Content Marketing Snags: “My Client Isn’t Helping”
It’s tough when you feel like you’ve already said it all for a business. What happens when the company you market for is stagnant or unwilling to assist you in production?
You have to find a way to work around it. You are literally getting paid to produce something that gives an audience some kind of value, whether it be informational or emotional, etc.. As a marketer, you have to take control of the whole production.
The idea sounds great, but the execution can be a little intimidating. This sort of has the feeling of doing things without permission, which could offend your client and make him feel a tad threatened. How do we work around these things?
I have grown much bolder over the last few months, so I have no problem taking initiative. When questioned, I have the results to show for it. “Don’t think I’m getting my job done? Check out the numbers. Up and to the right!”
Nobody can argue with results. Why would they? That’s what you were called in to do!
If you are struggling with creating for a stagnant business and you have no help or input from the business, see that as an opportunity to really stretch your marketing legs and see what you can come up with.
Some of the easier things are:
Posting reviews: dig up some great comments, add sparkle, and re-post. Remind people how great you are. If you can get a video testimonial from them that’s even better.
Posting some videos: some businesses may get offended if the video mentions other locations or products. You can gently remind them they can make their own videos too… Or try to find videos from outside of the area so that you don’t create a turf war.
If you haven’t taken a video of the building or inside, do that. It’s always nice. Focus on a specific place of productivity or fun. Not the break room. Maybe the location has a cool sign or waiting room setup. One of my clients has a hide rug and a bunch of candles everywhere. It definitely doesn’t smell like a dealership inside. The vibes are great and I mention that often.
It’s truly a blessing when the businesses are willing to collaborate with you. It’s also fun when they have all these great ideas and no time or ability to execute. They’ve already got all these great ideas in their head and all you have to do is make it look great. That’s an ideal client and we appreciate you!
But sometimes the owner is checked out or wants something that does not produce results. That’s when you have to take initiative. Do a little bit different to show the results. Prove to the client that with the right guidance and experience, you can put the business on the map. It’s not about your way versus their way. It shouldn’t come to that at least.
Lastly, if you aren’t happy your results will be indicative of that. You are at liberty to fire your clients. I have seen my mentor fire customers. He knew it wouldn’t work out, that nobody would be happy, and that he needed to save the ensuing headache. He did it and had no regrets. Sometimes it’s just a bad match between two parties.
As a marketer, you have to learn your boundaries and know fully what your capabilities are. You don’t have to know everything. Again, take the initiative for yourself.
You will be better for it.
