As the world grapples with an unprecedented crisis, businesses are facing difficulties, and digital marketing agencies are no exception. However, this doesn’t mean agencies are left without choices. We’ve witnessed remarkable resourcefulness as agencies adapt their approaches, product lines, service offerings, and overall operations to navigate the challenges posed by the COVID-19 pandemic.

If you’re a freelance marketer or part of an agency, continue reading to discover strategies for client retention and operational efficiency during COVID-19, including:

• Effective ways to assist your clients
• Improving communication channels
• Supporting your agency team in a work-from-home setup
• Adapting your focus

Client Retention Strategies for Digital Marketing Agencies

These are undoubtedly challenging times, but instead of dwelling on the negative impacts and uncertainties, let’s approach the current obstacles with a positive outlook and a creative mindset. As agency owners and client account managers, we are accustomed to adapting to change; it’s an inherent part of our profession. Platforms emerge, ad placements appear, strategies evolve, and testing and optimization are ongoing processes.

Now, factor in the influence of recent events and their impact on consumer needs. This presents an opportunity to brainstorm with your teams and clients to identify ways to not only sustain but even excel in this environment.

1. Prioritize Survival and Stability

A cornerstone of client retention for us and many other agencies we’ve connected with has been effective communication, flexibility, empathy, and understanding. We nearly lost two of our most significant clients in recent weeks. However, we managed to retain them by presenting them with alternative campaign strategies, budget adjustments, tactical modifications, and suggestions for adjusting their messaging.

We also collaborated on brainstorming sessions to explore how these clients could adapt their manufacturing processes to remain operational. Through these discussions and their subsequent implementation, both clients chose to stay. While one slightly reduced their ad expenditure, the other maintained their previous level of engagement, recognizing that scaling back at this time could have detrimental effects on their business, potentially leading to our eventual loss as their agency.

The key takeaway is the importance of adapting messaging for marketing in the COVID-19 landscape and managing client expectations effectively. It’s not just about agency survival and job security; it’s about collaboratively navigating this challenging period to ensure our clients’ businesses can weather the storm. Think of it as a team effort—while time and other unforeseen factors pose challenges, we are all united in this endeavor.

The sentiment of unity and collective effort resonates strongly in the marketing realm right now.

While we’re relieved to have retained our clients for now, we acknowledge that the situation remains fluid, and things could change in the coming weeks. Therefore, we remain proactive and vigilant. We’ve heard of other agencies experiencing client losses, particularly those operating in heavily impacted sectors like travel and hospitality. If your clients need to adjust budgets or engagements, consider the following strategies before implementing drastic changes to the previously mentioned approaches.

2. Embrace Flexibility and Understanding

We’ve adopted a flexible approach to last-minute budget revisions, campaign adjustments, launch postponements, and accommodating clients who require a few extra days for invoice payments. Maintaining open communication and transparency is crucial in this volatile environment. Embracing a more fluid approach than usual is essential.

3. Reconsider Price Increases

If you had planned price increases for the coming months and had already communicated them, it might be prudent to postpone them. Similarly, if you were in discussions with clients about budget increases tied to your management fee percentage, it’s advisable to revisit these conversations, prioritizing their best interests to maintain the client relationship. Proactively addressing these aspects can provide some relief to your clients. While not an agency ourselves, here’s an example of how QuickBooks effectively conveyed a similar message to their customers in a recent email:

4. Encourage Out-of-the-Box Thinking

We recently introduced a designated “think outside the box” day. This involves scheduled brainstorming sessions with both our team and our clients, where we explore ideas from diverse perspectives. The goal is to identify innovative approaches that can help us stand out, drive leads, and retain clients.

These sessions have been incredibly energizing for both our team and our clients. It’s remarkable how many creative solutions emerge as we share ideas generated during the preceding days. These ideas have ranged from developing new service offerings and testing new business development channels to exploring unconventional advertising strategies for client products and implementing unique cross-promotional campaigns for enhanced reach and visibility. While the appetite for experimentation might be limited during these times, it’s worth noting that CPCs are generally lower across most channels, and competition has decreased.

Therefore, if feasible, investing in the future of your agency and your clients’ businesses by exploring innovative approaches could be a strategic move. Observing how other brands are adapting to stay afloat, maintain relevance, and demonstrate altruism has been truly inspiring. Here’s a prime example:

If time permits, dedicate a session to unconventional thinking and brainstorming. Explore how your clients can effectively respond to the current pandemic.

Navigate the evolving landscape of online advertising with this complimentary small business guide to COVID-19.

