I recently heard a marketing leader refer to her relationship with her agency as “a marriage, not a fling.” It resonated with me—I’m always talking about the importance of treating agency-client partnerships as long-term relationships. So, how can you nurture them for the long-term? ✅ Set the rules of engagement: From the outset, define what the ideal working relationship looks like. You want everyone on the same page. ✅ Invest in the relationship: Don’t just focus on the work. Building personal connections leads to better collaboration and outcomes. ✅ Be flexible and adaptable: Markets and strategies evolve. Be willing to pivot as needed, and expect the same from your agency. ✅ Communicate frequently and openly: Schedule regular check-ins to discuss progress. But don't forget to pick up the phone in between these check-ins as issues and opportunities arise. ✅ Celebrate successes: Recognize and celebrate wins together. Acknowledging your agency’s hard work creates a positive atmosphere and can help renew their enthusiasm for your business. ✅ Be there in tough times: So, you didn’t hit your campaign KPIs? Don’t take it as a sign that it’s time to part ways. Work through the tough times together, and you’ll come out the other side stronger. Following these steps can turn even a short-term project into a lasting partnership. What other strategies have you found effective?
This is a great list Rachel Huff, thanks for sharing! I would add, be open to two-way feedback, and to owning any changes needed internally to overcome issues. Having a great agency requires being a great client!
I love this post so much! And yes, so in it for the long-term. Short client relationships may seem fun at the time, but they are a whole lotta work and always feel a bit funny in the end (very much like a fling!). Long-term is where it’s at for this business owner!