What to Communicate to Your Account Manager
(And Why It Matters)

You regularly talk to your account manager about how your business performs online. Whether it’s search rankings, ROAS, sales, or other data-driven information, there’s a lot to go over. But what if we told you those chats could be even more productive?

Instead of focusing solely on the numbers, it’s highly beneficial to discuss other aspects of your business. Areas that numbers alone can’t define.

Here’s a checklist of topics to review with your account manager during your next meeting. 

1. Business Updates
   No matter how big or small your latest business update is, your account manager needs to know about it. These updates can include changes in business name, location, and phone number, as well as new awards, certifications, or memberships. Keeping business details current and accurate helps with both search rankings and customer trust. 

2. Lead Quality
   Tell your account manager about the quality of the leads they report to you. If the leads are good, they’ll know their strategies are working and can keep the momentum going. On the other hand, 20 leads might look good on paper, but they won’t help your bottom line if they don’t amount to anything. Either way, your account manager can use this information to make the most effective adjustments to SEO strategies, website copy, or ad campaigns. 

3. Areas You Serve
   If you’re a local business, adding location-specific content improves search visibility and lets people in your community know you’re there — and active. Think completed projects, testimonials from customers or clients in the neighborhood, and helpful information about the particular location. You should also inform your account manager if you plan to target additional cities or towns in your area. Maybe there’s a particular neighborhood you want more work in, or your service area is expanding; talking to your account manager about this can help you maximize your reach. 

4. Service or Product Updates
   Do you plan to offer a new service or product? Your account manager can help you promote your latest offering through paid campaigns, Google Business Posts, social media, and your website. Alternatively, if you want to focus less on specific services or products, that’s also important. We can reallocate your budget, adjust promotions, and put the focus on what you want to push. 

5. Promotions
   There’s nothing customers love more than a sale or promotion. If you’re offering a discount, hosting a giveaway, running a contest, or running another type of promotion, make sure your account manager is aware. There are a variety of ways they can help you reach your customers to make sure they are in the know. 

6. Case Studies
   If you’re in a service-based business, case studies help potential customers understand your capabilities and provide real-life examples of your expertise and local impact. Case studies also work if you’re selling products. Depending on the product, assets such as before-and-after photos and authentic customer stories can help demonstrate the product’s value and boost sales. 

7. Trends
   As you’re talking to and working with your customers, are there specific trends you see popping up? For example, if you’re a painting business, is there a particular project that your customers are starting to request more of? If you’re an interior designer, do your customers tend to lean toward a specific design style? Maybe you’re a retailer and you notice an item is flying off the shelves. No matter your industry, letting your account manager know the trends you’re seeing helps them personalize (or localize) your content and makes it more unique. 

8. Customer Feedback
   While your account manager can easily access your online reviews, don’t let offline reviews go unnoticed. If a customer sends you a handwritten note, email, or text, pass it along to your account manager so they can add it to your website, share it on your social channels, or highlight it in an email newsletter. Positive reviews help build your business’s credibility and can make all the difference in someone choosing you over a competitor. 
9. Events
   Are you hosting an event? Attending one? Your customers need to know where to find you, especially if they can participate. For example, if you’re running a charity event like a coat or book drive, you’ll want to promote it and encourage your customers to get involved. You can also inform your audience when you’ll be attending home or trade shows. Additionally, if you’re sponsoring something in your local community, talk about it! Your account manager can help you highlight these events across your digital channels to show your customers that you’re actively engaged and giving back to your community. 

10. Media Hits
    Though we can help you secure press coverage when the time is right, some opportunities arise on their own. If you were featured in a local news story, interviewed for your town’s paper, or quoted in a national media outlet, tell your account manager now! This information can be shared and highlighted to build trust and credibility with your customers as well as show off your expertise.
    
    
11. Your Schedule
    Are there certain seasons or marketing tactics that result in an influx of leads? Let us know. Busy seasons can impact customer experience, and sharing your availability can help prevent the loss of a potential customer. We can adjust paid ad spend to avoid unnecessary costs, pause campaigns, and resume these efforts once you get through the bottleneck.
    
    
12. Your Team
    One way to build trust with your customers is to let them know who they’re working with. Whether you’re adding a new team member or announcing an employee’s promotion, including headshots and short bios on your website or social channels both personalizes your brand and builds credibility.

Your account manager is an extension of your team, and consistent, effective communication is crucial to a fruitful partnership. In order for us to provide the most value to you, keep your account manager in the loop. We can use the information we gain during our conversations to make the best strategic decisions — ones that align with your marketing goals.