Mastering Client Follow-Up: Expert Strategies for Digital Marketing Agencies

[ Topic — Follow ups ] What are the best ways for Digital Marketing Agencies to follow up with potential clients for a better response rate?

Top Strategies for Digital Marketing Agencies to Improve Client Follow-Up

Hey there!

Roshan Samuel Ambler here. As a digital marketing enthusiast and founder of GO LEAD DIGITAL, I’ve had the privilege of connecting with some incredible minds in our industry.

Recently, I reached out to a group of seasoned experts to gather their insights on one of the most crucial aspects of our work: mastering client follow-up strategies.

Picture this: a virtual roundtable discussion where I tapped into the wealth of knowledge from 11 top professionals in digital marketing. From tried-and-tested email tactics to the power of personalized social engagement, these experts generously shared their go-to methods for boosting response rates and nurturing meaningful client relationships.

Join me on this journey as we explore the world of client follow-up strategies — where industry expertise meets actionable advice for digital marketing agencies like ours striving to excel in client engagement.

Highlights from Digital Marketing Expert Tips:

• Tailored follow-up schedules for better response rates
• Leveraging helpful content on social and professional media
• Structured email and phone call sequences
• Utilizing personalized engagement and case studies
• Strategic use of WhatsApp and broadcast lists
• Minimalistic yet effective follow-up emails
• Passive engagement through broadcast lists and case studies
• Integrating telephonic, email, and WhatsApp follow-ups
• Multichannel approach with telephonic follow-ups and reminders
• Virtual roundtable insights on client acquisition strategies

Expert Tip #1: Bharatwaj Rao, Director at Digitalcube.tech

Bharatwaj Rao recommends a structured follow-up schedule for digital marketing agencies to maximize client response rates:

• 1st Follow-Up: Send a follow-up message 1 day after sending the initial quotation to demonstrate promptness and continued interest.
• 2nd Follow-Up: If no response is received, follow up again 3 days after the first follow-up to gently remind the client and maintain engagement.
• 3rd Follow-Up: If there’s still no response, send a final follow-up 10 days after the second follow-up, providing one last opportunity for the client to engage.

This strategic approach ensures consistent communication while respecting the client’s timeline and decision-making process.

Expert Tip #2: Vinay Toshniwal, Founder at Toweso

Vinay Toshniwal suggests a proactive approach to client follow-up through content marketing:

• Provide Ongoing Help: Continuously offer valuable content related to your area of expertise through various social and professional media platforms. This can include articles, videos, infographics, and more.
• Create Helpful Content: Focus on creating content that addresses common pain points or questions your potential clients may have. By consistently providing solutions and insights, you establish credibility and attract interested prospects.
• Utilize Content Marketing: Use content marketing as a means of nurturing relationships with potential customers. When you consistently deliver value, you’ll naturally attract clients who resonate with your approach and may reach out without the need for traditional follow-ups.

This approach not only builds trust and authority but also attracts potential customers who are genuinely interested in your services.

Expert Tip #3: Gowardhan Doddi, HubSpot Specialist at AppleTech

Gowardhan Doddi shares his six essential rules for effective client follow-up:

1. Follow-Up Emails: Send one email per week to follow up with clients, maintaining a consistent communication schedule.
2. Phone Calls: Make one phone call per week to personally connect with clients and discuss progress or next steps.
3. Provide Actionable Insights: Include one actionable task or tip in each email that clients can implement and see results within a week, demonstrating value and expertise.
4. Strategic Delay: Sometimes, not following up immediately can be effective. Gowardhan highlights the importance of respecting client readiness and trust levels. If a client is hesitant, delaying actions can build confidence in the process.
5. Customized Recommendations: Instead of generic advice, invest time in understanding the client’s business. Create a personalized document with specific recommendations tailored to their needs and goals.
6. Social Media Engagement: Follow prospective clients on social media platforms and interact with their content to build rapport and demonstrate genuine interest in their business.

Implementing these rules fosters meaningful client relationships and increases the likelihood of conversion.

