When it comes to communicating with your client, as a B2B SEO and Digital PR Agency, it’s important to know what they expect from you and how to make the most of your communications. There are a few guidelines and general rules to ensure that the client has provided everything needed for a premium experience, so that their website can rank highly in google searches, appear professional, and sound friendly.

Initial Communications

The first communications with your client should include a few basic requests in order to produce high quality copy and content. You should begin by asking them for a high-resolution logo so that you can brand your work. It’s important to then get a brand guidelines document, and a communications guideline. The brand guidelines document should detail how a brand’s logo and colour schemes should appear, with a focus on the aesthetics of the brand itself. The communications guideline emphasises the marketing aspect of the brand, with information about the type of copy and blog content that the client is looking for. This may include information about the tonal style they are aiming for.

Representing The Brand

When you’re collating information about how best to represent the brand, it’s important to consider where they sit within the market. You can start this process by finding out who their target customer is, then researching websites that are similar to their own, as well as competitors. Research companies and brands who appear at the top of google searches and drive traffic to their site – these are likely to be their competitors. It’s equally important to research websites that are selling similar products or services, but aren’t doing well. This gives you an idea of the type of language and branding you should avoid. In order to prepare high quality content, think about the key words you should be using, as well as those to leave out. Once you’ve read around the brand, then look into the company itself; find out what they’re about, what they represent, and their key aims. Finally, consider the tone of voice that is appropriate to this particular brand. Everything will always come back to the target customer, as the content must appeal to their needs.

Communications Style

The style of communications is noteworthy, as it should be friendly, professional and advice-lead. It can vary from client to client, but always ensure that your content is specialised, yet appealing. Generally, content should be written in the first or second person, adopting the ‘I’ or ‘we’ plural, when speaking as the brand, or ‘you’ when addressing the target customer. You should always convey trust and professionalism.

Market Position

Consider the position of your client by placing them within the market. Note whether they are high end or offering affordable alternatives. Once the position has been located, this will lead on to an understanding of their primary and secondary customers. Primary will be their main customer group, whilst secondary is other individuals who may also take an interest in the product or service.

Content Topics

In order to increase the SEO of a brand, you should target the topics that are at the core of the business. It’s also important to consider topics that shouldn’t be discussed, as it could create a negative image of the brand. In order to think ahead, you should also list upcoming topics that may arise within the next year.

These are the main starting points when communicating with clients within marketing and PR. It’s important to maintain professional and clear communications, asking the client for the details necessary to bring together a successful portfolio. This way, you’ll drive traffic to their website, increase their SEO, and provide an excellent service.



Polaris is an award-winning B2B SEO agency in London specialising B2B, PPC, e-commerce and the healthcare industry.

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