How to Improve Client-Agency Relationship with Transparency

By on April 23, 2018

Before buying a product or hiring an agency, people search for their sites, blogs, social networks, and online reviews. This is exactly why investing in digital marketing is a must for businesses of all shapes and sizes.

However, digital marketing is not just about attracting new clients. It’s about building a reliable brand your clients can trust. And, the only way to achieve that is to be transparent. In other words, instead of promising your customers the moon, you need to be honest with them. This approach boosts your reputation and fosters your brand loyalty. Namely, studies show that 94% of consumers would stay loyal to a brand that offers full transparency.

Here are a few ways to make your business more transparent to your clients.

Send Client Reports Regularly

By getting your clients to choose you over your competitors means being directly responsible for their bottom line. Let’s take digital marketing as an example. This is one of the fastest-growing industry fields, where things can go upside down unexpectedly fast. And, it’s sometimes extremely difficult to explain to your clients that the loss of a few followers or a slight drop in rankings is not necessarily your fault.

So, what to do?

For starters, you need to be prepared. Use different digital marketing tools to keep track of all metrics important to your clients and see how they perform online.

Once you collect relevant data, you need to provide your clients with feedback regularly. By creating detailed weekly, monthly, and quarterly reports for each of your clients, you will manage to prove the effectiveness of your strategies and show them how your agency impacted their bottom line. There are numerous tools that can help you with that. Integrating with all major digital marketing platforms, they allow you to send reports automatically, add widgets from different tools, and track your KPIs on a single digital marketing dashboard.

Share Social Proof

Statistics show that 84% of people trust online reviews as much as recommendations by the people they know. Most importantly, they trust other consumers’ reviews more than your branded content. To turn this fact to your advantage, you need to leverage social proof.

The benefits of implementing social proof are multiple. First, it’s easy to collect. Second, it helps you position yourself as trustworthy. Namely, when your potential clients see that the companies similar to theirs are satisfied with your services, they will want to work with you, too.

Start with your business reviews. Ask your clients to review your agency on major business review sites and social networks. To boost your authority, publish your major clients’ testimonials on your site. Boost your social following to show how relevant you are in your niche. You could also share user-generated content, share expert social proof, or work with influencers.

Give Instant Feedback

Sure, calling your clients every week, answering their emails regularly, and sending monthly and quarterly reports are key to boosting your transparency. Still, these practices aren’t always enough for you to provide them with the exceptional user experience. We’re living in the era of incredibly fast internet connections, sophisticated messaging systems, and numerous social networks. Your clients are aware of that and they want you to be there for them 24/7.

That’s where social networks shine once again.

Give social listening a go to see what they think of you. There are numerous social media monitoring tools that will notify you whenever you’re mentioned online so that you can participate actively in your target audience’s discussions and provide them with instant feedback.

You should also consider integrating a chatbot with your social networks. Powered by AI, they keep getting smarter and their answers are relevant, natural, and to-the-point. They will help you answer repetitive questions in real-time, giving you an opportunity to focus on some other aspects of your business promotion.

Show who You Really Are

Like I’ve already mentioned, your clients don’t trust branded promotions anymore. They search for your business reviews and look you up on social networks to familiarize themselves with your agency before hiring you. They’re not interested just in your services. They want to know the story about your brand. Most importantly, they want to see that you care about them.

Use your social networks to humanize your brand and build a personal relationship with your clients. Take advantage of these channels to tell your brand’s story. Take your target audience behind the scenes with live videos.  Share your staff’s photos to introduce your clients to the people behind your agency. If you’ve participated in a major event, share insights, photos, and videos. Share relevant content and videos about your products or services to help your clients see whether they can help them solve their problems.

Final Thoughts

Digital marketing is not about generating immediate profits. It’s about boosting people’s awareness of your brand and building a strong relationship with them.

This is why transparency matters.

Instead of misleading your clients, be open with them. Tell them honestly who you are and what your products or services can(not) do for them. This way, you will boost your brand consistency and earn your clients’ trust.

About Nate Vickery

Nate Vickery is a consultant and an online author mostly focused on covering latest trends and practices in digital marketing applicable to startups and SMBs. He is also the executive editor at Bizzmark Blog and an author on The Next Web.
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