7 Ways Your Marketing Agency Can Set Up Clients for Success

If you want to build a marketing agency, you know the key to reducing churn is setting up clients for success. Sure, an agency can hit sales targets, but if it can’t keep current clients, churn rate will eat away at the bottom line. Here are a few strategies marketing agencies like yours can use to give clients amazing results from day one.

Start with an Accessible Website

More than 85 million people in the United States have a disability. That’s 27% of the U.S. population. In 1990, President Bush signed the Americans with Disabilities Act (ADA) into law, making accessibility a matter of legal compliance.

Today, ADA compliance for websites is measured by Web Content Accessibility Guidelines (WCAG), which has three tiers: A, AA and AAA. Within this framework, A is the lowest level and AAA is the highest. The legal minimum is AA for websites. More than 90% of websites do not meet this minimum.

Web inaccessibility means people who use assistive technology don’t have effective access to many sites. In other words, ADA compliance isn’t just a legal issue; it’s a matter of leaving money on the table. Without a fully ADA compliant website, your customers risk lawsuits and limit their digital reach. With the help of an accessible site, you can ensure your customers can reach a larger audience.

Align Your KPIs to the Conversion Funnel

Every agency has that “one client” who’s never happy. More often than not, though, clients who get results tend to be happy. Because results are such an integral part of your day-to-day relationships with clients, it’s important to define success through more specific, measurable KPIs than revenue and leads alone.

The conversion funnel is one of the easiest ways to align customer goals to your productized services. Let’s say your customer wants to increase inbound leads for a specific service they offer. By aligning this larger goal with the framework of a conversion funnel (awareness, evaluation, purchase), you’ll show your client not only their primary objective but how your agency can help them get there.

Aligning a marketing campaign with the conversion funnel will also show the value of ancillary metrics. These quick “wins” are not the client’s ultimate goal. However, supporting metrics like email click-through-rates and organic impressions can be used to measure engagement through every stage of the customer journey. With this data, you can show the most lucrative strategies and position your agency’s value to clients.

Optimize for Every Step of the Customer Journey

Every step through a conversion funnel is an opportunity to deliver a higher ROI for your clients. In other words, you need to account for every customer interaction – from the first impression to post-purchase brand engagement.

This means developing a strategy to generate customer reviews is equally as important as organic search, social media and other marketing tools. In other words, your clients will be more successful when their digital strategies use every opportunity to engage with customers.

Build a Lead Generation Machine

If you want to build a marketing agency, you know that generating leads takes more than offering gated content and on-site lead magnets like whitepapers, e-books, or webinars in exchange for contact and demographic information. This tactic is effective, but don’t stop there.

While the perfect lead generation machine will require some customization from client to client, the components of each campaign usually include

• Relevant and unique content (which can include pages of content or other mediums) to attract users to your site organically
• Paid ads for branded and discovery keywords to keep your clients at the top of search engine result pages (SERPs)
• Retargeting ads to keep your clients top-of-mind for their customers
• Email marketing to target specific demographics and customer behavior

Like any complex marketing strategy, these types of lead generation tactics can take significant effort and may not be realistic for all agencies. Because of this, many fast-paced agencies choose to use some white label digital marketing services.

Set Up a Referral Strategy

According to 60% of marketers, referral strategies generate a high volume of leads.  54% say referrals generate a low cost-per-lead.  Simply put, referrals are a powerful strategy agencies can use to increase leads for their clients.

A successful referral strategy includes the following:

1. Identifying the best time to ask customers for referrals
2. Asking the right customers for referrals
3. Dedicating the time and resources needed and sticking to the program

The right time to ask for a referral depends on the service or product provided. Referring a product, for example, should happen after the customer has had adequate time to use it. Referrals for a service, on the other hand, can be requested at once. For long-term contracts, businesses can ask clients for referrals more than once or even on a regular schedule.

Find the Right Channel Mix

One of the challenges agencies face is accommodating the specific goals and needs of individual clients. This includes finding the perfect channel mix to reach their revenue goals. Because digital marketing is such a broad practice, it’s important to find the correct budget allocation between paid, social media, email, SEO and other marketing tools for each of your clients.

Additionally, each channel will include opportunities to weigh and consider. Social media marketing for a fast fashion brand might lean heavily on TikTok advertising, while a realtor would find better engagement on Facebook or Instagram.

Many agencies choose to white label digital marketing to handle at least some of their channels. With a fulfillment service, you can guarantee results and offer a wide range of services. Combined, these benefits make it easier for agencies to balance the most valuable channels for their customers.

Leverage Chat & AI for 24-Hour Customer Support

Getting your clients leads is one thing. Making sure they have personnel to pick up the phone, respond to chats or SMS messaging is a totally different challenge. One of the ways you can simplify your clients’ need for customer support around-the-clock is to provide them with a chat bot that can field sales leads or customer questions after hours.

AI chatbots are effective because they cost less than a human representative and can learn. Not all chatbots are created equally, but a good one can help your customers substantially increase conversions at a low cost-per-lead. If you don’t use chatbots, you are probably  leaving money on the table and even turning away business to competitors.

AI-Powered Chat Aligns with Consumer Preferences

AI-supported chatbots are more than an effortless way to field sales leads and customer questions. They are also an integral part of the customer experience and align with the way customers search for answers online. Simply put, people tend to search conversationally. What’s more, 75% of people would rather interact with a brand via a private channel such as online chat than traditional venues.

How Chatbots Align with Search Engines

When people use Google, Bing or another search engine, they expect to find answers to their questions. Over the past decade, search engines have become more intuitive about how they supply these answers. Employing a chatbot that uses advanced AI to create a realistic conversation is one more way you can help your customers give the answers their customers need when they need them the most.

Setting Up Your Agency to Better Serve Your Clients

If you want to build a marketing agency quickly, working with a fulfilment service may be the best choice for you and your clients. When agencies resell white label marketing services, they not only guarantee consistent results for their customers but are free to scale quickly without the financial burden of hiring and training new employees. Agencies that want to scale quickly should also consider their brand strategy and whether joining forces with an already proven brand may be the best – and easiest – way to grow. To learn more, get in touch with Umbrella today.