It takes two to make a relationship work. And for a client-agency partnership to be successful, it requires the same amount of input from both parties. Digital PR and link building is just one part of digital marketing that is continuing to evolve around this, whereby the involvement of both teams is just as important to gain much wanted links.
If you’ve been following us for a while now, you’ll already know that our previous motto was “we’re not just our client’s agency, we’re their partner” and although that may have now changed on our own marketing, the quote is still very much relevant to the work we carry out today.
We position ourselves as an extension of in-house teams because we are exactly that. Our client-agency partners can rely on us to provide insightful information, data, and direction to generate the best results for their business. But we can’t do that without their help too.
With that firmly in mind, we’re explaining more about how clients can play a valuable role in ensuring the success of their digital PR and link building campaigns!
Table of Contents
01. Starting The Relationship Strong
At the start of any digital PR/link building campaign it’s important to make a good first impression. Before getting started on the campaign itself, you should arrange a call with all the stakeholders involved to get to better know the business, it’s team and the goal of the partnership. This also helps reduce pressure across your own team as they too will be able to join the call to ask any questions they may have. You can also use this time to strategise the next steps of the campaign and what the client can expect from you in the coming days and week and vice versa.
02. Get Involvement From The Start
For your digital PR and linking building campaign to be successful, you need to get involvement from the right people from the very start of the campaign. Not only will this help you get started on solid ground but provide you with the chance to better know your client and their product. With consistent input from both teams, you’ll also be able to create bigger, better campaigns that achieve the desired results because – believe it or not – you’ll actually be saving time by doing so.
This doesn’t mean just getting your client involved when you have a solid plan in place, but instead throughout ideation too. Through bringing someone in who is already familiar with the brand, its target audience and what will or might not pass for approval, it’s a great way to get everyone excited.
It may also help to prevent future roadblocks, particularly when it comes to smashing out reactive pieces to get into the press when time maybe isn’t on your side.
03. Maintain Regular Communication
Having regular and consistent communication with your client is key regardless of how big or small the campaign you are working on may be. Weekly or bi-weekly catch ups can work excellently for both parties as they don’t take up too much time but still allow both teams to bring what they have to the table before deciding the next steps. By keeping your client informed, you’re also less likely to come across hurdles in the future, as they will always be in the know.
Through understanding your client’s availability, you can also gage how to go about quotes and other reactive pieces that rely on time to be successful. Does your client require sign off for each quote or are you able to put together something on their behalf based on the data and information they have provided? This will also help your agency team to appear more organised as you’ll already have a definite answer, meaning that you can jump on the opportunity without wasting resource.
04. Create Your Own Support System
Make sure your client has a client point of contact. This can really help to avoid confusion, particularly within the early stages of a PR and link building campaign. By having some form of contact system in place, you can also decide who is responsible for what part of the campaign and, where necessary, who shares an equal amount of responsibility to help ensure your clients query isn’t lost or forgotten about.
Using a project management system can also help ensure that your PR and link building campaign remains on track. This is particularly true when there is a large number of people working on the campaign as you’ll be able to view what stage each task is at. This can again be useful when updating your client, as you will have access to all the information you need without needing to speak to each of the team first (though this may provide you with more context if something is delayed).
From a client value perspective, this is also useful. Some project management tools, such as Wrike, allow you to break you campaign down by time and cost so you can identify what is taking up most of your team’s resource and time and whether this is accurate. You can then identify those road blockers and create a plan to improve them if needed.
Working with your client on their digital PR and link building campaign can really help to shine a new light onto their product, preferences, and overall brand. Let us know how you get on in doing so!
For more information, get in touch with a member of the team on 0800 088 6000, today.
Jasmine has been a member of Absolute Digital Media’s team for 4 years+ now, having started her journey at the agency as a Digital Copywriter and progressing onto become Social read more.