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Stop Losing Clients [Plus how to Attract New Clients]
16 ideas de marketing sacadas de «Stop Losing Clients [Plus how to Attract New Clients]», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo…
- 16 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 27 min
- Publicada en 2025
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Oferta y precioEstructurar los contratos de servicios en ciclos trimestrales de 90 días permite cobrar entregables específicos al inicio, planificar proyectos estacionales y renegociar tarifas sin sorpresas, asegurando compromisos renovados con el cliente.
always like to set out more of a bit of a set price for the first 90 days, because So you're actually pricing out those deliverables individually. have basically a 90-day cycle of an agreement. doing a quarterly meeting. that it did two things. One, it stopped any surprises. So if you kind of build it every 90 days that you and the client know that you're going to be talking about your rates again, it's got some longevity in that client because they're kind of like verbally committing to another three months. so that you can retain that client for the long term.
Escúchalo en el minuto 21:09
Retención y relación con el clienteEstructura los reportes asíncronos en video en tres partes: primero los logros conseguidos, en el medio los desafíos respaldados con datos objetivos y acciones de corrección, y concluye con oportunidades futuras para proyectar la continuidad de la relación comercial.
generally, I would do it in three levels. I would get the wins out of the way. So I'd share what we've been doing well. Then in the middle, I'd really share, but I'd frame it as challenges. I would always frame it as these are the challenges that we're facing and then I'd have always the actions off them. But then I'd also finish with opportunities. And I always try to communicate those challenges this is what I'm doing on my side to fix the challenges. I always have it backed up with data. It's more like, this is what the data is telling us. And try to always be consultative to finish with…
Escúchalo en el minuto 5:35
Demostrar experiencia continua y posponer la venta directa para generar demanda inbound
Estrategia de contenidosPublicar de manera regular contenidos educativos con casos, consejos y errores comunes sin forzar ofertas directas posiciona al profesional en el top-of-mind, logrando que los clientes potenciales inicien el contacto por mensaje directo en el momento exacto en que necesitan el servicio.
And sometimes people kind of forget, like, if you can put the information, your strategies out into But what it actually does for a business owner is that they want to align themselves with someone who knows what they're talking about. And it builds up that And I've never done an ask. I never said like, hey guys, I offer Google Ads freelance services on the As you build your audience and you postpone the ask, people will just drop in your DM asking like, hey, and And I've read like 60 posts of you or I've followed you for almost a year now. And we are at the point that we need a Google Ads…
Escúchalo en el minuto 25:21
Retención y relación con el clienteEn la gestión de cuentas publicitarias, conviene evitar sobrecelebrar victorias a corto plazo (un buen día o semana) para no verse forzado a asumir la culpa total ante fluctuaciones negativas normales. Comunicar que el rendimiento se evalúa en ventanas de 4 a 8 semanas ayuda a proteger la relación con el cliente del estrés diario.
that I don't get excited about a good week But then I also don't get devastated about a bad week And then when a bad performance happens, because you've taken all the credit for a good performance, you kind of got to take all the credit for the bad performance. I say to clients all the time I'm more dealing in long-term trends of four, six, eight weeks. that was one thing that I found has really, helped in the communication.
Escúchalo en el minuto 11:01
Modelo de precios híbrido: tarifa base fija más porcentaje de ad spend
Oferta y precioCombinar una tarifa fija fundacional con un porcentaje reducido sobre la inversión publicitaria crea un modelo de remuneración más alineado y estable tanto para la agencia como para el cliente, evitando la dependencia total de las variaciones del gasto en anuncios.
model of percentage of ad spend is that's basically a hybrid solution is that you always have like some sort of foundation that you charge like a fixed fee and then percentage of ad spend based on top of that. So it's not completely relying on ad spend but just in a lower degree. But with this foundational layer, you would rely less on percentage of ad spend. And I think that's a bit more aligned for both the client and the UQA specialist.
Escúchalo en el minuto 22:40
Retención y relación con el clienteUn onboarding sólido para clientes de gestión publicitaria debe gestionar expectativas definiendo un roadmap temporal de acciones, acordar los canales de comunicación y métricas clave, y asegurar que la oferta y la landing page sean competitivas antes de encender campañas.
but it's building a strong onboarding experience, like a smooth onboarding flow. you also want to make sure that the expectations are managed And it can be done by creating a roadmap. Basically help them prioritize what needs to happen in Google Ads, but also outside of Google Ads, like for example, the landing page and the offer. Because as you know, you don't want to start advertising if the landing page isn't optimized or the offer isn't competitive compared to the rest of the markets. It's also important in the onboarding flow that you set the targets and the goals. And also the…
Escúchalo en el minuto 1:45
Oferta y precioAl cobrar un porcentaje del gasto publicitario, conviene aplicar porcentajes decrecientes a medida que sube el presupuesto, establecer un tope mensual máximo (cap) y ajustar el porcentaje según el cumplimiento de los objetivos de rendimiento (ROAS).
So for example, whenever the spend goes up, for example, the spend goes up a two-fold. That doesn't mean that the workload also doubles, would be a spend increases more and more, the percentage that you charge goes down. So what I would also advise is to add a cap to your invoice, like the amount that we charge over a month's work can never be higher than this. you want to tie some of the performance to it. So you can say that whenever a certain return on spend targets are met, then you can maintain the percentages of the spend that you charge. But if you don't meet those return on spend…
Escúchalo en el minuto 19:10
Retención y relación con el clienteUna de las situaciones que más deteriora la confianza del cliente es descubrir un fallo antes que el proveedor del servicio; es fundamental monitorear de forma continua para ser siempre el primero en alertar sobre cualquier problema y mantener al cliente informado.
it's also important to do it proactively. So make them feel like they're in the loop. Always make sure that you're the first one to discover a problem and communicate about it. Because one of the worst things that you can do or that a client can experience is that they discover a problem and they have to inform you about it.
Escúchalo en el minuto 2:55
Retención y relación con el clientePara maximizar la transparencia y comprensión de resultados, conviene otorgar acceso permanente al panel de analítica y complementar los cierres periódicos con un video asíncrono grabado en pantalla que guíe al cliente a través de los datos relevantes.
I found that as soon as I started introducing Loom, talking them through, rather than just sending them the report, talking through the report, showing them a screen share of the Google Ads dashboard, I really found that that really helped paint the picture for them. So what I like to do is they have on-demand access to Loom Studio. So whenever they want, they can just dive in the dashboard and see the results for themselves. So maximizing transparency. And after every month, what I like to do is I record a Loom, just like you, in which I take them through the Loom Studio.
Escúchalo en el minuto 4:08
Educar a pequeños clientes en la necesidad de tiempo de aprendizaje y optimización de oferta
Retención y relación con el clienteAl trabajar con pequeñas empresas bajo alta presión financiera, es crítico educar al cliente desde el inicio sobre el período de aprendizaje que requieren los algoritmos y la probable necesidad de optimizar páginas de destino u ofertas para ser competitivos, evitando micromanagement diario por falta de conversiones inmediatas.
for micromanaging a bit more. don't like working with smaller clients, with smaller accounts for those smaller clients, it's important to manage the expectations like the algorithm needs time to learn, you need conversions to be able to optimize Landing pages, optimizations Offer alterations might be needed to be more competitive compared to the rest it's a lot of educating as well, the smaller clients.
Escúchalo en el minuto 13:15
Estrategia de contenidosLas agencias de alto rendimiento atraen clientes en lugar de perseguirlos al compartir abiertamente en plataformas como LinkedIn lo que aprenden, las novedades del sector y debates técnicos especializados.
Average agencies change new clients and the best agencies, they attract them. But also the fact that people who work at big agencies tend to write more on LinkedIn, actually sharing the things they learned and they want to get into the discussion with other Google Ads specialists to really interact about what's happening and to basically nerd out on all the topics. So the best agencies, they attract them by sharing information, sharing value.
Escúchalo en el minuto 24:16
Notificación proactiva de caídas en el rendimiento
Retención y relación con el clienteSé siempre el primero en identificar y comunicar cualquier caída o anomalía en los resultados de las campañas antes de que el cliente lo detecte por su cuenta.
It goes without saying that you always have to be transparent But I think it's very important that you are always the first one, again, to discover a problem. Like, hey, this is what we spotted.
Escúchalo en el minuto 9:44
Retención y relación con el clientePara obtener opiniones sinceras y detectar a tiempo el riesgo de cancelación, la satisfacción del cliente debe ser evaluada por un gestor de Client Success independiente en lugar de por el mismo especialista técnico que gestiona la cuenta.
and the more independent the person will get us that information is, the better. it is the same person who's running the account, it's the same person who's asking those questions, people might not feel as needed to share their opinions and their experiences. So having a dedicated client success manager on those clients and to gather that feedback, I think that's a missing part in many agencies. strategy to retain clients.
Escúchalo en el minuto 17:06
Diagnosticar problemas de rendimiento con analítica multicanal y no desde silos de paid ads
Medición y experimentosAl investigar caídas o anomalías en canales de paid media (como Google Ads), se debe ampliar la vista a toda la analítica del negocio (SEO, tráfico directo, redes) para identificar si se trata de un problema global de mercado o de la oferta, antes de asumir causas aisladas en la campaña.
And if you zoom out a bit more, this is what we see over the entire analytics of the company. So also looking at all the channels from do we see similar trends in SEO, in social or direct traffic. So basically showing that you look at the problem from multiple angles and not just your pillar, your silo Google Ads and telling them where you think the problem lies and also how you're going to approach this.
Escúchalo en el minuto 10:06
ConversiónCuando un prospecto toma la iniciativa de contactar tras consumir contenido previo, la asimetría de autoridad cambia a favor del proveedor, lo que reduce el esfuerzo de venta y facilita enormemente la comunicación y el onboarding durante los primeros meses.
I've found too, is that I now don't do any manual outreach. And even when people outreach to me for me to take on their account, the whole relationship's changed. So it's rather than me kind of like, you know, like when I first started, you're kind of like hustling and hustling and hustling to sign a new client. Whereas now when they come in and they make the first move to contact you, you already get to start to, so like communication in the first 90 days, all those things become so much easier because they're actually, they know they've initiated the discussion. And that's the whole…
Escúchalo en el minuto 25:42
Retención y relación con el clienteEl 87% de las agencias de marketing encuestadas carece de un proceso estructurado para la gestión del éxito del cliente (Client Success Management), limitándose a enviar encuestas esporádicas.
I did a poll on LinkedIn asking like, hey, how is your client success management arranged in your agency? 87% didn't have like a structured approach for client success management. It was very often just a survey they send out every once in a while.
Escúchalo en el minuto 16:42
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