2020 was a year of uncertainty and little is likely to change in 2021.
During such unusual and challenging times, companies are tightening their wallets to weather the storm.
How can you convince potential clients to put their trust – and money – into your agency’s services?
The answer is simple. In the midst of all the unpredictability, you need to show that your business is a source of credibility and trust, which starts with investing time in self-promotion.
If you’re looking for practical ways to build credibility in the eyes of potential clients and steer them towards your agency, start with these seven tips.
What are your potential customers looking for?
Let’s face it, enlisting the help of an agency can be a gamble for most businesses – especially when it comes to large sums of money.
So when looking for a new agency to hire, all potential clients really want to know whether or not you can do the job they want to a high standard.
Of course, they want to be able to understand exactly what your agency is doing and how you can add value to their business too. But if you can stand out from the competition in such a crowded environment and show potential clients that they can trust your agency to do their job well, you are halfway there!
7 ways you can increase your agency’s credibility
As you fill your client list by attracting new clients, you need to put the best foot in your agency forward.
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In practice, this means that you can prove yourself to be trustworthy by doing the following:
1. Make sure your website is up to date
84% of today’s consumers believe that having a website makes a business more credible.
The reality is that an agency’s website is their storefront – it provides vital insights into who exactly your agency is and what services you offer.
So it is important that your website makes a great first impression by being up to date and having a professional appearance.
There are certain pages on your agency’s website that need to be more robust than others. This is because prospects are more likely to go to them directly to check your credentials and get a clearer picture of what your agency is doing. These pages contain:
The ‘About Us’ / ‘Meet the Team’ page
A great “Meet the Team” page helps connect with prospects by giving faces to names and personalities to packaged services.
Everyone knows that an agency is nothing without the people who run it. So proudly show the faces behind your brilliant work. Bonus points if you can do it in a creative way!
Source: Bleech
The Case Studies / Customer Stories page
Customers want to be sure of the caliber of your services before they hire you. In other words, they need proof that your agency is as great as you say you are.
This is where case studies and customer stories from current customers come into play – they are a surefire way to instill trust and build credibility.
There’s a reason 87% of consumers read online reviews for local businesses in 2020. Prospects want proof that your agency is doing a good job before investing their money in your services.
Make your case study page a who’s who of your biggest and best customers and add pictures and quotes to validate your working relationship.
Don’t be afraid to go into the specifics of your projects – the more detailed and insightful you can be to potential customers, the easier it will be for them to make a decision.
Source: flight path
The Prices / Packages page
Knowing how much to bill your clients is one thing, but making your agency’s pricing clear and easy to understand is another.
To build credibility, make sure you’re showing value to potential customers the instant they hit your pricing page. This means that you get an honest and precise overview of all the important and sought-after services of your agency. A service matrix could be a convenient way to convey this information.
Alternatively, you can not publish your prices. In this case, you can opt for a contact form instead.
2. Have an active social media presence
Research shows that 54% of consumers use social media to research products before committing to purchase. If potential clients are looking for a new agency, it is likely that they will turn to social media during their search.
Publishing fun content from the office and celebrating your agency’s work will keep your clients and prospects informed of your agency’s daily activities. In addition, potential prospects are made familiar with your company and the personalities behind the work that has been done.
Source: Search + Collect
To make sure that you can build credibility with your agency’s social media presence:
- Select relevant social media websites to post to
- Share helpful content that shows potential customers that you understand their vulnerabilities
- Use your social media presence to communicate your agency’s values
- Be honest and transparent with your followers
- Consistently engage with potential customers
If you’re running a social media marketing agency, this is your time to shine!
3. Get officially certified in as many areas as possible
Knowledge is power.
The more expertise your team has, the better your work will be for your clients and the more credible your agency will be.
There are many recognizable marketing certifications that you or your team can get completely free of charge. These courses cover key areas such as social media advertising and marketing and are designed to help everyone educate themselves.
Some of the most popular marketing certifications are:
4. Publish customer testimonials and present your work
Social evidence is an important part of the buyer’s journey these days. In fact, consumers read an average of 10 online reviews before they feel able to trust a local business.
If you want to show potential clients why they need your agency’s help, testimonials are your secret weapon. Why? Because they turn your best clients into your greatest lawyers. They can also be used in a variety of formats to add credibility to your agency.
As mentioned earlier, website testimonials are a way to gain trust and show what your agency has achieved. However, they can also be used as part of your wider agency communication.
For example, testimonials make fantastic social media posts and can also be included in email signatures and suggestions you send out to customers.
Showing your work on your website is also a fantastic way to show potential clients exactly how you do things and show that your agency can deliver on its promises.
Make sure to include only your best, most recent work and back up your successes with solid data and results.
Source: The Good Marketer Agency
5. Invest in an agency directory
Reviews from satisfied customers are extremely important in building the credibility of agencies. However, sometimes you need to figure out where customers are going to compare agencies. This is where a trustworthy agency directory could come in handy!
Searching a digital agency directory can be beneficial for both clients and agencies, saving time and reducing the work that both parties have to do to find each other.
If you didn’t know, Digital Agency Network is an all-in-one platform to discover the best digital marketing agencies in the world! Join DAN and be among the industry leaders in the world of digital marketing.
6. Choose your marketing toolkit wisely
You need the right toolkit to successfully serve your clients (as well as your own agency brand).
Choose the tools that are effective and get the job done, but they also offer some benefits – possibly an affiliate program for referring new clients or with special agency rates to best fit your business model.
Some SaaS products have unique offerings and agency partnership programs that you can use to increase your credibility as well. For example, Sendible, a provider of social media management tools, offers a co-branding solution that allows you to brand the tool under your own brand.
Finding the right tools for your business is often a trial and error. However, finding those who will help you optimize the services you offer your clients will increase your credibility as an agency
7. Go “out” and share your expertise for free
There are few things that can beat having a real conversation with another person – especially when you have the knowledge to help them with a problem they are facing.
If you are an agency owner in a position of knowledge or power, what you know is something you can share with professionals who might benefit. You can start by joining Facebook groups of like-minded professionals and offer your services for free by answering their questions.
Blogging guests and attending webinars or podcasts are also legitimate ways to get your agency known and gain trust by displaying expertise.
Wrap up
Agencies can build credibility in many different ways.
Whether you’re using social media to build a community around your brand, getting your clients to post rave reviews, or joining a reputable agency network like DAN, the secret is in leveraging your agency’s niche to get yourself Stand out from the competition.
Ultimately, your agency is best equipped to decide which solution suits your industries and offers the most benefits. So it’s time to start experimenting!