A client’s success in a digital agency is shaped by a combination of factors and its clear that mutual understanding of goals, collaboration, and effective execution wins the day. But with increased noise in digital spaces how does your client set themselves apart for better results?

For some clients there is a skill gap due to not having the in-house digital marketing expertise, making it difficult for them to make informed decisions about strategy or even understand the tactics being used by the agency and so how do we remedy this and improve the results for the clients?

Here are some key factors that contribute to a why we see a client’s success skyrocket!

Setting Clear Goals and Expectations

Ideally the client should have a clear vision of what they want to achieve whether this be brand awareness, lead generation and almost always, sales growth. It is essential as part of this process the expectations are realistic from the client’s side – going from no website visitors to a million in a month is not going to be possible even though we have been asked this exact question! Setting achievable milestones, planning the correct tasks and recording progress in collaboration with the chosen agency ensures that both parties are clear on what success looks like.

Communication first

Clients who prize communication and respond as well as have frequent check-ins help both the agency and the client strategy, staying on target and reaching the milestones outlined. For us it’s a fact that clients who actively engage with their agency’s recommendations and provide timely responses see better results. Clients who allocate time, resources, and expertise to collaborate effectively with their agency almost always see more significant results than those that do not.

It is essential that the client provides constructive feedback so the agency can ensure work is continually refined, meets the client’s expectations and business goals.

Having clear roles and responsibilities outlining what each party is responsible for prevents misunderstandings and ensures smooth project execution for both agency and client.  In larger organizations, different departments such as marketing, sales, customer service etc may have different objectives. This can lead to misalignment and inefficiency in executing digital marketing strategies and it’s the agencies job to create a robust strategy with clear comms to navigate this.

Collaborate with your agency and above all, trust them

Excellent work comes from both sets of experts, the client and the agency, who collaborate actively rather than focusing on a transactional approach.  The best results come from a mutual level of understanding, a client trusts the agency’s expertise as we trust theirs, which allows them to focus on high-level goals while leaving the execution to the professionals. A good agency will understand that there is a balance between what a client sometimes wants and what is going to work digitally. We see a lot of ideas fall flat because it won’t work as the client is expecting however harsh that sounds. All ideas are welcome, and an open forum is crucial to remain creative and innovative. However, if you are being advised against a particular idea, task or way of monitoring by your agency it will be for good reason.

Data-driven should be a given

To be able to measure how successful your endeavours are, a data first approach is the only way to prove results. The client’s goals should be tracked using data analytics, ensuring that strategies can be adjusted based on performance and with the excellent communication you have fostered with your agency, actioning these recommended tweaks can make the world of difference to your results.

Reports should be transparent and clients should receive clear, understandable reports on performance. Constantly giving the client confidence in the agency’s work and the results strengthens trust which will help inform solid strategy decisions moving forward.

Adapt and flex

The digital world is ever evolving, so clients should be open to adjusting strategies when necessary. Clients should be pivoting based on new trends, technologies, or results. An agile agency will be responsive and able to adapt alongside the client to get them the very best results.

Search engine algorithms, such as Google’s, are constantly being updated, which can cause fluctuations in rankings and traffic. Keeping up with SEO best practices is a continuous effort with often many changes on a regular basis.

Essentially producing high-quality, engaging content that resonates with the target audience can be resource-heavy especially in constantly changing environments.

With unrelenting communication and offers, it’s easy to overwhelm customers and turn them off and this is why having an expert agency to navigate this with you is imperative. Consumer behaviour is constantly evolving, and a client may find it challenging to predict or respond to shifts in demand, preferences, or habits whereas an agency is used to these changes on a day to day basis.

As well as Search Engine changes, digital marketeers must keep up with changes digital marketing tools, platforms, and technologies which evolve quickly. Clients may struggle to keep up with changes in algorithms, platform updates, or new tools, resulting in outdated practices or missed opportunities.

A good agency will recognise that implementing new tools or platforms for tracking, analysing, or automating marketing efforts can be daunting, especially for smaller businesses that don’t have dedicated resources and will be on hand to assist where required.

Does your agency have a long-term vision for you as a client?

Just as brands need to create strategies for building long-term relationships and keeping customers engaged, so do agencies for their clients.

All growth should be sustainable and the clients business focus or the agencies digital strategy should not structured around quick wins. Successful clients view their relationship with their elected agency as a long-term partnership. The digital space is highly competitive, with numerous businesses vying for attention on the same platforms. Standing out requires creativity, effective targeting, and the ability to capture attention in crowded spaces and inevitably a strategy at that level is a long-term proposition. Constantly coming up with fresh, engaging, and non-repetitive content that cuts through the noise is challenging and resource-demanding for a client and so a good agency will take the reins on this and plan for the future.

Clients often expect fast results from digital campaigns, especially paid ads. However, sustainable growth, such as SEO or content marketing, can take time to deliver results. Striking the right balance between quick wins and long-term success can be tricky.

In summary, digital marketing can be overwhelming for clients because it requires a combination of strategy, expertise, technology, and creativity and ensuring your success can be difficult. By overcoming these challenges with the right support, tools, and understanding, clients can significantly improve their chances of success in the digital landscape.

To some degree what a client puts into a relationship with an agency they will get in return in the form of results. However, even with the best will in the world sometimes bad luck or poor timing can affect your digital marketing results so it’s crucial to work to a long-term goal, with a long-term strategy and with an agency you intend to have a long-term relationship with.