The Importance of Client Communication in Marketing


The Importance of Client Communication in Marketing 

Marketing 101: Maintaining Customer Relations

Communication is essential in building a successful online campaign. Without it, the agency is likely to misread the intent of its client’s campaign. On the other hand, the client may feel totally left out and less relevant to the campaign.

Excellent and professional communication enables a marketer to break the ice when contacting your client. One should understand the essence of reading into consumers’ unspoken needs to avoid time wastage and plan on how to convince potential customers to purchase their products and services.

Communication is vital for healthy customer relations and facilitates the sale process by customizing one’s message to the client.

The routine task of customer relations manager includes updating status reports from clients, receiving feedback and relaying it to the content creators to implement the changes on client websites. Constant communication ensures a consistent flow of updates and a satisfied customer.

Client service managers don’t just give customers what they want; they analyze the markets to deliver what they need. In this mutual relationship, everybody wins- the agency builds its portfolio while the client rides on a successful campaign to reach out to the target market.

Benefits of communicating with customers

1.  Change is easy

Market changes occur, sometimes very rapidly- and they can be rough. Keeping a close communication with their clients makes adaptation to these changes easier. The clients feel more secure trusting the agency that adapts best to changes and shares these changes in real time.

2.  Customers are a source of new ideas

Constructive communication can bring on board original ideas that can dramatically improve the campaign efforts. Customers who feel the agency acts on their feedback will continually keep an open mind; this could mean big business for the marketer.

3.  Customized campaigns

Rather than giving the client an industry standardized campaign, communication can help tailor specific needs to boost their product and service market. In this way, the agency “co-creates” products with their customers.

4.  Good reputation for the advertising agency

Customers who feel valued are likely to spread the word around; this builds more credibility for the agency. Personal referrals and recommendations make for the best marketing as it builds trust with new clients.

Good communication in business has little to do with controlling the discussion or managing expectations. Rather, it’s about putting you (the agent) in the client’s shoes and serving their needs, while streamlining them with the market.

Here’s how to keep open lines of communication

•  Keep the information flowing

Stay one step ahead, by catching industry news breaks as they pop up, or exciting developments as they arise, or new studies on consumer behavior and give your clients a call.

Hold an expert’s point of view about the matter and voice opinions with an idea of taking advantage of a new-found opportunity. Challenge your clients to think and explore new intellectual territory. Ultimately, this builds the customer’s confidence and the agency’s reputation.

•  Push back, but make sure you’re coming from the right place

If your client is possibly walking into a landmine without realizing it, then yes, it’s your duty to push back and get the facts straight.

Disputing someone’s opinion with facts-case studies, opinions from other experts, credible surveys, and proprietary research- builds trust and clear lines of communication.

•  Give your clients surprise field updates

A random update call from a conference or helping your clients to network with other industry experts not only builds your credibility but also makes you rather indispensable.

Face-to-face communication

While it’s easy to seal the deal with a simple phone call, meeting for coffee makes the conversation more intimate, and the experience will linger on.

•  Non-verbal cues

Reading into the client’s body language can prove invaluable; if the customer keeps checking the time or fiddling with their pen, you can adjust the tone and use a more interesting tone to capture their attention even more.

On the other hand, if they are actively nodding and smiling, or actively participating in the conversation, then it’s clear that they are not only interested in the service you offer but are also thinking of the future possibilities of the mutual relationship.

•  Effectiveness

As opposed to a whole day of back and forth email conversation, a personal meeting helps brainstorm and solve potential problems at a go. While the internet beats face-to-face meeting at convenience, verbal communication is more effective in the long run.

•  A personal touch

Face-to-face interactions set the tone of the relationship; the agent-client interaction can reveal new ways to solve a problem. Ultimately, this lays down a foundation of trust and a better working relationship.

A good marketer understands the importance of having a good rapport with their clients. Communication not only helps to boost the online campaign but also helps the agent and client to solve issues together as they arise.