Win new clients by doing more than pitch your services. Build meaningful connections, demonstrate your value, and stay top-of-mind even when your prospects aren’t ready to switch agencies.
With over a decade of experience in agency-client relationships, I’ll guide you through the most effective strategies that you, as an SEO agency, can employ to make a lasting impression on potential clients who might not be ready for a new partnership just yet.
Why Agencies Need to Adapt to Project-Based Client Relationships
Clients’ expectations of their agencies are shifting with an increasing preference for project-based work and collaborations with multiple specialized agencies. The age of a single agency serving all of a brand’s needs is on the wane. This transformation presents both opportunities and challenges for SEO agencies in particular. Secure your spot as the first choice when a brand needs a specific service rather than chasing long-term contracts.
Six Proven Strategies to Keep Your SEO Agency Front and Center
Drawing from my personal experience, here are the top six strategies that can help your SEO agency stay relevant and top-of-mind for potential clients:
How to Stay Connected with Prospects Over Time
Six strategies that work together to keep your agency top-of-mind
Track Competitors
Share competitor insights and actionable recommendations
Experience Their Business
Use their services, talk to customers, share feedback
Stay Connected
Congratulate wins, show interest in new developments
Send Helpful Newsletters
Value-packed content with case studies and insights
Host Local Events
Face-to-face networking and educational workshops
Teach SEO Workshops
Show your expertise and work process
Result: When they’re ready to switch, you’re their first choice
1. Track Your Client’s Competitors and Share What You Find
Help your clients stand out by making them aware of what their competitors do. Clients appreciate agencies that are actively invested in their success. Show your commitment by staying updated with the client’s top competitors. Tools like SEMrush, Ahrefs, and SimilarWeb can provide invaluable insights into competitors’ new advertising campaigns, website performance, and backlink profiles.
For instance, if you notice a competitor’s success with a new content strategy, suggest similar tactics to your client with an action plan tailored to their needs. This approach presents a growth opportunity for your client while positioning you as a proactive, solutions-oriented partner.
2. Experience Your Client’s Business Like a Real Customer Would
Show that you care about your client’s business beyond just the project scope. Step into the client’s shoes, use their services, talk to their customers. Share these experiences and provide suggestions for improvements to showcase your initiative while demonstrating your potential as a transformative partner.
Consider this approach. Instead of merely providing SEO recommendations, share insights from a recent customer interaction that highlights the need for improved user experience on their website. Pair this with a plan to address the issue through SEO, and you’ve demonstrated your commitment to their overall business success.
3. Stay Connected Without Being Pushy About New Business
Stay updated with the client’s business and show that you’re invested in their success. Congratulate them on positive coverage or express interest in a new product or service. A simple email can go a long way in building a relationship. Balance is key here; these interactions should be thoughtful and relevant, not overbearing.
4. Send Newsletters That Actually Help Instead of Just Promote
Share value rather than just information. A personalized, value-rich newsletter can work wonders in maintaining your presence in a prospect’s mind. From industry developments to helpful resources, make your newsletter provide actionable insights that the reader can immediately apply.
Take this approach further. Consider featuring a case study in your newsletter demonstrating how an SEO strategy transformed a business similar to your prospect’s. This presents more than information; it offers a clear picture of the tangible benefits your agency can deliver.
5. Host Local Events That Put Faces to Your Agency Name
Humanize your brand through meaningful connections. If your prospects are geographically close, create an event series that can build stronger relationships. From educational workshops to casual networking, these events are an excellent opportunity to showcase your team and your agency’s culture.
6. Teach SEO Workshops to Show How You Think and Work
Establish trust through education. Host SEO workshops to familiarize prospects with your work processes and thinking. More importantly, workshops provide a glimpse into what working with you would look like, creating a level of comfort and trust that can be invaluable when they’re ready to consider a new agency.