5. Revisit the Top of the Funnel

As a case in point, we have increased our focus on engagement, awareness, and video view campaigns on platforms like Facebook and Instagram for our clients. These campaigns are generally more cost-effective, and we are currently avoiding aggressive sales tactics through direct conversion campaigns.

As we progress through this period of social distancing and adjust to new routines in both our personal and professional lives, we’ve observed an increase in ad engagement. People are gradually returning to making purchases, even through these upper-funnel campaigns, particularly with the help of warmer retargeting audiences.

If you haven’t already, consider experimenting with upper-funnel campaigns for prospecting and retargeting. This approach can help your clients save money while maintaining their engagement with your agency. For additional insights into pandemic marketing strategies, tune in to the dedicated COVID-19 episode of our Goal Talk Podcast.

6. Shift Your Focus

While agency survival is paramount, our clients’ well-being is equally important. That’s where our focus lies.

We’ve shifted our emphasis from hard-selling tactics and highlighting product features to emphasizing the emotional value and benefits that customers or gift recipients would derive from those products or services. While it’s still early, the initial results have been promising for our clients.

For instance, take a look at the specialized ad copy used for these care packages on Etsy.

7. Maintain Proactive Communication with Clients

If your agency has been impacted by the coronavirus pandemic, whether through transitioning to remote work or experiencing changes in account management team size due to layoffs or furloughs, proactive communication is crucial. Reach out to each client personally to inform them of any adjustments to their accounts.

Speaking of account changes, explore these five tools for effective client account monitoring during COVID-19. If your agency has been fortunate enough to avoid such changes, apart from adopting remote work, it’s still reassuring for your clients to receive updates on your operational status. In these times, trust and collaboration are essential for business success.

While personalized email communication is ideal, consider dedicating time during client calls to discuss this topic, incorporating it into your meeting agendas.

Another effective communication channel is your website. Ensure that both prospects and existing clients can easily access essential information about your business operations during this extraordinary time. This can be achieved through a prominent banner at the top of your site, directing visitors to a comprehensive and regularly updated landing page or blog post, which can also be linked from the header banner.

To illustrate, here’s how we’ve implemented this on our advertising agency’s website, AKvertise.

If your clients are affected, share these recommendations with them and provide examples of how other brands are keeping their customers informed about retail store hours, closures, or potential shipping delays. Here’s an example from Kohl’s:

If your agency or your client’s physical location is temporarily closed, ensure this information is reflected accurately on the SERP.

8. Support Your Remote Workforce

Numerous strategies can help motivate your remote team, boost morale, and enhance productivity. Our agency transitioned to a fully remote model back in 2014. Personally, I had already gained experience working remotely for a company for three years prior, so I had a head start.

I began working from my couch with a laptop, dressed comfortably. Over time, I gradually set up my current home office, which has significantly improved my productivity. If you’re new to remote work, treat your workday as if you were commuting to the office, with the only difference being that your commute is now from one room to another or from your couch to your desk.

Here’s an excellent breakdown of work from home tips from SEO expert and remote work veteran, Aleyda Solis.

When it comes to tools that facilitate remote work, numerous options are available. To help you get started, here are some of the tools that our team and clients find invaluable:

• Project Management: Trello, Basecamp, Asana
• Ad Review and Collaboration: AirTable
• Document Collaboration: Google Docs
• Meetings: Google Hangout, Zoom, Skype
• Tracking Time: Toggl
• Communication: Slack

9. Explore Federal Relief Programs

If your agency is facing cash flow challenges or considering layoffs, the US Small Business Administration (SBA) offers SBA loans designed to assist small businesses. Learn more about the details of these loans and determine if your agency qualifies here.

Additionally, the Coronavirus Aid, Relief, and Economic Security Act or CARES Act, recently passed by Congress, has established the Paycheck Protection Plan (PPP). This program allocates up to $349 billion in forgivable loans to eligible small businesses.

The PPP can potentially cover payroll costs, some benefits, mortgage interest, rental payments, and utilities, provided they fall within specific date ranges.

To qualify for the PPP, one of the criteria is having fewer than 500 employees. Small businesses and sole proprietorships could begin applying on April 3. If you are an independent contractor or self-employed individual in the marketing or advertising industry, applications opened on April 10.

While the program is set to run through June 30, 2020, if you anticipate needing assistance sooner rather than later, it’s advisable to start your application process early due to potential limitations on available funds. For a more detailed breakdown of the PPC aspects, we’ve provided further information here.

Prioritizing Your Clients’ Success Benefits Your Agency

While the timeline for overcoming the COVID-19 pandemic remains uncertain, we can proactively adapt our agency roadmaps and assist our clients in doing the same. Their success, even in small increments, translates into success for your agency. Best of luck, and stay safe.