For marketing agencies, keeping clients happy is a great way to earn repeat business and grow through word-of-mouth recommendations.
Of course, this is easier said than done, and if you feel like there is room for improvement in the relationships you are fostering with important clients, there are some impactful strategies to consider implementing.
Demonstrate the difference you are making
Clients will be far more impressed with the work you do if you can show them clear evidence of the benefits you bring to the table.
The best way to go about this is by harnessing modern marketing agency reporting tools that will import, analyze and visualize the campaign performance metrics that matter most.
If the client can see that investing in your service is having a tangible impact on the reach of their brand, and on sales, then you will immediately be in their good books.
It’s obviously sensible to deliver clients the data that proves your worth as an agency once a campaign is underway, but you also need to start the relationship off on the right foot by being realistic about what you can achieve.
Part of this is about talking to the client about their own goals and ambitions to get a sense of whether they have a grounded idea of the things they can do with the budget they have available.
Honesty is the best policy, so rather than over-promising and under-delivering, give clients the facts upfront and show them examples of what you have done for other clients in the past to back this up.
Don’t be afraid to collaborate
One common mistake marketing agencies make is to adopt a hands-off approach with their clients, with the assumption being that they know best in every scenario.
While you might have a lot of marketing experience, there could well be industry-specific pressures faced by a client that you have never encountered before.
Likewise, if you are willing to work alongside clients on campaigns, rather than sidelining them, then the end results will be more likely to satisfy them and also deliver a better overall outcome.
Keep them in the loop
This feeds into the idea of managing marketing campaigns as being a collaborative process between agency and client. It’s not just about how much information you provide them, but also how frequently you report on the trajectory a campaign is taking.
Leaving clients in the dark is sure to breed frustrations, even if you end up revealing that your marketing efforts have been a success.
Modern reporting and CRM tools make it a breeze to automate many of your client communication responsibilities, so this really doesn’t have to be a burden on your time and resources.
Embrace change if needed
Another thing that clients will appreciate is if you are willing to reflect on how the relationship is progressing and make changes and tweaks to the processes and practices if there is some inadequacy in the current setup.
That is not to say that you should rethink every detail on a weekly basis, but rather that regular reviews will go a long way to developing trust between you, which in turn should lead to loyalty from clients in the long term.
Every client needs to be treated as unique by marketing agencies, and the relationships you build must also be a two-way street that you negotiate together.
Sometimes this will involve a lot of hard work, and it is not always plain sailing from day one, but it is better to strive for improvements rather than settling for second best.