Theory: Some clients used to expect digital marketing to be more complicated than it is now. It is helpful to keep objectives simple rather than focusing on technical details like social media or content marketing. Giving clients input on creative direction ensures they are happy with work produced for them. To succeed, constant effort is needed. Content must be consistently produced while building an audience and reputation for quality over time through various channels. Wins require ongoing testing and improvement rather than single actions.

2. Theory: Some clients used to/only just understanding out-
dated digital marketing/SEO practices = expect everything
to be more complicated & technical than it actually is
nowadays e.g. social, content marketing
I’m not technical! Helps keep me focused on objectives
Why?

6. ...and you’re in hell.”

7. Owner of a new retail space
Shelves
Signage
Payment methods
Easy to understand where everything is, how much it costs
Sign on the front door - make it clear what you sell
No one knows you’re there - tell people about it!
The shop

8. Plant the seeds
Difficult to grow crops if you get this wrong
Fertiliser and water - content, links, etc
Can’t grow without them
But they can also destroy your crops if you use bad/wrong
fertiliser
Routine maintenance required regardless of how well your
The farm
@NickLeroy

9. To win:
Car needs to be consistently upgraded
Many factors need to be analysed routinely - track conditions,
track build, talent of driver, competitor strengths &
weaknesses
New qualifying methods
Wins don’t come after single car upgrades
Constantly upgrade, trying, testing, analysis
The F1 race
@BillSebald

11. The bathroom
● Important for clients to be involved in decisions - creative direction of
content marketing
● If you not like hiring a builder & decorator to redo your bathroom
● Asking them to choose the colours, the tiles, and the furniture without your
input
● You'd get a working bathroom, but it might have hot pink walls, lime green
tiles and the toilet pictured on this page
● Give us your input about whether our ideas would work well with your
audience, and make suggestions of your own - that way we can all be sure
that you're happy with what we're producing in your name
@JustHipper

12. The comedian
You’ve written one joke (blog post/piece of content)
Posted it on Twitter once
Expecting to be headlining Fringe Festival next week
Have to build an audience first
Become synonymous with quality
Get in front of people

13. The party
Imagine you’re at a party full of strangers
Would you expect to get lots of positive attention if you
walked in and started shouting at the top of your voice how
great you are all evening?
Would you expect them to say yes if you asked them to loan
you money?
What would make you remember someone at a party and
want to strike up a friendship?

14. Takeaways
Leave no doubt - better to assume they know nothing than
risk not being understood
You never know, clients may use the analogies with their
bosses