Growing your agency is a huge priority, and one of the best ways to do that is by building strong relationships with your clients. After all, they’re the people bringing in revenue and keeping your agency profitable.
How do you build strong client relationships, nurture existing partnerships, and prove you’re always on hand to help?
In this guide, we’re sharing the answers and a 7-step guide to building and maintaining strong relationships with your agency’s clients.
If you’re a start-up agency that wants to grow, there’s no doubt you need strong relationships with your current clients - even if you only have a handful.
Why?
Because relationships build trust, and that’s a key factor in any purchasing decision.
Building relationships with your current clients can help with that.
Not only can they vouch that you're doing a great job (and that they should hire you, too), but maintaining strong relationships also increases the likelihood of retaining them.
Now that we’re on the same page and understand the value of client relationships, you might be questioning how you can build them.
Spoiler alert: It's more than just hopping on a phone call once a month and filling your 15-minute conversation with small talk about the weather.
You’ll need to be smart about the communication you have with each client.
Here's a 7-step guide to building and maintaining strong relationships with your agency's clients:
One of the most important things to consider is whether your client understands industry jargon or not.
If they don’t and you sprinkle marketing abbreviations like “CPC” or “CPM” into your communication, it could be confusing - and that won’t help your mission to be seen as the super-helpful agency!
That’s why you should fully understand your client and the language they normally use beforehand - whether that’s through a discovery session before signing a contract, or analysing the messaging in their emails.
That way, I know they’re taking value from my advice and understand what I’m talking about - and not letting my knowledge go over their head.
If you’ve held a discovery session to get to know your client and run through the onboarding questionnaire before they sign a contract and handover their cash, use it as an opportunity to get to know your client and what they’re looking for - while also setting realistic expectations.
There’s nothing worse (or trust-breaking!) than not getting the results you expect when you’re paying for them, right?
Your clients will feel the same.
But by setting realistic expectations with your client from the outset, such as:
...they won’t be concerned when things don’t go according to their plan.
Let’s say you’re an SEO agency, for example. It’s an industry known to take a while to see notable results, which is why you’ll need to say something like this in your initial pitch:
That way, if results don’t come instantly (like clients usually expect), they won’t panic or lose faith. If they know that’s normal, and since you’ve communicated that from the beginning, they’re more likely to trust your process.
It’s easy to charge or bill a client for asking questions. In fact, some agencies build the time they’ll likely spend answering questions into their proposal.
Not only does this prove your knowledge, but clients are more likely to trust you when you offer value without billing them for every question.
So, how can you become a fountain of knowledge for your clients?
Here are a few ideas:
Create an “email me anytime” policy, and spend a few minutes putting together a list of resources that can help your client with whatever they’re struggling with.
Write blog posts on your website that cover a handful of questions you’re frequently asked, and send clients the direct link if they ask about it.
Run or attend workshops to educate local people and invite your clients.
That’s bound to make a strong reputation for your agency and prove to your clients that you know your stuff.
What better way to demonstrate you know what you’re talking about than to prove it?
But by “prove it”, I don’t mean using convincing words; I mean sharing hard data that shows you’ve done it before - provide information that can’t be argued.
(It’s no surprise that 80% of marketers use data to manage their agency relationships.)
When you’re giving away knowledge, you could share data such as:
Case studies for how you’ve done something in the past and the results it drove.
Industry statistics to support the strategy you’re explaining.
Let’s put that into practice and say your client isn’t sure on how they can grow their Twitter following without a huge budget.
Rather than saying “I know this will work”, give your client confidence by explaining you’ve done it before - and grown a previous customers’ follower count by 80% with just a £50 budget.
You’re much more likely to believe in them now, right?
Is your client asking for something you don’t offer?
It’s a common occurrence in the agency world, but it can be tricky to handle - especially when you’re a niche agency that only offers a select range of services.
But if your clients ask you for something you don’t offer or have experience with, try to avoid politely saying you don’t offer it; ask around to help them find someone who can.
Don’t cut corners and send them the website of the first company you find in a Google search; the company you’re referring your client to needs to be someone you trust to deliver a good job.
If you don’t, and you’re referring them to an agency that doesn’t meet the same strict quality guidelines as your agency does, you’ll be tarred with the same brush for recommending them - even if you’re not the one carrying out the work.
Be honest, and only recommend people you trust.
They’ll be appreciative of the help because they won’t need to spend time searching for another reputable company and get your agency in their good books.
Even more so, if you can introduce them personally to get the conversation going!
How much time do you spend checking your emails every week?
The average worker spends 28% of their entire workweek reading and answering emails, and it can often feel like a chore.
Don’t add another lengthy email to your client’s to-do list if you can help it.
Instead, take the conversation away from email and arrange face-to-face conversations to build more personal connections with your agency’s clients.
Arrange to meet up with your clients, and visit each other’s office (if you’re within travelling distance). You can make a day of it - giving them a tour around your city and inviting them to visit the team who’re working on their account.
If you’re unable to meet in person, turn email conversations into face-to-face interactions using video conferencing tools like Skype, Zoom or Google Hangouts.
Doing this will cut the time you would otherwise spend going back and forth with emails about a topic and help you make sure you’re putting things across in the right way.
Not to mention the fact you’ll get to know your client much better!
Client relationships shouldn’t just be between you and your client (a marketing manager or business owner).
Try to build relationships across both teams, and get everyone talking.
That includes your agency’s:
and the people who’re working in-house on your client’s side, such as marketing executives.
Why?
Your entire team will get to know the client you’re working with, which will help your team create the incredible campaigns your client is looking for - while not just relying on your relationship to form the perfect partnership.
Now you’re fully equipped with a list of things you’ll need to build strong client relationships, there’s only one thing left to do: put it into practice!
Remember to go above and beyond with the free knowledge you’re sharing, set expectations from the minute they become a paying client, and always be open to communication.
You’ll soon build a loyal army of clients who are willing to vouch for you when you’re pitching to your next dream customer!