In a constantly evolving marketing landscape, winning new clients is not just about pitching your services anymore. It’s about building meaningful connections, demonstrating your value, and staying top-of-mind even when your prospects aren’t ready to switch agencies.
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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.
The New Norm in Agency-Client Dynamics
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. It’s no longer about securing long-term contracts; it’s about ensuring that when a brand needs a specific service, your agency is the first that comes to mind.
How to Stay Relevant: A Multi-pronged Approach
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:
1. Competitive Analysis
To stand out, you need to help your clients do the same. Clients appreciate agencies that are actively invested in their success. Show your commitment by staying updated with the client’s top competitors. Tools like WhatRunsWhere, Website Grader, and Open Site Explorer can provide invaluable insights into competitors’ new advertising campaigns, website performance, and backlink profile.
For instance, if you notice a competitor’s success with a new guest blogging strategy, suggest similar tactics to your client with an action plan tailored to their needs. This not only presents a growth opportunity for your client but also positions you as a proactive, solutions-oriented partner.
2. Comprehensive Research
Show that you care about your client’s business, not just the project. Step into the client’s shoes, use their services, talk to their customers. Sharing these experiences and providing suggestions for improvements not only showcases your initiative but also demonstrates your potential as a transformative partner.
Consider this: 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 shown your commitment to their overall business success.
3. Client Engagement
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. Tailored Newsletters
Share value, not 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, ensure your newsletter provides actionable insights that the reader can immediately apply.
Take it a step further. How about featuring a case study in your newsletter demonstrating how an SEO strategy transformed a business similar to your prospect’s? This presents not just information, but a clear picture of the tangible benefits your agency can offer.
5. Engaging Events
Humanize your brand. If your prospects are geographically close, creating an event series can foster stronger connections. From educational workshops to casual networking, these events are an excellent opportunity to showcase your team and your agency’s culture.
6. Interactive Workshops
Establish trust through education. Hosting SEO workshops can familiarize prospects with your work processes and thinking. More importantly, it provides 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.
Always Be in the Game
Keeping these strategies in your arsenal can help you consistently stay in touch with your prospects, without overwhelming them. Remember, the key is not to push for a conversion, but to build a relationship that naturally leads to one. 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.