In Repped, I talk about the 3×30 strategy for implementing an online reputation management campaign. It’s designed for ORM–and we use it for our clients–but it can be applied to any type of marketing or PR campaign.
I thought I’d share it with you, so you can use it to delight your own clients.
The 3×30 works on the principle of three different “30” goals:
30 days – what do we need to focus on immediately? In ORM, this might be a specific attack on a client’s reputation. For SEO, it might be to get a Google penalty lifted. PR folks might focus on a client’s new product launch. At this level, everything is very detailed, with specific tactics outlined for the next month.
30 weeks – this outlines our mid-term goals. It’s basically, what should we focus on after we’ve completed our 30-day goal? It keeps you and the client on the same page, so you both know what will be worked on next.
30 months – we’re looking at the bigger picture here. This is more strategic than tactical. Perhaps our ultimate goal is to achieve an additional 10,000 visits from Google each day. Or, we want our CEO to be considered a thought-leader in the motor industry. Etc, etc. It’s important to discuss these long-term goals with your client, so you know the ultimate measure by which the campaign will be deemed a success or not.
Each of these goals will be reviewed every 30 days. We show the client what we achieved over the previous 30-day period–accountability for what we said we would do. We then look at the 30-week goals and pick which ones we need to detail and tackle over the next 30 days. As we move forward through each 30-day goal, the 30-week and 30-month goals are refined and detailed.
The worst thing you can do is to just rush into a campaign, thinking you know your client’s goals. Well, guess what? They change–on a regular basis. The 3×30 strategy ensures everyone is on the same page, you’re held accountable for your work, and everyone knows if they are working towards 100% client satisfaction.
Why not give it a try with your next client?