The size of your agency or your client might dictate just how far you have to go to really help a site improve. Over the years I have worked with large clients both in terms of the size of the site, turnover and staff to clients whose marketing department consisted of 1-3 people. It is on these occasions that you really get involved in every area of a client’s marketing strategy and gain a much deeper understanding of the client. I have regularly found that larger organisations often have internal politics which affects the role you can play as certain information such as PR, social accounts and site updates is loathed to be given over.
I personally feel you should essentially be an extension of a client’s marketing arm, and have found that by immersing yourself within the business you discover aspects that the client never shared at the beginning of the campaign but can help you improve your content strategy, conversion optimisation or off page campaign. My fellow blogger Claire Carlile’s post on starting a campaign with client questions is a good start if you have recently taken on a new client. Thinking like a marketer means that you have a solid understanding on USPs, audience, marketplace, competitors and think more about the end user than a search engine. It also means that some issues which traditionally you might not have gotten involved in are exactly where you should. The price of a product is one example and the CRM systems is another. (more…)