A Practical Model for Retaining Clients


Josh Nelson, the founder of the Seven Figure Agency, spoke about the strategies for retaining clients in the webinar on “How To Maximize Client Retention for your Digital Marketing Agency.”

One of the biggest challenges in running an agency is you get the clients, you pour yourself into it, and they cancel.

The Importance of Retaining Clients

A study by BAIN found that a small increase in customer retention can significantly improve profits, ranging from 25-95%.

Despite the focus on acquiring new clients, improving retention can have a significant impact on profitability. Low retention leads to wasted effort, loss of recurring revenue, damage to reputation, reduced confidence in acquiring new clients, and difficulties in forecasting resources.

Why Do Clients Leave

Retaining clients can be challenging, especially for agencies early on in their journey. The most common reasons for client loss include poor onboarding, inadequate systems, misaligned expectations, and poor relationship management.

However, the primary reason clients leave is not due to poor execution or results but rather a perceived lack of interest and engagement from the agency. Clients may feel that the agency has disengaged and no longer cares about their success.

Steps for Retaining Clients

Retention is crucial for increasing profits and improving profitability.

To achieve long-term client retention:

  • Focus on the impact of your services,
  • Provide a comprehensive solution that drives a measurable return on investment,
  • Select clients that have the right systems in place and can pay your fee while getting a good return on investment.
  • Set the right expectations by framing the relationship as a long-term business partnership,
  • Effectively communicate and show clients that you care, and
  • Maintain a balance between achieving results and building a strong relationship with clients.

Remember, if either of these is out of balance, clients are likely to leave.

The Model to Address Perceived Indifference

In this model, there are three key things to focus on; onboarding, effective communication, and success management.

retaining clients
Client Retention Model

World Class On-Boarding

Having a strong onboarding process is crucial for ensuring that clients stay with you for the long term. By focusing on the following three elements during the first 60-90 days, you can greatly improve the chances of retaining clients:

  1. Make a strong first impression and show appreciation. Send a welcoming gift and clearly map out the next steps for the client to feel confident in their decision to work with you.
  2. Streamline data collection by making it as simple as possible and taking on as much of the burden as you can.
  3. Engineer quick wins by identifying and implementing two or three strategies that will quickly generate leads or revenue and excite the client about their decision to work with you.

Effective Communication

Effective communication with clients is vital for maintaining a positive relationship and ensuring that they understand the value of your services. To achieve this, focus on the following elements:

  1. Use strategic reporting and key performance indicators (KPIs) that align with the client’s goals and objectives. Lead with the KPIs that are most important to the client, such as the number of leads generated and return on investment.
  2. Establish a consistent meeting rhythm with clients, including the frequency, agenda, and plan for when they don’t show up.
  3. Continuously share the vision for the future and the progress being made towards achieving it. This helps to keep the client engaged and prevents them from considering other options.
  4. Communicate frequently and transparently about all tasks and progress being made. This helps to build trust and ensure that clients feel informed and in the loop.
  5. Implement an ongoing customer communication process that includes regular meetings, progress reviews, and a video recap of the meeting.
  6. Continuously seed the vision for the future and the progress being made towards achieving it to keep the clients engaged and prevent them from considering other options.

Success Management

As an agency grows and takes on more clients, it’s important to have a strategy and system in place for success management. To maintain strong relationships and avoid perceived indifference, consider the following:

  1. Track client churn rates by monitoring month-over-month, quarter-over-quarter, and year-over-year how many clients are being gained and lost and what the retention rate is.
  2. Use strategic KPIs to keep a pulse on the account management team and ensure that they are taking the right actions to maximize retention rates.
  3. Implement a traffic light system to quickly identify which clients are happy, which are at risk, and which are about to leave.
  4. Hire account managers as the agency grows, as the owner can only handle a limited number of accounts before reaching a cap.

Bear in mind these five principles:

  • measure what matters,
  • keep a bird’s eye view on all accounts,
  • get ahead of issues,
  • prioritize those most in need, and
  • take proactive weekly actions.

The Initial 10 Touchpoints

Josh’s workbook provides a guide for creating a successful onboarding process for new clients, which includes the following steps:

  1. Send a personal thank you message to the client immediately after they sign up, through email, social messenger, or a personalized video recording.
  2. Provide an onboarding form to the client so they can begin filling in key details right away.
  3. Create a welcome sequence with contingencies built in for clients who may not be ready to move forward.
  4. Hold a structured launch call within the first few days of signing up to reset expectations, resell the investment, set the long-term vision for the relationship, and collect login credentials.
  5. Send a gift basket with chocolates and goodies, such as a bottle of wine, within three to five days of signing up as a nice surprise.
  6. Launch the PPC campaign and start driving traffic and leads within the first seven to fourteen days.
  7. Set up client review tracking and discuss the results in a structured conversation.
  8. Show the client the design composition and other tools being implemented for them in week two.
  9. Launch the client’s website by the sixth week.