Why Consistent Contact Beats Aggressive Sales Pitches
Keep these strategies in your arsenal to help you consistently stay in touch with your prospects without overwhelming them. The key lies in building relationships that naturally lead to conversions rather than pushing for immediate results. As you continue to demonstrate your value, knowledge, and commitment, your agency will be the first they think of when they’re ready for a new SEO partner.
Frequently Asked Questions About Nurturing Agency Prospects
Get answers to the most common questions about staying top-of-mind with potential clients who aren’t ready to switch agencies yet
How often should I contact prospects who aren’t ready to switch agencies?
Contact prospects every 4-6 weeks with valuable content or insights. This keeps you visible without being pushy. Mix your outreach between competitor analysis updates, industry insights, congratulatory messages on their wins, and helpful resources. The key is providing value in each interaction rather than asking for business.
What’s the best way to track my competitors without expensive tools?
Use free tools like Google Alerts for competitor mentions, check their social media weekly, subscribe to their newsletters, and monitor their website changes with free website monitoring tools. Set up LinkedIn alerts for their company updates. Many insights come from simply paying attention and taking notes consistently.
How do I experience my prospect’s business without being obvious about it?
Make genuine purchases or use their services naturally. Sign up for their newsletters, follow their customer service interactions on social media, read their reviews on different platforms. Talk to mutual connections about their experience. This research helps you understand their real customer pain points.
What should I include in nurturing newsletters to prospects?
Focus 80% on value and 20% on subtle promotion. Include industry trends that affect their business, case studies from similar companies, SEO tips they can implement immediately, and competitor insights. Share tools and resources that save time. Keep it personal and conversational, not corporate.
How long should I nurture prospects before giving up?
Most agencies give up too early. Nurture prospects for at least 12-18 months if they’re a good fit. Many B2B relationships take 6-12 months to mature. Track engagement levels and adjust frequency based on response. If they stop engaging entirely for 3+ months, move them to a less frequent contact schedule.
What’s the biggest mistake agencies make when nurturing prospects?
The biggest mistake is making every interaction about getting their business. Prospects can sense desperation and sales pitches immediately. Instead, focus on being genuinely helpful and building a relationship. When they’re ready to make a change, they’ll naturally think of the agency that consistently provided value without pressure.
How do I know if my prospect nurturing efforts are working?
Track email open rates, website visits from your content, social media engagement, and direct responses to your outreach. More importantly, monitor if prospects start reaching out to you with questions or referrals. When prospects begin treating you as a trusted resource rather than a vendor, your nurturing is working.
Should I host workshops even if I’m a small agency?
Yes, workshops work especially well for small agencies because they showcase your expertise and personality in a low-pressure setting. Start with virtual workshops to reduce costs and expand your reach. Even 5-10 attendees can lead to meaningful connections. Focus on teaching something valuable rather than pitching your services.
What if my prospects are happy with their current agency?
Don’t try to convince them to switch. Instead, position yourself as a valuable industry contact and potential future partner. Many businesses use multiple agencies for different projects. By staying helpful and visible, you’ll be first in line when they need additional expertise or if their current relationship changes.
How can I automate prospect nurturing without losing the personal touch?
Use automation for scheduling and organizing, but keep the content personal. Set up email sequences for new prospects, but customize each message. Use tools to remind you of important dates or news about their company, then send personalized messages. The goal is to scale your process, not eliminate human connection.
What type of events work best for prospect nurturing?
Educational workshops, industry roundtables, and casual networking events work best. Avoid sales-heavy presentations. Consider co-hosting with complementary businesses to share costs and expand attendance. Virtual events can be just as effective and more convenient for busy prospects. Focus on providing value and building relationships.
How do I handle prospects who ghost me after initial interest?
Don’t take it personally and don’t chase aggressively. Send a friendly follow-up acknowledging they might be busy, then move them to your longer-term nurturing sequence. Continue providing value at a reduced frequency. Many prospects go quiet due to internal priorities, budget freezes, or timing issues, not lack of interest.
