In this article, we will focus on the most impressive elements and provide some suggestions that will help your agency satisfy likely requirements.
These concepts are relevant regardless of whether you are an agency, consultant, or operating in any capacity that involves collaborating with a customer or stakeholder.
The biggest mistakes agencies make with new clients
The sales team over-promises
In the early stages of a project, it is essential to make a good impression and fulfill all expectations to establish the groundwork for a successful relationship. One way to make sure you are on track for early results is to have realistic expectations. It is clear, yet due to a lack of communication between the agency’s selling division and the account management team, it, unfortunately, does not take place frequently.
For instance, one member of the panel said it is ordinary to encounter the premier team during the sales process, only to find that after the documents have been legally finalized, customers are let down by being passed off to a sub-par team that is anticipated to fulfill all the large aims that were used to finish the deal.
Not planning time for onboarding
Another person on the panel stated that engaging a fresh agency is much like employing a new worker. The amount of effort invested in a new employee’s onboarding process can significantly determine their eventual success. A new agency requires assistance from the client to get a thorough knowledge of their business so that the agency can be a supportive and advantageous counselor. Given that they will not be based at the customer’s site, they will not be able to pick up the same amount of information that a full-time staff member would, so measures must be put in place to make up for this.
You should anticipate that it will take time for you to get up to speed with a client’s operations and that you will require their assistance for a better understanding of their industry. Make sure this is included in any agreement so that the customer is aware. It is essential to emphasize that an initial couple of meetings must be steered by the customer to acquaint the agency with its company. The agency won’t be able to gain control of the situation until later and will not be able to start producing results until then.
Starting work in the middle of a critical period
One of the panelists commented that the timing of the commencement of a fresh involvement was imperative as it requires a bit of time until it is up and running. A web-based business might not be keen to collaborate with a fresh agency during the fourth quarter, as the outcome of their yearly earnings may be dependent on seasonable sales. It is essential for an agency to provide a buffer for onboarding and to make sure that sufficient time is allotted to make the needed alterations to an account prior to the busiest period for their client.
How agencies can build trust with clients
Meet in person at least once
The panelists all shared a collective wish for their clients to establish a stronger bond with the members of their agency. Agencies and their customers may not always have the opportunity to convene face-to-face, but having some initial meetings in person can create a warmer atmosphere and foster a more candid and transparent conversation.
Send executive reports in addition to what the client wants
A panelist mentioned that it was important for executives at the chief marketing officer level to communicate. Frequently, organizations involve internal personnel who answer to the Chief Marketing Officer, and the Chief Marketing Officer is responsible for allocating money for promotional activities, including compensating the agency. The Chief Marketing Officer does not have a daily involvement with the agency, although the agency has the potential to lend aid to its counterparts who work with the client.
As an example, it is beneficial to give a report that gives an overview to the Chief Marketing Officer or executive. Providing statistics and graphs in a design that can be seamlessly included in presentations designed for the Chief Marketing Officer is advantageous. By offering additional assistance to their customers with the task of demonstrating the value of the relationship, the organization decreases the amount of effort required by the client to back up the agency, which, as a rule, minimizes attrition.
Make your agency stand out
PPC expertise makes agencies stand out
Agencies should keep ahead of the curve in terms of PPC, being knowledgeable about the latest developments, and being willing to experiment. This comparison shows how the job of the PPC specialist is similar to a doctor’s, as previously discussed in my articles about how to stay relevant in today’s world as AI advances and takes on more of our roles.
Customers employ companies who are well-informed and who comprehend the strategies that can resolve their issues. Similar to a physician, you must stay apprised of the newest strategies of treatment and comprehend how they might interact with the existing circumstances of your customer.
Be willing to try something before it can be automated
Your client may wish to attempt something innovative, however, there might not be any practical methods to rapidly increase the solution yet. Accomplishing this type of job might require more of your organization’s resources in comparison to other tasks it normally performs. One must be willing to do laborious work if it gives the customer some advantage. The client should be cognizant that the cost of agency will decide how much of manual labor they can acquire. If the agency is not remunerated justly, they may not put in much effort to keep the customer.
Work with the latest technology
An agency’s success in providing successful campaigns that capitalize on the most recent features of the PPC platforms is determined by the quality of its technological systems. Scripts are great for prototyping solutions. I firmly advise incorporating scripts into your company if you haven’t already. If you require some concept, I and my cohort, Daniel Gilbert, have both created much work regarding this area.
Identify and Attain Quality Clients
In order to make full use of your skills, you have to find enough jobs to keep your proficiency in PPC going. Often, agencies acquire customers that are inflexible, challenging to cooperate with, or plainly not suitable for the services they offer.