Retention KPIs

A monthly retention rate of 97% is considered a good benchmark for agency services. When the rate drops below 90%, it is a sign that something needs to be reevaluated, such as the promise made, onboarding experience, and monthly reporting.

It is also important to consider if the client is still using the more profitable services even if they have discontinued some of the services, as this can still make a significant contribution to the gross margin.


So, to recap:

Malcolm X

My alma mater was books, a good library…. I could spend the rest of my life reading, just satisfying my curiosity.

Smartphone grips can be of more convenience when paired with an e-reader

Smartphone grips aren’t anything new. They have been there for a while now and offer a convenient option to hold the smartphone with one hand. However, such grips can make more sense when attached to an e-reader than perhaps on a smartphone. There are several reasons for that.

For one, such grips add to the width of the smartphones even if that is in a very localized manner. This can make the smartphone extremely unstable when placed on a flat surface. More than that, smartphones are used more often and are required to be carried in our pockets while traveling, which is when the grip can make things seem ungainly and inconvenient. Plus, tilting the smartphone in landscape mode, something that we often do, might make the grip to be of little use.

Read the original article here: https://goodereader.com/blog/electronic-readers/smartphone-grips-can-be-of-more-convenience-when-paired-with-an-e-reader

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A Guide to Becoming a Successful Entrepreneur


In one of the episodes of Office Hours, I sat down with Bryan Eisenberg, a renowned expert in the field of online marketing and the author of “The Rice & Beans Millionaire,” a book aimed at young entrepreneurs or those looking to start their own businesses.

With over eight books on internet marketing and as one of the pioneers in the field, Bryan and his brother Jeffrey have made complex concepts easy to understand.

Our conversation centered around his latest book and the valuable insights he shared on becoming a successful entrepreneur.

With only 113 pages and a conversational storytelling format, the book can be read in just 90 minutes.

Office Hours with Bryan

The Inspiration Behind the Book

In April 2022, Bryan was working from home when his 13-year-old son, Sammy, who plays on a collegiate baseball team, asked him if they could play catch.

After spending time training and practicing with Sammy for baseball, Bryan realized that he had been there for his son from the beginning of his baseball journey, but his children had not seen him in the early stages of building and scaling his agency.

This led him to the realization that he wanted to leave a legacy for his children and for aspiring entrepreneurs, and he began searching for a book that would provide young entrepreneurs with a comprehensive understanding of the mindset and skills needed to succeed.

When he couldn’t find such a book, he decided to write one. He noticed that success in both baseball and business comes down to mastering the fundamentals and grinding through the process, and he wants to emphasize this often-overlooked aspect of building a successful business.

Breaking It Down to Simple Things

Bryan and his brother Jeffrey have had experience working with clients like Google, helping them acquire customers and speaking to large groups of intelligent people.

However, they also focus on breaking down complex concepts for small businesses and helping them understand their main challenges and struggles. Bryan uses storytelling and reverse engineering to make complex ideas more accessible.

His earlier books were complex, but his more recent ones have become simpler. This new book is specifically targeted toward 13-year-olds and is written in a story format to hold their interest. The book is short, with each chapter taking only 2-3 minutes to read, making it easily accessible for a generation with a shorter attention span.

The focus is not on selling the physical book but on selling the investment of time required to read it. The goal is to reach a wider audience by making the book quick, simple, and enjoyable to read.

A Rule Breaker

This book fills a gap in the world of entrepreneurship by providing a fresh perspective on what it means to be an entrepreneur. The author, Bryan, debunks the notion that being a successful entrepreneur is simply about following rules, like in math or economics. He also dispels the idea that making a million dollars is out of reach for most people and only attainable through winning the lottery or luck.

Instead, he highlights how many businesses have achieved success by focusing on one thing and working hard. With the rise of the internet, it has become more accessible to make a fortune, and the concept of a million dollars has changed over time.

The book also encourages individuals to develop their skills and monetize them, even if they are not aiming for a million dollars. The economy is uncertain, and the book suggests finding ways to make more money through upskilling and selling those skills.

The Secret to Becoming a Millionaire

“He who sells to the masses lives with the kings. He who sells to the kings lives with the masses.”

