Obvious and not so obvious things agencies do and why. And how to avoid them.
The obvious and simple reason is that you are not providing enough value to your clients. Ouch, that hurts. But of course, it is not that simple. This article talks of why this might be, thus allowing you to avoid these scenarios.
What qualifies me to write on this? Our company’s mission is to help agencies with their content marketing analytics. We provide professional tools and do-it-for-your services where we act as content and SEO agency’s analytics team to offload this expense and time suck. So we help them grow faster by letting them focus on marketing results for their clients, no the technical, data work, and reporting aspects of analytics. I work with agencies weekly, daily even… seeing success and failure.
It is your livelihood? If you are an agency owner, your profits, income, and cash flow is affected.
When you are not growing you are usually dying. If you have 5 clients and lose one, that could be 20% of your revenue lost, instantly! No good. Right?
So step #1 in growing your agency is making happy clients.
The best way content marketing agencies grow by referral. They spend little time on marketing themselves. They even have to say “no” to clients. They get to because a prospect may not be a good fit, or they are not interested. Nice! They have to, because they have no more capacity right now to serve them… a nice problem to have.
Notice I say “shown”. You may not be showing your value or you may not be proving them value. At least fast enough for their needs or expectations.
Failing to deliver results. If a content agency promises results but fails to deliver on its promises, it will likely lose their clients. Clients are paying for results, and if they don't see the desired outcome, they will be dissatisfied and may look for a different marketer who can deliver what they need.
Or maybe you are not “showing” your clients the value you are providing sufficiently or successfully. Actions are not results! Yes, you may do all you agreed to do. Great! Good for you. You wrote the articles, case studies, lead magnets, social posting…whatever you promised. But if the client does not see it value… its connection to their revenue ultimately, you will lose them.
This is where SaturnOne focused our efforts, helping agencies prove their value. By connecting efforts to outcomes and ultimately leads and revenue.
Communication is essential in any business relationship, and content marketing is no exception. If a marketer fails to communicate effectively with their clients, it can lead to misunderstandings, missed deadlines, and ultimately, lost business.
Communication is two-way. The first thing is to understand and document the client's expectations. Both your actions and the results that are expected. This needs to be agreed upon before you start. This should be part of your engagement agreement. First, how to report on these results…actions, and analytics reports of the results. Second, what to do if these results are not meeting expectations. Do not take on a client whose expectations you cannot meet or who is unreasonable.
Communicate often and consistently. Connect your efforts to their needs and expectations.
Content marketing is all about creating engaging and compelling content that resonates with the target audience. Add lead generation and efforts to drive traffic. All should be part of a comprehensive content marketing strategy.
If a marketer lacks creativity and fails to produce content that stands out from the crowd, clients may look elsewhere for someone who can produce more innovative and effective content.
Creativity is not just about writing, copy, or design. It also included the discovery of what drives leads and ultimately client revenue. It can include novel distribution methods also… after all, if no one reads or see your content… failure as far as your client is concerned.
In my experience, content needs to be focused and have the goal of doing one thing. Constraints and focus can drive some of the best creativity.
On the other hand, things that content marketing agencies should do to retain clients include: