50+ Things You Should Learn About Your Client
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50+ Things You Should Learn About Your Client
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For more information, read this post:
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http://moz.com/blog/50-things-you-should-learn-about-your-client
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To download as a PDF, click File -> Download As -> PDF
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Created for Moz / Distilled by:
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rob.ousbey@distilled.net
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Business and Financials
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Business:
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Revenue
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Operating Profit (EBIT) or Net Profit
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Per-sale Information:
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Revenue, marginal cost, profit from each sale
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Lifetime value (LTV) of a customer
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Cost-per-acquisition for existing marketing channels
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Industry benchmarks: what’s a typical CPA / per-sale profit in this niche?
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People
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For individuals in the client team, particularly your points-of-contact:
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What is their role?
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What are they responsible for? (What do they do day-to-day?)
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What are they accountable for? (For what things does the ‘buck stop with them’?)
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What are they measured on? Do they have team/individual goals?
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What would make them look good to their boss?
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Are they an analytical or emotional personality type?
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What have they been excited about recently?
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Communication:
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What methods do they prefer to use? (Email / phone / in-person, etc)
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When are they available? When do they get work done?(office-hours / very early / very late / 24-7, etc)
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Do you usually get a response to emails within a few minutes / hours / days?
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Reporting:
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How often do they expect formal reports?
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What format do they prefer reports in? (Spreadsheet / email / slide deck / in-person)
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What style? (lots of data / summarized data / written explanations)
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How widely do they share reports? (To their team members / their peers / their bosses, etc)
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Decisions Making
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For the decisions (whether very strategic, or very tactical) that affect your work:
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Who ultimately tends to make the decision?
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Who usually advises them?
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What constraints does the team have to work within?
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What roadblocks or objections does the team face?
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Which projects were big successes internally?
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Which decisions do people still talk about?
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Processes & Behavior
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How are tasks or projects added to the backlog?
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Who determines which tasks/projects will be invested in, and how much input do others have?
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What criteria are used to prioritize different activities?
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What project management style / methodologies are used?
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What project management tools are used?
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What are meetings like within this team specifically & the organization as a whole?
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Are meetings used for status updates, to discuss & solve issues, to make decisions, etc?
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How risk tolerant is the team? What sort of risks are they comfortable / uncomfortable with?
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How fast are they to act on ideas or recommendations?
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Vision
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Any of these things might be made very public, or just discussed internally:
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What is the company’s vision?
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What is the company’s mission / purpose? (Why do they exist? What will they achieve?)
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What are their values / beliefs?
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What is their ‘big hairy audacious goal’?
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Do they have a company strategy / marketing strategy that aligns with these things?
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Do team members believe in the above; do they use the terms day-to-day?
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Internal Knowledge
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How well do team members understand their own industry?
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Do they have a good grasp of who their customer personas are?
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Do they understand what their customers like about them?
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Do they have a handle on which products/services/companies they are competing against?
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To what degree do team members understand what you do?
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How much do people understand about SEO (or your particular niche)
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Do they understand what you’re trying to help with / achieve?
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Other Tips / Hacks
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Sign up for the company's email marketing lists
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Do they have a good grasp of who their customer personas are?
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Do they understand what their customers like about them?
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Do they have a handle on which products/services/companies they are competing against?
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