The key to becoming a millionaire is to find an opportunity to sell a large volume of products or services at a small margin rather than targeting a small number of high-paying customers.

This concept may appear to contradict the idea of niche marketing, but in reality, it is about finding a balance. It is important to identify a specific niche to establish authority and trust, but it is not necessary to limit the target audience to only that niche.

In order to succeed in today’s market, it is crucial to find a good niche to gain attention, as this is the most valuable commodity. However, confusion often arises when trying to balance targeting a niche audience while still reaching a large customer base.

The First Thing is Creating Content

When Jeffrey and Bryan first began their business, they were fresh out of bankruptcy, and things were looking grim. However, they knew they had one valuable skill: communication. They began writing on early forums like the Warrior Forums and consistently created content every day.

Through persistent effort, they eventually got picked up by a larger platform and gained a wider reach. This led to speaking engagements and the opportunity to build their reputation.

The key to success is consistent hard work and a strong ethical foundation, not shortcuts or the promise of easy money.

Building a successful business is a process that takes time, just like becoming a successful athlete. It requires a consistent focus on the fundamentals and building a network of supportive people.

The Content Overload

When Bryan first started creating content, the internet was relatively new, and there wasn’t as much content available. People were eager to consume any content they could find, and it was easy to stand out.

However, today the internet is saturated with content, and it’s much harder to be noticed. The key is to create high-quality content that can cut through the noise, and the best way to do that is to start simple, using the best camera and lighting available and using editing software to improve the quality.

Although the tools and methods may have changed, the fundamentals of creating good content remain the same.

Becoming a Figurehead

A recent study has revealed that the most sought-after job today is not being a fireman or astronaut but an influencer. Having an audience is a great opportunity, but many people do not fully understand the effort and commitment required to build and maintain a community.

It’s important to provide value to that community and to understand that one’s success is closely tied to the community’s success. Building a community is harder now than it was in the past, with people on mailing lists responding to every email, but it’s still important to understand and bring value to one’s community.

Many people are attracted to the glamour of being an influencer but fail to realize the amount of work that goes into it.

The Importance of Learning and Sharing

The key to building an audience is to focus on finding people who are curious.

You do not have to be an expert in a subject to attract an audience, but if you are curious about a topic, you can share your learning journey with others.

For example, if you are curious about becoming a millionaire, you can read a book on the topic and document your progress, sharing your insights and experiences with others. This will engage people, as they will root for you and be inspired by your journey.

It’s important to be authentic and to ignore the haters, as some people may not agree with you. The key is to be true to yourself and your journey, and others will be drawn to it.

Overcoming Early Jitters

Many young adults start a business with optimism, but their friends and family members can sometimes discourage them by telling them that they will not be successful and should get a traditional job instead.

This book addresses the “crab mentality,” which refers to the tendency for people to pull others down and discourage them from achieving their goals.

It’s important to surround yourself with people who have already achieved what you want to achieve and who can serve as mentors and guides. These people will help you build your confidence and will also be honest with you if they don’t believe you have what it takes to succeed.

Ultimately, it is crucial to surround yourself with the right people who will support and encourage you on your path.

The Importance of a Mentor

The importance of finding a mentor and building a network in order to achieve success in business cannot be overemphasized.

Instead of focusing on reaching out to the top people in the industry, it’s better to start building a network by connecting with people who have access to those top individuals.

Be curious and respectful in reaching out to potential mentors and take baby steps towards progress every day.

How to Build Your Network

In order to succeed in business and in life, it is important to actively engage with and connect with other people. Building a strong network of connections is key to creating opportunities and finding valuable resources.

Top entrepreneurs understand the importance of connecting others in their network and adding value to each other. It’s not just about financial gain but also personal growth and human connection. By surrounding ourselves with people who are willing to help and engage in conversations, we open ourselves up to new opportunities that may have otherwise gone unnoticed.

A Side Game of Your Own

The term J O B, which stands for Just Over Broke, is becoming more common in today’s society.

It refers to a job that pays just enough to make ends meet but does not allow for financial stability or growth. Many employers demand a significant amount of time and energy, leaving little room for personal life and well-being.

However, it is important to have control over one’s own life and future, and having the skills to make money is crucial for this. It is possible to pursue what one loves and run it like a business, resulting in greater success and fulfillment. Parents should strive to instill this mindset in their children, regardless of their circumstances.

Just Do It!

Take that first step. It’s okay if you fail. Just try something. Get out of your comfort zone. The more it feels uncomfortable, the more you’re probably going in the right direction.

If you want something different, with a little bit of discomfort today, you’ll grow tremendously.