Digital marketing and advertising are rapidly evolving industries. To stay competitive and achieve success, it is crucial for media companies and agencies to set clear expectations with their clients from the start. 

This guide aims to help you understand the importance of setting expectations and provide tips to retain renewals confidently and upsell with campaigns and product mixes in the coming year.

Setting clear expectations is essential in establishing trust and building a strong relationship between the agency and the client. Clients who know what to expect are less likely to be caught off guard or disappointed. Clear expectations also help to set realistic goals and objectives for the campaign. By understanding the client’s current goals, timing, and challenges, agencies can create a strategy tailored to their specific needs. This leads to more effective campaigns and, ultimately, tremendous success.

Four Tips for Setting Expectations Confidently with Clients

Setting expectations can be daunting, but it doesn’t have to be. Here are some tips to help you set expectations with confidence:

1. Do your research.

   Before setting expectations, take the time to understand your client’s current situation. This includes learning about their business goals, industry landscape, and unique challenges. This information will help you create a strategy tailored to their specific needs. 

2. Communicate how you will help.

   Once you understand your client’s current situation, clearly communicate how you will help them achieve their goals through strategy and support. Share tips and ideas that will help them reach their objectives.

3. Discuss value and budget.

   Setting expectations also means discussing value and budget. Ensure you understand the client’s budget and how it relates to the campaign. Be transparent about costs and how they align with the client’s goals.

4. Check-in halfway through the campaign.

   Halfway through the campaign, take the time to discuss reporting. This will allow you to identify which products have been most effective in helping the client further their traction and which areas need to change.

How to Create Goals with Renewals and Upsells

Once expectations have been set, the next step is to create goals with renewals and upsells. Here are a few tips to keep in mind when creating these goals:

1. Understand the client’s current situation now.

   Securing a renewal is more manageable than finding new business because you’ve already done your homework (remember that research you did before setting expectations?) Evaluate what’s changed and what needs to be changed – digital advertising isn’t one size fits all. Before creating goals, take the time to understand the client’s current situation. This includes learning about their goals, timing, and challenges.

2. Identify areas for growth.

   Review the reporting and determine growth opportunities. This could include increasing website traffic, improving conversion rates, or getting foot traffic into your client’s store.

3. Create a plan of action.

   Once you have identified areas for growth, create a plan of action. This should include a timeline, specific goals, and any changes in tactics needed to achieve them.

4. Communicate the plan.

   Use the data and reporting to tell a story that will resonate with your client and how your recommendations will help solve their pain points or push them further towards a business goal. It’s a good idea to get all decision-makers onto a call to ensure everyone is on the same page and working towards the same objectives.

5. Follow up.

   Follow up regularly (biweekly or monthly) to ensure that the plan is on track and that the client sees – and understands – the progress. This will help build trust and ensure that the client is satisfied with the work that is being done.

Set Expectations with Your AdCellerant Partner Playbook

You only go into a game with a game plan; the same applies to helping improve and grow your business. Like all good teams, practice makes perfect, and watching films on some of the best players or teams within the industry is the best place to identify your areas for growth and improvement.

That’s why we created the AdCellerant Partner Playbook to help you gain insights into the most tried and accurate practical playmaking skills by current AdCellerant partners! This playbook navigates your business through renewals, upsells, product mixes, and more! 

Want your free playbook? Reach out to your dedicated Account Manager today! Not a current AdCellernat Parnter? No problem. Let’s chat.