RRLA

It’s amazing how many communication tools we have out our disposal these days: iPhones, iPads, email, text, Twitter, message boards, Facebook… the list goes on. But even with all this technology, sometimes it seems like we’re still not doing our best when it comes to communicating with our clients. Specifically, keeping our clients informed to the level that gives them confidence in the job we’re doing.

This should a big no-brainer. But my experience  tells me that the lines of communication are not as clear as they should be.

A little background first. I once had a boss who told me I had to “manage up” better. I had been working on my projects in a vacuum, not sharing progress or giving heads ups about potential obstacles. As a result, my boss would get nervous that things weren’t happening as they should be. Clients are like that too.

Personally, if a client has to ask how things are coming along, I know I’ve dropped the communication ball.  So why not go out of the way to make sure that doesn’t happen? This is especially important with new clients who are just getting to know you. To start with, at the beginning of an assignment set the proper expectations  in terms of timing and deliverables. Let them know what they’ll be receiving and when. Be clear about how many revisions they get before going into change order mode.

Once your client knows what to expect, keep the lines of communication open. Let them know that later in the day they’ll be receiving the first look at that new landing page. Or, if there’s been a delay, let them know why and how it will impact the overall time line.

I’ve found that a bit more effort on the communication front pays large dividends in two key areas:

1. It puts the client at ease and lets them know you’re managing their time, money and brand in a professional and accountable manner.
2. In the event that things do go a bit sideways, the client is usually more forgiving if they’ve been part of the process from the beginning. They’ll also be less surprised since they’ve been kept in the loop and were likely aware of potential issues.

Granted, these are not breakthrough insights, and successful marketers have been doing this for years. These are best practice basics that, in today’s fast paced world, we sometimes forget to do. And that’s a shame, because  the extra effort required to ensure that your clients are well informed goes a long way toward keeping them happy, and keeping them as your clients.

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