Expert Tip #4: Brijesh Soni, SEO Manager at NP Digital India

Brijesh Soni recommends a personalized approach to client follow-up, emphasizing direct communication channels:

• Initial Contact: Begin with a phone call to understand the client’s requirements, business goals, competitors, target regions, and keywords. Use this information to create a tailored proposal.
• In-Person Meeting: Instead of sending a proposal immediately, request an in-person meeting to provide a detailed analysis. Use this opportunity to discuss specific challenges, competitive gaps, and proposed strategies.
• Personal Connection: During meetings, engage on a personal level to build rapport and establish trust with the client.
• Proposal Delivery: Share the proposal after the in-person meeting. If the client prefers formal communication, follow up via email; otherwise, use WhatsApp for a more direct approach.
• Follow-Up Strategy: Limit follow-ups to 3–4 days after sending the proposal. Provide a brief summary (MoM — Minutes of Meeting) if needed to reinforce key discussion points.

This approach focuses on personalized interactions and direct communication channels to enhance client understanding and engagement.

Expert Tip #5: Shyam Kotnana, Founder at Digitalveda Marketing Concepts LLP

Shyam Kotnana emphasizes the importance of personal engagement and clear communication to foster better response rates from potential clients:

• Face-to-Face Meetings: Initiate face-to-face meetings to build trust and mutual understanding, especially in the initial stages with Indian clients. These interactions facilitate a deeper comprehension of the client’s needs, team, and capabilities.
• Utilize Interpretative Reports: Provide easily interpretable reports using tools like Looker Studio and Google Analytics dashboard to transparently showcase clients’ return on investment and key performance indicators.
• Establish Clear Communication: Maintain straightforward communication without jargon, ensuring a comprehensive grasp of the client’s business objectives and challenges.
• Adaptive Communication Channels: Utilize adaptive communication channels like WhatsApp along with a detailed contact list to establish responsive and efficient partnerships.

This approach prioritizes personal engagement, transparent reporting, and adaptive communication strategies to enhance client understanding and response rates.

Expert Tip #6: Preeti Sharma, Founder at GoStrategyHub

Preeti Sharma shares her unique approach to indirect client follow-up using social media and case studies:

• Indirect Follow-Up Strategy: Preeti uses social media platforms like WhatsApp and others to indirectly follow up with potential clients. She posts updates and stats from her other brands, making sure that particular clients see these updates.
• Sharing Case Studies and Processes: Another effective method is sharing detailed case studies and process explanations of brands that haven’t signed contracts but are open to sharing strategies on social media.
• Engagement and Inquiry: By showcasing successful strategies and logical benefits, potential clients often reach out with questions and inquiries based on the posted content.

This method of indirect follow-up through strategic content sharing has proven successful for Preeti in converting potential clients into direct engagements.

Expert Tip #7: Satya Raju Koduri, Business Process Automation Consultant

Satya Raju Koduri adopts a simple and direct approach to client follow-up:

• Minimalistic Follow-Up Email: Satya sends a straightforward email with the message: “Just wanted to check in as I haven’t heard back from you. If you are still interested and looking for help, please let me know.”
• Limited Follow-Up Frequency: He sends this email a couple of times over a period of 7 days.
• Discretionary Cease of Follow-Up: If there’s still no response after the follow-up emails, Satya stops further follow-ups.

This concise and respectful approach respects the client’s time and interest while maintaining a level of persistent engagement.

Expert Tip #8: Vikrant Tamhane, Founder at Brew My Idea

Vikrant Tamhane suggests a passive approach to client follow-up using broadcast lists and consistent content sharing:

• Broadcast List Strategy: Add potential clients to a broadcast list and regularly send them case studies and results from your projects.
• Consistent Content Sharing: Continuously share valuable content to keep potential clients engaged and informed about your expertise and achievements.
• Passive Engagement: Vikrant’s approach focuses on maintaining visibility and providing value through content without direct follow-ups.

This method allows potential clients to stay informed and engaged, with the option to reach out when they are ready to engage.

Expert Tip #9: Durbar Ezio Ghosh, Search Engine Optimization Specialist at TSquared Lab

Durbar Ezio Ghosh suggests using relevant updates and news to engage potential clients:

• Utilize Email Updates: Send personalized emails to clients about new services or marketing news that could benefit them.
• Example Email Template:

Subject: Update on New Instagram Feature

Hi [Client's Name],

We hope you are doing well. We wanted to update you about a new Instagram feature released this Monday. We believe this feature may help you reach a wider audience.

Feel free to book a 30-minute call with us where we can show you how we can help implement this for your brand.

