Client Retention 101: How to Never Lose a Client
Before we move further into the new year, it’s time to address the elephant in the room: client turnover. While the holidays can be a magical time of year filled with festive campaigns, client gratitude, and time with loved ones, it’s not unheard of for agencies to simultaneously face some unexpected client churn as brands re-evaluate their budgets and vision for the year ahead.
A hard truth about budget cuts? Marketing is often the first to go. Knowing this, it’s important to provide a service so valuable that continuing the partnership, even on the potential brink of a recession, is an easy “YES.” Read on for our top tips to boost client retention and never lose a client!
CLIENT RETENTION TIP #1: HAVE A SEAMLESS ONBOARDING PROCESS
Client retention starts at the very beginning of your working relationship. First impressions are everything, and the onboarding process is your chance to put your best foot forward, give clients their first glimpse of your white-glove services, and assure them that their investment is well worth it.
The seamlessness of your onboarding process serves as an indicator for the client of what’s to come. So if phase one of your partnership feels disorganized and chaotic, how hopeful will the client be that the rest of your systems and processes won’t follow suit?
That’s why we’ve compiled every onboarding tip and process optimization we’ve learned into one master Client Onboarding Checklist. Once the client’s contract is signed and their first invoice is paid, we leverage this checklist as a step-by-step roadmap so both we and the client can walk through the process with ease. It not only streamlines the onboarding process but also ensures we don’t miss a thing.
CLIENT RETENTION TIP #2: ENSURE EXPECTATIONS ARE CLEAR
The beginning of any working relationship sets the stage for what is and is not to be anticipated. Client dissatisfaction occurs when expectations go unmet. That being said, it’s critical that expectations (ie scope of work, results, etc) and boundaries are communicated from the start.
This will prevent misunderstandings and frustration, ensuring that expectations remain transparent and in-tact throughout the partnership. Remember: your policies are in place for not only your own success and peace, but also your clients’! If you receive initial pushback, communicate how they serve their brand’s best interest.
Our 19-page How to Set Boundaries With Social Media Clients download not only outlines all of these boundaries and more but it also includes tips for enforcing and done-for-you email templates to gently remind your social media clients of these policies when needed. Trust us, this resource is a LIFESAVER!
CLIENT RETENTION TIP #3: COMMUNICATE, COMMUNICATE, COMMUNICATE!
Effective communication is arguably the silver lining between a successful and unsuccessful partnership. Establish a routine of when clients can expect to hear from you. Our clients, for example, know that we’ll always touch base with them:
Weekly via email for content approvals
Bi-weekly via Google Meet for our recurring meeting & via email with a post-meeting recap
Monthly via email with an analytics report
Any opportunity you have to speak with a client, take the time to share 👏 your 👏 wins. 👏 Let them know that their brand remains top of mind for you and you’ve been able to accomplish xyz for them since you last touched base. Ensure you remain in the loop on their KPI priorities and continue to hit home how you’re moving the needle in areas that matters most to them.
If you notice something isn’t working, change it! Proactivity is key: it’s better to speak up and propose an alternate strategy approach before the client flags the issue on their own.
CLIENT RETENTION TIP #4: IDENTIFY AREAS FOR GROWTH
On that note, consistently be on the lookout for areas of growth for the client. If you’re an entrepreneur or in a sales role, your mind likely immediately went to upselling them on another service you provide that they can benefit from. Afterall, just a small 5% increase in client retention can boost profits up to 75%. So yes, growing an existing client’s package is always the goal, but be mindful of additional opportunities the client could leverage that would come at no cost to them.
For instance, maybe you have two non-competing clients targeting similar audiences that would serve as great partners for one another (ie an interior designer that flips homes and a real estate agent). Having the thoughtfulness and taking the time to connect the two parties can go a long way in building rapport with the clients.
CLIENT RETENTION TIP #5: BE HUMAN
Lastly, be human. It sounds simple but is often so forgotten in the hustle and bustle of the corporate world. Start your client meetings by tastefully asking them what’s new in their world. Follow up on what they shared with you the next time you touch base (ie “Hey! How was little Johnny’s soccer game last weekend?”). Taking the time to remember personal details can help build that relationship and trust with the client.
If a big milestone is coming up for them, the brand, or simply just want to show your appreciation, consider sending a gift! Some of our favorite brands to order client gifts from include:
Lula’s Garden for cute succulents!
Fresh Sends or Farmgirl Flowers for beautiful bouquets!
Milk Bar and Tate’s Bake Shop for delicious desserts and treats!
We hope you found this blog post helpful in discovering our top tips for never losing a client! Find more of our top tips and resources in our SMM Client Success Bundle. Otherwise, follow us on Instagram and subscribe to our weekly digital marketing newsletter. Chat soon!
xx,
The Homies
