By Samantha Gonda
In our post lockdown world, businesses are more hesitant than ever to make long-term contracts with agencies. This fear of commitment has led to shorter contract periods that often leave both parties unhappy. As PR professionals we know that PR is a marathon not a sprint, and in order to see results from public relations, it requires a longer period of time to stoke the publicity flame. This means that taking the time to build strong client relationships is more vital than ever before.
If you’re a marketer or public relations specialist looking for ways to go the extra mile in building client loyalty, below are 15 strategic tips:
1. Small Touches, Big Impact:
• Remember their coffee ritual: It’s not just about remembering their caffeine preference; it’s about showing you pay attention to the details.
• Become their industry news curator: Don’t let them drown in information overload. Send a weekly digest of relevant articles or create a short video summary of key trends – you’ll become their go-to source for insights.
• Extend a helping hand, beyond the contract: Show you truly care by offering to write a bio for their next speaking gig, draft a social media post for a personal cause, or help with event planning. It’s about going the extra mile, for free.
• Celebrate their milestones, big and small: Birthdays, work anniversaries, even industry wins – a handwritten note goes a long way. Bonus: Send a small, personalized gift like a book on their favorite topic or a gift certificate to their preferred restaurant.
• Express gratitude, always: A simple “thank you” is great, but personalize it! Highlight their contribution to a successful campaign or simply express your appreciation for their trust.
2. Engage and Connect:
• Spark industry conversations: Don’t just share news; discuss its potential impact on their business. Host a virtual coffee chat where you dissect a recent report or brainstorm ideas around an upcoming event.
• Offer “coffee chats,” sans the coffee: These quick brainstorms foster open communication and build rapport.
Network together, not just for them: Attending industry events is a great way to learn and connect. Offer to set up meetings with key contacts at the event, creating additional value for them.
• Become their connector: Introduce them to valuable professionals who can benefit their business. Create a network of trusted partners and influencers, then make introductions based on their specific needs.
• Feature them, not just yourself: Interview them for a blog post or showcase their success in a case study. Create a “Client Spotlight” series highlighting their achievements and expertise – they’ll love the exposure.
3. Proactive Communication is Key:
• Become their business foresight: Anticipate their needs and offer solutions before problems arise. See an industry shift that might impact them? Proactively suggest strategies to adapt – they’ll appreciate your proactive approach.
• Clarity is king: Set clear expectations from the start. Outline timelines, deliverables, and budget in detail. Use project management tools where they can track progress and provide feedback, fostering transparency and trust.
• Don’t play hide-and-seek with updates: Keep them informed of progress, even if it’s just a weekly email update or a brief call. Remember, communication breeds trust and avoids unnecessary anxiety.
• Address concerns: Be transparent and responsive to any issues that may arise. Acknowledge their concerns, explain the situation, and propose solutions quickly. Swift action shows you care.
• Don’t just react, propose: Regularly brainstorm new campaign ideas or suggest collaboration opportunities with other clients. Show you’re actively seeking to expand their success – they’ll be impressed by your initiative.
By implementing these simple yet impactful steps, you can build strong, lasting relationships that go beyond contracts. Remember, consistency is key! Make these actions a regular part of your client interactions and watch your boutique agency flourish.
Ready to join a global network of seasoned boutique PR agency owners? PR Boutiques International offers workshops, networking opportunities, and regular meetings with like-minded peers from across the globe. Visit https://prboutiques.com/about-prbi/membership/ to learn more and become part of this extraordinary circle.