Whether you’ve just launched a new marketing agency or looking to take your existing company to the next level doesn’t matter. Giving your clients what they want should be a priority at all times. After all, happy customers will translate to happy entrepreneurs. Here’s what you can do to maximize your success in 2024 and beyond.
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Show You Understand Their Needs
First and foremost, you should know that B2B clients aren’t interested in finding the biggest agency that brings all the glitz and glamor. They want to hire the best team of marketing experts for them. As an agency, then, your goal is to prove that your company is the right fit for them. In other words, it’s not enough to understand marketing. You need to understand the client too.
While it may seem counterproductive, focusing on a target audience may be the best way to win more clients. It may reduce your potential reach but the reward is increased resonation with the businesses that you focus on. Better still, you will find it a lot easier to establish yourself as the #1 agency in a chosen industry or location. Rather than competing with the biggest generic agencies.
Correctly positioning your marketing agency is a great starting point. For the best results, though, you need to create a stronger connection on a 1:1 basis. An added focus on actively listening can transform your future. It gives you a chance to truly understand the client’s needs and subsequently build a tailored campaign. Whether it’s a consultation with a prospective client or a review to improve an existing client’s services, the rewards are huge.
Master Modern Content Types
Businesses hire marketing agencies for many reasons. Ultimately, they are entrusting your firm to create campaigns that attract consumers to yield traffic and sales. Therefore, it’s imperative that you understand what content end users respond to. Once you do, it will be possible to build a strategy that truly helps the company you work for convert more sales.
Video marketing should sit at the very top of your agenda and this post explains how you can build winning strategies. It is one of the most effective ways to engage users and ensure that the brand message becomes more memorable. If they regularly consume the content that you have produced, the products and services will be fresh in their minds. So, once they enter the buying mindset, they’ll visit your client’s store or website.
In addition to video marketing, your agency should embrace audio content and blogging as well as social media marketing. It is also worth developing a stronger approach to SEO, tapping into modern tools like voice search or Google My Business. By embracing the modern techniques that many companies do not, your agency can help clients get ahead. It also helps future-proof their ventures.
Rectify Past Mistakes
It’s natural and understandable that most marketing agencies focus on new campaigns. However, the benefits gained from new ideas will be heavily compromised if the fallout of past mistakes is left untreated. Whether it’s rectifying problems caused by the company’s in-house efforts or another agency’s black hat marketing doesn’t matter. Fixing the past allows you to create a fresh start and focus on building a better future.
There are many examples to consider. Perhaps the most obvious is getting the client’s website added back to the index following a Google penalty. This quick guide will teach you how to do this in style. However, you may also need to delete past social media pages or fix issues like broken links. Otherwise, those issues will continue to hinder the progress achieved by future ad campaigns.
Some clients may actively know that they need your help while others will not. Completing a full audit of the brand’s marketing strategy should be a key step in the process. Moreover, you can fix issues like typos in the branding and duplicate content. Or any problems linked to copyright and intellectual property. If nothing else, going the extra mile to undo issues caused before you meet the client shows your professionalism. It goes a long way.
Educate Your Clients
Above all else, B2B clients who hire your services want to see results. They want to see measurable rewards like increased impressions, traffic, CTRs, and conversions. Still, your marketing agency should also appreciate the fact that many companies want to understand the process. Education could be the key to greater success for your agency as well as the firms it represents.
Educating your clients can take many forms. It could mean explaining the reasons for focusing on specific campaigns during the consultation phase. Or you may want to create content or directly tutor them on how to use their CMS or CRM. Likewise, showing them how to track KPIs and why certain aspects are vital for the marketing funnel can have a very positive impact.
Teaching them about marketing adds value to your services. It gives clients the opportunity to monitor progress or even manage some aspects of it. If you’re worried that this will lead them to end their agreement with you, the truth is that your expertise is priceless to them. Aside from producing better results than they could, your agency saves them valuable time. In turn, your client can focus on actively running their business.
Invest In Customer Care
As already touched upon with the idea of active listening, clients need to know that you “get them”. So, even if your services are perfect, you will only see limited results if your client care isn’t up to scratch. Businesses want an agency that will quickly respond to any issues that may surface. Furthermore, they want to be treated like people rather than a number or “just another client”.
Firstly, you can grant each client a dedicated account with a project manager who oversees the campaigns. Meanwhile, simple ideas like sending a weekly or fortnightly report keep clients informed. However, it’s equally important to remain accessible to them. Whether it’s through telephone, video chat, email, live chat, messaging or in-person chats is up to you. The key is to stay responsive.
Putting the right tools in place to maintain good communication is one thing. For the best results, though, you will also need to ensure that a friendly and consistent vibe is maintained. Aside from removing potential frustration for your clients, it makes them feel valued. Crucially, it offers you the chance to turn negative experiences into positive ones. So, you should see a far higher rate of loyalty.
Provide A Financially Rewarding Service
Last but not least, you must not ignore the fact that money matters. Every business decision that a B2B client makes will be motivated by money. It is especially true when dealing with the concept of marketing as it directly influences both the expenses and revenue. In short, if your marketing services deliver a positive ROI, the client will have no reason to end the deal. If anything, they’ll increase their spending as they grow.
With this in mind, it’s important that you keep an eye on the financial matters and conversion rates. A greater focus on automated email marketing funnels, for example, can yield a far greater return of sales. You may also wish to consider the impact of bidding on different keywords and using different platforms for PPC purposes. Simple modifications can significantly impact the cost per acquisition.
Giving B2B Clients What They Want From Your Marketing Agency
Ultimately, then, it’s not only a case of giving clients what they want. You must also provide what they need. By delivering on both of these accounts, the agency should be destined to see hugely positive results. The end consumer will be happy. The client you represent will be happy. And your increased profits will ensure that you’re happy too. If that doesn’t signify a recipe for success, what does?
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