This blog post was created based on Adam Ortman’s feature on the “Exploring Growth” podcast with Lee Murray. Listen to the full podcast, “How to Turn Buyers into Brand Advocates,” here.
Landing a new client? Exciting! Building a long-term relationship with that client? Absolutely game-changing.
Sure, we all love those initial sparks when a new deal lands in your inbox. But know this—true business success flourishes when retention becomes your superpower. Why settle for a one-off project when you could be the go-to partner they can't live without?
Let's talk about keeping the magic alive. Here are three proven strategies, inspired by the wisdom of Adam Ortman, CEO of Kinetic319, from his conversation on the "Exploring Growth with Lee Murray" podcast.
Why Retention Matters
Before we get into the details, think about it this way—acquiring a new client is like winning someone’s number after a great first date.
But the art of retention? That’s the everyday commitment that keeps the relationship thriving through ups and downs.
Clients who stick around offer a triple-threat advantage:
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Referrals: They tell their friends (and their friends tell their friends... you get the idea).
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Upsell Opportunities: Who’s more likely to buy more? A current client who trusts you.
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Brand Advocacy: Satisfied clients are your loudest cheerleaders. Hello, free PR!
Want to boost your business's lifetime value? Focus on fostering trust, communication, and proactive collaboration at every turn.
The Pillars of Long-Term Client Relationships
Here are three powerful moves to deepen your client relationships—and keep them coming back for more.
1. Be Present as a Leader
CEO visibility isn’t just something that’s nice to have, but can change how you relate with your clients. Adam Ortman emphasizes the impact leaders can make by staying engaged, even after the deal is closed. Clients feel valued when the big guys (you!) take the time to check in.
Take the time to schedule regular touchpoints, setting up monthly or quarterly meetings with your clients. Even a short call will reassure them that their success matters to your company’s leadership.
Engage in their goals - don’t just show up and zone out. Bring your A-game. Ask meaningful questions about their challenges and objects. They love it when you care, and they want to feel like they are your only priority.
2. Survey and Act on Feedback
Here’s the truth bomb you didn’t ask for but need to hear—your client feedback surveys aren’t decoration. Collecting feedback is step one. Acting on it? That’s the magic sauce.
Create a feedback routine that works for you (twice a year is great for most industries, but there’s some play in this). Schedule your surveys in seasons like May and November, so you can adapt before shifts occur. If you’re struggling with how to make this process easier, know that Google or Microsoft Forms can both streamline things for you.
Ask strategic questions. Forget the generic fluff and dig into specific insights. Try questions like, “Would you recommend us to a friend or colleague?” Or “What additional services would be valuable for you?”
Once feedback rolls in, don’t ghost your clients! Personally reach out to thank them. Discuss any detailed suggestions and turn those ideas into actions. When you actually listen (like, really listen), you turn minor gripes into major opportunities. Plus, you show clients they matter far more than just a retainer.
One more pro tip? Use feedback to inspire your content strategy. For example, ask your clients what industry trends or challenges they’d like to read about. Their answers could very well become gold for your next blog post.
3. Expand Internal Collaboration
Of course, your primary point of contact isn’t the only person in the organization. Think of the entire client organization as a networking playground. The more connections you make, the deeper your roots grow.
Don’t pigeonhole yourself within just one team (like marketing). Reach out to departments like sales, IT, or product development to understand their unique challenges—and how your services might help.
Take the time to deepen your knowledge of their business. Host informal sessions where their different teams explain their workflows to you. It’s an easy way to uncover areas where your services can integrate and add value.
Ultimately, by engaging multiple teams, you can identify cross-departmental needs that naturally lead to upselling opportunities. Remember, your clients don’t know what they don’t know. By taking the time to connect and communicate with other parts of their organization, you’ll find new ways to add unexpected value.
Start building bridges with your client’s entire organization now, not later. These may lead you to bigger projects and lasting partnerships.
Why Long-Term Value Equals Success for Both Sides
Client retention is more than ticking boxes and meeting deadlines. It’s about delivering real value, so they stick with you for life (or at least long enough for the lifetime value to skyrocket).
Here’s the beauty of a relationship-first strategy:
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Lifetime Value Grows: Clients who trust your approach stick around, sure—but they also expand their investment.
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Seamless Collaboration: By aligning your operations with their processes, you’re not just a contractor; you’re an integral part of their team.
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Lower Risk of Churn: The average churn rate in marketing sits at roughly 27%. But you can get ahead of this. Strong communication and early wins reduce buyer’s remorse and build trust from day one.
As Adam Ortman put it in the podcast, the real sale happens after the contract is signed. Delivering that first big win in 30-60 days cements your place as a trusted partner.
Your Next Steps for Building Stronger Client Relationships
Nurturing long-term client relationships is more than smart business—it’s your competitive edge. By showing up, asking questions, and connecting across silos, you prove that you’re not just another vendor—you’re a trusted partner.
Need help building stronger client relationships? Connect with our friends at Kinetic319. We’re the experts in maximizing retention and creating value-driven partnerships that last.
From onboarding strategies to feedback frameworks, we’ll guide you to unlock the full potential of your client relationships.
Turn your clients into lifelong fans. Take the first step with Kinetic319 today.