eSigning Marketing Brief Made Easy

Electronic signature marketing brief

a good brief will make sure everyone's on the same page when creating a marketing project and make sure there's no room for any mistakes but what makes a good brief hey guys Darren Taylor of the big marketer Cote UK here giving you tips incite an opinion on all things marketing if that's like your street you should consider subscribing to my channel today we're looking at what makes a good marketing brief how can you set your best foot forward when outsourcing any marketing activity to make sure the partner you're working with gets a proper understanding of what we're trying to achieve and how to make sure you're both perfectly aligned in your objectives so let's jump right in always start your brief with a short summary of what you're trying to achieve and the reason that projects come around now though it's been too long on this session to make sure it's concise to give an overview of what's to come in the briefing document so I like the kind of channels you're thinking of that problem a business might have and the kind of things are thinking of doing to achieve the results you want from your brief again I can't stress enough don't make this section too long it's just a brief overview of your brief to kind of explain what you want to achieve and how you want to do it keep it really concise and really to the point because all you're doing right now is setting the scene up next you need to give a bit of background about your organization now I know I keep talking about in my videos don't talk about yourself too much well here's licensed where you can actually talk about yourself because the more information you give on your company your background it gives the agency or working with a partnering with more information to achieve what you want them to achieve when you partner with them as well so here you can give your company history give your turnover give the kind of sex as you're working give all the information you need to position your business in front of the agency so they know exactly what you guys do and make sure you can achieve the results you need the third point is really really important and that is to define your target customer your target market what you trying to achieve who you're trying to target what is the ideal customer your business has you can look at personas you can look at the average order value of your particular customers in your niche look at all the information you have internally as a business to determine what your ideal customer isn't and of course you should know who that is make sure you share this explicitly with the agency so there could be no confusion as to who you're trying to target there's nothing worse than producing a brief being ambhi you worse about who you're trying to target and when the campaign runs you're getting the wrong kind of customers the wrong kind of calls are the wrong kind of leads and your campaign tanks so guys spend a bit of time on this section this is going to be one of the most important sections of your brief to make sure everyone's on the same page for targeting the right audience for your business up next is another very important section which is the obvious part of the brief and that is the what what you're trying to do so explain the channels you want to use the methods you want to use this section in essence is called the method because it outlines exactly what you want to do to achieve the results you need here is the kind of time where you define your channel as and maybe it's an email campaign maybe it's a paid search campaign maybe you want to give the agency complete leverage to use any channel they like but in this section you give them method as to what kind of approach you're thinking of and the kind of people you want to reach digitally as well again here highlight anything you've done in the past in terms of marketing that's worked or not work so well give the agency all they need to try and succeed with the campaign because this section is really going to sell the story as to what you want to do and how you want to actually do it as well up next you need to let the agency know your desired outcomes for the campaign what's the point in running the campaign we haven't actually defined what you want to achieve and what results you want to get right so let's make sure you define that properly in the briefing process so what does that look like you might want to boost traffic to your website for online sales you might want to achieve more leads for your sales team to call you might want more inbound form submissions you know all these different types of conversion points now is the time to explicitly say what you want to achieve and also how much more you want to increment it by in your campaigns now of course you can't say for example I want to run a PPC campaign with a hundred quid budget and then I want to achieve a 200% increase in sales now that's just stupid but it doesn't mean you can't be explicit in the results you would like to achieve because a good agency will work with that result and let you know what's attainable what's not attainable and if what you want is way above the budget you've specified then they're going to tell you that so either way you'll be on the same page when the campaign goes live next you'll need to define your competitive advantages it's really important early doors to make sure you let the agency know what your advantages are as a business because ultimately these are the kind of USPS they're going to be using their campaigns they'll understand better your position in the market as well are you cheaper are you more expensive you have a better quality of service you have better customer reviews all these kind of things feed into that process this is a chance for you to brag a little bit as a business show off your best features your best usps make sure that that agency has a clear understanding of what the good parts of your business are in relation to the competition as well we're getting to the end of the brief analysis of what comes next well the next thing is to define your timeframe for the project this is really really important because you want to make sure that the agency has enough a resource to deliver a project and make sure that they're in line with your I guess law in internal timeframes as well your internal time frames are going to determine a lot of outcomes in the project maybe you want to launch something really really quickly which means resource wise and planning wise the agency might be very limited so they can plan and put contingencies in place for that maybe you've got tons and tons of time which means the agency has more Liberty to kind of research more of what you can do research more around your market and do with more due diligence than what you could do if you literally had to launch a campaign in the next week so make sure you really define your timeframe step by step as well so not just saying are we want to launch the project in a week saying this is when we want to select an agency this is where we want to build our creative this is when we want to launch the product this is when we want to actually launch the marketing campaign so make sure everything is aligned that way as well next up you want to define the selection process make sure the agency knows exactly how you're gonna select the winning agency now there can be quite tempting to make an agency work harder in the initial stage and kind of say I want to see what you can do but the more ammunition you give the agency the better results you're going to get so make sure you tell them everything up front in terms of the selection process what would the winning agency specifically do that you'd want to work with what will make them have the edge over other agencies potentially you know what you want in terms of an agency maybe once someone really hands-on and really hand-holding maybe you want someone with minimal contact so you can just get the job done and do it you define how you want to work with the agency at this stage and make sure it's implicitly clear because it will really help you going forward as well so guys I know is really really tempting to make an agency jump through hoops especially with some of the bad reputations agencies can get in a bad rap they can yep but make sure you work with them against them and finally we end on a very simple one which is to share your contact details share your stakeholders contact details and make sure everybody knows who's in the loop in terms of the decision making process so simply put put your contact details in put an address in because the agency might need to come in to your business to have further conversations and meetings and pitch you so make sure everybody knows everyone's contact details involved in your business who's a stakeholder in the project and then pretty much that's it your brief is good to go now you might think there were a lot of points in there and how you're gonna remember to write them all down and go through them and what's right well I've actually created a brief template for you so guys go ahead and download that in the comments and you can literally just write in your parts of the brief up prompted as to what you should write in there as well everything outlined in this video is in there as well thank you guys so much for watching if you like this video please leave a like below let me know how you get on with the briefing process do you find it boring laborious do you think there should be an easier way to do it let me know below and more important than that don't forget to subscribe and I'll see you guys on my next video