called you but they gave you little information. And you, unconsciously, ventured to send them an economic and even strategic proposal. Big mistake! If you haven’t provided enough information, there’s no way your proposal will meet their business needs. In this article, I explain how to collect this information and, in addition, I give you the model that I use! What do you think?
What is a digital marketing or social media briefing?
As I told you before to pitch a digital marketing or social media proposal to a client; or, when the time comes to design a digital or social media marketing plan, you first need to provide us with information about some aspect of your business, product or service, business model, etc. You are probably wondering:But what information should I ask him?. Very simple: Everything you need to fully understand their real needs in terms of digital marketing. I will detail them later.
To do this, the easiest way for you and your client is to organize an appointment, a conference or a phone call where you provide all of this information and transcribe it into a document. This is what we know in slang marketing as “information meeting“.
The Reportin the field of digital marketing, it can be defined as “Document where the client gives answers to questions that the digital marketing agency or the consultant in charge of proposing the proposal or the marketing plan must know. Its length must not exceed one page, and the whole The information given must be truthful, precise and concise.“.
A voucher Report is the key to the success of the project. If we don’t start with this, we are not surprised that the proposal is rejected or that the proposed strategy does not meet the client’s expectations.
There is no single briefing model. The same information will not be required for a digital marketing campaign as for an advertising campaign. Although many problems will coincide. If you want you can download my model here Report.
What are the benefits of producing a digital marketing brief?
Working with a brief demonstrates professionalism on both sides, both by the marketing manager of the company requesting the proposal; only by the professional who has to carry it out. Among the advantages provided by this document, these would be the most significant:
- The proposal will really adapt to the client’s needs.
- You will know in advance if you can help this company or not.
- You will avoid wasting time preparing proposals that will never be approved.
- Everything is written. Thus, there will be no room for misunderstandings.
What questions to ask during a digital marketing briefing?
Below I explain all the aspects that must be reflected in the information document. As I told you, there is no single model. It’s a example of a digital marketing brief. The one I provide to those who ask me for a proposal or to my clients.
In most cases, the digital marketing agency does not need to know the business. For this reason, the first point of a briefing is to briefly explain the company that carries out the mission, answering questions such as: what is its activity, its vision, its mission, its values, its commercial perimeter, its position in the market, whether it is a consolidated or newly created company, its history, etc.
This is to know what product or service the company wants to work on the Internet. They can be one or more, but if it is essential to specify them. In addition, it is very important to clearly expose its characteristics and its value, difference or competitive advantage. I will explain it to you in the next point.
To find out what a company’s competitive advantage is, the question is very simple: “What makes your product or service unique for your potential customers compared to what your competition offers?” The answer is not so, but we have to find it.
At this point, the company should tell you what their marketing goals are. And it’s not always “getting new customers”.
Publicizing a new product, introducing a product to a new market, increasing sales to a certain segment of the population, increasing the frequency of purchases, retaining customers or improving the reputation of the company… are some possible goals.
The target audience or target It is the segment of users who are potential customers of our product or service. The better it will be defined, the easier it will be to achieve it with the actions proposed in the digital marketing plan.
Forget: “Every person”!
At this stage, you must specify the motivations, lifestyle, interests, consumption habits, socio-demographic characteristics… of the people you wish to buy from us.
It is important to notify the agency or the digital marketing consultant if the company carries out other commercial actions outside the digital sphere. For example: participation in exhibitions, The advertisementtelemarketing, advertising, sponsorship, etc.
Very often, synergies can be established between these commercial actions and those of digital marketing.
In digital marketing, the competition is not the corner business. It is any company which, by offering a similar product or service, satisfies the same customer need, regardless of the geographical location of the company. We can distinguish between direct, indirect or third degree competition.
It is important that the client, in the information document, specifies at least 3 companies that offer the same solution and address the same target audience.
When I talk about internet presence, I’m not just referring to you having a website and social profiles. I am referring to the implementation of a digital marketing strategy aimed at achieving certain objectives.
Creating a profile on Instagram is not being present on the Internet! And neither is the company’s website from 2004.
There are companies that are present on the Internet, but want to change teams because they are not obtaining the results expected or, in many cases, promised.
It’s fine that you ask, but it will really be you, as a digital marketing consultant or social media manager, who decides and sets the digital marketing goals that will help us achieve the client’s marketing goals.
For example, if the customer’s marketing goal is to increase the frequency of purchases from an online store, the digital marketing goal may be to increase the percentage of “returning visits” to an online store.
It is important to know if the company has a trained and experienced digital marketing team in-house or if it has hired an external company. This will indicate the degree of maturity of the company in the field of digital marketing. The older you are, the easier it will be for them to understand the importance of establishing a long-term action plan.
At the question: “What budget do you have for digital marketing?» The most frequent answer is: «The least possibleand”. This is not a valid answer. In the briefing, the client must specify what economic investment the company has budgeted annually for digital marketing actions. This information will help you know whether this company is or is not not a “potential client”.
We leave the last point of the briefing open so that the client, if he considers it, can add any consideration he deems relevant to the digital proposal or project.
If you wish, you can download the template I use to prepare the briefing for free. It will be very useful to you!
Tell me! Would you like to add another point to the briefing? Which do you consider more important? I read you in the comments!
I am a digital marketing consultant, speaker and trainer specializing in social media strategies, search engine optimization (SEO and SEM) and personal branding at the agency “Un Community Manager” and blogger in digital marketing. Also, I recently created the influencer marketing agency The Troop.