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Thats an amazing job! Is it?

Ruth Richards-Hill digital strategistWhen I tell people what I do, I often hear a sharp intake of breath and then a comment along the lines
of ....... Wow that's an amazing job! Well actually - I love what I do, but it has its complexities.

So what is it that I really do? I am a digital strategist. I form the plans and strategy for clients that want to be found and often make money on the internet. I can assure that its not an easy job. Developing the plan while not childs play is easy enough and well... its what I do. Its the implementation that can create headaches, actually migraines, maybe even aneurysms.

In a nutshell my client pathway works a little like this; after contacting me and initial discussion, I have a meeting called discovery. The first meeting is always a discovery. My client discovers whether they really want to work with me and I discover loads. Discovery means different things to different people, but to me its about 80% psychoanalysis and 20% business. Really.

The biggest lesson I have learnt in my business is to clarify that my client actually understands the technical jargon that gets bandied across a table during discovery. We talk about return on investment, key point indicators, web assets, content creation and management, paid search, organic search and more. If you're in a technical industry add fifteen minutes to your first meeting exactly because you need to ensure that the client can define his perception of the technical jargon being used. And you both need to be on the same page.

I once had a client that thought an affiliate link would result in a microsite! Its all about perception.

Your first meeting is all about reading the client. Are they going to be able to take advice when it conflicts with their idea of what should happen. And when they don't are you going to put in writing that this is against your better judgement? I have terminated new client relationships at the first meeting because I could see that I was dealing with someone that felt qualified to tell me how to do my job.

In order for me to take responsibility for my work, I have to be free to do it the way I know how, obviously within the parameters of the clients branding, business culture and product lines.

Following discovery, I then develop a strategy document that outlines exactly what I think the client should do, what tools they should use and what methods should be implemented. Simple - yes?

Not really. I even create videos so that my clients can follow to the letter what I'm asking them to do. When the client is a digital agency, well it gets easier and sometimes also more difficult... They understand what I'm instructing and in most cases they even know why but sometimes an ambitious new developer wants to simply add a bit here and there.........

I have a policy of reminding them that if they deviate from the plan without my agreement, I'm not responsible for the outcome. That usually does the trick, but not always.

And then the other freelance nightmare - examples of work. You build the all whistles and bells gold standard digital box of tricks for them and three months later they change it. Apart from the screenshots and original code you have archived, you would never send prospective clients to the website because the changes they have made often reflect design, and strategy that you would never advise or implement.

When it works, and it works well - Then its wonderful. Its the unpredictable nature of the human being that makes my job interesting.

If youve landed on this page as a result of a google search then please feel free to visit my business website at Brayve


Ruth Richards-Hill

Ruth Richards-Hill

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