When You Lose A Client

You Lose More Than Just Money

Losing a client can sometimes come as a necessity. Perhaps the expectations at the beginning of the project weren’t set correctly, or the working relationship began to deteriorate because of miscommunication, or the client found another competitor to replace you.


Regardless of why it happens, it’s important for us to consider what happens after you lose a client.


When a client is lost, your bottom line isn’t the only thing that suffers. There’s an opportunity cost incurred when you lose a client, for they could have been a potential avenue to gain referrals to new clients. And when you lose a client, you miss out on all of the knowledge that would have been gained through future work with them.


Working with clients gives marketers the opportunity to consistently challenge themselves and grow their skillset—as new problems that need solving arise consistently in marketing. When you lost a client, you lose an opportunity to grow.


Again, sometimes you can actually benefit from losing a client if it is clear that much wouldn’t have been gained if the working relationship continued. Yet, when you lose a great client, it can be tough to recover from that loss.


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Websites Are Complicated

There is so much that occurs in the background

Even if you don’t know how to code, it’s important for you to create a website. You can use services like WordPress, Squarespace, or Wix to create a blog within a few hours. However, the reason why you should create a website can go unnoticed.


Having an online presence on a platform that you control is one part of why having your own website is essential to your success. The other part is that you begin to get a deeper understanding of how the websites and mobile applications (which can be seen as interactive websites) work.


When you create a website, manage it for several years, and learn the many ways that it can break you begin to appreciate the hard work that goes behind the scenes.


How many developers, designers, and engineers do you think work at Google, Youtube, Facebook, LinkedIn, Twitter, or Amazon to make sure you have a great customer experience? At Netflix in particular, there are more than 800 developers hard at work for your sake (according to Neil Patel).


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What You Should Do Before Your Freelance Marketer Leaves Your Team

Make sure that there is a clear transition period for documenting the process

As a small business owner, you may not have the available funds to hire a digital marketer on a full-time position. Instead, you have developed several relationships with freelancers throughout the years, asking for help on specific projects to help sustain and grow your business.


However, the reality of hiring a freelancer is that you usually end up having to choose between officially hiring them as a member of your team or phasing them out, whether because they found a new job opportunity or you no longer require their services. Once you give them the notice that their services will no longer be required, there is one a crucial step that needs to occur during the transition period before they leave.


You need to give time for the freelancer to leave as much documentation as possible so that you can hand off any pending or future assignments to your next marketer with ease.


Why is this important?

Whenever you have a new hire there is an inherent cost in the time it takes for that new team member to get caught up to speed on your current business processes. If the goal is for them to provide a stellar service, there has to be documentation that they can refer to when beginning their relationship with you.


Do you have past work that you can show them? Do you have strategy decks and campaign planning documents that they can look at to get a better understanding of where your business was and where you are heading? Can you show them process maps, customer studies, or the performance of previous campaigns?


The more documentation you have on hand, the faster your new hire can work. So this goes without saying that when your current freelance marketer is leaving your team, you have to make sure they set the next marketer up for success. Even if its just a one-page document that summarizes the marketer’s daily routine, tools regularly used, and account credentials to make the learning curve faster—this is better than having your new hire dive in without anything to learn from.


If these types of documents aren’t made, you will take on a cost on time spent having to train your new hire—even if the training is in the form of several strategy calls that could have been condensed into just one initial session if documents were readily available.


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Don’t Hire A Freelance Digital Marketer If They Can’t Do This

If a marketer isn’t organized, run away

When hiring a freelancer marketer, you have to ensure that you are hiring someone who is reliable. The organizational skills directly correlate to how reliable they are.


If they can show you campaign reports and data, create a system for file management, manage naming conventions, and create and manage your processes—you’ve found a winner. Yet, it is difficult to showcase this organizational ability without references.


Case studies, a resume, and a portfolio won’t be able to show you if the person you’re about to hire is organized. Even references can be skewed. Also, the previous client’s overall knowledge can be limited and they can also be unorganized. People tend to remember how they felt at the time, rather than the specific daily details that occurred when the services were provided.


This can paint the wrong picture on the quality of a marketer’s performance.


You can only test a marketer’s organizational skill in the moment, during a probationary period. Notice how they send documents, how they manage their calendar, how they provide access to documents and folders. If they seem to be all over the place in one interaction, a pattern may be hidden underneath. If you’re paying for quality, make sure they’re organized.


Related: How To Fail As A Freelancer


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An Effective Press Release Needs One Thing: A Unique Story

Before hiring someone to write your press release, make sure they can capture the story

You know why your business is special, but it may be hard to communicate this fact. The challenge you’re facing is trying to focus on what makes your brand special without focusing on the business itself. So instead of promoting the brand’s story, focus on the category’s story.


If you’re a brand new internet-of-things product, innovating the automobile industry, focus on telling the press a story about novel changes to the automobile industry. If you’re an apparel brand that donates half of its revenue to feeding children, focus on the after-effects of the children who have been positively impacted.


Think about the world that surrounds your brand and try to tell the journalist (the person reading the press release) the news story without mentioning your business and what you do. If you can successfully accomplish this, then you can add one to two sentences about how and why your brand is relevant to the story.


A press release is supposed to incite curiosity, not a feeling of becoming defensive. Don’t sell, narrate.


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