They see something - say, a slight drop in organic traffic - and dig deeper. Skilled account managers don't just rely on their heads they often go by gut instinct. Related: Digital Storytelling: How Brands Can Use Authenticity and Emotional Connection to Stand Out OnlineĪnother soft skill that helps define a great account manager is intuition. Great account managers always tell it like it is, whatever that may be so that clients can decide (often with the help of their account manager) what the next steps should be. They never blur the line between fact and fiction and always understand that it's better to be the bearer of bad news than to stay quiet. Great franchise digital marketing account managers know the value of honesty, even if telling the truth is difficult.
Nobody likes to be lied to, least of all people with thousands of dollars at stake. Transparency is one of those soft skills. In my experience, the answer is soft skills - the talents, instincts and values that can't be measured but can help all of us be better at our jobs (and life) and that allow great account managers to deliver the goods during exceptional or challenging times. But what separates the two? The great account manager Sometimes, situations demand more, and when that happens, you'll need more than a good digital marketing account manager - you'll need a great one. If they don't have a good handle on the demands of the job, if they can't multitask and stay calm under pressure, you could be in trouble.īeing able to interpret information, set goals, and manage situations and people is extremely important, and good account managers do it all the time. From interpreting hard data to adjusting client budgets, making course corrections, and communicating with website developers, writers, vendors, and more, your account manager should be completely comfortable actually doing what the job title suggests - managing people, deadlines, data, expectations, and more. The first thing you should expect of a good account manager is a demonstrated skill set that lets them navigate the wild and wooly world of digital marketing. Related: 5 Ways to Freshen Up Your Restaurant Franchise Marketing in 2023 The good account manager Given that, what should you look for in a good one? If that sounds like a lot, it is - and it's often easier said than done - which is why successful franchise marketing depends very much on the skills, experience, and dedication of your account manager. Realistically, it's the account manager's job to regularly collect information from multiple sources and make the connections that'll help them tailor their marketing approach, meet deadlines, set goals and help you understand the value of your digital marketing spend. They juggle dozens of balls at once and are expected to have all the answers (and some of them do!). In many ways, the account manager is the unsung hero of the digital marketing world.
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