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Client churn is a significant challenge when running an agency or consultancy.
Investing time in setting up clients and getting the team ready, only to have clients leave, can make all efforts seem wasted. This not only affects revenue but also team morale.
High churn rates can push agencies into a constant loop of seeking new business, preventing them from focusing on quality work and growth.
But by focusing on building and maintaining strong client relationships, you can reduce churn.
Let’s explore 10 strategies that can help keep clients onboard, make your efforts worthwhile, and support your agency’s growth.
Success starts with working with the right type of client — one who understands that, say, content marketing is a long game, and has the resources to invest in it. Identifying clients who value content and are willing to commit to the process can significantly reduce churn.
Properly setting expectations is crucial. Aim for low to moderate expectations and then exceed them. Over-delivering and providing strategic guidance can impress clients and foster long-term relationships.
Strive to deliver some wins within the first 90 days. Early success can build trust and prove the value of your service, making it harder for clients to consider leaving.
If you’re in digital marketing, incorporate short video content from day one. Videos have a high reach and traction on social media and can generate quicker results than traditional blog posts or articles.
Consistently delivering quality work is non-negotiable. Quality content can strengthen your reputation and encourage clients to stick with your services.
Regular updates and monthly reports can keep clients in the loop. Effective communication ensures clients are aware of your efforts and successes, which can contribute to their satisfaction.
Adopt value-based pricing but avoid overcharging unless you’re confident in delivering early wins. Fair pricing aligns your services with the value perceived by the client, enhancing satisfaction and retention.
Encourage longer-term contracts with incentives, such as a discount for a three-month commitment. This can stabilize your client base and financial forecasting.
Ensure that working with your agency requires minimal effort from the client. The easier it is for them to work with you, the more likely they are to stay.
Forming or joining a Slack or WhatsApp group with your clients can foster camaraderie and can make your agency feel more like a partner than a provider. This friendly feeling can make clients more likely to have open, honest conversations and give you time to address any concerns they might have rather than go straight to firing you.
Tackling client churn is critical for the growth and sustainability of your content marketing agency.
By applying these 10 strategies, you can build stronger relationships, reduce churn, and create a more stable foundation for your business.
Remember, every effort you put into retaining a client not only saves you the cost and time of acquiring a new one but also contributes to a solid reputation and more predictable revenue streams, and a business you can sell one day.
Steve Glaveski is on a mission to unlock your potential to do your best work and live your best life. He is the founder of innovation accelerator, Collective Campus, author of several books, including Employee to Entrepreneur and Time Rich, and productivity contributor for Harvard Business Review. He’s a chronic autodidact and is into everything from 80s metal and high-intensity workouts to attempting to surf and hold a warrior three pose.