Why Great Account Management is the Competitive Edge for Marketing Agencies 

Account management is often described as an art form. It’s all about finding the sweet spot between teaming up with clients to hit digital marketing goals and guiding the internal team with strategic direction.

At Optidge, our account managers are so much more than simply project coordinators checking off tasks – they actively help clients strategize and go above and beyond to make sure their digital marketing dreams become reality. They seek to always stay one step ahead, anticipating client’s needs, identifying opportunities for improvement, and ensuring communication is as smooth as possible. 

Curious about what makes exceptional account management a game-changer for your business? Let’s dive into how our unique approach at Optidge can make all the difference in your digital marketing and partnership experience. 

The Role of the Account Manager in a Digital Marketing Agency

While the title of an “account manager” may be fairly common, what they do day-to-day is anything but ordinary. Generally, job of an account manager typically looks like: 

• Managing day-to-day operations for the account
• Building and nurturing the business relationship between the client and the agency
• Serving as a vital link for effective communication between the client and the agency

At Optidge, our account managers wear many hats, including:

• Acting as their client’s go-to liaison between stakeholders
• Anticipating needs and connecting the client with the right resources
• Streamlining communication between all stakeholders involved 
• Understanding the ins and outs of the client’s brand – from company history to industry landscape
• Stepping in when needed to take on various project responsibilities to assist the production teams in getting things done
• Aligning strategies with business goals and tracking progress through campaigns

The 3 Keys to Great Account Management in Agencies

1. Building Relationships

At Optidge, we’re all about building long-lasting relationships and that’s not just a checkbox on our to-do list – it’s a core commitment. Our account managers see clients are a partner first, prioritizing empathy, transparency, and open communication. By fostering this culture, Optidge account managers make sure the client feels supported every step of the way. 

2. Understanding Each Other’s Business

It’s crucial for both the client and the account manager to get to know each other’s business to be sure expectations are aligned on both ends. At Optidge, the team learns about a client’s industry, target audience, and competitors, to tailor strategies that will most effectively reach pre-determined goals. On the flip side, understanding an agency’s capabilities, specialties, and processes can help clients determine if and how the agency can best serve marketing needs. 

3. Smooth Onboarding 

Great client-agency relationships start with a solid onboarding experience. This is the first chance for clients to meet and connect with dedicated account managers and the rest of the team, setting the stage for a successful partnership. 

Did you know that smooth onboarding can boost customer retention by a whopping 82% 

Optidge account managers lead the onboarding process from day one, ensuring every detail is personalized to meet your needs. As former Client Account Manager Jenna Meldrum puts it in a previous podcast episode, “You’re setting the stage for how this relationship will work long term.” 

7 Skills that Make Account Managers Shine

In digital marketing, account managers play a crucial role in ensuring success for both the client and the agency. Here are some essential skills that help make these individuals make a real impact: 

1. Skilled Leadership – great account managers blend soft and hard leadership skills. They guide the team, delegate tasks, and tackle challenges head-on, ensuring all deadlines are met and expectations are exceeded. 
2. Empathy – An account manager who truly understands their client’s vision and desires is incredibly powerful.We know effective digital marketing isn’t about just numbers and metrics; it’s about connecting people. With empathy in their toolkit, our account managers can address questions and concerns and celebrate wins together. 
3. Intuition – Optidge account managers trust their instincts. When they notice a dip in your organic traffic or aren’t seeing engagement on your social media posts – it’s likely that they will proactively dig deeper to find the root causes. That intuition leads them to collaborate with the team and pinpoint whether it’s a seasonal trend, algorithm change, ineffective strategy, or something else entirely. 
4. Effective Communication – Clear and transparent communication is very important to Optidge, as it is for most agencies. Optidge account managers prioritize addressing questions and concerns within 24 hours or less, keeping clients in the loop about campaign performance and budget usage. This fosters trust and ensures the agency is aligned appropriately with the client’s business goals. 
5. Organization – With numerous accounts to juggle, our account managers excel at prioritizing tasks, meeting deadlines, and balancing client needs. Organization is key to keeping everything running smoothly. 
6. Integrity – Integrity is at the heart of sustainable business growth. At Optidge, we cultivate a culture of honesty and ethics. We recognize that we’re human – we’ll make mistakes – but we own up to them and work to make things right. 
7. Time Management – Effective time management is crucial in account management. Optidge Account Manager Nayeli Cano, has explained in the past that her role has taught her to prioritize strategically, set daily goals, and leverage technology for efficiency. By honing on these skills, our account managers reduce stress, focus on delivering results, and ensure timely, high-quality work for our clients. 

The Optidge Advantage 

At Optidge, we truly believe that effective account management is a key differentiating factor that sets us apart. We hope that for any business looking to partner with an agency or bring in marketing support consider the key skills and traits mentioned above in order to find the fit that will make the most impactful difference for their digital marketing goals. 

Account management has the ability to serve as a competitive edge for both agencies and clients. Four  key advantages we often highlight at Optidge are: 

1. Autonomy

We empower account managers with autonomy as it leads to better decision-making and promotes a proactive, creative team. When account managers feel valued and trusted, it translates to personalized solutions that best meet the client’s needs.

First impressions matter! A well-organized onboarding process ensures that the agency is aligned from the start, minimizing misaligned expectations and paving the way for smooth collaboration.

2. Alignment of Goals 

Managing client expectations can be tricky. At Optidge, transparency is emphasized, making sure clients know what’s possible and when. This clarity builds trust and ensures that the client and the account manager stays on the same page. 

As Nayeli puts it,  balancing client and team needs is key – “I always divide my attention and time 50/50.” If a request comes in late on a Friday, for example, she works to negotiate a solution that meets everyone’s needs while maintaining quality. 

3. Flexible and Responsive 

One of the best ways to maintain positive, working relationships between agencies and clients, it’s important to tackle concerns head-on with a solution-oriented mindset. Optidge account managers try to stay calm and focused when solutions arise. Jenna has previously explained that when a client says, “hey, something doesn’t feel right,” it’s the account manager’s job to listen and reassess. 

Oftentimes there is the impression that an agency’s use of account managers opens the door for things getting lost in translation. At Optidge, we utilize group email addresses for account, allowing all those working on the account to receive updates and pertinent information, while the account manager can be overseeing the process and still be on top of things. 

Adapting to change and communication styles is part of the committed partnership between agencies and clients, and it keeps relationships strong and projects on track. 

4. Understanding the Process 

Whether it’s Paid Social, SEO,or Paid Search, Optidge account managers are trained to know the ins and outs of every process. To guide the project and the client relationship, it’s vital that the account managers know all the parts that must come together. Having this understanding allows account managers to advocate for strategies that best align with client goals. 

Why Choose Optidge? 

At Optidge, account managers are at the heart of every successful client collaboration. They ensure that every aspect of a digital marketing strategy aligns with client goals – whether its guidance, execution, or actionable insights that are most needed. 

As a boutique digital marketing agency specializing in paid search, paid social media, and SEO, we’re here to help small to medium-sized businesses thrive. Ready to experience the Optidge advantage for yourself?

Let’s team up and take your digital marketing goals to the next level.