For this week’s blog, we’re diving into a common challenge in agency life: managing client expectations when the client isn’t moving fast enough. In the fast-paced world of digital marketing, time is of the essence. With only so many hours in a day, days in a week, and weeks in a month, starting a campaign promptly is crucial.

The Importance of Time in Campaign Launches

Often, clients pay for the first month upfront, and within the first 45 days, they might already be billed for the second and third months. By week six, clients can become anxious if they haven’t seen significant progress, as they’ve already made a substantial investment. This makes it vital to get off to a strong start.

Setting Up for Success

A successful campaign launch often hinges on obtaining the necessary credentials, site access, and ensuring everything is set up correctly. Clients may not see all the behind-the-scenes work, such as installing Google Analytics, but it’s crucial to explain why these steps take time. Communication is key—walk them through the process and emphasize the importance of these initial tasks.

The Role of Hyper-Communication

In my role connecting clients with influencers, I’ve learned that constant follow-up is essential. The old addage, “You get what you inspect, not what you expect.” Regularly check in with clients to ensure they provide what you need to move forward. Remember, clients hire agencies because they don’t have time to do the work themselves. During the first 30 to 45 days, hyper-communication is critical. If emails aren’t cutting it, don’t hesitate to pick up the phone. Use technology like screen sharing to walk clients through the process if needed.

Vetting Influencers and Client Involvement

When vetting influencers for clients, make sure they align with the client’s needs, whether it’s follower demographics or engagement levels. This process can be time-consuming, so it’s crucial to listen to the client, get their feedback, and keep them involved.

Handling Unresponsive Clients

If a client isn’t being responsive, articulate your concerns clearly. For instance, I had a client who wasn’t moving fast enough. I explained my need for quicker feedback and offered different ways to streamline our communication. However, they kept rescheduling calls, even last-minute. To manage this, I created a paper trail and involved the sales guy who knew the client well and could act as a mediator.

The Importance of a Paper Trail

Covering yourself with a thorough paper trail is crucial in managing client relationships. Documenting all communications, decisions, and steps taken ensures transparency and accountability. If you’ve done everything according to plan and consistently put in your best effort for the client, no employer should fault you if things don’t go perfectly. Doing your best for the client and maintaining detailed records will protect you from unjust blame and demonstrate your commitment to the project, reinforcing that you acted professionally and diligently throughout the process.

Building Relationships with Your Sales Team

Building a good relationship with your sales team is important—they’re your allies. If a client needs to speed up or decides it’s okay to go slow, having a salesperson involved can help smooth the process. They’ve spent hours cultivating the lead and building a relationship with the client. Never be afraid to use that to your advantage, but always lead with empathy, remember that everyone is human, and do your best for the client.

The Reality of Client Retention

Not every client stays forever, but if you consistently put your best foot forward, no one can fault you for a client leaving. Remember, it’s never you versus the client. Focus on collaboration, maintain professionalism, and always strive to deliver the best results.