Set the right expectations for your customers. When I first started out, I was working on a campaign for a dating website. The client did not mention any website issues but mentioned their top concern was their digital marketing campaigns (Google Ads campaigns) dropping sharply in performance. When we discussed the project, I took them at their word and did not ask the deeper questions that would have gotten to the root of the problem. I accepted the project and reassured them I would be able to get their account back on track in no time. Well, I was very wrong. It turned out they were having website engagement issues I wasn’t aware of, which greatly impacted anything I could do with their digital marketing campaigns. The project turned out to be a complete disaster. If I would have gathered more information prior to getting started, I would have approached the project differently from the beginning and I may have been able to save it.
As part of my series about the five things a business should do to create a Wow! customer experience, I had the pleasure of interviewing Ed Castro. Ed is a digital marketing consultant and owner of Sage Consulting Group, He assists small to medium sized companies in various industries such as B2B, SaaS, Technology, Healthcare, eCommerce, B2C, Mortgage/Finance and Education. Some pain points he helps clients with include marketing strategy, customer acquisition, budget issues, ad policy issues, performance issues and ROI goals. He works mainly on SEM/PPC platforms such as Google Ads, Microsoft Advertising and Facebook Ads.