Over the years, I've realised that successful digital marketing isn't just about running campaigns and optimising websites—it's about building deep, meaningful relationships with my clients. As a digital marketing expert with over 20,000 hours of experience, I can confidently say that a key to my success lies in how I approach each client. I don't just treat them as business transactions; I see myself as a vital part of their team, a cog that helps their business move forward.
Investing Time in Understanding My Clients' Businesses
One of the first things I do when working with a new client is immerse myself in their business. I don't just analyse their digital presence; I dive into their world. I book their services, experience their products firsthand, and learn what it's like to be their customer. Whether it's a dental clinic, an accounting firm, or a cosmetic clinic, I understand the ins and outs of what they offer.
For example, when working with a dental client, I'll be the first to book an appointment for teeth whitening or a routine check-up. If I'm working with an electrician, I'll hire them for a project at my home. This hands-on approach isn't just about understanding the service—it's about building rapport and trust with my clients. The stronger the relationship, the better I can help them succeed.
The Power of Client Interviews for Creating Authentic Content
The interview process is one of my most valuable tools to create powerful content for my clients. I spend time speaking directly with the business owners. These conversations are crucial because they allow me to tap into their passion, expertise, and story. Recently, I spent three hours interviewing the founder of a cosmetic clinic. Although the video quality could have been better due to technical issues, the conversation transcript was pure gold. The founder's words, tone, and how they described their services provided me with insights that were impossible to replicate through generic online research.
The information I gather from these interviews helps me create unique content representing the business. This is far more impactful than simply rewriting competitors' content or copying what's already out there. The owner's personal touch is what makes their business stand out, and I bring this authenticity to their digital marketing efforts.
Creating Unique and Engaging Content
I use a tailored approach to ensure that the content I create for clients is one-of-a-kind. When I first begin an interview, I have 300 questions designed to extract the most relevant and helpful information. These questions cover everything from their business's history and core values to their specific services and customer experience. By asking detailed questions like "What inspired you to start your business?" or "What makes your services unique?" I uncover not just the facts but the emotional story behind their business. This allows me to craft content that connects with potential customers more deeply.
For example, if I'm creating content for a cosmetic clinic, I ask about their specific treatments, the types of clients they serve, and what makes their services different from others in the industry. I want to understand the technical aspects of their services and the passion behind what they do. This helps me write website content, blog posts, and social media copy that feels authentic and relatable.
Content That Reflects Expertise, Authority, and Trust (EAT)
When creating content, it's essential to highlight the business's expertise, authority, and trustworthiness—also known as EAT in the SEO world. This isn't just about talking about their qualifications; it's about building trust with the audience by showcasing the business owner's authority in their field. By interviewing the business owner, I can get direct quotes that speak to their experience, values, and commitment to providing top-notch service.
For example, when working with an accounting firm, I would focus on the founder's years of experience, their approach to tax preparation, and the personalised services they offer to clients. The more personal and specific I can make the content, the more trust it builds with potential customers.
Long-Lasting Value from Client Conversations
The beauty of these interviews is that the content doesn't just stop at creating one blog post or service page. The information I gather is a treasure trove of insights I can revisit anytime. Whether I need material for a new page on their website, a blog post, or even social media content, the transcript from an interview with a business owner is an invaluable resource. The founder's words serve as a living document that helps shape everything from Google Ads to Facebook Ads, ensuring the content remains relevant and aligned with the business's brand voice.
This approach allows me to avoid the conventional practice of copying content from competitors. Instead, I create original, unique content that speaks directly to the target audience. By focusing on the client's story, mission, and the benefits of their services, I can produce content that isn't just optimised for search engines and resonates with real people.
A Holistic Approach to Digital Marketing
Digital marketing is about more than technical aspects like SEO or pay-per-click ads. While these are certainly important, they're only part of the equation. The key to a successful marketing strategy is building a strong, lasting relationship with the client. By understanding their business deeply, asking the right questions, and creating content that reflects their expertise, I can help them achieve long-term success.
As marketers, we often get caught up in the data—clicks, impressions, and conversion rates—but our relationships with our clients make those numbers meaningful. It's about truly understanding their business, the challenges they face, and the customers they serve. The stronger the relationship, the more effective the marketing will be.
