Is It The Results? Or The Results Page That Matters Most?
Discover how flexibility, availability, and working across time zones can help consultants and fractional executives stand out, win more clients, and create new business opportunities.
As a fractional marketer, chances are you did not go independent to fight for clients. The better your system is to acquire more clients, the less ‘fighting’ you need to do. After all, the goal is to spend as much time as possible actually serving your clients. Understanding their needs is more important than your capabilities. There may be situations where your client is more concerned about getting results than they are with how you get them within your allotted time.
Sometimes clients don’t care how they get results as much as the quantity and quality of the results they get. For example, a SERP (Search Engine Results Page) may be more important than focusing only on SEO. It provides a combination of results which include paid ads, videos, and organic listings along with specialized content such as maps. Having this combination of information could be more helpful to a client more concerned about overall results than focused on SEO.
You may have a client which doesn’t understand how any of this works, which could be their main reason for hiring you. Understanding exactly what their needs are could help you in any of several ways. One possibility is reducing your workload. If they don’t understand measuring the various resources, you save time by providing them with results, no matter where they came from.
Suppose they just added a PPC campaign. They might still be interested in combined results since they would attribute an increase to their added plan. Some marketers examine SERPs to compare information queries against transactional queries. The difference between a consumer seeking to purchase a product or looking for helpful information is critical to some users. They could influence decisions on future keyword purchases.
Pulling results can take a long time or be a quick task, depending upon specifically what information you and/or your client needs. If your project requirement is to produce needed information ahead of your time spent, it can be valuable for you to know exactly what it takes to complete your mission within the shortest possible time.
Knowing your resources is a valuable component of being a fractional marketer. Demonstrating how quickly you can provide what your client needs to the client can be a huge advantage, reducing the “fight” to secure them.
