If you own or run a digital marketing agency and the thought of your clients leaving is keeping you up at night then this article is for you.
And if you want to find out the exact process that you can use to not only keep your clients for longer but also increase your own revenue at the same time – then you’d better keep on reading…
Agencies Are a Commodity
Anybody that works in the digital marketing industry will know agencies are becoming more and more of an easily accessible commodity. We only have to search for ‘digital marketing agency’ to return over 6 million results.
Which is ALOT of competition.
I’m sorry to say that agencies are not irreplaceable and it’s also more than likely that your client knows that.
That’s why it’s now more important than ever to be delivering so much value for your clients that they wouldn’t even dream about looking elsewhere.
In this guide, I’m going to explain exactly how your agency can use marketing automation for your clients to not only keep them longer but increase their lifetime value too.
Let’s get started..
Why Do Clients Churn?
When it comes to clients churning, there’s a couple of obvious ways that spring to mind.
They may have been forced to stop trading or they may have decided to take their marketing in-house.
When it comes to reasons like that and for the sake of keeping on-topic, agencies can’t really do much about it.
However, there’s typically only one real reason why clients will stop using the digital marketing services of an agency.
And this one is perfectly within the agencies control.
And what is that reason?
Yes you guessed it, it’s obviously the fact that the client isn’t getting a good enough return from their investment.
Yes there could be a few other reasons, but the one I see time and time again is that it boils down to their results.
If you think of it from a high level perspective, if a client has found a company that they can pay to deliver customers to their business profitably – then it would be an unusual move for them to end the relationship.
Why Your Clients Might See The Value
1.You Are Only Reporting On Leads Not Sales
Nine out of every ten agencies that we speak with do not currently report on how much revenue they’re making for their clients from their lead generation campaigns.
Now, let’s just get this out there. This is a big no no in any type of digital marketing campaign where the goal is generating new leads.
Can you imagine not telling an ecommerce client how much money you’re making for them each month?
You wouldn’t make it through the proposal stage let alone the first 30 days. So should it be any different for clients that generate leads from their marketing campaigns?
I don’t think so.
The biggest reason we hear that agencies aren’t doing this is because they either think it can’t be done or it’s too complicated and expensive to setup.
Well it isn’t, offline conversion tracking aka closed loop marketing is now a core part of any agency that wants to prove their value and keep clients for longer.
If the service you are providing is to bring clients potential customers, it’s difficult for them to value the work if they don’t know the financial impact it’s having on their business.
2. You Are Leaving The Client To The Hard Work
“The leads aren’t any good” or “The leads don’t want to buy”
If it is, don’t worry.
Agency clients will either be geared up for handling sales or they won’t. It’s usually one or the other.
If they are, then that’s great – they’ll know exactly how and when to follow-up with prospects. They should also be closing some deals from the leads you are sending them.
If they aren’t, then this could prove to be tricky for the agency. The reason being that when sales aren’t the number one priority for the business, it can mean that leads aren’t followed up with quickly enough, if at all.
What happens then is that the client thinks that because they tried calling them once, three days after they requested more details then it’s the agency’s fault.
Even just making contact with new leads can play a huge part in the results of a lead generation campaign.
A study by LeadResponseManagement.org found that when you respond to new leads within 5 minutes, you are 100 times more likely to make initial contact than you would if you were waiting an hour.
Yes, you did hear that right – 100 TIMES!
You are 21x more likely to qualify the lead.
So time is quite literally of the essence.
You’re probably wondering about what can be done to deal with this issue and you’ll be pleased to know it can be done.
First of all, you need to stop thinking all you need to do is send through a lead as a name, phone number and email address to your clients and then expect them to do the hard work.
Instead, you can deliver scheduled appointments with new leads straight into your client’s diary.
We call this appointment scheduling and it’s a huge advantage for businesses that don’t have the resources to be chasing new leads.
Both the client and the prospect knows the day and time that the appointment is going to take place, as well as reminders being sent to make sure nobody forgets.
3. You Are Only Focusing On Leads That Are Ready To Buy
Let’s say for argument’s sake that 1 out of every 10 new leads decides to buy what’s on offer. That leaves 90% of new enquiries that are usually just forgotten about. If the agency is only focusing on that 10% that’s ready to buy then they’re leaving a whole lot of money on the table for their clients.
If you could turn just 10% of those that weren’t ready to buy straight away into sales then you would be doubling the amount of revenue your clients are getting from the leads that they are already receiving.
And do you know what happens when you make clients more money? They don’t churn.
We know as marketers that not everyone is ready to buy immediately when they become a new lead.
That’s where a lead nurture campaign can be used to help to keep these leads engaged.
According to Forrester Research Inc., companies that effectively implement lead nurturing “generate 50% more sales-ready leads at 33% lower cost.”
The nurture campaign gives the ability to send the prospect a series of emails over an extended period of time (think weeks rather than days) with the goal being to bring them further down the sales funnel. Oh, did I mention that it can be fully automated too?
