Briefing for a digital marketing agency

by Richard Lawrence SEO

Summarizing in a document the starting requirements for requesting a proposal for action from a digital marketing agency in Lahore is a complicated task because it must reflect as accurately as possible the objectives to be achieved.

An important help would be to have a good digital marketing plan, a fundamental part of any digital strategy. Otherwise, you will have to do a lot of research to incorporate into that document the fundamental aspects that will allow you to find the best digital marketing agencies for your company.

It is important to know that an advertising campaign, a seo plan, an inbound marketing strategy, etc. it begins when a briefing is developed. The preparation of this document is vital to define the success of the action plan. Regardless of whether it is creative, original or impacts many people, if it does not meet the objectives it is because the brief was not raised correctly. Also, a common question is how to select a digital marketing agency in Lahore to run it.

The briefing for a digital marketing agency in Lahore is a key and very useful tool. It is impossible to work without a system that helps avoid organizational chaos. Only if you know where you want to go, you can know the way to get there. A certain objective and knowledge of the current market situation will allow you to set the correct strategy to reach the goal.

What is a briefing?

Briefing is a written document that means short, clear, concise and summarized. This is really what it's all about. A project summary must be made to define the marketing action through a successful product or service strategy.

Thanks to this document, people have access to the information that the interlocutor wants to convey objectively and clearly. A good briefing is a roadmap that contains all the data that you, as a client, provide in order to carry out a job based on expectations.

It can be said that it is like the plan that an architect needs to make the building according to the client's instructions. In addition, it should be noted that a good briefing should answer questions about what is going to be done, its purpose, costs and return on investment, among others.

It should also provide details of the customer's product or services, the consumer's profile, the company's objectives, and the customer's goals. Actually, there is no single and fixed structure, rather it can be said that there are different options, depending on the specialization.

The following questions will guide you and explain what information should be included in the agency summary:

What is your purpose?

What is your target audience?

What is the problem?

What is your solution?

What is your brand message and how do you want to communicate your message?

What do you want your clients to do?

What are the basic requirements of the project?

Objectives of a brief

There is no ship that reaches a good port if there is not a previously defined objective. It is also good to set between two or three goals maximum per share. Any goal must be realistic, credible, measurable, and quantifiable:

1. First of all, we have to indicate that an objective must be specific . If you want to increase sales from 100 units a day to 500, these must be included in the worksheet.

2. We must not overlook that it must be a measurable and numerical goal. This is necessary in order to be able to compare, make forecasts and analyze possible deviations. There is no use setting a goal without a numerical definition. For example, you want to increase your brand presence, but you must do it by 10% compared to current data.

3. The goal must be achievable . If your turnover is 300,000 euros a year and you want it to double, you will have to develop a viable plan to achieve this daring proposal.

4. It is also important to be realistic . We can define a quantifiable goal, but it must be adapted to reality. For example, if you want to increase sales and there is no stock , it will be impossible to fulfill it.

5. The time frame is another fundamental aspect that must be met. First, we must execute those actions for which we have less time. Later, we are going to take care of finishing the most urgent.

Types of briefing

As we have said, it is very important that as a client you define well what you want to achieve with a marketing campaign and provide us with the basic information to begin. This involves collecting data and looking for the description of the elements involved. For this reason, this report will be able to select and order the information through highly analytical work.

Next, we describe the different types of briefing that we can usually find.

Advertising briefing

Its purpose is to transfer the necessary data about the campaign, the sales proposal, the tone of communication and the personality of the brand. The good relationship of the brand with the customer is a very important aspect.

 

Briefing of marketing

This document is vital for the management or marketing team because it provides very interesting details about the project.

Creative briefing

This type of briefing is aimed mainly at the creative team or the designer. In this case, they will be the people responsible for meeting the graphic expectations of the client.

Business briefing

Its purpose is to create a summary focused on business or company projects with the intention of launching them in the near future.

In short, the brief is a very important tool to make the best decisions.

The basic structure of the briefing , crucial to know how to choose a digital marketing agency in Lahore

How to structure your briefing to choose a digital marketing agency in Lahore ? Indeed, the structure is very important when it comes to working correctly. And in this spine we must take into account the following elements:

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1. Description of the product, service or brand First of all, you have to write a few short words to contextualize and situate everyone to whom this document reaches. Through a SWOT analysis, the strengths and weaknesses of the company, product or service can be discovered.

2. Objective we must be clear about what the client wants to achieve with the campaign. Most want to sell more, but you can also bet on the idea of ​​building loyalty or raising awareness about an issue.

3. Description of the target audience. Certain variables such as demographics, economics or cultural aspects must be determined, which allow defining the behavior of the defined target .

