The Ultimate Guide to Effective Client Communication for Small Agencies
Originally published on LinkedIn in the Small Agency Journal, July 10, 2024.
When you work at a small agency or as a skilled freelancer, effective client communication is crucial. You want to make sure that:
Your team and your client are on the same page,
Expectations are clear
Nothing is lost in translation.
Good client communication can mean the difference between project success and failure. It significantly impacts client retention and agency growth. Here are a few strategies that have been particularly effective for me in working with clients:
Weekly Email Check-ins with Clients
Weekly email check-ins are essential. They keep clients updated without the need for unnecessary meetings. Even if there's no significant news, it's important to communicate regularly to maintain a steady flow of information and assurance.
Emails are ideal for this.
Text messages are too informal, status updates on Slack or Teams can get lost, and meetings can go off on tangents. Emails are direct, professional, and easy to reference later.
Do email.
Send check-ins at a consistent time each week. I prefer Friday afternoons, which allows me to recap the week and set the stage for upcoming work. Use a consistent format for these check-ins.
Include:
What work was done for the client that week.
Time spent working or remaining on our retainer.
Any blocks or issues that might delay deliverables.
Any questions or clarifications needed.
I also like to share links to in-progress work and screenshots of noteworthy updates.
This shows progress and also gives my client a sneak peek at the amazing work we are doing.
Regular In-person or Video Chats
While emails are great for regular updates, real-time check-ins are essential for aligning team members and gauging client thoughts on project progress.
In-person meetings are best for reading body language and making eye contact, but video chats are great for when meeting in person isn’t possible.
Face-to-face interaction builds rapport and trust.
It’s often more efficient than long email threads or delayed Slack conversations.
However, be mindful of meeting overload. Too many meetings can be counterproductive.
Set a meeting frequency based on project scope and client availability. Weekly, biweekly, or monthly schedules can work well depending on the situation and client.
Prepare an agenda for your client ahead of time.
This sets expectations, keeps the meeting focused, and ensures that all critical points are covered.
Always follow up with a summary email with key discussion points and action items.
Different Clients Communicate Differently
One of the most critical aspects of client communication is recognizing that people and organizations have different communication styles and cultures.
Styles vary based on age, location, industry, and many other factors.
For example, a contact at a Fortune 500 company may prefer formal, detailed emails with many team members CC'd. In contrast, the owner of a local plumbing company you’re doing SEO work for might prefer in-person meetings or a team member at a startup that just got their Series A might live on their company Slack which you have guest access to.
Adapt to your client's preferred communication style rather than expecting them to adapt to yours.
Identify which clients prefer formal meetings, casual emails, or communication platforms like Slack or WhatsApp. Tailor your updates accordingly. Flexibility and adaptability in communication can greatly enhance client relationships.
Building a Communication Strategy
Developing a robust communication strategy is key to ensuring project success. Here are a few additional tips for improving the way you work with clients:
Set Clear Expectations: From the outset, establish clear communication guidelines with your clients. Agree on the preferred modes of communication, frequency of updates, and response times.
Be Proactive: Don’t wait for clients to ask for updates. Be proactive in providing information, especially if there are any changes or delays in the project timeline.
Listen Actively: Effective communication is a two-way street. Listen to your clients’ feedback and concerns. Show that you value their input by taking their suggestions seriously and incorporating them where feasible.
Be Transparent: If there are any issues or setbacks, be honest with your clients. Transparency builds trust and allows you to work together to find solutions.
Provide Value in Every Interaction: Make sure every communication adds value to the client. Whether it’s a progress update, a new idea, or a simple check-in, ensure that it benefits the client and the project.
Taking Client Communication to the Next Level
Consistent communication, adapting to client styles, and maintaining clarity in asks and feedback are the cornerstones of effective client relations.
Regular check-ins and meetings build a strong foundation for collaboration and keep everyone in sync.
Understanding and adapting to different communication preferences takes practice, but it pays off in project success, client retention, and agency growth.
By investing time and effort into developing strong communication skills, you can significantly enhance your client relationships and drive your projects to success.
Try these methods to improve your client communication and see how they positively impact your projects.
Remember, good communication is not just about exchanging information; it's about building relationships, fostering trust, and ensuring mutual understanding.
At Ungerleider Works, we offer a range of creative and strategic services to elevate your agency's capabiltiies.
We can help you unlock new opportunities, streamline processes, and achieve your client goals more effectively.
Leave us a note below to learn more.
