Do you want to focus on one product or service? If so, what?
The answers to these questions tie in with the next bit of information we need: can you list, in order, your highest to lowest profit margin? Sometimes certain products make you more money on, so it’s easier to allocate marketing dollars for that product especially if you make more money from it.
Target areas. What are your target market areas?
Target areas. What are your target market areas? You know my favorite answer to this question is, “We do the entire United States.” That’s good, but there might be certain areas where you do, in fact, sell better. We should start with those areas and work our way out from there. Usually, if you have a good Google Analytics account set up, we’re able to see that information.
Next, can you tell me about the process of buying your product? Do people typically buy away? How long is your typical sales cycle? Can you describe the stages they go through?
These questions help for many different reasons. When you’re inside of Facebook Ads you need to build funnels starting with people who first become aware of your product all the way down to familiarity with your product (they’re trying to decide whether or not to buy it), and finally retaining people who have already purchased.
This also plays into your content. Do you have content that takes you through all of these different steps? Do you address all of the different reasons why somebody might say, “No?” Understanding the process of buying your product is great information to have for us to market for you.
What causes someone to want or need your product or service? What are the common objections to your products? Who are your competitors?
We can see who your competitors are by doing a little bit of research, but we want to understand who you think your competitors are. We’re going to look at your competitors and see what they’re doing, see what ads they’re running, and see what keywords they’re ranking for. We can definitely go a step above when we can see who they are.
Next, tell me why you’re better. Why am I going to choose your product or service over your competitor’s product or service? The why behind your business is always going to play a role.
Every business has its highs and lows; when are the high and low traffic “seasons” for your business?
We do have tools to see if there are fluctuations in search volume at certain times of the year. Every business tends to have high and lows, so we’d like to know what yours are.
How is your website performing for you now?
Here I ask about conversions, form fills, and phone calls. If you don’t know this information, and you’re only tracking say traffic to your site, then you’re missing out on valuable information. We can’t see performance information by looking at the outside of your site, but we can ask how it’s performing today. If we get the fuzzy, you know, “not really sure,” then that we know you’re not tracking that info.
If you do know that answer, then you probably know how many leads do you need monthly. This is good information. If you receive 10 leads, how many would you close? The reason for gathering this information is so we can understand your closing ratio on leads and how much volume we need to bring in. This, too, helps what are your costs per lead at this time. That way we know how much we be spending per lead that we’re bringing in. You might not know this information, and that’s fine. We can help you discover it, but if you know it right off the bat, then that’s good.
Who manages your leads for you when they come in? Can you tell us more about that process? Understanding who’s handling your leads, when they’re coming in and what that process can also tell us the type of leads we need to get for you. Are we following people all the way through, like with an eCommerce to the purchase? Or are we leading this off to a sales representative?
Growth objectives. How are sales this year compared to last year? Are we in a rut? How are your sales this year compared to last year? Are we coming in at the bottom, here?
We might choose different strategies if we are in immediate need versus long-term growth. Then, you know, understanding what are your sales growths over the next 12 months.
How do you like to see your reporting?
Are you fine with a live dashboard of metrics and a recorded analysis of those reports by video monthly? Describe your reporting needs.
Everybody’s a little bit different.
Some prefer a video record analysis. Some people want to meet every month to review, which is totally fine, and some people want to be able to ask questions multiple times a month, which is fine as well. We just need to understand what’s best for you.
All clients get a dashboard of results sent to them. The dashboard is usually a lot more metrics than what they care to understand, but we like to have the live metric available.
Do you have anyone on your marketing team now for resources?
The last part of the business profile helps us understand what resources you have available. Maybe you have people on your marketing team right now that help with things. Perhaps you’ve got a graphic artist. Maybe you’ve already got videos available.
Some of this information we can find ourselves. Some information was already provided with from previous questions. The rest of it is just about getting access to stuff.
If we can go ahead and get some access just to look at the data, then that can give us a better idea of where you’re at in your digital journey.