After media buying, the investment in mobile app marketing agency support is often the greatest external marketing cost a business commits to. Maximising the return on this investment hinges on a robust and efficient partnership between the client and the agency personnel. Based on over twenty-five years of marketing agency leadership, here is my bird’s eye view on how you get the most out of that relationship.
Why is a good relationship with a mobile app marketing agency important?
A good relationship with a mobile app marketing agency is not only important but pivotal to the success of any app marketing campaign. The agencies immersed in the client’s brand develop a deep understanding of its values, target audience and messaging.
This in-depth knowledge not only preserves brand consistency across all marketing efforts but also ensures that innovative ideas align seamlessly with the app’s brand identity. By fostering a strong relationship with an agency, businesses can unlock their full marketing potential and retain a committed and loyal partner for the years to come.
The holy trinity of a successful client-agency relationship
I believe that there are three most important factors in making a client-agency relationship work to the fullest extent:
- Communication
- Mutual effort
- Trust
By focusing on these elements and fostering a strong client-agency relationship, businesses can significantly increase the effectiveness of their mobile marketing efforts and achieve their desired outcomes. Let’s consider communication first.
Communication is paramount
Effective collaboration starts with a clear understanding of the project lifecycle. This begins with the initial onboarding, then the planning, creative development, implementation, optimisation, and then reporting back. It is vital to ensure that you, as the client, are clear in your briefs and requirements.
This, coupled with realistic goal setting from both sides, forms the foundation for a successful partnership.
Open communication channels are key to ensuring that information exchange and decision making is quick and easy. Make sure that you are using the most efficient channels for relevant conversations:
- Face-to-face and online meetings for strategy sessions, reporting and business.
- Email for key actions and logging the more important decisions and “signoffs”.
- Slack for the day-to-day conversations and notifications.
Finally, I’ve found that the most effective mobile app marketing company and client relationships are the ones that have weekly or fortnightly status meetings. It’s a quick and timely way of resolving issues and planning for the next week of activity.
Mutual effort improves collaboration
Mutual effort is built on the understanding that both parties are “in it” together and are working toward the same goal. Superior and subordinate relationships will be considerably less fruitful than a relationship of mutual respect.
This means that the agency should be encouraged to bring the client into the planning process and be open about the challenges and how the recommended strategies have been determined.
To support the agency with planning, the client should provide all the relevant information and be available for questions and speedy feedback.
The most important foundation in a productive working relationship is when the client sees the mobile marketing agency as a strategic partner rather than just a service provider.
It is incumbent on the agency to make this possible through their effort and commitment. It is also obligatory for the client to treat the agency as a partner, or the agency could quickly get demotivated; this shared respect is the keystone for the best chance of success.
Trust is the foundation of success
Integrity on either side will ensure that trust runs throughout the relationship. But this trust has to be earned. The mobile app marketing agency must be transparent and honest with its recommendations and feedback and be shown to be reliable and responsive. The same is true of the client in sharing your true objectives, the challenges you face internally and externally and your assessment of the deliverables.
Your trust will allow the agency to plan strategies and deliver on its preferred and best recommendations. It will also show the agency that you, the client, have their back; consequently, they will work harder for you.
Once trust has been lost, it is very hard to regain it, and it will affect every part of the process. Therefore, this aspect of the relationship should be the most sacrosanct. Work hard to achieve it and then keep it.
Remember to celebrate the success together. Sharing in the achievements not only strengthens the partnership but also fosters respect for each other’s time, opinions and contributions. These are all essential factors for building long-lasting trust.
The path to a lasting partnership with a mobile app marketing agency
So, there you have it; after many successful (and a few unsuccessful) client relationships over a considerable amount of time, my view on why communication, mutual effort, and trust are the holy trinity of a prosperous client and mobile app marketing agency relationship are the three corners of a successful partnership.
As an agency owner, I know the importance of maintaining a successful ongoing relationship with clients. Our agency goal at Yodel Mobile is to have enduring relationships with our clients for many years. A short-term focus on maximising immediate revenues is a poor agency strategy resulting in limited longevity; it leaves a sour taste in everyone’s mouth and a client looking for another partner.
By prioritising communication, collaboration, and trust, agencies can build strong, lasting partnerships with clients. Are you ready to embark on a journey towards a more fruitful client-agency relationship?
You can message us on LinkedIn or contact our team today to learn how we can help you achieve your goals.
