What do you do if your SEM team is struggling to build and maintain strong client relationships?

1. Improve Communication: Keep channels open and transparent. 2. Understand Needs: Tailor SEM strategies to client goals. 3. Set Clear Expectations: Avoid misunderstandings from the start. 4. Provide Detailed Reports: Highlight key metrics and insights. 5. Proactive Problem-Solving: Address issues before they escalate. 6. Seek Feedback: Regularly ask for client input to improve services.

The first step is to identify the gaps and expectation from both agency and client’s perspective. A common issue would be the lack of understanding due to poor communication skills. It is important that a SEM team understand your clients’ pain points, and communicate goals and objectives before the start of any campaigns. Ideally, the SEM team should set achievable targets and get alignment on the expectations from clients. A lot of times, I’ve seen agency teams being ambiguous on scope of work and objectives resulting in client being confuse. Also, if the requests falls out of scope, do not be afraid to push back on your clients. By accepting out-of-scope requests, the SEM team will ultimately get drained resulting in dissatisfaction.

I try to be as open and honest as I can with my clients from the beginning. Put together a realistic performance forecast for them in the prospect stage; which is based on the previous 12 months' data for their target location and keywords. It gives the client confidence, but more importantly scope on the potential outcomes, both good and bad.

When your SEM team faces challenges in client relationships, prioritize a people-centric approach. It's crucial to understand that successful search engine marketing isn't just about keywords or ad positions; it revolves around genuine human connections. By actively listening to your clients, comprehending their objectives, and proposing proactive strategies, you build a foundation of trust. Demonstrating a real commitment to their success and maintaining clear communication are key. Sharing insights, celebrating successes together, and providing honest feedback are essential. Remember, trust is the cornerstone of client relationships, with studies showing that 81% of consumers rely on advice from search engines.

In my view, effective communication is vital for strong relationships. If your SEM team is struggling, consider upgrading communication channels. Keep clients updated on progress and industry trends transparently. Ensure your team is responsive to client inquiries, showing care and commitment.

Better training about the clients and their patterns and needs can be delivered to the team for a better understanding of the target audience.

Having regular check-ins with your clients on a monthly basis can help to align objectives, or pivot strategies along the way. Also, it is important that both teams build up trust and reliability. By being “available” for your client, your client will be able to rest assured that their campaigns and optimisation are managed properly without delays. This will help build up trust between teams and foster better collaborations resulting in a more effective working relationship.

It's important to recognize that SEM is fundamentally about connecting with people, not just manipulating algorithms and keywords. When challenges arise, emphasize fostering authentic connections with your clients. This involves delving deeper into their business ethos, recognizing their achievements, and occasionally extending support beyond the usual scope of SEM services. These actions can transform a standard vendor-client interaction into a true partnership. Cultivating this kind of relationship can often be the critical factor in revitalizing troubled client engagements, leading to more sustained and fruitful collaborations.