When the prospect is ready to buy, you’ll be able to deliver the right message and hopefully help your client get the sale.
Again, this might sound like hard work but it really doesn’t have to be super complicated. Here’s a video on how to setup a lead nurturing campaign in under 10 minutes :
What Can Agencies Do About Churn?
All of the above (and much more) can be done using marketing automation.
If the alarm bells are already going off with the mention of automation and you’re thinking that this is completely out of your agencies skillset, don’t panic. It’s super straightforward to setup.
What Is Marketing Automation?
Marketing automation is the primary strategy that agencies are using to not only transform their clients’ campaigns but also their own business. And i’m going to show you how.
Think of marketing automation as the ability to deliver the perfect message to a prospect at the right time.
Whether that’s an email follow-up to book an appointment or an SMS to say that there’s an offer on this weekend. Marketing automation is an extremely versatile addition to any new or existing digital marketing campaigns.
Fun fact : Businesses that implement marketing automation experience an average of a 451% increase in qualified leads.
I’ll be honest with you, marketing automation can be as simple or complex as you like. However, doing something is most definitely better than doing nothing at all.
Why Should Agencies Care About Marketing Automation?
Right. So there are 4 main reasons why agencies should care about using marketing automation alongside their digital marketing campaigns :
Your Clients Will Get More Sales
This may seem like a no-brainer, but using marketing automation will help your clients make more money. And if they trust you in the work that you do for them, they’ll be much more likely to buy additional services from you.
You Will Keep Clients Longer
If your agency becomes a core part of how the client does business, then it’s really unlikely that they’re going to churn. As a result, you’ll increase your lifetime-value (LTV) from each client.
You Can Charge Higher Fees
Once you have a process in place that clearly shows how much money you make for your clients, then this gives you more than enough of an edge to start charging more based on the value you are delivering.
You Can Add New Revenue Streams
Marketing automation can be an additional revenue stream for your agency. Don’t think of it as a one-off cost either. Marketing automation can be charged as an additional recurring monthly service for your clients.
How To Sell Marketing Automation To Clients
OK so you’ve made it this far….. It’s time to put this into action.
Right now you know how much marketing automation can improve your campaigns performance. As well as how it can be a great source of additional revenue for your agency….]
Now’s the time to sell it to your clients.
Here’s our step by step guide for selling marketing automation to clients :
Choose Your Marketing Stack
First of all, you need to have a repeatable system that allows you to quickly build out your workflow for each client. So you’ll need to decide which products you’re going to use to make that happen.
Expert tip : Nailing this will also allow you to onboard more clients, faster.
Here’s a few different types of tools you might want to use :
- Landing page builder
- Email marketing
- Workflow automation
- Appointment scheduler
- Form builder
- Call tracking
- Closed Loop Analytics (offline sale tracking)
The first obstacle you might run into when choosing your stack is that you might need to patch a few different software products together to get the solution you’re looking for.
Alternatively, you could use our product MeetMonty . Our whitelabel platform combines over ten different marketing products into one that will let you build effective workflows that can be saved as a template and re-used across multiple clients.
Build a System You Can Demo
Let’s say your agency specialises in digital marketing for personal trainers. Simply telling your client that you can ‘do’ marketing automation for them probably isn’t going to win the sale.
To really wow your existing or potential clients you need to be able to show them it in action (if you can customise it for their industry, even better).
Because this is something that is actually tangible, you should see higher levels of engagement from your prospects.
Start With The Right Existing Clients
Your existing clients make the easiest choice for where to start with finding clients to sell marketing automation to.
Because you already know their business, they’ll typically have better results and will therefore be the best ones to go for first.
Here’s two types of client that are an ideal fit :
Clients that are trying to boost their marketing performance
These clients are eager to grow their business and will usually be open to adopting new techniques to make that happen. By explaining what we’ve covered above as well as demo-ing it in action, it should be more than enough for them to see the potential results it could have for their business.
Clients that struggle to contact their clients quick enough
If you have clients that really struggle to keep up with new leads or just don’t have resources to get back to leads straight away then marketing automation could be a great fit for them. By explaining that this will allow them to have pre-arranged calls with their new enquiries rather than them having to chase them, should be appealing enough for them to see the value and how it can help their business.
Once you’ve implemented this for one or two clients, you can then easily create a case-study that can be used in all of your future pitches.
Let The Numbers Talk
The best bit about all of this is that we can clearly show as an agency, the value you are delivering to the clients business. If clients can see this in black and white that you’re making them money, then you shouldn’t have any issues holding onto them.
And we’re done.
I really hope you’ve found this guide informative and have been able to take some value from it that you can apply to your business.
Marketing Automation as part of digital marketing is growing quickly. The question is, are you going to wait and catch up or lead from the front?
I’d really like to hear about any successes you’ve had or if you have any questions, please feel free to drop them into the comments below!
Thanks for reading.