Managing PPC campaigns can be a whirlwind of tasks, meetings, and keeping up with industry trends. It’s not uncommon to have multiple meetings daily, making it a challenge to juggle tactical work alongside client communication. Have you ever left a meeting wondering about its purpose? We’ve all been there.
Effective communication is at the heart of client and account management. It’s about conveying persuasive messages to your target audience, interpreting performance data, and collaborating with colleagues and clients to achieve exceptional results. Meetings play a crucial role in facilitating this communication, but their effectiveness is often questioned. If you find yourself nodding in agreement, it’s time to revamp your approach to client meetings.
Here are three key tips to transform your meetings from unproductive to highly effective:
#1: Define Your Meeting Objective
Imagine starting a weekly client call with the assumption of reviewing performance and optimization tasks. As the conversation unfolds, you find yourself discussing a new product launch. The initial meeting objective has been derailed. How do you regain control?
While it might feel awkward initially, stating the meeting goal right at the beginning works wonders. Clearly articulate what you aim to achieve within the allotted time. Removing ambiguity puts everyone at ease. This allows the client to either confirm alignment or express their own desired outcomes. With a defined objective, you establish a framework for the discussion and have a focal point to return to if the conversation strays.
To further enhance clarity, connect the meeting goal to your client’s emotional needs. Emphasize how achieving the goal will positively impact their work life.
Consider these examples: “Our focus today is to review our proposed campaign structure changes and how they align with your company’s monthly CPA target” “Today, we’ll delve into mobile search trends and their implications for your account, summarizing key takeaways you can share with your manager this week” “Our objective today is to analyze weekly campaign performance and discuss our progress towards your monthly KPIs”
#2: Move Beyond Data Recitation
Agency professionals often fall into a pattern of emphasizing data presentation over insightful analysis, especially during client calls or meetings. We tend to prioritize data delivery over discussing its significance and actionable insights.
However, clients seek our expertise in interpreting data and formulating strategies. A decrease in CTR by 20% needs context. What does it signify for the client? How should the agency address it? We often dedicate 80% of the meeting to data review and a meager 20% to action plans. Shifting this ratio to 20/80, prioritizing actionable steps, is crucial for demonstrating your value to clients.
Refocusing on account plans without sidelining performance discussions requires a nuanced approach. Consider your client’s understanding of the specific marketing channel, their preference for tactical details, and their focus on core KPIs.
Tailor your approach to their needs, dedicating a significant portion of the meeting to discussing optimizations, ongoing projects, and strategies that drive growth. Remember, clients can easily interpret reports. They value your guidance on their account’s trajectory and how to effectively communicate progress to stakeholders.
Before each client meeting, identify a maximum of three data-driven performance highlights from the recent week or month. Keep figures concise and round numbers for easier recall. Directly link these data points to actionable steps.
Consider this straightforward example: “This month, CTR increased by 28% due to our bidding strategy adjustment, targeting Positions 1–3. To maintain this positive trend and drive traffic to your pages and through the conversion funnel, we’ll continue with this bidding strategy next month.”
#3: Outline, Elaborate, Reinforce
Client understanding and buy-in are not guaranteed by simply presenting your ideas. Instead of seeking constant affirmation, aim for moments where clients echo your insights. This signals their comprehension and trust in your expertise.
Avoid assuming clients grasp complex solutions or strategies after a single explanation, especially if you encounter resistance. Approach client meetings prepared to guide them through these three steps:
- OUTLINE the key ideas, limiting them to 3-4 to avoid information overload.
- EXPAND on each key idea, providing detailed explanations.
- REPEAT the core ideas for reinforcement.
Here’s an illustrative example:
OUTLINE “Today’s focus is enabling mobile bidding in your account. We see three compelling reasons: 1) capitalizing on mobile search trends in your industry, 2) leveraging your enhanced mobile site experience, and 3) accurately tracking mobile conversions to understand their contribution to your KPIs.”
EXPAND “Mobile searches have surged, surpassing desktop searches in 2015. Recognizing this growth in your industry, we should tap into this expanding audience by enabling mobile bidding…” “Your mobile-optimized site presents an ideal opportunity to provide a seamless experience for mobile visitors, potentially boosting conversion rates…” “Lastly, we can effectively track mobile conversions, mirroring our current approach for desktop and tablet devices. This allows us to measure and understand the impact of mobile on your monthly conversion volume.”
REPEAT “In essence, enabling mobile bidding allows us to leverage the growth of mobile searches in your industry, direct users to a device-optimized landing page, and gain insights into mobile’s impact on your bottom line.”
The Power of Simplicity
While these practices seem straightforward, they often get overlooked due to time constraints.
Prioritize these simple yet effective steps. Demonstrate your organizational skills by arriving at client meetings with clear agendas, checklists, and defined objectives to maximize productivity.
Let’s bid farewell to post-meeting uncertainty! By implementing these strategies, you’ll not only elevate your client meetings but also cultivate stronger client relationships.
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