4. Vertebrate the campaign it is essential to establish the axes of the campaign to meet the objectives and ensure that it serves as a starting point for the creative team.

5. Define the time the temporal aspect has an important value within the campaign. You have to take into account what kind of staff should work on it, be it a broadcaster, programmer or actor. In addition, each of the phases should be noted.

6. Conditioning factors there could be limitations or aspects to consider such as creativity, format or budget. If we want to meet the objective, it is best to calculate these conditions.

 

7. Additional documentation it is worth mentioning that there is useful information to complement the brief from market studies, a history of campaigns to assessing the competition, etc.

 

Complete development of a briefing

Once we have these details about the importance of the briefing to develop the appropriate strategy, it is time to develop it without forgetting the Spanish saying: good, if brief, twice good .

 

Choose the right people

You must find the right personnel to reveal confidential information about products and customers. In addition, you must know who will be able to convey valuable information and follow a plan of action.

 

Necessary information from the briefing for a digital marketing agency in Lahore

The information should be reviewed many times in order to eliminate the unnecessary one. Vital or valuable data is what helps us develop our marketing plan .

Organize meetings

A meeting with a brief should be short and concise. The important thing is to get to the point and take the time to answer questions. The idea is that the whole team is clear about what needs to be done. Likewise, it is always good to hear what can be contributed to improve the proposal.

 

Understand the process

You have to try to seek active participation . It is correct to listen to the client, but analyzing and suggesting proposals is a proactive attitude. This will avoid possible misinterpretations and loss of time due to misunderstandings.

 

Advantages of a briefing

Whatever the type of project that has to be carried out, a good briefing will serve to carry out the tasks assigned for a project with greater precision. For this reason, you have to plan well each step you want to take. These are the main benefits :

 

1. Organization

The organization is key to progress in any company. First of all, it is going to offer us a much clearer vision about the company and the client with whom we are working.

 

Therefore, when writing a text, we can quickly access the data that is relevant and divide the content into different blocks. This will help us to work much better.

 

Inspiration

With the help of the brief you can find inspiration and develop fantastic ideas to meet the needs and expectations of our client. Creating content just to seek customer approval is no guarantee of success.

 

Relevant information and data is a very useful and insightful source of information to inspire us to develop creative content.

 

Planning

A briefing will not only help you understand a client's work, but it will also make it easier for you to follow a schedule. With a good definition of the project and discipline, the results are much more effective.

 

Fulfill the expectations

The only way to meet customer expectations is by taking the above aspects into account. Likewise, meeting the objectives implies a degree of satisfaction on the part of the client and the work team.

 

The Marketing Professional

Most professionals in the marketing know a brand, even better than his own client. This is due to the good relationship between the marketing agency and the company you work with.

 

Never forget or overlook that any consultant must be humble and work with the marketing brief that the company provides. The contribution of the professional is to extract the data of interest and request all the vital information to do their job well.

 

The client needs a good service, and the true professional will be able to answer him if he knows all the details that he asks for. A proposal that doesn't fit the work route will get nowhere. What you want, when you need it, how you want it and for whom you want it are key questions to answer this demand.

 

In the end, it is about the agency and the client becoming flesh and blood in order to achieve the common goal . Communication between the two is very important and the briefing goes beyond a form of contact.

 

For this reason, the joint work must be as complete and concise as possible , because it will not only facilitate the work of the responsible team, but also the proposal will be better adapted to the desired requirements.

 

Budget

We come to the budget part . Another very important piece of information to know the scope or possible limitations. It is necessary to find defined budgets for each action that generates a cost. We must strive to find the most competitive, without neglecting good service and quality.

 

Each budget must be detailed by item to have all the details of the expense. For example, the hours invested by the work team or extra work must be included if we want to measure the Return on Investment (ROI).

 

You always have to ask what is the client's available budget to execute the project with the agency. Most clients do not like to give a figure, as they think it could influence the value of the project. However, this is a serious error that we must understand.

 

When an agency knows its budget, it will be able to offer a service according to the capital it has. The idea is to adjust the project to the budget without losing the quality of the service offered.

 

For example, the cost of a corporate identity project involves the reputation of the agency, the designer, and the resources allocated to the project. Between a pre-made logo and a good project developed by a large prestigious agency, there is no doubt that there is a wide range of options in between.

 

In summary lines, if you consider how to select a digital marketing agency in Lahore to successfully project a product or service, do not forget the importance of the briefing. It is not only a document, it is a very useful tool that serves to implement a professional methodology, which will help you to be more efficient and achieve the results you are looking for.

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Created on Oct 5th 2020 01:03. Viewed 295 times.

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