Best regards,
[Your Name]

• Offer Value and Actionable Insights: The email provides valuable information and invites the client to further discuss implementation strategies during a scheduled call.

This approach leverages timely updates to initiate meaningful conversations and demonstrate expertise in addressing client needs.

Expert Tip #10: Naval Gupta, Founder at DigiArise

Naval Gupta employs a strategic approach to client follow-up after sales calls:

• Immediate Response: In most cases, Naval receives a definitive response (yes or no) during the sales call itself.
• Follow-Up for Remaining Leads: For the remaining 1% of leads that require further nurturing:
• WhatsApp Follow-Up: Naval follows up with these leads via WhatsApp to maintain direct communication and engagement.
• Nurture Email Sequence: Additionally, Naval puts these leads into a nurture email sequence. This sequence is designed to provide ongoing value and information, aiming to convert them into clients at a later point in time.

This method ensures that all potential leads receive appropriate follow-up and nurturing based on their engagement level.

Expert Tip #11: Goutham Bhat, Digital Marketing Consultant

Goutham Bhat advocates for a comprehensive follow-up strategy using multiple communication channels:

• Telephonic Follow-Up: Initiate follow-ups with potential clients via phone calls. This direct approach allows for personalized communication and immediate feedback.
• Combined Channels: Complement telephonic follow-ups with email and WhatsApp reminders. Utilizing multiple communication channels increases the chances of reaching and engaging potential clients effectively.

By integrating telephonic, email, and WhatsApp communication, Goutham emphasizes the importance of a multi-channel approach to maximize client response rates and engagement.

My Personal Opinion:

Roshan Samuel Ambler, Founder at GO LEAD DIGITAL

Roshan Samuel Ambler shares his valuable insights gained from over a decade in the digital marketing industry, transitioning from freelancing to agency ownership. He highlights different client acquisition scenarios and strategies:

Read more on: My Career Change Journey from Telemarketing to SEO!

Scenario 1: Freelancing Journey

• Approach: Initially, Roshan focused on in-person meetings, lengthy phone conversations, WhatsApp messages, and email exchanges with customized proposals.
• Challenges: This approach required significant time investment due to creating processes and documents from scratch, along with multiple revisions.
• Persistence: Roshan maintained regular follow-ups across all channels to secure clients, refining his pitch over time.

Read more on: How Do I Get Projects From Freelancing

Scenario 2: Working with Small Projects and Startups

• Structured Approach: As the agency grew, Roshan implemented a more structured approach for client acquisition, onboarding, and follow-ups.
• Qualification Process: Clients were qualified using a digital marketing questionnaire to ensure alignment with agency services and pricing.
• Tailored Proposals: Proposals were sent only to qualified leads after understanding their needs and comfort level with agency fees and ad spend.

Read more on: Transitioning from Freelancing to Agency Model

Scenario 3: Dealing with MNCs and Corporates

• Longer Sales Cycle: Larger clients required in-person meetings and followed up primarily via email and phone calls.
• Decision-Making Process: Decision-making in MNCs and corporates could be slow, taking 3–6 months for closure.
• Competitive Environment: Agencies often compete with others in a shortlisted pool, necessitating investment in presentations and relationship-building.
• Insider Tip: Offering profit-sharing or percentage agreements with the client’s marketing team can increase the agency’s chances of being selected as the preferred partner.

Roshan emphasizes the importance of adaptability and persistence in client acquisition, tailoring approaches based on the nature and scale of the client. Building rapport and understanding client needs are key to successful conversions, especially in competitive environments and with larger corporations.

Expert Tips: How Digital Marketing Agencies Can Improve Client Follow-Up

As we conclude this insightful journey into mastering client follow-up strategies, I hope you’ve gained valuable insights and actionable advice from the expertise shared by our panel of digital marketing leaders. Building strong client relationships is about more than just closing deals — it’s about nurturing connections and providing exceptional value every step of the way.

Now, I’d love to hear from you! What strategies have you found most effective in following up with potential clients? Share your experiences, tips, or questions in the comments below. Let’s continue the conversation and learn from each other’s insights.

So, grab a cup of coffee, reflect on the wisdom shared here, and start applying these expert tips to enhance your agency’s client follow-up approach. Here’s to your continued success in the dynamic world of digital marketing!