Looking after marketing for several clients is mostly about rhythm. The work itself is rarely the problem. The slips happen between the work: a post waiting for a sign-off, a report that takes a day to assemble, a client who is not sure what they are paying for. This checklist is for small agencies that want fewer of those moments.
Before the work starts
- Write down what success looks like for each client. Two or three measures are enough: enquiries, booked meetings, sales, or visits to a key page. Agree them in plain words and put them in writing.
- Agree who approves what. For each client, name the person who signs off posts and emails, and how quickly you expect an answer. Decide what happens if they are away.
- Agree what the client will do. Sending photos, answering questions and attending a call are all part of the job. Put them in the plan so a delay on their side does not look like a delay on yours.
Every week
- Plan the next two weeks of content in one place. Seeing posts and emails together shows clashes and gaps early.
- Send for approval as soon as something is drafted. Do not batch. A client reviewing one post at a time is more likely to reply today.
- Keep a short list of open items per client. Each item needs an owner and a date.
Every month
- Report on the same few things, in the same order. Clients should not have to learn a new layout each month. Start with the measures you agreed, say what changed, and finish with what you will do next.
- Say what did not work. Clients trust an agency that points out a weak month before they notice it.
- Add one small suggestion. A single clear idea is better than a long list.
When a client goes quiet
A silent client is often a busy client, not an unhappy one, but silence can hide doubt. If approvals slow down or replies get shorter, offer a short call. Ask what is working and what they would change. People are usually glad to be asked.
Make it look like theirs
Clients are happier when what they see carries their own name, logo and colours. Reports, approval pages and any sign-in screen should look like they belong to the client, not to a tool they have never heard of. It is a small detail that makes your work feel more like part of their business.