Our Top 7 Client Management Best Practices
Not everyone loves client management. But our founders Taylor and Katie love it so much, they’ve built a whole agency dedicated to just that. And so—humble brag time—-not only did we write the book on client management best practices. We made the course, too!
Top notch client account management is essential for any digital marketing agency looking to provide top notch services. Here are seven client management best practices that can help you grow your business.
Client Management Best Practices
#1: Pick The Right Clients
We get it. Especially, when you’re starting out, and you’re casting your proverbial fishing line out there, it’s so easy to jump on everything that nibbles. You know you can do great work, and you can’t wait to get started!
But trust us: part of building a thriving agency is knowing when to say ‘no.’ Maybe you’re seeing some red flags early on, maybe they’re a bit too niche, or maybe you just don’t think your vibes are aligned. Not every client is going to be the right fit for your team.
For example, we’re a fully remote team, and we really value our work-life balance. So if an agency wants us to work in-office, or they want us to be on call 24-7, then they’re not our perfect match. And that’s ok—because we only want to work with agencies where we know we can really make a difference. It’s in everyone’s best interest to pass if that’s not going to be the case.
#2: Set The Stage With Great Onboarding
We are big, big advocates for streamlining your client onboarding. Not only does this make your life easier going forward. It also means you’re letting your clients know right away what they can expect from you, and what you expect from them.
Nurturing client relationships starts from day one. That’s why it’s best to have SOPs in place that are going to ensure that referral-worthy experience you’re shooting for. Make sure you understand your client’s needs and goals, and make sure you (or your Client Account Manager) have the tools in place to meet them.
And don’t forget to download our Client Onboarding Checklist!
#3: Communicate Regularly & Proactively
We love our client Bryan Starck’s philosophy. The owner of 100 Celsius, he believes that if a client has to reach out, then you’ve already missed the mark. Client Managers need to be proactive, answering questions and solving problems before they arise.
Meanwhile, it’s also important for Client Account Managers to be comfortable tooting the agency’s horn a bit. Bryan admits that he’s not a big fan of bragging, which is why he relies on his team to be more blunt about their accomplishments.
“Communicating on a regular, pro-active basis is really key for retention and having your client understand the value you bring to them,” he says.
Of course, part of regular communication should include consistent, detailed reporting on all your projects.
To do this, you or your Client Account Manager needs to know how often to send reports, and who should be getting them. They need to know who on your team is responsible for creating these reports. And ideally, they’ll also have email and reporting templates in place to make this process as painless as possible.
Finally, don’t forget the analysis piece. Explaining and contextualizing your reports will help your clients better understand where they are and where they’re going. Just as important, it will help them better understand all the strategy that goes on behind the scenes.
We’re also big proponents of regularly surveying clients to ensure we’re meeting (and hopefully exceeding) expectations. And you don’t need to wait to ask for feedback, which is why we send new clients a survey after just two weeks. Get our Client Happiness Survey Template here.
#4: Send Gifts
You probably want to surprise and delight your clients, right? And what’s more surprising and delightful than getting a gift? Even simple client gifts, like a small Starbucks, go a long way. Whether it’s a hand-written card, a gift basket, or something specific to the client, we strongly encourage you to give client gifts!
We’re not suggesting you break the bank, of course. We’re suggesting you put some energy into ensuring your clients know how much you value them. That’s why each of our team members has a quarterly budget specifically for gifts, and why we teach them how to come up with really thoughtful gifts, too.
#5: Stay Current
Since you’re in digital marketing, we probably don’t need to tell you how quickly industry trends and best practices can change. If you don’t stay up-to-date, then you’re going to struggle to keep your clients’ strategies up-to-date, too.
And don’t forget about your team, by ensuring you’re continually helping them keep their skillsets current, too. Your client-facing Account Managers might also benefit from our CAM training program.
#6: Foster A Good Company Culture
Speaking of your team, what type of work environment are you fostering for them? Maintaining a positive, professional culture is going to ensure your Client Managers are always passionate and bringing their A-Game. And the less turnover you can have in client-facing positions, the more consistent your client experience will be.
Plus, don’t you want to work with happy, inspired people?
#7: Make Each Client Feel Like They’re Your ONLY Client
Finally, here’s the last and most important client management best practice tip. In fact, this should ultimately be your goal anytime you’re working with clients.
Namely, each client should feel like your world revolves around them. They want to feel supported, they want quick responses to emails, and they want to be your top priority. What they don’t want is to feel like they’re an afterthought, or like they can’t get a hold of someone when they need to.
In other words, whether they understand it or not, every client wants a dedicated Client Account Manager. They want someone who is responsible for keeping their projects organized and on-track, for giving them timely reports, and for answering their emails in a timely fashion.
Of course, not every agency is ready or able to bring on a full time Client Account Manager. If that’s the case for you, you may want to consider fractional Client Management, where one of our fully-trained, fully-vetted Client Account Managers provide white label management.
Or, if you’re just struggling with a big project or two, you might want to bring on a fractional, dedicated Project Manager to keep your clients happy.
Either way, we can help ensure that your clients always feel like your Number One. Reach out to learn more.