Fear has become a prevailing collective emotion in recent times, and it’s not surprising considering the alarmist content constantly fed to us by the mainstream media. In the business world, you may experience a similar sense of dread when comparing your agency’s offerings to those of larger, more affordable agencies or powerful technologies.
Many of the concerns that trouble you also trouble your clients, and some of these issues may be significant enough for them to terminate their contracts with your agency.
In 2023, the SEO industry has already undergone numerous changes. There has been an increasing demand for data-driven strategies and consulting-like services, as well as intensified competition due to the rise of virtual agency culture. Consequently, the prospect of higher client churn may be even more frightening than in the past.
This is not the time to bury your head in the sand. Instead, the best course of action is to fully comprehend why your clients no longer perceive it as worthwhile to work with your business.
Why Do Clients Leave SEO Agency?
The main factor leading to the termination of client-agency relationships is the concern about spending money on a service that seems replaceable. In simpler terms, clients are not convinced of the unique value your business offers compared to accessible, SEO-focused technology.
There are numerous platforms available that assist in improving SEO, and your clients may believe they can address their needs internally. Instead of collaborating with your agency, they may rely on a combination of widely-used tools like Moz, Semrush, Similarweb, Ahrefs, Google Analytics, and others to generate the data and recommendations your team provides.
External economic pressures further enhance the appeal of these low- or no-cost alternatives. When you factor in the intriguing capabilities of the emerging field of AI, the burden of proof on your agency increases significantly.
To counter these challenging trends and minimize client churn, use the following strategies.
Be Honesty
Keep in mind that beneath the disheartening news, there lies an opportunity waiting to be seized. Let’s take a moment to reflect on what occurred in 2020 when businesses were faced with the urgent need to respond swiftly and decisively to the pandemic. Those that demonstrated genuine compassion and supported their customers’ emotional and physical well-being managed to win over their distressed clientele.
The outcome? They formed longer and more profound relationships, leading to increased lifetime value. This truth is substantiated by data. According to Salesforce’s 2020 State of the Connected Customer report, 90% of customers agree that a company’s actions during a crisis reveal its trustworthiness.
5 Reasons Why Social Media Marketing Is Important For Your Business
If your clients are displaying signs of being at risk of churning, it is crucial for you to step up and effectively communicate the potential drawbacks of leaving while highlighting the benefits of staying. Consider addressing the following points with these clients who are at risk:
Inform your clients about the potential risks they face by opting for a disjointed SEO tech stack instead of working with your agency:
- Compromising your business’s privacy and data security, as the integration of multiple tools may create vulnerabilities.
- Falling behind on SEO trends, leading to a decline in organic traffic and missed opportunities for growth.
- Making costly decisions based on inaccurate data analysis, which can have detrimental effects on your marketing strategies.
- Misinterpreting reports from multiple sources, resulting in misguided insights and ineffective optimization efforts.
- Overspending on data gathering, without the assurance that the collected information will be valuable or actionable.
Reiterate to your clients the benefits they will gain by collaborating with your team of SEO experts:
- Access to niche expertise that may not be financially viable to maintain in-house.
- Accurate and thoughtful data analysis that goes beyond what platforms alone can offer.
- Customized campaign monitoring that can result in cost savings and optimized performance.
- Revenue growth by reaching new customers who would not have discovered their business otherwise.
- The invaluable human creativity factor, which enables innovative solutions and helps overcome unique challenges.
Remember, clients choose to leave agencies when they do not perceive sufficient value. By addressing this concern directly, you can instil confidence and demonstrate the unique advantages your agency brings to the table.
Reward Loyalty
Client retention can be significantly influenced by the small gestures that set your SEO business apart. One effective approach is to establish a straightforward loyalty system for your clients. It can be as simple as offering an Amazon gift card or a discount on your client’s anniversary—there’s no need to overcomplicate it. Alternatively, if you are aware of your client’s love for coffee, a Starbucks gift card could be a thoughtful choice.
To streamline this process, integrate it as a recurring task in your project management tool, and effortlessly manage it from there.
Another thoughtful touch is to send celebratory thank-you postcards on their anniversary dates. A simple expression of gratitude can go a long way.
These small gestures make a significant impact on how your clients perceive you as their SEO consultant, and the best part is that they require minimal effort on your part. By incorporating these thoughtful practices, you can elevate the esteem in which your clients hold you and enhance their overall experience with your services.
Provide Data
Before your clients reach the point of considering leaving, it is essential to utilize concrete data to showcase why they should stay.
Your clients crave and deserve consistent, transparent reporting that effectively communicates the progress, accomplishments, and impact of your endeavors. To retain their loyalty and secure recurring work, they require visibility into their return on investment (ROI).
Merely providing a basic monthly summary will not suffice.
Instead, focus on highlighting the most significant outcomes, whether it be a notable increase in organic traffic, improved rankings for target keywords, or an upturn in conversions. Identify the key metrics that directly align with the outcomes the client expressed a desire to achieve.
