The Digital Marketing Client Questionnaire

Being an adept researcher is paramount for any SEO specialist or PPC account manager.

However, try as we might... we just can't seem to read minds or hire anyone with "Charles Xavier like powers."

That's why having an amazing questionnaire for marketing clients is important.  It helps get both you and the client thinking about their business under a marketing/advertising lense.

If you aren't don't have an established marketing client questionnaire... you're doing it wrong.

We find this process very useful for developing strategy.  However, it's not just the agency that finds value in this activity. Many times the clients have never been forced to think about their business from some of these perspectives which can help them gain additional insight into their business.

The Best Digital Marketing Client Questionnaire

What is a Digital Marketing Client Questionnaire?

Simply put, questionnaires are research tools.  Similar to survey forms, questionnaires help digital marketing agencies gather additional information about their client's business.

The main difference is forms depend on the client to provide full & complete information.  With some clients,  a well-built intake form is all you need.

However, more often than not, clients get lazy filling out their intake or just haven't thought about their business in a way that would allow them to properly answer your questions.

Enter The Digita Marketing Client Questionnaire.

At MassConvert, new clients are automatically asked to schedule an onboarding call after completing their intake forms.

Before their call, we review the intake responses and plug relevant information they have provided into the questionnaire template.

During that onboarding call is when the magic happens.  It's when you artfully deliver questions from your questionnaire in a manner that is fluid and allows the client to talk.

If you are providing Google Ads / PPC Management services you'll want to position your questions around paid search.  If you are an SEO Company providing Local SEO services you should position the questions around organic search.

Remember, the point of a questionnaire isn't to just get what pops into a client's mind on paper.  It's to get them really thinking about things from your perspective.

Questions To Include On Your Client Questionnaire

Although we break up the questions into a few different groups, you shouldn't just ask them all in order.  If you let the questions come out naturally, your clients will end up answering some of the questions without you even asking.

Business Info/Goal Questions

  • Monthly budget (CURRENT)
    • What are they currently budgeting for marketing each month?
  • Monthly budget (TARGET)
    • What is their monthly budget once campaigns are optimized?
  • What actions do you want visitors to take?
    • What are the goals or conversion points a visitor takes?  For instance, email opt-ins (leads), phone calls (leads), purchase, etc. 
  • What is the value of each of these actions?
    • What's the profit for each action?  For instance, if a purchase is worth $10, and for every 10 email sign-ups you make a purchase, then each email signup is worth $1
  • How many of these actions are you looking for per month?
  • Where and when should your ads be running?
    • What countries, states, zip codes, days, & times should your campaigns be running in?
  • What languages should we target?

Product / Service Related Questions

  • What is your most important product/service to advertise?

    • What has the biggest margin or customer pool?  Make sure it's the product/service that has the biggest opportunity.
  • What is your approx margin on these products/services
    • What's the profit after all costs?  you'll use this when setting up your ROAS targets. 
  • Do you have dedicated landing pages discussing your products/services? If so what are the URLS.
    • Paid ad campaigns need awesome landing pages.  Find out who will be creating them (you or the client).
  • What are the features/benefits of your product/services?

Strategy Questions

  • Are you aware of any keywords related to your products/services that currently convert customers?
    • Most clients will only have an idea of this.  Make sure the KWs are backed up by search console / analytics data if using them to build the campaigns on. 
  • Are there any keywords we should avoid?
    • If they do water damage repair or restoration you'll probably want to exclude keywords like "iPhone water damage"
  • Are there any trademark, copyright, or other info we should take into account.

Competitor Related Questions

  • Who are your top 3-5 competitors?
    • Who do they think their biggest competitors are?  Who are the actual biggest competitors when you check online?
  • What distinguishes you from your competitors
  • What are your competitors doing that you think might be successful?
    • Are there any advertising campaigns or website features their competitors have that they have noticed?  This question is useful for helping you figure out what the client perceives as important (even if it's not haha).

Audience / Customer Related Questions

  • Who is your target audience?
    • What are the demographics of current customers?
  • Who is the decision-maker?
    • Does the person searching for your client's product or service make the decisions or pass the information they find to a decision-maker.
  • How might your audience be searching for your product or service?
    • Are they asking friends, doing their own research, reading reviews, etc?

Final Thoughts on Digital Marketing Questionnaires

Questionnaires are an amazing research tool that every agency should use to get clients thinking and gather additional information.

They provide an easy way to start a project off strong by showing value to the clients.  However, they can also hurt your launch if you treat them like a survey form and bore your clients by reading them off one by one.

For client questionnaires to be effective, you need to ask the questions in a normal, conversational manner. Let the clients talk, let them go deep on areas they get excited about. 

They will end up answering some of your questions before you ask.  If you don't get to all the questions don't worry, just make sure you have everything you need to do a good job and end the call strong.  

Greetings Earthlings!

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