How To Develop a Successful Agency-Client Approval Process
Before any social media collateral goes live, it must go through multiple levels of agency-client approval. To deliver and approve aesthetic, high-performing content, individuals such as graphic designers, creative strategists, account managers and C-Suite executives must all be able to communicate easily and directly. Though multi-level communication can appear daunting at first, it can be executed seamlessly by following these steps:
1. Build a Social Media Calendar
When working with a digital creative agency like Bright Age, we work with our clients directly to build a social media calendar. Consistent posting on social media is considered a non-negotiable for brands looking to grow engagement. Having a set posting schedule will make sure that your online presence is maximized and your brand is constantly growing. After building a timeline that works for both the agency and client, direct communication is developed to ensure both parties are satisfied with the content being generated. By having a set calendar, the agency and client both know when to approve content by and not to expect any surprises.
2. Avoid Simple Errors
According to a content marketing survey, 92% of marketers say that approval delays slow down the process of brand growth. Much of this agency-client approval delay is caused by lack of clear communication, theme deviation or inconsistent copywriting. These errors can be easily avoided by developing a client style guide. These client-specific documents contain all parameters for external communication and marketing. In order to expedite the agency-client approval process, it is important to proofread content and keep in mind that even small errors can slow down progress.
3. Communication is Key
When developing a company or organization’s brand identity, communication is key for both agencies and clients alike. Ideas should be shared and all collaborating voices should be heard. In order to ensure that no efforts go missing, the client approval process should be done by communicating on one platform rather than many different ones. There’s nothing worse than an agency or client email getting lost! Whether that be a management platform like Sprout Social, Sprinklr, email or a shared drive, it is vital that the approval process be done in an organized manner.
It is also important to understand that just because your client is busy, they still may want to be involved in the content development process. Instead of barraging your client for their thoughts, sharing a document with them where they can add ideas or inspirational photos can be beneficial. Having a client’s insight present while designing or brainstorming could expedite the approval process by keeping the content relevant.
4. Build Strong Relationships
Though it is a mutually collaborative process, agencies should delegate direct roles for direct communication with clients. Clients should know who they are working with. Clients should feel comfortable. Additionally, clients should have agency contacts that they can communicate with if something comes up. According to a survey conducted in 2021, 67% of digital marketing agencies said that the reason clients chose them was because they established themselves as strategic partners. Clients want to feel as though the agency they choose to work with is as invested in their brand as they are. A quote from a Marketing Agency COO once said that “client work is a trust-based business. After performance, everything comes down to relationships”. We here at Bright Age couldn’t agree more. Building successful relationships is integral when developing a fruitful client-agency approval process.
5. Patience is a Virtue
Last but not least, it is important to mention that when working with a new agency, there always tends to be an adjustment period. While getting to know a new client and bouncing off ideas, it is not common for it to take a little bit of time to get acclimated to the brand’s messaging. Hence, the client-agency approval process may not always be seamless in the beginning. This is normal! Through patience, dedication and strategic partnership development, there is no doubt that a harmonious client-agency approval process is in reach.