A major hindrance experienced in working for an agency is the lack of time for securing new customers. Elliott Reid, the Manager of WordStream’s Agency Sales Department, is very familiar with this test. “It’s sort of a catch-22. As an agent who is expanding, you commit your time, energy, and resources to increase the size of your company, yet every customer who works with you adds an extra amount of labor, which reduces the attention you can pay to obtaining more new clients”, Elliott states. How can agencies improve their ability to bring in more business? Follow these tidbits of wisdom from Elliott:
Make Business Development a Focus
It is important to designate a certain period of time for this. Elliott emphasizes that this must not be overlooked. No matter the amount of time it is, reserve a specific amount of time with an obligation to search for customers as it is simpler to put this task off than you may believe.
Get Noticed
It’s been found that social networking consumes more of individuals’ online time than any other online activity, with email coming in second. But, what does this mean for you personally? It is certain that potential customers will investigate your social media presence before they are willing to sign a contract. You should use your social media accounts to demonstrate that you’re a top performer in the area of paid search, just like Tom Brady is in football. Devote effort to creating your LinkedIn, Twitter, Facebook, and Google+ accounts. Have individuals you are close to professionally, such as colleagues, or valued customers, speak positively of your abilities on LinkedIn and provide recommendations for you. Join the Twitter experience connected to your profession by participating in talks such as #ppcchat, tracking and appreciating messages posted by experts in the PPC sector like @LarryKim, @GinnyMarvin, and @Matt_Umbro.
Post to your enterprise’s blog or initiate a personal blog about your business to show and give out your skills. Elliott stresses the importance of being a well-seasoned expert in the industry in order to add worth and authority to the discussion. I don’t necessarily advocate for blog writing to pull in clients, but if you’re consistently producing blog posts and expressing your ideas, it will gradually grow your status as a leader. This, in turn, will enhance your expert reputation.
Get to Know Their Business
This step is necessary since if you are not capable of conveying knowledge about your customer’s ventures then all confidence will vanish instantly. It is not expected that you know as much as the other person, but having a basic understanding will aid in forming a good work relationship. “Understand where you’ll be able to provide value. Elliott remarks that the focus should be on the people being addressed, what they seek, and being knowledgeable about the sector in order to have a competent dialogue.
Keep Your Clients Happy
So you’re closing deals left and right. It’s time to celebrate! Or is it? Secure the stopper in your bottle of bubbly and stop the multitude of chicken wings and pizzas for the whole staff. Gaining success in the transaction is only part of the job. In the long run, your business will not prosper if you disregard your customers and you have too many people quitting. ” Agencies can be guilty of not recognizing that a client who has been with them for a long time may need as much attention as newer ones. Elliott refutes the claim that they will never go away! Do you have any strategies for addressing dissatisfaction among people who talk to you daily and ensuring client retention?
Be Transparent and Communicate Effectively
It is important to make sure that your customers are kept informed of how their money is being used effectively. If you leave them aside and then contact them sporadically, a chaotic situation could occur quickly and unexpectedly. As Elliott suggests, demonstrate to them the activities you are undertaking in their account and present the related data. Treat each customer as if they are able to provide you with 10 further referrals if you provide an outstanding level of service.
Kick Off the Customer Relationship on the Right Foot
Discovering the key to customer satisfaction is essential, but how does one go about doing this? You must be wondering about the beginnings of your association with the client; it is a crucial moment in their experience. If the service you provide your client fails to meet their expectations from the beginning, their faith in you will quickly evaporate and your opportunities to retain them will decrease. Randi has been successfully forming mutually rewarding relationships for over six years. She recommends that you:
Set Clear Expectations from Day 1
We’ve all experienced that horrible phone call; the customer with the fiery face and stern voice shouting into the phone because they are not observing immediate results. You pull into a tight ball and hide beneath the desk, hoping that the problem will just go away. Establishing clear guidelines from the outset will keep these exasperating, disposition-harming phone calls from happening. Creating attainable objectives is absolutely essential for upholding a cheerful and stable long-term customer relationship. Make sure to show that you are sure of yourself and let them know that you understand PPC well and they understand their own business well. “Don’t promise immediate results, but steady improvement. Randi advises them not to expect to witness a four-fold increase in conversions in the next 48 hours. Organize a plan of action that creates reasonable timings in order to make sure both of you are continually up to date.
Take Notes and Keep Records of All Calls
Be prepared for each phone conversation with a compilation of inquiries and record the replies so that your initial objectives, arrangements, and expectations are documented. Eventually, after a few months have passed, you can look back to the initial plan and ask your client if they still adhere to the same goals. This allows you to evaluate if you accomplished the original objectives or not.
Share Success with Your Clients
Brag your little heart out! The effort you put in is going to result in a great response from your customers; they’ll be delighted with the number of leads they are experiencing. In some cases, your customers might be unaware of what is happening. After all, they hired you for a reason! It’s your job to report back. Look for an appropriate report to suit your client’s needs, whether it be in Excel format or a more visualized version in PowerPoint.
Conclusion
Customers have many possibilities when searching for assistance concerning their PPC accounts. Organizations may choose to expand their internal teams or employ one of the countless agencies. It’s hoped that a greater understanding of the thinking behind firms that hire advertising agencies will prove advantageous in securing new clients and keeping current clients satisfied.
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