Running an agency means dealing with shifting market and industry conditions while keeping clients happy and engaged.
During times of recession, economic uncertainty, or industry upheaval (like the recent introduction of AI, which has upturned copywriting and many other facets of digital marketing), maintaining strong client relationships becomes even more critical.
Why?
Well, a solid client relationship can serve as a stabilising force when external circumstances threaten your business’s stability. Retaining your clients becomes a lot easier when you have a solid working relationship with your clients.
Here are essential strategies for strengthening these relationships to weather economic storms and industry changes, with tips from our white label digital marketing agency team.
Keeping Communication Open and Consistent
Transparent communication forms the backbone of resilient client relationships, which is why regular updates, even when there’s no immediate crisis, reinforce trust and partnership.
Your agency should establish a predictable communication rhythm, whether through weekly status reports, monthly check-ins, or quarterly business reviews. During uncertain times, you can increase the frequency of updates to reassure clients that their projects remain a top priority.
When clients feel consistently informed, they are more likely to see your agency as a dependable partner, even when their business or the marketing industry is faced with external challenges.
Why Honesty is Key
In times of economic upheaval or uncertainty, honesty can be your greatest asset. If your agency is experiencing delays due to resource constraints or shifting project priorities, be upfront about the situation.
Attempting to mask issues can damage trust irreparably and clients are often more understanding than expected when agencies take responsibility and present clear, realistic timelines for resolving issues. An honest, transparent approach fosters mutual respect and a collaborative spirit, even when projects – or your entire agency – encounter obstacles.
For example, if economic conditions force your agency to raise prices, we recommend you communicate proactively and honestly.
Reach out with a personalised message over email, followed up with phone calls or video calls where you explain that, due to rising operational costs driven by recent economic changes, you and your team find it necessary to adjust our service rates starting on a certain date. You can explain that the adjustment ensures your agency can continue delivering the quality and attention that your clients’ projects deserve.
Is Going Hybrid Better?
Neda Farzad, the owner of Digital Solutions Agency, talks to us about how her hybrid agency approach has helped her scale and grow. Give this video a watch if you want to give this model a try at your own agency.
Anticipate Future Needs with Scenario Planning
Proactive agencies don’t just respond to crises—they anticipate them. Scenario planning involves outlining potential risks and developing strategies to mitigate them and you can work with your clients to identify vulnerabilities in their current marketing or operational strategies.
Once you know what the risks are, you can develop contingency plans that can be activated if certain triggers occur, such as budget cuts or industry slowdowns. This forward-thinking approach shows clients that your agency is committed to their long-term success, not just immediate project deliverables.
Becoming a Strategic Partner, Not Just a Vendor
Agencies that survive and thrive during economic shifts position themselves as strategic partners rather than transactional vendors. This means offering insights and expertise that extend beyond executing campaigns or delivering creative assets.
Dive into your clients’ broader business goals, offer data-driven insights, and help shape strategies that improve market positioning. When clients see your agency as an indispensable part of their growth plan, they are more likely to continue the relationship despite financial pressures.
Offering Proactive Solutions and Contingency Plans
Being proactive sets exceptional agencies apart. Instead of waiting for clients to request changes, anticipate their evolving needs. If industry data indicates shifting consumer behaviour, suggest pivot strategies before the client brings it up and offer multiple action plans based on different budget scenarios or market outcomes.
Presenting proactive solutions demonstrates that your agency is thinking ahead and actively working to keep your clients competitive, even in unpredictable conditions.
Flexibility with Contract Terms and Payment Plans
Economic uncertainty can strain even the best client relationships if financial agreements remain rigid. Consider introducing flexible contract terms, such as project-based billing or phased payment plans, to ease client cash flow concerns.
Renegotiate terms when necessary to reflect changing business environments. This flexibility can make the difference between retaining a long-term client and losing them to financial hardship and demonstrating empathy and adaptability creates goodwill that strengthens the partnership over time.
Another way to ensure your agency stays afloat during tough times is to partner with a white label digital marketing agency. With us, you can outsource as much or as little as you’d like, giving you the flexibility you need.