Consider implementing the following approaches:
- Provide a written interpretation of each noteworthy result: Alongside the data, include a written analysis that explains the significance of each notable outcome. This interpretation will help your clients understand the implications and value of the results you have achieved.
- Allocate time to discuss standout data: Schedule dedicated meetings or calls to go over the data that stands out the most. Use this opportunity to delve deeper into the metrics, clarify any questions or concerns, and provide additional insights. By engaging in direct conversations, you can ensure that your clients fully comprehend the significance of the data and feel confident in your expertise.
- Offer solutions when faced with unfavorable results: If certain metrics are not meeting expectations, don’t shy away from addressing the issue. Instead, come prepared with potential solutions and strategies to overcome challenges and improve performance. Demonstrating your proactive approach and problem-solving mindset will reassure clients that you are invested in their success and willing to navigate any obstacles that may arise.
By implementing these strategies, you can effectively communicate the value of your efforts, foster client engagement, and proactively address any concerns or setbacks along the way.
Build Strong Business Relationships With Your Clients
Merely delivering excellent work for your clients is not enough to ensure their long-term retention. Even if you have developed a stellar SEO strategy that generates increased conversions and improved search engine rankings, building a strong client relationship requires genuine effort.
So, how can you achieve this?
First and foremost, prioritize effective communication. Business owners love discussing their goals, so it’s important to set aside dedicated time each month for one-on-one conversations with your clients. During these scheduled sit-downs, address any inquiries they may have, provide additional insights into your ongoing work, and outline upcoming milestones.
Consider these meetings as opportunities to focus on client retention and establish a relationship that goes beyond the typical interactions between an SEO company and a website owner. Some key points to discuss could include:
- Inquiring about the client’s future organic search goals.
- Exploring other marketing services (if offered) that might be of interest to the client.
- Asking if the client would like to see additional metrics related to search engine optimization performance, bounce rate, or link building.
- Evaluating the effectiveness of the current SEO campaign and discussing potential adjustments.
- Seeking feedback on the client’s overall satisfaction with their website.
- Discussing lead generation strategies and any desired changes or additions.
- Encouraging clients to ask questions about content marketing efforts, PPC campaigns, SERPs, and other related topics.
By engaging in these conversations and actively listening to your client’s needs and preferences, you can foster a deeper connection and demonstrate your commitment to their success. This approach will help strengthen the client relationship and promote long-term retention.
Offer Acknowledgment
In addition to delivering clear value, clients crave attention. They are more likely to remain loyal to those who make them feel acknowledged and valued. If you have been experiencing similar pressures as your clients, it is possible that building customer loyalty may not have been your top priority.
Different clients have varying preferences, and what works for one may not work for another. Sometimes, offering perks and discounts can make a difference, while other times, more frequent check-ins and personalized communication are needed.
For high-value clients, a customized thank-you gesture in the form of an additional service or specialized report may be essential to demonstrate appreciation and reinforce their importance to your agency.
By tailoring your approach and investing in building strong client relationships, you can create a sense of loyalty and ensure that your clients feel valued, seen, and appreciated.
Educate and Support
If your clients perceive that you are conducting secretive work behind closed doors, they may doubt the unique value you bring that they cannot achieve on their own.
To overcome this, transparency is key. It is crucial to clearly communicate the extent and nature of the work you are performing. Additionally, educating your clients about SEO and its relevant aspects for their specific businesses can be highly beneficial.
Consider hosting a series of webinars, creating an informative email campaign, or providing an exclusive opportunity for clients to ask questions of an industry expert. Present these educational initiatives with a sense of confident authority and generosity.
5 Ways Technology is Making Changes in Architectural Lighting
By offering valuable resources and knowledge, you not only empower your clients to better understand the work you do but also establish yourself as a trusted source of expertise. This transparency and education can strengthen the client-agency relationship, build confidence, and highlight the distinct advantages your agency brings to their SEO efforts.
Showcasing your value with less effort.
Minimize the outflow of clients from your agency by leveraging internal technology that supports your value proposition. While your clients may be tempted to handle things on their own by cobbling together various tech solutions, they are likely to be overwhelmed by the sheer number of platforms available and unsure of which ones are truly worthwhile.
This presents an opportunity for you to alleviate their concerns by assuring them that you will shoulder the burden. Your team will take charge of determining how to utilize technology in ways that bring them the most benefits. Instead of limiting your tech usage to SEO data generation alone, you will seek out platforms that enhance the speed and quality of your service delivery to a noticeable degree, catching the attention of your clients.
By implementing an automated, end-to-end client work management platform, you can offer the advantages of intelligent technology indirectly. Every minute your team saves on mundane tasks is an additional opportunity to engage in valuable client interactions that amplify the perceived value of your business.
By streamlining internal processes and leveraging technology effectively, you can demonstrate the tangible benefits of your agency’s expertise and create an environment where your clients truly appreciate the value you bring to their business. Ensure your clients don’t feel overwhelmed by the task of replicating your services. Hire a white-label SEO professional to fix all SEO issues on your websites.
Would you like to read more about how to retain your SEO clients-related articles? If so, we invite you to take a look at our other tech topics before you leave!
