Client to-do list

Be a Better Client: How to Get Great Results (Even If You’re Not a Marketing Expert)

Not every company has an in-house marketing expert. And that’s okay. But if you’re hiring someone to help you with content, strategy, or video, your role as a client matters.

Over the years, I’ve worked with clients who are brilliant in their industries, but marketing isn’t their comfort zone. Sometimes, they get in their own way.

Here’s my guide to being a better (and more successful) client:

✅ 1. Be Honest About What You Don’t Know

You’re not expected to be a marketing expert—that’s why you hired me. Don’t fake it. Don’t overcompensate. Be upfront about what feels confusing or unfamiliar.

Do this:

• Say, “I’m not familiar with this term—can you explain it?”

• Ask, “Can you walk me through why this works?”

• Trust me to guide you. That’s what I’m here for.

✅ 2. Make the Strategy the North Star

Once you’ve approved a content or marketing strategy, stick to it. It’s tempting to make last-minute changes to a post, obsess over a single word, or pivot based on personal taste—but the strategy is built to serve your business goals, not your preferences.

Do this:

• Revisit the strategy document before giving feedback.

• Ask, “Does this support our original goals?”

• Let the strategy guide your decisions, not your personal gut.

✅ 3. Don’t Judge the Content by Your Personal Taste

It’s natural to respond to content emotionally. But unless you fit all the criteria of your target consumer, the content hasn’t been designed for you. It’s for your customers.

Do this:

• Ask, “Would our audience connect with this?” vs. “Do I like it?”

• Remember: You are not your target consumer.

• Approve creative that works for them, not just for you.

✅ 4. Zoom Out: Look at the Big Picture

Fretting over the analytics of one blog post or one video isn’t helpful. Content works like compound interest—it builds over time. The real insight comes from watching how your audience responds across weeks and months.

Do this:

• Ask for monthly or quarterly reports, not daily ones.

• Look for trends, not outliers.

• Trust that consistency wins.

📊 Stat to know: It takes 6–8 touchpoints to generate a viable sales lead, according to the Online Marketing Institute. It’s about staying top of mind.

✅ 5. Let Your Creative Partner Be the Expert

You wouldn’t tell your tax advisor how to do your deductions or your contractor how to build your foundation. Great content creators, strategists, and producers know what it takes to get results—if you let them do the job.

Do this:

• Share your goals clearly and let your team propose how to meet them.

• Ask questions, but don’t micromanage execution.

• Collaborate, don’t control.

✅ 6. Stay Curious, Not Defensive

Some clients get uncomfortable because marketing feels unfamiliar or creative decisions seem subjective. But curiosity gets you farther than defensiveness.

Do this:

• Take time to learn: Ask about articles, podcasts, or tutorials

• Ask “Why?” - Why did you write it this way, use this image, etc?

• “Have you considered…?” is a great way to suggest an alternative approach and uncover the thought process behind creative decisions.

Final Thoughts

You don’t have to be a marketer to be a great client. You just have to be collaborative, open-minded, and focused on the big picture.

Smart strategy, thoughtful content, and real business impact start with trust.

And great results? Those come when everyone stays aligned and curious.