Clients need help

Recent research has 28% of clients admitting to feeling energised by the opportunity for change and new ideas offered by COVID.

That leaves a whopping 72% who are not feeling energised. I think it’s fair to assume they need help and are looking for someone to lead the way…

That’s just one of the gems from the recent Up to the Light, What Clients Think 2021 report.

This week’s article discusses three more…

74% of clients said digital transformation is a major business priority

I find this interesting because I’d assumed – obviously incorrectly – any client wanting to improve their digital offer would have done it by now. Apparently not.

Of the 580 UK clients interviewed 26% said COVID exposed weaknesses in their digital capacity. They also said it had been difficult getting resources, but COVID got the attention of the Board. I think that’s fair to assume that will translate to a larger slice of the budget, and more resources, especially for digital projects.

85% of clients like to discover a new creative partner rather than be sold to

This confirms new business is about being seen, rather than knocking on doors. Add to that the top three expectations clients have of their agency:

1. Be an ally. Have their back. Responsiveness and pragmatism is in high demand
2. See the bigger picture. Clients are tunnel visioned. They’re hungry for interesting observations/insights from design partners.
3. Deliver on time and on budget. So often underrated but failure to deliver is of great concern. It has the highest potential to make a clients life difficult or cause them embarrassment with colleagues.

96% of clients actively use LinkedIn

This has been a similar statistic for the past five reports. We know creatives who participate on LinkedIn to build their profile, share insights and proactively start conversations get more, and better new business opportunities. We’ve heaps of case studies to prove LinkedIn works, especially if you want to work in different clients sectors.

Takeaway

So, there’s the three topics of conversation to be had on LinkedIn: tell stories, show case studies proving your…

• loyalty. Talk about clients and brands with whom you have had long, fruitful relationships.
• ability to forecast trends. Post about industry insights and research to demonstrate the depth of your knowledge
• reliability. Stories about solving tricky deadlines or challenges prove your ability to do what you say you will when you say you will.

Carol Mackay

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Want more?

These articles talk more about working in the creative industry:

1. What clients look for in a design partner
2. How clients find designers
3. Questioning the way things are done

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About Carol Mackay

After 30+ years running a design studio, Carol pivoted from client-focused projects to consult to the design industry as a creative business coach.

Carol’s special power has always been an ability to use design to translate difficult to understand or complex messages. She believes design brings clarity to complex issues. From clarity comes understanding, and understanding leads to knowledge. As a designer she used those skills with clients like The Magistrates, County and Supreme Courts; Ombudsman schemes and Emergency Service agencies. At DBC she uses the same skills to help designers de-mystify the complexities of managing a small business.

Outside of DBC Carol mentors graduates and is on the Board of Never Not Creative, a community of creatives pushing for change in the creative industry.

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