Wednesday, May 16, 2018

Agencies: Become Experts on More Than Your Expertise

Companies big and small rely on your agency for a lot, from coming up with creative, consumer-driven campaigns, to delivering on them with speed and attention to detail. With that said, agencies can become so much more to their clients than just experts in their field. Providing a start-to-finish partnership with clients requires creating unique relationships that turn your agency into your clients’ go-to expert on all things that their brand could possibly touch. And with today’s digital landscape shifting toward a major focus on mobile, agencies that are focused on consumer trends can truly take their services to the next level. Here are a few tips to ensure that you’re always ahead of your clients’ needs:

Take Time to Truly Understand Their Business
You’re becoming a part of your client’s team, which means it’s your responsibility to know not only their team and product, but also their entire business. Taking the proper amount of time on the front end to do your due diligence in understanding the company, their vision, and their audience is paramount to your success as a team. Here are a few questions to ask, ponder, and research when onboarding a new client:

  • What industries do they play in?
  • Who are their clients?
  • What is the current perception of their brand?
  • What is the overall goal of their partnership with you?

Let these questions springboard you into further discussions that will uncover some big ideas. Not only will these ideas yield better results, they’ll yield a better partnership since they were discovered together as a team!

Be an Expert (on More Than Just Your Expertise)
Your client chose you because you’re the expert at what you do–whether that be marketing, advertising, design, or a little bit of everything. But (whether they know it or not), your clients are expecting even more out of you than just your area of expertise. How much do you know about their competition? Are you up to date on how consumers today are engaging with brands like theirs? What kind of brand experience can you create for the customer? It’s imperative that you keep up-to-date on the latest industry and consumer trends, because now that you’ve earned their trust as an expert, you’ll need to work to keep it!

We know your agency does a lot of work, and the success of all that work comes down to consumer perception. Creating a give-and-take relationship with your clients through the entire process can lead to clearer ideas of what needs to be accomplished to foster a strong partnership. Listening to your client, understanding their business (and goals!) and becoming their go-to expert on all things brand experience manifests successful partnerships, and it’s also a great way to establish a long-time relationship between agency and client.