What is the glue that binds marketing agencies and their clients together? Clear and constant communication. Without it, relationships breakdown and contracts are lost.
Build a client process and stick to it. Many agencies fall into the trap of changing course the second a client expresses skepticism. While flexibility is an important agency trait, it’s easy to get lost in the woods when you take a different path with each client.
Create a detailed scope of work complete with clear goals and expectations at the beginning of each project. This allows for complete transparency and prevents the dreaded “scope creep” that arises when a client asks you to tack on extra services.
As agencies, our job is to offer up ideas and opinion. However, there is a difference between consulting and pushing. Take the time to understand your client’s challenges and hear out their concerns instead of pushing your own agenda.
Help your client rally around one solution. Don’t be an “idea fairy” who flies in with distracting concepts. Always consider the constraints of the client before sharing your great idea.
Always Be Confirming
The fundamental ABC’s of stakeholder management. When you hop off a call with a client, follow up with an email confirming actions items. When you receive project materials, confirm receipt and deliverable deadlines. Clients are human and humans are forgetful. Remember the goal: utter transparency.
As marketers, we love to dream and create. But don’t fall so far down the rabbit hole that you lose sight of solutions. Yeah, a webinar or an eBook might sound great, but how exactly is it solving your client’s problems? Think creatively on not only the deliverables, but also for creative solutions to complex challenges.
Keep it constant. When a question arises, pick up the phone instead of the keyboard, however hard it may be.