Is it normal/common for clients to not know their goals or what they hope to achieve with a marketing service? I’m trying to onboard new clients for SEM services and OOH and sales has no idea what the client’s goals are nor does the client.

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Unfortunately, it is common.
I work in healthcare, and the majority of my clients do not have marketing goals. They have commercial goals, but they never get translated into the various departments.

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Yes it actually more common than the clients actually having goals. We usually have meeting with them, come up with goals for them, and then confirm

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No way jose, hence why AI can never replace marketing specialities b/c that would require clients to know exactly what they want right out the gates

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Share relevant examples and case studies from your previous work to help the client visualize the potential impact of marketing strategies. You could demonstrate how specific goals were achieved in similar situations.

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